Backend systems for $100k+/mo coaching offers

Your offer makes money.
Nobody can tell you how.

I build and run the backend your offer depends on once the marketing has done its job. The data, the automations, the dashboards, the reporting. Over $4M in cash has moved through systems I've built.

Book a systems audit → See a live dashboard

30 minutes, free. I map where your backend leaks and tell you what I'd fix first. No deck, no discovery call theatre.

System feed · illustrative

    A normal few minutes on a client's stack. Every one of those runs without anybody opening a laptop.

    $4M+Cash processed through systems I've built
    $850k/moLargest offer I run the backend for
    72Automations running in production right now
    52Systems built, documented, ready to install
    30+Tools wired into one stack
    01The problem

    Five questions your business can't answer today.

    Ask any of these on a Monday and watch what happens. Somebody guesses, somebody opens a spreadsheet, and the answer arrives three days late and slightly wrong.

    01
    "Which ad paid for that $12k close?"
    Nobody knows. So you keep feeding the campaign that looks good in Ads Manager and starve the one actually producing cash.
    02
    "How fast did we get back to that lead?"
    Whatever the setter wrote in the EOD. Measured properly it is usually hours, not minutes, and by then the lead has booked with someone else.
    03
    "What's our real close rate this month?"
    Three people give three answers, because it depends whose sheet you open and whether no-shows count. So nobody trusts the number and nobody acts on it.
    04
    "Did that second instalment ever land?"
    You find out when the client mentions it, not when the payment failed. Cash you already earned quietly walks out of the building.
    05
    "What actually happened on that call?"
    A one-line note, if the rep remembered to write it. The recording exists. Nobody has time to watch it.

    None of that is a marketing problem. It is a backend problem, and it costs you money every single day it stays unfixed.

    02Proof, not a screenshot

    This is the dashboard you'd log into.

    Sample numbers, real software. Switch tabs, change the date range, filter by closer and the whole thing recalculates. In production it runs on your live Airtable and CRM data and refreshes itself every few seconds. Go on, click it.

    yourbrand.com/dashboard
    demo
    sales intelligence
    sample data · fully interactive · live-refreshing in production
    live
    closersAll closers▾
    settersAll setters▾
    — records
    01sales performance
    weekly cash collected
    call outcome distribution
    02closer leaderboard
    01webinar cash & roas
    registration → close funnel
    paid vs organic registrants
    02webinar breakdown
    01ad attribution & roas
    weekly spend vs ad-attributed cash
    spend by channel
    cost per lead (daily)
    Sample data for demonstration only. No real client figures.
    Get one of these on your data → See the client onboarding portal
    03The fix

    Everything between the click and the cash.

    Most offers run on a pile of tools that do not talk to each other, plus a spreadsheet nobody fully trusts. I replace that with one backend: a single source of truth, automations that move data without anyone touching it, dashboards that update themselves, and reporting that is actually correct. Take one piece or hand me the lot.

    01 — Foundation

    One database your whole business reports off

    Leads, calls, deals, payments, events and team in one relational model. One row per deal, deduplicated across every connected system, with the messy entry cleaned into proper reporting fields automatically.

    • Custom schema built around your offer, not a template
    • Identity resolution so the same person is not four records
    • Classification the reports depend on: two-call closes, follow-ups vs real calls, bad bookings
    • Documented, mirrored and backed up continuously

    Replaces the spreadsheet nobody trusts and the CRM stage everyone forgets to move.

    02 — Visibility

    Dashboards and reports that write themselves

    A login-protected portal on your own domain, pulling live data and refreshing on its own. Plus a written recap in Slack every night off real numbers, not vibes.

    • Cash, close rate, show rate, AOV and $/live call, defined once so nobody argues
    • Per-rep leaderboards for closers and setters, with commission
    • Filters, custom date ranges and prior-period deltas
    • Goals, targets and a forward forecast
    • Ask the dashboard a question in plain English and get an answer off the real rows

    Replaces Databox, Geckoboard, Whatagraph, and squinting at an Airtable grid.

    03 — Attribution

    Know which ad made the money

    First-party, server-side attribution that you own. Tracking links, your own pixel, identity stitching, and multi-touch models over a real 90 to 365 day window, so a close in March gets credited to the ad that started it in January.

    • First and last touch stamped on every single deal
    • Paid vs organic carried all the way through to closed cash
    • Daily ad spend pulled in across Meta, Google, YouTube, X and TikTok
    • Verified ROAS, cost per lead, cost per close, by campaign and creative

    Replaces Hyros, Trakyo and Cortana. Three subscriptions, folded into one system you own.

    04 — Sales engine

    Nothing falls through, ever

    Every lead captured, qualified and routed the second it lands. Every booking tagged with the funnel it came from. Every call logged whether or not the rep remembers.

    • Speed to lead measured to the second, and the on-shift setter pinged instantly
    • Bookings sync to your database and Slack, with setter vs self-booked detected
    • Reminders, no-show flows, reschedules and bad-booking cleanup
    • Post-call form pre-filled from the recording, so the rep reviews and submits
    • CRM pipeline stages that move themselves off the call outcome

    Replaces a setter's memory, a stopwatch, and hoping the rep files the form.

    05 — Money

    Cash tracked to the cent

    Stripe, Whop, Fanbasis, Shopify and PayPal all landing in one revenue model. Instalments linked back to the deal that created them. Refunds netted off automatically.

    • Real normalised MRR and ARR, not the number the processor shows you
    • Instalment plans tracked per payment, with late flags before the client notices
    • Failed payment and churn alerts the moment they happen
    • Commission calculated off cash that actually landed, post-fee

    Replaces reconciling four processors by hand on the first of the month.

    06 — Leverage

    AI pointed at your actual data

    Not a chatbot bolted on the side. Claude wired into the workflow, grounded in your records, citing the line it got each claim from. If the number is not in the data, it does not appear in the report.

    • Pre-call briefs built from the lead's real history
    • Call recordings turned into structured summaries and scored against your rubric
    • Anomaly detection: won-but-unpaid, repeat reschedules, stale deals, KPI dips
    • An AI clone of you answering your community at 2am, in your words, with receipts

    Replaces nobody reading the call recordings, and reports written from memory.

    If it has an API, it connects
    04What this already costs you

    You are already paying for this. Badly.

    Here is the stack a typical client was renting before me, and the people they were paying to paper over the gaps between those tools. Public list prices, honest ranges.

    Tool
    What it does
    Per month
    Software you rent
    Hyros / Trakyo / Cortana
    Ad attribution
    $300 – $900
    Databox / Geckoboard
    Dashboards
    $100 – $300
    Zapier, on a real plan
    Automation
    $70 – $150
    DocuSign / PandaDoc
    Contracts
    $75 – $300
    People doing what software should
    A VA writing your daily report
    By hand, every night
    $400 – $1,200
    Someone answering members all day
    A real salary
    $2,000 – $4,000
    Every month, forever
    and none of it talks to each other
    $2,945 – $6,850

    You are renting six things that do not speak to one another. I build you one that does, and you own it.

    See what yours would cost →

    I do not publish prices, because scope genuinely differs. You will get real numbers on the call, in the first ten minutes.

    05Yourself vs handed over

    You could build all of this yourself. You shouldn't.

    Claude is very good now. You could probably get most of the way there. The question is whether that is the best use of your week.

    Doing it yourself
    Handing it to me
    Where your hours go
    Doing it yourself
    ✗Your week vanishes into prompting and wiring up tools.
    Handing it to me
    ✓You spend zero hours on it. Go sign clients.
    Whether the numbers are right
    Doing it yourself
    ✗AI dashboards look slick and quietly get numbers wrong.
    Handing it to me
    ✓I use AI for speed, then hand-check every number.
    Wiring up the stack
    Doing it yourself
    ✗Weeks of API docs and duct-taped tools that break.
    Handing it to me
    ✓30+ tools already wired. Yours is probably done.
    How much you think about it
    Doing it yourself
    ✗Another system to learn, babysit and not break.
    Handing it to me
    ✓You don't think about it. You ask, it's done.
    What it runs on
    Doing it yourself
    ✗A no-code stack that falls over under real volume.
    Handing it to me
    ✓Built in code. It holds when it counts.
    Knowing what works
    Doing it yourself
    ✗Guessing from your own offer and a few YouTube videos.
    Handing it to me
    ✓I see what the best coaching offers run, and what flops.
    Who has done it before
    Doing it yourself
    ✗You, learning live with money on the line.
    Handing it to me
    ✓Me, on offers doing $850k a month. Dozens of them.
    06How it goes

    Audit, design, build, run.

    Start with the one workflow driving you mad, or hand me the whole backend. Same path either way. You hand over logins once and then mostly stop hearing from me until things start appearing.

    STEP 01

    Audit

    I map your tools, your data and the gaps, then pin down the metric definitions everything downstream will obey. You get the list of what is leaking whether or not you hire me.

    Week 1 · free
    STEP 02

    Design

    The data model, the automations, the dashboards and the reports, scoped and prioritised in writing before anything gets built. You approve it, I build it.

    Week 1–2
    STEP 03

    Build and wire

    I build the database, connect every tool, ship the dashboards and stand up the automations. Your history gets poured in, so day one is not an empty screen.

    Week 2–6
    STEP 04

    Run and evolve

    I run it, monitor it and keep building. Something new lands in your stack every month. The documentation stays current by default, because you own the thing.

    Ongoing
    07Before you book

    The things you're about to ask.

    How long before I see anything?
    A working dashboard on your real data, usually inside two weeks. The full backend runs four to eight weeks depending on how many tools you have and how bad the data is. You watch it get built on a live tracker, so you are never wondering what I am doing.
    Do I have to rip out the tools I already use?
    No. I connect what you have. Airtable, Close, GoHighLevel, Calendly, Stripe, Whop, Kajabi, Skool, WebinarJam, Slack, Discord and about twenty more are already wired. The exception is the stuff I straight up replace, like paid attribution tools, and that is a bill you stop paying.
    Who owns it if we stop working together?
    You do, completely. Your database, your automations, your domain, your logins, with a documented schema and documented workflows. You are never held hostage by the person who built it. That is deliberate, and it is why I am comfortable charging monthly.
    Is this AI slop that invents numbers?
    No. AI writes the words, never the figures. Every number in every report comes out of your database through a formula I can point at, and the AI is instructed to quote the record it came from. If the number is not in the data, it does not appear in the report. I hand-check the maths on every metric before it goes live.
    I already have an ops person. Does this replace them?
    It replaces the part of their job that is copying numbers between tabs. Most clients keep their ops person and finally get to use them for actual operations, because they are no longer spending their evening rebuilding the daily report by hand.
    What does it cost?
    There is a setup fee and a monthly, and it scales with how much of the backend you hand over. I do not publish it because the scope genuinely differs per business, and a number without context is useless to both of us. You will get real figures in the first ten minutes of the call, not after three rounds of discovery.
    Who is this not for?
    If you are under roughly $50k a month, have no sales team, or run no paid traffic, do not book. There is not enough data flowing yet for any of this to pay for itself, and I will tell you that on the call rather than take the money. Come back when there is.
    Last thing

    Show me your stack. I'll tell you what it's leaking.

    Thirty minutes. I look at what you are running, tell you which numbers you cannot trust and why, and give you the order I would fix them in. You leave with that list whether or not you ever pay me anything.

    Book a systems audit → Email me instead

    Freddie · UK · developer by background · usually replies same day

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