QiBo Institute Website MVP: Practitioner Community GTM Playbook
Seed/MVP stage. Standardize practitioner pain language and strategic positioning before a single word of copy is written. STOP: Standardize.
Deliverable: a Pain-Claim-Gain brief grounded in real acupuncturist and TCM practitioner language.
Interview five to eight Qiological listeners using Jobs-to-Be-Done protocol
Apply Bob Moesta's JTBD switch interview format to uncover the struggling moment driving practitioners toward better tools and community. Output: 10-15 verbatim pain quotes for…
Run a Pain-Claim-Gain workshop with QiBo founders and clinical advisors
Map practitioner Pain (verbatim), QiBo Institute's differentiated Claim (practitioner elevation, not SaaS), and measurable Gain (clinical reasoning, community, EHR co-creation).…
Audit Qiological Podcast episode themes to extract dominant audience anxieties
Review recent episodes for recurring clinical, professional, and identity tensions. This grounds homepage messaging in the exact conversation the podcast audience is already…
Deliverable: a one-page positioning brief using April Dunford's Obviously Awesome frame, scoped to the Institute (not EHR).
Apply April Dunford's positioning canvas to QiBo Institute specifically
Separate Institute positioning from EHR product positioning. Define competitive alternatives (CE providers, guilds, online courses), unique attributes, and best-fit audience tier.…
Confirm the trust-first sequencing rationale with a stakeholder alignment memo
Document why Institute precedes EHR in public launch order — education, trust, community, then product. Align founders and Kalungi team on this constraint before design begins.…
Seed/MVP stage. Design the visitor journey and page architecture before any build begins. STOP: Standardize → Templatize.
Deliverable: a journey map showing awareness entry, trust-building path, and four distinct conversion lanes for podcast-driven visitors.
Define four practitioner intent segments arriving from the podcast
Segment visitors into: curious learners, founding member candidates, EHR beta prospects, and potential advisors/interviewees. Each segment needs a distinct CTA path on the MVP…
Design a single-page scroll journey that mirrors podcast listener emotional arc
Model the page flow on the listener's trust arc: recognition → credibility → mission resonance → belonging → action. Apply Andy Raskin's narrative structure (enemy, promised land,…
Specify the four-lane lead capture form logic and downstream routing
Define form fields, conditional logic, and CRM routing for each intent segment. Ensure EHR beta interest is captured without making the page feel like a SaaS acquisition funnel.…
Deliverable: approved sitemap and wireframe set covering all MVP pages and their strategic function.
Produce a six-page MVP sitemap with strategic purpose annotated per page
Pages: Home, About the Institute, Programs and Learning, EHR Beta Interest, Founding Member signup, and Podcast landing. Each page annotation states its JTBD, primary CTA, and…
Validate sitemap against the three-purpose hierarchy before design begins
Cross-check every page against primary (trust door), secondary (founding member capture), and tertiary (podcast landing) purposes. Remove or defer any page that does not serve at…
Seed/MVP stage. Standardize all copy, visual identity, and content assets so the site feels serious and practitioner-centered, not SaaS generic. STOP: Standardize.
Deliverable: approved copy deck for all six MVP pages using Pain-Claim-Gain structure and verbatim practitioner language.
Draft homepage headline and hero copy anchored to PCG brief verbatims
Open with a Pain line sourced directly from practitioner interviews — not a product description. Apply Pain-Claim-Gain: name the professional isolation pain, claim the Institute's…
Write the About the Institute narrative using mission-first, product-last sequencing
Lead with the clinical and professional elevation mission; name EHR only as a future co-created tool, not the reason the Institute exists. Prevents the site from reading as a SaaS…
Develop CTA microcopy for all four practitioner intent lanes
Each CTA must feel like an invitation to belong, not a conversion click. E.g., 'Join founding practitioners' vs. 'Sign up.' Apply jobs-to-be-done language: what is the…
Deliverable: approved visual brief and component library reflecting serious, practitioner-centered aesthetic distinct from consumer SaaS.
Create a visual brief contrasting QiBo Institute aesthetic from generic health-tech SaaS
Define color palette, typography, imagery direction, and spacing principles that signal clinical seriousness and cultural respect for TCM lineage. Reference practitioner…
Build a minimal reusable component library for Webflow or chosen CMS
Standardize hero, card, testimonial, form, and CTA components so the site can be extended post-MVP without redesign. Engineer and Sculptor co-own. This is the Templatize step that…
Seed/MVP stage. Stand up the site, wire all technical and tracking layers, and validate before the Qiological Podcast episode drops. STOP: Templatize → Optimize.
Deliverable: a fully built, QA-passed MVP site with all forms, routing, and analytics live before podcast air date.
Implement site in chosen CMS with component library and mobile-first layout
Build all six pages using the approved component library. Prioritize mobile rendering — podcast listeners will arrive on phones. Test on iOS Safari, Android Chrome, and desktop.…
Wire lead capture forms to CRM with intent-segment tagging and confirmation emails
Engineer connects forms to CRM (HubSpot or equivalent), applies intent-segment tags per form submission, and triggers a practitioner-voice confirmation email per lane.…
Instrument GA4 and event tracking for all four CTA lanes and scroll depth
Set up GA4 with custom events: form_submit by segment, scroll_depth at 25/50/75/100%, podcast_referral source tracking. Engineer owns. This data drives the post-launch…
Deliverable: signed-off QA checklist and founder approval memo clearing the site for podcast traffic.
Execute a structured QA pass covering copy accuracy, form function, and mobile fidelity
Use a written QA checklist: all links resolve, all forms submit and route correctly, all pages render on mobile, all copy matches approved deck, all tracking fires. Engineer and…
Conduct a founder and clinical advisor review walk-through before go-live
Walk QiBo founders and at least one clinical advisor through the site as a practitioner visitor. Collect final tone and trust-signal feedback. Navigator facilitates. Approve or…
Seed/PMF stage. Capture and qualify Qiological-driven traffic, iterate rapidly on conversion, and build the founding practitioner community list. STOP: Optimize → Productize.
Deliverable: a coordinated launch kit ensuring every listener who visits converts to the right segment path.
Prepare a podcast-specific landing page variant with episode-matched headline copy
Create a /podcast or /qiological URL variant with a hero headline referencing the episode theme directly. Reduces friction for arriving listeners who recognize the context. Scribe…
Draft a post-episode nurture email sequence for each captured practitioner segment
Write a three-email nurture sequence per intent segment (founding member, beta tester, advisor, learner) to be triggered within 48 hours of form submit. Apply Patrick Campbell's…
Deliverable: a 30-day post-launch optimization report with conversion rate by segment and recommendations for the next site iteration.
Run a weekly conversion review against MVP success criteria for the first 30 days
Review GA4 data weekly: visits, scroll depth, form conversion rate by segment, CRM lead quality. Compare against pre-defined MVP success thresholds. Navigator owns cadence. Apply…
Conduct a 30-day site audit and produce a prioritized iteration backlog
At day 30, audit all conversion data, practitioner feedback, and qualitative signals from initial community members. Produce a ranked backlog of copy, UX, and content improvements…
Define founding community milestone criteria and trigger conditions for EHR beta recruitment
Set the quantitative and qualitative thresholds that indicate the founding practitioner community is ready to begin structured EHR beta recruitment — e.g., 100 qualified beta…
