“Green Light Project Checklist” Notes
by Ryan Levesque
PHASE I: Market / Project Analysis
5 Market Must-Haves
1. Enthusiast Market
2. Evergreen Market (not a fad)
3. Recurring Income Potential
4. Big-ticket Back-End Opportunities
5. Af filiate Opportunities
5 = Green Light
4 = Yellow Light
1-3 = Red Light
Competitive Landscape
1. Between 3-5 Direct Competitors
2. At least 1 major hole in the market
Top 3 competitors succeeding in spite of themselves:
2. No Segmentation
3. Under optimized email follow up
4. Under optimized 1-click upsell path
5. Under optimized back-end sequence
4-5 = Green Light
3 = Yellow Light
1-2 = Red Light
Traf fic Availability
(see step-by-step instructions at end of document)
1. Google Adwords Search
2. Bing Search
3. Google Adwords Display
4. Facebook
5. Established Af filiate Network
5 = Green Light
3-4 = Yellow Light
1-2 = Red Light
Scale Potential
Assuming 3% CTR + 20% opt-in rate on Google Search +
0.5% CTR + 15% opt-in rate Google Display +
0.7 uCTR + 10% opt-in rate FB =
Calculate this number MONTHLY, then divide by 30
Available Leads Per Day (Roughly):
> 1000 = Green Light
500-999 = Yellow Light
< 500= Red Light
*Rationale = Assuming $50 front-end product, converting @ 5% of opt-ins:
1000 = 50 buyers * $50 = $2500/day = $75,000/month (* 5% = $3750)
500 = 25 buyers * $50 = $1250/day = $37,500/month (* 5% = $1875)
100 = 5 buyers * $50 = $250/day = $7,500/month
PHASE II: Demand Analysis
[Video timestamp 56:34]
Deep Dive Survey (Search Traf fic)
> 10% Opt-In Conversion = Green Light
7-10% Opt-In Conversion = Yellow Light
< 7% Opt-In Conversion = Red Light
Deep Dive Answer Quality (Hyper-Responsives)
> 300 = Green Light
100-300 = Yellow Light
< 100 = Red Light
PHASE III: Economic Analysis
[video timestamp 1:03:45]
*Actual Cost per Deep Dive Survey
*Cut that number in half
*Three assumptions:
5% sales to opt-in
7.5% sales to opt-in
10% sales to opt-in
See what it will take to break even on front-end assuming your product price.
e.g. Let’s say surveys cost you $5.00 each.
Assume CPL will be $2.50.
If you sell $50 product, you’ll need to convert @ 5% = Green Light
If you sell $40 product, you’ll need to convert @ 6.25% = Yellow Light
If you sell $20 product, you’ll need to convert @ 12.5% = Red Light
Supplemental Material:
Google Adwords Traffic Scale Potential Analysis:
1. Login to Google Adwords account, go to keyword planner
2. (37:09) Input direct market keywords – keywords where the person searching is directly
looking for a solution to the problem that you're solving with your product. Then setup geotargeting – where your target market lives (USA, for example). Set traffic estimate to monthly,
then click on “get estimates”
3. Check for # of impressions:
4. So, given that we have estimated impressions of around 130,000...
We take 130,000 (estimated impressions per month) x 3% (estimated click-thru rate)
= 3900 potential clicks per month
3900 potential clicks per month x 20% (estimated opt-in rate) = 780 leads available per month
** Important **
Now, this is only for THREE main keywords. These impressions will increase when you add more
“long tail” keywords (use your keyword planner to find these). Also, we've only selected to advertise in
the US – so if you're planning on eventually selling your product outside the US, you should probably
add other countries like the UK, Australia, Canada, NZ, etc to your search criteria.
Google Display Traffic Scale Potential Analysis:
1. Login to Google Display Planner, and input your main keywords that your audience is
interested in. Choose “Direct Response” as campaign type, US & English for campaign
targeting, then click “Get Placement Ideas”
2. Next, get your monthly impression estimate:
We want to set impressions to “Monthly”, exclude irrelevant keywords, and then take a look at our
total monthly impressions (#6 above). Apply the exclusions, subtracting the mobile traffic estimate (in
this case 52%) and any gender-related exclusions (if you're only marketing to men or women).
So base on our estimate of 500 million monthly “cookied” impressions, we'd get...
500,000,000 estimated monthly impressions x 50% (rough mobile traffic exclusion)
= 250,000,000 monthly impressions
250,000,000 monthly impressions x 0.5% CTR (click thru rate) x 15% (opt-in rate)
= 187,500 monthly opt-ins
187,500 monthly opt-ins / 30 = 6250 potential leads per day from Google Display
[[[ NOTE: we forgot to do the mobile traffic exclusion in the video, which is why our estimate came
out at 375,000 estimated monthly opt-ins
Exclusions – you want to go in and exclude keywords that aren't directly a match for what you want to
sell
Facebook Traffic Scale Potential Analysis:
1. Go into the Facebook “Power Editor”
Apply criteria as shown above, giving you a “lookalike audience” of around 2 million (#5 above,
exactly 2,010,500)
2,010,500 (lookalike audience) x 0.7% (uCTR – CTR for target audience) = 14,074 monthly clicks
14,074 monthly clicks * 10% opt-in rate = 1407 monthly opt ins / 30 = 47 estimated leads per day
ESTIMATED TOTALS
Leads per day, Google Adwords
Leads per day, Google Display
Leads per day, Facebook
= 26
= 6250
= 47
TOTAL estimated leads per day
= 6323
Based on Ryan's specific criteria, this market is a “Green Light” for scalability / volume