The Unbeatable Offer
Ciao! 👋
This week I did something I am not naturally good at, and honestly not very comfortable with: cold calling.
Two days on the phone with funeral homes I had never spoken to before. If you have ever done it, you know the feeling. That small resistance before every call. The voice in your head asking “why would they say yes to a stranger?”
Here is what happened:
15 funeral homes in 2 days. 100% conversion.
On average, a yes in about five minutes.
And the sentence I heard the most? Some version of:
“It looks too good to be true. Where is the catch?”
I used to fear that reaction. Now I love it. Because when people start looking for the catch, it usually means you are holding something powerful. There is no catch. There is just an offer that finally makes sense for them.
We have the hard part
Let me zoom out for a second.
I have spent almost my whole working life in tech. And if there is one lesson that keeps coming back, it is this: the hard part is never the product. The hard part is distribution.
Most startups die there. Beautiful product, brilliant team, and then... silence. Nobody comes. They cannot get out to the people.
We have the opposite problem, and I do not say it lightly:
5 days in a row above 5,000 daily organic visitors
If we hold that pace, that is 150,000 people a month
The website has been live only since November
And we built all of this the three of us. Yes, three. Me, Vincent, and Claude. At this point I count Claude as a real team member, because it is probably the one working the most out of all of us 🙈.
Regular readers know my line: attention is the real battle today. This week the numbers made it feel less like a thesis and more like a fact.
Ship small, observe, repeat
The traffic is not luck. It comes from a simple loop we run again and again: watch the users, spot a tiny friction, ship a small improvement fast.
Last week Vincent released a new function on the site. Nothing loud. A new way for a visitor to interact and show support for a family, with much less commitment than before. Lower the effort, and more people take the step.
The result?
The counting event is a straight line to the stars. 🚀
And then this happened. One funeral home called me back just to say:
“Luckily I was sitting on my chair, because your tool is just amazing.”
When you are building on a vision that lived for months only inside a few messy memos, a sentence like that hits different. It pumps you like crazy.
“Yes, but how do you make money?”
Now, the fun part.
While all of this is going up, we keep talking to potential investors. And one question comes back every single time:
“Yes, but how do you make money? Monetization, monetization, monetization...”
It is a fair question. A very fair one. So at some point Vincent and I looked at each other and said: ok. People want monetization? Let’s give the people monetization 💰
And here is the twist I still cannot fully believe. The idea did not come from a whiteboard or a strategy day. It came from a funeral home, suggested to us without them even knowing they were suggesting it. We just listened.
This one idea does three things at the same time:
It unlocks our first real revenue stream
It increases the perceived value of the platform for users
And most important, it turns our offer for funeral homes into what Alex Hormozi calls an “unbeatable offer”
I am a big fan of Alex. For a long time I kept asking myself: how do we build an offer so good that saying no feels stupid? I was trying to engineer it. Turns out you cannot force it. You find it by turning around and actually talking to your main users.
I am not revealing the mechanism yet. Give me a bit. But this is the chapter I am most excited about since we started.
Real business: the token price starts climbing
One concrete update.
Since we tokenized the company, we always said the token price should move with the reality of the business, not with hype.
So starting end of July, the valuation goes up at the end of each month, aligned with how the website evolves 🚀
The logic is simple: as the numbers grow, the price grows with them. If you have been watching from the side and thinking about joining the journey, this is the honest heads-up that the entry point moves up soon.
Same link as always: Funere Token
The lesson of the week
For months, I tried to design the perfect offer in my head. I read, I studied Alex, I filled memos.
But the offer did not come from thinking harder. It came from listening better.
The best offer is not the one you build. It is the one your customer hands you, if you are quiet enough to hear it.
We proved distribution. We just found monetization. And the funny part is that both came from the same place: paying attention to real people, one call at a time.
Next chapter is going to be a good one 🍀
Talk to you next week
teasing master !