Ryan Perez · Funnel system

Condition, not industry.

A funnel is not a set of marketing assets. It is the sequence of decisions, uncertainties and verified transitions connecting a person's current state to a delivered outcome. Choose the funnel from the customer's condition and the decision they must make — never from the asset you happen to want to produce.

The formula Customer condition + Funnel type + Topology + Layout + Follow-up
First principles

Eight things a funnel actually is

{{ p.n }}{{ p.t }}
{{ p.body }} {{ p.rule }}
Uncertainty

Ten questions in the buyer's head

A stage exists to remove one or more of these. If it removes none, delete it.
{{ u.a }}{{ u.b }}
Friction

Not all of it is bad

Waste friction Remove it.
{{ w.t }}
Qualification friction Keep it when it improves fit.
{{ q.t }}
IF friction prevents qualified users from progressing, THEN remove it. IF friction prevents harmful or unsuitable conversion, THEN retain it.
Claim, and the proof it demands
{{ p.a }}{{ p.b }}
IF proof cannot support the exact claim, THEN narrow the claim or remove it.
Generation guards

What must never be invented

The most common failure in generated funnels is asserting credentials, guarantees and availability that nobody verified. Every one of these is a factual-risk problem, not a copy problem.
{{ g.a }} {{ g.b }}
Families

Four conditions, four funnels

An emergency plumber and a renovation plumber are the same industry and completely different funnels. Two accountants, one filing taxes and one acting as a year-round CFO, are the same. Classify the buyer's condition first.
{{ f.n }}{{ f.t }}
{{ f.who }}
{{ e.t }}
{{ s.t }} →
Rules {{ r.t }}
Primary CTA
{{ c.t }}
{{ f.avoid }}
Types

Thirty-five, grouped by job

The family says what kind of decision. The type says what commercial job the funnel performs.
{{ g.n }}{{ g.t }}
{{ i.a }}{{ i.b }}
Meta-variables

Nineteen questions that pick the funnel

Variable Funnel question States
{{ m.a }} {{ m.b }} {{ m.c }}
Topology

Nine shapes a journey can take

{{ t.t }}
{{ t.use }}
Page layouts

Six landing pages, section by section

Each stack is a real page in order. The highlighted row is the section that must appear in the first viewport.
{{ p.t }} {{ p.who }}
{{ s.n }}{{ s.t }}
Section sequences

Seven ways to order the argument

{{ s.t }} {{ p.t }}{{ p.arrow }} {{ s.use }}
Length

Short, medium, long

{{ l.t }} {{ s.t }} {{ l.when }}
IF a short funnel answers every necessary question, THEN do not make it long. IF a long decision requires substantial confidence, THEN do not force it into a short landing page.
Layout-selection engine
{{ e.t }}
Transitions

Measure the move, not the page

A high landing-page conversion still produces a weak funnel if the leads are unqualified, the meetings do not happen, or delivery disappoints.
{{ t.a }}{{ t.b }}
The equation

Where value actually leaks

Expected value = qualified entrants × the product of every transition rate × outcome value
—{{ l.t }}
Build order — first principles, not asset order
Wrong Industry → company → copy → emails → ads → funnel
Right Buyer condition → desired progress → barrier → offer → proof → transition → measurement → assets
Assembly

Eleven assembly rules

{{ r.a }} {{ r.b }}
Schema

stage: provider_evaluation

{{ l.t }}
Engine

Fourteen steps to build one

{{ e.n }} {{ e.t }}
Transformations

A funnel, run through LAKA

{{ l.a }}{{ l.b }}
Build the funnel around changes in customer condition — not around a fixed set of marketing assets.