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@mathiaskuklies

Home / How the system works

For Mathias · the complete customer journey

From a reel on Instagram
to a coaching client.
While you’re at school.

Eight steps. Instagram is the entrance and the exit. Every step in the middle runs by itself; your job is the content and the Sunday check-ins.

Left: what the runner seesRight: what you seeButtons: tap to see it

Instagram: a reel, a comment, a link

Someone watches your reel about running in Dubai. The caption says “Comment RUN”. They comment, and within seconds they get a DM with the link. Or they tap the link in your bio: it now goes straight to your site, not to a Linktree.

InstagramManyChat · free planLink in bio
1
You seeNothing to do. The DM is automatic. The link carries ?src=ig so you can see in Analytics how many signups and sales came from Instagram.

The free guide, on your domain

They land on the Dubai Marathon guide. They can read all of it, free, no wall. Google and AI search engines read it too, which brings runners who never saw your Instagram. At the end: “Get the PDF + pacing plan”.

Your websiteSendPulseNetlify Forms (backup copy)Open the guide
2
You seeOne email: “new subscriber”. A backup copy of every signup is stored on the site, even if they never confirm.

Emails 1–2: PDF, pacing plan, first advice

Email 1 arrives in a minute with the PDF and the pacing plan. Email 2, two days later: the biggest mistake runners in Dubai make (easy runs too fast in the heat), with a link to the plans.

SendPulse automation
3
You seeOpen and click rates in SendPulse. You wrote these emails once; they go out forever.

First purchase: a running plan, AED 149

Email 3 (day 5) tells your story and offers the plan. They buy it on your site. Payhip takes the payment, handles VAT, delivers the file, and tags them as a buyer, which starts a short second email series: day 7 “how is the plan going?”, day 21 the coaching offer.

Payhip · your brandingMake.com → SendPulse tag
4
You seeA Payhip notification and money in your account. 0–5% fee instead of Gumroad’s 10%.

Email 4: what a coaching week looks like

Day 9: how online coaching works week by week, with real examples, and the link to /coaching. Day 14: last reminder before race season. No pressure, just clarity.

SendPulse automationSee the coaching week
5
You seeNothing. Some people take 2 days, some 2 months. The emails wait.

They start coaching: AED 899/month

On /coaching they pay by card or Apple Pay. Stripe handles the subscription (or the 3-month block). Right after payment they land on the welcome page and fill in the onboarding form: goal, race, level, days, injuries.

Stripe Payment LinkNetlify FormsOpen /coachingOpen onboarding
6
You seeAn email with every onboarding answer. A new client, qualified, paid, with everything you need to write week 1.

Coaching: the Sunday check-in

Every Sunday the client gets the check-in link: sessions done, energy, pain, notes, optional video. Two minutes for them. You read the answers in the evening and adjust next week’s plan.

Netlify Forms or TallyWhatsApp for video
7
You seeOne email per client per week. Roughly 10 minutes of your time per client, on your schedule.

Back to Instagram

Every page has “Follow @mathiaskuklies”. Every email has it in the footer. Email 3 asks for the follow directly. The guide brings people from Google and AI search who then find your Instagram. The loop closes.

InstagramOpen @mathiaskuklies
8
You seeNew followers who came from the website, not only from the algorithm. Content keeps feeding the system; the system keeps feeding the content.
Instagram as the heart of the system

What changes on your profile.

Instagram → website

  • Link in bio goes straight to the site (no Linktree). Bio line: “Free Dubai Marathon guide ↓”
  • ManyChat auto-reply: RUN → /dubai-marathon · COACH → /coaching · PLAN → /plans
  • Link stickers in stories: guide, plan, coaching
  • COACHING highlight refreshed with the offer, prices and link
  • Two pinned posts: coaching offer with link, guide with link
  • Every link carries ?src=ig for Analytics

Website → Instagram

  • “Follow on Instagram” in the header and footer of every page
  • Your latest posts on the home page (static tiles, no slow plugins)
  • Every email ends with your profile link; email 3 asks for the follow
  • The free guide ranks in Google and AI search and sends those readers to your profile
  • Thank-you pages point to Instagram first
What runs by itself, and what doesn’t
✓
DM reply to a keyword commentManyChat, free plan. 10 minutes to set up.
✓
Guide delivery + 5-email seriesSendPulse. Written once.
✓
Payments, VAT, file deliveryPayhip for products, Stripe for coaching.
✓
Buyer → post-purchase emailsPayhip → Make.com → SendPulse tag.
✓
Onboarding and check-ins to your inboxNetlify Forms. No app to log into.
–
Posting reels and storiesThat stays yours. It’s the part only you can do.
–
Personal DM conversationsManyChat only sends links. Real questions are still you.
–
Instagram Shopping for PDFsNot available for digital products. The shop lives on your site.
Your monthly running costs

Transparent, and all in your name.

Hosting + domain

Netlify: free. Domain: about AED 55 per year.

SendPulse

Free up to 500 subscribers, then about USD 12/month.

Payhip + Stripe

Payhip free (5% per sale) or USD 99/year (0%). Stripe: standard card fees only.

ManyChat

Free plan covers keyword replies.

Everything (domain, hosting, email list, shop, payments) is registered to you. Funnelado builds it and hands it over with a PDF guide. One month of care is included; after that you decide.