Launch desk
Internal on purpose. Brand, ladder, ads, emails, and the economics we will actually test — not a consulting novel.
Master brand: Waypoint. Navigation, not novelty. Survives if any one chatbot fades.
End-state: a trusted plain-English media brand (guide + briefing + safety) that can later license to advisors, libraries, and senior communities. Smallest first product: the $27 afternoon guide, because it converts on Meta, fulfills automatically, and feeds the briefing.
Not the business: a college-style course, a certification mill, or a ChatGPT-only tutorial.
| Step | Price | Note |
|---|---|---|
| Lead magnet | Free | Readiness checklist |
| Front-end | $27 | Waypoint Guide |
| Order bump | $9 | Family Safety Playbook |
| Upsell 1 | $19 | Everyday Prompt Kit |
| Upsell 2 | $8 / mo or $68 / yr | Monthly Briefing |
| Bundle | $47 | Guide + prompts + safety |
A $27 front-end with a $9 bump taken 35% of the time and a $19 upsell taken 20% of the time produces ~$41 AOV. At 5% refunds and 90% margin, contribution is ~$35. Cold Meta CAC must stay under that, ideally under $22, or move to lead-gen + gift + partners.
Poor
Landing CVR 0.8%
AOV $32
Briefing attach 4% of buyers
Works only if CPC is cheap or creative is native. Kill or rebuild angle if CAC > $28.
Viable
Landing CVR 1.8%
AOV $41
Briefing attach 8% of buyers
Bump + one upsell attaching. Target blended CAC under $22.
Strong
Landing CVR 3.0%
AOV $52
Briefing attach 12% of buyers
Gift traffic + briefing. Target CAC under $28 still healthy because LTV rises.
Written to Meta personal-attribute rules: no “if you’re over 55,” no implied illness or financial distress.
s01 · Clarity
AI, explained for real life
Everyone is talking about AI. Almost nobody translates it into ordinary life. Waypoint is a plain-English guide you can finish in an afternoon — what it is, what to try, what to ignore, and how families stay safer.
Overlay: Finally, someone explained it.
Visual: Kitchen table, notebook, morning light. No robots.
CTA: Learn more → /
Policy: No age assertion. Benefit language only.
s02 · One afternoon
Understand AI in one afternoon
A calm, finishable guide to what artificial intelligence means for family, money, privacy, and staying current. Short chapters. Large type. Practical checklists.
Overlay: One afternoon. A working picture.
Visual: Open guidebook beside a brass compass.
CTA: Shop now → /checkout
Policy: OK.
s03 · Not a technologist
You don’t need a computer science course
You do not need to become a tech expert. You need to understand what is changing — and how to participate without handing over your judgment.
Overlay: No jargon. No hype.
Visual: Hands on a paper checklist, coffee nearby.
CTA: Learn more → /
Policy: Do not say “if you’re confused.” Describe the product.
s04 · Scam pause
A family plan for AI-era scams
A voice on the phone can sound like family and still be a stranger. Waypoint’s Family Safety Playbook is a code word, a hang-up rule, and a household checklist you can set tonight.
Overlay: Hang up. Call back.
Visual: Phone on a porch railing, late light.
CTA: Learn more → /safety
Policy: Do not imply the viewer is a victim or elderly. Third-person / product.
s05 · Gift
A gift that explains AI without the eye-roll
A useful gift for a parent, a partner, or anyone who would like a calm explanation of AI. No teasing. No “gotcha.” Just a clear guide and a family safety card.
Overlay: Give clarity. Keep the dignity.
Visual: Cream envelope, guidebook, fountain pen.
CTA: Send gift → /gift
Policy: Do not say “your aging parents.” Say “a useful gift.”
s06 · Retirement conversation
What AI can (and cannot) do with money
AI will not pick your investments. It can help you prepare better questions for the people who do. A plain-English chapter on money, plus hard lines we will not cross.
Overlay: Prepare questions. Keep the advisor.
Visual: Quiet desk, paper statements with numbers hidden.
CTA: Learn more → /guide/real-life
Policy: No financial-status implication. No return claims.
s07 · Hype vs real
A guide that refuses the hype
Miracle productivity. Secret trading bots. Robot replacements on Tuesday. Waypoint is the opposite: what is real, what is marketing, and what a careful person can actually use.
Overlay: No miracle claims.
Visual: Forest path, simple compass overlay.
CTA: Learn more → /
Policy: OK.
s08 · Tools on the phone
The names on the news, in plain English
ChatGPT, Gemini, Copilot, Meta AI, Siri — you do not need all of them. You need to recognize the category and open one official door.
Overlay: One assistant is enough.
Visual: Simple grid of generic app tiles, no fake logos.
CTA: Learn more → /guide/the-tools
Policy: OK.
s09 · Free vs paid
Built to finish, not to enroll
Libraries and AARP already teach this. Waypoint is for people who want a finishable guide, a prompt kit, and a monthly briefing they can keep — written like a good magazine, not a syllabus.
Overlay: Finishable on purpose.
Visual: Progress bar at “chapter 10 of 10.”
CTA: Learn more → /
Policy: OK. Don’t disparage nonprofits.
s10 · Privacy
What never to type into an AI box
A good assistant is not a confessional. Waypoint teaches postcard rules: what never to paste, how to spot fake “support,” and how to keep family details off the prompt box.
Overlay: Postcard rules.
Visual: Closed notebook, no screens.
CTA: Learn more → /guide/privacy-and-judgment
Policy: Don’t say “you’re bad with passwords.”
s11 · Prompts
50 useful things to ask an assistant
Fifty copy-and-use questions for letters, travel, family, meals, and the pile on the counter. Written to work across major assistants.
Overlay: Copy. Paste. Revise.
Visual: Index cards on a table.
CTA: Shop now → /prompts
Policy: OK.
s12 · Monthly
A 10-minute monthly briefing
What happened in AI this month — and what, if anything, a household should do. Ten minutes. No doom scroll.
Overlay: Stay oriented. Not overwhelmed.
Visual: Single sheet newsletter on a breakfast table.
CTA: Subscribe → /briefing
Policy: OK.
s13 · Health boundary
AI is not your clinician
Use AI to prepare questions for a visit. Do not let it diagnose. Waypoint draws that line in large type.
Overlay: Prepare. Don’t diagnose.
Visual: Notebook titled “questions for Tuesday.”
CTA: Learn more → /guide/real-life
Policy: No health-condition targeting. No “if you have diabetes.”
s14 · Grandchildren
A shared language for the family
Younger relatives already talk to assistants. A short guide helps the rest of the family meet them there — with rules about homework, secrets, and scams.
Overlay: Meet them there.
Visual: Two generations at a table, laptop closed.
CTA: Learn more → /gift
Policy: Don’t assert the viewer’s family status.
s15 · Independence
Stay in charge of the details
Letters, packing lists, explanations — small tasks that keep a person in charge of their own paperwork. That is the point. Not a robot companion.
Overlay: Aides draft. You decide.
Visual: Person writing a letter, glasses on table.
CTA: Learn more → /
Policy: Don’t imply frailty.
s16 · Social proof alternative
Sourced. Not sensational.
We don’t invent testimonials. We cite Pew, AARP, the FTC, and the FBI when we talk about the landscape — and we mark opinion as opinion.
Overlay: Citations over theatrics.
Visual: Footer of a page showing source line.
CTA: Learn more → /about
Policy: OK.
s17 · Lead magnet
The AI readiness checklist
A free 12-point readiness checklist: one assistant, one privacy rule, one family pause. Print it. Stick it on the fridge.
Overlay: Twelve boxes. Then you’re oriented.
Visual: Checklist with a few boxes ticked.
CTA: Sign up → /readiness
Policy: OK.
s18 · Bundle
The household set · $47
Guide + Prompt Kit + Family Safety Playbook. The three things a household actually uses, together.
Overlay: Three products. One table.
Visual: Three cream booklets stacked.
CTA: Shop now → /checkout
Policy: OK.
s19 · Retarget — free exists
Free is scattered. This is finishable.
Yes, you can learn this for free, in pieces, over months. Waypoint is for people who want it in one sitting, written to be kept.
Overlay: Keep the guide.
Visual: Bound booklet vs a pile of printouts.
CTA: Learn more → /
Policy: OK. Don’t insult free learners.
s20 · Retarget — not for me
Made for people with a life already
This is not a course for engineers and not a toy. It is a translation for people who already have a life, and would like the new vocabulary without the noise.
Overlay: A guide. Then you go back to your week.
Visual: Closed book on a porch chair.
CTA: Learn more → /
Policy: Don’t say “too old for this.”
v01 · 20s
Everyone is talking about AI. Here is what that actually means.
It is not a robot in the hallway. It is software that drafts language — fast, fluent, and sometimes wrong. Waypoint explains it in one afternoon, in plain English.
Talking head at a kitchen table, cut to compass on paper.
v02 · 30s
A voice on the phone can sound like family now.
If a call asks for money in a hurry, hang up. Call back on a number you already have. Ask for the family code word. Waypoint’s safety playbook takes ten minutes to set up.
Phone ringing on a table; a hand turns it face down; paper card with four steps.
v03 · 15s
You do not need a course.
Short chapters. Large type. Checklists. A first task you can finish today.
Slow flip through the guide. Big serif titles.
v04 · 25s
Gift this without making a joke of anyone.
The Waypoint Guide is for a person you respect. It explains AI the way a good neighbor would — then leaves them in charge.
Hands wrapping a cream booklet. Note card: “Thought you’d want the calm version.”
v05 · 20s
ChatGPT is a brand. AI is a category.
Gemini, Copilot, Meta AI, Siri — same idea, different doors. Learn the habit once.
Simple animation of doors, one opens to a kitchen table.
I can learn this free
You can. Many people should. Waypoint is the version you can finish this week and keep on the shelf — with a family safety card included.
Price
The guide is $27. The household set is $47. If it is not useful, the live shop’s policy is a 30-day refund. This preview does not charge.
Privacy
We teach you what never to paste. We do not need your medical file or your children’s names to sell you a PDF. In production, the list is opt-in only.
This isn’t for me
If you already feel fluent, you may only want the safety playbook for the rest of the household. If you want a translation, the guide is the front door.
Your Waypoint Guide is still here
No countdown clocks. Just the tab you left open.
You started checkout for The Waypoint Guide to AI and didn’t finish. That’s fine.
If you still want a plain-English afternoon with a family safety card, the cart is waiting. If you don’t, you can ignore this.
— Waypoint
What’s actually inside
Ten short chapters. A first task. A hang-up rule.
People pause on checkout because they worry this is a course in disguise. It isn’t.
You get: what AI means, the names on the news, a 15-minute start, privacy rules, and a family pause for voice scams.
If that’s useful, pick it up. If not, we’ll stop after one more note.
Last note on the open cart
Then we’ll leave you alone.
Closing the loop. Your cart will stay for a bit, then we’ll delete it.
The free readiness checklist is still at Waypoint if you’d rather start there.
Start with chapter one. Really.
You’re not late.
Welcome. Open The Waypoint Guide and read “You are not late.” It is eight minutes.
Do not binge. An afternoon is the design. Stopping after one chapter is success.
Your fifteen-minute first task
One official door. One small prompt.
When you’re ready, chapter five is the first session: open one official assistant, ask for a dinner plan or a letter, revise it once, check one fact.
If anything feels like a trap (a pop-up, a “support agent”), close it and come back to the guide.
The family text worth sending
Hang up. Call back.
If you only steal one page, steal the code-word protocol. Text three people today.
The Family Safety Playbook has the script if you want the longer version.
Prompts that aren’t homework
Copy, paste, change the brackets.
The Everyday Prompt Kit is fifty questions grouped by real life — home, family, travel, letters. Use two. Ignore the rest until you need them.
How we’re allowed to talk to you
Editorial, not a drip of panic.
We’ll send a monthly briefing: what happened, what to ignore, one action. You can leave in one click whenever a live list exists.
If a note ever sounds like hype, reply and say so. We’d rather be corrected than clever.
The kit that sits next to the guide
Fifty copy-and-use prompts.
If the guide oriented you, the Prompt Kit is how you practice without inventing questions from scratch.
A household should share one pause
Safety playbook.
Even fluent families get surprised by a cloned voice. The playbook is the drill, not a lecture.
Build now
Guide, prompt kit, safety playbook, sample briefing, sales page, simulated checkout, checklist, gift note, Meta-safe ads, Pixel plan.
After sales
Print / Amazon, audio, live workshops, B2B licensing, extra vertical mini-guides.
Test
$27 vs $29, lead-gen vs direct, scam angle vs clarity angle, gift creative.
Do not build yet
Certification, custom app, community forum, “AI doctor,” investing signals.