THE ALCHEMY HAUS
Growth Systems Architecture • Lifecycle Strategy • Automation Leadership
The Situation
The Alchemy Haus was a brand new brand with an unconventional approach.
Rather than list pricing publicly, the founder designed her website to use email automation as the primary conversion mechanism. Guiding interested visitors through educational nurture sequences that revealed pricing, built understanding, and qualified intent.
It was a smart strategy. But it required sophisticated execution.
The site captures interest across multiple service tiers. We segmented subscribers based on their interests, delivered pricing strategically, and nurtured prospects toward booking, all without requiring manual intervention.
The challenge:
Build the automation infrastructure that would make this model actually work.
The Strategic Problem
The vision was clear. The system didn't exist yet.
Multiple service tiers with no automated funnel logic connecting them
No structured way to educate, qualify, and convert new subscribers
Pricing strategy required intelligent email delivery, not a static page
The entire business model depended on lifecycle automation working flawlessly from day one
This wasn't about "adding email marketing" to an existing business. The email system was the business model.
What I Led
I came in to architect and build the entire backend conversion system before launch.
My role: Translate the founder's vision into a functioning, scalable automation infrastructure that could handle growth from the start.
1. Architected the Full Customer Journey from Subscription to Sale
Mapped how prospects would flow through the ecosystem based on their entry point and interest:
Defined segmentation logic for each service tier
Established when and how pricing would be revealed
Built conversion pacing aligned to the brand's philosophy; educate first, sell second
The result: a complete journey blueprint showing exactly how subscribers would move from curiosity to clarity to booking.
2. Built a 7 Funnel Lifecycle System (21+ Emails)
Designed and wrote automated sequences tailored to each service and subscriber segment:
Welcome sequence that oriented new subscribers and set expectations
Service specific nurture flows that educated on value before revealing pricing
Segmented journeys that adapted based on what subscribers engaged with
Every email served a purpose: build trust, demonstrate expertise, answer objections, and guide people toward the right offer.
The system didn't just deliver pricing; it earned the right to share it by creating understanding first.
3. Executed the Full Infrastructure in Flodesk
Built, tested, and launched all automations with:
Complete mobile optimization and brand consistency
QA across every trigger, tag, and conditional branch
Documentation so the founder could manage and expand the system over time
This wasn't a quick automation setup. It was the operational foundation the entire business would run on.
The Results : Fully automated conversion engine live at launch. No manual follow up required to move prospects from interest to booking
Intelligent pricing delivery, subscribers receive pricing only after being educated and qualified
Segmented subscriber journeys, people see content relevant to their specific interests
Scalable infrastructure built to grow, new services can plug into the existing system without rebuilding
Why This Worked
Most brands treat email as an afterthought, something to "add" once the business is running.
The Alchemy Haus did the opposite: email automation was the core conversion strategy from day one.
That required a different approach. We couldn't just "set up some welcome emails." We had to architect an entire system that would:
Capture interest across multiple entry points
Educate prospects before asking them to buy
Deliver pricing strategically, not arbitrarily
Nurture subscribers intelligently based on behavior
The strategy worked because we treated email like business architecture, not marketing tactics. Every sequence, every branch, every message was designed to answer one question:
What does this person need to understand before they're ready to move forward?
That approach transformed email from a broadcasting tool into a conversion engine that works while the founder sleeps.
Now The Alchemy Haus can scale without adding manual labor
The system handles education, qualification, and conversion, leaving the founder free to focus on what matters: delivering transformation, not chasing leads.