Hormozi 100m Frameworks

Hormozi $100M Frameworks

A portable, installable skill that lets any AI agent apply Alex Hormozi's complete $100M business framework library. Extracted from all 13 books in the series.

What This Skill Covers

| Book | Core Framework | |------|---------------| | $100M Offers | The Grand Slam Offer, Value Equation, Offer Stacking | | $100M Leads | Lead Generation, Content-Market Fit, The Content Matrix | | $100M Money Models | Money Model Design, Upsells, Continuity, Price Raises | | $100M Lost Chapters | Advanced Offer Stacking, Calendar Types, CAC vs LTGP | | $100M Scaling Roadmap | 10 Stages: Improvise → Capitalize | | $100M Branding Playbook | Brand Building, Audience Selection, The Bouquet Metaphor | | $100M Fast Cash Playbook | Cash Extraction, Prepaid Offers, Bonus Stacking | | $100M Goated Ads Playbook | Ad Creation, Hook-Meat-CTA, Ad Scaling | | $100M Hooks Playbook | Hook Writing, Pattern Interrupt, Verbal/Nonverbal Hooks | | $100M Lead Nurture Playbook | Follow-up Systems, Response Optimization | | $100M Lifetime Value Playbook | LTV Maximization, Upsell Architecture | | $100M Pricing Playbook | Price Raising, Value Justification | | $100M Marketing Machine | Full Funnel Automation, Churn Reduction |

Core Philosophy

> "The goal is to make an offer so good people feel stupid saying no."

Hormozi's approach is built on four pillars:

1. Make Offers So Good They Sell Themselves — The Grand Slam Offer
2. Get Leads So Cheap It Feels Like Cheating — Content-Market Fit
3. Build Money Models That Print Cash — Revenue Architecture
4. Scale Without Breaking — The 10-Stage Roadmap

The Value Equation

The foundational formula for all Hormozi offers:

Value = (Dream Outcome × Perceived Likelihood of Achievement) / (Time Delay × Effort & Sacrifice)

How to apply:

• Increase the dream outcome (what they really want)
• Increase perceived likelihood (proof, guarantees, testimonials)
• Decrease time delay (speed to result)
• Decrease effort & sacrifice (make it easy)

The Grand Slam Offer

An offer with all four value drivers maximized:

1. The Promise — Specific, measurable outcome
2. The Mechanism — How you deliver it (unique, proprietary)
3. The Price — Relative to value, not cost
4. The Guarantee — Risk reversal
5. The Scarcity — Real urgency
6. The Bonuses — Stack value

Offer Stacking Formula

Core Offer Value = $X
Bonus 1 Value = $Y
Bonus 2 Value = $Z
...
Total Value = $X + $Y + $Z + ...
Your Price = 10-25% of total stacked value

The 10-Stage Scaling Roadmap

| Stage | Name | Focus | Key Question | |-------|------|-------|-------------| | 0 | IMPROVISE | Find what works | "What do people actually want?" | | 1 | MONETIZE | Make money first | "Will people pay for this?" | | 2 | ADVERTISE | Get leads profitably | "Can I acquire customers at a profit?" | | 3 | STABILIZE | Systems & team | "Can this run without me?" | | 4 | PRIORITIZE | Focus on highest leverage | "What's the one thing that matters most?" | | 5 | PRODUCTIZE | Package & deliver | "Can I scale delivery?" | | 6 | OPTIMIZE | Improve margins | "Where am I leaking money?" | | 7 | CATEGORIZE | Market positioning | "What category do I own?" | | 8 | SPECIALIZE | Deep expertise | "What am I the best at?" | | 9 | CAPITALIZE | Exit or hold | "What's my endgame?" |

Stage Details

STAGE 0: IMPROVISE

• Role: Researcher
• Headcount: Just you
• Bottom Line: Nothing is happening yet
• Graduate by: Getting people to try your stuff for free
• Actions: Talk to prospects, test ideas, find what sticks

STAGE 1: MONETIZE

• Role: Salesperson
• Headcount: You + maybe 1
• Bottom Line: First revenue
• Graduate by: Making consistent sales
• Actions: Sell manually, validate pricing, prove people will pay

STAGE 2: ADVERTISE

• Role: Marketer
• Headcount: Small team (2-5)
• Bottom Line: Profitable customer acquisition
• Graduate by: Running ads that print money
• Actions: Launch paid ads, optimize CAC, scale winning creative

STAGE 3: STABILIZE

• Role: Manager
• Headcount: Growing team (5-15)
• Bottom Line: Systems replace you
• Graduate by: Business runs 2 weeks without you
• Actions: Document processes, hire key roles, build systems

STAGE 4: PRIORITIZE

• Role: Strategist
• Headcount: Focused team
• Bottom Line: Highest leverage activities only
• Graduate by: Cutting 80% of low-value work
• Actions: Audit all activities, focus on 1-2 growth channels, say no

STAGE 5: PRODUCTIZE

• Role: Product Manager
• Headcount: Delivery team
• Bottom Line: Scalable delivery
• Graduate by: Onboarding without calls
• Actions: Standardize delivery, build self-serve, improve margins

STAGE 6: OPTIMIZE

• Role: Analyst
• Headcount: Full team
• Bottom Line: Industry-leading margins
• Graduate by: Every metric tracked and improving
• Actions: A/B test everything, reduce churn, increase LTV

STAGE 7: CATEGORIZE

• Role: Category Owner
• Headcount: Market leader
• Bottom Line: You own the category
• Graduate by: Media mentions, industry recognition
• Actions: Define the category, become the reference point

STAGE 8: SPECIALIZE

• Role: Expert
• Headcount: Elite team
• Bottom Line: Best in the world at one thing
• Graduate by: Premium pricing, customers seek you out
• Actions: Go deeper, not wider. Become irreplaceable.

STAGE 9: CAPITALIZE

• Role: Investor/Owner
• Headcount: Leadership team
• Bottom Line: Maximum valuation
• Graduate by: Exit or hold decision made
• Actions: Clean financials, evaluate options, execute endgame

The Money Model Framework

Core Equation

Profit = (Price - Cost) × Volume - Overhead

The Four Offer Types

All money models are built from four offer types:

1. Attraction Offers — Turn strangers into customers (free, discount, premium)
2. Upsell Offers — Get people to spend more cash
3. Downsell Offers — Get people to say yes when they would have said no
4. Continuity Offers — Keep people buying month after month

The Three Money Model Types

1. Attraction Model — Low price, high volume, break-even or loss on front end
2. Continuity Model — Recurring revenue, focus on retention
3. Ascension Model — High-ticket backend, maximize LTV

The Three Levers of Customer Financed Acquisition (CFA)

1. Cost To Acquire a Customer (CAC) — What you spend to get one customer
2. Lifetime Gross Profit (LTGP) — Total profit from one customer over their lifetime
3. Payback Period (PPD) — How long until you recover CAC

The CFA Formula:

LTGP = Lifetime Gross Profit
CAC = Cost To Acquire a Customer
PPD = Payback Period (days/months)

Levels of Customer Financed Acquisition:

• Level 1: CAC recovered in first transaction (immediate)
• Level 2: CAC recovered within 30 days
• Level 3: CAC recovered within 90 days
• Level 4: CAC recovered within 12 months
• Level 5: CAC never recovered (bad business)

The Value Grid

Map your offers on two axes:

• X-axis: Price (low → high)
• Y-axis: Frequency (one-time → recurring)

| | One-Time | Recurring | |---|---|---| | Low Price | Tripwire | Entry continuity | | High Price | High-ticket | Premium continuity |

Fill every quadrant for maximum revenue.

Four Steps To Picking The Right Offer

When adding any offer to your money model:

1. Right Stage — Does it fit the money model stage? (Attraction = new customers, Upsell = increase AOV, Continuity = retention)
2. Right Problem — Does it solve a problem you can solve with existing resources?
3. Right Way — Does it solve the problem how the customer wants it solved?
4. Right Time — Is the customer hungry for this solution right now?

Advanced Offer Stacking

Attraction Offer Variations:

• Free Presentations (webinars, workshops)
• Freemium (free tier, paid upgrades)
• Free Pick Your Price (pay what you want)

Upsell Offer Variations:

• Free With Alternate Revenue Stream (free product, monetize differently)
• Immediate Upsell (offered right after purchase)
• Delayed Upsell (offered after results)

Continuity Offer Variations:

• Lifetime Upgrades (pay once, get all future updates)
• Lifetime Discounts (pay once, get permanent discount)
• Discount + One-Time Fee (reduced monthly + setup fee)

Hook Writing Framework

The Hook Formula

Hook = Pattern Interrupt + Promise of Value

Types of Hooks

1. Verbal Hooks — Words, headlines, opening lines
2. Nonverbal Hooks — Images, thumbnails, body language

How Hooks Work

A hook has two parts:

1. The Call Out — Grabs attention (pattern interrupt)
2. The Promise — Delivers value (what they'll get)

The call out grabs attention in order to deliver the promise.

Hook Templates

Result Hooks:

• "How I [achieved result] in [timeframe] without [common sacrifice]"
• "I went from [before] to [after] in [timeframe] using [mechanism]"
• "The exact [method] I used to [result]"

Curiosity Hooks:

• "What [authority] doesn't want you to know about [topic]"
• "The [adjective] truth about [topic]"
• "Why most [target audience] will never [desired outcome]"

Contrast Hooks:

• "I was [negative state] until I discovered [mechanism]"
• "The difference between [common approach] and [better approach]"
• "Stop doing [common mistake]. Start doing [better action]."

Story Hooks:

• "In [year], I was [situation]. Then [event] changed everything."
• "The [number] [things] that [result]"
• "When [person] told me [statement], I didn't believe them. Then..."

Direct Hooks:

• "Want [desired outcome]? Read this."
• "If you're [target audience], this is for you."
• "Stop scrolling if you want [benefit]."

The Shout Method

When you're weak, appear strong. When you're strong, appear weak.

• If you're rich, look like an everyday guy
• If you're new, show hustle and hunger
• If you're established, show humility

Weekly Hook Generation System

Day 1: Write 50 hooks Day 2: Select top 10 Day 3: Create ad variations Day 4: Launch test campaign Day 5: Analyze results Day 6: Double winners, kill losers Day 7: Document learnings

Ad Creation Framework (GOATed Ads)

The Ad Equation

50 Hooks × 3-5 Meat Variations × 1-3 CTAs = 150-750 Ads Per Week

Ad Structure

1. Hook (first 3 seconds) — Stop the scroll
2. Meat (middle) — Deliver value, build trust
3. CTA (end) — Clear next step

The 4 Ad Types

1. Direct Response — Buy now
2. Content/Value — Educate first
3. Social Proof — Testimonials, case studies
4. Pattern Interrupt — Shock, curiosity

Fast Cash Playbook

The Fast Cash Sequence

7 Days Out: Tease something big coming 5 Days Out: Primer text + email announcement 4 Days Out: Core offer details 3 Days Out: First bonus revealed 2 Days Out: Second bonus + scarcity 1 Day Out: Final bonus + urgency Day Of: Cart open, countdown 24 Hours Out: Bonus stack reminder 12 Hours Out: Final warning 6 Hours Out: Last chance 1 Hour Out: Cart closing

Fast Cash Math

10 people × $6,000 = $60,000 + 3 new customers

Fast Cash Email Templates

7 Days Out — Teaser:

Subject: Something big is coming...

Hey [Name],

I've been working on something special.

Can't say much yet, but mark your calendar for [Date].

More details tomorrow.

[Signature]

5 Days Out — Announcement:

Subject: [Offer Name] opens [Date]

[Name],

On [Date], we're opening [Offer Name].

Here's what it includes:
• [Benefit 1]
• [Benefit 2]
• [Benefit 3]

Only [Number] spots available.

Doors open [Date] at [Time].

[Signature]

3 Days Out — Bonus Reveal:

Subject: Bonus #1: [Bonus Name]

[Name],

When you join [Offer Name], you'll also get:

[BONUS NAME] — Worth $[Value]
[Description of bonus and why it matters]

This bonus is only available during the launch window.

[Signature]

Day Of — Cart Open:

Subject: OPEN NOW: [Offer Name]

[Name],

Doors are open.

[Offer Name] is now available.

[Link to purchase]

Remember:
• Only [Number] spots
• Bonus stack worth $[Value]
• Doors close [Date]

[Signature]

12 Hours Out — Final Warning:

Subject: 12 hours left...

[Name],

This is it.

12 hours until [Offer Name] closes.

[Link to purchase]

After midnight, the bonuses disappear and the price goes up.

[Signature]

Retention & Churn Framework

The 5 Horsemen of Retention

1. Results — Do customers get what they paid for?

• Track attendance, usage, outcomes
• If they don't get results, they leave
• Example: Gym members who came 3x/week stayed; those who came 12 months, offer "buy 10 months, get 2 free"
• Customer pays for 10, gets 12 months
• You get cash upfront, they get a deal
• Reduces churn because they're committed

Annual Prepay Discount:

• Monthly: $200/mo
• Annual: $1,500/yr (equivalent to $125/mo)
• Customer saves $900
• You get cash now, lock in commitment

Branding Framework

The Bouquet Metaphor

Your brand is a bouquet of associations:

• What you say (advertising)
• What you do (actions)
• What others say (reputation)

Just as tying many flowers together forms a bouquet, tying products, values, experiences, and people together forms a brand.

How to narrow your brand: Talk about one specific thing and nothing else. Like having a bouquet of only red roses.

How to expand your brand: Bring in all sorts of flowers. Talk about broader categories.

The 3 Brand Components

1. What We Say — This is advertising, self-promotion, direct communication
2. What Other People Say — What others say matters way more than what you say
3. What They Experience Themselves — A person's own opinion of their experience has the most weight

Audience Selection Criteria

1. Growing market (not shrinking)
2. Has money (can afford your offer)
3. Easy to target (reachable)
4. In pain (desperate for solution)

How to Start, Grow, then Pivot Your Brand

Start: Pick one narrow audience and one specific problem Grow: Expand to adjacent audiences and problems Pivot: When the market shifts, reposition your bouquet

The Rule: When you sell a product, polarization occurs whether you want it to or not. Embrace it.

Lead Nurture Framework

The Follow-Up Grid

| Channel | Timing | Purpose | |---------|--------|---------| | Text | Immediate | Response, scheduling | | Email | Same day | Details, value | | Phone | 24-48 hrs | Personal touch | | DM | Ongoing | Relationship |

Speed To Lead

The 3 Speeds:

1. Speed To First Contact — How fast you respond after they express interest

• Gold standard: Contact ALL leads in 5 minutes or less
• The slower you contact, the more times you have to contact before they buy
• The faster you contact, the fewer times you have to contact
• Litmus test: If you're not getting "man that was fast!" at least once a day, you're too slow

1. Speed To First Appointment — How fast you get them scheduled

• Reduce time slots, create urgency
• Same-day or next-day appointments convert highest
• The longer the gap, the higher the no-show rate

1. Speed Of Response — How fast you reply to their messages

• Reply to texts/emails within minutes, not hours
• Fast response = high interest = easy sale
• Slow response = low interest = hard sale

Response Rate Optimization

• Speed to lead (respond in

`` Available frameworks: offer, money-model, hook, ad, scaling, pricing, retention, branding, lifetime-value, lead-nurture, fast-cash, perfect-price-raise`

1. Adapt, don't copy — Hormozi's frameworks are starting points. Always adjust to the user's specific business context.

1. To audit or expand this skill — See references/audit-protocol.md for the systematic extraction methodology used to build v2.0.

Related Skills

This is the **umbrella

…

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: genshin-hermes
• Source: genshin-hermes/hormozi-100m-skill
• License: Apache-2.0

Install and usage instructions live in the source repository linked above.