# Hormozi 100m Frameworks

> Apply Alex Hormozi's $100M business frameworks — offers, leads, money models, scaling, branding, ads, hooks, pricing, retention, and fast cash — to any business situation. Extracted from the complete 100M book series.

- **Type:** Skill
- **Install:** `agentstack add skill-genshin-hermes-hormozi-100m-skill-hormozi-100m-skill`
- **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior
- **Seller:** [genshin-hermes](https://agentstack.voostack.com/s/genshin-hermes)
- **Installs:** 0
- **Category:** [Agent Skills](https://agentstack.voostack.com/c/agent-skills)
- **Latest version:** 0.1.0
- **License:** Apache-2.0
- **Upstream author:** [genshin-hermes](https://github.com/genshin-hermes)
- **Source:** https://github.com/genshin-hermes/hormozi-100m-skill

## Install

```sh
agentstack add skill-genshin-hermes-hormozi-100m-skill-hormozi-100m-skill
```

Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent.

## About

# 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

2. **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

3. **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`

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

7. **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](https://github.com/genshin-hermes)
- **Source:** [genshin-hermes/hormozi-100m-skill](https://github.com/genshin-hermes/hormozi-100m-skill)
- **License:** Apache-2.0

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

## Pricing

- **Free** — Free

## Security capabilities

Automated source analysis of v0.1.0 — what this tool can access:

- **Network access:** no
- **Filesystem access:** no
- **Shell / process execution:** no
- **Environment & secrets:** no
- **Dynamic code execution:** no

*"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.*


## Versions

- **0.1.0** — security scan: passed — Imported from the upstream source.

## Links

- Listing page: https://agentstack.voostack.com/l/skill-genshin-hermes-hormozi-100m-skill-hormozi-100m-skill
- Seller: https://agentstack.voostack.com/s/genshin-hermes
- Browse the marketplace: https://agentstack.voostack.com/browse

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