00The play in 30 seconds

UK employers with 250+ staff are due to need published menopause action plans from 2027 under the Employment Rights Act (voluntary phase from April 2026). Most HR teams have nothing. A GP-and-surgeon walking into their office is the most credible version of "we did something real" money can buy — and almost nobody doctor-led is selling it to them. World Menopause Day is 18 October: HR teams are booking speakers for it right now, in August and September. That's the window. Two bookings fund the entire consumer-engine launch; every booking after that is profit and case studies.

01The offer — three tiers, priced for a doctor

Verified market (16 Aug 2026): HR-generalist half-days run ~£1,100+VAT; the doctor-led comparators are Manchester Menopause Hive (GP-led, £450/hour, £950/half-day) and Online Menopause Centre (£650/masterclass hour). Gemma prices top-of-market on purpose — and the premium is carried by two things the comparators don't offer: she is a surgeon as well as a GP (MRCS MRCGP), and Tiers 2–3 include a written doctor's contribution to the employer's statutory action plan — a compliance deliverable, not just training. One sanctioned lever: a £750 "founding client" rate on Tier 1 for the first three bookings, in exchange for a signed case-study/testimonial agreement. Otherwise never discount.

• *On-site included within 60 minutes of Derby; beyond that, travel at cost.
• Per-head rule above 15 attendees (26 Aug 2026 deep-pricing pass, sourced against MHFA England's £125-325/head norms): flat fee covers up to 15 people; above that, £95/head extra on Tier 1 and £150/head extra on Tier 2. A flat £850 for 40 people undersells what a clinician-hour is worth — MHFA data confirms this.
• Every tier ends with a feedback report to HR: anonymised themes from staff questions — genuinely useful to them, and it seeds the Tier 3 upsell.
• 50% deposit books the date. Dates released if unpaid after 7 days.
• Upsell path: Tier 1 → Tier 2 within 90 days ("your staff asked 40 questions — your managers need the training") → Tier 3 before April 2027 → annual refresher + e-learning licence later.

01bThe e-learning companion — scalable, zero clinician time per seat

Full scripts: menopause-us-engine/ELEARNING_COURSE_SCRIPTS.md. The live tiers above are Gemma's time — capped by her clinic hours. This is the opposite: built once, sold forever, no marginal cost per employee. Every fact in it is sourced from the same verified ammo table below and the recovered real consumer masterclass script — nothing invented, and it deliberately does not reuse the old AI-drafted B2B course package, which contained fabricated case studies.

Each module ends with a short quiz and issues a completion certificate — the format every competitor in the market uses (see §02's competitive landscape).

Superseded 26 Aug 2026 (deep-pricing pass, full detail in PRODUCT_MASTER.md): banded whole-organisation site licences, never per-seat — three research lanes disagreed on per-seat vs site-licence, this resolves it. Benchmarked directly against Henpicked's published block pricing (£35-50/licence/yr, the category leader) and how the post-2023 sexual-harassment-training market repriced when a new statutory duty landed: serious vendors moved to consultative site licensing, not cheaper seats. SCORM is the enterprise norm — Henpicked's own market-leading product ships this way, and it's the GDPR-safest route since employee data never touches our systems.

02Sales ammunition — verified numbers only (source-audited 16 Aug 2026)

Use these exactly as worded. Nothing else gets quoted in any email, call, slide or the video.

Competitive landscape (researched 25 Aug 2026) — who else is pitching this room

Nine named UK providers checked. Only three are genuinely clinician-delivered — most of the market, including the biggest name by client count, is L&D or coaching credentialed, not clinical. That gap is the whole pitch.

Nobody in the market combines a single named clinical authority with a productised statutory action-plan deliverable. Every competitor's compliance angle (an accreditation badge, a generic framework, a quality mark) is HR-policy language, not a doctor personally co-authoring the document. That combination — a named surgeon in the room, and her name on the paperwork — is the wedge nothing else on this table has.

03Target list — 42 named prospects, researched & audited 16 Aug 2026

Priority order matters: committed = Menopause Friendly member needing training evidence to accredit (our exact product) · hooked = live wellbeing signal to open with · accredited = budget proven, buys refreshers/specialist content · greenfield = nothing public, lead with the 2027 deadline. Hunt titles: HR Director · Head of People · Head of Wellbeing · EDI Lead · Head of Occupational Health.

Wave 1 — East Midlands, on-site (weeks 1–2)

Wave 2 — East Midlands, accredited maintainers + rest (weeks 2–3)

Wave 3 — national, virtual delivery (weeks 3+)

04The outreach machine — every word written

Sender: Ade, as Programme Director for Dr Gemma Lewis. Plain text, no images, no attachments (deliverability). 10 new contacts/day, 5 days/week = 50 ledger actions. Sequence: Email 1 → wait 4 days → Email 2 → wait 5 days → Email 3 → LinkedIn touch → stop (recycle in 90 days).

Subject lines (A/B rotate)

• A: Menopause action plans — ahead of the 2027 requirement
• B: World Menopause Day (18 Oct) — doctor-led session for [Company]
• C: [First name] — 3 in 4 employers still have no menopause policy

Email 1 — the opener

Email 2 — the proof angle (+4 days)

Email 3 — the date-anchor close (+5 days)

Email 1 — v2, competitor-sharpened (shorter subject, leads with the clinical wedge)

Written after the 25 Aug 2026 competitor sweep (§02): most menopause training on the market is L&D or coach-delivered, not clinician-delivered — see the table above. This version leads with that gap instead of the deadline. Subject lines here are deliberately short and internal-looking rather than value-led — a different (and generally higher-opening) register than the A/B/C lines above. Run both variants and see which the replies favour; don't retire the original until this one's proven.

Subject lines (v2, short/internal register)

• D: 2027 mandate
• E: menopause training
• F: quick question

LinkedIn DM variant (connection note → message)

Phone follow-up (only after Email 2, only if a number exists)

04bThe LinkedIn channel — same buyers, a different room

HR Directors, Heads of People, Heads of Wellbeing and EDI Leads live on LinkedIn in a way most of them don't live in their inbox — it's where they post about the initiatives they're proud of (which is exactly how you find the Menopause Friendly and Pledge people) and where a connection request from a named person reads as networking, not spam. Run this alongside the email sequence in §04, not instead of it — two channels reaching the same person roughly doubles reply odds without doubling the pitch.

Finding the right person per wave

Connection note — by tier (keep to whatever character count LinkedIn's compose box allows on the day; it truncates live, so write short and check)

DM 1 — once they accept (1–2 days after, no pitch)

DM 2 — the offer (on a warm reply, or 3–4 days after DM 1 with no reply)

DM 3 — the date-anchor breakup (5 days after DM 2, no reply)

How the two channels interleave

Whichever channel gets a reply first, finish the conversation there — never chase the same person on both at once. A reply on LinkedIn means the email sequence stops for that contact, and vice versa.

Gemma's parallel content — warming the same audience before the DM lands

Low-frequency, credibility-first posts from Gemma's own profile, roughly weekly through the outreach sprint (§12 weeks 1–4). No pitch in the post itself — put any link in the first comment, never the post body (LinkedIn's own reach algorithm suppresses posts with outbound links). Needs Gemma's sign-off before publishing, same rule as the video.

Each post and each connection request/DM counts as a ledger action under the 25-actions/week rule — log them the same way as an email send.

05Objection handling — verbatim

06The 15-minute discovery call — Ade's script

Rules: never pitch two tiers on the call (pitch one, put two on the proposal). Never say "no worries, whenever" — always leave with a date or a named next step. Proposal goes out the same day, while you're still in their head.

07The proposal — one page, verbatim template

08The teaser video — script + directors' notes

One 75-second video, filmed once, used everywhere: embedded in Email 1 as a link, pinned on Gemma's LinkedIn, sent after discovery calls. This is also the dry run for the course filming — same kit, same room, lower stakes. Needs Gemma's sign-off on every word before filming.

The script (~140 words · 70–80 seconds)

Directors' notes

09The workshop itself — run sheets Gemma can approve in one read

Manager Masterclass — 120 minutes (Tier 2/3)

All-Staff Hour (Tier 1, and hour 3 of Tier 2)

• Materials Ade produces for Gemma's sign-off: slide deck per session (house style), manager checklist A5 card, adjustments menu one-pager, action-plan starter template, symptom & GP-prep guide (adapted from the existing toolkit draft), feedback forms, certificate template.
• Gemma prep: one 60-minute rehearsal pass per session type. That's it — the content is her clinic material reorganised.
• Virtual variant: same run sheets on Teams/Zoom; polls replace hands-up; questions via chat (moderated by Ade live — he attends every session as producer/timekeeper anyway).

10Admin, money & logistics

• Invoicing (until NewCo exists): Gemma invoices as an independent medical professional — standard for sessional/teaching work. Invoice carries her legal name trading as Dr Gemma Lewis; AWR confirms the self-employment registration detail. No company needed to start selling.
• Terms: 50% deposit on booking (date released after 7 days unpaid), balance on delivery, 14-day payment. Cancellation: deposit retained inside 14 days of the date; one free date-move with 14+ days' notice.
• Pre-flight (before the first delivery is booked, not before outreach): Gemma's defence organisation confirms in writing that corporate educational sessions are covered. If anything's unclear, ask in week 1 — it's a phone call, and it's the same confirmation the consumer course needs later.
• On the day: Ade attends every session — meet-and-greet, AV, timekeeping, question moderation, and the Tier 3 upsell conversation with HR while Gemma packs up. AV needs: screen/projector + HDMI, handheld or lapel mic for 50+ rooms, water.
• After every session (the compounding loop): feedback forms in the room (paper — completion triples), themes report to HR within 48h, testimonial permission line on the form, LinkedIn post within a week (photo agreed with client), case study added to Email 1's personal line for the next ten targets.

11Compliance guardrails

• Education, never individual advice. The standing Q&A rule is stated warmly at the top of every session; individual medical questions get the GP-signpost answer, every time, no exceptions.
• Not legal advice. The risk block raises awareness and signposts ACAS/their counsel. Never draft policy language presented as legal opinion.
• Verified stats only — the five lines in §02, with "due to" phrasing on the 2027 requirement. Nothing else quoted in emails, calls, slides or the video without a source check.
• Gemma's sign-off on: the video script, every slide deck, every handout, the proposal's description of her, and any testimonial before publication. Her name appears nowhere without it.
• GDPR-lite hygiene: outreach contacts are business contacts (legitimate interest, B2B); one-click stop honoured instantly ("leave you in peace" is real); feedback forms anonymous by default.
• ✓ Indemnity for the written action-plan contribution — confirmed sorted (26 Aug 2026). No blocker on Tier 3 delivery.
• Contracting entity for all training: PHW Ltd (invoices, insures, holds the paper trail) until DoctoriumGP's RT01 restoration completes — a dissolved company can't pass supplier-onboarding checks.

12Week by week to the first cheque

Maths check: 100 targets → 3–6 discovery calls is a conservative cold-outreach hit rate → 1–3 bookings. Two bookings at Tier 2 = £3,900. Seed capital done, plus a testimonial engine the US launch inherits. If 100 targets produce zero calls by week 4, the offer or the list is wrong — we stop and fix before spending anything.