00The play in 30 seconds

UK employers with 250+ staff are due to need published equality action plans from spring 2027 under the Employment Rights Act (voluntary phase from April 2026), selecting at least two recommended actions, several of which are menopause-specific. 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).

Rebuilt 28 Aug 2026 via the same research + 5 parallel drafts + 3-judge panel process as the medium-company list. The previous A/B/C and v2 variants below this line are retired — one judge caught that most of the old-style drafts left personalization as literal unmerged bracket text, which is exactly the kind of defect this process exists to catch before it ships. This is the current, single version — not one more variant among several.

Email 1 — Day 0

[signal] must be one finished clause per company's actual record, never the raw field list. Examples: "held Menopause Friendly accreditation since 2022, signed the Pledge, and been a finalist two years running, 2023 and 2024" (accredited + pledge + award history); "held Menopause Friendly accreditation and picked up two award wins and finalist placings" (accredited, no pledge); "held Menopause Friendly accreditation and been a finalist and highly commended across recent years" (accredited, no pledge, mixed award history). Drop the pledge clause entirely where there's no pledge.

Email 2 — Day +4

Email 3 — Day +5

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 (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.