Client Intenture · EdTech — Domain Example

Entry Pattern: Client Intenture | Readiness: Ready for Realization

> This is a domain example demonstrating the Client Intenture pattern — a structured explication of a client's business intent by a service provider.

> All data is anonymized. Economics and calculations are preserved.

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Intenture Canvas

Core Definition

Intent: create Intent Statement: Create an influence marketing campaign for lead generation for an online course in a pilot format with pay-per-lead model [fact] Business Goal: Attract potential course buyers' contacts; validate influence marketing as a new acquisition channel [fact] Monetization Model: CPL (cost per lead) [fact]

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Object:

• Product Name: Professional development online course (EdTech) [fact]
• Product Type: Online course (EdTech / professional education) [fact]
• USP: Only certified program in the niche · High graduate income (40–70K RUB per session) · Well-known expert author [research]
• Funnel: Free workshop (entry) → Telegram bot → Full course sale [fact]
• Pricing: Standard 199,000 RUB · Advanced 299,000 RUB · VIP 449,000 RUB [research]
• Product Stage: Growth — existing product, working funnel, scaling channels [research]

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Constraints:

• [budget] 100,000 RUB — total pilot budget (media + agency commission) · flexibility: none [fact]
• [timeline] No hard deadline — run traffic until 3 sales · type: soft [fact]
• [legal] Russian advertising regulations: ad labeling (ORD, Federal Law 347); educational license present [fact]
• [scope] All platforms available (VK, Telegram, YouTube, OK) [fact]
• [quality] No restrictions from client beyond legal requirements [fact]

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Expected Output:

• Primary KPI: Leads (submitted contact data) — ≥100 leads [accepted assumption]
• Secondary KPI: Sales (first installment payment 8,000 RUB) — ≥3 sales [fact]
• Lead Definition: Submitted contacts via landing page with agency UTM [fact]
• Pilot Mode: true — pilot goal: measure IM traffic conversion and real channel economics [fact]

Supporting Context

Context:

• Company: EdTech company · online education · founded 2020, 22,000+ students, licensed [research]
• Market Context: Russian online education market is growing; narrow niche, low competition; rising interest in specialized methods [research]
• Previous IM: Influence marketing is a new channel. Actively using targeted advertising [fact]
• Why Now: Testing influence marketing as an additional acquisition channel [fact]

Value:

• Business Value: For client: new channel with potentially warmer traffic; for agency: promising client for CPA model (with 199–449K ticket, economics are excellent) [fact]
• User Value: End user gains a new specialization with high ticket, state diploma, professional growth [research]
• Emotional Value: Transformation: professional growth, confidence, financial freedom [accepted assumption]

Actors:

• [primary] Client company shareholders — Decision Makers. Direct contact, shared TG group [fact]
• [primary] Expert / product face — course author [fact]
• [supporting] Agency team — material preparation [fact]
• [to-collect] Operational contact on client side for content approvals

Evidence:

• 9 video scripts for advertising (texts for different formats) [fact]
• Ready-made ad posts and creatives [fact]
• Multiple landing pages for different channels [fact]
• No formal brandbook, but styling from existing landing pages [accepted assumption]

Metrics:

• Primary: CPL ≤ 1,000 RUB [accepted assumption]
• Benchmark: Bot→sale conversion: 3% (targeting data, not validated for IM) [accepted assumption]
• Unit Economics:

- CPL: ≤1,000 RUB → 100 leads on budget

- CR (lead→sale): 3% [assumption] → 3 sales

- Average ticket: 199,000 RUB (Standard)

- 3 sales = 597,000 RUB client revenue

- ROAS ≈ 6x

- [accepted assumption] — economics validation = key pilot goal

Development Layer

Target Audience:

• Female 30–55, Russia [fact]
• Active practitioners in helping professions
• Need: strengthen practice, add tools, increase pricing
• Segments: S1: Active practitioners · S2: Adjacent specialists · S3: Alternative practitioners · S4: Beginners [fact]

Conception:

• Pain Tree: Root pain: "I earn too little despite good education" → Emotion: fatigue, helplessness → Micro-pains: clients haggle, income 40–50K/mo, burnout → Message: "A business client pays 40–50K per session — and says thank you" [fact]
• Content Approach: 9 proven scripts from targeting, need adaptation for bloggers [accepted assumption]
• Channel Strategy: Nick builds in IRS §5 [to-build]

Risks:

• [medium] Long sales cycle: free entry → bot → 199K+ sale (2–4 weeks)
• [medium] 3% conversion is targeting data; IM traffic may convert differently
• [medium] Materials designed for targeting, need adaptation for bloggers
• [low] Reputational — specific niche, blogger selection matters

Open Questions:

• ❓ Who is the operational contact on client side?
• ❓ Can the expert record a personal video for integrations?
• ❓ Will there be a separate landing page for IM traffic?

Readiness Layer

Current Lifecycle State: Realizable Readiness Checks:

• ✅ Universal CRT — Intent ✓ · Object ✓ · Constraints ✓ · Expected Output ✓
• ✅ Assumption Gate — 3 Accepted Assumptions, 0 unresolved
• ➖ Portfolio Dependencies — N/A (single intenture)
• ➖ Specialized Readiness — N/A

ICP Match: 88%

Gate 0 passed automatically (≥80%).

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Knowledge Cards

Client Card [Draft]

Founded: 2020 · Students: 22,000+ · License: yes · Focus: professional education · Online

Product Card [Active]

Duration: 6 mo, 6 modules · Pricing: 199K / 299K / 449K RUB · Funnel: free workshop → TG bot → sale · First payment: 8,000 RUB · Conversion (targeting): 3% · Diploma: yes

Market Card [Draft]

Niche: narrow, low competition in IM · Target: F 30–55, helping professions · Trend: growing interest · Market data: to-collect

Competitive Card [Draft]

IM competitors: none identified (niche not covered by IM) · Product competitors: to-collect

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> Note: In a real-world process, this Client Intenture becomes the source of truth for downstream artifacts — strategic proposals, go-to-market strategies, and execution plans. The Canvas and Knowledge Cards provide all the structured data needed for those next steps.