Attraction and Conversion is what happens after the engine is built. The business has something to sell. Now real people need to find it, want it, and buy it. The first stage is attraction: getting the right kind of attention, at the right kind of volume, from the right kind of people. The second stage is conversion: once those people show up, they need to move from interested to paying. At a rate that works. At the price that was set. With deals big enough to make the business viable. This category holds seven outcomes, split between the two stages.
The outcomes within it
The attraction stage
People Reached means the right kind of attention is reaching the business, at the volume the goal requires. A channel is active. The numbers are tracked. The right people are seeing the business.
Pipeline Consistent means buyers who could actually purchase are entering the path week after week. At a rate the founder can plan around. Not dependent on how hard they pushed that week.
The conversion stage
Qualification Working means when a buyer reaches the point of conversion, it is with someone who genuinely fits. They can afford it. They are ready to act.
Offers Presented means the offer reaches qualified buyers the same way every time. With the price and structure that was set. Not a softened or adapted version of it.
Deals Closing means qualified buyers convert at a rate the founder can predict. Producing either a clear yes or a clear no. Not a pile of maybes that drift for weeks.
Pricing Holds means deals close at the price that was listed. Without quiet discounts. Without extra scope thrown in to win the deal.
Each Deal Leaves Real Money means each sale produces real profit after the cost of getting and serving that customer.
What it looks like when unresisted
The founder can name how many of the right people the business reached this week. They can name how many of those people entered the path to buying. They can name how many bought. The numbers are real numbers. Tracked, not guessed.
Buyers who say yes were the kind of buyer the business wanted. The price they paid was the price that was set. Growth becomes a question of which lever to pull.
Common patterns when it is not
Activity is busy but volume is unclear. The founder is posting, reaching out, running ads, sending emails. But cannot say how many real buyers it produced. Leads come in but most are not the right fit.
Deals happen but the founder cannot say why. The price drifts. The scope drifts. Some deals are great and some barely cover the cost of doing them.