Ludusnovus Marian van der Elst
Somewhere between the first inquiry and the sale, one step is losing you customers you have already paid for. You cannot see it, because you are standing in it. I find it in ten days.
Thirty minutes, no charge. Bring what you have.
What I suspect
You worked harder this year than last. Revenue sat still.
So you asked around. Everybody handed you the same answer in a different wrapper. More visibility. More content. A new funnel. You tried some of it. It cost you months and returned almost nothing.
And late at night you wonder whether it is the market, the timing, or you.
Maybe. But there is a third explanation, and it is the only one you can test in ten days: you are losing money at one step, and you do not know that step exists.
Case files
Three from my own work, and what each one cost or kept.
2steps further down
He hired me to run his marketing, because his ads brought inquiries that never turned into customers. I already had the new funnel in my head. Out of habit I laid his numbers out first, one step at a time, and there it was. His ads were beating the industry average. He was losing his money two steps further down, where nobody was looking. The new funnel would have fed the same leak at a higher price.
Finding · Two steps further down
500million
In my corporate years, the budgets for a major project were cleared and everybody in the room agreed. I asked the one question that put the whole plan in doubt. The project stopped before half a billion went out the door.
The most expensive step in any business is the assumption nobody checks. It hides because everybody agrees.
Finding · The unchecked assumption
120,000euros
I prepared a launch for him that did 120,000 euros in ten days. The valuable part was not the number. It was that the launch could be run again, and that without somebody insisting on it, he never would have run it again.
That is a leak too. The best campaign you ever ran is the one that never runs twice.
Finding · Never repeated
01 · Scan in progress
Every customer walks the same chain. Ad, inquiry, conversation, offer, sale, repeat, referral. People fall off at every step, and that is normal. But almost always there is one step where you lose more than you have to, because something is missing there, something is built wrong, something got switched off, or something never happens at all.
Nobody sees it, because everybody is staring at the step that hurts. The leak can sit anywhere. In the ad that once worked and got switched off. On the page where people leave. In the price. In the channel that brings inquiries who never buy, and that you pay for every month.
I lay the numbers for every step side by side until the leak is visible. Nothing gets estimated and nothing gets assumed. It gets measured, step by step, with the numbers your business already has.
Then we fix it. We do the one thing that is missing or stuck at that step, and nothing else. After that, more of the same inquiries turn into customers, and you watch it happen in your own numbers, step by step.
Your step does not come out of this diagram. It comes out of your numbers, in ten days.
Where you start
Each one comes with the question that tells you whether it is yours. Five minutes with your own numbers is enough to check.
Thirty minutes, no charge. Bring what you have.
Would you rather look for yourself first? See the twelve spots
One page, five minutes, made to print.
Who’s looking
I spent twelve years as an executive in trading, sales and strategy, and I built four companies. For the past six years I have worked in direct response, the school where every claim gets measured against a number and nothing counts until it sells.
Today I work as a marketing and sales strategist, and I start where most people want to start building. I look for the step where money leaves the path you already run.
I work remotely. My family and I are on the road, which is why Ludusnovus runs through a US company. It changes nothing about the work: we talk over video, and everything contractual is in writing before we start.
I fell forty feet in 2015. Since then I do not wait to say the uncomfortable thing. You will notice that inside the first thirty minutes.
Every business problem is a marketing problem.
Before you need something new, it almost always comes down to turning one screw, releasing one brake, reusing something you already have, or finally doing the one thing nobody has done at that step.
Who this is for
I work with owners who know their craft and sell something the buyer is better off for having bought. Whether you make things, sell things, treat people, teach, or lead a team is secondary.
What matters: you have been in business for years, you have customers and numbers, and you do not want to do more. You want to get more out of what you have.
Who this is not for
Without customers there is nothing to find. If you only want to buy more reach, you need an agency. I look first at whether what you already pay for brings customers.
And if you sell something nobody is better off for having bought, I am the wrong man, however good the numbers would be.
What comes after
The ad runs again and brings the right people. The page keeps more of them. The follow-up happens for the first time. The referral stops running on luck. More of your inquiries become customers, and you did not need more inquiries to get there.
You open the numbers of your path in the morning and see at a glance where it runs and where it sticks, the way you check your bank account today. And when the next leak forms, and one always forms in a living business, you spot it yourself before it gets expensive.
The offer
An X-ray adds nothing. It shows what is there.
01 · Day 1 – 10
We sit down, you, your team if you want them there, and me. We walk your path from first contact to sale, one step at a time, with the numbers you have. What is missing, we pull from your books, your calendar, your shop and your ad account. I put all of it into my X-ray template, and then I see the leak. You get it on one page: where you are losing money, what it costs you, and what we will do about it.
02 · Week 2 – 6
We do the one thing that closes the leak. If it is the ad that got switched off, we switch it back on. If it is the page where people leave, we change it. If it is the missing follow-up, we build it. If it is the offer you stopped making, we make it again. If it is customers who were never asked again, we ask them. If referrals run on luck, we build a system. I write what needs writing and I run the execution. You approve.
03 · Through day 60
What worked becomes a permanent part of your path, so it does not quietly disappear the moment you are back inside your craft. You keep your numbers cockpit, the overview of every step, and you run it yourself from then on. We look at it together on day thirty and on day sixty, so you can spot the next leak without me.
The fee
16,900Dollars
With the guarantee under it, this is an invoice with two possible endings. Either the fee comes back as additional revenue inside sixty days, or I keep working at no further fee until it does.
Two engagements a month, no more, because I am inside every one of them.
Thirty minutes, no charge. Bring what you have.
The guarantee
Before we start, we put in writing what additional revenue means, usually your average of the last two months. If the Business X-Ray does not bring you at least 16,900 dollars in additional revenue inside sixty days, I keep working for up to another sixty days at no further fee, until it does. The one condition is that you deliver access and approvals on time and keep running what we switched on.
I built the guarantee this way because I do not expect to have to use it. In a business that has run for years, it is rarely just one leak. We take the biggest one first.
Would you rather bet? Then pay 8,900 dollars fixed plus a quarter of the additional revenue in the first 120 days. If you believe in the result, take the fixed price, because it is cheaper. If you do not, take the bet.
Questions
The second door
The Business X-Ray gets more out of what you have. Sometimes it shows something bigger on the way. You are not losing money anywhere. The offer itself is no longer the one you stand for. That is what The Rope is for. Five days in the Alps, eight owners, and by the last night your offer is live with a price. It is not the continuation of the Business X-Ray. It is a decision of its own, and most people will not need it for a long time.
PS
You cannot see it, because you are standing in it. I see it, because I ask the question nobody asks you.
Thirty minutes is enough to know whether you are losing money, and where. Whether you take it back is up to you.
Thirty minutes, no charge. Bring what you have.