Twelve months. One build.
Two people, two halves of the same work. Avianna works on what carries you, I build what carries your business.
The group starts on 25 February 2027. Anyone starting before then works one to one with us until it does, at the same price. Start today and that is 5 more months of direct work before there is even a group in the room.
You probably bought half of it.
A mentor who talks about strategy and never touches your checkout. Or an agency that builds a funnel for an offer nobody checked first. Each of those is decent work on its own, and neither of them holds on its own.
That it didn't hold was not down to you. The two halves were simply never in the same room. Here they are, and they talk to each other about your business every week.
That is the whole difference. The rest of this page only explains how.
This has been built once already.
Avianna McKee is my partner, so read this with as much scepticism as you like. She started with a few hundred private followers, around a hundred women come to the free session every week, and she lives off it with no side job. I built the app, the membership and the launches behind it.
For Tobias Frank and his Thai Yoga training I have looked after and modernised the entire technical side for years, from the event pages to the booking system for the live trainings. Different field, different person, same work.
A picture of the running systems. Both are public, and you can open either one yourself.
Built from Pleasure is the name of the programme, and it is meant literally.
Most programmes run on pressure from outside. Deadlines, countdowns, weekly accountability, someone asking why you didn't deliver. That carries about six weeks. After that you need someone to push you again.
We start with you and stay there until your own work pulls you instead of pushing you. Anyone being pulled has no need to get motivated. The difference shows on the second bad day, when nobody is watching.
That is also why Avianna sits in the middle of this programme rather than at its edge. And why there is no countdown here and no discount that expires on Friday. Both would be pressure from outside, which is the thing we are getting away from.
Structure makes it possible. The pull makes you actually use it.
The two halves interlock. That's why there are two of us.
Most programmes give you one of the two sides and call the other one your homework.
The symbol isn't decoration here. It shows two halves that interlock, and each one carries a point of the other inside it. That is how we work: Avianna knows what I'm building, and I know what she's working on with you.
Strategy, mindset, and the energy work that sits underneath a business. What you're actually building and why. What you avoid, and what that avoidance costs you every quarter.
She works with the part of you that has to be able to charge the price, hold the room, and say no. That part isn't decoration. It's the reason most structures collapse.
Offer, pricing, funnels, email, CRM, payments, automations. The machinery that turns what you do into something people can find, book and pay for.
I build it. Where you'll want to change something yourself later, we build that part together, so it stays in your hands.
We've been running our own business like this for years. It isn't a split we came up with, it's how the thing actually works.
What carries you and what carries your business follow different laws. So each one gets someone at the table who knows it.
The structure, built once and built properly.
The offer. What you sell, what it costs, who it's for, and why anyone should pay that. Worked out with both of us, because the price you can hold is as much an inner question as a market one.
The path people take. Landing pages, application forms, email sequences, the booking flow. Written in your voice, not in the voice of whoever wrote the template.
The machinery. CRM, payments, automations, domains, tracking, the parts nobody wants to talk about at a retreat. Set up on your own accounts, in your name.
The inner work that has to hold it. Mindset, energy work, personal development. That is what decides whether you can actually run what we build. Live sessions with Avianna throughout, from the first month rather than bolted on at the end.
The rhythm. What happens weekly, what happens monthly, what happens when you launch. So the business has a shape you can plan around instead of a to-do list that regenerates overnight.
The handover. You end up owning all of it. The funnels are your funnels, the copy is your copy, the accounts are yours. Nothing is built in a way that keeps you tied to us.
Built so it runs without any of us holding it up.
Some of it you build with me. Some of it I just build.
Which is which gets decided per piece, not by a rule. This is about who holds the wrench, not about teaching you to be a technician.
Built with you
- Your offer, and why it costs what it costs
- The words on your sales page and in your emails
- The decisions about what you sell next
- Anything you'll want to change on a Tuesday without asking me
- Anything you want to be able to adjust without waiting for me
Built for you
- CRM logic, tags, pipelines
- Payment integrations and checkout
- Automations, webhooks, tracking
- Domains, DNS, the parts that only hurt
- Anything you will never want to open again
The split isn't about how much work I take off you. It's about what you need to be able to touch yourself. Your pricing has to be yours, because you'll change it. A webhook doesn't, because you won't.
You can ask for the technical handover at any point, and you get it. Everything runs on your own accounts from the start. When the twelve months end, nothing about your business depends on us still being there.
No dependency built in. That's the point of building it properly.
Two ways in.
Same build, both of us either way. The difference is how much one to one time sits on top.
The Build
The structure, built with you over twelve months.
5k to start, then 1,111 € per month
Eleven monthly payments after the first month.
17,221 € over twelve months.
- Offer, positioning and pricing worked out with both of us
- Funnels, landing pages, email sequences, checkout
- CRM, payments, automations, tracking, domains
- Live mindset, strategy and energy sessions with Avianna
- Live group calls once the group starts in February
- Everything set up on your accounts, in your name
- The group stays small enough that both of us know every week what each person is working on.
The Build, one to one
Everything above, plus direct one to one time with each of us for the full twelve months.
Priced individually
Same twelve month structure. What the one to one part costs depends on what your business needs and how much of it we carry.
- Everything in The Build
- Regular live one to one sessions with Winfried on the structure
- Regular live one to one sessions with Avianna on the inner work
- Direct access between sessions
- A small number of these per quarter
Start before February and you get the months in between one to one. The group opens on 25 February 2027. Anyone who starts before that works with us directly until it does, at the price above. That isn't a bonus we invented to create urgency. It's what the work looks like when there isn't a group yet.
The first payment unlocks the build, and the first month is where most of the construction happens.
No countdown, no discount that expires on Friday.
Month one is the heaviest. That's where the 5k goes.
It isn't a deposit. It's the month with the most work in it.
The offer gets decided. What you sell, to whom, at what price. With both of us, because the number you can stand behind and the number the market carries have to end up being the same number.
The foundation gets laid. Domain, CRM, payment provider, email sending, the accounts everything else will run on. Set up once, properly, in your name. This is the part that quietly breaks businesses two years later when it was done badly at the start.
The first funnel gets built. Landing page, application form, the emails behind it. Live and taking applications, not described in a document you'll open again in March.
The inner work starts here, not later. Whatever you would otherwise avoid until month eight, Avianna puts on the table in week one. Finding out in January what you can't yet charge for is cheap. Finding out in September is not.
After that the pace changes. The structure exists, and the work becomes running it, sharpening it, launching with it. That's what the eleven monthly payments carry.
Splitting the cost evenly across twelve months would look friendlier on the page and would be dishonest about where the work sits.
What you're probably thinking and haven't written down.
Is this a course?
No, and the difference matters more than it sounds. A course sells you knowledge and leaves the building to you. Here the building is the product. At the end of twelve months you own a working offer, live pages, a CRM that runs and payments that arrive. Not just notes on how it should be done.
Everything happens live: the sessions with both of us, the group calls, the work on your business. Sessions get recorded so you can go back to something that was said, but there is no library of pre-made video modules to work through, and there are no assignments to hand in.
I'm not especially technical. Is that a problem?
Then you're in the majority, and it changes nothing about what gets built. The machinery is my side of the work. You will never be handed a CRM and a tutorial link.
What stays in your hands is the part you'd want to control anyway: your offer, your prices, the words on your pages. Those you'll be able to change yourself, on a Tuesday, without asking me.
How much of my week does this take?
Honestly, I can't give you one number. It depends on what your business looks like today and what structures you are already caught up in. Starting from nothing means a lot of decisions and nothing to take apart. Running for years means clients, commitments and systems that all have to be worked around.
What is fixed is the part only you can do: the live sessions, the group calls, and the decisions about your price, your offer and your words. The first month is the heaviest, because that is where most of it gets decided.
What you do not have to budget for is the building. That is the difference from a course: there your to-do list grows every week, here it shrinks. On the call we look at your business, and then I give you a number that actually applies to you.
I haven't started my business yet.
No, as long as you know what your work is. Starting from nothing is often cleaner than rebuilding, because there's no half-built funnel to unpick and no price you've already trained people to expect.
What changes is the first month. Instead of fixing an offer we decide one, and Avianna works on what it takes for you to say the price out loud to a stranger. The building that follows is the same building.
What doesn't change is the money. Twelve months at this level is a real commitment before you've earned anything back. If the first 5k would come off a credit card, apply anyway and say so on the call. Count the eleven instalments in when you do, because the twelve months are binding, see below. We'll tell you honestly whether to wait.
I've bought something like this before and nothing changed.
Then the top of this page is your answer: you very probably bought half of it, and half does not hold, however good it was.
One thing you can check before you apply: has the same person who talked about your price ever also set up your checkout? If not, it was never thought through as one thing.
Do you guarantee results?
No. Anyone who guarantees you revenue is either lying or has never run a business through a bad quarter.
What I can tell you is what exists at the end: a working offer at a price you can hold, a path people can find and book through, machinery that runs, and the accounts all in your name. Whether that turns into the numbers you want depends on your work, your market and how you show up. That part was never mine to promise.
What happens after the twelve months?
Everything keeps running, and it runs on your accounts, with your logins. You can take the technical handover at any point during the year, and you get it whether you ask in month three or month twelve.
If you want to keep working together after that, we'll talk about it then. Nothing is built in a way that forces the conversation.
Am I tied in for the full twelve months?
Yes. The twelve months are binding, and that is deliberate.
Most business owners do not fail because the idea was bad. They fail because they stop in month four, the month where it gets heavy and nothing has come back yet. That is exactly when an exit is available, and exactly when taking it is the most expensive decision on the table.
So there isn't one here. What you can have at any point instead is the technical handover: ask in month three and you get everything that stands by then, on your own accounts.
If that is too much, that is a sensible thing to decide. Better to say so in the call than in month four.
Do you work in German or English?
Both. The sessions run in whichever language you think in. What we build for you gets written in the language your clients read.
What the same thing costs in pieces.
Market rates, not invented values. Check them yourself.
That's not a claim about what our work is worth. It's what these things cost when you buy them from the people who normally sell them, and you can go and check every line.
Buying them separately has a second cost that doesn't appear on any invoice: you become the project manager. The mentor doesn't talk to the agency. The agency doesn't know what you decided in the mindset session. Every handover lands on your desk, and you're the only one who has seen all the pieces.
Here it's one build, and two people who talk to each other about it.
The running costs stay yours, and they stay small.
Software subscriptions, your domain, hosting, email sending, payment processing fees. These are yours, they run on your own accounts, and we keep them at a level a small business can carry.
It's a deliberate choice. Most of the tooling sold to coaches is priced for companies with a marketing department. You don't need that, and paying for it every month is the quiet way a good year turns into a mediocre one.
Advertising budget, if you ever want ads, is separate too.
This works when you know what your work is.
You've been doing it long enough to know it works. Maybe there are clients and a business that runs on your presence. Maybe there is none of that yet. Then the work sits in trainings, in sessions you weren't paid for, in the years you spent getting good at it. Both are a starting point.
What has to exist is the work. What doesn't have to exist yet is anything around it. Month one decides the offer and the price with both of us in the room, and that is the same month whether you're rebuilding or starting from nothing.
If you're still looking for what your work is, that search comes first and this isn't it. That's a sequence, not a judgement.
This isn't a quick fix. It's a build.
Build something that holds without you.
The first step is a short application. If it fits, the three of us talk.