# Personal Brand Coach Example — Coach Sarah Chen

> **Persona:** Sarah Chen — Public Speaking Coach for Tech Founders
> **Region:** US (San Francisco)
> **Experience:** 7 years, ex-YC partner, 100+ founders coached
> **Output:** Sample running through skills 22, 23, 26, 27 — shows what final output looks like

---

## 1. Output from skill 22-personal-brand-context-global (US variant)

**File:** `.agents/personal-brand-context-global.md`

### 1. Identity
- Name: Sarah Chen
- Variant: **Coach** (pitch & public speaking for tech founders)
- Age: 32 | Location: San Francisco, CA | Languages: English (native), Mandarin (fluent)

### 2. Expertise
- 7 years coaching pitch & public speaking for venture-backed founders
- 100+ founders coached, 80% raised successfully (avg $4M Series A)
- Background: ex-Y Combinator partner (2018-2022), Stanford GSB MBA, ex-engineer at Stripe
- Certifications: Toastmasters DTM, Pitch Anything Method certified, Stanford d.school facilitator

### 3. Story arc (5 chapters)
1. **Origin** — Stanford engineering student, terrified of presentations, bombed first demo day
2. **Discovery** — Joined first startup → realized pitch quality determined survival, not product
3. **Mastery** — Y Combinator partner → coached 50+ founders → 80% raised successfully
4. **Independence** — Left YC in 2022 to coach globally, built waitlist of 200+ founders
5. **Mission** — Help 1,000 underrepresented founders raise capital with confidence by 2030

### 4. Core values
- Substance over polish (real story beats rehearsed perfection)
- Practice over talent (talent overrated, deliberate practice wins)
- Vulnerability over arrogance (investors fund humans, not robots)

### 5. Target audience
- Tech founders age 28-42, raising Series A in US/EU
- Pain points: technical founders who can't translate vision, non-native English speakers, nervous on stage
- Goals: confident pitch, close round in <90 days, build investor relationships

### 6. Brand voice
- Tone: Direct, warm, evidence-based
- Style: Story-first with frameworks, no corporate jargon
- Avoid: motivational fluff, generic LinkedIn-isms, fake humility
- Embrace: specific case studies, hard numbers, controversial takes

### 7. Keywords
- Primary: pitch coaching, founder communication, Series A pitch
- Secondary: investor pitch, demo day prep, presentation skills, fundraising
- Hashtags: #PitchCoach #FounderTips #SeriesA #VentureCapital

### 8-12. Tools, Disclosure, KPI baseline, Calendar template, Compliance...

[Full output is 12 sections — abbreviated for example. See skill 22 for full template]

---

## 2. Output from skill 23-personal-brand-strategy-global

**File:** `personal-brand-strategy-sarah-chen-20260508.md`

### Niche
Pitch coaching for tech founders raising Series A in US/EU markets

### Positioning statement
"I help tech founders raising Series A pitch confidently to top-tier VCs in 8 weeks."

### Story arc (3 chapters, expanded)
- **Chapter 1 (Origin):** Started as Stanford engineering student → bombed first demo day in front of Sequoia → realized pitch quality determined funding outcomes more than product quality
- **Chapter 2 (Turning point):** Joined Y Combinator as partner → coached 50 founders across 4 batches → 80% raised successfully → built reputation as "the coach who turns engineers into pitch closers"
- **Chapter 3 (Now):** Independent coach helping founders globally → 100+ alumni → planning second cohort + first book deal

### Content pillars (4 × 7 = 28 topics)

| Pillar | % | 7 sample topics |
|--------|---|-----------------|
| Pitch Frameworks | 40% | Sequoia template breakdown, the 30-second hook, demo day psychology, Q&A handling, closing line that lands, slide-by-slide audit, the "Why Now" slide |
| Public Speaking | 25% | Body language under pressure, vocal pace, eye contact with VCs, strategic pauses, story arcs, audience reading, stage presence |
| Founder Case Studies | 20% | How Founder X raised $5M in 6 weeks, Founder Y's failed demo day, B2B vs B2C pitch differences, solo founder vs team pitch, female founder pitch challenges, ESL founder strategies, comeback after rejection |
| Behind the Scenes | 15% | A day coaching at YC, my own coach, cohort highlights, mistakes I've made, reading list, tool stack, wins + losses dashboard |

### 12-month plan

| Quarter | Goal | Output | Revenue target |
|---------|------|--------|----------------|
| Q1 | Foundation: 1,000 LinkedIn followers, 3 case studies published | 36 long-form posts + 12 short videos + 3 case study deep dives | $0 (foundation) |
| Q2 | Amplify: 5,000 followers, first cohort waitlist | 36 long-form + 24 videos + waitlist landing page + 5 podcast guest spots | Tripwire: 200 × $97 = $19,400 |
| Q3 | Monetize: First $50K/month from cohort + 1-on-1 | 24 long-form + 24 videos + cohort 1 launch (30 students) | Cohort 1: 30 × $4,997 = $149,910 + 4 1-on-1 = $60,000 |
| Q4 | Scale: 10K followers, $100K/month, second cohort | 24 long-form + 30 videos + cohort 2 + book proposal | Cohort 2: 30 × $4,997 + 8 1-on-1 + 2 Elite = $349,820 |

**Year 1 conservative target:** ~$580K revenue
**Year 1 stretch target:** ~$800K revenue

---

## 3. Output from skill 26-thought-leadership-content-global (sample LinkedIn post)

**File:** `thought-leadership-sarah-chen-20260508.md`

### Post: "The #1 mistake 90% of tech founders make when pitching VCs"

**Hook (3 lines):**
> "I've coached 100+ tech founders pitching to top VCs. Here's the #1 mistake 90% of them make. And no — it's not the financials slide."

**Body (220 words, PAS-Insight structure):**

**P (Problem):**
Founders obsess over their financial projections. They build 5-tab spreadsheets, model 3 scenarios, stress-test every assumption. Then they get to the meeting and lead with: "Our TAM is $40 billion."

**A (Agitate):**
The VC's eyes glaze over within 12 seconds. I've watched this happen in real time at Sand Hill. The founder thinks they're being credible. The VC is thinking: "Generic pitch. Skip."

Why? Because every pitch starts with TAM. Every. Single. One.

**S (Solution):**
Open with a 30-second story instead. Specific. Visceral. Recent.

Example from one of my founders (raised $4.2M last month):
> "Last Tuesday at 11pm, a nurse in Ohio messaged us. She'd been on hold with insurance for 47 minutes. She said our app was the first thing in her week that didn't waste her time. We have 12,000 nurses like her now."

That's the opening. THEN you can talk TAM.

**Insight:**
Investors don't fund opportunities — they fund stories about opportunities. The numbers are evidence, not the case. Lead with the human, support with the numbers, close with the ask.

**CTA:**
"Have you encountered this? Comment 'PITCH' to receive my free Pitch Deck Audit checklist (the same one I use with founders before demo day)."

**Word count:** 240 | **Format:** LinkedIn long-form | **Pillar:** Pitch Frameworks (40%)

---

## 4. Output from skill 27-personal-brand-monetize-global (offer ladder)

**File:** `monetize-sarah-chen-20260508.md`

### Offer Ladder

| Tier | Offer | Price | Capacity |
|------|-------|-------|----------|
| Free | LinkedIn content + Newsletter "Pitch Weekly" | $0 | unlimited |
| Tripwire | Pitch Deck Audit Template (Notion + 30-min Loom walkthrough) | $97 | unlimited |
| Core | 8-week Cohort: "Pitch Like a Pro" | $4,997 | 30/cohort, 4 cohorts/year |
| Premium | 1-on-1 Pitch Coaching (8 sessions over 8 weeks) | $15,000 | 8/quarter |
| Elite | Done-for-you Pitch Deck + 4 practice sessions + demo day rehearsal | $35,000 | 4/quarter |

### Funnel logic

```
Free (10K subscribers) → 4% Tripwire = 400 ($38,800)
       ↓
Tripwire (400) → 7.5% Core = 30 first cohort ($149,910)
       ↓
Core (120/year) → 27% Premium = 32 ($480,000)
       ↓
Premium (32) → 50% Elite = 16 ($560,000)
```

### Annual revenue target (realistic)

| Offer | Calculation | Annual revenue |
|-------|-------------|----------------|
| Tripwire | 400 × $97 | $38,800 |
| Core | 4 cohorts × 30 students × $4,997 | $599,640 |
| Premium | 32 × $15,000 | $480,000 |
| Elite | 16 × $35,000 | $560,000 |
| **Total** | | **~$1.68M/year** |

### Conservative Year 1 (foundation phase)
~$580K — first cohort smaller (15 students), Premium ramps slowly

### Aggressive Year 2+ (full ladder live)
~$1.6M — all tiers running, cohort waitlist + retainer clients

### Soft sell content theme

- 80% value (frameworks, case studies, insights) + 20% CTA
- Example: "Here's the framework I teach in cohort. You can apply this today. If you want the full Pitch Deck Audit, comment 'PITCH' for the free template (link in bio)."
- NO hard sell — founders are sophisticated buyers; aggressive sales kills trust

---

## Notes

- Skill 22 actual output is 12-15 sections; abbreviated here for example clarity
- Skill 23 strategy file is typically 30-50 pages including deep persona + competitor analysis
- Sample post in skill 26 is 1 of 28 topics; actual topics vary by current events and seasonality (e.g., YC demo day, end-of-quarter fundraising)
- Offer ladder in skill 27 should be reviewed quarterly and adjusted based on actual conversion rates

---

*This file is the example output for the `coach` variant of the `personal-brand-launch-global` workflow. In practice, each skill output will be more detailed and personalized to the coach's brand voice.*
