LUMEN WOMEN — Brand Book · LastStop Sales License

Business Plan

LastStop Sales Ten · lumen-women · isolated license. This chapter sells the license to one buyer — not a village share.

1. Thesis

Lumen Women owns Women's hormone / perimenopause clinic OS license.

Women's hormone care is a one-buyer license. A women's-health operator wants a serif-gold desk — perimenopause, cycle, sleep-and-mood — that does not sit next to a men's peptide face in a village. Lumen Women is that isolated SKU.

Voice: Serif gold. Blush paper. Calm, precise, adult. Never a pink cartoon. Never a cure.

Hormone care with a lumen, not a brochure.Lumen Women · positioning line

2. Ideal customer

Primary buyer. Women's health operator.

They are shopping a single-operator license. They do not want nineteen sibling brands. They want one niche, one database, one key they can take to their own Fly org.

Anti-ICP. Holding companies that want Village. Operators who want a shared Neon. Anyone asking for a fake .com or a phone number on the hero.

3. Offer stack

Package	What they get
Lumen consult	A clinician-reviewed hormone intake. Perimenopause, cycle, sleep-and-mood — named, not merchandised.
Lumen protocol	A standing desk for one women's-health operator. Own database.
Lumen continuity	The light that stays on after the first visit. Isolated from Village.

No prices on the landing. Checkout is DEMO. Jobs-to-be-done: clear positioning → trusted intake → clinician path → isolated ops.

4. Isolation economics (why this sells)

Buyer count

One

Databases

One

Fly apps

One

Village share

Zero

License key

LS-SALE-LUMENWOM-0F3CB1D29FBA

Neon project

laststop_sale_lumen_women

Unit economics for patient CAC stay BACKFILL. The sale here is the license. Easier than Village because the SKU is small and named.

5. Competitive set

Name	Why they are not us
Village women's-adjacent faces	Shared gallery. Wrong product.
Pink DTC hormone brands	Brochure energy, prices, miracle language.
OB/GYN portals	Clinical, not a licensed house brand.
Spa menus	A facial add-on is not an OS.

6. Compliance

Assignment: Women's hormones — isolated SKU, not a Village cluster. No disease-cure language. No before/after. No miracle claims. Compounded medications are not FDA-approved. Ads do not diagnose. LastStop is never LASSTOP or LASTTOP.

7. Ninety-day calendar

Week 1Lock tokens, voice, book.html live. Logo lockup present. Lumen Women landing smoke.

Week 2Quiz copy pass + compounding / eligibility caveat. Analytics events. 3×2×2 creative drafted.

Week 3$2.5k hook tests. Channel mix starts: Google 'women hormone clinic'.

Week 4Kill losers. Expand winners. Email welcome/abandon in draft.

Week 5$3.5k toward quiz-complete CPA. Competitive set review.

Week 6Isolation check: own Fly, own Neon, own key still true.

Week 7$4k toward paid-start / consult. Do not waterfall into Village.

Week 8Continuity sequence staged. RACI mid-point.

Week 9Creative refresh from media lockup. Book updated with learnings.

Week 10KPI dashboard vs mock. Legal re-pass on surviving headlines.

Week 11Scale memo or hold memo drafted. Export steps re-verified.

Week 12Kill / hold / scale. Archive losers. Keep winners in media/.

8. Team RACI

Work	A	R	C	I
Brand voice & book	Brand	Growth	Clinical	Eng
Landing chrome / glass	Brand	Eng	Growth	Ops
Quiz copy + branching	Clinical	Brand	Eng	Growth
License isolation	Ops	Eng	Brand	Growth
Neon project (new)	Ops	Eng	Brand	Clinical
Fly app laststop-sale-lumen-women	Ops	Eng	Brand	Growth
Stripe / OpenLoop backfill	Ops	Eng	Clinical	Brand
Export to Remi machine	Ops	Eng	Brand	Growth

Development Scope

Ship a standalone nginx + Fly site for Lumen Women. Do not fork Village. Do not share a database.

1. Brand pack

and media/logo-lockup.png

Accent	#d4a017 / #f5d0c5
Style	serif gold
Type	Cormorant Garamond + Outfit + IBM Plex Mono
Logo	logo.png
App	laststop-sale-lumen-women
URL	https://laststop-sale-lumen-women.fly.dev

2. Landing IA

#	Section	Bar
01	Serif-gold hero + lockup	Required
02	Lumen specialty	Required
03	Three packages (no prices)	Required
04	License isolation	Required
05	Intake path	Required
06	FAQ	Required
07	Book + Start Intake	Required

3. Intake quiz

Brand-skinned five-step modal. Events: quiz_start, quiz_complete, consult_request.

Step	Prompt	Note
1	Goal	Specialty lanes
Q-goal	Perimenopause	Transition years
Q-goal	Cycle support	Rhythm
Q-goal	Sleep + mood	Nights and days
Q-goal	Energy	Daylight
Q-goal	Protocol review	Already in care
2	Sex / age	Adults only
3	State	Eligibility gate
4	Health screen	No diagnosis
5	Contact	Then protocol result · DEMO checkout

4. Export instructions — Remi's machine

Copy the folder laststop-sales/lumen-women/ onto the machine. Do not copy it into laststop-fleet/kits/.
Confirm license.json is the SKU (LS-SALE-LUMENWOM-0F3CB1D29FBA).
fly apps create laststop-sale-lumen-women -o personal -r iad
From inside the folder: fly deploy
Neon: create a NEW project named laststop_sale_lumen_women. Do not share Village Neon.
Live URL is https://laststop-sale-lumen-women.fly.dev. Do not invent a .com.
Stripe / OpenLoop remain BACKFILL until ops flips them.
Do not deploy from this book unless Remi asks.

5. Non-goals

Do not add this SKU to Village.
Do not add this SKU to the fleet kit dropdown.
Do not share a Neon project.
Do not mark Stripe live.
Do not put prices, phones, or invented domains on the landing.

III

Marketing Plan

1. Positioning line

Hormone care with a lumen, not a brochure.

Hormone care with a lumen, not a brochure.Use on the first screen or not at all.

2. Channel mix

Channel	Share
Google 'women hormone clinic'	35%
Meta peri / cycle	31%
Retarget	20%
Operator outbound	14%

3. Sample ad copy

Legal must pass these. Voice: Serif gold. Blush paper. Calm, precise, adult. Never a pink cartoon. Never a cure.

AD 01

Hormone care with a lumen.

Not a brochure. One license.

AD 02

Gold type. Blush paper.

Serif, adult, precise.

AD 03

One niche. One buyer. One DB.

Why this SKU sells.

AD 04

Perimenopause, named.

No miracle hormones.

AD 05

license.json is the SKU.

LS-SALE-LUMENWOM-0F3CB1D29FBA.

AD 06

Ads do not diagnose.

A clinician reviews.

AD 07

No .com theater.

Fly app is the live URL.

AD 08

Export the folder.

Deploy alone.

AD 09

Not Village.

A different product.

AD 10

A lumen, licensed.

Own Neon. Own key.

Welcome

The lumen is on

Welcome. Quiz, clinician, protocol.

How we talk

Perimenopause, cycle, sleep-and-mood. No miracles.

Isolated

Your Neon is yours.

Abandon

Still open

Nothing billed.

One note

Link. Then quiet.

Five steps

That is the intake.

Check-in

Next lumen

Reply if the goal moved.

If a week was loud

Say so.

Keep the light

Move the date.

4. Guardrails

Stay inside Women's hormones — isolated SKU, not a Village cluster.
Buyer reminder: Women's health operator.
Always link clinician review. Never unsupervised use claims.
No before/after. No miracle claims. No phones. No invented .com. No prices on the landing.
Do not retarget this SKU into Village. Isolation is the product.
Weekly: spend, CTR, quiz funnel, isolation still true, top creative.