Prepared for Dakota, Doc H & Team
A custom advertising proposal from RIVIDIA — designed to reliably bring new families and tutorials into your turn‐key, world‐class online literature academy at a cost that makes sense given the multi-year relationship you build with every family.
“At Discern Academy, we teach your student
how to think, not what to think.”
— From discernacademy.com
Discern Academy is a turn‐key, world‐class online literature academy — English Language Arts specialists, taught by a PhD, with a Christian worldview underneath the work. The product is specific and the avatar is specific. Our job over the next ninety days is equally specific: prove that paid media can reliably bring new families and tutorials into your flagship courses (Boyo 1 first) at a cost that makes sense given the multi-year relationship you build with each family — then turn that into a machine you can run every enrollment season for years.
From our conversation in Montana and the discovery call with you, Doc H, Johnny and the team, three things stood out. First, your retention is extraordinary — twelve of thirteen families have stayed, and the only one who didn't stay never actually started. Second, the curriculum is a serious annual purchase ($500–$1,000 per family, plus tutorial deals that can move 20–30 seats at once). Third, you are not yet a polished sales organization, and you don't need to be — you need a quiet, consistent acquisition system underneath you.
That is exactly what RIVIDIA is built to deliver. We already advertise to Christian audiences across films, artists, ministries and tours, and we run paid acquisition with the kind of transparency and weekly rhythm a founder-led business needs.
Stand up clean tracking, install Meta and Google pixels into LearnWorlds, and put real dollars behind two to three Discern angles: Doc H authority, a Christian-worldview literature track, the reluctant-reader story, and a timely Narnia entry. We are testing — with intent, not hope.
Within ninety days we will know your real cost to acquire a family and a tutorial, run against the discipline of LTGP : CAC ≥ 3 : 1. Goal CAC for a new family: $150–$200, with a $225 test ceiling while the multi-year math holds. Tutorials are managed against a separate $500–$1,000+ CAC budget. No more guessing what conference booths actually cost you.
What we win in the first ninety days does not vanish in month four. Audiences, creatives, landing pages, and reporting become a “evergreen” system Discern can run every May–September — and lean into harder when a new Narnia film, a conference, or a high school launch hits.
A note on tempo
Paid acquisition for an annual education subscription almost never pays back in the first month. That is normal. What we want to see early is the right shape of the data: angles that convert, audiences that lean in, and a cost-per-trial that points to a healthy cost-per-customer once retention math is layered in. Once that is honest and visible in a shared dashboard, we step on the gas.
In plain language: we'd rather find $40 winners on $2,500 of spend than guess our way through $10,000.
Creative is the lever. We will not ship five disconnected ads — we will ship five intentional angles, each speaking to a real fear or aspiration a Discern parent or director already carries. Click any spine to read the angle.
Who it speaks to
Parents tired of curricula taught by people who haven't loved a book in years.
Why it works
Lean into Doc H on camera: 35+ years teaching, 1,600 words-per-minute with near-perfect retention, PhD in education, dean / principal / assistant superintendent experience. Authority is the moat — we lead with the human, not the platform.
Primary call to action
“Free Masterclass with Doc H”Install tracking. Test core angles (Doc H, Christian worldview, the reluctant reader, Narnia). A minimum $2,500 test budget buys real data, not noise — evaluated against the multi‐year value of each family, not month‐1 payback.
Founder rate: discounted base of $1,250 vs. our standard $1,500, with setup fee waived and included. Months 2–3 move to the standard base, same ‘greater of base or 20% of ad spend’ rule.
Deliverables
Shift spend into winners, trim losers, sharpen the funnel from ad to enrollment with landing and follow-up improvements.
Base retainer. Or 20% of ad spend, whichever is greater.
Deliverables
Push budget into profitable campaigns. Standardize an evergreen acquisition system Discern can run every enrollment season.
Base retainer. Or 20% of ad spend, whichever is greater.
Deliverables
| Chapter | Engagement | Ad spend | RIVIDIA fee |
|---|---|---|---|
Month 01 Founder rate — setup waived | Launch & Learn | $2,500 | $1,250 Base $1,250 · 20% spend $500 |
Month 02 Spend midpoint shown | Optimize & Controlled Scale | $3,750 | $1,500 Base $1,500 · 20% spend $750 |
Month 03 Spend midpoint shown | Scale & Systematize | $5,500 | $1,500 Base $1,500 · 20% spend $1,100 |
90‑day total | Indicative midpoints, not a cap | $11,750 | $4,250 |
You pay the platforms directly for ad spend. RIVIDIA fees are billed monthly.
The discipline that runs underneath every dollar we spend is simple: LTGP : CAC ≥ 3 : 1. Lifetime Gross Profit per family must be at least three times what it costs to acquire that family. That single rule keeps the machine honest — and tells us when to scale, when to hold, and when to cut.
Pick a package, set a monthly budget, a target CAC, and how long you expect a family to stay. The model below shows the shape of the business we're building toward — and lights up green when the economics work.
$41 / mo billed annually
Goal CAC for new families: $150–$200. Test ceiling: ~$225 while the multi-year math holds. Tutorials/co-ops are managed against a separate $500–$1,000+ CAC budget.
At $180 per family on $4,000 of spend.
22 × $500 (Standard package).
Assumes steady monthly performance, not the ramp.
Time to recover CAC at $42 / mo amortized.
Lifetime Gross Profit per family at 2 years on Standard ≈ $700 ($500 × 2 × 70% margin). Maximum allowable CAC at 3:1 = $233.
3.89:1
On target (≥ 3:1)
≤ $150
per new family
$150–$200
per new family
~$225
only if multi-year math holds
Tutorials and co-ops are a different beast — a single account can be $5K–$10K+ of annual revenue, so $500–$1,000+ CAC per new tutorial is still a healthy ratio.
Discern already has a film setup, microphones, and a teacher who belongs on camera. If we want ads that look and sound like the course itself, this package gives us the script and edit layer without you hiring a production team.
RIVIDIA is a digital marketing agency built to grow fanbases — for artists, films, and increasingly for mission-driven companies like Discern. The way we'd describe the fit: you have a product worth talking about, an audience that already exists, and a team that's wearing too many hats. We come in underneath all of that and run the acquisition layer with intent.
Christian audiences
We run paid acquisition for films, recording artists, ministries and tours. We know how to talk to faith-formed audiences without being cheesy about it.
Founder‑led businesses
We work with operators, not committees. You'll get a weekly written read and a 30‑minute call. No babysitting required, no surprises.
Education & subscription math
Annual-priced products need CAC + retention thinking, not vanity ROAS. That's the lens we'll bring from week one.
Reply to confirm the 90‑day engagement and the starting kickoff date. We'll send a one‑page agreement that mirrors the Terms section above.
We'll request access to Meta Business Manager, Google Ads, the LearnWorlds back end, and any existing creative library. Setup begins inside 48 hours of access.
60‑minute session with Dakota and Doc H to lock the first two creative angles, the offer, and the first month's spend. We'll be live within a week.
Direct contact