Overview:
Type City is a digital product designed to give graphic designers the experience of working at a Hollywood poster level compressed into 90 second lessons with source files. Before Fulcrum’s involvement, the creator had a proven track record in the industry with credits across Star Wars, Marvel, Dune, and The Batman and a large social following, but no clear path to package, launch, or monetise his expertise. The idea existed, the demand was visible, but the model was undefined. Within weeks, Fulcrum built a complete go to market strategy, from offer structure to delivery systems. Type City is now positioned to launch with projected first round sales of $200k - $300k, priced at $99 USD with upsells through secondary products and exclusive limited edition prints.
System Diagnostics:
Type City began with a strong concept, a digital product built from 90 second lessons and Hollywood level design files but no clear roadmap for launch. The creator had the audience and reputation but was unsure how to translate that into a repeatable product model. We sat down with Paul across a series of working sessions to define objectives and unpack the scope. He wanted to build not just a one off launch, but a system capable of generating revenue reliably and repeatably. That meant figuring out how to position the offer, package the tutorials and files, set a pricing model, and secure a way to deliver it all at scale. Fulcrum was engaged to run a structured go to market sprint. We mapped the business in detail, audited the creator’s current content ecosystem, and identified the key decisions needed to transform the idea into a launch ready framework. By the end of the sprint, we had shaped a complete blueprint, landing page architecture, funnel design, automated delivery systems, pricing tiers, upsells, email flows, and rollout strategy. This formed the foundation for the framework that would follow.
Pressure Points:
Offer Definition
The product needed clear packaging to shift from loose tutorials and files into a compelling, sellable structure.
Pricing and Packaging
There was no tested price point, upsell model, or way to tier access by value.
Delivery Systems
No infrastructure existed for secure downloads, license management, or customer fulfilment.
Audience Conversion
Although the creator had a strong following, there was no mapped path from content to funnel to purchase.
Scalability
Without a framework, the launch risked being a one-time event rather than a repeatable engine for growth.
The Framework:
Market and ICP Definition
Offer Architecture
Sale Systems
Funnel Build
Social Media Rollout
Secure Delivery Infrastructure
Scale Playbook
System optimisation:
Fulcrum designed the launch system from end to end. We began by clarifying the target designer profile and refining the positioning around the core value, ten years of elite design knowledge compressed into 90 second lessons. From here, we structured the offer at $99 USD, created secondary products including the A - Z series and limited edition prints, and established a licensing model to support value capture.
We developed the funnel infrastructure, including landing pagesm automated email flows, messaging frameworks and sales assets to strengthen conversions. A 6 week content rollout was mapped, leveraging existing high engagement posts and expanded through strategic collaborations, most notably with AMH, a music group with more than 7 million followers across platforms.
Delivery systems were established with secure file hosting, one time download links, and upsell flows to ensure seamless customer experience. Finally, the entire process was codified into a repeatable playbook, giving the creator a launch engine that could support future products and long term scalability.
performance gains:
Revenue Potential
Projected to generate $200k - $300k in the first launch cycle, supported by upsells and repeatable systems.
Offer Clarity
Packaged into a $99 USD core product with defined upsell pathways through the A - Z series and premium prints.
Audience Conversion
A full funnel now in place to convert organic followers into paying customers through structured flows and campaigns.
Market Reach
Extended reach through collaborations, securing more than 7M potential impressions via AMH’s platforms.
Scalability
A documented launch model now enables future digital product rollouts with reduced friction and increased repeatability.
