How Davie Fogarty Built a $3.22M Skool Community: A Detailed Analysis

The Overall Strategy

Fogarty's approach centers on a paid Skool community with over 150 members, each paying $1,790 per month, resulting in over $3.2 million in annual recurring revenue. The funnel, while seemingly simple, incorporates several key elements that drive success:

• Targeted Traffic Sources: Fogarty utilizes multiple channels to attract potential members:

  • YouTube

  • Facebook Ads

  • LinkedIn

  • Twitter

  • Organic posts

• Strategic Advertising: His ads on Meta are simple but effective, using targeted language to attract the right audience.

  • "Million-dollar Ecom founder" is used to both call out and disqualify people, resonating with the target audience.

  • The ads present Fogarty's experience and credibility by stating "seven figures is just the beginning" and his past success in scaling brands to over $600 million.

  • The ads highlight the challenges of scaling in 2024, contrasting the ease of starting a brand with the difficulty of scaling it.

  • They offer solutions by showcasing that Fogarty and other "100 million e-com experts" are coaching million-dollar brands to accelerate growth, addressing the audience's desires.

  • The ads stack the offer by including one-on-one calls with coaches, 24/7 Slack channel access, a 50+ video content library, weekly live Q&As, and exclusive access to the community.

  • The ads emphasize that the program focuses on real, actionable guidance and is not a quick fix or scam, further increasing its value.

  • They provide a risk reversal by offering a 30-day money-back guarantee.

  • The ads create scarcity by highlighting that spots are limited and that a competitor might join first, creating urgency.

  • There is a clear disqualification by stating that Daily Mentor is only for brands doing at least $1 million in annual revenue.

The Landing Page

The landing page, built on Framer, is designed with a clear, direct approach that caters to problem-aware prospects: The page maintains consistent disqualification, stating it is for "$1 million per year e-commerce brands.". The headline highlights coaching from "real Ecom experts who built $100 million brands," emphasizing credibility. The subheadline emphasizes "fast track your growth," highlighting the value of time-saving. A bold call-to-action button and animation are used to increase engagement. Social proof is used with phrases like "Join 150+ Founders" and images demonstrating community features like Slack channels and coaching calls. The page contrasts the program with agencies, courses, and elite talent, positioning itself as the best option. Expert coaches in various areas are showcased. The page emphasizes the ability to smash through growth plateaus and scale with confidence, providing clear, strong value propositions. The offer highlights learning from the $600 million tactics behind brand strategy, paid ads, finance, and other key areas. The page promises to save months of effort and millions of dollars, emphasizing the time and cost savings. The offer includes one-on-one calls with coaches and access to on-demand support through Slack. The page highlights member results, stating the strategies have generated over $1 billion in e-commerce sales.

• It uses video testimonials.

• The landing page outlines a three-step process: book an intro call, one-on-one with Davey, and learn from coaches to see an ROI.

• The cost is presented as a price anchor, showing the individual cost of working with mentors and then comparing it to the $1,790 monthly membership, which is a significant discount.

• There is no locking contract, no cancellation notice, and a 30-day risk-free guarantee, further removing friction for potential members.

• There are dedicated pages for social proof, such as member feedback, and a page to meet the coaches.

Application and Onboarding

The funnel incorporates an application process to ensure the right members are selected: The application form requests the applicant's name, brand name, revenue, location, email, and phone number. The approval process is automated, primarily based on the revenue stated. Approved applicants are invited to schedule a discovery call, which is an additional step not mentioned on the main landing page that may increase conversion rates by reducing the perceived financial commitment at the application stage. The discovery call form includes questions to ensure commitment and attendance.

• Microsoft Clarity is installed to help the team see how users are interacting with the pages.

The School Community

The Skool community has over 459 members, generating substantial monthly revenue. The community copy directs members to the funnel to join. The exact profit margins are not known, nor is how coaches are compensated. The business model is scalable, offering high-ticket, in-depth coaching.

Conclusion

Davie Fogarty’s Skool community success is based on a well-structured funnel, compelling advertising, and a high-value offer targeted at a specific audience. The combination of strategic ad placements, a detailed landing page, an application process, and a high-value community has led to the rapid growth and substantial revenue generation of the Daily Mentor program. The approach emphasizes directness, credibility, and removing risk to appeal to its target audience of seven-figure e-commerce brand owners.