The Foundry
BUILD A SIGNATURE OFFER THAT SELLS MORE CONSISTENTLY WITHOUT REQUIRING MORE OF YOU TO DELIVER IT.
For established experts whose 1:1 work sells, but whose signature offer still takes too much explaining, selling, or hands-on delivery to scale.
Inside The Foundry, you’ll turn the depth of your expertise into a clearer offer, stronger positioning, and a sales path that grows without demanding more of you.
Enrollment opens a limited number of times per year.
Waitlist members get first access and priority on VIP spots.
You used to feel on fire in your business.
You’ve been in business long enough to know your work sells. You have clients, proof, and years of experience behind you. But the offer you want to grow still isn’t selling as consistently as you want.
And your expertise isn’t the same as it was when you built most of this.
Your perspective has deepened. Your strengths are clearer. The way you solve problems has become more nuanced. But your signature offer hasn’t necessarily evolved with you.
Your work has gotten better, but somehow harder to explain. You know there’s something powerful there, but when you try to simplify it, you either say too much or leave out what matters most.
Your 1:1 work still sells because you can bridge those gaps in real time. Your signature offer has to communicate that value without you there to explain it.
But right now, everything feels lukewarm at best.
And it’s not because you haven’t tried to fix it.
A clearer niche. A stronger offer. Better messaging. A new sales process. More content. More leads.
You're an action taker, so you make changes. Some help for a while.
But after years in business, the problem usually isn’t one missing strategy. It’s that your offer has been shaped by years of reasonable decisions that no longer fully reflect the depth of your expertise or the role you need it to play in the business.
You’ve adapted to clients, the market, your deeper work, and advice that made sense at the time.
None of those decisions were necessarily wrong. But stacked together, they can leave you with an offer built around where your work has been instead of what you need it to carry now.
Little by little, what makes your work so valuable becomes harder to see in the offer.
That’s why marketing feels harder than it should, and why the offer you want to grow still takes too much effort to sell and deliver.
The fire isn’t gone. It’s buried under everything the offer has accumulated that no longer reflects your strongest work or supports the way you want it to grow.
What's actually happening here has a name
I call it the Translation Gap.
YOUR EXPERTISE ISN’T TOO NUANCED TO SCALE.
It just needs to be translated into a clearer offer people can recognize themselves in.
That's exactly what we do in the foundry.
The Translation Gap is what happens when your expertise evolves, but the offer you want to grow doesn’t fully capture its value.
In 1:1 work, you can bridge that gap yourself. You listen, adapt, ask better questions, and show someone exactly how your expertise applies to them.
You can respond to nuance in real time, which means the value of your work becomes clearer as someone experiences it.
Your signature offer has to do more of that work without you.
It has to make the right people recognize themselves, understand why your approach works, and trust that the offer can get them where they want to go before they ever experience your expertise firsthand.
That means the offer, positioning, and sales process have to carry more of the clarity that currently depends on you.
When that translation isn’t clear, the offer takes more explaining. Sales feel less predictable. 1:1 can feel like the safer choice. And growth stays more dependent on you than you want it to be.
You end up doing more work to communicate the value of an offer that you already know delivers.
The good news? This is fixable.
I shut down a multi-million-dollar flagship offer to rebuild it into something that could grow without depending so much on me.
I understand how you feel because I’ve been where you are.
Over five years, my flagship offer generated more than $2 million in revenue, served hundreds of clients, and earned rave reviews.
On paper, it was working.
But sales had started to plateau. Margins were shrinking. And I was exhausted by how much the business still depended on me.
The offer wasn’t broken. It had simply accumulated years of reasonable decisions: more curriculum, shifts in response to the market, and delivery choices that made sense at the time.
Eventually, all of those additions made the strongest parts of my work harder to see and the offer heavier for me to carry.
The offer had grown more complicated as my life was asking for something simpler.
At the same time, becoming a mom of two within three years changed the amount of time and capacity I was willing to give the business.
I didn’t need to burn everything down. I needed the model to evolve.
So I took a huge risk and closed enrollment on my six-year old flagship program, one that was still bringing in $30K to $50K every single month.
Not because it had failed. Because I could see that continuing to grow it in its current form would require more of me than I wanted the business to take.
I rebuilt around the parts of my work that were strongest, clarified what the offer needed to be known for, simplified the way it was delivered, and got intentional about the role I wanted it to play in the business.
Once those decisions were clear, the rest of the business became easier to solve.
It was my bread and butter, but I stopped anyway.
Everything changed.
People told me my content was “on fire” and it wasn’t just my pretty new brand photos.
My husband said he could my mindset was in a better place, even though I’d made scary moves with no guarantee they’d work out.
But the biggest shift was that I finally had a model I could build on.
I knew what I wanted the offer to do, which parts of my expertise were worth carrying forward, and what needed to change so the business could grow without requiring more of me.
The Foundry is the process I created to help established experts do the same.
To distill what makes your work most valuable, shape it into a stronger signature offer, and build the positioning, sales, marketing, and delivery around it so the offer can carry more of the business without depending on more of their time.
You're Invited To Join
The Foundry
Built around your expertise, your strengths, and the life you’re protecting, The Foundry helps you strengthen the signature offer you want to grow without building a business that asks more of you.
Over five phases, you’ll refine the offer itself, sharpen its positioning, strengthen the sales and marketing around it, and build a delivery model that can support more growth without requiring more of your time.
• The 5-phase process for building and selling a signature program that scales your expertise
• Biweekly live coaching + workshopping sessions
• Personalized asynchronous reviews at key implementation milestones
• Weekday access to Laura for questions + feedback
• A private community of established experts
• Practical templates, frameworks + custom AI tools to help you implement
You’re not coming here to consume more basic business information. You’re coming to make the decisions that turn your expertise into an offer that can carry more of the business.
The Foundry is a six-month strategic coaching and implementation program for established experts ready to strengthen the signature offer they want to grow.
Inside, you’ll get:
A foundry is where raw material is tested by fire and shaped into something stronger, more useful, and built to last. That’s what happens here.
You’re not starting from scratch. You already have the expertise, client results, and parts of your work that make a real difference.
The work is figuring out what still belongs, what needs to be simplified or rebuilt, and how to shape the strongest parts into a signature offer that can carry more of the business.
Some things will change. Some will stay exactly as they are.
The point isn’t to burn everything down. It’s to build from what’s already valuable, with more intention about what the offer needs to sell, deliver, and make possible for the business.
Why it's called The Foundry
Your work can be high-level without being hard to understand or buy.
Inside The Foundry, we’ll pull out the strongest parts of your expertise, make your signature offer easier to understand, and strengthen the way you position, sell, market, and deliver it.
That way, the right clients can see the value without you having to explain it every time.
The goal isn’t to make your work less thoughtful or detailed. It’s to make the value easier to see, so your offer can do more of the selling before you ever step in.
Less chasing. Less proving. More trust, more authority, and far more dignity in the way your business makes money. That's what we'll build together.
A signature offer that makes your expertise easier to recognize, trust, and choose.
THE PAYOFF
Imagine a business that grows without requiring more of you.
It doesn’t follow you into the evening or swirl in the back of your mind while you’re with the people you love. You’re not constantly thinking about what you should be doing instead. The business can grow without asking you to sacrifice everything else that matters to you.
And at the end of the day, you close your laptop and the business stays there.
When your signature offer can carry more of the business, you don’t have to keep filling revenue gaps with more private clients. You get to decide where 1:1 fits because it’s the work you want to do, not because it’s the only thing that reliably sells.
Your 1:1 work becomes a choice, not the fallback.
You know what you believe, and you say it clearly without chasing every trend or trying to sound like everyone else. Over time, your content becomes more than marketing. It becomes a body of work that makes your ideas easier to recognize, your expertise easier to trust, and your signature offer easier to understand and want.
Your content comes from conviction, not performance.
You’re not spending every conversation explaining the offer from scratch or convincing someone why they should choose it over 1:1. Your messaging and sales assets do more of the work upfront, so people already understand the value before they reach you. Sales conversations become less about convincing and more about confirming fit and helping the right people make a clear decision.
Your sales process feels good and performs well.
It’s built around the strongest parts of your expertise, a clear methodology, and the people you’re best equipped to help, so it can become a more meaningful source of revenue and impact without requiring you to keep adding more access, content, or delivery.
Your offer works better without asking more of you.
You’re not relying on constant posting, last-minute promotions, or more 1:1 work every time sales slow down. Your signature offer has clearer messaging, stronger sales assets, and a more reliable path for the right clients to understand the value and say yes. So instead of wondering where the next sale is coming from, you can put more attention where you want it: on your clients, the quality of your work, and what you want to create next.
Your revenue becomes more predictable.
This is what becomes possible when the business finally catches up to your expertise.
A signature offer that carries more, with room to grow into what’s next.
That’s exactly what you’ll build inside The Foundry.
how it works
The Foundry Method
The Foundry is designed to close the gap between the depth of your expertise and the way your business currently sells and delivers it.
Instead of adding more tactics to a business that already feels too complicated, we work through five phases in order.
Each one solves a different part of the problem, so you’re not trying to fix your marketing before the offer is clear or scale delivery before you know what actually requires you.
Leverage
05
Finally, we make sure a stronger offer doesn’t create a bigger job for you.
You’ll decide what truly requires your expertise, what can be built into the client experience, and where systems or support can reduce your direct involvement without watering down the value of the work.
And as the offer evolves, you’ll use buyer and client feedback to strengthen what already exists instead of automatically adding more calls, content, or access whenever something needs fixing.
The goal isn’t simply to do less. It’s to build an offer that can serve more people and carry more of the business without requiring more and more of you to deliver it.
Expand
04
In this phase, we turn your positioning into a marketing system around the offer so the right people understand what makes your work different and why it matters.
Then we turn those ideas into a bingeable body of work: content that shows how you think, builds trust over time, and keeps pointing the right people toward your signature offer.
Instead of constantly creating from scratch, you build a library of ideas and assets people can move through on their own, understanding your point of view and the value of the offer more clearly as they go.
You leave with a bingeable body of work that does more of the pre-selling for you, so your marketing keeps working even when you’re not constantly online.
Position
03
If selling feels like convincing people, your positioning and sales process aren’t doing enough of the work.
Once the offer is clear, we make it easier for the right people to understand what makes it valuable, why it’s right for them, and confidently choose it.
We sharpen how the offer is positioned and build the sales bridge between interest and enrollment, using the right sales assets, nurture, and conversations for how your buyers actually make decisions.
You leave with a clearer path to purchase, so selling feels more like confirming fit than convincing someone from scratch.
Distill
02
Most seasoned experts have added so much over the years that the offer becomes too broad, too complicated, or too dependent on them to explain or deliver.
In this phase, we strip your work back to what makes it most valuable.
We identify what clients are really paying you for, where your expertise matters most, and what actually belongs in the signature offer.
Then we turn that into a clear transformation, scope, structure, pricing, and delivery model without trying to cram everything you know into one program.
You leave with a signature offer that preserves the depth of your work while making the value easier to understand, sell, and deliver.
Anchor
01
Before we build the offer, we get clear on the role it needs to play in the business you’re actually trying to create now.
We look at the CEO you've become: your strengths, capacity, non-negotiables, season of life, and the role you want to play in the business as it grows.
Those decisions become the filter for everything that follows, so you don’t end up building a signature offer that works on paper but asks too much of you in real life.
You leave with a clear set of design criteria for how the offer needs to sell, deliver, and support the way you want the business to grow.
What my clients experience in this process
Ask my clients how they feel even partway through this work and you'll hear the same two words come up again and again.
Not just inspired or motivated. Not excited in that vague, pre-launch way that fades in a week.
Grounded: clear on what they’re building, why it makes sense, and what deserves their attention next.
And hopeful: able to see a path to more growth that doesn’t require more complexity, more pressure, or more of their time.
grounded and hopeful
Mandy came in with five years in business, a full team, and a revenue track record most practitioners would envy. But the business had started declining.
She knew how to market. But she was second-guessing her niche, her offer, and what actually needed to change. The process helped her see that she didn’t need to rebuild everything—she needed to strengthen the sales system around what was already working.
She’d tried everything she knew to try. On her intake form, she wrote that she was hoping her light would turn back on.
Partway through the program, after getting clearer on what to keep, what to change, and what she needed to stop carrying herself, she answered one survey question in five words:
— Mandy
“My light is coming back on.”
Alison had been in business for over a decade. She had legitimate results and clients who stayed for years.
But selling consistently had become harder than it should have been. Over time, advice from different coaches had pulled her further away from what actually made her work distinct.
She came into The Foundry wanting to clarify what made her approach different and make that value easier for the right people to recognize.
By the end of the program, that clarity had extended into the rest of her decision-making. She understood why certain things in her business worked, why others hadn’t, and what actually deserved her attention next.
— Alison
“I'm now more niched and differentiated. I feel like I have less competition because I’m not like everyone else.”
Here’s what others in the same cohort shared just 5 weeks in to the process:
— Kristy
“This process helps drown out all of the noise and really hone in on who you are as a business owner, how you operate at your best, and how your business should be structured so that it is aligned.”
— Melanie
“I’ve sold three new clients at a 75% close rate with almost no marketing, and I don’t feel like I’m selling in a slimy, nervous way anymore. I’ve just had fewer objections.”
— Victoria
“I did a full house-cleaning and revamped my entire offer in a way that feels more me. I actually feel excited about the work again.”
— Alison
“If you’re sick of all the conflicting business advice and sick of being told how to run your business and it’s not even working, this is where you need to be. Start with you. There is no perfect business model except the one you build around you.”
What the full process produces
Here’s what clients experience when we turn their expertise into a stronger signature offer, clearer messaging, and a more focused path to growth:
Lindsey already had a successful fertility nutrition practice, but the model depended on carrying a high volume of clients to hit her revenue goals.
We reworked the offer around the value of her expertise, strengthened the positioning and pricing, and changed the way the work was structured so growth didn’t require simply adding more clients.
The result: she doubled her revenue while serving fewer people.
And because the model required less of her to produce more, she got something just as valuable back: more time and presence with her family.
— Lindsey
“If you are looking for a business coach and you want to make sure that you as the business owner are taken care of, front and center, don’t hesitate. Just do it.”
Chris had been in business for more than a decade, but revenue had plateaued. His expertise wasn’t the problem. His messaging wasn’t making his methodology clear enough to the people who needed it.
We rebuilt his messaging around what he believed and how he worked, giving him a clearer way to communicate across content, email, podcast, and sales conversations.
He stopped performing for the algorithm and started speaking directly to the right people.
The result: he doubled his revenue and had his best year in a decade.
— Chris
“I feel so confident in my ability to just continue to work this system and see the sales that I want to see. Over the last year I've doubled my revenue. This is hands down my best year in business."
Steph had spent a decade building her business—a book, a podcast, and more expertise than most people in her space—but she’d hit a wall hard enough that she was considering walking away.
What she needed wasn’t to throw away everything she’d built. It was clarity on what was still worth carrying forward and how to keep doing the work in a way that felt sustainable and true to her.
Over five years later, she’s still running the same program and serving the clients she’s most built to serve.
— STeph
“I learned more and got more out of this than any other business coaching or program I’ve ever done. I was able to do it from a place that not only brings me joy, but also aligns to my values and helps me stay in integrity to what I want to do in the world.”
next
The Core Program
What's included in your enrollment
Bonus
Build Your Business Chief Alignment Officer (CAO)
Take what you decide in all five phases of The Foundry and turn it into a custom Claude project built around your business.
Your CAO becomes an on-demand thought partner that helps you check new ideas, offers, and opportunities against the role you’ve decided your signature offer needs to play, your capacity, and the way you want to grow.
So instead of getting pulled in every direction, you can protect the decisions you’ve already made and keep the business moving toward a stronger, less founder-dependent model.
That's what your Chief Alignment Officer will give you.
$500 Value
Each phase of The Foundry helps you make the key decisions shaping your signature offer, positioning, sales, marketing, and delivery—then put them into action with personalized asynchronous feedback along the way. You'll turn what’s been swirling in your head into something clear, strategic, and ready to implement.
5-Phase Curriculum + Asynchronous Reviews
Twice Monthly Live Coaching and Workshopping
Bring the half-formed idea, the positioning question, the offer that still feels too complicated, or the sales or delivery decision you keep circling. We’ll work through it together so you leave with more than insight—you leave knowing what you’re doing next.
M-F Q&A + Private Community Support
You don’t have to save every question for the next live session. Use the community to work through sticking points, get feedback, and keep decisions moving as you implement between calls.
Live Session Replays + Transcripts
Go back to the teaching or conversation you need when a decision becomes relevant—without feeling like you have to absorb, remember, or figure out everything perfectly the first time.
Templates, Frameworks + Custom AI Tools
When it’s time to turn a decision into something tangible, you won’t always have to start from scratch. You’ll have practical tools to help you organize your thinking, communicate it clearly, and move into implementation faster.
This is for you if:
And you’re ready to make real decisions, implement them, test what works, and stay engaged long enough to build an offer and growth system that gets stronger over time instead of chasing another strategy that only helps for a few months.
You want to reach more of the right people and grow sales in a way that feels aligned with your values, your strengths, and the season of life you’re in now.
You want clearer messaging, stronger marketing, and a sales process that helps the right people understand the value of your work before they ever get on a call with you.
You want a signature offer that captures what makes your work so valuable without trying to cram every problem you can solve into one program.
Your work has become more nuanced over the years, and you’re struggling to turn that depth into an offer people can quickly understand, trust, and buy.
Your 1:1 work is easier to sell than the signature offer you want to grow, and you’re tired of falling back on private work every time revenue gets shaky.
You’ve been in business long enough to have legitimate expertise, paying clients, and proof that your work gets results, but the business around that expertise still isn’t working as well as you know it could.
This is Not For You If:
You’re brand new to business or still proving that people will pay for your expertise. The Foundry works best when you already have clients, results, and real experience to build from. We’re translating and strengthening proven expertise, not trying to figure out if you have something worth selling yet.
You want someone else to do the implementation for you. You’ll get a lot of support here, but this is not done-for-you work. The Foundry is for experts who are willing to make decisions, test ideas, and put the work into practice.
You’re looking for a quick fix. We’re building an offer, messaging, sales process, and delivery model that gets stronger over time. That takes more than one clever tactic or a few weeks of effort.
You want validation more than honest feedback. I’m not going to cheerlead a direction that weakens the offer, makes it harder to sell or deliver, or keeps it from playing the role you need it to play in the business.
You want to be told exactly what to do at every step. The Foundry gives you strategy, feedback, and a clear process, but you still have to make decisions and take ownership of the offer and growth system you’re building.
Here’s what another year of being pulled back into time-for-dollars actually costs.
It costs you the ENERGY that's draining out.
The 1:1 work you know you can sell starts to feel like the thing you’re stuck in. Every revenue dip pulls you back into the same delivery model you were trying to move beyond.
At the same time, you start losing conviction in the signature offer you want to grow. You question the message, the price, and whether people really want it. And that makes marketing harder, because it’s tough to keep showing up for an offer you’re no longer fully behind.
It costs you the money you spent trying to fix it from the outside.
The coach whose advice sounded good but didn’t make the signature offer easier to sell. The rebrand that changed how things looked without changing why buyers still chose 1:1.
The offer you rebuilt. The niche you narrowed. The messaging you changed.
Every investment that fixed the surface problem without fixing why the offer still wasn’t carrying enough of the business.
It costs you the decisions that never get made.
The ones that live on the back burner of your brain for weeks, sometimes months or even years, while you keep circling the same questions about the offer, sales process, and model instead of moving them forward.
The overthinking follows you into nights and weekends. You keep thinking about what needs to change without getting clear enough to actually change it.
It costs you your capacity.
You’ve pulled back your hours, your marketing, or the opportunities you say yes to because the way you’re working takes more energy than it gives back.
The work you used to love now feels heavier than it should.
That isn’t a lack of skill. You’re a capable expert with more to give, but too much of your time and energy is still tied up in a model where 1:1 has to carry more of the revenue than you want it to.
It costs you what's hardest to put a dollar amount on: your fullest life.
The evenings when the business is still running in the back of your mind. The moments you’re physically there for, but mentally somewhere else. The good months that still come with the underlying worry that the next one could drop.
The years your kids were small, or your marriage needed more of you, or your health was asking for attention, and the business was taking what should have belonged to them.
More than one person in this program has had to face the full weight of what staying stuck in a model that still depends too much on them has cost them.
Not just in revenue or growth, but in time, energy, and presence with the people they built the business to protect in the first place.
That’s the real cost of letting the business keep depending on a way of working you already know you want to outgrow.
It doesn’t just slow your growth. It keeps taking from the life the business was supposed to support.
The Foundry is where we change that.
The Foundry opens for enrollment as a small cohort a limited number of times each year, so every participant gets the attention, feedback, and strategic support this work requires.
The Investment
What’s included in your enrollment
Use the training modules and implementation workbooks to turn each phase into clear decisions and concrete action inside your business.
$1,500+ value
Get direct feedback from me every weekday so you can keep moving, making decisions, and building momentum between sessions.
$5,000+ value
Move through all five phases in 12 live coaching and workshopping sessions across six months, with my direct guidance throughout.
$4,500+ value
Get personalized asynchronous reviews at key implementation milestones, so you can feel confident about the decisions you’re making.
$2,500+ value
Build Your Business Chief Alignment Officer
$500+ value
Stay supported and accountable inside a private community of established experts doing the work alongside you.
$1,500+ value
bonus
To put that in perspective: six months of private 1:1 consulting with me is a $20,000 investment.
The Foundry gives you six months of strategic coaching, direct feedback, and a clear process for strengthening the signature offer you actually want to grow — at less than half the investment of working with me privately.
Instead of piecing together more advice from different coaches, programs, and strategies, you’ll work through the entire process with me inside one focused container built to help your signature offer carry more of the business.
total value: $15,500+
When enrollment opens, your full investment is:
$7,500
full payment
6x $1,397
split payment
Afterpay and Klarna available at checkout for the full pay amount.
VIP Upgrade
For the founder who wants The Foundry process applied more directly to their specific business.
VIP includes everything in the core program, plus six private strategic touchpoints across the six months so we can get closer to your specific offer, positioning, decisions, and implementation.
Strategic Planning Session
Before the cohort begins, I look at your specific situation, identify exactly what's creating the gap, and tell you precisely what needs to shift first. You start the program already knowing where your highest leverage is, instead of discovering it halfway through.
$1,500 value
Messaging Extraction Session
I interview you deeply about your methodology, your perspective, and the psychology of the person you're most built to serve. Then I help you put that into language that stops the right person in their tracks. Most clients leave this session with their clearest positioning statement ever.
$1,500 value
4 Private Coaching Sessions
Four additional 30-minute private calls to meet every month throughout The Foundry to work through the decisions, roadblocks, and implementation questions that are specific to your business.
$2,000 value
Limited spots per cohort. VIP is not available after enrollment closes.
Payment plans plus Afterpay and Klarna available at checkout.
total value: $20,500+
VIP Investment
$12,500
Frequently Asked questions
One that gives you more than it takes from you, and leaves you with more time, energy, and attention for the people and parts of your life that matter most.
That doesn’t happen by adding more tactics. It happens when your signature offer, positioning, sales, and marketing work together well enough to carry more of the business.
The light doesn’t come back on because you learned how to work harder. It comes back when the offer you want to grow finally starts working the way you know it can.
That’s what The Foundry will help you build.
I’ll see you inside.
The business you love to run is on the other side of this work.
A business where your signature offer carries more of the revenue, your best work is easier to sell, and growth doesn’t keep pulling you back into more 1:1.
– Laura Schoenfeld
Enrollment is currently closed.
The Foundry opens for enrollment a limited number of times per year. Join the waitlist to be notified when doors open next. Waitlist members receive early access and first priority on VIP spots.
Questions about fit? Email [email protected] before the next enrollment opens.
The Foundry is designed for established coaches, consultants, and practitioners who already have a business in motion, know people will pay for their expertise, and want their signature offer to carry more of the business. It’s not for people who are brand new or looking for done-for-you support.
The Foundry is an active implementation experience. You’ll be expected to engage with the work, make decisions, and apply what you’re learning to your offer, marketing, sales, and delivery. Passive consumption won’t get you very far here.
Specific program details, including timing, format, payment options, and policies, will be shared before enrollment.