What’s covered
Fifteen short pages. Read them in order, or jump to any one.
- 1What Kaylene hasThe method, credentials and content already exist.
- 2One brandTeam Courage over every product.
- 3The productsFour ways to buy, and how they connect.
- 4Free accountWhere every parent starts, free.
- 5Deep DivesA short course on one problem, A$89.
- 6Courage CoachingThe six-week program, starting every month.
- 7Team Courage CompleteEverything in the app, A$29 a month.
- 8The appOne website and app, on a laptop or phone.
- 9One course vs a rangeThe same ads, very different results.
- 10Value per parentHow one parent’s spending grows over time.
- 11Something to sell each monthA group start and a seasonal topic, every month.
- 12Where customers come fromFree and paid channels, and ads that pay for themselves.
- 13AI builds the libraryExisting videos become decks, scripts and courses.
- 14InternationalThe market size, and Australia first.
- 15The numbers at scaleWhat a year could earn, and what comes later.
Kaylene already has the method, the credentials and the content.
Most parenting brands spend years building what Kaylene already has: a method that works, a credential parents trust, and hours of finished teaching.
Seven advice packsOn A Dose of Awesomeness, each with a 40-minute video, audio, a tip sheet and printables. A$49 each.
Courage CoachingA six-module online program for parents of kids aged 4–12, at A$399.
Team Courage for schoolsA K–6 program already in Australian schools, with videos for children, families and teachers.
Trusted names behind herA child psychiatrist with a public profile, school parent events, and backing from voices like Maggie Dent.
What holds it back today
The work isn’t the problem. The set-up is, and it turns every week into whack-a-mole.
- Three brands, three websites and three checkouts. A parent who buys one never sees the others.
- Every product is a one-off sale, so each month starts again from zero.
- The teaching sits inside long videos, so it’s hard to reuse anywhere else.
- There’s no shared platform underneath: no single account, app, subscription billing or marketing system.
- Filming, emails, tech, support and selling all run through one person.
Dr Becky Kennedy’s parenting business reportedly made US$34 million last year and is profitable (Fortune). It runs on the same raw material as Team Courage: one expert’s method, taught through short videos, a membership and an app. It also has more than 60 staff. The version below is designed for a far smaller team.
Put everything under one brand: Team Courage.
Today Kaylene sells under three names: Courage Coaching, A Dose of Awesomeness and Team Courage (for schools). Team Courage is strong enough to carry all of them, with each product in its place underneath. Pages 3 to 7 explain each product.
Free accountA free login to the Team Courage website and app, with a starter set of Kaylene’s tips and tools.
NewDeep DivesShort video courses on one problem, such as school refusal. Bought once, kept for good.
From the A Dose of Awesomeness packsCourage CoachingHer six-week program, run as a group that starts each month.
From today’s self-paced course
Team Courage CompleteA monthly subscription that unlocks everything in the app.
NewTeam Courage for SchoolsToday’s schools program, now also giving each family a free account.
Already running- It says “together”
Parent and child are on the same team. So are the brand and the parent.
- It carries no diagnosis
Any parent can join without feeling their child has been labelled.
- It stretches
From worry to confidence and resilience, with no rename as it grows.
Four ways to buy, from a free account to Courage Coaching.
Every parent starts with a free Team Courage account on the website and app. From there they can buy any of three paid products, in any order. The next four pages explain each one.
- Free accountA$0Where every parent starts.Page 4
- Deep DivesA$89 eachA short course on one problem.Page 5
- Courage CoachingA$399The six-week program, starting every month.Page 6
- Team Courage CompleteA$29 a monthEverything in the app.Page 7
How they lead into each other
- FreeA parent finds a free answer and joins.
- Deep DiveWhen one problem needs more, they buy the Deep Dive for it.
- CompleteDeep Dive buyers are offered Complete, which halves the price of the next one.
- Courage CoachingWhen the worry is bigger, the next group is a month away, and it comes with three months of Complete.
One account, one login and one checkout for everything. We call this the product range, to keep it separate from the Courage Ladder, a tool inside the app.
The free account: where every parent starts.
A free login to the Team Courage website and app. Parents give an email address and their child’s age, and that’s it: no card and no time limit.
What parents get
- A daily feed of short videos and tips for their child’s age band: 4–6, 7–9 or 10–12
- A starter set of flash cards, and scripts: the exact words to say in a hard moment
- SOS help for tough moments, with crisis contacts
- One free mini-course, a weekly email, and an invitation to a free monthly online masterclass with Kaylene
Why give this away
It turns a one-off visitor into a family Team Courage can help again, by email, in the app and at the masterclass, without paying for another ad. Every paid product is offered from here, when the parent is ready.
Kaylene already has
- A free video tip series and articles
- Hours of filmed teaching to cut short clips from
- An audience who already trusts her
To build
- The Team Courage website and app, with free sign-up and accounts
- The daily feed and starter tools inside it
- Short clips and starter scripts from existing videos (AI drafts, Kaylene approves)
- The weekly email and the monthly masterclass, set up to run on their own
Deep Dives: a short course on one problem, A$89.
A Deep Dive is for a parent with one specific worry, such as school refusal or bedtime fears. It’s a short video course that shows them exactly what to say and do. They buy it once and keep it.
What’s inside
- 6–10 videos of 3–5 minutes each, from Kaylene
- Scripts and a flash card deck for that problem
- Printables for parent and child
- Half price (A$45) for Complete members
How parents find one
They search for the problem (“child won’t go to school”) or tap an ad about it. The Deep Dive page gives a short, real answer and a free script first. The full course is the obvious next step.
Seven are already filmed
The A Dose of Awesomeness advice packs are each about a single problem. Today they sell for A$49 as one 40-minute video. Recut into short lessons, with scripts, flash cards and printables added, they become the first Deep Dives. Courage Coaching’s bonus topics (perfectionism, friendships and school reluctance) add three more.
| Advice pack today | Could become | |
|---|---|---|
| A Dose of Bravery | → | Worries and building courage |
| A Dose of Calm | → | Big feelings and meltdowns |
| A Dose of School Readiness | → | Starting school |
| A Dose of Healthy Screen-Time | → | Screens without the battles |
| A Dose of Healthy Eating | → | Calm mealtimes and fussy eating |
| A Dose of Seriously Awesome Parenting | → | Cooperation without the battles |
| A Dose of Awesome Toddlerhood | → | A bonus for younger siblings, as the brand starts at 4 |
Kaylene already has
- Seven filmed advice packs
- Three bonus topics inside Courage Coaching
- Tip sheets, scripts and printable templates
To build
- The course player in the app
- Short lessons recut from each pack (AI does the first cut)
- Scripts and flash cards drafted from the transcripts (AI drafts, Kaylene reviews)
- A page and checkout for each Deep Dive
Courage Coaching: the six-week program, now starting every month.
Today Courage Coaching is self-paced: parents buy it and work through it alone, whenever they like. Giving it a start date (the first Monday of each month) changes how it sells and how it’s run. The price stays A$399, now with three months of Complete included.
Next group starts Monday 1 February
- Urgency that’s true
There really is a group starting next month, and the one after. No countdown timers or standing sales needed.
A fixed time commitmentAbout one live hour a week for Kaylene, however many families join. Groups run six weeks and start monthly, so two overlap at a time; they join the same weekly session.
Delivery a team can runThe lessons are recorded once. The team handles welcomes, reminders, check-ins and questions.
A group feeling, with no chat roomA named group, shared progress and a live session. Parents don’t wait for the start date: a starter kit of first scripts and calming tools opens the day they buy.
What a parent gets for A$399
- The six weekly modules Kaylene has already made
- A live online Q&A with Kaylene each week, recorded for anyone who can’t make it
- A starter kit (Week 0) that opens the day they buy
- Three months of Complete, and free re-entry to any later group
Kaylene already has
- All six modules, tip sheets and kids’ printables
- The program’s content, voice and reputation
To build
- Monthly groups in the app: start dates, the Week 0 kit and weekly progress
- The weekly live Q&A set-up, with recordings
- Welcome and reminder emails that run on their own
- Checkout, with the option to pay in instalments
Team Courage Complete: everything in the app, A$29 a month.
Complete is a subscription. The free account gives parents a sample of Team Courage; Complete unlocks all of it, which is where the name comes from. It costs A$29 a month or A$229 a year, and parents can pause it instead of cancelling.
| Feature | Free | Complete |
|---|---|---|
| Feed | Latest for their child’s age | Tailored to their child and current focus |
| Flash cards | Starter decks | Every deck |
| Scripts | The 10 most used | The full library |
| Printables | A starter set | All of them, including kids’ printables |
| Deep Dives | A$89 each | Half price, A$45 |
| AI support | None | Unlimited, by text or voice |
| Live with Kaylene | Free monthly masterclass | A monthly members’ Q&A, with replays |
| Questions | Watch Kaylene’s answers | Send your own |
Each member pays every month, so income builds up instead of starting from zero. Parents stay while it keeps helping, which is the whole design of the app (page 8).
Kaylene already has
- The content: Complete is the same library as everything else, unlocked
To build
- Subscriptions and billing, including pause and easy cancelling
- The personalised feed
- AI support that answers only from Kaylene’s reviewed material
- The monthly members’ Q&A
One website and app for content and support, on a laptop or a phone.
Parents use Team Courage in a web browser on a laptop, or as an app on their phone, with the same account and content on both. It’s one home for Kaylene’s content and support. There are no comments, forums or parent-to-parent threads, so no one has to police them, and the daily feed ends with “you’re done for today”.
On a phone
TodayThe home screen: a short list of what to do this week. 
Flash cardsThree minutes a day, and cards come back when it’s time to review. 
ScriptsThe exact words for a hard moment, with what to avoid. 
Courage LadderA step-by-step plan to face one fear, like sleeping in their own room.
- A feed by age band
New videos, answers and ideas for their child’s age band: 4–6, 7–9 or 10–12. Everything posted on social also lands here.
Flash cardsShort decks that help parents remember Kaylene’s ideas, with real situations to practise on. Three minutes a day.
ScriptsThe exact words for a hard moment, found by situation and age, and shareable with a partner or teacher.
- Curated Q&A
Parents send questions, the team groups them, and Kaylene records 60–90 second answers in batches.
- Parent wins
Real stories, checked by the team before they appear, so parents see what worked for a child like theirs.
SOS helpWhat to say right now in a hard moment. Free for everyone, and never used to sell.
ForumsComment threadsGroup chatsStreak guilt- Nothing to moderate
AI support that answers only from Kaylene’s materials.
- Answers only from Kaylene’s reviewed content, in the program’s words, with a link to the lesson it came from.
- When her materials don’t cover a question, it says so and adds it to the list Kaylene answers on video. Those questions decide what she films next.
- For parents only. It never acts as a therapist, and crisis contacts are always on screen.
- Text or voice, so it helps in the car park or at the school gate.
Kaylene already has
- The content to fill it, and the trust that brings parents in
To build
- The web app and the phone apps, from one code base
- Parent accounts, logins and two-adult households
- The content system behind every screen
- Privacy, safety and crisis-contact rules built in from day one
Selling one A$399 course vs. a range of products that lead into each other.
Today, an ad or a post leads straight to an A$399 course. That’s a big first ask of a parent who has never met Kaylene, and every parent who says “not yet” is gone for good. A range of products asks for something small first, then keeps helping until the next step makes sense.
The same 1,000 parents, from the same A$1,500 of ads
Today: one step
- 1,000see the A$399 course page
- 5buy the course straight awayA$1,995
- 995leave, with no way to reach them again
Next month starts from zero.
With a range of products
- 1,000read a free answer on a Deep Dive page
- 200take a free script (what to say tomorrow morning) and join Team Courage
- 20buy the A$89 Deep DiveA$1,780, which covers the ads
- Over the next 90 days
12start Complete8buy a second Deep Dive3join Courage Coaching
About A$6,200 back, and 200 families still in reach.
Over 12 months, with the same ads every month
Every month, the range adds Complete members who keep paying and families who can be reached again without another ad. The one-step sale earns the same amount each month and keeps nothing.
| After 12 months | One step | Range |
|---|---|---|
| Revenue in the first year | A$23,900 | A$66,400 |
| Left after A$18,000 of ads | A$5,900 | A$48,400 |
| Families you can reach again for free | A handful | 2,400 |
| Parents paying every month | None | 77 |
| If the ads stop in month 13 | Revenue stops | About A$3,800 a month carries on |
Why the range earns more
- A small first yes
A$89 to fix one problem is easy to say yes to. A$399 for six weeks is easy to put off.
- “Not yet” stays in reach
Free members get a weekly email, a free monthly online masterclass with Kaylene, and seasonal guides, so they come back without another ad.
- Each step leads to the next
Complete makes the next Deep Dive half price, and Courage Coaching is there when the problem turns out to be bigger.
- Monthly fees stack up
Each month’s new Complete members add to last month’s, so revenue climbs while ad spend stays flat.
Courage Coaching still sells, and at the same price. It just sells to parents who already know and trust Kaylene.
Illustrative. Assumes 1,000 visitors a month from A$1,500 of ads, 0.5% of new visitors buying an A$399 course outright, Complete members staying eight months on average, and each month 0.3% of the free list buying a Deep Dive and 0.1% joining Courage Coaching.
What one parent spends over 18 months.
A one-off course earns once. A platform keeps earning for as long as it keeps helping, and that’s what lets you spend on ads with confidence.
Deep Dive, Complete from day one, a second Deep Dive at half price, then Courage Coaching. About A$1,000 by month 18.
Eight months of everyday support after the first problem eases. A$321.
The problem is solved and the parent stays on the free side, ready for the next one. A$89.
Illustrative paths at Australian prices. Half-price Deep Dives for Complete members mean every new Deep Dive sells first to the people already inside.
A new reason to sell every month.
Each month brings a new Courage Coaching group and a moment parents are already worried about. Each one is a fresh way in: a Deep Dive to feature, a free masterclass, and emails and ads with a true reason to act now.
- Jan GroupBack to schoolAustralia and NZ. Starting school, new classes.
- Feb GroupNew friendsFriendships and drop-off.
- Mar GroupSettling inSchool reluctance and tired mornings.
- Apr GroupHoliday routinesScreens and big feelings at home.
- May GroupMid-term wobblesWorry and what-ifs.
- Jun GroupReports and testsPerfectionism and performance nerves.
- Jul GroupWinter holidaysSleepovers and camps.
- Aug GroupBack to schoolUnited States. The second big season.
- Sep GroupBack to schoolUK. Sport and camp nerves in Australia.
- Oct GroupNight-time fearsBedtime worries, Halloween in the US.
- Nov GroupEnd-of-year nervesExams and moving up a year.
- Dec GroupBig changesNew schools, moves and holidays.
Each moment comes with a short seasonal guide, a Deep Dive to feature and a free online masterclass. Parents can pause Complete instead of cancelling, and get a nudge before their next hard season.
How the business finds parents, and pays for its own ads.
Parents arrive two ways: free channels that build up over time, and paid ads that can be switched on and scaled. Because each new parent is worth several times their first purchase, the ads pay for themselves.
Free, and builds over time
- Google and AI assistantsA page for every parent question, with Kaylene’s short answer first. Google, ChatGPT and Claude quote clear answers from credible experts.
Social videoShort clips of Kaylene on Instagram, TikTok, Facebook and YouTube, each pointing to a free script or a Deep Dive.- Kaylene’s existing audienceHer email list, past customers, seminars and media appearances.
- SchoolsEvery family at a Team Courage school gets a free account.
- Podcasts and trusted voicesGuest spots and shares from people parents already follow.
Paid, and scaled when the numbers work
- MetaFacebook and InstagramShort clips of Kaylene about one situation, such as school mornings, leading to the free script or the Deep Dive.
- YouTubeYouTubeLonger answers shown to parents already watching parenting videos, ending with the free account.
- GoogleGoogle SearchAds on searches like “child won’t go to school”, landing on that Deep Dive page.
Ad money goes behind the posts parents have already saved and shared, so every ad starts with content that’s proven to work.
The loop that pays for the next ad
Every A$1 spent on ads brings back about A$4 within 90 days (page 9). So a share of each month’s revenue can go straight back into ads, and spend grows without putting new money in.
- 1An ad brings a parent to a free answer
- 2The A$89 Deep Dive covers the cost of the ad
- 3Complete, more Deep Dives and Courage Coaching add the profit
- 4A share of that profit buys the next round of ads
Then back to step 1, with a bigger budget
| Measure | Month 1 | Month 6 | Month 12 |
|---|---|---|---|
| Ad spend a month | A$1,500 | A$1,600 | A$3,100 |
| Revenue a month | A$2,100 | A$5,800 | A$11,800 |
| Paying Complete members | 12 | 54 | 111 |
| Free families in reach | 200 | 1,200 | 3,100 |
Only raise spend while winning a Deep Dive buyer costs less than A$89, so the first sale always covers the ad. If that cost climbs, pause and fix the ad or the page before spending more.
Illustrative, using the same assumptions as page 9. Ad costs usually rise as spend grows, which is why the rule above matters more than the growth curve.
Kaylene already has
- An email list, past customers, school contacts and media profile
- Years of answers that can become search pages and clips
To build
- Ad accounts and campaigns on Meta, YouTube and Google
- Tracking that shows what each buyer costs
- A page for every Deep Dive and parent question
- Email sequences that follow up automatically
AI turns her existing videos into the whole product library.
AI can go through everything Kaylene has made: Courage Coaching, the seven advice packs, the schools videos, seminars and articles. It transcribes each one, tags it by topic and age band, and drafts the pieces the platform needs. Kaylene reviews in weekly batches, and nothing reaches parents without her sign-off.
One 40-minute advice pack could become
- 1Deep Dive of 8 short lessons
- 3flash card decks
- 10scripts for real moments
4printables for parent and child- 6articles, and web pages that each answer one question
- 20short clips for social
- 1email series
Allof it, ready for the AI to answer from
Illustrative counts.
New content: film once, use it everywhere
Every new video goes into the same library, so one shoot feeds the app, social, email, search and the AI.
Filmed once, in a half-day shoot.
- An article with a short answer first
- A page for each question
- Short clips for social
- Flash cards and scripts
- A printable
- New answers for the AI
The app, social, email, Google and the AI all draw on the same reviewed piece.
Four longer lessons and 16 short answers, which become about 36 short videos and a month of posts.
Clips, captions, articles, decks, scripts and emails, drafted from the transcripts.
Filming, review and one live hour. No inbox, DMs or comment replies.
Kaylene already has
- Courage Coaching, seven advice packs, the schools videos, seminars and articles
To build
- A content system that transcribes, tags and stores everything once
- AI drafting tools, with a simple review step for Kaylene
- Publishing from one library to the app, social, email and search
Sell the same program in Australia, the US and the UK.
The method doesn’t change between Brisbane and Boston. Only a thin layer around it does, and the platform can be built to handle that layer automatically.
The market at any one time
| Market | Children aged 4–12 | With an anxiety disorder now |
|---|---|---|
| Australia | about 2.8 million | about 190,000 |
| New Zealand | about 560,000 | about 40,000 |
| United Kingdom | about 7.0 million | about 480,000 |
| United States | about 36 million | about 4.0 million |
| Total | about 46 million | about 4.7 million |
Rates: 11% of US children aged 3–17 had current, diagnosed anxiety in 2023–24 (CDC). In Australia, 6.9% of children aged 4–11 had an anxiety disorder (AIHW, Young Minds Matter); that lower rate is used for Australia, NZ and the UK. Child numbers are rounded from national population estimates. The wider market is every parent who wants a braver, more resilient child, diagnosis or not.
What changes in each market
| What changes | Australia and NZ | United States | United Kingdom |
|---|---|---|---|
| Words | Mum, GP, Year 3 | Mom, pediatrician, 3rd grade | Mum, GP, Year 3 |
| Back to school | Late January–February | August–September | September |
| Courage Coaching | A$399 · NZ$449 | US$349 | £229 |
| What parents compare it with | A$330 for one psychology session | Up to about US$250 a session, or Good Inside at US$279 a year | £150–£250 for a private session |
| Crisis links | Local numbers on every screen, set by the parent’s country | ||
| Live sessions | Alternating times each week, with replays, so every region gets a live option at least every fortnight | ||
The hemispheres give the business two peak seasons a year instead of one: January–February, then August–September.
Kaylene’s name, school network and time zone make Australia the place to prove it. The US and UK follow in their August–September season.
What a year at scale could earn: about US$5 million.
An illustration, not a forecast: about US$5 million a year (roughly A$7 million) from four products, run by a team of about six.
- US$2.87MCourage Coaching10,500 places a year, about 875 a month
- US$1.21MCompleteAbout 6,000 paying members at any time
- US$0.78MDeep Dives15,000 sales a year
- US$0.13MSeasonal workshopsOne-off paid online workshops, such as starting school. 5,000 a year
Assumes 55% of sales in the US, 20% Australia, 15% UK and 10% elsewhere, with 10% set aside for refunds and hardship places.
Later: schools, employers and health networks
Once the library and platform exist, each of these becomes a licence to the same thing rather than a custom project.
- Already runningSchools
Every family at a Team Courage school gets a free account, so the schools program also grows the parent platform.
- Corporate wellbeing
Company-funded access for staff families, including regional and mining communities through a charity partner.
- Health networks and insurers
Primary Health Networks and health funds offering it to families on long waitlists.
- Clinicians
A free handout for GPs and paediatricians to give families while they wait for care.