City Chapters Application (Hampton) — a Call booking funnel teardown
ProductCoaching/Services
TypeCall booking
CategoryFounder community
How the Hampton city chapters funnel works
One ad and one landing page are cloned into thirteen cities. Only the city changes: in the tweet-style creative, the first line of the copy and the link (?city=nyc). A second wave of 35-second video ads puts Sam Parr on camera with the same copy.
The ad does the qualifying. The copy states the entry bar in its second paragraph: $3m a year in revenue, $3m raised, or a $10m exit. Most readers screen themselves out before they click, so the landing page only has to confirm the chapter exists and take the application. That application sits on the page itself and asks for name, email, phone, website, role and revenue band.
The price never appears. Applying is framed as asking to be let in. Hampton’s own pages describe a vetting call, a member veto round, approval by “Sam and Joe”, then payment. The FAQ answers “How much does it cost?” with “an annual investment”. The application was not submitted, so the vetting and Commitment Call step is not captured.
Funnel canvas — drag to pan, scroll or use the buttons to zoom. Each node links to that step's page.
The second paragraph of the copy states the bar: $3m a year in revenue, $3m raised, or a $10m exit. The landing page revenue dropdown repeats those three routes word for word.
Only the city changes between the ads, in the tweet, the first line and the ?city= link. One HubSpot page reads it and rewrites the title, headline and chapter name, and the video ads were all filmed once on a New York rooftop.
The application is on the page itself. The price, deposit and Commitment Call all come after it, and the FAQ answers "How much does it cost?" with "an annual investment". That step was not captured.
Retain
Attract
Capture
Sell
Made for a big screen
See all 4 steps as one map
On a computer this funnel opens as a canvas: every page at full length, side by side, with the arrows between them and the moves that make it work. A phone screen can't hold it, so here it's a list.
The second paragraph of the copy states the bar: $3m a year in revenue, $3m raised, or a $10m exit. The landing page revenue dropdown repeats those three routes word for word.
Only the city changes between the ads, in the tweet, the first line and the ?city= link. One HubSpot page reads it and rewrites the title, headline and chapter name, and the video ads were all filmed once on a New York rooftop.
The application is on the page itself. The price, deposit and Commitment Call all come after it, and the FAQ answers "How much does it cost?" with "an annual investment". That step was not captured.
