Lifecycle Marketing Implementation for EQULS

Client: EQULS Industry: Sports Betting / AI / Consumer App Location: US (HQ in Austin, Texas) Stage: Pre-Seed, Pre-Traction Core Product: AI-powered betting assistant with community engagement, personal stat tracking, and expert/bot pick transparency Project Type: Fractional Head of Growth / Lifecycle Marketing

EQULS is a high-conviction early-stage startup aiming to reshape sports betting through verified transparency, simulated pick tracking, and AI-powered insights. With a mobile-first platform, EQULS enables users to:

Log risk-free picks and track verified performance (ROI, Win %, Units)

Access daily free AI-generated betting picks

Engage in community Clubs (both public and private)

Eventually monetize performance via EQULS+ creator tools

EQULS operates in a complex space that blends B2C product psychology, community dynamics, and data-rich personalization. The team, led by Jordan (senior founder and ex-CMO) and Finn (technical co-founder), needed expert help turning raw product vision into operationalized lifecycle marketing and user onboarding.

Operator: Hugh (Magellan Digital Solutions) Scope: Initially hired to write a welcome email sequence for the AI product, the engagement expanded into:

Complete Customer.io implementation and event syncing

Multi-tiered lifecycle segmentation and logic

Full copy and structure of lifecycle flows for:

Coordination with technical lead on event formatting and data mapping

Domain reputation strategy and new infrastructure setup

Strategic advisory on positioning, pricing, and product narrative

Designed the foundational lifecycle structure for the entire product across tiers

Delivered 3 custom flows with fully fleshed copy, segmentation logic, CTA routing, and visual plans:

Led the end-to-end Customer.io setup from scratch, including:

Collaborated directly with the tech founder on optimal DB → C.io sync strategy

Created a casual, knowledgeable, excited voice tailored to the early adopter bettor

Translated strategic product ideas ("AI assistant," "risk-free reps," "verified ROI") into sticky, clear user-facing language

Delivered high-quality onboarding sequences with visual plans despite minimal creative assets

Helped founders shift from transactional email thinking to lifecycle ops mindset

Positioned EQULS+ upgrade as a natural user journey with clear value inflection

Identified gaps in product naming, cohort clarity, and marketing infrastructure before launch

ESP: Customer.io

Frontend: React Native app

Backend: Custom DB syncing through JSON + boolean attribute mapping

Deliverability: Mailgun infrastructure + fallback inboxes + custom warmup strategy

Early-stage founders often underestimate the compounding impact of clean lifecycle infrastructure.

EQULS benefited from a hybrid approach: shipping core flows fast while setting up an expandable architecture.

EQULS is now ready to layer performance marketing on top of a validated, operational CRM and lifecycle foundation.

Jordan (Founder): "Thank you for getting this up and running so quickly. This is the type of structure we needed."