Executive Summary

Today, RRI sells each event individually. Every ticket is a separate transaction, a separate marketing campaign, a separate conversion funnel. The Event Passport flips this model: one annual subscription that includes multiple events.

Three tiers create a predictable revenue ladder: Base ($1,997/yr) for all virtual events, + Mastery Path ($2,997/yr) adding the monthly subscription progression from S3, and VIP ($7,997/yr) including one in-person event. Marketing sells once per year instead of five separate times.

Revenue becomes predictable. At 5,000 passport buyers, this represents $10M+ in predictable annual revenue — money that arrives before events are even scheduled. This transforms RRI from an event company that sells tickets into a subscription company that delivers experiences.

What Needs to Happen

1. Design passport tier structure and define included events per tier — Map which events are included at each tier. Define upgrade paths between tiers. Establish renewal incentives and early-bird pricing for Year 2 renewals.
2. Build subscription products in Stripe with annual billing — Create annual billing products with correct pricing. Configure Stripe to handle mid-year upgrades with proration. Set up renewal reminders and grace periods for failed payments.
3. Create Salesforce Event Credit auto-allocation logic — When a passport is purchased, automatically create Event_Credit__c records for each included event. Credits should auto-allocate based on tier and be visible in Members Portal. Tim Hooker’s team owns the Salesforce side.
4. Build passport management UI — Subscriber dashboard showing passport tier, available credits, redeemed events, and upgrade options. Upgrade/downgrade flows with clear pricing comparison. Cancel flow with retention offers.
5. Integrate with event registration system — Passport holders skip the checkout flow entirely when registering for included events. One-click registration using allocated Event Credits. Integration with rri-event-api for attendee sync to Obv.io.
6. Marketing landing pages with tier comparison — Side-by-side comparison of Base, + Mastery Path, and VIP tiers. ROI calculator showing savings vs. individual ticket purchases. Jesse’s marketing team builds in HubSpot or Sanity.
7. Pilot with 50-100 buyers at Business Mastery (August) — Soft launch to highest-value attendees at Business Mastery event. Measure purchase velocity, tier distribution, and buyer feedback. Iterate pricing and packaging before full launch.
8. Full launch at Date with Destiny (September) — Scale to all event attendees. Full marketing push with tier comparison and savings messaging. Target 5,000 passport holders by end of Q4 2026.

Completion Criteria

• Passport tiers purchasable via Stripe with correct annual billing
• Event Credits auto-allocated in Salesforce upon passport purchase
• Upgrade/downgrade between tiers working with correct proration
• Passport holders can register for included events with one click (no checkout)
• Marketing landing pages live with tier comparison and ROI calculator
• Pilot completed at Business Mastery with 50-100 buyers
• Full launch executed at Date with Destiny

Initiative Attributes

Tools Required

Related Risks