Expertise to Business
Turn your professional expertise into an online business
Package it. Position it. Sell it. Built in weeks with AI.
You’ve spent years becoming the expert. In six weeks we build it together with AI, and you leave with your expertise turned into a business that exists online.
One paying client by week six. That’s what the room is for.
Next group starts 19 October → 27 November · Applications close 16 October
Not ready to apply? Start with the free workshop →
six weeks · Tuesdays 12pm ET · live with Diana · small group · $250 founding · by application
Sixty seconds
Before you apply, hear it from me.
What the six weeks actually look like, and who it’s for.
Video goes here
Sixty seconds, no pitch — what we build, week by week, and the kind of person it works for.
The stakes
The expertise was never the problem.
You're already good enough that people pay you. That part is settled. What isn't settled is everything around it. Clients arrive because somebody remembered you, or referred you, or found you by accident. Some months are good and you can't say why. Some months are quiet and you can't say why either.
You've watched people with half your depth build something steadier — not because they knew more, but because they built a system while you've been building a client list one conversation at a time.
That part is learnable. In six weeks, we build it together.
I’d spent two years trying to explain what I do and it always came out as a paragraph. Diana turned it into one sentence in under an hour. She makes a tangled thing simple, and that clarity is the whole business.
Sally BardMarketing consultant · from the free workshop
I walked in with a dozen half-ideas about what I could sell and walked out with one, written in plain language I could use that week. Nothing about it was complicated — that’s the part I didn’t expect.
Emily HandersHR manager · from the free workshop
It’s free, so I expected a long advert for something else. It’s a clear, simple system — package, position, sell — and I left able to run it myself. No jargon, nothing held back.
Amin FawazBusiness consultant · from the free workshop
Why now
Generic expertise is getting cheaper every month.
What isn’t: a name, a reputation, and judgment someone pays you for directly.
Ten years ago, building a business around what you know took a team, a budget and a year. I know — I ran those teams.
Now it takes you, a few weeks, and AI doing what the team used to.
What changed
The same work. A fraction of the time.
That is the whole reason six weeks is enough. You do the thinking. AI does the production.
Before and after
Where you start. Where you finish.
Today
- Expertise with no offer around it
- A profile that describes you but sells nothing
- Content when there's time, silence when there isn't
- Interest that never becomes income
- No system — just you, doing everything, every time
- Income capped by your hours
In six weeks
- A packaged offer and a product people can buy
- A profile that sells for you between conversations
- A content system that runs on rails, powered by Claude
- A funnel that captures, nurtures, and converts
- A business that exists outside your calendar
- Income that isn't only your hours
This isn't a course you finish. It's a business you start.
The math
Do the math before you decide.
One client from the business you build here can return the entire investment. Two makes it the best money you've spent this year. Everything after that is the business paying you back for the rest of its life.
Once — the founding investment in a business you'll run for years.
Clients — one or two clients earns it back. You'll build the system to find far more.
Weeks — from expertise to a business that's live and selling, not "someday."
This is the difference between buying another course and building an asset. Courses cost money. Assets return it.
Fit
This is for a specific person.
This is for you if
- People already pay you for what you know — as a consultant, a coach, a freelancer or an independent expert
- You're ready to build, not just learn — you'll show up for six weeks
- You want a system that brings clients in, not another certificate
- You're done with months that are good or quiet for reasons you can't name
This is not for you if
- Nobody has paid you for this yet — start at the free workshop, it's the right first step
- You want it fully done for you with no involvement — that's a different door
- You're looking for overnight, effortless, or hands-off
The method
Package. Position. Sell.
Three moves build the business. A fourth scales it, and that one starts where the six weeks end. It's what I did for multinationals for 10 years — now turned on your expertise, with you, step by step, with Claude beside you the whole way.
PACKAGE
We extract what you know and turn it into an offer and a real product: the thing you sell, priced and structured, with your own signature method inside it.
POSITION
We build the brand and the presence: profile, voice, content system, landing pages — so the right people find you and trust you.
SELL
We build two engines: content that publishes without willpower, and outreach that starts real conversations. Attention becomes income, without living on sales calls.
SCALE
Ads, funnels and paid traffic, built on top of something that already converts. This is the step everybody buys first — and it's why their ads don't work. It isn't part of the six weeks: it's the first thing you do in The Growth Room, once there's something worth putting money behind.
The journey
Your six weeks, week by week.
Every week you learn one piece, build it live with the group, and leave with something shipped. Here's the whole path.
Package · Weeks 1–2
From expertise to something people can buy
What you sell, and who pays for it
Ship: your offer written in one sentence.Built withClaude interviews you and pulls out what people will actually pay for.Price, scope and delivery
What it costs, and exactly what the first two weeks of working with you look like. You write the delivery before you sell it, because a promise you haven’t thought through is the one you’ll undercharge for.
Ship: your offer priced, your delivery written, and a client onboarding kit ready to send.Built withYour price pressure-tested against real buyers, in one session.Position · Weeks 3–4
From a product to a presence people find and trust
The page
A page that converts, built with you, not handed to you.
Ship: your page, live.Built withYour page drafted and live in an afternoon.The profile, and everything that has to match it
Ship: your profile rewritten, and nothing anywhere contradicting anything.Built withYour profile rewritten the same day.Sell · Weeks 5–6
From a presence to paid work
The content engine
A publishing rhythm you’ll actually keep.
Ship: your content system installed.Built withA month of posts from one session, in your voice.The outreach engine
The conversations that turn into clients, run as a routine instead of a mood.
Ship: your list built, your messages written, conversations started.Built withYour outreach written in an hour, sent by you.Scale · what comes after
Your page and your offer, with money behind them
Not part of the six weeks — this is the first session in The Growth Room, and it only works once the six weeks are done.
Ads, funnels and paid traffic
Ad account, first campaign, the funnel behind the click, retargeting, and what to spend to find out if it works.
Ship: your ad account live and your first campaign built.Built withThe campaign drafted from your own page, in one session.What comes after
The Growth Room
The six weeks end with a business that exists. The Growth Room is where it keeps growing — my mastermind, on a monthly membership, for people who want to stay in the room rather than finish a course and disappear.
We meet, live
A working session, not a webinar. You bring what you’re building and what isn’t working, and we fix it in the room.
Everything I’ve built, open to you
The systems, prompts and templates I use in my own business and with clients — the same ones behind the six weeks.
What’s new in AI, tools and the market
It all changes every month. This is where you see what actually matters for your business, and what to do with it, without reading the internet all day.
Direct access to me
And to everyone else in the room. The people who keep building are the ones who don’t do it alone.
Scale is the first session in here. It’s the natural next step, not a requirement — the six weeks stand on their own.
The outcome
By the end, you don't have notes. You have a business.
Two things come out of these six weeks: your expertise turned into a business that exists online, and your first paying client. Everything below is what it takes to get there.
- A packaged offer and a product people can buy
- Your own signature method, named and yours
- A brand, a profile, and a landing page that sell for you
- A content system that runs on Claude, not on willpower
- A funnel with automation — capture, nurture, convert
- Your launch done and your first client conversations had
- A 30-day plan and the system to keep growing
- Your Claude workspace, set up with your offer, your voice and your audience — plus the prompt library I use with clients
- An open door into The Growth Room, if you want to keep building with me
The format
How Expertise to Business runs
Six live sessions, 12pm ET
Teaching, hot seats, your work reviewed in the room. Same day, same time, six weeks running — so you can plan around it.
One to two hours of building
That’s the whole commitment outside the room. Built to run alongside a full-time job.
Every session is recorded
The replay goes up the same day. The live room is where your work gets reviewed, so come when you can.
Small groups. Application only. So I stay hands-on and only take people I'm confident I can get results for.
Why me
I'm not teaching theory. I'm handing you my system.
Diana Felkina · CMO, 10 years
Ten years running marketing for multinationals — 7-figure campaigns, real revenue, teams built from nothing. Then I turned the same system on myself — building my own business in public, on exactly what I'll build with you.
Most people teaching this have only ever sold "how to sell this." I ran marketing at the highest level first. I know what marketing is for — and I know how to make AI do it. They teach a system built before the tools existed. I rebuilt mine around them. That combination is the whole reason this works.
The investment
The investment
The founding price is $250 — priced below where it's headed, in exchange for your feedback and your results story. It's an investment in a business you'll still be running years from now, not a course you forget you bought.
$250 founding
Next round: 19 October – 27 November · ten places · application only
Applications close 16 October
What the $250 covers
- Six live sessions with me, Tuesdays 12pm ET
- Your offer and price, pressure-tested
- Your delivery and onboarding kit, written
- Your landing page, built and live, and your profile rewritten to match
- Your content system, installed
- Your outreach list and messages, written with you
- Your Claude workspace and my prompt library
- An invitation to The Growth Room when the six weeks end
- Replays of every session
- A 30-day plan for after
Applying is free and takes about five minutes. Payment comes after your call, only if we both say yes.
Applying
Why application only
I keep groups small and stay hands-on, so I only take people I'm confident I can get results for. The application is a few honest questions — it protects your results and everyone else's.
You apply
The form below — a few honest questions about your expertise. Free, and about five minutes.
We talk
A short call to make sure it's a fit, both ways.
You're in
If we both say yes, you pay and your place is held. Onboarding follows, and we begin 19 October.
Apply to Expertise to Business
A few honest questions about your expertise and what you want to build. Free, about five minutes, and it commits you to nothing.
Never been to the free workshop? Start there instead → It’s the same method in one hour, and it’s the easiest way to see if we fit.
Questions
The honest answers
Do I need to know AI?
No. If you can write an email, you can do this. Every step happens on screen, with me — you watch it done, then you do it.
Which tools, and what do they cost?
Claude Pro, about $20 a month, and a domain for your page, about $15 a year. That's the whole stack. Everything else we use has a free tier you can stay on. No surprise costs in week four.
How much time per week?
One live session on Tuesday at 12pm ET, plus one to two hours of building. That's it.
Can I do this with a full-time job?
Yes. That's who it's built for. The session is fixed so you can plan around it, and the build work fits into an evening.
What if I miss a session?
Every session is recorded and the replay goes up the same day. The live room is where your work gets reviewed, so come when you can — but missing one doesn't put you behind.
How is this different from a course?
A course hands you videos and wishes you luck. This is a live build with me, where you leave with an actual business — offer, presence, funnel, and your first clients.
Will I really make my investment back?
One or two clients from the business you build earns it back, and you'll build the system to find more. There are no income guarantees — what you get is my system and my hands-on help; the results follow the work.
Is there a guarantee?
This is hands-on with limited spots and my direct time, so it isn't a click-to-refund product. That's exactly why there's an application — I only take people I believe I can help.