DOOMSCROLLERS
01. OVERVIEW
Doomscrollers is an Instagram-coaching membership. It sells a plan rather than a course: a fresh content plan every round, trends picked for each client's niche, and their analytics read back to them by a coach who actually replies.
A coaching membership is only as good as the operator's ability to run it. One coach needs to take payments, onboard clients, collect a weekly check-in from each of them, turn that into a personalised plan, and never drop a thread, all without an agency behind her. Spreadsheets and DMs do not scale to a full roster.
I built the platform that runs it end to end. One Next.js codebase carries the public landing, the full coaching site, a payment-confirmed checkout, tokenised client flows for onboarding and weekly check-ins, and a key-gated coach cockpit that organises the whole week around what needs the coach's attention.
02. THE CHALLENGE
A one-coach membership has to feel like a team without becoming one, which means the software has to carry the operations, not just the marketing.
03. THE SOLUTION
The build is a coaching platform, not a brochure: it takes a member from signup all the way to a weekly plan, and gives the coach one screen to run it from.
A landing that carries the offer
A public one-pager with a spam-protected email signup. A single flag flips the same codebase between the landing and the full coaching site, so opening or reopening is a switch, not a migration.
Payment-confirmed checkout
Hosted checkout wired so a client is created and their welcome email fires only on a confirmed payment, closing the honor-system gap that a manual flow leaves open.
The coach cockpit
A key-gated command centre organised around the coach's real workflow, not the database: a triage strip of what needs her, the weekly plan queue worked one client at a time, the client roster, and new enquiries.
Weekly plan loop
Tokenised client flows carry the cadence: onboarding, a weekly check-in where clients send their numbers and what shipped, and the coach's plan back to them each round. The queue lets her read the round, build the plan, and mark it sent.
One source of truth for the offer
Prices, tiers, founding-cohort capacity, terms, and copy live in a single business file. Repricing, flipping founder rates to standard, or relaunching is a one-file edit that every page, badge, and schema follows.
04. RESULTS
These describe what the system does, not business numbers:
A membership one person can run
A manual DM-and-spreadsheet workflow became a structured triage-to-plan loop, so a single coach can manage a full roster from one screen without dropping a client.
The promise is enforced by the software
The weekly check-in, plan queue, and mark-sent step make the next action for each client unmistakable, so a plan every round is a workflow the platform holds, not a thing to remember.
Built to relaunch, not rebuild
Because the whole offer lives in one file and the landing and full site share one codebase, going live, repricing, or reopening a cohort is a config change rather than a development cycle.
I didn't want to build a website, I wanted to build the thing that runs the coaching, so one person could take the payment, send the plan, and never lose a client in the process.