This is my study notes from the live event https://youtu.be/6_CCutkM11 given by Alex Hormozi.

The $100M Money Models: The Complete Report¶

Foreword: The Event That Broke the Internet (and World Records)¶

On August 20, 2025, Alex Hormozi hosted a live event to launch his third book, $100M Money Models. More than a simple book launch, it was a masterclass in business scaling, monetization, and a live demonstration of the very principles he teaches. With Guinness World Records judges present, the event aimed not just to educate but to make history.

This report is a structured and comprehensive summary of that event. It captures the core teachings, frameworks, case studies, and offers presented, transforming a live stream into a timeless manual for entrepreneurs. It is designed to be a definitive guide to the concepts that have allowed Hormozi to build a portfolio of companies under Acquisition.com that generated over $250 million in revenue in 2024.

Part I: The Foundation of an Unkillable Business¶

Chapter 1: The Silent Killer: What Really Destroys 82% of Businesses¶

The journey begins not with a secret to success, but with an unflinching look at the primary cause of failure. It isn't a lack of hard work, a bad product, or a weak team. The single greatest threat to any business is the depletion of cash.

The Stark Reality of Business Failure:

According to a U.S. Bank study, a staggering 82% of businesses fail due to poor cash flow management. Put simply, they run out of money.
The Federal Reserve reports that 54% of businesses either lose money or break even each year. This means the majority of entrepreneurs work grueling hours for a net financial loss or zero gain.
Of the 46% of businesses that are profitable, the median income for the owner, according to 2024 Census Bureau data, is a mere $48,000 per year—just slightly more than San Francisco's minimum wage.

This data paints a clear picture: the default state for a business is a constant, desperate struggle against running out of cash. The core problem is that businesses often spend more money acquiring and serving customers than those customers spend in a timely manner. Do this for long enough, and the business dies.

Chapter 2: The Antidote: The $100M Money Model¶

If poor cash flow is the poison, a powerful Money Model is the antidote. It is the one thing that makes a business functionally impossible to kill.

An Offer: A problem you solve for customers in exchange for money.
A Money Model: A sequence of offers designed to maximize customer value.
A $100M Money Model: A specific sequence of offers engineered to make new customers spend more on you than you spent on them, creating a surplus of cash that funds the acquisition of even more customers.

The goal is to create a self-funding customer acquisition loop. The mathematical principle is:

\[\text{30-Day Gross Profit} > 2 \times (\text{Cost of Acquiring Customer} + \text{Cost of Goods Sold})\]

In simpler terms, for every customer you acquire, they should generate enough profit within 30 days to pay for themselves and at least one more customer. When this happens, cash is removed as a limiter for growth. Your business can now scale as fast as your operations can handle, not as fast as your bank account allows.

This principle is what has allowed titans like JP Morgan, Ford, and Coca-Cola to survive over 100 years of economic turmoil, wars, and technological shifts. They had superior Money Models that guaranteed cash flow even in the worst of times.

Chapter 3: The Four Core Mechanisms of Monetization¶

A $100M Money Model is built using four powerful mechanisms. Mastering these allows you to engineer a system that gets more customers to spend more money in less time, over and over again.

Attraction Offers: These are designed to get people to make their first purchase. They are often free or heavily discounted offers that get a customer in the door, with the real profit coming from what they buy next.
Upsell Offers: These get customers to spend more immediately after their initial purchase. This can be a better version, a larger quantity, or a complementary product that enhances the value of what they just bought.
Downsell Offers: These get customers to buy something if they say "no" to the initial offer or upsell. It's a way to capture revenue that would otherwise be lost, typically by offering a different payment structure, lower quantity, or fewer features.
Continuity Offers: These get customers to buy repeatedly over time. This is the key to building stable, predictable, and stacking revenue through subscriptions, memberships, or repeat purchase programs.

The compounding effect of these mechanisms is exponential. If you make your customers twice as valuable, get twice as many of them, and get them to pay you at twice the speed, your business grows eight times as fast ($2 \times 2 \times 2 = 8$).

Part II: The Money Models in Action - Real-World Case Studies¶

Theory is one thing; proof is another. These case studies demonstrate how installing a single Money Model mechanism can transform a business, regardless of the industry or sales environment.

There are only four ways to sell something:

Salesman In-Person (e.g., retail store, gym)
Salesman Online (e.g., Zoom call, phone sales, DMs)
Self-Checkout In-Person (e.g., supplements at a gym counter)
Self-Checkout Online (e.g., e-commerce, software)

Money Models work in all four.

Chapter 4: The Attraction Offer (Salesman In-Person) - The Gym Model¶

The Bad Money Model: Most gyms offer a free trial to attract members.

Spend $100 to get one free trial.
It takes three trials to get one member paying $100/month.
Cost per Member: $300.
Breakeven Time: 3 months. Many members quit before this.

The $100M Money Model Solution: A "Win Your Money Back" Attraction Offer.

Spend $100 to get a paying customer, not a trial.
The customer pays $500 upfront for a challenge.
If they hit their goal, they get the $500 back as store credit for a membership.
Result: Instead of being $300 in the hole, the business is **$200 cash positive on day one** per customer. This cash flow funded the expansion from one to six gym locations in three years.

Chapter 5: The Continuity Offer (Salesman Online) - The Gym Launch Model¶

The Problem: Gym Launch sold a $16,000 package to help gyms get leads. Customers got results but had no reason to continue paying, leading to a stressful "start from zero" revenue cycle each month.

The $100M Money Model Solution: A "Continuity Bonus Offer."

The Offer: Give the customer an incredibly valuable bonus for free, but only if they join the continuity (recurring) program. The bonus is typically worth more than the first few payments.
Result: Customer retention skyrocketed. Instead of a one-time $16,000 sale, customers were signing up for programs worth $42,000 per year. Revenue exploded from **$380,000/month to $1.76 million/month in six months**, and the predictable revenue made the company sellable to private equity.

Chapter 6: The Upsell Offer (Self-Checkout In-Person) - The Prestige Labs Model¶

The Problem: Prestige Labs sold supplements through gyms, but the gyms' customers weren't buying. The transaction was awkward and ineffective.

The $100M Money Model Solution: A "Four-Part Menu Upsell" mechanism.

Unsell: Tell the customer what they don't need, building trust.
Prescribe: Recommend only what they do need.
Offer A or B: Frame the choice between two good options, not a "yes" or "no."
Make it Easy: Simplify the payment process.
Result: This simple script transformed sales. Revenue jumped from $270,000/month to $1.6 million/month in just eight weeks. The gyms sold the exact same product, but a better Money Model changed everything.

Chapter 7: Modern Application & The Meta-Launch (Self-Checkout Online)¶

Skool: The platform grew steadily with a "14 days free, then $99/month" model. By adding a new attraction offer—the "Skool Games"—which introduced competition and rewards, growth exploded. Users went from 1 million to 15+ million in 18 months, and the platform became cash-flow positive.

The $100M Money Models Launch Itself:

The launch was an Attraction Offer (a free mega-event).
Pre-orders were incentivized with a "Pay Less Now or Pay More Later" VIP offer.
Bulk purchases were encouraged with a "Buy X, Get Y Free" offer.
Result: The launch spent over $4 million on advertising** and generated nearly **$6.5 million in pre-order revenue before the event even started. It was a self-funding machine, proving the concepts in the book with the launch of the book itself.

Part III: The Operator's Playbook - The ACQ Implementation System¶

During the event, Hormozi revealed that the core of his offer was not just the book, but a comprehensive system for implementation. This system was developed after working in-person with over 1,026 businesses to codify the four primary constraints that hold companies back. In exchange for donating 200 books to fellow entrepreneurs, attendees would receive a physical implementation kit containing 12 playbooks across four systems.

Chapter 8: The Leads System: Unlocking Unlimited Prospects¶

For businesses that can't get enough qualified leads.

The Goated Ads Playbook: The exact processes for breaking through ad spend ceilings without sacrificing profitability. Includes ad assembly processes, scaling strategies for different customer awareness levels, and the 70/20/10 framework for maximizing winning campaigns.
The Hooks Playbook: The 80/20 of writing hooks that sell, distilled from analyzing over 35,000 pieces of content. Contains proven formulas and checklists that work across all platforms.
The Brand Playbook: How to build a premium brand that commands higher prices and attracts cheaper leads. Covers positioning, building brand associations, and turning views into sales, not just vanity metrics.
The Marketing Machine Playbook: A system to remove the founder as the bottleneck in content creation. Contains nine perpetual ad flows to generate marketing content automatically from business-as-usual activities.

Chapter 9: The Sales System: Converting Prospects into Customers¶

For businesses that struggle to close deals or have long sales cycles.

The Lead Nurture Playbook: A data-driven system built from analyzing 100,000 appointments to maximize show rates. Contains the four pillars of nurture and 16 specific actions to turn a scheduled call into a shown appointment, achieving show rates as high as 89%.
The Closing Playbook: Contains the exact closes used to save Hormozi's business from debt. Features the Seven Universal Closes that work in any scenario, the reframe framework for handling objections, and an urgency creation system.
The Proof Playbook: Solves the problem of long sales cycles by systematizing the collection and deployment of proof. Includes the Belief Continuum to move prospects to a buying decision and a 13-point checklist to diagnose why marketing assets aren't converting.

Chapter 10: The Delivery System: Maximizing LTV and Retention¶

For businesses where customers don't stay long enough or pay enough.

The Lifetime Value (LTV) Playbook: Contains frameworks to multiply customer value. Outlines the eight ways a customer can transact and how to leverage all of them, along with cost-cutting frameworks and a customer value map to ethically maximize revenue per interaction.
The Retention Playbook: The scientific process for reducing churn, built from analyzing millions of memberships. Contains real retention data, the "Five Horsemen of Retention" for service businesses, and a complete nine-step churn elimination protocol.

Chapter 11: The Profit System: Unlocking Hidden Cash¶

For businesses where the owner works hard but the bank account doesn't reflect it.

The Fast Cash Playbook: How to inject cash into a business using only existing assets (like an email list). Contains ready-to-send promotion sequences, a quarterly cash calendar, and a checklist for executing a quick cash-generating campaign.
The Pricing Playbook: Contains ten of the most-used, instant profit optimizations based on pricing. Includes 17 "if this, then that" pricing algorithms to guide decision-making based on business capacity and goals.
The Price Raise Playbook: The highest-leverage playbook for immediately increasing profit. Provides a fill-in-the-blank price raise letter tested by hundreds of businesses, a method for finding the pricing sweet spot, and "trap doors" to retain key customers during a price increase.

Chapter 12: The Unfair Advantage: ACQ AI & The Virtual Workshop¶

To ensure these playbooks were implemented correctly, the offer was layered with two more powerful components:

ACQ AI: A custom-trained AI built on the foundation of all three of Hormozi's books, all 12 implementation playbooks, and—most significantly—the notes and data from 226+ private, one-on-one business consultations for which clients paid $135,000 or more each. This represents over $31 million in advisory work, creating a tool that can provide personalized, industry-specific strategic advice.
The ACQ Virtual Implementation Workshop: A live, full-day virtual event led by Alex Hormozi to guide business owners through identifying their primary constraint and using the playbooks and ACQ AI to solve it.

Part IV: The Entrepreneur's Mindset - 10 Decisions That Changed Everything¶

To underscore the importance of taking bold action, Hormozi shared ten pivotal decisions and mental frameworks from his own journey.

Quitting His Job: "The only thing that's guaranteed is that if you risk nothing, you get nothing."
Investing in a Mentor: Framing big decisions not as absolute guarantees, but directionally: "Does this get me closer to or further from my goals?"
Learning from a Group: Realizing the immense cost of ignorance and the value of learning from those who have gone before you.
Taking a Bet on Skills: When his business partner backed out, the $3,000 he spent learning Facebook Ads became the skill that fueled his first success. Winners take action before they are ready.
Find a Way or Make a Way: Learning the difference between resources (what you have) and resourcefulness (what you do with what you have).
Paying for Speed: "You're going to buy these lessons either way. You can pay with time or money, but only one of them you can get back."
Overcoming Past Failures: "The only thing worse than making one bad investment is letting that bad investment prevent you from making a good one. If you do, you let it burn you twice."
Getting Unstuck: "You're only hesitant because you can quantify what you have to lose, but not what you stand to gain."
The Sliding Doors Moment: Recognizing that small, seemingly insignificant decisions (like swiping right and meeting his wife, Leila) can change the entire trajectory of your life.
The Asymmetrical Bet: When considering buying their headquarters, the framework was simple: "If it doesn't work out, it changes nothing. But if it does, it changes everything." The downside was limited; the upside was unlimited.

Conclusion: A New Standard¶

The $100M Money Models launch was more than an event; it was a statement. By breaking the world record for the fastest-selling non-fiction book in history, the entrepreneurial community demonstrated its hunger for practical, real-world business education.

The core message is clear: business doesn't have to be a struggle for survival. By mastering the art of monetization and building a robust Money Model, any entrepreneur can create a business that not only survives but thrives—one that is resilient, scalable, and ultimately, unkillable.