Course catalogue · 15 Academy blueprint

Gate means a performance assessment on a rubric. Drill numbers refer to the drill gym below.

Foundations, Holly and Method#

Course	Needs	Covers; assessment
FND 100 About Maktura (public)	None	One sentence and approved public lines; the story in the third person ("We are the customer", ownership disclosed); GREEN wording, LinkedIn first; founding bands as published, "Founding rates close on 31 December, or when the band fills", and "When you're ready, we'll set you up and take payment at sign-up" (until D29 clears). No retired lines, decision numbers or not-built lists. 15 min
FND 101 Welcome to the academy and the pack	None	How it works; the pack's 19 files; reading order by role; ten golden rules; who answers what. 45 min, 10 questions
FND 102 What Maktura is	FND 101	One sentence, public and Holly lines, retired lines and why; Alex's figures as proof of the method, never the product, re-confirmed before print. 60 min, 10 questions and a recorded 30-second version
FND 103 The product at launch	FND 102	Know and Write; Publish ("LinkedIn first; ask us about other platforms", D13); approvals and client sign-off; the rules check as "a second pair of eyes, not a compliance sign-off"; Watch (no alert multipliers, D12); engagement in GREEN wording (D1); what is not built. 120 min, 15 questions
FND 104 The buyer's world	FND 102	Why visibility matters, sources said aloud; LinkedIn and us (our reading of LinkedIn's terms is research, not legal advice, D1 open; our position: no automated engagement of any kind, and a person approves every LinkedIn post); UK rules that touch selling (legal sign-off). 75 min
FND 105 Live lab: be the customer for 14 days	FND 103, HOL 102	Set-up on days 0 to 2; five approved posts and a friction diary by day 14. Gate: the activation definition met on your own account
HOL 101 Meet Holly	FND 102	You type, Holly builds cards you edit, then Approve or Dismiss; four autonomy levels; Holly identifies itself as AI; "every action is logged", with "explains what it did" only after D10; the model question (D23). 40 min
HOL 102 The trust ladder	HOL 101	Observe, Suggest, Auto-draft, Auto-publish (live at launch is open: ask Dom); starting points (D8); the customer may choose any level and we never refuse. Never "nothing ever publishes without approval". Drill 27
HOL 201 Prompts lab	HOL 102, FND 103	Ten prompts run and logged on the internal demo workspace; reviewed by a founder
HOL 202 The Holly-first demo	HOL 201, MTH 101	NDA before any demo unless John waives it in writing (until D3); the first-call offer; until Dom provides a fictional demo workspace, only Alex or John demo, on an internal workspace with consenting colleagues' profiles; a voice from a prospect's pasted posts only with consent, marked test first (D27). Gate: Drill 10, twice consecutively
HOL 203, 301	HOL 102; HOL 202, SEG 101	Holly objections and claims (never "undetectable", never replacing people, disclosure D9, the name D11); Holly by segment
MTH 101 to 209	FND 101 onwards	101 principles and the two motions; 201 stages, SPICED and the six qualification tests (Drills 39, 41); 202 opening (Drills 1, 2, 11, 25, 38); 203 discovery with the 14-question ladder and shortcut three, Q2, Q8, Q14 (Drills 3 to 6, 21); 204 demo beyond nine minutes; 205 price, proposal, close and handover (Drills 7, 8, 9, 12, 14, 23, 40, 42); 206 objections (Drills 13, 20); 207 competitors, with a monthly 10-question quiz and never any disparagement, "illegal" or second-hand figures; 208 prospecting and events (no bought lists until D20; never sell where the host forbids it; Drills 16, 19, 20, 37); 209 inbound calls, with two recorded role-plays
MTH 301 Considered deals	MTH 205, COM 201	Buying roles, champion tests, light MEDDPICC layer, mutual action plan. Drills 17, 18, 22

Segments, commercial, practice, partners, customers and public#

Course	Needs	Covers; assessment
SEG 101 Who we sell to	FND 104	Team-shape segmentation; the sector-neutral rule for public and partner material; beachhead order (D5), reviewed after about 20 qualified recruitment conversations or at public launch
SEG 201 to 206	SEG 101, MTH 201	Five modules each. 201 recruitment agencies (Drill 30); 202 law firms (SRA cautions; paid scoped pilot for Alex or John only, D17; one open band until D30; Drill 29); 203 consultancy and accountancy (Observe for accountancy); 204 agencies and freelancers (workspaces per client; no white label; no published agency price; Drill 31); 205 owner-led businesses of 2 to 25; 206 larger and regulated organisations
COM 101 The price and its rules	FND 101	Four founding bands and Standard (no intermediate Standard step, D14); one licence per person; the software is all in; the rate holds while subscribed, with the anti-gaming line; no discounting, automatic renewals or free trial; contract shape pending (D18); company pages never volunteered; charity tier (Alex or John only); UK only. 12 questions with arithmetic; Drill 28
COM 102 The claims register (extract COM 102P)	FND 103	GREEN, AMBER, RED; the engagement data rule and approved spoken answer; statistics bank; confidentiality (no customer, prospect, partner or client names; no ownership, pay, margin or funding information). The claims exam. Drills 15, 26, 33, 34
COM 201, 202, 301	COM 101 onwards	Negotiating when the price is the price (band open today first, never assume Spark is open; £250 Standard only when asked or about after 31 December; never "list price" or "standard price" as an anchor, D28); advertising, platform and data rules (legal sign-off; never call our reading "LinkedIn's rules" to a buyer; no certification of any kind); procurement and paper process (DPA, security questionnaire, invoice terms D17)
PRC 101 to 301	various	How practice works; call review and master rubric (Drill 24); metrics, rhythm and CRM hygiene; win, loss and no-decision reviews; coaching one skill at a time
PAR 101 to 103, 201	FND 100	Obligations (titles you may not use, no spam, no paid search on the brand, no commission figures until D19); what you may say (legal sign-off); making an introduction (Drill 32). PAR 201 is a placeholder, not built
CSM 101 to 204	FND 103	Activation and habit; handover and first session (who runs onboarding pending D31); design partner programme (pending D4, identify candidates only); health, expansion, renewal; support. Drills 35, 36, 42, 43
SSP 101 Visible expertise, SSP 201	None	Public flagship, about 3 hours, nine modules, final exam. Sector neutral, no competitor or customer named, not a pitch. SSP 201: running a team programme (voluntary opt-in, leaders post first, recognition)
CUS 101 Getting started with Maktura	None	Customers and the sales team, about 60 min. GREEN wording only; "Approve" and "Dismiss"; no codes, decision numbers or not-built lists; never a date. Sign-in by emailed code, voice, working with Holly, first fortnight, admins (legal sign-off), getting help
LIB 101, 102	None	The graded library and verified corrections (see the library chapter); LIB 102 feeds Drill 34

SSP 101 teaches approved statistics only, with source and grade, including "roughly 5% of buyers are in market at any one time, on the LinkedIn B2B Institute's estimate" (illustrative, never measured). Module 7 carries this line: "Treat the people who engage with you as people, not a list: reply to them yourself, and don't add them to a mailing list or database they didn't ask to join (UK data protection and electronic marketing rules apply)." Myths taught as myths: social selling index uplift; "74% of deals go to the first rep"; unsourced reach multipliers; "post every day or disappear"; "any content beats no content"; engagement pods; precise reach-drop percentages attributed to LinkedIn's ranking.

Editions#

Partner and customer editions are separate pages, not redacted internal ones, and contain GREEN wording only: no retired lines, decision numbers, not-built lists beyond the partner RED list, internal escalation detail or anything about LinkedIn's terms. Partners get FND 100, FND 101 (M1, M3), FND 102 (approved lines, story, argument), FND 103 (GREEN features only), FND 104 (M1, no competitor vendor named), HOL 101 (without "runs on Claude"; "if asked"), HOL 102, COM 102P, PAR 101 to 103 and SSP. Customers get FND 100, CUS 101 (instead of FND 103 and HOL 101 and 102) and SSP. Public learners get FND 100 and SSP only.

Every course names its source documents, and every one of the 19 pack files feeds at least one course (the three founders-only files feed founders' links). When a document changes, every course it feeds is flagged.