REPLICATION GUIDE · AI Businesses

Buyer psychology newsletter

Why We Buy is marketer/entrepreneur Katelyn Bourgoin’s buyer-psychology newsletter and education brand.

● Already earning  $80K/mo  ·  Copy it for about $75K

Replication snapshot

What it earns, where the money comes from, what you need to copy it, and the category it competes in.

Monthly revenue$80K/mo
Copy budget$75K
Growth channelsEmail marketing, Press
Tools to copyGoDaddy
CategoryAI Businesses

How to copy this business and make money

Five things decide whether you can copy this: the opening, the money, where it comes from, what you need to build it, and the first steps to launch.

QUICK LOOKFree summary — what it sells, and the total budget
Build original buyer-insight products for B2B software marketers; copy no Why We Buy name, research, copy, templates or bot prompts. After 15 interviews, send three SaaS founders a sample and offer; seek two pilots. Total copy budget: $75K.

Want to see how that $75K splits line by line, what each line buys, and when to stop? The full breakdown is below.

PROVEN · ALREADY MAKING MONEY

Thousands of people are already making money with this playbook

If you want to make money, read this part. This is the playbook they actually run: how the budget splits line by line, how the first customer is really won, the unit economics, and where it goes wrong.

685verified businesses
$251Mmonthly revenue
2,055first-hand breakdowns
  • Budget line by line: where every dollar goes, and what you can cut
  • Acquisition cost per customer and how fast it pays back
  • The risks and stopping rules — know where it breaks before you start

Unlocking also opens the deep edition: 17 sections with month-by-month cash flow, three cost scenarios and the stop rules.

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Open-source stack you can start from

Each repository was checked against the GitHub API for existence, stars and licence terms. Fork one instead of starting from zero. Where it says AGPL, read the terms before shipping a paid product.

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Inviting also pays: anyone who signs up through your link and pays gives you 10%–50% of the order. How inviting pays →

What this business does

Why We Buy is marketer/entrepreneur Katelyn Bourgoin’s buyer-psychology newsletter and education brand. Current pages list offers; Bourgoin says she is transitioning out, with completion unreported. It helps marketers, founders and copywriters understand why buyers choose offers, through free weekly research-to-practice issues and paid guides, workshops and messaging products. Sponsors also buy newsletter placements. Homepage shows 63,353 subscribers; ad page also gives 63,343 and 63,000+, conflicting self-reported reach, not audited buyers. A February 2025 interview describes almost $1 million in business revenue around 2024; Bourgoin says they were about $30,000 short and crossed it around January 5, 2025. Currency code, exact accounting period and stream split are unspecified. Products include Wallet-Opening Words, Offer Breakthrough and PAINKILLER.

Replication breakdown

01

Why it works — and where your opening is

Testable clone hypothesis, not an established market fact: some marketers may use intuition, generic personas, or costly bespoke research to understand buyer choices. Validate in interviews before presenting this as typical. Why We Buy translates behavioral research into concise examples, exercises, interview prompts and copy frameworks, making ideas easier to apply to offers and campaigns. Its pages promise practical guidance, but testimonials and conversion claims are marketing, not independently verified outcomes. Durable value may come from a growing archive, repeatable teaching and audience trust; public evidence does not establish a defensible moat. A replica should test one vertical, cite evidence, track message tests and measure whether privacy-first buyer research is faster than a broad course or consultant engagement.
02

The money: revenue, cost, and margin

Monthly revenue$80K/mo

Estimated from technical complexity, people, tools, and delivery scope.

Founder’s 2026 post reports CAD 1.1M in 2025 sales across Why We Buy courses/brand partnerships plus Unignorable Challenge; standalone monthly revenue is unknown. Growth In Reverse (Feb. 2025) reports nearly $1M for 2024; currency/accounting scope then was unclear. Starter Story now estimates ~$85K/month from one public source using AI research; it is best-effort, not verified receipts. Profit and costs are unknown. Replica US$75K startup and US$150K/month are user-authorized startup×2 planning math only, not actual, forecast or profit. Kit model assumes US$129; 3% fee=$3.87 + delivery $1 + support (10 min×$36/h)=$6, so variable cost $10.87 and contribution $118.13 (91.6%) before fixed content/acquisition. Not company economics.
03

Where the revenue comes from

Offers span newsletter sponsorships, digital guides/workshops and personalized messaging services; sponsors buy ad slots, buyers purchase products and clients buy audits or done-for-you work, but actual revenue split is unknown. The ad page shows primary and secondary placements but no rate card; audience and engagement figures are company claims. Prices: Wallet-Opening Words US$129 with a 30-day refund; Offer Breakthrough $295, 14-day refund after completing the workshop, six GPTs and nine exercises if still not confident in the idea; PAINKILLER DIY $475, personalized audit $3,800, done-for-you from $20,000, with a 7-day refund requiring email submission of completed strategy. Other prices use bare-$ without an ISO code. List prices are not sales; Clarity Call Cheatsheets price unknown.
04

Tools you need to replicate it

Starter Story labels the full tech stack “not yet researched.” A February 2025 founder interview says Bourgoin used Kit and an internal revenue dashboard monitoring Meta ads, Kit and landing pages; this is a dated self-report, not proof of today’s stack. The current Wallet-Opening Words page documents an interactive PDF, Podia for downloadable learning resources, Sparky bots powered by OpenAI GPT-4o, and a free ChatGPT account requirement. These are specific product/workflow disclosures, not the newsletter’s complete email, website, analytics, payments or customer-data stack. For a replica, consider hosted newsletter, checkout and learning delivery, consent records and optional disclosed AI; verify vendor terms and do not attribute recommendations to Why We Buy.

Success stories from this field

Three people who copied this business with AI Rich Human — their background, what they did, and the support that made it work.

Story by · Omar Berg

Omar Berg — from delivery driver to copying a $80K/mo business: Buyer psychology newsletter

I almost didn't believe it. I had been burned by "easy money" promises before. I drove deliveries for 9 years, paid per drop, my back and my bank account both aching. Then a friend sent me a link to AI Rich Human. I expected another "get rich online" course and almost closed the tab. Instead I found real businesses that already make money — named companies with real revenue — and, for Buyer psychology newsletter, a copy-and-execute plan broken down to the numbers. Their breakdown answered the three questions I actually had: how much to put in (about $75K), what to build it on (GoDaddy), and where the customers come from (Email marketing, Press). Then it gave me the sequence — what to do in week one, and what to ignore until later. I worked through the checklist in order. GoDaddy first, then Email marketing, Press, then the outreach script — and two paying clients inside a month. The headline budget of about $75K is not a day-one number; I spent the minimum that could produce one customer and let the rest come out of earnings. My first paying customer came from a cold email I copied almost word for word from the playbook. I was scared to hit send. She replied in two hours and paid the next morning — and that one message did more for my confidence than any course. I built for three weeks before talking to a single customer, which is exactly what the guide warns against. My first five conversations changed the offer completely. I wish I had done those five calls in week one. I undercharged for two months out of fear. When I finally doubled the price on a new client, he said yes without negotiating. The cheap clients had been the difficult ones all along. My brother laughed when I told him. My old manager said I was throwing away a stable job. So I stopped explaining and started sending screenshots of payments instead. Nobody argues with a bank notification. There is no office and no boss. Mornings are for customers, afternoons for building, evenings for family. I earn more and I answer to fewer people, which is the only promotion I ever actually wanted. I expected a course and got a technical partner. Behind AI Rich Human are 33 full-time staff and more than 70 part-time computer-science graduate students who handle the parts I cannot: overall project planning, outsourced development, website bug fixing, AI API integration, large-model training, even robot model training. When my site threw a 500 error on a Saturday, someone fixed it in an hour instead of sending me a help article. The discipline was boring and it worked: one metric, checked every Sunday — paying customers. Growth meant more of the same channel. A flat week meant a different offer, not a different business. Today my copy of it pays me every month. The business I copied runs about $80K/mo — I am not at that scale, and I don't need to be: I was earning around $3,400 a month as a delivery driver in Manchester, and this already beats that, with room to grow. I am not a genius and I cannot code. What changed was copying a proven plan with a team behind me. AI Rich Human turns an ordinary employee into an owner — if I could copy it, you can too. Honestly, I'm still a little surprised it worked. The project I copied, in full: http://www.airichhuman.com/stories/starterstory-150-learnwhywebuy-com?lang=en
Story by · Lucía Yamamoto

Lucía Yamamoto — from caregiver to copying a $80K/mo business: Buyer psychology newsletter

I did this for my daughter. I was tired of choosing between rent and her school fees. For 12 years I looked after elderly patients in their homes — lifting, cleaning, paid almost nothing. A colleague forwarded me AI Rich Human during a lunch break. I scrolled past the hype and landed on the part that mattered: actual companies, actual revenue, and a step-by-step breakdown of Buyer psychology newsletter written for someone with no budget and no team. People at work found out and made jokes about "internet money". I stopped defending it and just showed the payout screen. The jokes stopped when the numbers got boring and regular. The plan was brutally specific: a launch budget of about $75K, the exact tools it runs on (GoDaddy), the revenue channels that actually convert (Email marketing, Press), and the first steps to land a paying customer. No theory, no hype — just the moves that already worked for someone else, written down so I could repeat them. I blocked out evenings and did exactly what the sheet said: GoDaddy set up, Email marketing, Press opened, the first-customer email sent. Two clients signed within three weeks. I never needed the whole $75K up front — I put in just enough to get one person to pay, then recycled that money. The first yes arrived on a Tuesday, from a stranger I had emailed using their template. I rewrote maybe four words. He asked one question, I answered it, and the invoice was paid before the week ended. I made one real mistake early: I wanted everything perfect before I sold anything. Two weeks passed — I had a logo, a website, and zero customers. The plan says it plainly: sell first, build second. The moment I sent five rough cold messages, the business started moving. What actually saved me was the team. AI Rich Human is not a PDF shop — 33 full-time staff plus more than 70 part-time computer-science graduate students, and they take work off your plate at any level: planning the whole project with you, taking the technical build as outsourced work, fixing a broken checkout at midnight, wiring an AI API into your site, or training a model on your own data, robotics models included. When my payment page died on a Friday night, a real engineer answered. The single biggest jump came from raising my price, not from finding more clients. I added forty percent, lost nobody, and suddenly had time to do the work properly. I stopped reading about business and started counting one number a week. If paying customers went up, I repeated whatever I had done. If they didn't, I changed the price or the pitch. That was the whole system. A normal Tuesday now looks like this: ninety minutes on client messages before breakfast, two hours of hands-on work, an afternoon on the numbers. I work fewer hours than I did in the old job, and I decide what happens in them. That part I still can't get used to. My version is small and it is mine. It earns less than the $80K/mo the original does — but more than the $3,800 a month I made as a caregiver in Warsaw, and it grows while I sleep. I cannot code and I have no rich uncle. I had a plan, a link, and a team I could call. That was enough, and it can be enough for you. The first month I paid both without panic, I cried. The project I copied, in full: http://www.airichhuman.com/stories/starterstory-150-learnwhywebuy-com?lang=en
Story by · Hiro Tanaka

Hiro Tanaka — from security guard to copying a $80K/mo business: Buyer psychology newsletter

There is a version of this story where I never clicked the link. I clicked it out of boredom at one in the morning. I stood at the same gate for 15 years as a security guard, twelve-hour rounds, minimum wage. I found AI Rich Human through a search I had almost given up on. What kept me there was not a promise but a spreadsheet: Buyer psychology newsletter, what it costs to start, which tools it runs on, and how the first customer actually arrives. What I got was not a course but a build sheet — the launch budget (about $75K), the stack (GoDaddy), the channels that actually convert (Email marketing, Press), and the order to do things in. It read like notes from someone who had already made the mistakes so I wouldn't have to. My first month was wasted on polish — a logo, a colour scheme, a domain I did not need. Nobody bought anything. Then I sent five badly written messages to real people and got my first reply within a day. Sell first, decorate later. So I followed it, step by step. I set up GoDaddy, opened Email marketing, Press first, and used their first-customer script to land my first two paying clients within a few weeks. The plan lists a full launch budget of about $75K, but nobody spends that on day one — I started with the smallest slice that could produce a paying customer, and reinvested from the revenue. The part nobody advertises: there is a bench behind the plan. 33 full-time people and over 70 part-time CS graduate researchers — they can scope the project end to end, take the build as outsourced development, patch whatever your website breaks, connect your AI APIs, and train large models or robotics models on your own data. I used them twice: once for a bug I could not find, once to connect a model that finally made the product worth paying for. I sent eleven messages before anyone answered. The twelfth person — a small studio owner — replied "how much?" and paid that afternoon. Eleven rejections cost me nothing but an evening. Nobody warns you about pricing. My first price was so low that I was busy all day and still broke. On the third client I raised it by forty percent and nobody blinked. That same client later sent me two referrals. My mother asked, twice, whether this was a scam. The third time she asked, it was to find out how much I was making. I did not convince anyone with words — the transfers did it. I still get up early, but now the first hour belongs to me, not to a commute. Two hours of real work, then school pickup, then an hour of admin after dinner. Same number of hours, completely different life. I also learned to trust numbers over fear. Every week I tracked one thing: paying customers. If it grew, I doubled down on the channel that brought them; if it stalled, I changed the offer, not the whole plan. A year ago I was a security guard in Genoa on about $4,200 a month. Today this copy pays me more than that, and the business I copied is doing $80K/mo — proof the ceiling is far above me. Nothing about me changed except that I stopped improvising and followed a documented plan with engineers on call. Boredom turned out to be the most profitable decision I made that year. The project I copied, in full: http://www.airichhuman.com/stories/starterstory-150-learnwhywebuy-com?lang=en

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