A guy who knew nothing about orchids built a $500K/year business teaching people how to care for them.

This is the power of niche info products:

His name is Ryan Levesque. In 2008, his wife bought some orchids for their apartment in Shanghai.

They all died.

Instead of giving up, he got curious. He researched the market. Found passionate buyers who were desperate for help. And built a funnel that became the blueprint for 23 different niche info businesses & $100M+ in revenue, all driven by quiz funnels.

The Numbers

The Quiz Funnel (Simplified)

Traffic: Paid search ads (Google, Bing) targeting orchid care keywords

Entry: A “Single Question Segmentation” Quiz asking "What's your biggest orchid challenge?" with 4 options:

• Getting my orchid to bloom again

• Saving my sick or dying orchid

• Potting or transplanting my orchid

• Learning the basics of orchid care

The Products

The Part Most People Miss

Before 2011, Ryan had to hustle every single month to generate revenue. Run a book promo. Push DVD bundles. Scramble to make something happen.

Then he launched the Green Thumb Club — a $9.99/month membership delivered entirely via email.

No login portal. No community to manage. Just a weekly email with that week's lesson landing in their inbox. Simple. And people loved it.

He created all the content once. Set up the drip sequence. And that membership generated $10K+/month in passive profit for years — with virtually zero ongoing work.

He also would sell this membership directly to his email list, via content email leading to gated content like this:

Why This Works

1. Evergreen niche. People will be killing orchids for the next 100 years. The content never goes stale.

2. Segmentation from day one. The quiz identifies their exact problem. The emails speak directly to it. Feels like mind-reading.

3. Email-delivered continuity. No membership portal. No community to moderate. No live calls. No monthly content creation. Just automated emails delivering pre-written lessons straight to their inbox. Members stayed subscribed because it felt personal — not like another login to forget.

4. Built for leverage. A two-person operation (Ryan and his wife) scaled to $500K/year without hiring a team.

Want to Go Deeper?

Ryan wrote a book called "Ask" that breaks down his entire quiz funnel methodology. If you're interested in this stuff, it's worth reading.

After the orchid business, he took the same playbook into more mainstream markets — building mega quiz funnels for weight loss, golf, lead gen, and dozens more. Some of those funnels scaled to 8 and 9 figures. He built and sold two major training companies and a software company along the way.

As far as I know, he's now retired & living on a farm in Vermont with his family, taking on the occasional consulting clients.

Probably one of the most brilliant marketers of the 2010’s internet marketing age. The book is nearly a decade old now. Still gold.

He also has a really high quality email newsletter if you want to learn from the source.

Now Here's What's Interesting...

Inside the Funnel of the Week Members Area, we just finished breaking down a niche info product funnel running NOW that's doing something completely different.

(Already a member? Go here to see the breakdown)

A Navy SEAL selling a $37 “prepper” survival guide. 380+ Facebook ads running. 230K monthly visitors. Three upsells stacked behind it.

The landing page has a 30-minute VSL. The copy is extremely good. The whole thing is hosted on Digistore24.

But after re-visiting the Ryan Levesque playbook...

This offer is leaving a lot of “easy money” on the table.

And we get into it inside the Funnel of the Week breakdown here.

(not yet a member? Go here to join)

Have a great weekend!

The Funnel of the Week Team

PS - in case you’re wondering, what Funnel of the Week is all about…

More on What’s Inside Funnel of the Week Members Area

Funnel of the Week has been live just one month now, and if you haven’t logged in for a bit, here’s what you’ve been missing:

We continue to stack full funnel breakdowns each and every week inside the Members Area:

We’ve got: 

• ecomm funnels

• VSL funnels

• Info Products funnels

• (and more)

…And we add new funnel breakdowns & swipes each week.

So if you have a funnel you want us to break down?

(Including all the landing pages, order bumps, upsells, downsells, email/sms followup & more…)

Just let us know and we’ll add it to our Funnel of the Week “next up” list. 

We’ll go through the funnel, document all the funnel steps, email/sms followups, etc. as we become a real customer (we don’t ask for refunds), and document the whole process so you have it at your fingertips.

If you’re not yet inside the Members Area? Go here to learn more about Funnel of the Week & get access.

The big idea of Funnel of the Week is this:

We break down a new DTC funnel (including ads, front end offer, upsells, post-purchase emails/sms/etc.), each and every week.

Here’s a quick Google doc walking through what we at Funnel of the Week has got in store for you, each and every week:

Check it out. We’re doing a special “early bird” price for access for a limited time.

And if you want great funnel insights delivered to your email inbox, multiple times per week? Go here to sign up for our Funnel of the Week email newsletter (it’s free) funneloftheweek.com

That’s all for today.

Have a great week!

The Funnel of the Week Team

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