---
title: "What can $100M Money Models teach creators?"
description: "Alex Hormozi's $100M Money Models in 17 frameworks with steps, and the three Tom Sharman lessons it backs."
canonical: https://tomsharman.com/bookshelf/100m-money-models/
updated: 2026-11-03
---

# $100M Money Models: How To Make Money

> Alex Hormozi's $100M Money Models in 17 frameworks with steps, and the three Tom Sharman lessons it backs.

The frameworks here are Alex Hormozi's, from $100M Money Models. Claude read the book in Tom's Brain and linked it to his lessons.

## How Tom uses this

- [Turn down anyone unclear about their commitment](https://tomsharman.com/lessons/turn-down-anyone-unclear-about-their-commitment/index.md): Hormozi will not sell anyone who refuses to put a card down and do the work, and he builds commitment into the offer through trial penalties and waived fees. (pp. 127 and 166)
- [People online are selfish, so lead with what they get](https://tomsharman.com/lessons/people-online-are-selfish-so-lead-with-what-they-get/index.md): He says strangers cannot judge value but understand price, so attraction offers lead with a free or discounted deal and advertise the benefit, not the product detail. (pp. 30, 55 and 150)
- [The intake question is why, and what it is costing them](https://tomsharman.com/lessons/the-intake-question-is-why-and-what-it-is-costing-them/index.md): His giveaway entry questions and his 1 to 10 check of how bad someone wants the result are intake questions that test motive before selling. (pp. 47 and 118)

- Author: Alex Hormozi
- Pages: 188
- Chapters: 8
- Frameworks: 17
- Categories: Offers and pricing, Lead generation, Exits
- Book 4 of 46 on the bookshelf: https://tomsharman.com/bookshelf/index.md

## What it argues

A business grows fastest when a customer pays back the cost of winning and serving them, and more, within 30 days. Hormozi calls the way to get there a money model, a deliberate sequence of attraction, upsell, downsell and continuity offers. Each offer type has a job, from turning strangers into customers to keeping them paying, and the book supplies about fifteen named plays for those jobs. Every play comes from a story of a business he saw or ran, mostly gyms. His build order is one stage at a time, perfecting one offer until it is reliable, because a full model installed at once breaks the business. Price is moved by changing how and when people pay or what they get, and cutting the price on the same product is ruled out.

## Worth keeping

- A money model is a sequence of offers that returns more than the cost of getting and serving one customer within 30 days (p. 24, 172).
- Build one stage at a time: attraction first, then upsell and downsell, then continuity (p. 172, 176).
- The first offer is rarely where the profit sits; the second and third carry it (p. 77, 78).
- Anchor with an offer 5 to 10 times the price, take the gasp, then rescue with the main offer (p. 98, 100).
- Downsell by changing how they pay or what they get, and keep the price of the same thing fixed (p. 112, 142).
- Win Your Money Back and Trial With Penalty set the same criteria, the actions that make great long term customers (p. 37, 131).
- Check commitment with a 1 to 10 score and look for an 8 or above (p. 118, 138).
- Billing every four weeks adds 8.3% to annual revenue for a few changed words (p. 160).
- Price standalone offers 1.33x to 2.66x above continuity to steer who picks continuity (p. 152).
- Price new offers low for early yeses, then raise the price until revenue falls (p. 176).

## The questions it answers

### How do you price and sell a tool you built for yourself?

The book covers raising price in stages, filling gaps with affiliate products and using continuity offers, which are directly usable for pricing a tool for other people.

### What is content operations actually worth to a company, in money?

The money model and its test of 30 day profit against the cost to acquire and serve a customer give a way to set a price on a service from its returns.

## The frameworks

1. [The four types of offers](https://tomsharman.com/bookshelf/100m-money-models/the-four-types-of-offers/index.md): The building blocks of any money model, each doing a different job.
2. [Win Your Money Back](https://tomsharman.com/bookshelf/100m-money-models/win-your-money-back/index.md): Get a customer to pay now, with a route to earn the payment back as cash or credit.
3. [Giveaway Offer](https://tomsharman.com/bookshelf/100m-money-models/giveaway-offer/index.md): Collect qualified leads for your most expensive product and sell a discount to all who did not win.
4. [Decoy Offer](https://tomsharman.com/bookshelf/100m-money-models/decoy-offer/index.md): Get every lead to engage, then steer them to the premium offer.
5. [Pay Less Now or Pay More Later](https://tomsharman.com/bookshelf/100m-money-models/pay-less-now-or-pay-more-later/index.md): Combine a delayed payment and a satisfaction guarantee, then pull payment forward.
6. [Anchor Upsell](https://tomsharman.com/bookshelf/100m-money-models/anchor-upsell/index.md): Make the main offer look like a bargain by showing a much pricier version first.
7. [Menu Upsell](https://tomsharman.com/bookshelf/100m-money-models/menu-upsell/index.md): Guide the customer through a menu so buying feels like following a prescription.
8. [Rollover Upsell](https://tomsharman.com/bookshelf/100m-money-models/rollover-upsell/index.md): Credit past purchases toward a bigger next offer.
9. [Classic Upsell](https://tomsharman.com/bookshelf/100m-money-models/classic-upsell/index.md): Sell the solution to the problem the first purchase creates.
10. [Payment Plan Downsell](https://tomsharman.com/bookshelf/100m-money-models/payment-plan-downsell/index.md): Close people who say it costs too much by changing when they pay.
11. [Trial With Penalty](https://tomsharman.com/bookshelf/100m-money-models/trial-with-penalty/index.md): Let people start free if they commit to the actions that create results.
12. [Feature Downsell](https://tomsharman.com/bookshelf/100m-money-models/feature-downsell/index.md): Lower the price by changing what they get.
13. [Continuity Bonus Offer](https://tomsharman.com/bookshelf/100m-money-models/continuity-bonus-offer/index.md): Start people on continuity by giving a bonus worth more than the first payment.
14. [Continuity Discount Offer](https://tomsharman.com/bookshelf/100m-money-models/continuity-discount-offer/index.md): Trade free time for a commitment.
15. [Waived Fee Offer](https://tomsharman.com/bookshelf/100m-money-models/waived-fee-offer/index.md): Make month to month expensive and commitment cheap.
16. [Make Your Own Money Model](https://tomsharman.com/bookshelf/100m-money-models/make-your-own-money-model/index.md): Build a deliberate sequence of offers, one stage at a time.
17. [Three stages of a money model](https://tomsharman.com/bookshelf/100m-money-models/three-stages-of-a-money-model/index.md): Each stage pays for the next.

## More by this author

- [$100M Leads](https://tomsharman.com/bookshelf/100m-leads/index.md)
- [$100M Leads, 2 Bonus Chapters](https://tomsharman.com/bookshelf/100m-leads-2-bonus-chapters/index.md)
- [$100M Lost Chapters](https://tomsharman.com/bookshelf/100m-lost-chapters/index.md)
- [$100M Offers](https://tomsharman.com/bookshelf/100m-offers/index.md)
- [Gym Launch Secrets](https://tomsharman.com/bookshelf/gym-launch-secrets/index.md)
- [The Lost Chapter](https://tomsharman.com/bookshelf/the-lost-chapter/index.md)

## Working with Tom on this

Tom works with creators and founders one to one, from a single session to a fractional role. [Work with Tom](https://tomsharman.com/consulting/)