Joshua Kaats, from the first ad to the booked call
Everything he is running right now, in the order a stranger meets it. Thirty-seven live ads at the top, one booked call at the bottom, and the places money falls out in between. The ads, the pages, the copy, the product and the software it all runs on, pulled from his own live properties and read line by line.
The operator
Founder of Dropship Academy, running since 2017. Dutch market, e-commerce coaching. The proof is strong and it is public.
Four channels, and what he actually posts on each
Paid ads, Instagram, YouTube and TikTok. We went through the last ten pieces on each one and transcribed a sample from three of them on our own machine. They are not doing the same job, and two of them have gone quiet.
live ads, and climbing
It was 29 when we first looked on 5 September. Six days later it is 37, with fresh creative launched on 10 September and one ad running unchanged since 16 June. This is the one channel he is actively putting money behind, and he is putting more behind it, not less.
Story-led reels, sold hard
Talking to camera, one story per reel, always closing on an ask. Recent ones: a webshop built in 16 minutes, a mistake he should never have made, a reaction to a competitor. Bio says DM “START”.
Last post 12 August, 24 days ago. Roughly two or three a month before that.
Student case studies, long form
Carpenter to 100k, electrician to €130k a month, freelancer to €88k, and a guest who did €100M in a year. Mixed with team trips to Marrakech and a 70k mastermind in Miami.
Weekly through July and August, then it stopped after 19 August. 351 to 2,385 views a video.
videos, and no one is home
Music over visuals with text on screen. We transcribed one and there is no speech in it at all, just a caption and a song. Around 1,100 to 3,200 views, 37 to 51 likes.
Last upload 15 December 2025. Nine months dark, on 8.8k followers.
“We are in the Chinese shop and I see potential to make money everywhere. This product, fantastic product. I take a photo of it. I tell my team of AIs to build a webshop around it. And I sell it today with ads, by showing it to the right people.”
“I said to him, before I get home I can find a product and build a webshop. I opened my laptop in the back, hotspotted, put my AI staff to work, and by the time I got home there was a complete webshop sitting there… What I showed that taxi driver, I am going to show you tomorrow on a Zoom call. A live demonstration of how I build a whole webshop and find a good product in under half an hour. Comment webshop under this video and I will send you the link.”
He already runs webinars. On 13 August he ran one, filled it by asking people to comment on a reel, and then posted a video to YouTube called “Behind the scenes at my biggest AI event”. His own words, three weeks ago.
Since then: no event, no Instagram post in 24 days, no TikTok in nine months, no YouTube video since 19 August. The only thing still moving is the ad account, and it is pointed at a recorded video instead of the thing he just called his biggest event.
Where the ads actually send people
Every one of the 23 creatives points at the same subdomain, training.dropshipacademy.nl. Within it, two different pages, and they behave nothing alike.
| 14 creatives | /home, an opt-in gate. Asks for Naam and E-mail, then releases the video. |
| 9 creatives | /training, the video itself. No form anywhere on the page. |
| 0 creatives | the webinar. Not one ad points at it. |
Neither page asks for a phone number. Whichever version wins the test, he ends up with a list of email addresses and nobody a setter can ring. On a €2k to €5k promise sold by application call, the phone number is the asset. He is paying for the click and then throwing away the part that makes the click worth money.
The nine ungated ads are worse again. A visitor who watches and does not click leaves no trace beyond a pixel fire, and those nine are the newer set, so that is the direction he is drifting.
The video, and the single door out of it
Both routes converge on the same VSL. Under the player it says, in effect, only apply once you have watched the whole thing, and there is one button.
- One call to action, one moment, one channel. If the visitor is not ready today, there is no second route.
- No WhatsApp, so the only follow-up channel is an inbox, and only on the 14 gated ads.
- No proof on the page. The €100M, the 7,100 students and the 23 millionaires are all absent.
- No guarantee, and nothing that gives a reason to act now rather than later.
Everything rests on one video converting on first watch. There is no mechanism to reach the people who almost converted, which on a funnel this size is most of them.
He already built the better funnel, then stopped
This is the part worth leading the conversation with. He is not missing the skill or the belief. He has done it once and left it sitting there.
A full live webinar funnel
Registration page, countdown, thank-you page, WhatsApp reminders. Complete and still live on the web today. That was 31 days ago and it has not run since.
A second live masterclass
Eight days after the first, over Zoom. He filled it by posting a reel the day before and asking people to comment “webshop” for the link. No ads, no landing page, no form.
Afterwards he put a video on YouTube called “Behind the scenes at my biggest AI event”. Then he stopped.
His best funnel is the only one with no traffic behind it. Zero of 37 ads point at the webinar. He built the asset, proved he could fill it, and then put all of his money behind the weaker one.
We checked again on 11 September. The registration page is still live, the thank-you page is still live, both challenge pages are still live, and the ad count has gone from 29 to 37. He spent the last six days buying more traffic for the weaker funnel.
The booked call
Everything above exists to produce this one event: a 40 minute strategy call with his team, booked on his main site.
40 minute strategy call
Application questions, then a calendar slot, then the call. This is where the money is made and it is the only step in the whole ecosystem that produces revenue.
The one step that makes money is fed by the one capture that collects the least. No phone number upstream means no setter can chase a no-show, revive a stalled application, or call somebody who watched 80% of the video and drifted. The bottom of his funnel can only ever be as full as the top allows, and the top is deliberately narrow.
What the whole thing is actually built on
We pulled the raw HTML of every page in the funnel and read what loads. It is five platforms stitched together, and the seams are where the money goes.
Webflow, built by an agency
dropshipacademy.nl and the challenge pages run on Webflow, site ID 667d4cb2a5160e521941d969, last published 8 September 2026. The footer credits Weblyfe, a brand agency in Amstelveen, and Dropship Academy sits in their public portfolio.
A separate app on training.
The three pages his ads point at are not Webflow. They are a server-rendered React app on the training subdomain, same agency, different build. So the funnel and the site are two different systems that do not share tracking.
Five tools, four handoffs
Vidalytics hosts and measures the VSL. Typeform takes the application. OnceHub books the call. Plug&Pay takes the money. Intercom handles support. Every handoff is a place a visitor can quietly fall out.
Hyros, the attribution tool that exists specifically to tie ad spend to closed revenue, loads on his main site and on the orphaned challenge page. It does not load on any of the three pages his 37 ads point at. Those three carry a Meta pixel and nothing else.
The challenge page, which has no ads at all, carries Hyros, Google Tag Manager, and pixels for TikTok, Snapchat and Pinterest. The page with none of the spend has all of the measurement, and the pages with all of the spend have almost none of it. It is the same mistake as the webinar, in a different system.
All three funnel pages load a script from t.highticket.nu. Open highticket.nu and it returns a Simvoly screen reading “Je account is verlopen”. The challenge page loads t.ecomchallenge.nl, and ecomchallenge.nl no longer resolves at all.
Two dead brands, two tracking endpoints still firing on every page view, on the funnel that is currently taking all of his budget. Nobody has audited what loads on these pages in a long time.
What he is actually selling, and for how much
This matters because it sets the ceiling on everything upstream. It is one high ticket offer sold by application, one dead low ticket offer, and nothing in between.
Dropship Academy X
An annual membership, renewable after twelve months. 300+ videos, weekly live coaching, a community split into levels so beginners and scalers sit in different rooms, and 25+ coaches with one to one available. Plus member dinners, masterminds and an annual party on a yacht for 200 people.
Nowhere on the site
Not one figure anywhere. The only button is “Boek Nu Jouw GRATIS 40-Minuten Strategiegesprek”, which opens a Typeform and then a calendar. This is a high ticket offer sold by application and call, which is exactly the model a webinar feeds best.
“de pakketten”
The FAQ says there is no longer VAT on the packages, plural. So there are tiers behind the call, which means the call is doing pricing, positioning and closing all at once, on a prospect who arrived from a recorded video knowing no numbers at all.
A 14 day paid challenge, built on Plug&Pay, sitting on two page variants with no ads, no internal links and no traffic. It is the one asset that would qualify a buyer before the call and pay for the traffic that produced them, and it has never been switched on.
So the ladder is: free video, then a call, then a four figure decision. There is no step in between, which is why the call has to do so much work.
Three pages, three different promises
The same visitor, moving through the same funnel, is told three different numbers about what this is worth to them.
per month, beside your job
“Hoe jij in 2026 naast je baan 2k tot 5k per maand opbouwt met een eigen webshop.” Name, email, button. No proof, no agenda, no mechanism, no scarcity.
per month, in 60 minutes
A three step agenda, a countdown, a WhatsApp VIP reminder, a proof bar and limited places. The best written page he owns.
per month in 90 days
“Schaal deze op naar minimaal €10.000 per maand in slechts 90 dagen tijd.” Double the webinar promise and five times the ad promise.
The main site says 7,100+ students. The webinar page says 9,000+ people helped. Both are his, both are live, and they are 1,900 apart. On an offer sold by application to a sceptical buyer who is about to google him, the proof has to be one number everywhere.
The main site meta description sells starting a business in 2024. The body copy says 2025. The footer reads © 2025. The webinar registration page is still titled “Gratis Live Training 5 augustus” and still live in the middle of September. Only the ads and the VSL page have been updated to 2026.
It opens with the date and the time, then gives the three steps by name: find your freedom product with spy tools and AI, let AI build the converting shop in an hour, switch on Meta ads. Then a countdown, a WhatsApp reminder tick, a proof bar and limited places.
He does not need to be taught how to write this. He already wrote it, in August, and then pointed every ad at the weaker page.
Two funnels and a rhythm
Not a rebuild. He already has the traffic, the proof and the offer. The gap is what happens between the click and the call. These are built, working, and you can click through them right now.
Same promise, same audience, same video. Three changes: it asks for a phone number and gives a reason the visitor accepts, the training goes out over WhatsApp as well as email, and his proof goes on the page. That one field turns a mailing list into a pipeline his setters can work.
Walk the VSL funnel →His 5 August page with the three things it was missing put back: a phone field with a reason, a guarantee tied to staying until the end, and the WhatsApp reminder he already built turned into a real group that carries the show-up. The thank-you page gets a 90 second video, so the first time somebody sees Joshua is not on the night itself. Not everyone opens an email. Everyone reads a WhatsApp message.
Walk the webinar funnel →Two workshops a month, on a fixed cadence, with the ads pointed at them. The 5 August event proved he can fill a room. A one-off fills a room once. A perpetual schedule turns the same ad spend into a recurring event that always has a next date, so nobody who lands late is wasted.
Every page, every ad and every source behind this sits in the full board and the ad swipe file.
We have already run this exact funnel, in Dutch
Everything above is a diagnosis, and a diagnosis is easy. This is the part that matters: the webinar funnel we are describing is not a theory we want to try on him. We ran it this summer, in his market, in his language.
revenue in 9 days
Roughly $46k of it inside the first 24 hours. A Dutch coach, a Dutch audience, a Dutch webinar, sold on an application call afterwards.
of Meta spend
187 real registrations at about $27 each. We were not chasing cheap leads. A qualified registration who can afford the programme beats five who cannot, and cheap traffic is what breaks show-up rates and fills calendars with people who were never going to buy.
He is not missing traffic. He has 37 ads live, a creative that has held since June, 81.2k on Instagram and a proof stack we could not buy: €100M in student sales, 7,100 students, 23 millionaires. He has more raw material than Jaap had.
He is missing the thing the traffic lands on. The money is already being spent. The only variable is whether it arrives at a recorded video with an email box, or at a live event with a phone number and a room.
The 5 August registration page back on, two dates a month in the calendar, and the ads pointed at them. He keeps his offer, his team and his call structure exactly as they are. We build the funnel, run the traffic and hand his setters a list with phone numbers on it.