For boutique hotel owners who want the Hotel Marketing Toolkit’s software and training — and prefer to do every step themselves.
DIY Toolkit
The Software + Training Tier Of The Hotel Marketing Toolkit. Real Platform. Real Templates. No Hand-Holding. $200 A Month. No Setup Fee. Cancel Anytime.
If you have 3–5 hours a week to run your own marketing and you’d rather not pay for service. This is the tier I built for you.
* The DIY Toolkit is the entry tier of the Hotel Marketing Toolkit. Growth Partner ($500/mo, done-with-you) and Concierge ($5K + $1K/mo, application-only done-for-you) are the other two tiers. If you’re not sure which one is right for your property, the Three Tiers section below is the fastest way to decide.
What This Tier Is. And Isn’t.
Toolkit DIY is the software, the templates, and the training. You get the Myrna platform with the Hotel Marketing Toolkit snapshot preloaded inside your account on day one. You get the members area with every implementation video. You get the campaign template library. You get the swipe files. You get email support with a 48-hour response window.
What you don’t get: the live Thursday Revenue Room call. The AI Phone Agent configured for your property by my team. The quarterly campaign build done by my team. The Direct Booking Scorecard delivered monthly. The priority support channel. The done-with-you cadence.
This is not a watered-down version of the system. It is the system, delivered as software and training, without the live working sessions and without my team doing any of the work for you.
Some owners want exactly that. Some don’t. The honest answer about which group you’re in is the entire decision tree on this page.
Who DIY Toolkit Is For.
And Who It Isn't.
Let me save us both time.
Who the Do-it-yourself Toolkit Is For.
Three or more of these probably describe you:
You run a smaller boutique property (typically 5 to 15 rooms) at a revenue scale where $500/month for Growth Partner feels heavy.
You (or someone on your team) have extra time. You can configure a CRM, write your own email subject lines, and follow video instructions without getting stuck.
You have 3 to 5 hours a week you can put into implementation work. Setting up funnels. Writing the first campaigns. Building the email list. Testing the ad creatives.
You genuinely prefer to do your own marketing. You don’t want a weekly call. You don’t want a team telling you what to ship next. You want the tools and you want to be left alone.
You run a B&B, an inn, or a small hotel where the operations team is lean and the owner doubles as the marketing department.
Who the DIY Toolkit Is NOT For.
Owners who want done-with-you support. The right move is Growth Partner.
Owners who want done-for-you delivery. The right move is Concierge.
Owners who don’t have 5 hours a week. The system will sit in the account un-implemented. The $200/month becomes a software bill for software you never used.
Owners who get stuck on technical setup and need someone to talk them through it. The 48-hour email support window is not enough for a property that needs same-day hand-holding. Growth Partner has the live calls. Concierge has the team.
Owners running properties at $1M+ in annual room revenue. The math on your time at that scale typically argues against DIY. Growth Partner usually pays for itself in the time it saves you.
If you’re not sure which side of this list you’re on, the FAQ at the bottom of this page has a 3-question decision tree.
What You Get For $200/Month.
The Myrna Platform
Full CRM. Email and SMS. Automations. Funnels. Booking widget integration. Inside your own account, set up on day one.
The Hotel Marketing Toolkit Snapshot
Preloaded inside your account: the Book Direct funnel, the OTA buy-back funnel, the slow-season campaign, the abandoned-cart recovery sequence, the post-stay nurture flow. Templates you configure for your property and launch when you’re ready.
Standard Automations And Email Sequences
Pre-built sequences ready to customize: welcome series, slow-season reactivation, OTA buy-back, post-stay follow-up, review request. You swap in your property’s voice and your dates, and you ship.
The Members Area
Every implementation task in the system has a video. Walk-throughs, step-by-step setup instructions, edge-case troubleshooting. Implement on your own schedule. Watch on a phone on a slow Tuesday morning. Re-watch when you forget how to do something six months from now.
The Step-By-Step Implementation Course
The 30-day install plan, broken into bite-sized lessons. Week 1: platform setup. Week 2: Foundation document drafted. Week 3: first campaign built. Week 4: launch. Same install plan that Growth Partner clients follow on the Thursday call — you follow it on your own schedule.
The Campaign Template Library
Every email template, every funnel page, every ad creative format, every SMS sequence. Plug in your property’s photos and voice, customize, ship.
The Swipe File Library
Real campaigns that worked, across nine years of client engagements anonymized and scrubbed of client identifiers. The OTA buy-back email that paid for a property’s Growth Partner fee inside 60 days. The Sleeping Baby Campaign that doubled a family hotel’s regional social following in three weeks on a $300 ad spend. The slow-season reactivation sequence that’s the load-bearing wall of every Concierge engagement. The ugly stock-photo Facebook ads that beat a Texas SaaS company’s polished in-house creative by 70 percent in head-to-head testing. The Foundation document templates from multiple boutique-hotel and B2B engagements. Use them as scaffolding. Don’t copy-paste...adapt.
Email Support — 48-Hour Response
You email. We answer inside 48 hours. No live calls. No Slack channel. No same-day turnaround promised. If you need same-day support, Growth Partner is the right tier.
Cancel Anytime
Month-to-month. No annual contract. No cancellation fees. If the platform isn’t working for your property in month two, you cancel and stop paying. The data exports are yours.
The Limits — And Why They Exist.
Toolkit DIY has structural limits that Growth Partner and Concierge don’t have. I’m naming them on this page so there are no surprises in month three.
5,000 contacts maximum in your account. Most boutique properties at 5–15 rooms take 18–24 months to fill that list. If you hit it, you upgrade to Growth Partner.
60,000 emails per month maximum. Three full campaigns to a 5,000-person list per month plus your standard automations. If you need more volume, you upgrade to Growth Partner.
No live calls. No Thursday Revenue Room. No quarterly executive review. No War Room Audit.
No team-side work. The AI Phone Agent is not pre-configured for your property by my team. The quarterly campaign isn’t built and loaded by my team. The Scorecard isn’t generated and delivered monthly. You do every step of the work on your own schedule.
No 30-Day Activation Guarantee. The activation guarantee on Growth Partner exists because my team is on the hook for delivering inside 30 days. On DIY, the delivery depends on what you do. So there’s no structural guarantee — you cancel anytime if it doesn’t work for you, but I don’t refund a month of platform access you’ve used.
Honest read: the limits exist for two reasons. First, the contact and email caps let me keep the price at $200/month sustainably — running a CRM platform at no caps would push the price closer to $500/month, which is Growth Partner territory. Second, the no-live-calls and no-team-side-work is the actual structural difference between DIY and Growth Partner. If I included it, there would be no reason for the Growth Partner tier to exist.
Why I Built The DIY Tier.
For ten+ years, the Hotel Marketing Toolkit was sold one way: white-glove done-for-you at $5,000 onboarding plus $1,000 – $3,000 a month. That tier (Concierge) still exists and still produces. It’s the right move for owners who want the system completely off their plate.
Last quarter I added Growth Partner — the same engine at $500/month, no setup fee, done-with-you. Built for the owners who passed on Concierge because of the five-figure check up front but who still wanted senior attention on the system.
This page is the third tier. The owner I built it for is the owner who told me, on a Strategy Briefing call last winter, that he ran a 9-room property in upstate New York, did his own marketing on a quiet Tuesday morning every week, and didn’t need a weekly call to tell him what to do — he just needed better software and better templates than what he could find by piecing together six different platforms.
He was right. The pieced-together stack was the problem. The Toolkit’s software-and-templates layer was what he needed.
So I split the system into the three tiers above. Concierge for owners who want it done for them. Growth Partner for owners who want it done with them. Toolkit DIY for owners who genuinely want to do it themselves — and just need real software and real templates and a few hours a week.
If you’re in the third group, this is the tier. If you’re not — Growth Partner or Concierge is the right answer, and I’d rather you start on the right tier than waste $200 a month on a software subscription you never implement.
— Anthony Butler, Helena, Montana
Frequently Asked Questions
Q: How do I know if DIY is the right tier for me?
Three quick questions. First: do you have 5+ hours a week you can put into marketing implementation? If no, DIY is wrong — Growth Partner or Concierge is right. Second: do you have technical chops, or someone in-house who does? If no, DIY is wrong — Growth Partner. Third: do you prefer to do your own marketing rather than have someone do it with you or for you? If no, DIY is wrong. If you said yes to all three, DIY is the right tier.
Q: Can I upgrade to Growth Partner or Concierge later?
Yes. We plan for 40% of DIY subscribers to upgrade to Growth Partner within their first year because they hit the contact or email limits, or because the time cost of doing it themselves stopped being a trade they wanted to make. Upgrading is a one-click change inside your account. The onboarding fee on a DIY-to-Growth-Partner upgrade is waived.
Q: Is there a guarantee?
No. The 30-Day Activation Guarantee on Growth Partner exists because my team is on the hook for delivering inside 30 days. On DIY, the delivery depends on what you do — so there’s no structural guarantee. What there is: you cancel anytime, month-to-month, no contract. If DIY isn’t working for your property in month two, you cancel and stop paying. Used months are not refunded.
Q: Is support truly email-only?
Yes. 48-hour response window on weekdays. No live calls. No Slack. No same-day turnaround promised. If you need same-day or faster, Growth Partner is the right tier — it includes a private support channel with a 24-hour response.
Q: What if I outgrow the 5,000 contacts limit?
You upgrade to Growth Partner. The upgrade is one click and your data carries over cleanly. Most DIY properties hit the contact limit somewhere between month 18 and month 24, depending on traffic and lead capture intensity.
Q: Does DIY include the AI Phone Agent?
The AI Phone Agent is available on DIY as a configurable feature inside Myrna, but you set it up yourself using the implementation videos. The team setup, optimization, and quarterly script reviews that come with Growth Partner are not included. If the AI Phone Agent is important to your property and you’d rather not configure it yourself, Growth Partner is the right tier.
Q: Does DIY include the Direct Booking Scorecard?
Not as a delivered monthly report from my team. The data inside Myrna is available to you and you can build your own report from it using the dashboard templates included in the members area. The monthly Scorecard with the executive summary that goes to Growth Partner clients and the longer narrative version that goes to Concierge clients is not part of DIY.
Q: What’s the difference between this and just buying a CRM?
Two things. First, the snapshot — the Hotel Marketing Toolkit configuration on top of Myrna is the result of nine years of testing campaigns on boutique hotels. A generic CRM gives you a blank account; DIY gives you a fully-templated boutique-hotel-specific configuration on day one. Second, the templates and swipe file library — every campaign, every funnel page, every email sequence, all anchored on real boutique hotel results. The CRM alone is the engine; the templates are the playbook.
Q: What happens if I cancel and re-subscribe later?
You start fresh at the then-current price. DIY pricing is locked at $200/month for active subscribers. If the price increases (which is likely as the Toolkit’s underlying infrastructure costs go up), current subscribers keep their grandfathered rate. Re-subscribers come in at the then-current rate.
Q: What if I have a question that isn't on this page?
Text me directly at (406) 747-0921. Easiest way to reach me. I read every text. I don't hide behind forms.
Ready?
DIY is $200/month. No setup fee. Month-to-month. Cancel anytime.
Everything above is included from day one. The platform installs inside 10 minutes of subscribing — you get a welcome email with your login and your members area access, and the implementation course is unlocked.
If you’ve read this entire page and you’re still not sure which tier is right for your property, text me at (406) 747-0921. One sentence. Tell me where you are. I’ll tell you which tier is the right starting point.
P.S.
If you signed up for the DIY tier and then realize in month two that you actually need the live calls, you upgrade to Growth Partner with one click. The onboarding fee on the upgrade is waived for DIY subscribers in the first 12 months. About 40% of DIY subscribers make that upgrade — usually around month 4 or 6, when they realize the time cost of doing it themselves is bigger than the $300/month difference to Growth Partner.
P.P.S.
If you’d rather start with the Sold-Out Slow-Season Playbook (the free + shipping book) before subscribing to anything, that’s a fine starting point too. The book walks the entire methodology in 150+ pages. You can read it, decide if the approach is right for your property, and then come back to this page. The book is at https://thehotelmarketingtoolkit.com/playbook.
