All you need to do is drive traffic to the squeeze page, then they get the free plugin. When they optin they become your customer for life. They are hard coded to you, InstaFunnel automatically sends a follow up email sequence using their proven emails that offer them the other six products for sale.
They claim that the email sequence is proven to have an open rate of at least 29.5%, it is sent out over a 30 day period. The leads can be downloaded so you can put them into your own autoresponder for further marketing after the 30 day sequence has finished (you can download them at any point, but probably best to leave them in until it's done).
The other products included in the sales funnel are Jack Jacker Gold, Link Master, Profit Canvas, Affiliate Trax, Video Takeover and Bretts Circle Agency.