Monday Strategy Meeting
Deliverables Dossier

Pulled from what's actually already running (checked live, not assumed) plus what's still open. Real names, real tools, real blockers.

FYI, not a blocker: DealTracker (Char's CRM) lives in claude.ai's Cowork, a separate product this session can't reach — not something to worry about unless Char needs help inside that session directly.

Batches 4–10 of the cold-email send keep firing automatically Monday morning through mid-afternoon regardless of the meeting — no action needed, just don't be surprised if replies start coming in mid-meeting.

Not a promise to hit $5M by Monday — a real bridge from where we are to where we're going, sized to what 3–5 people wearing multiple hats can actually execute before there's budget for a dedicated sales hire.

What it takes to close the gap, by average contract value

These are placeholders, not a prerequisite for executing — real per-client numbers live in Rev.io and/or QuickBooks (not currently accessible here; the invoicing tool in use since this year is). Not worth chasing down access before Monday: the real signal right now is deals landing, and there are zero of those yet. Swap in real ACV whenever it's convenient — the model updates itself once it does. Upsells to the existing $792K book (Section 03) reduce the "net-new client" count below, since expansion revenue doesn't need a new logo.

Reality check: at 3–5 people with no dedicated closer yet, 20+ new logos/month is not happening in month one. That's what Phase 1 below is for — prove the engine on a small number, then reinvest to hit these paces.

Three phases

1. Phase 1 — Prove it (Days 1–90)Squeeze the zero-CAC lever first: run the upsell matrix (§03) against the real client list. In parallel, get offers live with real guarantees, start the AI-calling pilot on cold outreach, and launch 1–2 paid channels small. Goal isn't revenue volume — it's a documented CAC and close rate we can point to.
2. Phase 2 — Fund the hire (Months 3–12)Take whatever channel had the best CAC in Phase 1 and put real budget behind it. Use the Phase 1 numbers to justify the first dedicated sales hire (or a full-time internal reassignment) so outreach volume stops being capped by everyone's spare time.
3. Phase 3 — Scale to $5M (Year 2)Sales hire(s) run the outbound motion full time. Frank and the local team shift toward Tier B large-deal accounts and partnerships. CTV and the pre-built-website strategy come online once Phase 1–2 cash flow can fund the upfront spend.

Who executes what, starting Monday

Proposed split for the 3–5 people already wearing multiple hats — confirm/reassign in the meeting. Draft

Channel priority — cheapest and fastest to cash, first

1. 1. Existing client upsellZero CAC, fastest cash in the door. Start this week, not after Monday.
2. 2. Cold outreach + AI-calling pilotLow cost, fully in our control, can start immediately alongside #1.
3. 3. Paid social (Facebook/Instagram/Google Display)Small test budget, fast feedback loop on what messaging actually converts.
4. 4. Chaston content seriesSlower payoff, compounds for free — run in parallel, don't wait on it for near-term revenue.
5. 5. CTVHold until Agility Ads' actual self-service pricing is confirmed and #1–3 are validated — it's the biggest commitment on the list.
6. 6. Pre-built websitesHold until #1–3 are funding the upfront production time; strongest as a Phase 2 lever.

A real menu, not one option per line — pick a hero offer per service line Monday, keep the rest as upsell/alternate paths. All prices are starting anchors sized to typical small-business market rates; adjust to your actual margins before anything goes out. Draft — needs approval

Telecom — built around ZAC

The real edge over most competitors: Zultys' ZAC app puts the entire phone system — desk, laptop, and cell — into one application, with internal, external, and video conferencing all included. Most competitors sell a desk phone and call it done, or charge extra for a mobile app and video separately. Lead every telecom offer with that, not the hardware.

Website Development

Managed IT (MSP)

SEO / AEO

Full structure in Section 06 — summarized here as the offer line: a 90-day introductory SEO/AEO package with a defined, realistic improvement guarantee rather than a vague "more traffic" promise.

Production workflow, platform research, and the two active creative tracks: Chaston's video series and the Beverly Press ad.

Production workflow — resizing one master ad

Higgsfield — ready-to-generate ad prompts

Built from confirmed brand facts: DirecTech Connect, tagline "Your Office In The Cloud," navy #1F497D / light blue #7EB3F0, phone 1-866-832-7117. Swap in the exact locked offer copy once Frank approves it Monday — these are ready to paste into Higgsfield as-is otherwise.

Monday sequence: lock offer copy in the meeting → top up the shared Higgsfield account → generate images/video above with the final copy swapped in (only runs through this connected account — one team login, no separate access for Alan) → reframe the master video for 9:16/1:1 → hand everything to Adobe Express for text-safe-zone/CTA overlays and per-channel export (workflow above).

Chaston video series — "Walking Around Music City"

Recurring short-form series; each episode opens on a real local-business pain point, not a studio pitch.

Needs from Chaston: confirm cadence (weekly?), who scripts vs. improvises on camera, and a standing list of consenting local businesses to feature.

Connected TV (CTV) — via Agility Ads

For context while we wait on our own numbers, competitor self-serve CTV platforms range widely: Vibe.co from ~$50/day, Roku Ads Manager ~$500/campaign minimum, Brandzooka from ~$1,000, and some platforms (ad:personam) with no stated minimum. CPMs across the category start around $7. Treat these as market bracketing, not a quote.

Beverly Press advertisement

Alan is creating the ad from existing materials. Before it runs: confirm the creative reflects whichever offers get approved Monday — no point running an ad with stale messaging the same week we finalize new offers.

Three tracks, sized for the 3–5 people already wearing multiple hats today — nothing here waits on a sales hire. Mine the base we already have, run a structured cold-outreach process, and use AI calling to cover volume the team doesn't have hours for.

Existing clients — upsell matrix

Template to run against the actual client list (needs the list pulled before Monday to fill in real names/counts):

Goal: revenue growth without new acquisition cost. Owned: you, weekend of Jul 11–12 — pull the real client list and run it against this matrix so outreach is ready to fire the moment Monday's pricing is approved (see Action Plan).

Cold outreach process

1. CallLead with the identified pain point for that business type, not an intro pitch.
2. No answer → voicemailShort, specific, references something real about their business — never generic.
3. Day 1–3 follow-upText or email restating the same pain point, one clear next step.
4. Day 7 second callNew angle or new offer, not a repeat of call 1.
5. Day 14 breakup"Should I close the file?" — often the highest-response message in the sequence.

Voicemail skeleton"Hey [name], this is [rep] with [company] — I was looking at [specific thing: their site load time / their phone system / their reviews] and noticed [specific pain point]. I've got an idea that could fix that fast. Call me back at [number], or I'll try you again in a couple days."

In-person visits

Same rule as the call: walk in with an already-identified problem and a specific fix, not a pitch. Framed as a consultation, not a sales visit — "I noticed X, here's what I'd do about it" beats any brochure.

AI outbound calling

All-in usage typically runs $0.07–$0.25/min plus a $99–$499/mo platform fee; a typical SMB running ~1,000 short calls/month lands around $200–$600/mo all-in. Owned: you, weekend of Jul 11–12 — sign up for a Synthflow or Aloware trial so it's ready to load with real leads Monday afternoon (see Action Plan), tested for a month against a human-only baseline before committing to a vendor.

Two frameworks from Alex Hormozi's $100M Offers and $100M Leads, applied directly to the offers above rather than summarized in the abstract.

Applied to our offers: the 5-Day Website Sprint and Phone System Fast-Start already attack the "Time Delay" term directly. The free assessments attack "Effort & Sacrifice" — zero risk to say yes. What's still missing across most of the drafts in Section 01 is a stated guarantee, which is what raises "Perceived Likelihood." Every offer we bring Monday should have one.

Discuss Monday: which of these ingredients is missing from each service line's offer, and who owns adding a real guarantee before anything goes to market.

Build the site before the conversation, then sell the finished thing instead of a promise. Built — not just a concept

Build an attractive, ready-to-launch website for a prospect before outreach, using their real business name/info. Lead with "I already built this for you" instead of a cold pitch — then sell the Free Website / 1-Year Hosting offer (§01) to make it real and permanent.

A 90-day on-ramp designed to convert into a long-term monthly contract — with a guarantee that's honest about what SEO can and can't promise in 90 days.

This is the offer referenced from Section 01 — bring it here fully built out rather than duplicated.

• Day-by-day action plan — tasks assigned to you, Alan, Chaston, Char, David through Monday. Ready
• Cold-email campaign — 196 leads, 10 batches, already running; 6–7 more fire Monday. Live
• Higgsfield ad prompts — 5 ready to paste; credits need topping up first. Blocked on credits
• $5M ARR bridge & phased plan — gap sized, phases set, team lanes proposed. Draft
• Promotional offers per service line — drafted, needs Frank's pricing approval. Draft
• Ad concepts & campaign themes — channel/format plan ready. Researched
• Chaston video series concepts & scripts — 8 episode topics drafted, cadence unconfirmed. Draft
• Adobe resizing workflow — confirmed: Auto Reframe (Premiere) + Express presets. Researched
• CTV research (Agility Ads) — platform confirmed real; pricing needs pulling from our own account. Open
• Beverly Press ad status — Alan producing; confirm messaging matches approved offers. Open
• Existing client upsell strategy — matrix framework ready, needs client list run against it. Draft
• Cold calling & in-person prospecting plan — sequence and scripts drafted. Draft
• AI calling platform recommendation — Synthflow/Aloware pilot recommended. Researched
• Acquisition.com takeaways — Value Equation & Core Four applied to our offers. Researched
• Pre-built website sales strategy — not just a concept: the generator tool is built and tested (§05). Built
• 90-day SEO/AEO introductory offer — structure and guarantee language drafted, pricing open. Draft