Outer Spaces Executive Roundtable Summary

Strategic Response to Customer Research Crisis

Date: October 11, 2025 Participants: CEO, VP Marketing, VP Sales, VP Product Source Materials: 19 customer simulation reports, company roadmap, market analysis

Executive Summary

The executive team has completed a comprehensive review of customer simulation research revealing a catastrophic 68.4% conversion failure rate among high-intent buyers. The team has developed a coordinated strategic response that addresses immediate conversion issues while continuing to build our distributed energy vision.

The Crisis in Numbers

Initial Interest: 72.4% average purchase likelihood
Final Interest: 51.8% (-20.6 percentage points)
Would Purchase: 6 of 19 personas (31.6%)
Would NOT Purchase: 13 of 19 personas (68.4%)
Revenue Impact: $551,000+ left on table from just 19 personas (75% loss rate)
Extrapolated Impact: $10M+ annual revenue at risk across full customer base

Strategic Approach: Dual-Track Execution

Dual-Track Strategy:

Track 1: Conversion Crisis (Immediate - 0-90 days) - Fix technical documentation gaps - Add human touchpoints - Address geographic service transparency - Solve trust and credibility barriers - Focus: Fix bleeding, recover $551k+ revenue at risk

Track 2: Distributed Energy Vision (Parallel - Ongoing) - Continue battery storage development - Continue solar panel integration - Continue solar louvres innovation - Build long-term differentiation moat - Focus: Strategic positioning for future market leadership

Integrated Resource Allocation

Revised Investment (6 Months)

Conversion Fixes: $620k-$931k (70% of budget) - Marketing: $230k-$355k - Sales: $365k-$530k - Product documentation/testing: $25k-$46k

Energy Roadmap (CONTINUE): $270k-$380k (30% of budget) - Under deck battery storage: Continue R&D - Solar panel integration: Continue development - Solar louvres: Continue innovation - Engineering team: Continue hiring/building

Total Investment: $890k-$1,311k

How Energy Vision Informs Conversion Fixes

Even though energy isn't the immediate focus, it influences our approach:

1. Technical Credibility Strategy

Connection: Energy requires sophisticated engineering → Demonstrates technical depth Action: When creating technical spec library (30-day priority), INCLUDE energy-ready infrastructure specs: - "Battery-ready electrical infrastructure" - "Solar-ready structural load capacity" - "Future energy integration pathways"

Benefit: Shows analytical buyers (David Weinstein, Robert Chen) that we're engineering-forward, not just design-focused.

2. Partnership Positioning

Connection: Energy vision opens strategic partnerships Action: When developing partnership frameworks (60-90 days), INCLUDE energy ecosystem: - Tesla Powerwall integration discussions - Solar installer partnership network - Utility company relationships

Benefit: Positions Outer Spaces as platform play, not just product company.

3. Values Transparency

Connection: Distributed energy = authentic sustainability, not greenwashing Action: When addressing values gaps (Alex & Jamie's greenwashing concerns), LEAD with energy vision: - "We're not just sustainable materials - we're building distributed energy future" - Shows commitment beyond marketing claims - Differentiates from competitors with surface-level green messaging

Benefit: Solves authenticity concerns from values-driven buyers.

4. Premium Pricing Justification

Connection: Energy features justify $50k+ price points Action: When developing multi-unit buyer programs, INCLUDE energy-enabled SKUs: - Standard: $12k-$34k (current) - Energy-Ready: $35k-$50k (infrastructure for future battery/solar) - Energy-Enabled: $50k-$100k (integrated battery + solar)

Benefit: Provides upgrade path for high-value buyers (Jordan Blake $120k, Robert Chen $135k).

5. Geographic Expansion Strategy

Connection: Energy value varies by region (California vs. Texas energy costs) Action: When planning geographic expansion (90-day priority), CONSIDER energy market dynamics: - California: High energy costs, strong solar incentives - Texas: Grid instability, strong battery storage value - Arizona: Extreme heat, solar generation peak

Benefit: Energy features may accelerate adoption in specific markets.

Product Roadmap

Immediate (0-90 days) - PARALLEL TRACKS

Track A: Conversion Fixes (70% effort) 1. Technical documentation sprint ($85k) - Structural specs, climate testing, material certifications - INCLUDE: Battery-ready electrical specs, solar-ready structural capacity 2. Multi-unit coordination process 3. Use-case specification packages 4. Pool deck optimization

Track B: Energy Development (30% effort - CONTINUE) 1. Battery storage engineering refinement 2. Solar panel integration prototyping 3. Solar louvres technical validation 4. Energy partner discussions (Tesla, solar installers)

No conflict - both tracks progress.

Medium-term (90-180 days) - INTEGRATION PHASE

Conversion improvements begin incorporating energy positioning: 1. Website messaging evolves to include energy vision 2. Sales materials reference energy roadmap 3. Partnership discussions include energy ecosystem 4. Customer education on energy-enabled future

Energy development continues: 1. First battery storage pilot installations 2. Solar panel production partner selection 3. Energy-enabled SKU development 4. Regulatory/permitting for energy features

Long-term (6-12 months) - ENERGY DIFFERENTIATION

Energy features become market differentiator: 1. Energy-enabled product line launches 2. "First outdoor living space with integrated energy" positioning 3. Partnership network operational (Tesla, solar, utilities) 4. Category leadership in "energy-enabled outdoor living"

Why This Dual-Track Approach Works

1. Solves Immediate Crisis

Still addresses 68.4% conversion failure
Still recovers $551k+ revenue at risk
Still fixes technical credibility gaps

2. Protects Long-Term Vision

Energy development continues uninterrupted
Strategic differentiation builds in parallel
First-mover advantage in energy category preserved

3. Creates Reinforcing Strategy

Energy vision enhances technical credibility (conversion fix)
Energy partnerships strengthen values transparency (conversion fix)
Energy roadmap justifies premium pricing (conversion fix)
Documentation work supports both tracks (energy specs = credibility)

4. Resource Efficient

Same team, parallel workstreams
Documentation sprint covers both conventional AND energy specs
Partnership framework serves both sales AND energy ecosystem
Geographic expansion considers both current AND energy market dynamics

Key Strategic Decisions

✅ YES - Continue

Under deck battery storage development
Solar panel integration development
Thin integrated solar louvres innovation
All energy roadmap items from 01-company-roadmap.md

✅ YES - Accelerate

Technical documentation (includes energy-ready specs)
Partnership development (includes energy ecosystem)
Geographic expansion (considers energy market dynamics)
Premium SKU development (includes energy-enabled tiers)

Week 1 Priorities

Product Team - DUAL FOCUS

Conversion Track (60% of time): - Begin technical documentation sprint - Structural engineering specs - Climate testing planning

Energy Track (40% of time): - Continue battery storage engineering - Solar panel integration planning - Energy partner outreach (Tesla, solar installers)

Marketing Team - INTEGRATED MESSAGING

Immediate: - Fix service area transparency (Day 1-2) - Add human touchpoints (Day 2-3) - Create founder story page (Day 3-5)

Energy Integration: - Founder story INCLUDES energy vision - Technical specs INCLUDE energy-ready infrastructure - Partnership page MENTIONS energy ecosystem plans

Sales Team

Activate 171-lead pipeline
Reach out to top 6 opportunities
Position energy roadmap as key differentiator

CEO

Approve conversion fix budget
Continue energy development in parallel
Frame as dual-track execution strategy

Investment Summary

Total 6-Month Investment: $890k-$1,311k

Allocated to: - 70% Conversion Fixes: $620k-$931k - Marketing, Sales, Product documentation/testing - Solves immediate 68.4% failure rate

30% Energy Vision: $270k-$380k
Battery storage, solar panels, solar louvres
Builds long-term strategic moat
CONTINUES uninterrupted

ROI: - Conversion fixes: $11.5M-$19M revenue impact (12 months) - Energy features: Strategic positioning + future premium SKUs (18-24 months) - Combined: Immediate revenue recovery + long-term category leadership

Competitive Advantage of Dual-Track

Why this approach creates strategic advantage:

No competitor has energy-enabled outdoor living
First-mover window: 12-24 months
Continuing development maintains competitive advantage
Energy vision solves credibility gap
Technical sophistication signals quality
Long-term thinking signals authenticity
Strategic partnerships signal scale
Creates upgrade path for existing customers
Current buyers can add energy later
Future-proof value proposition
Reduces purchase risk
Attracts different investor profile
Energy + outdoor living = bigger TAM
Climate tech + consumer = hot category
Platform potential vs. product company

Messaging Guidance

How to Talk About Energy Vision (Even Though Not Current Focus)

Customer-Facing: - "We're building the future of outdoor living with integrated energy solutions coming soon" - "Every Outer Space is energy-ready - battery and solar integration planned for 2026" - Shows forward thinking without over-promising current capabilities

Investor-Facing: - "Phase 1: Premium outdoor living with one-day installation (now)" - "Phase 2: Energy-enabled outdoor living with battery + solar (2026)" - "Phase 3: Distributed energy platform for homes (2027+)" - Shows vision trajectory without distracting from current execution

Internal Team: - "Fix conversion now, build energy future in parallel" - "Every decision considers: Does this enable or block energy integration?" - Keeps team aligned on dual priorities

Partnership Discussions: - Lead with current traction, introduce energy vision - "We're the outdoor living company builders trust - and we're adding energy next" - Positions for strategic partnerships (Tesla, solar installers, developers)

Success Metrics

6-Month Success - Conversion

✅ 50-55% conversion rate (from 31.6%)
✅ $200k-$300k monthly revenue
✅ 171-lead pipeline activated
✅ Geographic expansion underway

6-Month Success - Energy Development

✅ Battery storage prototype complete
✅ Solar panel integration partner selected
✅ First energy-ready SKU designed
✅ 2+ energy ecosystem partnerships signed (Tesla, solar installer, utility)
✅ Energy vision included in 100% of marketing materials

12-Month Success

✅ 60-65% conversion rate
✅ $15M-$20M revenue run rate
✅ First energy-enabled installations (pilot)
✅ "Energy-enabled outdoor living" category leader positioning

Conclusion

Strategic Approach: Parallel execution - fix conversion AND build energy future simultaneously.

Why This Works: - Total investment: $890k-$1,311k over 6 months - Solves immediate crisis (68.4% conversion failure) - Protects long-term vision (distributed energy) - Creates reinforcing strategy (energy enhances credibility) - No trade-off required - both tracks support each other

Key Insight: Energy vision isn't a distraction from conversion fixes - it's actually part of the SOLUTION. Technical sophistication, strategic partnerships, values authenticity, and premium justification all benefit from energy positioning.

Immediate Next Steps: 1. Execute Week 1 priorities starting Monday, October 14 2. Approve Phase 1 budget ($175k-$236k) 3. Begin hiring VP of Sales immediately 4. Launch technical documentation sprint 5. Activate 171-lead pipeline outreach

Status: ✅ Executive roundtable complete. Strategies documented. Ready for execution.

Appendix: Strategy Document Locations

CEO Strategic Guidance: /Users/randuin/code/outer/research/ceo/STRATEGIC_GUIDANCE.md (44k)
Marketing Strategy & Todos: /Users/randuin/code/outer/research/marketing/STRATEGY_AND_TODOS.md (57k)
Sales Strategy & Todos: /Users/randuin/code/outer/research/sales/STRATEGY_AND_TODOS.md (86k)
Product Strategy & Todos: /Users/randuin/code/outer/research/product/STRATEGY_AND_TODOS.md (75k)

Total Strategic Documentation: 262k words across 4 comprehensive plans

Prepared by: Executive Team Collaborative Session Date: October 11, 2025 Next Steps: Execute Week 1 Action Plan starting Monday, October 14