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30-Day Execution Plan: Quick Start Guide

Full Plan: /Users/randuin/code/outer/research-site/docs/marketing/30_DAY_EXECUTION_PLAN.md

The Problem (60 Seconds)

  • 68.4% conversion failure among high-intent buyers
  • $551k+ revenue blocked from just 19 personas
  • 171 pipeline leads sitting idle
  • Attracting right customers, losing them to preventable gaps

The Solution (30 Days)

Week 1: Stop the Bleeding ($5k budget)

✅ Service area transparency (ZIP checker, waitlist) ✅ Human touchpoints (phone, chat, consultations) ✅ Trust signals (founder story, reviews) ✅ Pipeline segmentation (171 leads → 4 segments)

Goal: Fix conversion killers, prep pipeline activation

Week 2: Activate Pipeline ($5.2k budget)

✅ Launch email campaigns (171 leads) ✅ Phone call blitz (top 30 leads) ✅ Personal CEO videos (top 10 leads) ✅ Strategic partnership outreach (Aria, Keisha, Carlos, Priya)

Goal: 15-20 consultations booked, 8-12 sales closed

Week 3: Build Credibility ($17.8k budget)

✅ Technical spec PDF (15-20 pages) ✅ 3 use-case pages (Pool Decks, Large Gatherings, Multi-Property) ✅ Values transparency page ("Our Impact") ✅ 10+ customer reviews collected

Goal: Convert analytical buyers, prove technical credibility

Week 4: Prepare to Scale ($8.8k budget)

✅ 3 partnership programs (Developer, Content Creator, Trade Pro) ✅ Geographic expansion roadmap (top 3 markets) ✅ Metrics dashboard operational ✅ 60-day action plan documented

Goal: Build distribution channels, plan next phase

Expected Outcomes

Conversion: - 31.6% → 40-45% conversion rate (+8-14 points) - 8-12 sales from pipeline ($200k-300k) - 15-20 consultation bookings

Foundation: - Technical specs complete - 10+ customer reviews - 4+ partnership conversations - 50+ waitlist signups (expansion markets)

Revenue: - $250k-375k in 30 days (vs ~$50k typical month) - 3-4x improvement in monthly run rate - Proven unit economics for Series A

Critical Success Factors

MUST DO: 1. Start Monday, October 14 (no delays) 2. Ship functional, iterate later (don't wait for perfect) 3. Prioritize ruthlessly (cut low-impact items if needed) 4. Daily standups (15 min: what shipped, what's shipping, what's blocked) 5. Weekly sprint reviews (Fridays: metrics, adjustments, next week)

MUST AVOID: 1. Perfectionism (kills speed) 2. Scope creep (protect Week 1-2 goals) 3. Analysis paralysis (make decisions <24 hours) 4. DIY everything (hire contractors for speed) 5. Waiting for alignment (bias toward action)

Day 1 Action Items (Monday, Oct 14)

Marketing Lead: - [ ] Add ZIP code checker to homepage - [ ] Create service area page + waitlist form - [ ] Set up CRM tracking by state - [ ] Request customer reviews (email 16 customers)

Web Developer: - [ ] Implement ZIP checker functionality - [ ] Add phone number to header (click-to-call) - [ ] Set up Calendly integration

CEO: - [ ] Write first draft of founder story (800 words) - [ ] Approve Week 1 budget ($5k) - [ ] Schedule Week 2 partnership outreach prep

Sales Lead: - [ ] Export 171 pipeline leads - [ ] Begin segmentation (CA vs. non-CA, hot vs. warm vs. cold)

Week 1 Must-Ship Checklist

By end of Week 1, these MUST be live:

  • [ ] ZIP code checker on homepage
  • [ ] Service area page published
  • [ ] Waitlist form operational
  • [ ] Phone number in header
  • [ ] Calendly consultation booking live
  • [ ] Intercom chat widget installed
  • [ ] "Our Story" page published
  • [ ] Review request sent to 16 customers
  • [ ] Pipeline segmentation complete

If these don't ship, everything else fails. Protect Week 1 at all costs.

Budget Summary

Week Focus Budget
Week 1 Emergency fixes $5k
Week 2 Pipeline activation $5.2k
Week 3 Technical credibility $17.8k
Week 4 Scale preparation $8.8k
TOTAL 30 days $36.8k

ROI: $250k-375k revenue on $37k investment = 578%-918% ROI

Key Contacts to Activate

Immediate Priority (Week 2): 1. Aria Thompson - Tech founder, 92% purchase + investor + advisor 2. Brandon & Chris Taylor - 52% likelihood, just need AZ heat data 3. Hassan & Layla Al-Rahman - 45% likelihood, capacity question 4. Keisha Williams - 72% likelihood + $80k-120k content value

Strategic Partnerships (Week 2-4): 1. Carlos Mendez - Developer, $200k-400k annual pipeline 2. Priya Sharma - Brooklyn designer, trade channel + NYC insight 3. Top 30 pipeline leads - Phone call blitz

Decision-Making Protocol

Decisions <$1k: Marketing Lead approves (same day) Decisions $1k-$5k: CEO approves (same day) Decisions >$5k: CEO + team discussion (<24 hours)

No decision takes >24 hours. Bias toward action.

Success = 8 of 10 Criteria

MUST ACHIEVE (Critical): 1. ✅ Conversion rate: 31.6% → 40%+ (pass if 38%+) 2. ✅ Pipeline sales: 8-12 closed (pass if 6+) 3. ✅ Technical specs: Published and live 4. ✅ Consultation bookings: 15-20 total (pass if 12+)

SHOULD ACHIEVE (High Priority): 5. ✅ Revenue: $250k-375k (pass if $200k+) 6. ✅ Reviews: 10+ verified (pass if 8+) 7. ✅ Partnership conversations: 4+ (pass if 3+) 8. ✅ Waitlist: 50+ signups (pass if 30+)

NICE TO ACHIEVE (Stretch): 9. ✅ Use-case pages: 3+ published (pass if 2+) 10. ✅ Partnership programs: 3 frameworks (pass if 2+)

The Bottom Line

You have a conversion crisis, not a product problem.

The 30-day plan fixes it with surgical precision: - Week 1: Stop the bleeding (service area, human touchpoints, trust) - Week 2: Activate pipeline (171 leads → $200k-300k) - Week 3: Build credibility (specs, use-cases, values) - Week 4: Prepare to scale (partnerships, expansion, planning)

Outcome: 3-4x revenue improvement, proven unit economics, Series A readiness.

START MONDAY. SHIP FAST. ITERATE FASTER.

Full 30-Day Plan: /Users/randuin/code/outer/research-site/docs/marketing/30_DAY_EXECUTION_PLAN.md Questions? Review full plan for detailed action items, budgets, success metrics, and risk mitigation.