ISSUE 01·FOR CONSUMER BRANDS·PRE-LAUNCH — $5M ARR
We run and install your social growth engine.
A 3-month fractional engagement for early-to-mid stage consumer brands (pre-launch to ~$5M ARR) with a small internal team. We build the whole system — strategy, content, creators, organic, and the paid that scales what works — then hand your team the keys. Organic-first, founder-led, and built so you own it on Day 91 without us in the room.
ENGAGEMENT
3-month fixed retainer
FORMAT
Fractional · organic-first
STAGE
Pre-launch — $5M ARR
INDEX
01 / 10
02 / THE PROBLEM
Your last social push didn't fail because of the creators.
01 / FEAR
The budget burn.
Five-figure deals stacked three or four deep. Not one signup attributable to a specific post. The check cleared. The pipeline didn't.
02 / FEAR
The signal problem.
Reach, views, follower deltas. Numbers that answer every question except the one your CFO actually asked. The deck arrives. The room goes quiet.
03 / FEAR
The handoff that never happened.
The agency ran the campaign. The retainer ended. Your team inherited a Notion page of contacts and zero working infrastructure. Six months later, nobody can re-run it.
This is a structural problem. Structural problems don't get fixed by another agency. They get fixed by installing a system.
03 / OUR APPROACH
What we commit to in every engagement.
The channel mix changes brand to brand — some need founder-led content, some need creators, some are ready for paid. These three commitments don't.
COMMITMENT / 01
01
Organic proves it before paid scales it.
The creative that wins in paid was proven in organic first. Organic — founder-led posts, micro-creators, owned content — is the cheapest, fastest loop for finding what actually converts. We build that loop before we recommend a single dollar of ad spend, and the winners become the briefs your paid budget multiplies. Paid doesn't find what works. It scales what already did.
COMMITMENT / 02
02
Measurement before we spend a dollar.
Weeks 1 and 2 install the attribution spine: a UTM convention with controlled vocabulary, a per-channel KPI dashboard, conversion funnel definitions, and a documented Promote/Hold/Cut framework. Nothing goes live — no post, no creator, no campaign — until every signup is traceable to its source.
COMMITMENT / 03
03
A handoff that actually works.
Every artifact we ship is built for a non-author to operate. By Day 91, your team runs the whole system from a documented index — no standing calls with us, no dependency. The system is the deliverable, not the campaign.
Three commitments. Five workstreams behind them. Each one ships an artifact you can point to.
04 / WHAT WE BUILD
Five workstreams. Every one ships a named artifact.
WORKSTREAM / 01
Social & Content Strategy
The operating plan for the whole engagement.
- Channel strategy with prioritization rationale — which platforms, why, in what order
- Content pillar framework mapped to business goals
- Positioning and message hierarchy for social
- 90-day content roadmap with go/no-go founder milestones
WORKSTREAM / 02
Content & Scripting System
What to make, why it works, and how to make it without us in the room.
- Hook library and format playbook by platform
- Founder-led content system: talking points, prompts, and a shot framework for unscripted, iPhone-shot content (we direct it, we don't produce it)
- Script bank and brief templates by content type
- Content QA gates and review loop
WORKSTREAM / 03
Creator & Influencer System
The portfolio of niche, high-conversion creators.
- Sourcing scoring rubric — multi-criteria, weighted, with documented cutoffs
- Ranked creator database scored on engagement and audience-fit
- Outreach script bank and DM field guide with platform-aware pacing rules
- Deal templates (gifted / hybrid / paid) and a legal one-pager for creator agreements
WORKSTREAM / 04
Attribution, Measurement & Paid Amplification
Every signup traceable to its source — and a clean bridge to paid.
- Five-parameter UTM convention with controlled vocabulary
- Per-channel KPI dashboard: CPA, activation rate, LTV proxy, time-to-signup
- Promote/Hold/Cut decision framework on a 14-day cadence
- Paid-readiness handoff: which organic winners to scale, packaged as creative briefs for your paid team
WORKSTREAM / 05
Operating Cadence & Team Enablement
A fractional growth team for 90 days. Then your team holds the controls.
- Weekly operating cadence with capped founder time and timed agenda blocks
- Document index with RACI and decision tree
- Day 91 handoff playbook
- Bi-weekly performance brief template designed to lift into board updates
THE IMPORTANT CAVEAT
Every workstream produces a documented, named artifact. We ship the system, then we walk you through how to run it. On Build, your team executes against the strategy; if you'd rather we operate it during the engagement, that's Run. Either way, you own the system at the end.
That's the inventory. Here's what it looks like when it gets shipped.
05 / PROOF · A RECENT ENGAGEMENT
A recent 12-week engagement. What got installed.
A consumer travel platform preparing for a major global event. The brief was clear. The infrastructure wasn't.
▪ Before
What we walked into.
- A creator shortlist top-heavy with macros at $5K–$30K per deal
- No attribution layer — every dollar effectively unmeasured
- No content system the team could run without a freelancer babysitting it
- Founder time consumed by tactical, day-to-day decisions
THE SYSTEM WE INSTALLED · 12 WEEKS
What now operates without us.
- A re-tiered creator portfolio weighted toward niche-fit micros across multiple priority audience segments
- A full attribution architecture with a per-channel KPI dashboard and a documented Promote/Hold/Cut framework on a 14-day cadence
- A paid-readiness bridge: the organic winners, packaged as briefs the team hands straight to paid
- A weekly operating cadence that capped founder time at ~90 minutes/week, with bi-weekly written briefs designed for board updates
- A documented handoff playbook with a decision tree, so the internal team runs the whole system on Day 91 without us
- A documented content and scripting system, including a founder-led format the team films and ships on its own
The deliverable wasn't a campaign. It was an installed growth system the team now owns.
The system works. Here's the loop that makes it run.
06 / THE METHOD
How the loop actually runs.
Organic-first isn't a budget tactic. It's a learning engine. Here's the mechanism — and why we start where we start.
Test cheap and fast.
Founder-led posts and micro-creators ship twenty independent experiments for the cost of one macro deal. Twenty data points about which hook, which content, which creator profile actually converts — not one.
Read the signal.
The attribution spine tells you which posts drove signups, not which got views. Promote what works, hold what's ambiguous, cut what doesn't — on a 14-day cadence.
Scale what won.
The organic winners become the creative briefs your paid budget multiplies. You're not guessing what to put spend behind. You already watched it convert.
This is why the loop starts with micro, not macro:
Micro is a portfolio strategy, not a discount.
Twenty $500 partnerships produce twenty learning experiments. One $25K macro deal produces one.
Micro learning compounds into paid.
The posts that outperform are the briefs you hand your paid team. Paid multiplies what already worked — it doesn't substitute for finding it.
Macro is a bet you can't iterate on.
By the time it reports back, the next cohort has already shipped, learned, and optimized.
The strategy works. The question is whether your team is the right shape for it.
07 / FIT
Who this engagement is for — and who it isn't.
THIS IS FOR YOU IF
This is for you if…
- ↘You're an early-to-mid stage consumer brand (pre-launch to ~$5M ARR)
- ↘You have a small internal team (1–3 people) — or you're ready to let us operate it for you and own it after
- ↘You believe organic growth comes before paid amplification
- ↘You've been burned by a five-figure creator deal, an agency that left no infrastructure, or both
- ↘You want a fractional operator embedded in your team — not another vendor on a status call
- ↘Your category lives in: consumer apps, DTC with community potential, travel and events, CPG with niche audiences
THIS ISN'T A FIT IF
This isn't a fit if…
- ‹You're an enterprise brand with an in-house growth team and existing paid infrastructure
- ‹You want a campaign, not a system — a burst of activity with nothing left behind when it ends
- ‹You're B2B or have no organic content footprint to build from
- ‹You want a vendor who runs it forever and never hands anything back — even our Run tier ends in your ownership, so the system needs a home
- ‹You're shopping on price alone for a generalist when you have a specialist problem
The shortest path to wasting six months is hiring a generalist for a specialist problem. If you read the list and recognized your team, the call is for you.
08 / ENGAGEMENT
One system. Two ways to own it.
The difference between Build and Run is one thing: how much of the doing is on us versus you. Both end with the same installed system — and you owning it. Not sure yet? Start with the audit.
FOR CONTEXT
Our engagements install a system your team owns at the end.
START HERE / AUDIT
Audit
$1,000
one-time · credits toward Build
- A documented plan — your three biggest gaps, prioritized, with exactly what to do by when
- A straight call: run it yourself, or roll it into Build
Yours to keep and execute, whether or not you hire us for Build.
Start with an audit→TIER 01 / BUILD
RECOMMENDEDBuild
$9,000
one-time · $3,000/mo over 3 months
- The full strategy and system — built and live, not just a blueprint
- All five workstreams
- 2 weekly calls: team sync plus founder check-in
- Bi-weekly performance briefs + async support throughout
- Full system handoff at the end of Month 3
Right for brands that want the full fractional-operator experience and intend to own the system.
Book a Strategy Call→TIER 02 / RUN
Run
Custom
on top of Build · inquire
- Everything in Build — plus we run the day-to-day for you: content, creators, organic, and paid
- A $1–2K/month operating fee on top of Build, for as long as you want us hands-on
- Scope flexes to your channels and content volume; we source a vetted execution team if needed (cost-plus)
Right for brands that want it fully done for a defined window — a launch or time-sensitive push — then handed back.
Book a Strategy Call→One engagement shape, however you enter it. Before you pick — here are the questions every founder asks first.