Small Business Audit & Partnership
Phase 1: Small Business Customer & Experience Blueprint
$1,500 (one-time)
Phase 2: 6-Month Lead Engine Build & Coaching
$750/month, 6-month contract
High-end content production: As needed
filming billed separately at a day rate (plus editing).
Phase 1 – Small Business Customer & Experience Blueprint
Investment: $1,500 Timeline: ~2–4 weeks
Goal: Deliver a deep, practical understanding of the ideal customer, a designed end-to-end experience, and a Content Playbook the owner can actually use.
1) Business intake & current-state audit
  • Short but focused interview with the owner.
  • Review:
  • Services, pricing ranges, margins.
  • Current lead sources (referrals, Google, Meta, yard signs, etc.).
  • Website, social profiles, reviews, and any ads running.
  • How inquiries are currently handled from first contact to signed contract.
This sets the baseline story: how the business thinks customers find and choose them.
2) Local market and competitor scan
Lean, targeted research:
Identify key local competitors
(other remodelers, design-build firms, etc.)
Analyze:
  • Their positioning and promises.
  • Their visible customer experience (website, reviews, social).
  • Obvious gaps and weaknesses (trust, clarity, proof, follow-up).

This shows where there is room to win without out-spending everyone.
3) Detailed customer persona lab (psychological + behavioral)
We build detailed psychological profiles of the core customers, not generic "homeowner" demographics:
  • Primary persona: the ideal, profitable remodeling client.
  • Secondary persona: a good, but slightly less ideal client (optional).
For each persona we define:
Situation and context
(why they're remodeling now).
Emotional drivers
(status, security, comfort, aesthetics, resale anxiety, etc.).
Fears and objections
(budget blowouts, contractor flakiness, mess, timeline).
Decision style
(slow researcher, reference-driven, impulse once trust is high).
Trust signals they absolutely need
(reviews, before/after, guarantees, process clarity).
Behavior predictors:
  • Where they look first (search, social, friends).
  • What they click on and what they skip.
  • How they behave when they are serious vs just curious.
  • Triggers that push them from "thinking about it" to "call someone."
This becomes the base for all messaging, offers, and content.
4) Ideal customer experience & touchpoint map
Using the persona work, we design the ideal experience across all relevant touchpoints:
01
First discovery:
Google/search, maps, reviews, social, yard signs, referrals.
02
Research phase:
Website, photo galleries, FAQs, social feeds, testimonials, case studies.
03
First contact:
Call, text, form fill, DM.
04
Sales process:
Estimates, design consults, proposals, follow-ups.
05
Project execution:
Communication, cleanliness, updates, change orders.
06
Post-project:
Final walkthrough, review request, referral request, repeat work.
We document:
  • What the customer should see, hear, and feel at each stage.
  • Where the current experience falls short of that ideal.
  • Which touchpoints matter most for this specific business.
5) Lead handling SOPs and micro-scripts
We turn the experience map into simple, usable SOPs:
  • How quickly to respond to each type of inquiry.
  • What information to gather on first contact.
  • Short scripts for:
  • First call.
  • Estimate scheduling.
  • "Haven't heard back" follow-ups.
  • How many times to follow up and on what schedule.
  • How to track leads (basic CRM or shared sheet with required fields).
Everything is written so a small team or even just the owner can follow it.
6) Budget and channel priorities
We provide clear starting guidance:
  • Recommended monthly ad budget range for this business and market.
  • Priority channels (e.g., Google Search + basic Meta retargeting, or vice versa).
  • Order of operations:
  • Step 1: fix and tighten core trust assets (site, reviews, photos).
  • Step 2: launch one simple, focused lead-gen campaign.
  • Step 3: layer in extras only when the base works.
7) Content Playbook (high-end + phone content)
One playbook, two levels of content:
a) High-end content (produced by us as needed, separate day rate)
We identify specific, high-leverage pieces worth professional production:
1
A main homepage "who we are / how we work" video.
2
1–2 flagship project case-study videos.
3
A trust-building "our process" explainer.
We outline:
  • Concepts, talking points, and shots needed.
  • Where each piece will live (site, ads, email, sales, socials).

Filming and production for these assets are not included in the $1,500.
  • They are scheduled and billed separately at a day rate, with editing included in that scoped work.
  • This keeps costs focused on content that actually moves the needle.
b) Owner-driven phone content
Clear, simple guidance for daily/weekly phone content:
  • Before/after clips.
  • Site walk-throughs and "progress today" updates.
  • Quick tips: "3 mistakes people make when choosing a remodeler," etc.
  • Short customer stories (with permission).
  • Hooks and prompts tailored to the personas and their behavior triggers.
  • How to caption, add a call to action, and where to post (Reels, TikTok, Stories, Shorts, Facebook).
  • Simple rhythm (e.g., 3–5 posts per week) that supports the lead funnel without overwhelming the owner.
The Content Playbook is built so the owner can act immediately, with or without any high-end shoots.
8) Handoff & training
We finish Phase 1 with a focused session (60–90 minutes):
Walk through:
  • Personas and behavior predictors.
  • The ideal customer experience and key touchpoints.
  • Lead handling SOPs.
  • Budget/channel priorities.
  • The Content Playbook.
Answer questions and make sure the owner knows exactly what to do next.
Deliverables: One consolidated bundle (PDF/Docs) covering personas, experience map, SOPs, budget guidance, and the Content Playbook.
This is meant to be meticulous and invaluable: a real operating manual, not a generic "marketing report."
Phase 2 – 6-Month Lead Engine Build & Coaching
Investment: $750/month Term: 6 months
Goal: Implement a lean but effective lead engine based on Phase 1, coach the owner to run it, and use high-end content only where it has clear ROI.
1) Lead system setup
Ensure:
Website/contact flow or landing page is clean and aligned with the persona and ideal journey.
Basic tracking is in place (source tracking, call tracking if appropriate).
Lead tracking sheet or simple CRM is live and matches the SOPs from Phase 1.
2) Build and run the core lead-gen campaign(s)
Within their own ad accounts, we:
  • Set up 1–2 core campaigns (e.g., Google Search for "kitchen remodeling near me," plus possibly a simple Meta campaign).
  • Write ads and simple creative aligned with the persona and experience map.
  • Connect ads to:
  • A trust-focused page or form that matches the ideal journey.
  • Monitor:
  • Lead volume.
  • Cost per lead.
  • Lead quality (using owner feedback).
3) Implement experience changes
Step-by-step, we guide changes to align the real world with the ideal experience:
Adjust website copy and structure where needed.
Tighten response times and follow-up sequences.
Add or refine review requests and referral asks after completed jobs.
Align any offline materials (leave-behinds, yard signs, proposals) with the personas and Content Playbook.
4) Content Playbook execution (phone content + optional high-end shoots)
Phone content:
  • The owner follows the Content Playbook to produce phone-based content regularly.
  • Each month we:
  • Review a sample.
  • Give specific feedback tied to the persona behavior predictors and current campaign performance.
  • Suggest 3–5 new, concrete content ideas that support the active lead-gen campaigns.
High-end content (optional, day-rate shoots):
  • When the time is right (e.g., a standout project, website refresh, or a big seasonal push), we propose specific high-end pieces from the Playbook.
  • If the owner agrees, we:
  • Schedule a film day (or days) billed at an agreed day rate (separate from the $750/month).
  • Capture all planned high-end assets efficiently.
  • Handle editing and delivery, with clear guidance on where and how to use each asset.
This keeps spend focused on content that truly matters and avoids paying monthly for unused production capacity.
5) Monthly optimization & coaching
Every month:
Review:
  • Lead counts and cost per lead.
  • Lead quality (did they show up, were they a good fit, did they close).
  • Any bottlenecks in the journey (slow replies, unclear offers, messy estimates).
Adjust:
  • Campaign settings, copy, and offers.
  • Scripts and SOPs where reality shows they need tightening.
Coach:
  • How the owner or staff are using the Content Playbook.
  • How to use metrics to decide when to spend more, pause, or shift focus.
6) Cadence & end state
Cadence:
  • One monthly strategy/optimization call (about 60 minutes).
  • Short check-ins by email/text/voice notes as needed, with responses within 24 business hours.
At 6 months, the owner has:
A working, simple lead engine they understand.
Detailed psychological customer personas and behavior predictors that guide decisions.
A mapped and improved customer experience from first click to review.
Lead handling SOPs and basic tracking habits in place.
A Content Playbook they've been using, plus any high-end assets produced along the way.
The system is built to be owned by you, not by us.