Breezy
Breezy · Founding Growth Marketer · 90-day plan

From 5 to 50 qualified demos a month.
In 90 days.

Turn on the warm assets we already have to hit the number now, while we build a paid engine that keeps it going after peak season.

10× inbound demos ≈ $9.4k new MRR / month at target Lean, media-only budget
João Primo · Growth plan for Shaun, Giuliana & team
Qualified demos / month, how we get there
target 50/mo Day 0 5 Day 30 Day 60 Day 90 52
Warm assets (list + partners), the burst Paid, the engine
Where we are

Today, inbound is basically zero.
That's the opportunity.

100% outbound today

One rep dials all day; referrals do the rest. About 5 demos a month. Nobody has built the inbound side yet, so there's nothing to fix, only to build.

Invisible in search

No Google Ads running. Roughly 110 organic visits a month. The whole search channel is wide open, no ground to defend, just ground to take.

Two peaks, not one

Contractors feel the pain now, in summer. People shop for the fix in the fall. Our 90 days (Jul to Oct) cover both: warm now, paid into the fall search peak.

How I'll operate: I don't scale a channel until it pays and repeats. Discover the real numbers, prove them, then scale. No internal data yet, so every figure here is a stated assumption to validate with your team. I show the math so we can swap in your real numbers live.

The math

50 booked demos is a number I can back, not a wish.

50qualified demos booked / month
75% show up
37demos held
50% close, Shaun's real rate, above the 39% B2B benchmark
19new customers / month
≈ $9,400new recurring revenue added every month at target (about $113k in new annual revenue per month of run-rate). Your sales engine is what makes the marketing math work.
The 3 bets, each as a funnel

Two warm bursts to hit the number now. One engine to keep it.

BurstBet 1 · Wake up the 40k list
40k list› Email re-engage + Meta retarget› Score & route› Demo booked
WhenWeeks 1 to 6, then light nurture Media~$1-2k/mo retargeting Usesyour list, ROI calculator, live voice demo
BurstBet 2 · Borrow the partners' stage
Partner audience› Podcast episode + newsletter + co-branded webinar› Lead magnet› Demo booked
When3 waves: weeks 2-3, 6-7, 10-11 Media~$0, co-marketing Usespartnerships + your 12 masterclasses
EngineBet 3 · Build the paid engine
Search + Meta› Conversion page, split by trade› Form or calendar› Demo booked
WhenDay 1 onward, scales with proof Mediabulk of budget, ramps Usesthe Phase-1 landing page + demand data

All three run on assets you already own. The other ideas I have are additive, a roadmap for after the 90 days, not a replacement for what's working.

30 · 60 · 90

Warm-led early. Paid-durable by day 90.

Days 1 to 30
15-20 /mo
Discover

Stand up tracking and one conversion page. List sequence live, first partner push, paid test. Goal: find the real numbers.

Days 31 to 60
30-35 /mo
Prove

Nurture and scoring deepen the list. Second partner push. Tune paid toward a healthy cost per demo before spending more.

Days 61 to 90
50+ /mo
Scale

The paid engine carries the number into the fall search peak; warm keeps trickling. Scale spend only where CAC is proven.

Day 0306090
Bet 1 · List
re-engage burst
nurture
Bet 2 · Partners
wave 1
wave 2
wave 3
Bet 3 · Paid
test › tune › scale
How I'll know it's working

One number runs the budget: cost per booked demo, by channel.

  • Track the full funnel by channel: lead → booked → held → proposal → won (web tracking + CRM loop).
  • Shift budget to whichever channel has the lowest cost per qualified booked demo, and kill what doesn't pay.
  • Segment every campaign by trade (HVAC, plumbing, and so on). That's a built-in message-match test, not extra work.
  • 4-6 week experiment sprints: one page, one channel, one metric. Reallocate fast.
The gate: paid scales only when it pays back
Customer lifetimeLTVCold paidTuned
12 mo (very conservative)$6k1.4×2.6×
18 mo$9k2.0×3.9×
24 mo (realistic)$12k2.7×5.1×
30 mo$15k3.4×6.4×

LTV ÷ CAC; 3× is the healthy line. Cold paid looks tight at a very conservative 12-month life. At the real SMB and vertical-SaaS range (20-30 months) it clears 3×, so we scale paid as it proves out, and confirm lifetime with your cohort data. Meanwhile, warm demos cost about $0.

Budget & focus

Lean media spend now. Everything else waits, on purpose.

Media budget, ramps with proof
$5-8k
Month 1
$12k
Month 2
$20k
Month 3

≈ $35-40k media over 90 days. Media only. We run the first 90 days on the tools you already have (Mailchimp, HubSpot, Calendly) and add tooling when the volume earns it.

Where the media goes, by bet
  • Bet 3 · Paid engine~85%
  • Bet 1 · List retargeting~10%
  • Bet 2 · Partners (co-marketing)~5%

The warm bets carry the early number at almost no media cost. Most of the spend goes to the one channel built to scale: paid.

After day 90Deliberately parked, not dropped
  • VSL sales funnel needs production
  • Brand ambassadors program slow to compound
  • Google Business Profile magnet build later
  • New lead magnets use existing first
  • Live monthly masterclass 60-90+ play
  • SEO & AI-search (AEO) months, not weeks

All good bets. All slower than a 10× in 90 days. Sequenced for after, so we never mistake motion for progress.

Risks & day one

What could bite us, and what I do first.

  • The 40k list is stale
    Warm it, clean bounces, and measure the first send before projecting. It's the #1 risk, so I test it first.
  • Warm assets run out
    Build paid in parallel from day 1 so it takes the baton when the list and partners cool off.
  • Clicks cost more than planned
    Lead with cheap high-intent terms, tight negatives, qualify on the form, cap spend until CAC is proven.
  • Tracking gaps in the stack
    Week-1 audit and setup, so every dollar is attributable before we scale it.
First 14 days
  • 1. Audit the stack and set up tracking (UTMs, conversion events, CRM loop).
  • 2. Stand up one conversion page with a single job: book a demo.
  • 3. Load and warm the list, launch the re-engagement sequence.
  • 4. Lock partner slots (episode and newsletter dates).
  • 5. Launch the paid-search test on cheap, high-intent terms.
  • 6. Ship the dashboard: cost per booked demo, by channel.
Before we run it, we pressure-test it together. Every number here is a starting hypothesis to validate against your real data and the team's capacity to execute. On sales load, one rep can comfortably run 2.5 to 3 demos a day with follow-up; a second closer is a lever to scale past 50, not a blocker. Full model, benchmarks and sources are in the companion appendix.

Hit the number now with what we already have.
Build the machine that keeps hitting it.

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