ABC Final Presentation Outline

Stakeholder Collaboration Document

Last Updated: 2026-02-03
Prepared by: Brainforge
Final Presentation Date: TBD

How to Use This Document

Part A = Section claims (what we’re saying in each section)
Part B = Slide-by-slide skeleton (map to final deck order)
Appendix = Sources (transcripts + slide decks)

Add comments, suggest edits, flag gaps. Once locked, we’ll finalize the narrative and deck.

Part A: Section Claims

1. Executive Summary

Lead volume is the core problem, not conversion (~70% conversion is strong).
Attribution is broken—we can’t reliably answer “where are leads coming from?”
The “leaky bucket” is real: $265K+/month in cancel-before-service refunds.
Multi-service is key to retention (avg 1.5 services vs. goal of 5-7).
Data team is maxed out (2 people, 80% prep time).

2. Best Hits: What We Learned

Bo/Steven: Growth stalled at 2-3%, phone doesn’t ring as much, PE competition real.
Julie: Refunds, rewards unused, canceled customers never followed up.
David: Surviving not thriving; wants centralized data warehouse.
Les: Leaky bucket, maxed out, 25+ vendor relationships at risk.

3. Questions You Asked (Addressed)

Where are leads coming from? → Attribution broken.
Why is growth stagnating? → Volume problem + churn.
What’s working in our marketing mix? → Unknown—no systematic ROI tracking.
Where are customers dropping off? → Website, pre-service, post-service, canceled.
How do we compete with PE? → Efficiency beats spend.
What happens after Les leaves? → Major risk without mitigation.

Acquisition: Fix GA tracking, SEO quick fixes, clean traffic, digital ad testing.
Revenue: Revenue analytics cadence, bundle dashboard, pricing experiments.
Commercial (B2B): Basic reporting, website path, lead routing, ad pilots.
Retention: Email segmentation, cancel-before-service intervention, win-back, SMS.
SEO/Content: Blog optimization, landing page SEO, AI search optimization.

5. Now, Next, Future Roadmap

NOW (0-30 days): Fix GA, cancel intervention, email segmentation, B2B path, Les transfer, revenue dashboard, rewards push.
NEXT (30-90 days): Data warehouse, KPI dashboards, SEO optimization, click-to-buy testing, win-back, AI call analysis.
FUTURE (90+ days): Digital ad program, SMS marketing, B2B advertising, predictive analytics.

6. Investment & ROI Summary

NOW: $30 - 60 K in v es t m e n t \to$ 825K-1.55M impact (15-25x ROI).
NEXT: $135 - 215 K \to$ 925K-1.5M (5-7x ROI).
FUTURE: $200 - 400 K \to$ 1M+ (3-5x ROI).
Total 12-month: $365 - 675 K in v es t m e n t \to$ 2.75M-4M+ impact.

7. Data Team & Infrastructure Recommendations

Current: 2 people, 80% prep, no warehouse.
Target: 3-4 people, 20% prep, BigQuery warehouse, self-service dashboards.
Budget: ~ $40 - 70 K o n e - t im e +$ 95-135K annual.

8. Les Transition Plan

Knowledge capture: vendors, channel strategy, budget rationale, seasonal playbook.
Succession: Hybrid model (in-house director + agency partners) or full-agency model.
Risk mitigation: document now, establish baselines, consider interim agency.

9. Appendix

Stakeholders interviewed: Bo, Steven, Les, Julie, David, Yvette.
Systems inventory: Evolve, Call Source, 8x8, GreenRope, Dream, Sage, Front, GA.
Key metrics baseline: growth 2-3%, calls 80K/month, conversion ~70%, etc.

Part B: Slide-by-Slide Skeleton

Slide	Layout	Content	Source Deck/Transcript
1	Title	ABC Home & Commercial: Growth Discovery Final Presentation	—
2	Bullet List	Discovery Objectives (4 bullets)	—
3	Bullet List	Top 5 Key Findings	—
4	Two Column	Recommended Immediate Actions (Priority 1-5)	—
5	Header+Content	Expected Impact (4 bullets)	—
6	Header+Content	Best Hits: Bo & Steven	Discovery Nov 2025, Bo/Steven transcript
7	Bullet List	Best Hits: Julie (refunds, rewards, cancellations)	—
8	Bullet List	Best Hits: David (data team reality)	—
9	Bullet List	Best Hits: Les (leaky bucket, transition risk)	—
10	Three Column	Cross-Cutting Themes	—
11	Header+Content	Question: Where are leads coming from?	—
12	Header+Content	Question: Why is growth stagnating?	Revenue Analysis deck
13	Header+Content	Question: What’s working in marketing?	—
14	Header+Content	Question: Where are customers dropping off?	Acquisition & Conversion deck
15	Header+Content	Question: How do we compete with PE?	—
16	Header+Content	Question: What happens after Les leaves?	—
17	Title	Opportunity Matrix: Menu of Wins	—
18	Two Column	Acquisition & Awareness (Low vs High Effort)	SEO Geo Growth deck
19	Two Column	Revenue Optimization	Revenue Analysis deck
20	Two Column	Commercial (B2B) Growth	—
21	Two Column	Retention & Churn	Evolve Analysis deck
22	Two Column	SEO & Content	SEO Geo Growth deck
23	Title	Now, Next, Future Roadmap	—
24	Bullet List	NOW (0-30 days) – 7 initiatives	—
25	Bullet List	NEXT (30-90 days) – 7 initiatives	—
26	Bullet List	FUTURE (90+ days) – 6 initiatives	—
27	Header+Content	Visual Timeline	—
28	Two Column	Investment & ROI: Quick Wins (NOW)	—
29	Two Column	Investment & ROI: Foundation (NEXT)	—
30	Bullet List	Total Program Investment Summary	—
31	Title	Data Team & Infrastructure	—
32	Two Column	Current State vs Target State	—
33	Bullet List	Infrastructure Investment Path (Phases 1-3)	—
34	Title	Les Transition Plan	—
35	Two Column	Knowledge Capture Priorities	—
36	Header+Content	Succession Structure Recommendation	—
37	Bullet List	Risk Mitigation	—
38	Title	Appendix: Discovery Details	—
39	Bullet List	Stakeholders Interviewed	—
40	Bullet List	Systems Inventory	—
41	Bullet List	Key Metrics Baseline	—
42	Title	Next Steps	—
43	Bullet List	Immediate Actions (This Week)	—
44	Bullet List	Questions for Leadership	—
45	Title	Thank You / Contact	—

Appendix: Sources

Transcripts Used

All transcripts live in:
clients/abchomeandcommercial/transcripts/

Discovery-focused (high signal)

2025-12-01-discovery_bo_steven_transcript.md — Bo/Steven kickoff
2025-11-20_brainforge_x_abc_discovery_proposal_revi_ea6b8a5f.md — Discovery proposal review
2025-12-16_abc_discovery_project_check-in_6033cd39.md
2025-12-17_brainforge_x_abc_discovery_regroup_0256dd4a.md
2026-01-05_brainforge_x_abc_discovery_feedback_0bdc0537.md
2026-01-06_abc_discovery_sync_*.md (2 files)
2026-01-14_abc_discovery_timeline_gantt_9f5716cb.md
2026-01-16_brainforge_abc_discovery_discussion_96c07cd4.md

Final presentation planning

2026-01-26_abc_final_presentation_planning_b580010a.md

Weekly syncs (Brainforge x ABC Home and Commercial)

2025-11-11, 11-13, 11-20, 12-04, 12-11, 12-18, 12-23
2026-01-08, 01-15, 01-22, 01-29

Onsites / working sessions

2026-01-21_brainforge_x_abc_sa_onsite_00149cc0.md
2026-01-29_brainforge_x_abc_austin_onsite_1828b2d2.md
2026-01-30_brainforge_x_abc_working_session_3edd91a9.md

Analytics / data syncs

2026-01-13_abc_analytics_slides_review_132d2499.md
2026-01-08_abc_analytics_and_tag_management_sync_b4846d9e.md
Multiple KPI reviews, data syncs, project syncs

Slide Decks

All source PPTX files:
clients/abchomeandcommercial/resources/decks/

All exported slide images:
clients/abchomeandcommercial/resources/deck_images/<DeckName>/

Deck	Slides	Image Folder
Brainforge x ABC_ November 2025 Discovery.pptx	23	`deck_images/Brainforge x ABC_ November 2025 Discovery/`
Brainforge x ABC_ Acquisition & Conversion Analysis.pptx	18	`deck_images/Brainforge x ABC_ Acquisition & Conversion Analysis/`
Brainforge x ABC_ Revenue Analysis_.pptx	30	`deck_images/Brainforge x ABC_ Revenue Analysis_/`
ABC SEO Geo Growth Program Feb 2 2026.pptx	14	`deck_images/ABC SEO Geo Growth Program Feb 2 2026/`
Brainforge x ABC_ Google Tag Manager Audit.pptx	11	`deck_images/Brainforge x ABC_ Google Tag Manager Audit/`
Brainforge x ABC_ Evolve Analysis_.pptx	13	`deck_images/Brainforge x ABC_ Evolve Analysis_/`
Brainforge x ABC Home Services.pptx	27	`deck_images/Brainforge x ABC Home Services/`

Total: 7 decks, 136 slides

Other Resources

ABC_Final_Discovery_Presentation.md — Full narrative (same folder)
Brainforge x ABC_ November 2025 Discovery Proposal.pdf — Original proposal
Meeting agendas in meeting-agendas/
Meeting notes in meeting-notes/

Add comments or suggestions directly in this document. Once stakeholders approve the outline, we finalize the deck and narrative.

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ABC_Final_Presentation_Outline