Brainforge × Ambrook — Product Analytics Sprint (SOW)
Date: 2026-05-01
Version: 0.3
Client: Ambrook
Author: Brainforge (Robert Tseng, Greg Stoutenburg)
1. Executive Summary
Ambrook has scaled from roughly twenty to seven thousand customers and is expanding beyond agriculture into verticals such as trucking, construction, and real estate. Segment, HubSpot (lifecycle), and a paid/demand-gen agency each play a role; core in-product actions already feed HubSpot for engagement—an asset we build on.
The sprint addresses what’s missing for personalization at scale: workflow-aligned product analytics—clear milestones, testable segments, and a credible path from acquisition context to in-product behavior—so PMM and CS can tailor onboarding and experiments without guessing.
This SOW scopes one fixed sprint (two weeks) plus optional ad hoc hours for overflow or follow-on execution. It does not promise full instrumentation or a complete attribution loop inside the sprint; it delivers direction, prioritized next steps, and a personalization plan leadership can act on.
Investment summary
- Workstream 1 — Product Analytics Sprint (2 weeks): $15,000 fixed.
- Workstream 2 — Ad hoc support: Standard hourly rates, as needed (§10).
2. Objectives
- Align on priority journeys (trial → activation; Wallet vs. accounting entry; multi-vertical contexts) and hypotheses you want to validate.
- Document how product signals flow today (Segment → HubSpot and elsewhere) and what additional structure is needed so personalization and experiments rest on shared definitions.
- Deliver a personalization plan (draft)—the primary outcome tying segments, signals, and intended UX/onboarding experiences—plus concrete recommendations on product analytics tooling and implementation approach (e.g. PostHog, Amplitude, Mixpanel; build vs. extend; ownership).
- Produce a lightweight instrumentation backlog and draft tracking themes for the highest-priority workflow (full governed tracking plan and KPI map are follow-on, not completion criteria for this sprint).
- Provide gap analysis (tooling, process, skills) and co-build guidance so outputs get used.
3. Expected ROI
| Outcome | Current state | Target state (after sprint) | Value |
|---|---|---|---|
| Personalization readiness | Strong HubSpot engagement signals; personalization roadmap not yet one shared artifact | Draft personalization plan: which segments/signals should drive what experiences next (prioritized, feasible) | North-star outcome—teams know who to treat how and what data must exist first |
| Tooling & implementation path | Multiple viable stacks; no single written recommendation | Written recommendations for product analytics tooling and phased implementation | Faster decisions; fewer dead-end pilots |
| Experimentation | Strong instincts; baselines not always comparable | Hypothesis list + success metrics for agreed priority journeys | Clearer tests (wallet trials, paywall, onboarding variants) |
| Product levers | Qualitative understanding | Candidate levers named (milestones ↔ outcomes)—not full statistical proof in two weeks | Product and GTM align on what to optimize next |
| TOFU ↔ product | Paid side measured; end-to-end story partial | Phased design—what to join when; owners—not full attribution built in sprint | Wallet-oriented acquisition vs. actual wallet activation becomes answerable over time |
| Vertical differentiation | Expansion across verticals | Signal inventory—what you already capture vs. what onboarding should use next | Avoid one-size onboarding where segments differ |
4. Scope of Work
4.1 In-scope
Workstream 1: Product Analytics Sprint (2 weeks)
Context: Ambrook has good signals into HubSpot for lifecycle work. The sprint adds workflow discipline and a personalization-facing plan so experiences—not only emails—can eventually reflect who the user is and how they entered the product.
Approach:
- Week 1 — Walk Segment, HubSpot engagement inputs, and agency/TOFU boundaries; interviews with CS and PMM (Product/Eng as available); workflow maps for agreed priority paths; inventory what already feeds personalization-adjacent decisions vs. gaps.
- Week 2 — Personalization plan (draft); hypothesis & metrics sheet; instrumentation backlog + draft tracking themes for the top workflow; tooling and implementation recommendations for product analytics; gap analysis (tooling, process, skills); co-build notes (owners, rituals).
Deliverables:
| Deliverable | Description |
|---|---|
| Current-state memo | Systems, flows, risks (identity, naming) |
| Workflow diagrams | 1–3 journeys with milestones (e.g. trial, paywall, first meaningful wallet vs. accounting actions) |
| Personalization plan (draft) | Segments/signals → intended experiences → dependencies → prioritized next steps |
| Hypothesis & metrics brief | Wallet vs. accounting; vertical differences—what to test and how you’d measure |
| Instrumentation backlog + draft tracking themes | Prioritized for sprint workflow—not a full enterprise tracking plan |
| Tooling & implementation recommendations | Product analytics stack options and phased path |
| Gap analysis | Tooling, process, skills to reach target state |
| Co-build plan | Workshops completed; owners for definitions |
Acceptance criteria:
- Stakeholders confirm workflow priority and definitions for one north-star path.
- Personalization plan (draft) delivered and reviewed in readout.
- Tooling recommendations for product analytics delivered in writing.
- Deliverables in agreed shared workspace.
Workstream 2: Ad hoc hourly support
Context: Implementation, deep instrumentation, dashboard build, or extended workshops beyond the sprint capacity.
Approach: Time and materials at rates below; scoped by written approval (email or change note) before material work.
Deliverables: As agreed per request (e.g. implementation QA, additional workshops, expanded tracking spec).
4.2 Out-of-scope
- Production engineering, SDK work, or full warehouse modeling inside Workstream 1 fixed fee (may be scoped under Workstream 2).
- Complete TOFU ↔ product attribution built in two weeks (design and phasing only).
- Replacement of HubSpot or agency stack.
- Legal/vendor contract review.
5. Dependencies
Access
- Read access to Segment and HubSpot surfaces relevant to lifecycle and events.
- Overview of agency reporting boundaries (role clarification, not full audit).
Stakeholder time
- Kickoff (~60 min), mid-sprint touchpoint (~30–60 min), readout (~60 min).
Documentation
- Any existing event notes, onboarding docs, or segment definitions PMM/CS use.
6. Project Timeline
| Phase | Timing | Focus | Outputs |
|---|---|---|---|
| Sprint | 2 calendar weeks from kickoff | Discovery, synthesis, readout | Deliverables in §4.1 |
7. Risks & Mitigations
| Risk | Impact | Mitigation |
|---|---|---|
| Expecting a full tracking plan / KPI system in 2 weeks | High | Scope limits draft themes + backlog; full model is follow-on |
| Unclear owners for definitions | High | Co-build plan names owners in readout |
| Scope creep to “full attribution” | High | Phased bridge design only in sprint |
| HubSpot ↔ analytics naming drift | Medium | Document few high-trust joins first |
8. Acceptance Criteria
- All Workstream 1 deliverables in §4.1 completed and presented.
- Personalization plan (draft) accepted as directionally correct (not final product spec).
- Tooling and implementation recommendations for product analytics delivered in writing.
- CS/PMM can describe one prioritized journey and how personalization should evolve from the plan.
9. Team
Brainforge
| Role | Responsibility |
|---|---|
| Managing Lead | Commercial alignment, executive framing |
| Product Analytics Lead | Sprint delivery, personalization analytics |
Client (suggested)
| Role | Involvement |
|---|---|
| Sponsor | Approvals |
| Customer Success | Onboarding truth |
| Product Marketing | Segments, acquisition, lifecycle |
10. Pricing & Payment
Workstream 1 — Product Analytics Sprint
| Item | Fee |
|---|---|
| Two-week sprint (fixed) | $15,000 |
Billing: 50% at signature, 50% at sprint readout (or Net 30—align with AP).
Workstream 2 — Ad hoc hourly
| Role | Rate (USD) |
|---|---|
| Managing Lead / Strategist | $250/hour |
| Senior Engineer / Analytics | $200/hour |
| Technical PM / Analyst | $150/hour |
Minimum billing unit: 1 hour; thereafter 0.25-hour increments. Brief coordination (≤15 minutes) not billed unless booked as working time.
Currency: USD.
11. Sign-off
By signing, both parties agree to Workstream 1 as scoped above. Workstream 2 engagements require separate written approval per request.
Client (Ambrook):
Name: ___________________________ Title: ___________________________ Date: __________ Signature: ___________________________
Brainforge:
Name: ___________________________ Title: ___________________________ Date: __________ Signature: ___________________________