Meeting Title: Brainforge x Eden Project Strategy Sync Date: 2026-01-23 Meeting participants: Cutter Streeby, Uttam Kumaran, Amber Lin
WEBVTT
1 00:00:27.960 ⇒ 00:00:32.290 Uttam Kumaran: I didn’t… How’s everything?
2 00:00:32.439 ⇒ 00:00:33.379 Cutter Streeby: What up, bro?
3 00:00:33.620 ⇒ 00:00:36.610 Uttam Kumaran: I’m just walking… just walk… huh?
4 00:00:36.860 ⇒ 00:00:38.199 Uttam Kumaran: We’ve been triggered.
5 00:00:38.490 ⇒ 00:00:47.430 Uttam Kumaran: I know. Things are going well, though. This project is, is moving along, so I feel like it’s actually a really good time to chat, so…
6 00:00:47.810 ⇒ 00:00:49.839 Cutter Streeby: Right, and they… and Eden, like…
7 00:00:50.000 ⇒ 00:00:54.900 Cutter Streeby: fired my whole squad, so now all my whole team is free again.
8 00:00:55.110 ⇒ 00:01:02.830 Uttam Kumaran: Okay. Awesome. Well, I guess not awesome, but maybe awesome.
9 00:01:02.830 ⇒ 00:01:08.870 Cutter Streeby: Yeah, I mean, we get to go back to fucking reality, like, real-world shit again, you know?
10 00:01:09.050 ⇒ 00:01:13.460 Uttam Kumaran: Yeah, let me, okay, let me message… sewer ambers.
11 00:01:17.620 ⇒ 00:01:19.670 Cutter Streeby: It’s probably too late for Zoran, huh?
12 00:01:21.100 ⇒ 00:01:24.550 Uttam Kumaran: Yeah, he said it was… it’s date night, so he said he’s gonna be off.
13 00:01:35.190 ⇒ 00:01:38.900 Uttam Kumaran: Service select.
14 00:01:39.640 ⇒ 00:01:40.499 Uttam Kumaran: It’s very simple.
15 00:01:48.800 ⇒ 00:01:55.809 Uttam Kumaran: Okay, well, let me send… let me send you a presentation, maybe have you kind of go through it, give you the narrative. I’m just walking back from…
16 00:01:55.920 ⇒ 00:02:02.460 Uttam Kumaran: From a launch. But this is… Beet…
17 00:02:07.030 ⇒ 00:02:12.410 Uttam Kumaran: The Zoron actually put this deck together, and…
18 00:02:12.820 ⇒ 00:02:18.040 Uttam Kumaran: I think we’ll kind of give you an overview of, like, where they are on the…
19 00:02:18.170 ⇒ 00:02:23.290 Uttam Kumaran: acquisition side, I just sent it to you.
20 00:02:23.540 ⇒ 00:02:25.290 Uttam Kumaran: Let me know if you got it.
21 00:02:29.500 ⇒ 00:02:30.940 Uttam Kumaran: And I can walk you through it.
22 00:02:32.210 ⇒ 00:02:34.170 Cutter Streeby: You email it, or Slacked it, or where do you.
23 00:02:34.170 ⇒ 00:02:35.310 Uttam Kumaran: Email.
24 00:02:37.590 ⇒ 00:02:39.889 Cutter Streeby: Let me just find my fucking inboxes.
25 00:02:52.190 ⇒ 00:02:54.010 Uttam Kumaran: I’ll put it in Slack, too.
26 00:02:54.010 ⇒ 00:02:55.100 Cutter Streeby: Yeah, I got it.
27 00:02:55.600 ⇒ 00:02:56.140 Uttam Kumaran: Okay.
28 00:03:00.860 ⇒ 00:03:01.649 Cutter Streeby: Cool, man.
29 00:03:02.910 ⇒ 00:03:04.970 Uttam Kumaran: So…
30 00:03:05.290 ⇒ 00:03:16.710 Uttam Kumaran: Yeah, I think maybe just, like, can give you high levels, so this slide is… this deck is really just everything around acquisition. So, if you kind of scroll through…
31 00:03:17.190 ⇒ 00:03:21.769 Uttam Kumaran: Basically went and tried to just understand, like.
32 00:03:21.920 ⇒ 00:03:26.049 Uttam Kumaran: basically, like, what’s going on in GA, and how are they getting…
33 00:03:26.540 ⇒ 00:03:29.510 Uttam Kumaran: how are they getting traffic? And so there’s a couple…
34 00:03:32.370 ⇒ 00:03:35.620 Uttam Kumaran: a 50-year-old brand here in Texas, so…
35 00:03:42.950 ⇒ 00:03:44.360 Cutter Streeby: You cut out, bro.
36 00:03:48.250 ⇒ 00:03:49.390 Uttam Kumaran: Things like that.
37 00:03:49.700 ⇒ 00:04:00.400 Uttam Kumaran: They don’t do any, meta, and they do a little bit of Google Ads. So, paid is, like, kind of, like, completely open. There’s…
38 00:04:00.530 ⇒ 00:04:07.709 Uttam Kumaran: they do, like, radio, linear TV… And… Couple other, like, random channels.
39 00:04:07.940 ⇒ 00:04:14.119 Uttam Kumaran: Their CMO who’s leaving has, like, been for the business for, like, 20 years, so… kind of, like, really, really old school.
40 00:04:14.500 ⇒ 00:04:27.819 Uttam Kumaran: really, really old-school guy. So if you go through, like, the kind of the first four… the first five slides are gonna show you everything about their organic search graphics, and it’ll give you a sec to just, like, take a look at that.
41 00:04:28.930 ⇒ 00:04:32.520 Uttam Kumaran: Excuse me And hit me with any questions.
42 00:04:33.860 ⇒ 00:04:38.350 Cutter Streeby: Does he have lead analysis by channel anywhere? He’s got…
43 00:04:38.940 ⇒ 00:04:40.240 Cutter Streeby: To not lead.
44 00:04:40.500 ⇒ 00:04:43.020 Uttam Kumaran: No, so we haven’t… so they have no…
45 00:04:43.340 ⇒ 00:04:51.020 Uttam Kumaran: to our knowledge, they don’t… they don’t have a connection between the customer ID and the lead, like…
46 00:04:51.260 ⇒ 00:04:53.770 Uttam Kumaran: Right, I think they have… they may have some…
47 00:04:53.970 ⇒ 00:05:04.810 Cutter Streeby: I think that’s… I may have to wait till Zoran comes, because they have a… they do have an online purchasing funnel, but I actually don’t know whether they’re… they’re, like, tracking… they have, like, the… they’re passing the IDs.
48 00:05:05.330 ⇒ 00:05:10.509 Cutter Streeby: Yeah, so he’ll be able to fix it, but do you know if what CRM they’re using.
49 00:05:10.860 ⇒ 00:05:15.449 Uttam Kumaran: They’re using, like, a CRM built for them called Evolve. It’s like,
50 00:05:15.720 ⇒ 00:05:21.180 Uttam Kumaran: We just got all the data out of it, but it’s not, like, not anything… Common.
51 00:05:21.850 ⇒ 00:05:24.559 Uttam Kumaran: Like, they literally built that CRM for these guys.
52 00:05:24.890 ⇒ 00:05:26.780 Cutter Streeby: Shit, that sucks.
53 00:05:27.100 ⇒ 00:05:27.950 Uttam Kumaran: Yeah.
54 00:05:28.670 ⇒ 00:05:32.489 Uttam Kumaran: And there’s, like, no… there’s gonna be very little movement on, like.
55 00:05:33.350 ⇒ 00:05:38.760 Uttam Kumaran: migration of tooling. We can add…
56 00:05:39.120 ⇒ 00:05:41.189 Uttam Kumaran: But it’s gonna be very hard to…
57 00:05:41.960 ⇒ 00:05:52.210 Uttam Kumaran: get them to move, but we did get all the data from their, like, sales CRM, and then their actual, like, service CRM, so we have all that now.
58 00:05:53.760 ⇒ 00:05:56.009 Uttam Kumaran: So, any follow-up questions, we could totally…
59 00:05:56.280 ⇒ 00:06:00.640 Cutter Streeby: Bro, he could fucking crush this shit, dude.
60 00:06:00.640 ⇒ 00:06:01.400 Uttam Kumaran: Yes.
61 00:06:01.580 ⇒ 00:06:04.350 Cutter Streeby: Their SEO… their SEO just…
62 00:06:04.350 ⇒ 00:06:04.970 Uttam Kumaran: Yes, dude.
63 00:06:04.970 ⇒ 00:06:07.600 Cutter Streeby: off a fucking cliff, bro.
64 00:06:07.600 ⇒ 00:06:19.359 Uttam Kumaran: Yes, dude. So, they… they went kind of nuts during COVID, because it’s a home service company, and then basically, like, lost a ton, and so they’re gonna shrink, like.
65 00:06:19.520 ⇒ 00:06:22.959 Uttam Kumaran: They only grew, I think, maybe, like, 1 or 2%, and they’re projected to shrink.
66 00:06:23.360 ⇒ 00:06:27.440 Uttam Kumaran: And, yeah, like, there’s a lot we could do here, basically.
67 00:06:27.880 ⇒ 00:06:29.659 Cutter Streeby: So, they…
68 00:06:30.430 ⇒ 00:06:33.060 Uttam Kumaran: When it says paid search.
69 00:06:34.310 ⇒ 00:06:37.950 Cutter Streeby: Do you know their budgets? Like, what are they spending on Google?
70 00:06:38.190 ⇒ 00:06:39.910 Uttam Kumaran: Yeah, I can send… let me,
71 00:06:40.270 ⇒ 00:06:41.789 Uttam Kumaran: Let me just send that to you, too.
72 00:06:48.730 ⇒ 00:06:56.359 Cutter Streeby: And, like, the thing is, dude, that what we do on SEO will improve the results of search
73 00:06:56.610 ⇒ 00:06:57.740 Cutter Streeby: ads, because search.
74 00:06:57.740 ⇒ 00:06:58.510 Uttam Kumaran: Totally.
75 00:06:58.510 ⇒ 00:07:01.169 Cutter Streeby: are dependent on DR score.
76 00:07:01.570 ⇒ 00:07:04.000 Uttam Kumaran: And, like, Oh, really?
77 00:07:04.240 ⇒ 00:07:05.160 Cutter Streeby: Yeah, bro.
78 00:07:05.360 ⇒ 00:07:09.399 Cutter Streeby: So, if they’re that old, and they’ve had this website for that long.
79 00:07:09.920 ⇒ 00:07:17.900 Cutter Streeby: like, we could crush on here. And, like, the generative search results page, I could fix that and fuckin’…
80 00:07:18.710 ⇒ 00:07:25.330 Cutter Streeby: Probably… 3 weeks, dude, 3 weeks, but I’m gonna, I’m gonna say it’s gonna take 2 months.
81 00:07:26.080 ⇒ 00:07:33.740 Uttam Kumaran: Yeah, yeah, totally. Okay, I just shared with you their 2026 marketing budget. Take a look. You’re gonna,
82 00:07:34.510 ⇒ 00:07:39.000 Uttam Kumaran: I mean, maybe, yeah, I kind of want to see your reaction.
83 00:07:42.360 ⇒ 00:07:43.949 Uttam Kumaran: This, stands.
84 00:07:49.660 ⇒ 00:07:50.730 Cutter Streeby: Holy shit.
85 00:07:54.170 ⇒ 00:07:56.450 Cutter Streeby: This is… this is so much money.
86 00:08:00.110 ⇒ 00:08:04.589 Uttam Kumaran: And so they basically, they do the budget by just saying 4% of revenue.
87 00:08:05.400 ⇒ 00:08:07.140 Uttam Kumaran: There’s no, there’s no…
88 00:08:07.800 ⇒ 00:08:10.119 Cutter Streeby: Like, where are they spending it?
89 00:08:10.760 ⇒ 00:08:12.760 Uttam Kumaran: No, no, no, I sent you the, well, I sent you…
90 00:08:12.760 ⇒ 00:08:17.670 Cutter Streeby: I see it, I see it, but this is, like, all of this is in fuckin’ radio?
91 00:08:18.360 ⇒ 00:08:19.080 Uttam Kumaran: Yes.
92 00:08:19.640 ⇒ 00:08:22.230 Cutter Streeby: And they have a calculated conversion?
93 00:08:22.710 ⇒ 00:08:23.480 Uttam Kumaran: Yes.
94 00:08:25.340 ⇒ 00:08:26.260 Cutter Streeby: What!
95 00:08:28.110 ⇒ 00:08:33.909 Uttam Kumaran: And then, so there’s no, there’s also no ROAS metric, and there’s no LTV CAC.
96 00:08:34.350 ⇒ 00:08:35.609 Uttam Kumaran: Sort of metric.
97 00:08:36.220 ⇒ 00:08:39.570 Cutter Streeby: Yeah, bro, this is, like, spray and pray.
98 00:08:40.340 ⇒ 00:08:47.820 Uttam Kumaran: Yes. Well, it’s basically the same marketing spend they had 20 years ago. They just haven’t done anything.
99 00:08:48.620 ⇒ 00:08:50.120 Cutter Streeby: Damn, bro.
100 00:08:51.760 ⇒ 00:08:53.760 Uttam Kumaran: But it’s a $150 million business.
101 00:08:56.060 ⇒ 00:09:00.959 Cutter Streeby: It’s a 5.5 million.
102 00:09:01.230 ⇒ 00:09:01.910 Uttam Kumaran: Dash.
103 00:09:03.980 ⇒ 00:09:04.889 Cutter Streeby: That’s crazy.
104 00:09:04.890 ⇒ 00:09:05.790 Uttam Kumaran: 4
105 00:09:08.480 ⇒ 00:09:15.079 Uttam Kumaran: Look, I’m telling you, they literally say 4%. They say, we typically spend… we just… that’s how they do the budgets. They say, you get 4%.
106 00:09:17.590 ⇒ 00:09:18.660 Uttam Kumaran: Man.
107 00:09:18.660 ⇒ 00:09:23.499 Cutter Streeby: Like, if we did… if we did that much money in Google search…
108 00:09:24.680 ⇒ 00:09:30.950 Cutter Streeby: we would be able to tie it to lead identity, ROAS, revenue, conversion rate, everything.
109 00:09:30.950 ⇒ 00:09:34.279 Uttam Kumaran: Yes, yeah, so that’s all, like, on the table, basically.
110 00:09:34.570 ⇒ 00:09:40.830 Uttam Kumaran: But additional, they have great organic search. They just have a shitty conversion funnel. Yeah, but…
111 00:09:40.830 ⇒ 00:09:46.440 Cutter Streeby: there, organic search on page 6, it goes from 300 sessions in March…
112 00:09:46.440 ⇒ 00:09:47.020 Uttam Kumaran: Totally.
113 00:09:47.400 ⇒ 00:09:52.610 Cutter Streeby: down to, like, not even, like, 20K organic.
114 00:09:52.610 ⇒ 00:09:59.919 Uttam Kumaran: No, it’s definitely going down overall, but they have a huge GMB, like, set of profiles.
115 00:10:00.040 ⇒ 00:10:01.030 Uttam Kumaran: And…
116 00:10:01.370 ⇒ 00:10:07.679 Cutter Streeby: Cool. Yeah, I mean… Yeah, what I would do is… GMB ads, basically, were, like…
117 00:10:07.680 ⇒ 00:10:08.170 Uttam Kumaran: Yes.
118 00:10:08.170 ⇒ 00:10:09.349 Cutter Streeby: show up on the map.
119 00:10:09.650 ⇒ 00:10:15.260 Uttam Kumaran: This is also so targeted, so basically, if you look, if you keep looking, I think he basically highlights
120 00:10:15.700 ⇒ 00:10:29.350 Uttam Kumaran: I don’t know if he highlights anywhere, or… he’ll show… he has, like… we have access to Tag Manager, and we got some stuff from Google Ads and… and from GA, but people are searching, like, for example, HVAC in Austin today.
121 00:10:29.510 ⇒ 00:10:32.190 Uttam Kumaran: Right? So, it’s extremely high intent.
122 00:10:32.360 ⇒ 00:10:43.150 Uttam Kumaran: like, they need help on something, so the thing is, they’re going… nobody’s, like, surfing their page, like, for shit. It’s all, like, I need help right now.
123 00:10:43.310 ⇒ 00:10:44.929 Uttam Kumaran: And they just are not converting.
124 00:10:47.320 ⇒ 00:10:48.040 Uttam Kumaran: Construction.
125 00:10:48.060 ⇒ 00:10:52.149 Cutter Streeby: And then their landing pages, the copy is all random.
126 00:10:52.150 ⇒ 00:10:56.530 Uttam Kumaran: Like, not really… No strategy around it, really.
127 00:10:57.120 ⇒ 00:11:06.939 Cutter Streeby: Yeah, bro, we could… like, even if you… even if we pitched organic SEO and GEO, we could… Yes. …like, re…
128 00:11:06.940 ⇒ 00:11:10.339 Uttam Kumaran: So that’s also the sexiest thing to them right now, of course.
129 00:11:10.820 ⇒ 00:11:14.729 Cutter Streeby: So that is gonna be one component, I think, is the SEO, GEO.
130 00:11:14.810 ⇒ 00:11:23.139 Uttam Kumaran: there’s also… so basically, I told them, like, look, we’ll present a menu. I think there’s certainly, like, the SEO GEO,
131 00:11:23.240 ⇒ 00:11:32.259 Uttam Kumaran: So that’s, like, landing page. I think we have to… we have to fix their, like, just general, like, conversion funnel to, like, click to schedule, click to buy.
132 00:11:32.640 ⇒ 00:11:40.270 Uttam Kumaran: I think that’s also a lot low-hanging fruit. There’s also a bunch of random, like, tag manager attribution fixes to do.
133 00:11:41.210 ⇒ 00:11:43.300 Cutter Streeby: What film can get done.
134 00:11:43.300 ⇒ 00:11:45.220 Uttam Kumaran: Yeah, get done, totally.
135 00:11:45.700 ⇒ 00:11:55.149 Uttam Kumaran: And then, we’re also gonna… I mean, we also have the opportunity to help them on the retention, like, dude, because we didn’t even talk about retention or churn, like, they’re churning everybody.
136 00:11:55.660 ⇒ 00:11:58.440 Uttam Kumaran: And… like…
137 00:11:58.650 ⇒ 00:12:12.499 Uttam Kumaran: They’re… they have one email newsletter that goes out once a month. It’s, like, someone just writes it. There’s, like, no, like, real… there’s… all their other emails are all transactional. They don’t do any SMS-based billing or marketing.
138 00:12:13.000 ⇒ 00:12:14.460 Uttam Kumaran: Or support.
139 00:12:16.860 ⇒ 00:12:24.929 Uttam Kumaran: like, they don’t do great on, like, post-purchase survey, like, everything’s sort of open. I think the problem, the real thing we have to think about is, like.
140 00:12:25.110 ⇒ 00:12:36.390 Uttam Kumaran: what are the things we should push? Because I think I’m gonna put a menu option in front of them that’s gonna be big. It’s like Cheesecake Factory-level menu, but what should we guide them towards on the decision? Like.
141 00:12:36.390 ⇒ 00:12:43.799 Cutter Streeby: S-O-G-E-O-C-R-O, and helping them with their marketing stack, bro, like…
142 00:12:44.920 ⇒ 00:12:53.770 Cutter Streeby: My fear is that their built-for-us CRM is doing nothing, but I’d have to see what it’s doing, and, like, what.
143 00:12:53.770 ⇒ 00:12:54.300 Uttam Kumaran: Yeah, yeah.
144 00:12:54.300 ⇒ 00:12:55.290 Cutter Streeby: available.
145 00:12:55.290 ⇒ 00:13:05.059 Uttam Kumaran: I have access to it, I can give you… we can go through it. But we already… we just… we just got all the data out. The inbuilt reporting sucks. We’re not gonna do any reporting in there.
146 00:13:05.390 ⇒ 00:13:06.969 Cutter Streeby: Yeah. It’s ass.
147 00:13:07.260 ⇒ 00:13:10.910 Uttam Kumaran: So we already, we exported it, we have it in BigQuery.
148 00:13:11.240 ⇒ 00:13:14.779 Uttam Kumaran: I mean, this is, again, part of another thing we’re gonna do is, like.
149 00:13:14.930 ⇒ 00:13:20.180 Uttam Kumaran: get them to just report on metrics. Like, they don’t have any sophistication on reporting.
150 00:13:21.840 ⇒ 00:13:33.820 Uttam Kumaran: Like, they’re just looking at revenue in and rev… and, like, churn out by service. Like, every… and I’ll even… I’ll send you a couple more decks, like, most of what we’ve showed to them, they’ve never seen before.
151 00:13:35.340 ⇒ 00:13:43.089 Uttam Kumaran: Bro, let me… can you add my guy to this channel? You… what do you want me to do? I can put together…
152 00:13:43.170 ⇒ 00:13:52.470 Cutter Streeby: SEO GEO pitch deck for this company specifically, but do you want it in your branding? Like, are we gonna be…
153 00:13:52.610 ⇒ 00:13:56.509 Cutter Streeby: part of Brainforge, like, you’ll give me a Brainforge fucking email and shit.
154 00:13:56.870 ⇒ 00:13:59.369 Uttam Kumaran: That’s… that’s what I’m thinking, yes.
155 00:13:59.370 ⇒ 00:13:59.870 Cutter Streeby: Yeah, Todd.
156 00:13:59.870 ⇒ 00:14:03.910 Uttam Kumaran: I mean, this… so, yeah, and then we’re basically… I think…
157 00:14:04.200 ⇒ 00:14:15.089 Uttam Kumaran: I think I’ll share with you, like, a bunch of other pieces. I think, for me, it’s like, if we can put a deck together on the couple of pieces that’s, like.
158 00:14:15.450 ⇒ 00:14:16.940 Uttam Kumaran: Regardless of…
159 00:14:16.940 ⇒ 00:14:17.330 Cutter Streeby: Cool.
160 00:14:17.330 ⇒ 00:14:28.129 Uttam Kumaran: non-negotiable, like, you have to do this, and then we price it together. We’re thinking about the pricing for, like, the data piece, for all these pieces, and I think it’ll be a mix of, like.
161 00:14:28.640 ⇒ 00:14:41.969 Uttam Kumaran: like, kind of like Robert, Amber-type work, it’ll be a mix of Zoron-type work, a mix of your typical gross. Once we’re in, we’re sort of deciding, like, okay, how does pricing work? Like, are they gonna do project-based pricing, or is it gonna be, like.
162 00:14:42.070 ⇒ 00:14:44.710 Uttam Kumaran: you guys have 50K a month to sort of, like.
163 00:14:44.830 ⇒ 00:14:47.390 Uttam Kumaran: Do whatever you want with it, or it’s like…
164 00:14:47.640 ⇒ 00:14:55.440 Uttam Kumaran: should we even try to get fancy and be like, hey, let’s… if we move the needle, can we get a piece? So, I want to consider…
165 00:14:55.730 ⇒ 00:14:57.440 Uttam Kumaran: Three options there.
166 00:14:57.570 ⇒ 00:15:06.680 Uttam Kumaran: But I would love to kind of, like, yeah, start to just put content together on the things that you’re like, yo, we could… these are the plays we gotta run.
167 00:15:07.120 ⇒ 00:15:11.109 Uttam Kumaran: And then in the next… basically, we have a final presentation in 2 weeks.
168 00:15:11.260 ⇒ 00:15:14.659 Uttam Kumaran: So next week, we’re gonna start to, like, get a bunch of things together.
169 00:15:14.860 ⇒ 00:15:19.210 Uttam Kumaran: We’re gonna present to them next week on retention, and churn?
170 00:15:23.810 ⇒ 00:15:24.780 Uttam Kumaran: And… Yeah.
171 00:15:24.780 ⇒ 00:15:26.790 Cutter Streeby: CRO, bro, like, conversion.
172 00:15:26.790 ⇒ 00:15:27.460 Uttam Kumaran: Yeah.
173 00:15:27.460 ⇒ 00:15:29.919 Cutter Streeby: Because CRO is not just…
174 00:15:29.920 ⇒ 00:15:38.209 Uttam Kumaran: Oh, and I didn’t even tell you. Oh, dude, they have a full… they have a commercial business. They do no… it’s a $30 million business, no advertising.
175 00:15:39.020 ⇒ 00:15:41.539 Uttam Kumaran: All, like, basically phone call sales.
176 00:15:41.690 ⇒ 00:15:48.519 Uttam Kumaran: for commercial B2B, HVAC, plumbing, AC, all of it.
177 00:15:51.220 ⇒ 00:15:57.720 Cutter Streeby: Man… That’s crazy, so… There’s just so much here.
178 00:15:58.480 ⇒ 00:16:00.219 Uttam Kumaran: Yes, there is a lot here.
179 00:16:00.220 ⇒ 00:16:07.009 Cutter Streeby: Like, what do you think their aptitude would be to be… to switch CRMs to something like.
180 00:16:07.010 ⇒ 00:16:08.520 Uttam Kumaran: low. Low.
181 00:16:08.980 ⇒ 00:16:10.719 Cutter Streeby: Fuck, man, I fucking hate.
182 00:16:10.720 ⇒ 00:16:11.580 Uttam Kumaran: Yeah, low.
183 00:16:11.580 ⇒ 00:16:13.460 Cutter Streeby: janky-ass CRMs.
184 00:16:14.530 ⇒ 00:16:21.109 Uttam Kumaran: But what do you need the CRM for? For orchestra? Like, we could tap… we could tape on Klaviyo or something, like…
185 00:16:21.540 ⇒ 00:16:35.710 Cutter Streeby: Not even that, like, SMS and, like, link click tracking. I guarantee if this shit was built for them, there’s no link click traffic, like, tracking in that thing, so we send an SMS, we have no clue
186 00:16:35.860 ⇒ 00:16:38.970 Cutter Streeby: Impact, or deliverability, or…
187 00:16:38.970 ⇒ 00:16:44.139 Uttam Kumaran: No, we can tack it all on, but we’re not gonna get them off their existing stuff.
188 00:16:44.670 ⇒ 00:16:50.879 Cutter Streeby: Yeah, so in their CRM, do they have their businesses broken out into sub-locations, like.
189 00:16:50.880 ⇒ 00:16:52.900 Uttam Kumaran: Yes, yes, yes, yes, yes.
190 00:16:52.900 ⇒ 00:16:55.910 Cutter Streeby: Yeah, we have all the dimensionality on every…
191 00:16:56.210 ⇒ 00:16:59.530 Uttam Kumaran: Every client, the services they bought, when they bought it.
192 00:17:00.510 ⇒ 00:17:03.150 Uttam Kumaran: Right? It’s all… it’s all houses, right? So…
193 00:17:03.790 ⇒ 00:17:16.310 Uttam Kumaran: I mean, this is the thing, I mean, but, like, so one is, like, okay, so there’s this, like, part one, right? And then, like, scene, we clean everything up. There’s also been, like, okay, they’re not running any great, like, marketing plays or anything, you know?
194 00:17:17.490 ⇒ 00:17:19.639 Cutter Streeby: Yeah, closely… I think…
195 00:17:19.640 ⇒ 00:17:20.710 Uttam Kumaran: be… yeah.
196 00:17:20.710 ⇒ 00:17:28.070 Cutter Streeby: first CRO, just… just implementing… a convertible…
197 00:17:28.430 ⇒ 00:17:32.390 Cutter Streeby: Like, reviews flow for each business.
198 00:17:32.960 ⇒ 00:17:37.149 Cutter Streeby: would drive up their GMB Google rankings.
199 00:17:37.150 ⇒ 00:17:37.810 Uttam Kumaran: Yes.
200 00:17:37.810 ⇒ 00:17:40.380 Cutter Streeby: drive up organic visibility, like.
201 00:17:40.380 ⇒ 00:17:40.860 Uttam Kumaran: Yeah.
202 00:17:40.860 ⇒ 00:17:42.900 Cutter Streeby: That it’s all tied together.
203 00:17:43.850 ⇒ 00:17:44.410 Uttam Kumaran: Excellent.
204 00:17:45.680 ⇒ 00:17:50.620 Uttam Kumaran: So, maybe here’s the thing, do you… I… I’m gonna… I’m gonna shoot you over… I can shoot you over…
205 00:17:50.900 ⇒ 00:17:57.639 Uttam Kumaran: A couple more things. Add your… add your folks, I don’t know… is it someone from… that we worked with on Eden?
206 00:17:57.640 ⇒ 00:17:58.380 Cutter Streeby: Yeah.
207 00:17:58.660 ⇒ 00:17:59.330 Uttam Kumaran: Okay.
208 00:17:59.860 ⇒ 00:18:06.099 Uttam Kumaran: then, yeah, I would say I’ll tell me in his email, or I’ll add him. I think if we can… if, like.
209 00:18:06.330 ⇒ 00:18:10.829 Uttam Kumaran: It doesn’t even need to be a deck, but if you have anything handy, like, whatever format.
210 00:18:11.070 ⇒ 00:18:20.930 Uttam Kumaran: if I could just get a sense of the scope, next week we’re gonna talk about pricing, and then me, you, Robert can, like, collaborate on that.
211 00:18:21.410 ⇒ 00:18:22.460 Uttam Kumaran: And
212 00:18:22.610 ⇒ 00:18:27.769 Uttam Kumaran: Robert is more aggressive than I am about, like, hey, let’s see if we can, like, get a piece of the…
213 00:18:28.140 ⇒ 00:18:29.339 Uttam Kumaran: Of the growth.
214 00:18:31.550 ⇒ 00:18:36.840 Cutter Streeby: Are you cool if I… this thing in our Slack channel, so that I can hit up my Tigran.
215 00:18:36.840 ⇒ 00:18:40.809 Uttam Kumaran: Yeah, yeah, bro. Yeah, and then, but let me get Tigran under NDA.
216 00:18:41.380 ⇒ 00:18:42.670 Cutter Streeby: Oh, okay.
217 00:18:43.420 ⇒ 00:18:45.489 Uttam Kumaran: So, like, email… send me his email.
218 00:18:45.770 ⇒ 00:18:49.179 Uttam Kumaran: I mean, our folks know him, but just send me his email, and then I’ll,
219 00:18:49.800 ⇒ 00:18:52.029 Uttam Kumaran: I’ll get assigned an Adam.
220 00:18:55.910 ⇒ 00:18:57.699 Cutter Streeby: You’re at greylanders.com.
221 00:19:00.550 ⇒ 00:19:02.700 Cutter Streeby: Can you sign away your life?
222 00:19:12.730 ⇒ 00:19:13.610 Cutter Streeby: Cool.
223 00:19:14.400 ⇒ 00:19:18.260 Cutter Streeby: Alright, I pinged him in there. If you just drop him the NDA,
224 00:19:18.640 ⇒ 00:19:21.980 Cutter Streeby: Alright. And then when he signs, just drop it in there, because, like.
225 00:19:21.980 ⇒ 00:19:23.859 Uttam Kumaran: I’ll drop all this stuff in there, yeah, yeah.
226 00:19:23.860 ⇒ 00:19:31.160 Cutter Streeby: even with this deck, like, I could make responses to each of these fucking things that are in here.
227 00:19:31.160 ⇒ 00:19:37.510 Uttam Kumaran: Yeah, yeah, no, this is… this is the… so I’m telling everybody that the challenge here is too much. There’s too much.
228 00:19:38.030 ⇒ 00:19:41.649 Uttam Kumaran: And we need to… I just want to understand their budget.
229 00:19:41.930 ⇒ 00:19:44.649 Uttam Kumaran: And, but, like, for me, I’m trying to understand, like.
230 00:19:45.770 ⇒ 00:19:55.049 Uttam Kumaran: the opportunity, like, if you’re like, yo, we could boost this 30%, and then we… we have an understanding of, like, the ACV, and then I’m like, yo, we’re about to drive this much money.
231 00:19:55.440 ⇒ 00:19:57.929 Uttam Kumaran: give us a peace, right? Like, I don’t know.
232 00:19:58.490 ⇒ 00:20:02.339 Cutter Streeby: Yeah, if they’re… what was last year’s growth? 2%, you said?
233 00:20:02.340 ⇒ 00:20:03.060 Uttam Kumaran: Yeah.
234 00:20:03.260 ⇒ 00:20:05.879 Cutter Streeby: And they’re projected to constrict this year.
235 00:20:05.880 ⇒ 00:20:06.520 Uttam Kumaran: Yeah.
236 00:20:07.270 ⇒ 00:20:14.430 Cutter Streeby: Yeah, bro, if we… even if we… like, I personally think, just looking at these numbers, that…
237 00:20:15.430 ⇒ 00:20:20.279 Cutter Streeby: We could… we could probably get 10%, but if… even if we told them.
238 00:20:20.620 ⇒ 00:20:24.620 Cutter Streeby: Like, our top-end target is 5%.
239 00:20:24.770 ⇒ 00:20:29.399 Cutter Streeby: that’s still… And say we fail at, like, 3.5%.
240 00:20:29.400 ⇒ 00:20:33.340 Uttam Kumaran: Well, no, we structure the deal that way. We do, like, almost tranche-based.
241 00:20:34.410 ⇒ 00:20:35.540 Cutter Streeby: Oh, yeah.
242 00:20:35.540 ⇒ 00:20:40.200 Uttam Kumaran: Because what I want to do is put a couple options. Like, a fixed monthly.
243 00:20:40.520 ⇒ 00:20:43.159 Uttam Kumaran: Maybe the project base is probably the worst.
244 00:20:43.540 ⇒ 00:20:47.289 Uttam Kumaran: And then I want to say, okay, here’s also another option where, like.
245 00:20:47.680 ⇒ 00:20:52.710 Uttam Kumaran: We’re gonna do a couple things that’s gonna all drive towards, like, revenue growth.
246 00:20:53.830 ⇒ 00:20:59.030 Uttam Kumaran: If we hit 5, there’s this amount. If we hit 10, there’s this amount, there’s this piece of it.
247 00:20:59.610 ⇒ 00:21:00.160 Cutter Streeby: Well, if they’re.
248 00:21:00.160 ⇒ 00:21:03.450 Uttam Kumaran: We don’t, we don’t get… and we don’t get, we don’t get, we don’t get paid otherwise.
249 00:21:03.450 ⇒ 00:21:07.840 Cutter Streeby: If they’re projected to constrict, even, say, 2%… No!
250 00:21:07.840 ⇒ 00:21:10.349 Uttam Kumaran: Yes. No, that’s exactly it, yes.
251 00:21:10.500 ⇒ 00:21:13.619 Uttam Kumaran: I mean, dude, it’s even… it’s worse than, like…
252 00:21:13.980 ⇒ 00:21:22.160 Uttam Kumaran: like, when we first put this deal… so this is a company we’ve been helping with… we built, like, some internal AI for them, and we’ve been helping them for almost, like.
253 00:21:22.380 ⇒ 00:21:28.589 Uttam Kumaran: almost, like, a year now. And one day I was like, hey, like, we’re crushing it for you on the AI side, like.
254 00:21:28.770 ⇒ 00:21:32.829 Uttam Kumaran: you know, we do, like, data stuff, that’s, like, our primary business, and I call them, and then…
255 00:21:33.200 ⇒ 00:21:44.819 Uttam Kumaran: they were like, yeah, well, why don’t you put a… put together a presentation, like, what you’re… what you could do, and then I… I did it, and then the C, like, I pre-presented, like, hey, this… there’s, like, you guys have no data, there’s a bunch of issues.
256 00:21:45.040 ⇒ 00:21:50.049 Uttam Kumaran: I need to run, like, a discovery sprint. This was in November, before Thanksgiving, and then…
257 00:21:50.220 ⇒ 00:22:07.269 Uttam Kumaran: we put together, like, the presentation, and the CEO, he, like… so, the CEO’s dad started the company. He’s… he’s now gonna retire soon, it’s gonna hand off to another person. It’s like a PE, like, crazy PE, like, industry, right? So there’s a lot of…
258 00:22:07.400 ⇒ 00:22:16.599 Uttam Kumaran: Like, people… yeah, there’s a lot of interest, but, like, there’s a lot of marketing dollars going into it. These guys still have the… they’re the company with the most services.
259 00:22:16.600 ⇒ 00:22:18.020 Cutter Streeby: under one house.
260 00:22:18.020 ⇒ 00:22:31.449 Uttam Kumaran: with, like, a really, really amazing reputation in Texas. It’s extremely geolocated, and they’re well-known, super, super well-known brand, and… but he looked at me, he was like, hey, we haven’t… he’s like, literally, like, I don’t know what we’re gonna do.
261 00:22:31.580 ⇒ 00:22:33.890 Uttam Kumaran: He’s like, I do not know what to do to grow up.
262 00:22:34.540 ⇒ 00:22:37.290 Uttam Kumaran: he’s like, I’ll pay you whatever.
263 00:22:37.530 ⇒ 00:22:45.370 Uttam Kumaran: just tell me what… tell me what the plan is. I said, okay, okay, I said, we’ll be back. And so this… we’re kind of coming up to the point where, like, we’ve…
264 00:22:45.550 ⇒ 00:22:49.080 Uttam Kumaran: We’ve showed them that we’re totally capable, and now it’s sort of like, okay.
265 00:22:49.200 ⇒ 00:22:53.349 Uttam Kumaran: what can we do? And throughout the whole process, we met all the characters involved.
266 00:22:53.570 ⇒ 00:22:59.680 Uttam Kumaran: from IT, to sales, to commercial, to all the branches, so everybody’s bought in. I think…
267 00:23:00.380 ⇒ 00:23:16.420 Uttam Kumaran: I just don’t have… I mean, one is the reason we’re calling you, is I’m like, okay, we… there’s this growth piece that I’m like, I can’t… I wasn’t not gonna be able to take that work on. The data work, and the strategy work, and the recommendations, we’re gonna… we can eat that up, no problem. And then Zoran was gonna take part of the…
268 00:23:16.960 ⇒ 00:23:19.499 Uttam Kumaran: just get GA sort of in a good place, but…
269 00:23:19.660 ⇒ 00:23:24.799 Uttam Kumaran: If you could come and actually, like, execute the growth, and we do it under one house.
270 00:23:25.120 ⇒ 00:23:31.950 Uttam Kumaran: I think would crush it, and then I think we do this, and then I think we do it again, I think we do it a couple more times somewhere else.
271 00:23:32.160 ⇒ 00:23:38.909 Cutter Streeby: Yeah, just make me Brainforge email, and then I’ll send you all my decks, and then you can put it on Brainforge website and shit.
272 00:23:43.570 ⇒ 00:23:43.920 Uttam Kumaran: Okay.
273 00:23:44.130 ⇒ 00:23:55.250 Cutter Streeby: The shit that I’ve done, like, I scaled PeterMD from 250 to fucking 2 million in 11 months, eaten from 4 million to 100 million in 10 and a half.
274 00:23:56.300 ⇒ 00:24:01.759 Cutter Streeby: Fucking… I got so many of those, bro. Like, air purifiers, Oronzi, like, I took them.
275 00:24:01.760 ⇒ 00:24:02.130 Uttam Kumaran: Yeah.
276 00:24:03.430 ⇒ 00:24:12.410 Cutter Streeby: We did $3 million in the last month before they fired me, because they sent me a check for 30 grand, and they hired an internal CMO.
277 00:24:12.410 ⇒ 00:24:13.500 Uttam Kumaran: Yeah, yeah.
278 00:24:14.840 ⇒ 00:24:15.669 Cutter Streeby: So, I got.
279 00:24:15.670 ⇒ 00:24:18.319 Uttam Kumaran: These guys, there’s no way these guys are gonna get the talent.
280 00:24:18.640 ⇒ 00:24:23.430 Uttam Kumaran: I just think we gotta think about, like, what are we gonna do over a year or two years?
281 00:24:23.930 ⇒ 00:24:24.430 Cutter Streeby: Nope.
282 00:24:24.630 ⇒ 00:24:27.730 Uttam Kumaran: It’s gonna be a bigger… it’s gonna be, like, a big… so, how about this?
283 00:24:28.280 ⇒ 00:24:39.080 Uttam Kumaran: I could get you Brave Virginia and all that stuff is fine. I’ll send… I’ll send Tigran, NDA, I’ll put more of the decks in there. If you can send those decks that you have.
284 00:24:39.320 ⇒ 00:24:44.189 Uttam Kumaran: I’m gonna meet with Robert next week. We’re gonna meet a couple times on this.
285 00:24:44.330 ⇒ 00:24:52.279 Uttam Kumaran: I’m gonna… I’ll talk to him… I’m talking to him in about an hour, so I’ll let him know what we chatted about, and then let’s just collaborate. And again, there’s, like, probably 3…
286 00:24:52.700 ⇒ 00:24:57.499 Uttam Kumaran: Work streams here, so… I’ll just let you know how it goes, and we’ll just chat in the channel.
287 00:24:58.720 ⇒ 00:24:59.490 Cutter Streeby: Cool, bro.
288 00:24:59.490 ⇒ 00:25:11.179 Uttam Kumaran: But I want to make sure… I want to make sure, like, you get paid, I want to make sure we crush it for these guys, and then, more importantly to me is that we can go do this again. Like, we… while we rip this one, we figure out the playbook, because…
289 00:25:11.320 ⇒ 00:25:14.920 Uttam Kumaran: This is just a great add-on to all the data stuff we do, you know?
290 00:25:15.570 ⇒ 00:25:27.420 Cutter Streeby: Yeah, bro, I already got… I already got the playbook for this shit. This shit’s gonna be cake for SEO, GEO, like, literally, probably in 2 months, I can have them ranking in fuckin’…
291 00:25:29.100 ⇒ 00:25:38.079 Cutter Streeby: top 10, top 5 contractors in Austin, top 5 pest control companies, Austin, all that shit.
292 00:25:38.080 ⇒ 00:25:38.670 Uttam Kumaran: Yeah.
293 00:25:42.260 ⇒ 00:25:43.140 Uttam Kumaran: Okay, sick.
294 00:25:43.140 ⇒ 00:25:52.989 Cutter Streeby: Then it’s Google Ads. I need a fucking Google Ads guy, because I get sucked into running fucking Google Ads, and then I just live there, so…
295 00:25:53.570 ⇒ 00:25:54.969 Cutter Streeby: That’s… I got somebody.
296 00:25:54.970 ⇒ 00:26:05.549 Uttam Kumaran: Yeah, but I can… but I… we… we can always, like, I have a couple people in my network, but the biggest thing for me is that, like, I’ll just… the thing about our company is that I can go get you a bunch of them, and you can just interview and pick whoever
297 00:26:05.850 ⇒ 00:26:07.730 Uttam Kumaran: You think is best, and bring them in.
298 00:26:07.950 ⇒ 00:26:08.580 Cutter Streeby: Aye.
299 00:26:08.990 ⇒ 00:26:20.699 Uttam Kumaran: like, because we recruit, so I’ll go… if you’re like, hey, I need… I’ll… we have a bunch of people that have come across our desk, but we don’t do… we weren’t doing marketing execution, so I’m like, yo, I can refer you to the client, but, like.
300 00:26:20.950 ⇒ 00:26:24.350 Uttam Kumaran: We don’t do it in-house, but I have some friends that that’s all they do, manage
301 00:26:24.560 ⇒ 00:26:29.340 Uttam Kumaran: Manage ad accounts, so… I can give you a couple people to talk to, see what they think, yeah.
302 00:26:29.340 ⇒ 00:26:31.510 Cutter Streeby: Yeah, this one, I bet, is gonna be…
303 00:26:31.770 ⇒ 00:26:41.630 Cutter Streeby: different than anything they’ve ever run, because there’s probably gonna be… I don’t know how they’re set up internally. I’ve seen it, like, I’ve run ads for…
304 00:26:42.500 ⇒ 00:26:45.259 Uttam Kumaran: No, they have an ex… they have an external guy, they have an external…
305 00:26:45.390 ⇒ 00:26:53.330 Uttam Kumaran: firm that’s doing all their… all their ads. He couldn’t even give us access because he’s like, oh, I commingled it with everybody else. He’s like, I can’t give you access.
306 00:26:53.650 ⇒ 00:26:56.570 Cutter Streeby: I just didn’t, like, I… have their own MCC.
307 00:26:57.310 ⇒ 00:26:57.960 Cutter Streeby: That’s what.
308 00:26:57.960 ⇒ 00:26:58.760 Uttam Kumaran: Yeah.
309 00:26:58.760 ⇒ 00:26:59.650 Cutter Streeby: Is that they don’t even.
310 00:26:59.650 ⇒ 00:27:00.970 Uttam Kumaran: I assume so.
311 00:27:01.470 ⇒ 00:27:03.320 Cutter Streeby: Oh my god, whatever.
312 00:27:03.920 ⇒ 00:27:08.989 Uttam Kumaran: I mean, it’s whatever, but this is okay, I can’t also, like… I didn’t want to… I can’t, like, go in there and be like, you all…
313 00:27:09.180 ⇒ 00:27:16.110 Uttam Kumaran: Like, all your consultants sort of, like, messed up here, because they also mismanage it, and they didn’t set goals and stuff like that, so…
314 00:27:16.500 ⇒ 00:27:23.230 Uttam Kumaran: We’ll see, like… But, like, if we start getting wins, then doors will start opening internally for whatever.
315 00:27:23.230 ⇒ 00:27:35.199 Cutter Streeby: The easiest thing and, like, the most long-term thing that we could start with is this giant collapse of their organic social… I mean, their organic search traffic is just…
316 00:27:35.770 ⇒ 00:27:44.790 Cutter Streeby: Bro, we can fix that shit so easy. They go from 300,000 organic views… down to, like, 30K.
317 00:27:44.990 ⇒ 00:27:46.290 Uttam Kumaran: Yeah, it’s crazy.
318 00:27:47.220 ⇒ 00:27:50.149 Cutter Streeby: So we could definitely fix that shit.
319 00:27:51.870 ⇒ 00:28:02.150 Cutter Streeby: And then Meta, we could do some Meta ads, but it’s also gonna be, like, inside of their CRM, growth hacks in their CRM, like…
320 00:28:03.100 ⇒ 00:28:09.129 Cutter Streeby: like, the SMS triggers on when an appointment is scheduled or completed, etc, etc.
321 00:28:17.610 ⇒ 00:28:18.240 Uttam Kumaran: Okay.
322 00:28:18.530 ⇒ 00:28:23.999 Cutter Streeby: Cool, bro. Alright, we’ll drop those things in there, and then… Alright. Me and Tigran will prep,
323 00:28:24.460 ⇒ 00:28:30.540 Cutter Streeby: SEO GEO solution, just drop your fucking logos and shit in there, and then…
324 00:28:30.540 ⇒ 00:28:31.120 Uttam Kumaran: Okay, okay.
325 00:28:31.120 ⇒ 00:28:39.130 Cutter Streeby: We’ll just say everything we’ve done, you’ve done, and we’ll put all our shots and shit in there for social proof, blah blah blah.
326 00:28:39.660 ⇒ 00:28:41.399 Uttam Kumaran: Okay, okay, alright, dope.
327 00:28:42.000 ⇒ 00:28:43.530 Cutter Streeby: Cool. Alright. Okay.
328 00:28:43.720 ⇒ 00:28:45.430 Uttam Kumaran: Thanks, dude. Alright, talk to you soon.
329 00:28:45.430 ⇒ 00:28:46.320 Cutter Streeby: Alright, peace.
330 00:28:46.320 ⇒ 00:28:46.760 Uttam Kumaran: Bye, peace.