Meeting Title: Uttam <> Jared Date: 2024-06-12 Meeting participants: Jared Patterson, Uttam Kumaran
WEBVTT
1 00:02:15.690 ⇒ 00:02:16.400 Uttam Kumaran: Hey, Jared.
2 00:02:17.490 ⇒ 00:02:18.200 JARED PATTERSON: Hello!
3 00:02:18.720 ⇒ 00:02:21.170 Uttam Kumaran: Hey? Sorry. I’m just driving
4 00:02:22.110 ⇒ 00:02:23.220 Uttam Kumaran: no worries.
5 00:02:24.200 ⇒ 00:02:27.779 Uttam Kumaran: Just kind of a little bit of a crazy day. I’m flying to Boston later today.
6 00:02:28.230 ⇒ 00:02:29.060 JARED PATTERSON: Okay.
7 00:02:30.370 ⇒ 00:02:34.559 Uttam Kumaran: Have a wedding this weekend, so we’re staying in seaport for a few days.
8 00:02:34.880 ⇒ 00:02:35.849 JARED PATTERSON: That’ll be fun.
9 00:02:36.240 ⇒ 00:02:37.769 Uttam Kumaran: Yeah should be fun.
10 00:02:37.790 ⇒ 00:02:38.949 Uttam Kumaran: How’s that with you?
11 00:02:40.980 ⇒ 00:02:44.620 JARED PATTERSON: Not much, not much. Just kinda chilling
12 00:02:45.990 ⇒ 00:02:49.899 JARED PATTERSON: Gonna help my brother. My brother started. I don’t know if I mentioned to you like.
13 00:02:50.450 ⇒ 00:02:52.300 JARED PATTERSON: commercial property, maintenance.
14 00:02:52.740 ⇒ 00:02:54.250 JARED PATTERSON: business like.
15 00:02:54.250 ⇒ 00:02:54.800 Uttam Kumaran: No way.
16 00:02:54.800 ⇒ 00:02:57.079 JARED PATTERSON: Condos and stuff. Yeah, so
17 00:02:57.470 ⇒ 00:03:03.099 JARED PATTERSON: I’ve just been kind of helping him with sales or honestly, like any labor work he needed done.
18 00:03:03.530 ⇒ 00:03:04.080 Uttam Kumaran: Nice.
19 00:03:04.080 ⇒ 00:03:06.250 JARED PATTERSON: Just cause. It’s he’s kind of.
20 00:03:07.030 ⇒ 00:03:10.950 JARED PATTERSON: you know, figuring stuff out as he goes, but they’re doing pretty well, so.
21 00:03:11.450 ⇒ 00:03:14.680 Uttam Kumaran: Was. Was he in that field before, or how long has he been at it?
22 00:03:15.060 ⇒ 00:03:21.726 JARED PATTERSON: He? So he’s a year younger than me, actually. But cause I played junior hockey. He graduated a little bit earlier.
23 00:03:23.510 ⇒ 00:03:29.190 JARED PATTERSON: and he’s basically he was working at a property management company
24 00:03:29.680 ⇒ 00:03:32.099 JARED PATTERSON: and kind of saw this hole where
25 00:03:32.650 ⇒ 00:03:40.820 JARED PATTERSON: there was like a lot of money being made by these contractors bidding on properties and quoting properties. But they’re quoting like crazy high.
26 00:03:40.950 ⇒ 00:03:49.429 JARED PATTERSON: So he saw this kind of area where he could get in there. Quote a little bit lower prices, and still make quite a bit of profit doing it. So he kind of just
27 00:03:49.470 ⇒ 00:03:51.799 JARED PATTERSON: pivoted to doing that instead of the
28 00:03:52.070 ⇒ 00:03:54.499 JARED PATTERSON: office work of property management.
29 00:03:55.010 ⇒ 00:03:58.410 Uttam Kumaran: Great, I mean dude kudos to him. That stuff tough guy.
30 00:03:58.760 ⇒ 00:04:02.500 JARED PATTERSON: Yeah, no, it’s I’m really happy for him. He’s done well, and
31 00:04:02.790 ⇒ 00:04:04.670 JARED PATTERSON: I’ve been getting like
32 00:04:05.410 ⇒ 00:04:11.700 JARED PATTERSON: earlier in the school year. I was helping them with some like kind of cold, calling some board members and stuff just trying to get some.
33 00:04:11.700 ⇒ 00:04:12.130 Uttam Kumaran: Nice.
34 00:04:12.130 ⇒ 00:04:15.979 JARED PATTERSON: So it’s been nice that I’ve been able to help him any way I can. So.
35 00:04:15.990 ⇒ 00:04:19.109 Uttam Kumaran: Don’t. Okay. So you kind of get like a little bit about
36 00:04:19.230 ⇒ 00:04:22.449 Uttam Kumaran: like top of funnel, like what the game kind of is like.
37 00:04:22.910 ⇒ 00:04:26.060 JARED PATTERSON: Yeah, yeah, I don’t know. I mean, I’m assuming that
38 00:04:26.390 ⇒ 00:04:32.110 JARED PATTERSON: like, I don’t know how often you guys are doing like cold calling for clients I’m like, I know you mentioned. It’s a lot.
39 00:04:32.110 ⇒ 00:04:36.540 Uttam Kumaran: A lot of is more warm, like, yeah, like we at least haven’t in. But
40 00:04:36.650 ⇒ 00:04:40.099 Uttam Kumaran: I mean, like, and we would jump right into it. Yeah, the the basics is like.
41 00:04:40.810 ⇒ 00:04:54.559 Uttam Kumaran: I wanna exhaust. Because the thing is, I think about everything. And again, we work in data. So I think about everything like conversion rates and conversion rates on a warm introduction, or somewhere where you know somebody is way better than a cold
42 00:04:54.700 ⇒ 00:05:06.429 Uttam Kumaran: call, right where you kind of have to like improv on the fly and figure things out. Also, the nice thing is like between me, everybody on the team and my connections. There’s so much many people that, like
43 00:05:06.520 ⇒ 00:05:17.020 Uttam Kumaran: we at least are like one or 2 degrees from that I would love to exhaust before doing like email campaigns or apps, or anything like that, a lot of people because they don’t have the network
44 00:05:17.060 ⇒ 00:05:22.720 Uttam Kumaran: right? They they need to rely on those ways. But those are not only expensive.
45 00:05:23.210 ⇒ 00:05:42.149 Uttam Kumaran: You kind of need to manage those. And again, like the conversion rates are low. What what our edges is that is that I have a lot of connections, and the people on our staff of a lot of connections. To go take advantage of that 1st where we have a reason to get in contact with people and people will open our emails, take our calls, things like that. So that’s what I like.
46 00:05:42.330 ⇒ 00:05:46.360 Uttam Kumaran: I’ve been leaning entirely on which has been working great because
47 00:05:46.916 ⇒ 00:05:51.810 Uttam Kumaran: I think, like, I think, even if we exhaust, we’re never gonna we’re really like
48 00:05:51.850 ⇒ 00:05:54.730 Uttam Kumaran: not gonna exhaust that anytime soon. So.
49 00:05:54.730 ⇒ 00:06:17.639 JARED PATTERSON: Yeah, no, that that makes sense. It’s like data seems to be just based on, like my discussions to you. Discussions with Clint like a very tight knit community, and most people like you know you, you might know someone, but they know these other people who, once you’ve talked to them. They also know these people that could be interested. And everyone wants to help out each other. So yeah, that makes total sense kind of going for those like low hanging fruit before you.
50 00:06:17.880 ⇒ 00:06:18.790 JARED PATTERSON: you know.
51 00:06:19.280 ⇒ 00:06:22.660 JARED PATTERSON: Put a bunch of money into marketing or advertisements like you mentioned.
52 00:06:23.040 ⇒ 00:06:29.249 Uttam Kumaran: Yeah. And then the you know, the thing that happens at a company are small. Is that anytime you have new processes, or
53 00:06:29.380 ⇒ 00:06:44.589 Uttam Kumaran: you add people as it adds operational complexity. So the one thing that I’ll continue to hammer is that, like my job is to make sure that like things don’t get complex. There’s a clear hierarchy of who is making what decision. But also, like, I’ll tell you, we’re not gonna hire salesperson anytime soon.
54 00:06:44.640 ⇒ 00:06:45.820 Uttam Kumaran: So yeah.
55 00:06:46.110 ⇒ 00:06:58.729 Uttam Kumaran: we need to rely on process and automation as much as possible, but also continue to make sure we can build reliable pipeline. And so one thing I wanted to. Just, I basically want to just have spend some time today and just have, like an open
56 00:06:58.780 ⇒ 00:07:08.560 Uttam Kumaran: conversation about like kind of how we’ve done sales. And you know I would. The thing I would probably ask is, if you want to take notes either any document or
57 00:07:08.620 ⇒ 00:07:11.640 Uttam Kumaran: ideally. I want to kind of create a little bit of a sales
58 00:07:11.820 ⇒ 00:07:14.360 Uttam Kumaran: kind of page and notion where we kind of document
59 00:07:14.430 ⇒ 00:07:22.540 Uttam Kumaran: are sort of thinking about sales and brain forge. But the document I sent to you is really what I outlined when I 1st started the company, which is
60 00:07:22.640 ⇒ 00:07:25.210 Uttam Kumaran: kind of the different pillars of
61 00:07:25.360 ⇒ 00:07:33.079 Uttam Kumaran: sales at brain force, not only from like getting people into the pipeline, but actually post close
62 00:07:33.397 ⇒ 00:07:39.319 Uttam Kumaran: and some of that has evolved since, you know, in the last few months. So I need to kind of update that. But
63 00:07:39.606 ⇒ 00:07:45.489 Uttam Kumaran: yeah, well interested in, like, if you had to take a look at that, or if there’s any questions you had, or anything that you saw that was interesting. There.
64 00:07:46.040 ⇒ 00:07:57.800 JARED PATTERSON: Yeah, no, I read through it. I i i like everything I read. It’s pretty like in depth, and it honestly made it pretty easy to follow kinda what your plan is for
65 00:07:58.360 ⇒ 00:08:04.189 JARED PATTERSON: how you’ve been doing it, and I’m I’m sure that process has kind of changed over time. But now that you’ve got it kinda
66 00:08:04.450 ⇒ 00:08:10.810 JARED PATTERSON: set in stone, perhaps. Yeah, no, I I read it over, and it made kind of cleared everything up for me.
67 00:08:12.000 ⇒ 00:08:15.310 Uttam Kumaran: Cool. Yeah. I mean again, the the biggest thing that I
68 00:08:15.320 ⇒ 00:08:22.120 Uttam Kumaran: you know. What what I can do is like, I want to. We start from like any sort of goal. But ideally, one thing I wanted to do is like.
69 00:08:22.200 ⇒ 00:08:23.470 Uttam Kumaran: try to pitch.
70 00:08:23.620 ⇒ 00:08:34.770 Uttam Kumaran: have one sales call per day. It was like, I think, a reasonable goal. And what that allows us to do is kind of work backwards and forwards from that right. If we have one sales call per day. Okay, that’s about 30 per month.
71 00:08:34.840 ⇒ 00:08:48.340 Uttam Kumaran: And there’s about like 30 leads per month. That means if we expect X amount to close, and that should bring X amount of revenue on the flip side. We go back up. We can say, like, Okay, if we need to schedule one call per day. That means we need to be reaching out to X amount of people per week.
72 00:08:48.390 ⇒ 00:09:00.300 Uttam Kumaran: And so that’s kind of how I like to think about things. Because and the second way is like, I’m currently the one managing all the sales calls but if we want any process to scale, even scale, not even meaning like
73 00:09:00.690 ⇒ 00:09:07.990 Uttam Kumaran: to thousands, meaning just like, if we want to process the work without me being involved. Like, we need to think about ways that people
74 00:09:08.130 ⇒ 00:09:20.279 Uttam Kumaran: get into our pipeline. Get get meeting scheduled, get called with me. Get moved to the next stage, right? Each portion of that really needs to be documented, and and there needs to be a system.
75 00:09:21.490 ⇒ 00:09:27.100 Uttam Kumaran: and so I’m at the point now where I’ve had enough to these calls, where I generally understand, like
76 00:09:27.290 ⇒ 00:09:34.200 Uttam Kumaran: I understand, like what I need to prepare for before. Typically how those conversations go, what information I need
77 00:09:34.270 ⇒ 00:09:40.069 Uttam Kumaran: to basically make a decision on like, if that if that company is like worth pursuing.
78 00:09:40.350 ⇒ 00:09:45.340 Uttam Kumaran: I also, I also am able to understand, like how to deal with common objections.
79 00:09:45.530 ⇒ 00:09:59.679 Uttam Kumaran: And then it’s like, what what does a follow up look like like, do we want to do a proof of concept? Is there something that we can do? Is we? Do we want to sign a longer term contract. The other things that are really important that I honestly want to try to tackle
80 00:10:00.365 ⇒ 00:10:13.400 Uttam Kumaran: really, early on in working with you is, is also beginning to set up materials right. The the thing that I really believe in is like the website case studies that all is our sell us without us being involved.
81 00:10:13.630 ⇒ 00:10:26.370 Uttam Kumaran: Right? And so that’s those are things that like, I want processes by which we develop those for every client that we worked on for past clients. We worked on and sort of begin to build a repository of
82 00:10:27.520 ⇒ 00:10:30.360 Uttam Kumaran: case studies, service documents.
83 00:10:30.450 ⇒ 00:10:33.510 Uttam Kumaran: blog posts that begin to start to sell for us.
84 00:10:33.886 ⇒ 00:10:39.509 Uttam Kumaran: Because I talked to a lot of people and people go to our website. And so for their ability to learn what we do really quickly.
85 00:10:39.620 ⇒ 00:10:44.230 Uttam Kumaran: and to kind of get into our funnel and book. A meeting with me is perfect.
86 00:10:44.340 ⇒ 00:10:52.480 Uttam Kumaran: right? And so that might be the that might be the best place to start, because once we’re once they’re in a meeting with me, I’m I’m confident I can either get them moving or get them out.
87 00:10:52.740 ⇒ 00:10:57.959 Uttam Kumaran: I think the place that I think there’s a lot of opportunity now is really in that like.
88 00:10:58.150 ⇒ 00:11:00.000 Uttam Kumaran: Hey, they’re interested in us.
89 00:11:00.440 ⇒ 00:11:04.889 Uttam Kumaran: But then, between that and then booking a call. What do they need to see?
90 00:11:05.180 ⇒ 00:11:05.900 Uttam Kumaran: You know.
91 00:11:05.900 ⇒ 00:11:07.170 JARED PATTERSON: Right? Right?
92 00:11:07.730 ⇒ 00:11:14.430 JARED PATTERSON: And yeah, cause I was gonna say, I mean, when I 1st like started when we 1st connected
93 00:11:14.730 ⇒ 00:11:22.149 JARED PATTERSON: like, the 1st thing I did was, look at the website, and you’ve changed that since I looked at it. Cause I was gonna say, like that was probably
94 00:11:22.520 ⇒ 00:11:26.030 JARED PATTERSON: now compared to them has probably changed like drastically and.
95 00:11:26.030 ⇒ 00:11:26.730 Uttam Kumaran: Yes.
96 00:11:26.730 ⇒ 00:11:29.129 JARED PATTERSON: I think, looks much better. And
97 00:11:29.980 ⇒ 00:11:31.320 JARED PATTERSON: cause I mean.
98 00:11:32.130 ⇒ 00:11:37.380 JARED PATTERSON: I find there’s so many like new data startups that it’s hard to kind of understand what each one’s doing. So like
99 00:11:37.470 ⇒ 00:11:44.810 JARED PATTERSON: figuring out. Like, okay, I look at your website. I know exactly what it is. I can read from prior stuff that you’ve done.
100 00:11:44.890 ⇒ 00:11:52.810 JARED PATTERSON: and like all those deliverables like you mentioned, or all the the materials that that’s huge, because the 1st thing I do is read all the case, studies.
101 00:11:53.350 ⇒ 00:11:53.710 Uttam Kumaran: Yeah.
102 00:11:53.710 ⇒ 00:11:57.020 JARED PATTERSON: And then that’s like the best way to get a foundation for what you’re doing.
103 00:11:57.270 ⇒ 00:11:58.380 Uttam Kumaran: Yeah, yes.
104 00:11:59.580 ⇒ 00:12:17.499 Uttam Kumaran: the other thing that’s the other thing that I’ll also share is that I worked with? I worked with a content person to actually begin thinking about what is like, what is brain for just content strategy, but also like, how do we market ourselves? Because the big issue that I was having was
105 00:12:17.550 ⇒ 00:12:23.889 Uttam Kumaran: I was I was trying to understand, like, who are we going after and like, who am I talking to? Right? Because
106 00:12:24.240 ⇒ 00:12:31.990 Uttam Kumaran: my problem was like, Okay, cool, I could be talking to. I could be talking to like a technical person. I could be talking to the CEO. And so
107 00:12:32.180 ⇒ 00:12:40.669 Uttam Kumaran: there was different thing. There’s different strategies. And so the one thing I worked with this content person on, and I’ll share the document right now that they worked with me
108 00:12:40.680 ⇒ 00:12:52.929 Uttam Kumaran: to put together was like, Who are we going after? And we really decided that I’m gonna go after like Ceos and executives that are not maybe non-technical themselves. But understand that data is important for them.
109 00:12:53.463 ⇒ 00:12:56.450 Uttam Kumaran: And so those are the things that like
110 00:12:56.670 ⇒ 00:13:01.889 Uttam Kumaran: that. I’m that I really like, we’ve worked together on this content strategy, doc, that I’m gonna
111 00:13:02.140 ⇒ 00:13:07.329 Uttam Kumaran: just share with you. Now that we put together to basically say, like, Hey, we want to.
112 00:13:07.500 ⇒ 00:13:15.500 Uttam Kumaran: We wanna, we wanna have a clear targeted message towards those Ceos and basically like, use that to
113 00:13:15.830 ⇒ 00:13:20.890 Uttam Kumaran: do anything from website content to case study content to emails. Everything needs to come through this like
114 00:13:21.150 ⇒ 00:13:23.280 Uttam Kumaran: this like content strategy filter
115 00:13:23.810 ⇒ 00:13:28.739 Uttam Kumaran: and I’m just gonna share this with you. So you should see it pop up in your
116 00:13:30.250 ⇒ 00:13:32.379 Uttam Kumaran: email in just a sec. Hold on.
117 00:13:34.710 ⇒ 00:13:37.070 JARED PATTERSON: Yeah. So I was, gonna say, is that like.
118 00:13:37.150 ⇒ 00:13:38.540 JARED PATTERSON: so essentially like
119 00:13:39.180 ⇒ 00:13:49.760 JARED PATTERSON: you have, I guess, like a couple of different like your your main target audience. But then you have, like some subcategories of that where it’s like depending on who they are.
120 00:13:50.060 ⇒ 00:13:53.060 JARED PATTERSON: You differ with like how you’re approaching them.
121 00:13:53.410 ⇒ 00:13:59.710 Uttam Kumaran: Yes, and and honestly, ideally, I don’t want to go after 2. I want to go after one.
122 00:13:59.840 ⇒ 00:14:14.800 Uttam Kumaran: get it going, and then try to do another. So this whole, the whole game is like simplification, and just trying to be clear on who we’re going after what our value prop is. And I I felt I feel like, frankly, when I 1st started this, I was like
123 00:14:14.960 ⇒ 00:14:17.540 Uttam Kumaran: I was too much on like we can go after anybody.
124 00:14:17.740 ⇒ 00:14:24.530 Uttam Kumaran: Actually, I think we’re gonna start to get more and more specialized, even though we don’t, we can work with anybody and do anything
125 00:14:24.780 ⇒ 00:14:28.160 Uttam Kumaran: the way we market ourselves needs to be targeted.
126 00:14:28.773 ⇒ 00:14:35.640 Uttam Kumaran: Because people come to us and they want their problem solved. They don’t care that we can solve everybody’s problems
127 00:14:35.820 ⇒ 00:14:36.640 Uttam Kumaran: right? And so.
128 00:14:36.640 ⇒ 00:14:37.200 JARED PATTERSON: Yeah.
129 00:14:37.200 ⇒ 00:14:40.050 Uttam Kumaran: The way we do marketing. And I actually just sent you
130 00:14:40.090 ⇒ 00:14:42.349 Uttam Kumaran: the document on sock. Let me know if you’re
131 00:14:42.380 ⇒ 00:14:43.650 Uttam Kumaran: if you yeah, if you’re able to see.
132 00:14:43.650 ⇒ 00:14:44.720 JARED PATTERSON: Yeah, I got it.
133 00:14:44.960 ⇒ 00:14:48.019 Uttam Kumaran: Do you see in that notion? Do you see the other docs or no.
134 00:14:48.750 ⇒ 00:14:49.540 Uttam Kumaran: just in case.
135 00:14:49.540 ⇒ 00:14:50.000 JARED PATTERSON: It’s an.
136 00:14:50.329 ⇒ 00:14:50.659 Uttam Kumaran: You.
137 00:14:50.960 ⇒ 00:14:54.640 JARED PATTERSON: I just see the brain forge, content, strategy, questionnaire.
138 00:14:54.970 ⇒ 00:14:57.730 Uttam Kumaran: Okay, one second, let me just give you the other one.
139 00:15:03.120 ⇒ 00:15:04.350 Uttam Kumaran: And
140 00:15:05.890 ⇒ 00:15:07.220 Uttam Kumaran: this one.
141 00:15:14.000 ⇒ 00:15:16.530 Uttam Kumaran: okay, can you refresh notion? You should see 3. Now.
142 00:15:16.530 ⇒ 00:15:18.479 JARED PATTERSON: Yeah, no, I see. I see him. I see all 3.
143 00:15:18.740 ⇒ 00:15:23.500 Uttam Kumaran: Alright. So the let’s start. I mean, let’s go through the questionnaire real quick.
144 00:15:23.730 ⇒ 00:15:25.860 Uttam Kumaran: And this is basically like
145 00:15:26.200 ⇒ 00:15:37.855 Uttam Kumaran: I, I I did like hours and hours of interviews with this guy, Nick, who actually, we can go talk to. And he’s like he’s like, actually, actually, I want to introduce you to him. He’s like a really really good guy content. He
146 00:15:38.130 ⇒ 00:15:44.550 Uttam Kumaran: He! He like ghost, writes for a lot of big entrepreneurs like helps. People grow their social and their content strategy. And he helps.
147 00:15:44.550 ⇒ 00:15:45.520 JARED PATTERSON: Oh, God!
148 00:15:45.765 ⇒ 00:15:48.959 Uttam Kumaran: But read through. I’ll give you just a sec. Read through this questionnaire.
149 00:15:49.140 ⇒ 00:15:54.249 Uttam Kumaran: Let me know if anything you see that’s interesting. It’s kinda long. But like I wanna give you a sec to read it.
150 00:15:56.210 ⇒ 00:15:57.820 JARED PATTERSON: Sounds good. I’ll read it right now.
151 00:15:58.310 ⇒ 00:15:59.050 JARED PATTERSON: Yeah.
152 00:19:17.930 ⇒ 00:19:20.229 JARED PATTERSON: just reading the last part here. The content tiers.
153 00:19:20.230 ⇒ 00:19:21.250 Uttam Kumaran: Yeah, yeah.
154 00:19:21.430 ⇒ 00:19:22.230 Uttam Kumaran: no. Problem.
155 00:20:18.010 ⇒ 00:20:20.297 JARED PATTERSON: Okay, all done. I,
156 00:20:21.240 ⇒ 00:20:23.299 JARED PATTERSON: yeah, no, this kind of outlines.
157 00:20:25.570 ⇒ 00:20:30.340 JARED PATTERSON: basically your thought process. And I mean, have you narrowed this down like is this as
158 00:20:30.950 ⇒ 00:20:32.920 JARED PATTERSON: kinda close to what you
159 00:20:33.490 ⇒ 00:20:37.519 JARED PATTERSON: want to do like? Is there any other things you’ve kinda
160 00:20:38.000 ⇒ 00:20:41.600 JARED PATTERSON: steered away from? Or is this kind of everything you’re looking at, doing.
161 00:20:41.970 ⇒ 00:20:43.769 Uttam Kumaran: Yeah. So the
162 00:20:43.780 ⇒ 00:20:48.550 Uttam Kumaran: you know, over the kind of like couple of interviews I had with him the basic
163 00:20:48.930 ⇒ 00:20:50.209 Uttam Kumaran: thing that
164 00:20:50.980 ⇒ 00:20:51.780 Uttam Kumaran: that
165 00:20:52.160 ⇒ 00:21:01.199 Uttam Kumaran: we talked a lot about was like, Who are we going after? And some stuff you’ll see in the and the other strategy docs and things like that. As we decided, we’re kind of going after Ceos.
166 00:21:01.567 ⇒ 00:21:09.599 Uttam Kumaran: But basically I, then the there’s good thing and bad thing. Good thing is like we have basic. I basically was like Nick, the guy, Nick, who
167 00:21:09.610 ⇒ 00:21:17.769 Uttam Kumaran: Nick Trimmer, who helped me do this. I was just like Nick. I want, like a Bible, by which, whenever we do content and brain forge, we have.
168 00:21:17.840 ⇒ 00:21:25.340 Uttam Kumaran: like a filter by which we do that which basically allows anybody to come and do content and brain forge and understand who we’re going after and how we do that.
169 00:21:25.390 ⇒ 00:21:33.830 Uttam Kumaran: The bad part is, I haven’t done any of it yet. Like the website is good. We have some case studies. But
170 00:21:33.850 ⇒ 00:21:37.860 Uttam Kumaran: like I’ve done with the minimal time I’ve had. I’ve got everything to like
171 00:21:38.250 ⇒ 00:21:43.529 Uttam Kumaran: like a basement level. But now, like, I really wanna go turn on
172 00:21:43.950 ⇒ 00:21:48.560 Uttam Kumaran: like the jets on a lot of things. And this is gonna be our playbook. Basically
173 00:21:48.740 ⇒ 00:21:49.690 Uttam Kumaran: so
174 00:21:49.800 ⇒ 00:21:55.149 Uttam Kumaran: kind of like at the bottom, there was a little bit more information about kind of the different
175 00:21:55.200 ⇒ 00:21:57.229 Uttam Kumaran: artifacts that we can create.
176 00:21:57.634 ⇒ 00:22:02.470 Uttam Kumaran: But this overview is basically just a good way of getting it like into my brain about like how
177 00:22:02.730 ⇒ 00:22:04.060 Uttam Kumaran: I’m thinking about
178 00:22:04.400 ⇒ 00:22:06.660 Uttam Kumaran: brain Forge and the way we go after stuff.
179 00:22:08.190 ⇒ 00:22:10.547 JARED PATTERSON: Right? Yeah, no, that makes sense.
180 00:22:12.330 ⇒ 00:22:22.459 JARED PATTERSON: I guess. Like, next question would be like, How would you like me to go about like dealing with it like, is there anything primarily you want to focus on? Like I. I assume that, like
181 00:22:23.180 ⇒ 00:22:26.319 JARED PATTERSON: probably the just based off of what I’ve
182 00:22:26.660 ⇒ 00:22:33.760 JARED PATTERSON: the research I’ve done on your website. I think that case studies are huge, just speaking from my own experience. But I don’t know what like other
183 00:22:34.450 ⇒ 00:22:39.589 JARED PATTERSON: Ceos, and like the people you’ve actually had on calls have kind of been primarily interested in.
184 00:22:40.110 ⇒ 00:22:43.070 Uttam Kumaran: No. So I think your gut instinct is right. So
185 00:22:43.390 ⇒ 00:22:45.500 Uttam Kumaran: like I want to start at
186 00:22:45.640 ⇒ 00:22:49.739 Uttam Kumaran: like, well, I want to start at like what I know we have enough for.
187 00:22:49.820 ⇒ 00:22:52.240 Uttam Kumaran: And then basically continue to make sure that
188 00:22:52.340 ⇒ 00:23:12.659 Uttam Kumaran: when I go to add, when I start to do advertising, it’s gonna drive traffic to the website, which basically means a website needs to have enough to basically get the number one goal through all this is getting people to book. A dam meeting right like that’s gonna be the through line on everything. Anything we do is getting people to book a meeting.
189 00:23:12.700 ⇒ 00:23:13.920 Uttam Kumaran: And so
190 00:23:14.230 ⇒ 00:23:21.090 Uttam Kumaran: you’re totally right in that. Our 1st goal is to make basically make sure that the website and all the materials of the website
191 00:23:21.480 ⇒ 00:23:30.420 Uttam Kumaran: is enough to drive people toward that decision. So I think a great 1st place to start is one would love to just get your
192 00:23:30.630 ⇒ 00:23:37.661 Uttam Kumaran: as one is to definitely read through the other 2 documents. The strategy overview document.
193 00:23:38.260 ⇒ 00:23:47.552 Uttam Kumaran: just check. Yeah. The content overview document is great because it basically outlines what we’re gonna do for each piece of content, and then the content.
194 00:23:48.300 ⇒ 00:23:52.840 Uttam Kumaran: What is this this there, like a content strategy content overview.
195 00:23:52.840 ⇒ 00:23:54.840 JARED PATTERSON: It’s a content strategy document.
196 00:23:55.300 ⇒ 00:24:00.509 Uttam Kumaran: Yeah. So the th, those 2, I would say, go through both of those they outlined kind of like.
197 00:24:01.130 ⇒ 00:24:03.710 Uttam Kumaran: we’ve taken everything from the questionnaire now like.
198 00:24:03.800 ⇒ 00:24:06.090 Uttam Kumaran: not like, what decisions are we?
199 00:24:06.180 ⇒ 00:24:08.680 Uttam Kumaran: What decisions are we like gonna make
200 00:24:09.980 ⇒ 00:24:13.779 Uttam Kumaran: And so those 2 are great. I would like to start.
201 00:24:13.990 ⇒ 00:24:20.369 Uttam Kumaran: I would like to start with the website and case studies. I’ll share with you the
202 00:24:20.857 ⇒ 00:24:30.379 Uttam Kumaran: the figma document for both the website and for the case studies. Everything is in a nice like website creation thing, where we can basically start to add more pages.
203 00:24:31.226 ⇒ 00:24:31.640 Uttam Kumaran: But
204 00:24:32.010 ⇒ 00:24:37.919 Uttam Kumaran: kind of one thing that I want to start to work on is basically creating those additional case studies thinking about
205 00:24:37.940 ⇒ 00:24:40.230 Uttam Kumaran: how to make a copy on the website
206 00:24:40.290 ⇒ 00:24:44.349 Uttam Kumaran: more flashy and drive people to more meeting bookings. And then
207 00:24:44.410 ⇒ 00:24:49.640 Uttam Kumaran: I think it’s actually nice. You’re coming from an outside perspective. But also, like
208 00:24:50.040 ⇒ 00:25:00.619 Uttam Kumaran: again reading through that that kind of like content docs. Our goal is going to be to advertise to non technical executives. And so the main thing I want to focus on is that everything in the site
209 00:25:01.050 ⇒ 00:25:11.839 Uttam Kumaran: like drives towards that. My bias, I already know, is going to be to making things more technical than they need to be. So that’s where, like I’m gonna need help on just making sure that we both
210 00:25:12.050 ⇒ 00:25:17.630 Uttam Kumaran: drive all the content any piece of copy gets driven towards through this like filter.
211 00:25:17.770 ⇒ 00:25:22.620 Uttam Kumaran: And then, second thing is like, yeah, we try to say, we try to set a goal of like, let’s try to get 5
212 00:25:22.690 ⇒ 00:25:24.460 Uttam Kumaran: case studies done by like
213 00:25:24.860 ⇒ 00:25:29.410 Uttam Kumaran: the end of next week, or something like that, right? And like, we figure out how to do one. And then
214 00:25:29.510 ⇒ 00:25:35.750 Uttam Kumaran: and then again, through this whole process again, we try to figure out, okay, is there ways that we can leverage AI to basically help us write the content.
215 00:25:35.750 ⇒ 00:25:36.159 JARED PATTERSON: And yes.
216 00:25:36.160 ⇒ 00:25:37.740 Uttam Kumaran: And things like that, you know.
217 00:25:38.390 ⇒ 00:25:43.889 JARED PATTERSON: Yeah, no, that makes sense. We actually, I spent a lot of time in my one of my data, and I’m just capstone
218 00:25:44.010 ⇒ 00:25:50.240 JARED PATTERSON: like, it was more of like a con like context class. So we spoke a lot about like
219 00:25:50.320 ⇒ 00:25:54.970 JARED PATTERSON: how different shareholders are gonna have, like drastically different experience with.
220 00:25:54.970 ⇒ 00:25:55.670 Uttam Kumaran: Yeah, technical.
221 00:25:55.670 ⇒ 00:25:58.499 JARED PATTERSON: Skills of data analytics. So like
222 00:25:58.980 ⇒ 00:25:59.719 JARED PATTERSON: when you’re.
223 00:25:59.720 ⇒ 00:26:00.100 Uttam Kumaran: Bottom.
224 00:26:00.100 ⇒ 00:26:09.509 JARED PATTERSON: Deliver delivering to them like, you want to have stuff that okay, like they’re not like, I have no idea. Within the 1st 5 min of the interaction, or whatever they’re reading, they’re not like.
225 00:26:09.520 ⇒ 00:26:12.639 JARED PATTERSON: I have no idea what this is. I’m not even gonna like.
226 00:26:12.810 ⇒ 00:26:19.329 JARED PATTERSON: use my brain to comprehend it, because I don’t understand it. Compared to like having stuff that it makes sense and like
227 00:26:19.990 ⇒ 00:26:25.169 JARED PATTERSON: depending on what their perspective like, where they’re looking at it from whether it’s like, you know.
228 00:26:25.380 ⇒ 00:26:27.670 JARED PATTERSON: c-suite executive that’s
229 00:26:28.120 ⇒ 00:26:29.779 JARED PATTERSON: like dealt with.
230 00:26:30.290 ⇒ 00:26:36.179 JARED PATTERSON: I don’t know. Like se someone from a big like, say, a corporate company that’s C-suite is going to be
231 00:26:36.320 ⇒ 00:26:37.700 JARED PATTERSON: much more
232 00:26:38.530 ⇒ 00:26:42.230 JARED PATTERSON: interested in like financials and stuff like that as opposed to like
233 00:26:42.540 ⇒ 00:26:49.740 JARED PATTERSON: the different, you know, data pipelines you’re using, or snowflake and stuff like that. So yeah, I I completely understand what you mean by like.
234 00:26:49.740 ⇒ 00:26:50.770 Uttam Kumaran: Yes, no.
235 00:26:50.770 ⇒ 00:26:51.110 JARED PATTERSON: Metering.
236 00:26:51.110 ⇒ 00:26:53.149 Uttam Kumaran: You’re spot on. And
237 00:26:53.330 ⇒ 00:26:54.180 Uttam Kumaran: you.
238 00:26:54.370 ⇒ 00:26:55.270 Uttam Kumaran: yeah.
239 00:26:56.010 ⇒ 00:27:01.310 Uttam Kumaran: you you’re spot on. You actually got it a lot quicker than I did, because I was always like.
240 00:27:01.620 ⇒ 00:27:07.700 Uttam Kumaran: cause. My background is like with technical people. So like I was, I’m I’m like, how do I sell to myself? But I’m
241 00:27:07.740 ⇒ 00:27:14.069 Uttam Kumaran: actually realize that, like one is, we can’t sell at the moment. We can only sell to one person, and
242 00:27:14.330 ⇒ 00:27:40.929 Uttam Kumaran: the the the process goes way smoother. If we sell to the executive meaning like the we get their buy in. They get everybody their teams buy in. They manage the money, they make decisions, and it’s like a it’s a. It’s a person we should go after first.st So all the content docs, you’ll see, are basically hit on just that point, which is like we go after the executives. We go after the Ceos. And all of our documents need to be tailored towards that. You’re right, like they need to be
243 00:27:41.580 ⇒ 00:28:10.759 Uttam Kumaran: on the surface. They need to talk about results right and result oriented. But they need to give a confidence that we have done this for other players in their field that we’ve driven real real manage like manageable change. And then, second, like in the opportunity that they are shopping around. We need some information about why, to pick us right? And those are all things that I I think we’re totally able to translate that in every single document, right? And the nice thing is the case, studies the case. Studies have some stuff that
244 00:28:10.870 ⇒ 00:28:12.460 Uttam Kumaran: specific to
245 00:28:12.840 ⇒ 00:28:17.670 Uttam Kumaran: the client or the case. But also there’s some stuff that’s more than played right like that’s just about us
246 00:28:17.850 ⇒ 00:28:21.849 Uttam Kumaran: that we can copy paste every single one. So I think this is like a pretty good, manageable
247 00:28:22.110 ⇒ 00:28:24.409 Uttam Kumaran: 1st thing that we should kind of take on.
248 00:28:25.100 ⇒ 00:28:26.850 JARED PATTERSON: Yeah, no 100%. I agree.
249 00:28:29.780 ⇒ 00:28:33.179 Uttam Kumaran: Okay, so let me here just got home. So let me just
250 00:28:33.300 ⇒ 00:28:34.380 Uttam Kumaran: send you
251 00:28:34.550 ⇒ 00:28:36.209 Uttam Kumaran: 2 more things.
252 00:28:36.380 ⇒ 00:28:39.060 Uttam Kumaran: and then I’ll be around.
253 00:28:39.640 ⇒ 00:28:50.136 Uttam Kumaran: I mean, I’ll go around on my laptop basically all day. But I may not be able to chat on the phone. So I just wanna make sure you have everything, and then we can slack for the rest. So let me just send you
254 00:28:51.290 ⇒ 00:28:57.839 Uttam Kumaran: I’m gonna send you our figma for, and you’re able to get into figma and everything
255 00:28:58.640 ⇒ 00:28:59.390 Uttam Kumaran: right.
256 00:28:59.690 ⇒ 00:29:01.789 JARED PATTERSON: Is that like the fig jam thing.
257 00:29:01.960 ⇒ 00:29:03.789 Uttam Kumaran: That was the big jam thing. Yeah.
258 00:29:04.120 ⇒ 00:29:05.349 JARED PATTERSON: Yeah, yeah, yeah, yeah.
259 00:29:05.840 ⇒ 00:29:07.948 Uttam Kumaran: Okay, so let me just send you
260 00:29:09.920 ⇒ 00:29:11.360 Uttam Kumaran: a couple more.
261 00:29:33.780 ⇒ 00:29:36.449 Uttam Kumaran: So yeah, fig jam I use just for like
262 00:29:36.530 ⇒ 00:29:38.559 Uttam Kumaran: whiteboarding kind of stuff.
263 00:29:38.870 ⇒ 00:29:39.530 Uttam Kumaran: Yeah,
264 00:29:41.010 ⇒ 00:29:42.450 Uttam Kumaran: And then
265 00:29:43.640 ⇒ 00:29:54.380 Uttam Kumaran: I’ve also like we use figma. For, like all the website, like designs and things like that. And I have a partner of mine is a designer who designed all of it, basically for us. So
266 00:29:57.560 ⇒ 00:30:00.459 Uttam Kumaran: I will send you this.
267 00:30:03.060 ⇒ 00:30:03.770 Uttam Kumaran: Where is it?
268 00:30:43.030 ⇒ 00:30:43.910 Uttam Kumaran: Here?
269 00:31:00.160 ⇒ 00:31:01.710 Uttam Kumaran: Where is.
270 00:31:02.020 ⇒ 00:31:03.429 Uttam Kumaran: you know?
271 00:31:08.830 ⇒ 00:31:10.700 Uttam Kumaran: Okay, check this link out.
272 00:31:13.330 ⇒ 00:31:17.250 Uttam Kumaran: This is our web. This is our website
273 00:31:17.570 ⇒ 00:31:18.730 Uttam Kumaran: design.
274 00:31:32.870 ⇒ 00:31:35.080 Uttam Kumaran: and you’ll see the home page
275 00:31:35.480 ⇒ 00:31:38.350 Uttam Kumaran: and we’ll see we have. We have a page for
276 00:31:38.580 ⇒ 00:31:42.209 Uttam Kumaran: service for each service. We have, like a kind of like a page.
277 00:31:42.270 ⇒ 00:31:50.059 Uttam Kumaran: a page for every case, study, and a page for the about, and then we have like drafts for the blog. The only thing that’s live now is this homepage?
278 00:31:50.330 ⇒ 00:31:51.430 Uttam Kumaran: Okay? But
279 00:31:51.510 ⇒ 00:31:59.509 Uttam Kumaran: basically all we basically, we just need to basically fill these and just publish these. So like these are all like kind of the the text that need to be
280 00:31:59.620 ⇒ 00:32:01.370 Uttam Kumaran: basically created for each.
281 00:32:01.550 ⇒ 00:32:10.399 Uttam Kumaran: which is helpful because ideally, we can. We don’t. It’s like, not a ton of tech. So we just basically have to take each case study and make sure there’s a title like.
282 00:32:10.510 ⇒ 00:32:11.910 Uttam Kumaran: pick an image
283 00:32:12.180 ⇒ 00:32:16.570 Uttam Kumaran: 3 different things, or like for the case studies. There’s like these like
284 00:32:17.410 ⇒ 00:32:20.339 Uttam Kumaran: like kind of like accomplishments and things like that. So
285 00:32:23.760 ⇒ 00:32:24.689 JARED PATTERSON: Yeah, I mean, makes sense.
286 00:32:24.690 ⇒ 00:32:26.249 Uttam Kumaran: And basically how I’m thinking is like.
287 00:32:26.250 ⇒ 00:32:26.699 JARED PATTERSON: It’s not.
288 00:32:26.700 ⇒ 00:32:33.509 Uttam Kumaran: And think can think through like about like 5 of them that we want to do. And then me and you like. I can kind of apply like, just
289 00:32:34.000 ⇒ 00:32:35.659 Uttam Kumaran: spill on, like what
290 00:32:35.780 ⇒ 00:32:40.180 Uttam Kumaran: what I think like some of the good ones could be, and then basically hand it off to you to just like.
291 00:32:40.410 ⇒ 00:32:44.439 Uttam Kumaran: think about the language and think about what’s the best way to kind of pitch it.
292 00:32:44.760 ⇒ 00:32:48.420 Uttam Kumaran: Yeah, and then the other thing I’ll share with you, too, is
293 00:32:48.760 ⇒ 00:32:50.453 Uttam Kumaran: this is
294 00:32:53.440 ⇒ 00:32:57.503 Uttam Kumaran: this doc, this area is like, basically how we’re doing.
295 00:32:58.870 ⇒ 00:33:06.049 Uttam Kumaran: I’m gonna send you this. This is a little bit, not as neat of a file, but everything is here.
296 00:33:08.020 ⇒ 00:33:09.226 Uttam Kumaran: This has.
297 00:33:12.490 ⇒ 00:33:14.959 Uttam Kumaran: yeah, this has all of our
298 00:33:15.200 ⇒ 00:33:16.170 Uttam Kumaran: like.
299 00:33:17.320 ⇒ 00:33:18.679 Uttam Kumaran: basically, all of our
300 00:33:19.600 ⇒ 00:33:20.850 Uttam Kumaran: like collateral.
301 00:33:23.660 ⇒ 00:33:27.490 Uttam Kumaran: So like how this basically, I wanted everything like super well branded.
302 00:33:27.830 ⇒ 00:33:29.390 JARED PATTERSON: Okay, I see it.
303 00:33:29.560 ⇒ 00:33:31.459 Uttam Kumaran: Everything’s like looks like
304 00:33:31.940 ⇒ 00:33:33.060 Uttam Kumaran: super sharp.
305 00:33:33.820 ⇒ 00:33:34.889 JARED PATTERSON: No, that looks good.
306 00:33:35.190 ⇒ 00:33:43.110 Uttam Kumaran: Yeah, I basically was like, Hey, I want everything to look like mad. Good. Because a lot of stuff in data is like, really, really ugly. Basically.
307 00:33:45.810 ⇒ 00:33:46.883 JARED PATTERSON: For sure.
308 00:33:48.350 ⇒ 00:33:49.660 JARED PATTERSON: yeah, this looks great.
309 00:33:50.250 ⇒ 00:33:51.100 Uttam Kumaran: Yeah.
310 00:33:52.230 ⇒ 00:33:53.089 JARED PATTERSON: And this.
311 00:33:53.430 ⇒ 00:33:58.070 JARED PATTERSON: this is this like this is included on the website, or is it not.
312 00:33:58.350 ⇒ 00:34:03.978 Uttam Kumaran: These are. These are on the website, but it’s probably helpful to go click around and
313 00:34:05.820 ⇒ 00:34:06.349 JARED PATTERSON: Yeah, I, mean, okay.
314 00:34:06.350 ⇒ 00:34:07.259 Uttam Kumaran: So share work.
315 00:34:07.480 ⇒ 00:34:08.370 Uttam Kumaran: Yeah.
316 00:34:09.060 ⇒ 00:34:12.129 Uttam Kumaran: I have to jump to another thing.
317 00:34:13.624 ⇒ 00:34:15.695 Uttam Kumaran: I invited you to this.
318 00:34:16.830 ⇒ 00:34:23.719 Uttam Kumaran: how do you outbound website, visitor data. We we have this software that we use called Apollo. I’m gonna attend this webinar just to like
319 00:34:24.429 ⇒ 00:34:27.519 Uttam Kumaran: they have some new feature I wanted to look and look into. But
320 00:34:27.923 ⇒ 00:34:33.009 Uttam Kumaran: let’s set. Let’s do one thing. Let me. Let’s keep slacking in internal sales
321 00:34:33.110 ⇒ 00:34:34.383 Uttam Kumaran: about like
322 00:34:35.389 ⇒ 00:34:41.500 Uttam Kumaran: kind of like how we want to tackle writing the next case. Study. But take a look at that, read all the rest of the content documents.
323 00:34:41.730 ⇒ 00:34:42.990 Uttam Kumaran: and then I’m
324 00:34:43.230 ⇒ 00:34:47.830 Uttam Kumaran: let’s set some goals for like end of next week, basically. And then we could start. And
325 00:34:48.070 ⇒ 00:34:52.250 Uttam Kumaran: I have, I’m like, I’m clearing up my schedule basically to just work with
326 00:34:52.969 ⇒ 00:34:58.129 Uttam Kumaran: y’all, and then do sales shit. So you have like time.
327 00:34:58.890 ⇒ 00:35:02.640 JARED PATTERSON: Awesome. Yeah, no, I’ll I’ll take a look at that stuff now. I’m not sure.
328 00:35:02.920 ⇒ 00:35:06.289 JARED PATTERSON: If I’ll be able to make that webinar, I think I should.
329 00:35:06.290 ⇒ 00:35:06.650 Uttam Kumaran: Okay.
330 00:35:06.650 ⇒ 00:35:07.189 JARED PATTERSON: Okay, to do.
331 00:35:07.190 ⇒ 00:35:10.339 Uttam Kumaran: No, they’ll they’ll they’ll send the recording after, too. I just.
332 00:35:10.340 ⇒ 00:35:10.890 JARED PATTERSON: So okay, guys.
333 00:35:10.890 ⇒ 00:35:15.199 Uttam Kumaran: I just basically, I’m like, including you. And anything sales related that I’m doing so that you just have.
334 00:35:15.430 ⇒ 00:35:16.210 Uttam Kumaran: You can join.
335 00:35:16.210 ⇒ 00:35:16.550 JARED PATTERSON: Yeah. No.
336 00:35:16.550 ⇒ 00:35:21.650 Uttam Kumaran: We’re not like we’re not like in involved in anything. So it’s just watching.
337 00:35:22.180 ⇒ 00:35:23.590 JARED PATTERSON: Okay. Sounds good.
338 00:35:24.590 ⇒ 00:35:26.389 Uttam Kumaran: Okay. Alright. I’ll talk to you on slack.
339 00:35:26.720 ⇒ 00:35:28.019 JARED PATTERSON: Alright! Great! See you.
340 00:35:28.020 ⇒ 00:35:29.169 Uttam Kumaran: Thanks, Aaron, bye.