Marketing Site — Jaime's Vegas Build (May 7-15)
Same Astro 6 + Tailwind 4 + Fontsource pattern Jaime used on /chris. Just re-themed for Forelight + Quiet Forest palette.
Six pages to build:
- Home — dark hero + proof bar + 3-step preview + pricing teaser + about teaser + contact CTA
- How It Works — six numbered sections from "the call comes in" to "reviews + aftercare run themselves"
- Pricing — single tier ($2,500 + $797/mo), what's included + what's NOT, pilot offer disclosure
- About — Topher's bio + patent credentials + why-funeral-homes section
- FAQ — 12-15 accordion questions with honest answers
- Contact — book discovery + email Topher direct + who-we-work-with criteria
Each page has a paste-ready Astro 6 build prompt in memory/drawers/aspire-ventures/efd/jaime_astro6_prompts.md. Jaime opens Claude Code in Vegas, pastes section by section, iterates with Playwright at standard widths.
Estimated effort: 6-8 hours total over 2-3 working sessions, given Jaime knows the /chris pattern.
Discovery Call Template (30 min)
- 0-3 min — Open: "Thanks for taking the time. Before I show you anything, can I ask three quick questions about how your funeral home handles after-hours calls today?"
- 3-15 min — Diagnose (the listening half): Walk me through what happens when a family calls at 2am right now → How often does that work the way you'd want? → When was the last time you lost a contract? → What does your current after-hours setup cost you per month?
- 15-25 min — Show: 3-min Loom demo (pre-recorded, owner-to-owner, two scenarios — calm + distraught). Then: "What questions did that raise for you?"
- 25-30 min — Close: "If everything I just showed you matches what you'd want, the right next step is to pilot it for $1 setup + $797/mo for one location. We'd be live in about 14 days. Want to move forward?"
Internal KPIs — Aria Tracks Weekly
| KPI | Target |
|---|---|
| LinkedIn touches | 100/day, 2,000/mo |
| LinkedIn connection accept | 10%+ |
| Discovery calls booked | 8/mo M1, 15/mo by M3 |
| Discovery → demo conversion | 80%+ |
| Demo → close conversion | 30-40% |
| Close → live (days) | 14 days median |
| Cumulative MRR | $7K M1 → $14K M2 → $24K M3 |
| Voice AI call QA pass rate | 95%+ |
| Churn (annualized) | <10% |
| NPS (q90d) | 50+ |
Aria delivers a weekly KPI report every Monday at 8 AM. This is the rhythm that keeps a 10-hr/week side venture from drifting.
Hiring Triggers
- 15+ active clients → Virtual assistant for client onboarding ops ($1.5-2.5K/mo)
- 30+ active clients → SDR for outbound ($4-6K/mo + commission)
- 50+ active clients → Customer success lead ($5-7K/mo)
- 100+ active clients → Operations manager ($7-10K/mo)
First hire trigger realistic in M5-M6 if growth tracks plan. Defer until cash flow comfortable.
Exit Math (Not a Promise — A Sanity Check)
| Scenario | M24 MRR | ARR | Multiple | Sale price |
|---|---|---|---|---|
| Conservative | $35K | $420K | 3x | $1.26M |
| Base case | $50K | $600K | 4x | $2.4M |
| Bull case | $80K | $960K | 5x | $4.8M |
There are vertical-SaaS roll-up funds active in funeral-tech. Real multiples depend on growth rate, churn, NRR, market timing. The path to a $1M+ exit at 24 months is mathematically present.
Risks Not in the Business Plan
- Personal energy / burnout. 10 hrs/wk on top of SyF + Aspire + HOA + family + Tirzepatide protocol. Aria flags if Topher misses 2+ scheduled discovery calls in a month.
- Reputation contagion. Aspire Digital and EFD share Topher's name. Strong entity separation already in place; never use the same Topher headshot in EFD marketing.
- SyF discovery before disclosure. Disclose to HR in writing BEFORE LLC formation.
- HighLevel platform dependency. If Voice AI Unlimited goes from $97 → $297, unit economics break. Pilot pricing has 18-month runway. Vapi/Retell/Synthflow as fallback if needed.
Decisions Topher Needs to Make (Beyond Brand + Capital)
- Discovery call recording — should Aria record + transcribe Topher's discovery calls for AI-assisted follow-up + improvement? (Aria recommends YES with caller consent.)
- CRM for the agency — same Aspire GHL with separate "Forelight Sales" pipeline (recommended) OR fresh GHL sub-account?
- Loom demo timing — record before launch (Aria recommends YES — without it M1 conversion is unlikely)?
- State association first event — PA / NJ / NY / OH / FL? Aria can pull 2026 spring/summer event calendars.
- Funeral director consultant sourcing — LinkedIn, state association directory, NFDA, or Topher's faith community?
- First-pilot reference customer — cold-channel only OR ask Tabitha / faith community?
- Aspire Digital marketing crossover — does Aspire list EFD on portfolio, or stay separate? (Aria recommends separate for Y1.)
Jaime's full Astro 6 build prompts (paste-ready, page-by-page): memory/drawers/aspire-ventures/efd/jaime_astro6_prompts.md
Everything-else checklist (full content marketing cadence, ops SOPs, exit planning): memory/drawers/aspire-ventures/efd/everything_else.md