# P13 — Marketing Plan (Pilot Phase)

**Updated:** 30 August 2026 · Deliberately minimal: local + partner-led ONLY during P1–P8. The success metric is 3 pilots → 2 retained, sourced from the existing network — paid acquisition before retention is proven would be spending money to learn nothing.

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## 1. The one demo asset that matters

**Before/after call recordings** (task `F-04`):

- **Before:** the prospect's own after-hours line — ringing into nothing (the missed-call audit).
- **After:** our assistant taking the same request — natural voice, books the table/appointment, confirms by WhatsApp.

90 seconds of audio, playable from a phone in a meeting, sendable as a WhatsApp voice note. Every subsequent asset (page, post, partner kit) is this asset in another wrapper. Production note: record the "after" against the fictional template business, not a real client, until a client consents in writing to use theirs (`SECURITY.md` §4).

## 2. Channels (in priority order — and nothing else)

| Channel | What | Cost |
|---|---|---|
| **Own client base** | Direct pilot offers by the founder (`SALES_PLAYBOOK.md`); mention in the marketing arm's regular client touchpoints | $0 |
| **Referrals from pilots** | Baked into the pilot close: testimonial + 1 referral per happy client | $0 |
| **Partner-led (Gulf)** | One-pager + demo audio for the Gulf partner IF O3 says a warm partner exists; partner fronts the client, we deliver — no direct Gulf marketing | $0 |
| **One landing page** | Single page on the ThemeTags site: the audio player (before/after), the missed-call math, three tier cards, WhatsApp contact button. Serves as the thing a referred prospect can be sent | ~2h founder time |
| **US LLC channel (post-P8 only)** | If the gate passes: 1 vertical landing page + the recorded demo tailored to US clinics; approach only after 2 retained BD clients prove the delivery machine | later |

Explicitly NOT doing in pilot phase: paid ads, cold email, marketplace listings, social content calendar, PR, SEO investment. Each is a P8+ decision with retention data in hand.

## 3. Wording rules (compliance + honesty — same discipline as P04)

- "Answers 24/7", never "never misses a call".
- "AI receptionist / AI assistant" said plainly — never pass it off as human; several US states require AI disclosure and the greeting discloses anyway (`SECURITY.md` §2).
- No fabricated stats: every number in marketing traces to the client's own audit or platform dashboards.
- Client names/recordings only with written consent.

## 4. Funnel metrics vs the binding metric

The only metric that ranks: **3 pilots → 2 retained at full price** (P8 gate). The funnel below is diagnostic, not a target:

| Stage | Pilot-phase expectation (estimate) | Where logged |
|---|---|---|
| Audits run | 3–6 | `PROGRESS.md` |
| Pitches delivered | 3–5 | `PROGRESS.md` |
| Pilots signed | 3 (the plan) | `PROGRESS.md` |
| Live | 3 by end P6 | `ROADMAP.md` acceptance |
| **Retained at full price at P8** | **≥ 2 — the gate** | P8 memo |
| Referrals generated | ≥ 1 (bonus signal) | `PROGRESS.md` |

If audits→pitch conversion is weak even with warm clients, that is a demand finding worth more than any campaign — report it plainly at the gate.