Playbook
Get First Users
The work this situation takes, including the parts that are easy to miss. Start with any one.
Targeted prospect list
A validated, deduped prospect list matching the ICP.
Verified prospect list sized to your goal
A validated, deduplicated prospect list that stays inside your ICP (industry / role / location / size), carries a reachable contact per row, and is large enough to hit your meeting target.
Vetted influencer list with fakes screened out
A scored influencer screen: engagement rate, a fake-follower flag, and a keep/cut read, so you approach the real ones and avoid bought followers.
Competitor-informed SEO content brief
A complete content brief: primary + long-tail keywords, an H2/H3 outline, must-cover subtopics, a word-count band, link slots, and an on-page checklist.
Categorized keyword research list
A categorized keyword table (problem / user / action / feature / location) with volume and competition estimates and a relevance note per term, plus a marked 5-to-10 keyword focus set.
Cold-outreach sequence with timed follow-ups
A ready-to-load multi-step sequence: A/B subject variants per email, one clear call to action, send-day spacing that moves forward, and only declared personalization tokens.
Video production creative brief
A structured, complete creative brief that gives a production team everything needed to pitch on equal footing: objective, audience, proposition, deliverables, budget, and timeline.
Video campaign KPIs by funnel stage
A structured KPI selection mapping each targeted funnel stage to KPIs drawn only from Mowat's stage-valid set, with targets attached.
YouTube channel content calendar
The buyer gets a ready-to-execute YouTube upload calendar where every slot has a working title, a format, a target goal, and a publish date, spaced to the channel's committed cadence over the horizon.
YouTube video SEO metadata package
The buyer gets a single video's full SEO metadata as a structured object that satisfies YouTube's field limits, places the target keyword in every required field, and includes the buyer's required number of tags and description sections.
YouTube video idea portfolio
The buyer gets a portfolio of distinct video ideas, each assigned to one of the book's named formats, spread across at least the required number of format types, with no duplicate concepts.
Value proposition canvas
A complete value proposition canvas for your product, all six sections populated and section integrity checked, ready to use as an aligned team artifact.
Pain-to-reliever coverage map
A pain coverage map linking each customer pain to the relievers that address it, with every required pain covered and no dangling references.
Build a customer health score from one ROI-proxy metric (banded)
You get a single-metric customer health score with traffic-light bands that are structurally sound: one chosen ROI proxy, ordered, non-overlapping, gap-free ranges that cover the whole metric domain.
Compute NRR, GRR, net churn, and the Rule of 40
You get Gross Dollar Renewal Rate, Net Dollar Retention Rate, net churn rate, and the Rule-of-40 sum, each computed from your supplied revenue figures with the standard SaaS definitions.
Also part of this playbook, opening soon:
- Help people find my site on search
- Run a cold outreach campaign
- Decide what counts as an active user
- See how people use my product
- Set up a welcome email sequence