# 2026-03-23 Daily Notes

## NMC Strategy Session — Discord #strategy (6am - 5pm)

### Major Work: Revenue Maximizer Analysis
Full-day strategy session with Mike in Discord #strategy channel. Most comprehensive business analysis ever done for NMC.

### Data Collection & Analysis Completed
1. **Launch27 CSVs analyzed:**
   - Bookings: 30,233 completed records (2016-2026)
   - Cancellations: 6,743 cancelled bookings (separate export)
   - Customers: 7,082 total records
   - Key finding: revenue peaked $1.03M (2022), now at $630K run rate. 41% booking volume decline.

2. **Google Business Profile connected via API:**
   - Domain-wide delegation set up for business.manage scope
   - 8 locations discovered: Toronto Main, Downtown, Durham/Oshawa, Pickering, Markham, Mississauga, Brampton, Bowmanville
   - 634 total Google reviews (4.7 avg), Toronto Main has 569
   - Performance: Toronto Main drives 84% of all impressions
   - Negative review theme analysis: quality/missed areas #1 (11 mentions), no-shows #2 (8), deep clean expectations #3 (5)

3. **Google Analytics connected via API:**
   - Domain-wide delegation set up for analytics + analytics.edit scopes
   - GA4 property: 333140490 (No More Chores - GA4)
   - 28-day: 1,271 sessions, 65.5% bounce, ZERO conversion tracking
   - 12-month historical pulled: traffic crashed from 3,966 (Nov 2025) to 994 (Mar 2026)
   - Only 97 sessions reach booking page (7.6% of traffic)

4. **Google Search Console connected via API:**
   - Domain-wide delegation set up for webmasters scope
   - Two properties: sc-domain:nomorechores.com + http://www.nomorechores.com/
   - Key rankings: "cleaning services toronto" position 16.4 (page 2, 903 impressions), "house cleaning toronto" position 19.9
   - Branded "no more chores" healthy at position 5.7

5. **Airtable data pulled:**
   - 196 leads analyzed (141 from 2026)
   - Acquisition: Google Search 44%, Returning Customer 21%, AI Search 11% (emerging!)
   - Cancellation data from Bookings table: 839 "cancel all future" events, 225 tracked issues
   - Issue types: Quality complaints 66 (29%), Missed items 48, Breakage 20, No-shows 16

6. **QuickBooks P&L updated:**
   - Q1 2026: Revenue $48.9K, Expenses $52.7K, Net Loss -$3.75K
   - Business currently cash-flow negative

7. **Internal customer feedback mined:**
   - 4,059 bookings have ratings, 1,840 have written comments
   - Negative: quality/missed areas = 46% of all negative feedback (162 mentions)
   - Positive: 698 comments praise specific cleaners by name

8. **Competitive research pulled from prior sessions:**
   - Leslie Tam / UrbanMop full context captured to memory/strategy-leslie-tam.md
   - Toronto competitor landscape captured to memory/strategy-competitor-research.md
   - BusinessOS marketing plan reviewed

### APIs/Services Newly Connected
- Google Business Profile API (all 8 locations)
- Google Analytics Data API + Admin API (read/write)
- Google Search Console API (read/write)
- All via existing service account with domain-wide delegation

### Key Findings
1. Revenue declining because acquisition dried up, not because of churn
2. Google Search = 62% of all-time acquisition (18,792 bookings)
3. 2018 SEO investment ($68K) coincided with 4.4x revenue growth (but was also startup scaling year)
4. Quality consistency is the #1 operational problem (46% of all negative feedback)
5. Churn is operational, not price-driven (<0.4% cite "too expensive")
6. AI Search emerging at 11% of 2026 leads
7. 57% of all customers are one-and-done (3,189 people)
8. Referral program essentially dead (18 bookings in 10 years)
9. Website traffic crashing (75% decline from Nov peak)
10. Q1 2026 running at a loss (-$3.75K)

### Mike's Strategic Context (Captured)
- Takes ~$1K/week net from NMC + distributions
- Monthly nut: ~$16K
- Had mental health crisis in 2024, took significant time off
- Self-identified: "better starter/entrepreneur than CEO"
- Key quote: "Maybe the one fix is taking me out of the picture. It's a question of WHO, not HOW."
- Abigael is in Congo (corrected from South Africa), $2,600/month, reactive CS only
- Open to delegation, EIR, operators, AI orchestration
- Not selling to Leslie at current terms
- "$5-10M is life-changing money. $900K is not."

### Deliverables Created
- **Strategy document v1.0:** /workspace/nmc-strategy-2026.md (8,100 words)
- **Strategy HTML page:** /workspace/www/nmc-strategy-2026.html (interactive, with notes system)
- **v1.0 archived:** /workspace/www/nmc-strategy-v1.0.html

### Data Files Created
- /workspace/data/bookings_2016-Jul-01-to-2026-Mar-31.csv (25MB, Mike uploaded)
- /workspace/data/customers_all_time (23).csv (1.3MB, Mike uploaded)
- /workspace/data/Cancellations bookings_2016-Jul-01-to-2026-Mar-23.csv (5.8MB, Mike uploaded)
- /workspace/data/google-reviews-toronto-main.json (569 reviews, Harvey pulled)

### Memory Files Created/Updated
- memory/strategy-data-2026-03-23.md (comprehensive data analysis)
- memory/strategy-mike-context.md (Mike's personal/strategic context)
- memory/strategy-leslie-tam.md (acquisition context)
- memory/strategy-competitor-research.md (competitive landscape)
- memory/projects.md (updated: NMC Revenue Maximizer + Review Content Audit)
- USER.md (added Discord username: zeeks7550)

### Issues / Lessons
- Sub-agents timing out on large writing tasks (need 15-20 min timeouts, not 5-10)
- Mike had to prompt multiple times for deliverables — broke trust
- Need to proactively message when things fail instead of going silent
- Document: "Don't promise delivery and then go silent"