# Strategy v1.2 Feedback & Changes Log
Created: March 24, 2026
Updated: March 24, 12:33pm

## Running Change List for v1.2

### From advisor pushback analysis:
1. Bottom-up financial model to $1M (month by month, component based)
2. Cash flow timeline showing breakeven and when SEO investment is feasible
3. Reprioritize: pricing increase to #1, acquisition/conversion higher than churn
4. Nuance the 2018 SEO correlation (growth catalyst, not sole cause -- startup scaling)
5. 2024 marketing spend post-mortem (Google Ads, LSAs, agency costs -- Mike confirms)
6. CEO decision framework (hire GM? elevate Abigael? AI? capital partner? EIR?)
7. Abigael capacity model (time audit prerequisite)
8. 12-month P&L showing when cash flow turns positive

### From Mike's feedback (Mar 24):
9. Website overhaul as strategic priority -- COST CORRECTION: not $5-10K redesign, can be done with AI tools (Lovable etc) in a day. SEO investment is programmatic, AI-assisted, not $3-6K/month traditional.
10. Lead response speed + Leah 24/7 as priority
11. Quote-to-booking nurture (automated dialogue, not wooden templates)
12. Conversion optimization section (40-50% conversion, room to improve)
13. Reweight: acquisition > churn (churn is 5-6%, manageable; acquisition dried up)
14. Roll-up path financial model
15. Cash position / financing options (BDC, RBF, family loan option)
16. Franchise Ontario legal requirements (Arthur Wishart Act, $25-60K)
17. Pilot franchise location research (Regina, SK as candidate -- Mike born there)
18. Competitive deep dive -- HellaMaid, UrbanMop, MyClean, Maid Sailors, Maid Marines, Jiffy
19. Successful home services companies using contractor/referral model
20. Business model innovation -- ALL options on the table including pivot
21. National competitors and franchise landscape analysis
22. Specific investor/partner targets
23. Moving upmarket / premium positioning option

### NEW from Mar 24 12:33pm feedback:
24. Entrepreneur-in-Residence (EIR) model -- bring someone in to run NMC day-to-day while Mike focuses on bigger plays (franchise, roll-up, platform, personal brand)
25. Spin-off model -- separate companies for different verticals (office cleaning, post-reno, Airbnb, platform play), each with a partner/EIR running it. Mike as portfolio operator.
26. AI orchestration role -- could AI (Harvey + agents) serve as de facto operations layer?
27. Personal brand as background build -- communities, content, events, LinkedIn, website. Not a priority project but always-on.
28. CleanOS shelved but could be spun off with a technical co-founder/EIR later
29. AI consulting shelved for now -- "when I have more time and can do it for fun"
30. Premium/upmarket positioning worth exploring as an NMC pivot
31. Impact/Investment matrix for ALL business options (include in strategy doc)

### Mike's Operating Vision (emerging):
- Get NMC running without Mike in day-to-day (EIR or AI orchestration)
- Mike plays at the portfolio/strategy level: franchise buildout, roll-up research, platform exploration, personal brand, events, relationships
- Multiple spin-off businesses with operators/EIRs running each
- This is a HOLDING COMPANY model, not a single-business model
- "This is the stuff that Leslie does on a daily basis. I'm not because I'm still trying to just fix my business."

### Research Projects to Queue:
1. Competitor & Industry Playbook Analysis (Toronto + national + international)
2. Franchise Pilot Location Research (Regina, SK)
3. Business Model Innovation (premium, spin-offs, platform, holding company)
4. EIR / Operator-in-Residence models -- how other companies structure this
5. Holding company structures for home services portfolios
6. AI-assisted SEO playbook (programmatic, not traditional agency)