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€165k

Current baseline

€500k

18-mo target ARR

€570k

Base case exit

FMO signings needed

6.3×

LTV : CAC

4.8mo

CAC payback

Key Actions

Your weekly unblocking list. Check off what's done — state saved locally. P1 = this week · P2 = this month · P3 = this quarter.

Show completed

The core bet

The US life/health/annuity distribution market is large, fragmented, and tech-hungry. Roughly 500–1,000 FMOs and IMOs have the scale and budget to adopt operational software. Cross-sell remains the most under-executed revenue lever in the channel — and it's the lever whose economics align perfectly with performance-based SaaS.

We are not a SaaS company chasing volume. We are a performance-revenue business with a SaaS front door. 10 deep, referring FMOs beats 100 shallow, price-sensitive ones. Every decision — pricing, targeting, messaging, delivery — filters through that lens.

Three-product stack

RevEngine SaaS

Wedge

Tiered $295–$4,995/mo based on FMO size. Policy analysis, cross-sell opportunity identification, agent prioritization. 30-day trial. Annual billing saves 15%.

RevEngine Campaigns

60–70% of revenue

$495/agent/campaign + 25% Y1 commission + 10% renewals Y2–3. Direct response gap campaigns standard; referral generation & nurture as upsells.

Kevlex Digital retainers

Passive baseline

€12.5k/mo existing retainers delivered by Mitch. Not actively sold. Reactivated only as white-glove upsell ($7,500/mo floor) to RevEngine enterprise clients.

MyInsuranceCoach

Shelved

Website footer only. No marketing spend. Kill if no meaningful inbound in 6 months.

What wins this plan

Wedge-and-expand — SaaS trial gets the CEO to yes on the easy thing first; Campaigns is the follow-on conversation 30 days later.
Performance alignment — commission share means FMOs only pay meaningfully when they make money. CEOs have personal override income in the loop — they self-police attribution.
Platform-agnostic delivery — n8n backend stays proprietary; connects to GHL, AgencyBloc, Radius. Kevlex keeps the IP; FMOs keep their CRM of choice.
Referral density over volume — aim for 8–12 anchor FMOs, each generating 2–3 warm referrals, not a thousand-FMO long tail.

What kills it

Attribution disputes — mitigated with CRM tagging + exclusive campaign lists + 90-day window + monthly reconciliation.
Legal structure on commission share — structured as a services fee paid by FMO, not a carrier commission split. Attorney review by end of month 1.
Delivery hours exceed 2/agent/month — aggressive n8n automation and pricing discipline. Raise fees or pause signings if curve doesn't bend.
Founder-selling bottleneck — CS hire in month 5–7 reclaims Kevin's delivery hours for sales.

Products & pricing detail

RevEngine SaaS tiers

Monthly or annual billing (~15% effective annual discount). Setup fee $2,500 waived on annual commitment.

Tier	Agents	Monthly	Annual	Target
Starter	1–25	$295	$2,950	Small agency, single-market IMO
Growth	26–75	$895	$8,950	Regional IMO — primary lighthouse target
Scale	76–250	$2,495	$24,950	Multi-state FMO
Enterprise	250+	$4,995+	Custom	National FMO

Per-FMO ACV (year 2 steady state)

Archetype	Agents	Active	SaaS/yr	Fixed/yr	Comm share/yr	Total ACV
Small FMO	20	10	$2,950	$14,850	$11,550	$29,350
Mid FMO	60	27	$8,950	$40,095	$31,185	$80,230
Large FMO	150	60	$24,950	$89,100	$69,300	$183,350
Enterprise	400	120	$49,950	$178,200	$138,600	$366,750

Exit MRR (new)

$37.8k

Month 18, base case

Exit ARR (new)

€420k

New product revenue only

Combined run rate

€570k

Baseline + new

LTV : CAC

6.3×

4.8 mo payback

Monthly revenue ramp

New MRR from RevEngine product revenue only. Baseline €12.5k/mo retainers sit on top.

Signing schedule

Month	Archetype	Source	Pilot fee	Y1 ACV	Steady ACV	Notes

Ramp curve per FMO

Phase	Months since signing	Typical MRR	What's happening
Pilot	1–3	$500–1,500	1–2 agents, SaaS 50% off, Kevin attends kickoff
Ramp	4–6	$2,500–4,500	50% active agents enrolled, full SaaS, early commissions
Scale	7–12	$5,000–8,000	80% active agents, commissions compounding
Steady	13+	$7,000–10,000	Full participation, renewals adding on top

Scenario sensitivity

Variable	Base case	Conservative	Aggressive
FMOs signed in 18mo	10	6	13
% active agents	45%	30%	55%
Campaigns/yr/agent	3	2	4
Pilot→Paid conversion	60%	40%	75%
Exit ARR (new)	€420k	€180k	€650k
Exit combined run rate	€570k	€330k	€800k
€500k target	Hit +14%	Miss	Overshoot +60%

Unit economics

Metric	Value	Note
Average ACV (year 2)	$71,820	Blend across signing schedule
Kevin's sales time cost/yr	$150,000	15 hrs/wk × $200/hr × 50 wk
Hard CAC budget/deal	$6,000	Tools, ads, trade show allocation
Kevin time/deal	$22,500	$150k ÷ 6.7 deals/yr
Fully loaded CAC	$28,500	Includes founder time
LTV (3yr, 80% retention)	$179,550	Conservative
LTV:CAC ratio	6.3×	Healthy (>3× threshold)
CAC payback	4.8 months	Excellent

Positioning

Primary line: "RevEngine finds the cross-sell commissions hiding in your agents' books — and runs the campaigns that convert them."

Audience	Message
FMO CEO	"Double agent cross-sell productivity without hiring a single SDR."
FMO ops / distribution lead	"The book analytics and outbound infrastructure your agents keep asking for."
Individual agents	"We run the campaigns; you take the calls and write the business."

Channels

LinkedIn outbound + DMs

~35% of pipeline

FMO CEOs, presidents, VPs of distribution, heads of agent development.

15–20 personalized connection requests/day
3–5 meaningful DMs/day post-connection
3–4 content posts/week (case studies, cross-sell math, screenshots)

Cold email + cold calling

~35% of pipeline

Target list: 500 FMOs/IMOs in 50–500 agent range.

80–100 cold emails/day (sequenced)
Cold calls to openers + repliers within 48 hrs
Stack: Instantly/Smartlead + Aircall/JustCall + Clay/Apollo

Content & authority

~20% of pipeline

Builds trust; feeds outbound; powers referrals.

Quarterly "State of FMO Cross-Sell" benchmark report
Biweekly newsletter, 800–1,200 words
LinkedIn daily presence

Events

~10% of pipeline

Build warm pipeline in volume.

One trade show month 6–8: Medicarians or ITC Vegas
Pre-event outbound to attendee list
20+ scheduled meetings on-site

Funnel math — what it takes to sign 10 FMOs

Stage	Conversion	Total (18mo)	Per month
Cold outbound contacts	—	~4,240	~280
Positive responses	5%	~212	~14
Booked meetings	25%	~53	~3.5
Pilot agreements	30%	~17	~1.1
Paid rollouts signed	60%	10	~0.7

Reality check: 280 contacts/month across ~500 named accounts = ~5–7 touches per account over 15 months. Kevin shows up for meetings and closes. An SDR or VA builds the lists and runs sequences starting ASAP.

6-step sales motion

Cold outbound generates response.
Discovery call (Kevin, 45 min) — FMO size, CRM, cross-sell appetite, agent culture. Ends with scheduled demo.
Demo with CEO + ops lead (60 min) — live book analysis (anonymized KRS data), frame the pilot. Do not discount during this call.
Pilot proposal — 3 months, 1–2 agents, 3 Direct Response campaigns = $2,970 + SaaS at $295/mo discounted 50%. Lighthouse exception: first 2 clients free in exchange for case study rights.
Pilot kickoff — Kevin attends; Mitch and team deliver. CEO commitment addendum: weekly 30-min check-in during pilot.
Pilot review day 75 — present lift metrics, pitch rollout, ask for 12-month annual commitment with full agent complement.

Partnerships

Matt Ruddick / KRS

Matt paid to build most of what became RevEngine. KRS holds all downstream appointments — single contract, single fee flow.

Kevin's freedom	Unrestricted — RevEngine is Kevlex IP
KRS exclusivity	Flagship Medicare case study; no competing AZ FMO 50+ agents without notice
Referral fee	10% of Y1 revenue on warm intros from Matt
Advisor role	"RevEngine Advisor" title + quarterly check-in
Action	One-pager this week. Formalize before FMO #2.

Randy Schwantz / The Wedge Group

Commercial P&C agencies, sales coaching focus. No direct overlap. Partnership unlocks commercial TAM without Kevin building that motion from scratch.

Revenue split	60% Randy / 40% Kevin (his book is the asset)
Delivery split	Kevin technical; Randy sales + coaching
Min commitment	2 paying clients within 6 months, or partnership pauses
Gate	Formal only after month 6 of base-case personal lines progress

Growth Funnel

Full acquisition-to-revenue flow from outreach sources through steady-state FMO value. Volume and conversion KPIs at every stage.

Kevin's time allocation

The goal: shift from 70% executing to 60% selling by Q4 2027. Every brief written, playbook handed off, and hire made buys back strategic hours.

Kevin now

Executing70%

Designing20%

Selling10%

Kevin Q4 '26

Executing30%

Designing30%

Selling40%

Kevin Q4 '27

Executing15%

Designing25%

Selling60%

Delegation model

Mitch

Operations Lead → Delivery Lead

Owns

Campaign execution + client Slack/email
Hatch management + agent support
Delivery playbook maintenance
Client onboarding (post-handoff from Kevin)

Kevin's rule: If Mitch needs Kevin more than 3× per week on the same topic, write the SOP instead of answering again.

Slow factor: Give Mitch 5× Kevin's estimated time on any new task.

Joe

Technical Lead

Owns

GHL integration maintenance
Portal technical support
Automation building (from Kevin scaffolds)
Railway deployments + RevEngine MCP ops

Kevin's rule: Kevin builds version 1. Joe extends and maintains. Always. No exceptions.

Slow factor: Joe needs the full spec, working code sample, and Railway credentials before starting.

Eillyne

EA & Content Ops

Owns

LinkedIn scheduling (Kevin writes voice notes, Eillyne formats/posts)
Newsletter publishing (biweekly)
Notion documentation + meeting notes

Kevin's rule: Give Eillyne a template for everything. Creating the template is Kevin's job.

Slow factor: 8× time buffer. Invest now — pays back from month 6 onward.

Hiring plan

Role	When	Budget	Gate
SDR / VA	Month 2–4	€1k–2k/mo, 20–30 hrs/wk	Start asap — protects Kevin's sales time. Remote EU or LatAm.
Customer Success lead	Month 5–7	€4k–6k/mo	Conditional: go/no-go end of month 4 based on pilot-to-paid rate.
2nd SDR	Month 14+	TBD	Evaluate performance of first SDR at month 13.

The brief-writing habit. Before every task you're about to do yourself — ask: "Could Mitch or Joe do this in a week if I wrote a 10-minute brief?" If yes, write the brief. The brief takes 10 minutes. You save 2–4 hours. Over a month, that's the difference between 40 and 100 Kevin-hours of strategic capacity.

Kevin's weekly schedule

30 hours/week. 50/50 split acquisition/delivery, adjusting to 70/30 toward acquisition as Mitch takes over delivery (months 3+).

Day	Focus	Hours	Blocks
Monday	Plan + pipeline	6h	9:00 Pipeline review + numbers · 10:00 Content shipping · 11:00 Outbound review with SDR · 13:00 Prospect meetings (3 slots) · 16:00 Delivery check-in with Mitch
Tuesday	Deep sales	6h	9:00 Discovery calls / demos (4–5 slots) · 14:00 Proposal writing, follow-ups · 15:00 LinkedIn DMs (30 min focused)
Wednesday	Delivery + sales	6h	9:00 Client delivery (pilots, lighthouse) · 13:00 Demos + discovery (3 slots) · 16:00 Content drafting
Thursday	Deep sales	6h	9:00 Discovery calls / demos (4 slots) · 14:00 Proposal writing · 15:30 LinkedIn DMs + cold call power hour
Friday	Content + metrics + CEO	6h	9:00 Content shipping · 11:00 Weekly metrics rollup · 13:00 CEO work (partnerships, hiring, strategy) · 15:00 Team 1:1s

Monthly rhythm

Week 1 — content publishing, monthly metrics review, target list refresh
Week 2 — prospect meetings push, content engagement follow-ups
Week 3 — proposal & closing focus, partnership check-ins (Matt, Randy)
Week 4 — delivery quality review, pilot checkpoints, plan next month

Friday reflection prompt

Every Friday — open Claude, paste this:

"Here's my week: [3 sentences]. Did it move toward €500k? What was the #1 blocker? What are my 3 priorities for next week? Be direct."

Risk register

Risk	Likelihood	Impact	Mitigation
Commission-share legal structure challenged in a US state	Med	High	Structure as services fee paid by FMO. Attorney review before deal #2.
Attribution disputes with FMOs on campaign-sourced sales	High	Med	Exclusive campaign lists + CRM tagging + 90-day window + monthly reconciliation.
Delivery hours per agent exceed 2-hour assumption	Med	High	Track from day 1. Automate aggressively in n8n. Pause signings if curve doesn't bend.
Kevin burnout — 30 hrs/wk sustained	Med	High	Hire CS lead by month 7 regardless. Enforce pilot-then-handoff to Mitch after month 3.
Pilot-to-paid conversion below 60%	Med	High	Harder qualification at pilot entry. Paid pilots only (except 2 lighthouse).
Competitor CRM bundles cross-sell AI (AgencyBloc, Radius)	Med	High	Moat via proprietary playbook library + cross-FMO benchmarks + first-mover speed.
Founder-dependency on demos / closing	High	Med	Record every demo. Build playbook. Train CS hire to demo by month 9.

Weekly KPI dashboard (Monday 9am)

Pipeline

New outbound contacts this week (target: ~70)
Positive responses (target: ~3–4)
Meetings booked (target: ~1)
Proposals out (target: 1/wk from month 2)

Delivery

Active pilots count
Delivery hours/active agent (target: <2/mo after month 5)
Campaign attribution drift (<5%)

Content & brand

LinkedIn posts shipped (target: 3–4/wk)
Newsletter subscribers (trend)
Inbound warm DMs or email replies

Revenue

MRR this week (new + existing)
Committed next-month MRR
Campaign commission invoiced vs. earned

Day-90 go / no-go thresholds

Status	Signals	Action
Green	1+ pilot signed · 3+ active opps in stage 2+ · outbound at 280+/mo · Matt agreement signed · attorney review complete	Continue to plan
Yellow	0 pilots signed but 5+ active opportunities	Extend pilot-signing deadline 60 days. Reassess ICP targeting and demo quality.
Red	0 pilots AND <5 active opportunities	Pause outbound. Run 10 customer-dev calls. Likely ICP or messaging problem. Replan.

Integrations

📧

Personal Google

Gmail & Calendar — personal account

Checking…

🏢

Work Google

Gmail & Calendar — work account

Checking…

💬

Slack

Read mentions and channel messages

Checking…

📋

Read.ai

Meeting transcripts and summaries

Checking…

📱

Receive and process WhatsApp messages

Not configured

Notifications

Push notifications via ntfy.sh. Enter your private topic strings — keep them secret.

Work topic

Personal topic

Timezone

Operations

System Prompts

Refresh System

Pull Signals

Fetches from Gmail, Slack, Calendar & Read.ai. Writes touchpoints, updates the weekly plan, and queues new inbox items.

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Process Updates

Runs executor (Processing → Ready), refreshes inbox context from signals, updates blockers.

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Update Projects

Updates project phase & summary from fresh touchpoints. Generates deliverables for projects that have none.

Inbox Tools

Scans all open rows for missing fields (title, summary, kind) and fills them in using Haiku. Fast and non-destructive — nothing gets deleted or rewritten.

Checks every open task against the last 24h of email, Slack, and meetings. Updates context notes and flags items that look resolved — but never changes Status; you confirm those.

Full inbox sync: runs the morning brief to find new items across all channels, then immediately runs the executor to process the entire queue. Slow — one Sonnet call per row.

Plan & Blockers

Re-runs the weekly plan refresh using the last 48h of signals. Updates section summaries, touchpoints, and drift notes. Rate-limited to once per 10 minutes.

Scans the last 24h of signals for new blockers not yet in the list, and updates descriptions on existing ones if the signal has changed. Uses Haiku.

Other Tools

Runs the morning brief agent only — scans Gmail, Calendar, Slack, and Read.ai, then creates new Processing rows. Does not run the executor; rows stay in Processing until you do.

Runs the executor agent only — takes every existing Processing row and generates its output (email draft, calendar event, etc.), moving each row to Ready. Does not find new items.

Sends a test push notification to your phone via ntfy.sh. Use this to verify your notification topic is configured correctly and working.

Reads the last 24h of touchpoints for every active project and updates each project's summary, phase, and last_signal_at. Runs automatically on weekdays at 10:30.

Generates a weekly retrospective from completed and dismissed items of the past week. Normally runs automatically on Friday at 17:00; trigger manually if you want it mid-week.

Scans open Ready items against last 24h signals and flags each as Probably-Done, Probably-Dismiss, or Probably-Stale. Runs automatically at 10:00 and 16:00 on weekdays.

Generates AI-suggested deliverables for active projects that don't have any yet. Runs automatically on Sunday at 21:55. Trigger manually after adding a new project.

Runs meeting prep for every event on today's calendar. Each one writes a Ready inbox row with prep notes and sends an ntfy push. Runs automatically at 08:00 (SOD) and 13:00 (MOD).

User Management

Users who can log in to this EA instance.

User	Role	Timezone	Setup
Loading…

Configure · The Ledger

LLM Cost — accounts for the press

What the agent spent and where. Caching reduces input tokens; reasoning-heavy work goes to Sonnet, lighter classification to Haiku.

Range

Users

By function — the agent's call sheet

Caller Calls Input tok Output tok Cache Cost Share

By model

Model Calls Cost Share

Daily spend

Date Calls Cost Spend

End of ledger · figures provisional until end-of-day reconciliation

Integrations

AI Memory

Key Actions

The core bet

Three-product stack

What wins this plan

What kills it

Products & pricing detail

RevEngine SaaS tiers

Per-FMO ACV (year 2 steady state)

Monthly revenue ramp

Signing schedule

Ramp curve per FMO

Scenario sensitivity

Unit economics

Positioning

Channels

Funnel math — what it takes to sign 10 FMOs

6-step sales motion

Partnerships

Growth Funnel

Kevin's time allocation

Delegation model

Hiring plan

Kevin's weekly schedule

Monthly rhythm

Friday reflection prompt

Risk register

Weekly KPI dashboard (Monday 9am)

Day-90 go / no-go thresholds

LLM Cost — accounts for the press

By function — the agent's call sheet

By model

Daily spend