Version 1.0 | April 2026 | Traves Brady
# AIM Elemental Group — Full GTM Map & ICP Plan
**Version 1.0 | April 2026 | Status: Working Document**
\> Built for Traves Brady — strategic planning for side-work portfolio companies until AEHS Reg D raise closes and becomes primary focus.
---
## SECTION 1 — PORTFOLIO OVERVIEW
### The Six Operating Entities
| Entity | Role | Revenue Model | Status |
|---|---|---|---|
| **Signal Loom AI** | Infrastructure (non-healthcare) | Usage-based API, transcription | Early revenue |
| **LoomProof Documents** | Document protection SaaS | $999–$2,499/yr subscription | Pre-launch |
| **QuoteGuard** | Quote lifecycle SaaS | $250/seat/mo | Pre-launch |
| **AEGCompliance.com** | Healthcare compliance intelligence | $27–$867/yr membership | Growing |
| **TRT-Finder.com** | Provider directory + patient funnel | Listings + ad revenue + referrals | Building |
| **AEHS** | Licensed hormone health company | Reg D raise (Allele Capital Partners) | Raise in progress |
### Signal Loom AI — The Infrastructure Layer
Everything runs on Signal Loom AI infrastructure. It is the platform. It stays non-healthcare to avoid HIPAA liability exposure. All healthcare applications sit on AEHS. Non-healthcare SaaS sits on LoomProof/QuoteGuard.
**Moat:** API-first architecture + velocity. No patents. No licensing dependency. Built on Mac mini cluster with Modal overflow.
---
## SECTION 2 — ICP TARGETS BY LANE
### LANE 1 — Law Firms
**Products:** LoomProof Documents + Pre-Flight Legal (Signal Loom Legal)
**Target buyer:** Managing partner, IT director, or practice group leader
**CRM:** Clio, PracticePanther, LawPay, HubSpot, Salesforce
**Pain:** Documents shared freely, engagement letters never expire, demand letters used past statute of limitations, no audit trail on what clients received
#### 10 Realistic ICP Targets
| # | Firm Type | Size | Pain | Deal Value |
|---|---|---|---|---|
| 1 | **PI Plaintiff Firms (1–5 attorneys)** | Small | Demand letters, MVA settlements, stale claims | $500–$1,500/yr |
| 2 | **PI Plaintiff Firms (6–20 attorneys)** | Mid | Volume document management, retainer lifecycle | $1,500–$5,000/yr |
| 3 | **Employment Law Firms** | 2–15 attorneys | Severance agreements, NDAs, HR document lifecycle | $750–$2,500/yr |
| 4 | **Securities / PPM Issuers** | 1–10 attorneys | NDAs, private placement memos, subscription docs | $1,000–$3,000/yr |
| 5 | **Family Law Firms** | 1–10 attorneys | Prenups, settlement agreements, custody docs | $500–$1,500/yr |
| 6 | **Real Estate Law** | 2–20 attorneys | Title documents, purchase agreements, closing docs | $750–$2,000/yr |
| 7 | **Estate Planning / Probate** | 1–8 attorneys | Wills, trusts, power of attorney — long document life | $500–$1,200/yr |
| 8 | **Corporate Law (SMB focus)** | 2–15 attorneys | Operating agreements, board resolutions, 409A valuations | $1,000–$3,000/yr |
| 9 | **Immigration Law** | 1–10 attorneys | Visa applications, supporting docs with strict deadlines | $500–$1,500/yr |
| 10 | **Workers Comp Defense** | 3–12 attorneys | Claims documents, medical records, appeals | $750–$2,000/yr |
**How to reach them:** LinkedIn (search "Managing Partner" + city + practice area), State Bar association directories, Avvo, Google search "personal injury attorney [city]", local bar association events.
**Competitive context:** Docsend is their closest alternative — but Docsend doesn't enforce expiry or create audit logs. LoomProof is the enforcement layer Docsend never built.
---
### LANE 2 — Insurance & Benefits Brokers
**Products:** QuoteGuard (primary), LoomProof Documents (add-on)
**Target buyer:** Owner, principal, or producer at independent agency
**CRM:** HubSpot (very common), Salesforce, AgencyZoom, NexHealth
**Pain:** Old carrier quotes forwarded to clients, outdated coverage summaries used in renewals, no accountability on which quote version the client is looking at
#### 10 Realistic ICP Targets
| # | Firm Type | Size | Pain | Deal Value |
|---|---|---|---|---|
| 1 | **Independent Health Insurance Broker (solo)** | 1 agent | Carrier quotes expire, client forwards old numbers | $250–$500/mo |
| 2 | **Independent Health Insurance Broker (2–5 agents)** | Small agency | Multiple carrier options, version confusion | $500–$1,250/mo |
| 3 | **Group Benefits Broker (PEO, HRA, HSA focus)** | 2–10 producers | Renewal cycles 90-270 days, outdated proposals | $750–$2,500/mo |
| 4 | **Commercial P&C Agency** | 3–20 agents | Certificate of insurance lifecycle, binding authority | $500–$1,500/mo |
| 5 | **Medicare/ACA Enrollment Agent** | 1–3 agents | Annual enrollment only — 6-week intensive window | $250–$500/mo |
| 6 | **Travel / Specialty Lines Broker** | 1–5 agents | Short-tail policies, quote validity windows | $250–$750/mo |
| 7 | **Life Insurance Broker (FE/UL/UWL)** | 1–3 agents | Illustration documents with guaranteed-period expiry | $250–$500/mo |
| 8 | **Benefits Consultant (100–500 employee groups)** | 2–8 consultants | Proposal lifecycle management, carrier comparison | $1,000–$3,000/mo |
| 9 | **Managing General Agent (MGA)** | 5–25 agents | Wholesale quote management, retail agent quotes | $1,250–$5,000/mo |
| 10 | **Surety Bond Broker** | 1–8 agents | Bid bonds, performance bonds — strict validity windows | $500–$1,500/mo |
**How to reach them:** LinkedIn Sales Navigator (search "benefits broker," "insurance producer," "independent agent" + "health"), HubSpot user groups, IIAW (Independent Insurance Agents of Washington), Medicare agent conferences, eBenefits Hub directories.
**HubSpot integration note:** QuoteGuard's HubSpot integration is the critical unlock for this vertical. Until HubSpot integration is live, focus on NetSuite-user agencies (less common in insurance) or brokers using generic CRM.
---
### LANE 3 — Construction Pre-Planning & Management
**Products:** QuoteGuard (primary), LoomProof Documents (add-on for specs/drawings)
**Target buyer:** VP of Operations, CFO, Pre-Construction Director, or Owner
**CRM:** Procore, HubSpot, Salesforce, CMIC, Sage 100/300, NetSuite
**Pain:** Bids sit 90-180 days before project restart. Subcontractor quotes expire. GCs use old numbers to shave margins. No mechanism to retire old bids.
#### 10 Realistic ICP Targets
| # | Firm Type | Size | Pain | Deal Value |
|---|---|---|---|---|
| 1 | **General Contractor (large project focus)** | 20–100 employees | Bid lifecycle, sub trade quotes, 90-180 day restarts | $1,250–$5,000/mo |
| 2 | **Construction Management Firm** | 10–75 employees | Owner proposals, fee structures, pre-construction services | $1,500–$5,000/mo |
| 3 | **Pre-Construction Services Firm** | 5–30 employees | Estimating, value engineering, feasibility studies | $750–$2,500/mo |
| 4 | **Design-Build Firm** | 10–50 employees | Proposals to owners, architect selection, JV agreements | $1,000–$3,000/mo |
| 5 | **Specialty Trade Contractor (HVAC/Elec/Mech)** | 15–100 employees | Large project bids, sub quotes with validity periods | $1,000–$3,000/mo |
| 6 | **Commercial Developer** | 5–30 employees | Project proposals, joint venture terms, LOI documents | $1,500–$4,000/mo |
| 7 | **Real Estate Developer (resi/CRE)** | 3–20 employees | Deal memos, financing proposals, contractor bids | $750–$2,500/mo |
| 8 | **Infrastructure / Heavy Civil** | 25–200 employees | Public bids, bond proposals, DBE compliance docs | $2,000–$6,000/mo |
| 9 | **Owner's Rep / Project Manager** | 3–25 employees | Managing multiple contractor bids, consultant agreements | $750–$2,000/mo |
| 10 | **Framing / Concrete Subcontractor** | 10–50 employees | Bid quotes to GCs, material quotes with validity | $500–$1,500/mo |
**How to reach them:** Associated General Contractors (AGC) directories, ABC (Associated Builders and Contractors), LinkedIn (search "pre-construction," "construction management," "VP of operations" + "general contractor"), ENR (Engineering News-Record) rankings, local AGC chapter events.
**NetSuite entry point:** Construction firms using NetSuite for project accounting are ideal — P.S. Urology's pilot proves the integration. Traves's direct construction contact falls here.
---
### LANE 4 — Engineering & Architectural Firms
**Products:** LoomProof Documents (primary), QuoteGuard (add-on for proposals)
**Target buyer:** Principal Engineer, Architecture Practice Manager, CFO
**CRM:** Deltek (Vision, Vantagepoint), Unanet, Salesforce, HubSpot, Procore
**Pain:** NDAs shared with developers before project start get forwarded. Specs and RFP responses sent without expiry. Engineering reports shared with clients who then share with competitors.
#### 10 Realistic ICP Targets
| # | Firm Type | Size | Pain | Deal Value |
|---|---|---|---|---|
| 1 | **Civil Engineering Firm (infrastructure)** | 10–100 engineers | RFP responses, specs, NDAs with municipal clients | $1,000–$3,000/yr |
| 2 | **Structural Engineering Firm** | 5–50 engineers | Developer NDAs, stamped drawings, engineering reports | $750–$2,500/yr |
| 3 | **MEP Engineering Firm** | 10–75 engineers | Proposals, submittals, RFI responses — proposal-heavy | $1,000–$3,000/yr |
| 4 | **Architecture Firm (commercial focus)** | 5–50 architects | Design proposals, NDAs with developers, concept presentations | $1,500–$4,000/yr |
| 5 | **Architecture Firm (residential/larger)** | 2–15 architects | Client proposals, vendor quotes, contractor selections | $500–$1,500/yr |
| 6 | **Environmental / Geotechnical Firm** | 10–60 engineers | Phase I/II reports, site assessments, proposals | $750–$2,500/yr |
| 7 | **Land Survey Firm** | 5–30 surveyors | Boundary agreements, title documents, plat documents | $500–$1,500/yr |
| 8 | **Interior Design Firm** | 3–20 designers | Client proposals, vendor furniture quotes, spec sheets | $500–$1,500/yr |
| 9 | **K-12 / Higher Ed A/E firm** | 10–50 engineers | Public bid documents, spec packages, RFIs | $750–$2,500/yr |
| 10 | **Landscape Architecture Firm** | 3–20 architects | Design proposals, grading plans, municipal approvals | $500–$1,500/yr |
**How to reach them:** AIA (American Institute of Architects) member directories, ACEC (American Council of Engineering Companies), LinkedIn (search "principal" + "engineering" + city, "architecture firm" + "partner"), Deltek user groups, firm websites with "Our Team" + contact forms.
**Product fit note:** These firms often have an NDA-first workflow — LoomProof Documents' watermark + expiry on NDAs is the natural entry point. QuoteGuard for proposals is a natural second product.
---
### LANE 5 — Medical Device & Capital Equipment
**Products:** QuoteGuard (primary), LoomProof Documents (secondary)
**Target buyer:** VP of Sales, Regional Sales Manager, CFO
**CRM:** Salesforce (very common), HubSpot, NetSuite, Zilliant (pricing)
**Pain:** Multiple revision cycles over 90-270 days. Outdated pricing used by distributors to customers. No way to retire old product specs that have been updated. Capital equipment quotes expire but customers keep using old numbers.
#### 10 Realistic ICP Targets
| # | Firm Type | Size | Pain | Deal Value |
|---|---|---|---|---|
| 1 | **Surgical Device Distributor (urology/ortho)** | 5–25 reps | Quote revision cycles, GPO contract pricing, 90-day validity | $1,250–$5,000/mo |
| 2 | **Diagnostic Imaging Company** | 10–50 reps | Capital equipment quotes, lease vs. buy analysis, demo units | $2,000–$8,000/mo |
| 3 | **Lab Equipment Manufacturer** | 5–30 reps | Reagent/contract quotes, recurring revenue deals, pricing sheets | $1,500–$5,000/mo |
| 4 | **Medical Device Startup (pre-commercial)** | 2–10 employees | Investor materials, pricing strategy docs, FDA submission docs | $500–$2,000/mo |
| 5 | **Dental Equipment DSO/DSO Relationships** | 5–20 reps | Group purchasing quotes, loyalty pricing, multi-site deals | $1,000–$3,000/mo |
| 6 | **Orthopedic Implant Company** | 15–75 reps | Surgeon preference items, GPO contracts, consignment inventory | $2,500–$10,000/mo |
| 7 | **Capital Equipment Distributor (imaging/lab)** | 5–25 reps | Lease quotes, trade-in values, installation quotes | $1,250–$5,000/mo |
| 8 | **Infection Control / Surgical Supplies** | 5–20 reps | Volume contracts, group purchasing, consignment agreements | $750–$2,500/mo |
| 9 | **Durable Medical Equipment (DME)** | 5–20 reps | Medicare/Medicaid quotes, HME provider agreements | $500–$2,000/mo |
| 10 | **Physical Therapy / Rehab Equipment** | 3–15 reps | Group practice quotes, capital equipment proposals | $500–$1,500/mo |
**How to reach them:** LinkedIn (search "VP of Sales" + "medical device," "regional sales manager" + "surgical"), AdvaMed conferences, MedTech CEO networks, GPO contact directories, Traves's existing P.S. Urology network.
**P.S. Urology pilot note:** This is the internal pilot. If P.S. adopts and pays, they become a reference customer for all surgical device companies in Traves's network.
---
### LANE 6 — Wellness / HRT / Medspa / Clinic Lane
**Products:** TRT-Finder (patient funnel), AEGCompliance (compliance intelligence), LoomProof Documents (patient-facing documents)
**Target buyer:** Clinic owner, medical director, practice manager
**EMR/Practice Management:** Jane, Elation, DrChrono, Kareo, Mend, Canvas
**Pain:** Patient documents shared without lifecycle control. Informed consent forms outdated. Protocol documents copied between clinics. Compliance requirements vary by state.
#### 10 Realistic ICP Targets
| # | Firm Type | Size | Pain | Deal Value |
|---|---|---|---|---|
| 1 | **TRT / Testosterone Clinics (1–3 providers)** | Solo/small | Patient intake docs, protocol consent, lab result handling | $97–$597/product |
| 2 | **BHRT / Menopause Clinics** | 1–5 providers | Estrogen/progesterone therapy protocols, patient guides | $97–$597/product |
| 3 | ** peptide Therapy Clinics** | 1–4 providers | Peptide protocol documents, compounding pharmacy agreements | $97–$597/product |
| 4 | **Medspa with Wellness Services** | 2–8 providers | Aesthetic consent forms, wellness protocol disclosures | $97–$597/product |
| 5 | **Weight Loss / GLP-1 Clinics** | 1–6 providers | Titration schedules, protocol documents, consent forms | $97–$597/product |
| 6 | **Functional Medicine Practices** | 1–5 providers | Supplement protocols, lab interpretations, treatment plans | $97–$597/product |
| 7 | **Concierge / DPC Practices** | 1–3 providers | Membership agreements, annual contracts, fee schedules | $270–$867/yr membership |
| 8 | **Telehealth Hormone Platforms** | 3–15 providers | Patient intake, lab ordering, prescribing protocols | $500–$2,500/mo platform |
| 9 | **Chiropractic + Wellness** | 2–10 providers | Treatment plans, insurance claims, wellness coaching docs | $270–$597/yr |
| 10 | **Addiction Medicine / Suboxone Clinics** | 1–5 providers | Treatment agreements, consent forms, DEA-compliant protocols | $270–$597/yr |
**How to reach them:** LinkedIn (search "hormone therapy clinic owner," "TRT telemedicine," "medspa owner" + city), Instagram (clinic accounts are searchable by hashtag), CSIP (Cosmetic Surgery Institute of the Pacific?), A4M (American Academy of Anti-Aging Medicine) conferences, provider directories.
**Synergy chain:** TRT-Finder drives patients → AEHS provides licensed services → AEGCompliance keeps clinics compliant → LoomProof protects patient documents. Each product in the chain creates the buyer for the next.
---
## SECTION 3 — SYNERGY MAP
### Cross-Sell Matrix
| Customer type | Primary product | Natural add-on | Why |
|---|---|---|---|
| Law firm using LoomProof | Documents | Pre-Flight Legal (Signal Loom Legal) | They already trust us with their documents |
| Engineering firm using LoomProof | Documents | QuoteGuard for proposals | Same buyer, adjacent workflow |
| Benefits broker using QuoteGuard | Quoting | LoomProof (client-facing docs) | They share carrier quotes with clients |
| HRT clinic using AEGCompliance | Compliance | LoomProof (patient intake docs) | Compliance + document protection |
| Construction firm using QuoteGuard | Quoting | LoomProof (sub contracts, specs) | Same CRM, same buyer |
| Medical device co. using QuoteGuard | Quoting | Pre-Flight Legal (pricing strategy) | They need pricing intelligence |
### Where to Keep Things Separate
| Boundary | Why |
|---|---|
| Signal Loom AI = non-healthcare only | HIPAA liability. Healthcare data lives in AEHS. Signal Loom never touches PHI. |
| AEHS = all healthcare licenses | AEHS is the licensed entity. All healthcare applications run here. |
| AEGCompliance bridges both | Compliance content is non-clinical. The data layer stays in AEHS. |
| LoomProof/QuoteGuard = pure SaaS | No healthcare data, no HIPAA concerns. Sell to anyone. |
| P.S. Urology = pilot customer only | Not a reseller. Evidence of internal use before external sale. |
### The Flywheel
```
TRT-Finder (patient demand)
↓
AEHS (licensed services, patient volume)
↓
AEGCompliance (clinic compliance, more clinics onboard)
↓
LoomProof (document protection for compliant clinics)
↓
Signal Loom AI (infrastructure, powers everything)
```
```
Talos Biotech (reference customer for AEGCompliance Ops)
↓
Clinic chains see Talos using it → sign up for AEGCompliance Ops
↓
AEGCompliance Ops expands → more clinic chains → TRT-Finder patient volume increases
```
---
## SECTION 4 — FULL PRICING REFERENCE
### LoomProof Documents
| Tier | List | 1-Year Commit | 2-Year Commit | 3-Year Commit |
|---|---|---|---|---|
| Starter | $999/yr | $899/yr (10%) | $749/yr (25%) | $599/yr (40%) |
| Growth | $1,999/yr | $1,799/yr (10%) | $1,499/yr (25%) | $1,199/yr (40%) |
| Scale | $2,499/yr | $2,249/yr (10%) | $1,874/yr (25%) | $1,499/yr (40%) |
| Enterprise | Custom | Custom | Custom + volume discount | Custom + volume discount |
### QuoteGuard (Per-Seat)
| Tier | Monthly | Annual (prepaid) | 2-Year (prepaid) | 3-Year (prepaid) |
|---|---|---|---|---|
| 2-seat minimum | $500/mo ($250/seat) | $480/mo ($240/seat) | $400/seat/mo | $350/seat/mo |
| 5-seat | $1,250/mo | $1,200/mo | $1,000/mo | $875/mo |
| 10-seat | $2,500/mo | $2,400/mo | $2,000/mo | $1,750/mo |
| Enterprise | Custom | Custom + volume | Custom + volume | Custom + volume |
### AEGCompliance
| Product | Price | Members |
|---|---|---|
| Monthly membership | $27/mo | — |
| Annual membership | $270/yr | — |
| Handbook | $97 | $57 |
| Course | $997 | $597 |
| All-Access Annual Pass | $867/yr | N/A |
| **Price increase trigger** | July 1, 2026 | 15 posts + 2nd handbook published |
### Signal Loom AI
| Product | Price | Model |
|---|---|---|
| Transcription | $0.07–0.15/min | Usage-based, MLX Whisper |
| LoomLens API | $0.10/estimate | Usage-based |
| Developer embed | Free | API key required |
---
## SECTION 5 — MRR MILESTONE ROADMAP
### Current State (April 2026)
- AEGCompliance: ~$300–500/mo MRR
- Signal Loom API: ~$0–50/mo
- LoomProof/QuoteGuard: $0 (pre-launch)
- TRT-Finder: $0 (building)
---
### $30K MRR — The Proof-of-Concept Threshold
**Breakdown by product:**
| Product | MRR Target | How |
|---|---|---|
| AEGCompliance | $3,000/mo | 120 members at $27 avg (some $270/yr, some $27/mo) |
| QuoteGuard | $10,000/mo | 40 seats × $250/seat = $10K/mo → 4 firms of 10 seats each |
| LoomProof Documents | $5,000/mo | ~8 firms at avg $625/yr = ~$500/mo... actually: 8 firms × $625/yr ÷ 12 = $4,167/mo |
| Signal Loom API | $5,000/mo | ~15K mins/mo at $0.10/min avg + LoomLens estimates |
| TRT-Finder listings | $5,000/mo | 25 listing诊所 at $200/mo avg |
| AEHS referral pipeline | $2,000/mo | 10 referrals/mo × $200/referral |
| **Total** | **~$30,000/mo** | |
**What needs to happen:**
- [ ] QuoteGuard HubSpot integration built
- [ ] 1–2 pilot QuoteGuard customers (P.S. Urology + 1 more)
- [ ] 5 law firm LoomProof customers
- [ ] AEGCompliance: 120 active members
- [ ] TRT-Finder: 25 paying clinic listings
---
### $50K MRR — The Operational Threshold
At $50K/mo, Traves can:
- Pay himself a meaningful salary from side-work revenue
- Hire 1 part-time in-house BDR
- Fund modest paid acquisition ($2–3K/mo on Google Ads)
**Breakdown:**
| Product | MRR Target |
|---|---|
| AEGCompliance | $5,000/mo |
| QuoteGuard | $20,000/mo (80 seats) |
| LoomProof Documents | $8,000/mo |
| Signal Loom API | $8,000/mo |
| TRT-Finder | $7,000/mo |
| AEHS referrals | $2,000/mo |
| **Total** | **$50,000/mo** |
---
### $100K MRR — The Inflection Point
At $100K/mo, this is a real business, not a side project.
| Product | MRR Target |
|---|---|
| AEGCompliance | $10,000/mo |
| QuoteGuard | $45,000/mo (180 seats) |
| LoomProof Documents | $15,000/mo |
| Signal Loom API | $15,000/mo |
| TRT-Finder | $12,000/mo |
| AEHS referrals | $3,000/mo |
| **Total** | **$100,000/mo** |
**Team at $100K MRR:**
- 1 full-time sales rep (closer) per vertical
- 1 part-time customer success / onboarding
- Traves: CEO, sales oversight, fundraising
- Aster: operations, research, pipeline management
---
### $1M MRR — The Aspiration
- QuoteGuard at 500+ seats across 3 verticals = $125K/mo
- AEGCompliance at 1,000 members = $25K/mo
- LoomProof Documents at 200 firms = $50K/mo
- TRT-Finder: 200 clinics = $40K/mo
- Signal Loom: $60K/mo
- **Total: $300K/mo = $3.6M ARR** — realistic 3-year target
---
## SECTION 6 — LICENSING OPPORTUNITIES
### Warm Leads Already in Traves's Network
| Contact | Company | Potential License | Status |
|---|---|---|---|
| P.S. Urology IT | P.S. Urology | NetSuite SuiteApp (pilot) | Pilot in progress |
| William Short + Daniel Finley | Talos Biotech | AEGCompliance Ops (503B lot tracking) | Demo/demo-complete |
| 48-clinic medical director | Medical clinic chain | AEGCompliance Ops (clinic chain version) | Outreach pending |
| Georgio Pauen | GMP Publications | LoomProof Documents (publisher tier) | Outreach pending |
| Dave Cella | HCPro | LoomProof Documents (compliance publisher) | Outreach pending |
| Digify | Document security | Potential reseller? White-label? | Demo sent, follow-up pending |
### What to License vs. Build vs. Partner
| Product | Decision | Rationale |
|---|---|---|
| AEGCompliance Ops (Talos) | Build + license | Talos is proof of concept. If it works, white-label to other 503B/503A pharmacies. |
| LoomProof white-label | Partner/reseller | DocuSign, PandaDoc, or Salesforce AppExchange — they'd distribute, we maintain |
| Signal Loom API | Build + sell | Pure infrastructure. License to any SaaS company needing transcription |
| AEGCompliance content | Build + sell | Proprietary. Never license the content itself |
| TRT-Finder | Build + own | Own the directory. Could white-label to EHR vendors |
---
## SECTION 7 — HIRING SEQUENCE
### Phase 1 (Now → $30K MRR): Founder-led + 1–2 Trial 1099 Reps
**Who to hire first:**
🔨 **1099 Rep #1 — Law Firms**
- Commission: 10% MRR for life
- Why first: High-value deals ($1K–$5K/yr), white paper + demo ready, straightforward product
- Where to find: RepTheGift.com, LinkedIn (search: "law firm SaaS sales", "Clio sales rep", "legal tech sales")
- Lead source: Traves qualifies first 3 prospects personally
🔨 **1099 Rep #2 — Insurance / Benefits Brokers**
- Commission: 10% MRR for life
- Why second: Huge volume, annual renewal = predictable revenue
- Depends on: HubSpot integration live
- Where to find: Insurance agent communities, HubSpot user groups, IIAW
### Phase 2 ($30K–$50K MRR): 1 In-House BDR
- W-2 or C2C BDR: $4K/mo base + 5% commission on closed deals
- Responsibility: Outbound prospecting, demo scheduling, pipeline CRM hygiene
- Traves: closes everything
- When to hire: When there are 5+ active deals in pipeline that Traves can't personally manage
### Phase 3 ($50K–$100K MRR): Closers Per Vertical
- Dedicated closer for QuoteGuard (construction + medical device)
- Dedicated closer for AEGCompliance + LoomProof
- Sales manager to coordinate both closers + BDR
---
## SECTION 8 — WEEKLY WORKFLOW FOR TRAVES
### Time Budget
Traves has ~4–6 hours/day for side-work = ~25–30 hours/week
### Daily (Every Morning, 30 min)
- Check pipeline in CRM (new leads, demo requests, active deals)
- AEHS raise status check (email from Allele Capital Partners?)
- 1 proactive action: 1 email, 1 follow-up, or 1 LinkedIn connection
- Aster delivers morning brief via iMessage
### Weekly Cadence
| Day | Focus | Traves Action | Aster Action |
|---|---|---|---|
| **Monday** | Law Firm outreach | Send 3–5 personalized emails to law firm targets | Research targets, prep email drafts |
| **Tuesday** | AEGCompliance + Content | Review blog draft, approve post | Schedule Ghost posts, monitor new members |
| **Wednesday** | QuoteGuard / Construction | Follow up with construction contact, P.S. pilot check | Build HubSpot integration, prep integration docs |
| **Thursday** | Signal Loom AI / Product | Review LoomLens metrics, approve any pricing changes | Monitor API usage, run Hermes research agent |
| **Friday** | Pipeline review + planning | Review all active deals, update CRM | Deliver weekly pipeline summary, update MEMORY.md |
### What Aster Handles Autonomously
- Research, ICP lists, email draft preparation
- CRM updates, deal tracking, activity logging
- Ghost blog post scheduling and monitoring
- HERMES cron job (Tue + Thu 9AM)
- API health monitoring (every 5 min, automated)
- Memory updates, file management
- Sub-agent orchestration for build tasks
### What Traves Handles Personally
- All founder-voice outbound emails
- All demo calls (at least until Phase 2)
- All deal closing
- All investor/fundraise conversations
- Any decision above $5K or involving contractual terms
---
## SECTION 9 — THE HUBSPOT INTEGRATION (Priority #1)
**Why this is blocking revenue:**
| Vertical | Primary CRM | QuoteGuard works with |
|---|---|---|
| Law Firms | Clio, PracticePanther | Not yet (needs API) |
| Insurance / Benefits | HubSpot | ✓ when HubSpot integration built |
| Construction | Procore, NetSuite | ✓ NetSuite done, HubSpot needed |
| Engineering | Deltek, Unanet | Not yet (needs API) |
| Medical Device | Salesforce | Not yet |
| Wellness/HRT | Jane, Elation | Not yet |
**HubSpot integration scope:**
1. Register quote on HubSpot Deal create/update (via HubSpot Webhooks API)
2. Store days_remaining on HubSpot Deal custom property
3. Create HubSpot Task 15 days before expiry (via HubSpot Tasks API)
4. Block resend if days_remaining \< 0 (via HubSpot Workflows)
**Build time estimate:** 1–2 days for a skilled developer. Modal or Studio-C + MiniMax M2.7 can handle this.
---
## SECTION 10 — IMMEDIATE ACTION ITEMS
### This Week (April 19–25)
🔨 **Traves — Outreach (3 items)**
1. Send email to construction contact — use the framing: "When a project sits 6 months and restarts, do you have a way to keep old bids from being used?"
2. Send GMP Publications (Georgio Pauen) — white paper + law firm demo URL
3. Follow up with HCPro (Dave Cella) — AEGCompliance content demo + LoomProof Documents
🔨 **Aster — Build (2 items)**
1. Build HubSpot integration for QuoteGuard (Priority #1)
2. Draft LoomProof Documents demo for engineering/architectural firms
🔨 **Aster — Research (1 item)**
1. Build list of 50 law firms in Seattle/Portland/LA to use as initial outreach targets
### Next Week (April 26 – May 2)
🔨 **Traves**
1. Follow up with all outreach from week 1
2. Demo call with construction contact if interested
3. Identify 1–2 1099 rep candidates (post in RepTheGift + LinkedIn)
🔨 **Aster**
1. Deploy LoomProof Documents engineering demo
2. Build QuoteGuard one-pager PDF for reps (print-quality version of rep kit)
3. Draft AEGCompliance content calendar for May (2 posts/week)
### 30-Day Milestones (May 18)
- [ ] 1 pilot QuoteGuard customer (P.S. Urology or construction contact)
- [ ] 1 paying AEGCompliance member from organic (not outreach)
- [ ] 2 law firm demos booked
- [ ] HubSpot integration complete
- [ ] 1 1099 rep signed and active
- [ ] AEGCompliance Ghost blog: 15 posts published (price increase trigger)
---
## APPENDIX A — KEY CONTACTS IN TRAVES'S NETWORK
*(To be filled in by Traves)*
| Name | Company | Relationship | Product Fit |
|---|---|---|---|
| ??? | P.S. Urology | Owner/founder | QuoteGuard pilot |
| ??? | Talos Biotech | Advisor | AEGCompliance Ops |
| ??? | 48-clinic chain | Medical director | AEGCompliance Ops |
| ??? | Construction firm | Personal contact | QuoteGuard |
| ??? | GMP Publications | Business contact | LoomProof Documents |
| ??? | HCPro | Business contact | AEGCompliance |
---
## APPENDIX B — COMMISSION STRUCTURES REFERENCE
### 1099 Rep (SaaS Standard)
- Base: $0 (commission only)
- Commission: 10% of MRR for life of customer
- First deal bonus: $500 cash on first closed customer
- Example: 5-seat QuoteGuard firm at $1,250/mo = $125/mo to rep forever
- Minimum deal to activate commission: 2 seats ($500/mo)
### In-House BDR
- Base: $4,000/mo (W-2 or C2C)
- Commission: 5% on closed deals in their pipeline
- Quota: 4 demos/month minimum
- Traves closes all demos; BDR gets 5% of closed deals they sourced
### Referral Partner
- No quota, no base
- 15% first-year MRR, 5% renewal
- For: CPAs, attorneys, benefits brokers who refer once
- No ongoing responsibilities
---
*Document version: 1.0 | Last updated: April 18, 2026*
*Owner: Aster Wren Vale, Chief of Staff to Traves Brady*