Flow Diagrams
Four maps. The diagnostic IS the product. The site is packaging. The generator is the scaling mechanism.
What does success look like?
Five binary gates. Lead quality >= 7/10 is THE gate.
OUTCOME MAP — Marketing Site Generator
═══════════════════════════════════════
┌─────────────────────────────────────────────────┐
│ SALES TEAM LEAD QUALITY >= 7/10 │
│ (The people receiving the leads rate them │
│ higher than traditional lead gen) │
└────────────────────────┬────────────────────────┘
│
┌──────────────┴──────────────┐
│ │
┌──────────▼──────────┐ ┌──────────▼──────────┐
│ DIAGNOSTIC │ │ SITE GENERATION │
│ COMPLETION >30% │ │ IS CONFIGURATION │
│ │ │ │
│ Genuine value │ │ Non-engineer can │
│ earns completion │ │ produce site from │
│ not form friction │ │ content brief + │
│ │ │ theme config │
└──────────┬──────────┘ └──────────┬──────────┘
│ │
└──────────────┬──────────────┘
│
┌────────────────────────▼────────────────────────┐
│ CONSENT BUILT IN │
│ Every CRM contact has a completed diagnostic │
│ as the consent artifact. Zero scraped data. │
└─────────────────────────────────────────────────┘Outcomes defined. Where does value accumulate in the pipeline?
Where does value accumulate?
Six-stage pipeline: brief → assembly → deploy → distribute → capture → handoff.
VALUE STREAM — Marketing Site Generator ═══════════════════════════════════════ BRIEF ASSEMBLY DEPLOY DISTRIBUTE CAPTURE HANDOFF ───── ──────── ────── ────────── ─────── ─────── ┌────────────┐ ┌────────────┐ ┌────────────┐ ┌────────────┐ ┌────────────┐ ┌────────────┐ │ Venture run │ │ 10 sections│ │ Build + │ │ Sneakers │ │ Diagnostic │ │ CRM entry │ │ 8-phase │ │ + diagnostic │ deploy + │ │ promotes │ │ completion │ │ with full │ │ hybrid │───▶│ + theme │───▶│ analytics │─▶│ via media │─▶│ self-qual │───▶│ context │ │ protocol │ │ from brief │ │ │ │ budget │ │ + consent │ │ + scores │ │ │ │ │ │ │ │ │ │ │ │ │ │ 1 day │ │ 2-3 days │ │ < 1 day │ │ ongoing │ │ per visit │ │ real-time │ └────────────┘ └────────────┘ └────────────┘ └────────────┘ └────────────┘ └────────────┘ TARGET: Brief-to-live in 5 business days (vs 3-4 weeks manual) REUSE ECONOMICS ═══════════════ ┌────────────────────────────┬───────────────────────────────┐ │ Built Once │ Per Site │ ├────────────────────────────┼───────────────────────────────┤ │ 25 marketing components │ Theme variant (colors, fonts) │ │ Diagnostic template engine │ Diagnostic questions + scores │ │ Contact capture → CRM │ CRM field mapping │ │ Analytics event library │ Event names per site │ │ Deployment pipeline │ Domain + DNS │ └────────────────────────────┴───────────────────────────────┘ Marginal cost of site N+1 drops toward zero.
Value stream mapped. What must exist before what?
What depends on what?
Auth and CRM exist. Diagnostic engine and capture pipeline need building. HRV pilot is the critical validation gate.
CRITICAL PATH
═════════════
Marketing components (EXIST, 25 components)
+ Auth (L3, EXIST)
+ CRM contacts (L3, EXIST — companies BLOCKED)
───────────────────────────────────────────
→ Diagnostic template engine (BUILD)
→ Contact capture pipeline (BUILD)
→ Site generation workflow (BUILD)
→ First client site (HRV pilot)
→ ══════════════════════════════════
→ VALIDATE: Lead quality >= 7/10?
→ ══════════════════════════════════
→ Extract repeatable generator
→ Commission with stackmates
BLOCKERS
════════
┌────────────────────────────────┬──────────┬─────────────────────────────────────┐
│ Blocker │ Impact │ Mitigation │
├────────────────────────────────┼──────────┼─────────────────────────────────────┤
│ CRM company view BLOCKED │ Medium │ Contacts land without company. │
│ (Issue #20) │ │ Enrichment follows. │
├────────────────────────────────┼──────────┼─────────────────────────────────────┤
│ NZBN pipeline not running │ Medium │ Manual targeting via Sneakers' │
│ │ │ existing audience data. │
├────────────────────────────────┼──────────┼─────────────────────────────────────┤
│ No diagnostic template engine │ High │ First 2-3 diagnostics hand-built │
│ │ │ to validate pattern, then extract. │
└────────────────────────────────┴──────────┴─────────────────────────────────────┘Dependencies mapped. What gets built in what order?
What gets built in what order?
Build by hand → Extract generator → Commission with generator. Do NOT extract until berleytrails proves the pattern.
PHASE 1: Build berleytrails by hand
════════════════════════════════════
Sprint 0 Sprint 1 Sprint 2 Sprint 3
──────── ──────── ──────── ────────
#1 Site from #4 Diagnostic #7 Analytics #6 Lead scoring
brief engine event wiring + filtering
#2 Sign-up #5 Contact #8 Funnel viz
form capture #9 SEO
#3 Theme system
PROVES: Pattern works. Diagnostic creates value. Leads convert.
═══════════════════════════════════
GATE: Lead quality >= 7/10 on 30 leads?
If NO → Revisit diagnostic. Do NOT proceed.
If YES ↓
═══════════════════════════════════
PHASE 2: Extract generator PHASE 3: Commission
════════════════════════ ═══════════════════
Sprint 4 Sprint 5
──────── ────────
#10 Nx generator: #11 Per-site domain
marketing-site #12 stackmates generated
+ deployed
PROVES: Patterns extractable. PROVES: Zero new components.
Builds on first run. Independent lifecycle.Questions
Which map surprised you — and is that where the real insight lives?
- If the diagnostic IS the product, why does most of the build order focus on the site shell instead of the diagnostic engine?
- If brief-to-live drops from 3 weeks to 5 days, does that matter if media distribution takes 4 weeks to produce completions?
- What dependency would kill the whole pipeline if it failed — and do we have a fallback?