# 01 — Strategy Brief (DropWorks · GHL Subaccount)

**Source:** `00_Intake.md` + `DropWorks_marketing_brain.html` · **TARGET_LANG:** Spanish (customer-facing) · Dashboard chrome: English

---

## Focus cluster

**Primary — Multi-Client Content Agencies.** Agencies running content retainers for several
clients. Acute production-cost pain (60–70% of retainer eaten by writers/editors/PM),
real budget authority, and a direct fit with DropWorks' wedge (governance + a client-ready
Monthly Drop).

**Secondary in-funnel:** In-House Solo Marketing Operators (volume, lower ACV) and
Freelance Designers (nurture / referral, not hard-sell).

## Selected pipeline template

**SaaS / Subscription.** DropWorks is pre-beta, so the funnel's terminal conversion is a
**beta / demo call**, not a purchase.

## Bot role

An **asistente virtual de DropWorks** whose job is to:
1. Greet and detect the buyer type (agencia / in-house / diseñador).
2. Qualify against the beta profile (number of clients/brands, current workflow, whether a
   knowledge base exists).
3. Answer common questions from the knowledge base (what DropWorks is, how the cycle works,
   the Monthly Drop, what the beta includes).
4. Book a **demo / beta call** with a human.

It **transfers to a human** for: pricing/negotiation, partnerships, anything out of scope, or
an explicit request.

## Brand voice (from the Marketing Brain)

- **Tone:** systematic, precise, confident — warm-industrial. A technical product with a
  friendly, rounded typeface.
- **Language:** Spanish, clear and structured. Lead with outcomes (a governed cycle, one
  organized place, a client-ready link), not features.
- **Avoid:** hype ("IA revolucionaria"), vague promises, cartoonish language.
- **Golden rule:** never invent customers or testimonials. The only proof is the internal
  Pacho_Setas cycle (6/6 stages, 48 images, ~$1.61, landing live) and Coordenadas' track
  record (~14 brands).

## Offer summary

| Element | Value |
|---|---|
| Product | DropWorks — governed monthly content-cycle platform |
| Core differentiators | Governance (requires a knowledge base) + terminal client artifact (the Monthly Drop) |
| Conversion | Book a demo / beta call |
| Proof | Internal Pacho_Setas cycle + Coordenadas' ~14 brands |
| Price | **Not quoted by the bot** (pre-beta, pricing unpublished) |

## Audience summary

| Cluster | Who | What they need to hear |
|---|---|---|
| Agencies | Owners/ops leads, many client retainers | Scale delivery without hiring; protect margin |
| In-house | One person owning content | The month is handled; one place, one link |
| Designers | Designers receiving content | The text arrives ready; you design, we handle copy |

## Channel map (where these buyers are reached)

- **Agencies:** LinkedIn (primary), agency communities, targeted outreach.
- **In-house:** organic search, YouTube tutorials, newsletter.
- **Designers:** design communities, Reddit r/graphic_design, referral.

GHL's role in this map: an **inbound capture + qualification + booking** layer fed by those
channels, plus WhatsApp follow-up.

## Disqualification policy (for the bot)

| Type | Condition | Tag |
|---|---|---|
| A | No budget / not a buyer | `dq-sin-presupuesto` |
| B | Wrong profile (not agency/in-house/designer) | `dq-perfil-erroneo` |
| C | No decision power | `dq-sin-decision` |
| D | Out of scope / irrelevant | `dq-fuera-de-alcance` |
| E | Too early / no content need at all | `dq-sin-necesidad` |

## Out of scope for this setup

- Quoting prices (unpublished).
- Payments / invoicing in GHL.
- A live production funnel domain (none exists yet).
- A **WhatsApp-based follow-up workflow** is included, but WhatsApp Business account
  connection depends on an available number — mark as pending if none is provisioned.
- A **Google Ads conversion workflow** is skipped (no ads running).

## Open blockers (carried from intake)

1. GHL Location ID + token — not provided (artifacts only).
2. Pablo's email — missing (blocks user creation).
3. Pricing — unpublished (bot must not quote).