On Friday you asked for four things: what to focus on, what I'd do, what we'd measure and where we'd get to. Joonas asked for pricing too. They're all below, in that order, so we can pick it apart together.
Every channel we add pours into the same funnel. If setup dies at the Slack step, more traffic just means more stalled setups. This comes before anything else.
Two members are already in, the agencies compete for the same jobs, and each one reps a roster of artists who could each get a Dobbin. It's the fastest route to a repeatable story.
At $25 a build, outbound works like a set of cheap ad units. Each segment and message is a test, and we keep the ones that turn into paid accounts.
Kept warm on the side: DTCMVP, with Sean's own Dobbin as the demo to its members. DLN, with Area17 as the proof. Fractional advisors building Dobbins for their clients: interesting, but they rarely have budget, so it's a small test and nothing more.
Matt's LinkedIn outbound, Josh's content, AMA, DTCMVP, DLN, referrals. Apollo visitor tracking went live last week.
FixOne tagged install link per network, per sending account and per play.
A few clicks, 30 day free trial
FixEnrich and score every install the minute it lands, and route it in Pipedrive.
About 15 minutes and $25 later, a working foundation built from public presence
FixFind the early usage signal that best predicts retention, and trigger the follow-up from it.
Add to Slack needs someone with admin rights, and the person who started setup often doesn't have them
FixAn “ask me anything” box on their foundation, a one-click note to their Slack admin, and a human within a day for high-fit stalls.
$1K to $5K a month today, not yet tested
FixA “book a Dobbin expert” session as the step up, and pricing tests once the baseline is in.
Joonas builds it, I measure it
Joonas's idea from the call: put an excerpt of their foundation next to the Add to Slack button, with a prompt box so they can ask it something. People who can't install yet still get to see what they'd be getting.
Me, Josh, and the former agent Josh is talking to
Seliger's studio and Giant Artists are the proof. Agencies in the first segments get their Dobbin built before anyone contacts them, and a member offer gives them a reason to act now.
From our call “So we now have 0.8% of the total membership of the AMA. So I am meeting later today with another person who used to be an agent in that world who's basically like a, you know, gun for hire now looking to go sell to that world. And it seems to me that we've got two of the leading groups in their membership right now. We get a third one, we get a fourth one. And we may have like this weird little niche where each one of those agents can be building Dobbins for each one of their customers, right? Each one of their photographers, right? So it's 250 members, but it's 2,000 artists.” Josh Liberson, 25 Sept
Matt sends, I pick the segments and messages
Lists come from Apollo website visitors, people engaging with Josh's posts, and the three networks. Each segment gets a pre-built Dobbin and one short message. Alex's anonymized Slack-thread stories go in as proof.
A pain-qualified list from content engagement
The list: people who fit the ICP and engage with posts about Obsidian or Notion as a company wiki, context engineering, company brains, or AI consultants. Josh put it well on the call: when someone decides they need a company brain, we want them to think of Dobbin before they sit down to build one in Obsidian.
| Who | Owns |
|---|---|
| Me | Which segments and messages we test, weekly calls on what to keep and cut, the funnel numbers, the AMA push, and hands-on work wherever it's stuck |
| Matt | Building and sending the outreach, with a clear brief each week |
| Josh | Demos, and the relationships with network leaders like Sean |
| Joonas | The Slack step and any product changes the numbers point to |
| CS | Onboarding and the Dobbin expert session |
| Metric | Why it matters | Source |
|---|---|---|
| Installs by source | Shows which channel and message is worth more budget | Tagged links, Pipedrive |
| Install to Slack connected | Tells us whether the wall is coming down | Product events |
| Usage leading indicator | The early Slack usage number that best predicts retention, picked from existing customers | Product events |
| Trial to paid | Is PLG closing? This is the signal you asked for | Stripe |
| Paid without a founder on the call | The difference between self-serve and a demo with extra steps | Stripe, Pipedrive |
| Cost per paid account | Builds plus tools, divided by accounts won | Build spend, Stripe |
| AMA agencies live | Progress on the beachhead | Pipedrive |
By day 30: a number for every stage, and targets we agree on together.
By day 60: two channels producing trials every week.
By day 90: AMA from 2 to 6 agencies and 10 self-serve paid accounts, plus a clear yes or no on making this permanent.
The day 90 targets are my starting point. I'd rather set them with you once week one gives us the baseline.
$12,000 a month, 90 days
“We couldn't have possibly made a better first hire and leader to oversee go to market for Interseller. I can confidently say we could not have achieved the success we did without him!”Jonathan Grana, co-founder, Interseller
“He is the rare full-stack sales leader a founder dreams of and one of the most enjoyable people I've ever worked alongside.”Oliver Takach, co-founder & CEO, Keep
“Steven Brady proved it: using HeyReach, Trigify, and Clay, he built a repeatable system that scales across hundreds of prospects daily and generates revenue.”Ilija Stojkovski, CRO, HeyReach
Happy to calendar a review call this week to make any necessary tweaks, finalize contract particulars, and lock in start date.