Rockheads · The Founder Council · 90-Day Campaign · Document 1 of 2
Ready to speak this campaign into existence
The brand, the content engine, the dashboard, the automation stack — already built and trained on Rockheads' voice. This document lays out the 90-day engagement we launch the moment you say go.
Companion document — Initial Training & Demo (Doc 2 of 2) — shows the actual artifacts already produced. Open Doc 2 →
1. The Reframe, In One Page
"Legacy Bundle" captures the spirit of what you're building. The Founder Council captures the offer. Same idea, sharpened for the room you're actually pitching — sixty-year-old shop owners thinking about what comes next.
What you're really selling is a private board of operators that pays you back — a Founder doesn't write a check, they buy a seat at a table where their hard-won operational genius becomes a sellable asset across the network.
The Founder Council — Rockheads' private board of fabrication operators where each Founder's expertise becomes a Profit Center licensed across the network.
Three pieces of language doing structural work:
| Old | New | Why |
|---|---|---|
| "Legacy Bundle" | The Founder Council | Status. Scarcity. Exclusivity. Reads as a seat earned, not a package bought. |
| "Member benefit" | Profit Center | Reframes every Playbook a Founder builds as a revenue-producing asset — not curriculum, not theory, not a one-off favor between members. A Profit Center earns money. |
| "Network revenue" | Profit Share | Anchors the shared-economics model. Founders earn profit share; that's a different cognitive category than "I get paid back somehow." |
Everything downstream — copy, video, dashboards, sales scripts — inherits from this three-word vocabulary.
2. What You'll Have at Day 90
When the 90 days are done, here's what's already running at Rockheads — not promised, not in-progress. Running.
| In place | What it does for you |
|---|---|
| Founder Council brand identity | "Legacy Bundle" retired. Founder Council / Profit Center / Profit Share vocabulary live across site, decks, signatures, email, social. Every Founder receives the visual identity kit. |
| Executive Dashboard (live) | Eric runs the Founder Council program from a 3-view dashboard — Discovery Calls Booked · Profit Centers Sold · Profit Share to Founders. Wired to the Odoo data layer. Real-time. No spreadsheets. |
| Content engine — full firehose | Reels · 15-second promos · video shorts · long-form Founder Stories · long-form LinkedIn · carousels · email. Across IG, Facebook, TikTok, YouTube, LinkedIn, email. Auto-drafted from dashboard signal. Calibrated weekly. Full breakdown in §4. |
| Hero promo library | Multiple hero-grade 15-second spots running in market. Each rendered at 5 aspects (Reels · feed · YouTube · Shorts · LinkedIn-OG). Concepts tested in low-budget micro-runs before paid promotion. |
| Founder Story series | 8–12 minute long-form videos on the network's first Founders. Hybrid production — Eric's existing video team handles capture + core compilation; we layer AI on top (scripting structure, transcription, chapter generation, b-roll, thumbnail + title testing, multi-platform distribution). Protects your existing video investment and scales beyond what a single AI agency could ship alone. |
| Automation stack | Discovery booking → CRM lead → lead-scoring → warm-tag alerts → profit-share event triggers → weekly auto-PDF briefs → content drafts auto-built from prior week's KPI deltas. All on your Odoo infrastructure. |
| 2 Odoo user licenses | Included in engagement: one license for Eric to operate the executive dashboard, CRM, and Profit Center marketplace directly · one license for the AI agent service account that runs the automation stack (content drafts, royalty triggers, weekly briefs, CRM updates). Clean audit trail · proper attribution · same infrastructure Rockheads' Founder Council and Stansfeld team can build on going forward. |
By Day 90 the engine runs on automation. The retainer drops to Maintain ($750/mo) by default — or you upgrade to Grow / Scale if you want us still hands-on. See §8.
Quick view: how we get there
The plan below is the working build — subject to your direction. Change orders are how we keep it yours as we learn what's actually moving the membership needle.
| Month | Focus | What we ship |
|---|---|---|
| Days 1–30 | Foundation | Lock the Founder Council brand identity, deploy the live executive dashboard, and launch the Reels-first content engine. We ship the first wave of short-form content (6–8 sec Reels, 15-sec promos) plus the hero spot — Reels-first because they're the fastest way to get real test-marketing signal back from your audience. |
| Days 31–60 | Expansion | Layer in YouTube Shorts, LinkedIn long-form, the first Founder Story (hybrid with your team), and the automation that turns each profit-share event into auto-drafted social content. Lead-scoring and nurture sequences come online. |
| Days 61–90 | Testing & Handoff | Test the full stack under real load, calibrate the weekly tempo against engagement data, and complete the handoff — documentation, training videos, an operator playbook. By the end of this month you're running the system, not learning the system. |
3. Audience Alignment — Who We're Actually Talking To
Every piece of content downstream is aimed at one of three concentric audiences. Mixing them on the same piece kills conversion.
| Ring | Audience | Mental State | What They Need to Hear |
|---|---|---|---|
| 1 — Active Founder Prospects | Shop owners $4M–$30M revenue, 12+ years operating, mid-50s+, asking "what comes after this?" | Ready to talk. Curious. Slightly suspicious of "networking groups." | The Council pays you. Your expertise becomes a Profit Center. Profit-share checks. |
| 2 — Future Pipeline | Shop owners $1M–$4M, scaling, in the "build mode" of their career, age 35–50. | Aspirational. Watching the bigger operators for clues. | Get adjacent to the Founder Council. Learn from proven Profit Centers. Be in the room when you're ready. |
| 3 — Industry Halo | Suppliers, designers, media, adjacent trades. | Curious observers, future referral sources. | Rockheads is the elite tier. The Council is where the leaders are. |
90% of content is Ring 1. Ring 2 is feeder content (10%). Ring 3 is byproduct — they see Ring 1 content over the shoulder of Founders they already follow.
4. What Your Content Engine Looks Like at Day 90
Your current social footprint — what we're building on
| Channel | Handle / URL | Status & what we observe |
|---|---|---|
| linkedin.com/company/ rockhead-group-usa-llc | 1,319 followers · industry "Think Tanks" · active. Recent topics: CNC sink processing, B2B sales strategy, member networking, the Stone Chatter podcast, Poseidon Experience 2026. Your highest-conversion channel — we lean in hardest here. | |
| @rockheadsusa | Live · we'll baseline followers + posting cadence in Day-1 audit. Reels-first strategy fits here. Hook-driven scroll-discovery for operators 35–60. | |
| facebook.com/RockheadGroup/ | Live · we'll baseline in Day-1 audit. Where 50+ shop owners actually spend time. Lookalike retargeting from CRM data. | |
| X (Twitter) | @rockheadgroup | Live · we'll baseline in Day-1 audit. Industry-news amplification + thought-leadership repost engine. |
| YouTube | @rockheadgroupusa3877 | Live · we'll baseline in Day-1 audit. Long-form Founder Stories live here. Stone Chatter podcast distribution candidate. |
| TikTok | not yet established | Day-30 expansion opportunity. Stone-fab is visually rich (slab cuts, install reveals, shop tours) — TikTok rewards this. Younger crew-lead audience watching for next-step employers. |
Existing content we amplify, not duplicate. Your Stone Chatter podcast, your monthly virtual member meetings, your quarterly retreats, and Poseidon Experience 2026 are already content engines — they're just not being captured + repackaged systematically. Our Day-1 priority is documenting what you already produce, then turning each session into 8–12 derivative pieces across the channel mix above.
The running tempo at Day 90
Rockheads' content firehose runs across six channels with five formats. We start narrow (Reels-first, the most efficient hook surface), then expand format coverage as test results come in. Ranges below reflect the running tempo of comparable AI-augmented engagements — we calibrate up or down with you in Week 1 based on your appetite and where the dashboard tells us spend is paying back.
| Channel | Formats | Weekly tempo | Purpose |
|---|---|---|---|
| Instagram Rockheads + Eric | 6–8 sec Reels · 15-sec promos · carousels · Founder spotlights | 10–14 pieces | Hook-driven brand reach · scroll-discovery for operators 35–60 |
| 6–8 sec Reels · 15-sec promos · longer native video | 6–9 pieces | Where 50+ shop owners actually spend time. Lookalike retargeting from CRM data. | |
| TikTok | 6–8 sec Reels · 15-sec promos | 5–8 pieces | Scroll discovery · industry talent pipeline · younger crew leads watching for next-step employers |
| YouTube Shorts | 15–30 sec shorts · 45-sec deep-cuts | 4–6 pieces | Industry-adjacent SEO authority · feeds into long-form pipeline |
| YouTube long-form | 8–12 min Founder Story | 1 every 2 weeks | Deep authority asset · permanent SEO anchor · the video Eric sends right before a Founder Council pitch closes |
| LinkedIn Eric + Rockheads brand | Long-form posts · 30–90 sec native video · carousels · Founder Q&A | 8–12 pieces | Highest-conversion prospect channel for shop owners $4M+. Where the discovery calls actually originate. |
| Auto-PDF Founder Brief · Eric Brief · Council nurture sequences | 2–4 sends | Founder retention · "Council-curious" prospect warming · monthly board memos to Nick + John |
At the running tempo, that's:
- ~150 content pieces / month across 6 channels
- ~30 video assets / month spanning 6-second reels, 15-second promos, 30–90 second shorts, and 8–12 minute long-form
- 2 long-form Founder Stories / month produced jointly with Eric's local video team
- Every piece measured against the dashboard. Every video earns its budget through test-marketing before it goes paid.
Long-form Founder Stories are produced AI-first; if you have existing video talent (in-house or contractor), the AI shifts into augmentation mode and accelerates their work rather than replacing it.
Every video earns its budget
New concepts run through a small-audience test marketing cycle first — typically $40–80 of paid spend to ~2,000 impressions across the target ring. Top performers get amplified with real budget. Underperformers archive into the training library — they become onboarding material for new Founder Council members ("here's what worked, here's what didn't, here's why"). By Day 90 the back-catalog itself is an asset.
Five Content Pillars (what every piece is about)
- The Reframe — Why this is a Council, not a club. Status + scarcity. (20%)
- The Profit Center — Case study content. How a Founder turned shop-floor expertise into a network-deployed asset that pays. (25%)
- The Operating Lesson — Tactical posts that demonstrate the kind of expertise Profit Centers contain. (25%)
- The Profit Share Story — Public proof of payouts. Numbers, not testimonials. (15%)
- The Apply Loop — Direct calls to apply. Seat counters. Discovery call CTAs. (15%)
5. The Executive Dashboard
A polished v1 of the dashboard Eric will be looking at every morning is already built. Three views:
- KPI Snapshot — Discovery Calls Booked, New Council Seats Secured, Systems Sold, Total Revenue Shared. Velocity chart, activity feed, top earners.
- Profit Center Marketplace — Every System a Founder has authored, with deployment count, profit share %, CSAT, and status (Active / In Development / Bestseller).
- Profit Share — Per-Founder YTD payout ledger, cumulative-payout chart, recent profit-share events.
Wired live to three new Odoo models:
rockheads.system_process— the Profit Center catalogrockheads.revenue_share— profit-share accrual & disbursementrockheads.kpi_snapshot— the metric layer the dashboard reads from
6. Automation Stack
Automation built on top of your Odoo infrastructure. High-level capabilities below; specific integration points + trigger maps calibrated together in Week 1 of the engagement.
- Automated social posting — content draft → review → schedule → publish across the channels in §4
- Ongoing content generation — AI agents produce fresh content on the calibrated cadence; no manual content treadmill
- Fresh-content cycling — ongoing image generation budget keeps imagery from going stale or feeling repetitive
Full automation scope, trigger maps, and integration points specified during Week-1 onboarding once we've calibrated to the actual day-to-day Council operations workflow.
7. KPIs & Reporting
What we measure
- Top of funnel: Discovery calls booked / week · attribution by channel · cost per call
- Mid funnel: Qualified Founders · Pitches delivered · Letters of intent
- Conversion: Council Seats Secured · time-from-discovery-to-seat
- Network value: Systems Sold · profit share size · per-Founder profit share
- Brand health: Founder NPS · System CSAT · content engagement rate
What we report
- Weekly Founder Brief (auto) — Friday PM, every Founder gets their numbers
- Weekly Eric Brief (auto) — Friday PM, council-wide rollup
- Monthly Eric Memo (manual) — 1-page narrative + what we're shipping next month
- Quarterly Retrospective (manual) — what worked, what didn't, recommended changes
8. Investment & Terms
The 90-day build
| Retainer | $2,500 / month, billed monthly |
| Commitment | 90 days (Months 1–3) |
| Included | Brand reposition · live executive dashboard · 2 Odoo user licenses (Eric + AI agent service account) · 90-day content firehose · hero promo library · Founder Story series · automation stack · all reporting |
| Outside scope | Paid media spend (placed by you, we provide creative). Optional travel for in-person Founder Story capture. |
| Out clause | Cancel anytime · 2 weeks courtesy notice. If the work isn't landing, walk — I'd rather know early. |
After Day 90 — pick your pace
The engine is built and handed off. Now you choose how active you want us. Each tier builds on the last — Grow adds your executives to what Maintain already runs, Scale opens a new revenue line on top of Grow. All month-to-month · 30-day notice either way.
Keep the engine running · fully autonomous
Eric & the main Rockheads brand. Fully autonomous — no scheduled human time from Paul · agents + infrastructure run · you operate the dashboard yourself · monthly calibration call is the only touchpoint. Network intelligence keeps accumulating in the background. If you want weekly work sessions with Paul, upgrade to Grow.
- Automation stack stays live · executive dashboard maintained · 2 Odoo licenses maintained · weekly auto-PDF briefs
- API access for image generation, video rendering, transcription, multi-platform distribution
- Ongoing image generation budget so content stays fresh — no stale recycled imagery
- AI agents stay on your data + your memories (Rockheads voice preserved)
- Network-intelligence layer active — even at Maintain, as member shops adopt the platform, the aggregate benchmark data continues building. Your association becomes the only one that can quote real numbers on yield, deliverability, and market share.
- Monthly calibration call to keep direction sharp
Onboard your executives · weekly Paul + AI work sessions
Everything in Maintain, plus we extend the engine to Rockheads board members and senior executives.
- Onboard additional authenticated users — board members + executives get the same campaign treatment as Eric across LinkedIn, the Rockheads brand channels, and any other social platforms they want active
- Personalized voice training — each executive provides writing samples + style preferences; AI tunes to their actual voice, not a generic one
- Weekly 45-minute work sessions with Paul + AI — recorded; each executive gets a session on their calendar
- Those recordings serve double-duty: (a) further train the AI on that executive's voice, and (b) become premium content for the Rockheads member e-learning curriculum — a library of "leaders in conversation" episodes broadcast to your membership
- Coordinated multi-channel posting — when an executive's POV lands, it lands everywhere on schedule, not by accident
Open a new revenue line · everything in Grow plus strategy
Everything in Grow (including the weekly Paul + AI work sessions per executive), plus we package what we've built for Rockheads and sell it as a Profit Center to your individual fabricator members.
- Build the per-fabricator product — packaged social-media automation for individual stone-fab shops: LinkedIn campaigns, Builder Network outreach, B2B partner content, member-direct prospecting
- Strategies + AI training tuned for shop-operator context — not generic social-media-management; built around how stone fabricators actually win business
- Rockheads sells it as a per-seat subscription to fabricator members. Pricing transparent; we share full cost structure with you so you can price the seat fairly.
- Revenue split on member subscriptions: 70% Rockheads · 30% Paul Dolphin. Sponsored model — Rockheads owns the audience, we run the engine.
- This becomes a Profit Center inside Rockheads — the first proof of the Founder Council model itself, demonstrated from the inside.
At 50 fabricator seats × $X/mo, Rockheads' 70% share is a new line on the P&L. We do the math together in the Tier 3 onboarding call.
Why this is a subscription, not a one-time setup. Your engine runs on AI agents trained specifically on Rockheads — your voice, your members, your dashboard data. Those agents need ongoing infrastructure: API access for image generation, video rendering, transcription, and multi-platform distribution; ongoing training as content patterns evolve; and ongoing memory maintenance so the output keeps sounding like you, not like generic AI. Every tier above pays for the infrastructure first — the deliverables build on top of it.
9. Next Steps
- Eric reviews this proposal + the dashboard mockup (link below).
- 30-min call this week to lock the language (Founder Council / Profit Center / Profit Share) and identify the first Founder for the hero-spot shoot.
- Day 1: Signed engagement letter + Day 1–7 production calendar delivered.
- Day 7–10: Footage shoot at the first Founder's shop.
- Day 15: Hero spot delivered. First 30 days of social content live.
Eric — these are bespoke systems built to deliver results to you, not tools you have to learn.
The plan above is the starting build. We work to your requirements, and change orders adapt the build as we learn what's actually moving the needle. By Day 90 the content is running at the cadence that drives maximum engagement, the dashboard tells you what's working, and the handoff is complete in a way you can manage day-to-day.
— Paul
Attached artifacts:
- Executive Dashboard (interactive HTML) — three views, premium dark UI, mobile responsive
- 15-second Hero Spot production brief — frame-by-frame storyboard, audio & type spec, shoot timeline
- Strategy reference — Founder Council architecture, Odoo model spec