Crabtree Marketing — Internal Planning Document
The Machine
Product Launch Plan
A complete go-to-market plan for licensing Robert Crabtree's AI marketing system as a separate brand — with pricing architecture, partner program, and launch roadmap.
Overview
What We're Building — and Why Now
Robert Crabtree spent the last 18 months building a system that lets him run a full-service marketing agency with 13 AI agents instead of 14 people. That system is now proven, operational, and battle-tested across real clients. The opportunity is to license it.
Two channel partners — GreenPath CPA and Proforma (Hess-Crisci Solutions) — have already expressed interest in opening their client bases. Two pilot clients are lined up. The brand will be separate from Crabtree Marketing but powered by it — giving Robert a second revenue stream that scales without proportional headcount.
This document outlines the three product models, complete pricing architecture, partner program structure, what's sellable today vs. what's on the roadmap, and the immediate action plan.
✅ 16Fold LLC — Filed with Ohio SOS, May 9 2026. EIN obtained. USPTO filing pending (Monday).
Product Architecture
Three Distinct Models
These are not tiers of the same product. They are three fundamentally different offers. Never conflate them in a sales conversation.
Model A
AI Install
$2,500 + add-ons
Robert installs and configures a personal Hermes agent on the client's machine. One-time setup, 30-day warranty, then walk away. Already priced and structured — see RC AI Install Product.
Primary Launch
Model B
The Machine
Managed
$1,500–$10,000/mo + setup
Robert's cloud pipeline runs for the client. Content, copy, strategy, and creative delivered monthly. Client gets their own Hermes + tokens. RC controls the cloud layer. This is the primary product to launch.
Model C
Full Custom
Build
$5,000+ upfront, $350/hr
Bespoke agentic system built for a specific business. Scoped, contracted, and delivered. No open-ended estimates. Full scope signed before any build starts.
Architecture principle: Each client gets their OWN Hermes install — their own tokens, their own Anthropic account, their own APIs. They never eat RC's credits. What RC controls is the cloud layer (n8n pipelines, Supabase brand intelligence, content viewer, R2 assets). Pull cloud access and the client's local Hermes still runs — it just loses the pipeline magic. That's the on/off switch.
Capability Audit
What's Ready to Sell Today
This plan only sells what actually works. The tiers are built around current capability — not roadmap promises.
✓ Ready Now — Sell Confidently
- Organic social: calendar, copy, static creative (all 4 platforms)
- Email: campaigns, sequences, nurture flows
- SEO: audits, content briefs, blog posts
- Copy: ad copy, landing pages, website copy
- Brand strategy: positioning, pillars, voice development
- Creative direction: visual briefs, brand systems, templates
- CRO: landing page analysis, funnel recommendations
- Research: competitor intel, market analysis, trend monitoring
- Content viewer: client-facing approval and delivery tool
- QA pipeline: multi-agent quality review before anything ships
⚡ Available as Add-On (Scoped Per Client)
- Paid ad copy + creative briefs (agents write it; RC reviews)
- Paid ad campaign BUILD — scoped separately, not in base tiers
- Paid ad MANAGEMENT — available at Tier 3+ with RC oversight
- Website builds — proven: Terry's Marine (full redesign, Phase 2 live), Crabtree Marketing (own brand), Catawba Island Carts (delivered Mar–May 2026). Custom-scoped, not in base tiers.
- Franchise & dealer prospecting — build a spec site, send it to win the business. Target verticals: golf cart dealers, powersports dealers, franchise systems. Show don't tell.
- LinkedIn carousel posting — must go direct through platform
- IG Reel publishing — requires manual step; scoped per client
✗ Not Productized Yet — Do Not Promise
- Analytics reporting automation (currently manual)
- Reputation management automation
- Video production (scripts yes, production no)
- Fully autonomous end-to-end campaign execution
- CRM integration / lead follow-up automation
- Self-serve client dashboard (planned, not built)
Model B Pricing Architecture
Service Tiers, Setup Fees & Add-Ons
Pricing philosophy: Sell output, not autonomy. Clients pay for content that exists and is ready to use — not for a promise that AI will do everything. The Machine produces the output; RC's team ensures it ships clean. Market research confirms 60–75% gross margins are achievable at these price points with The Machine's infrastructure costs of ~$400–$800/mo per client.
What's Included
- Monthly social calendar (all 4 platforms)
- Platform-native copy, hooks, CTAs, hashtags
- 8–12 branded static creative assets
- 1 email campaign draft/month
- 1 blog post/month (SEO-optimized)
- Content viewer access (review & download)
- 2 revision rounds/month
- Brand intelligence profile built at onboarding
📌 Client reviews content and posts themselves. RC team delivers; client executes. Perfect for budget-conscious clients who just need content to exist.
Everything in Content Engine, Plus:
- 20–25 posts/month across all platforms
- 2 email campaigns/month
- 2 blog posts/month
- Scheduling via Postiz (where platform allows)
- Matt (or RC team) QA pass before every publish
- Bi-weekly check-in call (30 min)
- Monthly performance snapshot
- 4 revision rounds/month
📌 LinkedIn carousels and select Instagram content types require direct platform posting — included in scope, handled by RC team. Postiz used for all eligible content.
Everything in Managed Content, Plus:
- 30+ posts/month + stories/reels (scripts)
- Full SEO implementation (on-page + content)
- Monthly strategy session with RC
- Paid ad COPY and CREATIVE BRIEFS (agent-produced)
- Custom content dashboard (branded for client)
- Quarterly brand refresh + content audit
- Unlimited revisions
- RC personal review on all strategic deliverables
📌 Paid ad BUILD and MANAGEMENT available as a scoped add-on at this tier. Ad spend managed by RC team; billed separately. Requires dedicated discussion before scoping.
Designed For:
- Multi-location businesses (base + per-location add-on)
- Franchise systems needing consistent brand execution
- Channel partners reselling under their own brand
- Full bespoke agentic systems (Model C territory)
📌 Base rate from $8,000/mo. Multi-location add-on: +$750–$1,500/location/month depending on scope. All enterprise engagements require a scoping call and written agreement before any work begins.
Setup Fee Structure & Contract Incentives
Setup fees are industry standard — 78% of marketing agencies charge them. They cover brand intelligence build, voice training, creative template development, onboarding, and the first 30 days of content. Delivered as a tangible "Launch Kit" so the fee feels worth every dollar.
| Tier |
Month-to-Month |
6-Month Commitment |
12-Month Commitment |
| Content Engine ($1,500/mo) | $1,000 setup | $500 setup (50% off) | Setup waived |
| Managed Content ($3,000/mo) | $2,500 setup | $1,250 setup (50% off) | Setup waived |
| Full Machine ($5,500+/mo) | $3,500–$5,000 setup | 50% off setup | Setup waived |
Add-On Menu
Additional Brand
Same client, second brand — full pipeline duplication
+$1,000/mo
Additional Location
Same brand, market-specific content variations
+$750/mo
Paid Ad Copy + Creative Briefs
Agent-written. RC-reviewed. Client or their buyer runs it.
+$750/mo
Paid Ad Management
RC team builds & manages campaigns. Ad spend billed separately.
+$1,500/mo
Video Script + Direction
Full scripts, shot lists, director's notes. Client films.
+$750/mo
Reputation Monitoring + Response
Google/Yelp review monitoring, AI-drafted responses
+$500/mo
Blog Content (Extra Posts)
SEO-optimized, long-form. Per post above tier limit.
+$350/post
US-Based VA Support
Skilled human in the loop. Skilled staff only — no offshore.
+$1,500–$2,500/mo
Website Build
Custom Astro/static site. Scoped per project.
$4,000–$20,000
Ongoing Support (Post-Setup)
Scheduled 1-hr minimum. No open retainer.
$350/hr
Channel Partner Program
The Partner Program Architecture
Robert will have many partners. The program must be standardized, codified, and non-negotiable — every partner signs the same agreement and falls into the same tier structure. No custom deals. Consistency at scale is what makes this work when there are 50 partners, not just 2.
Tier 1
Referral Partner
10%
of client's monthly fee, ongoing, for life of client
CPAs, financial advisors, insurance agents, business consultants, BNI members — anyone who refers and steps back
- Referral code + intake form link
- Co-branded one-pager to share
- 1-hour onboarding call
- Monthly commission statement
- Listed on partner page (optional)
- Partner newsletter
Tier 2
Strategic Partner
20%
of client's monthly fee, ongoing, for life of client
Promotional products distributors, business consultants, marketing-adjacent firms who actively co-sell and maintain client relationships
- Everything in Tier 1
- 3-hour training + certification
- Co-branded marketing materials
- Quarterly Partner Business Review
- Client dashboard access
- Priority onboarding for referred clients
- Min: 2 active referrals/year to maintain tier
Tier 3
White-Label Partner
~40%
margin — wholesale pricing, partner invoices client directly
Marketing consultancies, business coaches, larger firms that want to offer AI marketing under their own brand
- Wholesale pricing (partner marks up freely)
- Full white-label deliverables
- 4-hour training + certification
- Dedicated Crabtree account manager
- First access to new services
- Custom onboarding with partner branding
- Min: 3 active clients within 6 months
Example — GreenPath CPA (Tier 1): They refer a client at $3,000/mo. GreenPath earns $300/mo as long as that client stays. If the client stays 2 years, that's $7,200 from one referral. They disclose the arrangement to clients per AICPA ET §1.510 requirements — required language is in the Partner Program Agreement.
Example — Proforma/Hess-Crisci (Tier 2): They actively co-sell and maintain the client relationship. They earn $600/mo on the same $3,000/mo client. With 5 active referrals, that's $3,000/mo in passive income for them — $36,000/year. They're motivated to stay active.
Program Mechanics
| Element | Phase 1 (0–10 partners) | Phase 2 (10–30 partners) | Phase 3 (30+ partners) |
|---|
| Tracking | Unique referral codes + Google Form | Tapfiliate (~$89/mo) | PartnerStack ($500+/mo) |
| Payment | Manual ACH/check, 15th of following month | Automated via Tapfiliate | Automated via PartnerStack |
| Minimum | $100 threshold before payout | $100 threshold | $100 threshold |
| Contract | Standard PPA (attorney-drafted, one-size) | Same PPA + tier addendum | Same PPA + tier addendum |
| Clawback | Client cancels within 90 days → commission reversed | Same | Same |
The most important partner activation tool is fast first payment. When a partner refers their first client, pay the first month's commission within 5 business days — not in the monthly batch. Nothing motivates like the first check.
Pilot Clients
First Two: Free Tier for Testimonials
| Client | Business | Why Them | Terms | What RC Gets |
|---|
| Hunter Castle | Castle Contriving (BNI) | Young, new business, will actively talk about it in BNI and beyond | Content Engine — free for 90 days | Written testimonial + case study + 2 referrals minimum |
| Dylan Mullins | All American Roofing Pros | Former client, massive social reach — amplification value is enormous | Content Engine — free for 90 days | Written testimonial + case study + social post about it |
Both pilot clients sign a simple consent form before onboarding: permission to use their results, name, and business in pitch materials, case studies, and social content. No consent form = no free tier.
Execution Plan
6-Phase Launch Roadmap
Week 1
Days 1–3
Phase 0 — Brand Name Decision DONE
Scout researches name candidates (trademark, domain, AI space conflicts). RC reviews shortlist and picks. Everything else gates on this. Proforma materials can start with a placeholder name in parallel.
Week 1
Days 3–7
Phase 1 — Foundation DONE LLC filed 5/9/2026
Form new Ohio LLC under chosen brand name. Notion project created. Vault folder structure set. NDA + Partner Program Agreement drafted by attorney. Team presentation deck built for Ken/Matt/Madison meeting.
Week 1–2
Phase 2 — Product Definition Locked IN FLIGHT
RC reviews and finalizes pricing tiers, setup fees, and add-on menu from this document. QA tier decision made (which tiers require RC's eye vs. Matt). Token cost policy established.
Week 2
Phase 3 — Team + Partners Briefed
NDAs signed by Ken, Matt, Madison. Team presentation delivered. Ken briefed on technical architecture. GreenPath partnership proposal delivered. Proforma one-pager and objection guide ready — 2-week follow-up deadline met.
Week 2–3
Phase 4 — Pilots Onboarded
Hunter Castle and Dylan Mullins onboarded to Content Engine tier. Brand intelligence profiles built. First content calendar delivered. Consent forms signed. Case study documentation begins immediately.
Week 3–4
Phase 5 — First Paying Clients
Direct outreach begins (golf car dealers, marine dealers — verticals with existing CM proof). GreenPath and Proforma begin referring. Target: 2–3 paying clients by end of month 1. First partner commissions paid within 5 business days of client signing.
Financial Projections
Conservative Revenue Targets
| Month | Direct Clients | Channel Clients | Avg MRR/Client | Gross Revenue | Est. Partner Commissions | Net MRR |
|---|
| Month 1 | 2 (pilots, free) | 0 | — | $0 recurring | — | Setup fees only (~$2,000–$5,000) |
| Month 2 | 3 paying | 1 | $2,200 | $8,800 | ~$880 | ~$7,920 |
| Month 3 | 5 paying | 3 | $2,500 | $20,000 | ~$2,200 | ~$17,800 |
| Month 6 | 10 paying | 8 | $2,800 | $50,400 | ~$5,500 | ~$44,900 |
| Month 12 | 20 paying | 15 | $3,200 | $112,000 | ~$12,000 | ~$100,000 |
Setup fees are front-loaded cash: At $1,000–$5,000 per new client, months 1–3 will generate meaningful one-time revenue even before MRR builds. A 6-client month with average $2,500 setup fee = $15,000 in additional cash.
Immediate Next Steps
What Happens After RC Approves This Plan
1
Brand Name Decision
RC picks 3–5 name candidates. Scout runs USPTO + domain check. RC makes final call.
RC → Scout → RC
2
Form New Ohio LLC
$99 Ohio SOS filing. Attorney drafts multi-member Operating Agreement. Separate bank account opened.
RC → Attorney
3
NDA Templates Drafted
Team member NDA + channel partner NDA. Attorney-reviewed. Ready to sign before any briefing.
Hermes drafts → Attorney reviews → RC
4
Proforma Package Built
One-pager + objection guide + demo script. Due before 2-week Proforma follow-up deadline.
Ogilvy → Hermes → RC approval
5
GreenPath Proposal Drafted
Partnership structure options (Tier 1 at 10%), formal proposal, revenue projections for their book of business.
Hermes → RC reviews → RC sends
6
Team Meeting Scheduled
RC schedules with Ken, Matt, Madison. NDAs signed first. Presentation deck delivered by Hermes beforehand.
RC schedules → Hermes builds deck
7
Pilot Clients Onboarded
Hunter Castle + Dylan Mullins. Consent forms signed. Brand intelligence profiles built. Content Engine activated.
RC contacts → Hermes onboards
8
Social Content from This Strategy
"I duplicated myself 14 times." "Agent jockeys." "Token optimizers." Flag to Vee + Ogilvy for CM brand + RC personal brand content queue.
Hermes → Vee → content pipeline