Launch Outreach + CRM Playbook

This is the operating plan, not another vision doc. It answers four questions: how you message the list on June 28, what gate and offer they hit, how the whole thing is tracked in Airtable without manual data entry, and exactly what you need to get done before send day. The Airtable schema and the AI conversation-logging design are in sections 8 and 9, with import-ready CSV templates delivered alongside this file.

1The one funnel

Everything below is one pipeline. A person enters as a name on your list and, in the best case, exits as a creator who makes audios for their own community and brings you both users and investors. Every stage has a status in Airtable, so at any moment you can see exactly where each person is.

2Timing reconciliation

Your locked LaunchTimeline and the electional reading already set the rules. The send sits right on a sensitive line (the Jun 29 Mercury station), so here is how it reconciles cleanly. The council recommendation, fresh on Jun 26, is to publish Sunday Jun 28, see the callout below.

3The June 28 outreach wave

You chose 1:1 personal messages (WhatsApp and text from your own number). That is the highest-response channel and the right one for warm contacts. The challenge it creates, that it is manual and hard to track, is exactly what the AI logging in section 9 solves. Here is how to make personal feel personal at volume.

3.1 One link, two clear doors (the front door)

Still one link you paste, so it stays simple, but the page it opens gives two clearly signposted doors, not a forced corridor. This resolves the real risk you named: an investor-minded person who will not fall for the experience cold still needs a straight path to the vision, or you lose them.

• Primary, recommended: "Start with the experience." The demo (gated by the waiver, section 4) is the hero, and the page steers everyone here first.
• Quiet secondary: "Or watch the 2-minute vision first." A clear, smaller button straight to the mission/vision video for the head-first people. They can still loop back to the demo after, and most will once they see what it is.
• Deeper path: from the vision video, a link to the full company report and brief for those who want the detail (you already have InvestorBrief and the InvestorDataRoom blueprint).

One paste, one page, two doors. Both doors are tracked (section 9), so you actually learn what kind of person each contact is by which door they walk through.

3.2 Three message variants, hand-personalized

Same core, three openers by relationship. Write the first line yourself, let the body be reusable. Keep it short and human.

These three openers map to a Segment field in Airtable, so the CRM knows which version each person got and you can filter follow-ups by segment.

3.3 Batched, not blasted

Send in small batches you can personally react to, not one giant blast you cannot keep up with. The AI logger keeps the replies organized so a batch does not turn into chaos. During travel days, the scheduled morning digest (section 9) tells you who replied and who needs a nudge.

3.4 The personal hub (so nothing is ever lost)

The thing you do not want is someone feeling their audio, getting the wave of "wow," and then watching it evaporate in their inbox. So every person gets a permanent personal landing page, their own link, that holds everything, and you deliver it by both email and text. They can always come back to it.

• Right after the demo audio, a short (~1 minute) hype video plays on the results page to ride the high and point forward. Real short, real charged.
• The hub holds, permanently: their audio at the top (also emailed, as it is now), the 1-minute hype video, a clear "Learn more about the mission" button to the vision video and the company report, a "send the demo to a friend" share button (your built-in referral and viral loop), and a "Talk to Jeff / become a founding member" call to action.
• Delivered as a link in the audio email and by text, so it lives in two places they already have. A permanent URL, theirs to revisit and to forward.
• Follow-ups attach here. When you send the next thing, it updates on the same hub, so there is one stable place per person, not a scatter of links they lose.

4The demo gate (waiver / NDA)

This is already designed. You have Affirmology_MutualNDA_v1 (the document) and Affirmology_NDAGate_Design_v1 (the mechanism). Do not rebuild it. Wire it.

• What the waiver is: the Mutual NDA, signed by real e-signature (DocuSign PowerForm or Dropbox Sign), not a weak checkbox. It protects the IP they are about to experience.
• What signing does: captures only name and email (no intent or routing questions, they have experienced nothing yet), then fires a webhook that creates the person in Airtable with NDA signed = true and a timestamp.
• Then: demo access is granted (one-time token redirect, or Cloudflare Access allowlist by email).

5Self-sort: after the experience, never before

So sorting is not a question you ask. It emerges, and you capture it. Two places it shows up, both after they have gone through it:

1. In their reaction and the conversation (primary). After the demo and the vision, their reply reveals more than any form. The AI reads the thread and updates intent, sentiment, and "who they could connect you to" automatically (section 9). This is where almost all the sorting happens.
2. A soft signal on the hub (optional, post-experience only). Once they have the audio, the hype video, and the mission in front of them, the hub can offer gentle next steps ("I want in as a tester," "I would love to help this grow," "let me connect you to someone"). Only after they have been moved, never at the door.

A person is allowed to be in more than one track. The CRM treats Tester and Investor as independent flags, not a single dropdown, so a friend who wants to use it and might write a check and knows two investors is captured as all three.

6Incentive + membership structure

This is the part to nail. The structure below turns your download into a ladder. The core principle you named: the demo plus video creates the pull ("I want this"), so the first incentive is simply access. Everything above that is earned, and every rung gives people a reason to use it more and to bring you people.

6.1 The ladder

The creator experience is a combination: the chatbot to talk a piece into being, the exact controls to shape it, and the option to submit their own voice notes. Live in-app chatbot audio creation is a fast-follow; the Constellation distinction holds even once that ships, because Constellation members make and publish their own journeys, not just listen.

6.2 Free-usage mechanics (the lever you asked to define)

• Floor = a couple of months free for simply being on the list. This is the "at a very minimum" promise you described.
• Inner Orbit = free for the whole beta window (through the Aug 11 to 13 launch, extendable), in exchange for the usage expectation.
• Earned extensions: each usage milestone (for example: 7-day streak, 10 listens, a written review, a referred user who takes the demo) adds free time. Stack enough and it converts to lifetime at a set tier. This keeps them using it daily, which is your real North Star.
• Lifetime is capped to a tier, not unlimited everything, so premium and high-cost custom uses still have an upsell path later.

6.3 Expectations and the kick-out / downgrade rule

You were clear: beta users have to put it to use or the grand benefits stop. The rule is a soft ladder, not a ban. Nobody gets locked out, they just fall back to the floor.

Every one of these states is a single field in the Beta Testers table (section 8). The thresholds are values you set; the AI and usage signals flip the state, and you approve before anyone is actually downgraded.

6.4 Investor-connector incentive

You want testers to connect you to investors, which is why they watch the same vision video (so they understand what the capital is for). Reward the behavior, but split it carefully from the customer affiliate program because of how introductions to investors are regulated.

7Running the two tracks

7.1 Beta track

• Agreement: a short Beta Tester Agreement (separate from the demo NDA) covering free-access terms, the usage expectation and downgrade rule, confidentiality, feedback, and that audios are for them (not for resale until they reach the Constellation). This is a checklist item to draft.
• Enrollment (Jul 4): name, birth date/time/place, email, WhatsApp number, consent. Feeds the engine and the CRM.
• WhatsApp group: one broadcast group with the pinned 3-question prompt already designed (what landed, what felt off, are you listening daily). This is your feedback heartbeat and your community.
• Delivery: managed render to start (you and Sol generate in the cloud Studio, deliver the link). Cloud renders are laptop-independent, so the road trip does not block testers.
• Road-trip ops: a scheduled morning digest so you stay on top of replies and at-risk testers from the laptop.

7.2 Investor track

All warm, always. People you know or one warm step into your network, inside conversations you are already in. No cold outreach, no public round. A handful of the right people fueling the thing.

• Take money now. The LLC is filed (Jun 26); the bank account lands Mon or Tue. As soon as it opens you take warm capital straight up. Send the brief, have the conversation, take the check.
• No premature close. You do not slam it shut on a single date and exclude someone mid-conversation or whose money is in flight. It is bounded, not open forever: two issuance ceremonies, then revenue takes over (see 7.3).
• Issuance ceremonies, not a close (see 7.3). Units get issued in batches on potent dates, so the magic of the date lands without ever closing the round.
• Stage pipeline in Airtable: Aware to Interested to Reviewing to Call to Soft-commit to Agreed/funded to Units issued to Passed.
• Connections: when a tester connects you to someone, that is a warm path. Keep the conversation going and make the connection happen. It becomes a row linked to the tester who referred them, so you can credit and thank them.

7.3 The issuance-ceremony concept (capture a date's magic without closing)

You do not want one closing date that shuts the round. You want a round that stays open while warm capital keeps arriving, with symbolic moments that carry the energy of a potent date. The structure that does exactly this is a rolling round with periodic issuances.

• The round is open and rolling. Investors commit and fund on their own timing across the warm phase. Nothing closes.
• An issuance ceremony is a date you pick for its power, on which everyone who has committed and funded by then gets their membership units issued together, in one batch, against their agreements. It is a milestone and a moment, not a deadline.
• Exactly two ceremonies, no more: Aug 11 to 13 (the launch) and Sep 11 (your solar return, the Miami in-person beat), both already potent in your locked timeline. Whoever has funded by each date gets issued in that batch. Money in flight between them simply lands in the Sep ceremony. No future dates.
• Why it is bounded: this is bridge capital to fuel through the end-of-September launch and the scale it takes to get there. By September you are running ads, enrolling customers and affiliates at your events, and crossing $20k a month and climbing, so the business funds itself from there. Two ceremonies, then revenue takes over.
• Why it fits you: the multi-birthday principle applied to capital. Each of the two issuance dates carries its own chart and its own meaning for the people who came in by then.

8Airtable CRM (the schema)

One base, Affirmology Launch CRM, five linked tables. It is deliberately lean: People is the spine, Interactions is the AI-fed log, and the three context tables (Beta, Investor, Audios) hang off People. Import-ready CSV templates for the four core tables are delivered next to this file, so you can create each table by importing its CSV (Airtable builds the columns from the header row) and then adjust field types.

Table 1 · PEOPLE (the spine, one row per human)

Table 2 · INTERACTIONS (the AI-fed conversation log)

Table 3 · BETA TESTERS

Table 4 · INVESTOR PIPELINE

Table 5 · AUDIOS DELIVERED (optional but useful)

Person (link) · Title · Type (demo / Soul Song / reading) · Delivered date · Link · Feedback rating. Mirrors what the Listening Room already tracks, so you can see at a glance what each person has received and how they rated it.

Views to set up

• Today's follow-ups (People, filtered to Next action date ≤ today).
• Took demo, no conversation yet (People: Stage = Took demo, no recent Interaction).
• At-risk testers (Beta: Usage status = Warning).
• Escalation candidates (Beta: Escalation candidate checked).
• Investor pipeline kanban (Investor, grouped by Stage).
• Connector leaderboard (People sorted by referrals, for the affiliate rewards).

9AI conversation tracking + demo cross-reference

The whole point: you should not be typing CRM entries. You have the conversations on WhatsApp and your phone; the AI reads them and fills the CRM. Because there is no WhatsApp API connector, the realistic flow uses WhatsApp's own export, which is reliable and needs no integration.

9.1 How the AI logs conversations

1. You hand over the raw thread. Three easy ways: WhatsApp's built-in Export chat (sends a .txt of the whole thread), forwarding a batch of messages, or a screenshot. Any of these into a Cowork chat.
2. The AI parses it. It identifies the person (matched by name/number to the People table), writes a one-line summary, tags intent and sentiment, extracts the next step, and pulls out any names they mentioned as connections.
3. It writes to Airtable. If the Airtable MCP is connected, it creates the Interaction row and updates the People row directly. Until then, it outputs the rows as import-ready text/CSV, or fills them through the Airtable web UI in the browser.
4. It flags what needs you. Anything marked Action needed surfaces in Today's follow-ups and in the morning digest.

9.2 Cross-referencing who actually took the demo

The demo engine and the NDA gate both know who took the demo (by email). The reconciliation:

• The NDA webhook writes NDA signed directly into People at sign time.
• The demo render (the engine already emails a notification per render, and the Listening Room/library has every entry) gives a list of who received an audio. The AI matches that list by email to People and flips Stage = Took demo plus logs the audio.
• Result: you can instantly see messaged but never took the demo (needs a nudge), took the demo but no conversation (needs a follow-up), and took the demo and is hot (move them into beta or an investor call).

9.4 Who has seen what, and the nudge ladder

You asked to know who has and has not seen it, so you can pull the non-watchers through. Every step is a trackable event, and each gap gets a specific, non-naggy nudge. The personal link each contact receives carries a token, so the page knows who it is; your email sender (Resend) already reports opens and clicks; the engine knows who listened.

All of these land as fields on the People row (section 8), so a single view shows you, at a glance, exactly who is stuck at which step and which nudge they need.

9.3 Setting up the Airtable MCP (so I can write directly)

1. In Airtable, create a personal access token (Account settings, developer hub) scoped to the Launch CRM base with read/write.
2. Add an Airtable MCP server as a custom connector in your Claude settings, using that token.
3. Once connected, I can create and update rows directly, and the logging step becomes "paste the thread, done."

Until that is connected, everything still works; I just hand you import-ready rows instead of writing them myself. Nothing in the schema changes.

10The categorized checklist

Owners: J = Jeff, C = Claude/Cowork, Co = Colin/counsel, S = Sol. Ordered roughly by when it must be done before the Jun 28 send.

A · Legal + gate (must be live before send)

• Counsel pass on the Mutual NDA text before it touches the list. Co
• Stand up the e-sign gate (DocuSign PowerForm or Dropbox Sign): NDA signature plus name and email only, no intent or routing questions. J + C
• Wire the gate webhook to write the person into Airtable (NDA signed + track). C
• Draft the Beta Tester Agreement (free-access terms, usage expectation, downgrade rule, confidentiality, audio-use). C draft, Co review
• Confirm GHL is retired or demoted to send-only; Airtable is the record. J

B · Airtable CRM

• Create the base "Affirmology Launch CRM" and import the four CSV templates as tables. J or C
• Set field types and the linked-record relationships per section 8. C
• Build the six views (today's follow-ups, took-demo-no-convo, at-risk, escalation, investor kanban, connector leaderboard). C
• Create the Airtable personal access token and add the MCP connector. J
• Load the initial list of people into People, with Segment and Owner. J provides list, C loads

C · Assets + package

• Front door page with two clear doors: "Start with the experience" and "Watch the 2-minute vision first." J + C
• Final mission/vision video ready and embedded behind the quiet door. J + S
• Record the short (~1 min) post-demo hype video that plays after the audio. J + S
• Build the permanent personal hub (audio + hype video + mission button + CTA), delivered by email and text. C
• Deeper path from the vision video to the company report / data room. C
• Demo and hub QA pass on desktop and mobile. C

D · Incentive structure (decide, then build)

• Lock the numbers: floor free length, founding free window, milestone-to-free-time values, lifetime tier definition. J
• Decide the affiliate reward (cash and/or credit per referred user). J
• Confirm investor-intro rewards stay non-cash; route any finder deal through Colin. J + Co
• Write the one-page "what you get as a founding tester" they see after the demo. C

E · Outreach

• Finalize the three message variants; you write the personal first line per person. C drafts, J personalizes
• Segment the list in Airtable so you message in batches. C
• Send Jun 28 (Sun) in small batches you can react to. J

F · Beta ops (live Jul 4)

• Enrollment form (name, birth data, email, WhatsApp, consent) feeding engine + CRM. C
• WhatsApp group created with the pinned 3-question prompt. J
• Managed render flow confirmed (you/Sol generate, deliver link). J + S
• Usage-status thresholds set; downgrade requires your approval. J

G · Automation + AI

• Establish the daily habit: export/forward threads, "log these." J + C
• Tokenized personal links so page views and clicks tie to the right person. C
• Turn on Resend open/click tracking and feed events to the CRM. C
• Wire the seen/not-seen events (link, demo, vision, report) into the People fields. C
• Build the nudge-ladder view: who is stuck at which step. C
• Schedule the morning digest (who replied, who needs a nudge, at-risk testers). C
• Set up the demo-taker cross-reference reconciliation. C

11Open decisions for you

Six things only you can answer. Everything else can proceed on these.

1. Free-usage numbers. Floor length (a couple of months = exactly how long?), founding free window (through Aug 11 launch, or a fixed 60/90 days?), and what stack of milestones converts to lifetime.
2. Lifetime tier. What does "lifetime at a tier" include and exclude, so premium custom uses still have an upsell.
3. Affiliate cash. Pay cash per referred user, credit only, or both. And the amount.
4. Investor-intro reward. Confirm non-cash only for now (recommended), or decide with Colin/counsel if any finder cash is on the table.
5. GHL. Retire it, or keep it strictly for sending email with Airtable as the record.
6. Who owns the CRM daily. You, or do Sol/Colin share the logging and follow-up load.