Byron Workshop

• Clear delineation agreed: NHH = ClickUp prep and scheduled automations. Cowork = internal deep work. Burrow = client-facing deliverables. These don't overlap. Decision tree to be written (Josh, 31 May).
• NHH templated document generation killed. Complexity without payoff. All templated/HTML output moves to the Burrow.
• Client-facing AI is the goal, not internal tooling. The three client outcomes that matter: understand their data (Slack), manage their ads (Autopilot), build assets (Burrow). Internal tooling is a means to deliver these, not an end in itself.
• Autopilot is not a campaign builder. Campaign building is a separate tool. These must not be conflated or built into the same system.
• MM Autopilot June test month agreed. Fix blockers first (keyword pausing threshold, missing data points), then 2–3 test clients in June, full rollout 1 Jul.
• The Burrow is Josh's. Client-facing asset building MVP due 31 Aug. This is the answer to the templated document gap.
• Monthly AI shipping cadence to be considered. Idea raised to move from weekly whip to start/mid/end of month sprint rhythm. Not formally decided — revisit.

• Training moves to up to 3 sessions. Session 1: Platform + Set Up (1.5hrs). Session 2: Report + Optimise (1.5hrs, contingent on Session 1 outcome being live). Session 3: Buffer/Q&A (1hr, use before or during support month). See Training structure for the full SOP.
• Pre-training client prep list to be sent 5 days before Session 1. Prepares clients and qualifies them at the same time. Non-negotiable.
• LinkedIn Ads and Content training retired. Effective June 2026. The five training channels are now: Google Ads, Meta Ads, SEO, Email, GA4.
• Consulting and Support programs to be separated on the website. "Hedgehog in Your Corner" is being used to describe two different things. Separate pages by 15 Jun (Josh).
• One-off advisory to be repriced as a lead tool. First session ~75% off (~$50–100 for 30 mins). Automated intake email on booking. Sales opportunity, not a revenue line.
• Planning session summaries get a human review step. Hilda generates ClickUp task list → Teddi or Josh reviews same day → marks High priorities → automated email to client. High-priority tasks must be actioned within allocated hours.
• Implementation scope needs to be re-communicated to new clients. It's not broken — it just gets lost when accounts change hands. A ClickUp summary with a clear hours statement fixes this.
• Creative support is a genuine gap. Neither Josh nor Teddi are confident producing ad creative that performs. Format TBD — explore AI hooks/scripts, landing pages, UGC, or a creative partner (e.g. Neon). Decision by 1 Aug.

• Don't compete with the workshop model — own the opposite. Competitors (WithU-style) are offline, 1-to-many, sharky. Hedgehog is online, 1-to-1, personalised, friendly. Lean into that. Paid ads hook if/when we run them: "Can't be bothered with a two-day in-person workshop? We'll train you online, in your own account."
• Two content pillars agreed: AI builds and training case studies. AI: behind-the-scenes build updates (Competitor Watch, AI Digest, Task Prep, Planning Session Summaries) framed through client outcomes. Training: end-of-Zoom testimonials and short client visit clips. 8 interviews gives months of content.
• Scripted short-form video is the format. Identify the hook, write the script (Hilda), record it (Josh). The barrier is overthinking — not capability. Start.
• Paid advertising is not a priority right now. Inbound is sufficient. Don't run ads without a genuinely strong creative — the old carousels and statics weren't good enough. Only activate if there's a hook that actually lands.
• Past and current clients don't know what we offer. No service announcement has gone out. AI services haven't been communicated. This needs to be fixed as part of the marketing build.

Off the plate. These are not being revisited.

• LinkedIn Ads and Content training — retired June 2026
• NHH templated document generation — belongs in the Burrow, not NHH
• Daily prep via NHH — format broken; output overwhelming for humans
• Paid advertising without a strong creative — no point until there's a hook that lands

Raised but not decided. Worth revisiting — just not now.

• One-to-many online training sessions — monthly group sessions at $300–500/head. More marketing play than services play. Revisit Q3.
• Creative partner / collab (e.g. Neon) — needs more exploration before committing. By 1 Aug.
• HH Autopilot review — not covered at Byron. Needs its own session in June.
• Automated email sequences post-training and post-inquiry — raised, not actioned. Teddi to investigate as part of training improvements.
• Source of Truth automation — not working reliably. Decision open: NHH or Cowork local run? Revisit Q3.
• Monthly AI shipping cadence — idea to replace weekly whip with start/mid/end of month sprint rhythm. Not formally decided.
• MM Autopilot as standalone product — ~$200/month to mechanics. Strong opportunity once core is solid. Q3.