AImatch Review Admin

This packet is the main factual source for the generated brief. It includes distilled context and transcript evidence.

open raw inputs/call-evidence-packet.md

# AImatch Call Evidence Packet

Use this packet as source evidence. Do not infer facts that are not supported here.

## Verified HubSpot Context

Use this read-only HubSpot context as verified CRM evidence for company identity.
Prefer the verified company name/domain over generic transcript descriptors unless the transcript explicitly says the client is stealth, unnamed, or TBD.
If HubSpot and the transcript conflict, preserve the conflict in internal notes rather than inventing a merged fact.
- Deal ID: 62441837133
- Deal name: Honor and Fire - Growth Marketer
- Company ID: 36952766364
- Company domain: warplan.com
- Company website: warplan.com
- Company description: WarPlan provides training programs, software, and live events designed to help small business owners increase take-home profit using the FRAP™ Formula, including Profit Academy, 1:1 Consulting, and Decentralized Coaching, with a focus on entrepreneur families and applying private-equity profit principles to Main Street businesses.
- Primary contact: Eric Kelly
- Primary contact company: Honor and Fire

## Company Profile

## Company Identity
**Name:** WarPlan  
**Domain:** warplan.com  
**Stage:** 12-person startup entering growth phase  
**Funding:** Bootstrapped (not venture capital backed)

## Company Overview
WarPlan provides training programs, software, and live events designed to help small business owners increase take-home profit using the FRAP™ Formula. Services include Profit Academy, 1:1 Consulting, and Decentralized Coaching, with a focus on entrepreneur families and applying private-equity profit principles to Main Street businesses.

## Current Situation
The company is transitioning from founder-led and operations-led execution to scaling the marketing function. Per Eric Kelly (Chief of Operations): "I am trying to scale something that has been deficient and really been on the shoulders of myself and the founder as the CEO." The organization has a strong copywriter in-house but lacks depth in broader marketing capabilities, with one existing marketing team member described as being "completely out of their depth" but retained as a legacy position.

## Point Of Contact

## Primary Contact
**Name:** Eric Kelly  
**Title:** Chief of Operations  
**Company:** WarPlan (warplan.com)  
**Role in Decision:** Primary decision-maker and designated manager for the growth marketer hire

## Relationship to Marketer
Eric Kelly will work directly with the hired marketer. Per the call: "I will be working with them... But they will also liaison with the rest of the team, like our senior copywriter and our founder." This indicates a reporting structure into Eric with cross-functional collaboration required.

## Budget

## Budget Allocation
**Marketer Engagement:** $12,000–$15,000/month (all-inclusive)  
**What's Included:** MarketerHire marketer rate + platform fee  
**What's Not Included:** No separate recruiting fees, no additional platform fees  
**Media/Ad Spend:** Separate from marketer fee (see Ad Budget below)

## Media/Ad Spend Budget
**Historical High:** $100,000/month  
**Current Status:** Intentionally reduced to monitor capacity  
**Near-term Plan:** Ready to scale back up to full spend capacity

## Budget Approval
Eric Kelly explicitly confirmed the $12,000–$15,000 range was acceptable: "No, I think that's kind of what I expected using a service like this." He acknowledged the startup stage and bootstrap funding constraints but prioritized finding the right fit with relevant skills over negotiating lower rates.

## Structured Budget Decision

# Structured Budget Decision

Schema: BudgetDecisionV3
Matching budget: $15,000/month
Basis: accepted_agent_range_scope_adjusted
Range: $12,000/month-$15,000/month
Hard cap: NONE
Billing model: retainer
Currency: USD
Confidence: high
Auto-QTB: auto_apply (Single-role Growth Marketer budget is 15000/month with high confidence and no V3 high-risk flags.)
Flags: accepted_agent_range_scope_adjusted
Multi-role: no
Combined monthly investment: $15,000/month

Roles:
- Growth Marketer | original=growth marketer / full stack marketer | role_budget=$15,000/month | basis=accepted_agent_range_scope_adjusted | scope=heavy | billing=retainer | confidence=high | agent_range=$12,000/month-$15,000/month | flags=NONE

Evidence:
Growth Marketer: Agent: 'this is a solid full scope growth marketer engagement that typically runs around 12 to 15,000 a month all in.' Eric: 'No, I think that's kind of what I expected using a service like this.'

Notes:
Eric Kelly (Honor and Fire / WarPlan) accepted MarketerHire's quoted $12k-$15k/mo all-in range for a single full-scope Growth Marketer; $100k/mo is ad/media spend, kept separate. No final commitment yet; direct-hire question deferred to team follow-up.

## Timeline

## Target Start Date
**Hiring Objective:** Onboard marketer within one month  
**Rationale:** Scaling from current deficient marketing function into growth phase

## MarketerHire Process Timeline
- **Matching:** Typically 2 business days
- **Bio Review & Approval:** Follows matching
- **Agreement & Trial Kickoff:** After approval
- **End-to-End Duration:** ~1 week from initial match to trial start
- **Two-Week Trial Period:** Fully refundable; primary evaluation window

## Urgency
The one-month target provides ample runway for the two-business-day typical match window and one-week onboarding process. Eric Kelly characterized the timeline as "very doable."

## Tools Mentioned

## Current Marketing Tech Stack

### CRM: GoHighLevel
- Full-featured platform for customer relationship management and workflows
- Central hub for WarPlan's lead management

### Email: Mailgun
- Email delivery service (not a full email marketing platform like Klaviyo or ConvertKit)
- Suggests more technical/API-driven email operations

### Paid Advertising: Meta Ads Manager
- Native Facebook/Instagram advertising platform
- Primary acquisition channel for WarPlan
- Current status: Budget recently reduced to monitor capacity; planning to scale back up

### Analytics: Google Analytics
- Recently implemented; currently in testing/validation phase
- Previously relied on manual attribution tracking
- Near-term need: Marketer expertise to validate setup correctness

## Tool Stack Implications

**Integration Sophistication:** Stack indicates a blend of managed platforms (GoHighLevel, Meta Ads Manager) with developer-friendly tools (Mailgun, GA). Suggests WarPlan may have some technical capability but is still scaling operational discipline.

**Attribution Readiness:** Per Eric: "Before we were doing a lot of manual attribution. So we just have our Google Analytics suite finalized and it's in testing to make sure it's being set up properly. So, you know, some expertise around that would be really helpful."

**Marketer Requirement:** The hiring profile prioritizes someone comfortable with GA implementation/validation and multi-platform integration, not just Meta Ads optimization.

## Transcript

# Matching Agent <> Eric Kelly
Meeting ID: 01KX3J5GNBMKAMP8S2RQER5DX4
Date: 2026-07-09T13:50:00.000Z
Host: raaja@marketerhire.com
Agent: Hey, Eric Kelly.
Agent: Thanks for hopping on.
Agent: I'm the AI assistant from Marketer Hire and I'll be running our intro chat today.
Agent: I've been trained on over 30,000 of our marketer matches, so I can help zero in on the right fit for you.
Agent: Fast to start.
Agent: Would it help if I gave a quick overview of how we work or would you rather jump straight into what you're looking for?
Eric Kelly: Yeah, an overview is fine.
Agent: Great.
Agent: So Marketer Hire is essentially the go to platform for premium freelance marketing talent.
Agent: We work with everyone from early stage startups to Fortune 10 companies and we've made over 70 matches so far.
Agent: A couple of things that set us apart.
Agent: First, the quality bar is really high.
Agent: We accept less than 1% of marketers who apply and every single one is vetted by our team and by another senior marketer who's already done successful engagements on the platform.
Agent: So you're getting true specialists, not generalists.
Agent: And second, it's designed to be low risk and fast.
Agent: We can match you in as little as two business days.
Agent: It's month to month with a simple 30 day notice.
Agent: And there's a two week trial that's fully refundable if the fit isn't right.
Agent: Does that give you a good enough sense of how we work or any questions before we dig into your situation?
Eric Kelly: Yeah, generally speaking, yeah.
Agent: Perfect.
Agent: All right, let's get into it then.
Agent: Can you give me a quick overview of the company, what you do, and what stage you're at?
Eric Kelly: So we are a startup heading into a growth season, approximately 12 team members.
Eric Kelly: We have a gap in our marketing area.
Eric Kelly: What else do you want to know?
Agent: Got it.
Agent: A 12 person startup heading into a growth phase with a gap on the marketing side.
Agent: That's exactly the kind of situation we help with a lot.
Agent: What are the current marketing challenges you're facing and what are you trying to accomplish?
Agent: Hey, I can't seem to hear you.
Agent: Could you check if your microphone is connected and unmuted?
Eric Kelly: Yeah.
Eric Kelly: Can you hear me now?
Agent: Yes, I can hear.
Eric Kelly: So we, we just are lacking in.
Eric Kelly: In knowledgeable skills.
Eric Kelly: We do have a very good copywriter, but that's a very specific skill.
Eric Kelly: I need more bench players.
Eric Kelly: I have one person that's completely out of their depth, but you know, it's kind of a legacy carryover position, so.
Agent: Got it.
Agent: That makes sense.
Agent: So you've got a solid copywriter, but beyond that, the marketing bench is pretty thin and the one person you have in a marketing role isn't quite the right fit for where you're headed.
Agent: That's a really common situation for a team at your stage going into a growth season.
Agent: What does that growth look like for you?
Agent: Which channels are you most focused on?
Agent: Things like paid social, paid search, SEO, email, or more on the brand and strategy side.
Eric Kelly: I mean, all of that.
Eric Kelly: That's kind of why we're looking for a growth marketer.
Eric Kelly: But paid social is a key acquisition channel for us.
Agent: Okay, that makes sense.
Agent: A growth marketer with a strong paid social focus.
Agent: Good starting point.
Agent: What would success look like in the first 60 to 90 days?
Agent: Like, what are the key metrics you'd be measuring?
Agent: Are you thinking cost per acquisition?
Agent: Roas, pipeline revenue, something else?
Eric Kelly: Yeah, definitely our customer acquisition cost, our return on ad spend, probably our cpl cpm, but definitely roas and customer acquisition cost.
Agent: Perfect.
Agent: Those are clear and measurable good signals for a strong paid social specialist or growth marketer.
Agent: How soon are you looking to get someone started?
Eric Kelly: Within a month.
Agent: Okay, that's very doable.
Agent: We can typically match within about two business days.
Agent: So a month gives us plenty of Runway.
Agent: Will you be working with this marketer directly or will it be someone else on your team?
Eric Kelly: I will be working with them.
Eric Kelly: I'm the chief of operations.
Eric Kelly: But they will also liaison with the rest of the team, like our senior copywriter and our founder.
Agent: Got it.
Agent: So they'd be reporting into you, but collaborating closely with the copywriter and founder as well.
Agent: That's helpful.
Agent: Context.
Agent: On the paid side, roughly what are you spending on ad budget each month?
Agent: Right now, just the media spend separate from what you'd pay the marketer.
Eric Kelly: So we have gotten as high as $100,000 a month.
Eric Kelly: Right now we have it low just to, you know, know monitor capacity, but we're about ready to crank it back up again.
Agent: Okay, that's a meaningful ad budget and it tells me you need someone who's genuinely experienced managing scale, not just someone who's dabbled in paid social.
Agent: That's important for the match.
Agent: What does your current tool stack look like?
Agent: Things like your ad platforms, analytics, CRM, whatever you're running on.
Eric Kelly: So our CRM is go high level.
Eric Kelly: Our email is delivered via mailgun.
Eric Kelly: We do meta ads through the Meta Ads Manager.
Eric Kelly: Google Analytics is set up recently.
Eric Kelly: Before we were doing a lot of manual attribution.
Eric Kelly: So we just have our Google Analytics suite finalized and it's in testing to make sure it's being set up properly.
Eric Kelly: So, you know, some expertise around that would be really helpful.
Eric Kelly: What else am I missing?
Agent: That's a solid stack.
Agent: Go High level mailgun, Meta Ads Manager and Google Analytics.
Agent: And yeah, having someone who can help validate and work within that attribution setup is really valuable, especially as you're scaling spend back up.
Agent: How big is the team the marketer would be plugging into and who would they be coordinating with day to day?
Eric Kelly: Probably myself.
Agent: Got it.
Agent: So pretty lean on the marketing coordination side mostly you with touch points to the copywriter and founder.
Agent: That's helpful to know.
Agent: Is this a net new function for you or are you trying to fix or scale something that's already running?
Eric Kelly: I am trying to scale something that has been deficient and really been on the shoulders of myself and the founder as the CEO.
Eric Kelly: And we need a key, we need a key player, a full stack marketer really to help us grow and then we can backfill or contract, you know, specialty positions as we go.
Eric Kelly: But I need a general, a well educated generalist.
Agent: That makes a lot of sense.
Agent: You need someone who can own the marketing function, bring real strategic chops and execute across channels, not just a narrow specialist, essentially lifting that weight off you and the founder so you can focus on running the business.
Agent: How heavy is the scope you're envisioning?
Agent: Like what would a typical month of output look like for this person?
Eric Kelly: Well, I don't exactly know.
Eric Kelly: I do know that we would have consistent lead flow, we would be optimizing our cac, we'd be, you know, doing regular reporting, optimizing strategy meetings.
Eric Kelly: Like this is like really some areas where having gone through the startup life before would be really essential.
Eric Kelly: Somebody that's got all their experience in a very large marketing office, you know, is going to miss some of the nuance and the scrappiness that a startup has and needs.
Agent: That's a really important point.
Agent: Startup experience, scrappiness and the ability to own the whole function rather than just execute a narrow piece.
Agent: Someone who's been in that environment before will hit the ground running in a way that a big company marketer just won't.
Agent: And based on everything you've described, you know, owning strategy, managing a significant ad budget, optimizing CAC and roas reporting, coordinating across the team, this is a pretty full plate.
Agent: That's closer to a growth marketer role than a pure paid social special specialist, which actually lines up with what you said earlier.
Agent: A growth marketer gives you both the strategic thinking and the hands on execution, which sounds like exactly what you need.
Agent: Does that feel right?
Eric Kelly: Yeah.
Agent: Great.
Agent: And just a quick check, are you evaluating any other options for this right now or is Marketer hire the main avenue you're exploring?
Eric Kelly: No, we are posting roles online as well for this, so we're exploring all our options.
Agent: That makes sense.
Agent: It's smart to run a few tracks in parallel.
Agent: One thing worth knowing is that with a traditional hire, you're typically looking at weeks of recruiting plus salary, benefits and payroll overhead.
Agent: And you don't really know if someone's the right fit until they've been in the seat for a while.
Agent: With us, you can have someone productive in about a week, month to month with a fully refundable two week trial.
Agent: So there's really no risk to running us alongside your search now based on what you've described, owning strategy and execution, managing 100,000amonth in ad spend, optimizing CAC and ROAS reporting, and bringing that startup scrappiness, this is a solid full scope growth marketer engagement that typically runs around 12 to 15,000amonth all in.
Agent: That's the marketers rate plus us.
Agent: No separate recruiting fee, no platform fee, nothing else on top.
Agent: Does that range feel workable or is there a specific number I should stay within?
Eric Kelly: No, I think that's kind of what I expected using a service like this.
Eric Kelly: I mean they gotta be the right fit.
Eric Kelly: We they're not gonna come into a bunch of fully built systems.
Eric Kelly: It's a very scrappy team with a unique offer and they have to really understand that we've done this by our bootstraps.
Eric Kelly: We're not venture capital back, so there's not a ton of money, but we want to also have someone come in that has the skills that's able to grow with us as we grow the team.
Agent: That really resonates.
Agent: And honestly that context is exactly what goes into the brief when we present the role to our marketplace.
Agent: The right growth marketer for you isn't someone who needs a fully built machine handed to them, it's someone who's energized by building it.
Agent: And those people do exist on our platform.
Agent: Just so you know, the stronger the budget within that range, the more senior the specialists will raise their hand for the role.
Agent: So you get a better shortlist to choose from, but we can work with what makes sense for your stage.
Agent: What monthly budget are you working with for the marketer?
Eric Kelly: I think what you suggested fits what we're looking for for right now.
Agent: Perfect, that works.
Agent: And just to recap the terms, it's month to month with a simple 30 day notice, fully refundable, two week trial and if the match isn't right, we'll rematch you at no cost.
Agent: So there's really no risk to getting started.
Agent: Here's what happens next.
Agent: We start matching right away, typically about two business days.
Agent: Then we send you the marketer's bio to review.
Agent: Once you're happy with the match, we go straight to signing the agreement and kicking off your two week trial.
Agent: The whole process usually wraps up within about a week.
Agent: The team will follow up by email with a recap and next steps.
Agent: We already have your contact details.
Agent: Is there anything else on your mind before we wrap up?
Eric Kelly: Yeah.
Eric Kelly: Do we have the opportunity to interview candidates before we commit or is it straight off of a description?
Eric Kelly: And if they look like they're going to be a fit long term, are we able to hire them directly?
Agent: Great questions.
Agent: So the process is pretty streamlined.
Agent: We send you the marketer's bio and if you're happy with the match, you go straight into the two week trial.
Agent: The trial itself is really your evaluation period.
Agent: You're working with them hands on, which tells you a lot more than an interview would.
Agent: And it's fully refundable.
Agent: So if it's not the right fit, you're not out anything on the second question and whether you can hire them directly long term, that's a great thing to flag and I want to make sure I give you the accurate answer on that rather than guess.
Agent: The team will include that in your recap and follow up so you get the right details on it.
Agent: Sound good?
Eric Kelly: Yep.
Agent: Great.
Agent: Well, this was a really good conversation.
Agent: I feel like we've got a solid picture of what you need and I think there's a strong match out there for you.
Agent: Thanks so much for taking the time today, Eric.
Agent: The team will follow up shortly with a recap and next steps.
Agent: Have a great rest of your day.
Agent: Ending the call now.
Agent: Take care, Eric.
Eric Kelly: Thanks.
Agent: Take care.

This packet defines the public brief structure, forbidden language, and public/internal separation rules.

open raw inputs/brief-template-rules-packet.md

# Compact Freelancer Brief Template And Public Rules

The public `job_brief_markdown` is the short brief freelancers see before deciding whether to engage. It should be quick to scan, specific enough to understand fit, and much shorter than the full Granola brief.

Compact public brief rules:
- Target 250-450 words. Absolute maximum: 650 words.
- Use 4-6 short sections with bullets. Do not use the old 8-section engagement brief structure.
- Prefer concrete scope, outcomes, channels, tools, team context, and must-have fit signals over background exposition.
- Omit empty/unknown sections entirely. Do not write placeholders such as 'not discussed' or 'recommend GM clarify'.
- Keep company overview to 1-2 bullets total.
- Keep POC/team context to one concise bullet unless it directly affects freelancer fit.
- Keep must-haves to the few criteria that would actually change who accepts or passes matching.
- Keep nice-to-haves optional and brief.
- No retainer, hourly, project fee, budget, pricing, media spend, or paid-media-budget language unless the role itself is paid media.
- No hours, weekly capacity, part-time/full-time, or workload percentage language.
- No internal-only commentary, no placeholders about missing information, no GM clarification notes, no XM/XA routing outside an appendix, and no visible AI-matching/meta labels.
- Never include the phrase 'Keywords for AI matching' or a similar matching-keywords section.
- Use the verified HubSpot company name in the brief title and company overview when available, unless the call explicitly says the brand is stealth, unnamed, or TBD.
- Use client/freelancer-facing language.
- If something is not discussed and is not required by the public brief, omit it rather than adding a placeholder.
Internal notes should preserve budget, routing, and other excluded details for matching analysis.

## Compact Brief Template

# Compact Engagement Brief Template

This file is the source of truth for the standard AImatch `job-brief.md`.
The Granola brief has its own separate template and should remain longer and
more detailed. This standard brief is intentionally compact: it is the fast,
freelancer-facing version someone can scan before deciding whether they want to
continue.

One role gets one standalone compact brief. Multi-role calls still produce one
brief per active role.

---

## Hard Rules

1. Audience is client and freelancer. Use polished, public-safe language.
2. Keep the public brief short: target 250-450 words, absolute max 650 words.
3. Do not use the old 8-section structure. Use the compact structure below.
4. Use bullets. Avoid long paragraphs.
5. Omit unknowns. Do not include placeholders like "not discussed" or "GM should clarify."
6. Do not include retainers, hourly rates, project fees, budget ranges, weekly hours, capacity, part-time/full-time language, or workload percentages.
7. Do not include internal routing, XM/XA codes, matching commentary, or "Keywords for AI matching."
8. Use the verified HubSpot company name when available unless the call explicitly says the brand is stealth, unnamed, or TBD.
9. Keep enough channel, tool, industry, and deliverable specificity for freelancer fit, but do not turn the brief into a requirements encyclopedia.
10. If media spend is directly relevant to a paid-media role, include it only as factual scope context and never as a freelancer fee or budget discussion. Otherwise omit spend entirely.

Internal notes should preserve budget, pricing, routing, uncertainty, and any
details excluded from the public brief.

---

## Compact Public Brief Structure

Use this structure unless the call clearly calls for a minor adjustment. Omit a
section if there is no useful signal for it.

```
MarketerHire Brief - {{company_name}} {{role_title}}

## Snapshot

- **Company:** {{1 bullet on what the company does, audience, market, and stage}}
- **Need:** {{1 bullet on why they are hiring now}}
- **Role:** {{1 bullet on the kind of marketer/freelancer they need}}

## What You'd Work On

- {{core responsibility or project}}
- {{core responsibility or project}}
- {{core responsibility or project}}
- {{optional fourth bullet only if important}}

## Must-Have Fit

- {{non-negotiable skill, channel, tool, industry, or working style}}
- {{non-negotiable skill, channel, tool, industry, or working style}}
- {{non-negotiable skill, channel, tool, industry, or working style}}

## Helpful Context

- **Tools/channels:** {{specific tools, platforms, channels, or content formats}}
- **Team/collaboration:** {{POC, collaborators, reporting line, decision-maker access, or review rhythm}}
- **Success signals:** {{specific KPI or outcome if discussed; otherwise omit this bullet}}
- **Nice-to-haves:** {{optional preferences, concise list; omit if weak}}
```

---

## Writing Guidance

- Lead with what matters to the freelancer: the company, the problem, the work,
  and what makes someone a strong fit.
- Keep company context tight. One strong company bullet is better than three
  generic background bullets.
- Merge overlapping details. For example, do not separately list "goals,"
  "deliverables," and "role-specific details" when one scope section can cover
  them.
- Use natural, specific terms such as B2B SaaS, DTC eCommerce, healthcare,
  lifecycle marketing, paid social, Meta Ads, Google Ads, Klaviyo, HubSpot,
  Shopify, Webflow, GA4, SEO, CRO, ABM, demand generation, positioning, UGC, or
  influencer marketing when supported by the call.
- Do not exaggerate scope. If the client wants a strategic operator, say so. If
  they want hands-on execution, say so. If they want both, frame the primary
  need first and keep it achievable.
- Keep must-haves strict and short. Preferences belong in Helpful Context.
- Never reveal matching mechanics, internal concerns, or operational notes.