Building a foundational brand to support funded growth.
01
You've got revenue, a working product, and serious investors behind you. None of that shows up when someone goes looking for you online.
The marketing hire you tried before this didn't work out. You got obvious AI content nobody was checking, and it didn't sound like either of you. I get why you're being careful this time.
So here's my proposal.
02
The play is simple: get the two of you seen as the guys who actually understand the problems in this industry. Post consistently about the problems you solve, how you think about them, and how you'd fix them. Do that long enough and people start paying attention. Then when they hit your profiles, it clicks: these guys have a solution for the thing they keep talking about.
Phase one: prove the concept
Phase one is proving the concept. We align on voice, build the working relationship, establish your foundational content strategy, and set strict do's and don'ts. Then we get a workflow in place that makes the whole thing seamless, so you never have to think about how your brand is represented online. Personal or company.
Problems first
You know your solution really well, but that's not what gets attention. Problems do. The ones in your industry are everywhere and mostly ignored: the budget hits, the efficiency drag, the administrivia, the small misses that turn into blown deadlines and delayed projects. You two can speak to all of it with real authority, so that's what we lead with. Solution content comes too, but problem, agitation, solution is the order that works.
Long form included
We publish full articles on LinkedIn alongside the posts. Those get parsed into other content, and can end up in places like Substack if we decide to go that direction.
03
On the call I talked about putting one of my proven people on this at $25/hr. I've sat with it since, and I want this one. I'll lead it personally and pull in minor help from my team as needed. Same budget we talked about, more horsepower for it.
You've got funding in the pipe and you want to 5x this side of things when it lands. That only works if the foundation's in place. If I'm in from day one, I'll know your market, your buyers, and your product at a deep level, and we'll have a real head start on which channels to test and where the money should go. We won't know everything, but a lot more than starting cold.
I'm also building the machine underneath as we go (your voice, a knowledge base, market context) so anyone who joins later plugs in instead of starting over.
04
I didn't get on that call planning to offer myself, and I didn't want to overcommit on the spot. But sometimes you go with your gut, and this felt right.
This is all stuff I've done. I started as a copywriter. Built content teams, led brand teams, ran go-to-market. I got really good at technical markets and the pain points of the people in them. I stayed away from flashy B2C and did my best work in big, boring B2B. Commercial construction risk is squarely my wheelhouse.
And I want to be part of growing a funded startup again. It's been a few years. You've got some very smart people and a lot of potential, and working with teams like that is how I grow. I enjoy it. It's exciting to me.
05
Given you don't know me, I figured I'd supply some context about why people seek me out for this kind of thing.
I've been in the growth game well over a decade, and Heroes and Sidekicks is my third seven-figure company. The goal with your budget is ruthless, OCD-level efficiency. We've cut ad spend in over 85% of our engagements, and I won't recommend anything that doesn't pay for itself.
06
The proof of concept is exactly what you asked for on the call: LinkedIn, done right, at the budget we discussed.
First deliverable: profiles & brand
Day one starts where you asked. A full refresh of both founders' LinkedIn profiles and the Captus.ai company page, plus a brand and voice brief that keeps everything sounding like you two instead of a vendor.
Content pillars
Posting cadence
Three thought leadership posts per profile each week, with long-form articles mixed in. Quantity and frequency increase as the flywheel builds momentum, and we'll leverage tech to scale it without losing impact or demand-gen capacity. Organic takes 60 to 90 days to move the needle, and I'd rather tell you that now than sell you a wildfire.
Engagement, outreach & network building
Posting is half of it. The other half is showing up in the right rooms every day:
Where this goes when you're ready
The proof of concept is LinkedIn. When the round lands and you're ready to 5x, we build on that foundation with what actually lands clients in your world:
07
This honors the budget from our call. Same deliverables, same range. What changed is who's doing the work. For context, I normally bill 10 to 20 times these numbers, so this is a steep discount on purpose. I've always been a short-term sacrifice, long-term gain kind of guy.
08
Talk it over with Anatoli. When you're ready, book a call right here and we'll get into specifics. Either way you're dealing with me directly. ;)
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