One map of the whole business, built out one system at a time.
Twelve systems, nothing floats free of one of them. This page is the hub — each system gets built out here as it's tackled, in whatever order actually matters. Sales already has its own dedicated tool for Jaime; it's linked from here rather than duplicated.
Each system follows the same template: Objective, Owner, Inputs, Process, Outputs, KPIs, Gaps. Where the honest answer is "doesn't exist yet," that's written down as a gap, not skipped.
01 · Brand
Brand
The thinnest-documented system so far — most of what follows is what's actually decided today, and what plainly isn't yet.
Objective
One recognizable, trustworthy identity behind every touchpoint — calls, emails, contracts, directory listings, sites — so a prospect or client experiences LocalStrong as one credible operator, not a scatter of disconnected domains.
Owner
Diego. No dedicated brand role exists — every naming/identity call runs through him directly.
The spoken-name rule: "Concrete Centric" is retired as something anyone says out loud — Concrete Marketing Agency is the name used on calls and in the inbox. "Concrete Centric" still appears in writing (legal/footer use, boost-site operator name) where it's the accurate answer to who's actually running a site.
Project-level voice: direct, confident, professional — "a sharp solo operator who moves fast and delivers quality work."
A backlog of 12+ reserved brand domains (ConcreteCentric.com, ConcreteADU.com, PaverVisualizer.com, etc.) not yet built into anything.
Outputs — logo assets that exist today
Concrete Marketing Agency
Logo set exists
ConcreteDrivewayNow
Logo set exists
ConcreteTitan
No logo
ExclusiveConcreteLeads
No logo
ConcretePatio
No logo
ADUSmallHomes
No logo
All Platform products
No logo (Visualizer, Hubs, Greeter)
12+ reserved domains
No assets — not yet activated
Process — how brand decisions actually get made today
Reactively, not on a schedule. The spoken-name rule above is the clearest example: it exists because an SDR was already saying "Concrete Centric" live on calls, and got corrected after the fact — not because a brand rollout defined the rule first. There's no review step before a new FTL site or Platform product goes live to check it against a consistent identity.
Gaps
No written brand guidelines. No single doc defining colors, type, or logo usage rules across properties — each site build (CGS, LGOS) has quietly set its own look as it went.
No pre-launch consistency check. This is the direct mechanism behind the CGS clone-drift problem already flagged elsewhere (Garden Grove and Clearwater cloned at different template versions, nobody tracked which) — a Brand-system review step would have caught it.
Voice isn't broken out per property. "Direct, confident, professional" is set at the LocalStrong level. Whether a free, low-commitment property like ConcreteJobsHub should sound different from the paid CMA retainer hasn't been decided either way.
No naming/activation rule for the reserved-domain backlog. 12+ domains are sitting reserved with no defined trigger for when one gets built out, or what identity work happens before it does.
No KPIs. Nothing is currently measured for this system — worth defining once the guidelines above exist. A candidate: a consistency audit across live sites/logos, pass/fail, checked on some cadence.
02 · Offers
Offers
The opposite problem from Brand — not too little documentation, too much of it, unreconciled. Four different docs each define pricing, and they don't all agree. This is the actual catalog, plus every place they conflict.
Objective
One coherent, non-conflicting catalog of what LocalStrong sells and at what price, across all three lanes — so Sales, Marketing, and Fulfillment are always working from the same numbers.
Owner
Diego. No versioning discipline currently connects a pricing update in one doc to the others that reference the same numbers — which is exactly how today's conflicts happened.
Inputs
Concrete-Centric-Productized-Offers.md (~2026-07-25) — the real, detailed BYB tier spec. Confirmed against the actual client-facing PDF (Concrete Centric - Plans & Pricing.pdf) — this is the authoritative one.
LocalStrong_Growth_Stack_Pricing_Strategy_v1.docx (2026-07-05) — an earlier framing, superseded on several points below.
Offer-Letter-2026-08-26-Jaime-Castilla.md (2026-08-27) — round $300/$500/$1,000 for commission-math illustration only.
Rank & Rent / ECL: two conflicting numbers exist — $1,000+/mo (Growth Stack doc) vs. $1,200–$2,000/mo (Sales Scripts v2). See conflicts below.
FTL-asset client model — resolved 2026-08-20, logged on Next: fee = 50% of ad spend, $100/mo minimum, $300/mo total budget as the practical floor.
Platform
ConcreteVisualizer: $50/mo self-serve, $250/mo done-for-you (Growth Stack doc) — status unclear now that Visualizer reads as a bundled Growth/Dominate feature in the newer spec rather than a separate product. See conflicts below.
Service Greeter: $197/mo (Founding), $297–397/mo (Phase 2) — possibly the same product as "AI Receptionist + Chatbot" ($99/mo) under a different name and price. Not established either way.
Process
Ad hoc, same as Brand — pricing docs get written when a specific need comes up (a Founding-10 promo, a new hire's commission example, a client objection) and nothing forces a check against what's already documented elsewhere. None of today's conflicts were caused by an actual pricing change — they're drift between docs that were each accurate when written.
KPIs
None defined. Not proposing a placeholder here — worth revisiting once the conflicts below are actually resolved and there's one source of truth to measure adherence to.
Gaps & conflicts found today
FixedCorrected — the Sales Playbook's Foundation/Dominate contents were invented this morning, before this spec was found. Corrected now to match the real tier detail above.
Setup fee. The real spec requires one (one month's price, waivable). The Growth Stack doc's objection script promises "no setup fee." Jaime needs one answer before this comes up on a call — right now the playbook says there is one and not to promise otherwise.
Ads management pricing. Real spec: $500/mo min or 10% of spend (1st platform, Growth/Dominate only) + $250/mo min or 10% (2nd). Growth Stack doc: flat $300/mo + spend, no tier restriction. Different numbers, different structure.
FTL/Rank & Rent price. $1,000+/mo (Growth Stack doc) vs. $1,200–$2,000/mo (Sales Scripts v2, ECL/FTL branch). Same-sounding offer, two different ranges.
AI Receptionist vs. Service Greeter. $99/mo add-on (free at Dominate) vs. $197–397/mo standalone. Possibly the same product marketed two ways, possibly genuinely different — not established.
Visualizer's standalone status. Growth Stack doc treats it as its own product ($50 self-serve / $250 done-for-you) with a "Founding 10 free bonus" framing. The newer spec just includes it in Growth/Dominate with no separate price or bonus framing. If Founding 10 is over, the "you're one of the next 10" pitch line still in the Sales Playbook may need retiring.
Brand-name check. The actual client-facing pricing PDF is titled "Concrete Centric Plans & Pricing" — worth confirming that's not what actually gets sent to a live prospect, given the spoken-name rule logged under 01 Brand.
03 · Marketing
Marketing
Inbound awareness and demand — distinct from Prospecting (outbound list-building, 04) and Content & Authority (SEO substance, 09). The thinnest system found today besides Finance and Management.
Objective
Drive inbound awareness across channels LocalStrong doesn't have to cold-call for.
Owner
Diego. No channel is currently running.
Gaps
CMA social media — needs a one-time setup pass (content pillars, cadence, guardrails). Not started. Folder scaffolding exists (Content-Marketing/Social-Calendar) but is empty.
CMA newsletter — needs a one-time setup pass (structure, monthly cadence). Not started. Folder exists (Content-Marketing/Newsletter), empty.
GoHighLevel social module — connect every social account, post/cross-post from one place. Idea only, not built.
Instagram DMs as a channel — idea only, not built.
04 · Prospecting
Prospecting
Keeping a warm, year-round pipeline of contractor leads flowing into Sales — genuinely running, not a gap system.
Objective
A reusable, year-round-viable target list that feeds Sales continuously, instead of one-off state-by-state list-building that goes cold every winter.
FTL150-TRANSFER-DOCUMENT.md — 197 target counties, 20 population-balanced batches (~5M population each), zip-code lists ready for Outscraper
Process
Steps 1-2 of the documented 8-step sales flow: pull/filter/batch contractor data → load into GHL/Symbo.ai/Airtable for the SDR. Known issue, always corrected for: Outscraper "bleed" returns ~40-43% of results from outside the requested zips — a cleaning script (dedup, drop closed businesses, filter to correct zips) runs on every batch before use.
Outputs
3 of 20 batches pulled and cleaned: Batch 04 (329 contractors), Batch 06 (285), Batch 19 (335) — 949 total so far
Estimated full list once all 20 batches run: ~3,000–4,000 qualified contractors
Gaps
TAM redesign decided, not executed. Cutting Tier C cold-risk counties (Seattle, Salt Lake City, Portland, Boise, Reno, Denver-front-range) from outbound was decided 2026-08-13 — the actual list rebuild hasn't happened (see Next).
No KPI defined beyond raw batch pull counts — nothing tracks qualification rate or call-to-listing conversion per batch yet.
06 · Onboarding
Onboarding
Turning a signed client into a live, brand-aligned site with working lead-gen — fast, without a manual rebuild each time. A real, detailed pipeline exists on paper; almost none of it shows up in the actual client folders yet.
Objective
Scripted data write, not a rebuild, per new client.
Owner
Diego (build/tech); intake starts at sales close.
Process — the 8-step pipeline (Concrete-Centric-Productized-Offers.md, Section 6)
Intake form — business info, service area(s), existing site/logo/GBP/reviews
Automated pull — GBP listing, existing site copy, linked socials
Brand Synopsis generation — structured data plus actual draft page copy in the contractor's own voice, not generic boilerplate
Photo check — real photos used if supplied; otherwise photorealistic AI-generated launch filler, explicitly tagged and queued for later swap-in — never presented as an actual completed job
New Base44 instance cloned from the master template
Synopsis payload written into that instance via a scripted API call — not freehand AI editing, which is what makes it repeatable
Visualizer flag set per tier (on for Growth/Dominate, off for Foundation)
Manual step: custom domain + GHL sub-account hookup (Base44 has no self-service path for this) → QA pass → go-live
Outputs
CGS Master Template proven as the clone source. Two real client folders exist under 02-Fulfillment/Clients/ (Catawba Valley Concrete + Chosen Construction, Legacy Concrete) — both currently empty.
Gaps
Still manual end to end. The two steps flagged as highest-leverage to script first — Brand Synopsis generation and the API write into the new instance — are still done by hand. This is explicitly a "pilot on the next 2-3 signups" process, not yet a repeatable pipeline.
Client folders are empty. The two real clients on file have no onboarding artifacts filed against them yet, despite the pipeline existing on paper.
07 · Fulfillment
Fulfillment
Keeping a live client site running, current, and secure after onboarding hands it off.
Objective
Ongoing delivery on what every tier promises, without a defined floor for what "delivered well" means.
Owner
Diego.
Process — access model (Section 9)
/admin — Concrete Centric staff only, full read/write/delete on every table (Client, Services, Areas, Pages, Testimonials, Photos, Contacts, Visualizer Config)
/dashboard — the contractor client, invited by email, read-only: leads (Contacts) and Visualizer activity only. No edit/delete/create, no visibility into internal site-structure tables. Clients never get edit access to their own site — content changes stay a Concrete Centric deliverable, deliberately, to protect the AI SEO structure and template standard.
Outputs
Offboarding policy (resolved): a cancelling client gets a free static HTML export of their site — the look, not the lead-gen machinery. No Visualizer, no GHL connections in the export.
Gaps
Worth Diego re-checking directly: the source spec (~late July) flagged /admin as reachable with no login check on a live Base44 site — structural exposure, not a confirmed live tamper risk since database-layer rules held — and said it was "being fixed." Today's pass didn't re-verify current status on any live client site.
Fixes don't auto-propagate to clones. Documented directly in the source: a state-display fix, an admin-logo fix, and the auth gate above all needed independent verification on every already-cloned site, not just the master template — at least one of these was reported fixed and confirmed later not to be, on the clone specifically.
No Fulfillment Floor standard — already flagged on Radar: no concrete QA check exists for GBP setups, website builds, or monthly reporting.
08 · Client Success
Client Success
Keeping signed clients retained, satisfied, and expanding once Fulfillment has delivered. Essentially unbuilt.
Objective
Retention, upsell, referral, and review generation as a system, not a one-line ask.
Owner
Nobody dedicated.
Gaps
No check-in cadence, no at-risk/churn signal. The closest thing to a defined retention touchpoint is the Founding-10 review/testimonial/referral ask from the older Growth Stack doc — a one-line request, not a system.
Operations Floor standard still undefined — already on Radar: no ticket/issue-intake system exists, so no "triaged within X" standard means anything yet.
The 10% retention-bonus commission (Jaime's comp, tied to a client's 3rd successful payment) assumes clients stick around three months — nothing in this system actively drives that outcome yet.
09 · Content & Authority
Content & Authority
The actual SEO/content engine behind the "AI SEO" line item sold in every BYB tier — real methodology, genuinely detailed.
Objective
Real topical authority and AI/search visibility per client site and owned FTL asset — content specific enough that it doesn't read as templated with a city name swapped in.
Owner
Referred to only as "the SEO team" in source docs — not a named owner.
Process — two phases (Section 8)
Phase 1 (automated, ships at launch, every tier): every page built from a fixed 7-block skeleton — intro/direct-answer, local value framing, process, materials/options, local climate/soil impact, cost factors (never a dollar figure), common problems + what to expect. Target ~1,400–1,900 words per Service-Area page.
Phase 2 (internal-only human refinement): triggered by actual ranking/traffic data, not a calendar. Growth/Dominate gets priority queue placement; Foundation still gets it, just further back.
Outputs
The 7-block model is proven against a real, currently-ranking competitor pattern. Real failure modes already caught once: wall-of-text pages with no block structure, under-length pages, markdown rendering as literal characters instead of formatted lists, and a state-disambiguation fix that didn't actually propagate to a live clone.
Gaps
Two roadmap tools don't exist yet: a Gap Analyzer (automated keyword-gap analysis per page) and a Content Optimization Dashboard (per-page status across every client site — AI-only vs. human-optimized, last edit, photo status). Without them, prioritization is informal — "the SEO guy gets to pages when he gets to them."
Programmatic city landing pages (a competitor has 289 live; LocalStrong has none) and an AI voice agent answering every call are both still-unevaluated Radar ideas adjacent to this system.
10 · Technology & Data
Technology & Data
The plumbing every other system runs on top of.
Objective
Keep a lead/contact record flowing cleanly between every tool it touches, and keep site infrastructure consistent across every clone.
Base44 for CGS/LGOS site builds, with its own cgs_ custom-field schema syncing into GHL
Gaps
Cross-system performance tracking — GHL, Airtable, and site analytics don't feed one view. Already on Radar, not built.
GHL API scope for Base44 is contacts-only — 401s on workflows/custom-fields, blocking deeper automation until proper OAuth location access is granted.
A2P 10DLC registration for LGOS SMS not yet done. No per-market AI spend cap or alerting on Visualizer image generation, which is exposed to anonymous traffic.
11 · Finance
Finance
The least-built system found today, alongside Management. 03-Biz-Ops/Finances exists and is completely empty.
Objective
Track what the business actually earns, spends, and keeps, across all three lanes (BYB retainers, FTL rent, Platform SaaS).
Owner
Diego.
Gaps
No documented revenue tracking, no margin tracking per offer. Several price points already built into Offers carry their own unconfirmed cost basis in their source docs — Service Greeter and ad-management pricing both flag this directly.
No cash-flow view across the three lanes. Nothing here yet to build on.
12 · Management
Management
03-Biz-Ops/Org-Chart-Capacity exists and is completely empty.
Objective
How the team is structured, who owns what, and how capacity gets tracked as headcount grows.
Owner
Diego.
Gaps
No org chart, no capacity model. Team composition (solo owner + 1 webdev + 1 SDR, now + Jaime as closer) is only known from the project's own standing instructions, not documented here.
Every system built out today defaulted to "Diego" as owner — accurate today, but every one of those is a single point of failure that won't hold past a certain headcount.