A standalone one-page document showing Ollie his current paid CAC (estimated EUR 5-7k per month Google Ads spend, conservative midpoint), his projected organic CAC at month 6, 12, 18, and the cumulative saving line: EUR 30-60k over 18 months. The retainer pays for itself between month 4 and month 6. Cost to OO: three hours of Donal time. Cost to Ollie: zero. Ready to send to Harvinder by Saturday 10 May if green-lit on Friday call. His to keep either way.
The end of the document is not "sign the retainer". It is: "The retainer pays for itself before April 2027 even at the EUR 3k tier. The 18-month saving lands EUR 30-60k. The next 90 days produces three paid-keyword organic-rank tests, the founder page expansion, and five case-study posts. Same EUR 3k a month, same speed. Or you keep this document and we shake hands. Your call."
Loss aversion does the rest. He has already seen the line on the chart. Walking away means deleting it from his memory and from Harvinder's screen. Most operators with a recurring EUR 5-7k Ads bill will not do that.
Cost EUR 0 to client - 3 hours OO - Saturday 10 May ready.
Each wedge scored on six dimensions, max 30. Cost = to client, lower spend = higher score. Time = days to first wow. Wow = how much it wedges open the trust gap. Bridge = how cleanly "yes to the gift" leads to "yes to the retainer". Margin = lift on next twelve months of revenue. Risk = inverted, 5 = safest. The "his to keep" verdict is whether Ollie owns a real durable asset if he walks. Scoring is opinionated, not arithmetic.
| # | Wedge | Cost | Time | Wow /5 | Bridge /5 | Margin /5 | Risk /5 | His to keep | /30 |
|---|---|---|---|---|---|---|---|---|---|
| W1 | CAC Analysis 1-Pager - cumulative 18-month saving math LOCKED | EUR 0 | 3h | 5 | 5 | 5 | 5 | Yes - 1-page PDF document under his name | 28 |
| W2 | 5 Free Blog Posts from existing transformations (case-study factory v0.1) | EUR 0 | 14d | 4 | 5 | 4 | 3 | Yes - 5 publish-ready posts in his Drive | 22 |
| W3 | 90-day GBP 750/m paid pilot scope doc - 5 keywords parallel test | EUR 0 | 2-3h | 3 | 4 | 4 | 5 | Yes - scope document plus exit clause draft | 22 |
| W4 | Hinge / Bumble / Raya prompt content series - the AI-citation land-grab | EUR 200 | 21d | 5 | 3 | 4 | 3 | Yes - 3 pillar pages live on his domain | 20 |
| W5 | "AS FEATURED IN" placeholder fill - E-E-A-T quick-win sweep | EUR 0 | 3-5d | 3 | 4 | 3 | 5 | Yes - found placements pasted on homepage | 18 |
| W6 | Free Founder-Page Expansion - integrated-stack moat declared on-page | EUR 0 | 5-7d | 4 | 4 | 4 | 5 | Yes - new About page live on olliepearce.com | 21 |
| W7 | Free Podcast Pitch Package - 3 outlets ghostwritten one-liners + Riverside guide | EUR 0 | 4-6h | 4 | 4 | 3 | 5 | Yes - 3 pitches plus 10 one-liners in Drive | 19 |
| W8 | App-Screen Audit Micro-Product (EUR 49 one-shot, Typeform plus Stripe plus Calendly) | EUR 250 | 14-20d | 4 | 3 | 4 | 3 | Yes - new revenue line he keeps 100% of | 17 |
| W9 | 90-day Organic-vs-Google-Ads Parallel Test (free version, 5 keywords) | EUR 0 | 90d | 5 | 3 | 2 | 2 | Partial - data is his, but 90d sunk cost on us | 17 |
| W10 | Free 30-day Affiliate-Network Setup - upstream creators paid for sign-ups | EUR 100 | 21d | 3 | 3 | 4 | 3 | Yes - affiliate program live in his Shopify or LearnWorlds | 16 |
| W11 | Performance-Locked First 90 Days - escrow refund clause | EUR 0 | 3d | 4 | 5 | 2 | 5 | Yes - contract clause his even if he picks another agency | 19 |
| W12 | 5-Variant Landing Page Concepts (Figma + 3 written hooks each) | EUR 150 | 7d | 3 | 3 | 3 | 5 | Yes - Figma file + copy in his Drive | 15 |
| W13 | AI-Citation Scoreboard - public URL, target line, monthly delta | EUR 200 | 5d | 4 | 3 | 3 | 4 | Yes - dashboard URL on his subdomain | 16 |
| W14 | 47-Transformation Case-Study Factory (each = 600w SEO post) | EUR 0 | 90d full | 5 | 4 | 5 | 2 | Partial - 47 posts on his site if engagement runs | 19 |
| W15 | Steven Bartlett Pitch + Ghostwritten 800w Pitch Teaser | EUR 0 | 3-4h | 4 | 3 | 2 | 5 | Yes - drafted pitch and teaser in his Drive | 17 |
| W16 | Harvinder-Channel Multi-Client Pilot - the meta-wedge | EUR 0 | 90d Ollie | 5 | 5 | 5 | 3 | Yes - case study Harvinder uses across his network | 23 |
Score thresholds: 24+ green (lock candidate), 18-23 amber (hybrid candidate), under 18 red (skip or stack). W1 leads at 28 because every dimension is structurally favourable for the lowest possible OO cost. W16 at 23 is the network-multiplier, not a single-deal play.
The CAC analysis 1-pager is the cheapest, fastest, lowest-risk wedge with the highest defensible thesis. It is also the only wedge that is true in a way Harvinder can verify the same day he sees it. Every other wedge requires Ollie to take an action (sign consent, ship a podcast pitch, install a Typeform). W1 is the only one where Ollie does nothing and the work lands in his inbox. The "do nothing, receive the math" posture is the cleanest opening move.
22/30. Strong wedge but blocked behind a critical-flag risk: Harvinder confirmed 8 May that "Ollie didn't like doing them so he hasn't done nothing for years". The 47-transformation consent assumption may be hollow. If 5 of his 47 do not have published consent, this wedge stalls. Ship as week-2 wedge after CAC document earns trust, not week-0. Default-ready as 5 generic-pillar posts if consent stalls.
22/30. Excellent score, but it is a scoped commitment ask, not a free gift. The Friday call is discovery, not close. Leading with a paid pilot scope on a discovery call telegraphs that we want money before we want a relationship. W1 plus W3 combined is the right two-step: free CAC doc Saturday, paid pilot scope offered week 2 if signal is strong. Holding W3 in reserve also gives Tomas a fallback if the EUR 3k retainer feels too big.
20/30. The AI-citation gap is real and structurally his (8/32 cells in the AI engines are uncited - finding 2 in WAVE-C-SYNTHESIS). But this is a 21-day production effort and EUR 200 of OO cost. Right wedge, wrong week. Ships in month 2 of retainer as the showpiece moat-build. Including this as a Friday wedge makes the call feel like a tactical content pitch, not a strategic CAC pitch. Lead with strategy, follow with tactics.
18/30. Cheap and fast, but conditional on what we find when we search. If Ollie has 0 actual press placements, this wedge produces a finding ("there is nothing to surface") not an asset. If he has 3-5 buried placements, this is a 4-hour win with high E-E-A-T impact. Ship as part of W6 founder-page expansion in week 2, not as standalone Friday-deliverable. Pre-call check is in founder-credibility section 4 search list.
21/30. Highest-leverage E-E-A-T fix in the 90-day plan. It is also the wedge that declares the integrated stack moat publicly on-page for the first time. But it requires copy from Ollie about his backstory, his model career, his styling credentials. That is a 2-hour Ollie-time ask. Asking for Ollie's time before earning it with the CAC document is backwards. Ship in week 2.
19/30. Fast (4-6 hours) and most of it is already drafted in founder-credibility deep-dive section 6. Strong week-1 second wedge alongside CAC document. Reason it is not the locked pick: it depends on Ollie wanting press visibility. Some founders explicitly do not. The CAC doc lands without that assumption. Once W1 confirms Ollie's appetite for visibility, ship W7 as the W1 pair.
17/30. New revenue line for Ollie, scope-creep risk for OO. Defining the deliverable tightly (one Typeform + one Stripe + one Calendly + one auto-email) is non-negotiable to keep this at 16-24 hours. As a wedge it ships in 14-20 days, which is too slow for a Friday-driven momentum window. As a phase-2 retainer deliverable it lands well. Park as month-2 build.
17/30. The "free" version is a 40-80 hour OO commitment over 90 days for a maybe-close. Risk score is 2 because OO eats the cost if Ollie walks at month 3. The paid version (W3) is the right shape. Recommend converting from free to paid pilot, then W3 covers this slot.
16/30. Affiliate networks need an existing buyer pool to recruit. Ollie has 47 transformation alumni, plausible but not certain they would refer. This wedge depends on alumni willingness, which we cannot assess on Friday. Park as month-3 build once retainer cadence is established and alumni outreach permission is granted.
19/30. The escrow refund clause is a contract artefact, not a deliverable. It is a closing tool, not a wedge. Holding this in reserve as the sticking-point breaker if Harvinder asks "what if it does not work" is exactly right. Offering it Friday before the question is asked telegraphs that we expect to fail. W1 ships confidence; W11 is the safety net underneath if asked.
15/30. Lowest-leverage wedge in the matrix. Ollie's site converts already (the wider problem is upstream traffic). 5 LP variants without a traffic plan is a polish exercise. Park as a phase-3 CRO project once W1 + W3 prove the organic-traffic thesis at month 6.
16/30. Cool to demo, but it produces "you are not cited yet" as the headline finding for week 1, which is the opposite of momentum. Ship in month 2 once W4 (Hinge / Bumble / Raya pillar pages) is in production - then the scoreboard tells a "watch the line move" story instead of "the line is at zero".
19/30. The full 47-post factory is a 9-12 month deliverable, not a wedge. Wedge is W2 (5 of the 47 as pilot). W14 is the engagement vision; W2 is the proof-of-concept. Showing the full factory blueprint in the call without the W2 sample is abstract. Ship W2 first; the W14 vision lands automatically once the 5-post sample is in his hands.
17/30. Subset of W7 (3-podcast pack). Single-pitch wedge is dramatic but lower-probability than the 3-pitch portfolio. Bartlett is the ego-pitch, which is fine for the deck but not the right opener for a CAC-grounded discovery. If Tomas wants a single name-drop in the call, lead with Modern Wisdom (higher fit, higher probability). Bartlett goes in the package; not the headline.
23/30. Highest-network-value wedge, but it is a relationship wedge, not a deliverable wedge. Pitching W16 on a discovery call before Harvinder has seen any OO output reads as overreach. Ship W1 + W7 in week 1, W6 + W2 in weeks 2-3, then introduce W16 in week 4 once the Ollie engagement is performing. The Harvinder-as-channel insight is the entire reason this engagement matters - but it is the close of the close, not the open of the open.
Each hybrid bundles 2-4 wedges into a named delivery package. Use these when the call surfaces a specific objection or scenario that the locked single wedge does not fully address.
When to use: If Harvinder leans hard into "show me the math, then show me it works on my keywords." Pairs the CAC analysis 1-pager (strategy) with the GBP 750/m paid pilot scope (commitment-bridge) and the parallel-test data plan (empirical proof). The full economic story from forecast through proof.
Cost to OO: 5-6 hours wedge prep + 40-80 hours over the 90-day pilot once paid retainer kicks in. Posture: CFO-grade rigour - frames OO as the agency that proves CAC, not promises rankings.
When to use: If Ollie surfaces frustration that "people don't know who I am" or "I should be on more podcasts." Stack hits the AS FEATURED IN gap (W5), expands the founder page with the integrated-stack moat declared on-page (W6), and ships 3 ready-to-send podcast pitches (W7) all in week 1.
Cost to OO: 12-18 hours total. Posture: "Your authority is buried, we just dig it up." Frames OO as the team that surfaces what already exists rather than manufacturing fake authority.
When to use: If Ollie or Harvinder asks "but who is going to actually write the stuff." 5 free blog posts as proof-of-concept (W2), 3 Hinge/Bumble/Raya pillar pages as the AI-citation land-grab (W4), and the 47-transformation factory blueprint as the vision (W14). Demonstrates the full content layer without Ollie writing a word.
Cost to OO: 30-45 hours wedge prep + ongoing under retainer. Posture: "You approve, we produce. You never write." Directly addresses Risk 1 (Ollie historically resisted blogging).
When to use: Only if Harvinder explicitly raises the multi-client conversation himself. Frames Ollie as the proof case for Harvinder's other 5-15 ecom clients. The network-economics frame: EUR 7.5-45k/m MRR potential across the Harvinder portfolio, contingent on Ollie's 90-day performance. Pair with Bartlett pitch (W15) and 3-podcast package (W7) to anchor the case-study volume.
Cost to OO: 8-12 hours prep + ongoing across multiple retainers. Posture: "Ollie is the case study; the case study is the channel pitch." Use only if Harvinder volunteers the network frame; do not introduce it unprompted.
When to use: If Ollie surfaces price-sensitivity or "I'm already spending too much on Ads." Cheapest wedge stack: CAC math (free), AS FEATURED IN sweep (free), and EUR 49 micro-product build (EUR 250 OO cost). Total OO outlay roughly EUR 250 for three deliverables. Frames OO as efficient and surgical.
Cost to OO: EUR 250 + 23-30 hours. Posture: "We do not charge for thinking - we charge for shipping." Useful if the call leans toward a smaller initial scope (EUR 1.5k tier, not EUR 3k).
When to use: If Ollie + Harvinder are both visibly excited and the call accelerates past discovery into "what does the first 30 days look like." Most aggressive pre-retainer demonstration: CAC math, 5 free blog posts, expanded founder page, plus the network-channel pitch. Shows OO can ship parallel workstreams and treats Harvinder's broader portfolio as the actual horizon.
Cost to OO: 35-50 hours over 14 days. Posture: "We are already running at retainer pace, the only question is when you sign." Used only if the discovery call is clearly converting in real time.
The wedge is the same; the framing is what Tomas chooses based on which language Ollie or Harvinder uses first in the discovery. Each framing has a sample opener line.
Frames OO as the diagnostic specialist who shows founders exactly what their customer-acquisition cost is doing month-on-month, paid vs organic. Surgical, math-first, no fluff. Best when Harvinder dominates the call and the conversation lives in unit-economics language.
Frames the entire wedge stack as a free clinic. No sales pitch on the call. We send the CAC document Saturday, we send the AS FEATURED IN findings Tuesday, and Ollie decides next Thursday whether to engage. Best when Ollie himself is hesitant, sceptical, or has been burned by previous agencies.
Frames the engagement as the public declaration of a moat that Ollie already owns but has never claimed. Photo + styling + coaching as one engagement is structurally his and zero competitors can replicate it inside 6-12 months. Best when Ollie is competitively-minded or visibly proud of his unusual credential mix.
Frames the Ollie engagement as the case study Harvinder uses across his ecom portfolio. Best when Harvinder volunteers his other clients into the conversation, which he often does once he is comfortable. Do NOT introduce this frame yourself - wait for him to.
Frames the current Ads spend as money Ollie is already losing. Every month of paid-only acquisition is EUR 5-7k that does not compound. Organic compounds; Ads do not. Best when the call needs a sharp moment of stakes-clarity to break through politeness.
Pulled from the corpus. Use these in the call to show Tomas has read deeper than any other agency Harvinder has met. Most are NOT for the deck. They are conversation-grade colour for the room.
Live-call branches. Whichever signal Ollie or Harvinder gives in the first 20 minutes, route to the matching wedge or hybrid.
The whole wedge ships in three hours of Donal time. Below is the hour-by-hour breakdown. Output format: 1-page PDF + 1-page HTML (mobile-friendly version) + Google Sheet (the underlying maths Ollie or Harvinder can audit themselves).
| Block | Owner | Activity | Output |
|---|---|---|---|
| Hour 1 (0-60 min) | Donal | Pull conservative-midpoint maths from full-audit-v2 section 7 + platform-footprint section 5. Build the CAC projection table: month 0, 3, 6, 9, 12, 18 with paid CAC line vs organic CAC line. Validate the 30-40% Ads-spend-reduction assumption against 3 retainer benchmarks. | Google Sheet with projection table + assumptions block |
| Hour 2 (60-120 min) | Donal | Draft the 1-page document copy. Headline: "Your CAC over the next 18 months." Three sections: where you are today, where you go in 12 months, the cumulative saving. Include the closing line: "The retainer pays for itself before April 2027." Anti-overstatement guard: every number cites the source assumption. | 1-page Google Doc + chart embedded |
| Hour 3 (120-180 min) | Donal | Render to PDF + HTML. Mobile-check the HTML at 375px. Send to Tomas for 5-min sanity review. Draft the email cover ("Per Friday's call, here is the one-page CAC analysis we mentioned. The Sheet underneath is open for you to audit. Either of you wants to walk through it Monday, happy to."). Stage in Drive folder. | PDF + HTML + Sheet + draft email cover all in Drive |
| Saturday morning | Donal | Tomas reviews + signs off. Send. | Email sent to Harvinder (cc Ollie if appropriate) |
| Saturday end of day | Donal | Log delivery + start countdown to follow-up cadence (Tuesday check-in if no reply by Monday EOD). | Sheet row in pipeline tracker |
Acceptance criteria for W1:
Wedge vault v1 - 2026-05-08 - Internal only - Do not share externally