Let's get started
Kate,
Thanks for the kickoff this morning -- it was useful to walk the whole thing end to end with you and Scott. This Statement of Work is the project-plan side of what we agreed in the brief: who's doing what, when each phase lands, what we'll need from your team to keep it moving, and how we handle the bits where reality changes the plan.
The headline is unchanged from the brief: six workstreams of work plus a wrap, $30,048 ex GST, end-state is a sales engine that stops the post-quote ghosting, runs the nurture for you, and gives you the management view you've been flying without. The interesting part of this document is the how -- the week-by-week schedule, the dependencies we'll need from your side, the risks we've already named, and the shared playbook for change.
No signature on this one. The MSA is signed and the work is underway. Use this as the source of truth when you're checking what's coming, what's on hold for your input, or what we agreed in the room.
Yell if anything reads wrong.
-- Alex
Project summary
Cronulla Pools is moving from a fragmented, manual sales process -- generic PDF quotes, leads ghosting after pricing, multiple pipelines, no management visibility -- to an automated, branded, data-driven engine. Six workstreams turn the proposal into a conversational lifestyle-led asset, route call notes from PLAUD into HubSpot automatically, build objection-path nurture sequences that drive site visits, and give Kate the executive view she has been missing. The work targets ~39 hours/month of team time recovered, lower Meta cost-per-lead via CRM sync, and a measurable lift in post-quote conversion.
The crew
Who you'll be working with, what they're on the hook for, and who the escalation backstop is.
Goals
Post-quote conversion Stop the leads-ghosting-after-quote problem. The kickoff identified this as the single biggest sales bottleneck.
- Metric: % of quoted leads who book a site visit within 21 days
- Target: Baseline measured at pipeline go-live; +50% by end of marketing-workflows workstream
Win-rate lift
- Metric: Quote-to-Won rolling 90-day win rate
- Target: +5 percentage points by end of project
Team time returned
- Metric: Hours/month recovered (proposals + call notes + admin)
- Target: ~39 hours/month
Management visibility
- Metric: Weekly Monday AI summary plus live exec dashboard
- Target: Live from reporting workstream, delivered 8am every Monday, no login required
Paid-media efficiency
- Metric: Meta cost-per-qualified-lead
- Target: Baseline at FB Lead Ads launch; reduction target set with Stephen Wyber
Outcomes: before → after
The shape of the change in one table - where things sit today, and where they'll sit with NBH.
The “with NBH” column starts hidden. Tap “Show with NBH” to reveal it. It’s always shown in the downloaded PDF.
| Today | With NBH |
|---|---|
| Generic transactional PDF proposal -- here is what 800 bars of steel costs | Branded conversational page on proposals.cronullapools.com.au with lifestyle framing and dynamic project photos |
| Manual phone -> email -> text follow-up. Leads ghost | Auto-nurture by objection type (price, timeline, multi-decision-maker, rock, external builder) |
| Multiple fragmented pipelines, Hot stage as a manual workaround, inactive deals invisible | Single 7-stage pipeline with auto-prioritisation and backburner 30-day resurfacing. Hot retired |
| PLAUD recordings reviewed manually, notes inconsistent | Webhook polls PLAUD ~10-15 min post-call. Claude extracts key points, objections, tasks. Auto-attached to deal |
| BuilderTrend PDFs re-keyed into proposals manually (45-60 min per quote) | Upload PDF -> Claude extracts line items -> branded proposal page in minutes |
| No management view. Kate flying blind | Live exec dashboard plus Monday 8am AI summary email |
| No newsletter | Monthly branded issue, segmented across leads and past customers |
| No lead scoring | Progressive profiling plus 75/40 thresholds (Hot / Warm / Cold) |
| Untargeted Facebook ads, no CRM sync | Native HubSpot lead ads plus custom audiences, lookalikes, and suppression lists |
HubSpot subscriptions
Cronulla holds Marketing Hub Professional and Sales Hub Professional, confirmed at kickoff. No subscription changes are needed for this scope. HubSpot licence fees are not included in the project fee -- they are Cronulla's direct HubSpot subscription.
Solution expectations
What's included
Process Mapping with Scott (Week 1): 1-hour session to map Scott's end-to-end sales process.
Pipeline Restructure (Week 2): unified pipeline, 7-stage structure, backburner resurfacing, inactive-deal detection, customised deal card, quote-review gate.
Marketing Workflows + Copy (Weeks 3-4): 1-hour content workshop with Kate + Scott, Alex drafts copy across all sequences (~26 emails), pre-quote sequence, 5 objection workflows, fallback workflow, brochure-download nurture, workflows connected and live.
PLAUD Call Notes (Week 5): webhook polling, Claude extraction, smart deal matching, review queue, rolling summaries, AI property fill, auto-tasks, weekly recap, team training.
AI Proposal Builder (Weeks 6-8): PDF upload trigger, line-item extraction, branded proposal pages, custom design, privacy-safe URLs, dynamic content, project showcase, brand video, two CTAs, engagement tracking, 30-day expiry, mobile responsive, HubSpot CRM card, photo library, post-proposal automations.
Newsletter + Lead Scoring + FB Lead Ads (Week 9): progressive profiling, 75/40 scoring, validation, FB Lead Ads, retargeting, Facebook custom audiences, newsletter template + first issue, content calendar, segmentation.
Executive Reporting + AI Weekly Summary (Week 10): Executive Dashboard, Activity Accountability Dashboard, Monday 8am email, AI Weekly Summary.
Across all workstreams: server hosting; integration documentation; team walkthroughs and handover; AI credits pay-per-use; bi-weekly check-ins; 2-week post-project QA window.
What's not included
- Ongoing content creation past the first newsletter issue
- Paid ads management (Stephen Wyber executes; we hand him the audiences and structure)
- HubSpot licence and subscription fees (Cronulla's direct HubSpot bill)
- Landing page design for the main cronullapools.com website
- Refilling Claire's sales support role (deferred per decision log)
- Photography and videography production (Cronulla supplies assets)
- HubSpot SMS reply notifications (raised on the kickoff call as a possible addition; out of scope for this SOW; available as a future change request if needed)
Assumptions & dependencies
What this plan rests on. Each item names the assumption and, plainly, what happens if it doesn't hold - so a wrinkle is a conversation, not a surprise.
Deliverables
- Process map (Process Mapping workstream) -- Process-mapping session run with Scott; document shared with Kate.
- Unified 7-stage HubSpot pipeline (Pipeline workstream) -- Pipeline live with entry criteria, required fields, backburner resurfacing, inactive grey-out, customised deal card. Old pipelines archived. Kate signs off.
- Marketing workflows live in HubSpot (Marketing Workflows + Copy) -- Pre-quote + 5 objection paths + fallback + brochure-download nurture all live with Kate-approved copy. Auto-stop at Won/Lost/Contract/Backburner.
- Email copy pack (Marketing Workflows + Copy) -- ~26 emails drafted by Alex, reviewed by Kate, approved before workflow go-live.
- PLAUD -> HubSpot transcript pipeline (PLAUD) -- Live call appears on matching deal within 15 minutes. AI fields visible. Review queue functional. Scott trained.
- Branded AI proposal page (Proposal Builder) -- Proposal renders at proposals.cronullapools.com.au/p/<hash>. Brand match. Mobile responsive. Two CTAs. Engagement tracking. 30-day expiry. Kate signs off on design.
- HubSpot proposal CRM card (Proposal Builder) -- Card on deal shows upload status, extracted values, send-link, view count, post-proposal automations firing.
- Project-photo library + upload tool (Proposal Builder) -- Kate can upload + tag photos. Library feeds proposal matched-project module.
- Progressive profiling forms (Newsletter + Scoring + FB) -- Forms collect name/email/suburb first, then phone/pool type/timeline/budget.
- Lead scoring model (Newsletter + Scoring + FB) -- 75/40 thresholds. Validated against closed-won deals. Hot leads create Scott task.
- FB Lead Ads campaign (Newsletter + Scoring + FB) -- Native HubSpot integration live. Lookalike + retargeting audiences ready.
- Facebook custom audiences (Newsletter + Scoring + FB) -- 4 audiences synced. Stephen confirms receipt.
- Monthly newsletter, template + issue 1 (Newsletter + Scoring + FB) -- Template approved. First issue written, segmented, sent.
- Executive Dashboard, Kate's view (Reporting) -- 5 tiles live.
- Activity Accountability Dashboard (Reporting) -- Live for Scott + seat-replacement.
- Monday 8am AI Summary email (Reporting) -- ~200-word briefing delivered every Monday 8am.
- Full documentation + handover (Wrap) -- All integrations documented. Team walkthrough delivered. 2-week QA window opens.
Definition of done
The project is done when all 17 deliverables meet their acceptance criteria, Kate has signed off each workstream, the final walkthrough has been delivered, all integrations are documented, the 2-week QA window has opened, and the Monday AI summary has delivered successfully for two consecutive weeks.
- All 17 deliverables meet their acceptance criteria
- Kate has signed off each workstream per its approval gate
- Final walkthrough delivered to Kate and Scott
- All integrations documented (handover doc)
- 2-week QA window opens (27 Jul to 9 Aug)
- Monday AI summary delivered successfully for 2 consecutive weeks
Acceptance & sign-off process
How each deliverable gets from "we think it's done" to "agreed and signed off" - and what happens when something needs to change after that.
How changes are handled
Scope is what's set out in this Statement of Work. Anything beyond it follows the same steps - every time. No surprise work, no surprise invoices.
Project timeline
The roadmap strip is the at-a-glance journey; the chart underneath is the detail - click any phase to see its tasks and approval gates. Dates are indicative and confirmed at kickoff.
Tap a milestone to jump to its phase below.
Lock in the foundation before any build work. 1-hour process-mapping session with Scott to map his end-to-end sales process.
Tasks & deliverables
- Kickoff (13 May) -- complete
- Confirm process-map session slot with Scott -- target Friday 15 May or Mon/Tue 18-19 May
- Run the 1-hour process-mapping session
- Document Scott's end-to-end sales process
Approval gate
- No formal gate this phase.
One unified pipeline, seven stages with entry criteria, automated prioritisation, Hot stage retired.
Tasks & deliverables
- Map current pipelines and consolidate
- Define 7-stage structure with entry criteria and required fields
- Backburner 30-day resurfacing logic
- 14-day inactive grey-out and priority flag
- Customise deal card
- Quote-review gate
- Decide deal naming convention (address-based recommended)
Approval gate
- Sign-off on 7-stage structure + naming convention — by W2 (Kate)
Build the marketing collateral into the workflows. Alex drafts the copy, Kate reviews.
Tasks & deliverables
- 1-hour content workshop with Kate and Scott
- Alex drafts copy across all sequences (~26 emails total)
- Pre-quote sequence (5 emails / 10 days)
- Five objection workflows: Price/Value, Timeline/Council, Multi-DM, Rock/Site, External Builder
- Objection-Type multi-select on the deal card
- Fallback 3-email workflow
- Brochure-download nurture (3 sequences, 9 emails)
- Workflows auto-stop at Won/Lost/Contract/Backburner
- Connect copy into the HubSpot workflows
Approval gate
- Approve all email copy before workflows go live — by W4 (Kate)
Calls turn themselves into deal notes.
Tasks & deliverables
- Webhook polling on PLAUD
- Claude API extraction of key points, objections, action items, budget, pool specs, temperature score
- Smart deal matching via title or contact name
- Unmatched-recording review queue
- Rolling deal summaries
- AI-suggested property auto-fill
- Auto-task creation
- Weekly PLAUD recap (Mondays)
- Team training on the naming habit
Approval gate
- Sign-off on auto-extracted fields + review-queue UX — by W5 (Scott + Kate)
The proposal becomes the asset that closes the deal.
Tasks & deliverables
- BuilderTrend PDF upload trigger to HubSpot
- Claude extraction of cost groups and line items
- Branded page at proposals.cronullapools.com.au/p/<hash>
- Custom design matching the Cronulla site
- Privacy-safe URLs
- Dynamic content (client name, specs, cost breakdown, optional extras)
- Completed-project showcase (3-5 by type then suburb)
- Hero image
- Embedded Kate/Matt brand video
- Two CTAs (Accept e-sign / Book Call)
- Engagement tracking
- 30-day expiry
- Mobile responsive
- HubSpot CRM card
- Project-photo library and upload/tagging page
- Post-proposal automations
Approval gate
- Sign-off on visual design + content sequence — by W8 (Kate)
Long-game lead nurture, scoring, and lead-gen.
Tasks & deliverables
- Progressive profiling forms
- Lead scoring model (75 Hot / 40-74 Warm / <40 Cold)
- Score validation against closed-won deals
- FB Lead Ads native HubSpot integration
- Retargeting audiences plus lookalikes plus creative recommendations
- Facebook custom audiences synced + handed to Stephen
- Branded monthly newsletter template
- First issue written and sent
- Content calendar and writing guide
- Audience segmentation (active leads vs past customers)
Approval gate
- Approve newsletter template + first issue — by W9 (Kate)
Kate gets the management view she has been flying without.
Tasks & deliverables
- Executive Dashboard for Kate (5 tiles: funnel, source perf, days/stage, closing this month, rolling 90d win rate)
- Activity Accountability Dashboard
- Monday 8am email PDF snapshot
- AI Weekly Summary (Claude) -- 200-word pipeline briefing
- Delivery to Scott, Kate, Matt
Approval gate
- Confirm priority metrics + recipients — by W10 (Kate)
Final walkthrough, documentation handover, QA window opens.
Tasks & deliverables
- Full team walkthrough (Kate + Scott)
- Documentation finalised
- Two-week QA window opens (27 Jul to 9 Aug)
Approval gate
- No formal gate this phase.
This timeline is an estimate. Exact milestones, dates and deliverable sequencing are confirmed at kickoff and recorded against this Statement of Work.
As the project runs, the dashed “you are here” line moves to the current week and the status badge near the top updates from “Draft · awaiting sign-off” to e.g. “Week 3 of 11· in delivery”.
Decision log / open questions
The calls still to make, who makes them, and by when - so nothing falls through the gaps between workshops. Updated as the project runs.
| What we need to decide | Who decides | By when | Status |
|---|---|---|---|
| Sales support role (Claire) not refilled immediately; re-decide post-automation at wrap | Kate | 2026-07-26 | Open |
| Hot deal stage retires once auto-nurture replaces it | Kate / Alex | 2026-05-24 | Open |
| Pipeline structured by stages, not properties | Kate / Alex | 2026-05-13 | Closed |
| Bi-weekly 30-min check-in cadence | Kate / Alex | 2026-05-13 | Closed |
| Address-based deal naming convention (subject to pipeline sign-off) | Kate / Scott | 2026-05-24 | Open |
Project governance
- Bi-weekly 30-min check-ins (Kate + Alex, optional Scott).
- Email for all async decisions, logged on the live SOW page.
- Workstream approval gates documented per workstream -- Kate signs off before the next workstream opens.
- Two-week post-project QA window: Alex fixes any defects raised by Cronulla's team at no extra cost. Defects = does not match the acceptance criteria. New work = change request.
- Change-control flow: any scope change > 4hr of work goes through the 4-step flow.
- Status visibility: workstream progress and next-up reflected on the live SOW page at solutions.nbh.co/sow/cronulla-pools.
How we'll work together
The communication plan - every standing touchpoint, who's on it, what it's for, and what you walk away with. No mystery meetings.
| Channel / meeting | Cadence | Who | Purpose | What you get |
|---|---|---|---|---|
| Bi-weekly 30-min check-in | Fortnightly | Kate + Alex (optional Scott) | Status, blockers, decisions | Decision-log entries |
| Weekly async update | Weekly | Alex to Kate by email | What landed, what is next, what is blocked | Email update |
| Workstream-complete email | Per workstream | Alex to Kate | Workstream sign-off trigger | Approval reply |
| End-of-project review | Once, Week 11 | Kate + Alex | Wrap-up, QA window opens | Project closure |
Async channels
Alex responds within 24 business hours on email and phone. Kate returns workstream sign-offs within 3 business days.
What we commit to each other
- We do not ghost. Anything blocked is raised by email within 24 hours.
- Decision log on the live SOW page is the source of truth.
- Bi-weekly check-in is 30 minutes. Agenda shared 24 hours ahead.
- Sign-offs returned within 3 business daysOr the timeline shifts
- Brand and content assets supplied by the deadlines in section 19Or the phase slips week-for-week
- Workshop attendance honoured (process-mapping in Week 1, content workshop in Weeks 3-4)Or workshops are deferred and the workstream pushes
Escalation ladder
If something isn't moving, here's the path - and how quickly you'll hear back at each step. Most things never leave step 1.
Risk register
What could throw the project off course, how likely and how bad, and what we'll actually do about it. Click a row to see the plan.
How we’ll manage it: Branded conversational proposal and objection nurture directly target this. Add an indicative-extras line in the proposal.
Owner: Alex / Kate
How we’ll manage it: Pipeline prioritisation plus reporting dashboard surfaces stale deals.
Owner: Alex
How we’ll manage it: Pipeline + workflows + reporting designed to run hands-off. Re-decide at wrap.
Owner: Kate
How we’ll manage it: Client-requirement deadlines in section 19. Each delay documented in decision log.
Owner: Kate
How we’ll manage it: Loop him in at the FB Lead Ads workstream. Hand him audiences and structure; he owns execution.
Owner: Kate / Stephen
How we’ll manage it: Assumption explicit. Confirm by 18 May.
Owner: Kate
How we’ll manage it: Monthly cap and alert at $250 forecast.
Owner: Alex
How we’ll manage it: Review-queue UX and Monday recap nudges the habit.
Owner: Scott / Alex
Likelihood / impact pills: Low Medium High - click any row for the management plan and owner.
What we need from you
A few things from your side
This isn’t a disclaimer - it’s how the engagement stays on track. Each item names who’s best placed to provide it and roughly when we’ll need it, so nothing waits on a chase.
Who does what
A quick map of who's accountable for each workstream, who reviews and approves, and who's kept in the loop. Three states, not a full RACI matrix - enough to know where the buck stops without the bureaucracy.
| Workstream | NBH lead | NBH delivery team | Client lead | Client team |
|---|---|---|---|---|
| Build + technical implementation | Owns | Owns | KeptInformed | KeptInformed |
| Pipeline structure + naming | Owns | Owns | Reviews | Reviews |
| Brand sign-off (proposal, newsletter) | Reviews | Reviews | Owns | KeptInformed |
| Content sign-off (email copy) | Reviews | Reviews | Owns | Reviews |
| PLAUD recording habit | KeptInformed | KeptInformed | KeptInformed | Owns |
| BuilderTrend PDF supply | KeptInformed | KeptInformed | KeptInformed | Owns |
| Project photo supply | KeptInformed | KeptInformed | Owns | KeptInformed |
| Brand video supply | KeptInformed | KeptInformed | Owns | Owns |
| DNS access (proposals subdomain) | Reviews | Reviews | Owns | Owns |
| Facebook Business Manager access | Reviews | Reviews | Owns | KeptInformed |
| Meta campaign execution (Stephen) | KeptInformed | KeptInformed | Reviews | KeptInformed |
| Newsletter ongoing (post-launch) | KeptInformed | KeptInformed | Owns | KeptInformed |
| Decision authority | KeptInformed | KeptInformed | Owns | KeptInformed |
Terms and conditions
This SOW operates under the Master Services Agreement signed 21 April 2026 (agreement reference msa_fixed). The full legal terms (IP, liability, confidentiality, termination, dispute resolution) live in the MSA and are incorporated here by reference.
Three protection lines
1. Work is done when it meets the acceptance criteria in the deliverable table. Defects raised inside the 2-week QA window are fixed at no additional cost. New work is a change request. 2. Scope is what's in this document. Anything outside the 17 deliverables and the 6 build workstreams is out of scope by default and handled via the change-control flow. 3. Client-side delays push project end dates. The 11-week timeline assumes the client-requirement items in section 19 arrive on time. Late assets and sign-offs slip the project week-for-week.
MSA extension -- Where this SOW conflicts with the MSA, the MSA prevails on legal terms; this SOW prevails on operational scope and timeline. IP transfers on full payment; confidentiality, liability, and termination are governed by the MSA.
This Statement of Work operates under the Master Services Agreement signed 21 April 2026. The Master Services Agreement governs intellectual property, confidentiality, liability, termination and governing law.
IP in the deliverables transfers to you on full payment. Confidentiality, liability, and termination are governed by that Master Services Agreement - this Statement of Work covers the delivery; the MSA covers the legal terms.
Payment schedule
Project fee -- $30,048 ex GST ($33,052.80 inc GST)
Status: PAID -- paid in full prior to kickoff. No further invoices under this SOW.
Recurring add-ons (NOT included in the $30,048; billed separately):
- Dedicated server hosting -- $85/month, billed annually
- AI processing credits -- forecast ~$180/month at expected volume:
- PLAUD transcripts ~$1.50/call (~$120/month at 80 calls)
- Proposal generation ~$3.00/proposal (~$60/month at 20 proposals)
- Weekly AI summary -- included
Change-request rate -- $310/hr ex GST (per MSA, applied to any approved change beyond this SOW's scope).
Pricing shown is ex-GST (AUD).
How invoicing works
When invoices land, what they're tied to, and what an overdue one means for the work. Short version: billing runs on its own clock, not the milestone clock.
- Project fee paid in full prior to kickoff -- no further invoices under this SOW.
- Recurring add-ons (server hosting, AI credits) invoiced separately on their own cadence.
- Change requests invoiced on the next cycle after the change is approved in writing.
- Any AI-credit top-up flagged at 80% consumption; client approves before the next batch.
This Statement of Work has lapsed
The signing window closed on 12 June 2026. Contact your Neighbourhood lead for a re-issued version with a fresh expiry.