Session Plan

Status: Active Owner: @bilal @deen @danny Last Updated: 2026-02-18

Two-Track Model

All work at Envo runs on two parallel tracks. They inform each other but are tracked and prioritised independently.

Track A: Engineering

Owners: @bilal, @deen Tracked via: Backlog, Active Work, TASKS.md

Product development, infrastructure, AI pipeline, testing and deployment. This is the build track — code ships here.

Current focus: E-005 → E-006 → E-007 → E-008

Track B: Business & Operations

Owners: @danny, @bilal Tracked via: This plan, session outputs, slide decks

Pricing, packaging, GTM, sales enablement, onboarding, support model, and scaling strategy. This is the go-to-market track — decisions land here.

How the Tracks Feed Each Other

Track A (Engineering)                Track B (Business & Ops)
─────────────────────                ────────────────────────
Builds capability           →       Informs what we can sell
Ships features              →       Enables demos & onboarding
Provides cost data          →       Shapes pricing model
Deploys to production       →       Unblocks first paying customer
                            ←       Customer feedback drives roadmap
                            ←       Pricing model shapes feature gating
                            ←       Support needs drive tooling
                            ←       Legal requirements constrain design

Session Plan

8 sessions, ordered by priority. All pre-work is complete (15 documents). Sessions happen when pre-work is reviewed — aim for one every 1-2 weeks.

Session 1: Product & Capability

Foundation — everything else builds on this

Pre-work docs:

• Capability Map — 36-feature matrix (live / in progress / planned / V2+)
• Capacity Analysis — cost-per-property at scale (£0.43-0.99 at 3,000 props), BYOAK impact, bottlenecks
• Demo Script — 6-step demo flow, 10 objection responses, “what NOT to show” list

Key findings:

• Cost-per-property at 3,000 properties is ~£0.43-0.99/month — strong margin at any reasonable price point
• BYOAK drops cost to £0.03-0.10/property for enterprise customers
• Product is not yet deployed to production — demo requires local environment
• SendGrid free tier retired May 2025 — Costs & Usage doc needs updating

Session outputs:

• Product capability one-pager (finalised)
• Scaling story (properties → cost curve)
• Demo script v1 (reviewed and refined)
• Slide deck: presentations/src/decks/01-product-capability/

Session 2: Commercial Model

Pricing and packaging — the money conversation. Depends on S1.

Pre-work docs:

• Pricing Spec — Consolidated pricing: Growth (Starter £19.99, Pro £79.99, Premium £349.99) + Acquisition (Basic £1k, Standard £2k, Premium £4k)
• Lead Tiers Playbook — Hot/warm/cold definitions, 6-question CHAMP-Lite qualification, ICP, conversion playbooks

Key findings:

• No UK competitor offers genuine 24/7 AI-powered tenant comms — that’s the positioning gap
• Growth: fixed monthly tiers (Starter £19.99, Pro £79.99, Premium £349.99) + metered usage
• Acquisition: fixed monthly packages (Basic £1k, Standard £2k, Premium £4k) with enquiry caps
• Core AI is never gated — it’s the differentiator. Channels and team access drive upgrades
• No free tier, 14-day Pro trial recommended
• Danny can’t close without an agreed price and a live product

Session outputs:

• Pricing table (agreed)
• Package comparison matrix (finalised)
• Lead tier definitions and playbook (reviewed)
• Slide deck: presentations/src/decks/02-commercial-model/
• Update Business Model from Draft → Active

Session 3: Marketing & Website

Danny has nowhere to send prospects. Run parallel with S2.

Pre-work docs:

• Marketing Strategy — 5-page Framer site, lead capture, marketing channels, £5-25/month stack
• Positioning Playbook — category positioning, competitor teardown, 90-day content calendar, voice & tone

Key findings:

• Position as “AI tenant support” not “property management software” — avoids unfavourable comparisons
• Recommended headline: “Your tenants handled. 24/7.” (or “We answer your tenants while you sleep.“)
• 5-page Framer site in 2-3 weeks — not custom Next.js at this stage. Migrate later
• Killer hook: “Try it Now” WhatsApp experience — let prospects text a demo number
• Danny’s time: 80% LinkedIn + landlord forums, 20% direct outreach
• All training content public on YouTube — doubles as top-of-funnel marketing
• UK PropTech growing 13-18% CAGR. Renters’ Rights Act (May 2026) + Awaab’s Law creating compliance pressure
• Marketing stack: £5-25/month — Framer, Cal.com, Tally, SendGrid, Notion, GA4

Session outputs:

• Website sitemap and messaging (agreed)
• Positioning statement (chosen)
• 90-day content plan (assigned)
• Build-vs-buy decision for website
• Slide deck: presentations/src/decks/03-marketing-website/

Session 4: Legal & Compliance

Hard blocker before first paying customer. Cannot skip.

Pre-work docs:

• Legal Checklist — full legal inventory, GDPR analysis, insurance options, cost estimates, action plan

Key findings:

• ICO registration: £52/year, legally required immediately — before processing any personal data
• Total legal launch cost: £1,500-2,500 — solicitor for DPA (£500-1,500) + T&Cs (£500-1,500) + insurance (£500-1,500/yr)
• International data transfers — tenant conversations flow through Anthropic/OpenAI/Twilio (all US). DPAs exist but must be explicitly verified
• BYOAK creates unique legal complexity — when customers bring own API keys, data processing chain changes
• Awaab’s Law (Oct 2025) + Renters’ Rights Act 2025 — compliance opportunity AND liability risk
• “Human in the loop” model well-positioned for UK Data Use and Access Act 2025
• Professional indemnity + cyber insurance: £500-1,500/year — cheap relative to exposure

Session outputs:

• Legal action plan (prioritised with owners and dates)
• Solicitor selected (or DIY decision for each doc)
• ICO registration (just do it)
• Insurance decision
• Slide deck: presentations/src/decks/04-legal-compliance/

Session 5: Customer Journey

How people sign up and get started. After pricing is set.

Pre-work docs:

• Sign-Up Flow — 3-field sign-up, progressive wizard, sandbox demo property, silent lead scoring
• Onboarding Matrix — 4 customer segments, step-by-step checklists, time-to-value targets, risk points

Key findings:

• Sandbox demo property is the biggest UX differentiator — no competitor does this. Aha moment in <5 minutes
• Silent lead scoring from wizard: 25+ properties + HMO + phone = instant Slack alert to Danny
• Self-serve up to 25 properties, Danny calls within 2 hours for 25-100, full white-glove for 100+
• Time-to-value: 48 hours (solo landlord) → 14 days (enterprise)
• 6 data model additions needed: estimated_property_count, lead_score, is_demo, onboarding_status, trial dates, phone
• P1-critical resources missing: welcome email sequence, onboarding checklist, E.164 phone guide, CSV templates
• Test conversation is make-or-break — if AI stumbles in front of customer, confidence evaporates

Session outputs:

• Sign-up flow (agreed)
• Onboarding playbook per customer type (finalised)
• Slide deck: presentations/src/decks/05-customer-journey/
• Update Onboarding spec

Session 6: Post-Sale Operations

Keeping customers happy and supported.

Pre-work docs:

• Training Plan — phased content plan (~21hrs Phase 1), tiered coaching, proactive retention triggers
• Support Model — support tiers by plan, SLA framework, on-call design, tooling, hiring triggers

Key findings:

• Phase 1 training: ~21 hours of work — 8-10 screen recordings + email drip series
• Coaching is tiered: Starter self-serve, Professional gets onboarding call + 30-day check-in
• Vendor training is a churn-prevention priority — if the plumber can’t use the link, the landlord blames Envo
• All training content public on YouTube — doubles as top-of-funnel
• 8 automated proactive triggers (e.g. “no login for 7 days”) via SendGrid
• Business hours only support at launch. On-call rotation only after 50+ customers, P1 only
• Tooling: ~£0-80/month (Crisp, UptimeRobot, Sentry, Mintlify)
• 20 help centre articles needed before first paying customer
• Hiring trigger: 100 customers or 8hrs/week on support → specialist at £28-38k
• Dogfood opportunity: use Envo’s own RAG pipeline for customer support (2-3 days to build)

Session outputs:

• Support model (agreed — tiers, SLAs, channels)
• Training plan (phased, with owners and timelines)
• Slide deck: presentations/src/decks/06-post-sale-ops/

Session 7: Partnerships & Channels

Beyond direct sales. After first customers are onboarded.

Pre-work docs:

• Partnerships Strategy — ecosystem map, 5 partnership types, events calendar, referral programme, 90-day plan

Key findings:

• Top 3 immediate actions: Join NRLA (110k members, £250/yr), approach HMO licensing consultants, apply for NRLA partner directory
• HMO licensing consultants are the golden channel — they talk to Envo’s exact ICP daily. 20% first-year revenue share
• 16 channels ranked — ruthlessly prioritised for batch customer acquisition
• Customer referral programme: 1 month free per referral, launch after 10+ paying customers
• 8 UK property events mapped with costs and priority
• 90-day plan in 4 phases with specific weekly actions

Session outputs:

• Partnership priority list (agreed)
• Referral programme design (finalised)
• 90-day partnership plan (assigned)
• Slide deck: presentations/src/decks/07-partnerships-channels/

Session 8: Metrics & Money

How we know it’s working and how we get paid. After first revenue.

Pre-work docs:

• Metrics Framework — north star metric, weekly dashboards, Stripe config, unit economics model, validation plan

Key findings:

• North Star Metric: Properties under Active Management (PAM) — leading indicator of value delivery
• Two weekly dashboards — Danny’s (pipeline, conversions) and Engineering’s (AI performance, costs). 5 minutes each
• LTV/CAC ratio estimated at 3.6-25.5x — strong but zero real data behind it
• 10 assumptions to validate from first 10 customers — conversation volume per property is the critical unknown
• Stripe: per-unit licensed pricing, 3 products, 14-day trial, 12 billing event handlers
• Don’t register for VAT at launch — threshold is £90k
• Financial tooling: £0-25/month — ChartMogul free tier, Langfuse for LLM costs, Google Sheets

Session outputs:

• Weekly dashboard (set up)
• Stripe billing configured
• Unit economics validated (or invalidated) with real data
• Slide deck: presentations/src/decks/08-metrics-money/

Session Format

Each session follows the same pattern:

1. PRE-WORK (async)                            ✅ DONE — all 8 sessions
   └── Agents prepared 15 context docs
   └── Team reviews before session

2. SESSION (sync, 60-90 min max)
   └── Work through 2-3 topics, make decisions

3. POST-WORK (async, within 48h)
   └── Write up decisions
   └── Build slide deck in Remotion
   └── Update relevant docs in vault

4. REVIEW (async)
   └── Other person reviews outputs
   └── Move to next session when ready

Slide Decks

Each session produces a focused slide deck using Remotion, stored in presentations/.

presentations/
├── package.json              # Remotion 4.0.424, Tailwind v4
├── remotion.config.ts        # Tailwind v4 enabled
├── src/
│   ├── index.ts              # Entry point
│   ├── Root.tsx              # Composition registry
│   ├── index.css             # Tailwind import
│   ├── theme/
│   │   └── brand.ts          # Envo brand colours (OKLCH), 3 slide themes
│   ├── components/
│   │   └── Slide.tsx         # Base slide + title slide components
│   └── decks/
│       ├── 01-product-capability/
│       ├── 02-commercial-model/
│       ├── 03-marketing-website/
│       ├── 04-legal-compliance/
│       ├── 05-customer-journey/
│       ├── 06-post-sale-ops/
│       ├── 07-partnerships-channels/
│       └── 08-metrics-money/
└── README.md

Pre-work Documents

All stored in docs/sessions/. 15 documents, all complete.

Progress

Recurring Blockers (Surfaced Across Multiple Docs)

These came up repeatedly across pre-work documents and need to be resolved:

Open Questions

• Should sessions be recorded? (for async review and future reference)
• Target date for Session 1?
• Can @danny review all pre-work docs before Session 1, or should we do a quick walkthrough call?
• Sessions 2 and 3 can run in parallel — do we have capacity for that?