St. Pierre — Cold-Start Briefing

Everything you need to know, assuming you remember nothing · Tuesday night, July 22, 2026

✅ Ads relighting tonight — R2 + R4 ⏳ First revenue: Dan's call ~Jul 28–29 ✋ Sales manual until ~mid-Aug ⛔ EyeFly walled off

The business = four functions

stpierre.ai sells AI-run advertising to home-service contractors (concrete leveling, foundation repair…). The offer: “10+ new jobs in 90 days.” Everything the company does fits in one of four boxes:

🤝 Sales human · B2B

Booking qualified calls with contractors. Your full-time job.

Owned metric: qualified appointments booked

📣 Marketing automated

A fresh pack of ads finding new contractor clients — published daily.

SLA: 1 new ad pack / day

📦 Delivery automated · B2C

Ads run for clients + homeowner leads qualified & transferred to them.

SLA: 1 pack / client / day · same-day transfers

💬 Client Experience human

Every client hears from us every day.

SLA: daily touchpoint · 100% coverage

The team of three

🧑 Akash

Full-time sales. Owns the one metric, runs outbound, recruits commissioned setters (new batch weekly).

🔧 Collins

The builder — operates the four engines. Reinstated this week. Nothing sent to him yet; complete handoff pack awaits your Friday review.

🤖 Viktor

The machine's voice — posts the daily report to Slack #daily-reports. Internal only, never client-facing.

⛔ EyeFly (the previous business) still exists in the data — permanently walled off, never counted in SP numbers, never modified.

The honest numbers

1
client (Dan, 7-day trial)
converts ~Jul 28–29
5
real pipeline contacts
1
sales call held
0
closes · $0 revenue
first close = Dan
$2,659
cash on hand
$294
cost per booked call
✓ verified clean
🎯 North Star — $37K MRR by Dec 31, 2026
$0 today (honest — the $31K on old dashboards was EyeFly's book, now split out)$37,000

Proof the product works — Richard's journey (real, this week)

💬
Comments on Dan's ad
a real homeowner
Instant DM + reply
automatic
🤖
Bot qualifies
project, phone, ZIP
📲
Hot-lead handoff
texted to the phone
💰
Dan gets the lead
the whole product, live

Ads — relit tonight on your order

R2 — the proven spender ✅ relaunching

$100/day workhorse, mysteriously paused Sun Jul-20 (account was healthy — one switch fixes it). Only 2 days dark, so it should ramp back fast.

R4 — the fresh 27-ad build ✅ relaunching

27 ads · 9 niches, verified & never really run. Plus a one-ad canary adding lead-tracking tags before the other 26 follow.

⏱ Meta re-learns for 2–3 days after a pause — no performance judgments before ~Friday. Contact sheets of every live creative land with the agent reports. Every lead arrives in the CRM with a drafted reply waiting for your click — nothing auto-sends.

The machine that runs itself every morning

6:15
bank sync
6:31
scorecard rebuild
6:45
all dashboards render
7:30
call sheet + ad decisions
9:00
🐕 watchdog — broken rails self-report
3×/day
board sweep + briefing

The watchdog already caught two silent failures this week. Mondays now open with last week's predicted-vs-actual and a loud banner if you haven't set this week's predictions.

Built this week

🗂 Real CRM

15-stage pipeline, daily call sheet, drafted next-messages behind a manual approve-to-send queue.

✋ Manual-mode enforced

Nothing sends automatically — the system caught & cancelled 2 texts minutes from auto-sending to Dan, then disarmed every rail.

🎨 Daily ad engine

Both lanes verified end-to-end; PNG render + daily scheduler building tonight in contact-sheet-only mode.

🧱 Data integrity

B2B / B2C / EyeFly proven separated and now structurally guarded — can't silently blend again.

🔐 Security

Leaked DB password found in ~245 files — live rails scrubbed, nightly scanner on, rotation runbook ready for your timing.

📚 Plans & docs

Full-time sales plan + builder plan, 4-function SLA playbook, team-site re-cut, CX command center, Collins handoff pack (unsent).

🧲 Setter recruiting

From zero → pipeline, sourcing plan, screening funnel, comp proposal ($20/show + $200/close). Post drafted, not published.

🎓 Trainer

All 7 call types drilled, each opening with “what the lead already saw.” Stale $9K closer script retired.

This week's targets (owner-set — no more auto-guessing)

27
creatives launched
2
qualified calls booked
1
show-up
1
close — Dan = first MRR

Six learnings worth keeping

  1. A campaign-level pause silently zeroes everything while ad sets still read “ACTIVE.” Always check the campaign.
  2. Every SP campaign has spend, so ad edits are locked; tracking tags ride a one-ad canary at relight.
  3. Meta lead attribution silently fails without a dataset↔page binding. Permanent checklist item.
  4. Auto-seeded targets are a trap — the board predicted 0 closes and called it “on track.” Predictions are owner-set now, or loudly flagged.
  5. Old-business data pollutes by default — the three separations are enforced structurally, not by memory.
  6. Facebook re-learns for 2–3 days after any pause. Patience beats thrashing.

What's left for you

✓ Done

Relight the ads — you said the word; R2 + R4 are activating tonight with contact sheets to follow.

ASAP

Finish the Facebook dataset (you're mid-way) and send the ID — the window to back-credit 3 real leads closes within days.

By Fri

App Review: open Chrome with the extension → forms auto-fill → you type the passcode and click Submit.

Mon

Approve the sends (Todd + John queued for your own hand) · log real W31 predictions · the review band, weekly brief, and fleet results will be waiting.

Tue

Dan's conversion call — proof pack ready, downsell frame included. This is first revenue.

Fri

Collins decision — read the handoff pack: deliver, edit, or hold. Confirm setter comp + job post so hiring goes live.

Standing rules

✋ No automated sends to anyone ⛔ EyeFly untouchable ⛔ Chatbot line unfixed, by your order 👀 Nothing activates without your eyes on the creative ↩️ Every change ledgered with a rollback 🌙 Git commits only by the nightly job
💡 One line: the machine is built, honest, guarded — and as of tonight, spending again. The only thing between now and first revenue is Tuesday's call with Dan.

Prepared Tuesday night, July 22, 2026 · numbers are live-verified as of this evening · updates fold into Monday's brief