{
  "title": "University Pilot Sales Strategy",
  "status": "proposed_pending_live_runbook_reconciliation",
  "authorization": "Documentation only; no sending or CRM-write authorization granted",
  "source": "repository default university sales runbook; current live version unverified",
  "stages": [
    {
      "stage": "Identified",
      "evidence": "University fit and credible need hypothesis, with a source and verification date.",
      "action": "Research owner records contacts, missing evidence and next action.",
      "exit": "Outreach Queued only when fit, two stakeholders and draft preparation are complete."
    },
    {
      "stage": "Outreach Queued",
      "evidence": "Named owner, two verified stakeholders, relevant message and approved resource.",
      "action": "Prepare Gmail sender, recipient, follow-up plan, call task and authorization record.",
      "exit": "First Email Sent only after a verified send result; a draft stays queued."
    },
    {
      "stage": "First Email Sent",
      "evidence": "Verified Day 1 Gmail send, logged with recipient, time and message/thread reference.",
      "action": "Read replies before the next touch. Record the completed action in the contact activity log, verify the saved log, then move the card and set the next action/date.",
      "exit": "A substantive reply moves directly to Engaged or the appropriate outcome. Stop requests suppress outreach. Advance to another touchpoint only after that action is verified; log any skipped touch explicitly."
    },
    {
      "stage": "Call Attempted",
      "evidence": "Human-confirmed Day 4 call attempt, logged with time, caller and actual outcome.",
      "action": "Read replies before the next touch. Record the completed action in the contact activity log, verify the saved log, then move the card and set the next action/date.",
      "exit": "A substantive reply moves directly to Engaged or the appropriate outcome. Stop requests suppress outreach. Advance to another touchpoint only after that action is verified; log any skipped touch explicitly."
    },
    {
      "stage": "Follow-Up Email Sent",
      "evidence": "Verified Day 8 Gmail follow-up in the existing thread, logged with send evidence.",
      "action": "Read replies before the next touch. Record the completed action in the contact activity log, verify the saved log, then move the card and set the next action/date.",
      "exit": "A substantive reply moves directly to Engaged or the appropriate outcome. Stop requests suppress outreach. Advance to another touchpoint only after that action is verified; log any skipped touch explicitly."
    },
    {
      "stage": "Final Outreach Email Sent",
      "evidence": "Verified Day 12 final outreach email in Gmail, logged with send evidence.",
      "action": "Read replies before the next touch. Record the completed action in the contact activity log, verify the saved log, then move the card and set the next action/date.",
      "exit": "A substantive reply moves directly to Engaged or the appropriate outcome. Stop requests suppress outreach. Advance to another touchpoint only after that action is verified; log any skipped touch explicitly."
    },
    {
      "stage": "Engaged",
      "evidence": "Relevant human reply or conversation; record interest, objection or referral.",
      "action": "Pause generic follow-ups. Qualify priority, workflow, timing and buying group.",
      "exit": "Meeting Scheduled requires an agreed time and attendees; a proposed time is insufficient."
    },
    {
      "stage": "Meeting Scheduled",
      "evidence": "Confirmed meeting, participants and purpose.",
      "action": "Prepare discovery and persona-specific demonstration. Log findings and technical questions after the meeting.",
      "exit": "Proposal Sent requires completed discovery/validation evidence, approved terms and confirmed proposal delivery."
    },
    {
      "stage": "Proposal Sent",
      "evidence": "Approved scope, cohort, responsibilities, support path, price and dates sent to the buyer.",
      "action": "Track questions, procurement/security path and the agreed review date.",
      "exit": "Negotiating requires actual buyer discussion of terms or changes; silence is not negotiation."
    },
    {
      "stage": "Negotiating",
      "evidence": "Documented buyer requests and unresolved commercial or procurement issues.",
      "action": "Prepare responses; founder owns pricing, commitments and exceptions.",
      "exit": "Pilot Agreed requires documented mutual agreement on scope, price and responsibilities."
    },
    {
      "stage": "Pilot Agreed",
      "evidence": "Mutual agreement and a defined contracting path.",
      "action": "Coordinate contract review and launch preparation; record unresolved conditions.",
      "exit": "Contract Signed requires the executed agreement, not verbal approval."
    },
    {
      "stage": "Contract Signed",
      "evidence": "Verified executed agreement with scope, value and term.",
      "action": "Record pilot value separately from post-pilot annual value. Assign implementation owner.",
      "exit": "Pilot Active requires completed launch tasks and first valid reporting week. A free pilot contract is not paid conversion."
    },
    {
      "stage": "Pilot Active",
      "evidence": "Launch complete, confirmed cohort and valid reporting inputs.",
      "action": "Weekly scorecard; coach/coordinator working review every two weeks; midpoint buyer review.",
      "exit": "Pilot Complete requires end-of-pilot review and recorded outcome. Track paid conversion, renewal and expansion separately."
    },
    {
      "stage": "Pilot Complete",
      "evidence": "Documented results, limitations, buyer decision and follow-through owner.",
      "action": "Hand off paid delivery, a bounded extension, expansion or agreed closure.",
      "exit": "No automatic revenue claim. Link the commercial outcome and its actual signed value."
    },
    {
      "stage": "Closed Lost / Paused",
      "evidence": "Recorded reason and explicit distinction between lost and paused.",
      "action": "For paused accounts, keep a restart condition and date. For stop requests, suppress outreach.",
      "exit": "Reopen only with documented new evidence and appropriate authorization."
    }
  ],
  "outreach": [
    {
      "timing": "Before Day 1",
      "action": "Research and qualify",
      "requirement": "Verify institutional fit, source freshness and at least two relevant stakeholders. Draft one credible workflow hypothesis."
    },
    {
      "timing": "Day 1",
      "action": "First email",
      "requirement": "Observation, relevant problem, useful outcome and one 10–15 minute ask. Confirm recipient and sending authorization."
    },
    {
      "timing": "Day 4",
      "action": "Call task",
      "requirement": "Assigned human makes the call; voicemail references the first email and stays under 25 seconds. Record the actual outcome."
    },
    {
      "timing": "Day 8",
      "action": "Proof follow-up",
      "requirement": "Use the existing thread and one approved workflow visual, pilot blueprint or case study. Illustrative examples remain labeled."
    },
    {
      "timing": "Day 12",
      "action": "Close the loop",
      "requirement": "Offer two real availability options, ask for the correct owner or request permission to reconnect."
    },
    {
      "timing": "Day 21 onward",
      "action": "Trigger-based nurture",
      "requirement": "Use an actual season, budget, event or new approved evidence trigger. Record the reason and next date; avoid indefinite automatic chasing."
    }
  ],
  "responses": [
    {
      "response": "Interested",
      "action": "Pause generic sequence; record the stated need and route to founder for discovery. Offer only confirmed availability with authorization.",
      "stageRule": "Engaged; scheduled only after agreement."
    },
    {
      "response": "Referral / wrong person",
      "action": "Record referral evidence, verify the new person and suppression status; prepare a relevant introduction.",
      "stageRule": "Keep the account stage evidence-based; new contact is not automatically engaged."
    },
    {
      "response": "Not now",
      "action": "Record the requested timing and reason. Pause the sequence and schedule an authorized revisit.",
      "stageRule": "Paused with restart condition and date."
    },
    {
      "response": "Objection / existing provider",
      "action": "Record the objection accurately. Prepare a response grounded in approved product facts and the current workflow.",
      "stageRule": "Founder handles pricing, clinical, compliance and contractual questions."
    },
    {
      "response": "No response",
      "action": "Continue only the approved remaining touches. After the sequence, move to trigger-based nurture.",
      "stageRule": "Do not advance based on delivery, opens or clicks."
    },
    {
      "response": "Stop / unsubscribe",
      "action": "Stop further outreach immediately through the authorized suppression workflow; verify sequence is paused and alert the owner.",
      "stageRule": "Record do-not-contact status. If access fails, escalate urgently; do not send."
    },
    {
      "response": "Bounce / delivery error",
      "action": "Stop the sequence; verify the address and delivery state before any retry.",
      "stageRule": "Report blocked delivery; never invent a replacement address."
    },
    {
      "response": "Ambiguous send / save failure",
      "action": "Re-read the record and provider state. Reconcile whether the action completed before retrying.",
      "stageRule": "Unknown outcome stays unresolved; prevent duplicate sends or updates."
    }
  ],
  "fields": [
    {
      "purpose": "Account identity",
      "fields": "Title, Organization, Source URL",
      "rule": "Check for existing organization/contact records before adding a lead."
    },
    {
      "purpose": "Execution",
      "fields": "Owner, Priority, Next Step, Next Action Required Date",
      "rule": "One concrete action with a person and date. Do not infer an owner from a name mentioned in notes."
    },
    {
      "purpose": "Contacts and authority",
      "fields": "Contact Emails, Contact Phone, LinkedIn URL, Decision Maker",
      "rule": "Verify role and source. Record champion and other stakeholders in structured notes when no dedicated field exists."
    },
    {
      "purpose": "Evidence and history",
      "fields": "Notes, attachments, activity logs",
      "rule": "Record date, actor, observed result, source and next step. Separate facts, hypotheses and proposed actions."
    },
    {
      "purpose": "Commercial plan",
      "fields": "Amount, ACV, Expected Close Date, Contract Term",
      "rule": "Label pilot value and post-pilot annual value separately. Stage probability is not observed conversion evidence."
    },
    {
      "purpose": "Pilot plan",
      "fields": "Pilot Scope, Athlete Count, Pilot Start, Pilot End, Expansion Path",
      "rule": "Add success plan, review dates, support contacts and handoff owner."
    },
    {
      "purpose": "Outcome",
      "fields": "Loss Reason, notes and linked commercial evidence",
      "rule": "Differentiate paid conversion, renewal, expansion, extension, paused and closed lost."
    }
  ],
  "resources": [
    "University pilot overview",
    "Performance and sports medicine workflow briefs",
    "Discovery guide and stakeholder map",
    "Role-specific demonstration script",
    "Pilot charter, success plan and mutual action plan",
    "Security, privacy, data-flow and accessibility packet",
    "Claims and evidence guide",
    "Staff and athlete launch communications",
    "Weekly scorecard, midpoint review and executive readout",
    "Pricing and procurement checklist"
  ],
  "unresolved": [
    "Live runbook version",
    "Target segment and exclusions",
    "Named owners and capacity",
    "Approved sending scope and volume",
    "Reply monitoring and stop controls",
    "Verified Gmail sender access, reply monitoring and scheduling controls",
    "Approved asset versions",
    "Calendar-day vs business-day timing",
    "Recurring run schedule"
  ],
  "cadence": {
    "pilotWorkingReview": "every two weeks",
    "pilotScorecard": "weekly",
    "internalSalesReview": "weekly proposed"
  },
  "emailChannel": {
    "decision": "approved_by_founder",
    "provider": "gmail",
    "sender": "founder-approved business Gmail inbox; verify exact account before sending",
    "crm": "PipeLists for stages, activity logs, owners and next actions",
    "prohibited": [
      "PipeLists Brevo Send Email",
      "PipeLists Brevo email-sequence send/resume",
      "Fallback to Brevo when Gmail is unavailable"
    ],
    "beforeSend": [
      "Verify sender, recipient, latest Gmail thread, replies, suppression, scheduled touches and prior sends",
      "Block while an existing Brevo sequence is active; an authorized owner must pause and verify its stop",
      "Verify authorized Gmail send/read access; otherwise draft only"
    ],
    "stopRules": "Pause generic follow-ups on reply; stop on opt-out or delivery failure; verify queued sends cancelled",
    "record": [
      "recipient",
      "send time",
      "subject",
      "available Gmail message/thread reference",
      "verified outcome",
      "next action/date"
    ],
    "tracking": "Log Gmail evidence in PipeLists; automatic sync unverified; Brevo events are not Gmail evidence",
    "unknownOutcome": "Reconcile Gmail Sent and thread before retrying; never switch provider"
  },
  "touchpoints": {
    "stageIds": [
      "cold-email-sent",
      "call-attempted",
      "follow-up-email-sent",
      "final-outreach-email-sent"
    ],
    "rule": "Latest verified completed touchpoint; full history stays in activity logs. Dates alone never advance a card.",
    "legacy": "cold-email-sent retains its ID and becomes First Email Sent; do not infer later touches from legacy cards.",
    "afterFinal": "Keep Final Outreach Email Sent until a reply, explicit pause/closure or approved nurture action; no automatic Engaged transition."
  },
  "productIdentity": {
    "name": "Athletic Mind",
    "parts": [
      "mental performance",
      "mental care"
    ],
    "rule": "Present equal parts of one product; omit underlying company names from school-facing materials; preserve clinical responsibilities, consent and evidence boundaries."
  },
  "resourceRegister": {
    "updated": "2026-10-18",
    "owner": "Founder / commercial owner",
    "recordRule": "Record the shared URL or filename and version date in opportunity notes.",
    "resources": [
      {
        "name": "University buyer guide",
        "use": "Initial outreach and discovery",
        "url": "https://theathleticmind.ai/universities",
        "access": "public"
      },
      {
        "name": "University pricing",
        "use": "Discovery, budget conversations and custom scope of work",
        "url": "https://theathleticmind.ai/university-pricing",
        "access": "public"
      },
      {
        "name": "University overview PDF",
        "use": "Sponsor and internal university sharing",
        "url": "https://theathleticmind.ai/universities/downloads/athleticmind-university-overview.pdf",
        "access": "public"
      },
      {
        "name": "Pilot blueprint PDF",
        "use": "Pilot planning, success measures and purchasing decision date",
        "url": "https://theathleticmind.ai/universities/downloads/athleticmind-pilot-blueprint.pdf",
        "access": "public"
      },
      {
        "name": "Institutional FAQ",
        "use": "Detailed product and commercial diligence",
        "filename": "TheAthleticMind-Institutional-QA-2026-10-18.pdf",
        "access": "Founder provides the appropriate reviewed copy; the full document contains investor material and historical account information."
      },
      {
        "name": "Data governance package",
        "use": "Institutional privacy, security and data-flow diligence",
        "filename": "The_Athletic_Mind_Data_Governance_Summary_2026.pdf",
        "access": "Founder provides the latest reviewed package and institution-specific supporting agreements; confirm currency before sharing."
      }
    ]
  },
  "commercialBaseline": {
    "currency": "USD",
    "standardPilot": {
      "price": 7500,
      "weeks": 12,
      "athleteCapacity": 50
    },
    "standardAnnual": {
      "programFee": 25000,
      "perContractedAthlete": 250,
      "annualMinimum": 50000,
      "at500Athletes": 150000
    },
    "existingAgreementRule": "Existing executed agreements, including UMES’s existing pilot, remain unchanged.",
    "customScopeRule": "Document different cohort, implementation, integration and recurring requirements in a written scope of work.",
    "discountRule": "Multi-year discounts are quoted in the written proposal. Verify internal approval before quoting discounts, changing the minimum or stacking credits. Private policy is maintained outside public assets."
  },
  "inboundIntake": {
    "owner": "Tremaine Grant",
    "cadence": "Review the receiving inbox each business day",
    "websiteForm": {
      "endpoint": "/api/demo-request",
      "notification": "Internal transactional Brevo notification",
      "recipient": "hello@fitwithpulse.ai",
      "inbox": "Visible in the connected Gmail inbox"
    },
    "customPricingAndFallbackEmail": "tre@fitwithpulse.ai",
    "crmIngestion": "Manual University Pilots intake; no automatic CRM ingestion",
    "steps": [
      "Deduplicate organization and contact before creating or updating an opportunity through the authorized PipeLists workflow.",
      "Record source page, available email message/thread reference, stated need, owner, next action and due date.",
      "Assign a stage only after human validation of the inquiry and its evidence.",
      "Keep pilot value separate from potential annual value."
    ],
    "testRule": "Exclude clearly labeled tests from forecasts and outreach.",
    "verificationRule": "Verify inbox delivery and saved CRM record separately; endpoint success alone does not establish either.",
    "channelBoundary": "Gmail-only governs buyer outreach. Internal transactional website notifications do not authorize Brevo sales campaigns."
  }
}