Executive Summary

This document captures the founder vision for the "Custom Signal Engine" positioning pivot. Input from Devon Keller and Kevin Hopp is essential to align rebrand strategy with business direction. Interview template and synthesis framework below.

1. Interview Objectives

What We Need to Learn

Objective	Why It Matters
Vision for signal engine positioning	Ensures rebrand aligns with strategic direction
Target market priorities	ICP focus for messaging
Competitive differentiation	Unique positioning angles
Service evolution	How offerings change with rebrand
Risk tolerance	How bold to make rebrand
Timeline expectations	Implementation schedule

2. Interview Template — Devon Keller

Background Questions

1. Strategic Direction

- When did you first start thinking about "Custom Signal Engine" positioning? - What triggered the shift from "PVP data service" to this framing? - How does this fit into the 12-24 month vision for Smartbound?

1. Market Positioning

- What does "custom" mean to you in "Custom Signal Engine"? - Who is the ideal customer for this positioning? - What verticals are you most excited about? - How do you want to be positioned vs. Clay? vs. Autobound?

1. Product/Service Vision

- How does the service delivery change with this positioning? - What's the difference between current PVP feed and "signal engine"? - Is this a product or a service in your mind? - How does pricing/packaging evolve?

1. Brand Identity

- What do you want Smartbound to be known for? - What's the one thing you want prospects to remember? - Are you open to visual identity changes (logo, colors)? - How important is personal branding (Devon/Kevin LinkedIn)?

1. Risk & Timeline

- How quickly do you want to make this shift? - What's the risk of staying with current positioning? - What happens if we get this wrong? - What's the minimum viable rebrand vs. full rebrand?

1. Personal Involvement

- How much time can you invest in rebrand execution? - Do you want to be more visible (content, thought leadership)? - What's your comfort level with "founder-led" marketing?

3. Interview Template — Kevin Hopp

Background Questions

1. Sales Perspective

- How do you currently describe Smartbound to prospects? - What messaging resonates most on sales calls? - What objections do you hear most often? - What's the "aha moment" when prospects get it?

1. Customer Insights

- Who are your favorite clients to work with? - What do they value most? - Why do they stay? Why do they leave? - What's the most common reason they don't buy?

1. Competitive Landscape

- Who do you see as main competitors? - What do prospects compare us to? - How do you differentiate us in conversations? - What's the hardest competitor to beat?

1. Sales Process

- What does the ideal sales process look like? - What collateral would help you close more? - How would "Custom Signal Engine" change your pitch? - What's the fastest path to close?

1. Brand & Marketing

- How do prospects typically find you? - What marketing channels work best? - What would make your job easier? - How important is website vs. LinkedIn vs. referral?

1. Pricing & Packaging

- Is $2K/mo the right price point? - What pricing objections do you hear? - Should we offer different tiers? - How do you handle "I need to think about it"?

4. Synthesis Framework

After Interviews, Synthesize:

1. Vision Alignment

Question	Devon	Kevin	Aligned?
What is Smartbound becoming?
Who is the ideal customer?
What's the core differentiator?
What does success look like in 12 months?

2. Positioning Direction

Element	Devon Input	Kevin Input	Decision
Category name
Primary benefit
Target market
Competitive angle

3. Brand Direction

Element	Devon Input	Kevin Input	Decision
Visual identity changes?
Name change?
Founder visibility?
Tone/personality?

4. Risk Assessment

Risk	Devon Concern	Kevin Concern	Mitigation
Category confusion
Competitive response
Customer confusion
Execution capacity

5. Documented Founder Input (Pre-Interview)

From SOS Context (Devon/Kevin existing documentation)

Current Strategic Focus (from CLAUDE.md):

• Primary goal: Validate PVP as scalable, sticky, differentiated offer
• Target: $50K MRR, 60%+ from PVP by Q3 2026
• Focus: PVP data service as primary offer
• New Sales Leaders campaign: Proven channel, expand

Known Priorities (from CEO role):

1. Focus on PVP data service as primary offer
2. New Sales Leaders campaign is massively underutilized
3. Shelf Glen Gary Leads
4. Devon shifts from low-value delivery to high-value PVP delivery
5. Name the methodology
6. Build the value ladder

Strategic Imperatives:

• PVP data service = highest margin, most differentiated, most scalable
• Revenue Growth Engineer model — one AI-augmented operator
• Kill fast when signals are weak
• Prioritize revenue proximity (30-90 days)

New Direction (from this session)

Devon's stated pivot:

• "We're going to be pivoting to offer more of a signals-based GTM offer"
• "It's more like we will build your signal engine for your sales team"
• "Your sales team knows who to call and why"
• "Custom-built signal engine — that's important, it's going to be custom built"
• "There's a lot of signals out there right now, a lot of signal providers are just doing more generic stuff"
• "We want to build custom, single-intent engines"
• "We need a total rebrand, which includes our LinkedIn pages and our website"

6. Key Decisions Needed

From Founders

Decision	Options	Recommendation Needed
Company name	Keep "Smartbound" vs. change	Keep (brand equity)
Service name	"Signal Engine" vs. "Signal Feed" vs. other	"Custom Signal Engine"
Methodology name	PVP vs. Pain-Qualified Prospecting vs. other	TBD
Visual identity	Refresh vs. redesign	TBD
Website	Update vs. full rebuild	Full rebuild recommended
LinkedIn	Update profiles vs. full strategy	Full strategy recommended
Launch timeline	4 weeks vs. 8 weeks vs. 12 weeks	TBD
Budget	Minimal vs. moderate vs. significant	TBD

7. Interview Logistics

Scheduling

Stakeholder	Interview Length	Format	Priority
Devon Keller	45-60 min	Video call	HIGH
Kevin Hopp	45-60 min	Video call	HIGH
Oliver Johnson (optional)	30 min	Video call	MEDIUM

Pre-Interview Prep for Founders

Send founders this document 24 hours before interview with:

1. List of questions
2. Pre-read: brand audit, competitive analysis, customer insights
3. Request: 3 words they want associated with Smartbound

8. Post-Interview Actions

After Both Interviews Complete

1. Synthesize notes — Identify alignment and gaps
2. Flag conflicts — Where Devon and Kevin disagree
3. Make recommendations — Based on combined input
4. Present back — Share synthesis with founders for approval
5. Proceed to Phase 2 — Brand strategy development

If Founders Disagree

Scenario	Resolution
Minor disagreement	Founder with closer tie to decision makes call
Major disagreement	Facilitate discussion, seek compromise
Fundamental disagreement	Pause, bring in third perspective

9. Interview Notes (To Be Completed)

Devon Keller Interview

Date: ___________ Interviewer: ___________

Notes:

[Vacant space for notes]

Key Quotes:

1. 2. 3.

Decisions Made:

Decision	Outcome

Kevin Hopp Interview

Date: ___________ Interviewer: ___________

Notes:

[Vacant space for notes]

Key Quotes:

1. 2. 3.

Decisions Made:

Decision	Outcome

10. Next Steps

1. Schedule founder interviews — Devon and Kevin
2. Send prep materials — 24 hours before
3. Conduct interviews — 45-60 min each
4. Synthesize findings — Within 48 hours
5. Present synthesis — Get alignment
6. Proceed to Phase 2 — Brand strategy development

This document requires founder input to complete. Schedule interviews before proceeding to Phase 2.