Business Plan Reflections

This document captures Builtwell’s completed reflections for Modules 1–9. Each section records decisions made, actions taken, and the outcomes that shape our business plan. Design creates value — and these modules operationalize that principle.

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Opportunity/Reflection Journal

1. Orientation and Foundation

Decisions

• Codified growth target of ~20% YoY to sustain quality and momentum.
• Committed to a design‑creates‑value operating model: measure outcomes, not outputs.
• Defined five‑year destination: predictable stability, multiple revenue streams, and a calm, high‑performance culture.

Actions

• Drafted the Builtwell Operating Principles and review cadence.
• Established quarterly internal build cycles (publish or ship each quarter).
• Stood up a community/mentorship plan tied to creative accessibility.

Outcomes

• Clear north star and operating constraints.
• Team alignment around growth, quality, and measurement.
• Target revenue path: ~$700K–$1M ARR within five years.

2. Growth Aspiration

Decisions

• Non‑negotiables: good work or good money (preferably both) on every engagement.
• Work mix target: 70/30 client to internal, with seasonal R&D sprints.
• Compensation benchmark: ~$100k per person plus strong benefits; scales with impact.

Actions

• Published the Builtwell Growth Aspiration and decision flow.
• Implemented intake criteria: strategic fit → measurable value → learning → margin → timeline.
• Open‑sourced key practices where possible to model a healthy studio.

Outcomes

• Improved project selection discipline and margin forecasting.
• Shared language for evaluating opportunities and saying no.

3. Positioning and Differentiation

Decisions

• Positioning: Builtwell is a strategic design studio that turns vision into measurable outcomes.
• Differentiator: Value Sprint + performance measurement + outcome ownership.
• Employer promise: practice design at a high standard in a calm, growth‑oriented environment.

Actions

• Documented ICPs and value hypotheses (B2B and B2C growth brands).
• Mapped services to outcomes: brand systems, high‑converting sites, product UX, campaigns, and toolkits.
• Drafted employer brand playbook: crediting, growth paths, and knowledge sharing.

Outcomes

• Clear narrative and offer architecture; easier sales conversations.
• Hiring signals aligned with culture and craft standards.

4. Go‑to‑Market

Decisions

• Primary motion: Content‑led and relationship‑driven with targeted outreach.
• Offers: Value Sprint (flagship), Strategic Retainers, Select Productized Services.
• Metrics: SQLs/month, Sprint conversion rate, CAC:LTV, NPS, ROI case studies shipped/quarter.

Actions

• Shipped messaging, case structure, and one‑page assets.
• Built outreach list and talk/workshop pipeline.
• Implemented basic CRM hygiene and pipeline stages.

Outcomes

• Shorter sales cycles; higher close rates on right‑fit accounts.
• Repeatable storytelling anchored in outcomes.

5. Operations and Delivery

Decisions

• Standardized delivery with sprint ceremonies, checkpoints, and success metrics.
• Defined resourcing model: core + trusted partners; scale up/down per sprint.
• Knowledge base: centralized docs, templates, and playbooks.

Actions

• Implemented project dashboard and retrospective cadence.
• Created budget/margin tracking and after‑action reviews.

Outcomes

• More predictable delivery, higher quality, and healthier margins.

6. Finance and Forecasting

Decisions

• Targets: 12–16 Value Sprints/year; 4–6 strategic retainers.
• Guardrails: minimum 50% gross margin per sprint; 3‑month cash runway maintained.
• Pricing: value‑based with performance levers when appropriate.

Actions

• Built rolling 12‑month forecast and scenario models.
• Instituted monthly finance review and quarter‑close planning.

Outcomes

• Clear path to $700K–$1M ARR; controlled risk and investment pacing.

7. People and Hiring

Decisions

• Roadmap: interns/associates by Year 2; first non‑founder FTE in Year 3.
• Benefits philosophy: competitive pay, strong healthcare, flexibility, growth budgets.
• Culture: credit openly, share ownership of outcomes, and maintain a calm pace.

Actions

• Wrote role scorecards and interview loops.
• Defined onboarding plan and 30/60/90 expectations.

Outcomes

• Candidate clarity; smoother scaling when demand increases.

8. Brand and Platform

Decisions

• Brand promise: Design that performs.
• Platform: publish playbooks, case studies, and tools; run events/workshops.

Actions

• Planned site refresh focused on outcomes and proof.
• Editorial calendar and distribution channels defined.

Outcomes

• Stronger inbound and community growth supporting GTM.

9. Review and Commitments

Decisions

• Locked annual plan with quarterly OKRs and milestones.
• Committed to a quarterly public update on outcomes and learnings.

Actions

• Scheduled operating reviews and leadership cadence.
• Finalized risk register and mitigations.

Outcomes

• Shared accountability and a clear path to execute.