Whole Founder
Company Operating Manual · April 2026 · Confidential
Boutique growth marketing agency for coaches, consultants, and service businesses doing $100K+/mo. We take over the paid acquisition engine — ads, creative, media buying, funnel build, and ongoing CRO. Founded June 2020 by Gray Twombly and Natalya Hardan. Remote team, Gray based in Medellín.
Executive Summary
$39.9K
Billed MRR
QB actual Mar: $37.4K collected
5
Active Clients
+1 onboarding · 2 churned
~59%
Gross Margin
Excl. owner draws ($15.2K team cost)
$7.97K
Avg Rev / Client
$39,850 ÷ 5 clients
7 + AI
Team Size
7 humans · 1 AI CEO · 10 agents
~$36K
Debt Remaining
QB ✅ Stripe ✅ PayPal ~$36K
Source: QuickBooks P&L export (Jan 2024–Mar 2026), received Apr 12 2026. Client invoicing per Gray verbal confirmation Apr 12 2026. Debt status per Gray verbal update.
Revenue — QuickBooks Actuals
Quarterly Summary
| Quarter | Revenue | Net Income | Trend |
|---|---|---|---|
| Q1 2024 | $35,551 | -$2,883 | Startup |
| Q2 2024 | $25,452 | -$11,715 | Cash burn |
| Q3 2024 | $71,084 | $5,419 | Inflection |
| Q4 2024 | $86,076 | $21,532 | Scaling |
| Q1 2025 | $85,904 | $28,235 | Stable |
| Q2 2025 | $113,283 | $49,143 | Peak 🔥 |
| Q3 2025 | $96,914 | -$451 | Dip |
| Q4 2025 | $75,754 | $9,880 | Contraction |
| Q1 2026 | $112,824 | $19,236 | Recovery |
| 27-Month Total | $702,841 | $118,397 |
Monthly Revenue (Last 12 Months — QB Actuals)
Source: QuickBooks "Profit and Loss by Month" export, Jan 2024–Mar 2026. Peak: Apr 2025 ($42,500). Trough: Oct 2025 ($19,058). Current trajectory: upward (Jan→Mar 2026: $33.5K→$37.4K→$42K).
Client Portfolio
Active Clients — Current Invoicing
First Deal Active
$15,750
Brandon Turner · Tier 1 · Base $10,500 + $5,250 performance (bracket-based: $350K-600K=$15.5K, 600K-1M=$23K) · Spending $65K/mo pace · Mid-funnel conversion needs work
Net Revenue — The Firm Active
$7,500
Scott & Tori · Tier 1 · Base $7,500 · First offer launched, proving results before launching Fast Track (offer #2) in late April
SSI — Self Storage Income Watch
$7,600
AJ Osborne · Tier 1 · Base $7,600 (no performance bonus yet) · 12% Rev above $250K floor · Below revenue target 3 consecutive months · Close rate is the problem, not volume
Heather Blankenship Critical
$5,000
Tier 1 · Base $5,000 + 10% Rev above $35K floor · Campaigns paused 30+ days · Client losing $20K/mo · AR delayed · New strategy + relaunch needed
FSN — Flexbase Network Onboarding
$4,000
Hamza Ali · New · Base $4,000 + significant upside % · Funnel strategy complete · Awaiting VSL recording from Hamza
Fixated Events Concluded
$0
Contract concluded April 2026. Previously $5,000/mo base + creative.
POC — Put Out Content Churned
$0
Churned April 2026 (for now). Previously $2,000 base + 7.5% performance.
Current Billed MRR
| Client | Monthly |
|---|---|
| First Deal | $15,750 |
| Net Revenue (The Firm) | $7,500 |
| SSI | $7,600 |
| Heather | $5,000 |
| FSN | $4,000 |
| Total Billed | $39,850 |
Revenue concentration: First Deal = 40% of billed MRR. If FD churns, business loses $15,750/mo overnight.
Source: V10 Clients tab (Agency Dashboard) + Gray verbal updates Apr 12 2026 correcting SSI to $7,600, confirming Fixated/POC churn, FSN at $4K.
Pipeline
Net Revenue — Fast Track Signed
$7,500
Second NR offer · Signed up · Launching second half of April after The Firm proves results
Adam Chapman / PadPal Proposal Today
$10,000
$10,000/mo base + 10% of upside · Proposal going out today · VSL-first strategy
Pipeline revenue: +$17,500/mo ($7,500 NR Fast Track + $10,000 Adam Chapman)
If both close → MRR jumps to $57,350/mo
Team & Org Structure
| Name | Role | Location | Monthly Cost |
|---|---|---|---|
| Gray Twombly | CEO / Co-Founder | Medellín | Owner draw |
| Natalya Hardan | Co-Founder / Creative Director | — | Owner draw |
| Jake Scarf | Media Buyer (Meta/Google) | New Zealand | $5,500 |
| Emily Browne | Chief of Staff | — | $1,400 |
| Gina Sanchez | Marketing Coordinator | Colombia | $1,400 |
| Thomas | Video Editor | — | $3,100 |
| Colin Sandeman-Allen | CRO Lead | — | Per invoice |
| Jose | Fractional COO | — | Per invoice |
| Carlos & Daniel | Tracking & Attribution (outsourced) | — | $1,000 |
| Graphic Designer | Outsourced (transitioning to AI) | — | Variable |
AI Agent Team
View AI Agent Roster (11 agents)
| Agent | Domain |
|---|---|
| Veronica Vonn | AI CEO — ops, client health, creative pipeline, growth strategy, team accountability |
| AXON | Meta media buying analysis & recommendations |
| VOLT | Sprint testing execution & creative iteration |
| MARCUS | CRO and post-click optimization |
| PRISM | Conversion architecture & funnel design |
| SIGNAL | Data intelligence, attribution, anomaly detection |
| ATLAS | Per-client growth lead |
| MUSE | Organic content strategy & copywriting |
| Growth Greg | Fractional COO operations |
| Lexis | Legal and compliance |
| LP Pod (12 sub-agents) | Landing page production team |
Key Gaps
| Gap | Impact | Status |
|---|---|---|
| No backup copywriter/funnel builder | Gray is bottleneck when Natalya is unavailable | Critical |
| No dedicated account manager | Gray is in every client conversation | Critical |
| Media buyer is part-time | Jake declined full-time; no backup | High |
Business Model
We take over the client's paid acquisition engine:
- Ad Creative — copy, static, video (AI-assisted drafting, human creative direction + QA)
- Media Buying — Meta primary, Google if already in place
- Funnel Build — VSL pages, application funnels, challenges, webinars (built in Perspective)
- Ongoing CRO — conversion rate optimization as a separate ongoing service from initial build
- Sprint Testing — our signature methodology, every variable tested in isolation
Revenue model: Base retainer ($2K–$15K/mo) + performance bonuses tied to client revenue or ad spend. ~70% base / ~30% performance. Average client retains 8-12 months.
Service Delivery
| Component | Tool | Owner |
|---|---|---|
| Ad creative (copy) | AI draft → Natalya review | Natalya + MUSE |
| Ad creative (video) | Thomas edits, Natalya directs | Thomas |
| Creative reporting | Magic Brief | Jake / Natalya |
| Media buying | Meta Ads Manager | Jake |
| Funnel / LP builds | Perspective (primary) | Gray / Colin |
| CRO | Perspective + Clarity | Colin |
| Tracking & Analytics | Hyros + Meta Pixel + CAPI | Jake + Carlos & Daniel |
| Reporting | Magic Brief + dashboards | Jake / Natalya / Gray |
| Client comms | Slack + Fathom + Telegram | Gray / Jake / Natalya |
Tech Stack
| Tool | Purpose |
|---|---|
| Meta Ads | Primary paid acquisition |
| Google Ads | Secondary (if client has it) |
| Perspective | Primary funnel builder + analytics |
| Magic Brief | Creative reporting & ad performance |
| Fathom | Meeting recording + transcription |
| Hyros | Attribution tracking |
| Slack | Team communication |
| Google Workspace | Docs, Sheets, Drive, Email |
| Telegram | AI agent interface (team ↔ Veronica) |
| Vercel | Web deployment (dashboards + tools) |
| Supabase | Database |
| OpenClaw | AI agent platform |
| BridgeKit | Integration hub (102 tools) |
| Cloudflare | DNS management |
| Resend | Transactional email |
Financial State
Debt
| Creditor | Original | Remaining | Monthly | Status |
|---|---|---|---|---|
| QuickBooks Loan | $8,497 | $0 | — | Paid off ✅ |
| Stripe | $23,060 | $0 | — | Paid off ✅ |
| PayPal | $41,696 | ~$36,000 | $3,207 | In repayment |
| Total | $73,253 | ~$36,000 | $3,207/mo |
March 2026 P&L Breakdown (QB Actual)
| Category | Amount | % of Rev |
|---|---|---|
| Revenue (client services) | $37,375 | 100% |
| + Affiliate revenue (Hyros/Perspective referrals) | ~$1,000/mo | recurring |
| + Referral payout (incoming) | ~$3,000 | one-time |
| COST OF FULFILLMENT (team, excl. owners) | ||
| Contractors (general) | $8,772 | 23% |
| Emily (VA / Ops) | $1,690 | 5% |
| International / 1099 / Upwork / Other | $4,785 | 13% |
| Total Fulfillment | $15,247 | 41% |
| Gross Profit | $22,128 | 59% |
| OWNER COMPENSATION | ||
| Natalya Hardan (owner draw) | $9,126 | 24% |
| OPERATING OVERHEAD | ||
| Ads & Marketing (internal) | $3,329 | 9% |
| Software & Tools | $3,348 | 9% |
| Payment Processing | $1,007 | 3% |
| Travel | $1,635 | 4% |
| Other (AI, fees, interest, professional, office) | $3,454 | 9% |
| Total Overhead | $12,801 | 34% |
| Net Income | $261 | 0.7% |
Key insight: Delivery engine is efficient at 59% gross margin. Natalya's $9,126 is owner compensation (not fulfillment cost — same as what you'd pay a copywriter, but she's an owner). Business is breakeven because it's not big enough yet to cover owner draws + overhead comfortably. At $57K MRR (pipeline closed), gross profit → ~$33.6K, owners get paid, and net profit hits $8-10K/mo.
Cash position: tight but improving. QB and Stripe fully paid off. Colin's invoice paid. Next repayment $6,200 expected early this week (delayed). Heather AR delayed. Amex Gold cancelled — reapply pending.
Source: Gray verbal update Apr 12 2026. QB/Stripe payoff confirmed. PayPal balance approximate.
Known Risks & Gaps
| Risk | Severity | Status |
|---|---|---|
| Gray is the bottleneck — in every client conversation and creative decision | Critical | Jose (COO) onboarding to offload ops |
| No backup copywriter when Natalya unavailable | Critical | Actively hiring |
| Heather — paying $5K/mo retainer, zero campaigns running, losing $20K/mo | Critical | New strategy + relaunch needed this week |
| SSI close rate — 3 months below target, 10 calls/day with zero closes | High | TY page + indoctrination sequence in build |
| Revenue concentration — FD = 40% of MRR | High | Pipeline: NR Fast Track + Adam Chapman |
| NR attribution broken — UTMs not passing through iClosed iframe | High | Fix ready, pending deploy |
| Cash flow pressure — PayPal debt + delayed AR | High | Stripe pull for Jose, NR Fast Track to unlock cash |
| Jake is part-time — no backup media buyer | Medium | Monitoring |
Growth Plan
Q2 2026 — Stabilize + Close Pipeline
- Fix SSI close rate — TY page demo video + pre-call indoctrination sequence
- Relaunch Heather — new strategy, restart campaigns
- Prove NR Firm → launch Fast Track ($7.5K/mo additional)
- Close Adam Chapman — $10K/mo + 10% upside
- Launch FSN — VSL recording → funnel live → ads running
- Standardize reporting — clear KPIs per client, dashboards
- Hire copywriter/funnel builder — #1 capacity gap
H2 2026 — Scale
- Scale to $100K MRR (requires 2-3 more clients at $12K+ avg or productized offer)
- Launch Signal Miner ads ($7 entry → upsell ladder → client acquisition)
- Productize sprint testing: "$2,500/mo, we beat your best ads in 45 days or you don't pay"
Source References
Every number in this document is sourced. Nothing from memory.
| Data Point | Source | Verified |
|---|---|---|
| Revenue (27-month actuals) | QuickBooks P&L export "Whole Founder Profit and Loss by Month" (Jan 2024–Mar 2026) | Apr 12, 2026 |
| Client contracts & terms | Agency Dashboard V10 → "V10 Clients" tab | Apr 12, 2026 |
| Current invoicing & status | Gray verbal confirmation (Telegram) | Apr 12, 2026 |
| Debt status | Gray verbal confirmation + Debt Payments tab | Apr 12, 2026 |
| Client ad spend (14-day) | Meta Marketing API direct pull per account | Apr 12, 2026 |
| SSI close rate issue | Gray verbal report during SSI quarterly call | Apr 9, 2026 |
| Heather $20K/mo loss | Jonathan (BridgeKit) on call with Gray | Apr 2026 |
Known Data Gaps
| Gap | Resolution |
|---|---|
| 2025 Financials PDF (full-year statements) | In Google Drive (file ID: 1EGaFa...) — requires auth download |
| Client LTV tracking | Not systematically tracked yet — recommended for Jose to implement |
| Current month (Apr 2026) actuals | Available after month-end close |