# CE-Cropster @Today 9:00 AM Summary ### Action Items - [ ] Tina to provide Cropster status summary by April 15th - [ ] Assaf and Lucas to review Tina's summary and propose next steps - [ ] Tina to meet with her brand strategy team member to define requirements - [ ] Tina to work with ops manager on data assessment ### Attendees & Introductions - Assaf presented his background: 20 years in advertising and digital strategy, working with brands from Audi and Levi's to Israeli startups - Core expertise is adapting brand strategy across different industries and markets, with recent focus on food tech and tech startups - Showcased recent work including AI photo studios, food tech branding, and visual identity systems ### Cropster's Current Situation - Cropster is a coffee industry productivity platform covering "bean to cup" operations - Brand has never been treated strategically - no brand manager or proper marketing infrastructure until recently - Industry is "huge but small" - everyone knows each other globally, so brand awareness wasn't previously prioritized - Launching new pricing and packaging structure in May with shift from individual products to three tiered solution packages plus a free version - Targeting enterprise and XL customers with new positioning, requiring different messaging than before - Current tone of voice is 3-5 years old and doesn't align with new value proposition ### Brand Strategy Needs - Tina plans to dedicate a team member to brand strategy and tone of voice - Wants to gather customer and market feedback from May launch before developing new brand strategy in Q3/Q4 - Current challenge: translating a 150-slide product-heavy narrative from consultant into marketing and brand language - Need to tailor messaging for diverse customer segments: roasteries, wholesalers, retailers, cafe chains of all sizes (XS to XL) - 90% of traffic is inbound, creating risk that website changes could hurt acquisition ### Curious Endeavor's Value Proposition - Tina immediately grasped the USP: compressed agency experience at lower cost and faster speed through AI, not traditional agency model - Key differentiator is human expertise driving AI tools for research, competitor analysis, market research, and asset creation - Assaf emphasized this isn't about "doing it with AI" but about making expert services accessible to markets outside New York - Can automate data collection from sales calls, customer feedback, website analytics, reviews, and market signals - Proposed use case: listening to market conversations across different coffee communities and customer segments to inform brand strategy ### Key Challenges Discussed - Cropster needs to reposition from "roast profiler" (5% of capabilities) to full productivity platform - Must educate market on solving problems customers don't know they have - Messaging must work across extremely diverse ICPs and geographies with different needs - Budget constraints prevent traditional agency engagement - Tina prefers partnership model over vendor relationship, wants to learn alongside the process ### Pricing & Engagement Model - Assaf committed to flexible, accessible pricing - not traditional agency rates - Proposed defining 3-4 specific services/projects rather than full rebrand scope - Both parties interested in testing the partnership over several months before potential Q3/Q4 rebrand - Tina emphasized need to justify value through revenue impact and retention metrics ### Next Steps - Tina has major event next week and consultant is out the following week - Target: April 15th for Tina to deliver Cropster status summary including data inventory and stakeholder needs - Assaf and Lucas to review and propose specific service offerings with pricing - Follow-up meeting to be scheduled after April 15th to discuss concrete engagement Notes Transcript This is beautiful. Right? We did this with him yesterday. I thought we both. This is the number. And I love that. So good. Yeah, we worked a lot. Yeah, but you did a wonderful job. It's good. You've been a designer for six days. Yeah, it's good. See, look at this. Oh, I've come here already. You don't need to join again. I want my work. What's my name? Curious. This is like New York Times level editorial Beautiful. It's very good. Everything is perfect. I told him, don't The text gave me most of the visuals. And who created the visuals? Baba. How empowered do you feel? I love it. That's the feeling that Tina can have. Not corporate a visual grammar a visual grammar and I think that's so fucking smart the It belongs to the mission. He said that? Or you? He. The feeling that you have now of research, exploration and excitement We can give this to Tina. We can give this to Lisa. You know, not making posts. being creative. You know, you broke a barrier, you could have never in your life done it two weeks ago. Never. It looks good, it's smart. Do you want to try this? Yeah, I think that's a good one. It's a different idea. Where are you? Where is that woman? Okay. I don't know. It's German. It's Passover. She's passing something over. That's the point I wanted to make with the kids. That's the name of the holiday because of the icks of the lamb blood he passed over the houses. Pesach in Hebrew means to skip. To skip the house of the Jews. Yeah. It's not you pass over the desert or anything. No, no, it's passing over the firstborn, like the big problem for everybody. So you celebrate the other one's dead. We celebrate us not being dead. And then the other ones die. It's just a happy moment. I like it. Okay, it's like we're not sad about it, but we're not like, hey, we're happy you're dead. It's like we're happy we're alive and we got to leave slavery. I think that's legitimate. And then we're like, in case you die, I'm sorry, not sorry. Great. Hello? Hello. Good morning. Sorry for being late. I made this for you. I gave you this. How are you? What did you give me? The balloons. When you do like this. I think it doesn't work with mine. See, it's not happy. It's not happy where you are. When you do two thumbs up, you get fireworks. Yeah, I think it doesn't work for us. There's probably something disabled in our IT system. All right, quick intro. This is... Lucas, I can't see you. This is super weird. I see myself. No? Yeah. That is better. No, I don't see us up. You need to cuddle a little bit more. We can do like a boy band and we always go in the front when one has to sing. Okay, wonderful. Give me a show. I'm here. Everybody. Oh, please, no. Calm. That's what we like. Yeah, but I will have an earworm the whole day. That's right. All right, so quick. Tina, incredible marketing lady that I work with at Residence. I told you about her doing Cropster. This is Asaf. Asaf and I used to live together in New York. He did all the agency work in New York, crazy design stuff, we talked a little bit about it. I felt like his questions are gonna be much much better than mine and so we're here today and we're gonna show you a little bit what we worked on for ourselves in terms of tone of voice. We talk about it and how we approach it and then you see if that's something you want to play with. for the next couple of months and then we, Saf is going to ask a couple more questions I guess. Great, did you transfer all my already asked questions in our conversation? Yes, I had a lot of that. Yes, I was like, why is it different from a fucking cropster like doing it on prompting and then said, yes, we are different. We are different because of him. We have 20 years experience in Assam. I don't know if I have to do it at all. You are doing it great. No, no, no. I am just like, no. But I am saying empty words and you have to back them up. So that's the... Okay, okay. Let's do it. You take. So I guess I'll start with an introduction, I suppose. Would you... I have a lot of things open in terms of work, etc. But I'll tell you a little bit about the type of work that I do and what I did in New York mostly. Um, It's been many years I'm working in advertising and in digital I guess, strategies for advertisers in Europe and in the US. And I had the chance to run a very, very rich range of I guess specialties and also brands from big from big brands like I guess Audi or Levi's or BNP or even the Elysee to really, really small Israeli startups in New York that came up to be very, very big startups at the end. Some of them Well, it ranges and the reason I want to, I don't want to just brag with the names, I actually want to say that The range is what made me very happy in my work. I get to A part of my work as a strategist and as a brand strategist is to get really good at assimilating myself as the client to learn a lot about the subject matter that I do and then for a certain time I use the experience that I have but I creatively express it through design and through strategies and tone of voice etc so The... I'm... My work is vast, however, I'm sticking to the range part. because it's a skill. And those 20 years that Lucas speaks about is a skill how to adapt the work that I've done for a bank or for a government or for a startup, but to apply it to a subject matter that I hope ChatGPT cannot do. Luckily, so far, so far I'm safe. But the main difference is this ability to understand footholds in your market and footholds and Xs in your communication and in the brand that you are and to be able to express it in a way that fits a marketing strategy and your business objectives. And that's something that requires, Not even human copywriting, but it requires human driving, in my opinion. Again, it's very subjective. It's what I do for a living. And I wanted to just tell you about this part of my work. I can show you a ton of other parts of my work. It's very visual. I think it's wonderful. But it's just me. And you know, I'll do that. I'll do that and I'll show you that range that I'm talking about. And then I'll show you what we've done recently. So in the last couple of years I started this presentation with food tech. I don't think that you are food tech but I think it's close enough. I wanted to start with food tech because the other is fashion so it's just further out. Unless you make t-shirts. I feel like it could be a t-shirt. So food tech and tech startups kind of bundled in the last I think two or three years I've been concentrated on Um... Pre-Series A, post-Seed, young startups for me was the most exciting, especially in food tech and tech startups because There is something very interesting in seeing a founder with a vision and a little bit of money trying to express what they do. I love this process of deciding what is it the problem that they answer, the process that they solve, etc. And then express it in a way that I will do it. Finally is, I'm going to go through them specifically, but finally makes sense. Dairy proteins grown in potatoes so they solve the cow, you don't need a cow anymore, but you have the same casein, the same very important protein that's stretchy and melty. So they produce that. And they have the technology to produce also proteins that you can find in meats and in eggs, but in GMO, I guess, roots and vegetables. So you have a field of potatoes, you cut the potato open, you scoop out and dry the casein from it, foam or cream or whatever. They claim it's exactly the same. I haven't tasted. I did brand the company and I believe them wholeheartedly. Defining what I just said took a long time and then making it look wonderful used this, for example, this last iteration I did with them was to create an AI photo studio for them. which is within Weevy, within one of the services that I use, I create a workflow Where they have as you can see on the top row here. It's the same table all the time It's the same setting I create a lot of consistency in the lighting a lot of consistency in the in the props in the jars the knives and forks and whatever so Not to lie and I'm fine with this being AI but just to create consistency because this is what brands strive for and you can shoot food What I did lie is with the food like There is no powder in a bag, there is no bag. There is nothing, which is fun to do. Another company that I did recently was a cocoa replacement. It's an incubator of new food text. So it's a cocoa incubator because The cocoa is not surviving really well the global warming, it becomes very very expensive, companies who rely on supply chains get a lot of trouble getting consistency because of human rights, because of many things that happen in that industry. They produce it through fermentation, precision fermentation. So you can decide, it's a designer chocolate. Basically, you can design the formula that you want and then you can get the cocoa that's produced in a certain way. Another one is called... I think, yeah, that's what I showed you. But it's maybe good, maybe that's a good point, no? Maybe quick, not have you ramble on more about the work. All right. I mean, it's beautiful what you do. So... You do a lot of stuff. Thank you. A lot of stuff. This is the food stuff. Anyway, I can send you this, you know, and you can see the tech, the product, the apps, the everything. However... The main reason I wanted to show you all the way to the technology and the fashion is that when I did this brand, for Gaming I had to dig into gaming culture. That's very specific. It has codes. It has stuff that you have to know in order to communicate. And it looks a certain way. When I go to food tech, by now I know what investors are looking to see and how to brand them and how to create shoots for them. Technology for end users or mass market is something that you have to learn. This is where I go back to those 20 years. I did learn how to do this. And the reason I'm saying this to you specifically is that I think that coffee is culture to a very high degree. There is no the aesthetics are not it's not an aesthetic code But it's a culture that you need to you need to know what you're doing in order to give a feeling to someone I'm gonna stop with this you got I have gradients. I have forms. I have stuff moving I have the best Shapes and colors. So I'm gonna stop that. I think, yeah, I think what... This is what I wanted him to... kind of show you in a way is the range of understanding where the tone of voice that we're trying to propose to you is come from, right? How is this a different system from prompting because it's been it's the research and the knowledge and the taste anyway. Yeah, it's to understand what to apply and when and how to use AI. I think in that sense specifically I would do the same pitch for a magazine owner for example because there is there is a whole culture that goes into how aesthetics look how stuff looks like and how stuff sounds And I think we have a pretty good set of tools for that and a pretty good understanding of how to do that. So I'm out with the work. Let me go to this. No, let me, let's switch to Tina quick for a second. Yes. I think Okay. Come on. I'm back in the screen. Is... So this is kind of the a bit of lengthy intro because I feel like it makes sense to show a little bit of the context. Tina, talk to me, talk to Asaf about it because I don't understand half the words he said to me in terms of where you are going with marketing just because I'm not a marketeer. He is from that field. So you mentioned there is a relaunch of product and pricing. that needs to be tested with audiences and needs to get a new localization for wherever they are and get segmented out in terms of the audience. Maybe just recap this a little bit and tell us a little bit so he can get a better feeling of what I translate. Just one thing before that, because I feel like right now, even after our conversation, because I understand the product or the USP a little bit more, because I feel like my question was the whole time, what can you guys provide with your solution that others can't? Or one is the things that you showed me are great, right? This is like a typical agency work, I would say, what is actually great and what people are looking for. But for example, from my perspective right now, I don't have the budget to afford this kind of agency who can build up this brand strategy for me. And I also don't have time. And I think this is more or less your period. You can say you have all of this knowledge, but you build up a system underneath to speed things up, to make research easier, And to get execution running way, way faster than a classical agency would do right with the help of AI in terms of research, competitor research, market research, in terms of asset creation and lower cost fast. execution model and more data reliability in terms of research and full capacity of visualizing and researching all the markets. Kind of. That's how I understand it right now. This conversation is going to be much more to the point, I think, than I thought. I thought we were talking about like a tone of voice. And then what I wanted to do is to introduce to you through work. How the solution is easy, but you jumped two weeks in the future in fact and I thank you for that because This is exactly it the main USP that we do and I didn't want to step on your brand because you have a good brand however That's what I wanted to say in this next conversation. So first of all, I wanted to understand. And then we can talk about what it can actually do. Because I hate these calls. And I hate these calls where people are showing their solution, blah, blah, blah, blah, and what they can all do. And at the end, I'm just like, yeah, but seriously, I don't understand what you're actually doing. Right? So that's why I'm maybe jumping a little bit before. Because I had the conversation long ago, too, because I don't get it. I don't get it. what is actually my benefit and how can you help me? And this brings me to the point, I saw the research that you did and the landing page that you built up and for us as profs, the brand was the brand was never treated as a brand or as a brand strategy. So the guy started this years ago and we never had, for example, a brand manager. We never had like a proper marketing team. We never had Someone like me. Sorry if I say this like very font. There was nobody who brings everything into a range and infrastructure process. And we grew a lot and we have like very high business goals to fulfill for our investors. And this new brand right now. The brand was treated like a stepchild every time because everybody knew Cropster. The industry is so huge but so small at the same time. So everybody knows each other. All around the world, that's massive. I've never seen an industry like that before. So that's why the brand didn't need to be treated in terms of brand strategy, brand awareness, and all of this stuff. But right now, we are on a point That First of all, I will dedicate someone from my team who will be responsible for brand strategy and tone of voice because the tone of voice that we have, I think it's from three or five years ago and with the new The value proposition that we are launching more or less from the product type in May and the whole revamping of our sales structure in terms of pricing and packaging, we need to position our brand differently than we had before because we are targeting complete other segments than we had before, right? So before it was just like, we want to have customers. But right now, with all the features that we are releasing and with the packages of pricing that we are offering, we want to target XL and enterprise customers. And they need another messaging than maybe a small grocery from Vienna or from Lisbon needs. So this is the current status. The point right now is that First of all, we don't have an updated tone of voice. I don't want to create this right now because we are going out with all of the communication for the new pricing and packaging in May, but I wanted to take The customer feedback and the market feedback that we are gathering over the next couple of weeks and months to think about building up a new brand strategy Q3, Q4, because right now I'm in a little bit in like a blind flight to all of this. Okay, we are doing this from our inner view right now, but what is actually... How does the market understand this? How does the customer understand this? And are these words, are these positionings that we are using that are not 100% defined, is this something that people actually understand? And where do we want to go with our wording, our brand, our visuals and all of this stuff? Yeah. Thank you for for so deeply understanding what we do so quickly. And thank you. We should have her on the team. Yeah, thank you for doing the pitch. Thank you for doing the pitch. So first of all, spot on. The USP is not "we do it with AI". The USP is "I have managed to compress something that would have been lengthy and expensive into something that..." This pitch is not happening in New York City. This pitch is happening in Vienna and in Lisbon. We're in different markets and I don't want... I had an agency. I'm not having an agency. So my place in life, my quality of service and my experience through the speed of AI and through the way I know how to run processes could be of very, very big value to people who don't take a flight to New York and do the big New York thing. So I'm not saying the service is... In your case specifically and also the case for AI is that I don't need to I don't need to keep my lights on in a way that I'm entering your office and I go like, "Okay, full branding, let's go." I can, we can do this and find needs and answer to them and I can drive AI so the overhead is relatively much lower than any time in my past for me and it's quick and we're trying with Lucas to find real cases that we can apply some of this and some things in some times. So what you described right now as understanding what would be a feedback in order to have a proper brand strategy and perhaps a facelift Q3, Q4 is very interesting because I think your band is good. I think the brand design is good. I think the brand design is also very good for tech. So I think it does everything that it should do for you as an employee. The brand does everything that it should do for you. However, I think the brief you gave that employee three years ago has changed because of market, because of culture, because of where you are financially and because of things. I don't know if I would do the same job today for a client like you. I don't know if you would take it today or something like that, but I think it's good The work that it should do for you on social, everything could be better. It never has to be detached, right? So that's what I mean. Like the brand was there and luckily for us and for Cropster, everybody was more or less happy with that. So there was no need to say, hey, we need to change or we really need to look into brands. But right now, from my perspective, this is the point where we need to think about brand and where do we want to be in the market? like a middle and long-term vision right now. And I'm telling you the truth. I'm not that kind of marketer who is like positioning, brand awareness, blah, blah, blah, blah, right? Especially not in the situation that I am right now because this is my 100% life that the brand is well-known and it's not so bad. But it's okay if... So this plays into my cards that I don't need to put so much effort right now into brand awareness or brand repositioning. But this will be something in the next couple of weeks and months that I want and that I need to look into. But it's not 100% necessary right now because there are so many other things that need to be covered that need to be done. So in this term, because I don't have like a 100% professional in my team right now, It would be good to have someone on my side to help me go through this. But as I said, I could never afford an agency right now because... I'm broke as hell. Like every marketer probably. Well, I think that's a very good discussion for us to have exactly about this. Our exact use case for what we're trying to do is someone with a vision, someone who wants to do it right. It's not like a redesign. It's like to get the data, to decide on the business strategy, to make it lead to the communication strategy, and for this to have a brand that serves as a platform to become, I don't know, maybe your objective is to be stronger in Brazil. It looks a certain way for Brazil than it does for Denmark and there is good coffee coming from both places I suppose. I think this, I'm very pleased to hear this because this is the exact use case. I don't... I don't have the capacity or the desire to start a branding agency and to be fully type A on justifying hundreds of thousands of dollars in a project. I have a I have a desire To be able to translate my experience and my expertise into something that I could communicate with others who understand what they want to do and then do it in a relatively quick turnaround. I don't need a presentation every month. We can do, it's a weekly meeting where things change fast and AI allows that. And then we are being adaptive and then being also to the point with someone who want to not only impress a boardroom, but wants to carry a dynamic brand, something that could change and evolve, etc. That's my actual vision to what we can do. And I think... we can potentially, I mean, you're going to set the rules of engagement to how you want to do it, but I'd love to define a few services and projects that we can do together related to the data collection, the tone of voice, and the understanding of how sales looks like in preparation for having a few, again, hinges on the wall we're climbing and then going like, okay, it has to be purple because all our Last meetings everybody asked why aren't you purple? Well, okay. I guess that's that's how the man has to be like so I'd love to define this with you in the capacity of support, consulting, production of tools and reports and whatever you might need and then take it from there. Yeah. Sounds good. I think the good... The advantage that I have right now, I'm in a good position in the company that I don't need to justify stuff from the board, right? If I say, hey, this is what I'm going to do, then they're like, yeah, hey, go for it. If this is not something, okay, I want to completely revamp the brand right now, they will probably say, hey, maybe not in this market situation right now. But I think... in foresight of the next couple of months. I would be happy to work with you. But as I said at the end, it's just like, okay, what do we need? What can you provide? Where do we find a gap or like a negotiation place in the middle? Because for me, this is what I already said to Lukas. This is not just, hey, I'm going to pay you for doing that stuff. I think because I really like the approach that you guys are doing. And I think this should be more like a partnership instead of like, hey, I am a customer. I give you the stuff. And for me, it's also important to learn about the stuff that I maybe not know in terms of breadth and brand strategy and whatever it is. So that's how I see this collaboration a little bit more. And as you probably may have noticed, I'm very open and honest and direct with my feedback and my ideas and my thoughts. In order to do what you just described, which is wonderful for me, I've I don't... The nice thing about AI is that we can see what you need and then do that instead of saying, I do a report, this is how much it costs. So why don't we try to invest the next 10 minutes in you just telling us where you find friction in... marketing, branding, assets, where do you find friction right now in work that my expertise or our project could be connected and then we could find a three or four areas that we can produce, consult and optimize. For the next couple of months, that would help us also gauge how much our services are going to cost. It will help us gauge what kind of impact we can do in your organization and it will help us gauge if this is a good partnership and a good fit and For me, that would be ideal, if you don't mind. It will probably be a little bit difficult for me to answer all the questions to your needs, probably because I already started two months here in Kropstor. And as I said, with the new pricing and packaging, and I still did not 100% understand the company and everything that we have. But the project that I would see right now is... So just for your understanding, we have a consultant who worked with us on the whole new structure, on the whole new value proposition in terms of the product, right? So right now we have four different products that people can buy more or less with different stages, different prices. But we are shifting this because we were like known for Cropster Rose. Cropster was a rose profiler, Cropster Commerce, whatever it is. that we are the productivity platform, right? So we can cover everything from bean to cup. I don't like this saying from bean to cup because a lot of other people are using this as well. And this has nothing to do with the actual value of our product, but it describes it more or less in a very easy way. So we have new pricing models and we have packages right now. So we are not selling specific products or features. We are now going into selling solutions with different features in it and add-ons. So that means we will have three packages that you can buy relatively easy. And we will have a free version as well from an acquisition that we had from the Korean market. So this consultant built up together with our product team the whole narrative from that, right? So it's relatively product heavy, but it also covers a lot of the brand content. statements, I would say. This is a 150 slide presentation. And we can take a lot of stuff out of there from the marketing perspective and run campaigns for that. But we don't have a clear tone of voice built up right now for this whole narrative change. So we have a tone of voice that is pretty old. We have brand guidelines that are pretty old, right? But right now, we need to see the... How we are translating this 150-slide narrative from product into brand and into marketing speech, so to say. And I would see this in terms of brand as the more important thing. Thanks. That's why I stopped and I was not in the place where I said, hey, we need to do this right now. Because all of this content and all of these ideas, they come from someone who is a little bit more into also agency products, I would say, and more on the go-to-market side and on the sales side and not on the brand and marketing side. So that's why I was like, hey, listen, we can take that. We can start to communicate in these cases sayings and wordings, but I want to see what the market actually says and what our customers actually say. Do they understand what we are delivering? And then with gathering all of this feedback, I can build up a new brand strategy and a new tone of voice in Q3, Q4. So that is the current status. And I think this is the thing where I would probably need to the help to collect the feedback that we would probably do internally anyway, but how can we maybe automate or accelerate the feedback that we are getting from the market. We need an ear in the market in general, in different communities or wherever coffee people are. We need to evaluate what kind of data and case studies and stuff like that do we have already. And then we would see and we need to observe what we get from all the different stakeholders and how can we translate this into maybe a new cross the brand strategy for Q3, Q4. Does this make sense to you? Very much, very much. I think this is a perfect test balloon for something like ours because everything you described as a friction 150 slides, data collection, research, all those things that I would go like I need a team to read and to translate and to do and to stuff. I have it. Like this is something that those exact data streams that you described as an overhead of people for you and understanding where things come from. I can show you the system. It's really cool. But our little army of agents can do it and we can automate them for specific tasks like listening to to a certain brand, listening to a certain publication, listening for either your name or a chunk of culture, like roasting. So we could fine-tune over the next couple of weeks to understand friction points in logistics for roasters, specifically because of the war with Iran. We could make this to be something that goes... I'm saying examples just because I'm thinking about coffee, but of course your business case will... guide a special listening, a special way of extracting from the market or from clients potentially from sales calls from whatever it is that you are transcript and to parse it through something that I know how to do really well which is parsing the data into brandable assets and then and then you can go like yeah logistics is a huge problem when we speak about products to roasters in South America we speak about logistics because there is really rough 36 months waiting for us but if we speak to someone in Denmark they got no problem with logistics train just a truck ride from wherever port i don't i don't know and that's one of my biggest issues right now and um our new cro is starting today actually so i get an invoice he asked me in his interview tina how are you tackling um the messaging for all the different icps and i was like Well, that's for me to figure out. I have no idea. And this is the problem. It seems like such an easy industry, whatever, but it is not. Because when we see the different customer types that we have, roasteries, big producers like Starbucks or Blue Bottle or whatever it is. So we have little roasteries with maybe one roasting machine, but we also have wholesaler, we have retailer, we have cafe chains. different types of customer. And in these type of customers, we have XS, S, M, L, XL, and they all have different needs in a different segment. So in tailoring this messaging to all of these different audiences and giving them the brand that they actually need for their daily business, this is super, super important. crazy for me to be honest. And as you said, collecting all of these data that we have from sales calls, from market research, from customer feedbacks, from website analytics, from, because 90% of our traffic is inbound, what is actually like If a brand has 90% inbound, that's amazing, right? And that's why I'm like, I have to fear a little bit as well with the website revamp that we are losing a lot of inbound traffic because people are maybe not understanding what we want to transport them, you know? So this is like a very... very very broad but also specific situation that I am in right now um Yeah. A good thing that, I mean, you've described so many use cases and what I'm seeing is that for a brand manager, a CMO, for whoever deals with human overhead over those, you need to make a decision and prioritize which case to apply, which manpower or woman power and time of day into to reach your objectives. However, What's nice with what we can build is that you don't have to choose. We can explore all the assumptions all the time and change dynamically and just there is when you have so many assumptions and so many use casesYeah. Site traffic, social, sales calls, trust pilot reviews, whatever it is that you have. We can assume that we have X amount of cases a week, a month, whatever. And then there is a natural selection. And like you see which voices in which platforms become the important signal for your brand. And you see what doesn't become. I'm not interested in a five-star trust pilot across 95. I'm not interested in that because we're good there. You don't have to invest any time. But we need to assess what's relevant. What brings revenue. What brings revenue. What helps us with retention, right? What I'm hearing also from you, and I think that's something to consider for Q3, Q4, and I think that's very interesting, is what you just said about 90% inbound. Congratulations. Amazing. However, With the right communication with the right strategy Would you increase? in increasing your outbounds, would you move the needle and make more money or cover more market? If most of your business is inbound, it means that the marketing efforts are bringing this and could you do an outbound to compensate and maybe you can reach your 150% capacity within 18 months. Like the communication question is really, if everybody knows you, you've done a great job. In the next 36 months, what job can be done to outperform this and then to knock the CEO out of his socks with the numbers of my... It's a repositioning. People know us as one specific use case from our software. It's like 5% that our solution actually is able to cover. They know us as a roast profiler, but we have so much more to offer and they don't even know about their problems or that they're working with spreadsheets and that it's super authentic. And you know, all of this stuff, we need to educate people what Cropster actually does and that we are not just a roast profiler. So, yeah, it's not only one use case or problem that I have right now, so it's a bunch. So if you have this in mind and you go, I need to extrapolate this one case of the roast profiler into the five, six real use cases, what we can start doing is start listening to conversations and data today and find signals to what people who are adjacent to the roasting might be looking for and how to communicate that. Immediately we can start with the brand strategy before starting. Because people do more than one thing sometimes and we can listen to that. I'm very excited. This is why I think I'm speaking so much. I'm very excited about understanding where the signal is in your system. making signal from the noise and then processing it and synthesizing it into something that you can work immediately in sales calls, website, emails, social posts, et cetera, which is a tone of voice. But then on the long term, compile this into a thesis that's not a gut feeling that's That has proven a brand strategy, which is something That gets me super excited. That's good. Yeah. Work should be fun though, huh? I mean, yes, it is. That it makes so much sense, right? Because we can do it so automated in... I have Yeah, I use my signals for sales. I'm doing a very similar. We have a system. Oh, they can show you. You can show it. I'm just, yeah, you can show it. I have, I'm just showing you what I do in my research because it's not i don't have 15 different target groups i have like CMR. Do you want the signal or do you want the tone of voice? You can do the tone, whatever. The signal is kind of cool. So, look at this one. Oh, yeah, actually we ran this. We went to copy because on LinkedIn... Oh, you can't see this. Wait. Let me share my entire scene, my entire screen. We went to copy, we went to your LinkedIn and we found these guys and the Nell from copy. So what we do is that we put Right here's a topic or a word. Let's go... Let's go... Maybe just come back. I use this. So this is for me. to do outreach, right? I find topics or I find people that are talking about rebrand or positioning or hired a new head of marketing and then it gives me It gives me copy and posts that I can share. On Axe, on LinkedIn, on whatever. Just for me because it's my little mini army of research and SDR work. I have another tool that I'm using but this is also just giving me that is that research the bots can do in a visual way and it just We don't have to go too deep into this, but it's like a little bit showing how I do my mini sales army on my own. This one takes a little... Search the networks that we've defined for it for Partners Coffee or whatever topic. It would be roasters. And then once it finds it, It gives us topics here. This is from Whatever. Heritage, modern, I don't even know what it means because I didn't like but I can see the source And I can see that on LinkedIn, the branding lab spoke about coffee branding. So it finds content. We put Partners Coffee and then these guys found a nice Because we're in branding, these guys find a heritage brand with modern treatment and it changes the topic. Name changes in the industry, digital product, accessibility. I can design it a little bit like to make it fit. And then it gives you the signal. Partners coffee and then it gives you the hook I can change it and then you can download and export it. This is our brand language. So it's a post maker, but it's a post maker that's a response to news. And we have the tone of voice. And I think it's just more like We're going to talk about signals coming from sales calls for you and from the product and from the feedback and from Trustpilot. and then what the internet is saying and what research is saying and all of this is going to be combined in something that you can use. I mean, it's just my use case here, so we have to kind of freestyle thinking what it is. I think that is maybe the angle because... I understood that you can do more or less everything, but this is overloading me, right? So I think that we need to match, okay, what are my current needs? You need to list it down somehow and analyze this. What can you, or how, what and how can you help me in solving my problem, right? Because other than that, we are not coming to a conclusion because if you are offering me, A basket with 10,000 suites, I would probably want 10,000. But first of all, I don't have budget for that. And second, I don't have time for that. But if we can really think about what is a short-term solution that I need to, or a problem that I need to solve, what would be the middle and long-term solution that we can continuously work on? And that's what I need to do. How can this be transferred into revenue and gold so that I can probably, for the whole company perspective, how can I justify this? So I think this is a little bit more the angle that needs to be from the sales side to talk to me because if you said I can do everything, then I'm like, yeah, whatever. We talked about the same thing yesterday because I am the same way. I get like real labradoodles here jumping after every ball and excited for every corner. So I just need this to be super visual. So the bots need to create these sites for me. Otherwise, I don't understand what the fuck is going on. I need to have it. Oh, this is the signals. It makes this for me. And then I have ABC. That's a product. That's what I need. And people are searching for problems, right? I would never search for AI marketing agency supporting me in whatever. So I search. I have a problem with brand strategy. So, and then you know what I need. So, and that's how I am approaching third party vendors or tools or whatever. I'm searching for a specific need and a specific problem. You can see I have a lot of problems right now. And I think to continue because I need to look at a little bit at a time. To work together, we need to really sit down and build my use case. What is the current status that I'm in? What can be done with what kind of budget? Because at the end, it's also a budget question. And second, How can we keep this going in terms of a partnership and not just a one deliverable thing? Correct. Makes sense? Okay. No, no, you were talking exactly how we see this. I think that's how I get interested in this. I'm not interested in joining an agency and building a bank. I think the continuous technology that helps with the human kind of guidance is fun and it's new and it's different, it's agent first, it's new, it's all brand new. We can do all of these things. I think maybe Tina, let's sit down or maybe you can do with your person internally. do some stuff, what is the immediate, what would be immediate helpful for her or for you to do, you know, what do you have to produce? Maybe it's an ICP tracking, maybe it's just seeing Who do we have and how do we need to position it and we can help find a voice And it's something that is a little bit more continuous or we meet every week and we give you something. I literally have my meeting with her after our meeting. That's why I need to jump in five minutes because she didn't have brand and brand strategy in her role description. And it was a nobody's plate until now. And I'm going to present her in this next meeting. Hey, this is what you got to do because she's also responsible for the three big events that we have. The capacity that we have right now, I can also say to her, listen, I am talking with two very smart guys. One is smarter than the other. Why did you say that? No, no, no. She's smarter than me. Why did she say that? No, but I'm... But she knows me. No. She knows you. She knows me. But you're not wrong, though. Let's take it in terms of marketing. Let's just take it in terms of marketing. No, but... No, and then I can tell her, in the role description would be brand strategy, brand, we need to figure out what we need to do. What would be the timing for that? That's what I need to do with some other, with one of my ops manager. He's great in data. So you would have a good time with him talking about data and stuff like that. So I need to make maybe a valuation internally, write down everything that we think we need and wire our blockers are currently and then maybe we can meet again and then in the meantime you can think about this or that yeah this is not the solution but the way of becoming a solution orientated partner for us and what is the pricing structure for that as well Absolutely sounds exactly what we should be doing. I'm very happy you have this is the next meeting so you know what we have to offer about pricing we The real honest truth is that since we don't know what products are, we don't know. I'd like to work this openly with you. We are also starting this. It's been a couple of months that we do. We have a few retainers, so we don't know. And I'd like to work it with you and I'd like to make it so easy for you to say, yes, let's go. That's my job in this. This is why I want to be open about the pricing. I don't want to. chase the money like it needs to be fair however we're not making crazy margins our entire objective is that it's not agency prices this is what we're building now but we're testing too i mean that's the point right so and you could use us as a test pilot and also all the feedback that we would give to you is every is valuable for your business as well already this conversation is a lot for us like really i'm understanding so much about who we Turn to and how we can scale this the the what I'm what the point that I'm trying to make before we let you go is that Let's have another conversation with those services. We know how much those would cost in an ideal world and then we can try to shave down for something that's manageable to you because it's not your yes. I get it the once that I want. I want also a relationship. I want to see what value we can give you over three, four, five, six months and obviously rebrand your company in Q3 at the end of the year. Like I want to get to that with you. And I know so kind of what I'm saying is like I want to make it happen no matter what. Is that okay? It's, sure, as long as I get rich. Yeah, okay. As long as Lukas gets rich, I'm gonna make it work. What did you do in this whole process, Lukas? That's a good question. You just put me out for beers, that's great. If you wanna get rich by that, that's fine. That's what I do. Relationship building, no. Yeah, of course. It's through the meetings, it's through the intake stuff, it's listening well. And Asaf's time is the valuable subject matter expert here, right? That's the point that we are trying to... to optimize, right? So what can I can do a lot of the like I can build a lot of the bot structure around it. I can see I can make sure it runs so he doesn't have to do it. He's Asaf's mind in this case is the brand mind. It's the judgment if it's good or not. So I want to make sure he can only do this. So my job in all of this is to start the conversations and make sure the framework works. Okay, then let's decide as an action point. We have a big event next week and our consultant is out the next week. Let's aim that I can give you a summary about the current COPSA status until April 15th. And then maybe you can revisit it over the weekend or Monday, Tuesday, and then you can just shoot me a message. when we can meet to discuss next steps. I will try to get this earlier, but I don't want to make promises that I cannot hold. So I'm going to try to do this next week, but I'm not sure I can deliver. So probably 15th of April will be the deadline that I set for myself. And yeah. Wonderful. But we can also just meet for a coffee, for lunch and stuff. I just jotted down and so we can do this. I want to work with that on my team in terms of data. What kind of data do we have? What do we need? And what are the different systems and stuff like that? So, yeah. Great. All right, guys, I need to jump. Thank you so much for your time. Thank you so much for your time. Really, that was. That was interesting. I love that. Thank you. It was nice to meet you and yeah, let's catch up soon. And thank you for the presentation. Have a lovely day. It was my pleasure. Thank you. Bye. Thank you.