Quick Context
- Andrea Brosnan (co-owner, marketer, farmer) + Dave (co-owner, civil engineer, sales). Killarney, QLD.
- Call 1 (9 Feb): Discovery. Call 2 (12 Feb): Strategy alignment. Both reports sent.
- Andrea accepted managed services over consulting on Call 2.
- Expressed vulnerability about letting go of the ads ("my part of the business").
- Pricing quoted: $2,500 setup | $5,000/mo + 5% ad spend (4-month rolling commitment) | $6,000 CRM build + $150/mo hosting | $2,000/mo CRM management (optional).
- Outstanding: Product list with pricing and GP margins (homework from Call 2).
Andrea's Personal Pains
Pain 1: Identity & Recognition
"I have so much more to give"
Trained marketer stuck doing implementation she can't execute. Knows she's smart. Can't prove it because execution layer is broken. Trapped in a cycle: can't show results because can't implement, can't get support because can't show results.
"It's dominated by 60-year-old white men who don't think that I can do what I do and don't see the value in my knowledge."
Andrea, Call 1
"What I would really like to do is to be able to go, 'See, I f***ing told you.'"
Andrea, Call 1
Andrea, this is your chance to finally prove what you've always known. The strategy and market knowledge you have is exceptional. What's been missing is the execution engine. We become that engine, and you get to be right.
Pain 2: Time Poverty
Running three businesses at once
Manufacturing (6 days), the farm ("weekends"), and all marketing. Rates herself 2/10 on implementation, not because she's incapable, but because she has no time. Spends an hour setting up an ad, hits an error, walks away because there are cows to move.
"When people say to me, 'What are you doing on the weekend?' I look at them and go, 'I'm farming.'"
Andrea, Call 1
You rate yourself 2 out of 10 on implementation, not because you don't know what to do, but because you don't have the hours. That gap costs you money every single day it stays open. How much longer can you afford to be the marketer AND the farmer AND the manufacturer?
Pain 3: Marriage / Partner Tension
"I need more evidence" (Dave)
Dave sees marketing as expense. Andrea can't prove ROI because tracking is broken. Every February, Dave panics because the phone stops ringing. She knows the spend is working but has no data to back it up.
- Dave wants ad spend under 7% of gross profit ($28K on current GP)
- Reality: spending $300K/year (~12% of revenue)
- Neither can tell you what that $300K actually produces
Imagine opening a dashboard and saying to Dave: "This month we spent $8,000 on ads. It generated 24 enquiries. 6 became sales. That's $60,000 in revenue from $8,000 in spend." That's what proper tracking and a CRM gives you. It ends the argument forever.
Pain 4: Platform Frustration
"I do not f***ing understand what you want me to do"
Meta and Google change constantly. Did her Google AdWords training when it first launched. Andromeda update was the trigger to reach out. Spends an hour on a campaign, hits a wall, gives up.
"A lot of the time I get in there to either Meta Ads or into Google Ads and I just go, 'I do not f***ing understand what you want me to do.'"
Andrea, Call 1
Business Pains
Business: Broken Foundation
Google Ads Grade: D-
- Tracking fires on every page load. One campaign shows 90% conversion rate. All CPA data unreliable.
- Zero negative keywords. Ads showing for "repossessed tractors," "cows for sale QLD," "earth moving equipment."
- $6,200+ wasted on irrelevant search terms in 6 months.
- 48 campaigns, 38 dead. Old event campaigns from 2020 still there.
- "Sheep handler" ad showing to tractor shoppers. 99% of that campaign's search terms irrelevant.
Andrea, for every $10 you put into Google Ads right now, roughly $4 goes to people searching for tractors, farm fences, and livestock auctions. Not handling equipment. That's not your fault; it's structural. But it means the money Dave is questioning? He's right to question it, because right now there's no way to prove what it's doing.
Business: Field Day Dependency
$130-140K/year on events you can't control
- $20K per field day. One bad weather weekend = entire investment wiped.
- No way to track which field days actually drive sales.
- Nearly half the total promo budget tied to in-person events.
- El Nino drought = fewer farmers attending, tighter wallets.
You're spending $130-140K a year on field days. What if for less than that, we could build a digital engine that runs 24/7, rain or shine, and you'd know precisely what it returns? That doesn't mean you stop field days. It means you stop relying on them as your only lever.
Business: No Sales System
Leads falling through the cracks
- No CRM. Leads come in via phone, email, events with no central tracking.
- Scripts written but never implemented.
- Sales rep near Dubbo with zero computer skills.
- 50-60 enquiries/week in peak. How many get proper follow-up within an hour?
You get 50-60 enquiries a week in peak season. How many get a proper follow-up within an hour? Within a day? Every one that slips is a $10K-$20K sale. If even 5 per week are missed, that's $250K-$500K a year in lost revenue.
Their Goals
Revenue
- $4M needs only $100K/month additional = ~10 more sales at $10K avg.
- $7M enables management structure, makes business saleable in 10 years.
Exit in 10 Years
"I would like us as business owners to take home a profit... with the view to selling the business in 10 years' time."
Andrea, Call 1
Freedom + Proof
Andrea wants to be CEO/strategist, not ad manager. Wants data to prove ROI to Dave and the industry.
Why Now
Urgency
- Already remortgaged a farm. Money is committed. It needs to work.
- February is planning month. March = field day season restarts. Another season on broken tracking if not fixed now.
- El Nino coming. Competitors pull back = cheapest time to build market share.
- 7 years in. "Shit or get off the pot." They committed to doing something different this year.
- She found Market Lead. First agency that understands ag. This alignment is rare.
"Something needs to change, we need to do it better, we need to do it different... I've remortgaged another one of my farms in order to spend the money to make it happen."
Andrea, Call 1
Cost of Not Doing This
Monthly Bleed
- ~$1,000/month wasted on irrelevant Google search terms
- Every unfollowed lead = lost $10K-$23K sale
- Every field day without digital follow-up wastes the $20K event spend
- No pixel data accumulating = Meta can't find the right audience
- No CRM data = can't prove ROI, can't build lookalikes
- Dave's scepticism grows, making future investment harder
Bottom Line
They're spending $300K/year on promotion with no measurement. Another year = another $300K spent blind. The system needs fixing regardless of whether the target is $4M or $7M. Waiting doesn't make it cheaper.
Andrea, you're already spending $300K a year. The question isn't whether you can afford to work with us. The question is: can you afford another year of $300K with no tracking, no CRM, and no way to prove what's working?
The Upside: River City Trailers
Proof
$30-$50
Cost Per Qualified Lead
- Same industry, same starting point, same price points ($10K-$40K+)
- Zero digital ads to multi-millions. Now has exclusive deal with Nutrients AG.
- Landing pages with pricing: 5-15% conversion rates
- $60K total ad spend generated $7-11M in tracked sales
Andrea, River City was in exactly the same position. Same industry, same products, same reliance on field days. We built them the system. They went from a few hundred thousand to multi-millions. You already know them from field days. You've seen the transformation. That's what we're proposing here.
Investment Summary
Numbers
- Setup: $2,500 (one-time)
- Monthly: $5,000/mo + 5% ad spend
- CRM Build: $6,000 (one-time) + $150/mo hosting
- CRM Management (optional): $2,000/mo add-on
- Ad Spend Month 1: $2,500 (ramps up)
Context
- Current: $300K/year blind
- Proposed first year (moderate): ~$172.5K tracked
- That's less than current spend, but every dollar measured
- 1 dedicated landing page (not 2)
- At 10 extra sales/month at $10K avg = $100K revenue from ~$13.4K investment = 7.5x ROI
Call Flow Checklist
- Open warm: Farm, weather, how things are going. She values being treated as a person.
- Ask if she and Dave reviewed the strategy report. What stood out? Questions?
- Walk through audit findings: D- grade, broken tracking, wasted spend. Use the numbers.
- Re-elicit pain: "You said Dave wants more evidence. Right now there's no way to give him that because tracking doesn't work."
- Amplify cost of waiting: $300K/year blind. Competitors pulling back = opportunity window closing.
- River City proof: Same industry, same start, $7-11M tracked. She knows them from field days.
- Identity shift: "You're not losing control. You're gaining a team. We need you as the strategist, not the button-pusher."
- Present the investment. Compare to $300K they spend now with no measurement.
- Handle Dave preemptively: "Dave wants evidence before spending. The irony is that the only way to get that evidence is to set up proper tracking. That's what the first 30 days does."
- Ask for the close: "Are you ready to get started? I'll send the agreement today."
- Check: Did she send the product list with margins?
- If she needs Dave buy-in: Offer a 3-way call. "I'll walk him through the numbers."
Likely Objections
"I need to talk to Dave first"
Expected. Offer 3-way call. "Happy to walk Dave through the data. Engineers love data."
"Can we start with just consulting?"
Reframe: "We can, but it won't get you to $4M. Consulting means you still implement, and implementation is the gap."
"Can we start smaller?"
The plan already does. Month 1 = $2,500 ads. Ramps gradually. "The management fee covers the rebuild that stops the waste from Day 1."
"What if it doesn't work?"
"The tracking rebuild alone saves you $1,000+/month in wasted spend. That's a guaranteed win regardless of everything else."
"El Nino / drought makes this bad timing"
"Drought is the best time. Competitors pull back = cheaper ad costs. Efficiency equipment becomes more valuable. Grids aren't livestock-dependent at all."