Go-Live LWD
The operating engine room. What LWD uses day-to-day to attract and convert donors across the 7 rooms (A–G) — the two AI agents that produce marketing-mix content, the CRM Lisa runs BD from, the room-specific landing pages, and the per-stage nurture touchpoints that turn awareness into won donors.
The public website (Door 1) exists to attract. The Intranet Proposal Portal (Door 2) exists to prove design. The Registrations Hub (Door 3) exists to lodge with regulators. Go-Live LWD (Door 4) exists to operate — it holds the tools Laurence, Lisa, Corrina (Human CMO · YourDigitalTeam) and Carla (CFO Advisor) use in the working week to run marketing, business development and donor stewardship. Marketing content approval sits with Laurence + Lisa + Corrina under Standing Order #5; CFO-frame review sits with Carla. The public awareness layer of the marketing funnel was substantially built as part of the intranet's House-of-LWD architecture; what was missing — and what this door is being built to hold — is the sales funnel: the CRM, the per-room landing pages, the nurture touchpoints per stage, and the blended-workforce agents (a CMO Agent and a Digital Marketing Agent) that produce the content.
Sessions 2–5 shipped. The CRM (Group 4) is live on D1 — Lisa can add real prospects at /crm. The two AI agents (Group 5) are wired — /agents, /agents/cmo, /agents/digital-marketing, /agents/queue — and will produce drafts the moment the Anthropic key lands as a Pages secret. And four room landing pages (Group 3) are live and publicly indexable — /room-a (Foundations), /room-b (Corporate partners — The Bank Paradox), /room-c (Regular giving), /room-f (Health-sector referral partnerships), plus the seven-room hub at /rooms. Sessions 6–7 add end-to-end wiring, KPI dashboards and the Go-Live checklist. Cards still marked PLANNED or SOON below are the remaining pieces.
Blended Workforce — Design Layer
The design specification for the two agents (CMO Agent + Digital Marketing Agent) and the human roles they support. This layer answers what the agents do, who supervises them, and where humans stay in the loop. Board-reviewable before any live agent is wired.
The Path A design specification. Two agents, the human decision rights, the CRM shape, the funnel map, the nurture cadence per stage per room, and the sequenced build plan. This is the document Board / Deen / Laurence / Lisa review before anything is wired to a live LLM.
The strategy-layer agent. Owns marketing mix strategy across Rooms A–G, campaign planning, budget allocation, editorial & brand guardianship (the Seven Founding Principles + Transparency Pledge), and briefs to the Digital Marketing Agent below.
The executor. Takes briefs from the CMO Agent and produces channel-ready content for Instagram, Facebook, LinkedIn, X, Google, YouTube, Spotify, Reddit — optimised for AEO / SEO / GEO. Feeds prospects into the CRM below.
Marketing Mix — Awareness Layer SUBSTANTIALLY BUILT
The top-of-funnel material that already lives in the Intranet Portal (Door 2). This card block is a pointer — the assets themselves are not duplicated here.
The Seven Founding Principles and the Room A–G funding architecture. Every artefact the two agents produce must be traceable back to these principles and to a specific room.
Growth Model & Room Activation Sequence BUILTY1–Y10 revenue trajectory by room. Y1 rooms = A + C. Y2 adds B + F. Y3–Y4 adds D. Y4+ adds E + G. Priority order for room-specific work.
Theory of Change BUILTThree-room lens (Philanthropic / Corporate / General Public) — the framework the CMO Agent uses when translating brand principles into room-specific strategy.
Annual Campaign Strategy BUILT2026–2029 calendar, channel plan (Google, Meta, LinkedIn, Email, PR, Corporate, Events), revenue targets by room.
Ad Creative Library BUILTSample ads per channel + room: Google Search/Display, Facebook, Instagram, LinkedIn, Email lifecycle, Grants, Corporate partnerships, Bequests.
Grant / Prospectus Pack BUILTThree finished pitches: philanthropic grant application (Room A), corporate partnership prospectus (Room B), individual-giver $19.25 campaign (Room C), palliative-care government submission (Room D).
Media Kit & Boilerplate BUILTApproved boilerplates, factsheet, quote library, terminology guide. The Digital Marketing Agent's on-brand voice reference.
Case Studies Bank BUILTThree composite cases (Margaret / David / Kwame). The narrative proof both agents draw from when writing room copy.
Referral System (Room F) BUILTHealthcare-professional referral flow, patient handling, clinical audience communications.
Marketing Mix — Consideration & Conversion Layer ROOMS A + C LIVE
The middle- and bottom-of-funnel material. Room-specific landing pages that receive traffic from the awareness layer above, then convert into a defined next step (discovery call, regular gift, referral). One page per room, applying modern CX best practice — message match with the ad, one primary CTA, above-the-fold trust signals, room-appropriate proof, structured data for AEO/SEO/GEO. Sessions 4–5: four rooms live — /room-a (Foundations, evaluation-first), /room-b (Corporate partners — The Bank Paradox, three-tier $5K/$20K/$50K), /room-c (Regular giving, $19.25/week anchor), /room-f (Health-sector referral partnerships, MedicalWebPage schema, clinical-teal accent, referrals@ inbox), with the seven-room hub at /rooms. These are the first public-indexable pages on the site; everything else remains gated behind the intranet password.
Public overview of all seven rooms with activation-year status. Two live cards route to Room A and Room C; the other five show “opens Year 2/3/4” roadmap status. AEO-structured for the top-of-funnel question “what does Life Without Debt do?”
Evaluation-first foundation voice. Speaks to Paul Ramsay, Ian Potter, Sidney Myer, Snow, Vincent Fairfax, Perpetual, Equity Trustees. Primary CTA: 30-minute discovery call with LWD co-founders (Laurence Hugo & Lisa Hugo). Proof: theory of change, four measured outputs per case, governance model. FAQ block structured for GEO citation.
Warm human voice. $19.25/week anchor = one hour of expert negotiation. 87-cent transparency promise. Cancel-anytime posture. Margaret composite case. Primary CTA: register interest (no live payment collection until DGR is granted — correct compliance posture pre-endorsement).
Audience: banks, insurers, financial services, legal, accounting — CSR/ESG officers. Primary CTA: partnership discovery call. Proof: The Bank Paradox thesis, three-tier partnership ($5K entry / $20K named / $50K lead), ESG alignment across UN SDGs 1/3/10/16, APRA CPS 230, GRI/SASB, Modern Slavery reporting, workplace giving.
Audience: Federal Dept of Health, state health departments, NDIS-adjacent, Aged Care, MBS review. Primary CTA: policy briefing. Proof: health-system cost analysis, palliative-care framework alignment. Unlocked by Room-A evidence base.
Room E landing page — Bequests & Major Donors YEAR 4+Audience: HNW individuals, estate planners, financial advisers. Primary CTA: bequest conversation / major-gift enquiry. Proof: perpetuity architecture, endowment growth model. Endowment pipeline that unlocks founder-independence by Year 5.
Room F landing page — Health Sector Referral Partnerships LIVEAudience: hospices, palliative care networks, ACCHOs, PHNs, hospital social-work departments, condition-specific charities (MND Australia, Cancer Council, Dementia Australia). Primary CTA: referral MOU enquiry to [email protected]. Proof: 4-step referral flow (≈23 days per case), accept/decline eligibility grid, MedicalWebPage schema, clinical-teal accent signals medical/clinical context. Zero cost to household ever, zero to referring org in Y1–Y2.
Audience: Australian diaspora foundations (US/UK), global end-of-life-care funders, Atlantic Philanthropies successors. Primary CTA: diaspora-donor briefing. Proof: universal-benefit framing, international precedents.
CRM — The Sales Funnel LIVE
Lisa's productive tool. A donor-pipeline CRM built on Cloudflare D1 (data stays inside LWD's own stack, no third-party vendor). Every prospect record is stamped with its room (A–G) — because Principle #3 (Different Rooms, Different Languages) is the design law of the marketing mix, so nurture must be room-scoped.
Lisa's daily workspace. Kanban across the 8 pipeline stages (Suspect → Steward). Filter by room A–G. Every card = one prospect. Click through to full record. Add new prospects. Log touchpoints. Record gifts.
Add Prospect LIVENew-record form: name, type (individual / household / corporate / foundation / government / health sector / bequest), room (A–G), capacity band, owner, next action, notes. Writes to cosai-crm-production D1.
Room × Stage matrix, gifts by room, overdue-actions list, recent-activity feed. Live query against D1. Reveals which rooms are producing pipeline vs which need more awareness-layer investment.
Per-Stage Nurture Library SEEDEDTemplated touchpoints per stage per room, stored in nurture_templates. Seed set: Room A cultivation sequence + Room C welcome-series + Room C ask. The Digital Marketing Agent will extend this library (Session 3) — humans approve, then CRM schedules and sends.
cosai-crm-production) with 14 seeded prospects across all 7 rooms, 2 gifts, 10 touchpoint entries and 5 nurture templates. Auth: same intranet password (LWD-Proposal-2026) as the rest of Door 2 / Door 4. Data is real from Day 1 — Lisa can begin adding real prospects immediately; the seeded records are marked composites and can be deleted once the workspace is active.
Live Agent Workspaces LIVE
The working front-end for the two agents is now live. The Anthropic API key is the only remaining switch — the moment it's set as a Cloudflare Pages secret, both agents produce drafts. Every request is logged to agent_outputs even on failure, so the workspace is auditable from Day 1. Nothing can be marked published without a named human approver.
Owner: Corrina McGowan (Human CMO · YourDigitalTeam · YDT), supported by Laurence + Lisa Hugo (co-founder marketing approval authority). Produces BRIEFS — strategy, room-specific positioning, message architecture. Never channel copy. Model: Claude Sonnet 4.5, grounded in the Seven Founding Principles + Room taxonomy A-G + Depiction Guardrails.
Digital Marketing Agent Workspace LIVEOwner: Lisa Hugo (Head of Philanthropy). Takes an approved CMO brief (from Corrina + Laurence + Lisa) and produces channel-ready content for Insta / FB / LinkedIn / X / Google Ads / YouTube / Spotify / Reddit / landing pages / email nurture.
Human Review Queue LIVEEvery draft waiting on a named human. Filter by agent, status, room. Approve / reject / mark published. The record that the blended workforce is being humanly supervised.
lwd-intranet-prod at console.anthropic.com, then in the sandbox: npx wrangler pages secret put ANTHROPIC_API_KEY --project-name cosai-lifewithoutdebt. Cost accounting per artefact (input + output tokens × Sonnet 4.5 pricing × AUD conversion) is written into every agent_outputs row so the Board can see the workforce running cost by campaign.
Operations & KPIs PLANNED
The dashboards Laurence, Lisa and Carla check to know whether the engine is producing. Not vanity metrics — the specific numbers the growth model requires each year to hit target.
The finite list of things that must be true before LWD starts operating publicly: ACN issued, ACNC registration, bank account, insurance, agents wired, CRM populated, room landing pages live.
Marketing / Sales Funnel KPIs PLANNEDCost per acquisition by room, funnel conversion by stage, pipeline value by room, cost per dollar raised. Weekly to Lisa, monthly to Board.
Perpetuity Progress PLANNEDProgress against the 10-year growth-model trajectory. Room-by-room revenue vs plan. Cumulative debt resolved. Endowment balance.
Build sequence — how this door gets populated
Delivery is session-by-session. Each session produces a working, deployable module rather than a partial one. The order below is the smallest-risk path: design first (so Board can review), then Lisa's tool (so BD becomes productive), then the agents (so content production scales).
- Session 1 (current) — Door 4 scaffolding + Blended Workforce Design Artefact (Path A).
- Session 2 — ✓ SHIPPED — CRM on Cloudflare D1. Pipeline kanban at /crm, prospect records at /crm/new, room segmentation at /crm/dashboard. 6-table D1 schema (
prospects, touchpoints, gifts, agent_outputs, nurture_templates, humans). Seeded with 14 composite prospects across all 7 rooms, 5 nurture templates (Rooms A + C). Lisa can begin adding real prospects immediately. - Session 3 — ✓ SHIPPED — CMO Agent + Digital Marketing Agent wired to Anthropic Sonnet 4.5. Workspaces at /agents/cmo and /agents/digital-marketing. Human review queue at /agents/queue. System prompts grounded in Seven Founding Principles + Room taxonomy A-G + Depiction Guardrails. Every draft logs input brief + output + tokens + cost (AUD). Approval requires a named human from the
humanstable. Publication requires prior approval + channel list. Pending only: Anthropic API key setup (ANTHROPIC_API_KEYsecret). - Session 4 — ✓ SHIPPED — Room A + Room C landing pages (the two rooms activating in Y1) with AEO/SEO/GEO structured data (Schema.org NGO / WebPage / FAQPage JSON-LD), room-appropriate voice (evaluation-first for A; warm/tangible for C), one primary CTA per page, compliance envelope on both, plus the seven-room public hub at /rooms. These are the first public-indexable pages on the site — the intranet stays gated. Short URLs added: /foundations, /philanthropy, /regular-giving, /give-monthly, /monthly. /donate and /give now route to Room C (the new public conversion surface). Room B/D/E/F/G stubs route to the hub with correct roadmap status.
- Session 5 — ✓ SHIPPED — Room B + Room F landing pages (Y2 rooms). Room B (Corporate Partnerships) leads with The Bank Paradox — the argument that banks/insurers/finserv are the creditors LWD negotiates with, so their partnership funds the moderation of their own sector's collections practices when a borrower is terminally ill. Three-tier partnership ($5K entry / $20K named / $50K lead), ESG alignment matrix (UN SDGs 1/3/10/16, APRA CPS 230, GRI/SASB, Modern Slavery, workplace giving), Schema.org NGO + WebPage + FAQPage JSON-LD. Room F (Health-Sector Referral Partnerships) uses a new clinical-teal accent (
#0f5c6e) and Schema.orgMedicalWebPagetype withMedicalAudiencesub-type for AEO citability from clinical AI queries. 4-step referral flow, accept/decline eligibility grid, 12-item partner list, prospect callout naming Palliative Care Australia + MND Australia. Introduces new operational inbox[email protected]. Short URLs added: /corporate, /partnerships, /esg, /csr, /bank-paradox, /health-partners, /referrals, /refer, /palliative, /hospice, /mou. - Session 6 — Wiring: agent output → nurture library → CRM triggers → sent touchpoints logged back. End-to-end.
- Session 7 — Rooms D, E, G landing pages + Ops/KPI dashboards.
Estimates only. Reprioritise at each session boundary based on what the Board / Deen / Laurence / Lisa flag.
Agents draft. Humans decide. Nothing goes out without a named human approver. This is a Board-level operating principle. Every agent output is a draft. Publication to any external channel (paid ad, email send, LinkedIn post, grant submission, media pitch) requires an approving human named in the CRM audit log. This applies whether the human approver is Carla, Laurence, Lisa, or a future employed marketing lead. It is what makes the blended workforce lawful under ACNC Governance Standard 5 (directors' duties) and safe under the Transparency Pledge.