Heerden & Co ← how the system works
The Blueprint

Find the one thing holding your marketing back.

Most teams optimize four things at once and move none. The Blueprint is a short, focused diagnosis that names the single constraint in your way, and hands your team the plan to fix it.

You get an answer to one question, not a strategy deck: of everything you could do next, what is the one thing limiting growth right now?

Length
3-4 weeks~1.5 days a week of my time
Fee
€4,500credited in full if you go on to build
Risk
Nonenamed, or it's free
What it actually is

I don't run your ads or your channels, so I have no reason to tell you the answer is "spend more." Sometimes the one constraint isn't marketing at all, and you need someone who will say that out loud.

I look at your marketing the way an operator does. No audit checklist. I read your numbers end to end, sit in on a few of your sales calls to hear how your buyer really talks, and trace where good leads quietly leak out of the system.

By the end you have one constraint named, the evidence behind it, and a plan your own team can run. Not a list of forty improvements. I design and install. The system stays owned inside your team.

What you walk away with
1

The Constraint Report

A short written report that names the one layer holding your pipeline back, with the evidence behind it. One answer, written down. See a sample report

2

A 90-day install roadmap

What to fix, in what order, with the move that matters most first. In the order your team can start on Monday.

3

A recorded walkthrough

The whole diagnosis on video, so your whole team sees it, not just whoever was in the room. They can watch it back instead of asking you again.

4

Check-ins while your team builds

Three 30-minute sessions in the first six weeks, to clear whatever got stuck and keep the order intact once the work has started.

5

A leadership one-pager

A single page built for your board or leadership team, in the language they already use, so you do not have to make the case yourself.

The guarantee

I name your single biggest growth constraint, or the Blueprint is free.

What it looks like in practice
Founder-led DTC brand

The team was sure the weak spot was email. The Blueprint found the real constraint was retention: barely one in twelve customers ever bought a second time, on a product they wear out. Closing that gap was worth more than any new ad spend, at almost no new cost.

Drop-based ecommerce brand

The numbers looked like an acquisition problem. The real constraint was the second purchase: returning customers were already driving the majority of the growth, so that is where the next quarter got aimed, not at more traffic.

Subscription business

Every channel optimized to one "purchase" number, and the account looked efficient. On one channel, 81% of those purchases were free-trial sign-ups triggering a card check under €1.50, not paying customers, and that number was quietly driving the bidding on every platform. Once real payers were separated out, the true cost per customer was multiples higher. Nothing improved until the thing everyone measured got fixed.

House rules
×
I don't run your channels. Execution stays where it is. That's the point: I have no stake in what the answer turns out to be.
×
I don't take over. We build it into your team's own process, with your people. They own it because they built it.
×
I don't build for a team that isn't in the room. At least one of your people builds it with me. A system nobody on your side helped build is a system nobody on your side uses.
×
No retainers as a starting point. Everyone starts with the Blueprint. Nobody starts with a subscription to me.
×
No free diagnosis. The Blueprint is paid work. If I don't name your biggest constraint, it's free.
How we start
Step one
A free 20-minute fit call. We check it's a fit. No diagnosis on this call, that's the work.
Step two
The Blueprint. Three to four weeks. You get the constraint named and the plan to fix it.
After
Build it, or don't. If you want me to install it with you, the fee credits in full. If you'd rather run it yourself, the plan is yours either way.

Want to know your one constraint?

Start with a 20-minute fit call. If it's a fit, we book the Blueprint. If it isn't, you'll know that in 20 minutes too.

Book a fit call

€4,500, fixed. Named, or free.

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