Confidential

A proposal for
Total Onboarder.

7 April 2026

element121.co.uk · hello@element121.co.uk

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01 — The Gap

76% of the people who see
your product, buy it.

Your close rate is excellent. The issue is raising awareness, and getting people to notice just how much simpler their legal hurdles could be with the help of Total Onboarder.

50 clients

Active today

£2,500/mo

Monthly recurring revenue

76%

Lead-to-client close rate

500+

UK tutoring agencies

Lever 1 — Our job

Volume

Getting Total Onboarder in front of the right 500 agencies a week. Cold email pipeline, content visibility, GEO. We own this lever.

Lever 2 — Your job

Pricing migration

Moving existing clients from £50/mo average toward the new £79/mo average. A 60% price uplift on retained clients compounds hard against new volume.

Growth model — four scenarios

Scenario	Pricing	Clients/wk	Break-even	Dec net
Base (no migration)	£50 avg	3/wk	Jan 2027	−£412/mo
Tier 1 migration	£59	3/wk	Dec 2026	+£38/mo
£79 avg migration	£79	3/wk	Nov 2026	+£1,038/mo
Optimistic (no migration)	£50 avg	5/wk	Oct 2026	+£2,499/mo

02 — Website & Architecture

Not a brochure.
A two-layer marketing machine.

The brief asked for structural, functional design with lead-generating potential. Here's what that actually looks like.

Layer 1 — Core site

Indexed. SEO/GEO optimised.

Six pages, publicly indexed, ranking for broad and long-tail terms. Scalable: adding NurseryOnboarder takes one new slug, not a rebuild.

totalonboarder.com/ Parent brand

totalonboarder.com/tutor-onboarder Core vertical

totalonboarder.com/teacher-onboarder Education

totalonboarder.com/coach-onboarder Sports / OOSS

totalonboarder.com/about About

totalonboarder.com/whiteboard Thought Leadership

URL logic: Sub-brand names in slugs carry audience keyword + product keyword. Homepage ranks for broad terms. Vertical pages target long-tail. No cannibalisation. hreflang foundations for EU expansion when ready.

Layer 2 — Bespoke landing pages

No-indexed. Channel-specific.

Not in the main nav. Accessed only via ad or email links. Built for conversion, not discovery. Audience-specific questionnaires that do the qualifying before a call.

totalonboarder.com/lp/cold-email Email traffic

totalonboarder.com/lp/linkedin Social traffic

totalonboarder.com/lp/scorecard Future

Scorecard tool: You've tried this before, seen the results, couldn't sustain it. We can build and maintain it. Flagged here — not scoped in the initial engagement.

For cold email: The website is credibility proof, not the conversion mechanism. Prospects land on it after the reply, not before.

Foundational Elements

The core site build is important, but additional content elements need finalising — privacy policy, cookie policy, terms & conditions, and contact details, with social signals pointing to relevant URLs. A huge trust marker that lends the brand authority and helps improve lead capture rate.

03 — Infrastructure

Three ways to manage it.
One clear recommendation.

The operational question: who controls the website and how.

Option 01

Fully managed via Claude Code

$0 p/m · Agency builds & maintains

We build, deploy, and maintain. Your team gets trained on small content edits.
Monique already uses Claude Code for CRM — team has direct familiarity.
Full flexibility for landing pages, scorecard, and SEO/GEO control.
Guardrails: branch protection, CI security scanning, restricted file access, preview deployments before anything goes live.
No platform dependency. Code lives in your repository.

Recommended

Option 02

Decap CMS + Claude Code

$0 p/m · AI infrastructure + web UI

A blend of modern AI infrastructure and a classic web UI and interface.
Open source, free, and easy-to-host, with a good reliability record.
Good for simple text and image edits by the internal team, or article publication.
Handles landing pages and scorecard tools cleanly.
Major edits and site infrastructure still managed and developed with Claude Code.

Option 03

Lovable

$50 p/m · Client-controlled visual builder

Your team edits and publishes directly via a visual interface.
Fastest path to full internal control.
Less SEO-friendly. Platform dependency and lock-in risk.
Limited flexibility for custom landing pages and conversion tools.

Foundational

Regardless of the option chosen, we'll configure Google Analytics, Search Console, and enforce core SEO — plus get the site ready to track leads and report on conversion rates. Some additional investment may be needed for vulnerability scanning, error handling, and systemic elements, though nothing moves forward without your say so.

04 — Brand Foundation

Before we build, the identity needs to carry the weight.

This is the technical prerequisite for the web build — not a creative exercise. Two directions below, plus wildcards. We recommend one.

Option 1

Click to view full brand set

Option 2

Click to view full brand set

Wildcard A One word. Full stop.

Drop "Onboarder" from the verticals entirely. One confident word, a period. Product descriptor lives at parent level only.

Challenge: Without "Onboarder" in the name, first contact tells you nothing about what the product does. A trade worth making at scale — not necessarily right now.

Wildcard B The monochrome play

One brand colour across all verticals. Sub-brands differ by name only — no colour coding. Luxury house logic: Onboarder is the house, verticals are the collections.

Challenge: Colour is doing real functional work in the current system — it helps users navigate between verticals. Removing it costs usability and gives nothing obvious back.

Wildcard C The verb inversion

Flip the hierarchy. ONBOARD is the brand — loud, primary. The vertical sits small beneath it as a qualifier. The product is a verb, not a noun.

Challenge: "Onboard" as a standalone name is almost unusable — Onboard.io, Onboard.ai, OnboardHQ are all already out there. You'd be fighting for SEO from day one, and "Total" in front of a verb makes no grammatical sense.

05 — Lead Generation

You close at 76%.
We fill the funnel.

500+

Prospects

Identified weekly

Warm

Sequence

4–6% reply rate

Warm leads

Per week

Conversions

You close at 50–60%

How the pipeline works

~500 UK tutoring agencies identified and sequenced weekly. We handle finding, verifying, and warming. Leads arrive ready for your close.

On paid channels: We've deliberately chosen the lowest-cost approach first — prove the model before spending money on ads. Paid infrastructure is ready to activate when the pipeline maths check out.

How we do it

Research & identification

We identify 500 customers a week that match your ideal client profile.

Verification & targeting

Contact details verified. Decision-maker identified. Each contact checked before it enters the sequence.

Personalised outbound sequence

Multi-touch email campaign, written and managed by us. Timed, relevant, and human. No spray-and-pray. A/B testing runs continuously across subject lines, messaging, and timing — so the outreach improves week on week.

Reply management

We handle every inbox response. Interested replies are qualified and filtered. You never touch the noise.

Warm lead delivery

You receive a qualified lead with context. Your job: close at 76%.

06 — Content & GEO

Cement your reputation as a tutoring powerhouse.

Content creation that impacts every element of your work. From search visibility, to trust and authority, AI citations, and even conversion success.

✍️

Long-form articles

2 per month (scalable)

SEO and GEO optimised. Written to rank and to be cited in AI overviews.
Composed with our editorial expertise, combined with your knowledge and brand style.
Build site authority and core SEO and GEO dominance.
Encapsulate what's brilliant about TutorOnboarder.
Relevant and trending article headlines targeted each week.

💼

LinkedIn ghostwriting

2–3 posts per week

3 article ideas per week in your inbox.
Most intriguing articles written up for site publication.
Excerpts written for each, ready to post to social channels.
Mix of industry commentary, behind-the-scenes, data posts, and article extracts.
Builds on your personal brand in the tutoring space, keeping your business at the forefront of the marketplace.

🔄

The loop

Compounding

In-depth articles build domain authority and trust.
LinkedIn drives traffic & improves brand awareness.
Awareness generates leads alongside other marketing channels.
Each piece of content is evergreen and builds and drives traffic over time.
Has a wider impact not only for Total Onboarder, but also for every business opportunity tied to Matt directly.

Example article topics

01 The hidden cost of poor tutor onboarding: why your burn starts before lesson one.

02 DBS checks, references and right to work: a complete guide for UK tutoring agencies in 2026.

03 How to onboard 10 tutors a week without doubling your admin overhead.

04 Post-COVID GCSE demand: what UK tutoring agencies discovered about the 2026 cohort.

05 How new UK safeguarding legislation will impact your Rugby club.

07 — What We Spotted

Here's what else we noticed.

No pricing against any of this. Just highlighting what our site and brand analysis has dug up.

Free-to-paid conversion

Currently sitting at 0%, there's a conversation to be had about what the free tier is doing, holding a relationship or leaking value. It's worth building a trigger potentially to capture that audience.

Customer success & nurture

4.7% churn over 15 months is a strong metric. A light-touch nurture programme, onboarding email sequence along with monthly milestone check-ins, could drive that figure lower and improve revenue generation.

Contract structure

Terms of use should become proper MSA-style contracts as the client base scales. This protects the business as pricing moves upwards.

Paid channels

Infrastructure will be built and ready. Google and LinkedIn ads can activate the moment the organic pipeline proves the model. No wasted setup time when the moment comes.

AI integration

The onboarding workflow setup itself is a strong candidate for AI augmentation. Document parsing, compliance checks, automated communications. None critical or data sensitive oversight effectively. Not this quarter but worth designing for.

Fully-fledged Onboarder knowledge base

We can help you build out a knowledge base for Onboarder, complete with full tutorials and setup guides, customization case studies, along with a fully-fledged product feature page. All of which should streamline client onboarding, and save time on converting leads.

08 — Timeline

The complete Onboarder timeline.

Weekly 30-minute checkpoint calls throughout. No surprises.

Day 0

Signatures

MSA and SOW signed. We start. Article ghostwriting begins.

Week 1

Kick-off

Brand direction selected. Email pipeline setup begins. Domain warm-up starts.

Week 2

Brand & email

Final brand sign-off. Website design starts. Email warming ongoing.

Week 3

First leads

Design mockups. First cold email sequences live.

Week 4

Build phase

Website build. Infrastructure setup. First email performance data in.

Week 5

QA & refine

Website QA. Pipeline refinement.

Week 6

Launch

Website live. Handover + training.

Ongoing

Momentum

Content retainer, pipeline management, monthly reporting.

09 — Pricing

Here's what it costs.

Structured to minimise your upfront expenses while we prove the model works. You pay for the results.

What	Cost	Notes
Website build Two-layer architecture, brand implementation, launch & handover	Free (in exchange for testimonials)	Built to spec with complete brand refinement and lead generation in mind.
Lead generation Cold email pipeline, prospect sourcing, warm lead delivery	£100 / converted lead £400/mo floor from month 3	You pay only when you close. The floor kicks in at month 3, when the pipeline is proven.
Content & GEO retainer 2 articles/month + LinkedIn ghostwriting	£400/mo £200/article, social posts included.	Fixed monthly. Content that compounds over time, continuing to deliver.

These costs factor directly into the four scenarios modelled on slide one.

10 — What Happens Next

Here's what week 1 looks like.

What we need from you

MSA and SOW signed — we can prepare these same day.

Brand direction selected from the three options above.

Site architecture sign-off.

Marketing and lead generation approach approved.

60 minutes for a content interview — we lead this.

Total Onboarder email addresses for outreach warm-up.

You've built the right tool. Let's get it in front of the right people.

76% of people who see Total Onboarder today buy it. The only thing standing in the way of breaking even is lead volume, and ensuring that Onboarder has a home that matches the authority it commands in this space. Let us help you build both.

The maths is there, the infrastructure is ready to go, and we're all set with your approval.

A proposal forTotal Onboarder.

76% of the people who seeyour product, buy it.

Not a brochure.A two-layer marketing machine.

Three ways to manage it.One clear recommendation.