# Performance West Inc. — Marketing Plan **Last updated:** 2026-03-27 --- ## Target Audience Small-to-medium business owners (1–200 employees) who need regulatory compliance help but don't want to pay $300–$500/hr attorney rates for what is often procedural, non-litigation work. They want fixed pricing, fast turnaround, and someone who speaks plain English. --- ## Three Discovery Layers ### Layer 1: Human Buyers via Forums & Search People actively searching for answers to compliance questions on Reddit, Stack Exchange, Quora, and Google. They have an immediate problem — a DOL audit letter, a CCPA complaint, a contractor they're not sure how to classify. They need help now. **How we reach them:** LLM-monitored forum replies, SEO content, Google Ads on high-intent keywords. ### Layer 2: Referrals Accountants, bookkeepers, HR consultants, and business attorneys who don't do compliance work themselves but whose clients ask about it. They refer to us because we don't compete with them — we do the procedural filings they don't want to touch. **How we reach them:** Referral partnership program, co-branded content, direct outreach to accounting firms and HR consultancies. ### Layer 3: Free Tools People who aren't ready to buy but want to self-assess. They take the Contractor Classification Quiz, Privacy Policy Check, or TCPA SMS Check. We capture their email, nurture with educational content, and convert when they realize they need professional help. **How we reach them:** SEO-optimized tool pages, social media promotion, forum mentions when someone is exploring/unsure. ### Layer 4: AI Agent Discovery (MCP Server) AI assistants (Claude, ChatGPT, Cursor) can discover and transact with Performance West via our MCP server. When a user asks an AI agent about business formation, telecom compliance, or CRTC registration, the agent can walk them through a formation questionnaire and place orders directly. **How we reach them:** Install: `npx @performancewest/mcp-server`. Submit to Smithery, mcp.so, and Glama directories. The MCP server exposes tools for service lookup, formation questionnaire, order creation, and order status. --- ## Target Buyer Personas ### Persona 1: The Startup Founder (Corporate + Employment) - **Age:** 25–40 - **Business:** Pre-revenue to $2M ARR, 1–20 employees - **Pain points:** Picked the wrong entity type, hiring first employees, confused about contractor vs employee, no HR policies - **Services:** Business Formation, Contractor Classification Review, Employee Handbook - **Where they hang out:** r/startups, r/Entrepreneur, r/smallbusiness, Hacker News, Twitter/X, Indie Hackers ### Persona 2: The E-commerce Operator (Privacy + TCPA) - **Age:** 25–45 - **Business:** $500K–$10M revenue, sells online, collects customer data - **Pain points:** CCPA notices from customers, SMS marketing compliance, privacy policy is copy-pasted from another site - **Services:** CCPA Compliance Audit, Privacy Policy Review, SMS Consent Audit, Marketing Campaign Review - **Where they hang out:** r/ecommerce, r/marketing, Shopify Community, Twitter/X ### Persona 3: The Small Business Owner (Employment + Corporate) - **Age:** 35–60 - **Business:** $1M–$20M revenue, 10–200 employees, brick-and-mortar or service business - **Pain points:** Got a DOL audit letter, worried about overtime classification, employee handbook is outdated, expanding to new states - **Services:** FLSA Audit, Employee Handbook Review, State Registrations, Annual Reports - **Where they hang out:** r/smallbusiness, Alignable, local business groups, LinkedIn ### Persona 4: The Telecom Operator (Telecom Compliance) - **Age:** 30–55 - **Business:** CLEC, VoIP provider, ISP, IPES, or reseller - **Pain points:** FCC filings, STIR/SHAKEN deadlines, state PUC registrations, NECA/LERG - **Services:** FCC 499-A Filing, STIR/SHAKEN, IPES Registration, Telecom DB Management - **Where they hang out:** DSLReports, r/telecom, r/voip, industry conferences, LinkedIn ### Persona 5: The Marketing Agency (TCPA) - **Age:** 28–50 - **Business:** Digital marketing agency running SMS/call campaigns for clients - **Pain points:** TCPA liability, one-to-one consent rules, DNC compliance, client campaigns - **Services:** SMS/Call Consent Audit, DNC Review, Marketing Campaign Review - **Where they hang out:** r/marketing, r/digitalmarketing, LinkedIn, marketing Slack groups ### Persona 6: The Accountant/Bookkeeper (Referral Partner) - **Age:** 30–60 - **Business:** CPA firm or bookkeeping practice with SMB clients - **Pain points:** Clients ask them compliance questions they can't answer - **Services:** Refers clients to us; we refer tax questions back to them - **Where they hang out:** r/accounting, r/tax, LinkedIn, AICPA communities ### Persona 7: The International Telecom Carrier - **Age:** 30–55 - **Business:** VoIP operator, ITSP, or wholesale carrier wanting to operate internationally - **Pain points:** FCC Section 214 authorization costs ($58K–$525K+), CALEA wiretap compliance, FBI background checks, Team Telecom review delays (12–18 months), STIR/SHAKEN requirements. US carrier licensing is prohibitively expensive and slow for small operators. - **Services:** Canada CRTC Carrier Package ($3,899) — BC corporation, CRTC registration letter, BITS registration, CCTS membership, Canadian DID, .ca domain, corporate binder - **Why Canada:** CRTC registration is notification-based (no approval needed), no background checks, no CALEA equivalent, fraction of the cost of US FCC licensing. Canadian carriers can interconnect with US networks via international trunking. - **Where they hang out:** r/telecom, r/VoIP, DSLReports, telecom trade forums, LinkedIn telecom groups, WhatsApp carrier groups --- ## SEO Keywords by Category ### Telecom Compliance - FCC Form 499-A filing service - STIR/SHAKEN implementation help - IPES registration FCC - ISP registration requirements - state PUC registration telecom - NECA membership application - telecom compliance consultant - FCC CORES registration help ### Canada CRTC / International Telecom - CRTC carrier registration - Canadian telecom carrier - BC corporation telecom - BITS registration Canada - alternative to FCC 214 - Canadian carrier vs US carrier - CRTC reseller registration - Canada telecom license cost - FCC 214 alternative Canada - international carrier registration cheap ### Employment Compliance - FLSA compliance audit - contractor vs employee classification - 1099 vs W-2 test - employee handbook compliance review - DOL wage and hour audit preparation - exempt vs non-exempt classification - overtime compliance small business - independent contractor misclassification risk ### Data Privacy - CCPA compliance audit small business - CCPA privacy policy requirements - California privacy rights compliance - data mapping CCPA - privacy policy review service - breach response plan template - CPRA compliance checklist - do not sell my information compliance ### TCPA Compliance - TCPA consent requirements SMS - one-to-one consent rule TCPA - DNC compliance review - SMS marketing compliance - TCPA audit service - telemarketing compliance consultant - prior express written consent - TCPA penalty calculator ### Corporate Services - LLC formation service - business formation Wyoming - foreign qualification filing - annual report filing service - registered agent service Wyoming - LLC vs S-Corp vs C-Corp - multi-state business registration - EIN application service --- ## Content Marketing Cadence ### Weekly (every Monday) - 1 blog post (800–1,200 words) targeting a long-tail SEO keyword - Rotate through categories: Telecom → Employment → Privacy → TCPA → Corporate - Each post ends with a CTA to the relevant free tool or service page ### Bi-weekly (every other Wednesday) - 1 Reddit/forum educational post (150–300 words) in a target subreddit - Helpful, non-promotional, signed "-- Justin" - Subtle mention of Performance West or free tool where natural ### Monthly - 1 in-depth guide or checklist (2,000–3,000 words) — gated behind email capture - 1 email newsletter to captured leads — compliance news, tips, new tool announcements - Review and update product-facts.md with any service changes ### Quarterly - Refresh free tool content and scoring logic - Analyze forum monitoring performance (replies sent, clicks, conversions) - Update keyword targets based on Search Console and forum trending topics --- ## Community Presence Strategy ### Principles 1. **Be helpful first.** Every forum interaction must provide genuine value before any mention of Performance West. If the post doesn't naturally connect to our services, don't force it. 2. **Build reputation over time.** Consistent, knowledgeable answers build trust. One spammy post destroys months of goodwill. 3. **Respect community norms.** Read the rules of every subreddit and forum before posting. Some ban self-promotion entirely — in those, only answer questions helpfully. 4. **Use personal voice.** Posts come from Justin, a real person, not "Performance West Inc." People trust people, not brands. ### Execution - Maintain active Reddit accounts with genuine comment history - Participate in threads even when there's no service to promote - Upvote and engage with other helpful answers - Share the free tools as resources, not sales pitches - Never argue with people who disagree — thank them and move on --- ## Free Tool Traffic Flywheel The free tools (Contractor Quiz, Privacy Check, TCPA Check) serve as the engine of a self-reinforcing growth loop: ``` Forum post mentions free tool ↓ User visits tool page (organic traffic) ↓ User completes assessment (engagement) ↓ Tool shows risk score + recommendation (value delivery) ↓ User enters email to get detailed report (lead capture) ↓ Email nurture sequence educates over 7 days ↓ User books consultation or purchases service (conversion) ↓ Satisfied client refers others / leaves review (amplification) ↓ Reviews + backlinks improve SEO rankings ↓ More organic traffic to tool pages ↓ Cycle repeats ``` ### Why This Works 1. **Low friction:** Free tools require no commitment — just answer a few questions 2. **Immediate value:** Users get a risk assessment instantly, before we ask for anything 3. **Self-qualifying:** High-risk scores indicate buyers; low-risk scores filter out non-buyers 4. **SEO compounding:** Tool pages attract backlinks from forums, blogs, and other sites 5. **Forum-native:** Mentioning "here's a free quiz to check" is genuinely helpful, not salesy 6. **Data collection:** Aggregate quiz results reveal which compliance areas have the most demand ### Metrics to Track - Tool page visits (by source: organic, forum, direct, referral) - Assessment completion rate - Email capture rate - Email → consultation conversion rate - Consultation → purchase conversion rate - Average time from first tool visit to purchase - Which tool drives the most revenue --- ## Service Bundles (Pricing/Marketing) ### Formation Bundles | Bundle | Includes | Price | |--------|----------|-------| | **Wyoming LLC Starter** | Formation + RA + Operating Agreement + EIN | $599 | | **Wyoming LLC Complete** | Starter + Annual Report + Compliance Calendar | $849 | | **Multi-State Bundle** | Formation in 2 states + Foreign Qualification | $1,199 | ### Telecom Bundles | Bundle | Includes | Price | |--------|----------|-------| | **CLEC Starter** | FCC 499-A + CORES + 1 State PUC | $2,499 | | **VoIP Complete** | CLEC Starter + STIR/SHAKEN + IPES | $4,999 | | **Canada CRTC Carrier Package** | BC Corp + CRTC Letter + BITS + CCTS + DID + .ca Domain + Corporate Binder | $3,899 | ### Compliance Bundles | Bundle | Includes | Price | |--------|----------|-------| | **Privacy Starter** | Privacy Policy + Cookie Consent + Data Map | $1,499 | | **Employment Starter** | Handbook Review + FLSA Audit + Contractor Assessment | $2,499 | | **Full Compliance** | Privacy + Employment + TCPA Audit | $4,999 | Bundles are priced at 15-20% discount vs. individual services to incentivize larger purchases. --- ## Production Notes - **Employment pages are hidden in production.** The `/employment` and `/careers` routes are excluded from the sitemap and have `noindex` meta tags. These pages exist for internal reference only and should not be indexed or linked publicly.