new-site/docs/marketing.md

Performance West Inc. — Marketing Plan

Last updated: 2026-03-27

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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.

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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.

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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

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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

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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

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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

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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)
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Reviews + backlinks improve SEO rankings
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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

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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.

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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.