HMTech Studio — Internal Playbook (private)

01 The offer & positioning

One sentence: "A beautiful website for your business, live this week, for $500 — a tenth of what agencies charge."

Why we win

Price shock: agencies quote $3–5k + $150–300/mo. We're $500 + optional $49/mo. We're not competing — we're a different category.
Speed: "live this week" beats "6-week discovery process."
Local + human: you call them, you're in NoVA, you build a REAL sample of THEIR business (not a template pitch).
No-risk: "you only pay when you love it." Removes the fear.

Our real cost to build is near-zero (TITAN generates the site). $500 is almost pure margin. The recurring $49/mo Care Plan is where the business compounds — sell it every time.

02 Scripts (steal, adapt, deliver warm)

Cold call opener

"Hi, is this the owner? Great — I'm a local web designer here in Reston. I noticed [Business] doesn't have a website, so I actually already built you a clean one with [their hook]. I'd love to text you the link — if you like it, it's just $500 and it's live this week. Fair enough to take a look?"

Voicemail (keep it 15 seconds)

"Hi, this is [name], a local web designer in Reston. I built a quick sample website for [Business] — no charge to look. Text or call me back at this number and I'll send it over. Thanks!"

Text follow-up (after a yes)

"Thanks [name]! Here's the sample I built for [Business]: [link]. Took your info from Google. If you like it, it's $500 one-time and live this week — want me to make it yours? — [you], HMTech Studio"

Best call times: restaurants 2–4pm (between rushes), salons/retail mid-morning, trades early AM or after 5pm.

03 Objection handling

They say	You say
"I have a Facebook page."	"Perfect start — but Facebook doesn't show up when someone Googles 'your service near me.' A real site does, and I link them so both work. I include the Google setup."
"Too expensive."	"Totally fair — that's why we're $500 one-time, less than most charge per month. I can do a basic version for $500 and it's live this week."
"I'm too busy."	"That's exactly the point — I do all of it. You just approve the sample. 10 minutes of your time, total."
"I already have a website."	"Nice — how's it working for you? If it's slow or dated, I can rebuild it modern for $500. If it's great, no worries at all."
"Let me think about it."	"Of course. The sample's free — let me text it to you so you have something real to think about. What's the best number?"
"Who are you again?"	"HMTech Studio — a small local shop in Reston that builds fast, affordable websites for businesses like yours. Happy to send examples."

04 Add-ons — price vs OUR effort

Green = trivial (do it, high margin). Yellow = a few hours. Red = ongoing / think before promising.

Add-on	Price	Our effort	Notes
Directory listings (Google/Bing/Apple)	$99	Easy · 1hr	Mostly form-filling; TITAN can template it.
Review booster link	$79	Easy · 15min	Generate a Google review short-link + a QR. Near-zero effort.
Extra page	$99	Easy · 30min	TITAN generates; you review.
Order-app setup (Grubhub/DoorDash/Toast)	$149	Medium · 2–3hr	Depends on them having/creating accounts; you link + embed.
Reservations / booking	$129	Medium · 2hr	Embed a free tool (Calendly/Square). Easy once you have a go-to.
Logo refresh	$199	Medium · 1–2hr	AI-generate options (local media stack), polish the pick.
Photo shoot	$199	Effort · half-day	You physically go. High perceived value; batch several nearby.
SEO boost	$149/mo	Ongoing	Recurring work — only promise what you'll deliver. See §5.
Care Plan (edits+hosting)	$49/mo	Low · minutes	⭐ The recurring goldmine. Sell it on every deal.

05 SEO — what's easy vs hard (be honest)

EASY wins (include in every build)

Google Business Profile — claim/optimize it. This is 80% of local SEO for a small shop.
On-page basics — title tags, meta descriptions, headings with "[service] in Reston," alt text. TITAN does this automatically.
NAP consistency — same Name/Address/Phone everywhere. Directory add-on covers it.
Mobile speed — our sites are fast by default; Google rewards it.

HARD / slow (the $149/mo work — don't over-promise)

Ranking #1 for competitive terms — takes months, content, and backlinks. Sell it as "ongoing improvement," not "guaranteed #1."
Reviews volume — depends on them asking customers (our review-link add-on helps).
Backlinks / content marketing — real ongoing effort. Only sell to businesses that'll commit.

Rule: promise the EASY wins as included, position the HARD stuff as the optional monthly. Never guarantee a ranking.

06 Daily flow

1. Open the Call Console — work the list top-down. Tap Call, read the opener, log the outcome.
2. On a "yes, send it" — TITAN generates a real sample of their business in minutes; text them the link.
3. Follow up the "call backs" the next day; the sample does the selling.
4. Close — collect $500 (Stripe/Square link), go live, pitch the $49/mo Care Plan.
5. Batch — group interested businesses by area so photo shoots / visits are efficient.

Target math: 20 calls/day → ~3 samples sent → ~1 close every 1–2 days. 15 closes/mo = $7.5k build + growing $49/mo recurring.

07 The math (why this works)

Cost to build (TITAN-generated): ~$0 marginal. So:

10 Basic sites/mo = $5,000 one-time, near-pure margin.
Attach Care Plan to half → +$245/mo recurring, compounding every month.
Year 1 at 10/mo: ~$60k one-time + a recurring base climbing past $1–2k/mo.

The one-time builds fund the machine; the $49/mo Care Plans are the asset. Optimize for Care Plan attach rate.