01Executive Summary

Fortini Studio is launching the Brand Sprint — a fixed-price, 5-day brand package at R$1,490 — on September 1, 2026, with a R$25,000 budget for the first 90 days. The core strategic bet is simple: Fortini already has proof of demand (Instagram delivers 4–6 organic leads/month, referrals are strong) but no systematized way to scale beyond word-of-mouth, and one paid channel (Google Ads) has already proven to be the wrong fit for this audience and price point.

This plan does three things: (1) doubles down on Instagram and referrals with structure and incentives instead of hope; (2) builds two new channels from scratch — accountant partnerships and founder communities — that match how Brazilian SMB founders actually discover trusted service providers; and (3) avoids re-litigating Google Ads until there's a proven landing page and offer-market fit at scale.

The target is 40–45 Brand Sprints sold in the first 90 days (roughly 3–4 per week once ramped), generating R$59,600–R$67,050 in revenue against a R$25,000 spend — a blended CAC of R$556 or lower, with unit economics that improve materially if even 20% of Brand Sprint clients upgrade to ongoing design retainers afterward (a natural upsell path this plan intentionally seeds but does not budget for).

02Market & Customer Snapshot

Fortini Studio's buyer is the Brazilian SMB founder — typically a solo operator or small team (1–15 employees) who has outgrown a logo made in Canva but isn't ready for a R$15,000+ branding agency retainer. This buyer is price-sensitive but time-poor, trusts recommendations from peers and their accountant over ads, and makes fast decisions when the offer is clear and low-risk.

What we know from the last 12 months of channel data:

Implication for this plan: the buyer doesn't search for "brand design agency" with a credit card in hand — they hear about Fortini from a founder friend, a WhatsApp group, or their accountant. The GTM plan is built around relationship-based discovery channels, not interruption-based paid acquisition.

03Positioning & Offer Recap

The offer: Brand Sprint — a fixed 5-day turnaround, fixed R$1,490 price, productized brand package (logo, visual identity kit, and core brand assets) for founders who need to look credible fast, without agency timelines or agency invoices.

Positioning statement: "For Brazilian founders who need their business to look as serious as it is, Brand Sprint delivers a complete brand identity in 5 days for a fixed R$1,490 — no scope creep, no 3-month timelines, no surprises."

Why this offer travels well through the chosen channels:

• Fixed price + fixed timeline removes the two biggest objections SMB founders have about design work (unknown cost, unknown duration) — this is a natural referral and community-share message ("it's R$1,490 and done in a week").
• The price point sits below the threshold where an accountant would hesitate to recommend it to a client, and below the threshold where a founder needs partner buy-in to spend.
• The 5-day sprint format is inherently shareable — a visible before/after in one week is content Instagram and community audiences engage with naturally.

No positioning change is recommended before launch; the offer is already well-shaped for this buyer. The work is distribution, not repositioning.

04Channel Strategy & Rationale

Three channels carry this plan, in order of budget weight: accountant partnerships, founder communities, and Instagram, with a fourth workstream — referral systematization — running underneath all three as connective tissue.

A. Accountant Partnerships (new channel, highest budget weight) Accountants in Brazil are trusted advisors to SMB founders and are asked "who do you recommend for X" constantly. Fortini will recruit 15–20 accountants/bookkeeping firms serving SMB clients (via Ruy's existing network plus LinkedIn/local accounting associations) into a simple partner program: a R$150 referral fee per closed Brand Sprint, a co-branded one-pager accountants can forward to clients, and a private WhatsApp channel for quick referral hand-offs. Target: 3–5 active referring partners generating 8–12 leads/month by day 60.

B. Founder Communities (new channel) Fortini will show up as a contributor, not an advertiser, in 5–8 targeted communities: SMB founder WhatsApp/Telegram groups, local entrepreneurship Facebook groups, and 1–2 paid Slack/Discord communities for founders (e.g., regional startup or small-business groups). Tactics: value-first posts (brand teardown threads, "what a R$1,490 brand sprint actually includes"), a modest paid sponsorship in 1–2 high-fit communities, and hosting one free live "Brand Audit" session per month inside a community to generate visibility and leads simultaneously.

C. Instagram (proven channel, invest to scale not fix) Instagram already converts at 4–6 leads/month organically — the plan is to add fuel, not change the engine: increase content cadence around Brand Sprint case studies (before/after reels), run a modest boosted-post budget behind the best-performing organic content, and launch a lightweight referral-and-tag giveaway ("tag a founder friend who needs a brand refresh") to extend reach into followers' networks. Target: lift from 4–6 to 8–10 qualified leads/month by day 90.

D. Referral Systematization (cross-channel, not a separate audience) Referrals are already the strongest channel — the fix is process, not acquisition. Fortini will implement: a simple referral tracking sheet (Notion or Airtable), a R$100 credit or discount for any client whose referral converts, and a standard "ask" built into the Brand Sprint offboarding sequence (day 5 delivery email). This is the highest-ROI, lowest-cost line item in the plan.

What we are explicitly NOT doing: re-running Google Ads in this 90-day window. The R$3,000/1-lead result suggests either landing page, targeting, or channel-offer mismatch that needs diagnosis before more spend — not more spend. Paid search is queued as a Month 4+ test, contingent on a rebuilt landing page and validated messaging from the community/partnership channels.

0590-Day Budget Allocation (R$25,000 Total)

Budget is weighted toward the two unproven-but-highest-potential channels (accountant partnerships, founder communities) while keeping Instagram and referral systematization lean, since both already run on largely organic effort.

Note on the accountant line: the R$10,000 figure assumes roughly 50 successful referral conversions paid at R$150 each across 90 days plus ~R$2,500 in one-time setup (partner kit, printed materials, initial relationship-building meetings). If referral volume runs lower than expected by day 45, unspent referral-fee budget should be reallocated to founder communities, which has faster testing cycles.

06Launch Timeline — 13-Week Plan (Aug 3 – Nov 30, 2026)

07Week-One Metrics to Watch

Week one (Sep 1–7) won't produce final answers, but it will produce early signal — the goal is to catch a Google-Ads-style mismatch within days, not after R$3,000 is gone. Track these daily during launch week:

Simple dashboard cadence: Ruy (or whoever owns marketing ops) should log these numbers in a single shared sheet every evening during weeks 1–2, then shift to a weekly cadence from week 3 onward. The most important discipline is comparing lead quality, not just volume — a discovery call that shows up and asks about the fixed price and 5-day timeline is a far better signal than a DM that goes cold after one reply.

08Risks, Key Assumptions & Next Steps

Top risks:

• Accountant partnerships are unproven for Fortini specifically. The R$10,000 allocation is the largest bet in the plan on a channel with zero track record here. Mitigation: the week-one and week-four checkpoints exist specifically to catch this early and reallocate to founder communities or Instagram if partner activation is weak.
• Community sponsorships can feel like ads if not handled with a light touch. Mitigation: the plan front-loads value-first participation (weeks -4 to 1) before any paid sponsorship or hard pitch, matching how these communities actually reward member behavior.
• Referral incentives could attract low-fit leads if credits are marketed too broadly. Mitigation: the R$100 credit is only visible to existing clients post-delivery, not advertised publicly.

Key assumptions made in building this plan (see also the assumptions field below):

• Fortini has capacity to deliver 3–5 Brand Sprints per week at peak without quality dropping — if true team capacity is lower, the 40–45 client target should be revised down before launch, not after.
• The R$150 accountant referral fee and R$100 client referral credit are financially sustainable against a R$1,490 price point (roughly 10% and 7% of revenue respectively) — Ruy should confirm this against actual delivery costs before finalizing partner agreements.
• No dedicated marketing hire exists; this plan assumes Ruy or one team member can allocate roughly 8–10 hours/week to GTM execution (community engagement, partner outreach, content) throughout the 90 days.

Immediate next steps (before Sep 1):

1. Draft and finalize the one-page accountant partner kit and referral agreement (target: by Aug 10).
2. Identify and join the first 5 founder communities; begin value-first participation with no pitching (start immediately, ongoing through launch).
3. Rebuild the Brand Sprint landing page with a clear, single call-to-action and testimonial-driven proof, ready for launch-week traffic (target: by Aug 24).
4. Set up the referral tracking sheet and offboarding email sequence (target: by Aug 17).

This plan is designed to be revisited at the day-30, day-60, and day-90 marks — not treated as fixed. The single biggest lever Ruy has is reallocating the accountant/community budget split based on real week 1–4 data rather than sticking rigidly to the 40/30/20/10 split above.

Prepared for Fortini Studio by Ruy Fortini, Founder.