Private Strategic Note
Preparing the roadmap
Private Strategic Note
Initial Engagement Roadmap
Strategic Brand Intake, Tone of Voice, and Growth Foundation
This first engagement is designed to align Alex Ferrari's founder vision, Palmaïa's existing brand foundation, and the communications / marketing systems required to attract and convert more aligned guests.
- Initial Engagement
- $25,900
- Delivery Window
- Four weeks from completion of the live strategic intake session
- Core Participants
- Alex Ferrari, Sunshine Zerda, and one internal communications / marketing lead
Value Realization
Seven Assets Palmaïa Owns
This engagement is designed to solve for brand clarity and guest alignment. Every deliverable is a finished asset the team keeps and operates with after the phase closes.
Select any asset for detail
What it is
A written synthesis of the live intake session that documents founder priorities, what Palmaïa wants to protect, where the current communications system needs precision, and which growth priorities should guide the next stage.
How we deliver it
We facilitate the session, capture the full record, and return a structured summary organized by founder vision, communications needs, guest acquisition priorities, and implementation considerations.
Delivered asWritten strategic summary document
What it is
A findings document covering the existing brand guide, current voice standards, website, social channels, guest communications, creator-facing materials, partnership language, and key collateral.
How we deliver it
We review each channel against the established brand foundation and identify what is ready to activate, what needs sharper translation, and where friction exists between the in-resort experience and the guest's path to booking.
Delivered asChannel-by-channel findings and activation summary
What it is
Defined guidance for how Palmaïa speaks across the website, social captions, newsletters, guest communications, creator guidance, retreat language, partnership outreach, and future digital touchpoints.
How we deliver it
We resolve the key brand distinctions directly, including plant-forward versus fully plant-based, transformational hospitality versus generic luxury, and open-minded guest invitation versus narrow wellness category language.
Delivered asTone of voice and brand standards guide
What it is
An analysis of the path from discovery to booking across direct web traffic, organic search, social, B2B sales, repeat guests, creator activity, retreats, partnerships, and U.S.-market channels.
How we deliver it
We trace each entry point, identify priority audience segments, and mark the specific conversion gaps that should be addressed in the next stage of work.
Delivered asAudience and channel opportunity map
What it is
A prioritized roadmap across brand alignment, web ecosystem, mobile and cultural technology, intentional social, creator strategy, partnerships, programming, and guest acquisition.
How we deliver it
We translate the intake, review, and diagnosis into a decision-ready sequence: what should happen first, what requires additional production, what can be activated from existing brand work, and how the next phase should be scoped.
Delivered asPrioritized roadmap with recommended next-phase scope and sequence
What it is
An internal system built from the approved intake, tone, strategy, and positioning direction produced in this phase, available to the Palmaïa team after delivery.
How we deliver it
Once the tone direction and strategic findings are approved, we train and configure the system so the team can maintain consistency across future communications, guest touchpoints, creator guidance, and implementation decisions.
Delivered asConfigured internal system with team access
What it is
A modular digital module with three to four intake questions shaped during the strategic intake, followed by an open love letter field where guests share what was most impactful during their stay.
How we deliver it
We define the question set, design the guest experience, and provide a moderation and UGC usage guide. Responses are compiled into a recurring insight snapshot that the team reviews to refine strategy and priorities, separate from the AI system's inputs.
Delivered asEmbeddable guest-facing module, intake backend, and insight snapshot format
What This Engagement Solves
Palmaïa already has a powerful founder vision, a developed brand foundation, and a transformational in-resort experience.
This first phase organizes those assets into a usable strategic foundation for communications, marketing, guest acquisition, and next-stage implementation.
The purpose is not to begin full production immediately.
The purpose is to establish the standards, findings, priorities, and roadmap required before deeper execution begins.
Why This First Phase Exists
Founder Vision
Align Alex Ferrari's vision with the current brand foundation and the next stage of execution.
Communications / Marketing Alignment
Review how Palmaïa's voice, positioning, content, website, social channels, and guest-facing materials are translating today.
Guest Acquisition Strategy
Identify where the current path from discovery to booking is converting, where momentum is being lost, and which audience / channel opportunities should be prioritized.
The Five-Stage Roadmap
Stage 1
Core Team Strategic Intake
Purpose. Establish a shared strategic baseline with Alex Ferrari, Sunshine Zerda, and Palmaïa's core communications / marketing lead.
What happens. We facilitate a focused working session with the core decision-makers responsible for founder vision, strategic partnerships, communications, marketing, and guest-facing brand execution.
The session identifies what Palmaïa has already built, what Alex wants to protect, where the current communications system needs more precision, and which growth priorities should guide the next stage of work.
The intake is designed as a single working session, but can be distributed across two or three shorter sessions if scheduling requires it. The scope of the engagement and the investment remain unchanged.
Output. Strategic intake summary documenting founder priorities, communications needs, guest acquisition priorities, and key implementation considerations.
Stage 2
Brand Foundation and Channel Review
Purpose. Evaluate how Palmaïa's existing brand foundation is currently translating across public-facing and guest-facing channels.
What happens. We review the existing Palmaïa brand guide, current voice standards, website, social channels, guest communications, creator-facing materials, partnership language, and key collateral.
The goal is not to restart the brand work that is already underway. The goal is to identify what is ready to activate, what needs sharper translation, and where the current system may be creating friction between the in-resort experience and the guest's path to booking.
Output. Brand foundation and channel review summary with key findings, gaps, and activation opportunities.
Stage 3
Tone of Voice and Positioning Standards
Purpose. Define the voice and positioning standards needed to communicate The House of AïA with clarity, consistency, and strategic precision.
What happens. We define how Palmaïa should speak across the website, social captions, newsletters, guest communications, creator guidance, retreat language, partnership outreach, and future digital touchpoints.
This includes addressing important distinctions in the brand story, such as plant-forward versus fully plant-based, transformational hospitality versus generic luxury, and open-minded guest invitation versus narrow wellness category language.
Output. Tone of voice and positioning direction for priority communications channels.
Stage 4
Guest Acquisition and Growth Diagnosis
Purpose. Identify how Palmaïa can more precisely reach and convert the guests most aligned with the House.
What happens. We examine the current path from discovery to booking, including direct web traffic, organic search, social, B2B sales, repeat guests, creator activity, retreat opportunities, partnerships, and U.S.-market channels.
The analysis focuses on where Palmaïa's story is converting, where momentum is being lost, and which guest segments or channel strategies deserve priority in the next stage.
Output. Guest pathway and audience opportunity map identifying priority audiences, channel opportunities, and conversion gaps.
Stage 5
Next-Stage Implementation Roadmap
Purpose. Translate the intake, review, and diagnosis into an actionable roadmap for execution.
What happens. We create a prioritized roadmap for the next stage of work across brand alignment, web ecosystem, mobile / cultural technology, intentional social, creator strategy, partnerships, programming, and guest acquisition.
The roadmap will identify what should happen first, what requires additional production, what can be activated from existing brand work, and which initiatives should be sequenced over the next phase.
Output. Prioritized implementation roadmap with recommended next-phase scope, sequence, and production considerations.
Timeline
Scheduling Phase
The live intake session is scheduled with Alex Ferrari, Sunshine Zerda, and one internal communications / marketing lead. If preferred, the session can be split into multiple shorter working sessions without adjusting the engagement fee.
Live Strategic Intake Session
The engagement timeline begins once the live intake session is completed.
Four-Week Production Window
Following the intake session, our team completes the strategic alignment brief, channel performance review, tone of voice and comprehensive brand standards guide, guest acquisition and conversion diagnosis, prioritized implementation roadmap, native AI system preparation, and guest feedback intake module.
Delivery
Palmaïa receives the Strategic Intake & Executive Alignment Brief, Brand Foundation & Channel Performance Review, Palmaïa Tone of Voice & Comprehensive Brand Standards Guide, Guest Acquisition & Conversion Diagnosis, Prioritized Implementation Roadmap, Native Palmaïa AI System, and Guest Feedback & Voice-of-Guest Intake System.
The four-week delivery window begins after the live strategic intake session is completed.
Sequenced Growth Architecture
From Foundation to Execution
The initial engagement is designed to produce the strategic baseline required before production capital is deployed. Each phase is gated by the deliverables of the phase before it.
Phase 1 - Strategic Foundation
This Engagement
Establishes the Strategic Intake & Executive Alignment Brief, Brand Foundation & Channel Performance Review, Palmaïa Tone of Voice & Brand Standards Guide, Guest Acquisition & Conversion Diagnosis, Prioritized Implementation Roadmap, Native Palmaïa AI System, and Guest Feedback & Voice-of-Guest Intake System. This phase produces the decision-ready baseline required before production capital is deployed.
Phase 2 - Translation & Build
Next Stage
Following roadmap approval, the next stage converts the foundation into executable assets: refined web ecosystem, mobile and cultural technology interfaces, campaign and content systems, creator and partnership activation, and property-wide brand implementation.
Phase 3 - Scale & Optimize
Ongoing
Once the build is live, the focus shifts to performance: guest acquisition optimization, channel testing, retention and repeat-guest systems, programming and retreat expansion, and continuous alignment of brand voice across new markets and partnerships.
The $25,900 initial engagement reduces execution risk by resolving strategic ambiguity before larger production commitments are made.
First, the Foundation
The purpose of this initial engagement is to establish the strategic foundation before deeper execution begins.
Once the intake, review, and roadmap are complete, Palmaïa will have a clear view of what should be activated next, what requires additional production, and how the next phase should be sequenced.
This gives the team a practical foundation for moving from vision into execution with greater precision.
Together, we'll shape scope, timing, and investment with care and intention.
guillermo@vibepass.ai