Ed-psych cluster — rollout plan
Outbound · Ed-psych · biz/outbound/ed-psych/rollout.md

Ed-psych cluster — rollout plan

Status: drafts on disk, nothing sent. Five prospects, one proof asset (https://nadiapreview.danielslater.dev — live, noindexed, verified 2026-07-24), one CTA (the free two-minute look). Effort budget: this whole rollout fits inside the ~4–6 h/wk sales allowance — it is a hand-crafted five-send cluster, not a cold-email machine.

0. Pre-flight (before the first send)

  1. Ask Nadia's blessing (one WhatsApp message): the preview carries her practice's identity, her deal is still open, and three of the five prospects practise in greater Pretoria — her professional backyard (she's Centurion; ed-psych is a small HPCSA community). "Mind if I show the demonstration rebuild as an example to other practices?" A yes removes the cluster's only real risk; a no means leading with the one-pager's description of the before/after and linking the preview only on reply. Recommended, not gating — Daniel's call.
  2. Confirm {{daniel_contact}} (public agency email on danielslater.dev) in all drafts.
  3. Do not link or name nadiaoedpsych.co.za (the "before") in any outbound — the preview link already shows the after; the before is described generically. Her live site is not ours to point competitors at.
  4. Wessels' directory phone number (079 357 7334) is unverified on her own site — email only for her unless re-verified.

1. Order of sends and spacing

Severity-led, worst-first (ranking argued in dossiers.md), two sends per week, Tue–Thu mornings (09:00–11:00 SAST), follow-up 4–5 days after each first touch, always in daylight hours for WhatsApp. Learn between waves: if wave 1 gets replies, tighten what worked before wave 2.

Wave Day (target) Prospect Channel Follow-up
1 Tue, day 0 Charlene Wessels email day 4, email
1 Thu, day 2 Rianie De Bruin email day 7, WhatsApp
2 Tue, day 7 Liizl Miller email day 11, email
2 Thu, day 9 Dr Marisa van Niekerk WhatsApp day 14, WhatsApp
3 Tue, day 14 Dr Annalize Green email day 18, email

Why this order:

  • Wessels first: most defect-dense stack (title "Index" + vendor-relay form), a clean publicly-listed email on her own domain, and — usefully — Western Cape, the farthest from Nadia's patch while that conversation is open.
  • De Bruin second: the most felt defect in the cluster (a measured ~10-second load) and the most concrete opener. She's Pretoria — if Nadia's blessing (§0.1) hasn't come through by day 2, swap her slot with van Niekerk (Paarl) and push the Pretoria trio to waves 2–3.
  • Green last: least broken, smallest pain — but the smallest scope too; if waves 1–2 produce a busy pipeline, she's also the easiest to pause.
  • One-at-a-time capacity truth (playbook: one active build + waitlist): five staggered sends can't produce five simultaneous builds, and the spacing means replies arrive at a rate the waitlist language can honestly absorb.

2. What a reply triggers

Ladder, stated plainly, never ambushed (playbook §3/§5):

  1. Deliver the free two-minute look within one business day — short, straight, "what's costing you enquiries + what's worth keeping". No document, no obligation.
  2. If they want more, the short call — scope and prices are named on the call ([scope on call]; the audit's price is stated before any audit work). Nothing priced in writing in these threads.
  3. Log every touch + stage change in biz/PROSPECTS.md (cluster row → per-prospect rows once anyone reaches pitched).
  4. If a build is already active (e.g. Nadia's), qualify and waitlist honestly — never promise a parallel start.

3. If Nadia converts mid-flight

Strengthens the proof — gates nothing. Sends proceed on the honest "working demonstration" framing regardless.

  • Framing upgrade (with her permission only): "a working demonstration, not a paid project" → "a rebuild that practice has since taken live" / "recent client work". Update: the one-pager's "Honest note" box, and the proof line in any not-yet-sent first touches.
  • Un-replied prospects get a better follow-up: the news itself becomes the new-value angle — "since I wrote, that practice has taken the rebuild live" (only for follow-ups not yet sent; never re-open a thread after the "last note" close).
  • Ask for the case-study metric + a line of testimonial once her build ships — that becomes the PROOF slot of the one-pager v2 and the anchor for the next cluster.
  • Capacity ripple: her build occupies the one active-build slot → cluster replies go to the waitlist with a stated start window. That's honest and fine; say it plainly.

4. Risks and honesty notes

Risk Handling
Peer overlap with Nadia (3 of 5 prospects in greater PTA; preview carries her identity; deal open) §0.1 blessing ask; WC-first ordering already in place; swap option in §1; never link her live site.
Channel tension: the playbook dropped cold email as a scaled channel (§2, 0.215% close at scale) This is a bounded 5-send, hand-personalised cluster with a live niche proof — hours of effort, not 30–70 h/client. Kill criterion: if all five sequences complete with zero replies, close the experiment, write the learnings into biz/ and don't scale it. Do not add prospects to this motion until at least one free look converts to a call.
Honest proof framing Every draft calls nadiapreview a working demonstration. No implied client relationship until one exists and she consents to being named.
POPIA / register Publicly-listed business channels only (lineage in dossiers.md); no sensitive content in outreach; one follow-up each, then silence — the "last note" promise is honoured. Any future client's enquiries go to the practitioner only (already a one-pager selling point).
Scrape drift Two claims died between 2026-07-21 and today (Wessels "HTTP-only"; De Bruin "no viewport") — receipts were re-verified 2026-07-24 and drafts written to today's evidence. Re-check the named defect on each site the morning of its send (30 seconds each); a fixed defect = rewrite the opener, not send it anyway.
Deliverability Five one-off personal emails from the normal account — no tooling, no tracking pixels, plain text. Nothing to warm up, nothing to burn.

5. What good looks like

  • Expected: 1–2 replies from 5 (defect-led, hyper-niche, proof-in-hand beats generic cold averages, but stay sober). One free look that turns into a call = the cluster paid for itself.
  • The prize is bigger than five prospects: this is the first run of the repeatable nadia-template play — one niche, one proof, N near-identical pitches. Whatever wave 1 teaches (which opener, which channel, which follow-up angle) becomes the template for the next vertical's cluster (physio, OT, speech).

First send

Charlene Wessels, Tuesday morning, by email — worst site in the cluster with the most concrete, verified-today opener ("Index" + where her enquiry form really goes), a clean publicly-listed address on her own domain, and the lowest Nadia-overlap risk while that deal is in flight.