VALU: OilyRag Budget
Bootstrap reality: Opportunistic, not systematic
The Reality: VALU is Relationship-Gated
Total Monthly (All GTMs)
$5,000
VALU Allocation
$250
5% - maintenance mode
Primary Resource
FLA Pilot
Existing relationship
Why Minimal Spend:
VALU is high-touch, low-volume by design. You can't cold-outreach valuation firms—they buy on reputation and referral. With FLA already as a pilot, we have our proof point. Marketing dollars won't accelerate this; successful delivery will.
The FLA-First Strategy: One Customer, Infinite Leverage
FLA Pilot Objectives
- 1. Prove time savings: Document hours saved per valuation
- 2. Prove quality: Zero material errors in reports
- 3. Build case study: Quantified ROI story
- 4. Generate referral: Ask for 2 introductions
The Math
FLA success unlocks:
- • 1 case study (content for 6 months)
- • 2+ warm referrals (worth more than 100 cold calls)
- • Conference speaking opps (FLA can co-present)
- • Credibility for Big 4 conversations
OilyRag Insight: In enterprise sales, one referenceable customer is worth $100K in marketing. FLA IS the GTM budget.
Monthly $250 Allocation
| Category | Monthly | What It Does |
|---|---|---|
| Infrastructure | $100 | Hosting, AI credits for valuation engine |
| FLA Support | $100 | Priority support, customization requests |
| Networking | $50 | LinkedIn Premium, occasional coffee |
| TOTAL | $250 |
Founder Time: 4 hrs/week
- • 2hr: FLA support and relationship
- • 1hr: Product refinement based on FLA feedback
- • 1hr: Networking (LinkedIn, association events)
Opportunistic Channels (Zero Cost)
Relationship-Based
- → FLA referrals: Ask after each successful delivery
- → Accountant network: Litebooks customers may know valuers
- → Law firm connections: M&A lawyers know valuers
Content-Based
- → LinkedIn thought leadership: Valuation industry insights
- → Association speaking: IVSC, CAANZ valuation groups
- → Case study distribution: After FLA pilot success
Success Metrics: Quality Over Quantity
VALU is measured quarterly, not weekly. It's a slow-burn, high-value play.
| Metric | Q1 | Q2 | Q3 | Q4 |
|---|---|---|---|---|
| Valuations Delivered (FLA) | 5 | 8 | 10 | 12 |
| Client Satisfaction | Measured | >4.5/5 | >4.5/5 | >4.5/5 |
| Referrals Generated | 0 | 2 | 3 | 5 |
| Active Conversations | 1 (FLA) | 3 | 5 | 8 |
| Paying Firms | 1 | 2 | 3 | 5 |
| Quarterly Revenue | $10K | $25K | $45K | $80K |
Revenue Model Reminder: $25K setup + $36/valuation + $500/month. At 5 firms doing 10 valuations/month each, that's $125K setup + ~$2K/month recurring. Low volume, high margin.
Scale Triggers: When VALU Gets More Resources
| Trigger | Action |
|---|---|
| FLA case study completed + 2 referrals made | Increase to $500/month for targeted outreach |
| 3 paying firms active | Increase to $1,000/month for conference presence |
| Big 4 or major firm expresses interest | Reallocate founder time, prioritize enterprise deal |
| Inbound exceeds capacity | Problem we want to have. Raise prices or add capacity. |
Kill Criteria: Bootstrap Edition
Hard Stops
- ✕ Q2: FLA churns or becomes unresponsive
- ✕ Q3: Zero referrals despite 15+ deliveries
- ✕ Q4: Still only FLA as customer
Success Signals
- ✓ Any time: Unsolicited inbound from another firm
- ✓ Q2: FLA willing to be named reference
- ✓ Q3: Speaking invitation from industry association
Philosophy: VALU is an option, not an obligation. If FLA works, it validates the model. If not, we've spent $3K total learning that enterprise valuation isn't our path. That's cheap information.