Sales Plan - Provider-Group-First Workforce Operator

Updated: 2026-06-19 (supersedes the 2026-05-27 Aki pricing-surface guidance and the 2026-05-17 facility-first version)

GTM (locked canon, 2026-06-19): lead with provider groups, and lead with the canonical paid entry: Readiness ($2,500/mo, ~$30K ACV), the paid entry / cheapest front door; the readiness dashboard is NOT free. Prove the Phase-1 Readiness wedgeSequencing wedgeFive-stage expansion · 01-pitch + 04.1 Product Overview before chasing slower facility procurement. The free 90-day Design Partner Program is retired as the entry. Pre-launch, zero paying customers, zero signed design partners, zero LOIs.

1. Motion

Founder-led sales until the first repeatable conversion pattern is proven. Giles owns prospecting, discovery, demo, close, and executive sponsor relationship. The engineering partner under NDA supports implementation credibility. Advisors support introductions and buyer-language calibration. Advisor update cadence is twice per week.

To counter the founder age-credibility objection, the motion deliberately includes in-person Atlanta healthcare meetups alongside cold outbound, face-to-face presence converts skepticism faster than email alone.

2. Target Accounts (re-ordered: provider groups lead)

1. Specialty / multi-physician provider groups, the lead wedge; shortest sales cycle, single decision-maker, enrollment/expirables pain.
2. Ambulatory surgery centers, high turnover, recurring files, lean admin.
3. Critical access and community hospitals, expansion after provider-group proof.
4. Medical staff offices, committee packets, expirables, survey exports (depth expansion).

Product coverage is national. The first concentrated push is the Atlanta-area provider-group corridor: ~100 provider groups sourced via Apollo, worked through cold email, advisor networks, partner introductions, NAMSS/regional credentialing events, in-person ATL meetups, and warm healthcare-operator referrals.

Current sourcing artifact: a ~109-row Apollo CSV of Atlanta-metro provider groups spanning 9 of the 10 ATL metro counties (Clayton County is the current gap). From that list, 71 providers are tracked in active outreach. Use this single count consistently; the CSV is the source artifact.

3. Sales Cycle

Provider groups are the lead wedge precisely because their cycle is short: a small-practice software decision typically closes in ~60-90 days because the buyer is the physician owner or office manager directly. Hospital and health-system procurement runs ~9-18+ months through RFPs, large buying committees (~9 decision-makers), security/compliance review, and annual budget locks. Leading with the shorter cycle compounds proof faster.

Sales-cycle benchmark sources: small-practice 60-90 days vs hospital 9-18+ months (Health Launchpad, Intelemark hospital sales cycle). The 2-6 week provider-group cycle assumes the low-friction Readiness entry; treat it as a reasoned working assumption until validated by the first paid Readiness facilities.

4. Demo Narrative

1. Start with the worker Passport: one evidence-backed record.
2. Show intake and document extraction with provenance labels.
3. Show source receipts and coverage states.
4. Show gap routing and missing-item nudges (framed as what Rōvn surveyed, not "fixed").
5. Show the Readiness answer: who is clear to start / practice / bill, who is expiring, what needs a human decision.
6. Show decision queue: interview/offer/human reason/audit receipt.
7. Show privileging and committee packet roadmap with honest status labels.
8. Show proof packet: no empty ready binders.
9. Close with human-control doctrine.

Cold-email touches embed product screenshots so the buyer sees the Readiness surface before the first call.

5. Pricing Posture (paid entry = Readiness $2,500/mo)

Sales-surface lead. Outbound, the one-pager, and the readiness deck lead with the canonical paid entry: Readiness ($2,500/mo, ~$30K ACV), the paid entry / cheapest front door; the readiness dashboard is NOT free. Lead cold outreach with the Readiness tier, not a free program. The free 90-day Design Partner Program is retired as the entry.

This supersedes the prior "lead with a Free 90-day Design Partner Program" posture (Aki Hashmi, 2026-05-27). Readiness is now the explicit paid entry point; the $12K OperatorProduct surface04.3 Facility Workflow Memo · the facility-side AI workforce Operator pilot is a later step up the ladder, not the opening anchor.

Full canonical ladder (also the basis for investor-room unit-economics modeling):

Workers free. No placement fees. No success fees. No commission. No finder fees. Rōvn is not a staffing agency; the facility decides, Rōvn never places, schedules, deploys, or employs workers.

6. Warm Relationship

Stellation / Rhian is an active warm relationship in the $500K-$2.5M range, pursued inside the Readiness-entry motion (lead with the Readiness tier). This is an early conversation, not a signed deal, LOI, or committed pilot, treat it as warm pipeline only.

7. Qualification Checklist

A real design partner needs:

• Named owner/administrator sponsor.
• Real credentialing, privileging, monitoring, or payer-readiness workflow.
• Agreement to provide anonymized before/after metrics and product feedback.
• BAA/legal path or clear non-PHI boundary.
• Named operator who will use the system weekly.
• A feedback / review cadence (design partners shape the product, not just consume it).

8. Objection Anchors

9. Year-One Goals

• Land the first paid Readiness facilities (provider groups first). Pre-launch: zero signed. The free Design Partner Program is retired as the entry; lead with the Readiness tier, not a free program.
• First repeatable Readiness-wedge proof story across paid provider-group facilities.
• Validated willingness-to-pay at the Readiness $2,500/mo entry, with a path up the ladder.
• First medical staff office workflow proof.
• First payer-readiness / billability gap proof.
• Advisor-backed pipeline across provider-group and facility segments.