The Persona Engine
10 to 40 behavioral archetypes built from your first-party data. Each archetype carries trigger event, core problem, hidden desire, verbatim language, objections by channel, proof needs, LTV estimate, priority rank.
The flagship engagement
A fractional COO who owns revenue, not just operations.
15 to 20 hours a week of Brice Horrigan inside your business. Acquisition, offer, hiring, systems, and the numbers underneath all of it. Not advice on what to do. The work itself, done with you.
Not a former operator. A current one. The playbook is not from memory, it is from this week.
Fractional COO
$7,997/mo
6 month initial term, then month to month. Embed build included.
Your time, every week
15–20 hrs
Roughly $92 to $123 an hour. Market rate for this seat is $175 to $400.
You are not hiring a consultant. You are not hiring an agency. You are embedding an operator.
Read these three. If they land, keep going.
01
You do not need more leads. You need deals that actually close.
02
We tripled a practice's monthly revenue in five months. The case study shows the mechanism, not just the number.
03
There is technology that would make you faster, and you have been avoiding it because nobody ever explained it to you.
The problem
Growth is inconsistent. Referrals are drying up. Ad spend feels like a leak.
You built the business past the first revenue wall. Then it stalled. Not because the offer is broken. Because the acquisition system that got you here cannot get you to the next level.
The owner is still the funnel. The referrals are drying up. The ads are burning cash without producing customers you actually want. Every new hire adds cost before it adds capacity.
What you need is not another agency, another course, or another tool. You need someone inside the business making operating decisions with you for the next 90 days.
That is what Embedded Operator is. Six weeks of intense build. Then Brice stays on as your fractional COO: monthly presence, running the operations layer with you, so the scaling continues instead of stalling when the engagement energy fades.
The embed build · Weeks 1 to 6 · Included in the monthly
Six deliverables in your hands at the end.
Built in this order because each one feeds the next: the archetypes feed the messaging, the messaging feeds the offers, the offers feed the channel plan, and the measurement layer proves whether any of it worked. Every deliverable is yours forever, in editable formats.
Apply via intake formSix weeks, one build
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The Messaging Map
Per-archetype messaging matrix: brand posture, offer framing, solution narrative, emotional hook. 3 headline options per archetype, 3 subheads, 3 CTAs, objection-response scripts by channel.
The Offer Matrix
Your offer stack, audited and repositioned per archetype. Recommended pricing changes, upsell/downsell architecture. 1 flagship offer, 1 entry offer, 1 continuity offer.
The Visibility Stack Roadmap
Full-funnel plan across paid, organic, AEO, AIO, GEO, local, referral. Channel allocation by archetype. 30/60/90 day sprint plan with specific weekly actions. Content calendar for the first 90 days.
The Measurement Layer
Attribution setup, UTMs, event tracking, CAC/LTV dashboard. Weekly scorecard template (4 metrics that matter, not 40). Quarterly re-forecast template.
Force Multiplier Field Guide
Full copy of the Force Multiplier framework applied to your specific business. Personalized to your constraint, your ICP, your operating rhythm. Delivered as a bound PDF.
The Fractional COO Seat · $7,997/mo · Weekly, hands on
The build is the beginning. The fractional COO seat is the point.
This is where the system compounds. The build gives you the assets. The retainer makes sure they keep producing.
- · Weekly strategy call (60 min): agenda-driven, one operating decision per week
- · Monthly deep review (90 min): you and your team, scorecard review, roadmap adjust
- · Async operator support: Slack Connect, 24-business-hour response
- · Persona refinement: monthly archetype revisions based on new data
- · Content review: monthly review of your published content with rewrites where messaging drifts
- · Quarterly re-forecast: every 90 days, sprint plan rebuilt for the next quarter
- · Vendor / hire assessment: reviews on new tools, agencies, hires before you sign
6 month initial term: the window the system needs to show results. Then month to month with 30 days notice. Never an annual contract.
What 15 to 20 hours a week actually covers
Four domains. One operator. Because in your business they are not separate problems.
Hand these to six vendors and you get six people optimizing their own slice with nobody accountable for the whole. Fix acquisition without fixing the offer and you buy expensive customers who churn. Hire before the roles are designed and you add cost ahead of capacity.
Revenue and go-to-market
- ·Sales strategy and the sales process itself
- ·The offer: what is sold, how it is packaged, priced, and differentiated
- ·Lead generation and the variable acquisition levers
- ·Attribution, UTM parameters, and channel-level truth
- ·Email marketing and drip sequences
- ·Brand
Talent and leadership
- ·Hiring Multipliers, the people who raise the standard
- ·Role design: outcomes, decision authority, growth ceiling
- ·Writing the listing like an offer page, because recruiting is marketing
- ·Delegation structure once you are out of every decision
Operations and systems
- ·The playbook: the documented operating system of the business
- ·Process and SOP build-out
- ·CRM selection, build, hygiene, and the discipline to use it
- ·The technology you have been avoiding because nobody explained it
Finance
- ·CAC, LTV, and payback period
- ·Margin versus markup, and what overhead is quietly eating
- ·EBITDA and what the business actually earns after real costs
- ·Where the money is leaking, sized and ranked
And underneath all four, the actual product: your time back.
Every one of those domains exists in your head right now. Moving them out is what stops the company from waiting on you. That is the whole engagement. The rest is method.
Most agencies are running a playbook from three years ago. Mine is from this week, because I am still operating: currently acting COO at two companies, not advising from the outside. How this compares to an agency, a coach, or a full-time hire.
Timeline
Six weeks. Four hours per week of your time.
- Week 1
Data intake + VOC mining
Kickoff, CRM audit, objection log pull, voice-of-customer mining, 5-10 customer interviews.
- Week 2
Persona foundation
Manual archetype build (10-40 archetypes from real data), first presentation, iteration, priority ranking.
- Week 3
Messaging + offer work
Per-archetype messaging map, offer matrix drafted, presentation of recommendations.
- Week 4
Visibility Stack roadmap
Channel allocation by archetype, 30/60/90 sprint plan, content calendar drafted, measurement layer setup.
- Week 5
Measurement + polish
Attribution setup finalized, scorecard delivered, full deliverable review.
- Week 6
Handoff + retainer kickoff
3-hour delivery session with you and team. All deliverables handed over. First monthly deep review scheduled.
Who this is for
Owner-operators past the first wall.
- ·Revenue $500K to $5M
- ·Team 3 to 25 people
- ·Owner still involved in daily operations
- ·Telehealth, cash PT, concierge medicine, consulting firms, coaches with a signature methodology, service businesses with a defined ICP
- ·Anywhere US-based (remote engagement)
- ·Willing to give up 4 to 6 hours per week during the build
Who this is not for
The reverse qualifier.
- ·Businesses under $250K (the offer is too expensive, the mechanisms have not formed)
- ·Businesses over $10M (you need full-time executives, not a fractional seat)
- ·Founders who want a single channel run cheaply (that is an agency purchase)
- ·Founders looking for a coach (this makes operational decisions, not affirmations)
- ·No CRM data and unwilling to install one
- ·“Results next week” expectations (a 4 to 6 week build, then compounding over the following quarters)
Success criteria
What ships on a date, and what compounds after.
Most engagements promise you outcomes on a calendar. Rankings, lead counts, closed deals. Nobody controls those on a date, and anyone who commits to them is either inexperienced or counting on you not knowing. Here is the split: what is committed because it is ours to deliver, and what typically follows, with honest timelines.
Committed. These ship, or we have not done our job.
By Day 30
- · Persona Engine delivered (10+ archetypes)
- · Messaging map and offer matrix live
- · Visibility Stack roadmap in your hands
- · Attribution and UTM tracking running
By Day 60
- · 3 archetypes in market with attribution data
- · First data-informed persona iteration
- · First content pillar published
- · CRM hygiene and pipeline stages rebuilt
By Day 90
- · CAC and payback baseline established
- · 3 to 5 content assets live
- · Sales process documented and in use
- · Scorecard running weekly
Expected, not promised. This is where honesty matters.
- Paid and direct channels move first, because spend and messaging can be changed the same week. This is usually where the first measurable lift shows.
- Organic and content move slowly. A published pillar page typically takes 45 to 90 days before it ranks meaningfully, and competitive terms take longer. Anyone quoting you a top-3 ranking inside 90 days is guessing.
- Closed deals depend on your sales cycle, not ours. A 30-day cycle shows attributable revenue inside the first quarter. A 6-month cycle does not, and that is not a failure.
- The compounding is real but it is a 6 to 12 month curve, which is exactly why the initial term is 6 months rather than 90 days.
The deliverables are yours to keep either way, in editable formats. The initial term is 6 months, the same window these criteria are scored on. After it, the engagement is month to month: if the system is not producing, cancel with 30 days notice and owe nothing further.
Common questions
The things buyers ask.
- Do you run our ads?
- No. NOiC designs the acquisition system. Your in-house team or existing ad agency runs execution. If you do not have one, we recommend vetted execution partners.
- Do you build our website?
- Not as part of Embedded Operator. NOiC has a separate Web Studio service for that. If your site is the primary bottleneck, we address it as a separate engagement.
- Do we own the Persona Engine after the engagement?
- Yes. All deliverables are yours forever, in editable formats (Notion, Google Sheets, Google Docs). No lock-in.
- What if we do not have a CRM?
- We include a CRM audit in Week 1. If you do not have one, we install a basic one as part of the embed. No extra cost, just adds 4-6 hours to Week 1.
- What if we already have personas?
- We audit them in Week 1. Most existing personas are demographic snapshots, not behavioral archetypes. If yours are already behavioral, we skip to expansion and refinement instead of foundation.
- What if the retainer is not producing after a few months?
- The initial term is 6 months, the window the system needs to compound. After it, the engagement is month to month: cancel with 30 days notice and owe nothing further. Brice would rather you cancel than resent the ongoing fee.
- Is there an entry-level option below $7,997 per month?
- Yes. The free look costs nothing: send a URL and what is broken and I reply with the one thing I would fix first. Below the embed there is also the Teardown at $197 and the Diagnostic at $1,497.
- Do you have case studies?
- Yes. The Physio+ engagement is documented end to end at no1iscoming.com/case-studies: the practice went from not findable on Google to ranking #1 for its core services, alongside monthly revenue tripling in 5 months. Kingdom Health and Premier Hormone Health write-ups are in documentation.
Ready to see if this is a fit?
15-min discovery call. No pitch. Mutual fit assessment. If we are not a fit, Brice tells you and refers you elsewhere if appropriate.
$7,997/mo fractional COO · embed build included · 6 month initial term, then month to month