Charm builds and runs outbound for
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+ other GTM clients
Kings Cups has already done the hard part. A year into B2B, the product is proven, the ads find buyers at around twenty dollars a lead, and the calendar fills. The market is every café, smoothie bar, gelato counter, boba shop and food truck in America, and almost none of them have heard from you yet.
Inbound is one channel, and it hands you whoever happened to click. The owners you actually want, the ones running three, seven or twelve locations, who understand branding and have the budget for it, are not clicking ads. They have to be found, named and written to, in the language of their shop. This document is that engine: who it talks to, what it says word for word, and what it costs.
+ other GTM clients
Every café buys cups. The only question is whose. Your process already starts with a free digital mockup of the shop's logo on the cup, and that mockup is the strongest cold-email offer we have seen in a while: it costs you minutes, it costs them nothing, and it puts their brand in their hands before they have decided anything. Most companies have to invent a free thing to give away. You already have one.
Around twenty dollars a lead and two thousand hand-raisers in a year is proof the offer resonates with owners. Demand was never the problem. Who the ads hand you is the problem, and outbound is the channel where you choose.
Every smoothie bar, gelato counter, boba shop, coffee house and food truck in America has a Google listing, reviews, photos and an Instagram. That is a universe we can enumerate, segment by shop type and metro, and score, rather than guess at. Your Google Maps scrape was the right instinct with the wrong engine behind it.
Your words on the call: the owner with three locations knows branding and has the money. The single-shop owner is rarely on LinkedIn. The operator running three or more usually is, and their unit count is public on the map, this year against last year. That is where the LinkedIn seats point, and it is the account that makes a month.
Gelato cups for the gelato shop, protein-forward cold cups for the gym smoothie bar, double-wall hot cups for the specialty roaster. You said it yourself: stop writing "hey restaurant owner" and start writing to the açaí shop as an açaí shop. That is one campaign per segment, and it is exactly what the cycle system produces.
Around ten thousand a month on Meta, two thousand leads, a show rate of fifteen to twenty percent, and a lot of owners who see packaging as an expense. Volume is not the problem. Selection is. The ad cannot tell a twelve-location operator from a shop that opened last month on a credit card.
They came in, booked or did not, and then nothing. No follow-up sequence, no story, no second touch. That list is the cheapest pipeline Kings Cups owns, and it is sitting still in GoHighLevel.
An owner who has never seen their logo on a cup cannot picture what it does for the shop. Nothing on the site, the Instagram or in the inbox teaches them, so the sales call carries the whole lesson. A lesson is a hard thing to book a second call for.
Booking the second meeting on the first call works. Getting them to show up after the quote and the mockups go out does not, and every no-show is a mockup and an hour gone. The fix is a habit and a sequence, not a mystery.
You tried LinkedIn by hand and a Google Maps scrape with one generic email. Both worked a little, which is the worst possible outcome, because it proves the channel and burns your week. The engine has to run without you writing it, or it does not run.
First, what you already own. Two thousand people who clicked, booked, or asked for a quote, written to from your own address in a three-step re-engagement sequence, then dropped into a nurture in your GoHighLevel that tells the Kings Cups story instead of selling. Engagement scoring with a monthly decay surfaces the ones who warm back up, and they come to you as a quote call, not a form fill.
Second, straight volume. Every café, smoothie bar, gelato counter, boba shop and coffee house on the map, segmented, with the plain offer said in that segment's language and a free mockup as the ask. Sometimes the winning campaign is simply the right cup offered plainly to everyone who pours into one, at full volume from day one.
Third, the signals. Unit counts growing year over year. Licenses and permits that mean a shop opens in sixty days. Plain white cups in the photos on Yelp and Instagram. Public, dated, specific. Each one is a reason to write to a named owner this week.
The tracks race each other. Four new campaigns every two weeks, each a permutation of segment, buyer and angle. By month three you own a ranked answer to which shop type and which angle books the most quote calls, and that is the message that scales.
And LinkedIn runs where the multi-unit operators are. Your seat plus a second Kings Cups seat, human-paced, paired with the email so the DM says "I'm the one who emailed you" within the hour. Two channels acting like one person.
Both seats connected and pointed at multi-unit operators. Your two thousand ad leads exported from GoHighLevel, cleaned, and written to from your address. Neither needs a domain to warm, so conversations start while the cold infrastructure is still building.
Google Maps, Yelp and Instagram pulled by segment and metro, unit counts snapshotted against last year, permits and licenses read for openings, photos read for plain cups. Every record resolved to the named owner with a verified email, never to an info@ inbox.
Signal campaigns and plain-offer segment campaigns run in parallel against the same goal, and neither gets protected. Whichever books quote calls with the right shops gets doubled in the next cycle.
Eight campaigns a month, each a permutation of segment, buyer and angle. By month three you know which shop type converts, which cup leads, and what a quote call costs on each channel next to the twenty dollars an ad lead costs today.
This table is the heart of the engagement, not the whole of it. The signal plays run next to straight-volume campaigns against the wider universe of shops, and the two race each other. Nothing about Kings Cups needs repositioning. The product needs to be put in front of the right owners, in their segment's language, with a reason to talk this week, and that is a campaign-count problem. The plays themselves are opening thinking: some ship as written, some change at kickoff, and some never go to market.
It is also the honest frame for the tier question in section 09. Eight campaigns a month works the two lead signals and the top segments properly. Sixteen runs every segment in parallel from month one rather than in sequence. Either way, by month three you own a ranked answer to which shop type converts, and what a quote call costs on each channel next to what the ads charge you today.
The wider universe of independent shops, offered the product plainly: your logo printed on the cup you pour into, a free mockup before anything is ordered, samples in about three weeks, shipping included. No trigger required, because every shop in this universe is reordering cups somewhere in the building every single week.
Every sequence is three touches with one consistent ask: a fresh first email, a short threaded follow-up, then a fresh third angle, and then it stops. No breakup emails, no fake urgency, no "just bumping this." Sending runs on separate domains built for the campaign, never on kingscups.com, so your own domain and the deliverability of your quotes stay untouched.
Unit-count snapshots, this year's map against last year's, naming the operators who grew. Permits, licenses and new business filings, marking the shops that open in sixty days. Photo reads, an agent looking at what the cups in a listing's photos say. Review text, where customers mention the drink, the cup, or the branding. The same agentic listening we run for Focal across restaurant permits and Yelp photos, pointed at your shops.
How the data actually works, said plainly. A campaign pulls its records at the moment we build it, resolved to a named owner with a verified contact. The campaign runs, we score it, and the plays that earn it get promoted to a standing pull so they keep feeding themselves. Everything is deduplicated and suppressed across plays, so no owner hears from Kings Cups three different ways in the same fortnight, and nobody already in your GoHighLevel gets a cold email from you.
The ad leads in GoHighLevel get a three-step re-engagement sequence from your own address, then a nurture built in your account at kickoff: a story email twice a month, a short product note in between, one plain offer a month, and no coupons. Every open, click and site visit scores points, points decay monthly so nobody bloats to the top by accident, and the owners who cross the threshold route to you with a ping. Then it is three touches inside the hour: a personal email, a call, and a LinkedIn connect. No meeting booked, back into the nurture. It runs on your GoHighLevel after we build it, so it is yours.
And the quote call. Every reply that turns into a first call ends by booking the second one on the spot, the quote and mockups go out the same day, and a reminder sequence carries them to the meeting. In month one Chris sits in on your quote calls with you, because a booked meeting that no-shows the quote is our problem too.
Unit counts are public. A café group that had three listings on the map last year and seven this year is expanding, and every new counter opened on whatever cups the last one used. This owner is the buyer you described on the call: knows branding, has the money, is on LinkedIn. The email and the LinkedIn message arrive as one person, and the ask is a sample box for the newest store, because a sample in hand at store seven is a print order for all seven.
Your best inbound leads tell you the same story: the deposit is down, the designer has been paid, opening is two months out, and packaging is the thing nobody has gotten to. Liquor and health permits, new business filings and "opening soon" listings say that same story in public, weeks before the owner ever sees an ad. The play writes to them first, with a mockup of the logo they just paid for.
A listing's photos say what the cups say. An agent reads the customer photos on Yelp, Google and Instagram across the map universe and flags the shops pouring good drinks into plain cups and sticker-labeled containers. The trigger decides who gets written to and when. It never appears in the copy. The email asks a question the owner has not asked themselves, and lets them look at their own counter.
Your own instruction: stop writing "hey restaurant owner" and write to the gelato shop about gelato cups. This is the segment engine. Gelato, ice cream, froyo and açaí bowl shops get their own campaign with their own cup and their own language, and it needs no signal at all, because every one of them is scooping into a cup right now. Boba, specialty coffee and food trucks run as sibling campaigns in the same cycle, each in its own voice.
The second segment you named on the call: the smoothie and juice bar owner who is really in the protein business, often inside or next door to a gym. The cup here walks around the gym floor for twenty minutes after it is sold, past every member who has not bought one yet, and a plain cup does nothing with that time. Same mechanic as play 4, different buyer, different cup, different language.
These people clicked an ad, booked or asked for a quote, and then went quiet. They are not cold, they are neglected, and the fix is a short sequence from you, in your name, that makes the next step effortless: tell me the cup you pour most and I will send the mockup. Whoever does not reply drops into the nurture and hears the Kings Cups story once or twice a month, with no coupons, until they are ready.
Plus the person who runs them. Which, in a company of one, is you, and you have already spent nine months finding out what that costs in evenings.
Every tool above sits on our licenses and is run by our team. At the Engine tier you pay $4,000 a month and the stack behind it lists at more than that on its own, before anybody's time.
The working session: the map universe sized live on screen and cut by segment and metro, the five buyers ranked, your GoHighLevel connected and the two thousand ad leads exported and cleaned. Your seat and a second Kings Cups seat connected, and the multi-unit track goes out. Cold domains ordered and warming starts in parallel.
Map pulls per segment, unit-count snapshots, permit and photo agents built and resolved to named owners with verified contacts. The nurture and the scoring model built in your GoHighLevel. The re-engagement sequence goes out from your address. First cold target lists back to you for review before anything sends.
All sequences written for the two lead signals and the top segments and scored line by line, every product claim checked against what Kings Cups actually does, in a voice you have approved. Low-volume soft launch on the new domains to prove deliverability before anything scales.
Cold plays running at full volume, replies routing to you same day, quote calls booked from the first call with reminders carrying them to it. First two-week cycle scored and the next four campaigns built from what it showed.
Focal makes plug-in patio heaters for restaurants. They came to us having done what you did: scraped the map, sent a general email, watched it go okay. We asked what a restaurant looks like right before it needs new patio heat, and built agents that listen for it across 36,000 zip codes: parklet and gas permits as they are filed, propane tanks in the photos on Yelp, reviews that say the patio was cold, town-hall minutes where a propane ban gets floated. A universe of every restaurant in America became about 76,000 that were actually worth writing to, and the email reads "saw the parklet permit went through" instead of "hey restaurant owner."
That is the exact mechanic this proposal points at your shops: the map as the universe, permits and photos as the signals, one campaign per segment in its own language, and a free thing as the ask. Same buyer, too. A café owner and a restaurant owner read email the same way. Sections 02 through 05 are that engine with your product in it.
A countertop purifier that pulls water from the air, sold into retail buyers who had never heard of it and had no reason to take a meeting. The story you heard on our call.
Agents checked which retailers stocked purifiers that need a water source, which was all of them. The email said so and offered a free unit. The replies came back with the buying team copied in. That is the ask you already make, a free sample, offered to the right shop at the right moment, and it is the ask in every play above.
A connected water monitor that needed retail distribution, in an industry where winning one pool store at a time would have taken a decade. The shelf space ran through Solenis, the giant behind the industry's chemical brands.
We worked the partnership channel with Sutro and Solenis to put the device into stores, one relationship unlocking distribution instead of a thousand one-store pitches. That is your multi-unit play: one operator who controls seven counters is worth more than seven separate pitches, and the engine is built to find that operator first.
Premium heating hardware for restaurant patios, sold to owner-operators who are the buyer, the operator and the person on the floor. Your café, gelato and smoothie owners are the same temperament: allergic to generic email, responsive to the right moment.
Signal plays and straight-offer volume run in parallel across restaurants, the same two-track engine in this proposal, putting Focal heaters onto patios right now. Kings Cups into shops is the same product-into-venue motion with an easier ask: yours is a mockup that costs nothing.
If the engagement has not returned its cost by the end of month three, we run month four entirely at our cost, full effort, nothing held back, and we will connect you with people we have run that month for so you can hear how it went. And at month three you choose either way: keep going, or take the campaign matrix, the copy, the segment lists and the nurture in your GoHighLevel and run them yourself. They are yours regardless.
Claim your guarantee →The working session where we size the map universe live, rank the five buyers, pick the first metros and segments, connect your GoHighLevel and pull the two thousand. It ends with a target list on screen and a suppression list loaded, not with a follow-up email.
The multi-unit track goes live on LinkedIn in the first few days while domains warm in parallel, and the warm two thousand get your first email. The map, permit and photo pulls get built, and you review every target list before a single cold message sends.
Cold plays live around week four at full volume. Every two weeks a fresh cycle of four campaigns ships, built from what the last cycle showed. By month three the numbers say which segment and which angle books quote calls, and you decide whether the ads budget moves or the engine doubles.
Four campaigns every two weeks, eight a month. The two lead signals and the top segments worked properly, with your two thousand ad leads written to in week one.
Eight campaigns every two weeks, sixteen a month. Every segment runs in parallel from month one rather than in sequence.
A named, trained setter working the replies the engine produces, confirming every quote call the day before, and dialing behind the email and LinkedIn touches. Employer-of-record compliant, hired against the message the engine has already proven. Sized and priced once the first cycles show the reply volume.
| Onboarding & infrastructure setup | One-off | $1,000 |
| Total recurring |
Client: (fills from your signature) · Contact: (fills from your signature) · E-mail: (fills from your signature)
Selected Package: · Add-ons: none · Service Fees: , payable in advance per Section 7 · Billing Option: · Amount Due at Acceptance:
Onboarding Fee: , one time · Initial Service Term: months from kickoff, followed by month-to-month. Address and phone are captured on the onboarding form.
Services: Charm is a Go-To-Market Business Process Outsourcer (GTM BPO) providing Kings Cups sales expertise and lead generation services per the selected package: lead acquisition against ICP criteria agreed at kickoff, systems and infrastructure setup, and campaign development with ongoing strategic support.
This Master Services Agreement ("Agreement") is entered into as of the acceptance date recorded on this page (the "Effective Date"), by and between Charm, registered as Didin Customer Service, LLC ("Charm"), located at 1220 E. Henry St, Tempe, Arizona 85281, and the client identified on the Order Form above ("Client").
Charm provides an AI-powered lead generation system with outbound efforts via email and LinkedIn campaigns promoting Client's goods and services for the purpose of generating and nurturing leads for Client (each, a "Campaign"). "Lead" means a potential customer contacted through LinkedIn or email for the purpose of Client offering its goods or services. Charm performs the services in a timely and workmanlike manner. Scope changes require written agreement before work begins, and Charm may charge reasonable costs associated with such changes.
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Client has full power and authority to enter this Agreement; performing it violates no other contract; and contact data Client furnishes has been diligently verified as serviceable and current.
All creative campaign assets are created by Charm. Charm may request existing content from Client to leverage in Campaigns. Client grants Charm a limited, non-exclusive, revocable, royalty-free license to use Client's marks solely to perform the services, ending with the Campaign or this Agreement. Client retains all rights in its intellectual property.
Before launch, Charm sends test materials for review. Client has a 24-hour window to object; silence is approval. Client may review each email before every new send, with the same 24-hour window.
The engagement runs an initial term stated on the Order Form (the "Initial Term"), then month-to-month. Fees for the Initial Term are committed at acceptance; neither Party may terminate for convenience during it. Either Party may terminate for material breach uncured within fifteen days of written notice. After the Initial Term, either Party may terminate on thirty days written notice. On termination, Client pays fees accrued through the effective date; if Client terminates for Charm's uncured material breach, prepaid fees for whole unstarted months are refunded.
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Ten minutes. Brand voice, ICP, suppression, access.
2 · Book your kickoff →The onboarding discovery session.
Arrives with your kickoff confirmation.
Pick a kickoff date. Week one is the parameter session, the ranked buyers, your two thousand written to from your own address, the suppression list loaded, and your seat already reaching multi-unit operators on LinkedIn. None of that waits on infrastructure to warm.
Pick your kickoff date →