Owner: Shahzaib Abbas (Marketing Manager) — execution
Contributors: Andrew Herbert (positioning authority, sales lead) · Muskan
(social + design) · Umar (sales outreach + qualification)
Entity: REMAP.ai
Status: v0.9 · In Progress · Pending Andrew Herbert review
Version: 0.9 | Last updated: 2026-06-23
⚠️ Andrew Involved — Andrew is the face of the AI Adoption Pathway. All discovery
calls and pathway delivery run through him. Messaging decisions require his sign-off.
| Field | Detail |
|---|---|
| Product name | AI Adoption Pathway |
| Previously known as | AI Roadmap — all current client-facing materials use AI Adoption Pathway |
| Entity | REMAP.ai |
| Price | $2,500 USD (fixed price — subject to change per Andrew's direction) |
| What it is | A structured consultancy engagement that maps out AI workflows inside a client's business. Identifies where AI can reduce cost, boost productivity, and remove manual work. Delivered by Andrew. |
| What it produces | A clear, actionable AI implementation roadmap — specific workflows, tools, and priorities tailored to their business |
| Why it matters | The AI Adoption Pathway is the primary entry point product. It creates the client relationship, builds trust, and naturally leads to the AI Specialist placement. It is the top of the revenue funnel. |
| 30-day credit rule | If a client proceeds to AI Specialist within 30 days — full $2,500 USD credited against month 1 for full-time; 50% ($1,250 USD) for fractional |
| Field | Detail |
|---|---|
| Who | Business owners and founders |
| Company size | 1–50 employees |
| Industry | Any — except software/app development companies. Highest investment signal: marketing agencies and finance companies |
| Geography | Primary: Australia, USA (based on inbound patterns) |
| Pain point | Confused about AI. Have tried ChatGPT, Claude, or Gemini but see no real return. Overwhelmed by AI noise and don't know what actually applies to their business. |
| Trigger moment | They've heard AI can transform businesses but don't know where to start for their specific situation |
| The real objection | "I already use AI" — they think using ChatGPT counts. They don't know that AI agents, automations, and workflows exist and can do far more. Trust is the second blocker — they haven't seen proof it works for a business like theirs. |
Headline problem (what they feel):
"I've tried AI but I'm not getting any results from it — and I don't know why."
What's actually happening (the real diagnosis):
They're using AI tools (ChatGPT, Claude, Gemini) as chatbots — not as business systems.
They don't know that AI agents and automated workflows exist that can replace entire
manual processes, reduce staff hours, and cut costs. They're overwhelmed by the noise
and don't know what applies to them.
Value proposition:
The AI Adoption Pathway gives business owners a clear, custom plan for where AI can
actually move the needle in their specific business — not generic advice, but a mapped
set of workflows and priorities built around how their company actually operates.
Key benefits:
Differentiation from competitors:
| Objection | Response angle |
|---|---|
| "I already use AI (ChatGPT/Claude)" | You're using 5% of what's possible. AI agents and automated workflows can eliminate entire manual processes — the pathway shows you exactly which ones for your business. |
| "How is this different from just Googling AI advice?" | The AI Adoption Pathway is built around your specific business — your processes, your team, your bottlenecks. Generic advice doesn't know your ops. |
| "Is $2,500 worth it?" | One automated workflow that saves 5 hours a week pays for the pathway in a month. The question is which workflows — that's what the pathway tells you. |
| "I don't have the budget right now" | The pathway is designed to find you cost savings. Most clients identify cost reductions that exceed the pathway fee within 60 days. |
| "I'm not technical" | You don't need to be. The pathway is built for business owners, not developers. Andrew translates everything into plain language and prioritised actions. |
| Channel | Status | How it's used | Owner |
|---|---|---|---|
| LinkedIn outbound (Dripify) | Active | Automated sequences targeting business owners by job title and location | Shahzaib |
| Cold email (Instantly) | Active | Automated sequences to Apollo-sourced ICP prospects | Shahzaib |
| Meta/Facebook Ads | Active | Paid social targeting business owners — drives to landing page | Shahzaib |
| Social media posts | Active | REMAP.ai and Andrew's LinkedIn — educational content building awareness | Muskan + Shahzaib |
| EO Webinar | Monthly | Andrew's practical AI webinar — highest-converting lead source. 1–2 leads per event. | Andrew + Shahzaib (promo) |
| Blog (SEO) | Active | AI automation keywords — drives organic traffic to REMAP.ai website | n8n pipeline |
| LinkedIn Newsletter | Weekly (Tuesdays) | Andrew's newsletter — builds trust and awareness | Shahzaib |
Step 1 — ICP Targeting Setup
Step 2 — Outbound Sequence Messaging (AI Adoption Pathway specific)
Step 3 — Meta Ads Campaign
Step 4 — Landing Page (AI Adoption Pathway dedicated)
Step 5 — Content Engine (Trust Building)
Step 6 — EO Webinar (Monthly)
Step 7 — Lead Qualification & Handoff
| Tool | How it's used | Agent-ready |
|---|---|---|
| Apollo.io | ICP prospect list for cold email and LinkedIn targeting | Yes — API |
| Instantly.ai | Cold email sequences specific to AI Adoption Pathway | Yes — API |
| Dripify | LinkedIn automated sequences | Yes — API |
| Meta Ads Manager | Paid social — Facebook and Instagram targeting business owners | Yes — API |
| WordPress | Dedicated landing page on REMAP.ai | Yes — API |
| Canva | Landing page visuals and social media assets | Partial |
| Organic posts and outbound sequences | Partial | |
| Organic social content | Partial | |
| n8n | Blog pipeline — AI Adoption Pathway topic in keyword sheet | Yes — native |
| Mailchimp | EO webinar promotion and registrant follow-up | Yes — API |
| ClickUp | Lead logging by Umar | Yes — API + MCP |
| Google Calendar | Andrew's booking calendar — discovery call scheduling | Yes — API + MCP |
Decision: Lead qualification (Step 7)
| Option | Condition | Action | Owner |
|---|---|---|---|
| A | ICP match — business owner, non-dev, 1–50 employees, genuine AI confusion | Share Andrew's booking link → SAL-01a | Shahzaib |
| B | Not ICP fit | Politely decline — do not book Andrew's time | Shahzaib |
| Scenario | How to handle | Escalation |
|---|---|---|
| "I already use AI" objection on cold outreach | Address in sequence messaging before they raise it — lead with the 5% framing | Shahzaib refines sequence copy if objection rate is high |
| Meta ads burn budget without leads | Pause ads. Review targeting and creative. Brief Andrew before restarting spend. | Andrew — budget and creative direction |
| EO webinar topic not resonating | Review attendance and engagement data. Adjust topic for next month. | Andrew — he controls webinar content |
| Case studies not yet available | Use anonymised outcomes — "a marketing agency client saved X hours per week." Build case study library from first 5 Pathway clients. | Shahzaib to develop MKT-03a-DOC-01 case study library |
| Andrew unavailable for webinar | Reschedule. Do not substitute presenter — Andrew's credibility is the conversion asset. | Andrew to block unavailability in advance |
| Metric | Type | Target |
|---|---|---|
| Discovery calls booked per week | Leading | 1–2/week |
| Cold email reply rate (AI Adoption Pathway sequences) | Leading | TBD — benchmark vs standard outbound |
| LinkedIn outbound reply rate | Leading | TBD — establish baseline |
| Meta ads cost per lead | Leading | TBD — establish after 60 days |
| EO webinar leads per event | Leading | 1–2 per event |
| Landing page conversion rate | Lagging | TBD — establish via GA4 |
| AI Adoption Pathway sales per month | Lagging | TBD — Andrew sets target |
| Lead-to-sale conversion rate | Lagging | TBD — establish baseline |
| Step | Current state | Suggested automation | Tool | Effort |
|---|---|---|---|---|
| Step 6 — Webinar recording send | Manual (Umar sends individually) | Mailchimp automation — recording sent 24h after webinar to all registrants | Mailchimp automation | Low |
| Step 7 — Lead notification | Manual (Shahzaib monitors inboxes) | n8n webhook on landing page form → Discord notification to Shahzaib within seconds | n8n + Discord | Low |
| Step 5 — Blog content | Manual brief | AI Adoption Pathway keywords already in n8n sheet — ensure pipeline running consistently | n8n (existing pipeline) | Low |
| AI first-response agent | Does not exist | n8n + Claude API — instant response to inbound leads outside PKT hours (critical for AUS/USA) | n8n + Claude API | Medium |
Upstream:
Downstream:
| Version | Date | Description | Author |
|---|---|---|---|
| 0.9 | 2026-06-23 | Initial draft — ICP, messaging framework, objection handling, active channels, and GTM execution steps documented. AI Roadmap renamed AI Adoption Pathway throughout. | Shahzaib + REMAP Workflow Builder |
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