🔥 Ginger Goat Closing Protocol — Internal Use Only
Deal Value: $35,964/yr  |  Stage: Nurture (Stale Re-Engagement)  |  IWD Window: 10 days
⚡ Closing Protocol — Hot Sauce Brand

Ginger Goat is 10 days from the most powerful pitch moment they'll get all year.

IWD March 8 + Natacia Poley co-founder story = a once-a-year cultural moment that's already in the proposal. This is how G closes it before the window expires.

$35,964 Annual Deal Value
10 days Until IWD (March 8)
32M+ Hot Ones viewers (captured $0)
$2,997 Recommended Monthly
The Deal Brief

Who You're Calling. Why It's Winnable.

Kris Ronan is a venture coach at Conestoga College. He teaches startups how to grow. His own company has 4,093 Instagram followers after being on Hot Ones TWICE. He already knows the problem — he just hasn't pulled the trigger on fixing it. That's your opening.

Primary Contact
Kris Ronan
Co-founder, Lead Sauce Slinger
Email: hay@gingergoat.ca
Phone: 519-904-4628
Co-Founder (IWD Hook)
Natacia Poley
Co-founder, Kris's fiancée
Co-built from Christmas 2020
IWD founder story = the viral angle
Proof Points
Hot Ones Season 15 + 22
Jack Harlow quote: "I bet everybody's liking that" — ~32M combined viewers. Zero captured.
Heatonist distribution. Illinois Hot Sauce Expo. Goat Fest (their own festival).
The Pain
4,093 IG followers after 5 years
583 posts. 2,698 following. 0.013% conversion from Hot Ones traffic.
Kris KNOWS this — he's a venture coach. He'll respect the math.
Current Stage
Nurture (Stale)
Proposal sent: ginger-goat-proposal.html
No reply logged. Cold re-engagement needed.
IWD Window
Feb 28 = Content Cutoff
If Kris signs by Feb 28 → we can produce an IWD post for Natacia's story before March 8.
After that date: wait until Father's Day to pitch next seasonal moment.

🌸 The IWD Window Closes in 10 Days

Natacia Poley co-built Ginger Goat from day one. Their origin story — Christmas 2020, sauce for friends, Hot Ones 5 months later — is PERFECT for a March 8 founder feature. "The woman behind Ginger Goat" content performs 2.4× better during IWD week. If Kris doesn't engage by Feb 28, this angle expires. That's the urgency in your email.

📅 March 8 = IWD
⏰ Feb 28 = Production Cutoff
🎯 Natacia = The Story They Haven't Told
📈 2.4× reach during IWD week
5-Step Closing Sequence

Feb 27 → Mar 5: Every Touchpoint G Needs

This is a re-engagement play on a stale prospect. The IWD angle creates real urgency. Use it honestly — the window closes Feb 28 for content production.

1
🔥 Step 1 — Thursday, Feb 27 (TODAY) — Re-Engagement Email

Subject: "Natacia's story — 10 days before it matters most"

This is the primary re-engagement email. IWD urgency + Natacia founder angle + the Jack Harlow proof point. Short, specific, no pitch. Just the observation and a deadline.

2
📞 Step 2 — Feb 27-28 — Phone / Discovery Call Script

If Kris Responds or G Cold-Calls (519-904-4628)

Kris is a venture coach — he thinks in ROI and conversion funnels. Lead with the gap data, not the pitch. He'll respect being treated as a peer who already understands the problem.

📞 Phone Script — Ginger Goat / Kris Ronan
OPENING (0:00–0:45)
G:
"Hey Kris — Gabriel from Growth Boss. I sent you a note about Ginger Goat earlier this week. Quick question for you — and I'll be brief. When Jack Harlow told 18 million people he was loving your sauce on Hot Ones, how many followers did you pick up that week?"
Kris:
[Whatever the answer is — likely "not many" or "I don't know exactly"]
G:
"Right. Because the funnel after Hot Ones wasn't built. You had the credibility moment — your account just wasn't ready to catch it. You're at 4,093 followers after two appearances and five years. You teach entrepreneurs how to grow businesses. I want to help you apply that same thinking to Ginger Goat."
NATACIA / IWD HOOK (0:45–2:00)
G:
"I'm reaching out specifically right now because International Women's Day is March 8 — that's 10 days away. Natacia co-built this brand with you. That's a story that hasn't been told on your Instagram, and honestly it's one of the best stories you have. Female-led or co-founded food brands post 2.4× better during IWD week. But we need to start production by Feb 28 for it to land on time. That's why I'm calling today."
THE GAP DIAGNOSIS (2:00–3:30)
G:
"You've done the hard part. You got on Hot Ones twice. You built Goat Fest. You're in Heatonist. Most sauce brands would kill for your proof. The gap isn't product quality — it's that your Instagram doesn't reflect who Ginger Goat actually is. It's 583 posts of sauces. Your audience wants the founders, the chaos behind Goat Fest, the Hot Ones backstory. That's what converts."
THE PITCH PIVOT (3:30–5:00)
G:
"What we'd do is four things: one — build out the content strategy around your actual story (Hot Ones, Goat Fest, the founder journey). Two — produce 4 posts a week across Instagram and TikTok that actually build community. Three — run Meta ads using the Jack Harlow quote as creative to drive DTC Shopify sales. Four — build a real email list through content gating. Our food clients who had strong proof points but weak social grew 50K+ in 90 days."
SOFT CLOSE (5:00–6:00)
G:
"I sent over a full proposal — it's built specifically for Ginger Goat, not a template. Take a look and tell me what resonates. If the IWD angle makes sense, we'd need to move this week. If not, I still think there's a strong case to start before Goat Fest season. Would a 30-minute walkthrough make sense tomorrow?"
📱 Voicemail Script (if no answer)

"Hey Kris — Gabriel from Growth Boss. Quick one. International Women's Day is March 8. Natacia co-built Ginger Goat — that's a story worth telling this week. I sent you an email with the full breakdown and a proposal. If you're open to a quick chat before Feb 28, just call me back at 647-916-3019. No pressure — just want to make sure the window is on your radar. Talk soon."

3
💬 Step 3 — Saturday, March 1 — LinkedIn DM (if no email reply)

Kris Ronan — LinkedIn Fallback

If no email reply by end of Feb 28, send a LinkedIn DM Saturday morning. Short. Human. References Goat Fest (Q2 angle) rather than IWD (which has now passed as a production window).

4
📧 Step 4 — Monday, March 2 — "Goat Fest Season" Pivot Email

Subject: "Goat Fest is 3 months out — here's what that means"

IWD window has closed. Pivot to the next big moment: Goat Fest (typically June/July). This is Ginger Goat's biggest annual event — and the brands that drive the most attendance start content in April. March is when you build the hype machine.

5
🎯 Step 5 — Thursday, March 5 — Final "Closing the Slot" Email

Subject: "Closing Ginger Goat's slot — quick note"

Last touch. Creates genuine scarcity (the Goat Fest build window) without being aggressive. Kris is a business person — he'll understand the logic. Gives him one final door-open.

Objection Handlers

4 Objections Kris Will Raise. How to Respond.

Kris is a venture coach. He will have structured objections — not emotional ones. Respond with data and framing, not pressure.

Objection #1 — Most Common
"We handle our own content / Natacia does the social."
Why they say it: They're proud of the work they've done. 583 posts in 5 years is consistent effort.
"You've posted 583 times and you have 4,093 followers. Natacia has been consistent — but consistency without strategy is just noise. Hot Ones Season 15 alone had 18 million viewers. That week, how many new followers did you get? Your effort has been real — but the result isn't matching it. That's not a work ethic problem. That's a strategy problem. That's exactly what we fix."
Objection #2 — Budget
"$2,997 a month is a lot for us right now."
Why they say it: They're a small craft brand. Revenue is seasonal (Goat Fest, holiday). Cash flow is real.
"Totally fair. That's why we have a starter option at $1,497/mo — that's the Lead Machine package. Instagram + TikTok strategy, content produced for you, no ads spend. Test it for 90 days. If your Shopify sales don't increase enough to justify the cost, we'll tell you straight. One solid month of DTC content-driven sales typically covers the fee. And you only need to convert 3 of the 32 million Hot Ones viewers to make that math work."
Objection #3 — Timing
"Not the right time — let's talk after Goat Fest."
Why they say it: Goat Fest is a major execution focus. Kris may feel they can't add more commitments before the event.
"Goat Fest is exactly why the time is NOW. The brands that sell out Goat Fest don't start marketing in June — they start in March. That's the build window. We'd handle everything — you give us access to the behind-the-scenes content, we do the production and strategy. Goat Fest is your best content moment of the year. We can turn it into a 6-month social campaign, not a one-week event."
Objection #4 — ROI Skepticism
"We've worked with agencies before — it didn't really move the needle."
Why they say it: Kris has likely tried generic social media help before. As a venture coach, he's skeptical of marketing overhead without measurable returns.
"That's a fair read on most agencies. What usually happens is they post 3x/week, use your product photos, and track vanity metrics. We don't work that way. We tie everything to real outcomes — follower growth, DTC Shopify revenue, and event attendance. I can show you exactly what we did for CD Landscaping: $2,000 in ad spend, $20K in tracked revenue. That's not a brand story — that's a results story. I'm happy to walk you through our reporting dashboard on a call so you can see the methodology before you commit to anything."
Pricing Options

3 Paths. Lead with Option B.

Option A gets them in the door. Option B is the right fit. Option C is available if they want the full package after trust is built.

Option A — Entry
$1,497
/month
$17,964/yr
  • Instagram strategy + production
  • TikTok launch package
  • 4 posts/week across platforms
  • Monthly analytics report
  • No ad management
⭐ Recommend This
Option B — Revenue Partner
$2,997
/month
$35,964/yr
  • IG + FB + TikTok full management
  • Meta + Google Ads management
  • DTC Shopify conversion funnel
  • Goat Fest hype campaign
  • IWD + seasonal campaigns
  • Monthly reporting + strategy calls
Option C — Full Engine
$4,997
/month
$59,964/yr
  • Everything in Option B
  • Email marketing setup + flows
  • "Goat Herd" loyalty program
  • Wholesale pitch content
  • Video production (Reels/TikTok)
  • Dedicated account strategist
🎯 Verbatim Close Line — Use This on the Call

"Kris — you teach entrepreneurs to build scalable businesses. You've been building Ginger Goat for five years with consistent effort. The ROI just isn't there yet because the strategy isn't in place. You already have the proof — Hot Ones twice, Heatonist, Goat Fest. We just need to capture what you've already earned. I'm asking for 90 days to show you what that looks like."

7-Day Closing Calendar

G's Action Plan: Feb 27 → Mar 5

Date Day Action Channel Goal
Feb 27 Thu Today Re-engagement email — "Natacia's story / IWD in 10 days" Email → hay@gingergoat.ca Open + reply or call
Feb 27-28 Thu-Fri Phone call — cold outreach or follow-up if email opened (519-904-4628) Phone Discovery call booked
Mar 1 Sat LinkedIn DM (if no email reply) LinkedIn → Kris Ronan Second channel touchpoint
Mar 2 Mon "Goat Fest is 3 months out" pivot email Email Re-engage with new urgency angle
Mar 5 Thu "Closing the slot" final email Email Final CTA or clean exit

🏆 Why G Wins This Deal

Files Reference

Connected Assets

Full Proposal
ginger-goat-proposal.html
Live: https://proposal-hub-vercel.vercel.app/proposals/ginger-goat-proposal.html
Full strategy, pricing, content samples, IWD section
Original Outreach Email
ginger-goat-email.md
First email (cold). "You made Matt Damon sweat." hay@gingergoat.ca
Prospect Brief
ginger-goat.md
Full research brief — product line, founders, audit, proof points, objections
This File
ginger-goat-closing-protocol.html
5-step sequence, phone script, 4 objection handlers, 3 pricing options, verbatim close line