A three-month engagement to close the gap between what Virtrify has become
and how the market currently sees it — before the Virtrify OS goes live.
Rodrigo Faerman
Alex Miranda & Henry Paris
$3,000 / month
June – August 2026
01 — The Situation
A real company with a messaging problem.
Virtrify is not a startup looking for product-market fit. The business runs,
pays the bills, and is growing. What hasn't kept pace is how the company
tells its story.
$3.2M
2025 Revenue
Target: $5M in 2026
$328K
MRR — April 2026
Target: $500K by year-end
600+
Professionals Placed
200+ companies served
131
Active VTM Packages
Target: 170 by year-end
11%
Net Margin (2025)
Target: 14% in 2026
$250K+
Cash Reserves
Zero debt
Current State vs. 2026 Targets
Annual Revenue
2025 → 2026 target
$3.2M
→ $5M target
Monthly Recurring Rev.
April 2026 → year-end
$328K
→ $500K target
Active VTM Packages
Current → year-end
131
→ 170 target
Net Margin
2025 → 2026 target
11%
→ 14% target
Observation 01
The brand reads as a staffing agency. The company is not.
Virtrify has evolved into a workforce management partner with proprietary infrastructure and an AI delivery layer. The current site positions it in the commodity cluster — indistinguishable from Near, HireLATAM, or Vintti. The gap between what Virtrify delivers and how it presents is wide, and it is the entire engagement.
Observation 02
The Virtrify OS changes the brand timeline.
The Hiring Intelligence Engine goes live imminently. Clients will see pieces of the OS within three months. The brand has to be ready before that happens — clients will compare what they experience against what they were promised. This is what makes the work structurally urgent, not just cosmetically overdue.
Observation 03
The highest-margin work has been given away for free.
The pre-placement consulting — assessing what a nearshore workforce should look like, what roles to build, how to structure the team — has been embedded in the placement sale at no charge. That is strategic consulting. Packaging it as a standalone service line is one of the most significant revenue opportunities in the current business.
Observation 04
Eight named assets. Zero clear hierarchy.
Hybrid Hiring Model®, The Virtual HR Department™, AI BPO, AI Implementation Engineer, AI Readiness Audit, Virtrify OS, Hiring Intelligence Engine, Virtrify Academy. A prospect landing on the site cannot tell which are services, which are delivery mechanisms, and which are internal infrastructure. This gets fixed in Phase 2.
Observation 05
AI is a feature. The architecture doesn't reflect it.
Alex's instinct — AI as multiplier, not category — reads as correct. Virtrify is not an AI agency. It is a workforce partner that has absorbed AI into delivery. But the current offer naming doesn't make that hierarchy clear. The fix is an architecture: core product → AI enhancement layer → premium specialist tier.
Observation 06
The Venezuelan-American CEO audience is mission — not yet ICP.
Current paying clients are growth-stage U.S. SMBs who buy on speed and delivery reliability. The Venezuelan-American audience is a genuine mission play and a potential referral network, but it is a different relationship than the buyer relationship. These can coexist — but only once defined separately.
Competitive Positioning Landscape
Where Virtrify sits today — and where it needs to be.
02 — Open Questions
What Phase 1 is designed to resolve.
These questions are not answered in this proposal. They govern the work.
Bringing conclusions before the data is gathered would be the wrong move.
1
Is AI a feature of the brand, or does it deserve its own treatment?
Alex leans toward feature: AI is the multiplier, staffing is the core. Henry may see this differently. The answer determines the entire messaging architecture in Phase 2.
If feature: the brand is "workforce management partner, AI-powered" — AI is how you deliver, not what you sell.
If category: the brand potentially bifurcates — a VTM placement engine and an AI workforce transformation practice that grow toward each other.
2
Where does the Venezuelan-American CEO audience sit in the brand?
Three options are visible. None is obviously wrong. The choice has to match where the revenue is and where both founders want it to go.
Front and center as ICP — podcast is top-of-funnel, mission is the sales message.
Mission and PR layer — brand champions and referral sources, brand sells to U.S. SMBs.
A separate venture — the audience is so distinct it eventually needs its own brand lane.
3
Does the Virtrify OS ever become visible to clients?
If the OS stays invisible — infrastructure that makes the service feel better — the brand story is outcomes-led. If the OS becomes client-facing, the positioning shifts toward "workforce intelligence partner." This question has not been answered internally. It belongs in the Founder Alignment Workshop.
The Phase 1 Gate
If Phase 1 does not produce genuine alignment between Alex and Henry on company direction, Phases 2 and 3 will be re-scoped before proceeding. I will not build a brand architecture on top of unresolved founder disagreement. The alignment document coming out of Phase 1 is what makes Phase 2 viable — not a formality, a real gate.
03 — Scope of Work
Three phases. Twelve weeks.
I direct strategy and produce the strategic deliverables. Virtrify's internal
team executes implementation. Every phase closes with a written deliverable
— not a presentation, a document.
12-Week Engagement Timeline
Wk 1
Wk 2
Wk 3
Wk 4
Wk 5
Wk 6
Wk 7
Wk 8
Wk 9
Wk 10
Wk 11
Wk 12
Phase 01
Diagnostic & Alignment
Phase 02
Repositioning & Messaging
Phase 03
Activation Roadmap
Phase 01 — Diagnostic
Phase 02 — Repositioning
Phase 03 — Activation
◆Phase closing deliverable
Phase 01
Diagnostic & Founder Alignment
Weeks 1 – 4
Closing deliverable
Strategic Direction Document
Getting the complete picture and getting Alex and Henry genuinely aligned
before any external-facing work begins. Nothing external gets built on top
of unresolved founder disagreement.
Founder Alignment Workshop
A structured session with Alex and Henry designed to surface agreement and disagreement on company direction, brand identity, target market, and the three open questions above. Output: a written alignment document that becomes the foundation Phase 2 builds on.
Business Diagnostic Report
Written assessment of Virtrify today: what is working, what is not, what is being under-represented, what is being over-promised. Includes a competitive landscape review covering traditional staffing agencies, AI service agencies, and the emerging workforce intelligence category.
Brand & Voice Audit
Review of the current website, messaging, sales collateral, and social presence. Output: a written audit identifying gaps, contradictions, and missed positioning opportunities. Direct and specific — names what is not working.
Strategic Direction Document
A clear, written articulation of where Virtrify should be positioned going forward — the narrative that supports that positioning and the brand voice that delivers it. This is the strategic brief Phase 2 executes against.
Phase 02
Repositioning & Messaging Architecture
Weeks 5 – 8
Closing deliverable
Category Definition + Offer Architecture
Building the core strategic assets everything else flows from. This is where
Virtrify gets a category it can own, a message hierarchy that holds across
all audiences, and an offer structure that makes sense to a prospect on
first contact.
Brand Positioning Statement
The single sentence that defines who Virtrify is, who it serves, and what it delivers that no one else does. This is not a tagline — it is the strategic anchor that governs every other communication decision.
Messaging Architecture
The hierarchy of messages — primary, secondary, supporting — across every channel. Value propositions, proof points, and language conventions. The document that makes the brand executable by the internal team without me in the room.
Category Definition
Clear articulation of the category Virtrify operates in — and where applicable, the category Virtrify is creating. The framework that separates Virtrify from traditional staffing agencies, AI tool companies, and the commodity cluster.
ICP & Audience Mapping
Refined Ideal Customer Profile work, including messaging variations across primary verticals. This document formally separates the buyer ICP from the mission audience — and defines the relationship each has to the brand.
Offer Architecture Review
The eight named assets rationalized into a clear hierarchy: core offering → AI enhancement layer → premium specialist tier → internal infrastructure. Includes packaging and pricing strategy for the standalone consulting service line.
Phase 03
Activation Roadmap
Weeks 9 – 12
Closing deliverable
90-Day Brand Activation Plan
Translating the strategy into a roadmap the internal team can execute
without external direction. Phase 3 ends with the team operating from
clear brand guidelines and a sequenced activation plan.
Website Narrative & Structure
Recommended information architecture, page hierarchy, key narrative for each page, and conversion logic for the rebuilt Virtrify website. Implementation by the internal team; I review and approve each section before it goes to build.
Sales & Marketing Messaging Toolkit
Core messaging applied to sales one-pagers, outbound email frameworks, social content pillars, and pitch narratives. I provide the strategic frame and review execution. The incoming Marketing Director builds from this toolkit.
Brand Guidelines
A living document covering voice, tone, language conventions, and naming standards — including trademarked IP (The Hybrid Hiring Model®, The Virtual HR Department™) and whatever new category language emerges from Phase 2.
90-Day Brand Activation Plan
A strategic roadmap for the 90 days following the engagement. Clear priorities, sequencing, and recommended next steps for the team to execute independently.
End-of-Engagement Review
A structured session with Alex and Henry reviewing what was accomplished, what is still open, and what the proposed shape of the next chapter looks like.
Target Offer Architecture
The current eight named assets rationalized into a clear, scannable hierarchy — one of the core Phase 2 deliverables.
04 — How We Work
Cadence & working norms.
I ask uncomfortable questions. Deliverables are written documents, not decks.
Alignment between Alex and Henry is required before anything goes external.
Weekly
Strategy Session — Alex
One hour minimum with Alex. More during active deliverable cycles. This is the core working session where strategic direction gets shaped and decisions get made.
Bi-Weekly
Alignment Session — Alex + Henry
Maintains founder alignment across the engagement. Phase 1 decisions get made here. Phase 2 direction gets stress-tested against both founders before it becomes official.
Always On
Shared Workspace
All in-progress work, decisions, and deliverables are visible to Alex and Henry at all times. Nothing sits in my files. Full transparency, no surprises.
What sits outside scope
Website development, design production, or scaled copywriting
Day-to-day marketing operations or campaign management
Sales execution, prospect outreach, or pipeline management
Internal leadership coaching or team management
Speculative brand territory without a grounded business rationale
Real-time coordination — async is for strategic input, not execution tasks
05 — Investment
Straightforward terms.
Three months. One rate. One decision at the end about what comes next.
$3,000
per month · invoiced on the 1st
3-Month Strategic Engagement
Full Phase 1 — Diagnostic & Founder Alignment
Full Phase 2 — Repositioning & Messaging Architecture
Full Phase 3 — Activation Roadmap
Weekly strategy sessions with Alex
Bi-weekly alignment sessions with Alex + Henry
Async availability within 24 business hours
Shared workspace — full transparency portal
All written deliverables as described in Phase 1–3
End-of-engagement continuation review
After Month 3
continuation options
Three Possible Paths
Option A
Fractional Chief Brand & Strategy Officer
Ongoing engagement. Scope and rate re-scoped based on work ahead. The full strategic partnership.
Option B
Project-Based Extension
Specific defined projects scoped and priced individually beyond month three.
Option C
Clean Handoff
All deliverables, brand guidelines, and roadmap transferred. The team executes from there.
Total 3-Month Engagement Investment
$9,000 USD
Payment Terms
Invoiced 1st of each month, due within 7 days
Termination
30 days written notice by either party
Kill Fee
$3,000 if Virtrify exits before 3 months. No fee if I initiate.
IP Ownership
All deliverables are Virtrify's property
Confidentiality
All business information confidential beyond the term
Case Study Rights
With Virtrify's written approval only
06 — What Success Looks Like
In three months, you have all of this. Nothing less.
These are not aspirational. They are the contractual deliverables that define
whether the engagement worked.
🎯
Founder Alignment
Alex and Henry aligned on a clear positioning both can defend in any room and use as a filter for every future decision.
🏷
Owned Category
A category Virtrify owns — distinct from staffing agencies, AI tool companies, and the commodity cluster — that holds as the OS becomes visible to clients.
📐
Messaging Hierarchy
A message architecture that holds across all audiences: growth-stage U.S. SMBs, sales talent, the Venezuelan-American mission and network layer.
🌐
Website Ready to Build
A website narrative and structure that is rewritten, approved, and handed to the internal team to build — not a wireframe, a complete strategic brief for every page.
📦
Clean Offer Architecture
Eight named assets rationalized into a clear, sequenced hierarchy. A prospect sees it and immediately understands what to buy first, what comes next, and what the premium tier is.
📋
Self-Executing Brand
Brand guidelines the internal team can operate from without me in the room. The team stops waiting for direction on every brand decision.
07 — Approval
Let's build this.
This proposal reflects my acceptance of the engagement structure, the investment
terms, and the working norms described above. Signatures from all three parties
confirm the engagement begins June 1, 2026.