Exec Briefing · Internal · August 2026
100 INSTALLS
IN 24 MONTHS
Persona-based strategy & execution plan — built on the three market personas, the TAM assessment, the client-list cross-check and the campaign framework. Bird's-eye first, then down to what each person does.
5
Months 1–6
23
Months 7–12
33
Months 13–18
42
Months 19–24
100
Installs · The Goal
Level 1
BIRD'S-EYE: WHAT THE PERSONAS CHANGE
The earlier analysis sized the market by feedlot capacity bands and concluded "land big." The personas sharpen that into something more useful: Australia's feeding market is three different markets buying the same automation for different reasons, on different clocks, in different language. That re-cuts the 100-install maths.
MATT REYNOLDS
The Performance Operator
Persona 01
~80
Yards >5,000 hd
12–24
Month cycle
20
Of the 100
"Feed is two-thirds of my cost of gain."
Universe~70–90 corporate/professional yards over 5,000 head — the value end of the 356 NFAS yards.
What he buysCost of gain (~10c/kg off), shrink closed, a board-grade payback under 3–4 years.
Deal shapeMulti-module, high value — MyPort banks scaling to whole-shed automation.
Role in the 100: Value engine — few deals, many modules, lands late.
CRAIG & JENNY DAWSON
The Family Lot Feeders
Persona 02
250+
Family yards
3–9
Month cycle
45
Of the 100
"Someone has to feed."
Universe~250+ family yards under 2,000 head — most of the 356 NFAS yards by count.
What they buyTheir weekends back; succession for Lachie; replacing the mixer wagon before it dies.
Deal shapeEntry kit — Advantage Mini, MyPort with weighing, Shuttle Eco where the shed suits.
Role in the 100: Volume engine #1 — the fast, repeatable sale.
BEC MERCER
The Next-Gen Dairy Farmer
Persona 03
1000s
Dairies (250–600 cows)
6–18
Month cycle
35
Of the 100
"Finding someone who'll turn up Saturday morning keeps me up at night."
UniverseThousands of dairies nationally; the 250–600-cow band is the target. Biggest per-animal prize.
What she buys2.5 hrs/day back; $150–300/cow/yr; a de-risked roster.
Deal shapeShuttle Eco feed robot + Ranger feed pusher + MyPort boxes.
Role in the 100: Volume engine #2 — biggest per-animal margin.
The strategic insight in one line: the big yards carry the head count, the small yards carry the customer count, and dairy carries the per-animal margin — so the 100 must be won on three simultaneous motions, not one, and the fast-cycle personas (Dawsons, then Bec) must carry the scoreboard while the slow-cycle Matt deals mature.
The clock is the hidden constraint. A Matt deal signed in month 1 of prospecting may not close until month 18–24. A Dawson deal can close inside a quarter. Therefore: volume personas front-load the count; Matt deals land late and large. Any plan that waits on corporate deals to hit the number will fail the 24-month test even if it eventually succeeds commercially.
Level 2
TOWS ANALYSIS — SWOT CONVERTED INTO STRATEGY
A plain SWOT lists factors; TOWS forces each quadrant to generate strategy. Factors first, then the four strategies they produce.
Strengths: live installed references in two segments (Hamblin/Strathdale Wagyu, Greenmount, Kane in progress); the satellite/elevation design model as a signature sales tool; Brett's decade running one of Australia's largest feedlots as authority; a modular product ladder matching every persona's entry point (Advantage Mini → MyPort → Shuttle Eco/Ranger → whole-shed); an in-place content machine (Weekly Machinery Focus, videographer, designer); a named pipeline already containing bullseye corporate accounts (NAPCO/Wainui, AACo, Camm Ag, Teys).
Weaknesses: small sales team (Mitch + Ash) against three simultaneous motions; no capacity data in the CRM (head/SCU blank for all clients); service/parts reach is a hard buying filter for Bec and the Dawsons and is unproven at distance; no dairy reference install yet; corporate integration questions (feed-software compatibility, 5am support) not yet packaged; content cadence depends on very few people.
Opportunities: dairy labour costs up 50%+ since 2021 — the fastest-rising cost line on farms and a live wound; instant asset write-off windows drive Dawson timing every June; the mixer-wagon replacement cycle (~$250k decision) is a recurring trigger in two personas; expansion DAs among corporates (Wainui to 24,750 SCU) are automation moments; Mort & Co divestment is churning yard ownership on DOM's doorstep; International Dairy Week (Tatura, January) and AgQuip are persona-native venues.
Threats: the 24-month clock vs. 12–24-month corporate cycles; a milk-price or grain-price downturn freezing capex mid-campaign; European automation brands with deeper dairy heritage entering harder; a single bad install becoming the story in a word-of-mouth market; key-person risk (Brett's voice, two salespeople); channel fatigue if the same small audience is over-marketed.
S–O · Attack
AIM STRENGTHS AT THE HOTTEST OPPORTUNITIES
Put the Hamblin/Greenmount references and Brett's authority directly into the Dawson motion now — their 3–9-month cycle means revenue this year.
Ride the labour-cost wound into dairy with the Shuttle Eco story. Time Dawson campaign bursts to EOFY write-off windows and harvest cash.
Use the design model as the corporate door-opener at Wainui/AACo where expansion DAs are live.
W–O · Build
FIX WEAKNESSES USING THE MARKET'S MOMENTUM
Land one lighthouse dairy install early (even concessionally priced) to close the no-dairy-reference gap before IDW Tatura.
Use the first corporate deal to force the feed-software integration answer into a packaged, reusable asset.
Populate SCU/herd data in the CRM as a condition of every persona interaction. Formalise the service answer — "a phone number a human answers" — as a published promise before scaling dairy spend.
S–T · Defend
USE STRENGTHS TO BLUNT THE THREATS
De-risk the 24-month clock by weighting the plan to fast-cycle personas.
Protect install quality with Brett sense-checking every design — word-of-mouth cuts both ways.
Build the payback case conservatively (quote the low end of every range) so a price downturn doesn't invalidate the maths mid-deal.
W–T · Insure
MINIMISE THE WORST COMBINATIONS
Never let the plan depend on corporate closes for the count.
Cross-train so no single person owns a persona conversation. Cap simultaneous installs to what delivery can execute well.
Keep fictional personas internal — the compliance guardrail already set.
Level 3
THE 100-INSTALL MIX MODEL
"Install" = a sold Greenline system/kit of any scale (per the campaign definition: 100 sales of any/all of the suite). Mix targets by persona, with cycle-adjusted timing:
| Persona | Accounts to close | Installs | M 1–6 | M 7–12 | M 13–18 | M 19–24 |
|---|---|---|---|---|---|---|
| Dawsons (family feedlot) | ~38–42 | ~45 | 4 | 12 | 14 | 15 |
| Bec (dairy) | ~28–32 | ~35 | 1 | 8 | 12 | 14 |
| Matt (corporate feedlot) | ~8–12 | ~20 | 0 | 3 | 7 | 10 |
| TOTAL | ~75–85 accounts | 100 | 5 | 23 | 33 | 42 |
5
Months 1–6 · Build pipeline
+ land the dairy lighthouse
+ land the dairy lighthouse
23
Months 7–12 · Volume engines fire
33
Months 13–18 · Corporates start landing
42
Months 19–24 · Compounding + referrals
How to read it: the first six months produce almost nothing on the scoreboard — that is by design, not failure; it's when pipeline is built and the dairy lighthouse lands. Months 7–24 compound. The exec team must pre-agree that month-6 sales ≈ 5 is on-plan, or nerve will break exactly when the plan is working.
3–4
Qualified conversations per week between Mitch and Ash is the single number that predicts success. Working back at honest conversion rates: Dawsons ~40 closes needs ~120–160 qualified kitchen-table conversations (≈25–30% close); Bec ~30 closes needs ~100–150 qualified (long research phase, consultant veto); Matt ~10 closes needs ~25–35 qualified champions engaged (of ~80 possible). Total: ~250–350 qualified conversations over 24 months. Everything in the team plan exists to feed it.
Revenue shape (indicative): if Dawson/Bec entry deals average ~$150–400k and Matt deals ~$1–5M multi-module, the mix lands roughly $30–45M over 24 months — consistent with the earlier $25M+ floor at $250k average.
Level 4
PERSONA PLAYBOOKS
What each motion actually is — channels, message, sales mechanics, and the trigger moments to watch.
DAWSON MOTION — "THE TRUSTED-DEALER VOLUME PLAY"
ChannelsFacebook machinery groups, AgQuip, CRT FarmFest, The Land/QCL, Elders/Nutrien counters, Brett's weekly emails.
Message
"The cattle don't know it's the weekend. Your family should."
"Load Friday. Feed through Monday." · "3–4 hours every morning, back."
Succession framing for Lachie. Never corporate language; never ROI-per-head as the lead.
TriggersMixer-wagon death, a strong harvest, the accountant raising instant asset write-off pre-June 30 — run a deliberate EOFY campaign burst in April–June both years.
Sales motionFast quote off a simple configurator (Advantage Mini → MyPort with weighing), a demo machine circuit at field days, and a service phone number a human answers. Close inside a quarter where possible.
BEC MOTION — "THE RESEARCHED DAIRY CONVERSION"
ChannelsYouTube system walkthroughs (she watches for a year before ringing — so the videos must exist now), Facebook dairy groups, IDW Tatura in January, Murray Dairy events, consultants' newsletters.
Message
"2.5 hours a day back."
"25–50c/kg MS off your cost of production."
Hours lead under ~500 cows. Never milk-production claims (compliance guardrail); never feedlot language.
The three pre-price answersHybrid/pasture fit, silage-and-commodity flexibility, and distance-to-service.
Sales motionNurture long, respect the family senate (Tom, parents, nutritionist — win the consultant and the deal follows), anchor to the mixer-wagon replacement decision. The lighthouse install is the unlock: until one Victorian dairy runs a Shuttle Eco + Ranger publicly, everything else is theory. Target it in the first 6 months at whatever commercial creativity it takes.
MATT MOTION — "THE CHAMPION-ARMED CAPEX CAMPAIGN"
ChannelsBeef Central, LinkedIn, ALFA events (BeefEx/SmartBeef), site visits, manager WhatsApp networks.
Message
"10–11 cents a kilo off your cost of gain."
"$6.86/head/day is what feeding costs — how much never reaches the bunk?"
"The mill that doesn't call in sick."
Never lifestyle framing; never unsupported production claims; show the build-up behind every number because he re-derives them.
Sales motionArm the champion — a shrink audit as the entry offer (measure what he's never measured), the satellite/elevation design model, a board-grade payback pack ($/pen-space, sub-4-year payback, integration answer, 5am support answer), reference visits to Hamblin/Kane.
BeachheadExisting accounts — Wainui, AACo, Camm Ag, Teys — are this persona. Expect 12–24 months; start all of them in quarter one.
Level 5
TEAM EXECUTION: WHO DOES WHAT
The team: Pat O'Brien (MD) · Luke Muller (GM) · DOM (marketing & campaign build) · Brett Harrison (Greenline operations; design sense-check; content voice) · Mitch Portbury (Livestock Feeding Solutions Manager) · Ash (sales) · Videographer · Graphic Designer.
| Workstream | Pat | Luke | DOM | Brett | Mitch | Ash | Video | Design |
|---|---|---|---|---|---|---|---|---|
| 24-month plan & budget sign-off | A | R | C | C | C | C | — | — |
| Campaign build & channels | I | A | R | C | C | C | R | R |
| Dawson sales motion | I | A | C | C | R | R | — | — |
| Bec (dairy) sales motion | I | A | C | C | R | R | — | — |
| Matt (corporate) pursuits | C | A | C | C | R | C | — | — |
| System design & install quality | I | A | C | R | C | C | — | — |
| Content engine (weekly cadence) | I | I | A/R | R (voice) | C | C | R | R |
| Dairy lighthouse deal | C | A | C | R | R | C | R | — |
| CRM & data (SCU/herd capture) | I | A | R | I | R | R | — | — |
| Service promise & parts answer | C | A | C | R | C | C | — | — |
R = does the work · A = owns the outcome · C = consulted · I = informed
PO
PAT O'BRIEN
Managing Director
Holds the nerve. Approves the plan, then protects it through the quiet months.
- M 1–3Approve the 24-month budget and the month-6 expectation (≈5 sales is on-plan); set the persona mix as the board's scoreboard; approve commercial latitude for the dairy lighthouse.
- OngoingMonthly review against mix (not just totals); front the relationship at the most senior corporate targets when a champion needs top-cover.
- OngoingHold the line on the 24-month commitment when months 3–5 look quiet.
LM
LUKE MULLER
General Manager
Resources the plan and owns the corporate pursuit portfolio.
- M 1–3Confirm Mitch/Ash coverage split, delivery/install capacity ceiling, and the service promise (who answers the phone, parts logistics, response-time commitment — this is a product feature for two personas; publish it).
- OngoingOwn the Matt pursuit portfolio at account level (~10 corporate campaigns); chair the monthly pipeline review against the 3–4 qualified-conversations-per-week number.
- OngoingUnblock install scheduling; own the lighthouse dairy deal outcome; approve the EOFY burst plans each March.
D
DOM
Marketing & Campaign
Builds and runs the three-track machine that feeds the conversation number.
- M 1–3Stand up the persona-split campaign — three message tracks, never blended; landing pages + auto-reply per persona; wire the CRM with persona, SCU/herd, trigger (wagon age, DA status, EOFY) and stage fields; brief videographer and designer on the persona asset list; get the "Batch to Bunk" gate and nurture live.
- M 4–12Run the always-on channel mix (Meta for Dawsons/Bec, Beef Central + LinkedIn for Matt, YouTube for Bec); build the shrink-audit offer assets and the board-pack template; execute EOFY burst #1; capture the dairy lighthouse story the day it commissions.
- M 13–24Scale what converts, kill what doesn't (monthly cost-per-qualified-conversation by persona); EOFY burst #2; IDW Tatura and AgQuip presence; keep the reference-story pipeline ahead of sales demand.
BH
BRETT HARRISON
Greenline Operations
The authority. His decade running one of Australia's largest feedlots is the trust asset.
- WeeklyThe Weekly Machinery Focus voice, alternating Matt-framing (performance) and Dawson-framing (time), with dairy themes de-feedlotted.
- Every dealSense-check every system design before quote — install quality is the moat.
- OngoingBuild and own the shrink-audit methodology and the payback build-ups Matt will re-derive (conservative ends only); be the technical authority in corporate meetings alongside Mitch — behind the scenes, not fronting customers; feed real-world proof points to DOM for content.
MP
MITCH PORTBURY
Livestock Feeding Solutions Manager
Owns the long-cycle pursuits and the dairy unlock; co-owns the conversation number.
- M 1–3Launch all ~10 Matt pursuits immediately (their clock is the longest — Wainui, AACo, Camm Ag, Teys first); open the dairy motion — shortlist 10 candidate lighthouse dairies in northern Victoria and drive that deal personally.
- DisciplineNo conversation logged without persona + herd/SCU + trigger captured.
- M 4–24Run the Bec pipeline through its family-senate process (bring the consultant in early, every time); progress corporate deals through shrink audit → design model → board pack → reference visit; hand Dawson-scale leads to Ash; convert IDW and BeefEx presence into farm assessments.
A
ASH
Sales
Owns the Dawson volume engine — the scoreboard's workhorse.
- M 1–3Work the existing sub-2,000-head names in the client list and the 436-contact list; build the field-day demo circuit calendar (AgQuip, FarmFest, regional days); establish the fast-quote pack (Advantage Mini/MyPort configurations with the Friday-to-Monday story and the service number).
- M 4–24Run the April–June EOFY sprints hard both years (accountant-timing is the Dawson super-trigger); keep kitchen-table cycle time under a quarter; harvest referrals from every install (neighbour word is the Dawson channel).
- M 4–24Maintain the demo machine's event schedule; back up Mitch on dairy volume once the lighthouse exists.
V
VIDEOGRAPHER
Content Production
Bec watches for a year before ringing — the videos are the longest lead-time-to-revenue asset in the company.
- M 1–3 · #1Bec-facing system walkthroughs — install-to-operation, silage handling, feed-pad footage. This content must exist first.
- M 1–3Hamblin/Strathdale and Greenmount customer stories in Dawson language; a Matt-facing "day in the mill" performance piece.
- M 4–24The dairy lighthouse story (filmed at commissioning); field-day and event coverage; short-form cuts for Meta/YouTube monthly. Standing rule: real yards, real operators, no invented claims on screen.
G
GRAPHIC DESIGNER
Brand & Assets
Keeps three languages visually distinct and the brand system consistent everywhere.
- M 1–3The persona-split asset kit — three one-pagers in the three languages (never blended numbers, per the guardrail); the shrink-audit report template; the board-grade payback pack template; field-day kit (banners, demo signage) and the EOFY campaign creative.
- M 4–24Landing-page creative per persona; IDW/AgQuip stand materials; case-study layouts as each reference lands.
- AlwaysGreenline brand system consistent across every touch (green #00843D system, correct product naming).
Level 6
CADENCE, KPIS & TRIPWIRES
Operating rhythm: weekly — Mitch/Ash pipeline stand-up (conversations logged, stage moves); fortnightly — DOM + Brett content/asset sync; monthly — Luke's pipeline review vs. the mix table and cost-per-qualified-conversation by persona; quarterly — Pat's board review vs. the phased scoreboard (5 / 23 / 33 / 42).
3–4
Qualified conversations per week by persona (combined)
≥3×
Pipeline coverage vs. remaining target, at all times
25/20/30
Close-rate floors: kitchen-table ≥25% · dairy ≥20% · corporate champion-to-close ≥30%
0
Unresolved commissioning issues — protect word of mouth
$/conv
Cost per qualified conversation by channel, monthly
Month 6 · <15 Dawson deals in active pipelineResponse: double field-day and dealer-counter activity, review the quote pack's speed.
Month 9 · No dairy lighthouse signedResponse: escalate to Pat for commercial latitude or pivot dairy spend to Dawson volume.
Month 12 · <35 cumulative installsResponse: re-weight the mix toward Dawsons (the elastic segment) rather than stretching corporate timelines.
Any install · unresolved issuesResponse: freeze new installs in that region until fixed; the reference economy is the whole strategy.
WHAT "ON-PLAN" LOOKS LIKE AT MONTH 12
~28 installs sold · ~10 corporate pursuits mid-cycle with 2–3 at board stage · one dairy lighthouse commissioned and filmed · CRM fully populated with persona/capacity/trigger data · and 3–4 qualified conversations still arriving weekly. From there the compounding second year carries the number.