Rabbit · The three-part system
One brain,
every division live.
Interviews build a knowledge brain of the whole company. The brain maps what every division can automate. Then an org layer lets any employee draw on any department's expertise. Three parts, one living system.
How the brain gets filled · The interviewing process
01
Interview
Division owners speak; the engine listens.
02
Pack
Six files per division, one standard.
03
Review gate
Eight tests before anything enters.
04
Knowledge map
Nodes and cited edges, drawn together.
05
Verify
An independent pass hunts defects.
06
Live brain
Answers with citations, behind MCP.
Phase 02 · Automation builder
What every division hands over.
94
Processes mapped
13
Divisions
~120h
Back per week
~£201,000
Back per year
Illustrative estimates, not forecasts
How Phase 2 feeds on the brain
Every figure on this page is an illustrative estimate derived from recorded processes, not a forecast. Kept-human processes count as zero in the formula.
Tech / Integrations
18 processes~24.6h/wk~£41,328/yr
01PLT: trigger and commercial handoff
Sales flags an incoming channel-partner platform integration; growth connects Northwind with the account's dev team to scope the build.
Medium~1h/wk~£1,680/yr
02PLT: shop provisioning and credential pack
Set up the shop in Northwind Console test systems, attach products per the agreement, prepare the live and test credential pack.
High~1.6h/wk~£2,688/yr
03PLT: account install and remote support
Account's dev installs the Add-On Widget on staging following the docs, Northwind assisting remotely; rare Path B via a Northwind-led install.
Medium~1h/wk~£1,680/yr
04M/P/W — staging validation & sign-off
8-point manual checklist on staging (badge, variant prices, cart linkage, regression, styling, order pull) + owner sign-off before go-live.
High~1.6h/wk~£2,688/yr
05PLT: go-live coordination
Issue the live key; account swaps URL and enables the widget at an agreed time with Northwind watching; caches flushed as needed.
Medium~1h/wk~£1,680/yr
06PLT: production tracking and live test order
Live test order placed, pulled, cancelled; then watch for real orders. Today the account usually notices breakages first.
High~1.6h/wk~£2,688/yr
07PLT: support and troubleshooting
Diagnosing account issues, dominated by 403/503 on the quote call with three known causes and a fixed triage sequence.
High~1.6h/wk~£2,688/yr
08PLT: connector bug escalation and re-release
Reproduce on UAT, fix, release, account upgrades, rerun Stage 4. Live-only issue means widget off immediately.
Medium~1h/wk~£1,680/yr
09BC — trigger, access & discovery
Store access request, marketplace app install, informal discovery of third-party apps and fulfilment systems to route around.
Medium~1h/wk~£1,680/yr
10OP: app configuration build on staging
Ordered settings procedure: test key, environment and tax class, hidden Add-On Prompt, tax class, countries, currency and shipping rules.
High~1.6h/wk~£2,688/yr
11OP: theme adaptation (selectors and custom JS)
For non-standard themes: craft selectors and per-account custom JS/CSS for drawer carts, modals, upsell apps.
High~1.6h/wk~£2,688/yr
12OP: staging validation and partner sign-off
Northwind exercises all flows on staging, partner tests and signs off, the gate before production.
High~1.6h/wk~£2,688/yr
13OP: production copy-over and go-live
Copy validated staging config to production, set the live key, flip Add-On Widget on last, optionally one call with the partner.
High~1.6h/wk~£2,688/yr
14BC — end-to-end test order & digital readiness
Test order on staging and post-go-live; the live one proves the merchant's 3PL/warehouse/emails handle a digital cover product correctly.
Medium~1h/wk~£1,680/yr
15OP: versioning, maintenance and tracking
Store-by-store version migrations plus ongoing watching of live integrations, today reactive, an acknowledged gap.
High~1.6h/wk~£2,688/yr
16Storefront Platform runbook
Storefront Platform is a supported platform (Order Platform App) but has no runbook, other platforms do.
High~1.6h/wk~£2,688/yr
17Order-to-cover processing (admin scripts)
The admin-side scripts that scan orders and create care plans, already largely automated, but no written playbook exists.
Medium~1h/wk~£1,680/yr
18Admin-side product setup
Creating the account/shop record and Northwind Cover products in Northwind Console, prerequisite to every integration.
High~1.6h/wk~£2,688/yr
Sales
16 processes~20.4h/wk~£34,272/yr
01Prospect list building and ICP scoring
Building and enriching lists of ICP-fit accounts (category, platform, GBP5M+ eligible revenue) with a reason-to-believe note per prospect.
High~1.6h/wk~£2,688/yr
02Cold outbound & multi-touch cadence
100+ dials/day cold-call motion with touch-stacking: ROI deck email, call-backs in 1–3 days, up to ~7 attempts
High~1.6h/wk~£2,688/yr
03Discovery call preparation
Before each booked meeting: CRM Platform history review, a prospect scan, UX examples, news check, hypotheses on likely pain points.
High~1.6h/wk~£2,688/yr
04Discovery call execution & framework
Running the discovery meeting: qualify gate, three-layer questioning, pain escalation to a quantified number, then next-step agreement.
Medium~1h/wk~£1,680/yr
05ROI deck / proposal build & pitch
Personalised ROI deck (GWP calculator with prospect AOV + category mix) plus branded checkout-UX demo — 278 decks built to date.
Medium~1h/wk~£1,680/yr
06Follow-up & commercial prompting
Every post-touch message built from one evidenced persona priority + one of six commercial prompts, with exact timing rules.
High~1.6h/wk~£2,688/yr
07Close & commission negotiation
Converting accepted proposal to signature within commission rules (25% floor, 30% rep discretion, 30–40% the team lead approves.
Medium~1h/wk~£1,680/yr
08Sales-to-Growth handoff
Transferring full deal context to Growth on signing. Today entirely manual, Growth digs through CRM Platform or asks Sales directly.
High~1.6h/wk~£2,688/yr
09Persona creation & persona-driven communication
One evidence-backed persona record per decision-maker (7 fields, Seed→Reliable), checked before every message, updated as evidence lands.
High~1.6h/wk~£2,688/yr
10Sales funnel metrics & instrumentation
Tracking the funnel vs targets; win rate by channel and no-show reasons currently blind.
High~1.6h/wk~£2,688/yr
11Care-plan takeover sourcing
Surfacing self-manufacturing brands with year-one care pain via POS-conversation pivots and market scans
High~1.6h/wk~£2,688/yr
12Care-plan discovery and recovery-data acquisition
Diagnosing the brand's aftercare and collecting the pricing dataset: sales by item, recovery frequency and severity by category.
Medium~1h/wk~£1,680/yr
13Bespoke care-plan pricing
Building the takeover rate from frequency by severity with prudence loading and a 6-month break clause. Founder signs off every rate.
Medium~1h/wk~£1,680/yr
14Full-aftercare pitch & close
Presenting the cost-and-burden-removal case to the cross-functional buying group; closing behind the break clause as the safety net.
None~0h/wk~£0/yr
15Care-plan handoff and recovery-readiness
Standing up the aftercare promise before go-live: recovery partner connected, repair network mapped, SLAs set
High~1.6h/wk~£2,688/yr
16Commercials & contracts (greenlight)
The commercial trigger that starts every integration — commission tiers, rev-share structure, greenlight criteria signed off up front.
Medium~1h/wk~£1,680/yr
Finance
9 processes~13.2h/wk~£22,176/yr
01Account statement and invoice generation
Monthly billing of every account via plan-level statement plus Finance Suite invoice, today rebuilt by hand, one account at a time.
High~1.6h/wk~£2,688/yr
02Cash collection and payment matching
Collecting account payments, matching cash to plans/invoices, chasing receivables, matched by hand across every account.
High~1.6h/wk~£2,688/yr
03Held-funds reconciliation and sweep
Knowing what's partner money vs earned commission at any moment; reconciling fund movements and sweeping the balance on schedule.
High~1.6h/wk~£2,688/yr
04Reporting pack generation and partner settlement
Monthly partner reporting pack (PII), submission by the 15th, invoice reconciliation, remittance of net fees due.
High~1.6h/wk~£2,688/yr
05Month-end close sign-off and commission draw
The closing spine: six independent checks, partners confirmed paid, cash position, then the commission draw. No step skipped.
High~1.6h/wk~£2,688/yr
06Refunds, cancellations and clawback
On cancellation: fee return, both commission clawbacks, tax adjustment, correct sign and eligibility, approval before payout.
High~1.6h/wk~£2,688/yr
07Plan corrections and billing adjustments
Two-layer model: always correct the plan record, then a logged decision on billing impact. Billed invoices is the harder case.
High~1.6h/wk~£2,688/yr
08Recovery loss-fund and partner receivable tracking
Watching the money side of recovery cases; when Northwind bridges funds from held funds, that receivable must be noted and chased.
Medium~1h/wk~£1,680/yr
09New counterparty money-flow onboarding
Before fee flows for any new partner/route begin: a map of every pound's path confirmed against contract terms.
Medium~1h/wk~£1,680/yr
Growth & Accounts
9 processes~13.2h/wk~£22,176/yr
01Growth & account management (lane overview)
✅ Playbook now exists (Growth Ops Playbook, extracted from the team 21 Jul 2026). Post-live growth: attach optimisation, uptake and expansion.
High~1.6h/wk~£2,688/yr
02Uptake-rate tracking and intervention floors
Uptake watched per partner/category: add-ons run indefinitely (guardrail: merchant core conversion must not drop below its floor).
High~1.6h/wk~£2,688/yr
03Eligible-order denominator and measurement
The denominator for reading any growth result: full order data via the Order Platform App; Storefront App unverified as a source.
High~1.6h/wk~£2,688/yr
04Pre-meeting account scan (E22)
Manual merchant scan before each partner call, new items, categories, news, UI opportunities, seasonal angle
High~1.6h/wk~£2,688/yr
05Growth review cadence & Growth Plans records
Biweekly reviews for large accounts, monthly for ≥£5k GP/yr (being instigated), quarterly for smaller — records kept in Growth Plans.
Medium~1h/wk~£1,680/yr
06Rate and UI approval register (partner routes)
Approval routes per change class: rates (partner review), UI (blanket approval, receipt in an old inbox).
High~1.6h/wk~£2,688/yr
07Post-purchase email flows (E6)
Merchant-sent messaging flows offering cover up to 30 days post-purchase (decliners deliberately included); team reviews performance monthly.
High~1.6h/wk~£2,688/yr
08Experiment tracking and results ledger
Experiment cards with before/after data tied to approval records. Today results are anecdotal, Calder Home the exception.
High~1.6h/wk~£2,688/yr
09UX template rollout (side-cart plus tick-box)
The standardised white-label UX (3+ touchpoints) rolled out to all merchants; proven by Calder Home (~15%-~18% uptake uplift).
Medium~1h/wk~£1,680/yr
Marketing
8 processes~9.2h/wk~£15,456/yr
01Website updates & digital presence
Routine Framer site updates — blogs, case studies, logos, testimonials. Change flow: message the team.
Medium~1h/wk~£1,680/yr
02Account go-live announcement
When an account goes live and trades stably: announcement post, optional QA, scheduled to social channels
High~1.6h/wk~£2,688/yr
03Social publishing & amplification
Ad hoc posting to social channels; planned four content buckets ramping to 3x/week.
High~1.6h/wk~£2,688/yr
04Podcast production (flagship show)
Per-episode pipeline: source guest, schedule, prep questions, record, edit, guest sign-off, publish, cut clips
High~1.6h/wk~£2,688/yr
05PR & big-client announcement
On fundraise, event or big go-live: draft, founder approval, client quotes, press release blasted to the publications and channels that matter.
Medium~1h/wk~£1,680/yr
06Case study production
On trigger: gather evidence from CRM Platform/portal/transcripts, agree the angle, draft in the writing skill, approval before publishing.
Medium~1h/wk~£1,680/yr
07Events & exhibitions
Go/no-go (~£500-per-qualified-meeting ROI bar), prep, day-of lead capture, split follow-up. Every other month.
Medium~1h/wk~£1,680/yr
08Partnerships & co-marketing
Marketing side of the agency/tech-partner loop; early co-marketing motions. Programme still forming.
Low~0.4h/wk~£672/yr
Partner Onboarding
7 processes~8.8h/wk~£14,784/yr
01Deal handover & onboarding kickoff
On a signed deal: Pipeline Tracker record, milestone tasks, Chat Platform channel, shared folder, kickoff email within one business day.
High~1.6h/wk~£2,688/yr
02Technical discovery & integration build
First onboarding call plus an AI discovery agent that scrapes the partner's site into a technical spec; pick the right integration path.
Medium~1h/wk~£1,680/yr
03Item categorisation, rate and commission config
Scrape the catalogue, categorise every item (eligible GBP50-GBP20k / non-eligible / flag), apply the rate card, keep commission config current.
High~1.6h/wk~£2,688/yr
04Readiness and commercial go-live check
Category approval with the partner, correct wording/FAQ placed, Billing System plus tax split set up, reporting cadence confirmed.
Medium~1h/wk~£1,680/yr
05Partner QA, UAT & go-live sign-off
15-minute internal QA, then a joint call where the partner runs test orders; go-live on verbal/written agreement.
Medium~1h/wk~£1,680/yr
06Phased launch & take-up rate baselining
Go live on a category subset, observe ~a week, auto-expand if clean; outreach on first accounts; baseline take-up
High~1.6h/wk~£2,688/yr
07Stabilization retro, compliance review & cadence
Within two weeks of go-live: retro + independent compliance review; then monthly catch-ups and reporting packs
Medium~1h/wk~£1,680/yr
Customer Service
7 processes~10h/wk~£16,800/yr
01Contact intake, verification & triage
Every inbound contact classified, requester verified (step-up checks, named-contact register), routed. Fin defers ambiguous cases to Support.
High~1.6h/wk~£2,688/yr
02Plan cancellation and refund servicing
Locate plan, decide void vs cancel per the decision table, cancel in admin, instruct account refund, track through to completion.
High~1.6h/wk~£2,688/yr
03Plan amendments and document reissue
Edits to plan details, quantity/sum-covered adjustments, document reissue. Self-serve only within 30 days of purchase.
High~1.6h/wk~£2,688/yr
04Cancelled-order vs live-plan reconciliation
Webhook-less platforms can leave a live plan behind a cancelled order (TCK-527); reconciled manually, discovered on ad hoc review.
High~1.6h/wk~£2,688/yr
05First-line recovery capture and signposting
Support signposts requesters, applies the routing rule, never adjudicates. Status chasers land on Support since Fin can't resolve them.
High~1.6h/wk~£2,688/yr
06Frontline complaint capture & escalation
Detect complaint language, log, frontline fix, escalate to the Complaints Officer within SLA.
Medium~1h/wk~£1,680/yr
07KB, macro & CS quality governance
Owning the macro library and Help Center on a quarterly cycle; CSAT as the first outcome metric; no wrong-answer macro left live.
Medium~1h/wk~£1,680/yr
Product
6 processes~7.2h/wk~£12,096/yr
01Opportunity framing & evidence discovery
Frame an initiative and evidence it: LLM-bucketing Ticketing System tickets (e.g. '30% of contacts are buyers asking about eligibility').
High~1.6h/wk~£2,688/yr
02PRD shaping, scoping & dependency tracking
Author the PRD (slices + pass-criteria, MVP cut) and track external dependencies. Register lives in the team's tracker.
Medium~1h/wk~£1,680/yr
03Prioritization forum & decision recording
Go/defer/shelve calls ranked by impact; decisions and re-triggers meant to be recorded — currently unrecorded.
Medium~1h/wk~£1,680/yr
04Build coordination & UAT
Hand PRD slices to engineering, track progress, personally UAT against pass-criteria. Linear migration committed but not yet done.
Medium~1h/wk~£1,680/yr
05Go-live gate, handoff & metric revisit
Data-isolation gate, named run-owner at go-live, success metric re-pulled ~90 days post-launch.
Medium~1h/wk~£1,680/yr
06Account cancel/void approval queue (48h)
Portal cancel/void requests queue for Northwind approval within 48h, documented as a light, delegable sense-check.
High~1.6h/wk~£2,688/yr
Referrals
5 processes~6.2h/wk~£10,416/yr
01Believer-referrer list building
Live list of everyone who has referred Northwind plus candidates, screened on merchant-network membership. Lives locally, not centrally.
Medium~1h/wk~£1,680/yr
02Referral ask & referrer enablement
The opportunistic ask at the right window, 7-step script, then arming the referrer with deck + blurb and prompts to share.
Medium~1h/wk~£1,680/yr
03Referral loop-closing & reciprocity
Reporting outcomes back to referrers, logging unpaid referrers in the portal, deliberate reciprocal intros. No fixed cadence yet.
High~1.6h/wk~£2,688/yr
04Referral tracking & channel measurement
Logging every referral with source and type, prioritising by GMV × ease × source, reporting the 8/month target
High~1.6h/wk~£2,688/yr
05Track A — structured partner programme
The written playbook covers only Track B (opportunistic asks); the structured partner/portal programme (partner-sourced referrals) is undocumented.
Medium~1h/wk~£1,680/yr
Brand & Comms
3 processes~2h/wk~£3,360/yr
01Pre-publication comms check (60-second)
Every outbound communication self-checked against five questions with CLEAR/FIX/ESCALATE; only defined risky categories escalate further.
Medium~1h/wk~£1,680/yr
02Partner-made promo content approval
Partner promos about Northwind Cover are financial promotions and must be approved before running. No formal intake process exists yet.
Medium~1h/wk~£1,680/yr
03Investor communications review
Separate regime for material inviting investment: qualifying investors only, projections labelled, capital-at-risk disclosed prominently.
None~0h/wk~£0/yr
Revenue Operations
3 processes~2h/wk~£3,360/yr
01Partner reporting pack prep and submission
Monthly: three fixed-template files (Sales, Recovery, Complaints) QA'd and emailed to the partner by the 14th/15th.
High~1.6h/wk~£2,688/yr
02Partner MI call and loss-ratio review
Monthly call with the partner reviewing loss-ratio and performance off the dashboard. No official owner yet.
None~0h/wk~£0/yr
03Revenue and partner relationship mgmt
Pricing, binding terms, capacity/appetite with the partner (and a second run-off). No written process; rests on founder relationships.
Low~0.4h/wk~£672/yr
Risk & Compliance
2 processes~2h/wk~£3,360/yr
01Compliance operations (governance & reporting)
Compliance appears everywhere in the map: governance sign-off, conduct rules, category approval, promotions, go-live gates.
Medium~1h/wk~£1,680/yr
02Complaints handling beyond frontline
The Support Lead process exists only as stale process doc v1.2, cites retired Ticketing System, contradictory SLAs
Medium~1h/wk~£1,680/yr
Service Recovery
1 processes~1h/wk~£1,680/yr
01Recovery adjudication oversight (partner)
Recovery outsourced to the fulfilment partner; no internal playbook for overseeing partner performance or work quality.
Medium~1h/wk~£1,680/yr
Phase 03 · Org chart
Any employee, any department's expertise.
How Phase 3 runs on the brain
Chief Executiveexecutive
Reviewer-class — reports to the chief executive
Reviewer-class departments audit and sign off the work of the departments below rather than producing it themselves.
No skill or department matches that.
Delivery · Three months
What ships, and when.
Month 01
The Brain
Interviews run; knowledge map built and verified; brain live behind MCP. Core plugins we build now: interview engine, ingestion gate, knowledge graph.
Month 02
Automation build
Process inventory per division; triage into automate, assist, keep human; first division automations shipped.
Month 03
Training + go-live
Staff training and adoption; remaining divisions live; measurement wired.
Ongoing
Per-company plugins
Org-chart department plugins compiled per client from their own playbooks; ongoing retainer.
Draft: timings for correction in review