A pre-built launch sequence: founder authority pack (medtech-to-MCAP arc, IMT bylines amplified), draft Allwright Review submission (chronic pain inclusion, scored against the AI citation framework), OleoCare entity schema (RWE infrastructure framing), HPRA-grade pharmacovigilance content blocks, and 10 gated HCP-facing pages shipped inside 7 days so Oleo is the only Irish-incorporated MCAP supplier with citation-ready entity authority on the morning Allwright lands.
"Day-1 of post-Allwright launch sequence prebuilt. Whether you sign with us or not, we would rather you have this ready. Cost to us 2-3 days. Cost to you nothing."
Want all 16 wedge candidates ranked, with hybrids + gold/gems? → oleo-wedges.pages.dev (internal only - 16 wedges scored on cost / time / wow / Allwright-leverage / ASAI-safety, 6 hybrid stacks, 5 pitch framings, 28 gold/gems)
| Asset | Live URL | Status | Audience |
|---|---|---|---|
| Master deck v1 (Tuesday companion) | oleo-deck.pages.dev | Live | Forward-safe to Richard |
| Oleo audit (4-page, already with Richard) | oleo-audit.pages.dev | Live | Already forwarded |
| Website rebuild (post-Allwright oleo.ie) | oleo-rebuild.pages.dev | Live v1 | Forward-safe |
| Static interactive website mockup | oleo-mockup-static.pages.dev | Live | Forward-safe |
| Theatre auto-loop website mockup | oleo-mockup-theatre.pages.dev | Live | Forward-safe |
| Wedge vault (16 wedges scored) | oleo-wedges.pages.dev | Live | Internal only |
| Council Tuesday strategy synthesis | oleo-council.pages.dev | Live | Internal only |
| This Strat hub | oleo-strat.pages.dev | Live v2 | Internal only |
| Budtender Strat sister hub | budtender-strat.pages.dev | Live v1 | Internal only |
| Oleo orb (deferred - old framing) | oleo-orb.pages.dev | Old framing - skip Tuesday | Do not forward |
| Oleo market deep-read (long-form) | oleo-market.pages.dev | Sun | Forward-safe (URL 2 in cameo email) |
| Oleo deck v2 (post-cameo close) | oleo-deck-v2.pages.dev | Conditional Wed-Mon | Forward-safe at dedicated call |
| Doc | GitHub URL | Status |
|---|---|---|
| Full Oleo folder | /oleo/ | Active |
| Full audit v1 | full-audit-v1.md | Done |
| Competitor mega-table v2 (IE+UK medical, 25 entries) | competitors-ie-uk-v2-mega.md | Done 2026-05-08 |
| AI deep audit (50q x 4 engines) | ai-audit-deep-v1.md | Done |
| Personas v1 (medical patients, prescribers, pharmacies) | personas-v1.md | Done |
| Founder credibility deep-dive (Richard medtech) | founder-credibility-deep-dive.md | Done 2026-05-08 |
| Business family map | business-family-map.md | Done |
| Platform footprint research | platform-footprint-research.md | Done |
| OOB ideas catalogue | oob-ideas-catalogue.md | Done |
| OOB ideas medical v1 (25 + wedge) | oob-ideas-medical-v1.md | Done |
| Tomas call lead brief (60s cameo + ASAI guardrails) | tomas-call-lead-brief.md | Done 2026-05-08 |
| Master deck v1 (HTML) | master-deck-v1.html | Live URL |
| Market dive v1 (MCAP, Allwright, Tilray) | market-dive-v1.md | Done |
| Handover v1 (John pre-call doc) | handover-v1.md | Done |
| Lead profile (intel pack) | profile.md | Done |
| Image library (35 real images, founder photo) | /oleo/scraped-images/ | Done 2026-05-08 |
| Website rebuild source | /oleo/website-rebuild/ | Live URL |
"Richard, before we land Tuesday's wrap, the bonus track. While we were building Budtender, the team also built Oleo separately. Same depth, completely different brain. The reason it is separate, and the reason we are showing it as a bonus rather than a pitch, is what Tomas is about to walk you through. Tomas?"
Three jobs: signals "we know these are two different companies" (trust), signals "we have done the depth" (curiosity), hands Tomas the floor without setting a sales frame.
"One thing worth being clear on, Richard. We treated Oleo as a completely separate brain from Budtender. Different team posture, different regulatory frame, different content rules. The 22 historic prescribing consultants, the 74 patients ever approved, the Allwright window, the Bedrocan supply chain, we mapped all of it. We built a regulatory readiness package that sits ready for the moment Allwright recommends chronic pain inclusion. We are not pitching Oleo today. Today is Budtender. Two URLs in your inbox tonight, you have a look when you have time, and if it is the right shape of conversation we book a separate call. The reason we kept it separate is the same reason Shirley needs to be the editorial gatekeeper on any cross-property founder content. ASAI and HPRA will treat the two brands as separable or as cross-contaminating depending entirely on how we run them. Donal, back to you."
Hard cap: 75 seconds. Tomas does NOT say: price, timeline, supply risk detail, NI cross-border leak, Tilray/Aurora/MGC by name, MCAP volume forecasts, citation guarantees. Win condition: Richard or Shirley says "tell me more about Oleo." That triggers scenario B (lock follow-up before Budtender call ends).
Per the business family map, Richard's 3 lanes are legally-separated by design. The compliance wall between Oleo (MCAP, ASAI Section 11) and Budtender (hemp, ASAI Section 16) is the architecture, not an inconvenience. Any language hinting at "we will connect these" reads as a threat to the wall.
Single-lane sell, ecosystem awareness as RESTRAINT not ambition.
Held for round two: JV / equity sliver instead of fixed retainer; Shirley as formal editorial gatekeeper with naming credit; pharmacy partnership preferences.
For each of the 10 discovery questions: what to listen for, what should set off alarm bells, and the immediate next move on signal.
| Good answer | "Around 80-90 ever approved, active script-writing under 100 today, ministerial licences in the high single-digits 2026." Tracks his own numbers. |
| Concerning | "I do not have that number to hand" or wildly different to public reports. Either bandwidth gap or licence-application politics. |
| Next move on signal | Tracks: lock content engine on clinician confidence, not patient acquisition. Vague: include a cohort-mapping deliverable in the wedge. |
| Good answer | "Zero stocking, 100% import-on-prescription. Hospital pharmacies handle the dispensing." Confirms structural bottleneck. |
| Concerning | "A few community pharmacies are starting to stock" without naming them. Vapour or politically sensitive. |
| Next move on signal | Zero: dispensing-partner directory becomes wedge deliverable. Some stocking: audit those pharmacies for AI citation surface, fold into 90-day plan. |
| Good answer | "Honestly, 4 to 6 actively writing right now." Crisp, knows his prescriber base. |
| Concerning | "Around 15-20" without naming. Inflated or hopeful, not real. |
| Next move on signal | Under 10: lock 22-consultant re-activation map as wedge deliverable. Over 15 and real: pivot to high-volume HCP content engine. |
| Good answer | "Submitted in [month], expecting report-out Q3-Q4." Knows the calendar, has positioned. |
| Concerning | "Did not submit" or "submitted last week, do not have a copy." Missed window or chaotic ops. |
| Next move on signal | Submitted: audit against AI citation framework, score gaps. Not submitted or rushed: draft a counter-submission as wedge bonus deliverable. |
| Good answer | "Class IIa, conformity assessment Q3 2026 with notified body [name]." Real device-side play. |
| Concerning | "Still scoping it" or "we paused that." Device strategy on hold; do not rebuild the deck around it. |
| Next move on signal | Real Class IIa: bake Storz and Bickel challenger framing into Tue 20 close. Paused: skip Panacea, stay on flower + extract + OleoCare. |
| Good answer | "DPIA filed with the DPC, HPRA adverse-event reporting integrated via [API/manual]." App is RWE-grade. |
| Concerning | "DPIA on the to-do list" or "no formal HPRA integration yet." App is shipped but not regulator-ready. |
| Next move on signal | Live: cite OleoCare as RWE infrastructure in Allwright submission deliverable. Open: DPIA + HPRA-integration scope becomes wedge add-on. |
| Good answer | "60% truMED, 40% Oleo, Shirley owns Oleo editorial day-to-day." Bandwidth + governance both clear. |
| Concerning | "Whatever needs me that week." No structure, governance risk on cross-property content. |
| Next move on signal | Structured: lock Shirley as gatekeeper formally on Tue 20. Unstructured: surface governance risk as wedge bonus, propose Shirley naming credit. |
| Good answer | "Bedrocan primary, [secondary] in conversation, NL magistral pharmacy holds the import licence." Knows the chain top to bottom. |
| Concerning | "Bedrocan is rock solid, no concerns." Single-point-of-failure denial. |
| Next move on signal | Aware: position our content as supply-chain transparency layer, fold Germany 2025 cap precedent into Tue 20 deck. Denial: gentle reframe via Tilray + Curaleaf threat scenario. |
| Good answer | "We estimate [X] ROI residents accessing via Curaleaf Belfast / Lyphe NI / Releaf each month." He has the number. |
| Concerning | "Honestly do not know" or "more than I would like." No number. |
| Next move on signal | Has the number: it becomes the headline argument in the Allwright submission deliverable. Doesn't: scoping the number becomes a wedge sub-deliverable, valuable in its own right. |
| Good answer | "5-7k a month range." Aligned with EUR 4-6k anchor, easy close. |
| Concerning | "Under 2k" (mismatch) or "you tell me a number" (refuses to share). |
| Next move on signal | Aligned: lock 5k Tue 20. Mismatch: re-anchor on UK clinic GBP 8-25k/m, offer wedge-only as Phase 0. Refuses: do not press, walk Doctor-spend slide harder, anchor on CIC roster instead. |
Each section gets an opener (what Tomas says first, in blockquote), a transition out, and a time budget. Total target: 60-75 min including discovery questions and close.
"Richard, Shirley, John, thanks for the time. This is a discovery call, not a pitch. We have done the depth on Oleo separately from Budtender, kept the regulatory frame clean, and we want to walk what we found, ask each other the questions that matter, and decide together if there is a shape of conversation worth a separate engagement. No pricing pressure today."
Transition: "Let me orient you on the strat hub first, then we will go to the questions."
"Quick walk of oleo-strat.pages.dev. Top tile, the 22 historic consultants. Tile two, the 74-patient cohort. Tile three, the four-supplier landscape. Tile four, the Allwright window. We are not going to read every tile. The point is the depth: same depth as Budtender, completely separate brain."
Transition: "Now, the three numbers we want to drop and the three names that anchor the conversation."
"Three numbers from the audit. Number one, 74 patients ever approved over five years, public number from the Ministerial answer in March. Number two, 22 historic prescribing consultants ever wrote scripts; active 2026 figure almost certainly under 10. Bottleneck is clinician confidence, not patient demand. Number three, the UK clinic side - Curaleaf, Releaf, Mamedica - run content and SEO budgets between 8 and 25 thousand pounds a month. That is the spend you compete with the moment Allwright lands."
Transition: "And the three names that anchor the next 10 minutes."
"Bedrocan, your supply moat. Allwright, the regulatory unlock everyone is waiting for. Celadon Pharma, the UK-listed downstream rail one CIC membership step away. We treat all three as visible levers, not aspirational ones."
Transition: "Before we go to discovery, the cross-property frame that earns this conversation."
[Tomas hand-off]: "Donal, this one is yours. The reason we treat Oleo and Budtender as completely separate."
Donal first 60s: "Five landmines. Founder LinkedIn proximity. Joint podcasts. Cross-linked footers. Shared agency authorship. Email template overlap. Each one is a regulatory signal that ASAI or HPRA could read as cross-contaminating. Mitigation is one operational rule run cleanly: Shirley as editorial gatekeeper on Oleo, separate authorship pattern on Budtender, no chronological proximity in Richard's public feeds. The cost of that firewall is one rule. The cost of not running it is the MCAP licence."
Handback: "Tomas, back to the questions."
"We have ten questions. We will not ask all ten. Pick the ones that change how we shape the work. First one: current 2026 patient count and ministerial-licence count. What does that look like for you today?"
Pace: 6-7 questions max. Listen 3x more than talk. John captures verbatim. Donal silent unless cued.
Transition: "Let me show you the wedge offer and the readiness retainer. Then you tell us which shape, if either, fits."
"7-day Regulatory Readiness Package. Founder authority pack. Draft Allwright submission. OleoCare entity schema. HPRA-grade pharmacovigilance content blocks. Ten gated HCP-facing pages. Yours to keep regardless. Cost to you nothing. Cost to us 2-3 days. The reason it is free is that it is the cleanest way for us to learn how Shirley works editorially, and for you to see what we ship before any retainer conversation."
Transition: "Or, if you want to skip the wedge and go straight to the retainer..."
"Range we anchor on is EUR 4 to 6 thousand a month, structured as HCP-gated content + regulatory commentary + entity authority + AI citation engineering. We firm the tier after we see Shirley's editorial cadence. For context, Releaf launched a GBP 2 million platform in January and runs a content team at materially higher monthly burn. You are Oleo-sized at Oleo cost. We are anchored against the leaders, not the laggards."
Transition: "[Pause for reaction, do not fill silence]. We are not asking for a yes today. What we want to hear is whether the shape looks right."
"One risk we want named on the call so it does not surprise anyone later. Curaleaf Belfast is operating as a NI cannabis facility today, and ROI residents are accessing via that route. That is almost certainly an Irish Misuse of Drugs Regulations offence happening right now. The Allwright submission opportunity is to surface that as the chronic-pain inclusion argument. The risk is reputational if it surfaces in the press before Allwright lands and Oleo has not staked a position."
Transition: "And then the close-the-loop."
"What we would like is one of three outcomes today. One, you take the free wedge, we ship in 7 days, retainer conversation after. Two, you skip the wedge and we lock the readiness retainer for [start date]. Three, you say not now, and we send the recap email, the URLs stay live, and we revisit when Allwright timing firms up. Which shape feels right?"
Transition: "[Wait for answer]. Brilliant. We will send the calendar invite plus a one-page recap by tomorrow morning."
| Objection | Rebuttal |
|---|---|
| "We are waiting for Allwright before doing anything." | "Honest read is the opposite. Allwright recommendations land in 6-12 months. Regulation decisions follow 6-18 months after. AI citation signals take 90-180 days to compound. Wait until Allwright reports and the slots are taken by Curaleaf, Releaf, Mamedica, Tilray and Business of Cannabis. Pre-Allwright is the only window a Cork-incorporated, founder-operated content engine can plant the flag uncontested. We are not asking you to ship product. We are asking you to claim entity authority before the auction crowds." |
| "Not enough patients yet to justify the spend." | "Right, and that is why the spend is structured around entity authority and regulatory commentary, not patient acquisition. ASAI Section 11 would not allow a patient-facing performance funnel. We pitch the work that earns the citation when the patient pool goes from 74 to 6,000 within 24-36 months of an SI amendment. Asset compounds before the patient pool exists. By the time volume arrives, you own the answer when ChatGPT, Perplexity and Google AIO answer 'what is MCAP' or 'medical cannabis Ireland Allwright'." |
| "OleoCare data is private. We are not putting any of that into your hands." | "Completely understood. Nothing we ship requires OleoCare patient data. The OleoCare angle is structural: app exists, captures dosage and adverse-event data, positioned as RWE infrastructure for HPRA-grade pharmacovigilance. Story about the asset, not the patients on it. If RWE content ever entered scope, every word goes through Shirley's editorial gate, and patient-level data never touches an OO surface." |
| "I trust the truMED stack already. Why not run Oleo content through that workflow?" | "Best possible reason to keep us close. truMED is the right model for OleoCare's evolution. We sit alongside rather than inside for jurisdictional reasons. truMED is bariatric, US-led, FDA-aligned. Oleo is medical cannabis, Irish, HPRA-aligned, ASAI Section 11 in play. Content governance, HCP gate, pharmacovigilance integration and regulatory commentary need an Irish HPRA-fluent agency. We are the layer that protects the licence." |
| "What does this cost?" | "Range we anchor on for the readiness retainer is EUR 4 to 6 thousand a month, structured as HCP-gated content + regulatory commentary + entity authority + AI citation engineering. For context, Releaf launched a GBP 2m platform in January, Curaleaf and Releaf run content at GBP 8-25k a month UK-side. We are Oleo-sized at Oleo cost. Alternative is the 7-day wedge, yours to keep regardless, costs you nothing." |
Tomas cue: "Donal, this one is yours. The reason we treat Oleo and Budtender as completely separate."
Donal first 30s: "Five landmines. Founder LinkedIn proximity, joint podcasts, cross-linked footers, shared agency authorship, email template overlap. Each one is a regulatory signal that ASAI or HPRA could read as cross-contaminating. Mitigation is one operational rule run cleanly: Shirley as editorial gatekeeper on Oleo, separate authorship on Budtender. The cost of that firewall is one rule. The cost of not running it is the MCAP licence."
Handback: "Tomas, back to the questions."
Tomas cue: "Donal, want to show what the HCP-gated chatbot would look like?"
Donal first 30s: "Sharing screen. Concept only, not deployed. HCP gate at the top - Pharmacist or Medical Council registration verified before any content surfaces. Inside the gate: dosing tables, indication notes, adverse-event reporting link. Outside the gate: zero therapeutic claims, only access-pathway content. ASAI Section 11 compliant by design."
Handback: "Tomas, want to walk Richard through the readiness retainer?"
Tomas cue: "Donal, walk Richard through what we found across the four AI engines."
Donal first 30s: "We ran 50 queries across ChatGPT, Perplexity, Gemini and Google AI Overviews. Net citation rate for oleo.ie is in low single digits across the 200 query-engine pairs. Where there is no clear winner: 'medical cannabis Ireland', 'MCAP supplier Ireland', 'Allwright Review chronic pain'. Those are the slots open today. Post-Allwright they will not be."
Handback: "Tomas, where were we?"
Tomas cue: "Donal, that's yours."
Donal first 30s: Whatever the question is. If schema, give the 2-line answer. If MDR / Class IIa, name the regulation. If ASAI Section 11, quote the rule. If unsure: "Good question, let me come back to that on the recap email tomorrow with the actual citation."
Handback: "Tomas, where were we?"
| Trigger | What Tomas does |
|---|---|
| Richard goes quiet for >8 seconds | Do NOT fill the silence. Count to 10 internally. If still silent: "Richard, want me to keep going or pause for a question?" He is processing the cross-property frame or the price anchor; let him. |
| Richard challenges a number | "Fair challenge. Let me show you the source." Pull up oleo-strat.pages.dev or the relevant doc (full-audit-v1, market-dive-v1, competitor mega-table). Always cite the source file path. |
| Richard asks "have you shipped this for medical cannabis before?" | "Honest answer, not for medical cannabis Ireland. Nobody has, not at this depth. We have shipped the underlying stack (schema, AI citation, HCP gating, founder entity work) for 9 retainer clients across regulated verticals. The Irish MCAP layer we have built bespoke for you. The cross-property risk surfacing in particular - no agency in Europe has done that on this market." |
| Shirley engages on regulatory detail | Do NOT try to answer. "Shirley, that is exactly the kind of regulatory question Donal will take." Donal answers in 30-60 sec. Tomas takes back: "Right, where were we." Pivot back to the discovery flow. |
| Richard mentions a competitor we have not researched | "Good name to add. We have 25 medical-cannabis operators in the matrix; if [name] is not in there, we will fold them in for the next call. Quick context, what makes them a threat in your view?" Capture verbatim. Fold into mega-table v3 same day. |
| Richard pushes back on the wedge offer ("free is suspicious") | "Fair. Honest reason: it costs us 2-3 days, gives us a working asset to learn how Shirley runs editorial governance, and removes the decision pressure today. You take it, we take the learning. Either way you keep the readiness pack." |
| Richard mentions a regulator (HPRA, ASAI, DPC, IMB) by name | Listen. Note exactly what he says. Acknowledge: "That is the conversation we want to have, regulator-aware. We will fold the specific [HPRA / ASAI / DPC] frame into the readiness pack." |
| Richard says "I have to jump" | Do NOT panic. "Got it. Let's land the only thing that matters. Wedge, retainer, or recap-then-revisit. Which?" Get the directional yes. Send recap email within 1 hour. |
| Richard mentions Tilray, Aurora or MGC | Listen first. Do NOT name them yourself unless he does. If he does: "Right, that is the post-Allwright competitive set. Pre-Allwright is the only window where they are not yet flooding Irish-targeted query space." |
Why: the public number from the Ministerial answer in March. Sizes the cohort. No commentary needed; the number speaks.
Where to drop it: opening "three numbers" section + any moment Richard frames Oleo as bigger than the public record shows.
Why: active 2026 figure almost certainly under 10. The 22-consultant lever is the structural unlock: 5-10 more active prescribers and patient numbers move materially.
Where to drop it: three numbers + Q3 framing + readiness retainer scope (re-activation map deliverable).
Why: Doctor-level competitor SEO spend anchor. Curaleaf, Releaf, Mamedica all run content at this monthly burn. Reframes our EUR 4-6k/m from "expensive" to "well below the post-Allwright market ceiling."
Where to drop it: three numbers + readiness retainer pricing slide + any price objection ("Curaleaf is 8-25k a month UK-side. We are anchoring at 4-6k Irish, which is Oleo-sized at Oleo cost").
80x patient pool multiplier within 24-36 months of an SI amendment (pro-rata UK private market metrics, c. 6,000 patients potential). Drop only if Richard probes the post-Allwright sizing.
| Name | Why drop it | Where on the call |
|---|---|---|
| Bedrocan | His supply moat AND single-supplier risk. Saying it on the call signals we mapped the actual supply chain to NL magistral pharmacy level, not just oleo.ie. Bedrocan endorsement is currently dramatically under-leveraged on the site; surfacing this is a wedge sub-deliverable in itself. | Three names section + Q8 framing + cross-property risk discussion. |
| Allwright Review | Professor Shane Allwright, retired TCD epidemiologist. Chair of the review announced by Health Minister Jennifer Carroll MacNeill. Naming the chair signals research depth no other agency has done. | Three names + Q4 framing + post-Allwright competitive set discussion. |
| Celadon Pharma | UK-listed cannabis pharma, 1 step away via the CIC UK membership directory. Same roster. A warm intro is structurally available. Frames us as ecosystem-aware, not just SEO-aware. | Three names + readiness retainer scope (Celadon-readiness as bonus track). |
| Curaleaf Belfast (bonus) | NI cannabis facility, the cross-border leak to ROI happening today. Misuse of Drugs Regs offence in plain sight. Drop only if discussing market dynamics or Allwright submission framing. | Critical risk surface section + Q9 framing only. |
| Catherine Reilly (bonus) | News Editor at IMT.ie AND writes for Medical Independent. Two Irish medical-press paths via one editor. Drop only if Richard asks about earned-media strategy. | Reactive only, in response to founder-authority discussion. |
| Storz and Bickel (alt) | Volcano Medic 2 and Mighty+ Medic, only EU MDR Class IIa medical vaporisers. Drop instead of Celadon if Richard pulls the device thread (Panacea). | Q5 framing only. |
TUESDAY 13 MAY CAMEO + DEDICATED OLEO CALL DECISION TREE [TUE 13 MAY CAMEO - SLIDE 11] | v Richard's reaction to the 60-second cameo? A) Stays in Budtender mode, no question -> Send 2-URL email Wed AM. John follows up Fri. B) "Tell me more about Oleo" mid-cameo -> Do NOT extend. "Schedule 30 min Fri or Mon for Oleo?" Lock slot before call ends. C) Shirley jumps in regulatory -> Hand to Donal. 60-90 sec. Tomas closes Budtender. D) "I want to start the Oleo work now" -> Drop the wedge verbally. Do NOT quote retainer pricing yet. E) "Not interested now, focus on Budtender" -> Clean acknowledgement. URLs in post-call email regardless. | v [ALLWRIGHT TRIGGER BRANCHES] Richard mentions Allwright unprompted? YES + has submitted -> Audit submission against AI citation framework, fold into wedge as bonus YES + has not submitted -> Draft submission as wedge sub-deliverable, ship in 7 days NO -> Stay on entity-authority frame, do not pre-empt Allwright timing Richard mentions Curaleaf Belfast or NI leak? YES -> Fold cross-border ROI patient flow into Allwright submission as headline argument NO -> Do not introduce; reputational risk if Richard reads it as a scoop Richard mentions Tilray, Aurora, MGC, Releaf, Mamedica? YES -> Acknowledge competitive set. Pre-Allwright window framing. NO -> Save post-Allwright competitor naming for dedicated call only | v [DEDICATED OLEO CALL - IF LOCKED] Discovery question 10 (mental budget) reaction? "5-7k aligned" -> Big Dawg track: lock readiness retainer EUR 5k/m "2-3k tight" -> Wedge-only Phase 0, retainer conversation Q3 "Move fast / start now" -> Deploy wedge same call, ship Mon, retainer convo after "Wants Shirley to vet first" -> Schedule Shirley-only tech call before any retainer talk Silent / face changes -> Pause, ask "what is your reaction?" | v Cross-property risk reaction? Acknowledges + values -> Earns the retainer. Lock Shirley as gatekeeper formally. Dismisses / "we have it covered" -> Surface 5 landmines specifically, do not press Defensive -> Hand to Donal for 90s technical close, do not push | v Bedrocan single-supplier risk reaction? Aware + has secondary plan -> Position content as supply-chain transparency layer Denial / "rock solid" -> Gentle reframe via Germany 2025 cap precedent Doesn't know -> Wedge sub-deliverable: secondary-supplier scope memo | v [CLOSE WINDOW] Did Richard commit to wedge OR retainer OR recap-revisit? WEDGE -> GREEN. Ship 7-day build starting Wed AM. Brief Shirley on sign-off cadence. RETAINER -> GREEN+. DocuSign drafted (NOT sent per Rule 12). Defined start date. RECAP-REVISIT -> AMBER. Send 2-URL email + recap pack Wed. John WhatsApp follow-up after 7-10 days. HARD PASS -> RED. Send takeaway pack (audit + competitor + market dive). Walk away clean.
Did Richard or Shirley pull on the cameo (verbal interest, follow-up requested, OR opened URLs in 24h)?
If yes: GREEN regardless. If no: AMBER (URLs stay live, Allwright is the revisit trigger). RED only if Richard explicitly asked us to stop.
| Window | Action | Owner |
|---|---|---|
| Hour 0-1 | Tomas sends 2-URL email to Richard (Subject: "Oleo back-pocket - two URLs, when you have time"). oleo-strat first, oleo-market second. Not pitching, not asking for anything. | Tomas drafts, Donal reviews, Tomas sends |
| Hour 1-3 | Donal updates post-cameo-debrief-2026-05-13.md: did cameo land, Richard / Shirley signal, follow-up pull, scenario branch (A/B/C/D/E). | Donal |
| Hour 3-24 | Confirm oleo-strat + oleo-market 200-OK, no broken links, no Budtender styling leftover. Smoke-test on mobile. | Donal |
| Hour 24 (Wed AM) | John Slack to Donal: URL opens (if visible), relationship temperature, recommended next move. | John |
| Day 4-5 (Fri-Sat) | If no pull from Richard: John makes a single warm follow-up call. No second push from Tomas or Donal direct. John owns round two. | John |
| Window | Action | Owner |
|---|---|---|
| Hour 0-1 | Tomas writes 5-bullet recap email (what walked, what landed, Richard's discovery answers, what we agreed). Donal reviews. Send within 60 min. | Tomas drafts, Donal reviews, Tomas sends |
| Hour 1-4 | Update post-call-debrief-[date].md: scenario branch, full discovery answers, Richard's tone, Shirley's engagement, John's reads. Tag GREEN / AMBER / RED. | Donal |
| Hour 4-12 | If GREEN (wedge): kick off 7-day build immediately, brief Shirley on sign-off cadence before any content ships. If GREEN (retainer): Stripe link drafted (NOT sent per Rule 12) + DocuSign template prepped. If AMBER: Wed calendar email with 2 time options drafted. If RED: takeaway pack assembled. | Donal |
| Hour 12-24 (next AM) | Calendar invite for next call sent. One-page recap email landed in Richard's inbox. If wedge accepted: Day 1 build kickoff (founder authority pack draft started). | Donal sends, Tomas CCs |
What we build between Tue 13 cameo and any dedicated Oleo call, conditional on what Richard signals Tuesday.
| Day | Deliverable | Trigger condition |
|---|---|---|
| Wed 14 May | Tomas sends 2-URL email (oleo-strat + oleo-market) | Always (regardless of scenario) |
| Wed 14 May | oleo-market.pages.dev deployed (long-form market dive read) | Always |
| Wed 14 May | post-cameo-debrief-2026-05-13.md filled in | Always |
| Thu 15 May | Founder authority pack v1 draft (medtech-to-MCAP arc, IMT bylines amplified) | If scenario B / D from cameo (Richard pulled) |
| Thu 15 May | Draft Allwright submission v1 (chronic pain inclusion, AI citation framework) | If scenario B / D AND Richard not yet submitted |
| Fri 16 May | OleoCare entity schema v1 (RWE infrastructure framing, Organization + MedicalOrganization + MedicalProcedure) | If scenario B / D |
| Fri 16 May | HPRA-grade pharmacovigilance content blocks v1 (10 blocks, equal-prominence risk profiles) | If scenario B / D |
| Sat 17 May | 10 gated HCP-facing pages v1 (HCP gate verifiable, dosing + indications + efficacy) | If scenario B / D |
| Sat 17 May | 22-consultant re-activation outreach map (the actual plan, named historic consultants where public) | If scenario B / D |
| Sun 18 May | Oleo deck v2 (post-cameo, for dedicated call) | If scenario B / D AND date locked |
| Sun 18 May | Cross-channel ecosystem synthesis (3-lane firewall mapped: Oleo / Budtender / truMED) | Always |
| Sun 18 May | Oleo constellation orb hub deployed (rotating-rings format, parallel to Budtender orb) | If scenario B / D |
| Mon 19 May | Dry run with Tomas + Donal + John on the dedicated call shape (30 min Slack huddle) | If scenario B / D AND date locked |
| Mon 19 May | Calendar reminder fires + tab pre-stage for the dedicated call | Conditional on date locked |
| # | Workstream | Status | Owner |
|---|---|---|---|
| O.1 | Oleo lead profile (intel pack) | Done | Subagent |
| O.2 | Oleo audit extract (4 pages) | Live URL | Me |
| O.3 | Handover doc (John pre-call) | Done | John |
| O.4 | Full audit v1 | Done 2026-05-08 | Subagent |
| O.5 | AI deep audit (50q x 4 engines) | Done 2026-05-08 | Subagent |
| O.6 | Competitor mega-table v2 (IE+UK medical, 25 entries) | Done 2026-05-08 | Subagent |
| O.7 | Personas v1 (medical patients, prescribers, pharmacies) | Done 2026-05-08 | Subagent |
| O.8 | Founder credibility deep-dive (Richard medtech-to-MCAP) | Done 2026-05-08 | Subagent |
| O.9 | Business family map (3-lane firewall) | Done 2026-05-08 | Subagent |
| O.10 | Platform footprint research | Done 2026-05-08 | Subagent |
| O.11 | OOB ideas catalogue | Done | Subagent |
| O.12 | OOB ideas medical v1 (25 + wedge) | Done 2026-05-08 | Subagent |
| O.13 | Master deck v1 (HTML) | Live URL | Me |
| O.14 | Tomas call lead brief (60s cameo + ASAI guardrails) | Done 2026-05-08 | Me |
| O.15 | Website rebuild (post-Allwright oleo.ie) | Live URL | Me |
| O.16 | Static interactive website mockup | Live URL | Me |
| O.17 | Theatre auto-loop website mockup | Live URL | Me |
| O.18 | Wedge vault (16 wedges scored) | Live URL | Subagent + me |
| O.19 | Image library (35 real images, founder photo) | Done 2026-05-08 | Subagent |
| O.20 | Strat hub v2 (this doc) | Live v2 | Me |
| O.21 | oleo-market.pages.dev (long-form deep-read) | Wed | Me |
| O.22 | Oleo brand kit + style guide | Sat | Subagent |
| O.23 | 22-consultant re-activation outreach map | Conditional | Me + research |
| O.24 | Founder authority pack v1 (wedge component) | Conditional | Me |
| O.25 | Draft Allwright submission v1 (wedge component) | Conditional | Me + Shirley sign-off |
| O.26 | OleoCare entity schema (wedge component) | Conditional | Me |
| O.27 | HPRA-grade pharmacovigilance content blocks (wedge component) | Conditional | Me + Shirley sign-off |
| O.28 | 10 gated HCP-facing pages (wedge component) | Conditional | Me + Shirley sign-off |
| O.29 | Oleo deck v2 (post-cameo, for dedicated call) | Conditional | Me |
| O.30 | Oleo constellation orb hub (parallel to Budtender) | Conditional | Me |
| O.31 | Cross-channel ecosystem synthesis | Sun | Subagent |
| O.32 | Lyphe canary monitor (UK clinic IE expansion signals) | Ongoing | Me |
Richard signing both Budtender hemp content and Oleo MCAP content threatens the MCAP licence directly. ASAI Section 11 and HPRA may treat hemp-product founder claims as cross-contaminating regulated medical-cannabis content.
5 landmines: founder LinkedIn proximity, joint podcasts, cross-linked footers, shared agency authorship, email template overlap.
Mitigation: Shirley as editorial gatekeeper on Oleo. Separate authorship pattern on Budtender. Surfaced on the cameo (slide 11), confirmed on dedicated call. The cost of the firewall is one operational rule. The cost of not running it is the MCAP licence.
Source: founder-credibility-deep-dive.md (2026-05-08), tomas-call-lead-brief.md Section 6.
Allwright Review report-out timing unknown. Estimate Q3-Q4 2026 from public signal. SI amendment lag adds 6-18 months. Total window: 12-24 months from today.
Mitigation: AI citation work has to start now to compound by report-out. Pre-Allwright is the only window the auction is empty. We frame readiness retainer as compounding asset, not patient-acquisition spend.
Source: market-dive-v1.md, full-audit-v1.md.
Tilray-acquired Lyphe is the bellwether for UK clinic IE expansion. First Tilray-IE move (clinic registration, GMC-registered consultant in IE, oleo.ie-shaped content) is the post-Allwright auction starting gun.
Mitigation: O.32 Lyphe canary monitor. Weekly check on Companies House, GMC register, Lyphe content footprint. First signal triggers immediate readiness-package deployment if Richard has not committed yet.
Source: competitors-ie-uk-v2-mega.md, market-dive-v1.md.
Germany hit Bedrocan import cap September 2025. If Allwright opens IE demand, supply becomes the constraint, not demand. Single-supplier risk via NL magistral pharmacy is real.
Mitigation: Q8 surfaces this directly. Wedge sub-deliverable: secondary-supplier scope memo if Richard has no plan. Position our content as supply-chain transparency layer.
Source: market-dive-v1.md, full-audit-v1.md.
| # | Blocker | Owner | Action |
|---|---|---|---|
| O-B1 | oleo-market.pages.dev not yet deployed (URL 2 in cameo email) | Donal | Build long-form market-dive read by Wed AM |
| O-B2 | Shirley editorial sign-off cadence undefined | Donal | Surface on dedicated Oleo call. No content ships without Shirley naming credit on Oleo side. |
| O-B3 | 22 historic consultants - public names partially known, full list incomplete | Me + research | Re-activation map deliverable: pull MCAP consultant register if available, supplement with public press |
| O-B4 | Cannabis Europa London 2023 session video / panel name | Me | Verification needed for Richard's "returning operator" framing in founder authority pack |
| O-B5 | Lyphe canary monitor not yet automated (O.32) | Donal | Weekly cron on Companies House + GMC register checks |
| O-B6 | Cross-border NI patient leak number - estimate only | Donal | Try Richard for the figure on dedicated call (Q9). If no number, scoping it becomes a wedge sub-deliverable. |
Same structure for TheBudtender (hemp ecom, EU shipping, 244 SKUs, ASAI Section 16). The two hubs are deliberately separated by the same compliance wall the brands themselves run on. Live at:
https://budtender-strat.pages.dev →
Updated as Tomas + John feed back · Donal pastes their G-Doc edits Tuesday morning · Internal only · Not for client