Founder Core Welcome
01 / 18
For painters, contractors and home-service pros
Affinity Connect+VA Killer+Founder Core

The office team your trades business never had time to hire.

Agents that fill your calendar and do the legwork, plus one brain that shows you where the business leaks. You stay on the job.

Every call answered Every estimate chased Every review answered
The problem

It's 7:14 on a Saturday and you're answering a lead from Thursday.

None of it is hard. All of it is yours.

Saturday
7:14
Missed call(416) 555-0148 · no voicemail
Thu
New enquiry"Can you paint our hallway and stairs? Need a price this week."
Thu
ReminderSend the Henderson estimate
Tue
The call you missed on the ladderThey booked the next painter on the list.
Lost job
The estimate that never went outQuoted on Tuesday. Still sitting in your drafts.
Cold lead
The follow-up nobody sentThree estimates out and none of them chased.
Stalled
The review you never asked forHappy client, finished job, nothing on Google.
Fewer calls
The ad you meant to pauseStill spending on a campaign that stopped working.
Wasted spend
Every month you stay the bottleneck, it gets more expensive to stop.
BeforeThe founder bottleneck

It all runs through you.

Calls, quotes, crews, invoices, reviews, ads. You catch a few. The rest bounce off, hit the floor, and nobody notices until a customer goes quiet.

Everything lives in your headQuotes, promises, who is owed a call back. If it isn't written down, it isn't happening.
Every decision waits on youThe crew, the office and the customers can't move until you answer.
Important things hit the floorA hot lead, a callback, an invoice. Things you would never choose to drop.
The idea

One brain.
A whole office behind it.

The fuel pulls people in. The hands do the work. The brain shows you what to fix. You stay on the job.

YouSet the rules. Make the calls.
Founder Core, the brainSees the whole business and tells you what to fix.
VA Killer, the handsA swarm of agents that does the day-to-day work.
Affinity Connect, the fuelTraffic agents that pull people into your business.
How it fits together

Fuel brings them in. Hands do the work.
The brain runs the show.

Founder CoreThe brain
SOPs Time analysis Money analysis Game Plan
Sees the whole business, writes your SOPs, finds where time and money bleed, and sets the Game Plan to scale.
You, from your phone
what happenedwhat to do next
Affinity ConnectThe fuel
Traffic agents. They pull people into your business.
PhoneFollow-upGoogle profileGoogle AdsFacebook AdsLocal searchSocialWebsite
VA KillerThe hands
An agent swarm. It does the work once they are in.
OutboundCRM movesDocs to dataCustomer emailsTextsJob organizingEstimatesOrders
Your business
Phone lineGoogle profileAd accountsWebsiteCRMCalendarInboxCustomers
The agents work inside your real accounts.
The fuelAffinity Connect

Eight agents that pull people in.

Start with the three that fix your biggest leak. Add more when you're ready.

Phone Agent

Answers the phone, qualifies the job and books the estimate.

Missed calls stop costing you jobs.
Inbound Setter

Replies to texts, emails and DMs in seconds, then keeps following up.

Leads get an answer on whatever channel they used.
GBP Agent

Keeps your Google Business Profile current and replies to your reviews.

You show up when someone nearby searches.
Google Ads Agent

Audits your campaigns, builds landing pages and checks the conversions are real.

Less wasted spend, and proof of what a lead cost.
Facebook Ads Agent

Runs Facebook and Instagram ads and refreshes the creative before it goes stale.

Paid social that stays fresh.
SEO Agent

Audits your site, finds what buyers search for and runs the ranking work.

Search traffic that builds instead of resetting.
Social Media Agent

Writes and posts across your accounts on a schedule.

Stay visible without hiring a content person.
Website and Brand Studio

Your site goes up first. Your voice is captured once, so nothing sounds like a robot.

The foundation every agent runs on.
Also included: Reddit Ads Agent
The handsVA Killer

Meet the hands. VA Killer does the work.

A swarm of agents that works inside your CRM, inbox, documents and phone, so nothing waits on you.

Outbound

Reaches out to new prospects and past customers so the pipeline never goes quiet.

Moves your CRM

Every lead and job moves to its next stage without you touching it.

Data off your documents

Reads estimates, invoices and work orders and puts the numbers where they belong.

Emails your customers

Quotes, confirmations and follow-ups go out in your voice.

Strategic outreach

Picks who to contact and when, based on what your own data says.

Today's texts

Customers get a text on where the crew is headed today and when to expect them.

Organizes your jobs

Schedules, crews, materials and notes lined up before the day starts.

Estimates client requests

Turns an enquiry into a drafted estimate for you to approve.

Keeps orders moving

Pushes every order and work order to its next step.

What the hands did before 9 amSample data
  1. 6:42Texted the Hendersons: crew arrives 8:30 at 42 Maple St.
  2. 6:50Moved "Maple St exterior" from Estimate sent to Booked.
  3. 7:05Pulled the totals off the paint supplier invoice into job 214.
  4. 7:20Emailed the Chen estimate, in your voice.
  5. 7:48Reached out to 12 past clients about spring exteriors.
  6. 8:10Lined up tomorrow's crews and ordered the primer.

Affinity Connect pulls the customer in

VA Killer works it: replies, books, estimates, follows up

Founder Core watches it all and shows you where it leaks

The brainFounder CoreSample data

Write it down once.
The whole crew follows it.

Founder Core learns how your best jobs actually run and drafts the SOP for every role. You review it. Your crew and your agents work from the same playbook.

Drafted from how you really workBuilt from your own calls, quotes and jobs, not a blank page.
One playbook for people and agentsYour crew, your office and VA Killer all follow the same steps.
Flags what keeps slippingWhen a step keeps getting skipped or running late, it tells you and proposes a fix.

How we quote an exterior repaint

Owner: Estimator 6 steps Version 3
  1. Site visit and measureEstimator
    Same day
  2. Written estimate outVA Killer drafts, you approve
    Within 24 hours
  3. Follow up until they decideVA Killer
    Day 2 and day 5
  4. Book the job and take the depositOffice
    Within a day of yes
  5. Crew prep: wash, scrape, primeCrew lead
    Before day 1
  6. Final walkthrough, then ask for the reviewCrew lead and VA Killer
    Day of finish
Drafted by Founder Core Approved by you
Your SOP libraryOne for every part of the business
New enquiry Job kickoff Invoice and payment Review request Warranty callback Ordering materials Crew daily check-in Change orders
The brainFounder CoreSample data

See where the business bleeds.

Founder Core maps the business from first click to final payment and shows every leak in dollars and hours.

AcquisitionWhat a customer costs you
$38per lead
$112per booked estimate
$370per job won
TimeLost weekly
23 hours
Chasing 9 h, rework 8 h, waiting on you 6 h
MoneyOverspent monthly
$2,840
Ads with no jobs $1,100, re-orders $940, rework $800
Your Game PlanFix these first
1Answer every after-hours call+$11,900 /mo
2Chase estimates within 48 hours+$18,000 /mo
3Pause ads that book nothingSave $1,100 /mo
A job, start to finishIllustrative

From missed call to five-star review, while you're on the job.

7:02 pm
A call comes in after hoursPhone Agent
7:03 pm
It answers and asks what needs doingPhone Agent
7:05 pm
Estimate booked and confirmed by textPhone Agent
Thursday
You walk the jobYou
Days 2, 5
Follow-up until they book or say noInbound Setter
Job done
Invoice and deposit go outVA Killer
Next day
A review is asked forVA Killer
This week
The review is answered and you climb the mapGBP Agent
1thing was yours7were the team's
Affinity ConnectVA KillerYou
Your office, in one chatSample data

Ask how the week went.

Founder Core reads what every agent and every job did, and answers in plain English. Approvals take one tap.

A daily brief before you leave the drivewayOvernight calls, today's estimates, what is waiting on you.
Straight answers about your businessAsk in your own words. No dashboards to dig through.
Approve with one tap, from the truckNothing goes out to a customer without your say, until you decide it can.
6:48
FC
Founder CoreGood morning
Good morning. Here's your Tuesday.
2 calls came in overnight. Both are booked.
Estimate at 10:00 on Maple Street.
2 quotes are waiting for you to send.
A new 5-star review came in. Reply drafted.
Nothing else needs you today.
Message Founder Core
4:12
FC
Founder CoreOnline
How did we do this week?
Here's the week.
11calls answered
6estimates booked
2quotes waiting
The Hendersons haven't replied to their exterior estimate. Want VA Killer to follow up?
Send a follow-up?

A text to the Hendersons about the exterior repaint estimate, in your voice.

Message Founder Core
You stay in chargeSample settings

It sounds like you, and it asks first.

Brand Studio captures your voice once. You decide how far each agent goes.

Brand Studio: your voice, captured once
How you talkFriendly, straight-talking, no jargon.
Always sayFree estimates. Fully insured.
Never doQuote a price over the phone.
Hand it to youComplaints, emergencies and price haggling.
How much it does on its own
1
Draft onlyEverything waits for your approval.
2
Handle the routineThe usual follow-ups go out. You see the exceptions.
3
Run on its ownIt handles the lot. You review the week.
Set it per agent. Change it any time. Start low and raise it as trust builds.
ProofLive accounts

Real accounts. Real numbers.

Pulled from live dashboards, not projections.

Phone Agent · a Toronto law firm
49%
of inbound calls booked
178 calls answered, 87 appointments booked and 53 spam calls blocked.
The same Phone Agent
52¢
to run it, per booked appointment
$45.50 total running cost for the agent.
Google Ads Agent · the same firm
$6
per conversion
$356 managed, 55 conversions. The agent itself cost $2.20 all-time.
Facebook Ads Agent · an auto shop
16
conversions from CA$142
About $8.88 each, with the creative refreshed automatically.
SEO Agent · six months
4–6x
growth in search clicks
From about 25 clicks a day to about 105 to 140. No content hires.
Across the client base
46
client websites live
130k+ unique visitors across them, and 100+ agents running for clients.
Affinity Design handles all my marketing needs — SEO, Facebook and Google ads. Colour Your Life Paint & Design
Google review
Live client accounts at Affinity Design. Running cost shown is the agent only; setup and platform fees are separate. Results vary by business.
The alternatives

Why not just hire someone?

A course teaches you what to do. A hire does it once. An agent does it every time, at 2 am, without asking.

A course
Hiring a VA
An agency retainer
The agent stack
Time to working
Months, if you finish it
Weeks, plus training
30 to 60 days
First agent productive in about a month
What happens at 11 pm
Nothing
Nothing
Nothing
It gets handled
When you need more
Buy another course
Hire another person
Upgrade the retainer
Switch on another agent
Who's in control
You, once you finish it
Only while they stay
The agency holds the accounts
You do. Your accounts, your call
Scales past you
No
One person at a time
Only if you pay more
Yes
You switch on only the agents you need, instead of paying a salary or a retainer for the whole job.
Your numbersExample assumptions, change the sliders

What it could be worth to you.

Move the sliders to your own numbers. These are estimates, not promises.

30
35%
$4,500
12 h
$60
60% of missed calls are real enquiriesThe agent books 40% of themYou win 30% of booked estimatesHalf your admin time moves to the agents
Extra revenue a month from calls you would have missed
$14,730
About 3.3 extra jobs, from 10.9 extra booked estimates.
Hours back every week
6 h
Your time, a month
$1,560

Revenue, not profit. Based on your numbers and the assumptions shown, not on a promise. The strategy audit puts real figures on your business.

Getting started

Live in 30 days. Running without you by month two.

Site first, then your voice, then the agents. In that order, because an agent with no foundation produces confident nonsense.

Day 1Your strategy audit lands

Your score out of 100, where you're leaking and the three agents to switch on first.

Week 1Your site goes live

We build it and you dial it in. Brand Studio is captured the same week.

Week 2Your first agent switches on

You boot it with us on the call. It is tested on your real leads first.

Month 2You stop checking it

The call got answered. The follow-up went out. You were somewhere else.

30days
The 30-day install guaranteeYour site, your Brand Studio and your first agent are live inside 30 days, or we keep working at no additional cost until they are. You do your part: intake and access in the first 7 days.
The offerWe take 10 installs a month

Two ways in. Same agents behind both.

Done for you$350K to $600K a year

Ready to scale to $1M this year?

You are tight on time and close to a breakthrough. This is where we team up. We build it, install the agents, set the strategy with you and run it, then grow with you toward $2M to $3M.

Full Agent Installation & Strategy
The full custom site, dialled in by us
Agents installed and connected to your systems
A strategy built with you
You approve and direct. You never touch a settings screen.
Get my free strategy audit
The classUnder $250K a year

Join the group waitlist.

Be on the next call. You run the agents and we are behind you, with live weekly group calls.

Operator Labs
Strategy audit and install roadmap
Access to all eight agents
Your first agent switched on with us on the call
Lesson library and live weekly group calls
Join the waitlist
Not sure which fits? The free strategy audit tells you, before you commit to anything. Revenue goals are targets, not promises.
Free · about 3 minutes · no card, ever

Find out where your growth is leaking.

What your audit gives you
Your score out of 100 across demand, capture, conversion and leverage
Exactly where you're leaking, in your own words
The three agents to switch on first, and the ones to skip for now
An honest verdict on the AI tools you already pay for
Get my free strategy audit
No call required. Built by a person, not an autoresponder.
Screens show sample data. Results vary by business.
The program, in full: learn-ai.affinitydesign.ca/group. Product names belong to their owners.