The canonical website scope and roadmap. Phase 1 commercials were signed in Proposal v1.0 (4 May 2026) and are restated here, not re-quoted. Phases 2–4 mapped per Matthew’s 12 May call request: “Recommend everything into the future, then I’ll approve phase one and two and leave phase three and four for down the track.”
Three things to read before anything below makes sense.
Supersedes the Phase 2 Roadmap (4 May 2026). From this point forward, this document is the single source of truth for website + adjacent platform phases.
Phase 1 (WordPress migration) was signed in Proposal v1.0 (4 May 2026) at $4,000 fixed fee, 2 × $2,000. That commercial is unchanged. Nothing in this document supersedes it.
Marketing engagement (Month-1 roadmap, ongoing retainer, content cadence, ads) runs parallel to this build but is priced and managed separately. Visible on the calendar; not priced here.
$4,000 fixed fee · 2 × $2,000 · 4–5 weeks from sign-off · already in flight.
Matthew flagged in his 4 May reply: “homepage shows 2 service offerings, services tab shows 3.” Resolved on the 12 May call: the new site presents three services consistently across homepage and services tab. Each service has a dedicated landing page in Phase 1 build — even where Phases 2–4 will later expand the service’s capability.
Top-tier service line. Fractional growth officer, transformation partner, legal-ops embedded engagements. Matthew-led. The work that funds everything else.
Premium certifications. $10k+ per cert. Live or in-person delivery. Maturity Programme · Procurement Mastery · AI for Legal Leaders. Phase 1 = landing page describing the offer. Phase 2a = first cohort run. Phase 3 = full LMS.
Layer 2 community for senior legal-ops leaders. Per-seat annual subscription (indicative $2,000/yr/seat, team licensing). Phase 1 = landing page describing the offer + waitlist. Phase 2b = self-serve commerce build.
All three service pages ship in Phase 1 as marketing surface. Education and Membership move from “landing page only” to “working capability” in Phases 2–3 respectively. Consulting is fully operational on Day 1 because it’s how the firm earns today.
Two sub-tracks. Phase 2a runs first on near-zero infrastructure. Phase 2b builds the commerce platform when Matthew is ready to go self-serve.
Per Matthew’s 12 May call: “I don’t think that needs to be any fancier than probably having login details and like a shared Google Drive where it just says like one materials, week two materials, week three materials.” First cohort runs end-to-end on this stack — learn from it before any platform build.
Per Matthew’s 12 May call: “The much bigger piece of work is when we go to set up the memberships and we’re now processing credit cards on the website, we now need people to be able to self serve.”
Mapped per Matthew’s 12 May request. Each gets its own scope and quote at the prior phase’s close. No commitment to spend in this document.
Triggered when cohort 1 (Phase 2a) completes and Matthew elects to scale beyond manual delivery. Scope adjusted from earlier roadmap per 12 May call: this is a premium high-touch capability, not a high-throughput LMS.
The enterprise revenue layer. Where 6-figure consulting and PE/GE diligence relationships start. Builds on the audience and data accumulated in Phases 1–3.
Per 12 May call: a fine-tuned Claude-based agent embedded on Everingham’s site (or a dedicated subdomain), monetised on token mark-up. Matthew already has Claude skills built around legal franchising agreements — productionising that IP is the seed.
Listed here per Matthew’s permission (“happy for you to put that into our roadmap”). No price, no timeline. Triggered separately when both parties have bandwidth and the underlying 121 Group agent infrastructure is shipped.
Website phases (this document) running parallel to the marketing engagement (priced separately). Designed so Matthew can see how the build sequences against the content / LinkedIn / ads cadence already underway.
| Month | Website (this doc) | Education / Membership | Marketing engagement (priced separately) |
|---|---|---|---|
| M1 (May) | Phase 1 — build + launch | — | Month-1 detailed roadmap (measurement, LinkedIn, LawBizCon) |
| M2 | Phase 1 30-day monitor | Cohort 1 scoping conversation | Content cadence locked |
| M3 | — | Cohort 1 brief finalised | Retainer review · A→B decision window |
| M4 | — | Phase 2a — cohort 1 enrolment opens | Content engine ramps · ABM list |
| M5 | — | Phase 2a — cohort 1 runs (live + Drive) | First whitepaper · ABM targeting live |
| M6 | — | Phase 2a cohort 1 retro · Phase 2b trigger decision | Vendor benchmark report launch |
| M7–9 | — | Phase 2b portal build (if triggered) · Phase 3 education platform discovery | Cohort 2 recruitment · annual report build |
| M9+ | — | Phase 4 advisory capture · case studies | ABM at scale · Year-1 case studies live |
The marketing-engagement column is shown for context only. Pricing, deliverables, and KPIs for that lane live in the Month-1 Detailed Roadmap (28 Apr) and the ongoing retainer agreement — not in this document.
Per Matthew’s 12 May call: “The roadmap and the depth and the sort of indicators to know that when we get to the next stage gate.” No phase auto-progresses; each requires Matthew’s signal.
Trigger: WordPress site live, 30-day monitor period clean (no SEO regression, no broken forms), Matthew elects to recruit cohort 1.
Gate decision: Cohort 1 dates locked, enrolment opened. Phase 2a is near-zero infrastructure cost so the gate is operational, not commercial.
Trigger: Cohort 1 has run end-to-end, post-cohort retro complete, Matthew decides to launch self-serve membership commerce.
Gate decision: Phase 2b SOW issued at $2,500 indicative (or revised based on retro learnings). Stripe + auth scope locked.
Trigger: Cohort 1 (and ideally cohort 2) have demonstrated demand at the $10k+ price point. Manual delivery is becoming the bottleneck.
Gate decision: Phase 3 SOW scoped from cohort 1+2 retros — not from a feature wish-list. Build only what manual delivery proved necessary.
Trigger: ABM list mature (target: 500 named accounts enriched), inbound demand for advisory engagements outstripping ad-hoc capture.
Gate decision: Phase 4 SOW scoped from advisory-pipeline data, not from speculative buyer-journey design.
A scope document earns its keep by being clear about what it is not.
Only items relevant to this document. Marketing-engagement asks live in the Month-1 roadmap.
| Phase | What we need | By when |
|---|---|---|
| Phase 1 | Brand asset pack (logo SVG, fonts, colours, photo library) | Week 1 close |
| Sign-off on IA + URL map after Week 1 workshop | End Week 1 | |
| Cloudflare DNS access (or delegated authority) | Before Week 4 | |
| Sign-off on staging site + 301 redirect map | Before cutover | |
| Phase 2a | Cohort 1 dates, target enrolment number, syllabus outline | M3 |
| Cohort price point lock | M3 | |
| Phase 2b | Trigger signal: “launch self-serve memberships” | When ready (post-cohort 1) |
| Confirm membership pricing model (per-seat / team licensing tiers) | At Phase 2b kickoff | |
| Phase 3+ | Cohort 1 retro outputs (what manual delivery proved necessary) | Post-cohort 1 |