A Proposal for Benjo
The house is built and the room is real. This is how the songwriters who need it find the door.
You said it plainly on the call: the house is built. An app written from the ground up, on iPhone and the web and close to the App Store. Monthly rooms in Austin and Boulder, with Kayla holding the community up north. 15 working artists who have given their time to the room. A summer on the road, 54 days and 5,000 miles, filmed for a documentary.
What the house is waiting for is people. Not more features and not a new website, but songwriters walking through the door, and a clear path from the first thing they see to the room they end up in. In your words, the mission is clear and the thought leadership is there. It just has not been sung loud enough from the rooftops yet.
The timing could hardly be better. The internet is filling with songs and posts that sound right and carry nothing, and the more of it there is, the harder people look for something real: a room, a circle, a person who has actually written the song. Artists feel that hunger first. A sanctuary that is analog and acoustic by principle is exactly what they are about to go looking for.
So that is what this proposal is. The content that carries the Sanctuary out to the people who need it, and the machinery underneath that walks each one from a single piece to a seat in the room. All of it is ordered around the next 6 months, the window you named for this to stand on its own.
Scroll to see the whole of it
The whole engine on one page. A songwriter scrolling alone finds one piece that speaks to them, comments, and receives the free gift, which puts them on your list. The emails bring them into the village: the membership, the app and the rooms. The ones who want more step into the circle. And the people who love it bring the next people in, which is the part that compounds.
Capture, collaborate, finish, release. A songwriting app built around the craft rather than borrowed from a forum, on iPhone and the web, with the App Store close. Almost nobody in this space owns their own platform, and it means every person we bring in arrives somewhere that is yours rather than rented.
Rooms in Austin and Boulder every month, Kayla holding the community, 15 Sanctuary Artists, and testimonials that read like turning points: a full new song written the day after, renewed hope that writing is worth doing at all. The product works. People simply have not heard of it yet.
54 days, 5,000 miles, 8 national parks and 4 Sanctuary events, all of it filmed for a documentary. That is months of footage that already carries the feeling of the work: real rooms, real songs, the American West behind them. A large part of the content problem is solved before the first filming block.
None of this is missing. It is quiet. The room has no door on the internet yet, a view has no path to a seat, and the list is not yet being told everything that exists. Every piece is sound. They have simply never been wired to each other, and wiring is exactly what we do.
The best room in the world cannot change a songwriter who never finds the door. Content is how they find it. The systems are how they walk all the way in.
Outer Presence
The Sanctuary already does the hardest part, which is changing people once they are in the room. How many people it reaches is decided by everything before that: whether thousands of songwriters see it every month, and whether there is a path that turns a view into a name, a name into a member, and a member into a seat in the cohort. Content without the systems is attention that leaks away. Systems without content are a beautiful door nobody walks past. Built together, they are what fills the house.
The content that carries the Sanctuary outward, and everything underneath it that walks a songwriter from one piece to a seat in the room.
This is the side of Outer Presence that runs every month and compounds. Organic first, always, because organic data is the best data there is: it tells us which hooks, which subjects and which formats actually move songwriters before a single dollar is spent amplifying any of them.
Here is the whole flow, stage by stage, from the first idea to the high ticket at the top of the house.
High quality short form, edited in a style we develop together: warm, analog, and true to how the room actually feels. Option A carries 15 a month and Option B carries 25. Every piece is a shot on goal, and the more shots there are, the faster we learn what lands and the more viral videos hit.
You never sit down wondering what to say. Every cycle we bring topics ready to film, drawn from what is moving that week, from your comments and your members, and from what performed last time: the voice notes buried in a phone, the loneliness of writing alone, finishing what you start, the culture of the room, the artists, the road. You add the ones only you would think of.
Talking head first, because people follow people and you are the clearest voice the Sanctuary has. Then Kayla, the artists and the members, carried by footage from the rooms and the road. Full scripts where an idea needs precision, a hook and three beats where it does not, and the script on a screen if that helps. We always bring the first line, because the first line is most of the job.
Every piece cut, graded, captioned and sound treated, with edits back within 24 to 72 hours. You film, you drop the files, and every step after that is ours.
Cadence, format, timing, and how each piece sets up the next, all posted by us on a strategy built for this audience. Two accounts, one shoot: your artist account carries the founder people already trust, the Sanctuary account carries the room, and a single sitting feeds both.
Instagram and TikTok now read every word of a post: the caption, the text on screen, and what is said out loud. So each piece is written around what songwriters actually search for, like how to finish a song or where to get honest feedback on lyrics. That does two jobs at once. It tells the algorithm exactly who a piece is for, so it shows it to the right songwriters first, and the right songwriters watch longer, comment and share, which is the engagement the algorithm rewards with more reach. And it keeps every piece findable in search for months after the feed has moved on.
Hooks, openings, lengths, covers and posting windows run against each other continuously. What wins feeds the next batch, and you get a clear report on what moved and why rather than a dashboard nobody opens.
The free gift that makes the paid room obvious. A guide to turning a buried voice note into a finished song, a finishing workbook, a short ritual for warming the voice before you write, the Sanctuary's own feedback method for any writing circle. We handle all of the design and support the ideation, so the reaction is exactly the one we want: if this is what they give away, imagine the room.
Someone comments a word on a piece that moved them, and within seconds they are in a conversation that reads like a person and ends with the gift in their hands and their email on your list. The whole automation flow is built end to end by us, inside the platform's rules, and switched on with care given the account's history.
If the first pieces travel before the next offer is ready, nothing is wasted. Whatever is not open yet gets a waitlist, so attention turns into names the moment it arrives instead of evaporating.
Every address lands in Kit tagged by the exact piece and the exact gift that brought it in, so a writer who came for the voice note guide is never sent something meant for somebody else.
Sequences that keep giving before they ask: a run of emails that share the craft and the culture, then a clear and unhurried invitation. No hammering. The people who feel it know the way in, and the ones who are not ready yet keep receiving something worth opening. The two sequences you already run get folded into this rather than thrown away.
Every follower, commenter and subscriber is routed to the right door: the free tier and the app for most, the membership for many, the rooms for anyone near Austin or Boulder, and the high ticket for the ones who want to go all the way in. Nobody who raises a hand is left without a next step.
The high ticket is the piece that turns the Sanctuary profitable, and we build it with you: what it is, who it is for, what it costs, and how it sits above the membership. A 12 week cohort is the natural first shape, with evergreen courses built from the Sanctuary's own teaching after it, and room for a Sanctuary Artist to teach alongside you on a profit share. Kayla's experience running cohorts and courses goes straight into it.
Each offer gets the materials it needs to look like the room it leads to: the gifts, the pages, the slides and the assets, all in the same warm, analog world as everything else.
The restriction is maddening, and it is not the end of the account. We read its history and its data first. Collaborative posts have been working against a lot of accounts lately, and an automation switched on too early can look like a bot, so both get handled with care. Then we post consistently at a high standard, which is the one thing that has never failed to move an account in the end. If it has not recovered by a point we agree on together, we open a fresh one and carry the audience across. Either way your own account carries the founder's voice from the first week, so nothing waits on Instagram's appeals process.
The algorithm rewards whoever is still showing up when it finally pays attention. Two stories, one fast and one slow, because you should know both shapes before you start.
A personal brand went from 2,000 followers to 200,000 in about three months on organic content alone, and sold out six figure cohorts while it happened.
Another client committed to a year. For the first months, with the highest quality content we make, the account barely moved. Then between month 4 and month 6 it broke open: 50,000 followers and a sold out cohort. Nothing about the content changed. The consistency is what finally got rewarded.
Scroll to see the whole rhythm
Ideas become direction, direction becomes footage, footage becomes a piece, the piece goes out, and the test tells the next idea where to start. We check in every week or two, and the loop never asks more of you than the filming.
You asked for two options: one that comes in leaner because every dollar is coming out of the runway, and one that, in your words, would absolutely slam it across the board. Both are high impact. The difference is how much of the lift sits with you.
Option A, the Co-Write, is the full backend built hand in hand. 15 pieces a month and every system on this page, with you and Kayla taking the first pass on the things that have to come in your own voice, like the outline of a gift or the shape of the high ticket. We refine, design, build and run them. It is the version that protects the runway while the room fills.
Option B, the Full Production, is the full operator flow. 25 pieces a month and everything carried by us end to end: we draft the gifts, write the sequences and shape the offers from everything we know about the Sanctuary, and bring them to you finished. Your time stays in the creator seat and in the rooms. It is the version that slams it.
The door goes in before anything goes out. It has happened more than once that the first few pieces travel to millions of people with nothing underneath to catch them, so the ground floor comes first and the content follows straight behind it.
We read the accounts and their history, then build the door: the ManyChat flow, a waitlist for whatever is not open yet, and Kit tagged so every address arrives knowing where it came from. From that point, anything that travels has somewhere to send people.
From you: access to Instagram, ManyChat and Kit, and the story of what happened with the restriction.
Send one piece first and we come back with a cut, so the look gets tuned to the Sanctuary before we scale it rather than after a month has gone out in the wrong direction. The road footage comes to us in the same week, and the first batch is built from both.
From you: an afternoon of filming, and the footage from the tour.
The first lead magnet is designed, built into the comment flow, and backed by its email sequence. The content starts pointing somewhere specific, and every piece stops being a view and starts being a name.
From you: the thinking behind the gift. On Option A, you bring the outline and we take it from there.
Working sessions with you and Kayla on the first cohort: the arc, the weeks, who it is for and who it is not. The waitlist is warmed by the emails while it is being built, so the doors open onto people who are already waiting.
From you: the teaching, and the decisions only you can make about the room.
We read what actually happened rather than committing to a shape before anyone has walked it. Which hooks held people, which gifts converted, how the list is growing, and the number that outranks every other one: how many songwriters crossed from watching into a seat in the room.
From you: an honest read each month on whether this keeps earning its place.
The full backend, built hand in hand. 15 pieces a month with topic ideation and direction, full process editing, SEO optimized captions and posting, A/B testing and reporting, lead magnets and the ManyChat flow, Kit tagging and email marketing, and offering strategy and design support.
More of it co-created with you and Kayla, so the runway lasts while the room fills.
Begin with Option AThe full operator flow. 25 pieces a month and everything in Option A carried by us end to end: the gifts drafted, the sequences written and the offers shaped, brought to you finished.
Your time stays in the creator seat and in the rooms, and the content side asks nothing of you but the filming.
Begin with Option BBoth options run month to month. The work has to keep earning the next month, and the first goal is the plainest one there is: the Sanctuary bringing in more than this costs.
The website stays where you put it, on the back burner, until the Sanctuary reaches the $50,000 a month you named on the call. When it does, it gets the full treatment.
And this grows the way it reached you, through people. Anyone you send our way comes with a discount on your retainer.
Payments are made by ACH bank transfer through the Stripe links above, because card processing takes a percentage that is better spent on the work.
A few of the worlds we have built, for a feel of the standard everything else is held to, and for the day the website's moment comes. Best opened on a computer for the full experience.
Songwriting is the medicine. Let's make sure people can find the room.
Choose the option that fits the next 6 months and say the word. The door can be open before the first piece goes out.