--- title: Weekly Call w/ Karly — 2025-12-05 type: article created: '2025-12-05' updated: '2026-04-05' source_docs: - raw/2025-12-05-weekly-call-w-karly-106748766.md tags: - meeting - client-strategy - doodlers - cora-italia - flynn - avant - crazy-lennys - okrs - retainer-conversion - amazon - ecommerce - retargeting - salesforce layer: 2 client_source: Doudlah Farms industry_context: food-beverage transferable: false --- # Weekly Call w/ Karly — 2025-12-05 **Attendees:** Karly Oykhman, Mark Hope **Source:** [Fathom Recording](https://fathom.video/calls/496608691) ## Overview Weekly sync between Karly and Mark. Primary focus was on Doudlah Farms operations following Mark's in-person visit, a proposed Popcorn Project to capture a ~$250k state grant, and Q1 OKR planning. Secondary topics covered payment follow-up for [[wiki/clients/current/cora-italia/index|Cora Italia]], growth strategy for [[wiki/clients/current/flynn/index|Flynn]], retainer conversion for [[wiki/clients/current/avant/index|Avant]], and a QR code retargeting opportunity for [[wiki/clients/current/crazy-lennys/index|Crazy Lenny's]]. --- ## Doudlah Farms — Operations ### Inventory & Packing Mark visited the farm the day prior. Jason handles both packing and crop combining, creating a bottleneck when harvest is active. - **Decision:** Request smaller, more frequent shipments (e.g., 2 pallets at a time) with 1–2 weeks' notice to prevent stockouts. - **Risk:** Running out of stock hurts Amazon organic rankings, not just immediate sales. The blue cornmeal ran out recently due to fast sales velocity. ### Website Issues - A bug hid the price for blue cornmeal until the item was added to cart. Ishak fixed it. - Karly noted at least one other similar issue and will conduct a full site audit. - Mark redirected all website/order notification emails to Jason to reduce overload on Lucy. ### Old World Popcorn — Packaging Fix - Frequent bag failures (zipper-top bags) have been generating negative Amazon reviews. - **Decision:** Doudlah will self-pack using longer, heat-sealed bags without zippers. More airspace at the top allows customers to reseal with a twist-tie. - **Decision:** No Amazon imagery update needed — the change is close enough to existing photos. ### Old World Email Setup - Lucy wants a branded Old World email address so she isn't responding to customer inquiries from her Doodla address. - **Plan:** Set up a Google Workspace account ($7/mo, 30 GB) for the Old World domain. Forward mail to Lucy's existing Outlook inbox and configure send-as so she doesn't need to manage two inboxes. - **Blocker:** Need Lucy's approval before charging her card. --- ## Doudlah Farms — Popcorn Project Proposal ### Opportunity Doudlah has a ~$250k state grant earmarked for popcorn-related initiatives. The grant funds are reimbursable, meaning clean, itemized invoices are essential. ### Proposal A separate **"Popcorn Project"** engagement at a flat **$4,000/month**. | Detail | Notes | |---|---| | Fee | $4,000/month flat (no percentage override) | | Scope | All popcorn brands: Doodle Popcorn, Old World Popcorn, Popped Popcorn; new products (seasoned salt, coconut oil); bulk sales support | | Rationale | Flat fee simplifies invoicing for grant reimbursement | | Client benefit | Remaining ~$189k+ of grant funds available for product, packaging, and shipping | - This is structured as a separate project from the existing ~$10k/month retainer. - Karly will present the proposal to Doudlah. Confidence is high given the track record and the fact that it's grant money. - Third-party creative (e.g., Jen's bag design work) can also be invoiced against the grant separately. --- ## Doudlah Farms — Q1 OKRs ### Objective 1: Accelerate Website Sales **Context:** November website sales were $8k vs. $126k on Amazon. Month-over-month growth has been ~$500–$600/mo — far too slow. **Goal:** Achieve 10% monthly growth on the website. **Key Results:** 1. Build high-quality, conversion-focused landing pages (currently drafted but unfinished) 2. Optimize Google Ads campaigns for conversions against those landing pages 3. Launch additional campaign types: Shopping Ads, Retargeting ### Objective 2: Continue Amazon Growth **Goal:** Maintain ~10% monthly growth (current pace). At this rate, Amazon revenue could reach ~$250k/month by end of 2026. ### Objective 3: Expand B2B & Retail **Goal:** Drive wholesale/retail orders and increase channel presence (e.g., Walmart, trade shows, physical retail shelves). > **Note:** The warehouse project is out of scope for Q1. Asymmetric will step in only if asked. --- ## Cora Italia - **Payment issue:** Frederica was supposed to send bank details explaining a failed payment. She never did. - **Action (Karly):** Follow up with Lincoln on Monday. - **Salesforce unsubscribe footer:** The Salesforce unsubscribe variable (`{{unsubscribe_link}}`) is now correctly wired into the email template. The link resolves to `go.arkot.com/unsubscribe` and is functional. - **Action (Karly):** Brief Raphael — he can now proceed with building Salesforce automations. - **Future task:** Have Ishak build a branded HTML unsubscribe page to replace the default Salesforce one (low priority; required for legal compliance but not user-facing urgency). --- ## Flynn - Karly's first meeting with Flynn since taking over the account is Monday. - **Goal:** Shift Flynn from maintenance mode to growth mode. - Discussed opportunities: hiring a second technician, professional development for existing staff, job posting support, potential expansion. - Mark sent Flynn a lunch invite; no reply yet (Flynn was reportedly in the hospital for a planned surgery). - **Action (Karly):** Raise growth initiatives in Monday's meeting and remind Flynn that Mark wants to schedule lunch. --- ## Avant - Currently a project-based client. Goal is to convert to a retainer. - Tim is happy with work delivered so far. - **Strategy:** Propose a 12-month marketing plan framed around seasonal opportunity (winter → spring transition). Elements to include: - Local awareness: yard signs for active job sites, billboard scraps, transit advertising - Google My Business optimization - Website support (snow plowing services aren't even listed on the current site) - Email strategy (already drafted as a 12-month plan — use as the anchor) - **Action (Karly):** Raise the 12-month retainer conversation on the next call with Tim. --- ## Crazy Lenny's ### QR Code Project A friend's bike shop uses QR codes on in-store bike displays linking to product info. Crazy Lenny's wants something similar. **Options discussed:** - Individual landing pages per bike (built on Crazy Lenny's website) - Links to existing shop/product pages - Links to manufacturer sites Crazy Lenny's hasn't decided on scope yet. ### Retargeting Opportunity If QR codes link to landing pages hosted on Crazy Lenny's website, a retargeting pixel can be dropped on every visitor. This enables follow-up ad campaigns targeting people who scanned in-store — a meaningful conversion funnel from physical browsing to digital re-engagement. - **Action (Karly):** Await Crazy Lenny's decision on QR code scope before scoping the build. ### SMS Early-stage SMS setup is underway for Crazy Lenny's. Karly is optimistic about the channel. ### Bookly (Sam) Bookly integration (online scheduling + deposits) is nearly complete. --- ## Action Items | Owner | Action | |---|---| | **Karly** | Propose $4k/mo Popcorn Project to Doudlah | | **Karly** | Email Lucy re: $7/mo Google Workspace charge approval | | **Karly** | Conduct full Doudlah website audit for price visibility and other bugs | | **Karly** | Follow up with Lincoln (Cora Italia) re: failed payment details | | **Karly** | Brief Raphael to begin Salesforce automations (unsubscribe footer is fixed) | | **Karly** | Create task for Ishak to build branded HTML unsubscribe page | | **Karly** | Discuss growth strategy with Flynn in Monday's meeting | | **Karly** | Remind Flynn that Mark wants to schedule lunch | | **Karly** | Propose 12-month retainer plan to Avant (Tim) | | **Karly** | Await Crazy Lenny's decision on QR code project scope | | **Mark** | Set up Google Workspace for Old World once Lucy approves |