---
title: New Dawn Scope Conflict — $5k Contract Reallocation
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-02-13-a-new-dawn-shine-marketing-call-122322944.md
tags:
- scope-conflict
- contract
- retainer
- seo
- google-ads
- website-build
- elementor
- a-new-dawn-therapy
layer: 2
client_source: null
industry_context: null
transferable: true
---

# New Dawn Scope Conflict — $5k Contract Reallocation

## Overview

A scope conflict surfaced during a February 2026 marketing and website call between Asymmetric (Sebastian Gant, Melissa Cusumano) and A New Dawn Therapy (Katie Geiser). The two parties hold materially different understandings of what the original $5,000 contract covers. The conflict was not resolved on the call; Sebastian committed to consulting AAG leadership and delivering a written proposal.

See also: [[wiki/clients/a-new-dawn-therapy/_index]] · [[wiki/knowledge/agency-operations/elementor-rebuild-process]]

---

## The Conflict

### Client's Position (Katie Geiser)
- The $5k contract covers the **full scope**: website build + SEO optimization + Google Ads strategy.
- KG has already delivered all copy, images, page structure, and template layouts — she views the remaining work (build, SEO, ads) as AAG's responsibility under the original agreement.
- She has not been informed of any scope change and pushed back directly: *"I thought the keywords and the SEO optimization was already a part of the original scope."*

### Agency's Position (Sebastian Gant)
- The $5k budget was **reallocated** to cover the unexpected Elementor rebuild, which consumed the project's remaining capacity.
- SEO and Google Ads are now considered **post-project retainer services**, not deliverables within the original contract.
- SG acknowledged he cannot make final commitments without consulting AAG leadership, as scope and contract decisions are above his authority.

### Key Exchange
> **KG:** "Along with that pricing too, because it sounds like through the original scope, it's with like the Google Ads, the SEO kind of like optimization."
>
> **SG:** "I think that initial five grand for the initial project, I think that's just shifted into like the website build… any other stuff, kind of the strategy, the SEO, the whatever that comes after will kind of fold into… a retainer."
>
> **KG:** "No, what do you mean by that?"

---

## Contributing Factors

1. **Elementor rebuild was presented as complimentary.** KG understood the switch to Elementor as a no-cost convenience upgrade, not a reallocation of budget. SG confirmed the *build* portion is complimentary, but the *design* of new pages is not.
2. **Design vs. build distinction was not clearly communicated.** The rebuild covers building pages from existing designs. Pages without a template require either paid AAG design work or client-provided layouts — a distinction KG was not aware of.
3. **Client has done substantial work.** KG wrote all copy, formatted all pages, and created templates. She reasonably expected the remaining deliverables (SEO, ads) to be fulfilled by AAG.
4. **SG lacks authority to resolve unilaterally.** Contract and scope decisions sit with AAG leadership, creating a communication gap on the call.

---

## Resolution Path

SG committed to the following before the next meeting (February 27th):

- [ ] Consult AAG leadership to clarify what the original $5k contract covers
- [ ] Deliver a **written proposal** that defines:
  - Agreed-upon project scope going forward
  - Whether SEO and Google Ads remain in scope or move to a retainer
  - Pricing for AAG to design new pages (pages without existing templates)
  - Recommended tools/process for KG to provide design layouts herself (as a lower-cost alternative)

---

## Operational Lessons

### Scope Changes Require Written Acknowledgment
When a project pivots (e.g., unexpected rebuild consuming budget), the client must be notified in writing and asked to acknowledge the change. Verbal discussions in recurring calls are insufficient — especially when the client is managing significant personal and business demands and may not register the implication.

### "Complimentary" Needs a Clear Boundary
Describing the Elementor rebuild as complimentary without specifying what it *excludes* (new page design) created a false expectation. Any complimentary service offer should include explicit scope limits in writing.

### Retainer Transitions Should Be Scoped Proactively
If the plan was always to move SEO/Ads to a retainer post-build, that transition should have been documented in the original contract or communicated as a formal amendment — not surfaced mid-project when the client asks about deliverables.

---

## Related Docs

- [[wiki/clients/a-new-dawn-therapy/_index]]
- [[wiki/meetings/2026-02-13-a-new-dawn-marketing-scope-call]]
- [[wiki/knowledge/agency-operations/hipaa-compliant-forms-wordpress]]
- [[wiki/knowledge/agency-operations/elementor-rebuild-process]]