nGAGE Growth Proposal

Growth proposal · September 2026

One fixed number, content and strategy delivered.

The site is nearly built, so this is what happens the day it goes live and every week after, at one price, with a fixed list of what you get for it and a short list of bigger things you can add if you ever want them.

Prepared for

Rebecca “Bex” King, nGAGE
Susie Watts, CEO, Solution Dynamics

Prepared by

Matt Howells, Unpick Digital

September 2026

Confidential

01 · What we found

The data, and what it tells us.

Seventy-four deals, stage and source.

Your best channel is referrals

34 deals, converting at 35%, the best rate you’ve got, almost certainly your relationships and the WhatsApp groups.

34 deals · 35% conversion

Dentally sends volume, not buyers

31 deals from HSOne with four won, 13% against 35% for the deals that came through relationships, we expect conversion here to be lower, but building trust through content will aid conversion in this sector.

31 deals · 4 won · 13%

Eighteen deals at Quote Out stage

More than any other stage, positive but we can use content to push these quotes into sales, sharing content with already quoted clients so they see more of the product, the story and the testimonials will help conversion.

18 deals · largest single stage

One other thing: every event deal in the pipeline is lost, five out of five, and again using content to tell the story and show how the product helps will aid conversion — events are brand awareness and data gathering opportunities.

02 · What the ones winning have

Nobody follows a software company, they follow the person running it.

Medfin and Linda AI aren’t beating you on product.

A face

Medfin is Daniel Jones, ex-banker, Cambridge, a regular on the podcast your buyers already listen to, and Linda is two sisters with a founder story they’ve told six times in the trade press off the back of one funding round.

Something to watch

Linda has named principal dentists on camera on the homepage, where you have two written testimonials and nothing filmed, forty-five practices and not one of them recorded.

The better story, untold

Ex-Dentally, ran customer success for the system these practices already use, thirty CSMs, now selling back into the same market, which is a story a podcast host says yes to and a practice owner recognises, and it’s currently nowhere.

So the first thing we film is Bex, not a customer, a filming day on your location, talking the way she talks on a call, and that day becomes the library that feeds everything else.

1day of filming

20+assets cut from it

12weeks of posting, three channels

That’s why three channels costs close to what one would, we film once and cut it for Instagram and Facebook, with LinkedIn written separately off the same day’s material and Bex’s voice notes, then publish for a quarter, and the practice testimonials come from the second filming day when there’s already an audience for them to land in.

The plan

Build the library

Month one

Bex filmed, one filming day, on your location
The day cut into a library of clips, quotes, stills and captions, enough for a quarter
LinkedIn, Instagram and Facebook set up properly, with templates built from your own site’s components
Publishing starts, ideally the week the site goes live, with the first two blogs on the site that month
Our baselines recorded, reach on all three channels and traffic from launch, with your pipeline baseline sent over to sit alongside them
The report format agreed with Susie before there’s anything in it

Publish and count

Months two and three

Twelve posts a month on Instagram and Facebook, six on LinkedIn and two blogs on the site, all running off the library
Quote Out and the Dentally queue counted by you and reported alongside our numbers
First case study written from customer data you already hold
Which posts actually travelled, and what we’d put behind them, named in the month three report
The first quarterly conversation with Susie, against the measures in section 05

Keep it fed

From month four

A filming day every quarter, refilling the library before it runs dry
Practice owners on camera from that second day onwards
Monthly report, monthly call, the quarterly conversation, and whichever of the extras in section 04 you decide are worth doing

On paid

We wouldn’t start on Meta, because dental is the most expensive vertical on the platform and a cold demo request there costs more than it’s worth, though that’s a not yet rather than a no, and it’s worth coming back to once there’s spend to give it and posts with a track record to put behind them. LinkedIn is the more obvious first move, because practice owners and operations directors are targetable by job title from day one, and either way we publish first, see which posts travel, then name the ones worth money behind them and what to spend, so paid gets added where there’s evidence for it, not on faith.

04 · The number

£2,550 a month. This is exactly what that is.

The monthly number

£2,550

per month · excl. VAT

Twelve months, discussed every quarter.

Fixed, every month

Three channels. LinkedIn, Instagram and Facebook
Twelve posts a month on Instagram and Facebook. Four of them video, cut from the filming day and built to run on both
Six posts a month on LinkedIn. Fewer on purpose, because a LinkedIn post that actually gets read is written from scratch in Bex’s voice off her weekly voice notes, which takes considerably longer than cutting a clip for Instagram, and six good ones will do more for you than twelve that get scrolled past
Two blog posts a month. Written on the site, off the same filming day and the same themes, so search and the channels pull in one direction
Four filming days a year. Planned, directed, shot and cut by us, where you give us half a day and the location
Tracking on everything we can see. Analytics, source tagging and click tracking across the site and the three channels, so every enquiry that arrives online can be traced back to what sent it
A one-page report every month. Our numbers and the ones you send us, together, sent before the call
A call every month with Bex. Forty-five minutes, the report as the agenda, written follow-up after
Paid recommendations. We name the posts worth putting money behind and what to spend, then you press the button on your own account

TermTwelve months, discussed every quarter against the measures in section 05.

OwnershipYou own everything, the ad accounts, the data, the raw footage, the case studies and the tracking, so if we stop you keep it all and we’re out of your systems in ten working days.

Ad spendSeparate, paid by you directly to the platform, we never fund it, invoice it or mark it up.

No guaranteesWe don’t guarantee signed practices, rankings or a number of leads, and anyone who does is guessing with your money, so what we do commit to is in the next section.

How this runs

A fixed price, not a fixed formula. This runs on an ongoing basis rather than as a project with an end date, and the list above is the shape of the work rather than a script we’re bound to, so if the data says the video is doing the heavy lifting and the blogs aren’t, or the business turns towards a market we haven’t been talking to, we move the mix to follow it. The boundaries stay where they are, twelve posts on Instagram and Facebook, six on LinkedIn, two blogs, four filming days a year and the monthly report, and what sits inside them flexes with what’s working and with where you’re heading.

Priced, not committed

Nothing here is in the monthly number

None of this needs deciding now, but if you ever want any of it, this is what it costs.

Podcast campaign, one quarter

We write the one-pager that sells Bex as a guest, research and shortlist the dental and practice-owner shows worth being on, send the pitches and chase them, across three months. Nobody can promise bookings because the host decides, but the one-pager and the target list are yours and they keep working after the quarter ends.

£3,000

Founder episode, studio recorded

A booked studio, a professional interviewer who has done the reading, and Bex talking for an hour or so, which we edit into a finished episode with a trailer and a set of clips for the channels. It’s the polished version of a filming day, for when you want a piece that stands on its own rather than one that feeds the library.

£2,500

Trade press placement

We write the story, pitch it to a dental title and see it through to publication, including the editor’s changes. Priced per story so you can run one and see how it lands before doing more, and if the title charges a fee for the space that’s paid by you directly, the same as ad spend.

£1,200 per story

Introducer guidance and a way to track it

A working session on the approach and the referral terms for dental accountants and transition consultants, plus a Notion board set up for you covering who you’ve spoken to, when you last spoke and what came of it. The relationships are already yours, this is the structure around them, so if you’re tracking it somewhere already we’d start by looking at that rather than replacing it.

£750

All fees exclude VAT

05 · What we measure

What we track, what you track, and where the two meet.

Susie asked to see the return, so this is what return means in the first ninety days, reported monthly from month one. We measure what can be seen from the outside, you measure what only your CRM can see, and the report puts both on the same page.

We track this

Reach, traffic and what it turns into

Measure	Baseline	Reported
Site traffic since launch	Zero, not live yet	Monthly, month on month
Site enquiries, by source	Untracked	Monthly, each traced to what sent it
Clicks through to the site, by channel	None	Monthly
Assets published, by channel	None	Count and date
Blog posts published, and traffic to them	None	Monthly
Reach and engagement, by channel	Set in month one	LinkedIn, Instagram, Facebook
Bex’s reach	Set in month one	Followers, profile views, post reach
Posts worth money behind them	None	Named monthly, with a spend

You track this

What happens once it reaches the pipeline

Measure	Baseline	Sent to us
Deals with a source	54%	Monthly, before the call
Demo bookings, by source	Untracked	Monthly
Quote Out backlog	18	Monthly count and movement
Dentally order queue	6	Monthly count and movement
Signed practices	Untracked by source	Monthly

Where the line sits

The pipeline stays yours to run. Those numbers live in your CRM and in Leanne’s day rather than in ours, so we’ll agree the format with Susie in month one and you send them through before each monthly call, and they go in the report next to ours so the whole picture sits on one page. We’re not an internal hire, and the number in section 04 doesn’t buy somebody sitting inside your business watching the pipeline day to day, it buys the work that fills it and an honest read of whether that work is landing.

We contribute to this, we don’t control it

Signed practices

Four things sit between a demo and a signature that we don’t touch, Leanne’s conversation, the price, the Dentally order queue and the product, and what we do is put more of the right people in front of Leanne with more reason to believe, before she ever speaks to them. What happens in that conversation is yours.

Every number we report has a source you can check, and if something isn’t moving you’ll see it in the report before we mention it on the call.

06 · What we need from you

A launch date, half a day a quarter, and fifteen minutes a week.

A launch date we can plan around, as the tracking goes in during the build’s final fortnight.
Half a day of Bex per filming day, and if the first one lands inside the build’s final fortnight the library is ready on launch day rather than three weeks after it.
Fifteen minutes a week, a voice note from Bex with what’s on her mind, which is what the LinkedIn posts get written from.
Your pipeline numbers each month, deals by source, demo bookings, the Quote Out count and the Dentally queue, straight out of the CRM and sent before the call, and we’ll agree the format in month one so it stays a five minute job rather than a report to write.
Access in week one, meaning analytics, the CRM, the demo calendar and the three social accounts.
A practice owner willing to be filmed, from the second filming day onwards, so nothing in month one waits on anyone outside the business.
Leanne in from week one, because the pipeline is hers and the assets are built to be used in her follow-up, not just on the site.
Beccy’s time for industry input and introductions while she’s with you, for what she knows and who she knows rather than as a producer, so nothing we build depends on her still being there.

07 · Why Unpick

Small, senior, and we built the thing this sits on.

You get the two of us

No account managers, no juniors and no handoffs, the people you talk to are the people doing the work.

Matt has sold in a market like yours

Twelve years selling regulated insurance through introducers and referrals, long cycles, relationship-led, nobody wanting to be sold to, which is your pipeline.

We already told you social wasn’t the answer

On the first call, before there was a proposal to protect, which is why this is a library and a measurement system rather than a posting schedule, why paid only gets added once there’s evidence, and why the bigger pieces are priced separately instead of buried in a monthly fee.

Thanks for reading.

Take your time and gather your questions, and if the number’s wrong, the measures are off, or Susie needs something reported that isn’t in here, say so on the call. This is a starting position, not a take it or leave it.

Matt Howells — Unpick Digital matt@unpickdigital.com