Fast Mold Testing — Account Dossier

Contents

The Client in One Page
Account Team
Client Contacts
Channels Managed
Active Priorities & Calendar
Operating Cadence
Data & Tooling
Friction Points
What Matters Right Now

1 · The Client in One Page

Fast Mold Testing (tech brand: Marvin Labs) is an AI-powered, two-sided marketplace for mold inspection and indoor air quality testing. Independent certified inspectors supply the service; homeowners, tenants, property managers, and RE agents drive demand. Founded ~2024 as a consumer brand on top of Marvin Labs' AI platform (founded April 2020 by Jordan Gruber and Gabor Szijarto), the business raised $1M in April 2025, graduated from the UC Berkeley SkyDeck accelerator, and holds 12 patents. HQ is Sacramento, CA. Revenue is ~$70K/mo (~$840K annualized) at 40% gross margin — not yet net profitable. The business converts at an exceptional 80% quote-to-close rate; every dollar of growth opportunity sits upstream in lead generation, lifecycle, and attribution.

Monthly Revenue

~$70K

~$840K annualized · Firestore + QuickBooks

Quote-to-Close

80%

2x industry benchmark of 40-60%

Blended CAC

$150+

Target: $50 · 48% of bookings unattributed

Monthly Leads

~250

Target 500 · lead-constrained, not supply-constrained

SEO CTR

0.37%

Benchmark 3-5% · SPA blocking indexation

Lifecycle Touchpoints

Benchmark 8-18 · No ESP deployed

Lifetime Bookings

1,037

543 won · 52.4% win rate · 20 active markets

Attribution Coverage

51.7%

501 of 1,037 bookings have no source data

Revenue model

Inspection fees ($350–$500 avg ticket, 40% gross margin) are the primary stream. An untapped Ad Marketplace — referral leads to remediation companies, HVAC, and contractors at ~$400/referral — is estimated at $14K–$19K/mo if activated, which would offset paid-channel CAC to near zero. The business does not yet have a CRM, email platform, or any lifecycle automation.

Customer segments

Tenant (28.4%): Lease-dispute driven. Avg ticket $300–$400. Near-zero repeat.
Owner-Occupier (19.8%): Highest single-transaction LTV ($450–$600). 85% close rate. Target higher-income zips.
Property Manager (6.8%): Highest lifetime value — one PM = 2–5 units/yr, $850–$2,125 annual value, 90% close rate.
Unknown (39.4%): Customer type not captured — make this field required on the booking form.

Geographic footprint

20 active markets. Flagship: Sacramento (171 bookings, 500+ inspections). Core CA: SF, SJ, LA, SD. Growth: NYC (133 bookings, 15.3% share — highest organic demand signal with zero paid investment), Atlanta, Seattle. NYC is the strongest under-monetized market in the system.

Path to $100K/mo

Gap is $30K/mo, achievable in 30–60 days via: lifecycle marketing (+$6K–$15K/mo), restart CA LSA (+$9K–$18K/mo), and booking recovery from 127 limbo bookings (+$11K–$19K one-time). At $100K/mo revenue the business reaches ~$40K gross profit and crosses into net profitability.

2 · Account Team

P&L Hub — Bill Rate: $20,000/mo · Direct Cost: TBD · Gross Margin: Unknown · Needs Input · View P&L Hub ↗

⚠ Team Not Entered in P&L Hub — The Fast Mold client entry is flagged needsInput: true with an empty team array. The CMO assignment (Rohit Ahuja) and SEO co-pilot (Rafid Kabir) are visible in the global roster but not entered into the client team record. Actual direct costs and margin are unknown until P&L Hub is updated.

Name	Role	Cost / mo	Source
Rohit Ahuja	CMO	$7,500	Global roster — confirmed on fast-mold at $7.5K rate. Not in client team entry.
Rafid Kabir	SEO	Shared	Global roster — confirmed on fast-mold. Not in client team entry.
Chris Johnson	Email / Lifecycle	$2,500	Global roster — confirmed on fast-mold. Not in client team entry.

Channel Coverage Map (per P&L Hub roster assignments)

Channel	Co-Pilot	Status
CMO / Strategy	Rohit Ahuja	Staffed (roster)
Paid Search	—	No co-pilot in P&L Hub roster
Paid Social	—	No co-pilot in P&L Hub roster
Email / CRM	Chris Johnson	Staffed (roster)
SEO	Rafid Kabir	Staffed (roster)
SMS	—	No co-pilot in P&L Hub roster
Creative	—	No co-pilot in P&L Hub roster
Analytics	—	No co-pilot in P&L Hub roster

3 · Client Contacts (Fast Mold Testing Side)

Person	Role	Notes
Jordan Gruber	CEO & co-CTO	Australian mechatronics engineer. Vision, fundraising, go-to-market. Primary strategic approver. ASTM International member. Previously founded 2 AI companies for environmental testing.
Gabor Szijarto	co-CTO	17 years robotics and AI. C++ and deep learning expert. Owns Marvin Lens engineering and computer vision models.
Andrew Lee Miller	CMO	20 years B2B marketing, 5x startup exits exceeding $300M total value. Day-to-day marketing strategy and growth experiments. MH1 primary marketing contact.
Mike Nguyen	Chief Scientist	12 years environmental lab services. B.S. Biology UC Davis. InterNACHI + AIHA-EMPAT certified. Reviews all AI analysis output. Potential bottleneck at scale.
Harry Flotemersch	Technical co-founder / Data Infra	Built MCP server, BigQuery views, server-side GTM, Firestore schema. CRITICAL dependency: 6 attribution engineering tasks are assigned to Harry. His bandwidth gates paid channel restarts.
Sara Connor	Sales Associate	Handles all inbound phone sales. Single point of failure for phone intake — no backup, no call scripts yet. Speed-to-lead gap is directly tied to her capacity.
Josh Doebler	Partner (AccuGuard Environmental)	30 years sales / customer success. Go-to-market specialist and inspector network expansion.

4 · Channels Currently Managed

Paused

Paid Search — Google LSA + Google PPC

Restart owner: MH1 · Blocker: attribution fix (Harry, ~17-23 hrs)

LSA: 9 of 10 accounts paused. Sacramento account intermittently active at $81 CPL. 93 lifetime attributed bookings. True CAC is $540–$810 because close rate is only 10–15% (benchmark: 25–35%). Root cause: zero speed-to-lead and no nurture. Restart CA accounts (Sacramento + SF Bay Area) is a toggle-on — can happen Week 1 pending lifecycle automation.

PPC: All 72 campaigns paused. $62.3K lifetime spend produced only 10 attributed bookings because 36% of reported conversions were website page views miscounted as leads. Restart conditions: fix conversion tracking, implement GCLID passthrough, deploy call tracking, consolidate to 10–12 campaigns (from 72). Do not restart before attribution is fixed.

Minimal

Paid Social — Meta (Facebook/Instagram)

Owner: MH1 · Current spend: ~$6/day

$1.3K total lifetime spend. Lead form CPL is exceptional at $0.49–$2.79 (home services benchmark: $5–$15). 167 leads generated but only 1 attributed booking — close rate from Meta leads is completely unknown. 15,063 video viewers and 1,032 LP visitors sit as untapped retargeting audiences. Next step: $2K validation test to measure close rate on 100+ leads before scaling. If close rate ≥3%, Meta becomes FMT's most cost-effective paid channel at $50–$75 CAC.

Not Deployed

Email / CRM — Klaviyo (to be deployed)

Owner: MH1 · Blocker: no ESP exists yet

Zero email marketing infrastructure. 167 leads per month receive no automated response after initial contact — this is the highest-impact operational gap on the account. Industry benchmark: 8–18 lifecycle touchpoints. FMT has 0. Deploying a basic Klaviyo welcome + confirmation + pre-inspection sequence is estimated at +$6K–$15K/mo revenue impact with zero additional ad spend. Also needed for speed-to-lead SLA (<5 min automated response to new leads).

Not Deployed

SEO — Organic Search + Location Pages

Owner: MH1 · Blocker: SPA rendering (Harry + FMT eng team)

Organic search drives 57% of attributed leads despite being severely hampered. 195 location pages are indexed but serve empty HTML to Google because the site is a Single-Page Application (SPA). Fix: SSR (server-side rendering) migration. Impact: 5–10x organic traffic at $0 marginal cost. GSC shows 149,934 impressions / month at only 0.37% CTR (benchmark: 3–5%). GBP is strong in CA markets and drives high-intent local traffic.

Not Deployed

SMS — Speed-to-Lead Automation

Owner: MH1 · Blocker: no SMS platform deployed

No SMS capability exists. LSA close rate (10–15% vs. 25–35% benchmark) is directly attributable to zero speed-to-lead response — LSA leads expect callback within minutes. An automated SMS acknowledgment within <2 minutes of form submission is estimated to lift LSA close rate from 10–15% to 20–25%, reducing true CAC from $540–$810 to $230–$405. Can be deployed via Klaviyo (same platform as email) or Twilio.

In Build

Creative — Meta + Content Assets

Owner: MH1 · Supporting channel build-out

Creative framework is defined. Mold reveal videos (actual inspection footage) are identified as the highest-engagement format for Meta. Other proven angles: homeowner testimonials, cost comparison ($250 vs. $670 national avg), and the "conflict-free inspection" explainer (FMT doesn't remediate — trust differentiator). No content calendar exists. Raw video material from inspections is available but not yet utilized.

Partial

Analytics — BigQuery + GA4 + Attribution

Owner: MH1 + Harry Flotemersch · Infrastructure live, last-mile broken

BigQuery fmt_analytics is active with booking data, GA4, and Google Ads feeds. Server-side GTM is built. No dashboards exist. 48.3% of bookings (501 of 1,037) have no source attribution. Six specific engineering tasks (UTM capture, GCLID passthrough, Meta CAPI, CallRail deployment, cookie persistence, offline conversion import) close the attribution gap — estimated at 16–21 hours of Harry's time. Until these run, every paid-channel ROI conversation is directional at best.

5 · Active Priorities & Calendar

Immediate sprint items (April–May 2026)

Deploy automated booking confirmation email + SMS speed-to-lead (<2 min response)
Restart Sacramento + SF Bay Area LSA accounts — toggle-on, $81 CPL, +25–35 leads/mo
Disposition 127 "clean-up" bookings stuck in limbo — $39K–$66K at risk, ~$11K–$19K recoverable (Sara Connor)
Make customer_type a required field on the booking form — fixes 39.4% classification gap (Harry, 1 hr)
Run $2K Meta validation test — measure close rate on 100+ leads before any Meta scale decision
Set up Google review solicitation post-inspection — 2x review volume in 60 days, ~50 reviews today vs. 100–200 benchmark
Create call script for Sara Connor — standardize phone sales process, scalable to second hire

Lever priority roadmap (ranked by $ impact × feasibility)

#	Lever	Expected Impact	Effort	Key Dependency
1	Deploy lifecycle marketing (Klaviyo)	+$6K–$15K/mo	Medium	ESP setup
2	Restart CA LSA accounts	+$9K–$18K/mo at $92 CPA	Low — toggle on	Speed-to-lead first
3	Fix attribution (6 tasks)	Unlocks all channel ROI data	16–21 hrs (Harry)	Harry's bandwidth
4	Fix SEO via SSR migration	5–10x organic traffic	Medium	FMT eng team
5	Launch referral program	+5–15 referrals/mo at $35–$50 CAC	Medium	Lifecycle infra
6	Activate ad marketplace monetization	$14K–$19K/mo offset	Medium	Report flow build
7	Restart PPC (post-fix)	+15–25 leads/mo at $80–$110	Medium	Attribution fix first
8	Scale Meta (post-validation)	+40–80 leads/mo at $1–$3 CPL	Medium	Close rate validation

Geographic expansion watch

NYC anomaly: 133 bookings (15.3% of total volume) with no official market status, no LSA, no GBP optimization, no paid spend. Formalizing NYC with GBP optimization and LSA activation at proven CA unit economics could produce $5K–$10K/mo incremental revenue. This is the strongest expansion signal in the system.

6-month revenue scenario

Scenario	Monthly Revenue	Gross Profit	Blended CAC
Conservative (lifecycle only + LSA CA)	$95K–$105K	$38K–$42K	$100–$120
Base Case (lifecycle + LSA CA+NYC + 3x SEO + referrals)	$120K–$140K	$48K–$56K	$70–$85
Optimistic (base + ad marketplace + Meta validated + PPC restart)	$150K–$175K	$60K–$70K	$45–$60

6 · Operating Cadence

Meetings (30d): 5 client-facing meetings recorded. Lower than a highly engaged account (8+) but functional — suggests a focused sprint cadence rather than high-frequency check-ins.
Asana project: Fast Mold Testing (gid 1214043038644168). 1 open task · 2 completed in last 14 days · 1 overdue. Asana score: 68.
Slack channel: C0ALT6X9K1C — client-facing channel. Fast Mold Testing keyword used for Fireflies matching.
Recommended weekly cadence (from operations deep-dive):
- Monday — Review weekend bookings, classify leads (Sara Connor, 30 min)
- Tuesday — Marketing performance review: leads, CPL, close rate by channel (Andrew + MH1, 30 min)
- Thursday — Review + respond to new Google / Yelp reviews
- Friday — Attribution report: what converted this week (Harry + MH1, 30 min)
Monthly cadence: Per-market performance review (top 10 markets) · Pipeline review: limbo bookings, cancellations, win-back · Inspector supply assessment vs. demand per market (Josh Doebler)
Quarterly cadence: Market expansion decision · Channel mix and budget reallocation · Technology roadmap review (Marvin Air / SSR / new features) — Jordan + Gabor
Client deliveries: No formal Mon/Wed/Fri delivery cadence documented for this account yet. Establishing a structured delivery rhythm is a near-term operational priority given the 1 overdue Asana task.

7 · Data & Tooling

Connected platforms (via MH1 middleware → BigQuery)

Live BigQuery — fmt_analytics dataset · booking_requests, qb_quotes, pipeline data · 1,037 lifetime bookings
Live GA4 — Property 471019767 · 2,794 sessions/30d · partially configured (internal app traffic not filtered)
Live Google Search Console — sc-domain:fastmoldtesting.com · 149,934 impressions/mo at 0.37% CTR
Live Google Ads — Manager account 967-723-2901 · 72 campaigns (all paused)
Live Meta Ads — Ad account act_50712916 · Pixel 1859032891380412 · CAPI not yet implemented
Live Server-side GTM — gtm.fastmoldtesting.com · Built by Harry · strong infrastructure foundation
Live MCP Server — fmt-mcp-server-866146087857.us-west4.run.app · 30 tools · last validated 2026-03-31
Partial Firestore — Custom CRM (moe-platform-479917) · pipeline stages defined · not a full sales CRM
Gap ESP / Email — None. Klaviyo not deployed.
Gap SMS — None. Twilio or Klaviyo SMS not configured.
Gap Call Tracking — None. Phone calls not attributed to source. CallRail is the recommendation.
Gap Dashboards — None. No Looker Studio or equivalent connected to BigQuery.
Gap Review Management — None. No automated post-inspection review solicitation. ~50 Google reviews today vs. 100–200 benchmark.

Critical data gaps

48.3% of bookings (501/1,037) have no source attribution — blocks all channel ROI calculations
customer_type is unknown for 39.4% of bookings — blocks segment-level economics
Meta CAPI not implemented — 167 leads cannot be matched to downstream bookings
Google Ads conversion tracking misconfigured — 36% fake conversions; GCLID passthrough in progress (70%)
No repeat customer tracking — LTV model is entirely benchmark-based
Ad marketplace: 109 referral leads stuck at "new" status — revenue leaking silently
COGS not broken out by market — NYC inspector cost may be 70% vs. Sacramento at 55%

Repo layout

/home/exedev/mh2-fast-mold · modules: 00_data/ · 10_context/ · 20_intelligence/ · 30_strategy/ · paid-ads/ · email-sms/ · seo/ · social/ · creative/ · retention/ · cro/ · semantic-layer/. Intelligence files: driver-tree.md, revenue-model.md, operations-deep-dive.md, ad-performance-analysis.md. All external API calls route through the MH1 proxy.

8 · Friction Points

Everything depends on Harry Flotemersch. Six attribution engineering tasks — UTM completion, GCLID passthrough, Meta CAPI, call tracking, cookie persistence, offline conversion import — are all assigned to Harry. His bandwidth is the single bottleneck that gates paid channel restarts, clean ROAS data, and eventually the ad marketplace. Total estimated hours: 16–21. Until this runs, every channel conversation is directional.
Sara Connor is a single point of failure for phone sales. All inbound calls route through one person. No call scripts, no call tracking, no after-hours process. When volume increases (LSA restart will drive +25–35 leads/mo), this breaks. A second sales associate and standardized call script are P1 hires.
127 bookings have been in limbo for an unknown period. These "clean-up" bookings ($39K–$66K in potential revenue) are neither won nor lost — they exist in a pipeline purgatory that degrades win rate reporting and hides recoverable revenue. Dispositioning them is a 4-hour task assigned to Sara Connor but has not shipped.
The website form has a 97.6% drop-off rate. 169 form starts, only 4 submits in the last 30 days (GA4). Possible causes: form is too long, mobile breakage (34.8% of sessions are mobile), or SPA rendering causes the form to malfunction. Investigation required before scaling any traffic.
Organic social is non-existent. 27 GA4 sessions lifetime from social. Zero content calendar. Mold reveal content is proven viral on TikTok — this is a future growth lever with raw material readily available from inspection footage. Low priority now but worth documenting as a near-zero-cost brand channel.
Sentiment (69) and Asana score (68) are middle-of-the-range. Combined with 5 meetings/30d and 1 overdue task, the account is functional but not thriving. The risk is account drift — progress stalls on attribution/engineering blockers while momentum erodes. Structured weekly deliveries and visible progress reporting will hold client confidence during the infrastructure buildout phase.

9 · What Matters Right Now

Lifecycle marketing is the single highest-impact action on the account. 167 leads per month leave with zero follow-up. Deploying a basic Klaviyo welcome + booking confirmation + pre-inspection sequence costs one to two weeks of setup and is estimated at +$6K–$15K/mo revenue at zero additional ad spend. This also unblocks speed-to-lead for LSA and SMS. Start here.
Restart Sacramento and SF Bay Area LSA accounts — this is a toggle-on. Both accounts are Google Guaranteed and ready. At $81 CPL and even a 15–20% close rate (improved by speed-to-lead), this adds 25–35 leads/month and ~$9K–$18K/mo revenue. Do not restart all 10 accounts at once — start with the two proven CA markets, measure, then expand to SJ, LA, and NYC.
Harry's 6 engineering tasks are the unlock for everything paid. UTM completion, GCLID passthrough, Meta CAPI, CallRail deployment, cookie persistence, offline conversion import — ~16–21 hours total. Until this ships, ROAS on PPC and Meta cannot be measured, LSA close rate attribution is broken, and the $150+ blended CAC figure cannot be improved with data. Prioritize clearing Harry's backlog or parallel-pathing with a contractor.
Disposition the 127 limbo bookings this week. Sara Connor is the owner. $39K–$66K in pipeline has been sitting in "clean-up" status. Even a 30% recovery rate is $11K–$19K in one-time revenue. This is a 4-hour task that requires no engineering and no new infrastructure.
Validate Meta before scaling it. CPL of $0.49–$2.79 is exceptional. But 167 leads produced 1 attributed booking — close rate is unknown. Run a $2K validation test, track all 100+ leads through to close, and get the close rate number. At ≥3% close rate, Meta becomes the most cost-effective paid channel in the portfolio. At <1%, pause and redirect budget to LSA.
Make customer_type required on the booking form. This is a 1-hour engineering task for Harry. It fixes the 39.4% classification gap that is hiding PM and RE agent LTV ($2,975–$6,588 vs. $553 for a one-time homeowner). It also enables segment-specific messaging once lifecycle is deployed.
Build the first Looker Studio dashboard. BigQuery has the data. No one can see it. A weekly performance view showing leads by channel, bookings by market, close rate trend, and revenue by week is a 4-hour build that changes the internal conversation from directional to data-driven. Harry + MH1 can own this together.
NYC is the highest-ROI geographic opportunity in the system. 133 bookings (15.3% share) with zero paid investment, no GBP optimization, and no LSA. Formalizing NYC with a GBP profile update and LSA account activation at proven CA unit economics is estimated at $5K–$10K/mo incremental revenue with minimal setup cost.

Caveat on numbers: Financial figures trace to Firestore, BigQuery fmt_analytics, and kickoff call data as of April 2026. CAC estimates carry ±50% error bars due to the 48.3% attribution gap. Scenario revenue projections are modeled, not guaranteed. Live account health metrics (Sentiment 69 · Asana 68 · Open tasks 1 · Done 14d 2 · Overdue 1 · Meetings 30d 5) are from the MH1 Client Dashboard as of 2026-04-30.