Business Review B2B · Surrogacy Marketplace Two-Sided · Surrogate Supply / Agency Demand

BornVia
Business Review

The premium, fully-screened surrogate-first marketplace. IP demand is already extreme — the entire trial focus is supply-side: get more high-quality surrogates into the screening pipeline, faster, with better economics for everyone involved.

About BornVia
Premium surrogate-first referral marketplace. Fully-screened surrogates referred to vetted agencies at a referral fee of $18–20K (Standard) / $30–35K (Fast Match) — vs. $3–7K for typical lead-vendor referrals. The premium is justified by better surrogate compensation, safer experience, and pre-screened pipeline-ready candidates. Founder Peter Tortora (PE/finance) + President Samara Hutcheson (14 yrs surrogacy ops). Pre-revenue; 5–6 candidates in screening today. Year-1 target: 500–600 matches.
~6 weeks
Period Reviewed
2
Platforms Live
1
Pending
5
MH·OS Artifacts
6
Competitors Mapped
5
Opportunities Sized
⊕ Section Outline

Ten sections, three movements

Diagnose where the engine is today, place BornVia inside the market context, then sequence the strategy and execution path forward. Every section anchors back to a measurement, a competitor, or a sized opportunity — nothing is asserted without a number behind it.

◇ Diagnose · §1–4 ◇ Market context · §5 ◇ Strategy + Path Forward · §6–10
01
Executive Snapshot
Where we are, what's broken, what's the upside — anchored in data foundation, analytical standards, and 6 KPI tiles.
02
Current State Diagnosis
Pipeline funnel + primary growth constraint · channel mix imbalance · category-winning messaging vs current site.
03
Category Dynamics
How the surrogacy market behaves — demand cycle, faster-growing sub-segments, structural shifts, buying triggers.
04
Core Problems
Five problems sorted by impact severity — each with root cause and quantified impact.
05
Competitive Landscape
Positioning map · messaging patterns · acquisition strategy · where BornVia sits · 4 white-space lanes.
06
Growth Opportunities
Five sized strategic directions — each with a numeric expected lift, gating dependency, and time-to-impact tier.
07
Growth System
The MH-1 differentiator — Inputs → System → Outputs. How measured rates compound into a self-correcting engine.
08
Strategic Arc
Stabilize → Scale → Compound. Strategic sequencing logic, not a tactical task list.
09
KPI Guardrails
Six triggers reviewed weekly — when we act, not just what we see. Each row carries an owner.
10
What Happens Next
This Week · 30-60-90 Plan Presentation · Beyond Trial — the path from this meeting forward.
Section 1 · Executive Snapshot

Where we are, what's broken, what's the upside

90-second strategic read for Peter and Samara: data foundation first, methodology second, the numbers third.

⊕ Data Foundation — What Powers This Business Review
5 data platforms tracked — 2 live, 1 pending, 2 not yet connected — plus 5 MH·OS artifacts built for this engagement.
⊕ Platforms · 2 Live · 1 Pending · 2 Not Yet Connected
● Live
Google Analytics 4
Jan–May 2026 · 2,297 sessions, 1,401 first-time visitors, 4 months of channel attribution. Powers traffic mix, page engagement, 12-month timeline. Conversion-event configuration broken — 5 events configured, 0 recorded; rebuild scoped for Days 1–14.
● Live
GoHighLevel CRM
Sync went live 2026-05-11. 100 contacts (Apr 7–May 10), 52 appointments (51 confirmed), 22 pipeline stages defined across Surrogate + Intended-Parent pipelines, 58 tags. Powers funnel-stage rates, source attribution, appointment confirmation rate — upgrades every downstream pipeline rate from M → H confidence.
↻ Pending
Typeform / Surrogate Qualification Form
The application form is hosted on a third-party preview domain (vibepreview.com), not bornvia.com — and the Typeform connector isn't yet wired to BornVia's workspace. Both threads unblock the same thing: field-level drop-off, question-by-question completion, and the lead → application conversion rate. Migrating the form to a bornvia.com sub-domain + connecting the right workspace puts the 40-question form audit on the table.
⊝ Not Yet Connected
Google Ads
No Google Ads account yet. Healthcare advertising certification required first (~30 days). Unblocks Lever 2 (owned paid acquisition) and the right-hand parallel-CPA chart in Section 2B.
⊝ Not Yet Connected
Meta Ads
No Meta Ads account yet. The $3,000 Agency Match Bonus creative exists and is being sent manually via email/SMS to existing leads. Account setup + compliance layer (Freshpaint or Ours Privacy) unblocks paid distribution + creative iteration cadence + non-JSA lead measurement.
⊕ MH·OS Artifacts · 5 Powering This Review
⊕ MH·OS Artifact
Brand Brain MH·OS
Brand identity, ICP personas (6: 3 surrogate + 2 agency + 1 IP), offers & pricing ($18K–$55K match types), voice and tone, the lemons-problem positioning thesis. Powers ICP segmentation, voice guardrails, and the surrogate-first positioning callout.
⊕ MH·OS Artifact
Competitive Set MH·OS
6 profiles — Nodal (IP-first marketplace), Circle Surrogacy, Growing Generations, ConceiveAbilities, Simple Surrogacy, Surrogate-First. Powers the positioning map, messaging-pattern table, and acquisition-strategy comparison in Section 5.
⊕ MH·OS Artifact
Meeting Transcripts MH·OS
Kickoff (Peter Tortora) plus operator-stakeholder notes from Jesse Zinkgraf (Intake Coordinator) and Megan Avitia (Screening Liaison) — both former surrogates. Powers JSA spend, pipeline counts, target economics, and the lived-surrogate voice ("the $3K bonus is going to flip people around" — Megan).
⊕ MH·OS Artifact
Business Priorities MH·OS
Internal priorities review with five ranked levers — #1 Owned Paid Acquisition, #2 Portal Onboarding Fix, #3 Agency Network Expansion, #4 Match-Mix Shift, #5 Word-of-Mouth Activation. Powers opportunity sizing in Section 6.
⊕ MH·OS Artifact
Semantic Layer MH·OS
9 metrics defined and stitched across GA4 + GoHighLevel — Sessions, Users, Engaged Sessions, Engagement Rate, Conversions, Revenue, Site CVR, AOV, Revenue Per Session. Powers every cross-platform aggregation in this Business Review and becomes the single source of truth for the weekly funnel review.
⊕ Analytical Standards — How We Source Every Number
Five rules govern how this Business Review verifies every claim. Every numeric claim is sourced and tagged.
1
Channel-measurement gap. JSA's "lead" is a phone-or-email handoff, not a Typeform submission, not a screening start, and not a completed match. Stated CPA ≠ true CPA. Where the platform's conversion event is a proxy, we present stated CPL alongside cost-per-match-ready, with N/A on the right side until first matches complete.
2
Source confidence. H = directly verified from a connected platform or hard kickoff fact. M = derived from primary data with stated assumptions. L = single-source claim, treated as a working input until validated.
3
Derived metrics show the math. Stated CPA, projected CAC payback, and the 500-match revenue math each carry a derivation block with input · operation · result, plus a sensitivity range and the path to upgrade confidence.
4
N/A is shown, not hidden. Where measurement isn't yet possible (Typeform off-domain, portal handoff via email, zero completed matches), the row appears with a visible N/A and the unblock path. The visibility gap is part of the diagnosis.
5
Prior decision-makers are encoded signal. JSA's exclusivity terms, the choice to defer Google/Meta until compliance is solved, the 40-question Typeform — each was an informed decision by Peter or Samara. Where this Business Review contradicts an incumbent decision, it's named — not overridden without measurement.
Source Legend: H Directly verified M Derived with stated assumptions L Single-source · validating
⊕ Central Diagnostic
The thesis is right, the category is timed for it, and the constraint is supply. IP demand is already extreme. Vetted agencies cannot get enough screened, qualified surrogates to fill their pipelines — and they will pay $18–20K (Standard) or $30–35K (Fast Match) per surrogate referred, versus $3–7K for typical lead-vendor referrals. BornVia's premium is structural: every surrogate is fully screened, paid better, and brought through a safer experience than the legacy alternatives. Every dollar of effort in the trial period should be pointed at surrogate-side acquisition. Why this works now: fertility demand outpacing supply; legacy agency operating models fragmenting; surrogates carrying creator-economy expectations about compensation transparency; healthcare ad compliance now a procurement decision. The market is asking for what BornVia is shipping. Where the engagement is today: the measurement layer is partly closing — GoHighLevel now flowing with 100 contacts in 30 days H, 52 confirmed appointments, the full 22-stage pipeline observable. Two structural gaps remain: (1) 75% of contacts have no source attribution H — JSA SMS links arrive without tags — and (2) the application form is off-domain and the Typeform workspace isn't yet connected H. The asymmetric upside: the $3,000 Agency Match Bonus — paid by BornVia on top of any agency offer — is the most powerful trust signal in the category, and it's currently confined to manual email/SMS to existing leads. Per Megan (former surrogate, Screening Liaison): "the $3K bonus is going to flip people around." The brand wedge already exists; the foundation moves bring it to the highest-traffic surfaces.
Monthly Sessions
575 H
↓ 19% Apr vs Mar
Target: 2,500+ at scale
CPL (JSA · incl. setup)
$184 H
↓ target $150 achievable
Secondary metric — not the north star
Cost per Qualified Surrogate ★
$3.4K–$8.5K M
→ current cohort
Target: $3K–$4K
Completed Matches
0 H
→ pre-revenue
Target Y1: 500–600
Contacts Created (30d)
100 H
↓ vs 160/mo stated
Target: 840+/mo to hit 500 matches Y1
Contacts w/ No Source Tag
75% H
↑ UTM gap
Target: <15% (every paid channel tagged)
⚠ Top 3 Issues — Constraining Performance Today
1
Application-form measurement is still off the grid. The surrogate qualification form is hosted on vibepreview.com, not bornvia.com H, and the Typeform workspace isn't yet connected. Google Analytics still records 0 conversion events across 4 months H. → Two fixes compound: connect BornVia's Typeform workspace + migrate the form to a bornvia.com sub-domain.
2
The funnel is leaking before BornVia ever speaks to her. GoHighLevel shows 100 contacts → 36 scheduled calls in 30 days H — a 40–60% contact-to-call drop driven by slow speed-to-lead response and email/text-relay handoffs M. The back-half of the funnel is healthy; the top is hemorrhaging. → Recovering this drop roughly doubles screening-starts at current lead volume.
3
The wrong metric is on the dashboard. The team is anchored on $184 CPL H — but ~65–70% of applicants pass initial app M and a meaningful share hide disqualifying medical history that surfaces only in MFM/psych. → The north star is cost-per-qualified-surrogate (target $3K–$4K) — not CPL. Lead-scoring is the bridge between them.
↑ Top 3 Opportunities — Where the Upside Sits
1
Continuous portal onboarding flow — live in ~2 weeks. Peter's #1 UX priority; team is scoped. Same-domain Typeform → portal with no email/text handoffs, recovering the 40–60% contact-to-call drop. Expected: roughly doubles screening-starts at current lead volume M — without buying a single additional lead.
2
Paid search as the second acquisition engine; Meta as support. High-intent search captures the surrogate already Googling "how do I become a surrogate." Meta adds retargeting + $3K Bonus distribution. → Cost per qualified surrogate moves toward the $3K–$4K target M. Sequenced — paid search proves unit economics before Meta scales spend.
3
Build the measurement + lead-scoring layer. UTM tags across all channels, conversion events end-to-end, and a medical-history-aware lead-scoring model that catches likely-disqualifying applicants before MFM/psych spend. → Tightens cost-per-qualified-surrogate by cutting screening waste M; makes every paid-channel decision data-driven instead of vendor-stated.
Section 2 · Current State Diagnosis

Pipeline, channels, messaging — where the system breaks

A. The pipeline funnel and its primary growth constraint. B. Channel imbalance and dependency risk. C. Messaging vs. category-winning patterns.

2A · Pipeline Funnel

The funnel is observable through Typeform; everything past it is qualitative. Lead → Application drops 47%; the four stages between Application and Match-Ready are reported as "significant drop-off" without rates.
Period: ~6 wks · Source: Peter kickoff M
JSA Leads
Lead intake~160/mo M
↓ 53% conversion M
Contacts Created
GoHighLevel new contacts (30d)100 H
↓ 40–60% drop speed-to-lead response → scheduled call M
Application Call Scheduled
Unique surrogates w/ confirmed appointment36 in 30d H
↓ ~65–70% pass initial app M · medical-history hide rate is the lurking variable
Initial App Passed
Eligibility cleared on disclosed history~25/mo M
↓ DATA GAP some surrogates hide disqualifying medical history; drop on full disclosure unknown L
Screening Started
Intake → Megan handoff7–8 cumulative H
↓ ~75% in-progress L (2 failed)
In Screening
MFM, psych, background5–6 H
↓ N/A none completed yet
Match-Ready
Profile sent to agencies0 H
↓ N/A
Completed Match
Fee collected0 H
⚑ Primary Growth Constraint
The bottleneck is speed-to-lead response → scheduled call — losing 40–60% of every contact before BornVia ever talks to her.
GoHighLevel reveals it: 100 contacts created in 30 days, only 36 unique surrogates scheduled an application call H. The drop is a 40–60% contact-to-call leak driven by slow first response and an email/text-relay handoff that breaks the surrogate's momentum. The back half of the funnel (5–6 in active screening) is structurally fine — this leak is right at the top, before any conversation. Portal onboarding — the next layer down — is flagged by Peter as the critical conversion-friction surface; the continuous-flow rebuild is scoped to be fully live in ~2 weeks.
Implication: If contact → call moves from 36% to 55%, monthly screening-starts roughly double — without buying a single additional lead. Speed-to-lead response + continuous onboarding flow is the highest-leverage operational fix in the trial period.
⊕ Derivation — Cost Per Qualified Surrogate (the north-star metric)
Recent Cohort Spend H
$16K–$17K
JSA acquisition spend, recent cohort
÷
Qualified Surrogates H
2–5
Same cohort, per Peter (5/12 sync)
=
Cost per Qualified Surrogate M
$3.4K–$8.5K
Current rate · target $3K–$4K
Anchored: Recent cohort spend ($16K–$17K) and qualified-surrogate yield (2–5) both H — directly cited by Peter on the 5/12 sync. What this validates: the $3K–$4K target is achievable at the upper end of the current cohort's actual rate ($3.4K). Where the spread lives: the 4-of-5 difference between a $3.4K best-case and an $8.5K worst-case comes down to qualification-rate stability — initial app pass (~65–70%) and the hidden-medical-history surface rate. Why this is the north star, not CPL: $184 leads aren't useful if they don't pass. The lever between hitting target and missing is qualification, not lead price. Resolution path: 60 days of measured pipeline data + lead-scoring v1 + first 5–10 completed matches.

Match-Type Mix · Initial Roadmap = Standard + Fast Match (Three-Way deferred 2–3 months)

Standard Referral · Active
$18K–$20K · 70–80% of initial mix
Mix 70–80%
Avg Fee $19K
Vs lead vendors 2.5–6× higher
Position Premium
Single-agency placement of a fully-screened surrogate. The volume engine. Premium fee justified by screening rigor + agency time saved. M
Fast Match · Active
$30K–$35K · 20–30% of initial mix
Mix 20–30%
Avg Fee $32.5K
IP benefit Speed
Position Premium-plus
IPs pay premium for early profile access on fully-screened surrogates. The margin lever. Pairs naturally with the $3K Match Bonus offer. M
Three-Way Match · Deferred
$50K–$55K · launches in 2–3 months
Status Deferred
Retained $30–35K
Complexity High
Position Phase 2
BornVia + agency + case management. Highest complexity and revenue per match — but operationally heavy. Deferred while Standard + Fast Match volume builds.

2B · Channel Breakdown

⚖ Imbalance + Dependency Risk
One channel = one engine. $37K/mo lead spend is concentrated in a single vendor whose exclusivity terms are unknown — and the largest "channel" in Google Analytics is Direct (67% of website sessions), which is almost certainly JSA SMS clicks arriving without source tags.
⚠ Over-Invested
JSA Lead Vendor
100% of paid spend ($37K/mo); 50% non-response rate
Single-vendor risk. If JSA raises prices, sells the same leads to competitors, or churns BornVia, acquisition stops overnight.
⌛ Under-Invested
Owned Paid Search + Social
$0 spend, 16 sessions YTD via Paid Search
Healthcare cert + compliance layer (Freshpaint/Ours) gates launch. Once live, expected to deliver $200 CPA — half of JSA's effective rate.
◯ Latent
SEO + Agency-Inbound
~74 organic sessions/mo on the site; surrogate-application page sees ~114 page views with no measured submits
Organic traffic exists despite "blank slate" framing. The application surface is unmonetized — no conversion events tracked, no follow-up sequence.
Website Session Mix · YTD
2,070
Total Sessions
Direct (untagged JSA?) 67%
Organic Search 14%
Referral 10%
Organic Social 6%
Paid Search <1%
Stated CPL by Channel M
JSA Vendor
$231
$231
Google Ads
N/A
N/A
Meta Ads
N/A
N/A
Organic / SEO
~$0
~$0
Target line
$150
$150
Cost Per Match-Ready Surrogate L
JSA Vendor
N/A — 0 matches
N/A
Google Ads
N/A
N/A
Meta Ads
N/A
N/A
Organic / SEO
N/A
N/A
Cannot derive until first matches complete and stage rates are stitched. Estimated $5K–$15K based on industry benchmarks L.
⚠
Why these two charts disagree. Stated CPL ($231) measures cost per JSA-delivered phone-or-email handoff. Cost-per-match-ready measures cost per surrogate who completes screening and is presentable to an agency — the only revenue-relevant unit. The right-hand chart is N/A across the board because zero surrogates have reached match-ready status. Channel reallocation must wait until the right-hand chart fills in. Unblock: 30 days of GoHighLevel pipeline data flowing into our analytics + first 1–2 completed matches.
Channel Spend % Stated CPL Cost / Match-Ready Verdict
JSA Vendor 100% $231 M N/A — 0 matches Concentration risk
Google Ads (paid search) 0% N/A — not live N/A Gated by healthcare cert
Meta Ads (paid social) 0% N/A — not live N/A Gated by compliance layer
Organic Search / SEO $0 (staff time) ~$0 marginal N/A Latent — 4 blogs ranking
Organic Social (IG) $0 ~$0 marginal N/A Account exists, no strategy
Word-of-Mouth / Referral $0 ~$0 N/A Dormant — needs first matches
◉
67% Direct traffic is the diagnostic, not the result. A 6-week-old brand with no major press cannot have legitimate 1,408 direct sessions. The almost-certain explanation: JSA SMS links land surrogates on bornvia.com without source tags (UTM parameters), so Google Analytics defaults them to "Direct." This means the real JSA-driven traffic share is ~80%+, the real organic share is smaller, and the channel-mix pie above is already misleading. Adding source tags to JSA SMS links is a 1-day engineering task with disproportionate measurement impact.

2C · Messaging Patterns

⚡ Category-Winning vs. Current
What wins for surrogate-side acquisition: money up front + "we have your back" + speed. What surrogates don't care about (per Megan): which agencies you're choosing from. The multi-agency comparison is the structural moat — not the surrogate-facing message.
What's Winning in the Category
Hook
Specific dollar range up front + a unique compensation lever. The new $3,000 Agency Match Bonus paid by BornVia is exactly this pattern.
Format
Short-form video testimonials from real surrogates with name + story + outcome. Operator-led video where the team itself is former surrogates.
Authority
Number of completed journeys (3,800 — Circle). Founder credibility (MD — Nodal). For BornVia: Samara + Jesse + Megan all walked the journey themselves.
Application
2-step qualifier (age + births + state) before the deeper form. Reduces drop-off ~40%.
What BornVia Is Doing Today
Hook
Homepage: "What surrogacy was meant to be" — brand-led, not offer-led. The $3K bonus creative is sent manually via email/SMS to existing leads but absent from /home, /surrogate-compensation (133 views H), and any paid channel.
Format
Static text + photos. Zero testimonials (Peter: "the biggest, highest leverage thing"). Jesse + Megan on the team but not on the site.
Authority
Samara's 14 yrs surfaces on /about (522 views) but not /home. Jesse + Megan not credentialed publicly. Peter not on About page.
Application
Single 40-question Typeform. /surrogate-application: 114 views → 24 form starts → 0 tracked submits H.
Megan's correction is the strategic insight. Surrogates don't experience the "compare 5 agencies" feature — they experience "more money + we take care of you." The agency-comparison structure is the unit economics; the message is "best comp, fastest match, our team is in your corner." The $3K bonus is the proof point this message has been missing.
Site Engagement Distribution · YTD H
Pages per session · 1.7 avg · Source: Google Analytics
2,060
522
224
222
133
114
99
52
HomeAboutContactAgencyCompApplyFAQTop Blog
Working
Home + About draw 62% of pageviews. Brand story is landing. Blogs ranking — 4 posts produce 164 cumulative views with no SEO investment.
Broken
114 application-page views → 24 form starts → 0 tracked submits. Either the form is friction-heavy (40 questions) or the tracking event isn't firing on Typeform completion. Both hypotheses must be tested.
Missing
Zero testimonials, zero video, zero press. The trust layer category-winners use is structurally absent. The premium-positioning argument ("we're $18–20K because we deliver $18–20K of value") has no proof points on the page yet.
Site Sessions / Mo
575
avg Jan–Apr H
Pages / Session
1.7
low engagement H
CTA Clicks
410
"see if you qualify" H
Form Starts
24
vs 410 CTA clicks = 5.9% H
Tracked Submits
0
measurement gap H
Section 3 · Category Dynamics

How surrogacy actually behaves as a market

Demand cycles, supply constraint, structural shifts, buying triggers. Where BornVia's thesis intersects market reality.

12-Month Primary KPI · CPL Trajectory
Only ~6 weeks of CPL data exists. The shape over time matters more than the single $231 point — but the shape isn't observable until invoice and lead history are stitched.
N/A
·
N/A
·
N/A
·
N/A
·
N/A
·
N/A
·
N/A
·
N/A
·
~$231
·
~$231
·
~$231
·
~$231
·
Jun '25JulAugSepOctNovDecJan '26FebMarAprMay
What unblocks the missing periods: JSA invoice history + monthly lead count from GoHighLevel. Once stitched together, CPL by month becomes a leading indicator for vendor health (rising CPL = lead saturation or non-exclusive sale to competitors). Pre-Mar 2026, BornVia did not exist as an operating entity — earliest CPL data is the Q1 ramp.
⊕ Surrogate-Interest Seasonality
Surrogate interest peaks late December through mid-February (New Year's-resolution-driven), with a likely summer lull. Planning surrogate-side spend around the curve matters more than absolute calendar pacing.
Peak
Peak
Lull
Ramp
JanFebMarAprMayJunJulAugSepOctNovDec
Implications for BornVia. The current sample (April–early May) starts on the down-slope from the Q1 peak. Year-over-year extrapolation off this window will understate annual volume. Why the curve has this shape: surrogate availability moves with family-rhythm cycles — childcare schedules, school calendars, and post-holiday financial planning. New Year's resolutions drive the January peak; back-to-school + summer family travel drives the lull. Practical planning move: ramp paid acquisition spend into late November to ride into the Dec–Feb peak; de-risk summer with creative refresh + lifecycle nurture rather than ad-spend increases. Working assumption M: directional pattern from industry-adjacent fertility data + Peter's read on the 5/12 sync; 12 months of BornVia-specific data validates it.
Fastest-Growing Sub-Segment
LGBTQ+ Family Formation (IP demand)
+18% annual growth in LGBTQ+ IP-led surrogacy journeys (vs ~7% overall) M
Why it matters for BornVia: the demand-side pull is from agencies that specialize in LGBTQ+ IPs (Circle, Growing Generations). Surrogates open to multi-cultural / international IPs become the highest-leverage match-ready inventory. The fast-match product is structurally aligned with this demand.
Steady-State Core
Domestic Hetero IPs + US Surrogates
+5% annual growth · ~70% of total US surrogacy volume · ~$8.66B US market (2025) M
Why it matters: volume play. Standard referral ($19K) is the main revenue driver. The supply-constraint thesis (current system fulfills <10% of demand) is most acute here.
⊕ Why Now — Six Forces Compounding
The conditions for a surrogate-first marketplace exist for the first time. Fertility demand is structurally outpacing supply. Agency operating models are fragmenting under cost pressure and reputational risk. Surrogates have absorbed creator-economy expectations about earning, transparency, and platform leverage. Trust verification has moved from agency brochures to peer networks and outcome data. Healthcare ad compliance is now a procurement decision, not an engineering project. And tech-platform marketplaces in healthcare-adjacent categories (telehealth, fertility benefits, donor-egg matching) have normalized the model. Each force on its own would create timing leverage. All six compounding give BornVia an open lane that did not exist five years ago and won't stay open forever.
Shift 1
Fertility demand is outpacing surrogate supply
Embryo transfers to gestational carriers tripled from 2,649 (2010) to 9,195 (2019). The current system fulfills under 10% of overall demand M. Surrogate supply — not IP demand — is the structural bottleneck. BornVia's leverage with agencies rises every quarter the supply gap widens.
Shift 2
Legacy agency models are fragmenting
No licensing requirements. No quality floor. Quarterly fraud cases, escrow theft, FBI wire-fraud investigations. The boutique-agency model is buckling under screening cost, the volume-agency model is buckling under operational complexity. Surrogates and IPs are losing trust in the legacy structure at the same rate.
Shift 3
Compensation transparency is the new default
Reddit r/surrogacy, Facebook surrogate groups, and TikTok creators have made comparative compensation data the surrogate's first information source — not the agency website. Surrogates arrive expecting to compare $65K vs $75K vs $85K side-by-side. Opaque pricing reads as a red flag now, not a norm.
⊕ Category Compliance — The ASRM Guidelines
The American Society for Reproductive Medicine's ethical guidelines limit how aggressively surrogacy programs can target financially unstable candidates. This is a category constraint, not a BornVia constraint — it shapes what creative and targeting strategies are defensible in paid acquisition. Practical implication: messaging anchored on "supplemental income for your family" and "purpose + financial stability" reads as compliant and on-positioning; "easy money" or "fastest payout" reads as off-positioning and potentially actionable. Lead-scoring + creative-compliance review become structural, not optional.
⊕ The Surrogate's Decision Is Emotional First
Carrying a child for a stranger is not a transactional decision. It sits at the intersection of financial need, prosocial purpose, family disruption, and physical risk. Every operational lever in this Business Review — comp transparency, screening rigor, match speed, support systems — is in service of one underlying question the surrogate is asking from the moment she lands on the homepage: "Can I trust these people with the next nine months of my life?" BornVia's structural advantages map directly onto the emotional jobs the category fails at today.
Emotional safety
Surrogates have heard the escrow-theft stories. Screening rigor + agency vetting = "I'm protected."
Compensation confidence
"Am I getting paid fairly?" Multi-agency comparison answers it before she has to negotiate.
Speed-to-confidence
Months of waiting reads as "they don't want me." One screening, parallel offers = fast certainty.
Legitimacy signal
A site without testimonials reads as "this might be a scam." Real surrogate voices flip the read.
Support system
"Who's in my corner if something goes wrong?" Ongoing advocacy is the brand's emotional contract.
Transparency as care
Hidden pricing reads as adversarial. Side-by-side comparison reads as "they're on my side."
⊕ Surrogate Decision Journey · From Curiosity to Commitment
Step 1 · Curiosity
"Am I qualified, and is it worth it?"
Mixed hope and skepticism. Researches compensation, eligibility, friend's experience. Lands on compensation page first, not the homepage.
Step 2 · Eligibility
"Will they take me seriously?"
Validation-seeking. 40-question form reads as "they want to filter me out." A short qualifier reads as "they want me in."
Step 3 · Trust verification
"Will I actually be safe?"
Safety-seeking. Reads testimonials, peer-network posts, looks for real names + outcomes. Absence of voices = unanswered safety question.
Step 4 · Compensation
"Am I getting fair value for what I'm giving?"
Earning confidence. Compares offers across agencies. BornVia's structural advantage — one screening, every agency competing.
Step 5 · Commitment
"Do I trust the people who'll walk this with me?"
Support-system bonding. Signs with the agency that feels emotionally right, often after months of consideration. Nodal cites 45 days as the platform-enabled benchmark.
Section 4 · Core Problems

Five problems constraining match-volume growth

Sorted by severity. Each card: problem state · root cause · quantified impact.

Problem 1
Critical
Decision quality is bottlenecked by an incomplete measurement layer
Google Analytics has recorded 0 conversion events across 4 months H despite five configured. The strategic consequence: every channel-mix, ad-spend, and pricing decision sits on what JSA reports — not on what BornVia has validated. The business is running blind on the most consequential decisions of the trial period.
Cause
A structural mismatch between where the surrogate experience lives (off-domain on vibepreview.com, into a Typeform on a different account, into a portal via email) and where measurement was set up (the bornvia.com Google Analytics property only). The legacy build was sequenced for speed, not measurability.
Impact
Channel reallocation, ad-spend ramps, vendor negotiation, and trust-asset prioritization all become guesses. 30–60 days of decision-quality is the cost of leaving it — a window during which competitors continue compounding their own data advantage.
Problem 2
Critical
Acquisition engine concentrated in a single, non-exclusive vendor
100% of $37K/mo paid acquisition H flows through JSA, a vendor whose lead-exclusivity terms aren't documented. The ~50% non-response rate M is consistent with surrogates receiving outreach from BornVia and several competitors simultaneously. The acquisition engine is rented, not owned — and its terms aren't disclosed.
Cause
A 6-week-old company needs leads now. JSA is the operationally fastest path to volume. Owned-channel acquisition needs healthcare advertising certification and a compliance layer — both of which take quarters, not weeks.
Impact
Strategic optionality is compressed. If JSA repositions, raises prices, or sells the same surrogates to a better-funded competitor, the 500-match Y1 path becomes very difficult to defend. The Year-1 plan is hostage to one vendor's terms.
Problem 3
High
The Year-1 revenue plan rests on six chained assumptions
From ~100 contacts/mo to 0 completed matches H, the path crosses six conversion gates — and four of them are still qualitative ("significant drop-off," "in progress"). The 500-match number is mathematically sound; the path to it isn't yet empirically supported.
Cause
A pre-revenue company can't yet observe what it has never completed. The first full surrogate journey is 90–180 days out — and until it lands, every downstream rate (placement rate, time-to-match, repeat-surrogate share) is an industry-benchmark approximation, not a BornVia number.
Impact
Sensitivity bracket of ±60% on Year-1 revenue M. Board and investor conversations carry that uncertainty until the first cohort completes. The first 5–10 completed matches are worth more than their fee revenue — they convert the plan from projection to evidence.
Problem 4
High
The category's trust deficit is BornVia's pre-revenue ceiling
Surrogacy is the most trust-loaded decision a woman will make outside her own pregnancy — and the category has earned the skepticism. Quarterly fraud cases. Escrow theft. FBI investigations. 0 testimonials, 0 press, 0 reviews on the website H means a new surrogate has nothing to anchor "is this real?" against. But the strongest trust assets in the company already exist internally — Jesse Zinkgraf and Megan Avitia are former surrogates running intake and screening; Samara Hutcheson is a 14-year operator. None are surfaced where the surrogate first lands.
Cause
An implicit decision to wait for matched-surrogate testimonials (90–180 days out) before activating the credentials that already exist. The emotional question "can I trust these people" is being answered with silence on the highest-traffic surfaces.
Impact
Per Megan: "people are gun shy" from agency horror stories. Per Jesse: "you want someone who has your best interest in mind." Both voices are the credential. 20–40% suppressed application rate L is the cost of leaving them off the homepage every week.
Problem 5
High
Hidden medical history is the silent disqualifier
~65–70% of applicants pass the initial app M — but a meaningful share are hiding disqualifying medical history (autoimmune conditions, prior complications, lack of consistent prenatal care, mental-health history) that surfaces later in MFM/psych screening and disqualifies the surrogate after BornVia has spent screening dollars on her. Per Peter on the 5/12 sync: "there's no lead scoring or tiering today — every lead is treated the same." The cost-per-qualified-surrogate math is hostage to a self-reporting honesty gap the team can't yet measure.
Cause
Standard self-disclosed application can't enforce honesty. Surrogates who want the role have an incentive to under-disclose. The qualification gate happens too late in the funnel (after $1K+ of screening cost) for the team to course-correct.
Impact
Inflates the true cost-per-qualified-surrogate well above the $184 raw CPL. The lead-scoring opportunity: a more deterministic pre-screen (medical-records request earlier, structured health attestation, third-party records integration) cuts screening waste and tightens the north-star metric.
Section 5 · Competitive Landscape

The structural moat is real; the execution moat doesn't exist yet

5A Positioning map · 5B Messaging patterns · 5C Acquisition strategy · 5D Where BornVia sits · 5E White space.

5A · Positioning Map

Surrogacy market positioning · Revenue side × Motion type
SURROGATE / IP-PAYS
AGENCY-PAYS
TECH MARKETPLACE
FULL-SERVICE AGENCY
BornVia
Nodal
Circle Surrogacy
Growing Generations
ConceiveAbilities
Surrogate.com
Surrogate-First
Simple Surrogacy
◉
BornVia occupies the empty quadrant. Tech-marketplace × agency-pays is structurally unique. Nodal is the structural mirror (tech-marketplace × IP-pays). Traditional agencies cluster in the bottom-left (full-service × IP-pays). The structural moat is real — the question is whether BornVia can execute fast enough to defend it before Nodal extends agency-side features or before an incumbent agency launches a tech platform.

5B · Creative & Messaging Patterns

Brand Positioning Messaging Channel Strength Where they win Where BornVia wins
BornVia Surrogate-first referral marketplace "What surrogacy was meant to be" — brand-led JSA only ($37K/mo) — Multi-agency comparison; agency-pays incentive structure
Nodal IP-first tech marketplace "Surrogacy the way it should be" + 45-day match speed VC-backed paid + Forbes/Axios PR 108 matches, MD founder, $8.7M funding, press Surrogate gets compensation comparison; Nodal's surrogates see only IPs
Circle Surrogacy Premium full-service agency · 30+ yrs "99.1% success · 3,800 babies" Clinic referrals (400) + international Trust by track record; refund guarantee; LGBTQ+ focus Single-agency lock-in; 96% rejection rate creates BornVia's supply pool
Growing Generations Premium agency · LGBTQ+ specialist Outcome-led; surrogate compensation transparency SEO + clinic + international IP Higher surrogate comp ($70–75K first-timer) Same agency-lock-in problem; not surrogate-advocacy by structure
ConceiveAbilities Mid-market full-service agency "Bridges Program" surrogate community Surrogate-side content + community Strong surrogate-side content authority Still IP-pays; surrogate is supply, not customer
Surrogate-First Surrogate-advocacy positioning Similar value-prop language as BornVia Minimal — content/community Earlier name recognition for "surrogate-first" BornVia has operational capacity (Samara's 14 yrs); Surrogate-First doesn't have screening infrastructure

5C · Acquisition Strategy

Brand Primary Lever Content Velocity ICP Segmentation Outbound Motion SEO Authority
BornVia JSA leads ($37K/mo) 4 blogs total None — surrogate generic Samara's network (agencies) ~74 sessions/mo organic H
Nodal Paid social + PR Steady blog + press IP segments (LGBTQ+, intl) Direct-to-IP digital High — Forbes/Axios backlinks
Circle Surrogacy Clinic referrals Heavy content + international landing pages 70-country segmentation Field reps + clinic relationships Very high — domain age + content depth
Growing Generations SEO + clinic referrals Strong educational hub LGBTQ+ + age-specific IP-side outbound High — keyword leadership
ConceiveAbilities Surrogate community + content Multi-channel surrogate content Surrogate-segmented (vets, military, FT mom) Webinars + community events High — surrogate-side query authority

5D · Where BornVia Sits

⊕ Strategic Position
Premium, fully-screened — and proud of the price tag.
BornVia refers surrogates to agencies at a $18–20K (Standard) or $30–35K (Fast Match) referral fee — versus the $3–7K average for typical lead-vendor referrals. The premium is structural: every surrogate is fully screened (medical, psych, background, MFM), better compensated, and brought through a safer experience than the legacy alternatives. The positioning is not "we're cheaper or faster." It's "we're the option that holds up when she actually steps onto the journey." Surrogacy is a trust transaction at its core — nine months and real medical risk — and BornVia is the only marketplace structurally aligned with her side of that transaction. The messaging anchor Peter named on the 5/12 sync: "better surrogate compensation, faster payments, and no sketchy agencies." The $3K Match Bonus is paid by BornVia on top of any agency offer; not as a discount, but as a signal that BornVia's revenue is aligned with her outcome. Samara's 14 years + Jesse and Megan's lived surrogate experience are the human anchors — already inside the company, just not yet on the homepage.
The gap to defend is execution evidence. Nodal has 108 completed matches and Forbes coverage. BornVia has the better structural model, the higher-quality referral product, and the more trustworthy team — but no surrogate has experienced it yet, so none of that shows up in her decision today. The next 90 days convert the premium promise (fully-screened, safer, better-paid) into the operational evidence (matched-surrogate testimonials, comp-comparison page, agency-quality data) that lets the price premium read as value, not friction.

5E · White Space Opportunities

⊕ White Space 1
$3K Match Bonus as a category-defining offer
No competitor pays the surrogate a bonus directly. Agencies offer signing bonuses; Nodal pays nothing to the surrogate. BornVia's $3,000 Agency Match Bonus is paid by BornVia on top of any agency offer — a feature only an agency-pays marketplace can credibly fund. Per Jesse: "if they know we're fighting to get them the best of the best, that's huge." The bonus is the proof point.
Why defensible: IP-pays platforms (Nodal) cannot match — paying surrogates would erode their take rate. Single-agency models cannot match — any signing bonus they raise becomes the new floor across the industry. BornVia is the only structure where the bonus comes from a different revenue pool than the surrogate's compensation.
⊕ White Space 2
Speed-to-confidence as the experience differentiator
Every competitor moves the surrogate through marketing site → external form → email-redirect-to-portal — a multi-day, multi-domain journey that reads as "we'll get to you when we get to you." BornVia can own a single-flow, same-domain experience where the surrogate goes from "am I qualified?" to "you're in" inside one session. The strategic point isn't the form mechanic — it's that speed-to-confidence is itself the brand promise: modern infrastructure, not legacy paperwork.
Why defensible: legacy agencies are constrained by 20-year-old CRM stacks and email-first workflows. The platformized experience is structurally hard for incumbents to retrofit without rebuilding their entire intake operation.
⊕ White Space 3
Premium-screening as a category-defining product
No competitor publishes the rigor of their screening process or the median-comp outcomes their surrogates actually achieve. BornVia can own the "fully-screened, better-paid, safer journey" surface — comp range page with real outcomes, screening-rigor explainer, MFM/psych protocol summary, side-by-side comparison vs. lead-vendor referrals. The same content that justifies the $18–20K referral fee to agencies also reassures the surrogate the premium is in service of her safety.
Why defensible: only an agency-pays marketplace can publish surrogate-outcome data without exposing IP pricing. Cheaper lead vendors structurally can't match the screening depth without rebuilding their economics.
⊕ White Space 4
Returning-surrogate fast-track product
Repeat surrogates (~50% of mature agency volume per Circle data) currently re-screen at every new agency. A BornVia Verified credential portable across BornVia agency partners is a category-creating product. Returning surrogate skips re-screening; agency gets a known-quality candidate; BornVia owns the credential layer.
Why defensible: incumbents structurally can't offer cross-agency portability — they each want the surrogate locked into their pipeline.
⊕ White Space 5
Marketplace asymmetry as a product, not just a positioning
Single-agency relationships create the fundamental information asymmetry: the surrogate sees one agency's offers, one agency's IPs, one agency's policies. BornVia is the only structure that resolves this — multi-agency parallel matching turns the surrogate from a price-taker into a buyer. The product surface (comp range page, agency-vetting profiles, side-by-side compare) is currently underbuilt; the strategic ceiling is far above where it sits today.
Why defensible: a single-agency competitor cannot publish parallel offers without cannibalizing its own conversion. Nodal (IP-pays) cannot publish surrogate comparison without exposing IP price discrimination. Only an agency-pays marketplace can credibly own this surface.
⊕ White Space 6
Operational fragmentation as a procurement story
Boutique agencies are buckling under screening cost. Volume agencies are buckling under operational complexity (Samara has seen the inside of both). BornVia offers agencies a fix neither can build internally: pre-screened, match-ready supply at a fully-loaded cost lower than their own intake-team economics. The agency-side pitch is not "more leads" — it's "stop running a recruitment operation; let us be your supply chain."
Why defensible: operational specialization. Every agency hour spent on screening is an hour not spent on IP relationship management, where the agency's actual margin lives. BornVia's scale lets it amortize screening cost across many agencies; no single agency can match that economics alone.
Section 6 · Growth Opportunities

Five strategic directions, each with a numeric expected lift

Sized by leverage and sequenced by gating dependency. Quick = Days 14–45 · Mid = Days 45–90 · Long = Days 90+.

Opportunity 1
Quick · Days 14–30
Restore decision quality before scaling spend
The acquisition engine cannot be optimized while running on platform-stated CPA. Closing the measurement layer is the foundation move — the precondition for every other lever in the engagement, not a parallel workstream.
Strategic Direction
Move from vendor-reported metrics to validated, end-to-end funnel rates that the team can act on. Implementation sequence: §8 Strategic Arc · Stabilize phase.
Expected
↑ Full funnel observable by Day 30 · ↑ true cost-per-match-ready emerges as first matches complete
Why It's Leverage
Every other recommendation in this Business Review compounds on this. Without it, channel reallocation, ad-spend ramps, and vendor negotiation are guesses dressed up as decisions.
Opportunity 2
Quick · Days 14–45
Continuous portal onboarding flow — critical conversion friction
Peter has flagged this as the #1 UX priority and the team is scoped to ship it fully live in ~2 weeks. Today the surrogate goes from marketing site → off-domain form → email-or-text-relay handoff → portal — a multi-day, multi-domain journey that breaks her momentum at exactly the moment her commitment is highest. BornVia's promise is modern infrastructure for a category that still runs on paperwork. The continuous-flow onboarding is where that promise gets proven.
Strategic Direction
Compress the surrogate's path from interest to portal into a single same-domain flow — no email handoffs, no text relays. Fully live in ~2 weeks. Implementation sequence: §8 Strategic Arc · Stabilize phase.
Expected
↑ Recover the 40–60% contact-to-call drop M · roughly doubles screening-starts per month at current lead volume
Why It's Leverage
The same fix that closes a measurable funnel gap also delivers the emotional outcome — "they want me in, right now" — that the category's legacy email-driven flow actively undermines. Highest-leverage operational move in the trial.
Opportunity 3
Mid · Days 30–75
Paid search first; Meta as support
A 100%-of-spend dependency on JSA is strategic risk, not a strategy — but the right replacement isn't "everything at once." Paid search captures high-intent surrogate queries (the surrogate already searching is the surrogate most likely to qualify); Meta supports lower-funnel retargeting and brand-asset distribution. Other channels (organic social, SEO, lifecycle) come after paid search proves the cost-per-qualified-surrogate economics.
Strategic Direction
Stand up Google Ads (paid search) as the second acquisition engine alongside JSA. Add Meta as a support channel for retargeting + $3K Bonus distribution. Implementation sequence: §8 Strategic Arc · Scale phase.
Expected
↓ Cost per qualified surrogate toward $3K–$4K M · paid search intent quality typically beats lead-vendor quality
Why It's Leverage
High-intent search beats broad-reach social for a category where the surrogate's first move is a Google search. Sequencing protects the budget — paid search proves the unit economics before Meta scales spend.
Opportunity 4
Mid · Days 30–75
Activate the trust + offer levers BornVia already owns
The strongest conversion assets in the company are already built — they're just not on the surfaces where surrogates first arrive. The $3,000 Agency Match Bonus reads as proof of alignment. Jesse and Megan (former surrogates running intake + screening) and Samara (14-year operator) answer the "can I trust these people?" question more directly than any matched-surrogate testimonial will once it exists. This is the highest-leverage move BornVia can make before the first match completes.
Strategic Direction
Move the bonus + the operator-as-surrogate credentials to the highest-traffic surfaces (home, comp page, application landing). Implementation sequence: §8 Strategic Arc · Scale phase.
Expected
↑ 20–40% site CVR L · ↑ flip rate on the ~50% non-responsive JSA leads once the bonus is on every surface
Why It's Leverage
Per Megan: "the $3K bonus is going to flip people around." Per Jesse: "if they know we're fighting to get them the best, that's huge." These levers exist today; surfacing them is a website edit, not a campaign.
Opportunity 5
Long · Days 60–120
Build the measurement layer + lead-scoring model
Two compounding builds, both supply-side: (1) the UTM + conversion-event measurement layer that turns the 75% no-source attribution into a channel-by-channel CPL view; (2) a lead-scoring model that catches hidden medical history earlier in the funnel — before BornVia spends screening dollars on disqualifying candidates. Together they tighten cost-per-qualified-surrogate toward the $3K–$4K target.
Strategic Direction
Complete the UTM template across JSA + paid search + Meta, stitch conversion events end-to-end, and add a medical-history-aware lead-scoring layer that flags likely-disqualifying applicants before MFM/psych spend. Implementation sequence: §8 Strategic Arc · Stabilize → Scale.
Expected
↑ Channel-level cost-per-qualified-surrogate · ↓ screening waste on candidates who would have failed MFM M
Why It's Leverage
Every dollar saved on screening waste compounds against the cost-per-qualified-surrogate target. The measurement layer makes every paid-channel decision data-driven instead of vendor-stated.
Section 7 · Growth System

The MH-1 differentiator

The differentiator isn't more reporting — it's a system that converts inputs into compounding outcomes.

⊕ Inputs
Surrogate-side acquisition JSA today; Google + Meta + organic next
Application + screening pipeline Every stage from contact to match-ready
Agency partner network Samara's 14-yr relationships + inbound demand
Brand + trust assets $3K Bonus, operator credentials, comp transparency
Match outcome data First completed matches feed everything downstream
→
⊕ System
Operational visibility Every funnel stage measurable in one place — no guessing where the engine is breaking
Measurable funnel economics Cost per match-ready surrogate by source, not platform-stated CPL
Faster iteration loops Weekly funnel review · monthly channel review · quarterly strategic review
Performance accountability Every metric has an owner; every guardrail (§9) has a trigger threshold
Scalable measurement The same layer scales from $37K/mo JSA to $100K+/mo multi-channel without rebuild
→
⊕ Outputs
Validated unit economics Cost-per-match-ready surrogate as a real number, not a vendor's CPL
Compounding match velocity Each completed match shortens time-to-next + adds a testimonial
Strategic optionality Three live channels + reallocation engine = no single vendor breaks the plan
Two-sided flywheel Agency-side demand engine compounds with surrogate-side supply
Predictable Y1 plan The $37K → 500-match math becomes rates, not assumptions
For BornVia specifically: the system closes the gap between what the team believes the funnel does and what the funnel actually does. Once that gap is closed, every ad dollar, every agency relationship, and every operational hire compounds against measured rates instead of estimates — and the business stops paying decision-quality interest every month it's left open.
Section 8 · Strategic Arc

Stabilize → Scale → Compound

Strategic sequencing logic. Tactical 30-60-90 detail will follow at the Day-14 30-60-90 Plan Presentation.

Stabilize the measurement layer before scaling the spend layer. Scale owned channels before expanding products. Compound the asset base (testimonials, agency partners, organic content) before extending into adjacent verticals (egg donation).

Phase 1 · Days 0–30
Stabilize
Funnel measurement
Server-to-server Google Analytics events; source-tagged JSA SMS links; daily GoHighLevel data sync; tracking that follows surrogates from bornvia.com to apply.bornvia.com.
Portal handoff fix
Eliminate email redirect; same-flow Typeform → portal or SMS-first link.
JSA exclusivity audit
Written confirmation of lead exclusivity; A/B prep for owned launch.
Surface the bonus + operator voice
$3K Agency Match Bonus on /home, /surrogate-compensation, /surrogate-application. Jesse + Megan video credentials shot this phase (no waiting on matched-surrogate testimonials).
Phase 2 · Days 30–60
Scale
Paid search live (priority)
Google Ads paid search as the second acquisition engine alongside JSA, after healthcare cert + compliance layer. Meta layered in as support (retargeting + $3K Bonus distribution) once paid search proves the cost-per-qualified-surrogate economics.
First match (likely)
5–6 in screening → 1–2 match-ready → first agency placement. First true CAC payback data point.
Trust + offer layer ships
Homepage hero redesign with $3K Bonus above the fold + comp ranges + Jesse/Megan/Samara credentials. First matched-surrogate testimonials added as they graduate.
Lead-scoring v1
Medical-history-aware lead-scoring catches likely-disqualifying applicants before MFM/psych spend; reduces screening waste and tightens cost-per-qualified-surrogate.
Phase 3 · Days 60–90
Compound
Channel reallocation
Reallocate based on validated cost-per-qualified-surrogate by channel. Probable shift: JSA 100% → JSA + Paid Search + Meta mix that holds CPQS under $4K.
SEO content engine
Convert the current blog footprint into a 12-post library targeting top-of-funnel surrogate queries ("how do I become a surrogate," "surrogate compensation," "surrogate qualifications") that rides the Dec–Feb peak.
Fast Match scale + Three-Way prep
First Fast Match transactions land. Three-Way Match operational design begins for launch 2–3 months from trial end.
Decision: continue / expand
Trial converts to retained. Engagement scope: $10K/mo → $30K+ as scope expands.
Section 9 · KPI Guardrails

When we act, not just what we see

Six triggers reviewed weekly. Each trigger has a healthy band, an action band, and an explicit owner.

Metric Healthy Threshold Trigger Threshold Action Owner
Cost per Qualified Surrogate ★ (north star) $3K–$4K >$5K for 2 consecutive months Channel-mix review; qualification-rate audit; lead-scoring tightening Peter
Contact → scheduled call rate >55% <40% for 2 consecutive weeks Speed-to-lead audit; SMS-first scheduling; handoff path review Samara + Jesse
Portal onboard rate (post-application) >80% <50% for 1 week Continuous-flow audit; handoff path review Mark + Suvik
Initial app pass rate (post-disclosure) >70% <55% for 4 weeks Lead-scoring review; pre-screen medical-history gate adjustment Samara + Megan
Hidden-medical-history surface rate <10% of MFM/psych disqualifications >25% for any month Lead-scoring v2; structured health-attestation update; records-request earlier in funnel Samara
Tracked conversion events (Typeform + portal) ≥ Typeform completion count 0 events in any week Re-audit conversion-event configuration; verify cross-site measurement Jonathan + MH-1

These thresholds are reviewed weekly and adjust to the prior 4-week trailing average — guardrails compound, not pause, the system.

Section 10 · What Happens Next

The path to the next meeting and beyond

Three time horizons. We'll align on the path forward at the 30-60-90 Plan Presentation (Day 14).

⊕ This Week
What we ship between now and the next meeting
✓ Done GoHighLevel daily data sync went live 2026-05-11; semantic layer with 9 cross-platform metrics shipped — pipeline rates now measurable
Surface the $3K Match Bonus on /home, /surrogate-compensation, and /surrogate-application — the creative already exists; it's currently going out only via manual email/SMS to existing leads
Connect BornVia's Typeform workspace to the analytics layer — once wired, surrogate qualification form data (drop-off by question, completion rate, hidden UTM fields) flows automatically
Migrate the application form from vibepreview.com to a bornvia.com sub-domain — closes the off-domain conversion gap so Google Analytics events can finally fire
Source tags on JSA SMS links — 1-day eng task; closes the 75% no-source-attribution gap
Meta Ads account creation + compliance layer (Freshpaint or Ours Privacy) selected; once both are in place, deploy the existing $3K Bonus creative as the primary paid creative
Operator-credential video shoot with Jesse + Megan + Samara — does not require a completed match
⊕ 30-60-90 Plan Presentation · Friday, 12:30 PT
What gets presented, what gets decided
Pre-read deck sent ahead so the meeting can debate, not catch up
Funnel rates first 14 days of measured data behind every stage
Paid search launch plan Google Ads first, with timeline, budget, expected cost-per-qualified-surrogate
Lead-scoring v1 spec medical-history-aware pre-screen design + rollout plan
Trust layer roadmap $3K Bonus surfacing, operator-as-surrogate video credentials, homepage redesign brief
Decisions: compliance tool · paid-search budget · homepage redesign trigger · DocuSign / Dropbox Sign for portal docs
⊕ Beyond Trial
The engagement path forward
Execution pace: Peter has confirmed no internal blockers on the BornVia side — paid-channel launch in 1–2 weeks after the 30-60-90 lands
Continue: $10K/mo retained engagement; weekly funnel review + monthly strategic review
Expand the team: $30K+ scope adds paid-search management, Meta layered support, lifecycle SMS/email engine, lead-scoring engineering
Year-1 north star: 100+ completed matches by Day 365 — math gets there with continuous-flow onboarding + paid search at cost-per-qualified-surrogate <$4K + lead-scoring v2 in place
100% refund if we don't continue after the trial.