Kickoff Call Surrogacy Marketplace · Pre-Launch Brand

Bornvia Growth Partnership
First 90 Days

Today we aligned on business goals, the funnel diagnosis (160 leads · 53% qualified · $370–$450 CPA), and the path to a $200 CPA via brand-aligned Paid Search + SEO. Next: access flowing, audit underway, Business Review at Day 7.

About
Bornvia is a surrogate-first surrogacy referral marketplace founded by Peter Tortora, with operational leadership from Samara Hutcheson (14+ years surrogacy industry experience). Bornvia screens gestational surrogates — medical, psychological, background — and refers each surrogate exclusively to one vetted partner agency. Referral fees range $18K–$35K per match (three-way matches up to $55K), with a target of 500–600 referrals/year toward $15M–$30M revenue. The model addresses a long-standing "lemons problem" in the niche by giving surrogates one screening, the fastest match, and maximum compensation — exposing them to multiple top agencies through one trusted intake.
2 Wk
Trial Audit
$200
CPA Target
3×
ROAS Goal
500–600
Referrals / Year
Your Engagement
$10k/mo
Senior Growth Marketer + MH-1 Platform
Two-Week Trial · Two Meetings
DAY 1
Kickoff today · audit kicks off · access flowing
DAY 7
Meeting 1 · Business Review — audit findings + lead channel for the relaunch
DAY 14
Meeting 2 · 30-60-90 Plan — channel detail + KPIs for next 3 months
DAY 15
Execution begins on the lead channel
One senior marketer + the MH-1 platform ships at the pace of a four-person agency team.
Section 1 · 5 min
Today's Agenda
Nine topics · 60 minutes · one outcome: aligned on Bornvia's business goals for the full marketplace launch, access flowing, and discovery underway
01
Intros & Context
Who's on both sides, how we got here
5 MIN
02
Your Engagement
$10k/mo · what's covered · trial structure
5 MIN
03
Partnership Scope
What MH-1 owns + what stays internal
5 MIN
04
Org Structure
Peter's team + MH-1 + agency partners
5 MIN
05
MH-1 Team
CMO + co-pilots + MH-1 leadership
5 MIN
06
Where We'll Dig Deeper
Funnel, audience, tech, brand & content
10 MIN
07
Tech Stack & Access
What exists, what we'll need, brand assets
10 MIN
08
How We Work
Communication, reporting, accountability
5 MIN
09
What Happens Next
Business Review (Wk 1) → 30-60-90 (Wk 2) → Launch
10 MIN
Section 2 · 5 min
Your Engagement
$10k/mo, focused execution on Paid Search + SEO/AEO with the team scaling alongside Bornvia as media spend ramps from $30K toward $100K/mo. The two-week trial audits the existing $37K / 160-lead funnel and produces the path to a $200 CPA.
Growth Marketer + MH-1
Built for the relaunch —
and the scale that follows.
$10k
PER MONTH
A senior growth marketer focused on Paid Search and SEO/AEO — powered by the MH-1 AI platform to ship at the cadence of a multi-person team. Strategy oversight from MH-1 leadership. Built so Bornvia can run brand-aligned ads in-house alongside the JSA lead vendor, fix the funnel drop-off between Typeform application and portal onboarding, and compound organic visibility on "how to become a surrogate" queries while paid spend ramps to $100K/mo.
What $10k/mo Includes
→1 senior growth marketer leading Paid Search + SEO
→MH-1 AI platform — research, content, campaign scaling
→Strategy oversight from MH-1 leadership
→Brand-aligned creative + landing experiences (the conversion fix)
→Surrogacy + health/wellness ad-policy guardrails
2-Week Trial · Two Meetings
→Full funnel audit: JSA leads → Typeform (40 questions) → portal → screening
→Day 7 · Business Review — channel-by-channel findings + path to $200 CPA
→Day 14 · 30-60-90 Plan — Paid Search + SEO ramp to 3× ROAS
→Surrogacy ad-policy guardrails — NY / LA / NE restrictions + Meta flagging
→Brand-positioning migration: "one screening, fastest match, maximum compensation"
Why Paid Search + SEO First
Paid Search is the fastest path to in-house creative that carries the new "one screening, fastest match, maximum compensation" positioning — addressing the $370–$450 CPA on JSA-sourced leads. SEO/AEO seeded in parallel compounds organically; the marketplace scales into earned visibility, not rented attention alone.
Path to Scale
Once Paid Search + SEO prove qualified surrogate acquisition at the $200 CPA target, we layer in additional co-pilots (Paid Social, Content, Lifecycle, Influencer / Referral) and a fractional CMO — supporting the ramp from $30K to $100K/mo media spend with the same operating cadence.
A traditional agency engagement typically takes six to eight months to produce the audit, Business Review, and 30-60-90 roadmap we deliver in two weeks. The MH-1 platform compounds the work of a single senior marketer to the cadence of a full team — measurable progress on the path from $370+ to $200 CPA starts in week one.
Section 3 · 5 min
Partnership Scope
A complete operating system across three pillars — Demand Generation, Conversion Engine, and Measurement & Scale. The trial audits all of it; the focused $10k/mo engagement starts on Paid Search + SEO/AEO with the conversion engine work centered on the Typeform → portal → screening drop-off.
Pillar 1
Demand Generation
Paid Search · Paid Social · SEO / AEO · Influencer & Referral · Content
Pillar 2
Conversion Engine
Website CRO · Surrogate Application Flow · Lifecycle / Email · Screening Nurture
Pillar 3
Measurement & Scale
Analytics & Attribution · Performance Dashboards · Unit Economics · QBR
Pillar 1 · Demand Generation
Net-new qualified surrogate pipeline
Paid Search (Google Ads) Lead Channel — Build + Own
SEO + AEO (AI Search Presence) Lead Channel — Build + Own
Paid Social (Meta / Instagram) Explore Deeper
Influencer / Paid Referral (TikTok-aware) Explore Deeper
Content & Social Media Explore Deeper
Pillar 2 · Conversion Engine
Turning demand into qualified surrogate intake
Brand-Aligned Ad & Landing Creative Audit + Optimize
Typeform → Portal Onboarding Flow Audit + Optimize
Lifecycle / Mailgun Email Explore Deeper
Screening Nurture / SMS Drip Explore Deeper
Pillar 3 · Measurement & Scale
Making sustainable growth durable
Analytics & Attribution Build + Own
Privacy & Tagging Stack Stand Up + Own
Strategy Leadership Growth Marketer + MH-1
Reporting Cadence & QBR Build + Own
Not In MH-1 Scope
Surrogate Medical / Psychological Screening Internal Clinical Team
Legal / State-by-State Compliance Legal Counsel
Agency Partner Relationships Peter / Internal
Marketplace Platform Engineering Internal Dev Team
MH-1 Is Responsible For
→Growth strategy and execution leadership on Paid Search + SEO/AEO
→Brand-aligned creative carrying the "one screening, fastest match, maximum compensation" positioning
→Funnel diagnostic on JSA leads → Typeform (40q) → portal onboarding
→Surrogacy ad-policy navigation — NY/LA/NE restrictions, Meta flagging, Google special-category
→SEO + AEO presence on "how to become a surrogate" + state-specific queries
→Privacy & tagging stack as needed (Freshpaint / Ours Privacy / Tag Hero) for HIPAA-adjacent ad compliance
→Delivering full Business Review and 30-60-90 plan after the two-week trial
Peter's Team Provides
→Access to GHL (via Jonathan Forester), GA4, website, JSA lead vendor data, Google Drive assets
→Samara on operational follow-ups for surrogate onboarding deep-dives
→Founder-generated content / testimonials (Samara as on-camera advocate, pending consent)
→Marketplace platform updates from Mark + Suvik (portal, payment flows)
→Agency partner intel — referral fee economics and exclusivity rules
→Timely approvals on creative and copy (24-hr SLA, Slack-first)
Funnel Diagnostic — What We Heard
Today's spend: $37K → ~160 leads → 85 qualified → ~53% conversion at $370–$450 per qualified applicant. The drop-off is sharpest between Typeform completion and portal onboarding. Trial work targets a $200 CPA via brand-aligned creative + funnel UX before media spend ramps from $30K toward $100K/mo.
Section 4 · 5 min
Organizational Structure
Peter leads Bornvia — Samara owns surrogate operations and Mark + Suvik own the marketplace platform. MH-1 slots in as the growth & digital engine across the marketplace's two sides.
P
Peter Tortora
Founder — Bornvia
Building Bornvia · Marketplace launching in 4–6 weeks · AI-native operator
Surrogate Operations
SAMARA · 14+ YRS INDUSTRY
Owns
→Application + screening intake experience
→Surrogate education, advocacy, support
→Match handoff to vetted partner agencies (exclusive 1:1)
→Quality control + lemons-problem mitigation
Regulatory Reality
Advertising restricted in NY, LA, NE. Meta flags surrogacy creative. HIPAA-adjacent (waiver-based). Compliant, platform-by-platform creative is non-negotiable.
MH-1
GROWTH MARKETER · GROWTH ENGINE
Owns at $10k/mo
→Paid Search — in-house build, brand-aligned creative
→SEO + AEO (AI search visibility for surrogacy queries)
→Consent & tagging stack — Freshpaint / Ours Privacy / Tag Hero
→Analytics, attribution & reporting
→MH-1 platform multiplies single-marketer output
→Strategy oversight from MH-1 leadership
Team (via MH-1)
Senior Growth Marketer MH-1 Platform Supporting Cast (Jarred + Josh + Andrea)
Marketplace Platform
MARK + SUVIK · DEV TEAM
Owns
→Marketplace portal + central screening flow
→Three-way match logic + partner agency referral routing
→Referral fee economics: $18K–$35K per match (3-way up to $55K)
→Payment flows + commission splits (Suvik)
Compounding Effect
Every screened surrogate routes to a single best-fit agency, eliminating multi-sale lead pollution. Egg donation as the next product line — same screening engine, adjacent demand.
Section 5 · 5 min
Your MH-1 Team
A senior Growth Marketer leads the engagement paired with the MH-1 platform — backed by Jarred and Josh as the supporting cast across strategy, operations, and engineering
Core Team — $10k/mo
GM
Senior Growth Marketer DEDICATED · ENGAGEMENT LEAD
Leads Paid Search + SEO / AEO with brand-aligned creative — strategy and execution under one person, no hand-offs. Picks up the conversion problem on current vendor leads as the first thing to fix.
MH-1 AI Platform MULTIPLIER
Content, research, campaign scaling at the pace of a four-person team. The reason $10k/mo goes further than a typical solo hire.
Supporting Cast
J
Jarred
MH-1 Strategy & Operations
J
Josh
MH-1 Technical Lead
A
Andrea
MH-1 Onboarding Coordinator
Your Team
P
Peter Tortora
Founder
Bornvia · Brand & strategy lead
S
Samara Hutcheson
Operational Lead
14+ yrs surrogacy industry · on-camera advocate
Engineering & CRM
Mark · Suvik · Jonathan F.
Marketplace portal · payment flows · GHL admin
Section 6 · 10 min
Where We'll Dig Deeper
Kickoff aligned the picture — these are the audit dig-deepers that shape the Business Review at Day 7
⚠ Compliance & Platform Policy
→Google Ads special-category authorization status for surrogacy
→Past Meta flagging history — what creative was disapproved, why
→State-by-state messaging variants for NY / LA / NE restrictions
→HIPAA-adjacent waiver scope — what flows through ad platforms safely
→Privacy & tagging stack timing — Freshpaint / Ours Privacy / Tag Hero
→How JSA's vendor leads stay compliant — playbook we can learn from
★ Funnel Conversion (Path to $200 CPA)
→Typeform abandonment by question — which of the 40 questions kills completion
→Portal onboarding drop-off — where in the multi-step flow do applicants stall
→SMS vs. email vs. manual handoff — fastest re-engagement path
→Lead-quality scoring — false-positive applications hitting medical screening
→Single-flow consolidation — releases + onboarding + medical scheduling in one
→Cost-per-stage attribution: lead → qualified → matched
Audience Segmentation
→Mid-tier zip targeting precision — Apple Valley CA-style "tweener" income map
→Persona variants by profession (nurse / SAHM / military spouse) — creative differences
→Gay couples segment as intended-parent demand — formal channel strategy
→IVF clinic referral partnerships — formalizing as a paid channel
→Surrogate community + creator landscape — TikTok-aware influencer map
→Top objections at application — financial vs. family vs. medical concerns
★ SEO + AEO (Lead Channel)
→Priority queries: "how to become a surrogate", "surrogate compensation by state"
→AEO baseline — Bornvia visibility in ChatGPT / Perplexity / Claude today
→State-specific landing-page IA — eligible vs. restricted markets
→Content cadence: surrogate education, FAQ, agency-side / IP-side
→bornvia.com domain authority + backlink profile baseline
→Egg donation as adjacent SEO surface area
Brand & Content
→Positioning migration: "what surrogacy was meant to be" → "one screening, fastest match, maximum compensation"
→Brand book status — colors, typography, logo, tone of voice
→Samara as on-camera advocate — content scope & production cadence
→First-match testimonial pipeline — when do consented stories become available
→Floxy creative — assess quality, decide replace vs. complement
→AI-generated creative + human calibration loop — quality bar we'll hold
Tech & Data
→GHL automation depth — current pipelines, drip cadence, manual handoffs
→Mailgun deliverability metrics — bounce, complaint, open by stage
→GA4 conversion-event coverage from Typeform → portal → screening
→Simbi Family CRM evaluation criteria — AI intake + case management fit
→Marketplace platform attribution — surfacing pipeline + match KPIs
→Call tracking on inbound surrogate / agency inquiries
Section 7 · 10 min
Access & Assets We'll Need
Everything we'll request access to after today — platforms, accounts, and brand materials
★ Google Ads (Lead Channel)
Build in-house — surrogacy special-category authorization, brand-aligned creative, live within 2 weeks
Status: Account setup & verification first
★ Privacy & Tagging Stack
Freshpaint / Ours Privacy / Tag Hero — required before health/wellness ads run cleanly
Status: Stand up alongside Google Ads buildout
JSA Lead Vendor
Current source — $37K spend → ~160 leads → 85 qualified at $370–$450 CPA
Status: Audit economics, run alongside in-house
★ SEO + AEO (Lead Channel)
Own surrogacy informational queries in Google + ChatGPT, Perplexity, Claude
Status: Greenfield — significant compounding opportunity
Meta Ads (Layer In Later)
Paid social — added once Paid Search + SEO prove the brand-aligned creative system
Status: Out of $10k/mo scope
Email / Lifecycle (Layer In Later)
Surrogate application nurture, screening drip, agency partner comms
Status: Out of $10k/mo scope
Influencer / Paid Referral (Layer In Later)
TikTok-aware creator partnerships — surrogacy advocacy voices
Status: Out of $10k/mo scope
GA4 / Analytics
Confirmed sufficient for current scale — no advanced tracking needed yet
Status: Confirmed · expand event coverage
GHL CRM (Jonathan F.)
Lead intake, automated text, drip — manual handoffs need automation
Status: Audit pipelines & automation depth
Typeform (40-Question App)
~50% lead → completed application — biggest single drop-off in the funnel
Status: UX audit + abandonment analysis
Mailgun
Email delivery (replacing native GHL) — deliverability check + drip automation
Status: Confirm config + deliverability metrics
Floxy (Creative Vendor)
Current creative templates — quality concerns, replace vs. complement?
Status: Assess output, decide path
Simbi Family CRM (Considering)
AI intake + case management — evaluate fit vs. continued GHL
Status: Evaluation criteria + timing
Website (bornvia.com)
Current site + relaunched marketplace shipping in 4–6 weeks
Status: CRO collaboration on relaunch IA
Marketplace Platform (Mark + Suvik)
Portal + payment flows + 3-way match logic — internal build
Status: Coordinate launch instrumentation
Brand Guidelines & Assets
Brand Guidelines
Color palette, typography, logo usage, tone of voice
Status: Relaunch identity in production
Brand / Strategy Docs
Positioning, messaging frameworks, value props
Status: Share if available
Imagery & Photography
Lifestyle, surrogate stories (with consent), brand shots
Status: Needed for ads + social
Video Content
Founder, surrogate testimonials, advocacy explainers
Status: Inventory + plan production
Section 8 · 5 min
How We Work
A premium growth-partner operating model — clear cadence, full transparency, measurable speed, and single-point accountability
Communication
Shared Slack + Email
Slack for day-to-day questions and quick approvals (response <4 hrs).
Email for strategy documents and formal approvals (<12 hrs response).
Reporting & Transparency
Weekly · Monthly · Quarterly
Weekly progress updates during the trial. Post-trial: monthly performance dashboards (shared, not walled-garden) and a quarterly QBR. The work — and the data — is always visible.
Speed
Platform-Multiplied Pace
A CMO + co-pilot team paired with the MH-1 platform ships at the cadence of a much larger group — content, research, campaigns, and reporting compounded by the AI layer. Results land in weeks, not quarters.
Ownership & Accountability
One Team · Plan + Ship
The same team that builds the plan ships the work. The Growth Marketer is your single point of contact and owner — no hand-offs between strategy and execution, no opaque agency layers.
Section 9 · 10 min
What Happens After Today
Access this week → audit + funnel diagnosis → Business Review at Day 7 → 30-60-90 plan at Day 14 → Paid Search live within 2 weeks
01 Days 1–7 · WORK
Foundation & Audit
→Access flowing: GHL (Jonathan F.) · GA4 · website · JSA data · Google Drive
→Funnel diagnostic: $37K / 160 leads / 53% qualified / $370–$450 CPA
→Typeform (40q) abandonment audit + portal onboarding drop-off mapping
→Mailgun deliverability + GHL automation depth review
→Surrogacy ad-policy scan — Google special-category, NY/LA/NE messaging
→AEO scan — Bornvia visibility in ChatGPT / Perplexity / Claude
02 Day 7 · MEETING 1
Business Review
→JSA economics + path to $200 CPA via brand-aligned in-house Paid Search
→Funnel UX recommendations — Typeform consolidation, portal onboarding flow
→Brand positioning migration: "one screening, fastest match, maximum compensation"
→SEO + AEO baseline + priority-query roadmap
→Privacy & tagging architecture — what's needed, what's optional
03 Day 14 · MEETING 2
30-60-90 Day Plan
→Paid Search + SEO path forward — what ships in Month 1, 2, 3
→$30K → $100K/mo media spend ramp tied to CPA + ROAS targets
→Peter approves — execution starts Day 15, Paid Search live by Week 4
→Sequencing for additional channels as outcomes compound — Paid Social, Lifecycle, Influencer
→Marketplace launch (Week 4–6) lands with channels live + 3× ROAS target line of sight
At the end of the 2-week trial, we'll align on the path forward
→
Continue at $10k/mo
The default path. Growth Marketer + MH-1 platform executing on Paid Search + SEO — month to month, with the marketplace launching into a live, instrumented engine.
↑
Expand the Team as Outcomes Compound
Layer in additional co-pilots (Paid Social, Lifecycle, Influencer / Referral) and a fractional CMO as Bornvia is ready. The team scales alongside the marketplace — no re-pitch.
Aligned Incentives — Trial Refund Commitment
100% refund if we don't continue after the trial. The structure is built to align our incentives with measurable outcomes; every prior trial has progressed into a continued engagement.