Mycelia Present · rendered 2026-05-25T17:52:09.771Z · source: ../convivium/clients/emerson_fry/EF_PITCH_DECK_v0.1_COPY.md

EF Pitch Deck — Editable Copy (v0.1)

Filed: 2026-05-25 by Mycelia Live deck: https://mycelia-present.pages.dev/ef-pitch-deck.html (Basic Auth gated) For: Billy — edit this file directly to revise deck copy. When done, tell me + I run presentations/sync-deck-from-md.js to regenerate the deck.

Edit conventions:

Slide 1 · full-bleed

Image: https://cdn.shopify.com/s/files/1/1229/3334/files/EmersonFry-WelcomeToMay.jpg?v=1778782860

Eyebrow: A proposition for Emerson Fry

Title: A marketing system, built to make itself unnecessary.

Subtitle: Twenty-four months from no marketing function to a self-running one — yours to keep, yours to grow.

Speaker notes: Open with a pause. Let the cover sit. Tone: confident, unhurried, founder-to-founder. Frame: this is not a sales call. This is a walk-through of something we've already built for you, and a conversation about whether the shape of it fits. Hero image is EF's own current homepage hero — M1 (Blonde) in a Love Tòmas block-print maxi, wildflower meadow, outdoor tablescape with white hydrangeas + vintage books. Lowest-risk "you at your best" — literally what they chose as the current site hero. Bridges Mode A (refined-domestic tablescape) + Mode B (block-print India dress) in one composition.

Slide 2 · full-bleed

Image: https://emersonfry.com/cdn/shop/files/EmersonFryEmersonCaftanCleoOrganic2.jpg

Eyebrow: Where we begin

Title: Seventeen years of brand. The gap is the marketing function.

Speaker notes: Read the line aloud. Pause. Frame the whole deck: Emerson Fry is established. The brand works. What's missing is the system that compounds it. We built that system. Image is M2 brunette in Cleo print caftan, Mediterranean villa — pulled directly from EF's own current photography.

Slide 3 · text

Eyebrow: Your starting point

Title: Two million in revenue. Word-of-mouth as the primary engine.

Lede: 73K Instagram. 54K Pinterest — a ratio four to five times what's typical for fashion DTC. A founder voice that's been writing for seventeen years. A five-country artisan supply chain. Scarcity-by-design inventory. The Love Tòmas origin story almost no one has read.

Body: Peers in your neighborhood — Doen, Christy Dawn, Apiece Apart — all run real marketing functions. You don't, yet. That's the only difference, and it's the difference we close.

Speaker notes: Don't rush this slide. The numbers matter — they say: you're not under-performing because the brand is wrong. The brand is right. You're under-performing because the marketing function doesn't exist yet.

Slide 4 · quote

Eyebrow: The discipline that anchors this proposal

Quote: I always expect to see a clear return on every dollar spent.

Cite: Ryan Fry

Speaker notes: Pause here for a beat. This is the line that shaped everything. The pricing, the structure, the bounded engagement — all built so the answer to "where's the return" is never abstract.

Slide 5 · image-text

Image: https://emersonfry.com/cdn/shop/files/EmersonFry-SmockedMaxiSkirt-CafeCheck3-1_1024x.jpg

Image alt: EF atelier interior, soft warm light

Eyebrow: What we built

Title: An agentic marketing platform — preloaded with your brand.

Body: The agent (Remy) knows your voice rules, your aesthetic, your customers, the Love Tòmas origin, the artisan-country stories, the sizing-honesty content opportunity. Multi-channel campaign production runs through the system. You curate, the system produces, you approve, the channels execute.

Speaker notes: This is where you point them at ef.taptstudio.com. The platform is real. Stations 0-8 will be live by the time of the call. After the deck, the tour itself is the next experience. Image is M1 blonde in EF's atelier interior — same wood-floored loft visible across their last three years of shoots.

Slide 6 · image-text

Image: https://ef.taptstudio.com/og-tour-stations.png

Image alt: Live platform — 9-station tour, brand-DNA-loaded agent, multi-channel production

Eyebrow: The platform, live

Title: Nine stations. Already running. ef.taptstudio.com.

Body: Welcome → brand understanding → 12-month plan → creative gallery → live makes → ship-ready demo → how it works → investment → decide. Remy hosts every step in your voice. After this deck the tour itself is the next experience — and you walk through it at your pace.

Speaker notes: Pre-Tuesday: swap the image to a real screenshot from Faber's Chrome MCP captures (a layered hero of 3-4 tour station thumbnails works best). For now og-tour-stations.png is a placeholder URL — Faber to generate. Walk the row of station names; gesture at the URL; promise the live walkthrough as the next experience. This slide is a bridge between "what we understand" (slides 7-10) and "what we'd do" (slides 11-14).

Slide 7 · full-bleed

Image: https://emersonfry.com/cdn/shop/files/EmersonFry-VacationTop-CafeCheck4-12_1024x.jpg

Eyebrow: What we understand about your brand

Title: Buried gold, mapped routes, voice rules.

Speaker notes: Transition slide. The next four slides walk through the brand-understanding work we did before writing a single email or planning a single channel. Image is M1 on dock with sunglasses — EF's signature coastal-intimate register, pulled from their own photography.

Slide 7 · two-col

Left eyebrow: Buried gold

Left title: Love Tòmas means twin. For your twin daughters.

Left body: We found it in a February 2025 blog post nobody's read — the Love Tòmas name + the twin doves icon both come from one of your paintings of them. It's the most affecting brand truth in your public surfaces, and it's nearly invisible. Surfacing it is a content franchise.

Right eyebrow: What we'd do with it

Right list:

Speaker notes: This is the moment that proves we read deep. Most pitches show competitor-comparison slides. We start with something nobody outside the family knows. Watch his reaction here — this slide tends to land emotionally.

Slide 8 · image-text

Image: https://emersonfry.com/cdn/shop/files/EmersonFry-LoveTomas-Skirts-SmockedMaxiSkirt-FanFlowersMarigold-1-2_1024x.jpg

Image alt: Love Tòmas marigold print, farm-stand

Eyebrow: Five countries · five hands · one closet

Title: Your supply chain is a story most peers can't tell.

Body: USA tailoring · Italian denim · third-generation Portuguese makers · Peruvian hand-knit cashmere · Rajasthan block-printing with families you've worked with for years. Scattered across product pages today. We make it navigable — five country pages, one map, a content franchise.

Speaker notes: Honor the relationships. Don't make this sound like marketing — it's documentary. Most peers source from two countries, maybe three. Five with named multi-year relationships is genuinely uncommon. Image is M1 in Love Tòmas marigold (Rajasthan-printed), farm-stand context — bridges the five-country story (Rajasthan) with the New England farm-stand setting.

Slide 9 · two-col

Left eyebrow: Your voice — already singular

Left title: Lowercase. "+" instead of "and." "Honor" as a verb.

Left body: Seventeen years of a voice nobody else sounds like. The system enforces it as the default — banned words blocked, founder-voice register preserved when the writing is signed by you. Voice consistency at scale is what most fashion marketing fails. With this system it's the substrate, not a check at the end.

Right eyebrow: What the system protects against

Right list:

Speaker notes: The voice slide is where they often relax — it shows we won't ruin the brand by trying to grow it. The discipline is what they care about most.

Slide 10 · text

Eyebrow: What your customers love + what they ask

Title: The universal love-language. And the one universal ask.

Lede: Timeless. Investment. Quality. USA-made. Artisan. These five words appear in essentially every customer review aggregation. Your customers describe you back to you in exactly your language.

Body: The one universal complaint: sizing runs large. We address it head-on — a sizing-honesty page on the website, fit guidance per category, customer photos with size noted. Trust-building surface. Brands that address friction directly earn loyalty the others can't.

Speaker notes: The sizing-honesty piece tends to surprise. Most brands hide friction. We surface it. It's one of the highest-trust moves a fashion DTC can make + it lowers returns.

Slide 11 · full-bleed

Image: https://cdn.shopify.com/s/files/1/1229/3334/files/EmersonFry-LayeringJackets1_01.jpg

Eyebrow: What we'd do across every channel

Title: Twelve-month plan. Eight channels. One coherent program.

Speaker notes: Transition. The next slides walk through the plan. Don't promise the world — we're being specific about what runs where and why. Image is camel wool overcoat in front of "Frankie + Lou" awning — EF's autumn/return-to-wardrobe register, from their archive.

Slide 12 · chart

Eyebrow: Some of it's already produced

Title: Five Holiday lookbook concepts. Generated this week. In your voice.

Chart HTML:

the gatheringfirelit eveningwinter coast walkgiving-season intimatelove tòmas at year's end

Caption: Five concepts · the gathering · firelit evening · winter coast walk · giving-season intimate · love tòmas at year's end. Each one generated through your platform in your voice + visual register. Three variants per concept (hero · detail · vertical) ready for email, paid social, Pinterest. Plus 35+ other assets in the gallery — emails, paid creative, organic posts, PR pitches, website mockups.

Speaker notes: This is the slide that lands the "system produces, not promises" framing. Pause for a beat — let Ryan look at the grid. Note: these are all GENERATED by the platform we built (Gemini multimodal w/ EF brand DNA + voice rules + Mode A/B aesthetic discipline). Five concepts × three variants = 15 hero-grade images, produced in ~30 minutes of platform time, for under $1 in API cost. Then pivot: "and the gallery has 35+ other assets ready — emails, paid creative, organic posts, PR pitches, website mockups. All in the platform we're about to walk through."

Slide 13 · table

Eyebrow: The marketing function, made real

Title: Channel by channel — what runs, what you curate, what stays in your existing tools.

Table headers: Channel | What we produce | What stays in your tools

Table rows:

Body: Production capacity Year 1: 1,300–2,000 individual content assets, plus the full program work — influencers, seasonal pushes, virtual events, cross-brand collaborations.

Speaker notes: Walk the columns left to right. The "what stays in your tools" column matters — we're not replacing your stack, we're integrating with it AND giving you a system that absorbs more of the stack over time (capability roadmap slide later).

Slide 13 · chart

Eyebrow: The media plan

Title: Pinterest-first — the non-consensus call.

Chart type: doughnut

Chart data: Pinterest 40% · Meta 30% · Google 25% · Influencer + reserve 5%

Caption: Year 1 paid-media allocation across $50K Moderate scenario. Pinterest-first because your 0.74 IG-to-Pinterest ratio is four-to-five-times typical fashion DTC — you have an audience there most peers don't.

Speaker notes: This is the non-consensus call worth defending. Most agencies default Meta-first. We're saying Pinterest-first based on your structural profile. Have the rationale ready: 0.74 ratio, evergreen pin half-life (~1,680x a Facebook post), Q4 gift-guide alignment, lower CPCs ($0.20-0.75 vs Meta's $1-3). Expected media-attributable lift: $150K-$220K Y1 at 3.0-4.4x ROAS.

Slide 14 · two-col

Left eyebrow: Beyond posts + ads

Left title: Audience-growth tactics, not just frequency.

Left body: Cadence is the floor. The real work of building audience for a slow-fashion brand happens through influencer partnerships, virtual events around seasonal moments, and cross-brand collaborations with complementary slow-living + sustainable + craft brands.

Right eyebrow: Year 1 social program

Right list:

Speaker notes: Influencer + events + collaborations are what most marketing-focused pitches skip. They're harder to systematize than paid social. We build them into the engagement from day one because they're the audience-growth lever that compounds.

Slide 15 · image-text

Image: https://emersonfry.com/cdn/shop/files/EmersonFry-VacationTop-FanFlowersMarigold-2b_1b39d658-eb7e-44d7-bd17-86cc7c821422_1024x.jpg

Image alt: M1 close 3/4 portrait, marigold print

Eyebrow: New capability — Model Profiles

Title: Your photography, extended — without trading shoot hours for output.

Body: We audited your last ten years of shoots and identified eight distinct recurring models. We're building reference Profiles for your two current dominant faces — plus one for you (Emerson, founder) — so the system can generate new editorial images in your visual register, of your real models, for the variants and quantities social + email need. The studio shoot stays the source. We extend what's already been photographed, never replace.

Speaker notes: This is the capability Billy will demonstrate live. Starter set per Subagent A audit: M1 (current blonde, 15+ refs, both modes) + M2 (current brunette, 17+ refs including the Cleo-caftan Mediterranean villa shoot) + Emerson herself (self-consenting, 15-25 atelier mirror-shots). Frame the legal piece honestly: Phase 1 reference-based only, internal use, no LoRA training. A one-page likeness-use addendum to M1 + M2 is the consent layer; Emerson self-consents. Phase 2 LoRA training is deferred until EF chooses to expand.

Slide 16 · two-col

Left eyebrow: Year 2+

Left title: The platform absorbs more of your tech stack.

Left body: Each absorption is a one-time fixed-fee project — and each one costs less than the last as patterns mature. You decide which modules, when. None happen unless you commission them.

Right eyebrow: Optional Y2+ upgrade modules

Right list:

Speaker notes: The capability roadmap is the structural difference. Most engagements end at a fixed scope. Ours grows by you opting into specific absorptions. Each one replaces a SaaS subscription. By Year 3+ you've migrated $500-2000/mo of stack costs into your owned platform.

Slide 17 · chart

Eyebrow: What this costs over 24 months

Title: Direct fees decline. Lift share peaks late Y1, tapers Y2, ends end of Y2.

Chart type: stacked-bar (24-month Tapt cost mix)

Caption: Plus a one-time $10,000 setup fee at signing (covers Month 1 operations). Year 3 onward, both direct fees and lift share end — every dollar of growth is fully yours.

Speaker notes: The visual is the headline. Direct fees go down. Lift share rises then tapers. Total ends at zero by Y3. The whole engagement is bounded. Don't read the numbers — point at the shape. This is the slide that proves the structure isn't an agency retainer or a SaaS subscription.

Slide 18 · table

Eyebrow: Your financial story

Title: Every scenario nets positive. Bounded downside.

Table headers: Scenario | Total Y1 spend | New revenue | Gross profit (55%) | Net to you

Table rows:

Body: The aggressive scenario only happens because revenue grew by a million dollars. The overspend is paid by the growth itself, many times over. There is no scenario where you spend wildly more than expected without growth to show for it.

Speaker notes: Walk the rows top to bottom. The no-lift line is the floor — even there, you keep the platform forever. The aggressive line is the proof: the math always works in your favor. Net profit is consistently 2-4× total Tapt cost across realistic scenarios.

Slide 19 · text

Eyebrow: The shape of the relationship

Title: Twenty-four months, then your independence.

Lede: Our standing fees decline to zero by end of Year 2. Our share of revenue lift tapers in Year 2 and ends with Year 2. Year 3 onward, every dollar of growth you generate is fully yours — no Tapt cut.

Body: We're available beyond that for optional new-capability builds (each one costs less than the last as patterns mature). But the standing relationship is bounded. We're a vehicle to your independence — designed to make ourselves unnecessary as a continuing cost.

Speaker notes: Land here calmly. The bounded engagement is the philosophical anchor of the whole proposal. Make it clear: we want to be excellent enough at the work that you don't need us long. That's the metric we hold ourselves to.

Slide 20 · cover

Eyebrow: When you're ready

Display: We've built it. It's running. Yours when you say yes.

Subtitle: Walk through the platform at ef.taptstudio.com on your own time. Reach out with anything — Billy directly, or through the chat in the platform with Remy.

Meta: Tapt Studio · for Emerson Fry · Spring 2026

Speaker notes: Close warmly. Don't push. Make clear there are three paths forward: sign now, walk through the platform first and decide later, or just talk it through with us anytime. The deck is theirs to keep. The relationship is at his pace.

end of deck copy