PRESIDIO — GROWTH ENGINE
Content, Distribution
and the Pipeline Machine
A disciplined content strategy built around one niche, one face, and three parallel channels designed to compound over time.
TARGET AUDIENCE
One Audience.
Relentlessly Specific.
Every piece of content, every webinar, every LinkedIn message targets the same person. Breadth is the enemy of authority. Presidio wins by being the most trusted voice for one audience in one market.
WHO THEY ARE
The Core Avatar
- Age 50–62, San Diego / SoCal
- Tech or biotech professional — Qualcomm, Broadcom, ServiceNow
- $1.5M–$10M investable assets
- RSU concentration or equity comp complexity
- 5–10 years from retirement, planning now
THEIR REAL PROBLEM
Not Financial. Identity.
- Have accumulated significant wealth with no clear plan
- RSUs create concentration risk they know is real
- Retirement feels close enough to worry about
- No advisor has spoken directly to their situation
- Identity tied to career — the transition feels uncertain
THE HOOK
What Gets Them In
- "What to do with $1M in RSUs before you retire"
- "Can I retire at 58 from Qualcomm?"
- "RSU tax traps no one explains"
- "Why the 4% rule breaks in California"
- Specific, local, problem-forward — never generic
BRAND DIRECTION
Presidio.
Retirement-Focused. San Diego-Rooted.
All content runs under the Presidio brand. The retirement lane is the primary content focus — deepening and extending the authority the firm has already built through a decade of seminars and client relationships. No separate sub-brand needed. The specificity of the content does the positioning work.
STRATEGIC PRINCIPLE
Content only works if it is tied to a clear offer and a functioning funnel. Every piece of content produced at Presidio exists to move a qualified prospect one step closer to a discovery meeting. Views are not the goal. Appointments are.
THE TEAM
Three Roles.
One Machine.
- All video content — YouTube, short-form, webinars
- 2–3 filming sessions per week
- LinkedIn thought leadership posts
- Live seminar content — filmed and repurposed
- The trust anchor — every prospect meets Dustin before they meet anyone else
- Content strategy and editorial direction
- Editing, posting, platform management
- Kajabi vault build and maintenance
- Funnel oversight — email sequences, lead magnets, conversion
- Webinar production and coordination
- CRM setup and automation
- KPI dashboard — built and live week one
- Distribution systems and scheduling infrastructure
- Vault technical architecture in Kajabi
- LinkedIn outreach campaign support and tracking
PLATFORM PRIORITIES
Three Channels.
Each With a Job.
No platform sprawl. Every channel selected because it is where the target audience lives and because it serves a specific function in the pipeline. More platforms later — once these three are running cleanly.
LINKEDIN WEBINAR FUNNEL
The Paid Outreach
Pipeline
The webinar does three jobs simultaneously: it converts LinkedIn targets into appointments, it feeds the vault as recorded content, and it gives Dustin a live format to sharpen before scaling YouTube production.
LINKEDIN
OUTREACH
1,000 targets
Vendor managed
→
WEBINAR
REGISTRATION
RSU strategy
Education-first
→
ATTEND
WEBINAR
Dustin on camera
Real content
→
DISCOVERY
MEETING
2/month target
$1.5M+ investable
→
SALES
PROCESS
FPA → PMA
Proven model
PROOF OF CONCEPT MATH
2 qualified appointments per month at $1.5M–$2M investable, run through the standard sales process at normal conversion rates, adds meaningful AUM annually from a single vendor relationship. If the webinar converts, the channel scales. The content being built for organic simultaneously makes every outreach message more credible.
CONTENT ARCHITECTURE
Five Pillars.
Every Topic Has a Home.
Repeatable content categories prevent the blank-page problem and build binge behavior. A prospect who watches three videos on RSU strategy in the same week is not a cold lead — they are a warm one. The pillar structure makes that possible.
1×
LONG-FORM PER WEEK
TO START
90
DAYS TO FIRST
REAL TRACTION
The sharpest content edge Presidio has. No broad RIA is producing this content at depth for San Diego tech professionals. This alone can build the firm if executed consistently.
- What to do with $1M in RSUs before you retire
- RSU tax traps no one explains
- How to diversify a concentrated position without blowing up taxes
- When to sell your RSUs — the timing framework
- RSU strategy for Qualcomm employees approaching retirement
- The difference between RSUs and stock options — and why it matters
The foundational pillar. Answers the question every prospect is privately asking. Specific numbers, specific scenarios, San Diego cost of living front and center.
- Can I retire with $3M in San Diego?
- The biggest mistake 55-year-olds make before retiring
- Why the 4% rule fails in California
- Retiring at 58 from a tech company — what the math actually looks like
- The identity transition no one prepares you for
- How to know if you are on track — the honest framework
Tax content has the highest search intent of any financial topic. It also builds COI credibility — a CPA who sees strong tax content takes the first call differently.
- Roth conversion strategy for high earners — the window most people miss
- Tax brackets in retirement — why the sequence matters
- How to withdraw from accounts in the right order
- Tax-loss harvesting — what it is and when it actually helps
- California-specific tax planning for retirees
- What happens to your RSU taxes when you retire
The most powerful content format for trust and conversion. Anonymized real-world breakdowns make abstract planning concrete. Prospects see themselves in the scenario before they ever book a call.
- $4M portfolio — retiring at 58 from biotech. Here's the plan.
- How a San Diego executive turned $2M in RSUs into a retirement income plan
- From accumulation to income — the portfolio transition breakdown
- The widow with $3.1M who needed a trust overhaul first
- What we found when we ran the numbers — 5 real plan gaps
Market commentary done wrong is noise. Done right, it is the fastest way to demonstrate that Presidio connects macroeconomics directly to personal financial outcomes — which is what the target audience actually wants to know.
NOT THIS
- Markets are up / down today
- The Fed raised rates again
- Volatility is elevated
- What rising rates mean for your bond allocation if you retire in 3 years
- AI displacement and your equity comp — what to watch
- How this market environment affects RSU vesting decisions
- Sequence of returns risk — why the first 5 years of retirement matter most
- What market volatility actually means for a $3M retirement portfolio
THE VAULT
Netflix for
Retirement Clarity
The vault captures every prospect who engages but is not yet ready to book. Without it, those leads evaporate. With it, they stay in the ecosystem and convert on their own timeline. Built in Kajabi. Gated behind email capture.
TIER 1 — FREE, GATED
Lead Magnets
- RSU Strategy Guide — what to do with equity comp before retirement
- Retirement Readiness Checklist — the 12 things to have in order
- Tax Planning Cheat Sheet — Roth conversions and bracket management
- San Diego Retirement Cost Calculator
TIER 2 — VAULT MODULES
Structured Content
- Module 1: Can You Retire? — the math, simply explained
- Module 2: Taxes in Retirement — Roth, withdrawals, brackets
- Module 3: RSUs and Equity Comp — selling, timing, tax
- Module 4: Portfolio Strategy — risk, income, sequence
- Module 5: Case Studies — real-world plan breakdowns
VAULT EASTER EGG RULE
Every seminar, every webinar, and every long-form video contains at least one vault entry point. QR code to a PDF guide, a readiness quiz, a video tease, or a 30-day access code. Prospects who attend but are not ready to book stay in the ecosystem automatically.
HOW THE MACHINE RUNS
Record Once.
Distribute Everywhere.
The production model is built around Dustin's time as the constraint. One filming session produces multiple assets. Every long-form video feeds every other channel. No platform requires original content beyond the core recording.
THE CORE PRINCIPLE
One 90-minute filming session with Dustin produces: 1 long-form YouTube video, 5–8 short-form clips, 2–3 LinkedIn posts, 1 email to the list, and vault content when relevant. The CGO handles all post-production and distribution. Dustin shows up, delivers, and returns to his primary role closing clients.
WEEKLY CADENCE
Realistic Volume.
Built to Sustain.
The volume targets below are phased intentionally. Month one and two build the workflow. Month three scales once systems are running cleanly. Aggressive from the start, but achievable.
MONTHS 1–2
Build the Workflow
- 1 long-form YouTube video per week
- 5+ clips per video distributed across platforms
- 3 LinkedIn posts per week
- 1 email to list per week
- 1 webinar per month (LinkedIn outreach)
MONTHLY OUTPUT
~4 videos · ~20 clips · ~12 posts
MONTH 3+
Scale the System
- 2 long-form YouTube videos per week
- 8–10 clips per video
- 5 LinkedIn posts per week
- 2 emails to list per week
- Bi-weekly webinar cadence
MONTHLY OUTPUT
~8 videos · ~70 clips · ~20 posts
SEMINAR OVERLAP
Seminar as Content
- Every seminar is a filming opportunity
- Clips of key talking points cut for LinkedIn
- Vault entry point at every seminar — QR, quiz, access code
- Attendee email captured → enters nurture sequence
- Seminar content strategy and digital content strategy are the same strategy
THE CONTENT FLYWHEEL
How Each Channel
Feeds the Next
DUSTIN
FILMS
1 session
per week
→
YOUTUBE
LONG-FORM
Trust engine
Search traffic
→
CLIPS +
LINKEDIN
Distribution
Authority
→
VAULT
CAPTURE
Email list
Nurture starts
→
DISCOVERY
MEETING
Warm lead
Qualified
TOOLS AND INFRASTRUCTURE
The Stack.
Kept Simple.
CONTENT PRODUCTION
Creation Tools
- Video editing — CGO managed, tools TBD by workflow
- Short-form clips — cut from long-form, platform-formatted
- Thumbnail and graphic production — consistent Presidio brand
- Script framework — bullet outlines, not full scripts
DISTRIBUTION + CAPTURE
Pipeline Infrastructure
- Kajabi — vault, lead magnets, email sequences
- YouTube — primary video platform
- LinkedIn — organic posts and paid outreach
- CRM — Growth Tech Lead builds and owns from May 4
- KPI dashboard — built week one by Growth Tech Lead
WHAT WE TRACK
Leading and
Lagging Indicators
Vanity metrics are noise. The only numbers that matter are the ones that connect content activity to pipeline activity. Track both — leading indicators tell you if the machine is working, lagging indicators tell you if it's converting.
| METRIC |
TYPE |
TARGET |
WHY IT MATTERS |
| Video retention rate |
LEADING |
50%+ at 30 seconds |
Low retention means the hook is not working — the content is not specific enough |
| Vault email captures per week |
LEADING |
10+ per week by Month 2 |
Measures whether content is generating enough engagement to drive action |
| Webinar registration rate |
LEADING |
15%+ of outreach targets |
Validates the offer and messaging resonance with the LinkedIn audience |
| Webinar attendance rate |
LEADING |
40%+ of registrants |
Measures intent — people who registered and showed up are qualified |
| Discovery meetings booked |
LAGGING |
2+ per month from digital by Month 3 |
The primary conversion metric — content only works if it books meetings |
| FPA conversion rate |
LAGGING |
60%+ of discovery meetings |
Measures quality of leads coming through the content funnel |
| AUM added from digital channel |
LAGGING |
Tracked monthly from Month 4 |
The ultimate measure — content must add AUM to justify the investment |
EXECUTION PLAN
Now to Day 90.
Two Phases. No Waiting.
Content starts before May 4. The Growth Tech Lead's arrival accelerates the machine but does not start it. Phase one runs on Eric and Dustin. Phase two integrates the Growth Tech Lead into a system already in motion.
Now
PHASE 1 STARTS
IMMEDIATELY
May 4
GROWTH TECH LEAD
IN SEAT
Day 90
ALL THREE CHANNELS
RUNNING
Month 6
CONTENT COMPOUNDING
BEGINS
PHASE 1 — NOW TO MAY 4
Eric and Dustin.
Start Before the Hire.
WEEK 1 — IMMEDIATELY
Lock the Foundation
- YouTube channel set up — Presidio brand, consistent thumbnails, channel description targeting the ICP explicitly
- LinkedIn profile optimized — Dustin's profile rewritten to speak directly to tech professionals and pre-retirees
- First 4 video topics scripted and ready — RSU pillar leads
- Vault Phase 1 scoped — RSU guide and retirement checklist as first two lead magnets
- LinkedIn outreach vendor briefed — webinar date set, registration page live
WEEK 2
First Content Live
- First long-form video filmed and published — RSU topic, specific, opinionated
- 5+ clips cut and scheduled across LinkedIn
- First email to existing list — vault announced, RSU guide available
- Vault lead magnet 1 live — RSU Strategy Guide behind email capture
- First webinar marketed to LinkedIn outreach targets
WEEKS 3–4 (BEFORE MAY 4)
Build the Rhythm
- Second and third videos filmed and published — retirement framework and tax pillar
- First webinar delivered — Dustin on camera, RSU strategy focus
- Post-webinar follow-up sequence live — 3-touch email minimum
- Vault lead magnet 2 live — Retirement Readiness Checklist
- First discovery meetings from webinar booked and confirmed
- KPI tracking started manually — captures, registrations, meetings
PHASE 1 GOAL
When the Growth Tech Lead arrives on May 4, the content engine is already running. There are videos live, a vault with two lead magnets, a webinar that has already run once, and the first digital-sourced discovery meetings either booked or completed. They are integrating into motion, not starting from zero.
PHASE 2 — MAY 4 TO DAY 90
Growth Tech Lead
Joins the Machine.
MAY 4 — WEEK 1 IN SEAT
Infrastructure Sprint
- KPI dashboard built and live — all channels tracked in one view
- CRM connected to vault email capture and webinar registrations
- LinkedIn outreach campaign analytics set up — registrations, attendance, conversions tracked
- Kajabi vault technical architecture reviewed and optimized
- Distribution scheduling systematized — nothing posted manually going forward
WEEKS 2–4 IN SEAT
Scale and Systematize
- Video production cadence increases to 2 per week — workflow supports it
- Email nurture sequences extended — 7-touch minimum from vault capture
- Webinar cadence moves to bi-weekly — second webinar topic confirmed
- Podcast / audio distribution live — zero incremental recording effort
- First weekly growth meeting with full metrics reviewed
DAY 60–90
First Compounding Signs
- 20+ long-form videos live — enough to build binge behavior
- Email list growing from vault captures and webinar registrations
- LinkedIn outreach proof of concept confirmed or adjusted based on data
- 2+ discovery meetings per month from digital channel consistently
- First PMA from digital-sourced lead — the milestone that validates the machine
- Content calendar locked 4 weeks ahead — no blank-page problem
THREE PARALLEL TRACKS
Running Simultaneously
From Day One
TRACK 1 — ORGANIC
Content Engine
YouTube + LinkedIn organic. Long burn. Compounds over 6–12 months. Every video adds to the library. Every view is a potential warm lead. The seminar engine and digital content engine are the same strategy — one reinforces the other.
TRACK 2 — PAID OUTREACH
LinkedIn Webinar
Third-party vendor. 1,000 tech professional targets. Education-first offer — the webinar, not a sales call. Proof of concept running in parallel while organic builds. 2 qualified appointments per month justifies the spend independently. Scales if it converts.
TRACK 3 — SEMINAR ENGINE
R101 + Digital Layer
The proven core engine. Vault entry points added at every seminar. Email capture systematized. Every attendee who does not book immediately enters the digital nurture sequence. The seminar feeds the vault. The vault feeds the pipeline. Nothing evaporates.
"Build the machine. Run the sequence. Let the number follow."
PRESIDIO GROWTH STRATEGY
THE HONEST TIMELINE
Months 0–3 are slow, awkward, and a learning curve. Months 3–6 produce first traction. Months 6–12 are where compounding begins. The LinkedIn webinar campaign bridges the gap — it generates pipeline immediately while organic content builds the long-term asset. The firm that shows up consistently for 12 months in this niche wins. That is not inspiration. It is math.