The plan that turns Coach Ray's pedigree into a full roster, every season.

You've built the following. What's missing is the system.

A real Instagram audience, a library of training video, and a coaching résumé most local academies can't touch — Assyriska FF, Sandhausen SV, Atalanta Primavera, Nervion. What's missing isn't more content. It's the plumbing that turns a follow, a like, or a DM into a booked training session, without adding another thing to Coach Ray's plate.

Kids don't just play here. They aspire to get here.

At North County Soccer Park, the path up is visible to every family who walks in. Kids come up through SISL, and the front fields — where Soro Futbol Academy trains — are the level they're working toward. Parents watch Coach Ray before they ever talk to him. They want their kid seen, hoping it earns an invite to come train. That's not a funnel we have to build from scratch — it's already happening in person, every week. Our job is to give it the same pull online that it already has on the field.

Kids love Soro's. That's not a brand line — it's the reason the following already exists, before any of this marketing system goes live.

Real proof, no path to booked.

• No path from "interested" to "booked." The site's only conversion options are a contact form and a mailto link.
• The "Reviews" section is empty — even though real 5.0★ reviews from 53 families already exist on Instagram.
• No email list, no lead capture — every inquiry depends on Coach Ray remembering to reply.
• Real training footage and photos sit mostly unused between posts, instead of running as a content engine.

Full teardown, with the cost of each gap and the fix, in the Opportunity Audit →

One hub. A few spokes. A wheel that keeps turning.

Six spokes we'd build first — let's react to these together.

This is our prep for this conversation, not a finished decision. Each pillar below is a category every future post, article, and email would ladder up to. Tell us which ones land, which don't, and what's missing — the full package builds out from whatever we agree on here.

Real Soro Futbol Academy training — not stock photography.

Full pillar detail — content-idea examples, audience reasoning, and how each maps to the calendar — in the Blueprint → and the scored Production Backlog →.

Momentum in a season, not a year.

Full 12–18 month sequence in the Blueprint; every item scored in the Production Backlog.

What a working engine looks like, in numbers.

Illustrative, not a forecast. Conversion rates are industry-typical placeholders to show the shape of the funnel; we replace them with your real numbers as data comes in. The point: with capture and follow-up in place, the audience you already have starts producing booked sessions instead of unanswered DMs.

Start the engine. Scale what books.

Full pricing detail and objection-handling in the Blueprint.

An operator, not an algorithm.

Michael Weisfeld — 15+ years in B2B marketing ops and lifecycle, deep in HubSpot CRM, marketing automation, and lifecycle marketing; past work spans HP, Honeywell, Equinix, and National Funding. Think of it like an orchestra: AI is the players, but there's a conductor in front of it — a seasoned operator setting the score and keeping every part in time. AI does the heavy lifting on drafts so the engine moves fast; every piece still gets human direction and review.

Let's react to the pillars, then build.

This deck and the pillars on slide 6 are the starting point for our conversation, not the finished plan. Tell us what resonates, and we'll fold your feedback into the full build before anything goes live.