# BT Web Group — Packages Launch · AI Addendum

**Date:** 2026-06-02
**Owner:** Sanket Lakhani, BT Web Group (Lexington, KY)
**Status:** Draft — pending implementation
**Extends:** `2026-06-02-packages-launch-design.md` (the base spec). All sections of the base spec remain in force. This addendum adds AI packages, repositions setup costs as "Activation," and folds AI content output into existing service tiers.

**Reference source:** `BTWG_AI_Package_Strategy.md` (team-supplied, 2026-06).

---

## A.1 What changes from the base spec

| Change | Where in base spec | What's different |
|---|---|---|
| Add AI Chatbot service line (3 tiers) | §5 (new §5.7) | New service hub at `/packages/ai-chatbot` |
| Add AI Business Automation (project-scoped) | §5 (new §5.8) | Project pricing, not monthly tiers |
| Add AI Chatbot Quick-Start tripwire | §4 launch tripwires | 4th launch tripwire at $297 |
| Reword Trust Pillar 3 | §3 pillar list | Acknowledge "Activation" as a transparent one-time cost for AI builds; keep "no surprise fees" core |
| Fold Content Engine volume into existing tiers | §5.1 (Email), §5.2 (Social), §5.4 (SEO) | Growth + Pro tiers absorb the AI content volume the standalone Content Engine would have sold |
| Add AI/Front-Desk vertical positioning to copy | §8 (page sections) | Each AI page leads with industry use cases (service biz, medical, legal) |
| Add "What this DOESN'T do" section on AI pages | §8 (page structure) | Explicit boundary-setting per source doc's failure-prevention guidance |
| Update URL map | §8.1 | Add `/packages/ai-chatbot`, `/packages/ai-business-automation`, `/packages/ai-chatbot-quick-start` |
| Update catalog filter set | §8.2 | Add "AI" service filter; AI packages tagged `data-service="ai"` |

**Not changing:**
- Ladder shape ($497 / $997 / $1,997 monthly)
- No-lock-in / cancel-anytime / data-export language (Pillar 5 stays exactly as is)
- Eblast 1-4 copy (AI offerings get a follow-up Eblast 5 in a later campaign, OR rotate into eblast 2+ in a follow-up plan — not in scope for current 4-email series)
- Cancellation policy, refund policy, brand-line, AI/human framing

---

## A.2 The "Activation" Reframe (replaces "setup fee")

### The principle

Our marketing packages have no setup fees and never will. AI packages are different in nature: building a customer's AI system is a discrete, deliverable piece of engineering work — like building a website. We don't call a website's $1,997 build a "setup fee"; we call it a build. Same logic applies here: AI build work is **Activation** — a one-time, transparent cost for a tangible system the customer owns. After Activation, monthly maintenance and improvements are a separate (lower) recurring cost.

### Customer-facing language

Replace any instance of "setup fee" on AI package pages with **Activation**. Format:

```
Activation: $X (one-time)  ·  Maintenance: $Y/mo
```

Never use "$X setup + $Y/mo" — that phrasing carries the baggage we're trying to avoid.

### Trust Pillar 3 — rewritten

Original (base spec §3, Pillar 3): *"You Get the Savings — Because the busywork takes 70% less time, our specialists can do more for your dollar."*

This pillar stays. Add a clarifying sub-pillar on AI pages only:

> **3a. Transparent Activation. No Surprise Fees.**
> *"Our marketing packages have no setup fees — what you see is what you pay. Our AI packages have a clear one-time Activation cost to build and deploy your system, then a transparent monthly for maintenance. We tell you both numbers upfront before you commit to anything. No surprises, ever."*

### FAQ update (base spec §8.7 FAQ #3 "Are there setup fees?")

Rewrite the canonical answer to:

> *"For our marketing packages: no setup fees, no hidden charges. The monthly price is the only price. For our AI packages: there's a one-time Activation cost we tell you upfront (it's the cost of building your custom AI system — same idea as building a website). The monthly maintenance fee is separate and also disclosed upfront. We don't surprise you with fees. Ever."*

---

## A.3 New Service Line — §5.7 AI Chatbot

**Service hub URL:** `/packages/ai-chatbot`
**Page slug for SEO:** primary keyword `ai chatbot for [vertical] in lexington kentucky` (per source doc §Slug Strategy)

### What it does (customer-facing)

> *"A chatbot on your website that answers customer questions 24/7, captures lead details, and books appointments straight into your calendar. Our team builds it, trains it on your business, and keeps it sharp every month. AI handles the conversations. We handle making sure it represents you well."*

### Industries this is for (lead with these on the page)

- Service businesses (HVAC, plumbing, electrical, roofing, contractors)
- Medical / dental practices (intake, scheduling questions, common procedure info — **not** for HIPAA-regulated communications; clearly state that)
- Legal practices (initial intake + qualification)
- Real estate (property inquiries, tour booking)
- Retail / e-commerce (product questions, order status, store info)

### Tier table

| | **Starter** | **Growth** | **Pro** |
|---|---|---|---|
| **Activation** | **$997** one-time | **$2,497** one-time | **$4,997** one-time |
| **Maintenance** | **$497/mo** | **$997/mo** | **$1,997/mo** |
| **Knowledge base** | Trained on up to 15 Q/A pairs + your existing website content | Up to 50 Q/A pairs + monthly content refresh | Unlimited Q/A + custom knowledge base + brand voice training |
| **Lead capture** | Yes — form integration | Yes + lead qualification workflow (custom questions) | Yes + multi-step qualification + lead scoring |
| **Calendar booking** | – | Yes (Calendly, Google Cal, or Outlook) | Yes + intelligent slot recommendations |
| **CRM sync** | – | Yes (HubSpot, Salesforce, Pipedrive, Zoho, or similar) | Yes + custom field mapping + bi-directional sync |
| **Human handoff** | – | – | Yes — chatbot escalates to live human via Slack/Teams/email |
| **Languages** | English | English + 1 additional | English + up to 4 additional languages |
| **Personality / voice** | Standard helpful tone | Branded tone (intake-based) | Custom voice + persona training on brand samples |
| **Analytics** | Monthly conversation report | Monthly + lead/booking attribution | Live dashboard + monthly performance call |
| **Knowledge refresh** | – | Quarterly | Monthly |
| **Support** | Email | Email + phone | Priority email + phone + monthly review call |
| **Best for** | Solo practitioners, single-location service biz | Multi-service biz, medical/dental, growing teams | Multi-location, enterprise, regulated industries |
| **Bridges from tripwire** | "AI Chatbot Quick-Start" buyers | Starter graduates @ 60d | Growth graduates @ 90d |

### Anchor framing

Strikethrough banner on the page: *"What this would cost from a typical AI agency: $1,500–$7,500 setup + $297–$1,497/mo. Our Activation: from $997. Same work. Our team owns the build. AI just speeds up the parts that used to eat the hours."*

### What this DOESN'T do (mandatory page section)

- ❌ Multi-step complex troubleshooting (e.g., diagnosing a broken HVAC unit over chat — Starter and Growth route to a human; Pro can attempt with caveats)
- ❌ HIPAA-regulated PHI communications (we'll build for general info + scheduling only; PHI requires Business Associate Agreement + different infrastructure not in scope)
- ❌ Take payments directly (we capture intent + hand to your existing checkout)
- ❌ Replace a sales rep on closing conversations (qualifies, books, hands off)
- ❌ Generate marketing content (that's our Email/Social/SEO packages)

### Per-service AI angle paragraph (for spec §3 canonical use)

**AI Chatbot:** Our specialists shape what your chatbot knows, how it sounds, and what it does when it hits the edge of its training. They write the Q/A library, design the qualification questions, and decide what gets escalated to a real human. AI just handles the actual back-and-forth conversation — 24 hours a day, in your brand voice, so customers get answered while you sleep.

---

## A.4 New Project-Scoped Offering — §5.8 AI Business Automation

**Service hub URL:** `/packages/ai-business-automation`
**Primary keyword:** `ai business automation lexington` / `ai workflow automation`

### What it does (customer-facing)

> *"Repetitive workflows that eat your team's time — sorting emails, routing leads, processing documents, generating reports — handled by AI you don't have to manage. We map your bottleneck, build the automation, and keep it running."*

### Three engagement models

| Model | Price | Scope | Timeline |
|---|---|---|---|
| **Quick Win** | **$2,497** one-time | Automate ONE specific workflow end-to-end (e.g., *"every inbound email is classified, summarized, and routed to the right person automatically"*). Includes discovery call, build, testing, training, 14-day post-launch support. | 2 weeks |
| **Department Build** | **$9,997 – $19,997** (custom quote) | Automate 3–5 connected workflows for one department (e.g., entire sales ops: lead routing → qualification → CRM sync → follow-up sequencing → reporting). Discovery + design + build + integration + change management. | 6–8 weeks |
| **Ongoing Automation Retainer** | **$1,997/mo** | Monthly hours for new automations, maintenance of existing ones, iteration on what's not working. Best for established clients with growing needs. Includes monthly strategy call. | Month-to-month |

### Anchor framing

*"Typical AI consultant pricing: $3,500–$25,000 per workflow. Ours starts at $2,497 because our team builds it directly — no five-call discovery process, no inflated 'AI specialist' premium. We use the right AI tools in the background, we use our team where judgment matters, and the price reflects that."*

### Common Quick Win examples (use on the page as proof of concreteness)

- Inbound email triage + routing (replaces a part-time inbox monitor)
- Lead-form-to-CRM intake with auto-enrichment + assignment
- Document-to-data extraction (contracts, invoices, applications)
- Daily/weekly performance report auto-generation + email distribution
- Calendar-to-CRM sync + meeting prep notes
- Review monitoring + auto-categorization across platforms

### What this DOESN'T do (mandatory page section)

- ❌ Replace your team (it removes their boring work, freeing them for higher-value work — that's the pitch)
- ❌ Work around broken processes (we'll tell you if the underlying process needs fixing first)
- ❌ Integrate with custom legacy systems without an API (we'll scope feasibility first; if it requires deep custom dev, that's our Custom Software practice)
- ❌ Handle regulated workflows without explicit compliance scoping (healthcare, financial, legal — we scope a separate engagement)
- ❌ Promise a specific ROI (we can model expected savings; outcomes depend on volume + your team's adoption)

### Per-service AI angle paragraph

**AI Business Automation:** Our team maps the work that's actually eating your hours, designs the automation that replaces it, builds the integrations between your tools, and trains your team on the new flow. AI is what carries the load once we ship it — but the decision about *what* to automate, *how* to structure it, and *when* it's working well is our team's job.

### How this overlaps with Custom Software Development

Per the source doc's note: Custom AI Agent dev is for businesses where AI is the *core feature* of a product they're shipping. AI Business Automation is for businesses where AI quietly handles operational workflows. If a prospect asks for "AI in our business," default to Automation. If they ask for "an AI product we sell to our customers," that's the Custom Software conversation. Both can exist on btwebgroup.com — different pages, different intent.

---

## A.5 New Launch Tripwire — AI Chatbot Quick-Start ($297)

Add to base spec §4 launch tripwires (now 4 launch tripwires).

| | **AI Chatbot Quick-Start** |
|---|---|
| **Price** | $297 |
| **What customer gets** | Real AI chatbot deployed on their website. 15 Q/A pairs trained on their existing content. Lead capture form integration. Live for 30 days. **Conversation report on day 30**. |
| **Conversion path** | After 30 days, customer either: (a) activates Starter at $497/mo (chatbot stays live, expands to 50 Q/A, monthly analytics, ongoing maintenance) — no additional Activation fee since infrastructure is already live, OR (b) chooses not to continue, in which case we disable the chatbot and they keep the deployment documentation. |
| **Delivery timeline** | 5 business days from intake → live on site |
| **Refund policy** | Money-back if not live within 5 business days. After live, no refund (real work shipped). |
| **Upsells to** | AI Chatbot Starter ($497/mo, no second Activation) |

### Why this tripwire works

- Real deployment, not a "demo" — customer's actual site, actual visitors, actual conversations
- 30-day live period generates real proof of value before the upsell ask
- No second Activation needed at upsell (we built it during the tripwire) — frictionless conversion to monthly
- Comparable agency setup ($1,500+) is the anchor — value framing matches the base spec's tripwire pattern

### What this tripwire does NOT do

- ❌ Replace any existing chat plugin (we install alongside or coordinate)
- ❌ Train on more than 15 Q/A pairs (that's Starter+)
- ❌ Calendar booking, CRM sync, multi-language (Growth+)
- ❌ Auto-renew (customer must explicitly say "activate" — we never auto-bill from the tripwire)

---

## A.6 Folding the AI Content Engine into existing tiers

The source doc proposed a standalone AI Content Engine service ($997 / $2,497 / $4,997). We're folding its capacity into the **Growth and Pro tiers of Email, Social, and SEO** so the catalog stays clean.

### Updates to base spec §5

**§5.1 Email Marketing — Growth and Pro tiers** (no price change):
- Growth (was: 2 campaigns/mo) → **2 campaigns/mo + 1 dedicated AI-content nurture email per month** (story-driven, written for engagement not just promo)
- Pro (was: 4 campaigns/mo) → **4 campaigns/mo + weekly AI-content nurture email (4/mo)** + content topic alignment with the customer's broader marketing calendar

**§5.2 Social Media — Growth and Pro tiers** (no price change):
- Growth (was: 15 posts/mo) → **20 posts/mo** (bumped from 15; the extra 5 are AI-content-engine-style longer-form captions or threads)
- Pro (was: 20 posts/mo) → **30 posts/mo** (bumped from 20) + 1 long-form post per month (LinkedIn article or Facebook long-post)

**§5.4 SEO — Intermediate and Advanced tiers** (no price change):
- Intermediate (was: 2 pages/mo) → **3 pages/mo** (bumped from 2; the extra 1 is an AI-drafted long-form pillar piece with topical clusters)
- Advanced (was: 4 pages/mo) → **6 pages/mo** (bumped from 4) + 1 whitepaper or pillar guide per quarter

### Why this is the right move

- Buyers wanting "AI content help" find it inside the channel they care about (Email if they care about email; Social if they care about social) — no parallel SKU to compare against
- No discount stack confusion (e.g., "do I buy Email Growth or Content Engine Growth?")
- Existing service hubs absorb the volume increase without restructuring; copy update only
- Removes a $4,997/mo tier that broke our ladder

### Page-copy implication

On each affected service hub (Email, Social, SEO), the AI-angle paragraph already from base spec §3 stays the same. The tier table gets the bumped numbers above. Optional: a small callout on Growth and Pro tier columns reading *"includes AI Content Engine output — more pieces, same monthly."*

---

## A.7 Updated URL Map (replaces §8.1 with these additions)

```
/packages/ai-chatbot                          ← AI Chatbot service hub (3 tiers)
/packages/ai-business-automation              ← Project-scoped offering
/packages/ai-chatbot-quick-start              ← Tripwire page
```

All other URLs from base spec §8.1 remain unchanged.

---

## A.8 Updated Catalog Filter Set (extends §8.2)

**Add to the "By Service" filter chips:** `AI` (covers both AI Chatbot and AI Business Automation)

**Add to the "By Goal" filter mapping:**
- AI Chatbot → tag with `lead-gen` (chatbot captures leads) AND `customer-service`
- AI Business Automation → tag with `efficiency` AND `cost-reduction` (new goal categories; existing chips stay)

If adding new goal chips bloats the filter, alternative: keep AI under `lead-gen` only for now. Decision to make during Plan 4 Task 1.

---

## A.9 Out of Scope (AI extension)

- **AI Voice Agent** — deferred per user decision. Add in a follow-up addendum once Chatbot is live and we have 2+ case studies.
- **Custom AI Agent development** — folded into existing Custom Software Development practice per source doc § Launch Priority guidance.
- **AI Content Engine as standalone SKU** — folded into existing service tiers.
- **AI Compliance Pack (HIPAA, regulated industries)** — out of scope for v1; "what this doesn't do" sections explicitly flag boundaries.
- **Eblast 5 (AI-specific eblast)** — not included in the existing 4-email series. Add as a follow-up campaign after launch.
- **AI demo videos** — source doc recommends 5-min demos per AI package. Add to a follow-up plan; v1 launches without video (interest in chatbot tripwire is the proof).

---

## A.10 Self-Review Notes

- **Setup-fee tension resolved.** Pillar 3 keeps its core promise (no surprise fees on marketing packages); AI packages use "Activation" with proactive disclosure. FAQ rewritten to cover both cases.
- **Ladder discipline preserved.** AI Chatbot maintenance prices ($497/$997/$1,997) match the base ladder exactly. Activation is anchored against typical AI agency pricing.
- **Catalog clarity preserved.** Content Engine fold-in removes a duplicate SKU. Two new pages added, but they're for genuinely new services (chatbot, automation), not overlap.
- **Internal consistency.** All AI prices reconcile within this addendum. All slugs match A.7. All "what this doesn't do" sections present per the source doc's failure-prevention guidance.

---

*End of AI addendum.*