# Working Model

## About
Working Model is a marketing and creative services agency specializing in building digital ecosystems engineered for AI-driven search and human connection. We architect working models of brands: systems built to be found, understood and engaged by both people and machines.

Working Model helps growing businesses move smarter, faster, and with greater clarity. We believe in Simplicity, Utility & Craft — the principles that guide our work, our lean structure, and our process.

## Core Philosophy

Our work is guided by three principles:
- **Simplicity**: Simple, direct solutions without unnecessary jargon
- **Utility**: Solutions that deliver meaningful results
- **Craft**: Thoughtful strategy and clean execution

## Services & Rates

### Service Categories
- **Strategy & Planning** ($105/hr CAN): Brand positioning & messaging, go-to-market planning, campaign strategy, content strategy
- **Marketing Support & Operations** ($95/hr CAN): Ongoing content & channel management, optimization & iteration, social & email support, performance guidance & reporting, paid media/performance marketing, data & analytics setup, MarTech consulting
- **Development & Engineering** ($125/hr CAN): Modern app development, high-performance websites, UX/UI execution, scalable flexible builds
- **SEO / AIO & Technical Marketing** ($115/hr CAN): Modern SEO, AI-optimized content, technical audits, content systems that rank & convert

### Minimum Engagement
We generally ask clients to plan for a minimum engagement of 20 hours for initial discovery and planning, especially in complex areas like Development or comprehensive Strategy. Smaller, highly specific tasks may be scoped on a lower minimum.

## Service Models

### Launch Model
Fast-track audit + build; ideal for brands ready to evolve.

### Growth Model
Full ecosystem rebuild + optimisation + analytics loop.

### Total Sync Model
End-to-end integration: strategy, build, optimisation, continuous discovery.

## Approach

We follow a Plan → Build → Evolve methodology:
- **Plan**: We dive deep — auditing your ecosystem, mapping AI touch-points, designing a discoverability blueprint.
- **Build**: We bring the blueprint to life — integrating architecture, content, systems and UX that speak both human and machine.
- **Evolve**: Launch is just step one. We monitor, refine and adapt the model to stay ahead of change.

## Structure & Process

We maintain a lean structure focused on efficiency. This allows us to cut out unnecessary jargon and internal red tape, ensuring you get thoughtful strategy and direct solutions, not inflated promises or hidden costs. You will always be dealing with principles.

### Communication & Project Management
We prioritize communication simplicity. Depending on the project, you will receive daily status reports summarizing progress and upcoming tasks. We manage work transparently using standard shared tools so you can see where your budget is being spent in real-time.

### Project Scope & Estimates
After our initial conversation, we will provide a clear, written proposal that outlines the project scope, key deliverables, and an estimated total budget (based on our transparent hourly rates). We will only begin billable work once this is formally agreed upon.

## Differentiators

- **Future-centred**: We optimise for more than Google — for the intelligence layer that surfaces brands in new ways.
- **Integrated expertise**: Strategy, development and marketing under one roof. No siloed hand-offs.
- **Lean & agile**: You work directly with our senior team; we move fast and focus on meaningful impact.
- **Crafted for growth**: We're not just builders. We're growth partners — from launch to acceleration.
- **Transparency**: Upfront and transparent with our pricing and deliverables. Our hourly rates are posted publicly.

## Results

Our goal is to become a trusted partner who brings clarity, momentum, and meaningful results. We apply deep experience across marketing, design, technology, and content to provide guidance and solutions—not guesswork. You can expect results.

## Impact Metrics

- Increase in machine-readable content (structured data, entities)
- Improved visibility in intelligent platforms and voice/agent systems
- Growth in meaningful human engagement: qualified leads, conversions, resonance
- Ongoing adaptability: we keep your brand ahead of algorithmic change, not just reacting

## Contact

- **Email**: hi@workingmodel.co
- **Book a Virtual Meeting**: https://schedule.workingmodel.co/
- **Location**: Toronto • Working with clients everywhere

## Website Structure

### Homepage Sections
- Landing Section: Core messaging, FAQs, contact information
- Hero Section: Discovery By Design
- Discovery Landscape Section
- Yesterday's Rules Section
- Presence & Performance Section
- Plan Build Evolve Section
- Why Different Section
- Measure Impact Section
- Choose Model Section
- Contact Section

### Interactive Elements
- **Case Studies Box**: Explore recent work and results delivered (sticky right column)
- **GitHub Projects Box**: Public projects including AudienceOS, SnapLanding, LiftOff (sticky right column)
- **Pricing & Services Box**: Transparent hourly rates and service categories (sticky right column)
- **FAQ Section**: Frequently asked questions with hover reveal animations

### Pages
- **Case Studies Landing Page** (/case-studies): Grid view of all case studies with filtering capabilities
- **Individual Case Study Pages**: Detailed case study pages with project overview, challenges, technical solutions, and outcomes
- **Pricing & Services Page** (/pricing-services): Detailed service descriptions and hourly rates

### Call-to-Action (CTA)
All case study pages and the pricing-services page feature a CTA blueprint box with:
- Heading: "Ready to Build Something That Works?"
- Call-out copy: "Let's discuss how we can help bring your project to life."
- Email link: hi@workingmodel.co
- Schedule link: Book a Virtual Meeting (https://schedule.workingmodel.co/)

## Key Messaging

- "Working Model helps growing businesses move smarter, faster, & with greater clarity"
- "Simplicity, Utility & Craft"
- "Let's Build Something That Works"
- "Simple. Direct. No Pressure."
- "Discovery By Design"
- "From presence to performance"
- "Your brand needs to evolve from being found, to being discovered"
- "We define success not by launch–date, but by momentum, discovery and growth"
- "Ready to Build Something That Works?"

## GitHub Projects

- **AudienceOS**: A lightweight, AI-powered persona generator built for marketers, founders, strategists, and UX teams.
- **SnapLanding**: A micro CMS that turns a small product brief into a complete, editable landing page layout.
- **LiftOff**: Everything you need to launch a tiny SaaS in one clean template.

## Case Studies

### CIBO Technologies Custom HubSpot Platform

**Project Overview**: Developed a sophisticated, high-performing custom HubSpot website for an agricultural technology company to effectively communicate complex solutions to multiple audience segments (farmers, enterprises, consultants) with deep CRM integration.

**Key Challenges**: Developing a 100% custom HubSpot theme meeting high visual fidelity requirements; creating advanced content discovery and filtering systems; ensuring seamless CRM data synchronization.

**Technical Solution**:
- Custom HubSpot CMS template with numerous custom modules for granular marketing team control
- Bespoke mega navigation system for complex, multi-tiered content hierarchy
- Custom content filtering system using HubL and JavaScript for dynamic filtering by solution type, audience, and resource format
- Full integration with HubSpot CRM for lead capture, content consumption tracking, and lead scoring

**Outcomes**: Enhanced UX/UI reflecting industry leadership position; increased content engagement through improved discoverability; operational efficiency with flexible content management; optimized data flow enabling personalized outreach and automation.

**Agency Lead**: Go-Yamamoto (US Agency)

### AIO Validator (AI Search Optimization Checker)

**Project Overview**: A web application that analyzes websites for LLM/AI-driven search visibility and content quality. The tool provides comprehensive analysis and actionable recommendations for boosting a site's visibility in the context of modern AI search.

**Key Challenges**: Defining "AI Search Optimization" into concrete, measurable metrics; building a scalable, cost-effective architecture for unpredictable traffic; delivering fast, responsive user experience.

**Technical Solution**: 
- Serverless backend using AWS Lambda (Node.js 20.x) and API Gateway for infinite scaling and cost-efficiency
- High-performance frontend: Next.js 16 (Static Export), React 19, TypeScript, Tailwind CSS deployed to AWS S3 and CloudFront CDN
- Core analysis using Cheerio for HTML parsing, Flesch-Kincaid algorithm for readability scoring, robots.txt and llm.txt detection for AI bot control

**Outcomes**: Comprehensive scoring across four categories (AI Optimization, Content Quality, Technical, Metadata) with actionable recommendations. Scalable serverless architecture handles high volumes without manual provisioning.

**Live Site**: https://aio.workingmodel.co

### AudienceOS — The AI-Powered Persona Generator

**Project Overview**: A lightweight, AI-powered web application that transforms brief audience descriptions into detailed, emotionally rich personas complete with motivations, challenges, buying triggers, and "day in the life" narratives for marketers, strategists, and UX teams.

**Key Challenges**: Engineering effective prompts for OpenAI API to generate psychologically insightful persona data; representing abstract persona attributes in readable format; delivering modern UX/DX with latest React frameworks.

**Technical Solution**:
- Core generative AI backend using OpenAI API with structured prompts returning JSON data
- High-performance frontend: Next.js 15, React 19, Tailwind CSS, Shadcn UI
- Data visualization using Chart.js for Attribute Radar Charts showing persona traits
- PDF export functionality using JSPDF library

**Outcomes**: Rapid generation of deep, actionable marketing personas with emotional depth beyond typical demographic data. Focus on behavioral attributes and emotional drivers for strategic teams.

**Developer**: Working Model Inc

### Pionairs Custom Membership Database and Digital Platform

**Project Overview**: Modernized a national member organization (17,000+ retired airline employees) by consolidating fragmented member data, standardizing communications, and providing regional leadership with self-service tools through a unified WordPress-based digital platform.

**Key Challenges**: Migrating and standardizing 17,000+ member records from disparate sources; providing decentralized management tools for regional leaders; integrating unified communications with email marketing.

**Technical Solution**:
- Custom WordPress theme and standalone custom database structure (not reliant on default WordPress tables)
- Custom taxonomies for Districts across the country, enabling dynamic filtering and content display
- Custom PHP plugins for member edit pages and admin update functionality
- Deep custom integration with Mailchimp for automatic synchronization of member data changes

**Outcomes**: Single source of truth for all member data; decentralized efficiency for District leaders; improved communications with accurate segmentation; modern, engaging user experience that served the organization for three years.

**Duration**: 3 Years (Strategy, Design, Development, and Maintenance)

### WM Scheduling App — A Serverless Appointment Platform

**Project Overview**: Custom-built, modern appointment scheduling solution featuring a public-facing booking interface and comprehensive authenticated admin dashboard. Designed for scalability, reliability, and cost-efficiency using a full serverless architecture.

**Key Challenges**: 
- Full feature parity with professional scheduling services including real-time availability checking, automated email confirmations, and Google Calendar integration
- Decoupled architecture ensuring the public booking interface remains fast and stable regardless of complex administrative tasks
- Data security and integrity requiring robust server-side validation, strong API key authentication, and managed relational database

**Technical Solution**:
- **Serverless Backend Architecture**: AWS Lambda, API Gateway, and RDS PostgreSQL providing infinite scaling for booking requests and cost-efficiency (paying only for execution time)
- **Public Booking Interface**: Next.js, React, TypeScript, and Tailwind CSS with real-time availability checking, intuitive calendar interface, automated email confirmations, and seamless Google Calendar integration
- **Admin Dashboard**: Secure API key-based authentication with comprehensive booking management, availability configuration, and organizational settings
- **Security**: Robust server-side validation using Zod for type-safe data validation, and strong API key authentication for the admin dashboard

**Outcomes**: 
- Scalability: Serverless architecture ensures the platform can handle traffic spikes without performance degradation or infrastructure management overhead
- Cost Efficiency: Pay-per-use model significantly reduces operational costs compared to traditional server-based solutions
- Reliability: Managed AWS services provide high availability and automatic scaling, ensuring the platform remains operational even during peak usage
- Customization: Full control over features and integrations, allowing for seamless workflow integration specific to Working Model's needs
- Security: Robust validation and authentication ensure sensitive booking data remains secure and protected

**Live Site**: https://schedule.workingmodel.co
**Developer**: Working Model Inc

## Technical Stack

### Frontend
- Next.js 14+ (Static Export)
- React 19
- TypeScript
- Tailwind CSS
- Framer Motion (animations)

### Deployment
- AWS S3 (static hosting)
- AWS CloudFront (CDN)
- AWS Lambda (serverless functions)
- AWS API Gateway
- AWS RDS PostgreSQL

### Design System
- Blueprint border pattern (decorative SVG borders)
- Responsive design with mobile-first approach
- Custom animations and transitions
- Consistent typography and spacing system

## Mobile Optimization

The website is optimized for mobile devices with:
- Reduced top padding (40px on mobile vs 140px on desktop)
- Halved gutter widths (24px on mobile vs 48px on desktop)
- Reduced content margins (24px on mobile vs 48px on desktop)
- Reduced grid gaps (16px on mobile vs 36px on desktop)
- Responsive typography scaling (smaller headings on mobile)
- Touch-friendly interactive elements

## SEO & Structured Data

- BreadcrumbList schema on all pages
- CaseStudySchema on individual case study pages
- OpenGraph and Twitter Card metadata
- Canonical URLs
- Sitemap.xml generation
- robots.txt configuration