Brand (working): Clarity & Cashflow — Property Decisions
(Name can change later. What matters is function, not branding.)
Mission
Help Australian families make financially smart, low-risk decisions for major renovations, extensions and rebuilds before they commit hundreds of thousands of dollars.
What problem we solve
Australians undertaking major renovations ($300k–$1.5m) are forced to make irreversible decisions while:
- confused by quotes
- misled by builders or designers
- exposed to council, structural and contract risks
- emotionally overwhelmed
No one sits on the client’s side to explain money, risk and trade-offs.
That gap is the business.
🧠 What we sell
We are NOT:
- builders
- certifiers
- architects
- brokers
We are:
Decision & risk translators between clients and professionals
🧩 Product ladder
1️⃣ Entry product — Digital
“Before You Start a Major Renovation”
Price: $99
Includes:
- Scope & structural risk checklist
- Council & DA timing traps
- PC/PS & variation traps
- Budget vs build cost logic
- Builder quote comparison template
- Contract red flag guide
Purpose:
- Filters serious clients
- Generates immediate cash
- Creates qualified leads
2️⃣ Core service — Strategy Session
“Major Renovation Decision Session”
Price: $500–$1,500
You review:
- quotes
- scope
- consultants
- risks
- finance buffers
You deliver:
- clarity
- trade-off logic
- next steps
3️⃣ Referral engine
When ready:
- Introduce your husband’s build team
- Introduce architects, engineers, certifiers
Revenue:
- project referrals
- JV margin
- deal flow
🗓️ 12-Month Vision
By month 12:
- 30–50 strategy sessions delivered
- $200k–$500k project referrals
- recognized as the decision layer for high-end renovations
- email list + content + templates
- scalable digital IP
🧭 90-Day Execution Plan (Income in 3 months)
Phase 1 — Foundation (Weeks 1–2)
Legal & Admin
- Operate under Clarity & Cashflow
- ABN already exists
- Open dedicated bank account
- Add disclaimer:
“Educational only. Not building, legal or financial advice.”
Tools
- Google Workspace
- Notion
- Stripe / PayID
- Simple invoice template
Phase 2 — Product Creation (Weeks 2–4)
Create “Before You Start a Major Renovation” pack:
Contents
- Renovation Risk Checklist
- Quote Comparison Sheet (Excel)
- Budget Reality Sheet
- Contract Red Flag Guide
- Council & consultant flowchart
Use:
- NSW Fair Trading
- Home Building Act
- Real building contracts
- Your husband’s real-world insights
Phase 3 — Market Entry (Weeks 3–6)
Platforms
- Facebook groups
- WeChat property groups
- PropertyChat
What you do
Answer 1–2 questions daily:
- builder disputes
- quote confusion
- contract risks
No selling.
When DM’d:
“I have a short decision pack that explains this. Want me to send it?”
Phase 4 — Sales Activation (Weeks 6–12)
Funnel
- Group question
- DM
- $99 decision pack
- Strategy session upsell
- Builder referral
Target:
- 10 packs per month = $1,000
- 4 sessions per month at $800 = $3,200
- 1 build referral = tens of thousands
📊 Finance Targets
Month | Revenue Goal |
Month 1 | $0–$500 |
Month 2 | $1,000–$3,000 |
Month 3 | $4,000–$10,000 |
Month 6 | $20k+ |
Month 12 | $100k–$300k |
Item | Our Price | Market Alternatives | Typical Market Price | Why Ours Wins |
Major Renovation Decision Pack | $99 | YouTube, blogs, Reddit, forums | $0–$500 (time + mistakes) | Saves months of confusion and prevents $50k–$300k errors |
Pre-purchase building report | $400–$900 | Structural inspection only | No financial or contract insight | |
Conveyancer contract review | $300–$800 | Legal compliance | Does not explain variation, PC, PS or cost risk | |
Quantity surveyor estimate | $1,000–$3,000 | Technical cost | Not understandable to owners | |
Architect concept report | $1,500–$10,000 | Design-focused | Not financially neutral |
Strategy Session Benchmark
Service | Market Price | What They Do |
Architect consultation | $300–$600/hr | Design opinions |
Quantity surveyor | $1,500–$5,000 | Technical costings |
Builder tender review | $1,000–$3,000 | Builder-biased |
Buyers advocate | $3,000–$20,000 | Property selection |
Project manager | $5,000–$30,000 | Execution |
| Your Strategy Session | $500–$1,500 | Explains risk, money, trade-offs & protects the client |
You are:
- cheaper than professionals
- more valuable than free advice
- uniquely neutral
🧾 Compliance
You must NOT:
- give structural advice
- certify plans
- approve drawings
- price jobs
You must:
- stay in decision & risk space
- refer to licensed professionals
This week (Jan)
Create ASIC Connect login using personal Gmail
Save login details in password manager
Add note: “All future business names go here”
Next week (Jan)
Register business name Clarity & Cashflow under personal ASIC Connect
Link to existing sole trader ABN
Confirm business name appears under Business Details in personal portal
Feb (by 28 Feb)
Complete sole trader tax return obligations (your deadline)
March–April
Operate new project under Clarity & Cashflow
No action required on HeartReach (park it)
May (set review date now)
Review decision (1 week before renewal notice date)
Decide: keep HeartReach Gift or not
If NOT keeping HeartReach Gift
Cancel business name HeartReach Gift in HeartReach ASIC Connect
Cancel HeartReach Google Workspace (stop monthly fees)
Document: “HeartReach closed” + keep any exported files
End state after May
Continue with personal ASIC Connect only
HeartReach ASIC Connect becomes unused