Chill discovery meeting with Richard Creagh. Wow with depth. No hard close. The win is "this is interesting, send me more on Option B" or "let me think and come back". Don't try to land a deal in this room.
You are not selling marketing. You are sitting down with the founder of a regulatory monopoly to look at his operations. The pitch reframes Oleo's problem from "we need more leads" - he doesn't, demand is captive - to "we need cleaner ops" - he does, the surface area is huge.
The orb walks him through what we'd build if we were working together. End on three options. Zero pricing. Let him steer.
After hellos and context-setting, you say something like:
"Richard, before we get into this, I just want to flag what I think the most interesting thing about Oleo is. You're one of the only HPRA-licensed MCAP suppliers in the country. Pharmacies and prescribers have to come to you. That's a really unusual position. Most companies I work with are figuring out how to get more demand. With Oleo, the demand is already gated to you. So the question is different. It's how do you serve it cleanly, and how ready are you when MCAP eligibility expands. That's what this is about."
This frames everything. He'll either agree (you've earned the next 20 minutes) or push back (we adjust).
Don't read pages. Use the orb as anchors. Click into pages only if Richard asks, or to make a point land harder.
| Step | Orb stop | Message |
|---|---|---|
| 1 | Profile (inner ring) | "Here's what I know about Oleo. Tell me if I have anything wrong." |
| 2 | Audit (inner ring) | "There are easy fixes on the marketing side. But that's not the lead pitch." |
| 3 | AI + Automation (outer ring) | The wedge. Spend most of the call here. Seven modules, each 2-8 weeks. |
| 4 | MCAP Window (outer ring) | "April 2026 review changes the picture. The ops layer is a hedge either way." |
| 5 | Bedrocan / All-Island (outer ring) | Optional. Only if the conversation is going strategic. |
| 6 | 90-Day Plan (outer ring) | "Here's the sequence if we work together." |
| 7 | Ways To Work (outer ring) | Three options. No pricing. "Which feels right?" |
"That's fine, this isn't really about marketing. The lead pitch is operations and AI automation across the prescriber, pharmacy, and regulatory surfaces. The marketing is a second-order conversation we'd only get to in month two or three. So if you have a marketing partner, that's actually helpful, not a blocker."
"Right, prescription products are off-limits for public-facing ads. That's why the device and app sit in a separate track, conditional on MDR classification. The lead pitch isn't paid ads. It's operations."
"It could. The review could also expand it. Either way, the modules we're proposing make Oleo more efficient at whatever shape MCAP becomes. If the programme is restricted, ops automation extends your runway. If it's expanded, ops automation lets you scale into demand without doubling headcount. The bet is the same either way."
"Absolutely. Whatever framing you're comfortable with on Bedrocan is what goes on the site. The orb references them as a supply-chain authority signal, but if that's not the position you want public, we drop it. It's your call, every time."
"Article 9 special-category data on OleoCare needs a DPIA before any AI module touches patient information. We assume that's already in flight. If we're working on Module 2 (AI symptom summaries), we'd run that build under HIPAA-equivalent posture, with penetration testing pre-launch. Nothing goes near patient data without proper scaffolding."
"Honestly, I'd rather come back with a real number against a real scope. If Option B (one pilot module) feels right, I can have a fixed-fee proposal in your inbox by end of week. If Option A (deeper audit) is more your speed, we can get that scoped this side of the weekend. Scope-led, not list-priced."
"That's actually why we lead with admin AI (Module 7). It's the fastest to ship, 2-4 weeks, and it gives back ~10 hours per week of executive time. Everything else gets easier when you have that headroom."
"Agreed - what we're doing isn't ChatGPT-the-feature, it's domain-specific automation. HPRA paperwork doesn't need a chatbot, it needs document assembly. Prescriber onboarding doesn't need conversation, it needs auto-verification against the Medical Council register. Each module has a specific, narrow AI use that replaces a known manual workflow. No vibes."
"That's why every public-facing piece is conservative by default. The strict two-track approach is the floor. Every claim is verifiable. Every clinician quote has consent. Every page has a regulator citation where appropriate. If anything in here makes you flinch, we don't ship it."
"Honestly, two things. One, we lead with operations and AI rather than marketing on this kind of business, which is the right wedge for a regulated monopoly. Two, we ship fast, the orb you're looking at took us about a day, and we work the same way on builds. That's not for everyone, but if it's the speed you want, we're a good fit."
D+1: Email with orb link + 90-day plan link + lead profile link. Brief.
D+3: One-pager spec for whichever module resonated most.
D+7: "Just checking in - any thoughts? Happy to set up time, or close the loop if not the right fit right now."
Same day: "Let me put a real proposal together against a real scope. Friday at the latest."
D+1: Single-page fixed-fee scoped proposal for the chosen option.
D+3: "Did you get a chance to look at it? Any questions, happy to walk through."
D+1: "Thanks for the time, Richard. Whenever it's the right moment, you know where to find us. Here's the briefing in case any of it's useful internally - no obligation."
Send orb link. Done. Door open without pressure.
No anchor on the call. If pushed:
"Honestly Richard, I don't want to throw a number out without knowing what we'd actually be doing. If Option A, B, or C feels right, I can put a real proposal together this week. The shapes are: A is a fixed-fee scoping engagement, B is a fixed-fee one-module pilot, C is a phased retainer. The numbers make sense once we know the shape."
If he insists on a ballpark:
"Ballpark, A is sub-five-figures, B is mid-five-figures, C is six-figures over twelve months. But those are very rough until we know what scope we're building."
For any of those: "That's a great question and I want to make sure we get it right. Let me bring Donal in on the next call - he handles those decisions and he'll have a clearer view than me."
You're showing him a way to compound the regulatory monopoly he already has, by removing the operational friction that throttles it.
That's it. The rest is detail.