Dash.fi × Charm · Working Plan

01 · Decision Log

What's already decided, and why.

The engagement

We recruit into the Dash.fi strategic partner program that Nykelle operates. Two tracks per the MSA: a partner track (agencies and finance firms with client rosters) and a direct track (operators at high-spend companies). The partner track is the focus; eight of twelve campaigns serve it.

Voice

All outreach runs AS Dash.fi, the partner program speaking in the brand's name. AltGrowth is the contracting entity only and never appears in copy. Nykelle's personal voice runs the LinkedIn seat.

The product wedge

Ramp and Brex report your spend; Dash.fi recovers it. Uncapped 3% back on ads, shipping, and AI, no personal guarantee, free platform, and audit agents that claw back overcharges, paid only on recovery.

The economic spine

Agencies charging on spend have all lived the 2am campaign death when a client's card hit its limit, and they already monetize recommendations through partner pages. Finance firms sell trust, and a free recovery audit is billable-looking value with referral income attached. The program aligns with how both already make money.

Partner-track buyer

Founder / Owner / Partner / Principal at US performance-marketing agencies (media buying in the service list, not creative-only) and ecom-focused accounting, bookkeeping, and fractional-CFO firms. 1-50 headcount.

Direct-track buyer

Founder/CEO under ~50 headcount (the no-personal-guarantee pain is theirs), CFO / VP Finance / Head of Finance / Controller above it. US DTC brands, 5-200 headcount, with ad-spend signals doing the real qualification. Minimum qualifying spend TBD at onboarding.

Industries

Partner: marketing/advertising and accounting, ecom-focused. Direct: retail/e-commerce, consumer goods, supplements, food and beverage, apparel, beauty. Out: holding-company agencies, generalist accountants (soft), B2B SaaS with no ad spend, and underwriting-prohibited verticals (cannabis/CBD, crypto, tobacco excluded now; official list pending).

Disqualifiers

Card-platform competitors and staff (Ramp, Brex, Mercury, Amex, Bill/Divvy), agencies already in the program (list pending), Charm hygiene exclusions.

Tone

Confident operator-to-operator for agencies. Buttoned-up for finance firms and direct-track CFOs.

Legal rails

Financial services: no unverified recovery or cashback numbers (bracketed variables plus a verification table), no APR or credit-terms claims, no guaranteed savings, no outreach to prohibited verticals. Partner economics are never quoted until Nykelle provides terms.

Sourcing

Title-first lists blend our data providers with dedupe at build. Four public partner directories, verified live today, act as pre-qualified sourcing lanes: Meta Business Partners (filterable by managed spend), Shopify's partner directory, Klaviyo's agency directory, and the A2X ecommerce accountant directory.

02 · The Offer Stack

The recovery estimate is the wedge. The economics close.

Client recovery estimateHero · partner track, agencies

We build an estimated-recovery readout for one of the agency's named clients (or their visible roster) from public spend signals, and the agency delivers the findings under their own name. E1 asks one binary question: "want me to run the numbers on one of your clients?" It costs them nothing, makes them the advisor who found free money, demonstrates exactly what Dash.fi does, and the referral economics conversation follows naturally on the call.

Economics sheetFinance partners · meeting-first

Accounting and CFO firms refer on trust and numbers, so their E1 offers a 15-minute look at the program economics sheet, framed as a revenue line their firm is leaving out of its stack. BLOCKED until the economics arrive from Nykelle.

Roster readoutCall stage

The recovery estimate run across an agency's whole visible client roster. The bigger version of the hero, saved for the call where enrollment gets discussed.

Direct-track askRacing campaigns only

"Worth a look at what your last 90 days would have paid back?" The card's own numbers (uncapped 3%, no PG, recovery) carry it; every specific figure ships bracketed until verified.

On-call graduationWhat replies convert into

Program enrollment, referral economics, co-marketing, and the video-first landing page as the partner's referral destination.

The blocker, stated plainly: partner economics is the whole partner-track pitch and we do not have it. Until onboarding answers it, partner copy teases "meaningful recurring economics" and quotes nothing. It is the first question on the call after the anchor check.

03 · Market Evidence

The universe, probed live on Aug 18.

Segment	Buyer	Probed floor
Marketing and advertising agencies, US, 1-50	Founder / Owner / Partner	70,477
Accounting firms, US, 1-50	Founder / Partner / Principal	21,497
DTC brand finance buyers, US, 5-200	Founder / CFO / VP Finance	34,523
Meta / Shopify / Klaviyo / A2X directories	Pre-qualified partners	verified public

Read: these are parent universes; the performance-marketing and ecom-focused slices qualify down at enrichment (roughly 10-25% survive the flags). Even at the low end the qualified partner universe runs five figures, comfortably above sending capacity, and the directory lanes add pre-qualified lists on top. Blend dedupe at list build moves floors up, not down.

04 · The Twelve Campaigns

What each one actually is.

Partner track first (eight campaigns), then direct (two racers plus two harvest/gated plays). Chains, volume targets, and probe data live in profiles/dashfi/campaign-strategy.md.

Recovery-estimate straight offer
Ready

The partner-track volume baseline. Agency founders across the full probed universe get a short casual email asking one question: want me to run recovery numbers on one of your clients? Light personalization, the offer does the work, economics teased but never quoted.

Referral monetizers
Cycle 1

We crawl agency sites and flag the ones with a partners, tools-we-recommend, or affiliate page. These owners have already proven they'll attach their name to a product for economics, which makes them the highest-conversion partner recruits. Copy names the tools they already promote and slots Dash.fi beside them.

Meta partner directory sweep
Cycle 1

Agencies listed in Meta's Business Partner directory, which is filterable by managed spend tier. The directory itself is the qualification: these agencies provably run real client spend. The invite references their tier and specialty.

Shopify / Klaviyo ecosystem agencies
Ready

Agencies in the Shopify and Klaviyo partner directories. DTC-native shops whose entire roster fits the card's spend profile. Same play as the Meta sweep with different directories.

Ecom accountants, meeting-first
Cycle 1

Partners at ecom-focused accounting, bookkeeping, and fractional-CFO firms, sourced from the A2X directory plus the title-first accounting universe flagged for ecom positioning. Buttoned-up tone; E1 offers the 15-minute economics-sheet conversation, since finance firms refer on trust and numbers rather than free audits.

Money-ops publishers
Ready

Agency and finance-firm owners who publish about ecom cash flow, working capital, or financing. They've already argued the problem in public; the email agrees with their own thesis and hands them the product their content is missing.

The 2am card decline
No-AI racer

Every media buyer has watched a client's campaigns die overnight because the card hit its limit. Two lines, no variables, one binary question: worth fixing this for your clients, and getting paid for the intro? Dynamic limits and no-PG close the story. This is the no-AI baseline for the partner track.

LinkedIn partner invites
Week 1 · Nykelle's voice

The top slice of directory-matched agency founders gets why-me-why-now notes from Nykelle on the managed seat, soft ask, no pain-poking, real-person voice with zero variables. Live from week one while email infrastructure warms.

Direct: ad-library heavy spenders
Ready

DTC founders and CFOs whose brands show heavy live ad-library presence, which doubles as spend qualification. The recovery-estimate ask, direct version: your last 90 days of ad spend had money in it, want the estimate? Also feeds the partner track, because qualified brands name their agencies.

Direct: Ramp/Brex displacement
Ready

Finance leaders at brands showing Ramp or Brex signals in job postings or stack pages. Small, sharp, buttoned-up, and it tests the wedge line everything else leans on: they show you where it went, Dash gets it back.

Partner lookalikes
Blocked on item 3

Agencies and firms resembling whoever already refers into the program. Written and ready, but it needs Nykelle to name referring partners on the call. If any exist, this promotes to a top-three campaign, same as Path.

Brand-named agency harvest
Pilot

Every qualified direct-track brand publicly tied to an agency turns that agency into a warm-shaped partner target: you run paid for this brand, here's what the program pays you for intros like that. Only verified relationships get named. Pilots small.

05 · The Onboarding Call

How the call runs. Intake, not pitch.

Same shape as Path: a doctor's intake. She talks, we read down the list and write answers. Target 40 minutes. The economics question comes first because it blocks partner copy.

Min 0-5

Anchor check

Read the framing back exactly as decided. She corrects anything off. Don't re-open settled decisions.

"Here's how we've framed it: we recruit agencies and ecom finance firms into the Dash.fi partner program, in Dash.fi's voice, leading with a free client recovery estimate they deliver under their own name. Direct outreach to high-spend brands runs small alongside it. Anything you'd change before we build lists against that?"

Min 5-22

The seven questions, in this order

1. Partner economics. "What exactly does a partner earn: percentage of what, paid when, for how long? This is the one answer that unblocks all partner copy." Get numbers or get the sheet.
2. Brand authority. "We're sending as Dash.fi. Do we have that in writing from Dash.fi, and do they have domain or brand rules for the program?" Protects everyone; sending domains carry their brand.
3. Existing partners. "Who already refers into the program, even informally? Best single example?" Unlocks the lookalike campaign and social proof.
4. Minimum spend. "What monthly ad spend qualifies a brand for the card?" Sets direct-track qualification.
5. Prohibited industries. "Send us Dash.fi's underwriting exclusion list." We exclude cannabis/CBD, crypto, tobacco in the meantime.
6. Existing-partner exclusions. "Full list of agencies and firms already enrolled, so we never cold-email them." By end of week; don't wait to build.
7. Entity name. "Exact registered name for AltGrowth for the paperwork." MSA carryover.

Min 22-30

Offer walk

Walk the stack in section 02: recovery estimate, economics sheet, roster readout, direct ask. She approves or amends. If the economics from question 1 are strong, decide together whether copy quotes them or keeps the tease.

Min 30-36

Cycle-one preview

Walk the three cycle-one campaigns (referral monetizers, Meta directory sweep, ecom accountants) plus the no-AI racer, one breath each. What she'll see and when: copy in a shared doc during warmup, launch on warmed inboxes around week three, scoring readout 21 days after launch. LinkedIn in her voice starts week one; confirm she'll approve the first batch of notes.

Dash.fi partner program: decisions made, the offer stack, twelve campaigns, and how the onboarding call runs.