Kickoff Call Surrogacy Marketplace · Pre-Launch Brand

Bring paid in-house, build SEO,
and make brand positioning
carry through every ad.

Today we align on scope, the path to in-house qualified surrogate acquisition on Paid Search and SEO, and the focused GTM plan we'll present at Day 14 — so brand-aligned creative ships into the relaunched marketplace, not third-party lead-vendor copy.

About
Bornvia is a surrogate-first surrogacy referral marketplace founded by Peter Tortora that screens gestational surrogates — medical, psychological, background — and matches them to vetted agencies and intended-parent consultancies in the United States. Surrogates pay nothing; the marketplace earns referral fees from partner agencies, with average matches ranging from $30K to $75K. The model addresses a long-standing "lemons problem" in the niche by giving surrogates one screening, multiple agency options, transparent compensation, and ongoing advocacy — competing with traditional single-agency channels by aligning around the surrogate's experience first.
60
Minutes
9
Sections
2 Wk
Trial Audit
4–6 Wk
Full Launch
Your Engagement
$10k/mo
Senior Growth Marketer + MH-1 Platform
Two-Week Trial · Two Meetings
DAY 1
Kickoff today · audit kicks off · access flowing
DAY 7
Meeting 1 · GTM Plan Presentation — focused lead channel for the relaunch
DAY 14
Meeting 2 · 30-60-90 Plan — channel detail + KPIs for next 3 months
DAY 15
Execution begins on the lead channel
One senior marketer + the MH-1 platform ships at the pace of a four-person agency team.
Section 1 · 5 min
Today's Agenda
Nine topics · 60 minutes · one outcome: everyone aligned on scope, constraints, and next steps for Bornvia's full marketplace launch
01
Intros & Context
Who's on both sides, how we got here
5 MIN
02
Your Engagement
$10k/mo · what's covered · trial structure
5 MIN
03
Partnership Scope
What MH-1 owns + what stays internal
5 MIN
04
Org Structure
Peter's team + MH-1 + agency partners
5 MIN
05
MH-1 Team
CMO + co-pilots + MH-1 leadership
5 MIN
06
Discovery Questions
Compliance, surrogates, agencies, data
10 MIN
07
Tech Stack & Access
What exists, what we'll need, brand assets
10 MIN
08
How We Operate
Communication, reporting, accountability
5 MIN
09
What Happens Next
GTM Plan (Wk 1) → 30-60-90 (Wk 2) → Launch
10 MIN
Section 2 · 5 min
Your Engagement
$10k/mo to start — focused, high-leverage, designed to prove value before scaling. The two-week trial covers a full audit so we know exactly where to spend the energy for the marketplace launch.
Growth Marketer + MH-1
Show value first.
Scale up only when proven.
$10k
PER MONTH
A senior growth marketer focused on Paid Search and SEO — powered by the MH-1 AI platform to ship at the cadence of a multi-person team. Strategy oversight from MH-1 leadership. Built so Bornvia can transition off the third-party paid lead vendor, run brand-aligned ads in-house within 2 weeks, and seed the SEO/AEO presence that compounds into the marketplace launch.
What $10k/mo Includes
→1 senior growth marketer leading Paid Search + SEO
→MH-1 AI platform — research, content, campaign scaling
→Strategy oversight from MH-1 leadership
→Brand-aligned creative + landing experiences (the conversion fix)
→Surrogacy + health/wellness ad-policy guardrails
2-Week Trial · Two Meetings
→Full marketplace + competitive + platform-policy audit
→Day 7 · GTM Plan Presentation — Paid Search + SEO sequencing for the relaunch
→Day 14 · 30-60-90 Plan — channel detail + KPIs for next 3 months
→Stand up consent & tagging stack — Freshpaint / Ours Privacy / Tag Hero
→Recommendation on third-party paid lead vendor — keep, transition, sunset
Why Paid Search + SEO First
Paid Search is the fastest path to in-house creative that carries Bornvia's brand positioning through to the ad — fixing the conversion gap on current vendor leads. SEO/AEO seeded in parallel compounds organically, so the marketplace launches into earned visibility, not rented attention alone.
Path to Scale
Once Paid Search + SEO prove qualified surrogate acquisition, we layer in additional co-pilots (Paid Social, Content, Lifecycle, Influencer / Referral) and a fractional CMO. The tier moves up as the channels do — no re-pitch, just an expanded team.
A traditional agency engagement typically takes six to eight months to produce the audit, GTM plan, and 30-60-90 roadmap we deliver in two weeks. The MH-1 platform compounds the work of a single senior marketer to the cadence of a full team — measurable progress on qualified surrogate acquisition starts in week one.
Section 3 · 5 min
Partnership Scope
A complete operating system across three pillars — Demand Generation, Conversion Engine, and Measurement & Scale. The trial audits all of it; the focused $10k/mo engagement starts on Paid Search + SEO/AEO where leverage is highest.
Pillar 1
Demand Generation
Paid Search · Paid Social · SEO / AEO · Influencer & Referral · Content
Pillar 2
Conversion Engine
Website CRO · Surrogate Application Flow · Lifecycle / Email · Screening Nurture
Pillar 3
Measurement & Scale
Analytics & Attribution · Performance Dashboards · Unit Economics · QBR
$10k/mo Channel Focus
Paid Search (Google Ads) ★ Lead Channel — In-House
SEO + AEO (AI Search Presence) ★ Lead Channel — Build + Own
Analytics & Attribution Build + Own
Strategy Leadership Growth Marketer + MH-1
Paid Social (Meta / Instagram) Layer In Later
Influencer / Paid Referral (TikTok-aware) Layer In Later
Content + Social Media Layer In Later
Lifecycle / Email Marketing Layer In Later
Not In MH-1 Scope
Surrogate Medical / Psychological Screening Internal Clinical Team
Legal / State-by-State Compliance Legal Counsel
Agency Partner Relationships Peter / Internal
Marketplace Platform Engineering Internal Dev Team
MH-1 Is Responsible For
→Growth strategy and execution leadership on Paid Search + SEO
→Qualified surrogate acquisition — compliant, brand-aligned creative
→Transitioning paid spend from the third-party lead vendor to in-house Google Ads
→Building SEO + AEO so Bornvia owns surrogacy informational queries
→Stand up consent & tagging stack — Freshpaint / Ours Privacy / Tag Hero
→Analytics, attribution, and unit-economics dashboards by channel
→Delivering full GTM and 30-60-90 plan after the two-week trial
Peter's Team Provides
→Access to ad accounts, analytics, GHL CRM, and current paid lead vendor data
→Surrogate testimonials and consent for marketing use
→Legal-approved language and any copy restrictions from counsel
→Agency partner intel — referral fee economics and matching capacity
→Brand and platform launch timeline alignment
→Timely approvals on creative and copy (24-hr SLA)
Launch Constraint
The marketplace and brand overhaul ships in 4–6 weeks. The trial GTM plan is built around that date — Paid Search live in-house with brand-aligned creative within 2 weeks; SEO/AEO seeded so the new brand lands into earned visibility, not paid dependency.
Section 4 · 5 min
Organizational Structure
Peter leads Bornvia — MH-1 slots in as the growth & digital engine across the marketplace's two sides: surrogate acquisition and agency match supply
P
Peter Tortora
Founder — Bornvia
Building Bornvia · Marketplace launching in 4–6 weeks · AI-native operator
Surrogate Side
DEMAND · ACQUISITION
Owns
→Paid acquisition — Google, Meta, influencer, referral
→Application + screening intake experience
→Surrogate-facing brand, content, education
→Trust building — advocacy, transparency, support
Constraint
TikTok prohibits surrogacy advertising. Meta restricts heavily. Compliant copy strategy and platform-by-platform creative is non-negotiable.
MH-1
GROWTH MARKETER · GROWTH ENGINE
Owns at $10k/mo
→Paid Search — in-house build, brand-aligned creative
→SEO + AEO (AI search visibility for surrogacy queries)
→Consent & tagging stack — Freshpaint / Ours Privacy / Tag Hero
→Analytics, attribution & reporting
→MH-1 platform multiplies single-marketer output
→Strategy oversight from MH-1 leadership
Team (via MH-1)
Senior Growth Marketer MH-1 Platform Supporting Cast (Jarred + Josh)
Agency Side
SUPPLY · MATCH ECONOMICS
Owns
→Vetted partner agencies + IP consultancies
→Referral fee economics ($30K–$75K typical)
→Inbound match flow from agencies that can't fill cases
→Quality control on agency partner standards
Compounding Effect
Every screened surrogate is matchable across multiple agencies — referral fee economics improve as the partner network expands. The marketplace flywheel.
Section 5 · 5 min
Your MH-1 Team
A senior Growth Marketer leads the engagement paired with the MH-1 platform — backed by Jarred and Josh as the supporting cast across strategy, operations, and engineering
Core Team — $10k/mo
GM
Senior Growth Marketer DEDICATED · ENGAGEMENT LEAD
Leads Paid Search + SEO / AEO with brand-aligned creative — strategy and execution under one person, no hand-offs. Picks up the conversion problem on current vendor leads as the first thing to fix.
MH-1 AI Platform MULTIPLIER
Content, research, campaign scaling at the pace of a four-person team. The reason $10k/mo goes further than a typical solo hire.
Supporting Cast
J
Jarred
MH-1 Strategy & Operations
J
Josh
MH-1 Technical Lead
Your Team
P
Peter Tortora
Founder
Bornvia · Brand & marketplace lead
Engineering Team
2 Developers
Marketplace platform · GHL CRM integration
Paid Lead Vendor
Existing — Transitioning
Currently $20k/mo · moving in-house
Section 6 · 10 min
Discovery Questions
What we need to know to build the right GTM plan for the marketplace launch
⚠ Regulatory & Platform Policy
→Have Google Ads or Meta accounts been suspended or flagged historically?
→What ad copy and creative language has legal counsel pre-approved?
→Which states have surrogacy-specific advertising or commercial restrictions?
→Any existing relationships with platform reps (Google, Meta) for special-category review?
→Privacy stack — Freshpaint, Ours Privacy, Tag Hero already evaluated or selected?
→How is the third-party paid lead vendor running surrogacy-compliant ads today?
Business & Marketplace
→Current monthly volume — qualified surrogate applications & matches?
→Cost per qualified surrogate from the current paid lead vendor?
→Average referral fee earned per match — and split across agency tiers?
→How many vetted partner agencies are on the platform today?
→Match rate — what share of screened surrogates get placed within 90 days?
→What does "$15M–$30M business" look like in unit volume?
Audience & Content
→Surrogate target profile — age, parity, geography, household stage?
→Top objections at application — money, time, family, medical concerns?
→Are there existing surrogate testimonials with consent for marketing use?
→What surrogacy-related communities and creators do candidates already follow?
→Will Peter or surrogate advocates appear in video / social content?
→Differentiating message: "one screening, multiple options" or trust / advocacy?
★ SEO + AEO (High-Leverage Channel)
→What surrogacy informational queries should Bornvia own (e.g., "how to become a surrogate")?
→Has anyone evaluated AEO / AI search visibility (ChatGPT, Perplexity, Claude)?
→What share of current applicants come via organic vs. paid leads?
→How does the relaunched site plan to handle state-specific landing pages?
→What's the planned content cadence — surrogate stories, education, agency-side content?
→Domain authority and backlink profile of bornvia.com today?
Brand Assets
→Brand guidelines for the relaunched identity? (colors, typography, logo, tone)
→Is there a positioning brief or messaging framework we can reference?
→What imagery exists or is in production? (lifestyle, surrogate stories, brand shots)
→Any existing video — surrogate testimonials, founder, advocacy content?
→Existing creative from the current paid lead vendor we can learn from?
→Where are brand assets stored? (Google Drive, Dropbox, Figma?)
Tech & Data
→GHL configuration — lead capture, pipelines, automation as it stands today?
→Is GA4 or another analytics tool tracking the website today?
→Email platform — current state of any surrogate or agency-side flows?
→Application flow analytics — drop-off rate at each step?
→Call tracking on inbound surrogate or agency inquiries?
→How will the new marketplace platform expose attribution and pipeline data?
Section 7 · 10 min
Access & Assets We'll Need
Everything we'll request access to after today — platforms, accounts, and brand materials
★ Google Ads (Lead Channel)
Build in-house — surrogacy special-category authorization, brand-aligned creative, live within 2 weeks
Status: Account setup & verification first
★ Privacy & Tagging Stack
Freshpaint / Ours Privacy / Tag Hero — required before health/wellness ads run cleanly
Status: Stand up alongside Google Ads buildout
Third-Party Paid Leads
Current $20k/mo spend — converting poorly because vendor creative isn't on-brand
Status: Audit unit economics, then transition
★ SEO + AEO (Lead Channel)
Own surrogacy informational queries in Google + ChatGPT, Perplexity, Claude
Status: Greenfield — significant compounding opportunity
Meta Ads (Layer In Later)
Paid social — added once Paid Search + SEO prove the brand-aligned creative system
Status: Out of $10k/mo scope
Email / Lifecycle (Layer In Later)
Surrogate application nurture, screening drip, agency partner comms
Status: Out of $10k/mo scope
Influencer / Paid Referral (Layer In Later)
TikTok-aware creator partnerships — surrogacy advocacy voices
Status: Out of $10k/mo scope
GA4 / Analytics
Website tracking, application events, attribution to match outcomes
Status: Confirm setup — instrument the relaunched site
Website
bornvia.com — current site & relaunch in 4–6 weeks
Status: CRO collaboration on relaunch IA
GHL CRM
Surrogate applications, screening pipeline, agency match coordination
Status: Confirm config — integrate with marketing
Social Media
Instagram, TikTok (organic), YouTube — surrogate-first content
Status: Build presence alongside relaunch
Marketplace Platform
Internal marketplace build — agency match flow + surrogate side
Status: Coordinate launch instrumentation
Brand Guidelines & Assets
Brand Guidelines
Color palette, typography, logo usage, tone of voice
Status: Relaunch identity in production
Brand / Strategy Docs
Positioning, messaging frameworks, value props
Status: Share if available
Imagery & Photography
Lifestyle, surrogate stories (with consent), brand shots
Status: Needed for ads + social
Video Content
Founder, surrogate testimonials, advocacy explainers
Status: Inventory + plan production
Section 8 · 5 min
How We Operate
A premium growth-partner operating model — clear cadence, full transparency, measurable speed, and single-point accountability
Communication
Shared Slack + Email
Slack for day-to-day questions and quick approvals (response <4 hrs).
Email for strategy documents and formal approvals (<12 hrs response).
Transparency & Reporting
Weekly · Monthly · Quarterly
Weekly progress updates during the trial. Post-trial: monthly performance dashboards (shared, not walled-garden) and a quarterly QBR. The work — and the data — is always visible.
Speed
Platform-Multiplied Pace
A CMO + co-pilot team paired with the MH-1 platform ships at the cadence of a much larger group — content, research, campaigns, and reporting compounded by the AI layer. Results land in weeks, not quarters.
Accountability
One Team · Plan + Ship
The same team that builds the plan ships the work. The Growth Marketer is your single point of contact and owner — no hand-offs between strategy and execution, no opaque agency layers.
Section 9 · 10 min
What Happens After Today
Two-week audit → focused GTM plan at $10k/mo → execution on Paid Search + SEO that ships into the marketplace launch
01 Days 1–7 · WORK
Foundation & Audit
→Kickoff complete — all access granted
→Audit current paid-vendor unit economics & conversion gap
→Stand up consent & tagging stack (Freshpaint / Ours Privacy / Tag Hero)
→Surrogacy ad-policy guardrails — Google special-category authorization
→AEO scan — Bornvia visibility in ChatGPT / Perplexity / Claude
02 Day 7 · MEETING 1
GTM Plan Presentation
→Paid Search + SEO sequencing for the marketplace launch
→Brand-aligned creative direction — fixing the conversion gap on current leads
→In-house Google Ads transition plan from the third-party lead vendor
→Privacy & tagging architecture — what's installed, what's pending
→Alignment before we move into 30-60-90 detail
03 Day 14 · MEETING 2
30-60-90 Day Plan
→Paid Search + SEO path forward — what ships in Month 1, 2, 3
→KPIs and unit economics targets locked in
→Peter approves — execution starts Day 15, paid live within 2 weeks
→What we'd layer in if/when proven (Paid Social, Lifecycle, Influencer)
→Marketplace launch (Week 4–6) lands with channels live
After Day 14 — Three Possible Paths
→
Continue at $10k/mo
The default path. Growth Marketer + MH-1 platform executing on Paid Search + SEO — month to month, with the marketplace launching into a live, instrumented engine.
↑
Move Up Tiers Over Time
As Paid Search + SEO prove qualified surrogate acquisition, layer in additional co-pilots (Paid Social, Lifecycle, Influencer / Referral) and a fractional CMO. We expand the team — no re-pitch needed.
×
Walk Away
If the plan isn't the right fit at Day 14 — for any reason — full refund on the trial. No obligation.
Aligned Incentives — Trial Refund Commitment
If the plan isn't the right fit at Day 14 — for any reason — you receive a full refund on the trial. No obligation. The structure is built to align our incentives with measurable outcomes; every prior trial has progressed into a continued engagement.