This is our  full rollout plan which includes a California-specific business setup and both Phase One (families + retirees) and Phase Two (retirees + family placement in homes). This also includes an exit strategy built into our roadmap, so we’re not only scaling the product for both phases, but also scaling the business as well. This gives us close to 6 months depending on how fast we do these tasks to get this out there to get this out there into the public.

Players:
Brenna (CEO – Founder): Strategy, company formation, legal/compliance, product vision, product design/website/platform design, partnerships, fundraising, financial planning, investor relations.
Pam (COO – Service & Ops): Program design, playbooks, service delivery, contractor hiring/training, package fulfillment, pilot operations, quality control.
Gen (CMO - Marketing & Growth): Brand voice, website copy, marketing campaigns, lead generation, social media, content, partnerships outreach, employer/payer sales enablement.

KinzyCare Rollout Plan (California Launch with Exit Strategy KPIs and Metrics)Phase 0 — Scope & Business Setup (Day 0–2)

Scope & Language

• (Brenna) Define v1 scope: non-clinical, dementia-first coaching + care coordination + mediation.
  • Ops Deliverable: Scope document (Notion).

• (Gen) Draft public language: “aging & memory care,” “caregiving support,” “aging in community.” Avoid “geriatric.” to public, only used with medical teams.
  • Content Deliverable: Messaging guide PDF.

• (Pam) Outline initial packages: Adaptive Living & Family Support, Crisis Navigation, Family Integration & Mediation, Legacy & End-of-Life.
  • Content Deliverable: Package overview draft.

Business Formation

• (Brenna) Incorporate in Delaware and register as foreign entity in California.
  • Ops Deliverable: Filed incorporation docs.

• (Brenna) File Statement of Information (SI-550).

• (Brenna) Apply for EIN and set up CA Franchise Tax Board account ($800 annual tax).

Seller’s Permit

• (Brenna) Apply with CDTFA (for tangible product sales: caregiver kits, print workbooks, branded merchandise).

• (Pam) Define caregiver kit contents (starter pack, safety items, printed workbooks).
  • Content Deliverable: Caregiver kit guide.

• (Gen) Create product marketing and e-commerce page.
  • Content Deliverable: Product sales page copy.

Investor Savvy Ramp-Up

• Learn the funding instruments

  • Study YC SAFE (Simple Agreement for Future Equity) and Convertible Notes (the “clean notes”).

  • Understand how they differ (valuation cap, discount, interest).

• Cap table & dilution practice

  • Use Carta Launch (free) or Pulley (free plan) to simulate fundraising rounds.

  • Build your own fake cap table in Google Sheets → add founder stock, advisor equity, and simulate a $500k SAFE + later priced round.

• Valuation basics

  • Read VC primers (Y Combinator Library, Brad Feld’s Venture Deals).

  • Learn pre-money vs post-money valuation and how it impacts dilution.

• Term sheet literacy

  • Study sample term sheets (NVCA model docs).

  • Learn key clauses: liquidation preference, pro-rata rights, anti-dilution.

• Financial storytelling

  • Practice a simple 3-line model: Revenue, Expenses, Burn/Runway.

  • Be able to answer: “If I give you $1M, what happens to it in 18 months?”

• Community & practice

  • Join AngelList or Hustle Fund Angel Squad webinars.

  • Follow investor blogs (Tomasz Tunguz, a16z, First Round Review).

Licenses & Compliance

• (Brenna) Obtain city/county business license.

• (Brenna) File 25102(f) exemption if issuing equity.

• (Brenna) Obtain workers’ comp insurance (mandatory).

• (Pam) Draft internal compliance onboarding checklist.

Ops Deliverables

• Company formation checklist – (Brenna)

  • This is legal + corporate setup, so it falls under your CEO/founder responsibilities.

  • Includes: incorporation docs, EIN, licenses, insurance, equity filings, registered agent, etc.

• Sales tax compliance tracker – (Brenna, with Pam support)

  • Brenna: Set up CDTFA account, ensure seller’s permit is active, and understand filing schedule.

  • Pam: Help track when sales tax filings are due, especially if kits or print materials are sold.

• Caregiver kit distribution workflow – (Pam, with Gen support)

  • Pam: Build the operational process — how kits are assembled, packaged, shipped, and tracked.

  • Gen: Provide the branded materials, packaging design, and marketing content (product page, instructions, inserts, etc.).

Exit KPIs: Clean legal/financial structure = smoother M&A or IPO diligence.

Phase 1 — Company, Equity & Contracts (Week 1)

Company & Equity

• (Brenna) Draft founder docs: IP assignment, vesting, 83(b).

• (Brenna) Draft advisor/contractor equity agreements.
  • Content Deliverable: Advisor agreement template.

Finance

• (Brenna) Set up bank account and bookkeeping system (QuickBooks/Xero).
  • Ops Deliverable: Chart of accounts.

Exit KPIs: Clean IP + equity agreements = eliminates deal-breakers in exit.

Phase 2 — HIPAA-Light Baseline (Week 1–2)

Vendor Compliance

• (Brenna) Execute BAAs with Paubox/Spruce, Google Workspace, SimplePractice.
  • Ops Deliverable: Signed BAAs stored in compliance tracker.

Policies & Training

• (Pam) Draft privacy, security, breach response, access control, vendor management policies.
  • Content Deliverable: Policy handbook.

• (Pam) Train staff/contractors on HIPAA basics.
  • Ops Deliverable: Training attestation log.

California Privacy

• (Brenna) Implement CCPA/CPRA compliance: consumer rights notice, breach plan.

• (Gen) Publish privacy policy on website.

Exit KPIs: Compliance maturity = higher valuation and faster buyer confidence.

Phase 3 — Client Protection & Legal Docs (Week 2)

Client Agreements

• (Pam + Brenna) Draft coaching service agreements.
  • Content Deliverable: Coaching agreement PDF.

• (Pam) Draft telehealth/service consents (CA language).
  • Ops Deliverable: Consent integrated in SimplePractice.

Legal & Privacy

• (Brenna + Gen) Finalize privacy policy + Notice of Privacy Practices.

• (Brenna) Draft data processing addenda for contractors.

• (Pam + Gen) Draft disclaimers (“not medical advice”).
  • Content Deliverable: Family-facing disclaimer handout.

Exit KPIs: Strong legal docs mitigate liability; valued by payers/employers.

Phase 4 — Product & Ops MVP (Week 2–3)

Core Systems

• (Pam) Configure SimplePractice: intake forms, scheduling, secure video.

• (Brenna) Set up Stripe payments (PHI excluded).

• (Gen) Build website: 1-pager with “Book Intro Call.”
  • Content Deliverable: Landing page copy.

• (Pam) Set up shared inbox (HelpScout/Zendesk, no PHI).

Exit KPIs: MVP traction data proves product-market fit to investors.

Phase 5 — Program Design (Week 3–4)

Package Design

• (Pam) Create session flows, scripts, worksheets, and emergency plan template.
  • Content Deliverable: Caregiver workbook + outcome guide.

• (Pam) Draft family mediation tools (sibling roles, conversation prompts).
  • Content Deliverable: Mediation script.

• (Pam) Build referral playbook (healthcare, elder law, mediation).
  • Content Deliverable: Referral kit.

• (Pam + Brenna) Define outcome tracking framework.

• (Pam + Gen) Produce mini-classes + printables.
  • Content Deliverable: Mini-class slides + family handouts.

Exit KPIs: Outcome tracking = valuation driver and proof of efficacy.

Phase 6 — Talent (Week 4–5)

Hiring

• (Pam) Recruit care coaches, mediators, doctors, nurses, therapists, geriatric-focused experts, coordinators (contractors).
  • Ops Deliverable: Airtable recruitment pipeline.

• (Pam) Build contractor kit (ICA, BAA, background check).
  • Content Deliverable: Onboarding packet.

• (Pam) Draft ops playbook: intake triage, escalation, documentation.
  • Content Deliverable: Contractor ops playbook.

Exit KPIs: Workforce scalability = attractive to strategic acquirers.

Phase 7 — Clinical Expansion Path (Parallel Prep)

Clinical Setup

• (Brenna) Set up MSO (KinzyCare Inc.) + PC (KinzyCare Medical Group, P.C.).

• (Pam) Recruit licensed providers (per state).

• (Pam) Draft clinical policies (Rx, QA, peer review, malpractice).
  • Ops Deliverable: Clinical policies binder.

Exit KPIs: Opens payer/insurer acquisition opportunities.

Phase 8 — Housing & Community Model (Week 5)

Community Housing

• (Brenna) Monitor RCFE compliance boundaries (avoid triggering at launch).

• (Pam) Build marketplace stance: families run homes, KinzyCare vets/supports.

• (Pam) Draft vetting process: background checks, safety checklist, insurance.
  • Ops Deliverable: Vetting checklist + logs.

• (Brenna) Draft family/home operator agreements.
  • Content Deliverable: Agreement templates.

Exit KPIs: “Airbnb for elder care” model = defensible moat for acquisition.

Phase 9 — Risk & Insurance (Week 5)

Risk Management

• (Brenna) Secure insurance: liability, E&O, cyber, workers’ comp.

• (Pam) Draft incident playbook (breach + crisis escalation).
  • Content Deliverable: Incident reporting form.

Exit KPIs: Risk maturity = premium multiples in acquisition.

Phase 10 — Pilot (Weeks 6–10)

Pilot Operations

• (Gen) Recruit 10–15 families.

• (Pam) Run pilot for 4–6 weeks.

• (Pam + Brenna) Track outcomes: intake-to-plan time, crises avoided, stress delta, satisfaction, repeat bookings.

• (Pam) Conduct weekly debriefs.
  • Ops Deliverable: Pilot retrospective doc.

Exit KPIs: Pilot traction metrics = essential proof for investors and acquirers.

Phase 11 — Go-to-Market (Weeks 8–12)

Market Entry

• (Gen) Finalize messaging: “Dementia-first coaching + vetted community support.”
  • Content Deliverable: Messaging deck.

• (Gen) Build channel strategy: neurologists, elder law, financial advisors, churches, employers.
  • Ops Deliverable: Partner outreach CRM.

• (Gen + Brenna) Create partner pack (one-pager, referral form, SLAs, liability standards).
  • Content Deliverables: Partner deck + one-pager.

• (Brenna) Set pricing: base packages + add-ons + monthly tier + employer pilots.

• (Pam + Gen) Publish trust signals: agreements, BAAs, privacy, insurance, vetted-home framework.

Exit KPIs: Partnerships + CAC/LTV proof = acquisition pipeline.

Phase 12 — Data & Compliance Hardening (Post-pilot)

Compliance

• (Brenna + Pam) Conduct HIPAA/CMIA risk assessment + remediation.

• (Pam) Perform quarterly access reviews; enable MFA everywhere.

• (Brenna) Complete annual vendor audits.

• (Brenna) “Switch on” clinical operations post-MSO/PC.

Exit KPIs: Compliance maturity = IPO readiness or high-value exit.