For Jen Schimbeno and Brandyn Roark Caires · 1 October 2026 · private

You built the product and the network. Now buyers have to find it.

About $100,000 in digital product sales, 18 trained professionals, pages that show up in Google 30,000 times a quarter, and no marketing spend yet. That is a strong starting position. The next four months turn that into course sales, certifications and Align sign-ups, and into the numbers an investor will ask for.

VV

The plan is Steve's. Steve Wymer and Valley Ventures laid out the path you already have: build demand, improve the experience, then raise. We think it is the right plan. Steve's first two steps become our three, Foundation, Capture and Amplify, shown below. Then Steve leads the raise with the numbers they produce. He advises; we build and measure.

6.2/10Site today. About 7.6 after Phase 1.

Brand and design7.8

A clear next step for every visitor4.5

Found on Google and ChatGPT3.8

Speed on a phone5.2

Knowing what drives sales3.0

The look stays. The paths and the plumbing change.

Want the technical detail? Switch to Team detail for the full site scan, the email follow-up plan, the tracking plan and our notes on entity structure.

What we heard on Wednesday

Did we get the business right? Correct anything here first.

Two businesses, one brandParent Team the service company stays as it is. Align, the family platform, is what you intend to raise against, likely as a separate entity.

The course was the engine, and the site switch slowed itSales softened after last year's redesign. That points at the paths on the site, not the product. Steve's note that the homepage needs one clear button is the same finding from the outside.

Referrals come from therapists; attorneys are a future buyerSo the marketing never casts attorneys as the problem.

Capacity is not the constraint, demand isNone of the 18 professionals is full with Parent Team work yet, and most want more of it. That makes the next four months a marketing problem, which is a good problem to have.

Also heard, and how it shapes the plan

First certification cohort: 25 professionals at a $5,000 price point, sold by hand through LinkedIn and referrals. The current $1,999 evergreen version has room to move on price or packaging.
The two questions that bring parents in: "how do I protect my kids in a divorce" and "how do we get divorced without lawyers." Both become pages in Phase 1.
If the round is for Align, investors weigh Align adoption above course revenue. Phase 2 is where the investable number comes from; Phase 1 feeds it traffic; Phase 3 scales it.

The plan

What would we do, and in what order?

Steve's first two steps, building demand and improving the experience, become these three. One choice from us: fix the site and the tracking before spending on ads, so every ad dollar lands on a page that works and gets counted. Each phase ends with a number you can see, not a document.

Wk 1Wk 4Wk 8Wk 16

Phase 1 · Foundation

Make the site convert and be found

Weeks 1 to 4 · inside your Webflow site

One Start Here path each for parents, therapists, attorneys, schools and nonprofits.
Two new pages: protecting kids in a divorce, and divorce without lawyers.
Behind-the-scenes fixes so Google and ChatGPT understand every page, plus tracking that shows which visits turn into sales.

You will see: more people who find you in Google clicking through, ChatGPT and similar tools starting to recommend you, and one dashboard showing where sales come from.

Phase 2 · Capture

Turn Align into the front door

Weeks 3 to 8 · HubSpot you already own

Align becomes the main button for parents on the site, and we can see where people stop.
Everyone who finishes Align gets emails that fit where they are in the process, and an expert in their state reaches out within one business day.
Two articles a month from the questions Align surfaces, promoted on Instagram and Facebook.

You will see: how many parents finish Align, how many book an expert, and whether Align use is growing week to week.

Phase 3 · Amplify

Spend on ads where it already works

Weeks 8 to 16 · small test budgets first

Google ads on the phrases parents type: parenting plan template, co-parenting class online, how to tell kids about divorce.
Facebook and Instagram ads to parents early in a separation, plus reminder ads for people who started Align and did not finish.
LinkedIn and professional associations to fill the certification.

You will see: what it costs to win a customer, product by product. Those are the numbers Steve needs for the raise.

Nurture tracks (Phase 2), first draft

Considering: 5 emails over 3 weeks. What a parenting plan is, what the course covers, one expert story, Align summary reminder, invitation to a call.
In process: 4 emails over 2 weeks. Course first (it satisfies the education requirement), Parenting Plan Guide, Divorce with Dignity, expert booking.
Post-divorce: 4 emails over 4 weeks. Communication, holidays and schedules, the workbook, coaching.
Professional: 4 emails over 4 weeks. Certification outline, faculty, CE and CLE credit path, referral kit, next enrollment date.
Safety flag: anyone who answers "No" or "I'm not sure" to Align's safety question is removed from all marketing emails and handed to a person on the Parent Team for follow-up, along with the resource page.
After the track: each track hands off to a monthly send from the content engine, so no one drops off the list when their sequence ends.

Content engine and seasonality

Topics come from the Align "most worried about" and "what matters most" answers, aggregated monthly.
Each topic: one 1,200-word article, one Instagram carousel, one Facebook post. Expert quoted by name with profile linked. Every piece ends with the assessment.
Seasonal anchors: January filings, tax season (Jen), summer schedules, back to school, holidays.

The site

What is holding the site back?

We looked at all 61 pages on a computer and a phone. The brand and the photography are good. Five things hold the site back.

parentteam.com homepage on desktop — parentteam.com today. The hero is right. The six service links beneath it and the two dropdown menus are where a parent loses the thread.

What we found	Why it matters	When we fix it
Six audiences share one homepage and one button.	A parent and a school counselor need different next steps. This is the most likely reason course sales softened after the redesign.	Phase 1, weeks 1 to 2
Google and ChatGPT cannot tell what your pages offer.	Your courses, prices and experts are not labeled in the way search tools read. Sites that do this get the richer listings and the AI recommendations. Yours would qualify once labeled.	Phase 1, week 1
The 18 expert profiles cannot be found by location and have no booking link.	A parent searching for a coach near them finds nothing. An expert who paid for certification has no page that works in their market.	Phase 1, weeks 2 to 3
On a phone, the main image takes about 10 seconds to appear.	Most visitors leave before then. The cause is two settings, not the design, and both are quick to change.	Phase 1, week 1
Your sales data lives in four tools that do not talk to each other.	No single place shows which visitors became customers or where they came from. Investors will ask for exactly that.	Phase 1, weeks 1 to 2

A few small cleanups we can make together on Friday in about ten minutes: some old placeholder page titles, draft pages Google can see, a certification waitlist note on the About page, a 2024 footer and one typo.

Crawl summary, 30 September

61 URLs in the sitemap, all 200. No broken pages. http to https to www is two hops; fine.
0 pages with JSON-LD. 0 canonical tags. /align correctly noindex.
Meta descriptions missing on 6 pages. Three category pages carry the "Ollie" Webflow template title and description; one is already indexed under it.
Draft pages in the sitemap: /style-guide, /pop-up-preview, /contact-copy, /our-team-new, /meet-our-team-archive.
Lighthouse, two mobile runs and one desktop (1 Oct): performance 52 / 52 mobile, 81 desktop; accessibility 91; best practices 77; SEO 92. Mobile LCP 10.3 and 10.5 s simulated, desktop 2.8 s. Total page weight 1.44 MB. LCP element is the hero div.image-background (CSS background, 1.0 s resource load delay). Hero image 149 KB with 127 KB savings available. reCAPTCHA 354 KB, 252 KB unused. Unthrottled browser runs painted the hero in 1.5 to 2.0 s, which is why this did not show in the teaser.
Accessibility: contrast failures on light text, links without discernible names, no main landmark. 8 of 41 images lack alt text. One script loads from the retired rawgit.com host.
Third parties on one load: Webflow CDN, Google Fonts, Pirsch, HubSpot (forms, analytics, banner, CTA), Clarity, jsDelivr. No GA4 or Tag Manager.
Expert profiles: 175 to 215 words each; location named on 5 of 16.

Schema and title set (Phase 1)

Organization on the homepage with founders and sameAs links. Course on the Collection page ($99, $179, $249) and the certification page (65+ hours, $1,999). Person on each expert page with credentials, areaServed and booking URL. Book on the guide and workbook pages. FAQPage where questions already exist.
Replace the three template titles ("Co-Parenting Articles for Two-Home Families | Parent Team" and siblings); fix "form Parent Team" on the Collection title.
Set the five draft pages and /search to noindex and remove them from the sitemap. Add llms.txt.
GA4 and Tag Manager alongside Pirsch; course-platform purchases sent as conversions with source attached.
Speed: hero as an <img> with fetchpriority="high" and a preload, resized to the rendered width; load reCAPTCHA only on the contact page or on form focus; defer Clarity and HubSpot banner until after first paint.

Align

Is Align ready to be the front door? Almost.

We stepped through the assessment after the call. It is a real product with the right tone, a safety screen first and a quick exit. Three things stand between it and a lead engine: nobody can find it, nothing is measured, and nothing happens after the summary. Phase 2 fixes all three.

Technical notes for the handoff

Static front end on the Webflow domain, Supabase JS 2.117, data in a Supabase project. Not linked from the site; noindex; no analytics on any step.
Events to add: assessment_start, safety_answer, step_complete, summary_view, account_create, inquiry_request, via Tag Manager to GA4 and mirrored to HubSpot.
Supabase to HubSpot: database webhook on completion, upserting a contact with stage, state, children, top concerns and a safety flag.
Routing: HubSpot workflow matches state and concern to an expert and creates a task due in one business day. Until profiles carry locations, it falls back to Jen and Brandyn.
Privacy policy and Align disclaimer must describe the sync before it goes live.

Align welcome screen — parentteam.com/align

Align safety screen — Safety first. Keep this.

Team detail

The market, the dashboard, and the entity question.

The market

Court-ordered classes are a price market. Montana programs run 4 to 6 hours at $0 to $95; Children in Between Online reports 5,000+ parents a month. Your course is about 2.5 hours of video plus the workbook, so a court-approval route needs a longer version. A decision, not an assumption.
OurFamilyWizard and TalkingParents are tools, not teachers. They carry structured data and content partnerships. They are a channel as much as a competitor.
A second "Parent Team" exists in Montana. Families First in Missoula runs a class by that name. Structured data and consistent naming keep the two apart in search and AI answers.
Keyword volumes and the competitor comparison are produced in Phase 1, week 1, from Keyword Planner and Search Console.

The dashboard: five rows, weekly, from week one

Attention: impressions, clicks, click-through rate, indexed pages, AI citations; later social reach and paid impressions.
Interest: product page visits by audience; later Align starts, completions and drop-off by step.
Leads: form submissions by audience; later contacts by stage and state, nurture engagement, cost per lead.
Revenue: course, guide and certification purchases attributed to source; later expert bookings, cost per acquisition, average order value.
Investor view: organic footprint trend, Align adoption curve, unit economics by product.

Service company and platform: one entity or two?

You asked for our view on raising under a new entity while keeping the service business intact. These are trade-offs we see with founders in the same position, for Friday's conversation. Jen knows the tax side better than we do, and your attorney and CPA make the call.

Separate entity for Align. For: investors buy the software story without pricing in services; clean cap table; service revenue funds you without dilution. Against: two sets of books, intercompany agreements for the brand and curriculum, marketing spend allocated between the two.
Holding company above both. For: one owner of the brand, curriculum and data, licensed down. Against: a third entity; some investors prefer to fund the operating company directly.
LLC vs S-Corp vs C-Corp. The service business is a candidate for S-Corp treatment. A company raising venture money is usually a Delaware C-Corp; most investors require the conversion before funding.
Settle before the raise: who owns the name and curriculum, how Align licenses them, how customers and data move between the two. The Phase 2 data flow should respect whatever boundary you choose.

General information from our client experience, not legal or tax advice.

Next steps

What happens between now and a decision?

Fri 2 Oct, 8:45 PT / 9:45 MTOne-hour working sessionWalk the plan, agree the Phase 1 scope and budget, make the ten-minute fixes together.
Tue 6 OctProposal for Phases 1 and 2Fixed scope, named owners, the weekly dashboard, Phase 3 as a test budget.
Week of 12 OctPhase 1 starts
Early DecemberPhase 1 and 2 numbers in handIn time for the January search season and the investor conversations you and Steve are planning.

Waiting on you

Three things before Friday

1
Product sales by product for the last 12 months, in whatever form you have it. Jen mentioned this on the call.
2
Read access to Search Console and Webflow, so we can see the 30,000 impressions and make the small fixes on the call.
3
Confirm Friday 8:45 to 9:45 Pacific, 9:45 to 10:45 Mountain, on Zoom.

Budget, partner relationships and the Align back end we will cover on the call. Nothing else is needed in writing.

Who you would be working with

Innovative Group, alongside Valley Ventures.

Steve Wymer has been a partner and advisor to Innovative Group for years, and we are glad to be working with him on Parent Team. He carries the strategy and the raise. Chris Salazar and Rita Matuzic lead the execution: sites, search, AI visibility, CRM and tracking, with the IG team behind them. Every finding on this page was checked at least twice, and Agatha IQ, our AI analysis layer, drafted the first pass before our people reviewed every line.

IG Business GrowthTechnical SEO and Organic GrowthIG Digital Marketing and TechnologyIG AI Solutions

innovativegroup.io/solutions · chris@innovativedesign.us · (408) 316-6946