# Investor Audience and Format Playbook

Status: canonical delivery playbook
Created: 2026-07-29

## Invariant

All versions preserve the same company truth:

> Roover prepares the buyer's roofing job before roofer selection and pricing, so suitable roofers can price one basis and the selected roofer can confirm the physical job.

Audience variation may change the entry point, language, depth, evidence, visual order and ask. It may not invent proof or change Roover's role.

## Format rules

### Cold send-ahead deck

Job: work without Mike in the room.

Recommended route:

1. One roofer, two markets.
2. What arrives before the price.
3. Professional ordering precedent.
4. Roover's residential translation.
5. Product.
6. Why now.
7. Market.
8. Existing alternatives.
9. Built versus proving.
10. Distribution and potential payer tests.
11. Conditional potential ladder.
12. Round and proof milestones.

Needs complete labels, qualified evidence and an explicit ask. Avoid dense diagrams and unsupported metrics.

### Live presentation deck

Job: give Mike a visual rhythm while he supplies the meaning.

Use fewer words, stronger contrasts and product evidence. Move methodology, citations, proof boundaries and deeper economics into speaker notes or appendix. Never rely on Mike to rescue an ambiguous slide.

### Cold Loom

Job: earn the next conversation.

Use a short human setup, one product path and a direct next step. Do not replay the entire company history. A useful structure is:

1. why this is worth the viewer's time;
2. one roofer, two markets;
3. the job before the price;
4. address to prepared job;
5. selected roofer confirms;
6. what is built and what the round proves;
7. invitation to talk.

### Warm investor update

Job: explain continuity and what changed.

Lead with the prior concern, the clarification, the product evidence and the remaining proof. Do not pretend the earlier thesis was unrelated; marketplace discovery exposed the missing transaction layer.

### Product demonstration

Job: show the missing buyer-side function in product form.

Preferred sequence:

1. homeowner address;
2. property-specific evidence;
3. guided homeowner input;
4. prepared job and project room;
5. measurement, assumptions and unknowns;
6. conditional initial roofer pricing;
7. comparison and selection;
8. selected-roofer site confirmation.

Demonstrate only real or clearly labelled prototype capability.

### Live conversation

Job: create pull.

Start with the human contrast, answer the question asked, and stop. Use the depth ladder only as the listener asks for more.

### Follow-up and diligence

Job: resolve uncertainty.

Use professional procurement, market lock, site-visit economics, RoofBuddy, supplier/partner options, proof plan, unit economics, legal role, founder chronology, bear case and falsifiers.

## Audience cuts

| Audience | Best doorway | Emphasis | What to hold back |
|---|---|---|---|
| Generalist angel | One roofer, two markets | Obvious problem, founder discovery, tangible product, clear proof round | infrastructure jargon, theoretical marketplace mechanics |
| Tech-literate angel | Job-before-price mechanism | system design, data capture, multi-front-door architecture, falsifiable proof | unearned data moat or inevitability |
| Small-business operator | Prepared work for roofers | practical value, less speculative preparation, payer test, founder execution | abstract category claims |
| Property / real-estate investor | Amateur versus professional buyer | purchase risk, common pricing basis, physical confirmation, recurring installed base | internal software architecture |
| Institutional pre-seed investor | Structural cause and conditional ladder | why now, distribution, scalable economics, proof gates, bear case | personal detail that does not affect founder-market fit |
| Warm prior investor | What changed and why | continuity, earlier concern, clearer mechanism, product, specific next proof | full cold-market education |
| Strategic industry partner | One engine, their front door | prepared demand, material/relationship value, narrow pilot, rights | public claims of commitment or competitive tension |
| Family or non-technical supporter | The job before the price | what Mike found, what has been built, what happens next | QS, transaction infrastructure, proof taxonomy |

## Tolerance for variation

High tolerance:

- opener;
- analogy;
- visual order;
- amount of founder story;
- degree of product detail;
- ask and close;
- terminology matched to listener knowledge.

Low tolerance:

- job preparation before roofer selection;
- roofer control of pricing and judgment;
- physical confirmation after selection;
- distinction between conditional initial pricing and site-confirmed contractor quote;
- current proof boundary;
- conditional treatment of partners, repeatability, data and infrastructure.