Field Guide · No. 02 · Build & Sell Reference

The Sellable
Systems.

A working spec for the productized systems sold via cold email. Each system is broken down into what kicks it off, what comes out the other end, and the niches most likely to pay for it.

Startup Builder Lab EST · 2026 8 Systems Working Spec v.01
01
System

Auto Quote System

Sales call to branded, accurate quote — sitting in the customer's inbox within minutes of the call ending.

Listens to (or reads) the sales conversation, extracts the scope of what's being quoted, applies the business's pricing rules and add-ons, and produces a clean branded quote — delivered to wherever the customer expects to see it. The rep stops being a typist and goes back to selling.

Best-Fit Niches
HVAC Roofing Plumbing Landscaping Painters / General Contractors Custom Manufacturing Freight & Logistics IT Services / MSPs Print Shops Event & Catering Auto Body & Detailing Marketing Agencies B2B SaaS Sales Teams Medical Device Sales
Triggers · What Kicks It Off
Sales call transcripts
Granola Fathom Otter Fireflies Read.ai Avoma tl;dv Gong
Raw recordings & audio
Zoom recording Google Meet Loom video MS Teams recording Voice memo upload Phone call (Aircall, RingCentral)
Inbound intake forms
Typeform Tally Jotform Webflow form Calendly pre-call form Email forwarded in
CRM stage change
HubSpot Pipedrive Salesforce Close Folk Attio Monday CRM Airtable GoHighLevel
Manual triggers
Slack slash command Dashboard button SMS to a number
Outputs · Where It Lands
Customer-facing delivery
Branded PDF emailed DocuSign signable URL PandaDoc Qwilr interactive page SMS w/ link WhatsApp message
Internal storage
Google Drive folder Dropbox OneDrive Notion page Airtable record
CRM attachment
HubSpot deal Pipedrive opp Salesforce record Close lead Monday item Airtable record GoHighLevel opp
Accounting handoff
QuickBooks estimate Xero quote FreshBooks Stripe payment link
Internal notification
Slack #sales Email to rep Push notification
02
System

Auto Invoicing System

The moment work is delivered, the invoice is generated, routed, and tracked — without a finance person touching the keyboard.

Watches the operational signal that says "this work is done" — a closed task, a shipped order, a signed contract, a scheduled tick — and produces the correctly itemized invoice through the existing accounting stack. Adds payment links, automatic reminders, and AR-side visibility so receivables stop sitting in someone's head.

Best-Fit Niches
Consultants & Coaches Marketing Agencies Dev Shops Cleaning Services Lawn / Pest / Pool Personal Trainers Tutoring & Education B2B Subscription / SaaS Event Planners Photography Studios Property Management Freelance / Solo Operators Legal & Accounting Firms
Triggers · What Kicks It Off
Project / task completion
ClickUp task close Asana Monday Notion Linear Trello Basecamp
Delivery confirmation
Shopify order fulfilled WooCommerce status Carrier webhook (UPS / USPS / FedEx) Customer approval email
Time-based
Monthly subscription tick Harvest threshold Toggl threshold Clockify Milestone date hit
Contract / sales event
CRM "closed-won" DocuSign signed PandaDoc signed Stripe checkout completed
Manual
Slack command Email forward Voice note ("invoice Acme")
Outputs · Where It Lands
Accounting system
QuickBooks invoice Xero invoice FreshBooks Wave Zoho Books
Payment delivery
Stripe payment link Square invoice PayPal ACH via Plaid Bank transfer details
Customer-facing
Emailed PDF SMS w/ payment link Customer portal update WhatsApp
Internal tracking
Airtable AR log Notion AR board Google Sheet Slack #finance alert
Follow-up reminders
Scheduled email reminders SMS reminders pre-due Dunning sequence on overdue
03
System

Auto Proposal System

Discovery call to polished proposal — branded, scoped, priced, and ready for the prospect's signature without the rep building a Google Doc from scratch.

Pulls from discovery notes, prospect intake info, and the firm's prior wins to assemble a complete proposal — scope, deliverables, timeline, pricing options, and curated case studies that match the prospect's situation. Output is interactive, signable, and tracked so the rep knows the moment it's opened.

Best-Fit Niches
Marketing Agencies Dev Shops Design Studios Consulting Firms IT Services / MSPs Architecture & Engineering Custom Build Shops Real Estate Brokers Financial Advisors Insurance Brokers B2B High-Ticket Sales Wedding / Event Pros Construction GCs
Triggers · What Kicks It Off
Discovery call output
Granola transcript Fathom Otter Fireflies Zoom recording Loom from prospect
Inbound brief
RFP in email Typeform intake Tally / Jotform Shared Notion doc Google Doc requirements Calendly intake form
CRM signal
HubSpot "proposal" stage Pipedrive Salesforce Close Monday CRM Airtable GoHighLevel Deal value threshold
Manual
Slack command + brief Email forward Dashboard button
Outputs · Where It Lands
Signable proposal
PandaDoc DocuSign HelloSign Qwilr interactive GetAccept Proposify
Hosted web page
Branded HTML at custom URL Webflow CMS Framer Notion public page
PDF / file storage
Google Drive Dropbox OneDrive Box
CRM & delivery
Attached to HubSpot deal Pipedrive opp file Salesforce record Monday item Airtable record GoHighLevel opp Email w/ tracking link
Engagement signal
Slack "they opened it" Email to rep on view CRM activity log
04
System

CRM / Past Customer Mining

Most businesses are sitting on a goldmine of dormant contacts and forgotten deals. This system surfaces them, ranked by likelihood to convert.

Scans the existing CRM (and any historical contact lists) for hidden expansion, win-back, and reactivation candidates — past customers that match the profile of current best customers, lapsed accounts with re-engagement signals, and prospects that went dark but match recently closed deals. Returns a prioritized list with a specific reason and a draft re-entry message per contact.

Best-Fit Niches
B2B SaaS w/ 500+ contacts Marketing Agencies Consulting Firms Financial Advisors Real Estate Brokerages Dental / Med Practices Gyms / Studios / Fitness Home Services Multi-Truck E-commerce w/ Repeat Buyers Coaches & Course Creators Recruiting Agencies Wealth Management
Triggers · What Kicks It Off
CRM data sync (continuous)
HubSpot Salesforce Pipedrive Close Copper Folk Attio Monday CRM Airtable CRM GoHighLevel Zoho CRM
Historical list intake
CSV upload QuickBooks customer export Stripe customer export Shopify customer list Google Sheets sync
Refresh signals
New "ideal customer" tagged New service launched Price-list updated Weekly / monthly schedule
Manual / on-demand
Slack command Dashboard "run mining" Rep request via form
Outputs · Where It Lands
Prioritized list
Notion database Airtable view Google Sheet Custom dashboard
Sales-team handoff
Slack DM per rep Email digest CRM tag ("re-engage") Task created in CRM
Outreach platform
Instantly Smartlead Lemlist Apollo La Growth Machine Reply.io
Draft messages per contact
Email draft (Gmail / Outlook) LinkedIn DM draft SMS template
Reporting
Weekly digest email Slack #revenue post PDF executive summary
05
System

Lead Researching System

Deep, personalized research on every lead at scale — the prep work an SDR would do if they had three days per prospect.

Takes a list of leads — from any source — and enriches each with deep research: company news, recent funding, role context, hiring signals, content the person posts, mutual connections, talking points, and a personalized hook ready to use as a cold opener. Replaces the hour-per-prospect manual scrape SDRs would otherwise do.

Best-Fit Niches
Cold Email Agencies Outbound Sales Teams B2B Sales (Any Industry) Recruiting Firms Investors / VC Deal Sourcing Real Estate Investor Outreach Partnership / BD Teams Podcast Bookers Wealth Management Prospecting Non-Profit Fundraising Speaker Bureaus Executive Coaches
Triggers · What Kicks It Off
Lead list intake
CSV upload Clay table Apollo list Smartlead list LinkedIn Sales Nav export ZoomInfo export Event attendee CSV
Live signals
New lead in HubSpot Pipedrive new contact Form submission Calendly booking Demo request
Scheduled / batch
Daily new-leads scan Weekly batch run Apollo webhook on enrichment
On-demand
Slack command ("/research Jane Doe") Email forward to research@ Dashboard manual entry
Outputs · Where It Lands
Enriched data back to source
CSV download Google Sheet Clay table populated
Outreach platform population
Instantly custom fields Smartlead Lemlist Apollo sequences La Growth Machine Reply.io
CRM enrichment
HubSpot notes & properties Pipedrive Salesforce Close Folk / Attio Monday CRM Airtable GoHighLevel
Per-account briefing
PDF briefing per lead Notion page per account Slack DM to AE Google Doc pre-call brief
Reporting
Weekly research digest Slack #pipeline post
06
System

Case Study Creator

Finished project to polished, publishable case study — without the marketing team chasing the account manager for six weeks.

Watches for the moment an engagement finishes successfully, then pulls from kickoff notes, milestone updates, deliverables, customer interview transcripts, and outcome metrics to draft a complete case study. Outputs ready for customer review, then for publishing on the site, in the sales library, and in outbound campaigns.

Best-Fit Niches
Marketing Agencies Dev Shops Design Studios Consulting Firms B2B SaaS IT Services / MSPs High-Ticket B2B Services Construction GCs Custom Build Shops Architecture & Engineering Coaches / Course Creators Recruiting Firms PR & Comms Agencies
Triggers · What Kicks It Off
Project completion
ClickUp final task Asana milestone Monday status Linear "shipped" Notion project complete CRM "delivered"
Customer signal
NPS 9 or 10 response Positive testimonial submitted 5-star review left Renewal signed Upsell closed
Recorded interview
Granola interview transcript Fathom Otter Zoom recording Loom from customer
Manual
Slack command Marketing request form PM "wrap" email
Outputs · Where It Lands
Internal review draft
Google Doc Notion page Microsoft Word
Customer approval
PandaDoc light approval DocuSign sign-off Email w/ redline link
Published form
Branded PDF Webflow CMS page Framer page WordPress post Notion public page
Social / distribution
LinkedIn post draft X thread draft YouTube script Newsletter mention Slack #wins channel
Sales enablement
Highspot / Seismic library Notion sales library Cold email template pre-loaded Proposal system case-study pool
07
System

Applicant Tracking System

A no-code ATS built in the tool your team already opens every day — every applicant becomes a row, every stage is a column.

Catches applications wherever they originate — job boards, careers-page forms, email, LinkedIn, referrals — parses the resume and intake fields into structured columns, and drops each candidate into a no-code platform of choice. Hiring managers get a clean pipeline view, candidates get auto-acknowledgement and scheduling, and the business stops paying $500/month for an enterprise ATS it doesn't need yet.

Best-Fit Niches
Small Biz Hiring 1-10 Roles / Year Recruiting Agencies Marketing & Creative Agencies Consulting Firms Construction & Trades Restaurant & Hospitality Groups Healthcare Practices Dental / Vet / Med Spa Property Management Real Estate Brokerages Insurance Brokerages E-commerce / DTC Brands Non-Profits Franchise Operators Startups Under 50 FTE
Triggers · What Kicks It Off
Job board applications
Indeed LinkedIn Easy Apply ZipRecruiter Glassdoor Wellfound Built In Google for Jobs Monster
Career-page forms
Typeform Tally Jotform Webflow form Notion form Custom HTML form
Email-based intake
apply@ inbox parsing Resume forwarded by team Cover letter attachment
Referrals & inbound
Slack #referrals Internal referral form LinkedIn DM Recruiter agency upload
Direct booking
Calendly intro call Cal.com SavvyCal
Manual
Slack command Dashboard input Voice memo intake
Outputs · Where It Lands
Primary candidate record (the "ATS base")
Airtable base Monday board Notion database ClickUp Coda Smartsheet Google Sheet Trello board
Resume & document storage
Google Drive (by role) Dropbox OneDrive Box
Hiring team notifications
Slack #hiring Email to hiring manager SMS to recruiter MS Teams channel
Candidate-facing
Auto-acknowledgement email Scheduling link (Calendly / Cal.com) Status update emails Templated rejection
Scheduling & calendar
Google Calendar event Outlook Panel calendar invite
Offer & HRIS handoff
PandaDoc offer letter DocuSign Rippling Gusto Justworks Deel BambooHR
Pipeline reporting
Weekly Slack digest Dashboard view Hiring manager scorecard
08
System

Inbound Lead Management System

Every inbound lead gets a personalized reply — with a genuine value-add in their inbox within seconds — qualified, routed, and warmed before a human ever says hello.

Catches every inbound lead the moment it lands — form fill, email, chat, DM, missed call, ad lead — then instantly qualifies it, routes it to the right person, and fires back a customized auto-reply that does far more than "thanks, we'll be in touch." Each reply is tailored to what the lead actually asked about and carries a real value-add: a matched guide, a pricing or ROI calculator, a quick-win checklist, the most relevant case study, a free audit offer, or a one-tap booking link. The lead stays warm, the business looks instantly responsive, and the assigned rep inherits a scored contact with full context already in the CRM.

Best-Fit Niches
Home Services (HVAC / Roofing / Plumbing) Marketing Agencies B2B SaaS Real Estate Brokerages Mortgage & Lending Financial Advisors Med Spas / Dental / Cosmetic Law Firms (PI / Family / Estate) Contractors & Remodelers Coaches & Course Creators Insurance Brokers Auto Dealers Solar & Home Improvement High-Ticket E-commerce
Triggers · What Kicks It Off
Web form submissions
Typeform Tally Jotform Webflow form Gravity Forms HubSpot form Calendly booking
Inbound email
sales@ / info@ inbox parsing Gmail Outlook Forwarded inquiry
Chat & DM
Website chat widget Intercom Drift Instagram DM Facebook Messenger LinkedIn message WhatsApp
Phone & SMS
Missed-call trigger Voicemail transcription Inbound SMS CallRail Aircall RingCentral
Ad & landing-page leads
Meta Lead Ads Google Lead Form LinkedIn Lead Gen Forms TikTok Lead Gen Landing-page CTA
Marketplace & directory
Google Business Profile Yelp request Thumbtack Angi Houzz
Outputs · Where It Lands
Instant personalized auto-reply
Tailored email reply SMS reply WhatsApp reply DM reply (IG / FB / LinkedIn) Chat-widget response
Lead magnet / value-add delivered
Topic-matched PDF guide Pricing / ROI calculator link Quick-win checklist Most-relevant case study Free audit / quote offer Short video walkthrough One-tap booking link
Qualification & routing
Lead score Intent / topic tag Round-robin assignment Territory / service routing Spam / tire-kicker filter
CRM record created
HubSpot contact + deal Pipedrive Salesforce Close Monday CRM Airtable GoHighLevel
Internal notification
Slack #leads Email to assigned rep SMS to owner Push notification
Booking & nurture
Calendly / Cal.com hold Auto-enroll in nurture sequence Instantly / Smartlead Mailchimp / ActiveCampaign SMS drip (no-reply follow-up)
DESIGN.md
Clinical-yet-warm reference surface. Confident asymmetry, weight-driven hierarchy, single emerald accent, perpetual micro-motion. Triggers read neutral; outputs carry the accent.
8
Creativity
7
Density
8
Variance
6
Motion

Color tokens

Canvas White
#F9FAFB · surface
Charcoal Ink
#18181B · primary text
Steel Secondary
#52525B · body
Emerald Signal
#10B981 · sole accent

Type scale — Geist

Display800 · clamp 5.25
Heading700 · clamp 2.125
Body400 · 0.9375rem
Mono metaGeist Mono · 0.8125

Chip system — I/O semantics

TriggerNeutral surface · slate marker · inputs that kick a system off
OutputNeutral surface · emerald hover · where the value lands
Best-Fit NicheEmerald wash · the buyers most likely to pay