Process Place — hero scene reference
One loop ≈ 44s: seed kanban → JPMorgan deal drawer (note → the call + Diane's approval email) → Create ▾ → New proposal → loader → generate screen (read the prompt, then the cursor travels to send) → planning + Context glance → outline → writing → one-frame doc swap → doc tour → the founder edits the thesis line in place → recolors the band from the section pill → back to board, loops. Use the step chips to freeze any beat.
Deals
Lead In
Positioning sprint — Adobe
Adobe
Sarah Whitcombe$38,000Deal created1w agoConversion rate optimization — Workday
Workday
Amara Okonkwo$54,000Deal created1w agoEvent campaign — HubSpot
HubSpot
Bradley Nishimura$72,000Email sent3d agoPaid media restructure — Splunk
Splunk
Nathan Prydwen$76,000Email sent1w agoSales enablement content system — DocuSign
DocuSign
Isabelle Moreau$58,000Email sent1w ago
Call Done
Business Banking Brand Repositioning & Founder Acquisition Engine — JPMorgan Chase
JPMorgan Chase
Diane Kessler$285kEmail received3d agoPfizer Ignite Repositioning, Microsite Rebuild & Biotech Demand Gen — Pfizer
Pfizer
Rafael Ortega$240kEmail received3d agoClinical Talent Employer Brand & Recruitment Demand Engine — HCA Healthcare
HCA Healthcare
Karen Whitfield$285kEmail sent4d agoLow Carbon Solutions Brand Repositioning & B2B Demand Engine — ExxonMobil
ExxonMobil
Sofia Marchetti$285kEmail received3d agoBrand refresh — Oracle
Oracle
Priya Nadella$62,000Email sent1w agoRevOps audit — ServiceNow
ServiceNow
Trevor Kaminski$47,000Stage changed1w agoContent engine — Snowflake
Snowflake
Lena Vasquez$96,000Stage changed5d agoProduct launch campaign — Twilio
Twilio
Gabriela Santos$89,000Email sent6d agoLifecycle & email marketing revamp — NVIDIA
NVIDIA
Damian Foster$51,000Stage changed4d ago
Proposal Sent
SMB Brand Repositioning & Demand Engine — Salesforce
Salesforce
Marcus Ellison$285kEmail received1w agoWalmart Business B2B Repositioning & Demand Engine — Walmart
Walmart
Anthony Boone$285kEmail received5d agoEnterprise Brand Repositioning & ABM Demand Engine — Comcast
Comcast
Alicia Fontaine$285kEmail received1w agoWebsite rebuild — Microsoft
Microsoft
Marcus Feldman$85,000Email sent1w agoABM program — Atlassian
Atlassian
Jonathan Reyes$128kStage changed6d agoSEO overhaul — Datadog
Datadog
Chloe Bergstrom$68,000Email sent4d ago
Contract Sent
Demand-gen retainer — SAP
SAP
Devin Oyelaran$144kStage changed1w agoMarketing website migration to headless CMS — Zoom
Zoom
Ravi Balasubramanian$110kEmail sent5d ago
Won
Full brand + website relaunch — Intel
Intel
Yuki Tanaka$205kDeal won5d agoAnalytics & attribution implementation — Advanced Micro Devices
Advanced Micro Devices
Olivia Grantham$64,000Deal won6d ago
Lost
Thought leadership & PR program — Qualcomm
Qualcomm
Curtis Ashford$42,000Deal lost1w ago
Northwind Growth Partners
Make Chase the bank founders choose first
A founder repositioning, acquisition experience, and two-metro pilot for Chase for Business.
The founder case
Chase is losing the formation market while the market itself grows.
Positioning, acquisition experience, and a provable two-metro pilot reverse the trend inside one TPRM-cleared engagement. Every workstream is back-planned from the January formation surge.
−9%
formation cohort
net-new accounts YoY
$410
blended CAC
up from $320
41%
app completion
target 60%
What we heard
Three numbers from your quarterly review tell one story: founders no longer believe Chase is for them.
Net-new accounts in the under-two-years cohort are down about 9% year over year while US formation is up. Blended CAC has climbed from roughly $320 to just over $410 in eighteen months, and online application completion sits at 41%.
Your switching study names the wound. About two-thirds of founders who chose a fintech said they didn’t think Chase wanted their business — lost emotionally before the funnel ever gets a chance.
Where founders are lost
Three structural leaks, in the order a founder meets them.
Legibility
- One business page for every business
- Startup and dry cleaner read identically
- Founders conclude Chase isn’t for them
Routing
- Leads assigned by branch geography
- Founders meet bankers without startup fluency
- First conversation confirms the doubt
Attribution
- Campaign-to-account tracking breaks mid-funnel
- Closed accounts can’t be traced to spend
- No proof loop to optimize against
The position
The bank that doesn’t disappear — and understands founders.
Fintechs cannot claim safety; regional banks cannot claim founder fluency. Chase can claim both without inventing a new mark.
Inside the guardrails
Everything is expressed within Chase Brand Governance and built for Legal review — that constraint is the strategy, not a tax.
No new mark, no tagline competing with the octagon. The founder positioning ships as a durable messaging playbook Brand and Legal can own, and the site copy system is compliance-native — modular blocks Legal reviews once, not campaign by campaign.
Sequencing respects TPRM. Positioning and site design start under a limited SOW with no customer data, while attribution work waits for full clearance — so the December freeze never becomes the deadline that kills January.
Four workstreams
- 01
Founder positioning & playbook
Founder-facing positioning and messaging architecture, expressed within Brand Governance as a playbook you keep.
- 02
Acquisition site experience
The chase.com/business pre-application funnel rebuilt in your design system, on the compliance-native copy engine.
- 03
Two-metro demand pilot
Austin plus a rising second-tier hub, with accelerator and VC partnerships and full banker enablement.
- 04
Measurement spine
Attribution from campaign to account open, plus founder-lead routing to startup-fluent bankers.
In their words
I didn’t think Chase wanted my business.
Every workstream above exists to retire this sentence.
We’re the biggest small-business bank in the country — and we are quietly losing every newly-formed startup.
Investment
Fixed-fee and milestone-based. Media is separate, client-owned, and never marked up — we recommend a $75–100K pilot media budget.
Northwind Growth Partners
Let’s win January.
Verbal go October 6, site live before the mid-December freeze, pilot live for the January formation surge.