ASP Global - Intro

Sussy Portillo: It's.

Chris LaFay: It's. Good morning.

Parker: What's up? How's it going?

Chris LaFay: Was a very relaxing weekend. We didn't have my wife. I didn't have too much planned. And then this weekend, we're going to Memphis, Tennessee, to catch a Savannah Bananas game with some relatives. But we found out this morning that one of them is about to be induced for labor today. There's a. There was a. Not a. Not a small monkey wrench that just got shoved into our plans for this weekend. So now.

Parker: Yeah, there you go.

Chris LaFay: We have no idea what's about to happen.

Parker: Here's Bella. Bella's our graphic designer.

Chris LaFay: Hey, nice to meet you.

Bella Tuo: Hi, Chris. Nice to meet you.

Chris LaFay: Y' all been up to anything exciting or out of the ordinary the last week or two?

Parker: Not me, but Bella is actually back home visiting her family in China. So she's working, like, nocturnal mode these days.

Chris LaFay: That sounds like fun. How long are you there for?

Bella Tuo: I'm only here for three weeks, so it's time to head back soon.

Chris LaFay: I got you.

Parker: Yeah, Nick. Nick and Susie here. This is the full gang, so I'll let them introduce themselves as well.

Nick Burghardt: Hey, Chris. Nice to meet you. I'm Nick Burkhart, the senior product manager for our injury prevention Primo category. Everything that Parker's running through, I'm sure.

Parker: So he has a primo tattoo on his back.

Sussy Portillo: Yeah.

Chris LaFay: Going all in here, right?

Parker: Yeah.

Nick Burghardt: It had to be somewhere not visible, you know, but figured it out.

Chris LaFay: There you go. Didn't want the forehead tattoo. Like, come on now.

Nick Burghardt: Inner lip, I think is gonna be the next one that I'll go with.

Sussy Portillo: Okay. I can hear now. Sorry, I was struggling.

Parker: Oh, you're good. I was just having everyone introduce themselves. So Susie's the leader of the pack. So go for it, Susie.

Sussy Portillo: Hi there. Susie Portu. I've been at ASP Global a year and a half. I'm VP of marketing. Prior to that, just spent a lot of time in healthcare, a lot of med devices, and all size companies. But really love this team here and love what we're going to create with you. So looking forward to working with you.

Chris LaFay: Looking forward to it as well. And for all of y' all that don't know me, my name is Chris lefay. I run Classic City Consulting. You guys might know Mickey Melon over at Green Melon. I know you guys have had a couple of sites with him in the past. And so Mickey is one of my really good friends. And this year he's switched kind of his business model around a little Bit to where he's mostly just doing website maintenance. And so where this would have been normally a project that he takes on with his updated team and his updated kind of angle on stuff of really honing in on maintenance only, he went ahead and sent you guys over to me. So Mickey is somebody that I have played golf with, I play virtual Fortnite with. I got into meta VR headsets with him as well too. To say the guy has peer pressured me into a lot of new social interactions is a very true statement. Love the man to death. He's fantastic. And I just recently went over to his house for his birthday and we, me and a friend of mine hid tiny little yellow ducks all over his house and he is now in the process of finding 30 yellow duckies for probably the next two and a half years.

Sussy Portillo: So, Parker, we should have done that for your birthday today.

Parker: That'd be fun.

Chris LaFay: There you go. There you go. So anyway, that's probably way more information than you ever wanted to know, but needless to say, good friends.

Sussy Portillo: Chris, where. What part of town are you in?

Chris LaFay: So I'm in Snellville, which is about an hour east of Atlanta.

Sussy Portillo: Oh, okay.

Chris LaFay: Yeah, somewhere you know where Athens is and obviously you know where Atlanta is. We're kind of like right smack in the.

Sussy Portillo: Okay, cool.

Chris LaFay: Yes. So lived here all my life was not intentional. I grew up here. And then me and my wife found each other. We realized we come from the same neighborhood. Not neighborhood, but close by, went to college together. And one weekend we quite literally stumbled onto a house in her parents neighborhood that was too good of a deal that we could not pass up. So we ended up moving back into the home, needless to say. Yes. Well, awesome. So today's goal is to give me an overview of your company, how everything works, how it functions, what that overarching message is going to be, and then also talking a little bit about design inspiration, what not. And Bella, I saw the stuff that you did and also some of the design inspiration that you pulled within Figma as well. So the goal is to go over both of those things and the final goal is to have the primo site launched by mid April with the ASP site following about a month or so after that. So the goal here is we do have a much more expedited discovery and design process here.

Sussy Portillo: Here.

Chris LaFay: We actually got my designer working on a couple of things this past weekend. Parker and I were able to connect for a few minutes on Friday because I want to get through while the design process is important, what you guys are doing and leveling you guys up relative to the rest of your industries. It's not going to be that difficult to have a much nicer looking website than everybody else in your market. And I want to make sure that we're moving quickly through those areas so that we can make sure that we get launched in a timely fashion. Fashion. So I talk fast sometimes. I'm going to slow it down. I just got off of another call, so the coffee is officially kicked in. And so that is my agenda for today. Any amendments or adjustments to that that you guys would like to make before we get rolling?

Parker: We? Yeah, I was just going to say we. We all had an opportunity to connect before this call too and, and run through your questions that you sent and all that stuff. So we. We're ready to rock and roll.

Chris LaFay: Fantastic. So Parker sent over a handful of different links earlier this morning. It was at a meeting when he sent it. I didn't have a chance to dive in super deep to any of those, but I have a good general idea of kind of where you guys are at anyway. So messaging and structure. Obviously, ASP is the parent brand of Primo. Talk to me a little bit about the core message and vision of ASP and then how does that filter down into Primo? That's a big question. So take that whatever direction you guys want.

Parker: Do you guys want me to take that?

Sussy Portillo: Yeah, go ahead and I'll fill in anything else.

Parker: So ASP Global is our parent company, but as time goes on, we are going to do more and more separation of those two brands. So the way I have it scoped out now in the way I think we should probably think about it moving forward is consider Primo to be its own company. And the only real reference that I envision in the Primo site to the ASP Global site is going to be in that story, that sort of company story section. And I basically just want a reference. Yeah, A reference that says like ASP Global is our parent company and more or less leave it at that team. Anyone disagree with that?

Sussy Portillo: I would just say based on conversation with Justin at one point, I don't know if it was with you, Parker, or not, so forgive me, I don't remember. But we probably want to have a link at the bottom to the ASPG site and some, you know, just a way to link back. But it's not like I want to make that a big deal. To Parker's point, we're trying to separate these two things and make Primo the brand that continues to grow and evolve. ASP Global over time will either become its own core competency and continue to live on or at some point just really becomes more of a shell.

Chris LaFay: So with that being said, let's actually, let's zoom in a little bit on ASP and I want to talk a little bit more about that core, core website. Actually. No, let me actually back up. Let's actually focus specifically on Primo to start with a little bit about the, the messaging structure here. The Primo has products they help with like injury prevention, like with a lot of the inflatables and things like that for healthcare providers. We're not going to do a traditional e commerce route. People aren't going to buy products. Obviously there's going to be a call for a quote call, get in touch with the sales rep sort of thing. So talk to me a little bit about the, the problem that an individual in healthcare is having that is prompting them to visit the Primo site, whether intentionally or unintentionally. Does that question make sense? Yeah.

Nick Burghardt: Yeah. So who we call upon with this category, Chris? It's really two different types of folks. So historically we've really been wound prevention focused and there's a whole sub segment of wound care nurses that specifically care for and call on those types of patients. But as the categories evolve, what we've become is more of a safe patient handling integrated portfolio also. So there's really like two things that we do and it's, you know, protect patients and staff is kind of the simplest way to say it.

Chris LaFay: Parker.

Nick Burghardt: Like everybody, I was just kind of noodling on this. Primo is a blank. So we'll talk through that when I know more tomorrow. But that was just something that, trying to scope this thing out. But you know, like the who's visiting that website, it's going to be people that are a looking for what's new in the space. Chris, you know, anything that we're doing for like new product launches, it's definitely something that we want them available there. If they're just searching for other categories that they may not have heard of, that's probably from a clinical perspective or sorry, other companies, other,

Chris LaFay: other people in

Nick Burghardt: the space like us, who they're looking for. But then on third side it's maybe someone that's a purchasing manager or something like that looking for similar items in the space again at a cost savings, looking to find out who else is out there. I know that's kind of how you had that scoped originally. Parker, anything you want to talk through More there clinician supply chain.

Parker: I would just say, you know, specifically if we were to get like a little bit more clinical. The problem that our users users are facing are like pressure injuries are a huge problem for people who are in, you know, to put it simply, a bad condition laying in a hospital bed. So the products that they are after are products that are going to help prevent those and help keep the staff safe while they like handle these patients, like potentially lifting heavy patients and stuff. That's what like the clinical person is coming after is a response to their need for preventing additional injuries to their patients. And like Nick said, from the supply chain perspective, they obviously want to check those boxes, but they're also wanting to get their products from a company who they think is going to be more reliable and preferably have a lower cost.

Sussy Portillo: So rv like they use these products today so it's not like something they've never heard of. Right. This isn't something breakthrough from that aspect. As we become more innovative, we are going to have differentiated products, you know, be part of the website. It's going to be more of a story then. But right now, you know, we were just at a conference last week, they're looking at our boots and our, you know, wedges as things like oh, I like yours more because the, this, that feature. Right. So we're a little more elevated. We have certain things that are things we'd want to highlight about our products with the current portfolio. And then just knowing that we also are moving into a more patented, more you know, individual, not individualized, you know, more compliant product line moving forward. So we're kind of in this in between stage where we're, we've been traditional, we've done a good job growing based on price and quality and now trying to move from that a little bit.

Chris LaFay: So can correct me if I'm wrong on this assumption. The, the nurses are the ones who are experiencing the pain of either lack of products or bad products. But the nurses are probably not the ones going off and doing searches for these things. I'm assuming the kind of the chain of command of problem surfacing is nurses are complaining to their higher ups of like hey, this has become a problem. That person is then doing research to then determine who do they want to partner with on getting products into their hospital, their location, etc. Etc. Is that a fair assumption or is that, is that misguided?

Nick Burghardt: I think that's one assumption. I think there are a couple different ways you can see it. A lot of the times it is going to Be something like an actual nurse. So there's. If you think about nurses in general.

Parker: Right.

Nick Burghardt: Like I think the term that we're kind of referring to here is like your bedside nurse. Somebody that's actually very patient facing and like treating who's ever in the hospital bed. That example that you laid out, Chris, does pertain to all of that. Whether it's, hey, this product isn't working. Hey, my patient doesn't like this product. You know, something in the. Or like, hey, I'm having issues with this. For whatever reason, they're taking that to one of two people and that's going to be either their, you know, for like most of our stuff, it's their ICU manager or their wound care specific nurse, their W O C and is their title. So that group is actually out there doing research, looking for these things rather than your bedside nurse. So I just want to kind of like clearly define that it's like the people that we're really trying to reach is that next level up? Um, I would say. And guys, I don't know if we talked about this from the clinical side, but like wound care nurse, ICU manager, safe patient handling professional, like that, that level up from bedside is who I think of when I think clinical here.

Sussy Portillo: Agreed.

Chris LaFay: And so I think you said at the beginning of that, that diatribe, there was a couple of different paths into sales and this is one of them. What is, is there. Is there another major path into a potential sale as well? Or did I miss you?

Nick Burghardt: Or something that's derived from the clinical avenue?

Parker: Yeah, I think maybe like the, the more supply chain.

Chris LaFay: Right.

Parker: Focused path to get there.

Nick Burghardt: Yeah, I think so.

Parker: Yeah.

Nick Burghardt: Chris, that's like the, the clinical side of it is most likely something like that issue with the product, something of that. Then the supply chain side of it would be, hey, we're spending way too much money on this category. Let's see what else is out there. Probably is the best way to sum that up. Or hey, we're having supply disruptions. There's like, let's see who else is available in this space to help us get product in.

Chris LaFay: Gotcha. Okay.

Parker: Ultimately a much more sort of transactional.

Sussy Portillo: Yeah, the price play for the most part. Gotcha.

Chris LaFay: Okay, so in terms of, in terms of quantity, like revenue percentages, do you find more on the. What I'm going to call the relational side of where people want to get better products in the door or do you find more on the more transactional side of kind of on the supply chain of things? Is There a heavier leaning one way or the other.

Nick Burghardt: I'd say up till now we've been more on the transactional side, but always have had the ability to support clinically. I think going forward we want to be more clinical forward than, you know, transactional. And we want to get away from like, hey look, we can save you money, come buy our stuff. We want to get more to like, here's the benefit of this product in this category for you clinician help. Be my champion so we can take this supply chain and then everybody wins when we save you money. It's just not the leading, the leading point anymore.

Chris LaFay: Okay, got you. That'll make sense. So storytelling around. So kind of like the summary of what I'm hearing is people know there are a lot of poor products out there. This is an elevated product, especially based on the things that you're hearing from trade shows and hearing back, like direct feedback from people. The quotes of like, this is why this is better. This feature doesn't exist on other products in a similar area. Talking more about that and kind of painting that picture of this is better than what's out there right now. Not focusing as much on price point and obviously prices are not going to be displayed. They're not on the site right now. And I'm assuming going forward pricing is not going to be displayed on the site as well. Is that correct?

Sussy Portillo: Correct.

Chris LaFay: Okay, awesome. In terms of the actual sales process, what is the primary action you want somebody to take? Because there's a lot of when you're thinking about redoing the site, there's a few different ways I can think of like defining this primary action. One is obviously a simple phone call, a simple contact form submission. I could also think of going a little bit more on the personal route of actually having somebody directly schedule a time with an individual and making it feel very personal from the very beginning as a possible option as well too. What do you guys have any particular leanings on? What do you want that main action item to be?

Parker: You guys, correct me if you disagree, but our, our whole investment as a company is in people to be out in the field building real life relationships with our customers. So we want to have the, the most human company of any of our competitors, so to speak. We want them to be able to immediately contact a real person who will show up in person to support them quicker than anyone else. You guys agree with that?

Chris LaFay: Yes.

Nick Burghardt: But when I think of like immediate reach out and connection, I think of the links that you get from people's emails that Are like, schedule some time with me and then just gets built right into the calendar. I. I don't think that's the route we're trying to go. Maybe I'm not answering that the right way, though.

Sussy Portillo: So if they come to the site, Nick, what is it that you want them to do and why would they. What would make them do that?

Nick Burghardt: Yeah, I think it was what we talked about this morning. Like, let's gather your information. Like, let's know our site attendees, let's know how much time they're spending and where so we can take that data and then have our internal, our sorry field sales team follow up with the appropriate action. It's that, like, it's almost like generate a warm lead for us so we can follow up and have something more to say other than your stock AI email response of like, hey, thanks for visiting. Here's me and who I am.

Chris LaFay: Right?

Nick Burghardt: It's like, just turn it up a little bit so we can get more direct with what we're saying in response.

Chris LaFay: From a sales perspective, are you. When somebody gets in touch with you all, are y' all doing virtual calls with them? Are you actually sending somebody on site, what I'm gonna say next day to go and visit with them in person?

Parker: Next.

Nick Burghardt: Next day?

Chris LaFay: No,

Nick Burghardt: let's assume no. But yes, there is a. Ideally we get on site to have an in person meeting, but likely before that there's a warm email intro exchange, hey, deliver me some value. And then they get on the phone and talk it through.

Sussy Portillo: And I think what Parker was getting at was like, we are known to be responsive. We are known to show up A lot of big companies nowadays, right?

Bella Tuo: They.

Sussy Portillo: If it's not a big enough opportunity, they're kind of, kind of probably glaze over it and, you know, make it less of a priority. I think because we are small and, you know, kind of overused, but nimble, if you will. And we're growing clinically. We are trying to be differentiate through our clinical level of service. So just from an identity perspective, what the site will actually do. From a call to action. I agree with what Nick is saying. We don't want it to be like your standard, okay, if I go to the Delta, you know, website, the, you know, the air, the airplane. It's just we're trying our best not to make it so, you know, overly AI, if you will, that. I agree with that. But the call to action to me isn't going to be tomorrow. Someone's going to show up. But we also, we just need to Be able to gather the information we have so someone can follow up pretty quickly.

Parker: Yes.

Chris LaFay: Okay, do from a. So hearing hearing all this. What I'm hearing is a flow and I want to see what we can do to possibly simplify this is collect some basic information from them so that you know that they're interested in actually something relative to what you guys can do. You typically hop on a phone call or something virtual to make sure there is alignment and then scheduling something in person. And so that seems like there's kind of like a multi step process there. One of my thinkings is is whenever and I always lean in this direction to start with and there's reasons to and not to do this. But if the end goal is to go from a, a contact form submission to a scheduled call, I, I like the idea of starting out with this is a real person Bob like you know, maybe at the bottom in the footer of a page or something along those lines saying and this is not the right way to word this. I am not a words person so I use way too many words to describe something. But this is Bob. Bob knows these products really well. Bob wants to chat with you in some way, shape or form at some point in the near future. Put a time on Bob's calendar that works well for you. And as you're doing that you're going to fill out this form so we have a general idea of what you're looking for. And then when that form is filled out, the page that they're on will then notify you guys as well too to where hey this form was filled out on XYZ page. So they have a general idea of kind of what they're looking for. So you skip that intermediate step of getting a contact form submission, then having to reach out, then having to schedule a time to chat. It just cuts straight to the chase. And you also kind of build in some of that emotional personal connection of saying this is Bob, Bob is going to talk with you. So they have a general idea of who that's going to be ahead of time. So with that being said, that's a personalization approach that I always like to start with. What are your thoughts with doing something like that as one of the primary call to actions on the site?

Nick Burghardt: Parker Are people doing that these days? Like I know I see it in like, like recruiting or like HR level stuff. Like I don't know if I really see it in like medical device. Especially when you think about it Chris. Like unless there was a way to like specifically geotag where all these people were coming from. Like we have different areas of overlap in our country and it just. Or sorry for our territories in the US And I just feel like it could get really convoluted if we were trying to reach someone directly on that. I would prefer it to go into some big repository where then we can at least filter the data and be more prepared for the conversations. But like Parker, if that's old school and we need to think about it differently, what do you think?

Parker: Well, I guess, Chris, what would you say to Nick's point about, you know, us having a lot of different territories that are pretty quickly shifting and stuff? Obviously to, to have an input form, go to a direct meeting with a specific person would require some sort of technical back like foundation for that. So what does that look like for you?

Chris LaFay: If that's. If the, if the route is geo. Like if, if people are. If there's going to be a different person talking to that individual based on geography and that's going to be shifting might not be the right mode and method because there's a lot of ways to hide that and then there's a lot of extra code that has to get written to then specifically target down and display the right form. So if, if it's, if that, if the key is to get somebody into the right geographical hands to start off with, then that might not be the right route to go. However, if there's. And it also just depends on the other, the other piece to that is what is the quantity that you're looking at. And so if the goal here is to get somebody in touch with a human being and build that rapport as quickly as possible, then if you're only getting a handful of these every month or every week and I don't know what the, the overall quantities are, I know the traffic to the primo site isn't a lot right now. Then if the business goal is to get that first touch with a human quickly, then it might behoove you to say this. One person on the team is going to be doing a lot of the intake of things, get everything done and then pass it off to another person rather.

Parker: Sorry, go ahead.

Chris LaFay: And it just depends on the business goal at the end of the day and where do you want to introduce friction and at the end of the day this is all a test. Like everything with the website is going to be like, this is the direction that we think our customers are going to push towards. Let's test it out and if it doesn't, you then pivot and do something else. And so the, one of the, the easiest low hanging fruit that I see to make things a lot more personal is to showcase to reduce that friction of like I'm going to fill out a form but I have no idea who's going to get in touch with me. Put that name, put that face, put that personality on display a little bit as a good starting point. But again, if getting somebody into the right hands on step one is the most important thing, then I would not recommend that. It would take a lot, it would take way too much technical overhaul to handle.

Sussy Portillo: We're just not that sophisticated. I wish we were. I mean we have for example, a customer service team and you would think, you know, ideally someone like that could be a triage and then get to the right person, but we just don't have, you know, to be candid, the right, the right level of expertise that we need there.

Nick Burghardt: What if it was an intermediate, an intermediary though? Like, what if this is a, like, hey, I'm Kevin, thanks for sending me all your stuff. Let me connect you with your person now.

Parker: I mean, that's exactly what I was going to say. There should be a. Oh, you.

Sussy Portillo: Okay, if you think, I mean, let's

Nick Burghardt: run with the assumption that it's somebody that would be responsible for.

Sussy Portillo: I guess I would prefer to be a marketing person if it's going to be an intermediary, to be honest, because then I know it's going to actually get to the right person.

Parker: But yeah, I think in any case we can sort of blend the automated and the personal by sending an initial thank you for contacting us. This is Blank Person from ASP Global. I'm going to get your information to the right person and they're going to reach out and schedule a meeting with you. Even if that is completely automated, it, it's going to say it's from a real person and it's going to feel like it's from a person.

Sussy Portillo: Okay.

Parker: I think we're all on the same page for that.

Chris LaFay: And then there's, then there's alignment from the website into that first email as well too. To where it's like, hey, that on the website it could say Kevin's going to get you in the in touch with the right person. Then that follow up comes directly from Kevin with his email signature that looks like a handwritten email and all that kind of stuff can be handled in with whatever CRM that you guys have more than likely. And so that would add that personal touch to things, especially if There was a little bit of a delay.

Sussy Portillo: I like the blend. I think that that makes sense to me. Right. Because I don't. I just know that on the back end, we just don't have. We would have to figure out really, that true infrastructure for that.

Parker: We would. Susie. Long term, we could. We would connect that to our. Our CRM directly to Salesforce and we would be able to do all the GEO stuff. I just thought. I think that's a little out of scope for now, right?

Sussy Portillo: We just. Yeah, we're not there yet. Yeah. Okay.

Chris LaFay: Awesome. That'll make sense. So I know one of the things that we're. I'm going to kind of shift gears a little bit here thinking about content pages and things like that for the Primo site. Talk to me a little bit about this. So the story that you want to tell, obviously products and showcasing them are going to be important because that's what's going to draw that initial attention of like, oh, that's really cool.

Parker: Cool.

Chris LaFay: This solves a problem. You can see that visually with, you know, the. How starkly purple some of these products are and whatnot. Given that the product line might be expanding and things like that, too. Talk to me a little bit about the story that we want to tell, because I want to. My thinking here is, is if the core person that is walking through the site is obviously not the nurse, but the person a step above that person person, they're already going to understand the types of products that you have. Obviously diving into super technical details. We can discuss that a little bit in a little bit. Things like about us pages and team and things like that are not going to be as important. They're going to want to dive. Right. They're going to know the problem that they want to solve. It's kind of like, you know, when you need a new website, you know, you don't need this huge, fluffy store. You're like, I need a website. What's it going to cost? What's it going to look like? Like, it's. It's very straight into the point. So out of the different products that you sell with Primo, how. How many are. Do you deem important from a marketing perspective to highlight? Are there two or three that take up, you know, 75, 80% of the total revenue that you guys are bringing in? Is it a little bit broader than that? Because one of the things that I like to think of when, yes, we're dealing with story, but we're also dealing with more technical users going to the site that understand this is the product that I'm looking for. I like to get them to that spot as quickly as possible. So how. So let's validate one assumption first. When they. When a. When this person lands on the Primo site, are. Do they know exactly what product they are looking for? I assume yes.

Parker: Can I. Can I take a timeout, Chris? You may not. Some of this may be gibberish to you, but I'll circle back on it.

Chris LaFay: No, that's fine.

Parker: For the ASP team. My general thought is, obviously we have this really weird transition period right now where we can't miss mention Spry on our website. But the value prop that we are moving towards for Primo obviously is like. That is like the crux of the value prop is like the ability to do these three things. My thought is that when we talk about our value prop in these three buckets for the patient, the staff and the system, I suggest we keep that the same whether or not Spry appears on our website and we can talk about that when someone contacts us. But for now, obviously, we're going to be limited to Primo products.

Sussy Portillo: Correct.

Parker: For when they come to purchase. I. So that's part one, part two. I imagine that once we do have Spry, that is going to get integrated and that's going to be the home. Like, the front page is going to be flow, lock, fixed quantity or whatever. Would y' all agree?

Sussy Portillo: Agree.

Parker: Okay. So, Chris, to translate that, we have a partnership that we can't announce on our website yet.

Chris LaFay: Yeah. Okay.

Parker: Yeah. So our value proposition as Primo is built around those products being absorbed into our portfolio at some point because they truly are an innovation. And to answer the question you just asked, does someone know what product they're looking for when they come to our website today? For Primo, the answer would be yes. They know about boots, they know about wedges, they know about turn sheets. When we have those fry products, they're going to have never seen something like that before. So we have a challenging transition period to work through, which is why it's like a little bit of a struggle to be launching a website right now and know exactly what to put there. But I just wanted to get that out loud for all of us

Chris LaFay: as

Parker: we think about what we want on, like, phase one versus phase two.

Sussy Portillo: Yeah, that's the struggle. And that's why you hear us pausing and thinking, you know, it could really, I mean, our whole paradigm, how we sell, how we think about the whole, you know, product portfolio will shift once we have These differentiated products. Right now, it's like a boot is a boot, a wedge is a wedge, you know, may be purple, it may have, you know, some nice features, you know, good price point. That's what we have going for us right now. So if we want to just use that as our premise with. With we have a value prop to. To Parker's point that that fits both. It's just how we play it up or how we position. That volume prop will change as we get these.

Parker: Could we say, just for simplicity for now, the overall sort of mix of value crop, story and product that we want to display. First thing on the website is going to be we have a comprehensive patient and staff safety, we'll call it portfolio, that's going to cover all of your wound prevention and safe patient transfer needs. And it will feature those main products, boots, air lateral transfer and other accessories. Is that the simplest way that we can say it for now?

Nick Burghardt: Yeah. I think even, like, we could leverage that one pager that we were looking at on Friday.

Chris LaFay: Right.

Nick Burghardt: It's like the three categories that we have built out for it, which I think is kind of how I had scoped originally, is like heal offloading and then everything falls under that pressure. Injury prevention, like, that's literally everything else. And then there's safe patient handling, which is just the air stuff right now. So I feel like it's like I'm thinking about it just like that from a product lens, though. So it's like, you know, envisioning the blurb about, you know, the history and the timeline and the value prop, all that kind of being like your first copy section on there. But then, you know, right under it be like, hey, this is some really neat stuff, but what do they actually do? And then boom, three distinct areas that mean something clinically.

Chris LaFay: So I'm going to challenge that a little bit in terms of when a customer is coming to the site and they are not the. The bedside nurse, but the person above them, telling the story about who you are is important. But if the goal is to get them into a product faster, showcasing those buckets higher up on the page and being more direct about that is going to be a lot more important. I like being able to tell the story and the why behind things, but I think that having that in a section that's a little bit farther down the page dedicated on like an About Us page, but also that story kind of woven into some of the content of these other areas as well too, will actually have a bigger impact. Because we want. We want to get people off of the homepage as quickly as possible, given that you have very particular products. It's like where I have an idea of what I want. Let me drive in there and let's get them into that particular location as quickly as possible and then let that page tell the story.

Nick Burghardt: No, and I'm with you, Chris. Like, I think that would be great if we were just trying to really highlight, you know, our current portfolio on things that already exist in the market today. But some of the stuff that we're looking at is like true market disruption. It's like people aren't going to grasp the concept of what we're putting in there as a picture or even like a concept if they're just looking at it. Like, we need to find a way to highlight that. Like.

Parker: Like, can I. Yeah, I agree with you, Nick. But for now, we don't have the products. We can't put them on the website. So I think just focusing on Primo, I think exactly what you said. The three main categories that we've defined should be the first three things that they say.

Sussy Portillo: The top or the page.

Parker: Wound prevention, safety, handling.

Chris LaFay: Yeah, yeah.

Nick Burghardt: But I think it begs the question almost right? It's like, hey, look, if we're doing all this work for premiere now and then in two months, when we really, you know, to however long it needs to be, we have everything that we want. Are we completely changing the story around and then starting from scratch with this thing?

Chris LaFay: So the answer to that would be no. So the answer to that is no. The end. So the way that I would think about that is the way that we're going through the design of the development process. We're very much the way that we do this is we build things in building blocks and patterns. And so when these new things launch, the idea would be maybe these building blocks that we have don't necessarily have something that is. That visually represents how we want to tell this aspect of the story. So we then design one or two other new building blocks that are in alignment with this structure. Then you have more blocks at your disposal to then edit more pages with. And then now that story can then be updated a little bit later. So that's how. That's how I would think about. That's how I would think about that.

Parker: About.

Nick Burghardt: Okay, I think those blocks that you're talking about could fit into all of those categories that we just listed off. So I think just a really long about way of saying, like, yeah, I think that's the right approach.

Sussy Portillo: I think they do fit. Nick. I think we just, we'll have to figure out all the. We'll figure it out. I just, I would focus on just let's, let's make this the best it can be. And then as we start to transition, we'll, you know, we'll make it work. But I don't think it'll be a huge start over kind of exercise at all.

Chris LaFay: Awesome. Let's go ahead and shift yours. Yeah, go ahead.

Sussy Portillo: I was gonna say, what's next?

Chris LaFay: Let's. So in terms of. I don't want to dive into the details here of this right now, but what would be helpful to get from you guys given that the, the Primo site right now is just a one page landing page, is there a good way. And if looking at the ASP site for this information is the best way to get it, that's also fine too. For the, the products and how these are grouped like you just talked about. Nick, is there a document that you have that has all of that product information in those groupings that you have that you can send over that we can just review internally or is the best way to click over to the ASP site, look at all the Primo products and digest their descriptions that way?

Parker: That.

Nick Burghardt: I would not recommend that as the way. But

Sussy Portillo: that would be the worst way.

Nick Burghardt: Yeah. If you, if you want to try to get through that. Absolutely. Yeah. So here's. Oh, I was looking to share my screen on teams, but realized we're not on teams anymore. Really? Like, yes, Chris, I do have something like that kind of outlined into like what these categories are and what they mean. It's not anything more than just what makes sense to me. So yeah, there's a way to pull that together and share it with you about organization. But again, it really does fall into like those three categories that I just talked through.

Chris LaFay: Yeah, if you can send that over. So if there's. Did.

Nick Burghardt: Did Bella or Parker share with you ehob's website?

Chris LaFay: Yes, that was in. That was in the Today.

Nick Burghardt: Okay. So yeah, they're probably like product wise, our most closely related competitor. So it's similar to the way that their stuff is grouped. We really do have essentially all the same products.

Chris LaFay: Okay.

Nick Burghardt: So that's how I see that going. But I have. What I'm looking at here is an easy way to make it more specific to us.

Chris LaFay: Make a quick note of this.

Nick Burghardt: So I'll take it as a follow up because I don't. Like I said, it's more family and category names right now than something that would actually be useful.

Chris LaFay: Okay, gotcha. Because talk, like, thinking through, like the different building blocks that we'll need is going to really mostly just be dependent on kind of that content structure that's going to come in. And so we don't need to go over that because a lot of that is just product details and things. I think that's going to be easily, easily understandable without a lot of questions. And so that all sounds good. Let's. Let's shift gears a little bit over to the ASP site overall. Obviously the Primo site's the most important one here. Let's talk about the architecture a little bit for the ASP site. There's a lot of products. We're going to be shifting this away from Woocommerce and then something a little bit different on the ASP site. What it, what is important about the ASP site? Why are, why are people actually going to.

Parker: It's a good question. I mean, really, if I were to put it simply, what, what you should know about the ASP site is it's going to be a pretty general site to say we're a company that has. We're a company that has all your healthcare essentials. So just basic healthcare products. We source them directly with a diverse manufacturing network and here they are. It's tbd. Exactly. Like what value prop we want to put on the website for that because it's going to continue to change over the next few months. But I mean, it's really just going to be a catalog site. Like, here's the products that we offer and, but they're not going to be like, there's kind of a story behind the Primo products. It's not really the same for the ASP products. It's. It's their stethoscopes, their slipper socks, it's just their cups. You know what I mean? So it's just going to be more of a. The fact that we can source these directly from factories is our story. And the product pages themselves are just going to be the digital catalog. Do you guys agree with that?

Sussy Portillo: Yeah. I mean, the only other reason to come to the side is if you're applying for a job, you're applying to ASP Global. Right. It's still the shell of the parent company. So you do need it to have some level of interesting place to work or interesting, you know, interesting enough that you want to learn more.

Chris LaFay: Gotcha. Okay, so in terms of overall, like site map and page listing, like right now the ASP site has a Good number of pages on it. The idea of simplifying this down some into more really just who we are, view our products and apply for a job are really kind of the, really the three simple key things here. Because right underneath kind of the about us section, there's a, there's a handful of different like pages and content around management and reach and single source and overview and blah, blah. That to me seems like overkill for a site that's basically just a, an umbrella company, if you will, that happens to sell some nickel and dime consumable products. I'm, I'm oversimplifying a little bit here, but in terms of thinking about where to spend the most time is not going to be on content of these pages. It's going to be more of just like, here's the one or two things you should know about aspects. Go view the catalog and get in. Like if you're interested in a quote for, you know, I chose the hardest word. I could have said cups and socks. I chose stethoscopes. Then get in touch about purchasing, purchasing these things from us. This is going to be more of a transactional play for these types of things, if I'm, if I'm guessing correctly.

Parker: Yeah, I think you're right.

Chris LaFay: Okay, awesome. Okay, so we're gonna, we're gonna go with a very minimal site map on this. So in terms of, in terms of the actual site map, does a site map of about us what it's like to work here and product organization, Is that the site map or is there other pages that we feel like for this site are to.

Parker: Going.

Chris LaFay: Going to be important to have?

Parker: I think the question for the ASP team here is how much real estate do we want advertisement for Primo to take up on the ASP site? As in, do we want to just say here is a button that says, you know, Primo wounded injury prevention, Then it just takes you directly to the Primo site. Or do we want to have some stuff for Primo on the ASP site?

Sussy Portillo: I think it should be more than just a button or, you know, a banner. I mean, I think it's the biggest part of our, the fastest growing. Right. And the most differentiated part of our whole portfolio. So what that looks like, I mean, I obviously don't want to repeat the Primo site. I want people to drive traffic to the Primo site. But I want to have enough of a mention so that people know, oh, that's associated with that, you know, somehow, some way. Because we, even when we're recruiting we talk a lot about Primo, but then it's like, oh, by the way, go to the site ASP to go apply and stuff. And it just, it's a little disjointed. So if there's a way to kind of look, you know, if you're a clinician, you're going to gravitate toward Primo. If you're a new or someone who's interested in applying, you're going to asp, but you want to be excited about what, what we offer. Does that make sense

Chris LaFay: with thinking about growth goals? Are there going to be other products like Primo that are then brought in over the next, we'll call it two years that'll be brought under the ASP brand? Or are you thinking that Primo is going to be the product line, that everything is going to become a, a Primo product?

Sussy Portillo: It's going to be the focus where every. Everything is going to drive. Everything we add on from here on out is going to be more on that Primo slash injury prevention side.

Parker: That's true, Susie. But I mean, think about what if we bought Infinitus and we didn't want it to be a Primo brand.

Sussy Portillo: Not the brand, but that's why I said injury prevention. It doesn't have to be the brand

Parker: Primo, but like, but what I'm getting at is do you think that then Infinitus would only live on the Primo site and not on the ASP site? I think that's what you were getting at, right, Chris?

Sussy Portillo: Well, I think, I think that one, to be honest, would live on the Primo site with like, hey, acquisition happened. I would just use ASP for the, like the news release and, and stuff like that. I wouldn't put it on the. Why would you put on the ASP site?

Parker: Well, I just use that as an example. But what, I mean what, I guess what I'm thinking is that it's hard to predict what acquisitions may happen. Sometimes they have out of strategy, you know, for financial player or whatever. There could be other things that meet like I guess what I'm thinking is asp, we're thinking of it as the umbrella company. We have Primo, then maybe we have a page for a lab and then we have a page for this and we are able to sort of think of business segments within asp, Primo being one of them and also potential other acquisitions too.

Sussy Portillo: We have to. Yeah, that's. So I think we haven't fully thought about it, Chris, of how we're going to think through that ASP site, to be honest, because I agree, like it could be broken up more like a lab and a, you know, whatever other subcategories we want. Where do acquisitions fall in? I mean, ideally they would all fall, you know, more on the primo side. But I can't get, you know, I won't know until we know what we buy. Right? Like eventually, do we want nicu? Could we have like add ons? Like what would it be? I guess add on websites or how would you, how would you do that, partner? Just trying to think of how we would do it.

Parker: I, I might make a suggestion. Chris, let me know what you think here.

Chris LaFay: No, go for it. No. Yeah.

Parker: Okay. Imagine it's a year from now we have an ASP site. It talks high level what our company does, tells our story and then says, check out our wounded injury prevention, check out our blood collection, check out our nicu, check out our lab. And each time you click on one of those pages, that's taking you to something that you could like into like a product category page, but it's like a brand category, so it tells you a high level overview of that brand. And then you can click go to that brand's website if you wanted to, and you'd go to the primo site or this or that. And then you could also have an overarching product database that's going to have all of our products in it. That's how I would think about it.

Chris LaFay: So I wish, I wish I had an example of this to pull up, but I don't. Off, off the top of my head, It depends on how you want to do marketing at the end of the day. So one of the things that Parker and I talked about before from a, from a development and an infrastructure standpoint, I'm not going to dive into the super technical details here, but was to actually build this as a like WordPress multi site. And the word multi site kind of implies what it is. It's one single website install that uses basically the same theme where you swap the colors and the text. And so if you do an update to something, let's say that you update the layout of one of the banner sections. That update to that layout would then impact all the sites underneath it. Automatically you have one point of failure, which is great because then it allows you to spin up multiple sites using the exact same styles and structures. And from a development perspective, you update things in one location and a lot of times it trickles down to the other years. That's great. If the goal is to spin up a lot of different subsites over the course of the year, okay, we decided to go against that because given I'm kind of actually kind of the. The throughput of the conversation so far is that Primo is going to be the brand and Primo is going to expand a lot more further reaching than ASP is going to be. And so we decided to build them separately. We're still going to use the same design elements, we're still going to swap the color schemes and swap the fonts, but actually build out two separate sites that are disconnected from one another. So at the end of the day, where does stuff live and how does it all interconnect? There is no one right answer. It depends on how do you want to market all of this. So one route is yes, could you have long term products listed? Could you have Primo products that live on the ASP site 100%? You could, you could have them all say that you could all request for code. The Salesforce forms that are on those particular pages could be the ones that tie into the Primo side of your CRM because you want to drive traffic to the hub, which is the ASP site and that has everything at its disposal. Or on the flip side, you could kind of view aspects as this invisible shell company. Shell might not be the right word, but you basically go there and it's a very thin website. It doesn't have much.

Parker: It's.

Chris LaFay: Here are our, our brands that live underneath asp. Yeah, and here's the story of ASP Go off. Really the goal is just spend five seconds here. I don't want you to spend time here. Go off to this other site that has the Primo stuff, the spry stuff, the. The insert names of all these other different websites. Here, there and whatever. That's another way. It just depends on how do you want to market and how do you want people. How do your, how do you want your customers to interact with your brand at the end?

Sussy Portillo: Bella had her hand raised.

Bella Tuo: Oh, Chris, I was gonna say this too does reminds me of company's website that maybe something that we can create take a look at as a reference of how they list their products and like with different type of brands underneath each categories. I can. It's the A bot one. Let me see if I'm able to share my screen.

Chris LaFay: There we go. Got it.

Bella Tuo: Can you guys see the page? Products and solutions are here. So here we can imagine as Primo, Medicore or some other categories for asp. Global. And once we click on one of those categories, we go to all products and they list their different products and it goes to a completely different design of their. A different website. So maybe is that something that we want to do or.

Parker: I agree with a similar take on that, which is basically what. What Chris was saying earlier, which is let's think of our ASP site as the catch all that we don't want people to spend a ton of time on. But it is going to tell the overall company story and it's going to point you in the direct direction of the business segment that you ultimately want to find. So for today, that would be go to Primo or go to. We could think of one for Lab and then other healthcare essentials in the future that might be go to Primo, go to nicu, go to Infinitus, whatever these other acquisitions are.

Sussy Portillo: Yeah, I'm aligned with that. That's fine. Yeah.

Chris LaFay: And then later down the road. I'm sorry. Yeah, go ahead.

Sussy Portillo: No, I like what you're showing as well in terms of like it. It definitely pops as different things. Right. But it all drives from the one. You can. You can get to all these things from one site.

Bella Tuo: Yeah.

Chris LaFay: And one of the things that we could do later down the road is going back to like that Abbott website that was there showcasing individual products. Obviously you want to reduce duplicative entry as much as humanly possible. And so figuring out a way to then later down the road tying products that exist over here on this other site and then being able to pull them into the ASP site to showcase four or five highlighted products. So if somebody does land on Asp. ASP site, they go into Primo and they see maybe three or four of the primary products that you guys offer that could possibly be dynamically pulled from the Primo site at some point in the future as well too. So there are ways to then make these sites a little bit more interesting interconnected in the long term. But I do think the idea of keeping the ASP side extraordinarily thin to start off with is going to be the win. And then deciding how do you want to use it once you have a better foundation to work from, then thinking through. Okay, now we're doing marketing motions that are going to sites that we're, that we're happy to utilize. Now how do we want to use these better at this point? So that's, that's my thinking of kind of for this phase one approach. Does that feel good?

Parker: Yeah.

Sussy Portillo: Yes, awesome.

Chris LaFay: Sounds great. So that all Makes sense. So the SiteMap for the ASP site is going to be the homepage, the about us, a listing of careers and then products as well. That's going to be our core. The core pages that we start off with here on the ASP site. And. And actually probably a. One thing I missed was a landing page specifically for Primo that will showcase some of the Primo products and get people pushed over to the Primo site so that they can. There's a little bit of that alignment there, so there's not reducing that friction is the whole point. Any questions about this? That so far. Awesome. So I'm going to go ahead and pivot into design inspiration. We have about 30 minutes left today. Bella, I know that you. The Figma file that you sent over or that that Parker sent over earlier was yours, and I would love to hear. There's a handful of different design screenshots on that Figma file, and I would love to hear from you guys what you like and what you dislike about some of these design samples here.

Sussy Portillo: Can we share the screen while we have the combo?

Chris LaFay: Yeah, please. I was. I was about to share, but if you guys would want to share it, feel more than free to do it,

Sussy Portillo: or whoever can share. I'm saying I just want to make sure we're all looking at it.

Nick Burghardt: Yes.

Bella Tuo: How about, Chris, you share the screen and then I will.

Chris LaFay: Here is the Figma file. So this is. I know this is all the design work that you did over here, but what I'd like to focus on to start with are these sample sites, especially because with the Athena site, there was a lot of screenshots from Athena. So I'm assuming there's a lot of. A lot of inspiration pulled from the Athena site. So my recommendation is let's start over here with the Athena screenshots. But if there was one of these sites over here that you guys were more interested in starting with, I'm perfectly fine with that as well. Now let's go talk Athena. Fantastic. So here we have their Hero section. Tell me a little bit about what you guys are thinking here.

Sussy Portillo: Bella, what do you think of this page or what. What did you like about this page?

Bella Tuo: I think it's just making the homepage really striking with the background going across the entire screen. And that one, I believe it's a short video on the background. I don't know if we are able to put any short video of our products, but an animated video is always more striking than a stack image on a homepage. And then Very simple. With the slogan and a short description of our primo brand on the top, like on the left side and with the menu bar on the top. It's just very simple, straightforward, and clean.

Chris LaFay: Do you guys have videos of your products that are kind of pushed together into kind of like a B roll style video that doesn't have audio attached to it? We do.

Sussy Portillo: We.

Nick Burghardt: We have one of those. I think it would kind of need a little bit work to fit the new theme we're looking at here. The other product videos are more educational and I don't really think would fit what we're doing here even if we were to splice them together.

Chris LaFay: Okay. And the hero section that y' all will have will have the ability to add background videos to it. So even if it doesn't launch with that, you could then add that in later once you have one.

Sussy Portillo: Okay.

Parker: Okay.

Sussy Portillo: So in the, in the short term, would we just try to have a, a stock image and just. Yeah, okay.

Chris LaFay: Or some edited image of your product offering? So if we go, if we go this exact same route of just large background image having something where the product is aligned on one side so that the text kind of stands alone. So one of the nice things about how this image is framed is that there's not really any subject matter over here on the left hand side. So if we went this full route, we would need something with that, with that subject line over to the side. There's also another alternative of you have striking products rather than just showing one. Maybe we actually find a way to allow you guys to have multiple, multiple products being shown in a very visually, in a very aesthetically pleasing way to showcase. Not a, when I say a multitude, don't think like 10 or 15, think like three or four. So that people get an idea of multiple things that you guys do all within the first glance. So I let my designer kind of take the reins on that. The, the through line here is you like the, the stark imagery, you like the simple text and then the simple navigation bar. And so I let him take that feedback and say, how do we showcase visually and get across the idea? These are the products that they have to offer.

Parker: We let me send you guys some pictures to play around with. We did take some new photography, so we'll get you that. Also for my team, we should consider what we might can repurpose of existing videos and stuff to cut up and use here. You never know what we might be able to pull out. Even if it's just like a quick moving image of Some sort.

Sussy Portillo: Yeah, I agree with that. And then also I would throw up there. If we need to take some kind of image that we don't have today, let's consider that as well. Yeah. Video would be a little longer, of course, but wouldn't mind trying if we need it.

Parker: Yeah.

Chris LaFay: Awesome. Let's go over here to this next section. Tell me what you guys like or dislike about kind of these like card and pod style layouts.

Bella Tuo: Yeah, I think some of the screenshots I put on there of the cards just have the title of. For. This is more the blog post. I don't know if for Primo we're gonna have any blog post, but it just have the title of it and a button that leads you directly to that page.

Chris LaFay: Do you guys like the. So the couple of things that I pull from the screenshot from an aesthetic standpoint is a. We're dealing with a lot of rounded edges here. So we have that as a key piece. Two kind of just the general. The spacing of everything. There's just a little. There's breathing room in this design. Is the other piece that I'm hearing with this and then also with buttons. Liking the. The difference between liking the kind of the pill shaped buttons is 1 and then 2. Having both the solid version and also the outline version at your disposal. The next one would be kind of, you know, we have this white background, but then we also have this very light purple background. So there's a little bit of differentiation without having to use like drop shadows and things like that. Those are my design takeaways from looking at this. And I saw a lot of. Not kind of like heads nodding up and down when I said all those things in general, are those the things that you guys like about this?

Nick Burghardt: Yes, I like the design of this a lot. I think the white background does look good for stuff like this. Especially like, is it like a breakup section as opposed to having something dark the whole way through? And then the only thing that I'm thinking through in my head is content like what we would actually put in here, you know, until we really have like our clinical resources built out or a ton of updates and stuff like that coming through. It's probably something that we just need to think about from a calendar perspective about what we want on there every month. If this was meant to be something that evolves or if it's just meant to be static.

Chris LaFay: And this type of layout could be used both in. For. For blog posts and things like that, but also like just a simple multi column Layout where if you had three pieces of data that all had images attached to them, they just link off to other pages as to. So not as concerned about the. The specific use case of the elements, more kind of the general aesthetic of the elements.

Nick Burghardt: So, okay,

Chris LaFay: so over here, let me. This we have. Sorry, my screen is bouncing around a little bit. Talk to me about kind of the contrast. So here with. With the color palette that you guys have, would be very easy to have a lot of contrasting sections. Go from white to this like dark, deep purple. Maybe even with like a soft gradient inside of it as well too. Do you guys like the idea of having these contrasting sections?

Bella Tuo: Yes.

Chris LaFay: Yes. Okay, awesome. That sounds good. Talk to me a little bit about these cards. So these are obviously specifically for testimonials. They could also be reused for things like, you know, possible products and things along those lines. They don't necessarily have to always be testimonials. So talk to me a little bit about what you guys see when you're looking at these particular cards.

Bella Tuo: I think if we can put any quotes from any of the current users or customers, that'd be really attractive on the homepage to let people know like what they like about our products. And they have a video of introducing their own brand. So I don't know if we are going to have that. But it's a nice thing to be more personal, I guess, to reach out to those customers, make them feel that we are close to them.

Sussy Portillo: I really like having a page or somewhere on the site about testimonials and I like the idea that they mix the quote with the testimonial. It's not just like a whole page. Listen to these testimonials. Right, but I have time to listen to the testimonial. I can at least read a quote that might capture my attention.

Chris LaFay: Do you guys already have photos, testimonials andor videos of people?

Nick Burghardt: No.

Chris LaFay: No. Okay. Given the. The smaller turnaround time of that's something that you guys want, I would highly recommend going ahead and get it. Starting to collect that today. Even if that's just quotes, names, job titles, logos of the company, go ahead and start collecting that in a very static way. I would, I would recommend collecting it in like a Google sheet or an Excel document so that those could then get mass in mass import it all in one fell swoop. So talked a little bit about blog posts here already. Very similar card structures. Talk to me a little bit about iconography. Do you like the idea of having an icon library at your disposal? Being Able to put those into like little kind of like icon segments and things like that as well.

Bella Tuo: Yeah, I think having icons are really important for us. Right now I'm only using the Google icons because sometimes it's hard for me to draw out each one of them in short amount of time. So for now I'm using the open source Google icons and if you need any, then feel free to find the icons in there.

Chris LaFay: Awesome. Would you be game if we used Font awesome as well? We have a subscription to Font awesome that has thousands and thousands of them.

Bella Tuo: That would be amazing.

Chris LaFay: Fantastic. Okay, great. Yeah.

Sussy Portillo: If you're telling the story, kind of like. Well, we were talking about value prop and stuff like the three pillars of, you know, staff safety. You know, I forget our three pillars are parker, but you know what I'm saying, Operational efficiency, whatever. Like this, this is an easy way to tell that story because each icon means something. You can quickly read what it says below and then hopefully you have something impactful above to catch the eye. But to your point, like it's not first thing you see on the website, but it's one of those things that if I'm really interested in learning more, you know, about Primo, what, what they're about, you would want to have a page that kind of succinctly does that without going into product right away.

Chris LaFay: Yeah. Talk to me a little bit about gradients because I see. Let me zoom out a little bit. Over here we have again kind of these like white, purple to like stark black gradients. Whereas over here Athena is using a little bit on the softer gradient side. Talk to me a little bit about what the gradient either requirements are areas of like where we can kind of flex in this area.

Bella Tuo: I think now comparing to this, I do like the soft gradients, but it's just we might not have enough colors right now to do the gradient. Maybe we can pick up a few more colors to make the gradients a little bit more softer.

Chris LaFay: Okay.

Sussy Portillo: It's not black, it's blue. But it must show up as black then, I guess.

Bella Tuo: Yeah, a little dark blue.

Sussy Portillo: It looks a little more. Yeah, unfortunately dramatic than maybe it is, but. Yeah, I agree. I like the softer. I think it. It's just easier to. Easier on the eyes maybe. I don't know.

Chris LaFay: Yeah, I agree. Okay, so we have some of these things here. That's all, all of this makes sense. Tell me about. So obviously we have some competitor stuff up here without. I know some of these look like they're from like the 1990s. So without like saying like, you know, like this just looks like it hasn't been touched in years. What. What are some things here say again.

Nick Burghardt: So that got touched this year.

Chris LaFay: Oh really?

Nick Burghardt: They're so happy to celebrate that. Yeah.

Chris LaFay: The joys. The joy. It's the great thing about being in the industry that you're in. It's not going to take a big leap to leap right. Like try out. Huh. I'm in the web industry. Mine has to look freaking good. And so like my competition is everybody else. So here we are. Let's. Let's actually look over here at Medline. What? Is there anything in here that you do not. Not like.

Sussy Portillo: That we don't like

Chris LaFay: focusing on the negative for a second.

Parker: Just design wise, it's just kind of flat. They're blue, I think is horrible. At least they're med. Their Medline logo. Blue is bad.

Sussy Portillo: Bad.

Chris LaFay: Yeah.

Parker: I was gonna say their value prop also. Just as a function of being one of the biggest companies in the world.

Bella Tuo: Yeah.

Chris LaFay: Okay.

Nick Burghardt: I don't like the shapes they use. It all feels too sharp to me.

Sussy Portillo: Go ahead, what'd you say?

Nick Burghardt: I was gonna say I don't like the shapes. It feels too sharp to me. Like the straight line. All of this in here, like the rounded especially is like pressure injury. I don't know. My mind leaped to it. But yeah, sharp edges. No. No good.

Sussy Portillo: I think the picture is not really telling of their. What they do. Like it's like oh, surgery.

Bella Tuo: Nah.

Sussy Portillo: Like I get those are the. Their products. But I'm like it's not really. I don't know their website where you. You pause and you actually are looking at the picture and it's capturing you. This is like I've seen a million pictures like this. This for

Chris LaFay: awesome. Let's go over here to cardinal dislikes.

Nick Burghardt: All of it.

Sussy Portillo: Sellers.

Bella Tuo: Hard to tell what they are selling or doing exactly.

Nick Burghardt: Of business meetings is just not helpful. Logo colors. Yeah.

Chris LaFay: Let's go over here. We'll go likes and dislikes over here.

Nick Burghardt: Dislike feels too Blade Runner. It's just like I, I get what you're saying, Chris. Like there's a fine line between hey, if we do anything we're going to be more elevated in the space and there's like going too far and I feel like, you know, we're not medtronic. So it's like this to me would feel like we're going too far.

Chris LaFay: Gotcha. Yeah. Out. So what about this feels like it's going too.

Nick Burghardt: If I had the creativity, I would come up with some better words. But I just feel like it's like. Like the image specifically in the background is kind of like what I'm focusing on. Like I can't see the people in here and I can't focus on bladder control problems with having that in the background is like a. It takes much attention.

Bella Tuo: It feels more like a tech company instead of a healthcare.

Chris LaFay: Yes.

Sussy Portillo: And I don't like pictures that are overly like. These people are like I have bladder control and they're like laughing haha. Like if this. It doesn't. You know, it's hard to pay off what you're talking about with a picture that's like that.

Nick Burghardt: It's like all medicine Alpharma.

Sussy Portillo: If I. It feels like a farma.

Nick Burghardt: I know that it like a Jardian

Sussy Portillo: why the medtronic went that way. I'm like that's. That's not great.

Chris LaFay: Awesome. Let's see. Let's go over here down to Abbott likes and dislike.

Nick Burghardt: So I do actually like the focused and unfocused imagery. Like how it's like the one area that you need to see. Well, I guess this.

Chris LaFay: Yeah.

Nick Burghardt: Yeah. That works for blood donation. Like the focus area is the focus area instead of the entire image.

Sussy Portillo: Easy to read the text on the left like you were saying, Chris. Similar to that other site we looked at.

Nick Burghardt: Very clear color scheme is pretty good. The banner and the section headers just kind of feel like basic and lazy I guess.

Chris LaFay: What so are you saying that the. Are you saying that the font selection of the. The title tag is lazy?

Nick Burghardt: No, just like the organization of like consumers, healthcare professionals careers and then kind of how it does the same thing in the top right for investors in newsroom like it's like they had room to do more I think is what I'm trying to say.

Chris LaFay: Okay, what would be more so like I don't know Abbott deeply at all here. So like what would make more sense for them here?

Nick Burghardt: That's a hard thing to say because they're in so much, but.

Chris LaFay: Okay. Gotcha. Okay. Aesthetically, talk about the font selection here. So do you guys like the. The serif style or are we gonna go a little bit more on the. The sans serif style?

Bella Tuo: I think we are all agreed on the sensoris.

Chris LaFay: Okay.

Bella Tuo: And right now I'm using the font enter. It's free and on Google font. So

Chris LaFay: is that font locked and loaded or if we find a different San Serif font is that is there open for discussion with the font selections?

Bella Tuo: And also I think since Primo's logo is Sans serifs. Maybe find something that, you know, that look not too different from the logo, but still.

Chris LaFay: So we have flexibility with font selection. Just keeping it in that sans serif area.

Sussy Portillo: Yes.

Bella Tuo: And will be best if it's open source.

Chris LaFay: Okay. We mostly use Google fonts most of the time.

Bella Tuo: Okay.

Chris LaFay: Yeah. Awesome. This all makes sense. Let me see what are there. We have about 10 minutes left. We've gone through our site map. We under. I've walked through all the design inspiration. I have a good idea of the general storylines we want to tell. I'm going to spend the next couple minutes kind of walking you through what kind of the next step is going to be here. So from here, let me actually go ahead and stop sharing my screen. What we're going to do is we're going to work on the homepage design. And as a reminder, what we're going to do is we're going to design a homepage, we're going to design out the different building blocks, and then what we're going to do is we're going to take those and we're going to do a color swap and a font swap. So go from the primo purple over to the asp blues. Because we're building out all the same building blocks for both sites. We're just copying and pasting and then going through and making coloration and font changes to them as well. So the first piece here is going to be walking through the aesthetics of the homepage, and I want to get that locked and loaded here by the end of the week. Week is my plan. So I'm going to talk with my designer today, see how far he's gotten on the homepage design. Give him a lot of these updates as well, too. And I'll reach back out to you, Parker, about scheduling something a little bit later this week to go over that initial design. Now, with that design, we're not going to be worried a lot about the. The story that's being told. In fact, there's going to be a lot of fonts on that design that utilize like this. Like Mark marked out scribbly font that there are no words. It's just like scribble, where words would go. Because the goal here with this particular phase is to lock in on the general art direction and the general aesthetic. We want to focus on how are colors being used? Do we like the layouts of the different blocks and things along those lines? Because the goal here is while development is going on, we can fuss a little bit about the arrangement of the blocks. On the page. That's not important to getting into coding. So this first piece is going to be all about the aesthetics. And so once we lock in on the homepage design and we get confirmation on that, we'll then list out here the other five to 10 building blocks that we need that are not showcased on the homepage. We're going to then design those blocks again without real text in them and get your approval on those blocks. Blocks development will then begin. So my goal is to get through all of that in the next roughly week and a half to two weeks with you guys. So we'll probably have some hand more handful of meetings, more the next couple of weeks than we will the following month. Then we'll take those building blocks and we'll basically put them in layouts. We're just going to copy and paste these building blocks, put them together like Lego pieces, shove them together and say, this is going to be the layout for the About Us page. This is going to be a layout for a simple product type page that we want to tell that story on. And then we'll talk then more about where do you want content to pull in from and stuff like that. So that is the next step of the process. How does that all sound to you guys?

Sussy Portillo: It works. Let's just try to get it on the calendar sooner than later. Parker, calendars fill up.

Parker: Do you guys want to be on all those meetings or should just me and Bella take them?

Sussy Portillo: It depends if you guys need us. It's really. If it really is. Just look and feel. Maybe just run it through us when you have something you want us to give feedback on.

Parker: Yeah, Chris, just. Just set the meetings up with me and I'll forward to Bella and we'll go that way.

Chris LaFay: Awesome. That sounds good. And what my recommendation is, is we're going to be designing all this in figma. You saw the Figma me pull up the Figma file. What I'm going to recommend is let me walk through everything with part Parker. Let me get his Parker and Bella, we'll drop some comments on the Figma file together. My recommendation is not to then send that Figma link out to everybody, because what will happen is people will drop similar comments, but they'll be different because we'll be doing it asynchronously. So my recommendation will be for y' all to get together for 45 minutes together, have one of y' all had the Figma file pulled up, and then input comments together rather than trying to do it separately.

Sussy Portillo: I like that. And it's also easier for us to align on what we like and don't like. A couple questions for you. One, if we create pages that we end up not using right away because we just ran out of time to get content, I think about customer testimonial page, we still build that out or do we just like how would that work on pages that we we know we want but we may not be ready to fully roll out.

Chris LaFay: So for both of these sites, we're going to have five pages built out on launch plus products as well brought in.

Parker: Okay.

Chris LaFay: And with that said, there are probably going to be paid more pages that you guys want to have and so you what you'll have at your disposal at the end of the day. Sorry, my phone was listening to all the things Siri thought I was talking to. It is you will have a block library on the website that will have all the different building blocks defined and how to utilize all of them on a brand new page. And you'll also have educational videos on how to utilize each of those building blocks. So you guys will have all the training tools that you need to go out and build whatever pages that you want on your site.

Parker: Love it.

Sussy Portillo: Okay, great. What else? Oh, copy. Are we responsible for how what's on each page?

Chris LaFay: Right.

Sussy Portillo: Copy wise.

Chris LaFay: So what we'll do when we get approval of the homepage and then the block library and development starts, we're going to take the pages that we've agreed on for the site map. We're basically going to put those building blocks in those in like a page layout effectively. We're going to put what we think is going to be the appropriate header text to kind of define like the story structure of those. And in terms of the paragraph text, we will need you guys to fill those out.

Sussy Portillo: Okay. And so we'll have plenty of time to know when stuff is, when you need it by etc.

Parker: Okay.

Chris LaFay: Typically speaking, we get all the page. The page layout stuff is done super quick because we have all the blocks our disposal. We know how to tell a story on a website. We've done this a few times. And so we'll when we meet with you guys to showcase you the different layouts, we'll basically spend that meeting just reorganizing the blocks and adjusting the headline text and then giving you guys the rest of the week to then decide, you know, what paragraph content do you want to go there. So y' all will just fill that out. You want to worry about editing block layouts or anything like that. You'll Just say in this paragraph, this goes here, this goes here, this goes here. Very simple, very straightforward. So by the time development is done, you guys will have written the content for the five pages that you want to bring over for both sites. And then we'll just import those five pages, record you training videos, and then you can edit things up as much as you want.

Sussy Portillo: All right.

Chris LaFay: Does that sound good?

Sussy Portillo: Yeah, I'm excited to get this going.

Chris LaFay: Sounds good. Any other questions before we wrap up today? Awesome. All right, so the last thing I'll mention is there's a woman named Donna. Donna who will be helping me process project manage this. You do not want me project managing this. And so I do all the kickoff stuff. I do all the creative stuff. Dawn will start being a part of these calls and we'll also get a regularly recurring meeting on the books as well. And so dawn will be probably getting in touch at some point later this week to probably get our. Our call scheduled to talk about mockup version one for the homepage. So you will get to meet Don then. Does that sound good?

Sussy Portillo: Sounds good.

Parker: Yes.

Chris LaFay: Awesome. Thank you so much, Bella. Thank you for staying up till. I don't. I don't even know what time it is. We'll call it 2am Much excited for this.

Bella Tuo: Thank you, Chris.

Chris LaFay: Yes, you are very welcome. Hope you guys wonderful rest of the day and I'll chat with you guys back a little later this week.

Sussy Portillo: All right, Links of your body.