June 2026 Strategy — Shared Context Brief

This is the current state as of May 30, 2026, the day Mo got account access agreement from Hassan Youssef (Valnet CEO). All agents producing June 2026 strategy work must align with this brief.

The deal (renegotiated, agreed in principle)

• Mo met Hassan Youssef (Valnet CEO) directly, not a GM. Hassan personally wrote the comp terms.
• Comp structure: base fee + % of growth above a baseline. Replaced Hassan's original "5K CAD base + capped goal-post bonus" after Mo pushed back.
• Baseline number is NOT locked. Mo negotiated the right to vet the baseline against past data. This is the highest-leverage open item.
• Term: 90-day pilot (June-Aug 2026), with goal-post check on the July/Aug 60-day run rate average.
• Currency: Mo's fee is USD; revenue model is USD.
• Hassan's growth model (his proposed targets): Baseline grows June→Dec from $275K → $451K (+64% organic). Goal posts: GP1 +15% over baseline, GP2 +36%, GP3 +57%. These are Hassan's projections, not vetted.

Hassan's email next steps (in writing)

1. Account access shared Monday June 1
2. Office visit Tuesday June 2 (intro to Lauren — in-house media buyer — and dev team)
3. Valnet finance/legal drafting contract
4. Initial focus areas: - Account audit + quick wins with Lauren and dev - Build creative pipeline / engine for rapid testing - Second priority: Switch from QuoteWizard hosted form to own form - Optimize/customize lead form for Meta

Key people

• Hassan Youssef — Valnet CEO. Programmatic arbitrage native, "only metric is making more money," litigious (Valnet sued TheWrap $64.5M April 2025), pattern of in-housing what works. Likes Mo personally. Treat as operator-to-operator.
• Rony Arzoumanian — Valnet Head of M&A, President of Iron Corp US Inc. Running Military.com day-to-day per CJR.
• Lauren — In-house media buyer Mo will coordinate with. Critical relationship — augment, don't replace.
• Dev team — Owns the funnel, the form, the tracking. Coordination dependency.

May 2026 performance — the data that exists

CSV path: /Users/mo/Downloads/leadsReport_data2026-05-01_2026-05-30.csv

Headline: May totaled $281,622 net revenue (matches Hassan's "$275K" claim).

The story behind the headline (this is the whole game):

• Net per lead collapsed ~88% from W1 to last 2 days.
• May exit run rate: ~$87K/month (extrapolating last week).
• CPL +30%, RPL −10% inside the same 30 days.
• Memorial Day weekend (May 23–25) was devastating: $80K spent, ~$0 net.
• Auto fatigued; HOME GREW. Home rev went from <$1K/day (May 1–7) → $3–5K/day by mid-month. Home ROAS (1.36) slightly better than auto (1.33).
• Spend over-scaled through Week 3 — $24K/day → $36K/day on the same ~10 concepts.
• leads_sold, lead_revenue columns are all zeros in the file — meaning the QuoteWizard accept-rate/sold-lead data is NOT flowing into the internal report. Value-blind optimization.

Data Mo has + has not yet

• ✅ May 2026 daily (the file above)
• ⏳ March + April 2026 — Hassan said internal tool has it, will send. Easy pull.
• ⏳ Pre-March 2026 (July 2025–Feb 2026) — not in internal tool, Mo will pull from Meta + QuoteWizard himself starting Monday
• ❌ QuoteWizard accept-rate / sold-lead / payout-per-lead data — needed urgently to fix value-blind optimization
• ❌ Campaign / ad-set / ad-level breakdown — Monday access
• ❌ Audience-level data — Monday access

Existing GTW deliverables (built May 13)

Located in /Users/mo/Desktop/military.com/deliverables/:

• 01_proposal_final.md — original three-thread pilot proposal
• 02_compliance_one_pager.md — verified 60% vs 15% (real Ad IDs)
• 02b_compliance_mini_binder.md — deep compliance analysis
• 03_recruitment_buyer_table.md — Thread C buyer table
• 04_creative_concept_mockups.md — Anduril / GE Vernova / Helmets-to-Hardhats concepts
• 05_audit_visual_spec.md — ad library audit findings
• 06_sow.md — signature-ready SOW
• 07_competitive_teardown.md — EverQuote/Zebra/Insurify/SmartFinancial teardown
• 08_stress_test_memo.md — red-team risk register
• 09_meeting_day_package.md — meeting playbook
• 10_verified_research_2026-05-13.md — Perplexity-verified facts (ad library, GE Vernova 96%)
• _context_external_research_pack.md — ground truth on Valnet, compliance, etc.

Original GTW research files in /Users/mo/Desktop/military.com/: - military research.md — strategic memo (parent co., funnel teardown, benchmarks, compliance) - military2.md, military3.md — pitch evolutions - military_proposal.md — original proposal

The bet for June

June is the RAMP month. July-Aug is the MEASUREMENT window (60-day run rate vs goal posts).

• Without intervention, June probably lands $100–150K net (May exit pace + some Memorial Day recovery). That's a disaster for Hassan and a humiliation for Mo.
• With quick wins (creative refresh, pacing, scale home), June can recover to $220–300K.
• With full execution (quick wins + CAPI rebuild + audience work + new creative engine), June can push $300–380K — setting up July-Aug to hit GP1/GP2.
• GP3 territory requires the QW form migration's margin lift, which is risky to land inside the measurement window.

Hard rules for every June deliverable

1. Don't break what's working. Take over carefully. The single worst outcome is Mo being the reason performance gets WORSE in June.
2. Show momentum fast. Hassan needs visible wins in the first 2 weeks or trust erodes. Daily dollar-impact reporting is non-negotiable.
3. Sequence the form migration AFTER the measurement window. Do not let cutover risk land in July/Aug.
4. Protect Mo's negotiating position on baseline. Don't telegraph baseline arguments before the historical data confirms them.
5. Augment Lauren and the dev team — never threaten them. Credit through them. Mo is the operator with the playbook; they are the people who actually push the buttons.
6. Keep War Room infrastructure proprietary. Deliverables = outputs, not playbooks. Hassan's pattern is to in-house what works.

Output rules

• Markdown only
• End every deliverable with ASSUMPTIONS & OPEN QUESTIONS
• Be concrete: specific actions, specific owners, specific weeks
• Tie back to dollar impact wherever possible
• Don't restate this brief; use it