Natalie Ledbetter / LGA — fit snapshot

Outbound. Mina-initiated. Dual-track package: customer (LGA uses LeedAB) + partner (LGA refers Series A/B founders to LeedAB). Site read informs everything below — she's a solo fractional People Ops operator for Series A/B startups (Bubble.io, Wallaroo.ai, Stash, Virtual Sapiens). NYC. Brand voice: "no decks, no theory, just real fixes, fast."

Profile snapshot

Brand	Ledbetter Global Advisory (LGA)
Person	Natalie Ledbetter — fractional Head of People / org-design advisor
Operating model	Solo. Embeds in client teams. No backing firm or partners.
ICP (her side)	Series A/B founders, ~30-150 employees, "execution breaks before strategy does"
Notable clients	Bubble.io · Wallaroo.ai · Virtual Sapiens · Stash
Channel	Calendly discovery call (primary CTA on every page)
Brand tells	Anti-deck · anti-theory · anti-HR-theater · operator-first · "leverage over programs"

Why this lands (or doesn't)

What we have going for us

Tonal alignment is rare. Her brand voice ("real fixes, fast") IS LeedAB's design philosophy. Every other operator we've pitched needed translation. She doesn't.
Two-sided value is real, not strained. Solo operator → she can use the back-office layer. Series A/B advisor → she has a referral motion to founders we want to reach.
Anti-SaaS bias maps to local-first. She'd resent a "log in to our cloud dashboard" pitch. We're the opposite.
Demo URL trick works on her ICP. Series A founders mid-fix don't have time for a procurement loop — instant demo on their company name is a rare-shape pitch they'll respond to.

What could kill it

Solo doesn't trial 30-day commitments easily. Her time is the constraint. The "free 30-day trial" framing on the public page might still be too heavy for a solo op. Be ready to offer something lighter (90-min installation + 1 use case, then she walks away clean).
Referral attribution is squishy in advisory. She might love the philosophy but balk at "track who I refer for revenue share" — feels mercenary against her brand. Consider non-monetary attribution (badge / case study / mutual referrals).
She's not BD-led. She might enjoy the conversation but not put effort into the partnership unless we make it stupid-easy for her to surface it (pre-built template language for her diagnostic doc, one-click intro email, etc).
Mac Mini / install friction. Her clients are Series A/B with IT teams. The "install on the founder's machine" can become "install on which machine?" — the 30-90s Series A install story needs work before we point it at her bench.

Three motive hypotheses (rank-ordered)

hyp 01 · most likely

She's bandwidth-constrained. Solo operators in advisory hit a billable-hours ceiling fast. Anyone who runs a portfolio of engagements has wished for "an ops layer that wasn't another tab." We're a credible answer. Listen for: how much non-billable admin she does in a week, what tabs are open right now, whether she's turned down work this quarter.

hyp 02 · plausible

She wants a tool to recommend, not just diagnose. "I find the problem, here's the playbook" is a common advisor pain — clients want her to also DO the thing, but she's a fractional. Pointing them at LeedAB is doing-the-thing-by-proxy. Listen for: how often a diagnostic finds an ops gap she can't fill, whether she has tools she points clients at today.

hyp 03 · long shot

She's curious about productisation for her own brand. "What if my framework was a system, not a deck?" — every fractional eventually wants leverage that scales beyond their hours. We could be a substrate she runs HER methodology on top of. (Risky path — opens the "white-label / your-name-on-our-thing" conversation we explicitly closed in the public fit.html.) Listen for: any language about "scaling beyond billable" / "building IP" / "what comes after fractional."

Discovery questions (10-15 min)

"What's the most-repeated week in your year — what does the calendar look like?" — surfaces bandwidth pain without leading.
"When a diagnostic finds something you don't fix, where does it usually go?" — opens the referral hypothesis.
"Of your current engagements, how many have ops infrastructure problems vs. pure org-design?" — sizes the partner opportunity.
"What tools do you point founders at today?" — competitive baseline + how she handles recommendations.
"If we could vanish 6 hours of admin a week, what would those hours go to?" — value framing for angle 01.
"What's a bad referral feel like to you?" — surfaces what would make her NOT pass clients to us.

Hard nos (round one)

Stay in line with how we framed Pillarix + Rome. Don't cave on:

Reselling LGA brand on top of LeedAB (white-label that hides us)
Source code transfer or "your team owns the agent definitions"
Cross-vertical exclusivity — she works in advisory, we don't carve out advisory
Anything that breaks local-first (e.g. "let's centralise customer data so it's easier for you to view" — no)
Free implementation done by us for her clients — paid pilot is fine, free isn't

Commercial preference (revisit after first call)

Angle 01 (LGA uses it): founder pack price. Free 30-day trial → starter or founder tier. Same shape as any solo customer.
Angle 02 (referrals): formal model TBD. Lean: flat per-converted-customer fee for first 12 months ($1.5k–$3k range), capped at first 5 referrals to keep it simple. Avoid % of MRR (creates ongoing reconciliation overhead). Non-monetary alternative: case study + reciprocal referrals to her PO advisory.

Posture for the first call

Match her brand voice. Anti-deck. No "let me walk you through our 31-agent system." Lead with: "Want to ask three questions about how you currently run LGA before I tell you anything about us — sound good?" Then listen. The pitch is in her answers, not in our slides.

Founders making the call: Mina runs it. Muiez observes. Don't pitch the partner angle on the first call unless she opens it — we want to validate angle 01 (her own use) first.

Open actions (Mina)

Decide outreach surface: LinkedIn cold (her DMs?), Calendly direct, mutual intro through a Bubble.io / Stash connection?
Pre-deploy demo: done — see http://127.0.0.1:3100/?client=ledbetter-advisory after dashboard refresh. Founder pack rail (most agents lit up) at her industry.
Auto-cleanup the public URLs: set a 7-14 day timer if no engagement, similar to Rome / Pillarix pattern.
Update commercial floor if we settle on referral fee structure.

Internal · LeedAB · 2026-05-04 · Generated for Mina + Muiez only · External pages: /index, /overview, /fit (separate Cloudflare project, random suffix)