HBC PROJECT BRAIN Austin Field Sprint
72hto Austin readout
10Wave 1 users
$49pricing anchor

HBC · Project Brain

SMS-first body concierge command surface: Austin field proof now, NYC scale path next, and the operating system for 10 users feeling visible magic within 24–72 hours.

Milestones

Jun 8, 2026Austin sprint approved
Complete
Day 0Recruit 15 prospects
Now
Day 23 repeat texts
Follow-up
Day 3Readout
Keep / kill / scale
AfterNYC graph scale
Structural city

Austin now · NYC scale

  • Austin is the live field lab because Roby can recruit, observe, capture content, and recover bad recommendations in person.
  • NYC remains the first scaled City Health Graph and content market.
  • Method: static curated v0, not scraper-first.

Right now — Austin field sprint

Top of the page on purpose — if it is not here, it is not happening in the next 72 hours.

This sprint

  • 🔴 Recruit 15 to activate 10 — friends, PEF, boutique fitness people, Austin connectors, travelers/founders.
  • 🟡 Ask for one real request — not “try my app.” Force a next-24-hour class / food / recovery problem.
  • 🟡 Operate manually — 5–15 minute concierge response, 2–3 options, one decisive pick.
  • 🟡 Verify before exact times — schedules, booking links, pricing, availability.
  • ✅ Capture proof — anonymized screenshots, venue photos, 1–10 usefulness scores.

Open / blocked

  • First 15 names — Roby needs to send invite texts/DMs.
  • Exact venue availability — verify live before time-specific recs.
  • Payment framing — founding field pass now; $49 stays anchor, not Day 0 friction.
  • Strongest wedge — unknown until Day 3: class booking, de-bloat, travel reset, recovery, or weekend plan.

Social + website alignment

added Jun 8

CEO recommendation

Create the social presence now, but narrow the promise to what HBC can credibly deliver in Wave 1.

Position HBC as the hot body concierge in your texts. Austin is the live proof lab: 10 users, real requests, useful recommendations in 24–72 hours.

10field users
7real asks
5useful recs
5stack opt-ins
3repeat texts

North-star promise

Text your body goal, city, schedule, and preferences. HBC replies with what to book, eat, recover with, and run as a stack — starting today.

Social line: Send the goal. Get the move.

Wave 1 CTA: DM/text “AUSTIN” for a field pass. Bring one real request in the next 24 hours.

Content pillars

  • City class guides
  • Stack recipe posts
  • “What I’d book” recs
  • Studio/instructor taste-making
  • Anti-generic-health-app trust posts

Website fixes applied locally

  • Hero now says concierge, not data app
  • CTA now asks for goal, not START
  • Phone points to production HBC number
  • Clinical softened to review-when-needed
  • Class claims changed to rec/link, not booking

Channels

  • Instagram: primary proof surface
  • TikTok/Reels: short recommendation clips
  • X/Threads: operator narrative
  • DM/SMS: conversion + service channel

Claims guardrail

market what exists; label the rest as coming soon

Credible now

  • SMS-first concierge conversation
  • Meal/photo logging
  • Oura + selected source connections
  • Portal / first-stack readout
  • Product guidance + shop
  • Human/Hermes-curated Austin class recs

Do not overclaim yet

  • Live class inventory or “3 spots left”
  • Automatic class booking
  • Fully shareable/runnable stack marketplace
  • Apple Health / Whoop / Garmin / Strava live
  • Live Rx/lab/pharmacy fulfillment
  • Fully automated City Health Graph

First 7 days of social

Website →

72-hour plan

Readout metrics →
Day 0

Recruit + boundary

  • Recruit 15
  • Central Austin only
  • One real request
  • Screenshot permission
Day 1

Make magic

  • 7 real requests
  • 5–15 min replies
  • One best pick
  • Would you book it?
Day 2

Repeat usage

  • Follow-up prompts
  • Offer a stack
  • Ask referrals
  • Capture content
Day 3

Readout

  • Disappearance test
  • 1–10 usefulness
  • Top quotes
  • Austin vs NYC next

City Health Graph v0

static curated

Tier 1 service boundary

  • Downtown / 2nd Street / Rainey
  • South Congress / Travis Heights / Bouldin
  • Zilker / Barton Springs / South Lamar
  • East Austin / Holly / East 6th
  • Clarksville / West 6th / Lamar
CategorySeed nodes
Fitness[solidcore], Urban Lagree, ToddPilates, CorePower, Black Swan, Barry’s, Rumble, LOVE Cycling, Castle Hill, Lift ATX, Crux
OutdoorBarton Springs, Lady Bird Lake, Deep Eddy, Zilker, Texas Rowing Center
RecoveryRestore, sauna/cold plunge, milk + honey, Viva Day Spa, StretchLab
FoodFlower Child, True Food, Honest Mary’s, Picnik, JuiceLand, sweetgreen, CAVA, Snap Kitchen

Austin stacks

Recipes/protocols, not generic programs
01South Congress LeanLagree/Pilates → protein bowl → Lady Bird/Zilker walk.
02Barton Springs Body ResetTrail/walk → cold water → clean lunch → low-stimulation evening.
03East Austin EnergyYoga/spin/strength → coffee/light protein → social active plan.
04Downtown Between-Meetings45–60 min class or walk → clean lunch → quick recovery.
05Weekend Damage ControlSweat/walk → hydration/protein → sauna/stretch/massage.

Stack UI + experience

needs product sprint
9:41HBC Stack•••
Austin / today
Pilates Lean Stack
Goal: leaner by July · Mornings · Pilates + strength · gluten-free

Today’s best move

Book Sculpt or Lagree this morning. Protein after. Recovery walk tonight.

Plan

1

Class
Pick Solidcore/Sculpt if you want body comp; classical Pilates if sore.

2

Post-class protein
25–35g protein within 90 minutes. HBC can suggest nearby options.

3

Recovery
Zone 2 walk or sauna/cold plunge depending on sleep and soreness.

Text action

“Run this tomorrow” · “Swap class” · “Send food options” · “I booked it”

Experience principle

A stack should feel like a beautiful recipe that starts doing work by text — not a dashboard, program, checklist, or generic habit tracker.

The first stack moment should answer: what is my goal, what happens today, why this move, and what do I text next?

Current product truth

  • Current portal `Stack` is a read-only timeline of recent signals filtered by Fitness/Nutrition/Longevity.
  • `/portal/first-stack` reuses the same stack UI and redirects to login if no member session exists.
  • There is no real stack template / user stack / share link / runnable protocol model yet.
  • Empty first-stack is common because it needs real signals; onboarding answers are not yet projected into the stack.

Wave 1 stack MVP

  • Starter stack seeded from onboarding: goal, city, constraints, schedule, check-in time.
  • Protocol view: outcome, today’s move, 3–5 steps, why HBC picked it, text actions.
  • SMS-first control: start, swap, confirm, pause, ask why — all from text.
  • Concierge provenance: sources/details stay in drawer, not on the surface.
  • Stack accept moment: “Want me to run this for 3 days?” yes/no.

Stack experience flow

from intent → action → repeat
1 · Intent

User texts: “Leaner by July. Austin. Mornings. Pilates + strength. Gluten-free.”

Capture city + goal + constraints with minimal friction.

2 · Match

HBC proposes 1 stack: Pilates Lean, Travel De-Bloat, Sunday Reset, etc.

Do not show a catalog before the user sees one useful pick.

3 · First move

HBC gives today’s class/food/recovery recommendation and a backup.

This is the magic moment, not the dashboard.

4 · Run

User accepts: “Run it.” HBC texts check-ins and adapts around soreness, travel, meals, and schedule.

Protocol behavior can be manual/Hermes-operated for Wave 1.

5 · Review

After 72 hours, HBC asks usefulness + repeat/disappearance test.

Use answers to decide what stack becomes productized first.

Three UI prototypes to test

pick by Day 3 user feedback
Prototype A

Recipe Card

One beautiful stack card: goal, steps, timing, “run this” CTA. Best for social/shareability.

Prototype B

Today Board

Today’s best move + next two actions. Best for activation and SMS follow-through.

Prototype C

Thread Companion

A visual receipt of what HBC is already doing in the text thread. Best for “no app habit.”

Fix first

  • Magic-auth first-stack link
  • Seed starter stack from onboarding
  • Persist city/location context

Build next

  • Minimal stack template model
  • User stack state: proposed/running/paused
  • Reminder/check-in schedule

Later

  • Shareable/remixable stacks
  • Automated city graph matching
  • Availability/booking integrations

Recruiting + SMS proof

founding field pass

Invite pool

  • 4 boutique fitness people
  • 3 Austin social/wellness connectors
  • 3 travelers / founders / operators
  • 3 PEF or community members
  • 2 wildcards outside the obvious wellness bubble

Invite line: “I’m running a tiny Austin field test for HBC — a text-first body concierge. You send what you want + where you are, and it tells you what class/recovery/food move to book next.”

MessagesHBCnow
I’m near South Congress and want to look tighter by tonight. Pilates if possible.
I’d run the South Congress Lean Stack: Lagree/Pilates first, 25–35g protein after, then a Lady Bird or Zilker walk.
Best move: Urban Lagree if a slot is open. Fallback: ToddPilates or [solidcore] if timing/location is better.
Pick exact class window

Schedule + readout

Project Brain home
WhenMilestoneTargetTrack
Day 0Invite sent15 prospects, 10 acceptGTM
Day 1First useful interactions7 real requests, 5 useful recsProduct
Day 2Repeat behavior3 repeat texts, 5 stack opt-ins/acceptsRetention
Day 3Decision readoutDisappearance test, 2 screenshots/quotesCEO

Use

  • Body concierge
  • Wellness concierge
  • What I’d book
  • Stacks / protocols

Avoid

  • Diagnosis
  • Treatment claims
  • Guaranteed weight loss
  • Medical coaching as lead

Verify

  • Class times
  • Booking URLs
  • Pricing
  • Injury/medical complexity → professional guidance