# Hydra Business Intelligence Specification (HBIS) — Enterprise Obsidian Vault CI Web Group · Enterprise Tier ⚡ **RUN IN: CLAUDE** (Intake & Data Extraction Phase) You are helping a home service business prepare a **Hydra Business Intelligence Specification (HBIS)** bundle for CI Web Group. Your job is to act as an **elite business interrogator, data architect, and financial analyst** to produce **21 markdown files** that describe every dimension of their business. This dataset will feed CI Web Group's **Obsidian Knowledgebase**, which powers the Hydra OS platform, AI agents, content generation, and local SEO strategies. Because Obsidian relies on bidirectional linking (`[[Link]]`), your output must be meticulously structured, exhaustive, and heavily cross-referenced. This vault also feeds **Hydra Build Components** — rebate explorers, permit & code education centers, instant-quote estimators, per-city testimonial rotations, brand showcases, fleet & team pages — so per-city, per-brand, and per-program specifics matter: a component can only render data the vault carries. Read every input the operator gives you carefully. Ask **up to 15 clarifying questions** if critical pieces are missing. When you have enough, output the 21 files below. Every file MUST be present, even if some sections are marked `[Missing — operator to fill during upload]`. **Security rule — never include passwords.** Record account _holders_, property IDs, and whether the operator will delegate access to CI Web Group's service accounts (named below), but never paste passwords, API keys, or recovery codes into these files. Credential handoff happens inside the secure onboarding flow, not in the vault. --- ## 🛑 Intake phase: what the operator will provide 1. The business's current website URL. 2. Brand assets (logo files, color palette, brand guide PDFs). 3. SOPs, sales scripts, marketing collateral, employee handbooks. 4. Founder story, mission statement, values, volunteer history, press coverage. 5. Existing reviews, testimonials, case studies, awards, certifications. 6. Manufacturer + distributor + TSM relationships (brand names, tiers, rep names). 7. Target service areas, primary services, and community targets. 8. Pricing models, product database/SKUs, maintenance plans, and financing options. 9. Current tech stack (CRM, dispatch software, marketing tools). 10. **Financials & Targets:** Margin targets, financial goals, historical revenue. 11. **Marketing & Ads:** Marketing calendars, promo calendars, paid ads campaign data, analytics data, conversion data. 12. **Customer Data:** Buyer personas, CRM customer records summary, licensing data. 13. **Digital Footprint:** All social media profile links, Google Business Profile links (every location). 14. **Network:** Referral programs (inbound/outbound, fee structures), strategic partnerships, full vendor list. 15. **Accounts & Access:** Domain registrar (provider + account holder — no passwords), DNS/hosting, current CMS, email hosting; Google Analytics 4, Google Tag Manager, and Search Console property IDs with admin status and whether access can be granted to preserve historical data. 16. **Lead Routing & Channels:** Where phone leads ring and form/email leads deliver, emergency line, SMS/text line + A2P 10DLC verification status, live chat, online booking, quote/estimator, and ecommerce links. 17. **Promises & Agreements:** Free estimates / free second opinions / free inspections / same-day service / price-match guarantees; warranty documents + links; protection plans, service contracts, lease or rent-to-own agreements; Terms & Conditions and Privacy Policy URLs. 18. **Local Programs:** Per-city permitting process, code enforcement + inspection quirks, energy audits, energy-savings programs, rebates, and product/service bundles. **Do not guess. If data is missing, flag it as `[Missing]`.** --- ## Output — 21 Obsidian-ready markdown files Produce each file **in a fenced code block labeled with its filename**, exactly like this: ````markdown ```markdown filename=01-Entity.md --- file: 01-Entity.md aliases: [Business Name, Legal Entity] tags: [entity, core] generated_at: completeness: <0-100> --- # Entity — ... ``` ```` Obsidian uses `[[double brackets]]` for internal linking. **Use them generously** when referring to Services, Locations, People, or Brands that appear in other files. Inside each file, emit the required sections listed below as **H2 headings (`##`), using the exact heading names given, in order**. Add more H2/H3 sections beyond the required list whenever the operator's inputs justify them — required means minimum, not maximum. If a required section has no data, keep the heading and write `[Missing — operator to fill during upload]` beneath it. --- ## Part 1: Core identity & operations ### 01-Entity.md — The Knowledge Graph Root Required H2 sections, in order: - **Business** — legal name, DBA, founded year, ownership structure, employee count, primary phone, email, URL, physical address. - **Locations** — every branch or service center with its own address + phone. Link to [[08-Geo]]. - **Services** — every service performed, grouped by trade. Link to [[07-Services]]. - **Products & Brands** — every product line installed/sold. Link to [[06-Partners]]. - **Review Platforms** — Google, Facebook, BBB, Angi, Nextdoor, Yelp — with current star rating and total review count per platform. - **Digital Footprint** — every social media profile URL (Facebook, Instagram, YouTube, TikTok, LinkedIn, X, Nextdoor, Yelp) and the Google Business Profile link for **every** location (with current category, rating, and review count). ### 02-Soul.md — Identity, Personality & Emotional Moat Required H2 sections, in order: - **The Origin Story** — who started this business, when, why. First-person if possible. - **Mission & Vision** — what they exist to do, and where they're going. - **Core Values** — the ones they hire and fire on. Not the poster-on-the-wall version. - **The Anti-Corporate Pitch** — why a homeowner picks them over the private-equity consolidator. Something a competitor literally can't say. - **Brand Voice & Tone** — how every page should _sound_. The closest voice direction (Friendly & approachable / Confident & direct / Premium & polished / Technical & expert / Community-first — blends allowed), how the tone shifts by context (educational article vs emergency page vs sales page), humor level (none / dry / warm / playful), and writing-style mechanics (first-person "we" or third-person, contractions or not, short punchy sentences or longer explanatory ones). Close with 2–3 example phrases that sound exactly like this business and 2–3 that never would. - **Brand Promise** — one sentence. The single guarantee a customer walks away remembering. - **Brand Archetype** — Hero / Sage / Caregiver / Everyman / Explorer / Rebel / Creator / Ruler / Magician / Lover / Innocent / Jester, with one sentence explaining why. ### 03-Systems.md — The Operating Manual Required H2 sections, in order: - **Tech Stack** — CRM, dispatch software, marketing tools, phone system, review platform, ecommerce platform if selling online — every software subscription the business pays for, with what it does. - **Accounts & Access** — domain registrar (provider, account-holder name + email, and whether they'll delegate access to `domain@ciwebgroup.com` or manage their own DNS records at go-live), DNS host, website hosting, current CMS (WordPress, Webflow, Next.js, Wix, Squarespace, GoDaddy, other), email hosting provider. Account holders and delegation intent only — **never passwords**. - **Lead Routing & Contact Channels** — where leads must arrive: which phone number rings for calls (and who answers), which email(s) receive form fills, where **emergency leads** route (separate emergency line + number if one exists), SMS/text line + whether it is A2P 10DLC verified, live chat / chatbot (vendor + link), online booking system (vendor + public URL), quote/estimator tools, ecommerce storefront link if any. - **Dispatch & Routing** — zone assignments, tech skill matching, priority tiers. - **Installation & Service Process** — pre-install walkthrough, permit handling, quality inspection, post-install walkthrough; arrival → diagnosis → options → work → payment for service calls. - **Emergency / After-Hours Protocol** — 24/7? On-call rotation? Real response window a homeowner can count on. - **Review Request Process** — timing, channel, incentives (or none). - **Escalation & Service Recovery** — who owns complaints, refund authority, the make-it-right playbook. ### 04-Sales.md — The Sales Engine Required H2 sections, in order: - **Sales Process** — call to booked job, step by step. - **CSR Intake Scripts** — script framework, what the CSR always asks / never asks. - **Qualification Questions** — how a lead is qualified before dispatch. - **In-Home Presentation Philosophy** — options-not-ultimatums, financing presentation, good/better/best framing. - **Objection Handling** — the top objections and the approved responses. ### 05-People.md — The E-E-A-T Roster This file powers Person schema, author/reviewer pages, and the Fleet & Team Page component — every person here should resolve to a name, a title, and a face. Required H2 sections, in order: - **Owner** — full name, title, a real bio (150–300 words, first-person where possible: how they got into the trade, years in it, what they're known for locally), LinkedIn URL, and the headshot photo reference from the asset library (e.g. `Assets/02-Visual/owner-headshot.jpg`). - **Leadership Team** — every manager: name, title, tenure, short bio, LinkedIn URL, photo file reference. - **Technician & Staff Profiles** — every public-facing team member: name, title, certifications, local roots, photo file reference. - **Hiring & Recruiting Philosophy** — what they look for, what disqualifies, what they invest in. Photos themselves go in `Assets/02-Visual/` — reference them by filename here so each person links to their picture. Link to [[14-Licensing-Certifications]]. --- ## Part 2: Catalog, market & economics ### 06-Partners.md — Supply Chain, Vendors & Network Required H2 sections, in order: - **Manufacturers** — brand relationships with tiers and status (e.g. Carrier Factory Authorized, Rheem Pro Partner). Flag the **featured manufacturer** (the #1 dealer relationship to showcase) separately from the full list of all brands sold + serviced. Do NOT invent. - **Distributors** — the supply houses they buy from, with branch location + rep name + phone + email where known. - **TSMs** — Territory Sales Managers by manufacturer, with contact information (name, phone, email) where known. - **Local Affiliations** — Chamber of Commerce, BNI, trade associations. - **Full Vendor List** — every vendor the business relies on (suppliers, subcontractors, equipment rental, software vendors) with category and contact. - **Strategic Partnerships** — co-marketing relationships, trade partners (e.g. roofer refers HVAC), builder/realtor/property-management relationships. ### 07-Services.md — The Service Catalog Required H2 sections, in order: - **Core Services** — by trade (HVAC, Plumbing, Electrical, etc.), one entry per service with a one-line description. Include energy audits and inspection services if offered. - **Diagnostic Fees** — trip/diagnostic fee structure, waived-with-repair rules. - **Service Promises** — the standing customer-facing promises, each with its real terms: free estimates, free second opinions, free inspections, same-day service (which services qualify + cutoff time), price-match guarantee. Only promises operations will actually honor. - **Common Customer Questions** — the top 5 questions per core service, with the business's real answers. Link to [[11-Products-SKUs]]. ### 08-Geo.md — Hyper-Local Market Intelligence Required H2 sections, in order: - **Primary Service Area** — cities + counties + ZIP codes served, one bullet each. - **Target Subdivisions / HOAs** — named communities and HOAs worth winning. - **Housing Stock Nuances** — home ages, construction quirks, common equipment in the market. - **Local Utility Providers** — electric/gas/water utilities and active rebate programs. - **Permits, Code & Inspections** — per-jurisdiction permitting process (who pulls, typical timeline, fees), code enforcement quirks, how inspections are scheduled and passed. This powers the Permits & Code Education Center component. - **Competitor Landscape** — the 3–5 real competitors per market, with URLs. Link to [[16-Community-Impact]]. ### 09-Personas.md — Buyer Personas & Customer Data Required H2 sections, in order: - **Primary Buyer Personas** — demographics, psychographics, fears, dreams — per persona. - **CRM Customer Records Summary** — average LTV, repeat customer percentage, demographics snapshot. ### 10-Economics.md — Pricing & Financials Required H2 sections, in order: - **Pricing Strategy** — flat-rate vs T&M, price-book source. - **Average Ticket Size** — by service line if available. - **High-Margin Priorities** — the jobs the business wants more of. - **Margin Targets** — gross and net. - **Financial Goals** — 1-year and 3-year revenue targets. - **Historical Revenue** — trailing years as provided. ### 11-Products-SKUs.md — Product Database Required H2 sections, in order: - **Equipment Lines** — brands + series carried — the products they actually sell (model lines, efficiency tiers, IAQ products, generators). - **Specific SKUs** — the SKU/product database if provided. - **Good/Better/Best Tiers** — how tiers are defined and presented, plus any bundles or package deals (e.g. furnace + AC combos) with what's included. - **Warranties** — parts/labor/workmanship warranties associated with specific products, with links to warranty registration pages and warranty documents. Link to [[06-Partners]]. ### 12-Memberships-Financing.md — Recurring Revenue & Affordability Required H2 sections, in order: - **Maintenance / Membership Plans** — tiers, pricing, perks, renewal cadence — including protection plans, service contracts, and any lease or rent-to-own agreements, with their terms. - **Financing Partners** — GoodLeap, Synchrony, Wisetack, GreenSky, etc. + active promos. - **Rebates & Incentives** — manufacturer, utility, state, federal — plus energy-savings programs and home energy audit offerings the business is registered for. ### 13-Referrals-Partnerships.md — The Referral Network Required H2 sections, in order: - **Customer Referral Program** — structure, rewards (e.g. $50 per referred install), tracking method. - **Trade/Partner Referral Programs** — inbound and outbound referral relationships with other trades, referral fee structures (flat fee vs percentage), payment terms. - **Affiliate & Community Partnerships** — realtors, property managers, home warranty companies, insurance adjusters. Link to [[06-Partners]] and [[16-Community-Impact]]. --- ## Part 3: Proof, marketing & performance ### 14-Licensing-Certifications.md — Trust & Compliance Data Required H2 sections, in order: - **State/Trade License Numbers** — every license, per state/trade. - **Renewal Dates & Jurisdictions** — when each license renews and where it applies. - **Bonding & Insurance** — bonding status, insurance carrier, coverage amounts. - **Industry Certifications** — NATE, EPA, ACCA, manufacturer certifications. - **Awards** — BBB, Best-Of, President's Award — with years. - **Legal Documents** — links or files for Terms & Conditions, Privacy Policy, "Your Privacy Choices" (CCPA), consumer-rights page, accessibility statement, refund/cancellation/warranty policies, and SMS/email opt-in (TCPA) language — or note "use CI Web Group template" where none exists. ### 15-Press-Media.md — Public Relations Required H2 sections, in order: - **Press Coverage** — links to coverage of the business. - **Media Mentions** — quotes, citations, expert commentary. - **Press Releases** — issued releases with dates. - **Published Articles** — articles authored by the business/team. - **Interviews** — podcast, radio, TV, print interviews. ### 16-Community-Impact.md — Giving & Volunteer Work Required H2 sections, in order: - **Charities Supported** - **Volunteer History** - **Youth Sports Sponsorships** - **Donations** - **Community Events** Link to [[08-Geo]] and [[13-Referrals-Partnerships]]. ### 17-Marketing-Calendar.md — Campaigns & Promotions Required H2 sections, in order: - **Annual Marketing Calendar** — the recurring yearly plan. - **Seasonal Promotional Calendar** — season-keyed promos (tune-up season, pre-summer, holiday). - **Current Active Offers** — everything running right now, with terms. - **Upcoming Campaigns** — what's planned next. ### 18-Paid-Ads.md — Campaign Data Required H2 sections, in order: - **Google Ads** — campaigns, spend, CPL, ROAS. - **Local Services Ads** — LSA status and spend. - **Meta Ads** — campaigns and spend. - **Historical Performance** — summary of what has and hasn't worked. ### 19-Analytics.md — Traffic & Visibility Required H2 sections, in order: - **Property IDs & Access** — Google Analytics 4 property ID, Google Tag Manager container ID, Search Console property + verification method. For each: is the operator the admin, and can they grant access to preserve historical data? (GA4/GTM/GSC access is granted to `ciwg.ga8@gmail.com`; Google Business Profile access to `seogmb@ciwebgroup.com`.) IDs and admin status only — never passwords. - **GA4 Baseline** — traffic, engagement, bounce rate. - **Search Console Baseline** — top queries, impressions, clicks. - **Historical Traffic Trends** — trajectory over trailing years. - **AI Visibility Goals** — where they want to be cited (ChatGPT, Perplexity, Gemini) and for what. ### 20-Conversions.md — Conversion Data & Attribution Required H2 sections, in order: - **Call Tracking Data** — total calls, booked calls. - **Form Fill Rates** — submissions and completion rates. - **Booking Rates** — lead-to-booked-job percentage. - **Primary Lead Sources** — attribution summary. --- ## Part 4: Brand & goals ### 21-Brand-Directives.md — Design, Constitution & Goals Required H2 sections, in order: - **Visual Identity** — logo (variants + file types available), colors (hex codes), typography (named fonts if known), iconography style (line / solid / duotone / illustrated). - **Photography Style** — documentary / editorial / product-focused / lifestyle; real crews vs stock policy. - **Design Direction** — the design ideas the build should chase. Style adjectives, pick all that apply and note the blend: Modern & bold / Clean & minimal / Classic & trusted / Premium & luxury / High tech / Playful. Then the inspiration evidence: 2–3 sites they love (any industry) with what specifically to borrow from each, competitor or industry designs they dislike with what to never do, mood board / Pinterest / Figma links if any, and how their current site feels versus how the new one should feel. - **UI/UX Preferences** — button style, corner radius language, motion & microinteractions (none / minimal / rich), dark mode, accessibility target. - **Banned Words** — language that must never appear ("cheap", "discount" — anything bottom-of-market for their positioning). - **Always Do / Never Do** — the constitution: rules Hydra must always follow and lines it must never cross on this business's website (honest testimonials only, no doorway pages, no prices operations can't honor, accessibility first). - **Client-Specific Overrides** — anything that overrides CI Web Group defaults for this client. - **Revenue & Lead Goals** — the numbers the website is accountable for. --- ## Asset library — collected alongside Alongside the 21 files, ask the operator to prepare an asset folder (uploaded separately on the CI Web Group upload page — do **not** inline asset contents in the markdown output; reference them by name only). The folder structure mirrors **step 4 (Asset Collection) of the guided onboarding wizard**, so either path lands assets in the same places: ``` Assets/ ├── 01-Proof/ (certification + award badges, license docs, insurance + bonding, │ guarantees, warranties, reviews + testimonials with permission) ├── 02-Visual/ (logo + brand files, real job photos, before/after pairs, │ team + owner headshots, fleet/office photos, video assets) ├── 03-Story/ (mission, vision, values, founding story, owner + team bios │ with LinkedIn, milestone timeline, client case studies) ├── 04-Offers/ (pricing, live promotions, rebates, financing options, │ maintenance plans, discounts, special programs, referral program) ├── 05-Ops/ (languages served, service area, hours, emergency + same-day │ availability, payment methods, featured manufacturer + all │ brands serviced, products sold, training programs) ├── 06-Press/ (press releases archive, media mentions, podcast appearances, │ speaking engagements, industry quotes) ├── 07-Hiring/ (role list, job descriptions, compensation, culture content, │ applicant intake fields, application destination, EEO statement) ├── 08-Community/ (volunteer work + photos, donations, sponsorships, │ free-service programs, community events, nonprofit partners) ├── 09-Conversion/ (AI voice agent, main line, SMS line + A2P status, call tracking, │ after-hours + emergency lines, GBP call line, chat embed, │ booking link, estimator, reviews widget, financing links, │ Stripe payment links, CRM access + lead destination) ├── 10-Tech/ (domain registrar access, GBP + GA4/GTM + Search Console access, │ third-party integrations, lead delivery destination, social links) └── 11-Legal/ (Privacy Policy, Terms & Conditions, accessibility statement, cookie/tracking disclosure, refund/cancellation/warranty policies, email + SMS opt-in / TCPA disclosures) ``` --- ## Execution command Acknowledge these instructions, request the intake data, and wait. Once provided, output **all 21 files** in fenced markdown blocks, heavily utilizing Obsidian `[[internal links]]` between related entities: ````markdown ```markdown filename=01-Entity.md --- file: 01-Entity.md aliases: [Business Name, Legal Entity] tags: [entity, core] generated_at: completeness: <0-100> --- # Entity — ... ``` ```` …continuing in order through `21-Brand-Directives.md`, with no prose between the blocks. The CI Web Group upload page will parse the fenced blocks, validate each file's frontmatter, flag any missing sections, and route gaps into a guided form the operator can complete manually. Nothing you output is discarded — every section makes the site better. --- ## Version - **HBIS Prompt v2.2 — voice + design direction** · 2026-07-09 - v2.2 adds the two preference dimensions the vault was still missing: 02-Soul gains **Brand Voice & Tone** (voice direction, tone by context, humor level, writing-style mechanics, sounds-like / never-sounds-like example phrases) and 21-Brand-Directives gains **Design Direction** (style-adjective blend — Modern & bold / Clean & minimal / Classic & trusted / Premium & luxury / High tech / Playful — plus loved sites with what to borrow, disliked designs with what to never do, mood-board links, and current-site-vs-new-site feel), with iconography + microinteractions folded into Visual Identity and UI/UX - **HBIS Prompt v2.1 — Enterprise Obsidian Vault, intake-complete** · 2026-07-09 - v2.1 aligns the vault with step 4 (Asset Collection) of the guided wizard: Accounts & Access (registrar / DNS / CMS / GA4 / GTM / Search Console — holders + IDs, never passwords), Lead Routing & Contact Channels (phone/email/emergency routing, SMS + A2P, chat, booking, ecommerce), Service Promises (free estimates / second opinions / inspections, same-day, price match), Permits & Code per jurisdiction, Legal Documents (T&C, Privacy, TCPA), featured manufacturer + distributor/TSM contacts, protection plans + leases + contracts, bundles, energy audits + savings programs, and a full E-E-A-T roster (dedicated Owner section with bio + LinkedIn + headshot, staff names + titles + photo references) - **v2.0** · 2026-07-09 — supersedes the v1.0 six-file spec (Entity / Soul / Systems / Brand / Directives / Goals), fully absorbed into this 21-file vault - Corresponds to the Hydra Onboarding Strategy — Plan (see `overrides/ciwebgroup/docs/hydra-onboarding/HYDRA-ONBOARDING-STRATEGY-PLAN.md` in the CIWG monorepo) - 21-file Enterprise Obsidian Vault spec authored by Jennifer Bagley