The work outlined in our primary brief — triage and operational foundation — is the right starting point for Yōni.Fit today. It is not the end of what SüRJ does for the company.
This document outlines the four phases that follow, each timed to where Yōni.Fit will be when it is ready for them. The intent is not to commit to anything in advance. The intent is to give you a clear picture of what the partnership looks like as the company grows, so that no decision in front of you ever feels like it is happening in isolation.
A pattern is worth flagging before the phases: build fees stay small at every stage; the platform retainer grows as SüRJ becomes more central to operations. This is deliberate. We would rather be paid for the value we deliver continuously than paid heavily once and then absent. The model also keeps every individual decision in front of you small enough that the next phase never becomes a wall.
Replace the WPBakery foundation with a custom-designed, modern site built to match the company Yōni.Fit has become. Refine the existing visual identity rather than rebrand entirely — the strongest elements of the current site (the "Dignity comes in many sizes" line, the patient testimonial videos, the clinical credibility) carry forward and get the presentation they deserve. Headless WooCommerce or a more appropriate medical commerce platform underneath. Mobile-first. Accessible. Fast. Search-optimized.
The retainer increase reflects what SüRJ does after the new site is live: hosting, security monitoring, ongoing content updates, performance tuning, evolution as Yōni.Fit grows. The site does not get redesigned every three years; it evolves continuously. That eliminates the typical agency cycle of "everything looks dated, time for a $40,000 rebuild."
This phase is right when the foundation work in Phase 1 is complete and the company has the bandwidth to participate in design and content review. Typical timing: 60–90 days after Phase 1 completion.
This is the inflection point.
The provider channel is the lever that takes Yōni.Fit from direct-to-consumer single-unit sales to per-clinic recurring volume. Today, it operates on email, PDFs, and the lightweight CRM currently in place. Each piece is doing some part of the job; none of them are doing the whole thing.
In Phase 3, SüRJ replaces the entire provider operations stack with an integrated portal:
The lightweight CRM is retired. The email-and-PDF workflow is retired. The entire B2B operation runs on SüRJ.
The retainer at this phase reflects what is now under SüRJ's ownership: HIPAA compliance posture, BAA management, provider support when issues arise, ongoing feature development as needs emerge, integration with whatever new tools Yōni.Fit adopts, and the entire data and workflow layer that the provider channel runs on.
This phase is right when Yōni.Fit is ready to invest in scaling the provider channel — which, based on the business model, is likely soon. The build fee is intentionally undersized because the platform retainer is doing the long-term work.
A standing capability that activates as Yōni.Fit grows.
Through the Dejavoo + Electronic Payments infrastructure already in place from Phase 1, SüRJ stands ready to deploy payment capabilities as the business needs them — no separate engagement, no project fee, no "let's quote that out." The customer pays for hardware and processing through normal channels; SüRJ handles the integration and rollout.
What this includes, available when needed:
This is why the right payment infrastructure foundation matters in Phase 1. What we build at the start determines what becomes effortless later. Companies that start on the wrong payment platform pay for the migration twice — once when they recognize the limitation, and again when they implement the solution. Yōni.Fit avoids that path entirely.
Patient acquisition at scale. Provider channel marketing. Content engine. Paid media management. Conference and event support. Email and SMS campaigns for both audiences. SEO and organic visibility. Provider-channel marketing collateral creation and distribution.
This phase is delivered through SüRJ's marketing partner network — agencies and specialists we work with regularly who execute under our supervision and within the SüRJ platform. The build fee covers the integration and onboarding; the retainer covers ongoing execution.
By the time Yōni.Fit reaches this phase, the SüRJ platform is the operational backbone of the company. Marketing simply turns on as the next layer. The retainer reflects what is essentially a fractional CMO function combined with the agency execution underneath it.
This phase is right when D2C and provider channels are stable, the foundation is producing predictable revenue, and the constraint becomes acquisition rather than operations.
A note worth making, because the question almost always comes up.
As Yōni.Fit grows, the natural temptation is to add operations and technology leadership internally. A Director of Operations. A VP of Technology. A Head of Marketing. Each of these roles, hired competently, costs the company between $130,000 and $200,000 per year in salary, with another 25–30% in benefits, taxes, equipment, and software — a true loaded cost between $165,000 and $260,000 per role per year.
The full SüRJ engagement at Phase 5 — operations platform, technology backbone, compliance posture, payment infrastructure, marketing execution, and ongoing strategic counsel — runs at $1,997 per month. Roughly $24,000 per year. Less than 15% of the cost of a single internal hire, with a multi-disciplinary team behind it, no hiring risk, no ramp time, and no political cost on either side when scope changes.
The math is not subtle. We mention it not to discourage internal hiring — every growing company eventually adds key roles — but to be clear about what the SüRJ partnership is replacing and where it sits in the company's operational economics.
You do not need to decide on any of these phases now. You only need to decide on Phase 1.
The phases above sequence themselves. Phase 2 follows when the foundation is solid and you have bandwidth for design review. Phase 3 follows when you are ready to invest in scaling the provider channel. Phase 4 activates as needed, in pieces, with no formal decision required. Phase 5 follows when operations are stable and acquisition becomes the constraint.
If at any point Yōni.Fit needs more than what is described here, we expand. If less, we hold. The partnership flexes around the company. It does not work the other way around.
The same thing we asked for in the primary brief: thirty minutes, in person. We come to you. Bring this document. We are happy to walk through any phase in detail — including timing, scope, what would change about your week-to-week operations once it is in place, and what the path looks like to the next phase after that.
Schedule the meetingBoth proposals will be held open through the end of the month.