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Comet Labs — Brand Proposal ($6k Focused Sprint)

Proposal: Focused Brand Strategy Sprint for Comet Labs

Prepared for: Kiran Deol, Comet Labs

Prepared by: Christopher Costuna

Budget: $6,000 AUD (fixed fee)

Timing: 2–3 weeks from kickoff

Proposed kickoff: 29 July

1) Context

Comet Labs is building an ecosystem to support health innovators, spanning investment, education, advisory, and community. The immediate priority is to sharpen the core brand narrative so Comet Labs can communicate clearly and credibly with investors, founders, partners, and the broader health innovation ecosystem.

This revised proposal reshapes the original scope into a focused first phase that fits the available $6,000 AUD budget. Rather than trying to cover the full brand operating system, detailed website copy, and multi-pillar playbook in one engagement, this sprint will concentrate on the highest-leverage strategic foundations: positioning, narrative, audience messaging, and practical copy direction.

The aim is to give Comet Labs a clear, usable foundation for the next stage of growth — especially the VC-facing story — while keeping the scope tight, collaborative, and commercially realistic.

2) Objectives

By the end of this focused sprint, Comet Labs will have:

  1. A clearer strategic positioning for Comet Labs, with particular emphasis on the VC / investment-facing narrative.
  2. A concise articulation of “why this VC, why now, why this person”.
  3. A practical messaging framework for priority audiences.
  4. A sharper explanation of how the key Comet Labs pillars fit together.
  5. Directional website messaging that can guide an MVP site, pitch materials, LinkedIn, bios, and warm introductions.

3) Scope of work

A) Focused discovery + strategic download

  • Review of existing materials provided by Comet Labs, including current website content, decks, notes, and relevant positioning inputs.
  • One focused kickoff / strategy session with Kiran to capture:
    • Comet Labs’ ambition and commercial context
    • The role of the VC pillar
    • Target audiences and their current tensions
    • Founder, investor, and partner needs
    • Existing proof points and credibility signals
    • Near-term communication priorities

B) Positioning + strategic narrative

Development of a focused strategic narrative covering:

  • Core belief / point of view
  • Role of Comet Labs in the health innovation ecosystem
  • The VC-facing narrative
  • “Why Comet Labs”
  • “Why now”
  • “Why Kiran / why this team”
  • The relationship between investment, education, advisory, and community
  • Key language to use — and language to avoid

C) Audience + messaging framework

A practical messaging framework for priority audiences, likely including:

  • Investors / LPs
  • Health innovation founders
  • Clinicians, researchers, and venture builders
  • Strategic partners and ecosystem collaborators

For each audience, the framework will identify:

  • What they need to believe
  • What Comet Labs needs to communicate
  • Core messages
  • Supporting proof points
  • Useful phrases / language cues

D) Core messaging assets

Development of a small set of high-leverage messaging assets:

  • Sharp introduction — a short 2–3 sentence version for bios, LinkedIn, advisor profiles, and warm introductions
  • Conversation pitch — a 30-second version for meetings, networking, and early investor / founder conversations
  • Investor narrative — a longer 2–3 minute version for pitch settings and strategic conversations
  • Pillar summary language — concise descriptions for VC, education, advisory, and community

E) Directional website copy guidance

This sprint will include directional copy guidance for an MVP website, including:

  • Homepage positioning / hero direction
  • About page narrative direction
  • Short intro copy for the main Comet Labs pillars
  • Recommendations for what the site needs to make clear immediately

This is intended as strategic copy direction rather than full production copy for a complete website.

4) Deliverables

  1. Focused Brand Strategy Sprint document

    2. A practical working document capturing the positioning, narrative, audience framework, and core messaging.

  2. Core messaging framework

    3. Audience-specific messages, proof points, and language cues.

  3. VC-facing narrative

    4. A concise articulation of the investment story, including “why this VC, why now, why this person”.

  4. MVP website messaging direction

    5. Directional copy and structure guidance for the homepage, About page, and pillar introductions.

  5. Playback session

    6. One structured review session to walk through the work, align on recommendations, and identify next steps.

5) Ways of working

  • One kickoff / strategy session
  • Collaborative working document shared throughout
  • One mid-point check-in if required
  • One formal playback session
  • Up to one consolidated round of refinement after playback

6) Investment

Fixed fee: $6,000 AUD

Suggested payment terms:

  • 50% deposit to commence
  • 50% on delivery

This fee covers the focused sprint described above. Any additional work beyond this scope can be discussed separately once the first phase is complete.

7) What has changed from the original proposal

To align with the revised budget, this version narrows the scope from a broader brand strategy engagement into a focused first phase.

Included in this revised scope

  • Focused discovery and strategic download
  • Core positioning and narrative
  • VC-facing story
  • Audience messaging framework
  • Core pitch / intro language
  • Directional MVP website copy guidance
  • One playback session
  • One round of refinement

Deferred or separately scoped

  • Full Brand Strategy Playbook
  • Full website copy across all pages
  • Detailed competitor / landscape scan
  • Full offer architecture development
  • Full tone of voice system
  • Production-ready brand guidelines
  • Visual identity work
  • Deck design
  • Ongoing content, LinkedIn, or communications calendar
  • Extended workshop design or facilitation beyond the kickoff / strategy session

8) Optional future opportunities

The proposed 2-day branding workshop for Health Sciences ventures is a strong fit with the broader Comet Labs / Tuna relationship and could be explored as a separate opportunity.

Rather than treating this as an undefined contra arrangement inside the initial brand sprint, the recommendation is to define it separately, including:

  • Objectives
  • Audience
  • Commercial model
  • Roles and responsibilities
  • Revenue or value-sharing arrangement
  • Required preparation and delivery time

This keeps the immediate brand work clean and focused, while leaving room to build a more strategic partnership if the opportunity makes sense for both parties.

9) Assumptions / what’s not included

Not included unless separately scoped:

  • Full website copywriting
  • Visual identity redesign
  • Logo, typography, colour, or accessibility remediation
  • Production-ready brand guidelines
  • Pitch deck design
  • Detailed market research report
  • Ongoing advisory or implementation support
  • Social/content calendar
  • Workshop product development beyond initial discussion

10) Next step

If this revised scope feels right, the next step is to confirm the engagement, issue a short engagement letter, and proceed with a 29 July kickoff.