Custom Social Media Plan — Built From Scratch for Your Business
If the $47 Playbook is the ready-made system for restaurants, the Custom Build is that system designed from scratch around your business — your operation, your buyers, and your voice. Whether you run an event venue, real estate brokerage, vacation rental, farm, or any business that sells on experience, visibility, and trust. $1,500 flat fee. No retainer.
- Custom content strategy and 4 content pillars built for your market
- Caption frameworks and CTAs written in your voice
- Posting rhythm designed around your actual weekly operation
- All worksheets and templates personalized to your business
Built for event venues, real estate brokerages, vacation rentals, farms, boutique hotels, medical practices, and any business that wants a social media system designed specifically for them.
Flat fee. Delivered in 1–2 weeks.
No payment until after our call.
You don't have a content problem. You have a fit problem.
Generic templates that don't match how your business sells
Captions that sound like every other place in town
A posting plan built for someone else's industry
What's Included in a Custom Social Media Plan?
WHAT YOU GET
A custom playbook built from scratch around your business, your market, and your voice — content strategy, caption frameworks, capture prompts, and a month-one launch plan your team runs from day one.
Stop renting your voice from a cheap imitation. Start using it.
Discovery Session
60-minute conversation so we understand your business before we write a word. The foundation for everything we build.
Custom Content Strategy
Your content pillars, platform recommendations, and competitive positioning designed for your market.
Caption Frameworks
Caption structures in your voice, plus ready-to-use action lines for your audience.
Month-One Launch Plan
Your first 30 days mapped out — the social media plan your team executes from day one, instead of staring at a blank calendar.
50+ Prompts & Capture Guide
What to capture, when, and how — customized for your operation, your seasons, and your content opportunities.
Worksheets & Tools
Bottleneck audits, signal gap checks, direction planners, and fallback plans — tailored to your operation, your buyers, and your voice.
HOW IT WORKS
How Does the Custom Build Process Work?
Three steps. Two weeks. A system your team runs with confidence.
STEP 1
Discovery Session
60-minute conversation
We get on a call and learn your business and existing content bottlenecks.
- Who your buyers are and what makes them choose you
- Identify your strongest proof points and content opportunities
STEP 2
We Build It
1–2 weeks
We take what we learned, do our own research, and write your playbook from scratch.
- Custom strategy, content pillars, and caption frameworks
- A mapped month-one launch plan — calendar, capture windows, and roles set so week one isn't a blank slate
STEP 3
You Run It
30–60 minutes/week
We deliver your finished playbook and walk you through it. You open it and start posting.
- Everything you need to run your own social media from week one
- Built to repeat — same structure works month after month
The Fit
Perfect for you
You want a system built around your industry and your buyers.
Someone on your team can own this. One person. Not a committee.
You've tried generic templates or agency content and it never sounds like you.
You want a flat-fee deliverable you keep forever, not a monthly retainer.
You can commit 30–60 minutes a week to running it once it's built.
Not for you
You want hands-on setup and team training. That's the Custom Build + System Install.
You're looking for a one-off campaign, not a repeatable system.
You’re chasing viral moments, not weekly consistency.
You’re not ready to pick one person to own it.
You can’t commit 30 minutes a week, even on a light week.
"Exceeded our expectations… nailed our aesthetic."
Michelle Lawson Photography
Pick the option that fits your team
Not sure which one fits? Book a free 30-minute discovery call and we'll help you find the right solution for your team.
Compare Options
Playbook
Recommended
Custom Build
Custom Build
+ System Install
+ System Install
What You Get
Ready-made strategy template
Custom strategy + frameworks + month-one launch plan
Custom strategy + install, training, & rollout
Best for
Hospitality businesses that want a DIY starting point
Any experience-based business that wants a custom plan
Any experience-based business that wants it built and implemented
Discovery Session
—
60-min strategy deep dive
90-minute strategy / implementation deep dive
Content Pillars + Strategy
General framework
Custom-written for your business and market
Custom-written for your business and market
Team Ready to Start
After you work through it
After delivery, 1-2 weeks
Week 3 - team trained and ready to post
Implementation + Training
—
Strategy only
Training, install, and rollout support
Recommended
Custom Build
A custom social media plan built from scratch around your business, your buyers, and your voice.
What you get
Custom strategy + frameworks + month-one launch plan
Best for
Any experience-based business that wants a custom plan
Discovery session
60-min strategy deep dive
Ready to start
Delivered in 1–2 weeks
Implementation
Strategy only
Most Complete
Custom Build + Install
Same custom plan — plus we set it up, train your team, and write your first month of posts.
What you get
Everything in Custom Build + done-with-you install
Best for
Any experience-based business that wants it built and implemented
Discovery session
90-min strategy + implementation deep dive
Ready to start
Custom playbook delivered by week 2 — team trained by week 3.
Implementation
Training, install, and rollout support
Start Here
The $47 Playbook
A ready-made social media system for restaurants, bars, coffee shops, breweries, and bakeries.
What you get
Ready-made strategy template
Best for
Hospitality businesses that want a DIY starting point
Discovery session
N/A
Ready to start
Live the same day — 60-minute Quickstart included
Implementation
Self-guided
Custom build
A custom social media plan designed around your business, your market, and your voice.
Your strategy. Your voice. A month-one launch plan and a system you can repeat in-house.
Everything Inside
Custom Content Strategy
Your 4 content pillars, built around your buyers and what makes them book, visit, or buy.
Buyer Profile
Who your customers are, how they find you, and what they need to see before they commit.
Competitive Positioning
What makes your business different from every competitor your buyer is also looking at — and how to show it consistently across every post, caption, and profile.
Content Architecture Map
How your 4 content pillars map into monthly themes, weekly posts, and daily capture moments — the structural blueprint that makes every piece of content connect back to your strategy.
Platform Recommendations
Where to focus based on your audience, your content strengths, and your capacity.
Month-One Launch Plan
Your posting rhythm mapped out by week — what to post, when, and how each piece connects back to your strategy. A structured calendar your team fills, not a blank one to start from.
Monthly Anchor Framework
One monthly theme that drives 15–20 posts so you never start with a blank screen.
Capture Guide
How to organize your week around content without it taking over.
Busy-Week Fallback
The emergency plan that keeps you visible when the week falls apart and posting is the last thing on your mind.
Monthly Direction Planner
Pick your monthly theme from what guests already notice, mention, and thank you for — so you stop guessing what to post about.
Weekly Rhythm Builder
Lock in who posts, when, and what so the system runs even when life gets busy.
One-Sitting Content Map
Turn your monthly idea into a complete posting plan in one sitting — without spiraling into a content calendar you'll never follow.
Fast Bottleneck Audit
Find what's stalling your content and fix the biggest problem first.
Signal Gap Audit
Look at your last 9 posts, spot the signal you've been missing, and know exactly what to post next.
First-Line Swipe File
Ready-to-use hooks for every post type in the system so the hardest part of writing — starting — is already done.
Post Type Examples
Real examples for every post type so you write faster, sound like yourself, and stop second-guessing every caption.
30-Second Caption Framework
Written in your voice, with your proof points, for your audience — and fill-in-the-blanks your team can use moving forward.
CTA Library
Action lines that drive bookings, visits, and DMs without sounding like ads.
One-Page Scoreboard
The only metrics that matter, what they're telling you, and what to do next — on one page, in 10 minutes a week.
Distance Tax Scorecard
Score your setup across time, speed, ownership, and capture in 8 minutes — and see exactly where the system is bleeding.
Reality-Proof Fallback Plans
What to do when you miss a week, lose a team member, or run out of ideas.
Digital Front Door Test
A 30-second check that tells you whether your profiles are earning trust or losing business.
50+ Shift Capture Prompts
What to capture in your day-to-day operation and how to turn raw content into effective posts.
Everything Inside
Strategy
Custom Content Strategy
Your 4 content pillars, built around your buyers and what makes them book, visit, or buy.
Buyer Profile
Who your customers are, how they find you, and what they need to see before they commit.
Competitive Positioning
What makes your business different from every competitor your buyer is also looking at — and how to show it consistently across every post, caption, and profile.
Content Architecture Map
How your 4 content pillars map into monthly themes, weekly posts, and daily capture moments — the structural blueprint that makes every piece of content connect back to your strategy.
Platform Recommendations
Where to focus based on your audience, your content strengths, and your capacity.
30-Day Content Plan
A full month of posts mapped to your business rhythm, ready to execute.
Monthly Anchor Framework
One monthly theme that drives 15–20 posts so you never start with a blank screen.
Capture Guide
How to organize your week around content without it taking over.
Busy-Week Fallback
The emergency plan that keeps you visible when the week falls apart and posting is the last thing on your mind.
Monthly Direction Planner
Pick your monthly theme from what guests already notice, mention, and thank you for — so you stop guessing what to post about.
Weekly Rhythm Builder
Lock in who posts, when, and what so the system runs even when life gets busy.
One-Sitting Content Map
Turn your monthly idea into a complete posting plan in one sitting — without spiraling into a content calendar you'll never follow.
Fast Bottleneck Audit
Find what's stalling your content and fix the biggest problem first.
Signal Gap Audit
Look at your last 9 posts, spot the signal you've been missing, and know exactly what to post next.
First-Line Swipe File
Ready-to-use hooks for every post type in the system so the hardest part of writing — starting — is already done.
Post Type Examples
Real examples for every post type so you write faster, sound like yourself, and stop second-guessing every caption.
30-Second Caption Framework
Written in your voice, with your proof points, for your audience — and fill-in-the-blanks your team can use moving forward.
CTA Library
Action lines that drive bookings, visits, and DMs without sounding like ads.
One-Page Scoreboard
The only metrics that matter, what they're telling you, and what to do next — on one page, in 10 minutes a week.
Distance Tax Scorecard
Score your setup across time, speed, ownership, and capture in 8 minutes — and see exactly where the system is bleeding.
Reality-Proof Fallback Plans
What to do when you miss a week, lose a team member, or run out of ideas.
Digital Front Door Test
A 30-second check that tells you whether your profiles are earning trust or losing business.
50+ Shift Capture Prompts
What to capture in your day-to-day operation and how to turn raw content into effective posts.
Stop renting your voice. Start running a system built for your business.
Book Your Custom Build
60-minute call · $1,500 flat fee · No payment until we've talked
Custom build + system Install
Want us to build and install the system inside your business?
We design your playbook and get your team running it.
Your Custom Build gives you the strategy, the frameworks, and the personalized templates. The Install takes it further — we assign a content owner on your team, build the capture routine around your operation, record training videos your staff can rewatch, and plan your first full month of content. Playbook in two weeks. Your team trained and posting with confidence by week 3.
$3,000 flat fee · One-time · Save $500 vs. buying separately
The Playbook
In the food and beverage industry? Start with the $47 Playbook.
A complete social media system for restaurants, bars, coffee shops, bakeries, and breweries. Strategy, content planning, captions, and a posting rhythm your team runs without outside help.
Frequently Asked Questions
How is the Custom Build different from the $47 Playbook?
The Custom Build is a custom social media plan written from scratch for your specific business, while the $47 Playbook is a ready-made system built for restaurants, bars, coffee shops, bakeries, and breweries. The Playbook gives you templates and frameworks you adapt yourself. The Custom Build gives you a strategy, content pillars, caption frameworks, and a content plan written specifically for your operation, your buyers, and your voice. $1,500 flat fee. Delivered in 1–2 weeks.
What makes this different from hiring a social media agency?
A social media agency runs your accounts for you and charges a monthly retainer — usually $2,000–$5,000 a month, every month. The Custom Build is a one-time, done-for-you social media system your team runs in-house. You get a custom social media strategy built from scratch, and you keep the playbook forever. No retainer. No lock-in. No relying on an outside team to understand your business.
What industries does a custom social media plan work for?
Any business that sells on experience, visibility, or trust. That includes event venues, real estate brokerages, vacation rentals, farms, boutique hotels, medical practices, fitness studios, retail shops, and service businesses. If your customers choose you based on how they feel about your brand before they buy, a custom social media plan will fit.
How do you make sure the plan actually sounds like my business?
Voice is the whole reason you're hiring a custom build instead of buying a template. On the discovery call we capture how you describe your business, the words your customers use, and the phrases your team already leans on — then we write your caption frameworks using that vocabulary, not generic marketing language. If it doesn't sound like you, it doesn't ship.
How long does it take to build a custom social media plan?
Most custom social media plans are delivered in 1–2 weeks from your discovery call. The first week is research and strategy — we study your business, your buyers, and your competitors. The second week is build and walkthrough — we write your playbook, walk you through it, and make revisions before you start posting.
What information do you need from me to build it?
Most of what we need comes out of a single 60-minute discovery call. We'll ask about your buyers, your strongest proof points, your weekly operation, and what's worked or fallen flat in the past. After the call, we may request a few supporting items — past posts, customer reviews, or event photos — but nothing that takes more than an hour of your time.
Can I add a System Install to my Custom Build later?
Yes. The System Install is our done-for-you implementation add-on — we work alongside your team to roll the system into your weekly operation once the plan is built. You can add it after your Custom Build, or bundle both upfront for $3,000 (a $500 savings vs. buying separately).
How do I get my Custom Build?
Start by booking a free 60-minute discovery call — no payment until after we've talked. On the call we'll walk through your business, answer your questions, and if it's a fit, you'll lock in your Custom Build. From there, we deliver your finished playbook in 1–2 weeks, walk you through it on a review call, and make revisions until it sounds like you.