ReFrame — Business Overview
Company overview, product, pricing, and strategic direction. Updated February 2026.
I. Identity & Category
ReFrame builds Corporate Media Infrastructure.
Infrastructure has three characteristics that make it valuable:
- Embedded into operations — installed in their office, used weekly
- Difficult to replace — custom virtual sets, equipment, workflows all integrated
- Justified as ongoing spend — not a project, it's a capability
Most vendors are replaceable. Infrastructure is not. That is enterprise value.
The Hidden Superpower: Standardization
Standardization is what allows companies to scale without operational chaos. ReFrame engineered the system first — before the brand, before the marketing, before the positioning. Deploy 5 studios as easily as 1. Quality doesn't degrade as the company scales. Every component — lighting, cameras, audio, angles — pre-engineered and tested.
What ReFrame Actually Sells
Marketing leaders are drowning in complexity. Every content initiative means vendors, tools, workflows, approvals. ReFrame removes all of it.
The three layers of this story serve different purposes:
| Context | Language | Purpose |
|---|---|---|
| Website / Brand | "A completely turnkey video podcast solution: studio installed, equipment included, production handled end-to-end." | The actual hero copy on reframe.fm — clear, complete, authoritative |
| Cold DMs / Emails | "Turnkey in-office video podcast studio. From $5,995/mo." | Gets replies — concrete, immediate, understood |
| Sales Calls / Deeper | "We install media capability inside organizations." | Wins meetings — justifies 12-month commitment, premium positioning |
Tactical language opens doors. Strategic language closes them.
II. The Product
Corporate Studios THE EMPIRE BUILDER
ReFrame's core offering. Companies want professional video podcast capabilities without the complexity of building production infrastructure. Corporate studios are the backbone of the business — driving retention, predictability, and expansion revenue.
What ReFrame Delivers (Monthly — Standard Package)
- 4 fully edited video podcast episodes (30-60 min each)
- 20 hand-curated social media clips (5 per episode)
- Professional equipment installation and ongoing maintenance (~$20K in pro gear)
- Custom-branded virtual set designed to match their brand
- Multi-camera editing and virtual set integration
- Color correction, audio optimization
- Ongoing technical support and strategic consultation
The "No" Framework
- No build-out
- No equipment purchases
- No new staff
This is ReFrame's core promise — reflected across the website and all client-facing materials.
What One Recording Session Can Fuel
The 4 episodes + 20 clips ReFrame delivers are the starting point. From that pillar content, the client's team (or the Content Hub add-on) can create: YouTube long-form · LinkedIn posts · Instagram carousels · TikTok / Reels · Podcast audio (Spotify, Apple) · Newsletter material · Blog posts · Internal comms · Quote graphics. This is the content multiplication effect — one recording session fuels an entire content ecosystem.
Content Applications
| Category | Use Cases |
|---|---|
| Leadership Comms | Executive updates, vision sharing, town halls, thought leadership, industry insights |
| Internal Engagement | Employee spotlights, team updates, training content, culture initiatives |
| External Marketing | Customer success stories, product demos, partner collaborations, competitive positioning |
On-Site Advantages
Studio always ready when opportunities arise. No external scheduling. Easy guest access. Authentic conversations. Spontaneous content capture. Higher exec participation.
Implementation Timeline
| Phase | Timing | What Happens |
|---|---|---|
| Design & Planning | Week 1 | Strategic consultation, custom virtual set design, space assessment, content strategy |
| Installation | Week 2 | Equipment install + config, lighting/cameras/audio, virtual set implementation, QA |
| Training & Launch | Week 3 | Operational training ("hit record, send footage"), first session with support, workflow demo |
Technical Specs
2-Camera Setup (~$17,500): 2× pro 4K cameras, 5× LED lights with softboxes, 2× broadcast mics, multi-channel audio interface, pro video switcher with ISO recording, green screen.
3-Camera Setup (~$22,500): Same as above + additional wide-angle camera, enhanced lighting.
Space: 2-camera: 18'×18' min. 3-camera: 30'×20'. Minimal ambient noise.
Delivery: Long-form video and audio podcast. 5 vertical social media clips per episode optimized for social platforms. 2-week guaranteed turnaround.
Market Stats
$30.7B market (2024) → $131B by 2030 (27% CAGR). Video podcasts grew 18% → 36% of content in 5 years. Video clips are #1 source of podcast discovery. 73% of executives say video directly impacts revenue. Video posts get 48% more views than text. Companies with video grow revenue 49% faster.
Events / Trade Shows CASH GENERATOR + PIPELINE
Current Pricing (per reframe.fm/events)
| Package | Price | What's Included |
|---|---|---|
| Event Studio Base Fee | $10,000 per event | Complete multi-camera studio at venue, professional crew on-site, full setup and teardown, capacity to offer sessions to exhibitors/sponsors |
| 4-Session Bundle BEST VALUE | $5,000 | 4 × 30-min recording sessions, 4 × 20-min edited videos, 20 social media clips, custom-branded virtual set, all camera angles + bonus 2-min highlight reel |
| Single Session | $1,500 per recording | 30-min recording, 20-min edited video, 5 social media clips, custom-branded virtual set, all camera angles |
How the Event Business Model Works
- Book the $10K Event Studio Base Fee to bring the full ReFrame production to the event.
- Capture content for the organizer's own brand — thought leadership, customer stories, event highlights.
- Offer sessions to exhibitors and sponsors as a premium add-on — organizer sets the pricing and keeps the margin.
- Bring in a title sponsor to brand the studio and offset costs.
- Include content packages in premium exhibitor or sponsorship tiers.
Example: Organizer books $10K base + $5K 4-session bundle for themselves, then sells $1,500 or $5,000 packages to exhibitors/sponsors. Flexible structures: studio sponsorship visibility, exhibitor add-ons, revenue sharing, commissions for their sales team, custom arrangements.
Revenue potential: 25-30 events/year — each event can range from $15K-$50K+ depending on exhibitor/sponsor uptake. Plus they feed corporate studio installations.
Networks, Agencies & White-Label SCALE PLAY (LATER)
Website headline (reframe.fm/networks): "Scale your video lineup without scaling the complexity." — "Launch new shows in weeks, not months. One studio system, unlimited looks — each show gets its own branded virtual set."
Why they matter: One agency can bring 10+ end clients. Multi-show, multi-location contracts at 3-5× corporate ARPU. Technology advantage compounds with each show.
What ReFrame solves for them: Rapid show launches (sign talent → live in 2-3 weeks). Unlimited show differentiation (custom virtual set per show). Multiple shows from the same physical studio, each with its own branded look. Run one location or many — same broadcast quality everywhere. Centralized quality control across all shows.
Same deliverable, same pricing: 4 episodes + 20 clips monthly, per show. Same process (install → record → deliver). The difference is scale — they may run 5-50 shows through the same system. See Agency Partner Program for the wholesale model.
Approach: The standard deliverable stays standard. No custom scopes. Agencies get the same "studio seat" every direct client gets. Network engagements are handled through consultation.
Partner Studios EXPLORATORY
Enable existing podcast/video studios to offer ReFrame virtual set production to their clients. Successful pilot with 3 locations (Boca Raton, Jupiter, Cleveland). Technology works without modification. Rapid deployment (2-3 days per install). Centralized post-production maintains quality.
Status: Proven technically and operationally. Partnership financial structure being refined. Currently secondary to corporate studio growth.
The Content Hub STRATEGIC MOAT
What It Is
A React-based web application delivering repurposed podcast content through branded client portals (reframe.fm/hub/[client-name]), backed by an 8-table Airtable relational database + multi-LLM content generation workflow.
Output Per Episode: 40-60+ Strategic Content Pieces
| Type | Quantity | Details |
|---|---|---|
| Video Clips | 5-8 | Vertical 9:16 with hooks, transcripts, captions, posting copy |
| Instagram Carousels | 10 | 5-7 slides each with hooks, captions, hashtags |
| LinkedIn Posts | 10 | Mix of text posts and document carousels |
| Twitter/Threads | 10 | Platform-optimized short-form |
| Newsletters | 5 | 800-1000 word articles with subject lines |
| Episode Metadata | 1 set | YouTube descriptions, timestamps, best moments, strategy notes |
The Content Independence Principle
Every piece stands alone and provides value to someone who has never heard the original podcast. This transforms repurposing from "recycling" into "reach multiplication." A LinkedIn post reaches people who'll never listen to podcasts. A carousel catches scrollers who've never heard of the guest.
Strategic Transparency
Each piece includes internal strategy sections (toggleable per client): Narrative Goal, Branding Goal, Strategy Type (18+ types including Vulnerability Play, Pattern Interrupt, Contrarian Take, Framework Drop), Why It Works, Posting Instructions.
Multi-LLM Workflow
Claude for LinkedIn posts, newsletters, long-form copywriting, strategic messaging. Gemini for Instagram carousels (visual composition). Custom prompts for 18+ strategy types. Content generated in-session with full episode context, refined before export, imported to Airtable via CSV.
Key IP Assets
- Content Independence principle and QA framework
- 18+ strategy type taxonomy
- Multi-LLM orchestration workflow
- White-label client architecture (branded portals, access codes)
- React codebase + Airtable schema
- Industry-specific content strategies (dental, faith-based, etc.)
SmileStudio.tv GRAVITY WELL — REFRAME-OWNED IP
What It Is
A premium dental interview show hosted by Dr. Mike DiTolla — a respected dentist AND entertaining host who built Glidewell Dental's YouTube presence. The show offers a modern alternative to legacy dental production — authentic conversations, broadcast-quality virtual sets, and a full content ecosystem instead of just a single long-form video.
Why It's Strategic
- High margin: One-time packages ($7,500-$13,500) with no ongoing fulfillment obligation
- Client acquisition: Every dentist who appears becomes a warm lead for a corporate ReFrame studio install
- Proof of concept: Demonstrates to all verticals what ReFrame technology can do
- Client acquisition pipeline: Records in-studio and at dental trade shows, feeding both SmileStudio revenue and corporate ReFrame leads
SmileStudio.tv Pricing Tiers
| Tier | Price | Session | Episodes | Video Clips | Content Hub |
|---|---|---|---|---|---|
| Foundation | $7,500 | 3 hours | 2 × 30-min | — | — |
| Amplify | $11,500 | 3 hours | 2 × 30-min | 10 interview clips | Full access — ~10 carousels, ~10 LinkedIn posts, ~10 Twitter/Threads, ~5 newsletters per episode |
| Dominate | $13,500 | 4 hours | 2 × 30-min | 30 total (10 interview + 20 Hook Session) | Full access + expanded content |
The Two-Episode Framework
Episode 1 — The Story: Origin, personal journey, practice philosophy, what makes them unique. Builds trust and personal connection.
Episode 2 — The Work: Clinical expertise, case studies, patient transformations. Establishes authority and gives patients confidence.
The Hook Session (Dominate Only)
20 custom-scripted questions engineered for social media. Not cut from interviews — purpose-built scroll-stopping content. Example hooks: "Dentures should be illegal in 2025 — agree or disagree?" / "What's the biggest lie patients believe about implants?"
Competitive Edge vs. Legacy Production
| Dimension | Legacy Production | SmileStudio.tv |
|---|---|---|
| Style | Scripted, infomercial feel | Authentic, unscripted conversations |
| Production | Dated generic studios | Custom-branded virtual sets (broadcast quality) |
| Host | Non-industry hosts (no clinical credibility) | Dr. Mike DiTolla — respected dentist + entertainer |
| Deliverables | Just the long-form episode | 2 episodes + up to 30 clips + 60+ written pieces |
| Social strategy | None or minimal | Social-first design with Content Hub |
The Rule: Only Build Gravity Wells Where You Operate
SmileStudio.tv works because dental is a vertical where ReFrame already has deep roots — existing clients, trade show presence, industry relationships, and an ideal host in Dr. Mike DiTolla. The principle is simple: gravity well shows should only be built in verticals where there's already an operational foothold. As ReFrame expands into new verticals with corporate installs, those verticals become candidates for their own gravity well shows.
III. Pricing & Economics
The Prepay Ladder
ReFrame's published rate is "From $5,995/mo." Clients who prepay receive meaningful discounts. The pricing ladder is designed to reward commitment while maintaining flexibility.
| Plan | Price | Savings | Y1 Total (w/ $5K activation) |
|---|---|---|---|
| Full Annual (anchor) | $5,995 × 12 | — | $76,940 |
| Annual PIF | $59,950 (buy 10, get 2 free) | ~$11,990 (~17%) | $64,950 |
| Quarterly | $66,185 (~8% off) | ~$5,755 | $71,185 |
| Monthly | $5,995/mo (no discount) | — | $76,940 |
- 12-month minimum. No month-to-month. Too much upfront investment ($20K hardware + custom virtual set design).
- $5,000 activation on all plans. Covers design consultation, custom virtual set creation, and professional installation.
- Early termination: A waived "flex fee" (e.g. $5,000) becomes due if the 12-month commitment is broken early.
- Less frequent billing correlates with longer client retention. Annual plans materially extend average client stay.
Pricing Trajectory
$5,995/mo is positioned within the "no board approval needed" band for most mid-market companies. As the client base grows and case studies accumulate, there is clear room to move toward $8K-$12K/mo for premium positioning.
Unit Economics (Per Studio)
| Cost Item | Amount | Notes |
|---|---|---|
| Hardware + Install | $20,000 | One-time (sunk after Y1) |
| Service COGS | $1,350/mo ($16,200/yr) | Post-production, delivery |
| Total Y1 COGS | $36,200 |
Gross Profit by Plan (Year 1)
| Plan | Y1 Revenue | Y1 COGS | Y1 Gross Profit | Margin |
|---|---|---|---|---|
| Monthly | $76,940 | $36,200 | $40,740 | 53% |
| Quarterly | $71,185 | $36,200 | $34,985 | 49% |
| Annual PIF | $64,950 | $36,200 | $28,750 | 44% |
Gross Profit by Plan (Year 2+)
Hardware is sunk after Year 1. Only ongoing service COGS remain ($16,200/yr). No activation fee on renewal.
| Plan | Y2 Revenue | Y2 COGS | Y2 Gross Profit | Margin |
|---|---|---|---|---|
| Monthly | $71,940 | $16,200 | $55,740 | 77% |
| Quarterly | $66,185 | $16,200 | $49,985 | 76% |
| Annual PIF | $59,950 | $16,200 | $43,750 | 73% |
CAC Caps & Guardrails
Target: 5:1 LTGP:CAC. All commission, sales costs, and promotional spend are structured to fit within these caps.
| Plan | Y1 LTGP | Max CAC (5:1) |
|---|---|---|
| Monthly | $40,740 | $8,148 |
| Quarterly | $34,985 | $6,997 |
| Annual PIF | $28,750 | $5,750 |
Money Model at Scale (5-10 Year Vision)
| Line | Configuration | Revenue |
|---|---|---|
| Corporate Studios (core) | 200 active × $6K/mo | $14.4M ARR + ~$1M activations |
| Networks / Agencies (upsell) | 15 partners × $20K/mo avg | $3.6M ARR |
| Events (fast cash + lead gen) | 25-30 events × $30K avg | $0.75-0.9M/yr |
| Total | ~$19-20M/yr at 40-50% gross |
Upper bound: With successful network expansion, international growth, and maintained quality of service — $50M+ over a longer horizon.
What has to be true: One repeatable acquisition system feeding demos every day. A small lethal sales team. Ops that can handle 200+ concurrent studios.
Current Capacity (SOM)
4 installs/month = 48/year × $76,940 = $3,693,120 Y1 revenue. Gross profit at capacity: ~$1,955,520 (pre-commissions/overhead). This is the operational ceiling with the current team — if sales outpaces 4/month, the production and install team expands.
IV. The Ideal Customer
ICP Criteria (Must Hit 4 of 6)
- $15M-$250M revenue (sweet spot) — inside the "no board approval needed" band
- Founder-influenced — decision-maker has a name and a face, not a committee
- Marketing-led growth — content, brand, and demand gen drive the business
- Not agency-controlled — they make their own marketing decisions
- Multi-location or scaling — content standardization is valuable to them
- Industry where video/podcast is exploding — market timing is favorable
Key contact titles: CMO, VP Marketing, Head of Content, Director of Communications, Marketing Manager. Strong signals include: existing podcast, job posts mentioning video content, or visible long-form content efforts.
Verticals (Priority Order)
| # | Vertical | Priority | Why |
|---|---|---|---|
| 1 | Dental (DSOs + Tech) | HIGHEST | Already operate here (3DDentists, SmileStudio). $44.7B market, 16.4% growth. 32% of practices now DSO-affiliated. Proof of concept exists. |
| 2 | MedSpa / Aesthetics | HIGH | $15B+ market. Founder-led, marketing-heavy, franchise model. Content drives patient acquisition. |
| 3 | Real Estate / PropTech | HIGH | Original "personal brand" industry. Studio-as-recruiting-tool pitch. Multi-office upside. |
| 4 | FinTech / Financial | MED-HIGH | Spend massively on content. Need credibility. Broadcast-quality = "serious institution." |
| 5 | SaaS / Tech | MEDIUM | Most content-forward category. Target companies already creating content poorly — upgrade pitch. |
| 6 | DTC / E-Commerce | MEDIUM | Biggest podcast ADVERTISERS. Spend millions renting attention. "Why rent when you can own?" |
| 7 | Professional Services | MEDIUM | Content IS the business model for coaching/consulting. Massive communities consume content. |
| 8 | Home Services / Franchise | LOWER | One deal = content across hundreds of locations. Longer sales cycle. |
| 9 | Fitness / Wellness | LOWER | Community-driven brands. Content builds culture and drives franchise sales. |
LA-Local Advantage
ReFrame is headquartered in Los Angeles, where in-person closes convert at 3-5× the rate of remote. The LA market offers a dense concentration of high-fit companies including: Pearl (West Hollywood), Sunbit (LA), ServiceTitan (Glendale), FIGS (Santa Monica), ZipRecruiter (Santa Monica), Crexi (LA), MVMT (LA), Liquid Death (LA), Honest Company (LA), Xponential/StretchLab (Irvine), and 3DDentists (LA — existing client).
The Content Gap Approach
ReFrame's best prospects are companies with a massive content gap — they should have a show but don't. They have the budget, the brand, and the need, but zero organic video content. This is the "empty space" ReFrame fills.
Qualification signals: No YouTube channel or dormant one. No podcast. Spending on YouTube/podcast ads (renting attention they could own). Recently hired marketing leadership. Recently raised funding or went public. Multiple offices with no content standardization.
V. Team & Compensation
Full-Cycle AE Role
AE = Account Executive. Full-cycle = one person owns the whole sales cycle: qualify → run demo → present pricing → handle objections → close → contract → handoff.
AE Comp Plan (Commission-Only, Milestone-Based)
| Plan | Total Commission | At Install | Day-60/90 Milestone |
|---|---|---|---|
| Annual PIF | $5,500 | $3,500 | $2,000 at day-60 |
| Quarterly | $4,500 | $3,000 | $1,500 at day-60 |
| Monthly | $4,000 | $2,500 | $1,500 at day-90 |
AM Comp Plan (For Hybrid Sales + AM Role)
| Component | Amount | Details |
|---|---|---|
| Renewal Bonus | 5% of renewal contract value | When client signs new 12-month term. Example: ~$72K renewal → ~$3,500 bonus |
Side-by-Side: Why AM Matters
Using an Annual PIF studio as example:
| Scenario | Year 1 | Year 2 | 2-Year Total |
|---|---|---|---|
| Sell only (no AM) | $5,500 | $0 | $5,500 |
| Sell + AM | $5,500 | $3,500 | $9,000 |
The principle: New sale = sales commission. Retained client = renewal bonus. The comp structure rewards long-term relationship building — not just one-time closes.
The Earning Opportunity
Year 1: big commissions on new sales. From there, managing those accounts builds a book that pays monthly and drops significant checks on renewals and location expansions. The comp structure is designed to reward long-term relationship building — not just one-time closes.
VI. Agency Partner Program
ReFrame Agency Partner Program
White-label video podcast production for their clients
Who It's For
Podcast & content agencies, PR/comms firms, and networks that sell strategy, growth, PR, booking, or ads — but don't want to build or manage video production infrastructure.
What We Do (White-Label)
- Custom on-brand virtual set (not a template)
- Provide and maintain ~$20K of pro equipment
- Install and configure in the client's office
- 4 fully edited episodes + 20 hand-curated clips monthly
- All post, exports, delivery under their brand
- Turn one weekly recording into full cross-platform content
Wholesale Pricing (Per Studio)
| Item | Amount |
|---|---|
| Monthly Rate | $4,995 |
| Activation Fee | $5,000 |
| Term | 12 months (non-cancelable) |
| Y1 Total | $64,940 |
Agency Margin Examples
| If They Charge | Their Monthly Spread |
|---|---|
| $5,995/mo (retail match) | $1,000/mo |
| $7,500/mo (with strategy) | $2,505/mo |
| $10,000/mo (full program) | $5,005/mo |
Payment: ReFrame bills the agency. The agency bills the client. If a client churns, the agency is still responsible for payment to ReFrame.
Responsibilities Split
| ReFrame | Agency |
|---|---|
| Equipment sourcing, install, maintenance | Own client relationship and contract |
| Virtual set design and revisions | Client strategy, content direction, distribution |
| Recording workflow guidance | Scheduling recordings and approvals |
| Editing 4 episodes + 20 clips/mo | First-line communication with client |
| Secure file delivery, asset org |
White-label rule: "We never present ourselves to your clients as ReFrame, and we will not market or sell directly to them. You are the face; we stay invisible."
How to start: 15-min partner call → Sign agreement → 1-2 pilot clients → Install + refine → Scale. "Ask about our 'first 2 pilot clients' rollout so you can test us without risking your whole roster."
VII. Strategic Priorities
The Priority Stack
- Corporate installs — the core business and primary growth engine
- Events as pipeline — live lead generation that feeds corporate studio sales
- Content Hub bundled — increases switching cost, retention, and perceived value as a premium tier add-on
- SmileStudio.tv — gravity well in dental. High-margin revenue + client acquisition engine
- Future ecosystem shows — expansion into new verticals where ReFrame already has an operational foothold
- Partner studios / agency program — scaled distribution once corporate base is established
ReFrame Studios · jonathan@reframe.fm · (801) 477-0340 · reframe.fm
ReFrame Studios Business Overview · February 2026