ORDINARY EVERYTHING x APPSUMO
…ORDINARY EVERYTHING? Who's that?

WHO WE ARE NOT vs. WHO WE ARE
We're not a hype agency.
We don't pump out empty clickbait.
We don't chase cheap likes.
We don't work with brands we don't believe in.
We don't copy & paste strategy and content.
We build brand content that lasts.
Narrative that scales with you.
Audiences that stay engaged long-term.
Followers that actually care about your brand.
A custom online identity that feels authentic to AppSumo.
WHAT WE DO
Help You Nail Your Story
We help you get clear on your story from the start. Positioning, narrative, and a voice people actually connect with.
Build Strategies That Work Everywhere
We build content that works everywhere: LinkedIn, TikTok, Instagram, X, Threads, YouTube, Facebook… even Pinterest. One system, more reach.
Build Authority Through Authenticity
We don’t just chase virality. We help you show up in a way that feels real and still spreads. The goal is authority that lasts.
Create Scalable Systems
We set up content systems you can run without us. Whether it’s your team or just you, the engine keeps going.
APPSUMO's TWO-TAILED APPROACH
AppSumo's content system has two sides. We don't want to move away from this approach, we want to build upon it and leverage what has already been created:
Founder Centric
Founder stories, entrepreneurial takes, how-to's
Product Centric
Education, flash deals, partner product spotlights
Founder Centric
Content designed to put the spotlight on the person who would use AppSumo. It feels aspirational…. like AppSumo is a company that "gets it". People leave feeling like AppSumo not only helps entrepreneurs through discounts, but genuinely wants them to succeed. Think: "We are partners in the journey, not just another website you give money to."
Founder Stories
Spotlight existing founder journeys. Think: Our Future.
"This founder made $100m last year, heres how:"
Entrepreneurial Takes
Content that makes the founder and Entrepreneurial journey less lonely. This may look like "hot takes", "I almost gave up here's why I didn't…" "Here is a common struggle as a founder, and how you can move past it"
How-To's
Some of y'alls most popular content on TikTok.
How to find your first 100 customers…
How to validate your MVP…
How to build your MVP…
Top 3 Tools to Help You ____
Product Centric
Content designed to put the spotlight on the product of AppSumo. It's informational. Drives people to act now and become life long customers in the process. Think: "This is what we do. This is how we do it. This is why we are the best you can find."
Education
Spotlight products using AppSumo.
- Here's the difference between X and Y
- Why using ___ will save you time
Flash Deals
Every day deal on Twitter that highlights a business and says what the deal is. Can be a custom deal or just a way to highlight partners.
Format: (to be posted every day at the same time)
Product Name (with red fire alarm emoji)
Description
Deal Type
Partner Product Spotlights
We want it to be a privilege for your product to be featured on AppSumo's pages. Similar to how it feels to get ranked high on Product Hunt. This can look like "3 up and coming products you can try through AppSumo today", or product spotlights.
CASE STUDIES
Case Study: Carley Hart / Brushing Buddies
1
Challenge:
  • Multiple fragmented channels (brand, product, personal).
  • No existing personal or business brand
  • Wanted to be viewed as an entrepreneur AND a mom
2
Approach:
  • Unified under Carley's founder story as a woman in tech and mom launching products.
3
Results:
  • Clarity on positioning → Carley as authority + relatable entrepreneur
  • Repurposed personal content into product ads
  • Built a narrative foundation for launching future products
Case Study: Samir Qamar
1
Challenge:
  • Stealth-mode healthcare founder with flat LinkedIn presence. Had a substantial following but wanted clearer communication and to attract more investors without directly talking about fundraising.
2
Approach:
  • Shifted from abstract healthcare takes → personal storytelling (family + mission).
  • Define Samir's voice. What does he talk about vs. what does he not. What is his founder "why".
3
Results:
  • Multiple popular posts resulting in an increase in pre-sign ups
  • Increased resonance with peers, investors, and healthcare leaders
  • Built anticipation + credibility ahead of product launch
OUR PROCESS
Part 1: Social Brand Audit & Strategy Playbook
1
Digital Presence Audit
Review of social platforms, website, and digital footprint with assessment of tone, visibility, and audience resonance.
2
Brand Mission & Mantra
Development of a concise purpose statement and "north star" mantra to guide all social communications.
3
Core Beliefs & Messaging Pillars
Identification of the values, themes, and perspectives to champion in the brand's content on social media
4
Audience & Platform Strategy
Clear mapping of target audiences, including segmentation and platform priorities for maximum impact.
Part 2: Foundational Narrative + Positioning Framework
Foundational Narrative
  • Brand origin story in short, medium, and long formats (for bios, decks, and media)
  • Defined differentiators: what makes the brand unique and why it matters now
Positioning Framework
  • Brand category, audience targeting, and promise
  • Five-point story arc for use in content creation, presentations, other external / internal comms
Part 3: Ongoing Ghostwriting & Content Growth
1
Content Audit
Deep dive into the brand's past content, engagement data, and audience insights with identification of themes, tone, and growth opportunities.
2
Ghostwritten Content
Content calendar with 24 post-ready posts per month / per platform tailored for LinkedIn and X and 20 video concepts to be cross-posted to TikTok, Instagram, and YouTube Shorts.
3
Performance Reporting
Bi-weekly performance audits with data insights, actionable recommendations for growth, and highlighting top-performing posts to lean in on what works (and scrap what doesn't).
Deliverables & Pricing
$8,500/mo
Option A
  • Monthly Content Calendars
  • (24 ghostwritten posts/platform month for LinkedIn, X. 20 video concepts and scripts for TikTok, Instagram, and YouTube Shorts)
  • A Social Content Brand Audit, Thesis, and Growth Playbook
  • Foundational Narrative + Positioning Framework
  • Current Channel & Content Audit
  • Rolling Two-Week Performance Audits
  • Private Slack Channel for Daily Async Communication
  • Internal Content Team Strategy Sessions (as-needed)
  • Handoff Systems & Templates for post-engagment

$10,000/mo
Option B
  • All Option A Deliverables
  • PLUS Full Video Content Oversight and Creation (with AppSumo internal team) + Creator Sourcing
OUR TEAM
Alex Friedman
Co-Founder
Former Techstars
Content Creator @HeyAlexFriedman
3x Founder, 1x Exit
Brian Schopfel
Co-Founder
Bootstrapped a seven-figure agency to an acquisition
Techstars Music, Spring '23 cohort
3x Founder, 1x Exit
Our Experience
7-Figure Consumer Experience
We've successfully started & scaled B2C, B2B, and personal brands, giving us firsthand knowledge of your challenges.
$10M+ Creative Studios
Running multi-million dollar creative businesses has equipped us with enterprise-level strategic and operational insights.
Major Brand Launches
We've led successful launches for scrappy startups all the way to Fortune 500 companies.
Founder-Focused Approach
We specialize in helping early-stage founders achieve clarity, develop compelling storytelling, and implement strategic growth plans.
Our Results
500x
Companies
We've helped hundreds of founders, creators, and executives get most out of their customers, peers, investors, partners by building an intentional foundation.
600x
Events
Our real-world IRL / URL event experience has given us the ability to know what works and what doesn't when it comes to building an actual narrative.
6x
Founders
We know what moves the needle for founders, brands, and creators (and their networks) because we've each been there, many, many times.

For brands who want to build identities that lasts.

- Thanks for reading,
Alex & Brian