Internal · Aqua Library · Collateral

Every piece, every stage, every product.

One repo for what we ship at each step of the buyer journey — from top-of-funnel ad to post-close onboarding — across all five product lines. The matrix below shows the funnel. Below that, the cross-cutting pieces: always-on collateral, sales enablement, and forkable templates.

01

Funnel Matrix

5 products · 8 stages · 40 cells 40

The buyer journey, end-to-end, for every product. Each cell is an HTML file (or a planned one) — click in to view, fork, customize, and ship. Follow-up isn't a stage row because it's a timing not an artifact; the artifact you send as a follow-up is one of the rows below (a tearsheet, comparison, or recap).

The 8 stages

01Ad / Social Top-of-funnel awareness creative — LinkedIn posts, RIC cards, social tiles. Single insight per asset.
02Lead Magnet Interactive tool or piece-of-content that captures interest. Most live as drops.
03One-Pager Single-page leave-behind. The first thing a prospect prints + walks home with.
04Capability Overview Multi-page "what we do" deck. Used in first formal pitch + reused later.
05Comparison / Battle vs. incumbent or alternative. Used at evaluation stage to neutralize objections.
06Case Study Quantified proof point. Customer named (with permission) and outcomes specific.
07Full Proposal Customer-specific long-form deck — built via the deck-shipper to decks.investwithaqua.com.
08Onboarding Post-close activation — kickoff, training, integration runbook, first-90-days plan.
Live · existing asset in library Template · forkable HTML Stub · planned, not yet built
Product
Stage
Stage ↓ · Product →
AIX
Access Vehicles
Fund Factory
1031 DST
DocIntel
02

Always-On Collateral

Cross-funnel · External 5

Recurring, always-running collateral that doesn't fit cleanly in one funnel stage — newsletter, social cadence, public registries. Touches buyers across multiple stages. Drives inbound on its own, every week, regardless of where any specific deal is.

RIC Weekly
RIC Newsletter
Weekly RIC card series. Hits Fund Factory ICPs every cycle — top-of-funnel awareness that compounds. Lives at /newsletter.
AssetExternalFund Factory
LinkedIn / Social Cadence
Always-on LinkedIn posting from Joe + David + Aiyappa. Visual assets, post-image library, social-proof graphics. Top-of-funnel that builds trust over months.
AssetExternal
Fund Factory
Aqua Fund Factory '40 Act Tracker
Live public registry of every active U.S. interval and tender offer fund. Inbound source 24/7 — fund managers find us when researching the landscape.
AssetExternalFund Factory
Brand Spine & Identity
Source of truth for brand language + visual identity. Read this before writing any new copy or shipping any new asset.
ComponentInternal
Leadership Team Slide
Canonical "Built by operators." slide. Drop into any deck. Reused across DPL, Janney, Orion, Embassy, Ardenwood, Bright Meadow.
ComponentExternal
03

Sales Enablement

Internal · closer's toolkit 4

Internal-facing reference material for the sales team — what to say, what to push back on, what's precedent. Doesn't get sent to a prospect; gets pulled up on a call or before one.

Negotiation Bands
Floors, ceilings, give-gets, precedent. Pulled up live on a call. Filterable by product / tier / customer size.
LiveInternal
Objection Handling Cards
Every objection we've heard, with the counter, the proof point, and the closer who used it last.
TemplateInternal
BATTLE CARD
Battle Card Workbook
Aqua vs. iCapital, Allfunds, CAIS, Mercer Wealth, etc. — competitive positioning, where they win, where we win, the proof points.
XLSXInternal
Win / Loss Patterns
What deals we close vs. drop, sliced by ICP, source, sequence, and competitor. Updated monthly. Read before pitching a similar shape.
LiveInternal
04

Templates

Forkable starters · all stages 5

The blank starts. Each template is a forkable HTML file in the Aqua design system — clone, swap the content, and ship in under an hour. The matrix above points here for any "Template" cell.

One-Pager Template
Letter-portrait single-page leave-behind. URL-driven product fill, print/save-PDF button, ready for any of the 5 product lines.
TemplateBuilt
$
Lead Magnet Template
Two-panel calculator pattern. Input parameters on left, personalized output on right, share-link + CTA. The shape every drop borrows from.
TemplateExternal
Capability Overview Template
Multi-slide "what we do" deck. Cover · TAIP · platform overview · who-we-serve · proof · close. Forkable for any product line.
TemplateExternal
Comparison Sheet Template
Side-by-side matrix. Drop in the incumbent's name and gaps; ship as 1-pager. Used for vs.-iCapital, vs.-Allfunds, vs.-status-quo.
TemplateExternal
Custom Deck Template (Proposal)
The full long-form starter. Forks via the deck-shipper to decks.investwithaqua.com/[slug]. Used for DPL, Janney, Orion, Syon Capital, etc.
TemplateExternal