Internal · UFG & Brandcore

Target account · April 24, 2026

Internal working brief · Do not forward

Move June interest into a May walkthrough.

Leadways is small, premium, new, and operating on a shared campus. The win is not a generic janitorial pitch. The win is a professionalized facilities program that supports enrollment growth and uses UFG's structural credibility — family-owned, MBE, compliance-led, child-safe.

Target Leadways School 20900 McClellan Rd · Cupertino

Owner Amy Alfaro Lead Sales Specialist · UFG

Window May walk · June decide 2026–27 cycle support

01 — Account Snapshot Internal · UFG Sales

Premium micro-school. Short decision chain. High first-impression stakes.

2024 Opened physical school

TK–8 Accepting 2026–27 apps

$35.5k–$50.5k Published tuition range

8am–6pm Daily operating window

Location

Shared campus, Cupertino

20900 McClellan Rd, Cupertino, CA 95014. Campus is co-tenanted with New Life Church, which likely owns the exterior envelope.

Growth signal

10–15 new students/year

Leadways says it welcomes an average of 10–15 new students across grade levels each year — so every tour matters and facilities quality is in the conversion path.

Sales implication

Sell enrollment protection

Every tour and shadow day is a facilities moment. Lead with enrollment protection and premium-family expectations, not hours and rates.

02 — Decision Map Internal · UFG Sales

Start with operations. Respect the people already carrying the building.

Primary target

Aumi Rohm-Wesley

Founding operations / HR profile. Lead with compliance, documentation, and vendor discipline. Strongest match for MBE + compliance-manager story.

Ally

Mr. Joe · Facilities

Treat as ally, not obstacle. Message: UFG frees him from recurring cleaning grind so he owns the higher-value work.

Culture check

Joseph Dalton-Stark

Principal. Cares about culture, parent experience, and how the campus feels during visits. Child-safeguarding training resonates here.

Economic buyer

Jun Liu

Founder. Do not approach Jun directly until ops has warmed the path. Family-owned peer framing works with Jun.

Campus owner

New Life Church

Likely controls exterior and grounds. Landscape requires warm intro and campus-owner coordination — never assume it's Leadways' to hand over.

UFG sender

Amy Alfaro

Keep the voice consultative, precise, and high-status. No pressure language. No incumbent bashing.

03 — Critical Campus Insight Internal · UFG Sales

The shared-campus reality changes the sales motion.

Pitch janitorial as the wedge Leadways can likely control. Treat landscaping as an optional, later conversation through campus ownership.

Do say

Hold the Leadways standard.

"We can hold your spaces to the Leadways standard while coordinating respectfully around the broader campus."

Do not say

No exterior promises.

"We can take over your landscaping next month." That assumes control they may not have. Never commit to anything campus-owned on day one.

Expansion path

Interior first, then introduction.

Win interior trust, then ask whether a New Life Church introduction would be useful for exterior/grounds. Do not force-sell the combined scope.

04 — Pain Stack Internal · UFG Sales

Rank the pitch by what an operator will actually feel.

No. 01

Enrollment conversion

Cleanliness supports tours, shadow days, and premium parent trust. This is the headline — everything else is support.

No. 02

Compliance / AB5

California worker classification risk is real. Use it carefully: risk protection, not fearmongering. Our Compliance Manager is the proof.

No. 03

Child-safe standards

Low-VOC, fragrance-aware, high-touch protocol language lands with TK/K families. Our child-safeguarding training is the credential.

No. 04

After-hours fit

8am–6pm operating window means cleaning must avoid disruption, be access-ready, and close the building properly.

No. 05

Growth pressure

What worked at launch gets strained as enrollment and programming grow. UFG absorbs the growth; Leadways does not re-sign a new vendor next year.

No. 06

Coordination

Shared-campus vendors can create ambiguity. UFG sells clarity — who owns what, who talks to whom, and where nothing falls between.

05 — Why UFG Wins Internal · UFG Sales

Four structural reasons — deploy them specifically, not as a bundle.

These are the positioning assets that make UFG defensible against a national vendor and credible against a low-price cleaner. Match each point to the buyer that cares.

I.

Family-owned and operated since 1998.

Use with: Jun Liu, founder-to-founder framing

Peer-to-peer signal. Short accountability chain. Letty reviews every new school account personally — a sentence that lands hard with a first-time school founder who is evaluating their first multi-year vendor commitment.

II.

Certified Minority Business Enterprise (MBE).

Use with: Aumi (compliance / documentation), Silicon Valley DEI posture

Documentation-ready credential that sits naturally alongside COI, W-9, AB5 classification, and site-specific requirements. Never lead with it — but it is a clean close when Aumi is building the vendor file.

III.

Dedicated Safety & Training Compliance Manager.

Use with: Aumi on risk, Joe on field protocol

This is the differentiator against a mom-and-pop cleaner and the equivalent of a national vendor's compliance apparatus — without the portal tax. Named staff, not a policy PDF. Quote the title directly.

IV.

Child-safeguarding training for every employee.

Use with: Principal Dalton-Stark, TK/K parent narrative

The line for culture and parent trust. Every UFG employee on a school account completes child-safeguarding training. This is the proof point that earns the room families occupy — say it on the walkthrough, not the invoice.

06 — Timing Strategy Internal · UFG Sales

Walk it before June.

The client may not want a buying conversation until June. That's fine. Our CTA should make the pre-June step non-threatening and obviously useful.

Now

Send Amy's Leadways presentation with a single ask: a 20-minute readiness walkthrough before June.

Week 1

Follow with "This is a June planning shortcut, not a commitment conversation."

Week 2

Offer two windows — after 3:30 pm or after 6:00 pm — so scheduling feels easy.

June

Arrive with scope, pricing logic, and transition path already in hand.

07 — Competitive Map Internal · UFG Sales

Position UFG between too big and too informal.

Criterion	National vendor	Mom-and-pop cleaner	UFG Works
Fit for micro-school	Too large · low-touch	Comfortable but fragile	Right-sized, family-owned, local
Compliance posture	Strong but bureaucratic	Often informal	MBE + full-time Compliance Manager
Child-safe practice	Generic corporate training	Ad hoc	Child-safeguarding training for every employee
Service breadth	Broad · siloed	Usually narrow	Janitorial, maintenance, facility management, landscape
Quality loop	Portal-heavy	Texts and memory	Weekly audits · work orders · quarterly reviews

08 — Offer Architecture Internal · UFG Sales

Make the first yes tiny, valuable, and hard to decline.

Step 01

20-minute walk

No obligation. Focus only on readiness, not a hard quote. Run it outside instructional time.

Step 02

Written baseline

Give them a facilities-readiness summary they can keep. Useful whether or not they move on UFG.

Step 03

5-day scope

Measured zones, schedule logic, risk notes, pricing path, and transition plan. Delivered one business week later.

Step 04

Summer pilot

Deep clean or short start-up service before annual commitment. Low-risk entry, real results before year one.

The first deliverable is useful even if they do nothing.That is the conversion mechanism.

09 — Outreach Cadence Internal · UFG Sales

Amy should sound like a specialist, not a follow-up bot.

Day 0

Email the Leadways presentation. Subject: "Making Leadways' June facilities decision easier."

Day 3

Short follow-up: "Not asking you to switch now. Asking whether a 20-minute baseline before June would help."

Day 7

Call main line or email Aumi if available. Reference 8am–6pm schedule and offer after-3:30 or after-6 windows.

Day 14

Send a one-paragraph "summer handoff checklist" as value-add if no response.

10 — Discovery Checklist Internal · UFG Sales

Questions that make us look like pros in the first walkthrough.

Scope & control

Define the edges.

Which spaces are directly controlled by Leadways vs campus ownership?
What cleaning happens now, by whom, at what frequency?
How many restrooms, classrooms, offices, and shared-use rooms are in scope?
Where are supplies stored, ordered, and tracked?
What doors, alarms, keys, and access rules affect evening cleaning?
Which zones do parents see during tours and shadow days?

Risk & decision

Find the real constraints.

What floor types need summer or break-period care?
Any product restrictions, fragrance concerns, or allergy protocols?
What has been the biggest recurring annoyance with the current process?
Who signs off on COI, W-9, service agreement, and school-site requirements?
What would make June an easy yes or an easy no?
If grounds are not in scope, who owns that relationship?

11 — Economics Frame Internal · UFG Sales

Small contract. Strategic wedge.

Do not overpromise the year-one ACV. Treat the opportunity as a relationship wedge into boutique Silicon Valley education accounts — the category where family-owned + MBE + compliance-led is structurally differentiated.

$10k–$18k Likely janitorial year-one range

$15k–$40k Combined relationship if exterior expands

Pricing discipline

Transparency is the premium signal.

Quote only after measuring. Show cleanable zones, service frequency, labor model, supplies, periodic work, and transition assumptions. The premium signal is transparency, not being the cheapest.

Internal estimate · Brandcore market research, April 2026. Verify square footage, building access, and current scope before quoting.

12 — Win Conditions Internal · UFG Sales

Lead with precision. Close with calm urgency.

Message

One sentence, carried through.

"June is a good decision window. A May walkthrough makes June easier and safer."

Tone

Respectful, prepared, school-safe.

No incumbent bashing. No hard sell. Family-owned peer posture, MBE credential in the file, compliance and child-safeguarding as proof.

Close

Tiny ask, real value.

Two time windows. One 20-minute walkthrough. Deliver a written readiness summary whether they buy or not.

Point of contact Amy Alfaro amy@ufgworks.net 408-380-2287

Executive sponsor Letty Miranda lmiranda@ufgworks.com 408-396-4606 Letty reviews every new school account personally — deploy for economic-buyer meeting.