Rori Care has built a thesis the rest of the ABA category does not have. The next chapter is making sure the families who need it actually find it — on the day they start looking, not three referrals later.
You already speak the hardest language — the one parents need to hear after a diagnosis. The problem is most of them never get to you.
Rori Care is the rare clinical operator in this category. BCBA-led care, evidence-based ABA, in-network with fourteen of California's largest payers, and an AI thesis — the 50% More Care Promise™ — that gives back time the rest of the field still loses to paperwork. The clinical machine works.
What the market does not yet see at scale is Rori. Fifty families is a meaningful start. It is also a fraction of the families in the Bay Area sitting on a fresh diagnosis right now, scrolling Yelp and Psychology Today, comparing intake forms, and waiting six weeks for the next clinic to call them back.
This proposal is about the second machine — the family-acquisition system that sits next to the clinical one and feeds it. Built so that when a parent in Fremont or Oakland or Palo Alto types "ABA therapy near me" at 11pm, Rori is the first answer they trust, the easiest one to verify, and the only one that calls them back before the weekend.
One last frame. ABA's right unit of growth is not cost-per-lead, and it is not cost-per-booked-consult. It is cost-per-authorized-treatment-start — the family who got covered, got scheduled, and ramped to recommended hours. That is the metric the P&L and the family share. Every channel below is engineered to that number.
Directional twelve-month targets, set against AYMI's adjacent work and pediatric-care category benchmarks. Honestly held, not promised — the contract on numbers is for the scoping call.
All figures directional. Anchored to AYMI's published case studies in adjacent long-cycle, evidence-based, multi-stakeholder categories (see §11) and to category-published pediatric-care benchmarks. The actual contract on numbers belongs to the scoping call — once roster capacity, insurance mix, and channel baseline are real.
Persona-led, not vertical-led. The medium is the same — a phone open at 10pm. The reader is not.
If we do one thing first, it is this. Everything else compounds off it.
The clinical engine already exists at Rori. The acquisition engine does not. What we propose is a five-layer system that lives next to it, runs at the speed of intake, and gives the practice a measurable, repeatable answer to "where is the next family coming from?"
The promise we are not making: a flood of leads in week three. The promise we are making: a measured, defensible engine that gets cheaper every quarter, governed against your roster capacity, audited monthly, and ownable by Rori at any point.
The Bay Area parent searches geo-first ("ABA therapy in Fremont," "autism therapy near Palo Alto"). Today, Rori indexes strongly for San Jose and partially for Oakland. The other five corridors are either absent or under-served. The first compounding asset we build is local pack visibility across all seven, plus directory parity (Psychology Today, Yelp, Healthgrades, Apple Business, Bing Places, Google Business Profile) with consistent NAP, payer lists, and clinician profiles.
Paid acquisition is the lever where Rori has the most room. Today: no paid engine; the entire funnel runs on referral and organic discovery. We propose Meta-led paid social with Google search as the high-intent companion. Creative is identity-neutral, claim-free, and built per the AYMI healthcare-vertical house rules — no patient faces, no demographic cues, no on-frame outcome stats. The proof is in the body copy and the landing page, not on the ad.
LEAD on the Rori pixel, with authorized-start tied back from the CRM as the true success eventRori's blog is already substantial — that is rare in this category. It is also wide rather than deep, and not yet organized around the questions a parent actually asks in the first thirty days after a diagnosis. We propose restructuring the existing library into a small set of pillar pages, each authoritatively answering one decision parents face, with a cluster of supporting pieces. Voice: neurodiversity-affirming, evidence-fluent, calm. The reading age of a tired parent at 10pm.
Today, an inbound family on rori.care moves through a single intake form into manual triage. The form does its job — we'd refine it rather than rebuild it. The bigger lever is what happens in the seventy-two hours after submit, and the lever after that is the visible insurance-verification step that today is implicit. Make the friction visible, make it shorter, and the funnel converts.
The biggest invisible loss in ABA is between authorization and first session — the families who passed verification but never showed up. They are not lost; they are paused. They got busy, second-guessed, were referred elsewhere by a friend. A short, warm, low-pressure lifecycle layer recovers them — and ramps the families who started but never reached recommended hours.
The trademark you already own is the wedge no other Bay Area ABA practice has. Make it the brand, not just the homepage.
Rori's AI thesis is real and verifiable. Automating progress reports, the behavior care engine that updates plans after every session, the deliberate 50% reclamation of clinical time — this is the rare case of a category-disruptive story attached to a credible, BCBA-led clinical operator.
Most ABA brands in the category compete on credentials and capacity. Rori has a thesis. The recommendation is to thread it through every surface — not as a tech claim but as a parent-language promise.
The surfaces this lives across: the hero on every service-area landing page, the first email of every nurture, a single visual treatment in the creative bank that reappears across paid social, the founder's monthly bylined piece, the schema-marked answer to "what makes Rori different from other ABA providers." All consistent. All evidence-fluent. None of them implying outcomes the clinical record does not.
If we build it, we govern it. The dashboard is how we keep both sides honest.
Included with the Growth System and Full Practice OS engagement shapes: a custom AYMI dashboard that pulls from your ad accounts, your intake system, and (with Rori's permission and a BAA where appropriate) the authorization data that makes "cost-per-authorized-start" a real metric and not a vibe. Refreshed daily. Available to Kristine and the practice ops team. Reviewed in a monthly call. No agency black-box.
What it shows, in plain views:
The point of the dashboard is not the chrome. It is the visible truth of the engine, all in one place, every day.
Rather than a price ladder pasted into a proposal, three engagement shapes scoped to where Rori is today.
Rori is in a window most pediatric ABA practices never get to occupy — the clinical machine is real, the differentiation is real, the timing is real. The Bay Area diagnosis pipeline is large and growing. The PE-backed consolidators in the category have scale, but they don't have Rori's thesis.
Foundation underbuilds the moment. Full Practice OS is the right shape for a multi-state operator, not yet a six-clinician one. The Growth System is the right shape for the next twelve months: enough engine to compound, not so much that it outruns roster capacity.
The first ninety days of any engagement are scoped tightly below.
Adjacent — not pediatric ABA. The compounding dynamics are the same: long-cycle, evidence-fluent, multi-stakeholder.
Why this maps: evidence-fluent consumer brand, long-cycle care, physician trust as a third-party stakeholder. The same shape of trust and time that pediatric ABA earns and keeps.
Why this maps: a personalized intake that converts because it earns. Rori's family intake, made measurable and tuned the way Proven's quiz funnel was tuned over the engagement.
Why this maps: a long-tenure customer relationship measured at LTV, not first-month conversion. The pediatric ABA P&L lives on the same math.
AYMI has not yet published a named pediatric ABA case study. The work above is in adjacent categories — long-cycle, evidence-based, multi-stakeholder — chosen because the mechanics, not the vertical, are what compounds. Pediatric behavioral health work is on AYMI's roadmap; until it is, we'd rather show real numbers from adjacent work than implied ones from this one.
If Rori builds the second engine now, the first one stops being the rate limiter.
The Bay Area is sitting on a generation of newly-diagnosed children whose families need exactly the practice Rori has built. The clinical answer is already on the table. What's missing is the engine that puts the answer in front of them on the day they start looking, in the language they need to read, with the insurance conversation handled before they ever pick up the phone.
That's what this proposal is for.
We'd close on Growth System scope, lock the first thirty-day sprint, and put the kick-off date on the calendar. We can also walk through the companion creative preview on the call.