LAUNCH LINE
Strategy
Transaction
Design
Construction
Operations
Commercial Real Estate Advisory
3-Prong Service Vision
Craig & Jeff — Working Deck — February 2026
The 3-Prong Model
Three service lines that reinforce each other. Start with advisory, build the platform, let custom work emerge.
LAUNCH LINE
Strategy
Transaction
Design
Construction
Operations
01
Advisory & Fees
Full-lifecycle development management at 1.5-2.5%. The business from day one. Prove we can deliver, build the base, fund everything else.
02
Platform (Eagle)
Capture our domain knowledge in AI tools. Build while doing advisory work — Prong 1 makes this better and tests it in real time.
03
Custom Tech
Clients see the platform, want their own. $150-500K per build. Emerges naturally — we don't sell it, they ask for it.
The Flywheel: Prong 1 funds and tests Prong 2 → Prong 2 differentiates Prong 1 → Prong 3 emerges when clients see the value → each reinforces the others.
PRONG 01
Advisory — What We're Selling
Full-lifecycle development management. Senior principals, AI-native, lower cost to the client.
The Service
  • Feasibility support — can it be built, what will it cost
  • Entitlements — permitting, zoning, land use, public process
  • Design management — architect & engineer coordination
  • Construction oversight — GC procurement, cost & schedule
  • Transition to operations — commissioning, handoff
The pitch to clients: Same senior expertise as a big firm. 1.5-2.5% instead of 3-4%. We pass the AI efficiency to you.
Why We're Different
  • Fee: 1.5-2.5% of dev cost vs. traditional 3-4%
  • No bait and switch — the partners do the work
  • Zero handoffs from strategy through delivery
  • AI-native from day one — no legacy overhead to right-size
  • Two partners = lightning decisions, not committees
TBD
Year 1 revenue
3-5
Projects
30-40%
Savings passed to client
PRONG 01
Advisory — How We Execute
Who does what through the lifecycle. Not handoffs — natural transitions.
Strategy
Craig leads
  • Site selection
  • Lease negotiation
  • Acquisitions
  • Deal structuring
  • Capital markets
Entitlements
Both overlap
  • Permitting
  • Public process
  • Land use / zoning
  • Environmental
Design & Build
Jeff leads
  • Design management
  • Architect selection
  • GC procurement
  • Construction
  • Cost / schedule
  • Commissioning
Operations
Craig re-emerges
  • Asset management
  • Facilities
  • OpEx optimization
  • Ongoing advisory
BD is shared. Craig's broad network drives pipeline. Jeff's concentrated network brings architects, GCs, and land use attorneys. Some overlap from shared Amazon projects.
Key insight: Craig doesn't disappear after strategy — he re-emerges at operations ($1.3B OpEx). Jeff doesn't just build — he supports feasibility and entitlements upfront.
PRONG 01
Advisory — Who We Go After
Sectors where our combined experience creates the most value.
Corporate HQ
Complex urban, owned assets, campus. Ground-up and adaptive reuse.
Both — core experience
Healthcare & Life Science
Mission-critical facilities. Jeff's earlier career in hospital and lab environments.
Jeff — domain background
R&D Facilities
Tech, aerospace, advanced manufacturing. Craig's Kuiper and drone R&D. Jeff's complex ground-up programs.
Both — complementary experience
Entertainment / Studios
Prime Studios, production facilities. Craig's direct experience with Amazon entertainment.
Craig — Prime Studios
Mid-Major Institutions
Schools, civic, enterprise. Jeff's Seattle Prep board ($12M gym). Craig's mid-major contacts.
Both — Craig has contacts, Jeff has board experience
Light Manufacturing
Ties into R&D sector. Production, assembly, and distribution facilities.
Both — adjacent to R&D work
Data Centers
Neither has direct DC experience, but too big a market to ignore. Crack the egg together — leverage Amazon-adjacent knowledge.
Both — opportunity to break into
Broker Referrals
Companies that need dev management but don't have it in-house. Brokers who find the deal but need someone to build it.
Both — referral channel
PRONG 02
Platform — What We're Building
Project Eagle. Capture decades of knowledge in AI tools. Prong 1 work makes this better and tests it in real time — with Claude Code we could have working tools within the first few jobs.
The Idea
  • Take Craig's + Jeff's experience and capture it with AI
  • Domain-specific — not generic ChatGPT, but tools trained on how we actually work
  • Build while doing Prong 1 — every project is training data
  • Dog-food everything before selling it
  • We're not a tech company learning CRE. We're CRE veterans building tools. That's the moat.
Example Modules (some already prototyped)
Fee Estimator
Input project type, SF, complexity — get staffing plan, phase costs, fee as % of cost. Working prototype built.
Lease Timeline Accelerator
Craig's Amazon playbook: cut lease negotiation from 6 months to 6 weeks. Milestone tracking, bottleneck alerts, compress to 1/2-1/3 original time.
Schedule Builder
Executive-level milestone scheduling with phase awareness. Working prototype built.
Project Dashboard & Checklist
Single-view health monitoring. Phase-based inputs/outputs/decisions/risks. Prototyped on Coronado project.
PRONG 02
Platform — How We Build It
Jeff leads the tech. Build in parallel with advisory work. Small = fast.
The Approach
  • Jeff builds the tech. Craig provides domain input from strategy/transaction side. Jeff teaches Craig the tools as they mature.
  • Every Prong 1 project is training data and testing ground
  • Because we're small — lightning decisions on implementation
  • Tools that take months-to-years at large companies — we implement and test immediately
  • No committee, no IT department, no procurement cycle
With Claude Code, we could have working tools within the first few jobs. This isn't a "someday" — it's happening now.
Revenue Model
  • Use internally first — prove it works on our own projects
  • When ready: SaaS product, recurring revenue
  • Subscription licensing — clients build workflows on it (sticky)
  • Built BY dev managers FOR dev managers — that's the differentiator
Already built: Fee Estimator prototype (full staffing + phase calculations), Schedule Builder, Project Dashboard, Workflow Checklist — all functional HTML prototypes from the Coronado and platform work.
PRONG 03
Custom Tech — When Clients Want Their Own
This emerges naturally. Clients see the platform, want something built for their operations.
How It Works
  • Client sees our tools during Prong 1 advisory work
  • They ask: "Can you build something like that for us?"
  • Custom platform builds — $150-500K per engagement
  • Build in 3 months vs. 18 months traditional
  • Becomes a differentiator for winning more Prong 1 work
We don't sell this upfront. Clients ask for it after seeing what we can do. That's the signal to scale this prong.
The Flywheel
Prong 1 → Funds and tests Prong 2
Prong 2 → Differentiates Prong 1 (win more work)
Prong 3 → Emerges when clients see the value
Result → Each prong reinforces the others
Execution: Jeff leads the builds. Potential IT partner needed. Each custom build feeds back into the platform.
Why AI-Native Matters
The core bet: build from scratch so the savings go to the client, not the firm.
Big Firms + AI
  • Bolt AI onto existing overhead
  • Savings go to firm's margin
  • Months to implement anything
  • Senior expertise from deal volume (real advantage)
Client still pays 3-4%
Small Firms + AI
  • Generic tools (ChatGPT etc.)
  • No domain-specific training
  • May not bring real value
  • Limited by individual capacity
AI as a toy, not a tool
Launch Line
  • Built from scratch — no legacy
  • AI value passed to client day one
  • Domain expertise IS the training data
  • Lightning implementation
Client pays 1.5-2.5% and gets MORE
Honest assessment: Big firms do have senior expertise from volume — don't underweight that. Our bet: senior knowledge + AI + zero overhead beats volume. Never have to right-size the business — we built it from scratch so the value passes from day one.
What We Each Bring
Not a resume — a skills map for dividing the work.
Craig
Strategy & Capital Markets
  • Broad network — regions, landlords, brokers, developers, mid-majors nationwide
  • $5B+ in transactions at Amazon
  • Deal structuring — yield-on-cost, lease negotiation
  • Capital markets (GE Capital) — speaks lender/investor language
  • Portfolio strategy — grew 1.9M to 15M SF
  • OpEx — $1.3B annual, 330K employees
  • Entertainment (Prime Studios), R&D (Kuiper, drones)
  • Deeper initial network for pipeline
Jeff
Development Management
  • Concentrated network — architects, GCs, land use attorneys
  • 10M+ SF delivered simultaneously (elite globally)
  • Feasibility → entitlements → design → construction → handoff
  • Tech builder — AI tools, platform dev, testing
  • Complex urban (Seattle HQ, HQ2 Virginia, Lord & Taylor NYC)
  • Amazon trusted him with billions during unprecedented growth
  • Healthcare/life science (earlier career)
  • Back-end readiness — when client says go, delivery is organized
Overlap: Both work BD. Both work entitlements. Some shared network from Amazon. Craig re-emerges at operations. Jeff supports feasibility upfront and builds all the tech.
The Economics
Revenue trajectory across all three prongs.
PHASE 1
Prove It
  • Prong 1 — advisory fees
  • 1.5-2.5% of dev cost
  • 3-5 projects
  • $1.5-2.5M revenue
  • Build platform tools internally
  • 50/50 partnership
PHASE 2
Scale It
  • Prong 1 growing — referrals
  • Prong 2 beta with trusted clients
  • Platform differentiates advisory
  • Consider IT leadership hire
PHASE 3
Compound It
  • Prong 1 — established base
  • Prong 2 — SaaS recurring
  • Prong 3 — custom builds ($150-500K)
  • All three reinforcing
Open question: How to incentivize and pass on value as we grow — especially when others create value. 50/50 to start, but the equity and comp structure needs to work as we scale.
Competitive Reality
Honest look at where we're strong and where we need to be careful.
Our Advantages
  • Zero overhead — AI efficiency goes to the client
  • Speed — two partners, not committees
  • Both have Amazon-scale experience
  • AI-native from day one
  • Platform becomes a proprietary moat
  • Craig's capital markets language (GE Capital)
Be Honest About
  • Big firms have senior expertise from volume — they see more deals. Don't underweight this.
  • Craig's network deeper initially. Jeff's been out of market for a year.
  • Two-person firm = capacity constraint
  • No brand recognition yet
  • Need to be real about runway
Key question: How do two people + AI outperform a 50-person team with deal volume? Start with clients who trust us, deliver exceptional results, and let the work speak.
Open Questions
Things we need to work through together.
Business Decisions
Craig's timing
When to transition from Amazon? Runway? How to bridge?
Financial runway
6-12 month bridge. Burn rate for two people + AI tools?
Partnership structure
50/50 to start. LLC when? Equity/comp as we scale and bring people on?
First clients
First 5 targets? Who calls who? Warm intros from both networks.
Strategic Questions
Go-to-market timing
Q2 2026? Q3? What's in place before taking meetings?
Positioning
How do we talk about this? Dev management + tech? Pure advisory?
Capacity model
How many projects can two people + AI handle? When's the first hire?
Trusted advisor validation
2-3 people we can confide in to vet the model before going live.
Next Steps
Work sessions to refine this and start making decisions.
SESSION 1
Refine the Model
  • Work through 3-prong model together
  • Define first 20 targets
  • Get real on timing & runway
  • Start refining the pitch
SESSION 2
Validate with Advisors
  • Meet with 2-3 trusted people
  • Confidential — vet the model
  • Get honest feedback
  • Test pitch on safe audience
SESSION 3
Go-to-Market Plan
  • Timing decision
  • First meetings scheduled
  • Materials ready
  • Decision: are we doing this?
Immediate action: Start getting together for work sessions. Refine these ideas. Meet with people we trust. Piece together the go-to-market strategy including timing.
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