Date: 2026-09-08, 10:00 AM EDT Attendees: Michael Houck, Josh Kaplan (prospective client), Tatem (tatem@joltexclamationpoint.com)
Summary
Intro/sales call with Josh Kaplan, a serial founder exploring JOLT! short-form video services for his new venture. Josh is building a functional medicine + modern retail company (working concept: replace CVS as a concept). He has a 15-year tech founder background (Parkla, Buck Mason, Ghost — world’s largest retail tech company, 7,500 retailers, minority-owned by L Catterton). His new company is omnichannel, AI-forward, third-party-tested supplements + peptides, California-based 503A pharmacy partner. Brand references: Erewhon (clean credibility) + Equinox (accessible luxury). His personal backstory is strong: father is a functional doctor, he has lived this lifestyle his entire life.
Josh is allergic to social media historically but is now ready and committed, pushed by investors to be the face of the company. Connection to Michael: mutual friend Jacob (Michael’s old cofounder) was considering starting something with Josh; that’s how they got connected.
Tatem’s background (shared with Josh): started in social media ~5 years ago, went viral with Hulk Hogan (7M+ views), now works with a race car driver and a politician. Framed her approach as treating a personal brand like clay.
Content Strategy Discussed
- Three-tier funnel: mass education/relatable (reach) -> niche deeper learning (middle) -> conversion/parasocial loyalty (bottom). Aligns with Paddy Galloway’s “core, casual, new” framework from MrBeast.
- Positioning options: longevity/preventative health, accessible Brian Johnson angle (“something you can actually do yourself”), “clean living is simpler than you think.”
- Josh’s success metric: an article saying pharma and insurance companies are losing money because of his business.
- Josh’s near-term goal: talent/recruiting within SF tech circles. Mid-term: brand awareness. Long-term: customer acquisition.
- Plan: test several formats in first few weeks, find what fits personality and performs, then systematize.
Decisions
- No formal deal signed on this call. Pricing presented and acknowledged.
- Josh indicated he wants to proceed; next step is kickoff call.
Action Items
- Tatem: send concrete content ideas for Josh this afternoon
- Michael: send Josh initial concepts + kickoff call times + Stripe link later today
- Michael + Josh: schedule kickoff call (aim for later this week) — go deep on background, story, company goals, industry view
Pricing Discussed
- $15,000 for 3-month onboarding (monthly payment available; advertised upfront but flexible)
- End of 3 months: continue month-to-month or take system self-serve
Notable Transcript Excerpts
On the business vision:
“The form factor that I’m most interested in is basically replacing CVS. As an entire concept. I think that the modern drugstore is ripe for disruption… it’s omnichannel, it’s AI forward, it’s highly educational and highly credible. And every product is tested, third party tested, verified.”
On his personal background:
“My dad is a functional doctor. So I’ve had it my entire life. I’ve never been vaccinated anything… I’ve never had Tylenol or Aleve or anything over the counter… it was pretty fringe for a while, and now there’s all these tailwinds.”
On success metric:
“I want an article to be written about this business that says that the pharmaceutical companies and the insurance companies are losing money. Because of it. Like, that’s when I know I’ve succeeded.”
On his social allergies and readiness:
“I’m fairly allergic to social media, and I always have been… But I’m ready and I’m willing and able… I have discipline in other areas, so I can’t imagine that will be the challenge. The challenge is just making sure we do it right.”
Tatem on approach:
“I treat your entire personal brand like clay. Like Play Doh. And see what I can do.”
On avoiding burnout:
“I treat it as if I’m almost your personal trainer… We’re gonna go work out. Might have to climb up this mountain, but at the end of the month, you’re gonna look back and it’s gonna look really small.”
Full transcript in Granola (id: 517390df-1442-4380-ae32-de2698a78646).