Crew · for owners who know they should be posting
Your content team, in your pocket.
A chief of staff you tell what you want. Their team plans it, films it with you, books your podcast guests and turns one session into a week of posts. You just talk.
$499 a month · hiring it out costs $2,710
Your producer
STEP 1 OF 7 · PLAN
“Three videos are ready. Filming now?”
It messages you
In WhatsApp or Slack, when something's worth filming. Ignore it and nothing breaks.
Sound familiar?
You know content would grow the business. It just never gets made.
- You sit down to film and have nothing to say.
- You don't like how you come across on camera, so you put it off.
- One video eats a whole evening, and then it still needs editing.
- You paid someone once. It cost a fortune and didn't sound like you.
- You post for two weeks, the business gets busy, and it stops.
- You watch competitors you're better than get the attention.
It isn’t a willpower problem. Content done properly is four jobs, and you’re trying to do all of them on top of running a business.
What it costs to do it properly
Hire it out, and it’s $2,710 a month.
Four videos a month, with their Shorts and posts, at the low end of freelance rates. Then you brief four people, chase them, and still have nobody to coach you on camera.
Or $499 a month, all of it in one.
- Someone to plan and script it$600
4 scripts at $150
- A video editor$1,200
4 videos, about 4 hours each at $75 an hour
- A thumbnail designer$160
4 thumbnails at $40
- Someone to write and post it everywhere$750
A small social media retainer
- Hired, every month$2,710
- Underway, every month$499
Every job above, and the director on top.
US freelance rates, checked 28 October 2026: Scripts: Biztoolkit 2026 rate guide · Editing: GoLance 2026 rate guide · Thumbnails: Ad Snipper 2026 hiring guide · Social media: SocialBu 2026 pricing
The solution
One person to talk to. A whole team behind them.
Your chief of staff runs the four jobs for you. Tell them what you want, name them, pick how they look. Then talk about your business; everything before and after is handled.
Things owners ask on day one
- Plan this week's content
- Get me 5 podcast guests
- How are my numbers looking?
- What should I film today?
- 1
You say what you want
In a sentence, in the box on Record. Book podcast guests, plan the week, look at the numbers.
- 2
It breaks it into steps
And works through them across days, with the team: research, drafts, invites, follow-ups.
- 3
It asks before anything goes out
Every email, invite and post waits for your yes. One tap to send, one to say not this one.
- 4
It checks in every morning
At a time you pick, by email and on your phone: what it did, what's waiting, what to film.
The team they run
- Producer
Finds what's worth saying from your own business, writes titles people click, and plans each video: the hook, then each section.
Instead of a strategist and a scriptwriter
- Director
Gets your light and framing right, coaches you through every take, then cuts it: captions, Shorts and three thumbnails with you in them.
Instead of a camera operator and an editor
- Writer
Writes the post for every network and an article written to be found on Google, and checks whether AI recommends you.
Instead of a copywriter and a social media manager
- Bookkeeper
Adds up the money coming in, the refunds and what your ads cost, so you know what the content is earning.
Instead of guessing
Characters made with AI. The work is real.
A real goal, from my own account
One sentence in. A plan out.
Given three podcast guests to find, it wrote down what done looks like, broke it into steps, and said what it would do first. Nothing goes out until I say yes.
Rich, founder of underway · 30 October 2026
Book three podcast guests by 30 November
Done when: Three guest interviews are booked on the calendar for episodes before 2026-11-30
- 1Pull a shortlist of possible guests (from past conversations, audience or network)
- 2Draft outreach messages for each prospect
- 3Queue outreach emails for Rich's approval (nothing sent without his yes)
- 4Track replies and move to booking once someone says yes
- 5Confirm three bookings on the calendar
Its reply, word for word
First step: pull a shortlist of possible guest prospects from your network, past conversations and audience. Then I'll draft outreach for your approval, nothing goes out without your yes.
Real output, not a mock-up
This is what it made from one conversation.
Episode 86 of Building Underway, our founder Rich’s own series, filmed on 21 October 2026. The Shorts beside it are episode 82’s, made both ways.
EPISODE 86 · 33 SECONDS OF 5:26, SOUND ON
“I think a lot of business owners know they need to be doing content. It’s just the process of thinking about that is hard.”
THE SHORTS · SAME EPISODE, TWO WAYS
Split
Drawings of what you said, you at the foot.
Close-up
Cut in on you, with stock and AI cutaways, labelled.
THE YOUTUBE THUMBNAIL · MADE WITH AI AROUND HIS OWN PHOTO
THE ARTICLE · 1,674 WORDS ON HIS PAGE
Brand positioning: did I get it all wrong
“Not wrong, just expensive to buy on. My own positioning for Underway, don’t miss day one, tests well in conversation but only converts someone the moment they are about to start a new project, which is rare to catch with ads.”
Example businesses. Made with an AI narrator.
Rich Lovatt
FOUNDER, UNDERWAY
Apply for early access.
Twenty minutes with me. I'll look at your business, show you a session, and if it fits, you're in the first group.
$499 a month, Studio Plus included · hiring it out costs $2,710
How booking works
- 1Pick a timeRich's free times, shown in your time zone.
- 2You both get an inviteBy email, for any calendar, with a link to move or cancel it.
- 3Talk on cameraOn Rich's live page at that time. No account needed.
It’s still you
What it will never do.
Put words in your mouth
What goes out is what you said. It plans and coaches; it never invents.
Watch your screen all day
It reads the tools you connect and asks at a good moment. Nothing records in the background.
Send or post without your yes
Every email, invite and post your chief of staff writes waits for you. Everything starts private.
Before you apply
- What does the chief of staff actually do?
- Takes a goal from you, like booking podcast guests, and works on it across days with the team: finds people who fit, writes the invites, follows up, catches the replies and sets up the interview. Every morning it tells you what it did and what's waiting for your yes.
- I'm not good on camera.
- Almost nobody is at first, and that's what the director is for. You're told what to say before each take, you can say the hook three times, and the edit keeps the best and cuts the stumbles.
- I don't have time for this.
- You need the time you spend talking. The planning before and the editing, Shorts, thumbnails and posts after are done for you. It messages you when there's something worth filming, so you never sit there wondering what to make.
- Will it sound like me?
- It is you. Your face, your voice, your words, in the order you said them. Nothing is posted until you approve it.
- What's ready now, and what's early access?
- Everything marked Works today in the session above is in underway now. Your chief of staff and the voice that counts you in and calls each take are in early access: you get them first, and the plan, the prompts and the edit already work without them.