The book
Be More Villain gives us a substantial body of original thinking to draw from, with a premise that suits Raspberry Ripple’s anti-vanilla positioning.
Confidential partnership proposal / October 2026
RASPBERRY RIPPLE × INGRAINEDDaniel Da Costa.
The villain your industry hasn't met yet.
A LinkedIn partnership built on Be More Villain, a Substack community worth joining and the speaking stage that follows.
Prepared for Daniel Da Costa
Founder, Raspberry Ripple02
What we heard
You already have the material.
It needs more of your time than you can give it.
Your previous content partnership produced good work, but there was no clear destination for the attention. The book and Substack now give it one.
The community
LinkedIn should introduce people to your thinking, then give interested readers a reason to continue the conversation on Substack.
The opportunities
You want more relevant speaking invitations and stronger visibility amongst brands and agencies, without making content another job.
01 / AttentionLinkedIn
Timely, opinionated posts built from the book’s arguments.
02 / Community
Substack
Readers who want the full thinking, in your own space.
03 / Opportunity
Speaking & consultancy
Invitations and enquiries from people who already know your view.
The priority is a useful audience that keeps coming back. We will look beyond post impressions to Substack readers, substantive conversations and credible invitations.
03
The editorial approach
Your thinking, written for the conversations happening now.
We would turn the book’s arguments into standalone posts, connect them to live brand conversations and make the route to Substack feel worthwhile.
The anti-vanilla standardVillain archetypesBrand grudgesThe Revenge Strategy
Build from the book
Use villain archetypes, brand grudges and the Revenge Strategy framework as starting points. Each post develops one argument, rather than simply advertising the book.
Find the timely angle
When a campaign or industry debate fits your thinking, we bring you a specific angle. The hook earns attention; your experience gives the post substance.
Give readers somewhere to go
Connect selected posts to a relevant Substack piece or discussion. A clear reason to read more is stronger than adding the same subscription request to every post.
We would draw from the book’s ideas and Villain’s Lair, the tool you created using insights from the book. Writing begins after onboarding, with agreed guidelines for your voice and campaign. Freddie reviews every draft before you see it.
04
Working together
A working rhythm that fits around your week.
Jake would be your day-to-day account manager. Abby writes the content, Freddie reviews the creative work and Hareem supports the account’s operational running.
Your ongoing time, after onboarding
30minOne monthly conversation, or a few WhatsApp voice notes if that suits your week better. Then approvals, when convenient.
What runs behind it
- Abby writes every draft
- Freddie edits and reviews
- Jake manages the account
- Scheduling and publishing
- Comment replies and conversations
- Inbound vetting and reporting
A bespoke onboarding session
Together, we explore your resources, Villain’s Lair, Substack and ambitions. We establish the campaign’s audience, objectives, tone of voice and clear guidelines, informed by competitor analysis and agreed content pillars.
Approve the campaign foundations
We bring the strategy, competitor analysis, content pillars and campaign guidelines together for your review. You approve the approach before we go live, so the writing and activity are aligned from the outset.
Choose a rhythm that suits you
A roughly 30-minute monthly content call, or shorter weekly WhatsApp conversations if that is easier. We build an evergreen backlog and keep space for topical ideas.
Review the writing
Drafts come to you for approval. We refine anything that misses your voice, then format, schedule and publish the approved posts.
Stay involved between posts
We handle appropriate replies, engage with relevant conversations and flag useful inbound. Sensitive questions or commitments come back to you.
AI can help us organise transcripts and source material. It does not replace the writer, your approval or Freddie’s editorial judgement.
05
Proposed scope
The work around your LinkedIn profile.
A proposed working scope for the monthly fee, shaped around a solo founder with existing intellectual property and limited time.
Bespoke onboarding and campaign strategy
An onboarding session, competitor analysis, content pillars and clear campaign and voice guidelines, approved by you before we go live. Includes a review of how your profile introduces you and your work.
12 LinkedIn posts per month
A proposed baseline of three posts a week, written from your material.
Uncapped reactive posts
When a campaign, launch or industry debate creates an opening that fits your thinking, we write to the moment. Reactive posts sit on top of the monthly baseline, with no cap.
Writing through to publishing
Human-written drafts, Freddie’s review, your approval, formatting, scheduling and publishing.
Community management
Appropriate comment replies and participation in relevant conversations, with sensible boundaries agreed with you.
Substack signposting
Connect suitable LinkedIn posts to your existing Substack writing. Long-form newsletter production is outside this proposed scope.
Relevant inbound and monthly reporting
Vet and help facilitate speaking, podcast and commercial enquiries, with inbox monitoring if you want it. A monthly report covers performance, audience quality and recommended next actions.
12 planned posts + 3 reactive in this example month
Week 1
Villain archetype
Brand grudge
Substack bridge
Week 2
Revenge Strategy
Campaign reaction
Agency debate
Founder story
Week 3
Villain archetype
Speaking angle
Substack bridge
Week 4
Brand grudge
Industry news
Contrarian take
Launch response
Month in review
Reactive posts are uncapped. The number shown is an example, driven by what happens in the industry that month.
Video and carousel ideas can draw on assets you already have. New filming and video production are not included.
06
Proof: a solopreneur
Lucy Kemp.
A solo consultancy with a recognisable voice.
Lucy is the closest parallel in business structure: an independent practitioner whose expertise is the product, without a large marketing department behind her.
£200k+directly attributable revenue
5podcast invitations
6press features
“
Without exaggerating, Freddie and his team have changed my life. They've used LinkedIn and TikTok, including video content, to enable me to build a reputation as a thought leader in my industry, which has opened up countless doors and brought in more revenue. I have a lot to thank them for.Lucy Kemp, Founder, Kemp&Co
The relevance for Raspberry Ripple
Our work helped Lucy build a community around her employee experience expertise and convert that attention into business, media and speaking opportunities. Your subject is different, but the need for a distinctive voice and a useful destination for the audience is familiar.
Ingrained’s published employee experience consultancy case study and Lucy’s testimonial. Her work included LinkedIn, TikTok and video, a broader mix than this proposal. Results are historical, not a forecast. Source: Ingrained Digital ↗
07
Proof: an author and purpose-led practitioner
Leila McKenzie-Delis.
Connecting a personal voice to a wider body of work.
As we discussed, we have also worked with small purpose-led practices. Leila’s work brings an especially relevant author and speaker parallel: a founder’s ideas need to serve the books, events and business around them.
“
I trust the Ingrained team implicitly. Their content strikes the perfect mix of being highly engaging but also serving a commercial purpose. My personal brand is one of my biggest assets in business, and I attribute that to Ingrained. Highly recommend.Leila McKenzie-Delis, Founder, DIAL Global
The author parallel
Our work with Leila included promoting her book ahead of and around its release. For you, Be More Villain can provide an ongoing source of ideas, while LinkedIn creates routes into your Substack community and speaking work.
The connection is the operating model: a small purpose-led practice with a founder at its centre. We would preserve Raspberry Ripple’s own, deliberately anti-vanilla point of view.
Published client testimonial. Source: Ingrained Digital ↗
08
Proof: a small purpose-led practice
Paul Sesay.
A personal profile that serves the wider business.
Paul’s work spans Inclusive Companies and the National Diversity Awards. His experience is relevant where one founder’s voice has to support several connected activities.
“
I approached Ingrained after seeing the content they were producing for one of my industry peers. The team have embodied my tone perfectly and have shown deep understanding of how my personal brand fits into the wider ecosystem with my businesses. LinkedIn has now become one of my most important commercial levers.Paul Sesay, Founder, Inclusive Companies & the National Diversity Awards
A connected profile, with a clear voice
Paul and Leila are useful examples of our work with small purpose-led practitioners, alongside Lucy’s solopreneur case. For Raspberry Ripple, the equivalent is keeping your consultancy, book, Substack and speaking work connected without turning the feed into a list of promotions.
Published client testimonial. Source: Ingrained Digital ↗
09
Measuring the work
Judge the work by where the attention goes.
Your last experience felt like a vanity exercise because there was nowhere useful to direct the audience. We would agree a baseline and review these signals each month.
Audience quality
Who is engaging, what they are saying and whether we are reaching the brand and agency people you want in the conversation.
Substack movement
Trackable clicks to relevant writing, subscriber trends and the responses those pieces receive. Attribution depends on the links and analytics available.
Useful inbound
Speaking invitations, podcast approaches and commercial conversations, reviewed for fit rather than simply counted.
Reach and engagement help us diagnose the content. They sit alongside the community and opportunity signals, rather than standing in for them.
10
Investment & next steps
A partnership shaped around Raspberry Ripple.
The figure below reflects the discussion on our call. The fee and working scope are proposed, ready for your review.
Proposed monthly partnership
£1,200
per month, plus VAT · Minimum 6-month engagement
Optional upfront payment
£6,840 plus VAT
Pay for all 6 months upfront and receive a 5% discount, saving £360.
A dedicated account manager, writing and editorial review, publishing, uncapped reactive posts, community management, monthly reporting and support with relevant inbound. We would agree the start date together before work begins.
You mentioned wanting to start as soon as possible. Once we have agreed the scope, we can confirm the earliest available start.