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The New Shirt Agency: Building the Future of AI-Native Marketing

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1. Executive Summary

The New Shirt Agency is a marketing firm built on a hybrid model: human creativity as the driver, AI systems as the operating layer.

We solve a core problem in today’s market: most agencies are either too slow and traditional (relying on outdated processes and billable hours) or too AI-heavy (relying on tools that generate generic, brand-damaging content). New Shirt sits in the middle—delivering original creative strategy supported by proprietary AI systems that improve speed, insight, and scalability.

The foundation of this model is our Fabric Framework: a central hub that integrates marketing tools, reporting systems, and workflow automation into a single AI-enabled platform. Fabric powers all client services, and over time, it will evolve into a standalone SaaS product.

Revenue is generated through retainer-based programs ($5K–$20K/month), consulting, and development services. Long term, Fabric will become a licensed software product, creating scalable recurring revenue.

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2. Company Overview

Company Name: The New Shirt Agency LLC

Founded: 2023

Founder: John Schimpf (25+ years in media, entertainment, and marketing)

Headquarters: U.S.-based, distributed team model

Legal Structure: LLC

Mission To help businesses achieve sustainable growth by merging the best of human-led creative strategy with AI-powered systems.

Vision A future where marketing is personal, efficient, and scalable without compromise.

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3. Market Analysis

3.1 Industry Overview

Global marketing services market: $475B+ annually.

AI in marketing projected to exceed $100B by 2030 (compound annual growth ~25%).

Mid-market businesses face increasing pressure to adopt AI but lack the strategy, integration, and human oversight to use it effectively.

3.2 Problem

Traditional agencies: slow execution, siloed data, high overhead.

AI-only solutions: fragmented tools, no strategic cohesion, lack of brand voice.

Businesses need an integrated partner: fast, data-driven, but with authentic creative direction.

3.3 Target Market

Primary: Mid-sized companies ($10M–$250M annual revenue)

Sectors: Lifestyle brands, entertainment, consumer products, professional services

Geography: U.S. primary, international expansion as SaaS scales

3.4 Market Opportunity

Businesses are actively seeking AI integration, but most don’t want to manage tech complexity.

Competitors offer tools or consulting, but few combine execution + strategy + systems in one offering.

Strong growth potential in licensing Fabric to agencies or direct to brands.

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4. The Solution: Services & Product

4.1 Fabric Framework

Proprietary AI-enabled hub.

Centralizes campaign data, reporting, task management, and client knowledge.

API-driven, integrates with social, paid ads, CRM, and analytics platforms.

Provides real-time alerts, reputation monitoring, and upsell opportunities.

4.2 Agency Services

Social Media Management: Content planning, publishing, performance tracking.

Paid Advertising: Strategy, creative, and optimization across channels.

Brand Development: Positioning, identity, and creative campaigns.

Reputation Management: Monitoring, reporting, and response strategies.

Strategic Consulting: C-suite level guidance on marketing and growth systems.

4.3 Programs (Modular)

Core Presence: Baseline social, reputation, and reporting.

Growth Engine: Paid ads, deeper strategy, expanded campaigns.

Overhaul: Full repositioning, brand refresh, multi-channel campaigns.

All programs run on Fabric as the backbone.

4.4 Future Product (SaaS)

Fabric evolves into a self-serve platform for businesses.

Revenue shifts from services to software licensing.

Target: agencies, marketing teams, and SMBs.

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5. Differentiation

AI-Native by Design: Fabric is the operating system, not a bolt-on tool.

Creative Leadership: Founder brings 25 years in media and marketing with proven results.

Scalable Model: Starts as agency services, grows into SaaS.

Proof of Work: Active campaigns with measurable ROI for well-known brands and artists.

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6. Business Model

Revenue Streams

Retainers: $5K–$20K/month.

Consulting: Project-based, $250–$500/hr equivalent.

SaaS (future): Fabric licensing, $1K–$5K/month per client.

Margins

Agency services: 40–60% gross margin.

SaaS product: 75–85% gross margin.

Scalability

Services are staff-limited.

SaaS product allows exponential growth without proportional headcount.

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7. Current Position

Clients: Globally recognized artists, lifestyle brands, consumer products.

Campaign Results: Documented reach in the millions, with ROI tracked via integrated reporting.

Infrastructure: Fabric prototype live; early-stage automation and dashboards running.

Reputation: Trusted partner in high-profile entertainment and brand spaces.

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8. Growth Plan

12–18 Month Objectives

Expand Fabric-based retainer programs (triple recurring revenue).

Launch Fabric SaaS pilot with 3–5 clients.

Produce 3–5 investor-ready case studies with ROI metrics.

3-Year Outlook

Services revenue: $3M+ annually.

SaaS revenue: $5M+ annually from licensing Fabric.

Exit opportunities: Acquisition by larger agency or marketing tech company.

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9. Team

Founder & CEO: John Schimpf – 25 years in media and marketing. Global experience in production, brand partnerships, and creative direction.

Advisory Network: Professionals in AI development, SaaS scaling, and marketing strategy.

Team Structure: Distributed network of creatives, strategists, and AI specialists.

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10. Financial Projections (High-Level)

Table 4

Table 4

Year

Revenue

Gross Margin

Key Drivers

2,025

$1.2M

55%

Retainer growth, Fabric pilot

2,026

$3M

60%

Expanded retainers, SaaS launch

2,027

$8M

75%

SaaS licensing at scale

There are no rows in this table

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11. Risk & Mitigation

AI Commoditization: Compete by anchoring on human creativity + trust.

Tech Complexity: Simplify with Fabric as a single-entry system.

Scaling Services: Mitigated by shifting to SaaS.

Client Churn: Reduced with Fabric integration into daily workflows.

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12. Conclusion

The New Shirt Agency operates at the intersection of creativity and technology. The agency generates revenue today through high-value marketing retainers while building Fabric into a scalable SaaS product. This hybrid model allows for immediate profitability and long-term growth.

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