Section 8 · AI Mini-Consultant — Earn the Meeting
8.2Estimated business impact
Partly built — finishing in Phase 1- No.
- 8.2
- DMA's reference
- Decision Book p.19
- Phase
- Phase 1
- Autonomy
- L2 · Prepare, then wait for approval
- DMA's decision
- Yes
What DMA asked for · Decision Book p.19
Put each problem in business terms (wasted spend, missed traffic, lost visibility), not technical ones.
Why it matters to DMA: Business language convinces owners far better than technical language. DMA's book adds a firm limit: it must stay defensible, with no invented numbers.
In our words, from DMA's Product Decision Book v3, page 19.
How we do it
- Every finding already carries a "why it matters" line in business terms: new patients who can't find the practice, visitors who leave a slow page, offices missing from map results.
- Numbers are held back on purpose. The chat's rules forbid estimating revenue, traffic, rankings or return, and the claims check blocks any figure that doesn't come from an approved source.
- What's still to finish for Phase 1 is the sized version: an impact figure only when it can be backed, from data the prospect gives (their ad spend, their call volume) or from DMA's approved benchmarks, and only in wording DMA approves.
Already in place
- A business-terms "why it matters" line on every finding.
- Rules and a claims check that stop any invented number.
- Approved-content storage, where DMA's benchmarks would live as versioned, approved claims.
What the later phase adds
- DMA's approved benchmarks (for example, typical conversion rates by industry) entered as approved claims.
- A sized estimate only when the visitor has given the inputs, shown with its source and as a range DMA approves.
The flow
It plays on its own while it's on screen; hover or use the controls to pause or step through.
A finding
The home page weighs 6 MB.
- Stored data
- AI
- Person
- Rule in code
- Screen
Where the data goes
The same six stages on every page. Nothing reaches Nutshell except through the write gate.
- 1Website and chat
Source
The findings, and anything the visitor says about their numbers.
- 2Sync
Copies Nutshell changes into the bridge database
Not involved.
- 3Bridge database
A copy of the CRM data, plus what the AI works out
The findings and approved content.
- 4AI
Claude models, only through DMA's own gateway
Writes the business-terms line; never invents a figure.
- 5Write gate
The only way back into Nutshell: checked, approved when needed, sent once
Carries the review to the lead.
- 6Nutshell
The system of record
The rep sees the findings in business terms.
The tables behind it
Drawn from the POC's database catalogue: structure only, no data.
PK primary keyFK reference the database enforces (solid line)ID reference kept by id (dashed line)
| Table | What it holds | Columns |
|---|---|---|
| ai.site_reviews | Each finding with its evidence and its "why it matters" line. | 18 |
| ai.kb_documents | Approved content with its claims; benchmarks would be stored here. | 17 |
How the tables connect (3)
| Column | Points to | Kept by |
|---|---|---|
| ai.site_reviews.conversation_id | conv.conversations | The application (by id) |
| ai.site_reviews.prompt_id | agent.prompts | The application (by id) |
| ai.kb_documents.approval_id | ctrl.approvals | The application (by id) |
Worked example
Synthetic demo data: every name, business and number is made up.
From the BrightSmile Dental demo review (synthetic).
Technical finding → business terms
| What the review found | What the visitor reads |
|---|---|
| <title>Home</title> | Google shows this title in search results, so new patients searching for a dentist in Cedar Hollow are less likely to find and click the site. |
| 3 location pages (/locations/downtown/, /locations/northgate/, /locations/lakeside/): no Google Maps link and no LocalBusiness schema | Patients can't easily get directions, and Google may not show the three offices properly in local and map results. |
| hero.jpg · 4.82 MB, 3200×2000, no srcset; home page total 6.10 MB | A 6 MB page loads slowly on phones, and visitors leave before they see the booking options. |
In the running POC
The visitor pastes their website: the review runs inside the chat and the three findings arrive as a card.
- 1The three findings, each with the evidence the review found on the site.
- 2Booking is one click away at every step.
Website chat · BrightSmile Dental demo site, after the site address. Captured from the running POC on September 25, 2026; synthetic data.
See it live
Opens the exact screen in the running POC, in a new tab.
| Open | Where | What to try |
|---|---|---|
| BrightSmile Dental demo site | Demo prospect website | Ask the chat how much the slow page is costing you: it won't invent a number. |
Status
Partly built — finishing in Phase 1. The parts run in the POC today; the rule that joins them is being finished for Phase 1.