{ "meta": { "schema_version": "2.0.0", "document_type": "approved_facts", "purpose": "Approved facts for BeargrassAI.com. These are the ONLY assertions the Agent is permitted to use. Every approved fact has been signed off by Mark. The Agent treats them as the only thing it knows. If a visitor asks something not covered by an approved fact, the Agent does not guess. It says it does not have that on file and points the visitor at Mark's number.", "authority_level": "approved", "created": "2026-02-12", "revised": "2026-05-07", "revision_notes": "2026-05-07: pricing aligned with canonical c884e488 (council-ratified). Two-tier offering (Your Site, Built and +Sales Assistant) replaces the prior three-tier (Business Basics / Business plus Network / Custom AI Solutions). Year 1 / Year 2+ rate ranges replace separate setup fee. Three new entries (ba-service-02 two tiers, ba-service-02b range explanation, ba-service-02c non-standard defer). ba-service-04 rewritten so it no longer references a separate setup fee. ba-service-03 and ba-foundation-05 'chatbot' references replaced with 'Sales Assistant' / 'Agent' per the 2026-04-28 chatbot-to-Agent ratification. 2026-05-06: meta vocabulary scrubbed to align with the v2 'approved facts' runtime vocabulary. Top-level 'claims' key preserved for backwards compatibility with functions/api/chat.js. 2026-03-11: Full rationalization against evolved business model. Shifted framing from information consistency to discoverability infrastructure. Removed entries about services not offered (employee documentation, documentation systems). Added AIEO, tier pricing, setup fee model, performance, veterinary vertical. 26 entries became 30.", "author": "Mark Ulett + Claude collaboration", "derives_from": [ "SMS-CLAIMS.json", "BA-CLAIMS-RATIONALIZATION.md (March 11, 2026)" ], "voice": "Practical, direct, no jargon. First person. Montana local." }, "claims": { "ba-foundation-01": { "id": "ba-foundation-01", "category": "foundation", "short": "Your business should be findable everywhere people and AI tools look for it.", "full": "When someone searches Google, asks ChatGPT, or talks to Siri about businesses like yours, your information needs to be there, accurate, and structured so it gets recommended. I build the infrastructure that makes your business discoverable by both human audiences and machine audiences. One system, every platform, always current.", "audience": "all", "confidence": "canonical" }, "ba-foundation-02": { "id": "ba-foundation-02", "category": "foundation", "short": "Technology setup is harder than it needs to be for small businesses.", "full": "You should not need a computer science degree to have a website that works, a Google listing that is accurate, and a presence that AI tools can find. You need someone who understands both the technology and your business, and who will handle the setup so you can focus on running yours.", "audience": "all", "confidence": "canonical" }, "ba-foundation-03": { "id": "ba-foundation-03", "category": "foundation", "short": "AI tools are recommending your competitors because your business data is incomplete.", "full": "When someone asks ChatGPT where to eat in Whitefish or asks Siri for a vet near Columbia Falls, the answer comes from structured data. If your business does not have structured data, you are invisible to every AI recommendation engine. Your competitor who does have it gets the recommendation. AI does not check whether its answer is right. It just repeats whatever structured information it can find.", "audience": "all", "confidence": "canonical" }, "ba-foundation-04": { "id": "ba-foundation-04", "category": "foundation", "short": "AI tools are now a primary way people find local businesses.", "full": "When someone asks ChatGPT where to eat in Whitefish, asks Siri for a vet near Columbia Falls, or uses Google AI Overviews to find a guitar builder in Montana, the answer comes from structured data. If your business does not have structured data, you do not appear in those results. AI discovery is not a future trend. It is happening now, and businesses without structured data are already invisible to it.", "audience": "all", "confidence": "canonical" }, "ba-foundation-05": { "id": "ba-foundation-05", "category": "foundation", "short": "A website alone is not enough anymore.", "full": "A website is one piece of your digital presence. You also need an accurate Google Business Profile, structured data that AI tools can read, and optionally a Sales Assistant: an Agent on the site that answers customer questions from approved facts. I call this discoverability infrastructure: the system that makes your business findable by every audience, human or machine. I build all of it as one integrated system.", "audience": "all", "confidence": "canonical" }, "ba-entity-phone-01": { "id": "ba-entity-phone-01", "category": "foundation", "short": "BeargrassAI's business phone number is 406-282-1478.", "full": "BeargrassAI's business phone number is 406-282-1478. Text or call that number to reach Mark directly. This is the canonical number on every platform (Google Business Profile, website JSON-LD, social profiles).", "audience": "all", "authority_level": "canonical", "voice": "Practical, direct. Montana local.", "confidence": "canonical" }, "ba-pain-01": { "id": "ba-pain-01", "category": "pain", "short": "Your menu, hours, and prices are different on every platform.", "full": "Your menu is different on your website, Google, DoorDash, and your printed copy. Your hours on Google say one thing, your door says another. A customer with a nut allergy checks your online menu and sees no allergen information. Every inconsistency is a customer who leaves before they walk in.", "audience": "restaurants", "confidence": "validated" }, "ba-pain-02": { "id": "ba-pain-02", "category": "pain", "short": "Your Google listing has the wrong hours.", "full": "Your Google listing says you're open until 9, but you close at 7 now. A customer drives across town and finds a locked door. They leave a one-star review. You didn't even know it was wrong.", "audience": "all", "confidence": "validated" }, "ba-pain-03": { "id": "ba-pain-03", "category": "pain", "short": "You paid someone to build your website and now you cannot even update it yourself.", "full": "Someone built your website three years ago and disappeared. You cannot change your own hours without calling a developer. The contact form might be broken and you would never know. You are paying monthly for a site you cannot control and that does not represent your business anymore.", "audience": "all", "confidence": "validated" }, "ba-pain-04": { "id": "ba-pain-04", "category": "pain", "short": "Your website looks like it was built in 2018 because it was.", "full": "Your website looks like it was built in 2018 because it was. It loads in 8 seconds on mobile. It has no structured data, so AI tools cannot read it. Services listed do not match what you offer. The contact form might not work. But you do not have time to deal with it because you are running a business.", "audience": "all", "confidence": "validated" }, "ba-pain-05": { "id": "ba-pain-05", "category": "pain", "short": "AI tools are confidently telling your customers the wrong thing about your business.", "full": "When someone asks ChatGPT about your business, the answer comes from whatever scattered information exists online. Old menus, wrong hours, discontinued services. AI does not verify. It confidently repeats whatever it finds. But you can fix this. If your business has structured, verified data, AI tools will use that instead. The difference between wrong answers and right answers is whether someone built the data layer.", "audience": "all", "confidence": "validated" }, "ba-pain-06": { "id": "ba-pain-06", "category": "pain", "short": "Your room descriptions on Booking.com don't match your actual website.", "full": "Room descriptions on your website don't match what Booking.com shows. Your front desk has a third version. Guests arrive expecting something different from what they get. You update one platform and forget the others.", "audience": "tourism", "confidence": "validated" }, "ba-pain-07": { "id": "ba-pain-07", "category": "pain", "short": "Your rental prices are different on every platform.", "full": "Equipment rental prices on your website are from last season. Google shows something different. Your staff gives quotes that don't match either. Customers get frustrated before they even walk in the door.", "audience": "outdoor-recreation", "confidence": "validated" }, "ba-solution-01": { "id": "ba-solution-01", "category": "solution", "short": "I build your entire digital presence and keep it running.", "full": "I build your website, set up and sync your Google Business Profile, add structured data so AI tools can find you, and optionally add a chatbot that answers customer questions from your verified information. When something changes, you tell me once and everything updates. One person handles all of it. No agencies, no ticket systems, no learning curves.", "audience": "all", "confidence": "canonical" }, "ba-solution-02": { "id": "ba-solution-02", "category": "solution", "short": "A chatbot that answers only from your verified business information.", "full": "Your chatbot answers customer questions from a verified knowledge base that you approve. It knows your actual hours, services, and prices because those facts are stored as verified claims, not scraped from the internet. When the chatbot does not know something, it says so and directs the customer to contact you. It never invents information. The knowledge base updates when your business changes.", "audience": "all", "confidence": "canonical" }, "ba-solution-03": { "id": "ba-solution-03", "category": "solution", "short": "Structured data that makes your business visible to AI recommendation engines.", "full": "I add structured data to your website using a format called JSON-LD. When Google, ChatGPT, or Siri looks at your site, the structured data tells them exactly what your business does, where it is, what hours it keeps, and what services it offers. Without structured data, AI tools guess. With it, they get it right. The result is called AI Engine Optimization, and it is the next layer of discoverability after traditional SEO.", "audience": "all", "confidence": "canonical" }, "ba-solution-04": { "id": "ba-solution-04", "category": "solution", "short": "A professional website that loads fast, works on phones, and AI tools can read.", "full": "Your website is built on Cloudflare, the same infrastructure that powers major companies worldwide. It loads in under 2 seconds on mobile. It has SSL encryption, global CDN distribution, and DDoS protection included. It is built with clean HTML and structured data so search engines and AI tools can read every page. You do not touch it. I build it, I maintain it, you run your business.", "audience": "all", "confidence": "canonical" }, "ba-solution-05": { "id": "ba-solution-05", "category": "solution", "short": "AI Engine Optimization makes your business visible to AI recommendation tools.", "full": "AI Engine Optimization, or AIEO, is the practice of structuring your business data so that AI tools like ChatGPT, Claude, Siri, and Google AI Overviews can find your business and recommend it accurately. It works alongside traditional SEO but targets a different audience: the machine audience that reads structured data instead of browsing web pages. Every site I build includes AIEO as a baseline, not an add-on.", "audience": "all", "confidence": "canonical" }, "ba-value-01": { "id": "ba-value-01", "category": "value", "short": "I live here. I shop at your businesses. I understand the context.", "full": "I'm based in Western Montana. I understand seasonal tourism patterns, the Flathead Valley business community, and what it takes to run a business here. I'm not a remote consultant who doesn't know the difference between Whitefish and Kalispell.", "audience": "all", "confidence": "canonical" }, "ba-value-02": { "id": "ba-value-02", "category": "value", "short": "Deep technical expertise, plain language delivery.", "full": "I have a PhD in the history and philosophy of science, 2.5 years building AI systems at a software company, and I have shipped production websites, chatbots, and AI platforms for real businesses. I explain everything in plain language because jargon does not help you run your business. If I cannot explain what I am building in words you understand, the problem is mine, not yours.", "audience": "all", "confidence": "canonical" }, "ba-value-03": { "id": "ba-value-03", "category": "value", "short": "Proven work you can see today, not promises about tomorrow.", "full": "I show what I have built, not what I could theoretically build. The BeargrassAI website itself runs on the same infrastructure I build for clients: Cloudflare hosting, structured data, sub-2-second load times, and a chatbot that answers from verified claims. Every client site gets the same architecture. Ask me about current projects and I will show you real work.", "audience": "all", "confidence": "canonical" }, "ba-value-04": { "id": "ba-value-04", "category": "value", "short": "Available. Not a chatbot, not a call center. A person in Montana.", "full": "When you need help, you talk to me. Not a support ticket, not a call center, not someone in another timezone. I do in-person meetings throughout Western Montana. I spent two hours with my first client walking through their business before touching a keyboard. Your office, a coffee shop, your shop floor. I show up.", "audience": "all", "confidence": "canonical" }, "ba-tourism-01": { "id": "ba-tourism-01", "category": "vertical-tourism", "short": "Tourism businesses in Montana deal with constant seasonal information changes.", "full": "Tourism businesses in Western Montana change rates, availability, and services every season. Summer rates aren't winter rates. Guided trip offerings change monthly. Booking platforms need to match your website, which needs to match what your front desk tells people.", "audience": "tourism", "confidence": "validated" }, "ba-tourism-02": { "id": "ba-tourism-02", "category": "vertical-tourism", "short": "Booking platform consistency is a full-time job you don't have time for.", "full": "Your property is listed on your website, Booking.com, Airbnb, VRBO, and TripAdvisor. Each one has its own description, its own photos, its own rates. Keeping them all accurate is a full-time job, and you already have a full-time job.", "audience": "tourism", "confidence": "validated" }, "ba-outdoor-01": { "id": "ba-outdoor-01", "category": "vertical-outdoor", "short": "Outdoor recreation businesses have complex, seasonal pricing that changes constantly.", "full": "Ski rental rates change between early season, peak, and spring. Guided fishing trips have different prices for half-day vs. full-day, summer vs. fall. Equipment availability changes daily. If your website shows last season's prices, customers show up expecting something you can't deliver.", "audience": "outdoor-recreation", "confidence": "validated" }, "ba-outdoor-02": { "id": "ba-outdoor-02", "category": "vertical-outdoor", "short": "Safety protocol documentation can't be out of date.", "full": "When your guided rafting trip safety briefing says one thing but your website says another, that's not just a customer service problem\u2014it's a liability problem. Safety protocols, equipment requirements, and trip preparation information have to be consistent everywhere.", "audience": "outdoor-recreation", "confidence": "validated" }, "ba-restaurant-01": { "id": "ba-restaurant-01", "category": "vertical-restaurant", "short": "Your menu changes more often than you update your website.", "full": "You 86'd the halibut special three weeks ago, but it's still on your website. Your prices went up in January but Google still shows the old ones. A customer with a nut allergy checks your online menu and sees no allergen information. Your printed menu is different from all of them.", "audience": "restaurants", "confidence": "validated" }, "ba-restaurant-02": { "id": "ba-restaurant-02", "category": "vertical-restaurant", "short": "Customers check your website before they check your door.", "full": "85% of restaurant customers check hours and menus online before visiting. If your website shows the wrong hours or an outdated menu, they don't call to verify\u2014they go somewhere else. Your online presence is your first impression, and right now it might be lying.", "audience": "restaurants", "confidence": "validated" }, "ba-healthcare-01": { "id": "ba-healthcare-01", "category": "vertical-healthcare", "short": "Patients can't find accurate information about your services or accepted insurance.", "full": "Your website lists services you no longer offer. Your Google listing shows old office hours. Patients call to confirm insurance coverage because your website doesn't say. New patients pick a different provider because your online information doesn't answer their basic questions.", "audience": "healthcare", "confidence": "validated" }, "ba-healthcare-02": { "id": "ba-healthcare-02", "category": "vertical-healthcare", "short": "Provider directories and your actual availability never match.", "full": "You're listed in three insurance directories with three different specialties. Your practice added a new provider six months ago and the website still doesn't show them. Patients looking for specific services can't find you, and patients finding outdated information lose trust.", "audience": "healthcare", "confidence": "validated" }, "ba-veterinary-01": { "id": "ba-veterinary-01", "category": "vertical-veterinary", "short": "Veterinary practices lose new patients because their online information does not answer basic questions.", "full": "A new pet owner searches for a vet near Columbia Falls. Your website does not list your current services. Your Google listing shows old hours. There is no way to request an appointment online. The pet owner picks the practice that answered their questions first. If your online presence does not answer the three questions every new client has\u2014what services, what hours, how to book\u2014you lose them before they call.", "audience": "veterinary", "confidence": "validated" }, "ba-service-01": { "id": "ba-service-01", "category": "service", "short": "A done-for-you website with hosting, updates, and support included.", "full": "Wix and Squarespace give you tools and leave you to figure it out. I give you a finished website with hosting, SSL, Google Business Profile setup, ongoing maintenance, content updates, and direct support from me. You do not learn a website builder. You do not manage hosting. You do not troubleshoot broken forms. I handle all of it.", "audience": "all", "confidence": "canonical" }, "ba-service-02": { "id": "ba-service-02", "category": "service", "short": "Two offerings: Your Site, Built ($75 to $125 a month, year 1) and +Sales Assistant ($125 to $200 a month, year 1).", "full": "BeargrassAI offers two services. Your Site, Built is a handmade website starting at $75 a month in year one, with the rate based on the complexity of the build. The rate drops to $35 to $50 a month after year one, as the work shifts from building to ongoing care. There is no separate build fee. The higher year-one rate covers the build. Your Site, Built includes hosting, Google Business Profile registration and sync, structured data so AI tools and Google can quote your business correctly, a simple way to keep products or services current, booking integration when the business takes bookings, and ongoing care. The Website with a Sales Assistant starts at $125 a month in year one and drops to $60 to $100 a month after. It includes everything in Your Site, Built plus an Agent that answers customer questions and handles bookings using the same approved facts that built the site. The Sales Assistant requires Your Site, Built. There is no minimum commitment on either offering.", "audience": "all", "confidence": "canonical" }, "ba-service-02b": { "id": "ba-service-02b", "category": "service", "short": "Pricing is a range because builds vary in complexity.", "full": "Pricing is a range because builds vary in complexity. A simple five-page site for a one-service business is at the low end of the range. A site with booking integration, a large product catalog, and a tuned Sales Assistant is at the high end. Mark prices within the range based on what the build actually requires, and quotes the exact figure in writing before any payment.", "audience": "all", "confidence": "canonical" }, "ba-service-02c": { "id": "ba-service-02c", "category": "service", "short": "Custom integrations, multi-location, and hourly consulting do not have set prices on file.", "full": "Custom integrations, multi-location businesses, and hourly consulting do not have set prices on file. Those questions go to Mark directly at 406-282-1478.", "audience": "all", "confidence": "canonical" }, "ba-service-03": { "id": "ba-service-03", "category": "service", "short": "One conversation with me and every platform stays current.", "full": "When you tell me your hours changed or you added a service, I update your website, your Google Business Profile, your Sales Assistant's approved facts, and your structured data. One conversation, every platform current. You do not have to remember which platforms need updating. That is my job.", "audience": "all", "confidence": "canonical" }, "ba-service-04": { "id": "ba-service-04", "category": "service", "short": "No separate build fee. The higher year-one rate covers it.", "full": "Every new project has real setup work: building the site, configuring the Google Business Profile, creating the structured data layer, and, on +Sales Assistant builds, training the Agent on your approved facts. I do not bill that as a separate setup fee. The higher year-one rate covers it. After year one, your monthly rate drops to the year 2+ rate, which reflects ongoing care rather than build delivery. I absorb the build risk upfront because I am confident the service earns its keep. There is no minimum commitment.", "audience": "all", "confidence": "canonical" }, "ba-service-05": { "id": "ba-service-05", "category": "service", "short": "Your website loads in under 2 seconds on mobile.", "full": "Every site I build runs on Cloudflare infrastructure with SSL encryption, global CDN distribution, and DDoS protection. Pages load in under 2 seconds on mobile. For comparison, the average small business website loads in 6 to 10 seconds. Speed is not a luxury. Slow sites lose visitors. Google penalizes slow sites in search results. AI tools deprioritize slow sites in recommendations.", "audience": "all", "confidence": "canonical" }, "ba-service-06": { "id": "ba-service-06", "category": "service", "short": "Based in Columbia Falls, serving all of Western Montana.", "full": "Primary service area is the Flathead Valley: Kalispell, Whitefish, Columbia Falls, Bigfork, Lakeside, and Somers. Extended service area includes Missoula, Polson, Ronan, and surrounding Western Montana. In-person meetings throughout the region. Rest of Montana available via video consultation.", "audience": "all", "confidence": "canonical" } }, "categories": { "foundation": { "description": "Core principles that ground the BeargrassAI approach. Discoverability infrastructure for both human and machine audiences.", "color_hint": "Primary treatment" }, "pain": { "description": "Specific problems Montana small businesses face with online presence, discoverability, and information consistency.", "color_hint": "Pain treatment - urgent, real" }, "solution": { "description": "How BeargrassAI solves these problems. Practical outcomes, concrete deliverables, no jargon.", "color_hint": "Solution treatment - relief, clarity" }, "value": { "description": "Why Mark and BeargrassAI specifically. Local, proven, available, technical depth with plain language.", "color_hint": "Trust treatment" }, "vertical-tourism": { "description": "Tourism and hospitality specific claims. Flathead Valley, Glacier area, seasonal businesses.", "color_hint": "Vertical accent - adventure" }, "vertical-outdoor": { "description": "Outdoor sports and recreation specific claims. Ski, fish, raft, hike businesses.", "color_hint": "Vertical accent - adventure" }, "vertical-restaurant": { "description": "Restaurant and food service specific claims. Menus, pricing, allergens, platform consistency.", "color_hint": "Vertical accent - hospitality" }, "vertical-healthcare": { "description": "Healthcare and wellness specific claims. Providers, insurance, services, directories.", "color_hint": "Vertical accent - trust" }, "vertical-veterinary": { "description": "Veterinary practice specific claims. Services, booking, new patient acquisition.", "color_hint": "Vertical accent - trust" }, "service": { "description": "Productized service claims. Tiers, pricing, setup model, performance, what is included.", "color_hint": "CTA treatment" } } }