29 JULY TO 11 AUGUST 2026 · REPORT 02
Thirteen days on from the last cadence. Three deals converted and moved into onboarding, one new company entered, one closed lost. Sales is converting; the queue has now formed one stage further down.
Six actions were agreed on 29 July. Two are done and live. Three have not started. One cannot be confirmed either way, and it is recorded as unconfirmed rather than guessed at. Everything below was read from the CRM this morning, not from the last report.
| Action agreed on 29 July | Status | Evidence |
|---|---|---|
| Clean the pipeline: mark inactive or unclear deals closed lost, keep active ones moving | Done | Luxury Mattress closed as no requirement. Chic Coook reclassified to lost on competition, 29 Jul. Waterline LLP closed as no decision, 9 Aug. Five closed-lost records now carry a reason. |
| Separate CRM view for StarHub, updating the central CRM in real time | Done | Live at starhub-managed-web-crm.pages.dev. Both dashboards read and write the same database, so there is no sync step and no second copy. Values, paperwork and deletion stay on the central side. |
| Follow up the prospect with the insecure website backend | Cannot confirm | The meeting note never named the prospect. Nothing in the CRM records a security concern or an e-commerce requirement against any company. CECO Construction was entered on 30 July, the day after the meeting, but it is an interior design and tiling firm on the Lite package with no shop and no security note, so the date is the only thing connecting it. Treat this as open until someone names the prospect. |
| Agree a shared SLA with StarHub, including a four-hour response on site-down | Not started | Nothing recorded. This is the one with commercial exposure: if a client escalates through StarHub, we need a written standard to point at. |
| Review the hosting renewal fee annually against cost changes | Not started | Renewal remains S$980 on a two-year cycle. This is an annual policy decision, so it is not urgent, but it needs an owner and a date. |
| Rename the support top-up package for clarity | Not started | The tiers discussed (2h S$160, 9h S$300, 15h S$400) are not yet named or published anywhere. |
Movement in the pipeline itself, 29 July to 11 August:
Space Design Architects on 4 Aug, DC Marketing on 9 Aug, San Ho Technologies on 9 Aug. DC Marketing and San Ho both signed their PO first.
CECO Construction & Engineering, 30 July, Lite package at S$1,198. Interior design and tiling. Still at exploratory call after twelve days.
Waterline LLP, 9 Aug, no decision. It had sat at mockup demo since 20 July without moving.
Aurelle + Aesthetics payment receipt dated 30 July, closing the only delivered project on the books.
Nothing moved out of onboarding into build. This is the finding that matters most this week.
Every company entered since the tracker opened on 19 June. Twelve at the last report, plus CECO.
Unchanged in count, but not in composition: one closed, one arrived, three moved forward.
Aurelle + Aesthetics. Site live, handover signed 2 July, payment receipt now filed.
Two no decision, two no requirement, one to a competitor. Up one since the last report.
Five of thirteen, up from four of twelve. Every loss so far has come from the first June batch or arrived cold.
Read this way: two weeks ago the pipeline was bunched at mockup demo and purchase order. Those two points have cleared, and the bunch has moved one stage down: four of the seven live deals are now sitting at submission of onboarding, and none of them has moved into development. The constraint has shifted from sales to delivery. Lead flow is still the quieter worry, with one company at exploratory call and one at mockup demo.
| Company | Package | Value | Stage | Entered | Days at stage |
|---|---|---|---|---|---|
| CK Tan Law Corporation | Premium | S$2,700 | PO in progress | 10 Jul | 32 |
| Resolute Inc | Core | S$1,698 | Onboarding | 17 Jul | 25 |
| PIU PTE. LTD | Core | S$1,698 | Mockup demo | 24 Jul | 18 |
| CECO Construction & Engineering | Lite | S$1,198 | Exploratory call | 30 Jul | 12 |
| Space Design Architects | Business | S$2,700 | Onboarding | 24 Jul | 7 |
| DC Marketing | Core | S$1,698 | Onboarding | 20 Jul | 2 |
| San Ho Technologies | Core | S$1,698 | Onboarding | 27 Jul | 2 |
| Aurelle + Aesthetics | Core | S$1,498 | Handover signed | 19 Jun | — |
| Waterline LLP | not set | not set | Lost · no decision | 20 Jul | 2 |
| Chic Coook | not set | not set | Lost · competition | 19 Jun | 13 |
| Livepure | not set | not set | Lost · no decision | 19 Jun | 53 |
| Luxury Mattress | not set | not set | Lost · no urgency | 19 Jun | 53 |
| DLUXETRIBUTE LUXE | not set | not set | Lost · no urgency | 24 Jul | 18 |
The seven live deals at their recorded values. S$13,690 at the last report, so effectively flat.
The four deals now at onboarding. This is the money closest to being earned, and it is more than half the open book.
Aurelle + Aesthetics, now with the payment receipt filed against it.
Across the eight deals that carry a value. Core at S$1,698 remains the centre of gravity.
All five are closed lost, so nothing live is unpriced. That is an improvement on the last report.
The number worth watching: S$7,794 of the S$13,390 open book has already cleared the purchase order and is waiting on delivery. That is not sales risk any more, it is throughput risk. If those four sites are built and handed over on the Aurelle timeline, the quarter looks very different from how it looks today.
This is the first report with real stage timestamps. Every figure below is the actual recorded gap between two stage changes, not an estimate from the entry date.
San Ho took 11 days from mockup demo to PO signed, DC Marketing 17 days from PO in progress to signed. Once signed, both reached onboarding within 3 days.
The handoff itself is fast and is not the problem.
Entered 10 July and has not moved since. The longest-standing live deal, and the largest at S$2,700.
Submitted 17 July. Three more deals have since joined the same queue behind it.
Entered 19 June, handover signed 2 July. The only completed cycle on record and the benchmark to beat.
Honest reading: the sales motion is working. Three deals cleared their purchase order inside a fortnight and the paperwork handoff takes two to three days. The queue is now at delivery. Resolute has waited twenty-five days at onboarding and now has three deals behind it, while Aurelle proved the whole cycle can be done in thirteen. Two deals are the exceptions to chase rather than the rule: CK Tan at thirty-two days on a purchase order, and PIU at eighteen days since its mockup demo.
Four sites are waiting and none has entered development. Put a build start date against Resolute, Space Design, DC Marketing and San Ho before the next cadence, even if the date is two weeks out. A dated queue is manageable; an undated one is not.
Thirty-two days on a purchase order for the largest live deal. Either the PO is coming this week or the stage is wrong. Both are fine answers; leaving it unanswered is not.
Agreed on 29 July, not started. Four hours to first response on a site being down, in writing, aligned to StarHub's own framework. This is the item that costs us if a client escalates and we have nothing to point at.
One company at exploratory call and one at mockup demo. The middle of the pipeline is healthy precisely because those deals were sourced in July. Without new conversations this month, September looks thin.
2h, 9h and 15h at S$160, S$300 and S$400 were agreed in principle a fortnight ago. They cannot be sold until they have names and sit somewhere a salesperson can point at.
One line for the meeting: sales did its job this fortnight and the pipeline is now stacked against delivery, so the single most useful decision on Tuesday is who starts the four onboarding builds and when.
WEEKLY CADENCE REPORT No. 02
PERIOD 29 JUL TO 11 AUG 2026
PREPARED BY GENAXIS PTE LTD