NEST Harm Reduction

The problem

Erica runs a multi-faceted organization whose two core identities, clinical therapy and psychedelic harm reduction, were tangled in a single web presence. Her consulting and training expertise had no structured home online. She needed a trusted partner who could untangle the brands, build the right infrastructure for each, and execute continuously without requiring her to manage the process. Erica described being unable to project-manage the content work herself because she "can't see the goal clearly, affecting dopamine motivation to start."

Approach

I embedded as a weekly strategic and technical partner. The engagement began with brand separation (defining what lived on each site), then moved to building out nestharmreduction.com's three service categories, integrating Erica's existing content (YouTube, Substack, Canva decks), and building a live training registration system. Each weekly call surfaced new scope (new team members, new workshops, CRM changes, nav restructures) and I executed between sessions. When Erica struggled with content direction, I applied a simple framework: start with learning outcomes, format follows function.

Process

1. 1

   Brand Separation & Architecture Decision (Aug–Dec 2025)

   The first months established what nestharmreduction.com would be. Starting from a shared web presence, Erica and I worked through what belonged where, culminating in a formal two-site split on Dec 5, 2025: nestharmreduction.com would carry event services, education, and consulting; therapyatnest.com would carry therapy and KAP only. Retreats and intensives were confirmed to live on the therapy site, not here. This decision, made live on a call, shaped all subsequent development on both sites.

2. 2

   Service Architecture & Consulting Identity (Nov–Dec 2025)

   Three service categories were defined: event production, consulting, and training and education. Erica's consulting bio was developed on the call, positioning her as a "psychedelic container design expert" with 15 years of experience across clinical, spiritual, communal, and festival environments. The consulting page was scoped to include her District 216 YouTube talk, Millennial Psychonaut Substack, conference speaking clips, and LIB event photos. A five-settings framework (clinical, ceremonial, community, festival, personal) was articulated as the conceptual backbone of her consulting work.

3. 3

   Team Page, Content Integration & CRM (Dec 2025–Mar 2026)

   Team page additions were scoped and built: Kat, Brian, Cat, Sydney/Squid, Adele, Satara, and Erica, with photos and bios sourced from Canva training submissions. The CRM was migrated from HubSpot (too complex) to Folk ($48/month, LinkedIn integration, AI fields), then later to Google Sheets when associates needed team-wide data access and Folk proved too expensive to scale. Notion was integrated for forms and data collection.

4. 4

   Training Registration System & Workshop Launch (Jan–Jun 2026)

   A public "NEST Experiential Learning" page was scoped in January with a waitlist survey and intensives calendar. By May, the registration system was live and converting: 50+ people registered for the first Tuesday training, with discount code LIBNESTY used 48 times. In June, an ethical psychedelic care workshop was built in Squarespace at $39 flat, with a custom registration form (role checkbox, experience slider, CE credits question) designed live on the call. Erica chose manual order review over automation to stay personally engaged with who was registering.

5. 5

   Ongoing Operations & Global Scaling (Apr–Jun 2026)

   Ongoing retainer work included uploading NEST conference videos from behind a Squarespace paywall to YouTube, fixing interest form email routing, confirming Events nav on nestharmreduction.com, initiating Google Business verification, and managing the CRM transition from Folk to Google Sheets. In July 2026, intake and interest forms were opened to international and state-agnostic applicants, removing California and Washington location gating to increase accessibility and lead flow. The Pink Elephant Accelerator opportunity ($150k investment, 6-month cohort to build a full ethics training suite) surfaced in June as a direct result of the training infrastructure built.

Outcome

Defined and built nestharmreduction.com as a standalone brand separate from the therapy practice, with a three-service-category architecture (event services, consulting, training and education), a team page, consulting page with embedded media, and a live workshop registration system. First training run captured 50+ signups with 48 discount code uses. CRM rationalized from HubSpot to Google Sheets. Google Business verification initiated Jun 2026. Pink Elephant Accelerator ($150k investment opportunity) surfaced as a direct result of the training infrastructure built.

Stack & services

• • Website design and content architecture
• • Service page buildout (event services, consulting, training)
• • Team page design and content
• • Workshop and training registration system
• • CRM setup and migration (HubSpot → Folk → Google Sheets)
• • Email infrastructure and forwarding setup
• • Consulting page media integration (YouTube, Substack, speaking clips)
• • Ongoing retainer (weekly calls, continuous updates)