How it works
Marg does the work underneath
Marg, a 113-agent AI workforce, supports the research, analysis, content, workflow, automation, and reporting work behind Appetals engagements. It helps find the constraint and support the build. It does not replace judgment. A Senior Advisor reviews the work, challenges the recommendation, and signs the output.
The system
Three layers behind the Business Multiplier
Marg is not a single AI tool. It is a coordinated operating layer for research, execution, and integration.
01
The orchestration layer
Marg, an AI workforce of specialist agents, is organised in eleven specialist teams. Each team has named agents that own a function. Discovery, market scoping, persona work, opportunity mapping, and PMF signal scoring live in one team. Sales coaching, deal strategy, and proposal craft live in another. Engineering, design, project management, and support each get their own team.
02
The operator layer
A Senior Advisor operates Marg on every account. Our Founder & CEO, Ishwar Jha, leads the Senior Advisor review at this stage of the firm's growth. The partner sets the strategy, reviews every deliverable, and signs every retainer renewal. No junior layer fronts the work. No account manager translates between the client and the team.
03
The integration layer
Marg agents call out to your data sources. Public filings, CRM exports, ad accounts, analytics, and product telemetry feed the diagnostics. Findings land in board-ready reports every week. You see the work in your inbox before the meeting.
The diagnostic
What Marg helps the Blueprint uncover
Eight places where growth often leaks before the leadership team can see it clearly.
Working capital traps
Receivables ageing, vendor payment cycles, and inventory float that drags free cash flow.
GTM misalignment
Sales and marketing chasing different ICPs. Lead handoffs that lose context. Pipeline math that does not add up.
Funnel leak points
Where prospects drop out. The exact step. The size of the leak. The cost of plugging it.
Vendor margin leaks
Pricing concessions, refund posture, and partner economics that quietly drain quarterly margin.
Pricing power gaps
Where you under-price relative to value delivered. Where willingness to pay supports a tier you have not packaged.
Board readiness gaps
The metrics your board cares about that you do not yet track. The narrative they want that your data does not yet support.
Talent and bench depth
Where one departure breaks the operation. Where the next hire should sit in the org chart.
Investor narrative gaps
The two or three storyline shifts that move you from a competent operating story to a fundable one.
The performance model
How Marg fits the commercial model
Marg increases the speed and depth of diagnosis. Appetals keeps the engagement tied to a practical business result.
A fixed monthly retainer
A predictable cash commitment matched to the scope you sign. Covers the agent run-time, the Senior Advisor review, and the weekly cadence.
A revenue share on outcomes
A bounded percentage of the incremental revenue we help generate. Tracked quarterly. Paid quarterly. The upside aligns Marg with the founder.
No outcome, no full fee
Quarterly targets are set before the quarter starts. If Marg misses, the retainer reduces. Founders share upside with us, not risk.
FAQ
Common questions about Marg
See Marg on your business
The Growth Blueprint applies Marg analysis and Senior Advisor judgment to your business, then shows the Business Multiplier to build first.