Shoreline already has the hardest part. Around 5,000 people watching online every Sunday. 65,000 on Instagram. Real audiences in India and London showing up without anyone tending them. Fruit at the top of the funnel.
The question isn't whether the attention is there. It's whether the ecosystem behind that attention is built to identify, hold, and form the people it's already reaching.
A church that has outgrown its first digital posture and needs a second one. The signal is real. The system behind it isn't built yet.
An ontology is a connected view of the touchpoints that already exist. Right now each one runs on its own. Discovery maps how they should connect so leadership has one place to look.
Neww Discovery is a focused strategic engagement that hands Shoreline back two definitive artifacts. The same shape of pre-work the world's best teams give themselves before any platform decision.
This is the work that makes the build correct when you get there. It answers Eric's question directly: here is what to ask for, here is what to defer, here is what success looks like in a year.
Stakeholder questionnaire with lead pastors, Eric, Liv, Lucas. Current ecosystem audit across the existing stack. Audience signal pull. Vision capture in Shoreline's own language.
Persona definition. Values rubric, what Shoreline says yes to and what it says no to, online. 12 and 24 month outcomes. The online-to-offline conversion question, addressed directly.
Neww drafts the Strategic Spec and Service Blueprint, refined in collaboration with Shoreline leadership.
Present both documents to Shoreline leadership. Q&A. Final handoff as decision-ready artifacts.
At Upper Room, the discovery work mapped every entity the ministry runs: weekend services, school of ministry, donations and tithing, events and conferences, the store, the YouTube channel, the training platform. The ontology connected givers, customers, students, viewers, and members into one layer. Leadership got a single view of an ecosystem that had been running in pieces.
Other engagements have followed the same shape across United, Anotherland, Ashwood, Transformation, and others. A cross-functional bench under one roof: strategy, build, creative, content. The discipline is the work that makes the build correct when leadership gets there.
A short call with Eric, Lucas, Pastor Oneka, and JJ to align on scope, timing, and what success looks like. The work after that is whatever it takes to make sure the person in Indiana, or Guatemala, or London, gets a real answer to the question Eric named.