UNCHARTED® — Owner Review v2

The State of UNCHARTED®

YTD SNAPSHOT · JAN – APR 2025 · OWNERS' VIEW

Revenue YTD

$1.43M

26 deals closed

$357K/mo avg

Annual Run Rate

$4.3M

at current YTD pace

Trajectory holding

Avg Deal Size

$55.1K

per closed deal

Group bookings pulling up

New Leads YTD

246

new contacts

Source data TBD

Entity Structure

Open

3-entity separation

6+ months unresolved

Sales Performance — by rep

Sandy Cunningham

Co-Founder · Chief Safari Officer

Closed Won

$1.24M

Deals

Avg Deal

$59.1K

Share of Revenue

87%

Open: Podnos $52.7K · Percifeld $29.5K · Schultz $36.7K + others

Brittany Bengry

Director of Operations

Closed Won

$208.5K

Deals

Avg Deal

$41.7K

Share of Revenue

15%

Open: Schutzbank $31.8K · Shusterman $18.5K · Braun $31K

Daisy Cunningham

Travel Designer · Rising Lead

Closed Won YTD

—

Deals

In Contract Stage

$194.5K

Active Deals

De Blank Tanzania $132K · Perkins Botswana $62.5K — contract sent

Leadership Signals — what needs attention

Things working

February was the company's strongest month — $456K closed. Harris ($112.7K) and Brothers-Peebles ($109K) leading.Sales

Average deal size is $55.1K — group bookings pulling this up. The positioning is working.Sales / Brand

246 new contacts in 4 months — top of funnel is active.Marketing

Daisy has $194.5K in contract stage — two large, multi-guest signature trips.Sales / People

Rocks on the table

Entity separation still unresolved — 6+ months. Matt and Chip need a hard decision date.Finance / Structure

Marketing attribution is blind. $1.43M closed with no channel data. Connor needs to run the attribution report.Marketing

Sandy holds 87% of revenue. Concentration risk. Brittany and Daisy need to be closing independently.Sales / People

Lodar/Hornbill merger in motion. Contract and pricing implications need to be locked.Operations

Data We Don't Have Yet — Gaps in the Picture

P&L / Expense View

HubSpot only shows revenue. Actual margin requires Kate's books — what did we spend to generate $1.43M?

Lead Source Breakdown

246 contacts — but from where? Referral, social, podcast, organic, paid? Without source data, marketing is flying blind.

YTD vs. Prior Year

$1.43M is the number. But is it up 20% or down 10%? We need the 2024 same-period baseline from Matt.

Active Trips in Motion

How many guests are in the field right now? What's departing in the next 60 days? Needs Notion trip tracker connected.

Client NPS / Satisfaction

Post-trip survey data isn't surfaced here. That's the conservation and experience scorecard. Needs a feed.

B Corp / Conservation KPIs

Community impact, conservation $$ generated, partner operator reporting. The soul of what UNCHARTED® is. Needs its own track.

Sales Deep Dive

JAN – APR 2025 · ALL REPS · FULL DEAL VIEW

Sandy · Brittany · Daisy
Owners: Chip + Sandy

Total Closed Won

$1.43M

26 deals

Sandy's Revenue

$1.24M

21 deals · 87% of total

Brittany's Revenue

$208.5K

5 deals · 15% of total

Daisy in Pipeline

$194.5K

2 deals · contract sent

Revenue by Month — Closed Won

Sandy Brittany

Sandy — All YTD Closed Won

Deal	Destination	Close Date	Amount
Montesi	East Africa · 4 guests	Apr 11	$127,600	Won
Harris	East Africa · 2 guests	Feb 14	$112,660	Won
Brothers-Peebles	South Africa · 4 guests	Jan 7	$109,020	Won
Corey	Kenya · 4 guests	Feb 25	$95,080	Won
Mavar	South Africa · 4 guests	Mar 12	$85,920	Won
Brown	Aus / NZ · 2 guests	Apr 11	$64,270	Won
Schoon	Kenya · 4 guests	Feb 18	$63,460	Won
Maxwell	South Africa · 2 guests	Mar 11	$57,100	Won
Marcil	Uganda · 6 guests	Feb 25	$56,060	Won
Finestone	Antarctica · 2 guests	Jan 24	$53,990	Won
Schmidt	South Africa · 3 guests	Jan 29	$49,920	Won
Swartz	Tanzania · 4 guests	Apr 30	$41,100	Won
O'Brien	Kenya · 4 guests	Mar 14	$39,700	Won
Gramling	South Africa · 2 guests	Feb 13	$38,500	Won
Grenier	Kenya · 2 guests	Feb 18	$31,820	Won
Zimmer	Botswana · 4 guests	Mar 31	$26,720	Won
Davidson	East Africa · 2 guests	Apr 15	$25,410	Won
Weinstein	Peru · 2 guests	Jan 6	$21,170	Won
Caridis (CAN)	Canada · 2 guests	Mar 11	$21,870	Won
Caridis (BR/ARG)	Brazil / Argentina	Apr 14	$19,920	Won
Jenssen-DeSimone	Media trip	Apr 9	$765	Won

Brittany — All YTD Closed Won

Deal	Destination	Close Date	Amount
van Es	Chile / Argentina · 2 guests	Apr 9	$67,840	Won
Gallagher	Ireland · 6 guests	Feb 14	$57,000	Won
Poole	Ecuador · 2 guests	Apr 23	$34,300	Won
Wilber	South Africa · 2 guests	Mar 31	$34,200	Won
Page	Peru · 2 guests	Feb 4	$15,380	Won

Marketing View

JAN – APR 2025 · PIPELINE INFLUENCE · OWNER LENS

Connor Miko
Owner review: Chip + Sandy

New Contacts YTD

246

Jan – Apr 2025

No 2024 baseline yet

Revenue Influenced

$1.43M

from pipeline that closed

Campaign Attribution

Blind

No campaign IDs tagged

Needs Connor

Contact → Deal Rate

~25%

estimated conversion

Verify with Connor

What the marketing picture actually is

246 new contacts in 4 months — roughly 62/month — is healthy top-of-funnel for a boutique high-end travel company at UNCHARTED's price point.

We can't tell what's working. Without lead source data, you can't know if it's the podcast, Sandy's network, the website, social, or paid.

UNCHARTED Media™ has no measured ROI yet. Dave Herndon, the podcast, content investment — none of it is tagged to contact creation.

Destination demand is clear from deal data: East Africa and South Africa are the core. Kenya, Aus/NZ, and Latin America are the edges.

What you need to ask Connor this month

Where are the 246 contacts coming from? Pull HubSpot contact source report — filter Jan–Apr, group by Original Source.

What campaigns are active and tagged? Revenue attribution requires campaign IDs connected to contacts.

What's the same-period 2024 contact count? Without the baseline, 246 is just a number.

Are podcast episodes creating contacts? There should be a UTM trail from every episode CTA.

Operations View

CURRENT STATE · TRIPS · PARTNERS · TEAM

Brittany Bengry
Owner review: Chip + Sandy

Active operational watches

Lodar / Hornbill merger — contract terms, pricing, and camp allocation may shift. Affected guest itineraries need verification.

Fuel surcharges — rates updated June 1. Quoted trips predating the update may have a cost gap.

Middle East airspace rerouting — one family already rebooked due to Iranian airspace conflict. Active monitoring needed.

Egypt demand holding strong — less than 10% sales impact despite US travel advisory. Keep tracking.

What's not visible here yet

Active trips in the field — how many guests on trip now? What departs in the next 30/60/90 days? Needs Notion trip tracker.

Client satisfaction / NPS — post-trip surveys not surfaced here. Critical missing signal for a referral-driven business.

Team capacity heatmap — who has room for new trips? Capacity dashboard in Notion is archived.

Athena's webinar knowledge base — build in progress with Maria. Track to completion — this is institutional leverage.

Finance View

JAN – APR 2025 · REVENUE · STRUCTURE · ROCKS

Matt (CFO)
Owner review: Chip + Sandy

Closed Won YTD

$1.43M

Jan–Apr 2025

Monthly Run Rate

$357K

4-month average

Annual Run Rate

$4.3M

at current pace

Entity Separation

Open

6+ months unresolved

Decision needed

Monthly Closed Won Revenue

The Rock — entity structure

UNCHARTED Outposts® LLC

The travel entity. Primary revenue vehicle. Where all 26 YTD deals are currently booked.

UNCHARTED Media™ LLC

Brand, content, podcast. Should function as a vendor billing the LLC. Not yet formalized.

UNCHARTED Inc.

Tech entity. Vendor structure proposed. Not yet formalized. Discussion started Nov 2025.

Owner action required

Chip and Matt have been discussing entity separation since November 2025 — over six months without resolution. A hard decision date needs to be set this month.

People & Culture

TEAM HEALTH · WORKLOAD · DEVELOPMENT

Chip + Sandy
Owner-level only

This tab is the one you probably skip the most and feel it the most. Team health, workload concentration, and who's growing — these are the signals that compound slowly and then arrive suddenly.

Sandy

Co-Founder · Chief Safari Officer

Carrying 87% of revenue. Both her strength and a concentration risk the business needs to address.

Just returned from Cape Town. Two months away. Needs reintegration runway — not a full schedule on return.

The brand anchor. Montesi, Harris, Brothers-Peebles reflect her relationships and depth of field knowledge.

Brittany

Director of Operations

Ran the company during both travel windows. $650K for the year, no gaps, no absence. The most consistent performer on the team.

Splitting ops and sales. van Es ($67.8K), Gallagher ($57K) are solid wins while also running operations. Two full jobs.

The ops ceiling question. As trip count grows, does her ops load eventually cap her sales output?

Daisy

Travel Designer · Rising Lead

$194.5K in contract stage. De Blank Tanzania and Perkins Botswana — both large, signature trips. She's not dabbling.

Just back from Africa with Sandy. Two weeks on the ground. That's education, not distraction.

Watch May deal creates. New pipeline she opens post-Africa is the real signal of her development arc.

Conservation & Impact

B CORP · LONG RUN · PARTNER IMPACT

Sandy + Chip
The reason it all exists

"Every journey has a conservation or community impact dimension."

This isn't a marketing line — it's the founding premise. But right now there's no system surfacing whether it's actually true at the trip level, the partner level, or the annual impact level.

What Should Live Here

Conservation $ Generated

How much did UNCHARTED® trips contribute to conservation partner budgets this period? By operator, by destination. Long Run membership should include this data.

B Corp Scorecard

Where are we against B Corp KPIs this cycle? Community, environment, governance, workers. Should be a standing section in the owner review, not a once-every-3-years scramble.

Partner Impact Reports

What are Nomads, Angama, Wilderness Safaris reporting on their conservation programs? How does UNCHARTED® business move those numbers?

Community Engagement

Local community employment, cultural experiences, direct community-benefit components per trip. Part of the brand promise. Needs to be tracked.