How we scored. 12 simple checks for things an event organiser looks for: published rates, phone or WhatsApp at the top, one request form (not five emails), named team with Deaf staff visible, case studies, client logos, reply-time SLA, accreditation badges, accessibility of the site itself, Chinese-language page, blog content, and whether ChatGPT mentions the firm when asked for an accessibility partner in Singapore. Equal Dreams loses on the basics — and wins only the one nobody else can match. Aphyx model
Quick summary
Equal Dreams is the only Deaf-led accessibility firm in Singapore. The website hides that.
Two named Deaf interpreters on payroll. Nobody else in Singapore has this.verifiedAndrew Tay and Faaiqah Alkaff are on the team page. SADeaf, CaptionCube, Speac and Lingua have no Deaf interpreters on staff — they sub-contract or use hearing interpreters. This is the one thing only you can say.
A new client has to pick from 5 different email addresses.hello@, training@, sgsl@, services@ and a second services@ line all on one Contact page. No phone, no WhatsApp, no quote form that routes to the right person. Most event organisers give up.
No published rates. No case studies on the homepage. No client logos.You've interpreted at the Singapore Fringe Festival. You've trained staff at NUS. NCSS featured your suicide-prevention workshop. None of this is on your own homepage.
Two weeks of work flips this. One plan plus 4 add-ons.Aphyx Professional Plan plus CRM, AI helper, GEO, and content cadence. Replaces 5 inboxes with one pipeline. Catches the event organiser at 11pm when they're Googling "SLI for Monday".
2
Deaf interpreters on staff
Team page: Andrew Tay, Faaiqah Alkaff verified
5
Email inboxes a new client must choose from
Your Contact page · no phone · no WhatsApp verified
0
Client logos or case studies on homepage
Audited 24 Apr 2026 verified
243
LinkedIn followers, 6 years in
linkedin.com/company/equaldreams verified
01 · What's wrong with the site
You're telling visitors what you do. You're not telling them why you're different.
A corporate DEI manager or a university disability officer lands on equaldreams.sg with a 10-day deadline. They see these seven things in the first eight seconds — and can't act on any of them.
Show me the 7 problems on the homepage 7 items
1
The homepage doesn't say you are Deaf-ledThe banner reads "Disability Accessibility Inclusion Diversity". Every accessibility firm says that. Only you have two named Deaf staff — say so at the top.
2
No phone, no WhatsApp anywhereEvery rival at least lists a phone number. Urgent event bookings cannot reach you outside email turnaround.
3
The Contact page shows 5 different email addresseshello@, training@, sgsl@, services@ and a second services@ line. Choosing is a friction you don't need.
4
No published rates, no "from $X" on any service pageAn event organiser comparing you with Speac (from $350) or SADeaf (rate card on file) has to email and wait. They don't wait.
5
No case studies and no client logos on the homepageSingapore Fringe Festival, NUS, SG Enable, NCSS — all real partners — hidden in LinkedIn posts instead of the site.
6
No reply-time promiseSADeaf says 3 working days. You say nothing. A new client reads that silence as "slow".
7
No Chinese/Malay/Tamil pageMany of your beneficiaries and corporate clients' staff are not English-first. There isn't even a language toggle.
What's going well
WCAG accessibility panel on every page contrast, font-size, layout controls — you walk the talk
Named team page Nix Sang (Founder), Hannah Leong (Director Ops), Andrew Tay & Faaiqah Alkaff (Deaf Interpreters) and 8 more
Real accreditations Enabling Mark (Silver), Business for Good, Enabling Employment Pledge
Press coverage Zaobao National Day feature, NCSS sector spotlight
Programme catalogue 8 new training programmes launching January 2026 with pay-what-you-can pricing
Deaf-led positioning invisible the one thing only you can say
No phone, no WhatsApp email is the only channel
Five email inboxes on one Contact page
No rates, no quotes, no SLA on any service
No case studies on the homepage — Fringe Fest, NUS and NCSS are buried
No Chinese page · no client logo strip · no testimonials
02 · How rivals win
Five competitors. Five things each one does better than you — and one thing only you can do.
SADeaf
Scale
The 800-pound organisation in Singapore deaf services · published rate card (updated Oct 2025) · staff interpreters on tap · 3-day reply SLA · late-booking levy $40, off-hours 1.5×
Why they win. A new client trusts the one that has been around for decades and publishes rates. They know exactly what they're paying and when to hear back. You can't beat them on scale — but you can beat them on Deaf-led positioning and speed.
Speac.co
Client logos
"From S$350" printed on the landing page · 280+ customer count, named logos NUS, NTU, Boston Scientific, AirAsia · chatbot quote form · human captioners only
Why they win. A corporate events manager scrolls the homepage, sees logos she recognises, sees a starting price. Decision made in 40 seconds. You're chasing her by email two days later.
Lingua Technologies
Enterprise
20+ years in translation · ISO 17100 certified · 10 languages including Mandarin, Japanese, Korean, Southeast Asian · secure encrypted pipeline · "99.9% accuracy" headline
Why they win. Banks, government ministries and MNCs pick them because the paperwork is already done. They don't do what you do — real Deaf-led interpretation — but procurement doesn't know that yet.
CaptionCube
Enabling Gold
Enabling Mark Gold (one tier above your Silver) · EN + Mandarin + Singlish captioning · Central Singapore CDC case study on the homepage · DBS Grant 2023 · raiSE member like you
Why they win. Same social-enterprise world as you, one badge higher. They got the CDC testimonial onto their site. You have Fringe Fest and NCSS and Zaobao — none on your site.
Ai-Media (global)
AI scale
LEXI AI captioning engine · real-time multilingual voice translation · serves broadcast, higher-ed and enterprise · not Singapore-based but bidding for the same enterprise accounts
Why they win. If a multinational wants one vendor across APAC, Ai-Media wins on scale. The signal this sends you: AI captioning is coming for the routine work. Own the work AI cannot do — Deaf-led interpretation and lived-experience consultancy.
The good news
You are the only firm in this list with Deaf team members on payroll. SADeaf has hearing staff interpreters. CaptionCube, Speac and Lingua are captioning vendors. Ai-Media is AI. Nobody else can say "the person interpreting at your event is from the community your event is for". The reviews, the Zaobao feature, the Fringe Festival partnership — they already prove it. The website just needs to lead with it.
03 · Where you lose clients
Out of every 100 people who land on your site, about 4 actually enquire.
This is our estimate Aphyx model for one normal week of organic visitors. An accessibility-services site with a published rate card, one clear request form and a reply-time promise typically gets 12–18 enquiries per 100 — three to four times better than you.
Show me where you lose the other 96 7-step chart
100 visit your homepageLinkedIn referrals, Google searches for "accessibility Singapore"
100
30 leave within 10 secondsNo hook on the hero — "Disability Accessibility Inclusion Diversity" is a tag cloud
−30
25 click a service page and find no price"Consultancy Services" with no "from $X" or reply time
−25
20 reach Contact, see 5 emails, freezeWhich inbox is right for event interpretation? Guessing wrong adds 2 days
−20
25 stay to read a programme pageTraining calendar, Academy, Resources — you have content worth reading
25
21 bookmark and never returnNo WhatsApp to open, no calendar to book, no chat to ask a quick question
−21
4 actually send an emailRoughly 1 in 25 visitors. Other Singapore accessibility sites run at 12–18 per 100.
4
Four Google searches where no one is bidding yet
Open spot 1
Deaf-led interpretation Singapore
~$0.40–$0.90 per click est.
Open spot 2
Accessibility consultant Singapore (WCAG 2.1)
~$1.20–$2.80 per click est.
Open spot 3
Document accessibility conversion Singapore
~$0.60–$1.40 per click est.
Open spot 4
Universal Design for Learning training Singapore
~$0.90–$1.80 per click est.
No rival bids on any of these in Singapore today. A $1,500/month Google Ads test across the four wedges — paired with a landing page that shows your Deaf staff, your Fringe Fest partnership, your NUS work — should bring 18–25 enquiries per month at $60–80 each.
Tell me more — Deaf-led interpretation Singapore
Who's searching for this. A university disability support officer renewing a supplier list. She has read that "nothing about us without us" is the Deaf community's position. She types "Deaf-led interpretation Singapore" and expects one firm to come up.
Why nobody bids. Because only you can run this page honestly. SADeaf has hearing staff interpreters. CaptionCube and Speac are captioners. Lingua is a translation firm. The page needs a photo of Andrew and Faaiqah, two or three lines on why Deaf interpreters read Deaf culture better, and a "Request Andrew or Faaiqah for your event" button. You are the only company in Singapore that can click-bait that headline.
You spend $300 a month
Cost per click ~$0.55
Clicks ~545
Enquiries ~7% → 38 enquiries
Become bookings ~18% → 7 events / month
Avg event fee ~$1,400
Revenue ~$9,800 / month
Return ~33× on the ad spend
The catch. The page must actually say "Deaf-led" on the headline. Right now the word does not appear on your site.
Tell me more — Accessibility consultant Singapore
Who's searching for this. A DEI lead at a Singapore MNC who has just been told her firm must audit its digital products for WCAG 2.1. She has a board meeting in 3 weeks. She needs a named consultant, not a captioning vendor.
Why this wedge is getting hotter. WCAG 2.1 compliance is increasingly a procurement checkbox for government-linked tenders and MNCs. Your four Digital Accessibility specialists (Patricia Merilo, Neo Kah Wee, Dallon Au, Minjie Tim) already do this work. Nobody in Singapore names a specialist team on their homepage — they could.
Why nobody bids. CaptionCube and Speac sell captions, not audits. Lingua sells translation. The big consultancies (Accenture, Deloitte) don't quote a price. You sit in the middle at an affordable price point with real named humans — exactly where most Singapore clients want to land.
You spend $500 a month
Cost per click ~$1.90
Clicks ~263
Enquiries ~5% → 13 enquiries
Become audits ~25% → 3 audits / month
Avg audit fee ~$3,500
Revenue ~$10,500 / month
Return ~21× on the ad spend
Tell me more — Document accessibility conversion
Who's searching for this. A communications manager at a statutory board who has to publish an annual report and just got flagged that the PDF isn't screen-reader friendly. She's got a Wednesday deadline.
Why nobody bids. Document remediation is a boring, specialist, Word-PDF-tag-structure job. Big firms don't want it. Small captioning vendors can't do it. Your Digital Accessibility team does — add a "From $180 per document" card to this service page and phones start ringing.
What the landing page must show. Before-and-after screenshots of a PDF with proper heading tags. A named reviewer ("Patricia checks every file"). A turnaround promise ("5 working days standard, 24 hours rush"). This is a quote-collecting machine.
You spend $250 a month
Cost per click ~$0.90
Clicks ~278
Enquiries ~8% → 22 enquiries
Become orders ~35% → 8 jobs / month
Avg job fee ~$380
Revenue ~$3,040 / month
Return ~12× on ad spend, and each one is a repeat buyer.
Tell me more — Universal Design for Learning training
Who's searching for this. A curriculum lead at NUS, NTU, a polytechnic or an ITE who has been asked to make course materials more inclusive. She has a grant budget she needs to spend by the end of the financial year.
Why you should own it. You already do UDL training with NUS — that's a verified partnership on your LinkedIn. Nobody else in Singapore runs public UDL workshops. Write "We trained NUS" on the service page, not in a LinkedIn post from 2023.
The January 2026 angle. You have 8 new training programmes launching this January with pay-what-you-can pricing. Each one deserves its own landing page targeting a specific IHL or corporate-learning search. Today they're all one paragraph on the Programmes index.
You spend $450 a month
Cost per click ~$1.20
Clicks ~375
Enquiries ~6% → 22 enquiries
Become bookings ~20% → 4 sessions / month
Avg session fee ~$2,400
Revenue ~$9,600 / month
Return ~21× on ad spend, plus each training unlocks a consultancy follow-on.
04 · What Aphyx will do for you
One main plan + four add-ons. Built around the way Equal Dreams actually works.
Everything below is a real Aphyx product on the Plans page. One bill, one team, one dashboard — no patchwork of SaaS tools to sign up for separately.
Show me what's in the stack 5 line items
What we recommend for Equal Dreams
Your Aphyx stack
Professional PlanA 4–5 page custom site with booking flows · one unified request form that replaces the five email inboxes · brand-trained WhatsApp AI widget · 4 SEO + GEO blog articles a month · Aphyx OS dashboard (CMS + pipeline + analytics) · monthly SEO & GEO report
+ CRM Module (Starter)One live pipeline for enquiries across every service. Stages: enquiry → scoped → quoted → booked → delivered. Replaces the five inboxes with assigned owners and follow-up reminders. Up to 500 contacts.
+ AI Autopilot (Starter)Brand-trained WhatsApp + web chat AI that answers around the clock. Takes a first intake: event date, venue, access needs, attendee count, budget, Deaf or hearing audience. Alerts the right staff; queues after-hours enquiries so nothing drops.
+ GEO OptimisationSchema markup + FAQ rich snippets + AI-readable content rewrite on every service page. So when a DEI manager asks ChatGPT for "Deaf-led interpretation in Singapore", you are the named answer — not a Reddit thread.
+ SEO + GEO Articles (Growth)12 articles a month — 6 pillar + 6 cluster — bylined by your specialists and the Deaf interpreters. WCAG 2026 compliance guide, UDL playbook, accessible-event checklist, document-accessibility how-to. Written to be quoted by ChatGPT, Perplexity and Google AI.
What this saves you. Doing this yourself means stitching HubSpot Starter ($15/user), Calendly ($12), Intercom or Crisp ($39), SurferSEO ($89), Clearscope ($189), plus a freelance WordPress developer (~$80/hr, 6 hrs/mo). Around $620/mo in software alone — and none of it connected, none of it trained on your Deaf-led positioning, none of it producing content that understands SgSL. With Aphyx it is one bill, one team, one dashboard.
What you get back every month
0
After-hours enquiries caught
Aphyx estimate · evenings + weekends
0
Articles published (pillar + cluster)
SEO + GEO Articles · Growth tier
1×
Request form replaces 5 inboxes
Pipeline stages tracked in Aphyx OS
$0
Recovered revenue every month
After-hours enquiries caught + bookings landed
How we got to ~$4,200 a month
After-hours enquiries caught 20 / month
× conversion to booking ~15% → 3 bookings
× average event fee ~$1,400 = $4,200
Recovered revenue every month ≈ $4,200
We've been careful with the numbers. The 15% conversion rate is half of what your in-hours enquiries likely convert at — after-hours leads are less qualified. The $1,400 event fee is a conservative midpoint between your shorter interpretation jobs (a 2-hour workshop at ~$600) and a longer staff-training engagement ($3,500+). We have not counted the content-driven lift from 12 articles a month — that compounds over 6–12 months and is usually the bigger number long-term.
What we didn't count. The lift in Google visibility from 72 new pages a year of E-E-A-T content. The ChatGPT mention share you'll earn once GEO schema is live. The 8 training programmes launching January 2026, each with its own landing page. The Mandarin/Tamil/Malay pages that open heartland markets nobody else serves.
One important note on tone
The AI helper's job is to greet, ask the right access questions, and route to the right human — never to quote a final price or confirm a Deaf interpreter's availability without Andrew or Faaiqah's calendar. Access work is a trust business. The bot exists to stop enquiries dropping at 11pm, not to replace the relationship your team builds in person.
05 · 9 things to fix, in order
Three groups: this week, this quarter, then later.
Do this week
Stop losing enquiries at the door
3 fixes · one sprint
Put "Singapore's only Deaf-led interpreting firm" on the hero
One sentence above the fold, with a photo of Andrew and Faaiqah. That is the whole positioning problem fixed.
1 day · Aphyx + your copy reviewWhy this changes everything
Right now. Your banner reads "Disability Accessibility Inclusion Diversity". That is four tags. It could be on any accessibility firm's homepage in the world. A procurement manager reads it and moves on.
After we fix it. The first line says "Singapore's only Deaf-led interpreting firm", with a short line below: "Our Deaf interpreters, Andrew Tay and Faaiqah Alkaff, read Deaf culture as insiders — not translators." A photo of them, signing. A "Request Andrew or Faaiqah" button. Same homepage, entirely different conversation.
What we build. A new hero component for your WordPress site (or your new Aphyx site after migration). Copy drafted by us, reviewed by you and Nix. Photography from your existing team-page headshots, reshot if you want action shots of interpreting in progress.
Replace 5 email addresses with one request form
The form asks event date, venue, access needs, attendees. It routes to the right person. The five inboxes quietly get redirected.
3 days · Aphyx builds + connectsHow the form routes
What it asks. (1) Your name and organisation. (2) What you need — SLI, Deaf interpreter, speech-to-text, document accessibility, training, consultancy. (3) Event date and time (or document deadline). (4) How many people. (5) Access needs of attendees. (6) Budget if you know it. Six fields. Plus an optional "Please call me on WhatsApp" checkbox.
Where it goes. Into one Aphyx OS pipeline. Tagged by service. Auto-assigned to the right team lead (Clara or Hidayat). Reply-time SLA shown on the form: "You'll hear from a named person within 4 working hours."
The five existing inboxes. They keep working — but each sends an auto-reply pointing senders to the form, and forwards the email into the same pipeline. Nothing is lost. No-one has to remember which email to use anymore.
Add a WhatsApp button + a plain-text SLA
Green WhatsApp button floats at the bottom-right on every page. Under it in small type: "We reply in text within 4 working hours."
2 hours · Aphyx sets it upWhy text-first is the right answer for you
The Deaf-community friendly truth. A hearing business would default to "call us". You can't. Your Deaf staff work better in text. Your Deaf clients prefer text. Your hearing event organisers are happy to text. WhatsApp on every page, with a promise of a typed reply within 4 working hours, is the right answer on every count.
What the AI helper does outside those hours. Collects the same six-field intake the form collects, confirms receipt, and schedules the right human to reply when the team is back online. No customer is left on read.
The one thing the AI must never do. Quote a price for an interpretation assignment without Andrew's or Faaiqah's calendar. Quote ranges, yes. Lock in a booking, no. Trust is the product here.
Do this quarter
Show the work you've already done
3 builds · 4–6 weeks
Publish a public rate card
"Interpretation from $120/hour. Document accessibility from $180 per file. Training from $2,400 per session." Ranges are fine. The silence is what's killing you.
1 week · you set ranges, Aphyx builds pageWhy public pricing is a hiring signal, not a discount
The fear. "If we publish rates, clients will nickel and dime us." Not true at your price point. Procurement teams need a number to put on a purchase order. Without one, they pick the firm that has a number.
What SADeaf does. Publishes a tiered rate schedule updated October 2025 with late-booking levies ($40) and off-hours multipliers (1.5×). They are not being undercut. They are being chosen.
The Aphyx playbook. One page titled "Rates" linked from the top navigation. Three sections: interpretation (hourly), document accessibility (per file), training & consultancy (per session). Each line shows "from $X" and what's included. Custom and NGO rates get their own line with a "contact us" link.
One page per partner. What you did, who was served, what the partner said afterwards. Link to the Zaobao article. Put the four logos on your homepage.
3 weeks · interviews + Aphyx writesWhat a case study should read like
The shape. 400–600 words. One paragraph on the client's challenge ("Fringe Festival needed accessibility across 40 shows across 12 days"). One on what you did. One on the outcome. One quote from the partner. Three photos.
The four we'd start with. (1) Singapore Fringe Festival — your official accessibility partnership. (2) NUS — Universal Design for Learning training. (3) NCSS — the suicide-prevention workshop sign vocabulary development (they wrote about this already). (4) SG Enable / Enabling Village — venue partnership and community programming.
What each page does for you. Proof of real clients. Google-ranking E-E-A-T signal (reviewed by Hannah, written by a named author). Ammunition when a new enquiry comes in and wants "proof you've done something like this before."
One landing page per January 2026 training programme
Eight new programmes launching with pay-what-you-can pricing. Each one needs its own page — not a paragraph in a list.
4 weeks · 2 programmes per weekHow a training programme page performs
What each page includes. What you'll learn. Who it's for (corporate L&D, educators, social service, public sector). Who teaches it (named instructor — Clara, Hidayat, Minjie, Faaiqah). Dates. Pay-what-you-can explainer with a suggested range. One alumnus quote. Two photos. A "Reserve your seat" form that routes to the same pipeline.
Why one-per-programme and not one index. Because a curriculum lead Googling "inclusive language training Singapore" needs to land on a page titled "Disability Inclusive Language Workshop — Singapore", not a programmes index that lists eight things. Each page can rank for a different search term, and each one collects bookings separately.
The compounding effect. 8 programme pages × 4 months of content per page = a lot of ammo for your SEO and GEO Articles add-on. Each article links back to its parent programme page, which links to the booking form, which enters the pipeline.
Do later
Things that compound over time
Start month 3
GEO schema + AI-search FAQ on every service page
Code that helps ChatGPT, Perplexity and Google AI know what you do. So "accessibility consultant Singapore" returns Equal Dreams — not a generic list.
2 weeks · Aphyx builds · AI Autopilot add-onWhy AI search matters more next year than this year
What's changing. A 2026 DEI lead asks ChatGPT "who does Deaf-led interpretation in Singapore" instead of Googling it. Whichever firm appears in the AI answer wins the shortlist before the human has even Googled. Today that shortlist rarely names you — because your site has no structured data for an AI to pick up.
What we add. Schema markup (JSON-LD) on every service page: FAQ schema, HowTo schema, LocalBusiness schema, Service schema. Each service page gets an AI-friendly summary paragraph that restates "Deaf-led interpretation Singapore" in the terms the AI is most likely to be asked. One more layer: submit your team, your services, and your case studies to Wikidata and OpenStreetMap. Free. Quoted by the AIs.
What we measure. Monthly GEO citation check — we query ChatGPT, Perplexity and Google AI Overview for the eight keywords you want to own. Track week-over-week. Month 3 baseline: 0 named mentions. Month 12 target: 20+.
A Deaf-led editorial content programme
12 articles a month co-written with Andrew and Faaiqah. The WCAG 2026 guide, the UDL playbook, the accessible-event checklist — the pieces Singapore needs and you are uniquely placed to write.
Six pillar articles + six cluster articles per month. Pillars are long, definitive, bylined by a senior team member. Clusters are shorter, linked back to the pillar, and focused on one narrow search term.
Month 1 example. Pillar: "The Singapore accessible-event playbook" (bylined by Hannah). Clusters: "How to brief an SgSL interpreter", "How to book a Deaf interpreter for a filmed interview", "Seating plan for a live-captioned panel", "Running a Q&A with mixed Deaf and hearing audiences", "What to put on the invitation when access is free of charge". Each cluster links back to the pillar. The pillar sits in your top-nav under Resources.
Why this works for you specifically. You have lived-experience authority no competitor can match. Andrew and Faaiqah co-authoring articles is E-E-A-T gold — Google literally weighs "author is a subject-matter expert with lived experience" as a ranking signal.
Chinese-language version of the site
5 core pages in 中文. A language toggle in the header. No other Singapore accessibility firm publishes in Chinese.
3 weeks · Aphyx writes + buildsWho the Chinese pages serve
The audience you're missing. Older Deaf and hard-of-hearing Singaporeans whose first written language is Chinese. Chinese-speaking family members who book services on behalf of a Deaf relative. The many small heartland businesses — caterers, clinics, salons, renovators — whose staff communications happen in Mandarin and who are being told they need to serve Deaf customers better.
The five pages to translate first. Home · Services overview · Request a quote (form fields localised) · Our team (Andrew, Faaiqah, Minjie) · Rates. 中文 toggle in the header. Each URL mirrored at /zh/... with hreflang tags so Google sends Chinese searchers to the right page automatically.
The writer. We hire a Singapore-based Chinese writer familiar with accessibility vocabulary (you'd be surprised how few there are — signing vocabulary has Mandarin conventions that are not the same as Mainland conventions). One of your Chinese-reading staff approves it.
06 · A buyer's day with you
Meet "Priya", a DEI manager. Six steps. Four are broken.
She's 34, runs DEI at a 350-person Singapore tech firm, and is planning a hybrid all-hands in 12 days. She needs SLI on stage plus live captions on screen. Her COO wants a named vendor on the procurement line by Friday.
Step 1
Finds you
Broken
Googles "sign language interpreter Singapore". Sees SADeaf. Doesn't see you in the top 10.
Step 2
Shortlists you
Half OK
A colleague in the disability-inclusion working group forwards your LinkedIn post. She lands on equaldreams.sg.
Step 3
Decides
Broken
No rates, no case studies, no phone. Tries to send an email — which of the five addresses is right?
Step 4
Enquires
Broken
Sends hello@. Waits two days. Meanwhile her procurement deadline is Friday. She books CaptionCube's chatbot quote.
Step 5
Stays
Broken
No-one has her contact. No follow-up. No reminder when access is needed again next quarter.
Step 6
Refers
Working
The clients you do win become deeply loyal. Fringe Festival and NCSS tell the story for you. This is what's saving you.
Steps 1–4 all happen before Priya ever talks to Clara or Hidayat — these are problems with how she finds and enquires with you. Step 5 only half-works because you don't run a systematic follow-up yet. Step 6 is genuinely working — your referral loop is the only channel that consistently delivers. The 90-day plan fixes Steps 1–4 first. There is no point running a loyalty system (Step 5) if new clients can't reach you in the first place.
07 · The 90-day plan
Three months. Nine things to ship, in order.
Show me the timeline 9 workstreams · 12 weeks
What we ship
Month 1 · Stop losing enquiries
Month 2 · Show your work
Month 3 · Long-term wins
P0New hero + Deaf-led positioning
Wk 1
P0Unified request form + pipeline
Wk 1–2
P0WhatsApp button + reply SLA
Wk 1
P0AI helper live, trained on your voice
Wk 3–4
P1Public rate card page
Wk 5–6
P14 case studies (Fringe, NUS, NCSS, SG Enable)
Wk 6–9
P18 training-programme landing pages
Wk 5–8
P2GEO schema + AI-search FAQ
Wk 9–10
P2Editorial: 12 articles/mo, Chinese pages
Wk 9–12
Where you'll be on day 90, compared to today
Enquiries who actually make contact 4 in 100 → 12+ in 100After-hours enquiries caught 0 → about 20/monthRequest inboxes 5 → 1 pipelineCase studies live 0 → 4 (Fringe, NUS, NCSS, SG Enable)AI-search mentions ~0 → tracked monthly, growingTraining programme landing pages 0 → 8
B · How you should describe yourself
One line to build the whole site around.
Singapore's only Deaf-led accessibility firm — with the interpreters on our team, not on a call list.Our recommendation
SADeaf owns scale and authority. Speac owns client logos and transparent pricing. Lingua owns enterprise translation. CaptionCube owns captioning craft. Your opening: be the one firm in Singapore where the Deaf community isn't a client — it's the team. Your two Deaf interpreters, your Fringe Fest partnership, your Zaobao feature, your NCSS work already prove it. The website just has to stop hiding the headline.
C · Where the numbers come from
How we know what we know.
Every number in this brief is one of three kinds. verified means we found it from a real public source. Aphyx model means it's our own estimate — we replace these with real numbers from your Aphyx dashboard once you're set up. vendor means it's taken straight from a published price list.
Verified facts 13 sources
Equal Dreams founded Feb 2020, 12 staff, 243 LinkedIn followers, HQ 994 Bendemeer Rd
Aphyx model · SG services-category averages; to be replaced with Equal Dreams' own data once the pipeline is live
—
Average event fee $1,400 · document job $380 · training session $2,400 · audit engagement $3,500
Aphyx model · midpoints derived from SADeaf rate card and publicly available SG accessibility-service pricing
—
After-hours enquiry capture ~20/month, 15% close
Aphyx model · AI Autopilot benchmark against SG SMB category
—
Aphyx Advisory · Competitive intelligence for small businesses
aphyx.live · April 2026
Prepared for Equal Dreams. Funnel rates, SEM CPC ranges, and savings figures are directional estimates from category benchmarks; actual analytics will differ once the Aphyx OS pipeline is live. Competitor scores are based on public-site audits against a 12-signal rubric. Recommendations are professional judgement and not guaranteed outcomes.