The work that doesn't need you, done by morning.

Second Unit installs a small team of AI agents in your business, one job each, trained on how you work. They draft the replies, the follow-ups, the renewals, and the paperwork. Nothing goes out until you say yes, and your people get their day back for the work that does need them.

Book a free 45-minute assessment

Set up once. Yours to keep. No retainer required.
Built for galleries, artists, med spas, real estate agents, and home services first.

Needs youDana Whitfield's reply about the March order
ApproveNot now
Done today17 tasks · 4 agents
Daily status sent, one thing waiting on youSecond Unit Lead
Drafted 6 replies to new inquiriesInquiry Desk
Logged 14 people from Thursday's event, 14 notes draftedFollow-up
The Hayes contract renews in 30 days, note draftedContract Tracker

The second thing the internet did

The internet gave every small business the same storefront as a big one. In 1998 a shop in a strip mall put up a website and reached the same customers as the chain down the road. Then came email, then online payments, then social, and each one handed small businesses something only big companies used to have.

One thing never came down the ladder: the staff. A big company has a person whose only job is the inbox, a person whose only job is the follow-up, and a person whose only job is to keep the records straight. A small business has the owner doing all of it at ten at night, and a team of good people spending half their day on work that doesn't need them.

This year most businesses are being asked to do more without adding a hire. That's the moment Second Unit is built for. It doesn't take jobs. It takes tasks: the replies, the follow-ups, the renewals, the paperwork. Your people keep the work that needs a person, and get the hours back to do it well.

The reply that goes out three days late costs you the customer. They were serious on Monday. By Thursday they'd called someone else.

What a second unit is

Job CardInquiry Desk
One Job
Job
Draft a reply to every inquiry within the hour, in your voice.
Reads
Your inbox, your price list, your calendar.
Writes
A draft in your drafts folder, a note in your contacts.
Never
Sends. Quotes a price it isn't allowed to. Guesses an email.
Reports to
Your Second Unit Lead, in the daily status.
Checked by
You, before anything goes out.

On a film set, the second unit shoots everything that doesn't need the director: the establishing shots, the inserts, the driving scenes. The director keeps the scenes that need them, and the film gets made on time.

Second Unit does the same for a business. A small crew of AI agents, installed in your own accounts, each one set up for a single job the way you'd brief a new hire on day one: the instructions, the rules it works inside, and nothing else. Your inquiry desk knows your prices and what it may say to whom. Your follow-up agent knows who came in last week. Your contract tracker knows which renewals are due.

A word about AI. These are tools for the desk work. They answer email, keep records, and draft the paperwork. They don't talk to a customer in the room, make the call that needs judgment, or sign anything. That part stays with you and your people.

Three things that make it work

  1. 01One Job Each.

    An agent that does one thing does it well. The inquiry desk drafts replies. The follow-up agent writes the notes. Neither drifts into the other's work, so you always know exactly what each one touched.

    Reads: your inbox. Writes: a draft. Never: sends.
  2. 02Nothing Sent Without Your Yes.

    Every draft lands in your queue. You read it, edit if you like, and send. In the first week you'll edit most of them. By the third, most go out untouched, and that number is the one we track.

    Edited before send is the only metric on the dashboard.
  3. 03Yours to Keep.

    The agents run on Grok Bot and Notion, in your own accounts. No software to learn, no logins handed over, and nothing that leaves with us. If we part ways, the crew stays with you.

    About $30 a month in software, paid to Grok Bot, not to us.

Why not just download one?

You can. Grok Bot, Dot, Muse, and Claude Duet are good, and the agents we install run on one of them. The problem isn't the software. It's the first week: a blank agent, a full inbox, and a Tuesday with no time to teach it anything. Most owners who download one are back to doing it themselves by Friday.

Second Unit is the install, and the agents are not generic. Each crew is written for one market before you ever see it, then built into your own business on a call. Same tools the big platforms made. A different thing by the time it reaches your desk.

Grok Bot, Dot, Muse, and Claude Duet are products of xAI, OpenAI, Meta, and Anthropic. Second Unit is not affiliated with any of them.

  1. 1 The Download

    A capable agent with no job, no rules, and no idea how your business works. It waits for you to teach it. Most never get taught.

    What you get from the platform
  2. 2 The Market Kit

    Before you ever see it, every crew is written for one market: the jobs that market needs, the words it uses, the records it keeps, and the list of things an agent must never do there. A gallery crew knows what a consignment is. A med spa crew knows what a consult is. Nothing generic survives this step.

    Built by us, for your market
  3. 3 Your Business

    Then, on a call, we build the kit into your business: your inbox and calendar, your price list, your Notion, the way you write, who may be told what, and the rules only you know. The same crew at two businesses on the same street comes out different.

    Configured with you, on install day

Meet the crew

Start with one agent. Add the next when you're ready. The Second Unit Lead comes with any setup, runs the daily status, and keeps your queue to one request at a time, so the whole crew feels like one calm colleague instead of eight.

Every market gets its own version of the crew, with the jobs named the way that business names them. See the crew for galleries, for artists, for med spas, for real estate agents, or for home services.

  1. Second Unit LeadIncluded with any setup

    Your first agent. Runs the daily status, keeps your queue to one request at a time, and walks you through changes to the other agents so you never need us for a small tweak.

  2. Inquiry DeskLaunch agent

    Drafts a reply to every email and website inquiry within the hour, in your voice, following your rule on what may be quoted to whom.

  3. Follow-upLaunch agent

    Reads the sign-in sheet, the stack of cards, or the event list, logs every visit, and drafts a personal note per person by morning. Checks in on quiet customers every Monday.

  4. Contract TrackerLaunch agent

    Reads every agreement into your records and drafts the renewal or the wrap-up note 30 days before a term ends.

  5. MarketingOn the menu

    The announcement, the newsletter block, and the web copy for every launch, written from your own words.

  6. SocialOn the menu

    The post calendar for the month, a caption per photo, and replies to the DMs you forward.

  7. Operations DeskOn the menu

    The checklist behind every job, event, or delivery, with vendor nudges drafted on the day they're due.

  8. Client UpdatesOn the menu

    One update per client each month: what's done, what's waiting, what's next, and what you need from them.

How it works

  1. Assessment.

    A free 45-minute call. We find the tasks that are eating your week and match them to the agent that can take them over.

  2. Install.

    Everything works from day one, and you don't set up a thing alone. We help you sign up for Grok Bot, and for Notion if you don't have it yet, both on your own accounts. Then, in one screen share, we install the agents, connect your email and calendar from your side, and run the interview that teaches them your voice, your prices, and your rules. We walk you through the whole thing and check every piece before we hand them off to you.

    Runs on
  3. Two Weeks of Tuning.

    We read the drafts with you every few days and tighten the agent until most go out with no edits. Then a monthly check-in, and the next agent setup when you want it.

  4. Most businesses are running within a week of the assessment.

Everything that comes with a crew

One price, once. Beside each piece is what the same work costs when you buy it as a person's time. Rough US figures, so you can see what you're getting.

We start four new businesses a month.By hand, on a call, so each one gets the tune-up it needs.
What's in the BoxThe Three-Agent Crew
  1. The Assessment45 minutes with us to find the tasks eating your week and the agent for each.
    $250
  2. Install DayOne screen share. Agents installed in your own accounts, email and calendar connected from your side.
    about $1,200
  3. The InterviewYour voice, your prices, your rules, written into every agent before it drafts a word.
    about $600
  4. Three Launch AgentsInquiry Desk, Follow-up, Contract Tracker. The same three jobs as hires.
    $5,000 to $12,500 a month
  5. Your Second Unit LeadDaily status, one request at a time, and the walkthrough for every small change.
    included
  6. Two Weeks of TuningWe read the drafts with you on days 3, 7, 10, and 14, and tighten the rules each time.
    about $1,000
  7. Job Cards and Rules, Yours to KeepEvery agent's instructions on paper, in your Notion, so the crew stays with you.
    about $500
Bought as people and consultants, the first month aloneabout $8,500 to $16,000
Your crew, once$2,500 to $6,000
Then about $50 a month in software, paid to Grok Bot and Notion.
The Tune-up Guarantee.

If most of your drafts aren't going out untouched by the end of the two-week tune-up, we keep tuning at no charge until they are.

The same crew we run our own business on

Second Unit is built and run by Noettic Labs, a Los Angeles studio that builds with AI to solve real business problems. We build products that do real work, and we install crews that do it inside your business: the quotes, the follow-ups, the renewals, the records, the reports, the paperwork that keeps a company moving and keeps its best people from doing any of it.

The crew on this page is the system we use to run our own business. We sat down with the people doing the best work with agents, kept what held up under a real week, and wrote it into the job cards and rules every crew ships with. An install is that system, set up on your business, by hand, on a call.

Jobs a crew takes, across the markets we work in

  • Answer every inquiry and quote request within the hour
  • Follow up with everyone who came to an event, a showing, or a consult
  • Watch contract and renewal dates and draft the note a month early
  • Chase unpaid invoices politely, on a schedule
  • Book, confirm, and reschedule appointments
  • Draft the weekly numbers your Monday meeting runs on
  • Keep client, inventory, and provenance records current
  • Prepare intake forms and onboarding packets for new clients
  • Write the press note, the newsletter, and the listing copy
  • Nudge vendors and contractors on the day something's due
  • Draft applications, proposals, and bids from your past ones
  • Reply to reviews and route the ones that need a person

Second Unit is one of several products from Noettic Labs. See what else we've built.

What it costs

Priced to the size of your team, and settled on the assessment call, not before. One person sits at the low end of each range. A team of five to twenty sits at the high end.

Setup, per agentRange
One Agent, Set Up and Tuned
The assessment, the install, the interview, and two weeks of tuning.		$1,000 to $2,500
The Three Launch Agents Together
Inquiry Desk, Follow-up, Contract Tracker.		$2,500 to $6,000
The Whole Crew
All eight agents, installed a week apart so each gets its tuning.		$6,500 to $16,000

Then Pick One of Two Paths

Ongoing Care

$100 to $750 a month per agent, scaled the same way. A monthly check-in, tuning as your business changes, support when something's off, and the next agent when you want it. Ninety days minimum, then month to month with 30 days' notice.

Setup Only

No monthly fee. Your Second Unit Lead agent walks you through changes to the other agents yourself, and when you'd rather we did it, we're on call by the hour.

The assessment call is free, and there's nothing to decide until it's done. You pay for your own software: about $30 a month for Grok Bot and about $10 a month per seat for Notion, paid to them, not to us.

What the Same Help Costs as People

Rough US figures for hiring the equivalent, so you can see what you're getting. These are estimates.

If You Hired People$60,000 to $150,000a year
  • Office manager on the inbox and front desk$40,000 to $55,000 / yr
  • Records and contracts administrator$45,000 to $60,000 / yr
  • Marketing and communications coordinator$45,000 to $65,000 / yr
  • Social media manager, freelance$1,000 to $2,500 / mo
  • Part-time assistant, two days a week$1,500 to $2,500 / mo

Before payroll taxes, before benefits, and before they've learned how you like things done.

Your Second Unit Crew$2,500 to $6,000once, the three launch agents$6,500 to $16,000once, the whole crew
  • Works every day, including the weeks you're slammed
  • Trained on your voice, your prices, your rules
  • About $50 a month in software, paid to Grok Bot and Notion
  • Ongoing care from $100 a month per agent, or setup only with support on call
  • Yours to keep. If we part ways, the crew stays with you

Three agents for about one month of one salary.

What the agents won't do

What changes

The inquiry that came in during your busiest week gets a reply before lunch. Thursday's event is 14 thank-you notes in your drafts on Friday morning, and you send them from your phone. The renewal conversation happens a month early instead of a month late.

You still write the important emails. You just stop writing all of them.

Book a free 45-minute assessment Not ready? See how a crew is put together for galleries, for artists, for med spas, for real estate agents, or for home services, down to what each agent reads, writes, and never touches.

The Second Unit letter

One note a month on what the agents are doing in real businesses: the job that worked, the one that didn't, and what we changed. No drip, no sequence, unsubscribe in one click.