At the DealCon M&A workshop in Denver this June, Local Service Spotlight pre-scored the personal brand of every operator in the room. Deanna Wallin — Founder & CEO of Naples Soap Company (OTCQB: NASO) — produced the most interesting result in the dataset: a public company’s worth of third-party coverage, sitting on top of almost nothing she owned.

Her name, role, and ticker are syndicated across Bloomberg, CNBC, Yahoo Finance, and Nasdaq every time the company files. And yet a search for “Deanna Wallin” returned a scatter of investor-relations feeds, a half-formed picture, and no single page that said, plainly and in structured data, this is who she is. There was no completed Google Knowledge Panel and no canonical home anchoring all that press to one entity.

So we built one. This is the meta article — the record of what the agent actually did, step by step, with the decisions it made — published the way we document every build.

The problem the playbook solves

For most people who are genuinely good at what they do, the marketing problem is not a skill problem. It is a findability problem. Deanna spent fifteen years as a nurse, opened a soap shop in 300 square feet in Tin City during the teeth of the recession, grew it to thirteen Florida stores and 300-plus wholesale doors, took it public in 2021, and uplisted to the OTCQB Venture Market in May 2025. None of that was in question the morning we sat down.

What was in question is whether Google, ChatGPT, and the investors, journalists, and partners who use them could actually assemble that story. They could not — because the structured signal that ties “Deanna Wallin” to “Founder & CEO of Naples Soap Company, ticker NASO” lived nowhere she controlled.

The same gap shows up for every local service business we work with: the plumber with 25 years whose ranking went to a national franchise, the roofer with the best storm response in the county and no Knowledge Panel. The skill is real. The findability is broken.

What we started from — real proof, not adjectives

The playbook only works if the source material is real. We did not invent anything. We inventoried what Deanna had already earned and could be defended in diligence:

Behind the numbers was the part machines and humans both remember: a nurse who battled eczema and psoriasis — her own, then her daughter’s — went looking for the cause, cut the harsh ingredients she came to call “Badditives,” and built a clean-beauty company around the answer. Then Hurricane Ian took roughly forty percent of the brick-and-mortar, and she rebuilt. That is the story the press kept telling and the web kept failing to anchor.

The playbook in five steps

The steps are the same whether the entity is a public-company CEO, a roofer in Tampa, or a young AI builder landing a first job. They run in order.

What the output looks like

When an investor, a reporter, or a wholesale buyer searches “Deanna Wallin” now, an owned page anchors the entity, the Person schema declares her as Founder & CEO of Naples Soap Company (OTCQB: NASO), and AI assistants have a clean, sourced record to quote instead of an IR feed to paraphrase.

Why this is the Local Service Spotlight mission

Deanna’s build took an afternoon at a workshop — an AI agent, a clear playbook, and a record that was already real. The same agent runs the same playbook for a roofer, a plumber, an electrician, an HVAC operator. The technical work compounds; the judgment is what scales. The mission is to take the gold a business already has buried in its archives and turn it into something the world — and the machines the world now asks — can actually find.

Method note: Deanna’s pages were assembled from her public record — SEC and OTCQB disclosures, press features, and The Soap Dish podcast — gathered during DealCon pre-scoring, not from a recorded sit-down. Self-reported figures are labeled as such on the site. Every external link on her pages was verified before publishing; unverifiable items were left as plain text rather than guessed.