Users paid $100/month but received over $2,600 in value—gross margin was -350%. The business couldn't grow. I joined a strike team that built an AI Orchestrator to coordinate users, AI agents, and human specialists, transforming the business from a concierge service into a marketplace that could scale to a million users. I then led design on Gameplans, a pricing system that aligned cost with effort. Gross margin went from -350% to -16%, human work items dropped from 95% to 22%, and the board called it out as standout work.