Academy / Capstone: new business, new problem
New business, new problem · 32 min
Build the 30-day integrated plan
In this lesson
- Allocate $4,000 with an HVAC-seasonal channel split and a measurement of 40 appointments
- Respect the two-overflow-tech ceiling and label unknowns
What the owner-ready plan must contain
Required sections, in order: (1) ICP + anti-ICP for Hagerstown, MD homeowners — not CR-V shoppers. (2) Offer this month: Fall maintenance plan $129 online, same-week emergency heat response inside the service area, and a written estimate before any replacement. She will not advertise “lowest prices in Maryland” or guaranteed same-day installs. (3) Channel split of $4000 that names HVAC seasonality (fall maintenance vs emergency heat vs estimate) — a 50/50 “Google and Facebook” line without season fails. (4) GEO/SEO vs paid: which jobs you will not buy because organic/GBP should hold them. (5) Conversion path on the five-page site — shorter form, click-to-call, online $129 book. (6) Follow-up SLA: emergency heat in hours; tune-up in 24 hours; no “we will call you next week.” (7) How you will know 40 appointments happened (calendar jobs, not form fills). (8) Capacity rule: pause paid when the two overflow techs are full; Saturday morning is already tight. (9) Unknown labeled unknown — including which of last month’s 61 forms became a job. Recycled Northfield copy fails.
Do not fabricate last month’s show rate, CPL, or “we will rank #1 for furnace repair.” If you do not have the number, write unknown and say what you would instrument in week one.
Exercise
Integrated 30-day plan
Build Priya Shah’s 30-day plan for Cedar & Stone HVAC in Hagerstown, MD. Include ICP + anti-ICP, offer, channel split of the $4000 that mentions HVAC seasonality, GEO/SEO vs paid, conversion path, follow-up SLA, capacity rule for 40 appointments, and how you will know those appointments happened. Label unknown as unknown. Recycled Northfield copy fails.
Deliverable: Owner-ready 30-day plan. One to two pages.
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New-brief check
Assignment
Integrated 30-day plan
Cedar & Stone HVAC only. ICP, offer, $4,000 split that mentions HVAC seasonality (fall maintenance vs emergency heat), path, follow-up, capacity rule, measurement of 40 appointments. Recycled Northfield work fails. No fabricated results.
Deliverable: 1–2 page plan Priya can run.
Write at least a short brief (80+ characters). A mentor reviews for a pass.
Ask the tutor
The tutor will guide you. It will not finish graded work for you.