Plan updated: . A public working document, not evidence of channel performance.
Approved reallocation of the online advertising budget: 50% for several billboards before the showroom, 50% for targeted online viewing invitations. The total advertising budget is still to be agreed. The previous $500 applied to the earlier single-channel test, not the new 50/50 plan. Documentation does not mean advertising has been purchased, money spent or effectiveness proven.
AGREED FOCUS · 26 SEPTEMBER 2026
A ready home. Attractive design. An affordable price.
Ready-built modular homes with premium design at an affordable price. The customer outcome is a home of their own, accepted as fit for permanent living.
01 · Why outside the city?
A family decides to change where they live and starts looking for a home. They may already have land or still be choosing it. This triggers the search; it does not explain the choice of a particular manufacturer.
02 · Why modular?
They want to move into a ready home sooner rather than undertake lengthy individual construction. This is the buyer's need, not a promise of the same short timeline for every model and plot.
03 · Why ModulDim?
A lower price than the alternatives considered, with design and quality acceptable to the buyer. The team reported this motive in customer cases; we do not automatically extend it to every buyer.
Ambition: the people's modular home
Our ambition is the people's modular home: an attractive home for permanent living, accessible to more families. “The people's” describes the brand direction, not an achieved position of affordability for every household or market leadership.
Standardised production using one base module is how we aim to support affordable pricing and consistent quality. Repeatable costs, timelines and outcomes are still being tested on actual homes.
AI-native is a production development direction: collecting reliable data on demand, operations, costs and acceptance, testing AI recommendations and improving subsequent homes. The economic effect still needs evidence; more data alone does not guarantee a better model.
“Ready” describes the product and desired outcome; it does not confirm that every model is in stock or ready for immediate move-in. Finishing electrics in the showroom ModulDim 98 are not yet completed; completion is included in the price. The full budget, remaining work and handover date are agreed separately.
We do not have comparable current quotes to publicly claim that named competitors are always more expensive or take longer to manufacture. We compare equivalent specifications, areas, included work and timelines; private stories and customer names are not published.
What makes up the budget for moving from an apartment to a modular home? →
ALTALAB · BUYER DISCOVERY
Help with the move—before the search for a manufacturer.
The team’s saved Google and ChatGPT answers cover five themes: life outside the city, the full budget, locations near Kyiv, move-in timing, winter costs and outages. This is a qualitative snapshot, not market statistics or a current search ranking.
Early questions—without ModulDim
The brand does not appear in the broad answers reviewed. Media, property portals, developers and individual competitors receive attention; names appearing across different answers include Sweet-Karkas, LightHouse and Novdim.
A mention is not differentiation
After narrowing the question to modular homes, ModulDim appears in lists but does not always receive a distinct explanation of why to consider it. We need to help people compare solutions using consistent criteria, rather than simply expand the catalogue.
The category itself can be absent
In the supplied new ChatGPT conversation without prior context, modular housing was not explicitly suggested in the five broad answers. A buyer may continue searching for an existing house or conventional construction. This is our interpretation, not observed behaviour across all families.
Conclusion: explain the path to a home fit for living in the language of a family that has decided to settle outside the city. AI answers are not verified prices or engineering advice; individual answers do not prove persistent brand invisibility or ranking causes. Raw chats and customer data are not published here.
ALTALAB · ONE EXPERIMENT FOR 60 DAYS · OPTION A
Eight useful articles. One journey to the showroom.
Hypothesis: answers to real questions before choosing a manufacturer will attract relevant families through unpaid search, help them evaluate the decision and bring some readers to a meaningful enquiry and an attended viewing.
We choose content experiment A only. We are not adding outbound or including a new Option C tool in this test. The existing budget checklist remains a supporting service. Organic search is measured as a separate acquisition source feeding the same showroom.
D0 is the launch-readiness check. D1 is the actual first-article date after measurement checks; D60 is 59 calendar days after D1, in Kyiv time. This clock does not replace the advertising T0 of 28 October 2026 or the 90-day GTM Reset. Publishing the plan does not launch the experiment, advertising or automatic reminders.
Editorial plan · one article per week
Week 1 · D1–D7
Is permanent life outside the city right for our family?
A checklist of everyday needs and trade-offs.
Week 2 · D8–D14
The complete relocation budget: what belongs beyond the house?
A list of costs, unknown amounts and sources to verify.
Week 3 · D15–D21
Where to live near Kyiv: commuting, schools and infrastructure.
A location comparison matrix, without safety guarantees.
Week 4 · D22–D28
How can we plan a realistic move this year?
Dependencies and checks before committing to a move-in date.
Week 5 · D29–D35
Winter costs and outages: what should we check before buying?
Cost components and questions for a specialist, not an available off-grid package.
Week 6 · D36–D42
An existing, conventionally built or modular home: how do we compare?
Consistent criteria for budget, timing, quality and responsibility.
Week 7 · D43–D49
What should we check before buying a plot?
Access, restrictions and utilities; site-specific checks by specialists.
Week 8 · D50–D56
A home fit for living: a viewing and handover checklist.
What to inspect, test and agree in writing before handover.
All eight articles are planned, not yet published as part of this experiment. Each will be available in Ukrainian and English, without registration or a product pitch, with a practical answer, sources and a review date. Two languages count as one article, not two publications. The contextual AI assistant and regular navigation provide an optional next step; reading requires no contact details.
The development team drafts and publishes; sales reviews customer language and enquiries; technical and financial specialists check relevant claims. Named owners, available hours and analytics access must be agreed at D0. We use time freed from nonessential redesigns and separate promotional campaigns. Track hours and actual costs separately; no new expenditure or change to the 50/50 plan is approved.
Checkpoints · actuals, decision, next action
| When | Action | What we measure | Decision |
|---|---|---|---|
| D0 Before the first article | Check measurement, sources and the preceding 28-day baseline; agree owners. | Baseline available or explicitly missing; test visits do not become leads. | Do not start the clock with unverified measurement. |
| D14 First two weeks | 2 articles; check accessibility, indexing and query relevance. | Actual publications, organic readers and qualified leads; gaps labelled. | Fix technical barriers; do not judge payback yet. |
| D28 First month | 4 articles; reconcile enquiry sources with sales. | Both primary metrics and attended viewings; topics behind initial enquiries. | Refine upcoming topics around family questions, not page views alone. |
| D42 Six weeks | 6 articles; review the reader → enquiry → viewing journey. | Leads and viewings by topic and source, without duplicates. | If readers do not enquire, review ICP relevance and the next step. |
| D56 Eight weeks | 8 articles; assemble the publication and effort log. | 8 of 8 is the delivery target, not a claimed result; reconcile actuals. | Record gaps and prepare the D60 review. |
| D60 Experiment decision | Review traffic, enquiry quality, viewings and costs. | The full 60 days, D1–D30 and D31–D60 views, and each article’s age. | Continue, change or pause; record evidence, owner and next date. |
Two primary metrics and a quality check
Organic readers
Unique visitors to the eight articles from unpaid search during the selected period, as measured by website analytics. Not the sum of weekly uniques or of UA and EN totals. Exclude bots and tests where measurement permits. Different devices may still count as different visitors.
Actual: data not yet entered.
Qualified inbound leads
Unique new households that voluntarily enquire, consider permanent living in the pilot region and first arrived through organic content. Sales confirms ICP fit and source in a private log. Land ownership is not required. An anonymous chat, page view or repeat enquiry is not a new lead.
Actual: data not yet entered.
Quality · attended viewings
Unique households from this lead cohort that actually viewed the house. A manager records the date; bookings, repeat visits and cancellations do not increase the count. Purchase is separate: a signed contract and a received 50% deposit, not an agreement alone.
Actual: data not yet entered.
Before D1, check access to website analytics and Search Console, test exclusions, matching periods and manual reconciliation with sales. Search Console provides search clicks and queries, not unique readers. Access and measurement completeness are not yet confirmed. If 28-day history is unavailable, record 'no baseline', not zero or invented growth.
There is one primary source; assisting touchpoints are recorded separately. Paid ads, billboards, AI referrals and unknown sources do not automatically become organic leads. Do not include buyers known before the test. Do not show a conversion percentage without verified data. Content costs are not zero; calculate CAC only from complete costs and confirmed buyers in the same cohort.
Weekly record: period, article URL and date, language, published article count, organic readers, qualified leads, attended viewings, sources and gaps, hours and costs, conclusion, action, owner and due date. Personal data stays in agreed private records; the public tracker contains approved anonymised summaries, without automatic CRM synchronisation.
Weekly question
Which article helped a relevant family take the next step towards a viewing—what supports that conclusion, and what will we change before the next review?
How we decide at D60
- Verified qualified enquiries and viewings: identify topics to continue, accounting for costs; this is a signal, not proven payback.
- Relevant readers but no enquiries: improve usefulness, ICP fit and the optional next step; do not add forced registration.
- Low reach or incomplete data: check indexing, measurement and time since publication; do not declare demand absent. Extending the test requires a separate decision.
A before/after comparison does not prove a causal content effect: seasonality and parallel advertising may contribute. Later articles and leads have had less time; disclose this. Agree numerical traffic and lead targets after the baseline check and before D1, without fitting them to future results. The business North Star remains unchanged: serial homes handed over and accepted as fit for living during a period.
ALTALAB · ICP COMPRESSION
A family that has decided to settle outside the city.
ModulDim creates standard-design modular homes for families' permanent living and is developing AI-native production. One base module, four home sizes, seven layouts, with or without a terrace: 14 variants, not 14 finished homes in stock. AI-native is a development direction; customer value is a habitable home.
Who · Demographics
A B2C household choosing its primary home outside the city, including for parents. The pilot focuses on families in Kyiv and Kyiv region along the showroom and factory corridor. They may own land or still be choosing it. Team size, industry and company stage from the B2B template do not apply; age and income are not invented.
Event · Trigger
The family moves from a wish to a relocation decision and starts checking the home price and full move-in budget, sometimes before buying land. Selling an apartment or moving parents are possible scenarios, not prerequisites. Managers' observations support this trigger; the exact 2–4 week window before searching still needs validation.
Losses · Pain
Uncertainty about the complete budget and realistic move-in date, finding crews and coordinating work. Measure weeks of delayed relocation, hours spent researching and agreeing details, additional current housing costs where applicable, and the gap between initial and complete quotes. No numerical baseline for these losses exists yet.
Decisions and money · Buying authority
Working assumption: adult household members agree the purchase together; one may handle communication. Separately establish who will live there, who makes the final decision, and who controls and pays the budget. For a home for parents these may be different people; do not infer roles from gender or age.
Validation with three customers is still ahead
Show this profile to three satisfied customers who match the ICP and already live in their home year-round. For a one-off home purchase, do not substitute contract value for NRR: consider sustained use, continued trust and willingness to recommend. Ask one question: “Is this exactly you?”
Record answers verbatim, with consent, in a private log: date, anonymized ID, exact words and profile mismatches. Three answers have not yet been collected; do not invent quotations. Publish only approved anonymized conclusions.
ALTALAB · GTM RESET
One sales route. Two sources of attention.
For the next 90 days, focus acquisition on the physical showroom along the Kyiv–Odesa highway. Families can enter a serial home, assess space and quality, and verify the manufacturer. The website, AI assistant and calendar help prepare and follow up the visit rather than competing with it.
50% · billboards
Replace half of broad online advertising with several billboards on the Kyiv–Odesa approach to the showroom. Agree the exact number, locations, direction, quote and safe access before placement.
50% · targeted online invitations
The other half funds geographically focused advertising to families in the pilot region, with one call to action: view a serial home in the showroom. Platforms and audiences are still to be specified; this is not broad nationwide search advertising for every product.
The 50/50 allocation is approved; the total is not. The complete quote should separately show board rental, production and installation, online placements and follow-up. This is one showroom-led route but two acquisition sources: measure their performance separately and together.
Where did the best customers come from?
Not yet established. Interviews and the first order with a 50% advance support the importance of physical viewing for trust, but do not establish the original advertising source. The showroom decision rests on this signal and proximity to production, not on proven billboard CAC.
What we stop doing to protect focus
- Replace broad online search advertising with targeted showroom acquisition; reallocate the advertising budget 50/50.
- Defer new decorative animations and nonessential website redesigns for 90 days.
- Do not launch separate campaigns or new promotional material for Parks, subscriptions, future robotics or nonresidential solutions.
Redirect time to showroom readiness, viewings, complete move-in offers, decision follow-up and documenting the first cycle for AltaLab. Existing contracts, support, critical fixes, safety, quality and essential digital production records continue. This records a focus decision, not confirmation that campaigns have already been disabled.
ALTALAB · DAY 5 · FROM ATTENTION TO A DECISION
Less uncertainty before the showroom.
Viewing a standard-design home remains central to sales. Before that, the website should help a family answer: “Does this option fit us, and is it worth visiting?” Content does not replace a viewing, and time on the website alone is not success.
Research before the conversation
We openly show areas, the known price, inclusions and what is still unfinished. We help compare options on the same cost basis instead of promising to be cheaper without a calculation.
Context instead of mass scripts
The AI assistant answers questions about the page and the family’s situation: whether they are still choosing land, the size needed and what matters for living. It does not invent specifications or dates, replace a specialist or force a booking.
One useful tool
We extend the existing configurator with budget components and viewing questions. Initial value needs no registration. Known items, preliminary items and those needing a site assessment are shown separately.
What is available and what still needs doing
- On the website: a choice with or without a terrace, clear price boundaries, a budget checklist and showroom questions. Autonomy is separated as R&D, not an available specification.
- Next operational step: reconcile the specification, all external works, amounts, owners, dates and acceptance criteria for one real home. Sales assembles the offer; finance and technical functions review their parts. Named owners and a review date still need agreement.
- After review and permission: publish one anonymized complete-budget case with a date, boundaries and plan-versus-actual differences. No completed case exists yet; we will not launch automatic calculations on incomplete data.
- At the weekly review: which questions remain unanswered, what prevented a viewing or decision, and who closes the gap. Evaluate changes through the same actual viewings, paid contracts and complete CAC; there is no evidence of an effect yet.
This adapts Day 5 to physical housing rather than transferring B2B SaaS results. We do not promise several-fold CAC reductions or an automatic flow of customers from search and AI. The 50/50 plan, unagreed total budget, pilot dates and measure of accepted homes fit for living remain unchanged. Publication does not launch advertising or confirm a sale.
PHYSICAL VIEWING IS THE CENTRE OF THE ROUTE
Bring people to a home they can inspect.
Billboards and targeted online invitations → viewing a serial home at the ModulDim showroom.
The road — audience
Passing traffic near the showroom creates a potential contact opportunity. Traffic volume, the share of families intending to move out of the city and purchase readiness have not been measured.
Advertising is an invitation
Billboards and targeted online advertising lead to the same viewing. In our records, separate them from organic showroom visibility, referrals and unknown sources.
The showroom — evidence
An owned physical demonstration and sales point. Visitors can assess space, materials and the manufacturer; a viewing does not yet mean a purchase.
The strength of this hypothesis is the proximity of the message to the actual home. Interviews and team conversations indicate the importance of inspection for trust. This supports the showroom's role but does not establish billboard effectiveness or the share of relevant people on the road.
Showroom address: 12 Kyivska Street, Hlevakha, Fastiv district, Kyiv region, Ukraine. Check each billboard's relationship to the actual turn-off on site; an approximate distance from Kyiv is not driving guidance.
ModulDim sells homes across Ukraine. Kyiv and Kyiv region are the focus of the first marketing pilot, not a sales boundary. Delivery and installation feasibility, cost and timing are agreed for each plot.
ALTALAB · FOCUSED TRACK · DECISION HISTORY
How the initial channel was chosen.
The target audience is families in Kyiv and along the Kyiv–Odesa corridor who have decided to move out of the city and are considering a serial home for permanent living, including for parents. Owning a plot is not required to enquire or visit.
| Channel | Product | Audience | Weekly work | Feedback speed | Total |
|---|---|---|---|---|---|
| Roadside showroom + billboard before it · selected | 5 | 4 | 4 | 5 | 18 |
| Local Facebook / Instagram advertising → showroom | 3 | 4 | 3 | 4 | 14 |
| Local estate-agent referrals → showroom | 4 | 3 | 3 | 3 | 13 |
This table preserves the earlier single-billboard selection. The current GTM Reset supersedes it with a 50/50 plan: several billboards and targeted online invitations to one showroom. Scores are initial judgments, not measured performance comparisons. Estate-agent partnerships are not added as a third paid initiative.
The first order has a 50% deposit. There is a purchase intention for the sample.
As confirmed by the team as of 2 October 2026, the contract for the first standard-range home order has been signed and the 50% advance received. After viewing the showroom sample, the customer ordered a new similar home. This is the first paying demand for the new range, not a sale of the display home or an accepted handover.
This is an early signal of the value of a physical viewing, not a billboard result. The case predates the campaign starting on 28 October 2026 and is excluded from its new leads, buyers and CAC.
Finishing electrics have not yet been installed in the showroom home; completion is included in the price, but the date is unconfirmed. Explain the remaining work before a visit. Current ModulDim 98 specification and price →
Two entry points. One customer outcome.
Direct offline visit
Notice from the road → pull in safely → inspect the home → discuss the need and next step. Prior chat or online booking should not be a mandatory barrier for someone already on site.
This is a proposed arrangement: before advertising, confirm manager availability, walk-in viewing capacity and what happens when every manager is busy. Until then, do not promise an immediate viewing.
A visit after preparation
See an advertisement → later open the website → ask the AI assistant → choose a time → arrive. The website and chat support the channel rather than becoming a compulsory detour.
After either entry, the AI assistant can help with questions and next steps. Transferring manager notes and recognising an offline visitor are not assumed to be automated; agreed rules and consent are required.
Next: agreed specifications and complete budget → feasible timing → contract and receipt of a 50% deposit → completion and quality → plot readiness → installation, connections and acceptance of a home fit for living.
Billboard acquisition is a contact source, not a purchase trigger. Ask separately why the need became urgent, without suggesting land purchase or autonomy.
Purchase-trigger research method → · Roadmap to home handover →
TEST FIRST, THEN SCALE
90 days of focus. Phased validation.
Initial T0: 28 October 2026. Before launch, confirm the total budget, several billboard placements, online invitation geography and showroom readiness. A 90-day focus does not mean 90 days of advertising have been purchased; agree the complete placement schedule after the quote.
- Before 28 October · separate the baseline from the test.
The development and sales teams begin private tracking of organic visits across comparable days and times. The first order with a contract and 50% advance is marked as a pre-campaign case. This contact's source is not attributed to a billboard.
- Drive the route and audit the billboard faces.
Inspect as a passenger in both directions, by day and in the evening: visibility, display orientation, reading time, obstructions, actual turn-off, safe access and parking. Do not ask drivers to scan a QR code while driving.
- Before launch · quote and creative.
The development team reconciles rental for all boards, design, printing, installation, taxes and online placements. The total advertising budget is still to be agreed; apply 50/50 to the approved quote, not the old $500. Check lighting and readability. Record viewing and follow-up work for full CAC without allocating shared costs twice.
- Prepare visitor reception.
Sales must confirm the schedule, responsible manager, home available to view and walk-in process. Do not publicly describe an almost-complete home as already ready to occupy.
- 28 October–24 November · first checkpoint phase.
Once launch conditions are met: one offer, with billboards and online invitations tracked separately. Record dates, changes, costs, sources, actual viewings and next steps. On 25 November, provisionally review visits; on 9 December, contracts, deposits and economics. Determine later phases from results and approved resources.
Approved direction, unapproved amount
Current decision: 50% for billboards and 50% for targeted online advertising. The total is still to be agreed; $500 remains in the previous test's history. Initial checkpoints of 28 October, 25 November and 9 December 2026 remain plans, not confirmation of rental or a move-in date.
Before spending, agree the full quote and conversion rate into hryvnias. If launch conditions are unmet, document the revised plan and actual dates; reaching T0 does not automatically launch advertising.
SHOW THE HOME, NOT THE GRAND VISION
A message that leads to a viewing.
Settle into a ModulDim!
Serial homes for permanent living
View the home at our showroom → [verified distance]
One offer: view a real serial home, discuss its specification and the full move-in budget. One call to action: visit the showroom. In conversation: “If you are planning to move out of the city, visit the ModulDim showroom in Hlevakha to view a serial home and clarify the full move-in budget, even if you are still choosing a plot.”
Final artwork needs a current photo of the actual display home. Large readable text and simple directions matter more than a feature list. Do not substitute an AI render for physical evidence or promise autonomy, immediate move-in, an unconfirmed price or guaranteed timing.
Attention
Name a clear product and give a reason to look. A billboard should not explain the entire company.
Conversation
Establish who needs the home, what changed, what timing matters, and the plot and budget situation. Show what the offer includes and excludes.
Next step
After the viewing, agree a plot check and a specific offer. Inspection provides evidence of existence and visible quality, not a guarantee of timing or fulfilment of a future order.
ALTALAB · THREE PITCH LEVELS
One value. Three depths of conversation.
For a family deciding to settle outside the city, the outcome is a habitable home. Attention leads to a conversation, a conversation to a meaningful viewing, and a viewing to an agreed decision. These are working scripts for the team, not a conversion report or a replacement for an individual offer.
These three levels guide a customer towards a home-buying decision. An investor needs a different next step: reviewing evidence, the budget and funding terms. Elevator Pitch and preparation protocol →
LEVEL 1 · ATTENTION PITCH
Attract attention
A few seconds · billboard, homepage hero, short advertising message.
Settling outside the city?
Settle into a ModulDim!Ready-built modular homes with premium design at an affordable price.
View a home at the showroom.
The aim is for a family to recognise their intention and want to see the home. Add only verified directions and distance to the showroom on a billboard; do not ask drivers to scan a code while driving. One message and one call to action.
LEVEL 2 · THE CONVERSATION PITCH
Start a meaningful conversation
About one minute · script for an AltaLab video. When speaking with a customer, omit the accelerator greeting.
Hi, AltaLab! My name is Dmytro, and I represent ModulDim. We work with families who have decided to settle outside the city and need a home for full-time living.
They want to move sooner into a ready home they like and can afford. This matters now, when moving becomes a concrete decision and they may still be choosing land.
We manufacture standard-design modular homes using one standard module. Families choose a size and layout and can visit a real showroom home before buying. Together, we then clarify the specification, plot, delivery, connections and full estimate.
Next, we are planning a local Kyiv-region pilot: billboards along the Kyiv–Odesa highway and targeted online invitations to the showroom. We will track the journey from first viewing to contract, deposit and a habitable home accepted by the customer.
Structure: customer → problem → why now → solution → next step. This is a local marketing pilot; ModulDim sales are not limited to Kyiv region. After explaining, listen: “What does your family most need to understand before deciding on a home?”
LEVEL 3 · CONVERSION PITCH
Agree a specific next action
Not one universal “buy now” message, but an offer that matches the family's readiness. Before a viewing, help them visit the showroom; afterwards, help them check the terms and decide without pressure.
Before the viewing · showroom booking
Choose a viewing time →Planning to settle outside the city? I invite you to a 30-minute viewing of a standard-design home at the ModulDim showroom in Hlevakha. You can assess the space, layout and finishes and discuss the specification and move-in costs, even if you are still choosing land. A viewing does not oblige you to buy. Shall we choose a convenient available time?
The result of this call to action is a calendar-confirmed appointment. Activation happens only after an actual viewing, not after clicking a button.
After the viewing · offer and decision
If this layout suits your family, I suggest we prepare a written offer: the home specification, plot and access checks, the full move-in estimate, timing and responsibility for the work. If you are still choosing land, we will distinguish preliminary estimates from what needs checking. Shall we agree which configuration to price and when to discuss it again?
Once all terms have been checked and you are happy with them, the next step is to sign the contract and pay the 50% deposit under its terms.
A buyer in the funnel requires both a signed contract and a 50% deposit actually received. That is not yet a handover: the family's outcome is confirmed by accepting a home fit for living.
VISIT ≠ BOOKING ≠ SALE
Count people who actually inspected the home.
1 · Activation: actual qualified viewings
Each week: new unique ICP households attending their first serial-home viewing. They intend to settle outside the city permanently, are in the pilot region and are willing to discuss budget and timing; owning land is not required. Bookings, repeat viewings and individual members of one family do not add new activations.
2 · Conversion: viewing → purchase
Families with signed contracts and received 50% deposits after cancellations / unique families who viewed the home in the same cohort. Show counts and the rate, updating cumulative outcomes weekly. Do not divide purchases by older visitors by this week's viewings alone. This is purchase conversion, not SaaS retention.
3 · Actual CAC
Complete actual acquisition costs / new buying families in the same cohort with signed contracts and received 50% deposits, after cancellations. Include media, creative, printing and installation, allocated sales work, viewings, follow-up and tools. Without buyers, CAC is undefined; incomplete costs do not produce full CAC.
Weekly snapshots use Kyiv time and show the observation date and cohort maturity. Report billboards and targeted online advertising separately and together after deduplication. The business North Star is unchanged: serial homes handed over and accepted by customers as fit for living, per period. A deposit is neither handover nor profit.
Record costs in hryvnia with the conversion rate and date. The total advertising budget is still to be agreed; neither a planned amount nor the 50/50 shares replace actuals in the formula. Cost per qualified viewing remains an early supporting indicator, not buyer CAC.
Avoid crediting the billboard for unrelated outcomes
Ask neutrally at contact: “How did you first hear about us, and what prompted you to visit today?” Record the visitor's words. Billboard, targeted online advertising, visible showroom, referral, organic website and unknown source are distinct options; do not automatically credit everyone arriving by car.
If someone opens the website after seeing the billboard, do not create a second lead. First discovery determines the primary CAC source; later touches are stored separately. If the billboard merely reminds someone of a brand they already know, it is an assisted touch, not a new channel lead. A walk-in without a prior enquiry is a first contact; do not invent an online booking for it.
Compare with prior organic traffic, considering days, weather, opening hours and other campaigns. Self-reports and before/after comparisons contain uncertainty and do not establish causal uplift. Unknown values remain unknown; with zero buyers there is no numeric CAC.
Private records include: anonymised household ID, first contact, source and subsequent touchpoints, trigger, qualification, actual viewing date, offer, next step, contract, payment, cancellations, handover and costs. Contacts and evidence are not published; offline notes are not automatically transferred to the CRM or this website.
A decision every week, not just a report.
How many eligible households actually viewed the home through this source, what blocked their next step, and what will we change before the next review?
Check placement, showroom availability, sources and duplicates, visitor quality, objections, costs and next actions. No visits: examine visibility and the route. Unsuitable visitors: examine the message and audience. Qualified viewings without a next step: examine the offer and purchase obstacles. These are diagnostic directions, not predetermined causes.
Reviews are on Wednesdays: 4, 11, 18 and 25 November 2026. The development team coordinates reviews and costs; managers record viewings and next steps. Decision log: fact → obstacle → action → responsible role → review date. Choose 3–5 concrete actions each week.
The previous five qualified families in four weeks was a learning guideline for one billboard, not a target for the new scale. Agree thresholds for the 50/50 plan after the budget and viewing capacity are known. Unsafe access or unapproved spending means do not launch or pause placement. One sale does not prove scalability; establish acceptable CAC after reconciling margin.
The roadmap's central question remains: “What is preventing us from handing this home over fit for living today, and who will remove that obstacle before the next weekly review?” Marketing must not create more obligations than the team can fulfil.
Sources, price and limits of knowledge.
From the team
The showroom location and roadside-acquisition idea were reported by the team on 25 September 2026. High traffic and a concentration of relevant prospects are assumptions without independent counts. Sales data attributable to this source are not yet available.
From a public catalogue
On 25 September 2026, listing ODS_57A in Hlevakha, M-05 km 26+150, side A, 3×6 m, displayed UAH 8,500. This is a reference snapshot of an agency listing, not a received quote, confirmed availability or recommendation of that face.
The agency's terms page describes monthly rental, a one-month minimum and separately charged printing; installation and removal are described as included. Final terms for the specific face, taxes, route suitability and current price need written confirmation. We have not sent enquiries or made reservations.
- Trynoga · billboard face ODS_57A ↗
- Trynoga · rental prices and terms ↗
- Hlevakha billboard catalogue · for comparison ↗
- Methodological basis: the supplied AltaLab Day 4 go-to-market notes. This is the team's adaptation, not campaign endorsement or confirmation of results by AltaLab.
The next evidence is a real buyer journey.
Before launch: three ICP checks using verbatim answers, the total budget and 50/50 cost plan, billboard and access checks, a showroom ready for viewings and a private log. The first standard-range order already has a contract and 50% advance. Its fulfilment is tracked separately from the future advertising cohort.