Readiness criteria
Do not start paid or scaled growth until ownership, named access, production/data separation, bilingual launch QA, consent, conversion tracking, lead ownership, response standards, and failure monitoring are working.
One-pilot brief
- Business outcome and target audience
- One service, location, topic cluster, video series, or franchise audience
- Offer and landing destination
- Primary conversion and lead-quality definition
- Budget ceiling and 90-day learning window
- Scale, revise, and stop thresholds
- Named campaign and lead owners
Planning allowances
| Pilot | Allowance | Important conditions |
|---|---|---|
| Content / local SEO / AI discovery | $130–$1,500/mo | Expert-led, cited, truthful; no mass generic AI content |
| Paid product/location | $12,000–$34,500 / 90 days | Media after tracking and response process; one focused goal |
| Video | $800–$20,000 / 90 days | Existing $0 channel; DIY through professional assistance |
| Franchise | $12,000–$34,500 / 90 days media; legal TBD | Separate funnel; FDD, states, claims, and counsel clearance |
Measurement
Use qualified leads, booked conversations, response time, close disposition, and revenue contribution where available. Video also uses engaged views, site visits, assisted leads, and bookings—not subscribers alone. Report the 90-day decision explicitly: scale, revise, or stop.