KRANTZ KOOLING, HEATING & PLUMBING
Executive Growth Scorecard
November 2026–January 2027
Planning baseline: October 28, 2026
Updates: Fridays
PRIMARY FOCUS
GROW QUALIFIED PLUMBING INQUIRIES
Help local customers find Krantz through a focused advertising test and useful website content.
THIS WEEK
PRELAUNCH PLANNING
Confirm priorities, approvals and tracking for the proposed November 2–6 launch window.
NEEDS YOUR INPUT
THREE LAUNCH DECISIONS
First service and area. Media budget. Inquiry contact.
Review decisions below
NEEDS YOUR INPUT
Justin, these three decisions will guide the first test.
01
CHOOSE THE SERVICE & AREA
Confirm the first plumbing service, service area and team capacity. Water heater replacement is the current recommendation for discussion.
02
APPROVE THE MEDIA BUDGET
Proposed ChatGPT pilot: $1,000 total for up to 30 days from launch, subject to written approval. The smaller Facebook test needs a separate budget decision.
03
NAME THE INQUIRY CONTACT
Confirm who at Krantz will follow up with calls and forms and share which qualified inquiries become booked jobs.
LATEST UPDATE
PLANNING BASELINE
The proposed paid test centers on plumbing. Website answers, project stories and selected video content will support plumbing and generators throughout the three-month term.
Confirm advertising access, billing readiness and suitable local targeting.
Prepare the creative and service claims for Justin’s approval.
Coordinate the launch destination and tracking checks with the website provider.
Confirm the November content calendar and schedule the two separate shoot obligations.
Verified work completed or published, with links where available.
Advertising delivery, inquiry quality and booked jobs once reporting is available.
Next actions, any blockers and decisions needed from Justin.
Timing: November 2–6 is a proposed launch window, subject to readiness. The pilot’s reporting period starts when advertising actually begins delivering.
This is the starting plan. Campaign results and completed deliverables have not yet been entered from verified records. Updates are planned for Fridays.
NEXT FROM KICKSTAND
WHAT THE NEXT UPDATE WILL COVER
RESULTS AT A GLANCE
Awaiting the first verified reporting period.
MEDIA SPEND
—
QUALIFIED INQUIRIES
—
BOOKED JOBS
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MEDIA COST PER BOOKED JOB
—
A dash means a verified figure is not yet available. Each update will identify the exact Friday - Thursday reporting dates and campaign-to-date totals. Paid media costs will be matched to attributed paid outcomes.
Confirm these items before setting a launch date.
Krantz: First service, service area, capacity, acceptable media cost per booked job, media budgets, final creative approval and inquiry contact.
Kickstand: Krantz-owned advertising account access, billing readiness, local targeting and final campaign setup.
Website provider: Approved destination page and verified call and form tracking.
The launch destination and tracking must be ready for the pilot. The broader service-page and website-answer work continues across the full term.
Monthly content
Confirm the first new half-day shoot and November’s eight social posts and newsletter.
Plumbing & generator content
Gather customer questions and approved job examples for the two service pages, ten FAQs and two project stories.
First-agreement work
Confirm the remaining shoot, website background video and business-card artwork. The owed shoot is separate from the three new shoots.
Verified completion and published links will be added in future updates.
BEFORE LAUNCH
DELIVERY & NEXT ACTIONS
Upcoming milestones
Planned sequence for November 1, 2026–January 31, 2027
NOVEMBER
Refine & Develop
Confirm approvals, access and tracking. Target the plumbing pilot for November 2–6, subject to readiness. Plan the first new half-day shoot, eight social posts and one newsletter. Establish the AI-search baseline and begin Friday reporting.
DECEMBER
Prepare & Begin
Review inquiry quality and refine advertising within approved budgets. Advance the two service pages, ten FAQs and two project stories through approval and implementation. Plan the second new shoot, eight posts and one newsletter. Repeat AI-search checks.
JANUARY
Review & Decide
Plan the third new shoot, eight posts and one newsletter. Confirm remaining deliverables and website implementation, repeat AI-search checks, reconcile advertising charges and recommend the next phase.
Content and AI-search work spans the full term. Paid activity beyond an approved pilot’s duration or spending cap requires a new budget approval.
KEEP THE CONVERSATION GOING
IDEA
IDEAS & OPPORTUNITIES
Have an idea or hear a useful customer question? Email Lucas. He’ll add relevant opportunities here and discuss how they fit the plan.
Working ideas from the plan — for discussion, not yet approved or scheduled.
STATUS
Questions customers ask about plumbing and generators
Justin confirms whether this is the right first service for the proposed pilot.
For discussion
Water heater replacement as the first offer
Identify recurring questions to shape the ten included customer FAQs.
Customer projects worth featuring
Identify suitable jobs with approved details and imagery for the two project stories.
Lucas maintains this list. New work will fit the agreed scope, replace an agreed deliverable, or receive separate approval.
For discussion
For discussion
NEXT STEP
SCOPE & REFERENCE
Up to 6 total; may count toward social posts
INCLUDED WORK & FIRST-AGREEMENT CARRYOVER
DELIVERABLE
Social posts
3 total — one each month
New half-day content shoots
24 total — 8 per month
Short video edits
Customer Newsletters
3 total — one each month
2 total
Customer FAQs
2 pages — Plumbing and Generators
Service-page copy
10 total — 5 per service
Project stories
Small design updates
Up to 3 hours per month; no rollover
Reporting and planning
TERM ALLOWANCE
Facebook is the primary social publishing channel. Approved posts may also be posted on Instagram without increasing the post count. Instagram advertising, YouTube Ads, and Google Ads management are excluded for now.
Remaining first-agreement work
One owed two- to three-hour session with Lucas and Julie: plumbing photography and video, plus generator video.
Edit the updated website background video and coordinate replacement.
Finish business-card layouts and prepare approved production artwork.
These items remain covered by the first agreement and do not reduce the three new half-day shoots. Schedule and completion still need verification. Outside printing or provider charges remain separate.
Working rhythm
Monday campaign review. Thursday analytics and inquiry outcomes. Friday update to Justin. Monthly reporting and planning review; meeting date to be arranged.
Fri. updates + monthly report & planning review
ADVERTISING PLAN & HOW RESULTS ARE MEASURED
BUSINESS OUTCOMES & ATTRIBUTION
A qualified inquiry is a real prospective customer requesting a service Krantz offers within its service area. A phone-button click is not a confirmed inquiry.
Media cost per qualified inquiry = media spend divided by attributed qualified inquiries. Media cost per booked job = media spend divided by attributed booked jobs.
Show unavailable when the necessary outcomes or attribution are missing. Zero outcomes do not produce a $0 acquisition cost.
Keep paid ChatGPT, Facebook, identifiable organic AI referrals and YouTube referrals separate. Report customer-stated sources and view-through attribution separately; count each inquiry once.
Google Local Services results are a comparison supplied by Krantz or its current provider; management is outside this scope. Preserve the successful channel and compare equivalent service categories.
Friday reports will cover the exact Friday–Thursday dates and campaign-to-date totals: spend, clicks or visits, qualified inquiries, booked jobs and available revenue from Krantz.Track copy approval, provider handoff and the published URL separately for the two service pages, ten FAQs and two project stories.
WEBSITE ANSWERS & AI-SEARCH VISIBILITY
Track copy approval, provider handoff and the published URL separately for the two service pages, ten FAQs and two project stories.
Establish a baseline and repeat monthly checks using the same local questions. Record traffic, tool, date, response and cited sources.
Keep paid traffic separate from identifiable organic AI referrals. A citation does not necessarily produce a website visit.
Use included video edits for the YouTube test and record views, watch time and tracked service-page visits.
No visibility or inquiry targets have been established without baseline data.
PAID ADVERTISING
ChatGPT: One plumbing campaign with up to two initial creative variations. The October 27 working plan recommends a $1,000 total pilot for up to 30 days from launch, subject to written approval.
Facebook: One smaller campaign, with a separate budget and allocation approval.
Creative allowance: Up to five initial concepts across the two platforms, up to two copy variations per concept and up to two additional creative refresh variations during the term.
Additional AI platforms: Research up to three. Implementation requires a scope adjustment.
PILOT REVIEW POINTS
At $500 reported ChatGPT spend or two weeks, review whether completing the pilot remains worthwhile.
At 30 days or the approved cap, decide whether to continue, revise or stop. Additional spending requires approval.
November 2–6 is a conditional target, not a confirmed launch. The actual pilot begins when delivery starts. The content term does not extend the pilot’s approved duration or budget.
SERVICE FEE & MEDIA BILLING
These amounts describe the agreement and planned coverage. Payment receipts are not recorded in this planning baseline.
Online Advertising
$15,000 one-time payment for November–January
Partnership Service Fee
Separate approved budgets. Kickstand may pay platforms and invoice Krantz at actual cost without markup.
Monthly Reconciliation
Credit unused advances or charge approved actual costs above the estimate on the next invoice. Settle the final balance after platform charges are confirmed.
Other costs
COVERAGE PERIOD
Approved outside costs remain separate. Billboard media uses four-week periods, not calendar months.
BILLBOARD COVERAGE
AMOUNT
December 4–31, 2026
Three annual boards $3,500 + I-20 $600
November 6–December 3, 2026
Three annual boards $3,500 + I-20 $600
$3,500
January 1–28, 2027
Three annual boards; I-20 ends December 31 unless extended
January 29–February 25, 2027
Next four-week period; extends beyond this service term
Annual boards run October 9, 2026–October 7, 2027 across 13 four-week periods. The previously described I-20 $1,800 invoice covered $1,200 installation and its first $600 period, October 9–November 5. The potential I-26 / Harbison board is not committed or included.