Content map for a field-service software company
Your content map: from “we're drowning in paperwork” to a booked demo
We read your marketplace profile, your reviews and the reviews of the tools your buyers compare you with. This page shows the problems HVAC owners have before they switch software, where each one leads, and what a month of our work would look like.
Example map. This is an example. It was made the same way as every map, from a real company's public information, and then anonymized: the name, the links and anything that identifies it were removed. The sources are named, not linked.
What we saw
Public signals about your company and your market.
- Your public profile shows a starting price of US$60 a month and “customized pricing plans”, with no plans or user limits explained. Price is the first thing your buyers compare. Your profile on a software marketplace
- There's no free trial and no visible way to book a demo, while the tools you're compared with show both. Your marketplace profile and two competitors' listings
- Your reviews say you won on value: “the same product if not better, but much more affordable.” Nobody is telling that story yet. Your reviews on the marketplace
- Reviewers mention the product's old name and the company's name as if they were different things, which makes you harder to find. Your reviews on the marketplace
- Reviews of larger competitors complain about features locked in higher tiers, QuickBooks sync and monthly contracts with no way out. Those are the doubts your buyers bring. Reviews of two larger competitors
What to expect at the start
It's normal to expect demos in the first month. What's realistic: in the first weeks the articles get read and passed around by owners who are already comparing; demos that mention an article usually come from the second or third month, because the decision itself takes weeks.
The service that fits you
Ungeneric Content Engine
Your buyers compare before they switch: they write a list of must-haves, demo three or four tools and read reviews. It's a long, researched decision, and every account is worth thousands of dollars over its life. Four researched articles a month, each answering a question they ask while comparing, is what gets you onto that shortlist.
The Stream would keep you visible every day, but an HVAC owner doesn't pick software from a reel. They pick it after reading and comparing.
What it takes to pay for itself
Your numbers, not ours. Change any of them and see how many new customers cover a year of the service. Nothing you type leaves this page.
Average revenue from one new customer in their first 12 months.
What's left after delivering the work.
Of the people who ask, how many buy.
Your map
Where your customers start, and where each problem leads, until they reach the step where they buy from you.
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N1 · Notices the problem
“We're drowning in paperwork and missed calls”
Reviewers describe leaving paper and outdated programs behind (“Program was outdated”). Reviews of a competitor
Leads to: Time to switch?
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N2 · Notices the problem
“Is it time to switch, or is what we have good enough?”
Many reviews open with what they switched from, and why. Reviews of two competitors
Leads to: The real cost
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N3 · Compares options
“What will it really cost with our number of users?”
“Paying for extra users… is a tough pill to swallow”; “key features feel locked behind higher-tier plans.” Reviews of a competitor
Leads to: Ask for a price for your team size
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N4 · Compares options
“Will it sync with QuickBooks without a mess?”
“After 3 years I give up trying to synchronize my QuickBooks.” Reviews of a competitor
Leads to: Techs in the field
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N5 · Compares options
“Will my techs actually use it in the field?”
“The mobile app doesn't offer all the same functionality as the desktop”; your own reviewer: the techs learned it “in less than a day.” Reviews of a competitor and your own reviews
Leads to: Getting set up
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N6 · About to choose
“How long until we're up and running, and who helps us?”
“Implementation is long and hard”; your reviews praise your onboarding. Reviews of a competitor and your own reviews
Leads to: Book a demo
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N7 · About to choose
“Can we leave if it doesn't work for us?”
“They want to lock you in on monthly contract and not give you a way out.” Reviews of a competitor
Leads to: Book a demo
Where it leads
- D1. Book a demo
- D2. Ask for a price for your team size
A month of work
One article developed on one stop, with the pieces that come from it. The other stops, with their article.
The stop we developed
N3 · Compares options
“What will it really cost with our number of users?”
Article
What HVAC software really costs a 5-tech shop: users, tiers and the add-ons nobody lists
- Why the starting price is never the price: users, tiers and add-ons
- The real monthly bill for 2, 5 and 10 techs, with the published prices of the most compared tools
- The features that usually sit in a higher tier, and which ones a small shop actually needs
- What switching costs beyond the subscription: setup, training and a slow month
- A one-page worksheet to compare quotes like for like
Pieces
- LinkedIn post
- “$39 a month” turned into $400. Here's how that happens.
The gap between the starting price and the bill → The article - Carousel
- The bill for a 5-tech shop, line by line
Show the maths → Ask for a price for your team size - Short video
- Three questions to ask before any software demo
Arm the buyer → Book a demo - Comparison sheet
- Compare quotes like for like (printable)
Something they keep → Ask for a price for your team size - What your team size really costs, in one table
For the demo list → Book a demo - Owner group post
- What did you end up paying per tech? Our numbers, and yours
Start the conversation where owners talk → The article
What would make it yours: What owners ask on your demo calls about price and users, and why the last few who switched to you left their old tool.
The rest of the month
- N4 · QuickBooks sync
QuickBooks and field software: what breaks the sync, and how to check it in a demo
- N5 · Techs in the field
Will your techs use it? A one-week field test you can run on any tool
- N7 · Locked in
Monthly, annual or locked in: how to read a software contract before you sign
What you could see, and when
Content rarely gets clean credit for a sale, so we report three levels, each one separate and never added up.
- Direct
“This month, 2 demos were booked by owners who said they'd read the article on real cost.”
- Estimated
18 visits to the demo page came from the articles. If 1 in 6 becomes an account paying US$100 a month (assumption), that's 3 accounts, about US$3,600 in their first year.
- Directional
Searches for your product name grew, and the cost worksheet was shared in two HVAC owner groups.
Sales calls start further along: owners arrive knowing what it will cost and ask about setup instead of price.
Assumptions in this map
- An account pays about US$100 a month (more users than the starting price).
- 1 in 6 demos becomes a customer.
- Your buyers are in the US and Canada and read in English.
What Deiji adds to your map
- Four researched articles a month, each the anchor of a stop on your map, linking to the next one, with every figure traceable to its source.
- 10 to 15 pieces per article: posts, carousels and short videos that point back to it.
- 15 to 30 minutes a week of your time: we bring the findings, you add the view only you can give.
- Every month, your map reviewed and a report at the three levels.
Founding terms · Ungeneric Content Engine
- Price. 2,000 USD a month for the first six months, locked. From month seven, 3,000 USD a month for as long as you keep the service. Standard price: 5,500 USD a month.
- Guarantee. If after the first month, with everything delivered, you aren't satisfied, we refund that month.
- Ownership. Everything we produce for you, and your accounts, are yours.
Want yours?
Get your content map · US$29.99
Credited if you hire us within 30 days. Full refund within 14 days if it isn't useful to you.