Leadership decision needed: demand exceeds installation capacity by 5 customers this week (37 install-ready, 32 slots). Add one technician day or the Month 4 forecast slips.
Are we reaching enough people?(doors per rep per day vs standard)
50
doors per rep per day · standard 60 · Below
Are conversations becoming orders?(orders per field day vs standard)
1.7
orders per field day · standard 1.5+ · Above
Are orders installing and staying?(matured install conversion, 30-day retained)
76% / 94%
matured installation conversion (standard 80%+, Watch) · 30-day retained, Month 2 cohort
What does each retained customer cost?(fully loaded CAC)
$500
fully loaded CAC, Month 2 cohort · down 49% since Week 1
Matured installation conversion: completed installations / orders past their scheduled install window. Fully Loaded CAC = Total Market Acquisition Cost / 30-Day Retained Customers, reported one month in arrears.
Headline · Week 12 (day 90)
Value per subscriber:
26.4%
Take rate · +2.3 pts since start (24.1%)
12,400
Homes passed
3,278
Active subscribers
125
Completed installations, Month 3 (Weeks 9–12)
290
Subscribers added, Weeks 1–12
+$1.45M
Enterprise value added, estimated (290 x $5,000 assumed)
Illustrative enterprise-value benchmark, not a guaranteed valuation.
This Monday's memo, condensed
- The number37 install-ready orders · 42 written · 32 completed installations · 3 cancelled · 2 rescheduled
- Forecast130–145 completed installations in Month 4 / 38 install-ready orders in the pipeline
- WhyLakeview is in loop 3 (2,310 of 2,900 doors attempted); Southside opened in Week 9 and is in loop 1; weather reschedules from last week cleared.
- Needs youInstallation capacity. 37 install-ready orders against 32 install slots — add one technician day this week or the forecast slips.
Full memo on the Reports tab.
Market take-rate improvement — path to 40%
26.4% today, 40.0% target. At the current pace you cross 40% in month 14.
Completed installations per week
Ramp: 8 to 32 completed installations a week in 12 weeks, one team of 5 certified representatives.
Month 1 (Weeks 1–4) 65 · Month 2 (Weeks 5–8) 100 · Month 3 (Weeks 9–12) 125 · total 290.
Per-market summary
| Market | Take rate | Subscribers added | Fully loaded CAC | Value added |
|---|---|---|---|---|
| Cedar Falls | 26.4% | 290 | $500 | $1.45M est. |
| Cedar Falls, Month 4 plan: 10 certified representatives, 250 completed installations a month, CAC target under $450. | ||||
Subscriber base: $16.4M at $5,000 per subscriber, up from $14.9M at the start of the build.
Illustrative enterprise-value benchmark, not a guaranteed valuation.
Value per subscriber:Month 3 values $870K / $1.45M / $2.03M.
Progress to the 40% take-rate target
5
Active, certified representatives
50 / 15
Doors and conversations per representative per day
1.7
Orders per field day (per representative)
76%
Matured installation conversion · standard 80%+
Standards, Week 12
| Metric | Actual | Standard | Status |
|---|---|---|---|
| Doors per rep per day | 50 | 60 | Below |
| Conversations per rep per day | 15 | 20 | Below |
| Orders per rep per day | 1.7 | 1.5+ | Above |
| Matured installation conversion | 76% | 80%+ | Watch |
The team converts above standard. Activity is below standard. Coaching focus this week: doors and conversations, not closing.
Matured installation conversion: completed installations / orders past their scheduled install window.
Order funnel — Month 3 (Weeks 9–12)
- Written orders (gross)165
- Install-ready orders145 88%
- Scheduled installs140
- Completed installations125 76% matured conversion
- Orders lost (see Lost Orders)40
- 30-day retainedreported next month
Month 2 cohort 94 of 100 (94%)
Matured installation conversion: completed installations / orders past their scheduled install window. Install-ready orders, not gross orders, drive the forecast.
Install-ready orders in pipeline: 38
- 0–7 days24
- 8–14 days10
- 15+ days4
- Rescheduled5 weather 2, customer 2, technician 1
Orders older than 14 days are rehashed by the rep and the team lead before they die.
Lost Orders, Month 3 (40)
Field-controllable (16)
- Poor expectation setting6
- Customer changed mind5
- Incorrect information3
- Landlord permission2
Provider-controllable (24)
- Serviceability12
- Installation delay7
- Technician no-show3
- Billing2
Field-controllable losses are coached. Provider-controllable losses go in the Monday memo under Needs you.
Representative scorecard — certified representatives
| Rep | Weeks on team | Status | Field days | Doors / field day | Conversations / field day | Door-to-conversation | Conversation-to-order | Written-to-install-ready | Matured install conversion | 30-day retention | Top loss reason |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Rivera | 12 | Certified day 12 | 5 | 52 | 16 | 31% | 12% | 90% | 78% | 97% | Serviceability |
| Chen | 12 | Certified day 14 | 5 | 48 | 14 | 29% | 11% | 88% | 76% | 93% | Installation delay |
| Okafor | 11 | Certified day 11 | 5 | 54 | 17 | 31% | 13% | 91% | 79% | 97% | Serviceability |
| Nguyen | 7 | Certified day 13 | 5 | 47 | 14 | 30% | 10% | 86% | 74% | 92% | Customer changed mind |
| Brooks | 4 | Certified day 14 | 4 | 46 | 13 | 29% | 9% | 83% | 71% | 90% | Expectation setting |
Matured installation conversion: completed installations / orders past their scheduled install window. Scroll sideways on a phone for all columns.
In ramp (measured against ramp standards)
| Rep | Status | Day 3 | Day 5 | Day 10 | Day 14 |
|---|---|---|---|---|---|
| New start 1 | Starts next Monday | Shadow | Lead | First solo order | Certification |
| New start 2 | Starts next Monday | Shadow | Lead | First solo order | Certification |
Ramp-day targets: day 3 shadow, day 5 lead, day 10 first solo order, day 14 certification. Ramping representatives are not in the certified scorecard or the CAC by representative table.
Turf map — Cedar Falls
Worked = market take rate at or above 40% in that turf, not 40% door coverage. Green = worked · Cyan = active · Grey = next. Tap a turf for loop detail.
Lakeview — ACTIVE
- Loops complete2 of 3 (loop 3 in progress)
- Unique doors attempted2,310 of 2,900
- Rehash opportunities118
- Remaining door inventory590
- Take rate at start / today23.8% → 29.1%
Door inventory: 8,500 doors left in active turf / 250 doors a day (5 reps x 50) = 34 business days before Old Town opens.
Loop status by turf: Northgate 3/3 · Mill District 3/3 · Fairgrounds 3/3 · Lakeview 2/3 · Southside 1/3 · Old Town 0/3. Turf detail other than Lakeview is illustrative sample data.
$341
Cost per written order (Month 3)
$450
Cost per completed installation (Month 3)
$500
Fully loaded CAC (Month 2 cohort)
94%
30-day retained (Month 2 cohort) · 94 of 100
CAC reports one month in arrears. Retention takes 30 days to know, so we do not report it early.
$980
Launch CAC (Weeks 1–4)
$500
Current fully loaded CAC (Month 2 cohort)
$410
Steady-state projected CAC (Month 6 at 10 reps)
Total market acquisition cost — Month 2 (the CAC cohort)
| Recruiting | $4,800 |
| Advertising | $2,100 |
| Commissions | $20,000 |
| Payroll administration | $1,900 |
| Field leadership | $10,000 |
| Travel and housing | $4,600 |
| Technology | $2,400 |
| Chargebacks (6 post-install cancels x $200) | $1,200 |
| Total | $47,000 |
| / 94 retained | = $500 |
Fully Loaded CAC = Total Market Acquisition Cost / 30-Day Retained Customers. Total cost includes recruiting, advertising, commissions, payroll administration, field leadership, travel, housing, technology and chargebacks. Reported one month in arrears.
Direct vs shared — per retained customer, Month 2 cohort
| Direct rep acquisition cost (commissions + chargebacks) | $213 |
| Shared market overhead (recruiting, advertising, admin, leadership, travel, technology) | $287 |
| Total | $500 |
CAC trend — Week 1 → 12
Down 49% since Week 1 as the team certified and turf was worked in order.
CAC by representative — Month 2 cohort
| Rep | Retained | Direct | Allocated | Fully loaded |
|---|---|---|---|---|
| Okafor | 23 | $213 | $196 | $409 |
| Rivera | 22 | $213 | $214 | $427 |
| Chen | 18 | $213 | $309 | $522 |
| Nguyen | 16 | $213 | $375 | $588 |
| Brooks | 15 | $213 | $414 | $627 |
| Team | 94 | $213 | $287 | $500 |
Ramping representatives carry no shared overhead until certified. Reps in ramp are excluded. Coaching focus this week: Brooks (conversation-to-order rate).
CAC by territory — Month 2 cohort
| Territory | Retained | Fully loaded CAC | Loops | Status |
|---|---|---|---|---|
| Northgate | 30 | $470 | 3/3 | WORKED |
| Mill District | 26 | $478 | 3/3 | WORKED |
| Fairgrounds | 18 | $492 | 3/3 | WORKED |
| Lakeview | 12 | $521 | 2/3 | ACTIVE |
| Southside | 8 | $565 | 1/3 | ACTIVE |
| Old Town | — | — | 0/3 | NEXT |
Worked = market take rate at or above 40% in that turf. Active turf carries ramp cost; CAC settles as each territory is worked to 40%+.
Reconciled pay file — period ending Week 12
| Commissions earned: 125 completed installations x $200 | $25,000 |
| Chargebacks (post-install cancels inside 30 days, Month 2 cohort): 6 x $200 | −$1,200 |
| Net pay file | $23,800 |
| Reconciliation variance | $0.00 |
Pre-install cancellations are never paid, so they never charge back. Payroll runs through your company; RevBullet delivers the reconciled pay file every period.
Product mix, Month 3
| Gig | 41% |
| 500 Mb | 38% |
| 300 Mb | 21% |
| Average sold price | $89/mo vs market average $74 |
Sell high-to-low. Every tier up raises the value of the subscriber.
Recruiting funnel since start
- Candidates sourced64
- Interviews completed21
- Field evaluations12
- Hired8
- Two-week survivors6
- Certified5
- Active producers5
- Leadership candidates1 Okafor
This week: interviews scheduled 6 · starts next Monday 2.
Hire ahead of attrition. Every stage is a number, not a hope.
Leadership handoff scorecard — Week 12
| Responsibility | Status |
|---|---|
| Recruit and interview | Manager independent |
| Train the playbook | Manager independent |
| Run the morning huddle | Manager independent |
| Assign territory | Manager independent |
| Coach from the numbers | Manager independent |
| Manage performance | Manager duplicating |
| Produce the weekly forecast | Manager duplicating |
| Deliver the executive report | Steven demonstrating |
Day 90 handoff requires all eight Independent. Demonstrate, Duplicate, Disappear.
Training and Certification grid
| Rep | Five-Step Pitch | BOLT objection handling | Three-Loop territory discipline | REHASH follow-up | Sell high-to-low | Product and offer knowledge | CRM and order quality | Field certification |
|---|---|---|---|---|---|---|---|---|
| Rivera | Certified | Certified | Certified | Certified | Certified | Certified | Certified | Certified |
| Chen | Certified | Certified | Certified | Certified | Certified | Certified | Certified | Certified |
| Okafor | Certified | Certified | Certified | Certified | Certified | Certified | Certified | Certified |
| Nguyen | Certified | Certified | Certified | Certified | Duplicating | Certified | Certified | Certified |
| Brooks | Certified | Duplicating | Certified | Duplicating | Certified | Certified | Certified | Certified |
Not startedDemonstratedDuplicatingCertified
Scroll sideways on a phone for all eight components. Two new starts next Monday enter at Not started.
Written executive memo every Monday
The number, the forecast band, and why. Install-ready orders, not gross orders.
FromRevBullet <[email protected]>
ToExecutive sponsor · cc Sales manager
SubjectCedar Falls, Week 12: 37 install-ready orders / 32 completed / take rate 26.4% / forecast 130–145
The number37 install-ready orders · 42 written · 32 completed installations · 3 cancelled · 2 rescheduled
Forecast band130–145 completed installations in Month 4 / 38 install-ready orders in the pipeline
WhyLakeview is in loop 3 (2,310 of 2,900 doors attempted); Southside opened in Week 9 and is in loop 1; weather reschedules from last week cleared.
Take rate26.4% up 0.3 this week
Fully loaded CAC$500 down from $514 / 30-day retained 94%
Needs youInstallation capacity. 37 install-ready orders against 32 install slots — add one technician day this week or the forecast slips.
Written every Monday by 7:00 AM · one page · leadership reads it and knows the week
Who sees what
| Role | Cadence |
|---|---|
| Executive sponsor | Weekly executive memo · this dashboard |
| Sales manager | Daily numbers, coaching notes, weekly review, weekly forecast (duplicating) |
| Team lead | Daily huddle, turf assignment, door and order log, rehash of orders older than 14 days |
Your market could be this dashboard in 90 days.
One market. One operating system. One contract per market, 90 days, extendable. Steven recruits, trains and leads your field team — representatives, sales manager and frontline leaders — and RevBullet connects every door, order, installation and dollar. After day 90 the team, the playbook and the reporting are yours.
$5,000+
per subscriber — what fiber acquirers have paid in recent deals
Illustrative enterprise-value benchmark, not a guaranteed valuation.
76%
matured installation conversion in this sample market
$500
fully loaded CAC per 30-day retained customer (sample)
See the economics of your market — homes passed × take-rate improvement, on the corporate page: open the calculator.