# ServiceLedger: fictional cross-channel plan

All business facts, names, amounts, and counts below are fictional teaching inputs. No live campaign exists. This plan can be used to prepare creative; it does not authorize launch.

## 1. Business and account scope

- Business/product: ServiceLedger, software for collecting job-completion evidence at commercial maintenance firms. Supported fictional screen fields: job, evidence, status, owner, and next action.
- Segment: 80 US firms coordinating work across multiple locations. Fictional sales selection record SL-80, reviewed October 24, 2026; private account IDs SL001–SL080.
- Roles/problem: operations leaders; fictional sales notes describe missing completion documents and unclear responsibility. No performance claims supplied.
- Exclusions: customers excluded from new-account pilot; open opportunities receive separate sales-owner review before inclusion. Final list approval pending with Luis.
- Account-fit/sales owner: Luis.
- Offer: ungated job-completion checklist with a completed example; optional product walkthrough. Maya owns production. Use synthetic job data, not customer records.
- Destination: Unknown; Maya will create and test the checklist page and walkthrough form.

## 2. LinkedIn route

- Platform/ad account/campaign: LinkedIn; account Unknown; proposed campaign SL-LI-PILOT (planning label only).
- Route: evaluate manual company targeting of the 80 companies plus operations roles and US geography.
- Observation unit/date: final eligible member audience for SL-LI-PILOT; no live observation yet, cutoff Unknown.
- Source: SL-80 company list, 80 fictional rows. Final allowed use and selection approval pending with Luis; no contact upload planned.
- Matched audience: Unknown; no upload claimed. Maya must confirm actual company selections and relevant members.
- Final eligible audience: Unknown until Maya records the actual final forecast after filters/exclusions.
- Boundary: strict selected-company intent; actual mode/expansion Unknown. Maya must save a dated configuration receipt. Hold if scope cannot be enforced.
- Geography/roles/exclusions: US; operations-role candidates to validate; exclude customers, with open-opportunity treatment approved by Luis.
- Message: “See which jobs still need completion evidence.” Show synthetic job, evidence, and status screen; CTA View the checklist.
- Proof/permission: fictional product screen and checklist; Maya must verify the real product supports each displayed field before any adaptation is published.
- Destination/CRM test: Unknown; Maya and Nia must submit a test walkthrough request and confirm the source, account association, and owner in CRM.
- Ceiling/schedule: proposed USD 4,500 maximum over 30 days starting after approval; dates Unknown. Approving owner Luis; approval not supplied.
- Launch authorization: Unknown for platform/account/campaign/scope; no permission inferred.
- Campaign owner: Maya.
- Route status: Launch Hold. Maya verifies account, audience, configuration, destination, and dates; Nia verifies CRM; Luis approves scope and spend.

## 3. Meta route

- Platform/ad account/campaign: Meta; account Unknown; proposed SL-META-PILOT (planning label only).
- Route: evaluate eligible visitors to the checklist page. No company-name upload and no claim to reach all 80 accounts.
- Observation unit/date: eligible retargeting audience for SL-META-PILOT, cutoff Unknown.
- Source-list size: Unknown, no existing visitor pool supplied. Maya and Nia check consent, source, and permitted use.
- Matched audience: Not applicable to this planned website-retargeting route; actual eligible audience Unknown.
- Final eligible audience: Unknown, pending real audience status and exclusions.
- Boundary: intended retargeting only. Actual audience mode/expansion Unknown; hold if boundary cannot be established. A later wider acquisition test requires a changed purpose and approval.
- Geography/exclusions/lookback: US; proposed 30-day visitor lookback, actual setting and pool eligibility unverified. Customer exclusions require a permitted source and actual configuration check.
- Message: “Give each missing job document an owner.” Show a filled checklist row. CTA View the checklist; does not assume the reader saw the LinkedIn ad.
- Proof/permission: synthetic checklist row; Maya verifies the delivered checklist contains it.
- Destination/CRM test: Unknown; reuse only after the tested destination and platform source mapping are confirmed for this route by Maya and Nia.
- Ceiling/schedule: proposed USD 1,500 reserve within the same 30-day pilot; exact dates and budget approval Unknown. Luis approves.
- Launch authorization: Unknown for platform/account/campaign/scope.
- Campaign owner: Maya.
- Route status: Launch Hold. Unknown audience size remains Unknown, not zero. Reserve stays unspent unless eligibility, configuration, response path, and approval pass.

## 4. Channel order and budget

- LinkedIn first if checks pass, because the team has company/role scope and no evidenced Meta pool.
- Add Meta only once the separate visitor route is eligible, the boundary and consent are verified, and the second message is ready.
- Proposed media ceiling USD 6,000: up to USD 4,500 LinkedIn plus USD 1,500 Meta reserve. This is not a delivery forecast or universal recommended budget. Production/management costs Unknown; Maya must obtain them before overall budget approval.
- Creative/destination owner Maya; CRM/measurement owner Nia; account selection and sales owner Luis.

## 5. Measurement and review

- Window: proposed 30-day pilot with weekly review in America/New_York; exact dates set after launch approval. Maya leads review, fixes faults immediately, and records dated platform exports/settings.
- Account exposure: distinct SL-80 account IDs with reported paid exposure, source and window retained. Suppressed/unreported remains Unknown.
- Responses: distinct CRM person IDs with explicit checklist/walkthrough request. Associate to verified account IDs; unmatched account stays Unknown.
- Qualified held meeting: confirmed attended, target-account fit, relevant completion-evidence problem, and agreed next step. Luis records evidence.
- Opportunity/revenue: unique CRM opportunity IDs under existing sales stage/value rules. Existing opportunities stay existing; never count twice across platforms.
- Self-reported source: ask “What prompted you to get in touch?” and save the person's words separately.
- Deduplication: Nia compares request/person IDs and timestamps. Four LinkedIn credits plus three Meta credits with two shared people equals five distinct requests only if the records establish that overlap. Platform credits remain seven. No causal claim follows.
- Sales response: Luis owns explicit requests, acknowledges within one working day in this fictional plan, and assigns relevant account owner. Company engagement alone triggers account review, not a claim to a named person that they clicked.
- Decisions: ineligible audience → Maya repairs configuration; wrong-fit respondents → Luis/Maya review audience and offer; stalled meetings → Luis reviews notes; missing evidence → Nia reconciles records before outcome claims.

## 6. Current decision

- Draft Ready: known business/offer/roles and assigned preparation work permit asset planning. All live evidence remains to be collected.
- LinkedIn Launch Hold: account, audience, configuration, permissions, destination/CRM test, dates, full costs, and authorization unresolved.
- Meta Launch Hold: audience pool, consent/configuration, exclusions, destination/CRM mapping, dates, costs, and authorization unresolved.
- Next: Maya prepares checklist and synthetic screens; Luis reviews SL-80; Nia defines CRM fields. Owners set dates together; no fabricated deadline or verification receipt.

Changing platform/account/campaign/audience boundary/observation unit/cutoff reopens evidence and authorization. This example provides no live approval.