Campaign Plan — Investor + Acquirer Magnet (behind admin login)

Owner: Krishna Malyala (NMLS #1875937) · Date: 2026-06-25 · Status: DRAFT — nothing publishes without Krishna Builds on: gtm/GTM-STRATEGY.md (the B2B/MLS sales motion), gtm/PITCH.md (canonical framing), gtm/MULTIUSER-FEATURE.md Companion docs: gtm/ACQUISITION-POSITIONING.md, gtm/CONTENT-PRODUCTION.md, gtm/PR-OUTREACH.md

What this campaign is FOR. GTM-STRATEGY.md sells data/API licenses to MLSs and proptech. This plan is a different and parallel objective: a public-facing content + PR campaign whose real audiences are (1) investors (pre-seed/seed angels, proptech & climate-tech VCs, geospatial-curious funds) and (2) strategic acquirers/licensors (Google Maps, Esri, Inrix, Mapbox, Zillow-class). Consumers are the third audience — they are the proof of demand that the first two are watching. We run it loud in public, but the conversion surfaces (deck, data room, financial model, the multiuser demo) stay behind the admin login at the company portal. Public content is the lure; the gated room is the close.

Rules of engagement (inherited from GTM-STRATEGY §9, do not break): - Drafts only. Nothing posts, deploys, or publishes without Krishna. - Lead with cost / multimodal / multiuser — never lead with GPU speed. GPU is the proof, not the hook. - Never claim beyond the verified numbers (see "Verified proof points" below). - CNT H+T® always attributed; Google Maps / TravelTime are the time-only incumbents we leapfrog, not enemies we disparage.

0. Verified proof points (the only numbers we may use)

These are pulled from the build logs / investor update / memory and are the only stats allowed in public copy. Anything not on this list is off-limits.

The one-sentence company story (memorize this): Google Maps tells you a trip takes an hour. We tell you it costs $2,302 a month more to drive than to take the train — for every mode, for both people in the household, across 32 metros, repriced in seconds on a single $1,200 GPU.

1. Target audiences (3 lanes, ranked by campaign priority)

Lane A — INVESTORS (primary conversion target)

• Who: pre-seed/seed angels in proptech & climate; thesis VCs in geospatial/mobility/fintech-affordability; PropTech-focused funds (Fifth Wall, MetaProp, Camber Creek, Moderne, Navitas); climate/affordability-curious generalists; geospatial angels (ex-Esri/Mapbox/Google operators who angel-invest).
• What they need to believe: (a) a real, defensible moat exists (curated price DB + GPU pipeline + multiuser math), (b) the market is huge and the timing is now ($5 gas, affordability crisis, congestion pricing), (c) there's a credible path to either revenue (the MLS/proptech motion) or an acquisition (the strategic-fit story), (d) the founder ships — 32 metros from a one-person + AI build is the tell.
• What converts them: the gated investor data room (deck, model, the live multiuser demo, the "Losing Ground 2026" report as proof of category authority).
• Watch-for behavior: they lurk on LinkedIn and read the press before they reply. The campaign's job is to be visible and credible so the warm intro / cold DM lands on prepared ground.

Lane B — STRATEGIC ACQUIRERS / LICENSORS (the prize)

• Who: corp-dev and product leads at Google Maps/Geo, Esri, Inrix, Mapbox, Zillow, plus adjacents (Redfin/Walk Score, CoStar/Homes.com, TravelTime, Cotality, ATTOM, Replica, StreetLight). See ACQUISITION-POSITIONING.md for the per-buyer fit.
• What they need to believe: we have a capability they lack and would take years to build — the true-cost + multiuser layer on a national, instant engine — plus a clean curated dataset they can't easily assemble. The decision they're weighing is license vs. acqui-hire vs. acquire.
• What converts them: the acquisition one-pager + capability-gap matrix in the gated room; a press moment ("Losing Ground 2026") that makes us look like the obvious authority on commute affordability; visible consumer traction that de-risks the buy.
• Behavior: they will NOT reply to a cold DM about acquisition. They will notice press, a viral consumer artifact, and an investor everyone respects on the cap table. So the campaign seeds the signals (press, traction, a credible round) that pull corp-dev in. We never publicly say "acquire us"; we say "here's a capability the category is missing," and let them connect it.

Lane C — CONSUMERS / PRESS-AMPLIFIERS (the proof engine)

• Who: urbanists, transit Twitter/Bluesky, personal-finance & FIRE audiences, relocation/remote-work communities, real-estate-shopping consumers, journalists (see PR-OUTREACH.md).
• Why they matter to A & B: consumer reach is the evidence of demand. A viral "what your commute REALLY costs" map is worth more to an acquirer than any slide. This lane feeds the funnel that the other two lanes are judged by.
• What converts them: the free hex map, the multiuser "find our home" experience, shareable city rankings (most-walkable / best-transit / best-commute, already live), and the "Losing Ground 2026" lead magnet.

2. Message pillars (the spine of every post)

Every piece of content ladders to one of five pillars. Tag each post with its pillar so the calendar stays balanced.

Pillar-to-lane heat map (where to spend energy per audience): - Investors (A): P1 + P3 + P4 (moat & market), with P2 as the wow. - Acquirers (B): P2 + P3 + P5 (capability-they-lack + authority). - Consumers (C): P1 + P2 + P5 (relatable pain + shareable tools + the report).

3. Platform strategy

Channel logic: LinkedIn closes investors & acquirers; YouTube long-form is the proof artifact they binge before a meeting; TikTok/FB/Reels manufacture the consumer-traction signal that makes A & B move. One content engine (see CONTENT-PRODUCTION.md) feeds all of it: every long-form YouTube spawns 3–4 Shorts; every Short cross-posts to TikTok/Reels/FB; every data story becomes a LinkedIn carousel.

4. 8-week content calendar (dated, per-platform, specific)

Window: Mon 2026-06-29 → Sun 2026-08-23 (8 weeks). The "Losing Ground 2026" report drops Week 5 (Tue 2026-07-28) as the campaign centerpiece — everything before builds anticipation, everything after harvests it. (See PR-OUTREACH.md for the press embargo timed to that date.)

Cadence key: LI = LinkedIn (founder unless noted), YT = YouTube, TT = TikTok, FB = Facebook, R = cross-posted Reel. Post copy below is draft — final wording per Krishna.

Week 1 (Jun 29 – Jul 5) — "The missing axis" (P1) — establish the thesis

• Mon 6/29 · LI: Founder post — "Every map app will tell you Summit→Manhattan is about an hour either way. None of them tell you driving it costs $2,302/month more than the train. That's not a routing problem. It's a pricing problem nobody solved. Here's what we built." → link to the live map. (Pin this.)
• Tue 6/30 · YT Short + TT + R: Avatar Short #1 "The $2,302 hidden commute tax" (script in CONTENT-PRODUCTION). On-screen: the receipt.
• Wed 7/1 · LI carousel: "The 2×2 nobody fills" — time vs cost × one-person vs household. 5 slides. CTA: "We own the empty three quadrants."
• Thu 7/2 · TT + FB R: "POV: you almost signed a lease without knowing the real commute cost" — relatable consumer hook.
• Fri 7/3 · LI (company): Changelog/build-in-public — "32 metros now live. Here's the one that surprised us" (Canadian metros win on cheapest mode). Feeds P3.
• Sat 7/4 · FB: Map screenshot + "Happy 4th — here's the holiday-traffic true cost of the drive vs. transit." Light, shareable.

Week 2 (Jul 6 – Jul 12) — "Two commutes, one home" (P2) — the wow

• Mon 7/6 · LI: Founder post — the multiuser story. "A household isn't one commuter. Zillow, Google, Walk Score all answer for one person. We shade every home by whether it works — in time AND dollars — for BOTH partners' jobs. No one else can." Screen-record the dual-isochrone intersect.
• Tue 7/7 · YT long-form #1 (8 min): "Why no map app can tell two people where to live" (outline in CONTENT-PRODUCTION). This is the investor/acquirer binge artifact.
• Wed 7/8 · YT Short + TT + R: Avatar Short #2 "Find the home that works for BOTH of you."
• Thu 7/9 · LI carousel: "5 things Google Maps will never do for a household" (cost stack, 9-mode compare, two-user intersect, instant national reprice, true lifestyle cost).
• Fri 7/10 · TT + FB R: "We made a map that finds where two people should live. Drop your two job ZIPs 👇" (engagement-bait, drives demo traffic).
• Sat 7/11 · LI (company): Repost founder multiuser post with the demo clip; tag relevant proptech voices.

Week 3 (Jul 13 – Jul 19) — "The moat is the proof" (P3) — credibility for investors

• Mon 7/13 · LI: Founder post — "We retired a 10-day computation. It now runs in 21 seconds on a $1,200 GPU. That's not a flex — it's why our cost map is live and not a stale annual report. When congestion pricing moved to $9, our maps repriced in one pass." (P3 framed as freshness moat, never as the lead.)
• Tue 7/14 · YT Short + TT + R: Avatar Short #3 "How we reprice a whole city in seconds (and why it matters to your wallet)."
• Wed 7/15 · LI carousel (data story): "What we price that nobody else does" — 723 fare feeds, tolls in 36 states, 1,515 CBD garages, GBFS in 194 systems, fuel per ZIP. The receipt of the moat.
• Thu 7/16 · TT + FB R: "$5 gas is eating families alive. Here's the number your map app hides." (P1/P3 blend, family-budget pain.)
• Fri 7/17 · LI (company): Teaser #1 for "Losing Ground 2026" — "In 2010, the Center for Neighborhood Technology showed working families were 'losing ground' to transportation costs. We re-ran it with 2026 data and a $5-gas economy. The results drop July 28."
• Sat 7/18 · FB: Personal-finance angle — "The commute is the second-biggest line item after housing, and it's invisible. We made it visible."

Week 4 (Jul 20 – Jul 26) — "Affordability is 3 numbers, not 1" (P4) + report ramp

• Mon 7/20 · LI: Founder post — TLCcosts / H+T+U. "CNT's H+T index changed how we think about affordability by adding Transportation to Housing. We added the third leg families actually feel: Utilities. H + T + U. With gas AND power both climbing, the old number is missing a chapter." (Attribute CNT.)
• Tue 7/21 · YT long-form #2 (7 min): "H+T+U: the affordability number that's been missing a leg" (outline in CONTENT-PRODUCTION).
• Wed 7/22 · YT Short + TT + R: Avatar Short #4 "Housing + Transportation + Utilities = the real cost of where you live."
• Thu 7/23 · LI carousel: "We validated against the gold standard" — r = 0.90 vs CNT H+T, 4/5 OD pairs, 12/12 walk legs. (Investor-grade rigor.)
• Fri 7/24 · LI (company) + FB: Teaser #2 — "4 days. 'Losing Ground 2026' drops Tuesday. Here's one number: rail still saves the average tri-state family $1,924/month — and most don't know it." + waitlist link (gated).
• Sat 7/25 · TT + FB R: "The report that's going to make your city mad drops Tuesday." Tease.

Week 5 (Jul 27 – Aug 2) — "Losing Ground 2026" LAUNCH (P5) — the centerpiece

• Mon 7/27 · (no public post — embargo prep): Press packets out under embargo (see PR-OUTREACH). Final report gated behind email/admin.
• Tue 7/28 · ALL PLATFORMS — LAUNCH DAY:
• LI (founder + company): "Losing Ground 2026 is live" — the headline finding + the killer chart + link to the gated full report. Founder narrative post.
• YT long-form #3 (10 min): "Losing Ground 2026: we re-ran the landmark affordability study" — the definitive video.
• TT + FB R + YT Short: Avatar Short #5 "Your city is losing ground. Here's the proof." (3 versions, city-specific where possible.)
• X/Bluesky thread: the report, chart by chart, for transit/urbanist press.
• Wed 7/29 · LI: Follow-up — "The reaction to Losing Ground 2026" / quote the first press pickup. Momentum post.
• Thu 7/30 · TT + FB R: "Is YOUR city losing ground? Comment your metro 👇" (we have 32). Engagement harvest.
• Fri 7/31 · LI (company): "By the numbers: 24 hours of Losing Ground 2026" — reach, press, signups (whatever lands). Signals traction to investors/acquirers.
• Sat 8/1 · FB: Shareable city-card from the report for the most-affected metro.

Week 6 (Aug 3 – Aug 9) — "Harvest + the build story" (P3/P5) — convert attention to A & B

• Mon 8/3 · LI: Founder post — "One person + AI shipped 32 metros and a national affordability study in months. Here's how, and here's what's next." (The "founder ships" signal investors buy.)
• Tue 8/4 · YT Short + TT + R: Avatar Short #6 "We built this with a $1,200 GPU and a lot of stubbornness."
• Wed 8/5 · LI carousel: "Losing Ground 2026, the 6 charts that matter" — recap for the people who missed launch.
• Thu 8/6 · TT + FB R: City-by-city series start: "Losing Ground: [City #1]." (Run 4–5 cities across Weeks 6–8.)
• Fri 8/7 · LI (company): "Where the data goes next" — the multiuser finder + top-100-metro roadmap. (Forward-looking, for investors.)
• Sat 8/8 · FB: Report card for another metro.

Week 7 (Aug 10 – Aug 16) — "The category we own" (P1/P2) — sharpen the wedge for acquirers

• Mon 8/10 · LI: Founder post — the capability-gap framing, politely. "Maps solved time. The next layer is cost, every mode, for the whole household — and it's national and instant now. That's the upgrade the category's been waiting for." (Acquirer-aimed, never says "buy us.")
• Tue 8/11 · YT long-form #4 (optional, 6 min): "The 4 things every map app is still missing" (cost / multimodal / multiuser / instant national reprice).
• Wed 8/12 · YT Short + TT + R: City series continues.
• Thu 8/13 · LI carousel: "Who this is for: home shoppers, relocating families, lenders, and the maps that want to keep up." (Quietly flags partner/acquirer fit.)
• Fri 8/14 · LI (company): Customer/press proof roundup; "as cited in [outlet]" if PR landed.
• Sat 8/15 · FB + TT R: Another city card.

Week 8 (Aug 17 – Aug 23) — "Momentum + the ask" (all pillars) — funnel close

• Mon 8/17 · LI: Founder post — recap arc + soft CTA: "If you're an investor who thinks affordability is the decade's biggest consumer story, or a platform that wants this layer — my DMs are open." (The only place we get explicit, and only on LinkedIn.)
• Tue 8/18 · YT Short + TT + R: "8 weeks ago nobody priced your commute. Here's what changed." Recap reel.
• Wed 8/19 · LI carousel: "The Losing Ground 2026 numbers, the 5-slide version" — evergreen reshare asset.
• Thu 8/20 · TT + FB R: Final city card + "We're in 32 metros. Want yours? 👇"
• Fri 8/21 · LI (company): "What 8 weeks taught us / what's next" — wrap + roadmap, ends on the multiuser flagship.
• Sat 8/22 · FB: Evergreen report share.
• Sun 8/23 · (internal): Retro — pull KPIs (§6), score the pillars, decide what scales into a sustaining always-on cadence.

Post-campaign sustaining cadence (from Week 9 on): LI 4×/wk founder + 1 company; YT 1 long-form/2wks + 3 Shorts/wk; TT 4×/wk; FB 3×/wk; one new city-card or data-story per week to keep SEO/GEO fed.

5. The gated conversion layer (behind admin login)

Public content drives to gated surfaces — this is what keeps the campaign "behind admin login" while still being loud in public.

Funnel: public post → free map / report email-gate → (consumer captured) → for investors/acquirers, the gated deck + model + acquisition one-pager. Email capture on the report is the bridge from Lane C (consumers) to Lanes A/B (we mine signups for investor/acquirer-adjacent titles and press).

6. KPIs & funnel

North-star for this campaign (Day 56 / Aug 23): - Lane A: 5 investor conversations booked, 1 term-sheet-track relationship, 25 qualified investors in CRM. - Lane B: 2 corp-dev / BD conversations with a target buyer or adjacent (warm intro or inbound), the acquisition one-pager in front of ≥1 target. - Lane C / press: 1 tier-1 media citation of "Losing Ground 2026" (see PR-OUTREACH), 5+ total press pickups, the report as the most-shared artifact we've shipped.

Funnel metrics (track weekly):

Vanity vs. real: impressions/views are signal manufacture (they exist to impress Lanes A & B). The real scoreboard is investor meetings booked and the acquisition one-pager landing in a target buyer's inbox via warm intro. Report email signups are the leading indicator that ties consumer reach to investor credibility.

7. Budget tiers

All tiers assume in-house content production (Krishna + AI + the fleet's tooling). Costs are external spend (tools, ads, PR, contractors). The avatar/video tooling gap is itemized — see CONTENT-PRODUCTION.md for what's installed vs. needs setup.

Tier 1 — LOW (~$300–600/mo · "scrappy, organic-only")

What you get: the full 8-week organic calendar, all avatar Shorts, the report launch. No paid reach floor — success depends on content + press. Highest ROI, highest variance.

Tier 2 — MEDIUM (~$3,000–6,000/mo · "amplified + light PR")

What you get: the calendar with guaranteed eyeballs on the hero posts, the report pushed into the right feeds, sharper PR. The amplification specifically targets the audiences that matter to Lanes A & B (proptech VC follower-lookalikes, urbanist/relocation interest).

Tier 3 — HIGH (~$15,000–30,000/mo · "PR-led, acquirer-grade")

What you get: a PR firm whose entire job is to make "Losing Ground 2026" the affordability story of the summer and to make TLCengine the name corp-dev at Google/Esri/Zillow has heard before the intro email. This is the tier you run if the goal is genuinely to be acquired — the press + traction signals are the thing that pulls strategic buyers, and a boutique firm with the right Rolodex is the single highest-leverage external spend.

Recommendation: Start Tier 1 for Weeks 1–4 (validate the content arc on organic), then step to Tier 2 or 3 for the Week-5 report launch — that's the moment paid amplification + PR earns its keep, because the report is the one artifact worth putting real money behind. Never spend on amplification before the content has proven it can earn organic engagement.

8. Risk & guardrails

• Don't oversell the multiuser demo. It's spec'd and buildable on the shipped API but not yet built (greenlight pending — MULTIUSER-FEATURE.md). Public content can show the concept and a screen-record of the two-isochrone intersect, but the live "2 commuters" /map mode must exist before we drive consumer traffic to it. Highest-priority dependency for Lane B's wow.
• Drive times are modeled (OSRM × peak factor) — every dollar is posted-price, but say "modeled drive time" if pressed. Never claim drive-time precision.
• CNT comparison crosses vintages (2022 benchmark vs 2026 data) and "Losing Ground 2026" is our recreation, not CNT's — always say "our recreation of CNT's landmark study," attribute CNT, no implication of endorsement.
• No acquisition talk in public. Lane B is run entirely through signals (press, traction, investor credibility) and the gated one-pager. Saying "we want to be acquired" in public kills leverage and spooks investors.
• Founder-account first. LinkedIn reach lives on Krishna's personal account; the company page amplifies. Don't invert that.