An opening campaign is the plan for the hundred days after your Burnaby company opens its doors or takes its first booking. It sets a spending ceiling from your own numbers, picks two or three channels that fit your buyer and your district, and checks every week which ones are producing paying customers.
What the campaign is
It is a written 100-day plan plus the work to carry it out, done by us or coached so your team can do it. The plan names the buyer, the offer, the channels, the weekly budget, the targets for enquiries and sales, and the date each channel will be judged.
The word that matters is "written". Most launch money is wasted in small, unplanned amounts: a boosted post here, a directory listing there, a flyer run nobody tracks. A plan with a ceiling makes each decision visible.
Who it is for
- Companies opening within the next month or that opened in the last few months.
- Founders who have a launch website and Google listing and need people to find them.
- B2B firms that need their first ten accounts rather than walk-in traffic.
- Owners with a fixed launch budget who want to know it is being spent on purpose.
What is included
- Customer value and ceiling. We work out what a new customer is worth over their first year and set the most you can spend to win one.
- Channel choice by buyer and district. For a café near Metrotown or Brentwood, local search, Google Maps and nearby workplaces matter. For a home-service firm covering Burnaby's residential neighbourhoods, a service-area profile and search ads may lead. For an industrial supplier in Big Bend or Lake City, a target list of named companies and direct outreach beats broad advertising. Our areas page explains the differences.
- Launch offer, if it makes sense. A first-visit offer can help a storefront; a discount on a high-trust professional service often hurts. We decide case by case.
- Partnerships. Complementary businesses nearby, building managers, associations and suppliers who already reach your buyer.
- Reviews system. A simple, policy-compliant way to ask satisfied customers for a Google review, which matters a great deal when you start at zero.
- Weekly scorecard. Spend, enquiries, sales and cost per sale by channel, reviewed in a short call.
A worked ceiling example
Say you open a tutoring centre. A family pays $320 a month and the average student stays six months, so a new family is worth $1,920 in revenue. After tutor wages and rent share, about 35% is margin, or $672. If you are willing to spend a quarter of first-year margin to win a family, your ceiling is $168 per new enrolment. If one in five enquiries enrols, you can pay up to about $34 per enquiry.
Now every channel has a test. A channel producing enquiries at $25 stays; one at $60 is fixed or stopped by day 45.
Timeline
- Days 1 to 14: plan written and approved, tracking checked, channels set up.
- Days 15 to 45: channels running; weekly scorecard; first adjustments.
- Day 45: first cut. Underperformers are stopped or rebuilt.
- Days 46 to 100: budget moves toward what works; reviews and partnerships build.
- Day 100: written review and a recommendation for the next quarter.
How results are measured
By paying customers and cost per paying customer, not by impressions or likes. We count calls, texts and emails by source, ask you to record which enquiries became sales, and compare the cost of each sale with the ceiling. That is the same discipline behind results from our HVAC work, such as BCWide.ca reaching 3× leads in 90 days; see the results page for what transfers and what doesn't.
Mistakes to avoid
- Spending the whole budget in launch week. Attention fades fast; spread spend so you can learn.
- Running six channels at once. You won't know which worked. Start with two or three.
- Not recording where customers came from. Ask every new customer, every time, for the first 100 days.
- Discounting your way to a reputation as the cheap option. It is hard to raise prices on customers you won with a discount.
See pricing for how the campaign is charged, or read the launch budget guide to plan the numbers yourself.
Frequently asked questions
Why 100 days?
It is long enough to see which channels bring paying customers rather than just attention, and short enough to change course before a launch budget runs out. After 100 days, most founders either continue on a retainer or run the plan themselves.
Is ad spend included in your fee?
No. Ad spend is paid by you directly to the platform, such as Google or Meta, and stays in your account. Our fee covers planning, setup and management, confirmed in writing in your proposal.
Can you promise a number of customers?
No, and you should be wary of anyone who does for a company with no history. We promise a budget ceiling, honest weekly numbers and a recommendation to stop anything that isn't paying back.
Do you run grand-opening events?
We plan the marketing around an opening, including partner outreach and local promotion, but we don't run events, cater or staff them.