Domestic Air Con — NW England

Working plan · Gaz, Arron, Deane · equal thirds

1. What we're building

A lean, automation-first domestic air con installer covering Manchester, Lancashire and Merseyside. Customers get a fixed price online. They do their own survey through a guided web form. A WhatsApp bot answers questions. F-Gas subbies deliver the installs. The three of us run the whole show with no staff. Target: 3–4 installs a week within six months.

2. Why it works

UK summers keep getting hotter. Domestic AC has moved from luxury to mainstream.
NW install prices run 10–15% below London, but so do subbie rates. Margins hold.
Reversible units (heat and cool) get Permitted Development. Cooling-only units need planning permission. Sell heat-and-cool and the planning problem disappears. Bonus: it gives us a year-round message — cool in July, cheap heating in January.
We already run this playbook in solar: paid ads, self-serve funnels, WhatsApp automation, subcontract delivery, Supabase and n8n back end.

3. Competitor snapshot

Three competitors researched in depth so far. Full breakdowns in the Competitor Research tab.

Competitor	Entry price (1-room 3.5kW)	Questions	Filter strategy
Heatable	£2,195 (Haier)	6	Aggressive — blocks flats, offices, basements, upper floors
iHeat	£2,320 after £200 promo (Haier)	15+	Permissive — quotes almost everything online
Boxt	£2,399 (before AC250 code)	14	Balanced — quotes flats and offices, uses photo review post-checkout

Our entry price

£2,195

Matches Heatable, £125–£204 below iHeat/Boxt

Target funnel length

4–5 questions

Beat all three

Blended profit/install

£985

at run rate

Where we can win

Shortest funnel in the market. 4–5 questions vs their 6–15.
Better brands. Daikin and Mitsubishi at premium tier. Heatable doesn't offer Daikin at all. iHeat does but only with a 2-year warranty.
Longer warranty. A 10-year premium warranty beats every competitor.
Wider addressable market. Match iHeat and Boxt on flats, offices, upper floors. Win the segments Heatable throws away.
Same headline price as the cheapest competitor, but our subbie model gives us fatter margins on every job. Reinvest in ads and volume.
Transparent surcharges. Publish typical add-ons up front, like Boxt does with scaffolding.

4. What we'll charge

Retail prices, fitted:

Job type	Our price	Heatable	iHeat	Boxt
Single-room 3.5kW	£2,195	£2,195	£2,320	£2,399
2-room multi-split	£3,620	~£4,195	£3,620	n/a advertised
3-room multi-split	£4,490	~£6,135 (complex)	£4,490	n/a advertised

Fixed menu pricing. The self-survey adjusts for extras.

Adjustments to mirror from competitors: +£150 per room with no outside wall backing (Heatable), +£50/£150/£200 for 6–15m / 16–25m / 25m+ pipe runs (Heatable), +£300 for wall-mount-high outdoor (Heatable), +£550 fixed for scaffolding when needed (Boxt style, but fixed not "from"), sunlight upsizing on kW (iHeat).

Pricing decision made: match the cheapest competitor at each configuration. 0% VAT (see Finances tab) means the full price stays with us. Blended profit per install rises from £735 to £985. Steady-state net jumps from £7,682 to £11,433 a month. Same cost base, more margin.

5. Job margins (summary)

Full breakdown in the Finances tab.

Job type	Sale	Cost	Gross profit
Single split	£2,195	£1,300	£895 (41%)
3-room multi-split	£4,490	£3,320	£1,170 (26%)

Blended: ~£2,935 revenue and £985 gross profit per install.

6. Monthly numbers (summary)

Full P&L, ramp, break-even and scenarios in the Finances tab.

Revenue @ steady state

£44,025

15 installs/month

Overheads

£342

monthly, steady state

Net before tax

£11,433

split three ways

7. Legal boxes to tick

Two layers of F-Gas compliance. Both are legal requirements.

Personal: every engineer needs F-Gas Category 1 (City & Guilds 2079) or Category 2 for under 3kg charge.
Company: the business doing the refrigerant work needs REFCOM company registration.

Because we subcontract, every subbie must hold both their personal ticket and their own company REFCOM certificate. Check both before onboarding. Keep copies. REFCOM members have a legal duty to verify subcontractor registration.

Other bits:

Part P: electrical connection needs a registered electrician or building control notification.
MCS 020 noise: outdoor unit can't exceed 37 dB at the nearest neighbour's window (tightened May 2026).
Sell reversible heat-and-cool units only. Permitted Development applies.
R32 refrigerant is the standard. Don't buy R410A stock.
RECC 14-day cooling-off period. Build into T&Cs.

8. Which brands to sell

Three-tier Good/Better/Best model, mirroring Heatable's structure but with better brands:

Tier	Brand	Warranty	Rationale
Good	LG or Toshiba	5 years	Undercut Heatable's Haier, match on quality
Better	Mitsubishi Electric or Panasonic	7 years	Reliability step up, market-recognised brand
Best	Daikin	10 years (extended)	Beat iHeat's 2-year Daikin decisively; premium anchor

£200 gap between tiers (proven Heatable decoy pricing). Supply via Wolseley Climate, City Plumbing, HRP.

9. Tech stack (summary)

Full architecture and automation ideas in the Systems tab.

Website + pricing calculator: React on Cloudflare Pages.
CRM: Supabase.
Automation: n8n.
WhatsApp bot: Meta Cloud API + Claude.
Accounts: Xero.

10. Where the leads come from

GSL customer base. Email announcing the partnership. Warmest and cheapest channel. First move.
Paid ads. Meta for demand generation, Google for demand capture. Start £75/day.
Bought leads. Test at low volume, score against ad leads.
SEO. Location pages for every NW town from day one.

Seasonality: summer sells cooling, September onwards sells the year-round heat-and-cool message.

11. Who owns what

New limited company. Equal thirds.
Shareholders' agreement before trading. Cover capital, drawings, decision thresholds, exit and dilution.
Roles to agree in writing: sales and marketing (Gaz), ops and subbie management (Arron / Deane), finance and compliance (shared).
GSL customer data marketing needs a GDPR-compliant basis. Send the email from GSL introducing the venture.

12. What could go wrong

Risk	Fix
No subbies lined up	Start ringing REFCOM-registered one-man bands this week. Offer consistent weekly work.
Self-survey errors cause on-site surprises	Photo validation post-checkout (Boxt model). Price buffer on complex jobs.
Ad costs eat margin	GSL list first. Kill any channel above £500 acquisition cost.
Summer-weighted demand	Reversible-unit heating message from September. Service contracts for winter.
Subbie quality damages reviews	Snag checklist and photo sign-off per job. Pay on completion pack.
Customer refuses scaffolding surcharge	Fixed £550 scaffolding surfaced at survey stage, not post-quote (learn from Boxt drop-off risk).

13. First 30 days

Week 1

Choose name, buy domain. Form the limited company. Open bank account. Public liability insurance.
Post subbie adverts. Ring REFCOM-registered sole traders across Manchester, Wigan, Liverpool, Preston.
Open wholesaler trade accounts.
Draft shareholders' agreement heads of terms.

Week 2

Build website and pricing calculator.
Stand up Supabase schema and n8n workflows.
WhatsApp bot v1 live.
Confirm two subbies. Agree day rates and availability.

Week 3

GSL announcement email.
Ads live.
First self-surveys through the funnel.
Terms, deposit flow and job-pack templates finished.

Week 4

First paid install. Photograph everything. First reviews. First case study on the site.

14. Domain shortlist

Recommendation: buy getmyaircon.co.uk as the main brand and ineedaircon.co.uk as a landing-page domain for paid ads. Total cost about £24.

Full list of domains checked (available / taken):

Domain	Status	Take
getmyaircon.co.uk	Available	Top pick. Contains the product keyword. Reads like what a customer types into Google.
ineedaircon.co.uk	Available	Matches search intent word for word. Great for Google Ads.
fixedaircon.co.uk	Available	Differentiator in the name.
fixedpriceaircon.co.uk	Available	Same idea, longer.
instantaircon.co.uk	Available	Speed message. Solid backup.
northerncool.co.uk	Available	Regional, memorable. No keyword.
nwaircon.co.uk / airconnw.co.uk	Available	Descriptive but flat. Fine for landing pages.
splitfit.co.uk	Available	Short, brandable, no keyword.
chillmyhouse.co.uk	Available	Works as command. No keyword.
chillyhouse.co.uk	Available	Avoid. "Chilly" is unpleasantly cold in UK English.
coolmyhome.co.uk / airconexperts.co.uk	Taken	—

15. Still to decide

Company and brand name.
Deposit percentage (30% or 50%).
Whether the GSL email goes out from GSL or the new brand.
Shareholders' agreement details.
Confirmed subbie day rates from actual NW quotes.
Real competitor pricing check across 3–4 more NW installers.

Competitor Research

Deep-dive breakdowns of each competitor we've researched

Three competitors side by side

All three run fixed-price online quotes. Each takes a different approach to filtering, brand choice, funnel length and pricing anchors.

	Heatable	iHeat	Boxt
Positioning	60-sec quote, houses only	Deep customisation, all property types	Balanced, photo verify after checkout
Entry price (1-room 3.5kW Haier)	£2,195 (was £2,695)	£2,520 (£2,320 after promo)	£2,399 (before AC250)
Brands offered	Haier, Bosch, Samsung	Haier, Bosch, Daikin	Bosch, Haier
Top warranty	7 yr (Samsung)	6 yr (Haier); 2 yr (Daikin)	5 yr (both)
Workmanship warranty	Not disclosed	Not disclosed	1 year
Number of questions	6 top-level	15+ per room	14 top-level
Flats / offices	Rejected	Accepted	Accepted with consent
Basements / upper floors	Rejected	Accepted	Accepted
Pricing structure	Client-side visible (RSC payload)	Server-side only	Server-side only
Anchor pricing	£500 "was" every quote	Flat £200 promo	"Was £X" + "Save £X" + AC250 code + January sale
Finance term	~86 months	~48 months	120 months
Finance providers	Klarna	V12 + Zopa	Multiple (0% on selected)
Scaffolding disclosure	Rolled into +£300	Hidden until quote	"From £550" with consent Q
Photo verification	None	None	Post-checkout by team
Landlord funnel	No	Yes	Home cover has landlord tier
Tracking stack	GTM + FB Pixel + Trustpilot + VWO	Sentry + VWO + OpenAI pixel + GTM	New Relic + PostHog + Adobe TM + Intercom

Common pricing surcharges (average across competitors)

Trigger	Heatable	iHeat	Boxt	Our menu
No outside wall backing (per room)	+£150	Server-side	Absorbed (trunking)	+£150 (mirror Heatable)
Pipe run 6–15m	+£50	Server-side	Server-side	+£75
Pipe run 16–25m	+£150	Server-side	Server-side	+£175
Pipe run 25m+	+£200	Server-side	n/a	+£225
Wall-mounted high outdoor	+£300	Server-side	Triggers scaffolding Q	+£300
Scaffolding when needed	Included in +£300	Server-side	From £550 (explicit)	£550 fixed (transparent)
Third indoor unit	+£1,040 flat	Server-side	Server-side	See menu

Strategic conclusions

Copy from Heatable

Good/Better/Best tier structure with £200 gaps. Proven decoy pricing that funnels to Better.
£500 "was" crossed-out anchor on every quote. Stronger urgency signal than a flat promo.
Warranty as tier differentiator, not raw kW spec.
60-second-quote promise as headline copy.

Copy from iHeat

Sunlight question per room — improves kW sizing accuracy.
Fuse-box distance question — captures real electrical run cost.
Multiple finance providers (V12 + Zopa) — reduces decline drop-off.
Landlord flag with separate BTL funnel.
Image-based option cards (Boxt does this too), not text lists.

Copy from Boxt

Explicit scaffolding surcharge upfront ("+£550 if needed"). Reduces post-quote surprises.
Photo-post-checkout verification. Capture the sale first, resolve complexity after. Higher screener conversion.
Product badges (Best Seller, Popular, Quiet Mark). Richer merchandising than a flat list.
120-month finance term for softest headline monthly.
Layered promotions (code + sale banner).
Graph-based screener architecture (Zuno) — makes A/B testing question order trivial.

Avoid what each got wrong

Heatable's aggressive filtering — throws away half the market. Match iHeat/Boxt's inclusive approach.
iHeat's 15+ question funnel — high drop-off risk. Target 4–5.
iHeat's 2-year Daikin warranty contradicting premium positioning. Offer 10-year extended.
Boxt's 1-year workmanship guarantee. Offer 2–3 years.
Boxt's 120-month finance total-cost trap. Sophisticated buyers will notice. Offer shorter as headline.
Heatable's opaque "was" price applied regardless of scenario. Buyers spot the trick.

Heatable

Research date: 2026-07-07 · Source: reverse-engineered from heatable.co.uk/air-conditioning/quote (Next.js RSC payload) plus the public heatable.co.uk/air-conditioning marketing page. Sample quote: house / BL2 6RJ / wall-mount-low outdoor / 1.5m+ free space / 1 room / living / 1st floor / not on outside wall / medium 3.5 kW / 6–15m pipe run.

1. Company positioning

Brand: Heatable — originally a UK gas boiler installer, has expanded into air conditioning, heat pumps, solar and EV charging.
Air-conditioning proposition: fully fixed-price, online quote in 60 seconds, next-day install, interest-free finance.
Job classification: job_type_id = 5, job_installation_type_id = 13.
Backend: https://api.heatable.co.uk/web/api (v2 quotes API). Frontend: Next.js RSC app.

2. Product tiers (Good / Better / Best)

Tier	Brand / model	Warranty	Notes
Good	Haier Revive Plus	6 years	Entry option
Better	Bosch Climate 3200i	5 years	Mid-tier
Best	Samsung WindFree Comfort S2	7 years	Premium; 2 yr 0% APR badge

Indoor unit sizes: 3.5 kW / 5.3 kW / 7 kW. Quote tool also references 2.6 kW "Small" band.

3. Pricing structure

Base prices (1-room, 3.5 kW)

Tier	Sale	"Was"	Discount
Haier Good	£2,195	£2,695	–£500
Bosch Better	£2,395	£2,895	–£500
Samsung Best	£2,595	£3,095	–£500

Uniform £200 step between tiers. Uniform £500 headline discount every configuration.

Surcharges

Once per job:

Trigger	Surcharge
Outdoor unit wall mounted high	+£300
3rd unit added	+£1,040

Per room:

Trigger	Surcharge
No outside wall backing	+£150
Pipe run 6–15 m	+£50
Pipe run 16–25 m	+£150
Pipe run 25 m+	+£200

Formula

Price = BasePrice[tier][kW]
      + (units == 3 ? £1,040 : 0)
      + (outdoor_mount == "high" ? £300 : 0)
      + Σ per room:
            (no_outside_wall ? £150 : 0)
          + { 0 if 3–5m ; 50 if 6–15m ; 150 if 16–25m ; 200 if 25m+ }

WasPrice = Price + £500

Worked examples

Scenario	Haier	Bosch	Samsung
1 room, easy install	£2,195	£2,395	£2,595
1 room + no outside wall + 6–15m	£2,395	£2,595	£2,795
1 room + no outside wall + 25 m+ + high-mount	£2,845	£3,045	£3,245
2 rooms, both easy	~£4,195	~£4,695	~£5,195
3 rooms, 2 hard + high-mount	~£6,135	~£6,635	~£7,135

4. Service filters (auto-route to phone)

Flat or Office/commercial property
Outdoor unit clearance < 1.5 m
Room on basement or 2nd floor+
Non-standard room
Postcode outside coverage

Everything else routes to a human sales flow at 0330 113 1333.

5. Finance offers

Up to 2 years 0% APR (Samsung "Best" tier only).
Klarna alongside interest-free credit.
Marketing promo: "Nothing to pay til '27".
Monthly headlines (£27.87 / £30.19 / £32.52) imply ~86-month term at 0%.

6. Quote flow (6 questions)

Postcode
Property type (House / Flat / Office)
Outdoor unit position (Floor / Wall low / Wall high)
Free space in front of outdoor unit (1.5 m+ / 0–1.5 m)
Rooms — loop, adding one room at a time (subflow: room type, floor, outside wall, size, pipe run)
Contact details / booking

7. UX tactics observed

£500 crossed-out "was" price on every card — anchored discount.
Good / Better / Best with £200 gap — decoy pricing funnels to Better.
Warranty as differentiator, not raw kW spec.
"Fixed price" language throughout.
60-second-quote promise front-loads commitment.
Eligibility filters bury complexity — flats, basements never see a price.
Finance as low headline number.
Intercom chat + phone for anything the flow rejects.

8. Competitive takeaways

Where Heatable is soft

Flats and offices rejected — huge addressable segment ignored.
Complex installs (25m+ pipe, unusual layouts, upper floors) routed to phone.
Brand choice locked to 3. No Daikin.
Multi-split 3rd unit only £1,040 — likely underpriced.
Heat mode / heat pump crossover not leaned into.

Match, don't attack

Speed and simplicity — fully priced in <60s.
Fixed pricing without in-home survey.
Finance messaging — headline monthly + 0% APR.
Trust signals — Trustpilot, warranty length front and centre.

iHeat

Research date: 2026-07-07 · Source: reverse-engineered from iheat.co.uk/quote/aircon (Vue 3 + Vuex SPA, Laravel backend) plus the iheat.co.uk/air-conditioning marketing page.

1. Company positioning

Brand: iHeat — full-service home installer covering boiler, air conditioning, heat pump, EV charging, solar, battery storage.
Air-con proposition: fixed-price online quote, three-brand choice (Haier / Bosch / Daikin), F-Gas certified engineers, 1–3 unit systems.
Backend: https://iheat.co.uk/api/* — Laravel with CSRF-protected JSON API.
Frontend: Vue 3 SPA (Vite build), Vuex store, Vue Router, Axios.

2. Product line

Config	Brand / model	kW	Warranty	Price	Monthly
Single	Haier Revive	3.5	6 yr	£2,520	£53
Single	Bosch Climate 3200i	2.6	5 yr	£2,775	£58
Single	Daikin Sensira	3.5	2 yr	£2,790	£58
Multi (2)	Haier Revive	5.0	6 yr	£3,620	£75
Multi (2)	Bosch Climate 5000 M	5.3	5 yr	£4,070	£85
Multi (3)	Haier Revive	10.0	6 yr	£4,490	£94

Room-size buckets: Small up to 12 m², Medium 12–23 m², Large 23–35 m², Extra Large 35–50 m².

3. Pricing structure

Current promo

£200 off all units — site-wide discount at time of research.

How the price is computed

Unlike Heatable, iHeat exposes no per-answer price adjustments client-side. The Vue store carries a callout_price: 0 placeholder only. The full price is server-computed when the client calls POST /api/quote/results/aircon. Pricing model driven by brand tier, unit count, aggregate kW, and answered surcharges.

Comparison vs Heatable at 3.5 kW Haier

	iHeat	Heatable
Base Haier 3.5 kW, 1 room	£2,520 (£2,320 after promo)	£2,395
Base Bosch 3.5 kW, 1 room	not offered at 3.5 kW (2.6 kW = £2,775)	£2,595
Base Daikin 3.5 kW, 1 room	£2,790	not offered
2-room Haier base	£3,620 (5.0 kW combined)	~£4,195

4. Service filters

iHeat quotes online for:

All property types: Detached, Semi-Detached, Terraced, Apartment, Office
All floors: Basement, Ground, 1st, 2nd+
Rooms and commercial "areas" (auto-relabels for Office)
Pipe runs up to 25 m
Fuse-box distances up to 25 m

No hard blocks — every answer path leads to a priced result.

5. Finance offers

V12 Retail Finance integrated (/api/finance/v12).
Zopa also integrated (/api/finance/zopa) — dual provider.
Stripe and GoCardless payment options at checkout.
Monthly figures imply ~48-month terms at around 12% APR.

6. Quote flow (15+ questions)

Property type (Detached / Semi / Terraced / Apartment / Office)
End-terraced if Terraced [conditional]
Room type [per room]
Floor [per room]
Room size [per room]
Sunlight (Not Much / A Little / A Lot) [per room]
Indoor unit wall type (Internal / External) [per room]
Wall side follow-up [per room]
Left/right if Side [per room, conditional]
Pipe run distance (5 bands: 3-5m to 25m+) [per room]
Add another room?
Outdoor unit position (Back / Side / Front)
Left/right if Side
Outdoor mounting (Floor / Wall low / Wall high)
Outdoor clearance (More or less than 2.5m)
Fuse box distance (5 bands: 3-5m to 25m+)
Postcode
Contact details

7. UX tactics observed

Deep customisation, no dead-ends. Nearly every answer path leads to an online price.
Wording adapts to property type — Office swaps "room" → "area" throughout.
Room-by-room configuration — user sees unit build up incrementally.
Helper text on every technical question.
Image-based option cards for outdoor position and mounting.
"May require scaffolding" and "Planning permission required" warnings.
£200 off all units headline promo.
Multiple finance providers reduce decline drop-off.
Landlord flag with separate BTL funnel.

8. Competitive takeaways

Where iHeat is strong

Broad service scope — flats, offices, basements, top-floor rooms all quoted online.
Daikin as differentiator (Heatable lacks it).
Sunlight + fuse-box distance in quote — better accuracy.
Dual finance rails.
Landlord funnel.

Where iHeat is soft

Long funnel — 15+ questions vs Heatable's 6. Drop-off risk.
Cluttered dynamic wording adds cognitive load.
No "was" price anchoring — flat £200 promo is weaker than Heatable's £500.
No Good/Better/Best visual tiering — six products in a flat list.
Only 2 yr warranty on Daikin — contradicts premium positioning.
Higher price than Heatable on Haier and Bosch at 3.5 kW.

Boxt

Research date: 2026-07-07 · Source: reverse-engineered from app.boxt.co.uk/air-conditioning/your-home (Next.js Pages Router, __NEXT_DATA__ i18n bundle) plus the www.boxt.co.uk/air-conditioning marketing page. Boxt's quote app runs on the Zuno commerce platform (ZUNO_APP_URL, assets.zuno.tech).

1. Company positioning

Brand: Boxt — established UK boiler + heat-pump installer, now offering air-con, EV chargers, solar, battery storage, home cover subscriptions.
Air-con proposition: fixed price online, two brands (Bosch + Haier), up to 3 rooms, next working day install for orders before 3 pm.
Platform: Boxt-branded front-end powered by the Zuno commerce / quote-flow platform. All content is CMS-driven.
Frontend: Next.js Pages Router, React, react-i18next, TanStack Query.
Payments: Stripe (production key visible) + GoCardless (home-cover).
Support: 0800 193 7777, customerservice@boxt.co.uk.

2. Product line

Brand	Model	kW options	Warranty	Features
Bosch	Climate 3200i	not disclosed	up to 5 yr	A++ cooling / A+ heating, 95% dust/pollen filter, i-clean 99% bacteria, sleep mode
Haier	Revive Plus	2.5 / 3.5 / 5.0 / 6.8 kW	up to 5 yr	A++ / A+, built-in Wi-Fi, 18–19 dB(A) quiet operation

Boxt's Haier lineup extends to 6.8 kW — larger than Heatable's max 7 kW indoor unit and materially larger than iHeat's per-unit ceiling. Package granularity: 1, 2, or 3 rooms. Card badges: "Our Best Seller", "Popular model", "Latest model", "Compact model", "Quiet Mark".

3. Pricing structure

Marketing "from" prices

Single-room AC installed: from £2,399
Monthly payment: from £15/mo (120-month term)

Promotions

Promo	Mechanic	Savings
AC250 code	Enter at checkout	£250 off any AC unit
January sale	Auto on selected install dates	Up to £200 off

Card-level display

Each product tile shows sale price, "was £X" crossed-out anchor, "Save £X" callout, monthly from (120-month term APR), "0% finance available" badge on selected products, "Buy now, pay later" option.

Explicit surcharges surfaced during flow

Boxt is unusual in warning about surcharges during the screener rather than absorbing them silently:

Item	Cost	Trigger
Access equipment / scaffolding	From £550 (typical £500–600)	High wall mount, 2nd/3rd floor rooms, hard-to-reach outdoor
Asbestos removal	Additional fee (not quoted)	Older properties, ~1% of installs
Trunking for internal-wall pipework	Absorbed	Interior indoor-unit wall

The screener includes explicit consent: acceptExtraCharges — "Do you accept that there may be extra charges for access equipment?" Info: "If required for your install, costs start from £550 and will be confirmed on review. These costs have not been added to your initial quote."

Comparison at £-anchor level

	Boxt	iHeat	Heatable
Headline single-room from	£2,399	£2,520 (£2,320 after promo)	£2,395
Anchor discount style	"was £X" crossed-out, dynamic	Flat £200 promo	Flat £500 "was" anchor
Additional promo	AC250 (–£250) + January sale (–£200)	Site-wide (–£200)	Ongoing "was" (–£500)
Access equipment	Surfaced upfront (from £550)	Not visible client-side	Rolled into +£300
Longest advertised kW	6.8 kW (Haier)	7 kW (Haier XL)	7 kW
Multi-room ceiling	3 rooms	3 rooms	3 rooms
Finance term	120 months	~48 months	~86 months

How the price is computed

Like iHeat, Boxt exposes no client-side per-answer price adjustments. All pricing is server-computed from the CMS-driven screener graph. Client submits answers to a screening endpoint (/[productType]/your-options/[screeningId]) and receives filtered products with per-product prices, monthly costs, was/save badges, and finance eligibility.

4. Service filters

Commercial or small office — first-class property type (Heatable rejects, iHeat allows).
Flats — allowed with two conditional questions about wall access and permission.
Bungalow — its own category.
Basement, Ground, 1st, 2nd/3rd floor, 4th+ floor — all valid. Higher floors trigger the £550 consent.
1.5m clearance — enforced at photo review post-checkout, not as a hard block.

Boxt deliberately doesn't fully validate at screener time — customer service reviews photos post-checkout and re-quotes if the site is more complex than answers implied.

5. Finance offers

120-month term as headline monthly (from £15/mo).
0% finance available on selected products.
Buy now, pay later.
0% deposits advertised.
FCA-registered.

120-month term produces the softest headline monthly of the three competitors.

6. What's included in the fixed price

Indoor + outdoor unit installation
Pipework routing, fitting and sealing
System setup and controls demonstration
1 year workmanship guarantee (Boxt)
Up to 5 year manufacturer warranty (registered via Boxt app)
Boxt customer app access

Explicitly not included: scaffolding / specialist access equipment (from £550), asbestos removal.

7. Quote flow (14 questions)

Property type — Detached, Semi, Terraced, Bungalow, Flat, Somewhere else, Commercial/small office
Flat walls accessible from outside? [conditional]
Permission for flat work? [conditional]
How many rooms — 1 / 2 / 3
Room location [per room]
Which floor [per room] — Basement / Ground / 1st / 2nd-3rd / 4th+
Room size [per room] — Small (6-12m²) / Medium / Large / Extra Large (35-50m²)
Sunlight [per room] — Not much / Some / Lots
Wall type (external / internal) [per room]
Distance from outdoor unit [per room] — 3-5m / 6-15m / 16-25m
Outdoor unit location — Floor / Wall low / Wall high
Neighbours distance — more or less than 1.5m
Accept extra charges consent (scaffolding disclosure)
Postcode

8. UX tactics observed

Zuno graph-based screener architecture — trivially A/B testable, faster content changes than hard-coded flows.
Fewer questions than iHeat (14 vs 15+), more than Heatable (6).
Explicit surcharge consent — legally cleaner, reduces post-quote complaints, but drop-off risk at that step.
"was" / "Save" anchor pricing — same tactic as Heatable's £500 anchor.
Best Seller / Popular / Latest / Compact / Quiet Mark badges — richer merchandising than iHeat's flat list.
120-month finance = softest headline monthly.
Sale layering: AC250 code + January-sale banner.
Photo-post-checkout verification rather than screener-time hard blocks — higher completed-checkout rate.
Room-by-room progressive disclosure with "Room added!" confirmation.
PostHog for product analytics — likely running many experiments.

9. Technical notes

Framework: Next.js Pages Router. Build ID j1GiVCvMCySmoh6mceLx4.
State: TanStack Query + i18n via react-i18next.
Content: fully CMS-driven from cms-assets.zuno.tech/boxt/{id} — screener graph, product data, copy all fetched at runtime.
Payment: Stripe intents. GoCardless for home-cover subscriptions.
Intercom: two apps — Boxt-branded for the screener, Zuno-branded for the results.
Analytics: New Relic, PostHog, Adobe Tag Manager, Trustpilot, Sentry.
Robots: noindex, nofollow — private funnel.

10. Competitive takeaways

Where Boxt is strong

Softest finance headline — £15/mo via 120-month term.
Explicit surcharge model — customers know upfront scaffolding is extra.
Photo-post-checkout verification — captures the sale first.
Fewer hard blocks than Heatable — flats, offices, high floors all get quoted.
Product merchandising with badges.
Zuno graph platform — trivially A/B testable.
Layered promotions.
Boxt customer app — post-purchase engagement.
Broad product range beyond AC.

Where Boxt is soft

Fewer brands than iHeat — only Bosch + Haier. No Daikin, no Mitsubishi.
Only 12-month workmanship guarantee.
Slightly higher headline than Heatable's Haier (£2,399 vs £2,395).
Long finance term = high total cost. 120 months at 6.9% APR nearly doubles the total repaid.
Access-equipment consent adds drop-off risk. A "No" answer kills the sale.
Trunking cost absorbed silently — undermines fixed-price trust.
"January sale" on a July page suggests loose editorial control.

Finances — in depth

Full P&L, ramp, break-even, scenarios, cash flow, tax

1. Snapshot

Steady state monthly revenue

£44,025

15 installs/month

Monthly net before tax

£11,433

split three ways

Break-even installs

~3.4/month

covers ads + fixed costs

Startup capital needed

< £10,000

split three ways

2. Job margins (detail)

Single split (£2,195 sale — matches Heatable Haier)

Cost	Amount
Unit (trade, mid-brand 3.5kW)	£550
Pipework, trunking, brackets, sundries	£180
Subbie labour (1 engineer, 1 day @ £450)	£450
Electrical (fused spur, where needed)	£120
Total cost	£1,300
Gross profit	£895 (41%)

3-room multi-split (£4,490 sale — matches iHeat 3-unit Haier)

Cost	Amount
Outdoor unit + 3 indoor heads (trade)	£1,850
Materials and sundries	£350
Subbie labour (pair, 2 days @ £450 team/day)	£900
Electrical (dedicated circuit)	£220
Total cost	£3,320
Gross profit	£1,170 (26%)

Blended across the mix: ~£2,935 revenue and £985 gross profit per install.

3. Steady-state P&L (month 6+)

Line	Monthly	Annual
Installs (3.5/week)	15	180
Revenue	£44,025	£528,300
Cost of sales	£29,250	£351,000
Gross profit	£14,775	£177,300
Ads and lead buying	£3,000	£36,000
Fixed overheads	£342	£4,104
Net before tax	£11,433	£137,196

4. Fixed overheads breakdown

Line	First 6 months	Steady state	Notes
n8n Cloud	£50	£50	10k execution plan
Supabase	£0	£0	Free tier at launch volume
Xero	£7	£37	50% off first 6 months
M365 Business Basic	£15	£15	3 users @ £5.10
WhatsApp (Meta Cloud API)	£10	£10	Free tier covers most
Claude API	£20	£20	WhatsApp bot brain
Cloudflare Pages	£0	£0	Free tier
Domain + Companies House	£2	£2	£12/yr domain + £13/yr filing
Phone	£15	£15	VoIP number
Insurance	£100	£100	Public liability £2m, PI, cyber
Accountancy	£83	£83	£1,000/year
Bank + misc	£10	£10
Total	£312	£342

5. Six-month ramp

Month	Installs	Revenue	Gross profit	Ads	Overheads	Net
1	2	£5,870	£1,970	£1,500	£312	£158
2	5	£14,675	£4,925	£2,000	£312	£2,613
3	8	£23,480	£7,880	£2,500	£312	£5,068
4	11	£32,285	£10,835	£2,800	£312	£7,723
5	13	£38,155	£12,805	£3,000	£312	£9,493
6	15	£44,025	£14,775	£3,000	£342	£11,433
Total	54	£158,490	£53,190	£14,800	£1,902	£36,488

Positive from month 1. Cumulative net after six months: £36,488 before tax.

6. Break-even analysis

Fixed costs per month: £342.

Blended gross profit per install: £985.

Installs needed to cover overheads only: 342 / 985 = 0.35 installs.

Installs needed with full £3,000/month ad spend: (342 + 3,000) / 985 = 3.4 installs/month — under 1 per week.

Once past that, every install adds £985 of profit.

7. Scenarios

	Worst case	Base case	Best case
Monthly installs	6	15	25
Revenue	£17,610	£44,025	£73,375
Gross profit	£5,910	£14,775	£24,625
Ads	£2,500	£3,000	£5,000
Overheads	£342	£342	£400
Net before tax	£3,068	£11,433	£19,225
Annual net (12x)	£36,816	£137,196	£230,700

Worst case each partner takes home ~£12,272/year. Base case each takes ~£45,732. Best case ~£76,900.

8. Cash flow cycle

Working capital cycle keeps cash tight but manageable:

Customer books online. Pays 30% deposit at booking (about £660 on single split, £1,350 on 3-room).
Deposit hits our bank same day (Stripe payout).
We order the unit from wholesaler. Trade credit terms = 30 days.
Install day. Balance paid on completion (about £1,535 on single, £3,140 on 3-room).
Subbie invoiced. Paid 7 days after completion, on receipt of photo pack.
Wholesaler invoice paid at 30 days.

Net effect: we hold cash for 3–4 weeks between deposit and paying wholesaler. Positive working capital cycle.

Deposit decision: 30% is standard. 50% would give more cash buffer but reduces customer conversion. Recommendation: 30% at booking, balance day of install.

9. Startup capital deployment

Under £10k, split three ways = £3,333 each.

Line	Amount	When
Company formation	£50	Week 1
Companies House annual filing prepay	£13	Week 1
Business bank account (Starling free)	£0	Week 1
Insurance (annual prepay)	£1,200	Week 1
Domains (2 x £12/yr)	£24	Week 1
Website + calculator build (subbie dev if not us)	£1,500	Week 2
Logo + brand basics	£300	Week 2
Trade account deposits (wholesalers)	£1,000	Week 1
Van livery / stickers (if applicable)	£400	Week 3
Uniform / PPE for photos	£300	Week 3
Google Ads deposit	£500	Week 3
Meta Ads deposit	£500	Week 3
Trustpilot / review platform setup	£200	Week 3
Photo kit for social/case studies	£300	Week 3
Accountancy first 3 months	£250	Month 1
Contingency (10%)	£1,000
Total	£7,537

Leaves ~£2,500 headroom against the £10k budget.

10. VAT

Domestic air conditioning installation is zero-rated (0% VAT) under VAT Notice 708/6. Runs to 31 March 2027, then reverts to 5% from 1 April 2027.

HMRC treats most air conditioning units as air source heat pumps, which is what qualifies. Reversible heat-and-cool units clearly qualify. Applies to supply and install combined, direct to residential customer only. B2B (main contractor → subcontractor) is standard-rated.

What this means for the numbers:

The full sale price stays with us. No VAT to hand to HMRC on the sale side.
Margins in section 2 stand as shown. £895 profit on single split, £1,170 on 3-room.
We should still register for VAT from day one to reclaim input VAT on ads, software, materials and wholesaler unit purchases.
Zero-rated on the sale, reclaim on the input. Best of both worlds. Roughly £600/month refund from HMRC on the input side.

1 April 2027 cliff edge: VAT jumps from 0% to 5% on installations. On £44,025 monthly revenue that's £2,096 lost to HMRC every month, or we pass it through as a price rise. Nine months of warning from now. Options: absorb the hit, price rise, or run a March 2027 promo to pull demand forward.

11. Corporation tax

UK Corporation Tax bands (2026):

Small profits rate: 19% on profits up to £50,000.
Main rate: 25% on profits over £250,000.
Marginal relief: sliding scale between £50k and £250k (effective ~26.5% on the top slice).

Our target £137k annual net sits in the marginal band. Effective rate roughly 22.5%.

Corp tax on £137k: approximately £22,600. Post-tax profit: ~£114,600 available to distribute.

12. Director drawings strategy

Three directors, equal thirds. Standard optimisation:

Each director takes a salary up to the personal allowance / NI threshold. For 2026, that's £12,570.
Total salaries: £37,710. Deductible against corporation tax.
Remaining profit distributed as dividends.

Rough numbers on £137k pre-tax:

Line	Amount
Profit before director salaries	£137,196
Director salaries (3 x £12,570)	£37,710
Employers NI on salaries	£0 (Employment Allowance covers most)
Profit after salaries	£99,486
Corp tax @ ~22.5%	£22,614
Post-tax profit available for dividends	£76,872
Dividend per director	£25,624
Total per director (salary + dividend)	£38,194 gross
Approx take-home per director after personal tax	~£33,000

Accountant call: the £1,000/year accountant should optimise this. Numbers above are illustrative — the exact split depends on other income each director has (GSL, HEE salaries etc). Higher earners may prefer less dividend from this company.

13. 12-month projection

Month	Installs	Revenue	Net	Cumulative
1	2	£5,870	£158	£158
2	5	£14,675	£2,613	£2,771
3	8	£23,480	£5,068	£7,839
4	11	£32,285	£7,723	£15,562
5	13	£38,155	£9,493	£25,055
6	15	£44,025	£11,433	£36,488
7 (July peak)	20	£58,700	£16,358	£52,846
8 (Aug peak)	20	£58,700	£16,358	£69,204
9	15	£44,025	£11,433	£80,637
10	12	£35,220	£8,678	£89,315
11 (winter heating msg)	10	£29,350	£7,008	£96,323
12	10	£29,350	£7,008	£103,331
Year 1 total	141	£413,835	£103,331

Year 1 turnover £413,835. Registering for VAT from launch to reclaim input VAT on ads, software and materials. Sale side is zero-rated (VAT Notice 708/6) until 31 March 2027. Year 1 pre-tax net ~£103k. Post-tax ~£80k available for distribution.

14. Year 2 and beyond

Two growth levers:

More subbies. Doubles capacity to 6–8 installs/week without hiring staff. Year 2 target: 300+ installs, £780k+ turnover.
Regional expansion. Yorkshire, then Midlands. Same self-serve model, add subbie coverage.

Constraint at scale is subbie management, not admin. Once we have 8+ subbies, need a dispatch layer — probably a Zoho FSM equivalent in Supabase.

15. What to watch each month

Cost per lead by channel (Meta, Google, Bought). Kill any channel above £80/lead.
Survey-to-sale conversion. Target 15%. Below 10% means the pricing calculator is scaring people off.
Customer acquisition cost. Target £300–500/job. Above £500 kills the margin.
Subbie utilisation. Aim for 4 days/week per subbie. Underused subbies cost us availability.
Callback rate. Under 5% is healthy. Above means brand quality issues.
Trustpilot / Google review score. Below 4.5 stops new leads converting.

Systems & Automations

Tech stack, architecture, workflows, ideas backlog

1. Guiding principle

Every process must run without one of us being in the room. If a step requires manual input, it either becomes an automation or gets outsourced to the customer's own hands (photos, self-survey, deposit payment).

2. Full tech stack

Layer	Tool	Purpose	Monthly
Website / calculator	React on Cloudflare Pages	Public site, self-survey, pricing calc	£0
Database / CRM	Supabase (Postgres)	Customers, quotes, orders, jobs, subbies	£0 (free tier)
Automation	n8n Cloud	Every workflow between systems	£50
WhatsApp	Meta Cloud API	Customer conversations, photo collection	£10
LLM	Claude API	WhatsApp bot brain, survey interpretation	£20
Payments	Stripe	Deposits + balances, saved cards	1.4% + 20p per tx
Finance	V12 Retail Finance	Interest-free / low APR credit	0 (paid by customer)
Email / calendar	M365 Business Basic	3 shared logins	£15
Accounts	Xero	Invoicing, VAT returns, P&L	£7-37
Reviews	Trustpilot free	Post-install review invites	£0
Analytics	Plausible or GA4	Traffic, conversions, funnel drop-off	£0
Ads	Google + Meta	Demand capture + demand generation	£3,000 variable
DNS + hosting	Cloudflare	Pages, DNS, workers	£0

3. Data flow overview

Customer visits site
      ↓
Uses pricing calculator (self-survey)
      ↓
Sees fixed price + finance monthly
      ↓
Books slot + pays 30% deposit (Stripe)
      ↓
Supabase creates order + n8n triggers
      ↓
   ├─ Wholesaler PO created
   ├─ Subbie job pack dispatched
   ├─ Photo upload link WhatsApp'd
   ├─ Calendar invite to customer
   └─ Xero invoice raised
      ↓
Install day: subbie completes, uploads photos
      ↓
Balance payment link WhatsApp'd
      ↓
Customer pays balance
      ↓
   ├─ Subbie paid (bank transfer)
   ├─ Wholesaler invoice queued
   ├─ Trustpilot invite sent
   └─ Warranty registered

4. Website structure

/ — homepage with fixed-price promise, review carousel, Good/Better/Best strip.
/quote — the calculator. Target 4–5 questions to price.
/quote/[id] — quote landing page. Sale price, monthly, was/save, tier compare, book slot.
/book/[id] — calendar + deposit form.
/order/[id] — order status portal for customers.
/how-it-works — explains fixed price, photo review, 30-day guarantee.
/brands — brand pages (LG, Mitsubishi, Daikin).
/areas/[town] — SEO location pages (Manchester, Wigan, Preston, Liverpool, Bolton, Blackburn, etc).
/finance — V12 credit explainer.
/reviews — Trustpilot embed + case studies.
/faq — F-Gas, REFCOM, planning, warranty explanations.

5. Pricing calculator — question design

Learned from competitor research. Target 4–5 questions before showing a price.

Core questions (all customers)

Postcode. Confirms coverage.
How many rooms — 1 / 2 / 3 / 4+. Sets multi-split configuration.
Per room: size (Small ≤12m² / Medium 12–23m² / Large 23–35m² / Extra Large 35–50m²). Sets kW.
Any high wall mount for outdoor unit? Yes/No. Triggers scaffolding surcharge disclosure.
Contact details.

That's it. Everything else asked at photo/survey stage.

Advanced / photo-survey questions (post-booking)

Boxt-style. Take the sale first, refine after.

Per room: which floor, sunlight exposure, wall backing external or internal, pipe run distance from outdoor unit.
Outdoor unit: front / back / side of property, mounting type.
Outdoor clearance to neighbour.
Fuse box distance.
Photos of each install location (walls, outdoor spot, consumer unit).

Adjustments menu

Applied at photo-review stage. Customer sees these before install day.

Item	Cost	When triggered
Indoor unit on internal wall (per room)	+£150	Photo shows non-outside-wall backing
Pipe run 6–15m (per room)	+£75	Measured on photo review
Pipe run 16–25m (per room)	+£175	Measured on photo review
Pipe run 25m+ (per room)	+£225	Rare, custom pricing
High wall mount outdoor	+£300	Customer answered yes at step 4
Scaffolding required	+£550 fixed	2nd floor+, or specialist access
Sunny south-facing room (kW upsize)	Included	Sizing decision only, no £ change
Fuse box beyond 15m from outdoor	+£120	Photo review

6. Self-survey flow

Guided WhatsApp + web hybrid. Sent to customer 24 hours after deposit.

WhatsApp message: "Hi [name], we're getting your install ready. Can you send 4 quick photos so we can confirm your quote?"
Photo 1: install wall inside each room
Photo 2: proposed outdoor unit location from a few feet back
Photo 3: consumer unit (fuse box)
Photo 4: view of neighbour's property from outdoor location
Claude reads each photo, checks for problems (obstructions, distance issues, non-outside walls).
Bot asks any follow-up in-line. "Is that wall an outside wall? I can see a doorway to the right."
Bot posts survey summary to Supabase.
If adjustments needed: bot sends updated quote with breakdown. Customer approves or cancels within 48h.
If no adjustments: bot confirms install date.

7. Supabase schema outline

customers (id, name, email, phone, postcode, created_at)
properties (id, customer_id, type, floors, notes)
quotes (id, customer_id, tier, room_count, total_price, quote_expires, ...)
quote_rooms (id, quote_id, room_type, size_bucket, kw, floor, wall_backing, pipe_run_m, sunlight, ...)
orders (id, quote_id, deposit_amount, deposit_paid_at, balance_amount, balance_paid_at, install_date, status)
adjustments (id, order_id, type, amount, applied_at)
photos (id, order_id, room_id, url, ai_notes, reviewed_by, reviewed_at)
subbies (id, name, company, refcom_number, fgas_expires_at, insurance_expires_at, day_rate)
subbie_certificates (id, subbie_id, type, url, expires_at)
jobs (id, order_id, subbie_id, scheduled_at, completed_at, snag_status)
job_photos (id, job_id, url, type, uploaded_at)
payments (id, order_id, type, amount, stripe_id, status)
messages (id, customer_id, direction, channel, body, sent_at)
reviews (id, order_id, source, rating, text, url)

8. n8n workflow inventory

Reuse the GSL workflow patterns.

#	Workflow	Trigger	What it does
1	New lead ingestion	Website webhook	Creates customer + quote in Supabase, sends welcome WhatsApp
2	Quote follow-up	48h after quote view, no booking	WhatsApp: "Any questions about your quote?" via Claude
3	Deposit received	Stripe webhook	Updates order status, dispatches survey photo request, creates Xero invoice
4	Photo intake	WhatsApp message with attachments	Saves to Supabase, runs Claude Vision review, flags issues
5	Adjustment quote	Photo review flags surcharge	Recalculates quote, WhatsApp customer with breakdown
6	Subbie job pack	Install date confirmed, T-3 days	Emails subbie: address, photos, kit list, calendar invite
7	Wholesaler PO	Install date confirmed, T-5 days	Creates purchase order, emails wholesaler
8	Install day reminders	T-1 day, 08:00 install day	WhatsApp customer, calls subbie for confirmation
9	Install completed	Subbie uploads final photos	Sends balance payment link, calculates subbie payment
10	Balance paid	Stripe webhook	Sends receipt, schedules Trustpilot invite for T+3
11	Subbie payout	Balance paid + 24h	Bank transfer via Xero, sends remittance
12	Trustpilot invite	3 days after install	WhatsApp + email with review link
13	Warranty registration	Install completed	Auto-fills manufacturer forms, files to Supabase
14	Subbie certificate monitor	Daily 09:00	Checks F-Gas / REFCOM / insurance expiries, alerts 30 days before
15	Weekly partner report	Monday 08:00	Sends P&L snapshot to all three of us — installs, revenue, ad spend, review score
16	Bought-lead scoring	Bought lead arrives	Enriches with postcode data, scores against past converters, routes to bot or bin
17	Annual service reminder	1 year after install	WhatsApp: "Time for your annual service?" with booking link

9. WhatsApp bot architecture

Clone the GSL lead-qualification bot with these upgrades:

Customer-state routing: pre-quote, post-quote, post-deposit, pre-install, post-install, annual-service. Different Claude system prompt per state.
Photo intake as first-class citizen. Every image runs through Claude Vision for install-site review.
Structured extraction: bot pulls survey answers from natural language into Supabase columns.
Escalation trigger: if customer says "cancel", "complain", "problem", "manager" — routes to Gaz/Arron/Deane WhatsApp group.
Business hours awareness: outside hours, bot handles but flags "human will confirm tomorrow" on booking-critical questions.

10. Pricing calculator front-end spec

React component. Live price updates as customer answers. Big number, monthly-from underneath.

Postcode input first. Blocks non-serviceable postcodes with friendly "we're rolling out to your area soon" capture form.
Room count as visual cards (1/2/3/4+ with icons).
Room size as visual cards with square metres and example.
Good/Better/Best tier switcher live at the bottom. Prices update as user changes brand.
"Was" price crossed out (Heatable tactic). Save amount highlighted.
Finance monthly under the total. "From £15/mo" style, links to explainer.
Scaffolding consent Q at end (Boxt-style transparency).
Big green "Book my install" CTA with next available date next to it.

11. Integration touchpoints

From	To	Trigger	Data
Website form	n8n	Submit	Quote input
n8n	Supabase	Every state change	Row upsert
Supabase	Xero	Order created	Draft invoice
Stripe	n8n	Payment success/fail	Webhook
Meta WhatsApp	n8n	Incoming message	Webhook to Claude
Claude	Supabase	Extracted data	Column updates
Trustpilot	Website	Public reviews	Embed widget
V12 Finance	n8n	Application decision	Webhook
Google Ads / Meta Ads	Supabase	Conversion event	Enhanced conversions API

12. Automation ideas backlog

Not launch-day. Build these once the core flow works.

Instant WhatsApp quote. Customer messages "how much for aircon in a bedroom" — bot returns fixed-price quote right in chat with book link.
Referral programme. £100 credit for each successful referral. Auto-tracked via unique customer link.
Facebook lookalike audiences. Weekly upload of converted customers to Meta Ads for better targeting.
SMS install reminder. 24h before install. Belt-and-braces on top of WhatsApp.
Google Places review request. Second-tier ask after Trustpilot. Boosts local SEO.
Post-install NPS. Simple 0–10 score at 7 days. Anything below 8 triggers an Arron/Deane callback.
Weather-triggered ad creative. Meta ads swap to "It's 28°C tomorrow — get instant aircon" copy on hot days.
Landlord funnel. Separate landing page for BTL owners. Multi-property quote flow. Learned from iHeat.
Commercial small-office funnel. Same as Boxt. Extra questions for permission and out-of-hours access.
Subbie leaderboard. Auto-ranks subbies by review score, on-time rate, snag rate. Best get first pick of jobs.
Annual service subscription. £15/month recurring for annual maintenance visits. Winter revenue smoother.
Photo AI upsell. Claude Vision spots a boiler in the photo — WhatsApp bot mentions boiler service partnership (referral to GSL).
Cross-sell to GSL solar customers. Automatic email 6 months after solar install: "cool your home with the sun you're already generating".
Wholesaler price sync. Reuse the GSL Wolseley scraper to auto-update unit costs in the calculator.
Dynamic sale banner. Automated "January sale — save £200" style banner, but on a rotating basis so it never looks stale (unlike Boxt).

13. Ideas we've decided not to build

Full in-house customer app. Boxt has one. We don't need it — WhatsApp is where UK homeowners live.
Live chat on the website. Directs to WhatsApp instead. Same team handles both.
Server-side pricing black box (like iHeat and Boxt). We publish the whole adjustments menu upfront. Trust wins.
SMS as primary channel. WhatsApp is cheaper and richer.
Custom PDF quotes. Web link with saved state instead.

Enter password

Domestic Air Con — NW England

1. What we're building

2. Why it works

3. Competitor snapshot

Where we can win

4. What we'll charge

5. Job margins (summary)

6. Monthly numbers (summary)

7. Legal boxes to tick

8. Which brands to sell

9. Tech stack (summary)

10. Where the leads come from

11. Who owns what

12. What could go wrong

13. First 30 days

Week 1

Week 2

Week 3

Week 4

14. Domain shortlist

15. Still to decide

Competitor Research

Three competitors side by side

Common pricing surcharges (average across competitors)

Strategic conclusions

Copy from Heatable

Copy from iHeat

Copy from Boxt

Avoid what each got wrong

Heatable

1. Company positioning

2. Product tiers (Good / Better / Best)

3. Pricing structure

Base prices (1-room, 3.5 kW)

Surcharges

Formula

Worked examples

4. Service filters (auto-route to phone)

5. Finance offers

6. Quote flow (6 questions)

7. UX tactics observed

8. Competitive takeaways

Where Heatable is soft

Match, don't attack

iHeat

1. Company positioning

2. Product line

3. Pricing structure

Current promo

How the price is computed

Comparison vs Heatable at 3.5 kW Haier

4. Service filters

5. Finance offers

6. Quote flow (15+ questions)

7. UX tactics observed

8. Competitive takeaways

Where iHeat is strong

Where iHeat is soft

Boxt

1. Company positioning

2. Product line

3. Pricing structure

Marketing "from" prices

Promotions

Card-level display

Explicit surcharges surfaced during flow

Comparison at £-anchor level

How the price is computed

4. Service filters

5. Finance offers

6. What's included in the fixed price

7. Quote flow (14 questions)

8. UX tactics observed

9. Technical notes

10. Competitive takeaways

Where Boxt is strong

Where Boxt is soft

Finances — in depth

1. Snapshot