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Internal Tool · A-09 · v0.5

Fieldnote

Turn site updates into decisions before the morning meeting.
Data & AutomationConstruction SaaSSynapse Network
ADEPTA LAB / RUNNING8073 / ADAPTED
Synapse Networkv0.5 / LAB
DECISION NODEBLOCKER / 03APPROVAL NEEDED
THE PROBLEM WE ADDRESSWhich field signals deserve a decision before the next meeting?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismSynapse Network
03Modelled outcomeFor commercial orientation

MODELLED BUSINESS SCENARIO

Turn site reports into decisions before work stops.

BUDGET$18,000 demand-gen / monthPERIOD12-week model
0119h → 4.5hTime to decision
02−31%Blocked tasks
03+44%Qualified demos

Modelled for photo, issue and progress-note triage.

BUSINESS MODEL

What is sold and where the problem starts.

01SCALEConstruction SaaS scale-up
02MARKETUnited Kingdom and Netherlands
03PRODUCTSite reporting and issue management
04REVENUE MODELB2B subscription per active project
TASK

Sell the product to construction operations teams and prove that faster reporting prevents expensive stoppages.

STARTING POINT

Feature-led demos attracted interest, but buyers could not connect photo reporting with schedule and cost risk.

TARGET

Increase qualified demos by 35%, keep demo CPA below $420 and shorten decision time in the product pilot.

THE EXPERIMENT STORY

The site photo arrived on time. The decision came nineteen hours later.

This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.
  1. 01
    01 / THE BRIEF

    The first symptom was not inside the ad account.

    Supervisors sent photos, voice notes and documents into several chats. The evidence existed, yet nobody knew which update blocked a crew, which required approval and which could wait. Reporting had been digitised; action had not.

    Construction SaaS scale-up was selling site reporting and issue management across United Kingdom and Netherlands. The model was b2b subscription per active project. On the surface, the brief sounded direct: Sell the product to construction operations teams and prove that faster reporting prevents expensive stoppages.

    MODEL
    B2B subscription per active project
  2. 02
    02 / WEEK ONE

    Different buyer, different pain

    Feature-led demos attracted interest, but buyers could not connect photo reporting with schedule and cost risk. The trap was that isolated metrics still looked acceptable: B2B ad CTR was 0.48%, decision-maker cpc was $12.60, and qualified-demo cpa was $612.

    Site managers cared about speed while directors cared about delay cost. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.

    Qualified-demo CPA
    $612 → <$420
  3. 03
    03 / THE TURN

    Convert every field update into a structured issue with risk, owner and a visible deadline.

    The first decision was “Sell the incident.” Lead with one costly site delay rather than a list of platform features. It was followed by “Interactive workflow”: Let users upload a sample photo, classify an issue and see the decision route.

    Built separate narratives and one shared ROI model. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.

    FIRST DECISION
    Sell the incident
  4. 04
    04 / THE BUILD

    A photo should start a decision, not disappear into a chat.

    A photo should start a decision, not disappear into a chat. The production plan became 8 incident films, 12 before/after workflows, an upload demo and a pilot calculator. The tests were not about abstract taste; they covered delay cost, missing approval, subcontractor blame, safety issue and daily report time.

    The journey was assembled as one chain: Incident ad → Workflow demo → Qualified discovery → Live project pilot. LinkedIn, Google Search, Construction media, Email no longer lived in separate reports, while HubSpot, PostHog, Metabase, Document OCR, Slack / Teams connected spend, behaviour and the final outcome. Added automatic classification with human confirmation for high-impact issues.

    SYSTEM
    4 channels · 5 tools
  5. 05
    05 / THE DECISION

    Automation creates value only when information reaches the person who can make the next decision.

    In the model, b2b ad ctr moved from 0.48% to 0.96%, qualified-demo cpa from $612 to $387, and blocked tasks reached −31%. These are not promises; they make the decision thresholds explicit before real data enters the system.

    Weeks 10–12: Package measured pilot outcomes. The main conclusion reached beyond a single campaign. The product became easy to buy when its value was expressed in avoided stoppage hours, not software features. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.

    Blocked tasks
    −31%

KPI / CTR / CPC / CPA

Not one vanity percentage. The full metric chain.

Every figure in this section is modelled to demonstrate the scenario economics.
01B2B ad CTR
BEFORE
0.48%
TARGET
0.85%
MODEL
0.96%

Operations relevance

02Decision-maker CPC
BEFORE
$12.60
TARGET
<$10
MODEL
$9.18

Cost of target attention

03Qualified-demo CPA
BEFORE
$612
TARGET
<$420
MODEL
$387

Sales acquisition cost

04Time to decision
BEFORE
19h
TARGET
<8h
MODEL
4.5h

Operational response

05Blocked tasks
BEFORE
Base
TARGET
−20%
MODEL
−31%

Pilot impact

STRATEGY

Four decisions that change the economics.

  1. 01
    Sell the incident

    Lead with one costly site delay rather than a list of platform features.

  2. 02
    Interactive workflow

    Let users upload a sample photo, classify an issue and see the decision route.

  3. 03
    Account qualification

    Score active projects, subcontractors, reporting frequency and owner involvement.

  4. 04
    Pilot proof

    Measure issue response and blocked-work hours before expanding licenses.

CREATIVE IDEA

A photo should start a decision, not disappear into a chat.

PRODUCTION

8 incident films, 12 before/after workflows, an upload demo and a pilot calculator.

WHAT WE TEST

Delay cost, missing approval, subcontractor blame, safety issue and daily report time.

PATH TO OUTCOME

  1. 01Incident ad
  2. 02Workflow demo
  3. 03Qualified discovery
  4. 04Live project pilot

WHAT DID NOT GO TO PLAN

Problems are part of the work. So are the fixes.

01

Different buyer, different pain

PROBLEM

Site managers cared about speed while directors cared about delay cost.

FIX

Built separate narratives and one shared ROI model.

02

Unstructured evidence

PROBLEM

Pilot photos and notes arrived in inconsistent formats.

FIX

Added automatic classification with human confirmation for high-impact issues.

OPERATING CADENCE

What happens while the project runs.

  1. 01Weeks 1–2

    Map buyer roles and costly incidents.

  2. 02Weeks 3–5

    Build interactive workflow and campaign.

  3. 03Weeks 6–9

    Run qualified demos and pilots.

  4. 04Weeks 10–12

    Package measured pilot outcomes.

MAIN TAKEAWAY

The product became easy to buy when its value was expressed in avoided stoppage hours, not software features.

This demonstrates how we think — it does not fabricate a case study.

This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.

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