# Technomol: target consultation analysis - 2026-06-25

## Short Summary

The key idea from the consultation: Technomol should not judge traffic only by cheap leads or even by current purchase CPA. Ads may formally meet KPI while bringing low-check or low-quality demand. The real control loop should connect ad spend, creative/product angle, lead quality, potential check, actual sale, margin, and payback.

## What Was Confirmed

- Main goal: stable owner income of about USD 10,000-15,000 without constant owner involvement in operations.
- Used-appliance business should be tuned, not abandoned.
- New-appliance direction should be opened separately.
- EUR 50,000 monthly obligation for 10 months must be considered in business planning.

## Main Diagnosis

1. Reports are incomplete.
   Nazar's personal sales, wholesale, and some other sales are outside the director's table. For owner decisions, there must be both separate channel reporting and total business reporting.

2. Lead cost is not enough.
   The ad budget and lead cost may be normal, but average check can fall sharply. If the average check drops, the traffic may be bringing the wrong demand even if the CPA looks acceptable.

3. The answer "market is bad" is not enough.
   Every drop needs cause-and-effect analysis: what changed in creatives, products, offers, channels, lead quality, and average check.

4. Creatives filter the customer.
   A creative with one cheap appliance attracts a different buyer than a creative with a complete kitchen or appliance bundle. Therefore, creative mix directly affects average check.

5. Targetologists need a regulation.
   They should not freely decide budget moves without rules. They need written logic: when to scale, hold, optimize, or stop.

6. The deeper issue is not only traffic, but the sales/control system.
   The full video continued beyond the PDF and shifted from traffic to Direct/CRM communication. The consultant questioned whether the current sales process actually extracts the maximum value from incoming demand.

7. The director/targetologist process is not transparent enough.
   Nazar should not rely on the idea that "the director manages the targetologist". The owner needs a control system: random checks, sharp questions, visible reports, and clear decision logic.

8. Direct communication is under-structured.
   In reviewed chats, there was weak need discovery, weak qualification, repeated/automatic messages, little movement to calls/video, and no visible system for upsell or cross-sell.

9. Lost demand is not being captured.
   When a customer does not buy because the required item is missing or the budget/product does not fit, the team must record what the client wanted and why the sale was lost. This becomes data for buying, assortment, content, and ads.

## CRM Fields To Add

These fields should be structured, not just notes:

- Potential check.
- Lead grade: A / B / C.
- Product category.
- Source/channel.
- Campaign/ad/creative identifier where possible.
- Actual order value.
- Estimated or actual gross profit.
- Final result: bought / lost / pending / low-quality.
- Wanted but did not buy: product/model/category the client wanted.
- Loss reason: no stock / price too high / wrong product / no response / chose competitor / other.
- Next best action: call / video review / alternative offer / follow-up / stop.

## Lead Grades

- A: high-value, high-fit lead. Maximum manager focus.
- B: normal lead. Standard sales process.
- C: weak lead or mismatch. Useful mostly for ad optimization.

## Current Traffic Zones

Current stated purchase KPI: USD 136.

- Green: CPA up to USD 136, or spend is still below USD 136 and there is not enough data.
- Yellow: CPA from USD 136 to about USD 200, or an older ad got worse today/yesterday but still has acceptable history.
- Red: spend USD 136+ with zero purchases, CPA above USD 200, or repeated deterioration without recovery.

These thresholds are provisional. Final CPA limits should be based on average gross profit per order.

## Product Payback Report Needed

Build a report by product group or ad angle:

- ad spend;
- leads;
- potential check;
- A/B/C lead mix;
- purchases;
- revenue;
- gross profit;
- payback/ROAS;
- decision: scale / hold / optimize / stop.

## Immediate Next Actions

1. Nazar should attend the next targetologist meeting personally.
2. First observe and collect the actual decision logic, without blaming the director.
3. Ask targetologists:
   - how they decide where to move budget;
   - whether they optimize by lead cost, purchase cost, check, or profit;
   - which creatives bring high-check leads;
   - which creatives bring weak leads;
   - what they would scale tomorrow and why.
4. Add potential check and A/B/C lead grade to CRM.
5. Create weekly traffic/product payback reporting.
6. Write a formal traffic decision regulation.
7. Review 30 random Direct/CRM dialogs personally or with a strong sales lead.
8. Test new sales communication formats:
   - short audio message;
   - phone call for high-potential leads;
   - video review before sending/closing;
   - better need discovery;
   - summarized offer after the dialog;
   - structured follow-up.
9. Create a sales dialog checklist:
   - what the client needs and why;
   - budget;
   - full situation: replacement, repair, new kitchen, full set;
   - potential check;
   - A/B/C grade;
   - upsell/cross-sell opportunity;
   - next action.
10. Add random owner control:
   - once per week or once per month open 3-5 random dialogs;
   - ask what was improved since the last review;
   - check whether the team follows the script and fills CRM fields.

## Working Rule

Manage traffic by this chain:

Ad spend -> lead -> potential check -> lead grade -> sale -> gross profit -> payback -> budget decision.

This will show whether advertising is bringing real business value or only cheap low-check demand.

Manage sales by this chain:

Lead -> need discovery -> potential check -> A/B/C grade -> right communication format -> offer -> follow-up -> upsell/cross-sell -> sale/loss reason -> learning for ads, content, and purchasing.

## Full Video Conclusion

The full 1:11:42 recording confirms that the main opportunity is broader than target ads. The real task is to build an owner-level control system over traffic, Direct sales, CRM data, assortment feedback, and manager behavior.

The consultant's practical direction: do not micromanage every chat, but build a system where any random chat or ad decision can be checked, explained, and improved.

Most important implementation sequence:

1. Add CRM fields: potential check, A/B/C, lost demand, loss reason.
2. Attend targetologist meeting and document how budget decisions are made.
3. Write traffic decision regulation.
4. Review 30 Direct dialogs and extract repeatable sales rules.
5. Test call/audio/video-review formats for high-potential leads.
6. Build weekly product payback report.
7. Add random owner audits of ads and sales conversations.