# Paris Solar Scorecard — Traffic Strategy (Canonical)

**Status:** ACTIVE STRATEGY (as of 2026-07-08)  
**Owner:** Christian Petroske  
**Agent:** Doc (OpenClaw)  

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## The Problem We Solved

After extensive analysis, we proved **three paths are dead on arrival**:

1. **Syndic-first via Google Ads** — Syndics don’t search "syndic." They don’t Google for tools. The person searching for "syndic" is a consumer trying to find one, not a syndic looking for software.
2. **Installer outreach via LinkedIn/cold email** — This was the exact playbook attempted for BESS. It failed. We cannot reach installers at scale as a no-name indie project.
3. **Direct B2B to syndics** — Gatekeepers with no urgency. Low pain, high friction.

**The fundamental insight:** For a tiny indie project with no brand, no sales team, and no ad budget, **the only controllable traffic strategy is a free, viral self-serve tool** that spreads through communities.

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## The Strategy: Paris Solar Scorecard + Facebook Community Launch

### Phase 0: Build the Free Tool

**Product:** A simple address-based solar scorecard for Paris buildings.

- User types an address (any building in Paris)
- Tool returns:
  - Estimated roof area (from IGN BD Topo / cadastre)
  - Solar potential score (orientation + irradiance from PVGIS)
  - Estimated annual production (kWh)
  - Estimated savings (€/year)
  - Rough payback period
- No login, no friction — instant result
- Optional: "Get the full audit + AG motion for your building" email capture at the end

**Why this works:**
- **Inherently viral** — every Parisian is curious about their own building. They look up their address, then their parents', then their friends'.
- **Zero gatekeepers** — no syndic, installer, or association needs to approve anything
- **Press-worthy** — data-driven, visual, hyper-local. Le Parisien loves this stuff.
- **Self-selecting** — people who use it are exactly the people who care about solar

**Data sources (all free/public):**
- **IGN BD Topo** — building footprints, heights, roof areas
- **PVGIS** (European Commission JRC) — solar irradiance by lat/long
- **Cadastre** — building orientation, roof geometry
- **OpenStreetMap / BAN** — address lookup API

**Tech stack (estimate):**
- Static site (HTML/CSS/JS) or minimal Node.js server
- Leaflet or Mapbox for optional map visualization
- Address geocoding via BAN API (api-adresse.data.gouv.fr)
- Solar calculations in-browser or via lightweight API
- SQLite or JSON file for pre-computed Paris building data

### Phase 1: Distribute via Facebook Communities

**Traffic source:** French copropriété and energy Facebook groups.

**Target communities:**
- *"Copropriété et Syndic"* (100k+ members) — the biggest, most active
- *"Copropriétaires en colère"* / similar high-engagement groups
- *"Rénovation énergétique"* / *"MaPrimeRénov"* groups
- Paris-specific neighborhood groups (e.g., *"Paris 15ème"*, *"Paris 11ème"*)

**Post format:**
- **Educational, not promotional.** "We analyzed the solar potential of every building in Paris using public data. Here are the most surprising findings — and how to check your own building."
- **Lead with data, not product.** Share a few interesting stats (e.g., "10% of Paris buildings have excellent solar potential but 0% have panels").
- **Soft CTA:** Link to the free tool. "Type your address, see your score in 5 seconds."

**Why this works:**
- One post in a 100k group = 500-2,000 clicks if the content is genuinely useful
- Groups are self-filtering — only people who care about copropriété join
- Zero ad spend
- Immediate validation (we know in 24 hours if anyone cares)

### Phase 2: Track & Pivot

**We do NOT pre-select the paying customer.** We let the data tell us.

After 2-4 weeks of free tool usage, analyze:
- **Who signs up for the full audit?** (copropriétaires? syndics? installers? architects?)
- **What do they ask for?** (AG motion? installer quotes? subsidy help?)
- **Which buildings have the highest conversion rate?**

**Then we build the paid product FOR WHOEVER SHOWED UP.**

If installers show up → build tools for installers  
If syndics show up → build tools for syndics  
If copropriétaires show up → build tools for copropriétaires  
If nobody shows up → the thesis is wrong and we move on

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## Why This Is Different From BESS

| BESS | Paris Solar |
|---|---|
| Targeted installers (hard to reach) | Targets building owners directly (viral tool) |
| Required cold outreach | Requires zero outreach — community posts only |
| Niche technical audience (BESS = batteries) | Broad consumer curiosity (solar = relatable) |
| No viral hook | Strong viral hook (what's MY building's score?) |

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## Files & References

- **This doc:** `/root/.openclaw/workspace-doc/multiplyme/STRATEGY.md`
- **Landing page (legacy):** `/root/.openclaw/workspace-doc/multiplyme/public/index.html`
- **Server:** `/root/.openclaw/workspace-doc/multiplyme/server.js`
- **Ressl teardown (competitor intel):** `/root/.openclaw/workspace-doc/multiplyme/ressl-teardown-and-strategy.md`
- **Investor memo:** `memory/investor-memo-paris-rooftop-solar-2026-07-04.md`
- **Onboarding flow:** `memory/onboarding-paris-solar-syndic-2026-07-04.md`
- **Investor memo drafts:** https://drafts.multiplyme.co/paris-rooftop-solar-memo-2026-07-04.html

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## Next Steps (when we resume)

1. [ ] Build address-based solar scorecard (V0)
   - Address geocoding (BAN API)
   - Building footprint lookup (IGN BD Topo or cached data)
   - Solar calculations (PVGIS data or simplified model)
   - Scorecard UI
2. [ ] Research: does IGN BD Topo have a bulk data download for Paris, or do we need API calls?
3. [ ] Build lightweight API or static frontend for scorecard
4. [ ] Identify top 5-10 French copropriété Facebook groups
5. [ ] Write launch post copy (educational, data-forward)
6. [ ] Post in 2-3 groups, track clicks and conversions for 1 week
7. [ ] Analyze data and decide who to build the paid product for

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## Red Lines

- **No more B2B cold outreach to installers.** We already proved this fails.
- **No more syndic-first landing pages with no traffic source.** Build the viral tool first.
- **No paid ads until we have organic proof of interest.**
- **No pre-selected ICP.** The data decides.