Go-to-market · 2027
Public launch window 19 January – 27 February 2027. Recommended week of 2 February — after the holiday cash crunch, inside the dry-season viewing window, before Lent. The product is live in all six markets; paid media is sequenced. If Wave 1 misses 80 paying seats by day 45, outdoor is cut. Kenya is not added.
2 Feb 2027
Launch week
$18,000
Kampala 90-day media
250
Uganda paying-seat target
Wave 3 gate
250 UG seats before Kenya
One desk for listings, title hygiene, household and freight moves, and subscriber billing. First city Kampala. First corridor Entebbe–Kampala–Malaba. North star: the default close-and-move layer for serious East African transactions. Creative system is the villa film. There is no second slogan.
| Wave | When | Where | Paid media | Hold / goal |
|---|---|---|---|---|
| 0 Private | Nov–Dec 2026 | Kampala agents | No paid | 40 agents, 80 listings, MoMo proven |
| 1 Launch | 19 Jan–27 Feb 2027 | Kampala | Full $18k | 80 seats by day 45; 250 by day 90 |
| 2 Uganda | Mar–Apr 2027 | Entebbe, Jinja, Mbarara | Light | Depth. Gulu waits. |
| 3 Kenya | May–Jun 2027 | Nairobi, Mombasa | Corridor | Gate: 250 Uganda paying seats |
| 4 TZ + ZNZ | Jul–Aug 2027 | Dar, Stone Town | Port + hospitality | Two jurisdictions, one wave |
| 5 Rwanda | Sep–Oct 2027 | Kigali | Digital-first | UPI-native listings |
| 6 Burundi | Nov 2027 | Bujumbura | Lake corridor | ≤ 20% of Kampala spend |
Do not launch 26 January. Neighbourhoods: Kololo, Naguru, Bukoto, Ntinda, Munyonyo, Industrial Area, Namanve, Entebbe Road. Founding 40 agents get 90 days of Agency Pro billed at $9. Radio: Capital, KFM, CBS — 15 seconds, villa line plus URL only. Three outdoor faces. No TV. No Kenya ads.
| Line | USD | Note |
|---|---|---|
| Outdoor, 3 faces, 8 weeks | 6,000 | Yusuf Lule, Entebbe Rd, Northern Bypass |
| Radio 15s, 4 weeks drive time | 3,000 | Capital, KFM, CBS |
| Digital (Meta, X, Google, WhatsApp) | 4,000 | Retarget listing viewers |
| Launch night + viewings | 2,500 | Kololo, then Munyonyo |
| Founding-agent incentive | 2,500 | Pro billed at $9 for 90 days |
| Total | 18,000 | Do not add a line. Do not spend Kenya. |
| Day 45 must be | Target | If not |
|---|---|---|
| Paying seats | ≥ 80 | Cut outdoor. Do not add Kenya. |
| Live listings | ≥ 120 | Pause ads. Photograph supply. |
| MoMo success | ≥ 92% | Stop paid until payments are fixed. |
| Logistics quotes | ≥ 20 | Fix the quote form, not the billboard. |
Feb 2027
Mailo occupant + buyout on every Kampala card. Household move attached.
Kololo, Naguru, Bukoto, Ntinda, Munyonyo, Entebbe Road warehouses. Then Entebbe, Jinja, Mbarara.
No Gulu until 200 paying Uganda seats. No ‘clean title guaranteed’.
May–Jun 2027
99-year lease literacy for non-citizens. Mombasa–Malaba–Kampala freight.
Nairobi agencies and Tatu industrial first. Mombasa port in June. Kisumu after 120 KE seats.
Do not open spend before 250 Uganda seats. M-Pesa first.
Jul 2027
Granted right of occupancy / derivative right. ICD and bonded yard.
Dar es Salaam portside. Arusha only after Dar listings are real.
Never print freehold you do not have.
Jul 2027 (paired with Dar)
Condo / 99-year lease. Hotel and villa FF&E supply chain.
Stone Town, Nungwi. Own land office, own counsel.
Not a Tanzania suburb. Separate pack, same wave.
Sep–Oct 2027
UPI on the listing or it is not live. 99-year emphyteutic lease.
Kigali only in Wave 5.
No analogue title theatre. Digital or wait.
Nov 2027
Concession literacy. Lake Tanganyika compounds.
Bujumbura. Thin presence, true copy.
Spend cap: 20% of the Kampala 90-day media line.
Widescreen 16:9. Ink, cream, champagne. Built for a broker room, not a pitch theatre. Each market pack is ten slides: why, law on the card, geography, channels, scoreboard, offer, hold, pairing, close.
Master sequence, prices, $18k budget, KPIs, holds.
14 slides
Week of 2 February 2027. Neighbourhoods, media, day-45 hold.
12 slides
Mailo wedge. Entebbe / Jinja / Mbarara. Gulu holds.
10 slides
Wave 3 after 250 Uganda seats. 99-year lease + port.
10 slides
Wave 4. Derivative right. No fake freehold.
10 slides
Separate jurisdiction. Hospitality FF&E freight.
10 slides
Wave 5. UPI on every card or it is not live.
10 slides
Wave 6. Cap spend at 20% of Kampala.
10 slides
No second visual language. The villa cut is Wave 1 outdoor. Market cuts travel with each country pack. No voiceover on the film — radio reads the line and the URL.
15s
Wave 1 hero. Villa film for outdoor and radio-to-social.
15s
Kampala hills. Country pack after launch week.
10s
Nairobi industrial + Mombasa corridor. Wave 3.
10s
Dar port and bonded ground. Wave 4.
10s
Stone Town. Own jurisdiction, paired with Dar.
10s
Kigali hills. UPI-native. Wave 5.
10s
Lake Tanganyika. Thin spend. Wave 6.
15s
Move + warehouse + villa. Used on logistics pages.
