Why G-Force? Speed-to-Market is Our Moat.

The G-Force MDU solution is a **"Now"** strategy, designed for rapid deployment and fast ROI in existing buildings. Pulling new fiber (FTTU) is a **"Future"** strategy with significant cost and time barriers. This analysis compares the two for a typical 48-unit brownfield property.

Part 1: The Logistics & Cost Win (vs. New Fiber)

Metric G-Force MDU (Active Ethernet) "New Fiber" (FTTU / PON)
Core Technology Leverages **existing** in-building Cat6a copper wiring. Requires pulling **new** fiber optic cables to every individual unit.
Estimated CapEx (48-Unit MDU) ~$56,350

(Shared Infra: ~$27,550
Per-Unit Hardware: ~$28,800)

 ~$96,000+

(Per-Unit Install Labor: ~$72,000
Per-Unit Hardware (ONTs): ~$24,000)
Estimated Time-to-Market (Brownfield) 1 - 2 Weeks

Work is contained to the telecom closet and swapping wall plates.

 3 - 6+ Months

Requires coordinating access to **every** unit. A single holdout tenant can halt the project.
Tenant Disruption **Minimal**

A 30-minute in-unit visit to plug in the AP. No new wiring or drilling.

 **Extreme**

Requires drilling, running new conduit, fishing wires, and patching drywall inside occupied apartments.
Sales & Property Manager Appeal **Very High.** We are seen as a simple, fast, "white-glove" upgrade. **Very Low.** Property managers are highly resistant to projects that are slow and disrupt tenants.
Projected Payback (ROI) Q9 (Early Y3)

Lower initial cost allows for a faster, self-funding model.

 Q14 - Q16 (Year 4-5)

Significantly higher CapEx nearly doubles the payback period.

Strategic Verdict (Cost & Time)

Why G-Force is the 'NOW' Solution

  • We Win on Speed: We can deploy in weeks, not months. We can target a building with an expiring competitor contract (like Target 1) and have our service live *before* they renew.
  • We Win on Cost: The lower CapEx makes the payback model attractive (Q9) and realistic to get approved by finance.
  • We Win the Sale: "No drilling, no new wires" is our single biggest sales advantage. We are not just selling faster internet; we are selling a *hassle-free* amenity for the property owner.

When "New Fiber" (FTTU) Makes Sense

The FTTU model is the long-term "gold standard," but it is only financially viable in specific, limited scenarios:

  • New Construction (Greenfield): When we can partner with the developer (like Target 3) and run fiber easily *before* the walls are closed.
  • Major Renovations: When a property owner is already planning to gut the building and the walls are open.

Part 2: The Customer Lifecycle Win (Retention)

Beyond logistics, G-Force is a powerful, surgical tool that directly impacts every stage of the customer lifecycle.

1. New Customers

The "Instant-On" Experience

**Who they are:** Tenants moving into a G-Force-enabled building.

**Their Experience:** Flawless. The service is "instant-on" via the automated RADIUS/MAB provisioning. They plug in their AP, and it just works. No 4-hour service window.

**Strategic Impact:** This sets an incredibly high QoE from Day 1, creating an extremely "sticky" customer unlikely to churn.

2. Active Customers

The Proactive Retention Tool

**Who they are:** Existing, loyal customers in a building being converted from an older, slower service.

**Their Experience:** A managed, premium upgrade. We proactively notify them, swap their hardware for the Ruckus R770, and their service is suddenly multi-gig.

**Strategic Impact:** A massive loyalty builder. We solve speed problems *before* the customer calls to shop competitors, reducing churn risk.

3. Recent Churn

The Future Opportunity

**Who they are:** Tenants in a G-Force building who left for a competitor *in the last 3-6 months* (e.g., got a 1-year promo).

**Their Experience:** They are currently "locked-in" to a competitor's contract.

**Strategic Impact:** We add them to a 9-month follow-up campaign, hitting them with the "Win-Back Pitch" just before their competitor contract expires.

4. Win-Backs (Dormant)

The Golden Opportunity

**Who they are:** Tenants in a "fiber-locked" building who are **currently with a competitor** (Spectrum, Comcast) because our old service was too slow.

**Their Experience:** They are likely unhappy with cable's slow upload speeds.

**Strategic Impact:** This is the core reason for the G-Force strategy. It gives our sales team a "silver bullet" to revisit lost properties and customers with a new, superior product.

Part 3: The Persona Win (Why They Buy)

This strategy gives our sales team specific, high-value reasons "why" for each type of MDU resident.

Home Office Hero

**Pain Point:** Jittery Zoom calls, slow VPN, and massive file upload (or sync) times with cable's 35 Mbps upload speeds.

Why G-Force Wins:

  • Symmetrical Speed: Offering 5 Gbps *upload* (not just download) is the ultimate differentiator. It's 140x faster than cable.
  • Reliability: The "white-glove" managed Ruckus AP and stable Active-E connection mean their calls don't drop.

Pro Gamer

**Pain Point:** High ping, lag spikes (jitter) during peak hours, and 100GB game downloads that take hours.

Why G-Force Wins:

  • Low Latency: Active Ethernet (a dedicated port) provides a more stable, lower-ping connection than shared PON or coax.
  • Wi-Fi 7 AP: The Ruckus R770 is built for low-latency wireless gaming, a huge upgrade over any competitor's gateway.

Connected Family

**Pain Point:** Constant fighting over bandwidth. "The internet is slow" because 4K streaming, iPads, work laptops, and gaming are all happening at once.

Why G-Force Wins:

  • Capacity & Device Handling: This is a Wi-Fi 7 story. The Ruckus AP is designed to handle 50+ high-demand devices simultaneously without breaking a sweat.
  • Multi-Gig Speed: The 5 Gbps pipe ensures there is more than enough bandwidth for every device, ending the bottleneck.

Digital Minimalist

**Pain Point:** Hates complexity, ugly hardware, and calling support. They just want their service to be invisible and work perfectly.

Why G-Force Wins:

  • "It Just Works": The "Instant-On" service combined with a pro-grade, managed AP means they *never* have to think about their internet.
  • Simplicity: One sleek device (the AP) provides flawless coverage. No extenders, no reboots, no calls to support.

Part 4: The Ultimate "Win-Back Pitch"

This strategy gives our sales team a compelling, tangible reason to re-engage with lost customers. The conversation changes from:

"Hey, we know you left... would you please consider coming back to the same service?"

to

"Hi, you left because we couldn't provide the speeds you deserved. **We fixed that.** We've invested $50,000 in your building, and we can now offer 5 Gbps symmetrical speeds and a Wi-Fi 7 AP. We can have you active by the time you get home from work."

Final Recommendation

The G-Force MDU solution is the optimal strategy to capture the 90% of our target market that consists of existing (brownfield) properties. It allows us to bypass the extreme cost and time barriers of new fiber, block competitors, and secure high-ARPU revenue **this year**.