Cold-Start Instance:

The market-specific parameters for the Cold-Start Fill Playbook. The playbook holds the method; this holds the dates, numbers, and named specifics. Copy this file to <market>.md per location.

Parameters

Parameter	Value
Market / building
Timing	pre-open / post-open
Open date
Market depth / tier
Brand-cold baseline
Monthly budget envelope	<$/mo>
Member LTV (this market)	<$, or "use Portland ~$16K until measured">
Target occupancy + date	<90% by date>

The number (back-calc)

Step	Value	Source
Current occupancy	<%>	`analytics.occupancy_monthly`
Studios left to target		occupancy view
Net move-ins / month required		N / months to target
Tours / month required		M ÷ tour-to-move-in (~80% historical)
Qualified leads / month required		T ÷ lead-to-tour (measured)

Gap = required minus current throughput. That is this market's brief.

Lane emphasis (this market)

Per the playbook, the committed demand engine is high-intent capture and targeted paid; community and referral are the parallel second act, not the 90-day fill.

Demand engine (primary, funded first):
On-ramp (the first visit):
Closer:
Second act (parallel, not the 90-day engine):
Secondary (content / local search):

Offer / hook

Local partners

Readiness checklist

[ ] Instrumentation live (leads by source, tours attributable, conversions linked)
[ ] Scorecard set up
[ ] Founding-member / presale offer defined
[ ] Free-hours launch planned
[ ] Local partnerships identified
[ ] Tour and follow-up process staffed