Deeper · 05.A
The first €600.
Six emergency-dental leads, €100 each, paid by Rhone Dental Clinic in Geneva. The proof that the thesis prints.
The commercial terms
- 30% commission on the lifetime first appointment of a net-new patient.
- 20% on upsell appointments inside the same patient relationship.
- Twenty .ch domains in scope, FR and EN bilingual.
- Temporary direct-email lead routing during the test phase. Permanent dispatch is in chapter 03.
- Manual invoicing, monthly. Wise transfer.
What made it close
The pitch was not about software. It was: "here are the search queries we already rank for in Geneva, with weekly impressions from GSC, and a Twilio number you can have today." Rhone Dental said yes within one meeting because they could see the demand was already captured.
Sell traffic that already exists. Not a promise of traffic that might.
What the data taught
A €100 emergency-dental lead is two appointments: a triage and the first paid procedure. So the actual customer LTV is closer to €1500 across a year. The 30% commission is generous on the triage and becomes the right number once LTV is folded in. The deal scales — twenty domains, French + English, plus the future Russian /ru/ version once dental copy is reviewed.
What the deal blocks
A category exclusivity: while Rhone Dental is the dispatch target for emergency dental in Geneva, no other clinic in the same neighborhood gets dispatched. Once Rhone Dental hits capacity, a second-tier clinic gets activated. This is how supply gets locked in over time.