🎯 Sales knowledge base
Sales Demo Script: The Coverage Gap
A live-demo talking point for commune sales conversations. Uses two real villages on the Piteå portal to show that the map isn't just a directory — it's a diagnostic tool that shows a kommun where it has visibility and where it doesn't. Estimated time: 2–3 minutes, mid-demo.

The idea

Every village page has an Aktörer tab. Öjebyn's is full — a cabin rental, a dance night, a tattoo studio, a garden shop. Hortlax's is empty. Put those two side by side in a live demo and the prospect draws their own conclusion before you say a word: this tool shows you where your kommun has coverage and where it doesn't. That's a stronger claim landing as their own realization than as a line in a pitch deck.

The honest layer underneath it, which you volunteer rather than wait to be asked: right now the map is filtered to tourism- and culture-coded businesses (SNI numbers), plus whatever a field agent has manually added. Hortlax obviously has a plumber, a hairdresser, a shop — the empty map isn't "Hortlax has nothing," it's "we haven't pointed a field agent or a wider SNI filter at Hortlax yet." Saying that upfront, before they spot it themselves, reads as competence and roadmap clarity, not as a gap you're hiding.

1
The populated village
pitea.hittadittsverige.se/plats/ojebyn/
Actions
  • From Piteå Central, click into Öjebyn
  • Click the Aktörer tab
  • Scroll past 2–3 cards: a cabin rental, a dance night, a tattoo studio
Say
This is Öjebyn. Church village, farmland, right by town. Look how much is actually going on here once it's all in one place — not just the tourism stuff, everyday local life too.
2
The empty village
pitea.hittadittsverige.se/plats/hortlax/
Actions
  • Go back, click into Hortlax instead
  • Click Aktörer — let the empty state sit for a second, don't rush past it
Say
And here's Hortlax — same kommun, same platform, nothing showing. Now, obviously Hortlax has businesses. What this is actually telling you is where we haven't sent someone yet. That's the point: the map doesn't just display what you already know, it shows you where to look next.
The caveat, said before it's asked

"Right now this is filtered to tourism and culture SNI codes plus what a field agent has entered by hand — so an empty village map means 'not yet mapped,' not 'nothing here.' That's deliberate: we started with the tourism vertical because that's who pays first. The same map, the same field-agent model, works for every trade once we widen the filter."

The forward pitch

This is where the demo turns from "look what we found" into "look what you could ask." Once the map isn't tourism-only, a kommun's business-development office could filter by trade across every village at once — show me every plumber, every hairdresser, every electrician — and see the same kind of gap Hortlax shows today, but for any SNI code they care about. A prospective plumber deciding where to set up shop could ask the identical question. It's the same underlying tool; today it happens to answer "where are the tourism gaps," later it answers "where's the market gap" for whoever's asking.

Do
  • Pick the pair ahead of time — know which village is genuinely full and which is genuinely sparse, don't discover it live
  • Let the empty Hortlax page sit a beat before explaining it — the silence does the work
  • Volunteer the SNI-filter caveat before they ask
  • Pair this with the entity activation day pitch (see growth-playbook.html) if they ask "so what happens to Hortlax"
Watch out for
  • Don't imply Hortlax has literally zero businesses — say "not yet mapped," never "nothing there"
  • If asked for a timeline on widening past tourism SNI codes, don't invent one — frame it as scope that expands with each new kommun and field-agent cycle
  • Re-check both village pages before every demo — content changes as field agents add data, and a demo built on stale assumptions backfires