Hermes Agent
d82af02ccd
Hypothesis: every later copy decision (title/meta rewrites, hosting hub, CTA blocks) will be written against a single grounded source of truth — real ICP from GSC query data, verified host prices, and an explicit never-use list for the site's fabricated proof — instead of being improvised per page. Metric: none (enabler); success is that week 2's proof-removal and week 3's CTR rewrites stop inventing claims. Also stop serving internal strategy publicly: .agents/ and growth/ are added to .vercelignore (.md was listed but growth/PLAN.md still returns 200 live).
264 lines
14 KiB
Markdown
264 lines
14 KiB
Markdown
# Product Marketing Context
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**Document version:** v1
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**Last updated:** 2026-10-24
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**Owner:** site operator (odoo-expertos.com)
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> This file is the single source of truth for positioning and copy on odoo-expertos.com.
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> Every later content decision reads from it. Anything not backed by a source named here
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> does not go on a page.
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## Product Overview
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**One-liner:** A multilingual guide to Odoo for small and mid-sized businesses, which ends
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in a recommendation of managed Odoo Community hosting.
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**What it does:** Publishes ~1,200 static pages in six languages (es, en, de, fr, pt, ar)
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that answer the questions people ask while evaluating Odoo — what it is, where it comes
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from, how AI fits in, how to install it, what hosting costs. When a reader reaches the
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point of "where do I actually run this", the page recommends one managed host.
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**Product category:** Independent software-advice content site (Odoo ERP). On the shelf
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next to Odoo documentation, agency blogs, and hosting comparison listicles.
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**Product type:** Static content site, no accounts, no cart. The commercial step happens
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on the partner's site.
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**Business model:** Affiliate/referral commission on managed hosting sold at
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odoo4projects.com. Every outbound link to the host carries
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`utm_source=odoo-expertos.com` plus a `utm_medium` placement marker. There is no other
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revenue: no ads, no sponsorships, no paid consulting, no products.
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**Implication for all copy:** the site is not a consultancy and does not deliver
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implementations. It gives advice and points to a host. Copy that implies we employ
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consultants, deliver projects, or sell packages is false and must be removed.
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## Target Audience
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**Target companies:** 1–200 employees, owner-led or single ops/finance lead, already using
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spreadsheets or a legacy system, evaluating Odoo. Mostly Spanish-speaking Latin America
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(Mexico, Colombia, Chile, Peru, Argentina, Honduras, Paraguay) plus Germany, and smaller
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English/French/Portuguese/Arabic segments.
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**Decision-makers:** owner/GM; the operations or finance manager who will actually run the
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system; sometimes an external IT freelancer hired for the project. Rarely a CIO.
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**Primary use case:** "I have heard Odoo can run my whole business for free — can it, what
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does it really cost, and who sets it up for me?"
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**Jobs to be done:**
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1. Decide whether Odoo Community is enough or Enterprise is required.
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2. Understand the real annual cost, hosting included.
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3. Find someone to run it without hiring a DevOps person.
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**Use cases that show up in real search demand (from GSC, 2026-01-01 → 2026-10-24):**
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- `odo ia` (279 impressions, position 6.8) — Odoo + AI curiosity, mostly Spanish.
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- `odoo de donde es` / `de donde es odoo` / `odoo origen` (~330 combined) — origin/
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country questions; informational, early stage.
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- `odoo honduras` (81) — country-specific implementation question.
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- `docker odoo 20`, `odoo 20 docker` (~64) — self-hosting, technical.
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- `hosting economicos` (30), `odoo hosting` (298 at pos 31.5), `hosting odoo` (85 at 28.5)
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— the money cluster, and where we rank worst.
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- `odoo beratung` (155 at pos 51.5) — German consulting intent; the DE section is
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underperforming relative to its size.
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## Personas
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| Persona | Cares about | Challenge | Value we promise |
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| Owner / GM (SMB) | Total annual cost, "will it work for my business", risk of a failed project | Cannot tell a $214/yr plan from a $20k implementation quote | A clear cost picture and an honest "you need / you don't need" |
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| Ops or finance manager | Day-to-day usability, migration of existing data, backups | Fears losing data and being locked in | Straight answers on backups, export, and what happens if they leave |
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| Technical freelancer / one-person IT | Deployment mechanics, modules, Docker, versions | Needs specifics, not marketing | Version-specific detail (19 vs 20), OCA module reality, Git-based deployment |
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Not in the audience: enterprise procurement teams looking for a certified Odoo partner with
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an SLA. We cannot serve them and should not pretend to.
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## Problems & Pain Points
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**Core problem:** Odoo is free to download and expensive to run badly. The reader cannot
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tell which costs are real (licence, hosting, implementation, modules) and which are
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padding from an agency quote.
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**Why alternatives fall short:**
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- Odoo's own site sells the product, not the decision.
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- Agency blogs sell implementation hours.
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- Hosting listicles are unmaintained, quote dead prices, and recommend hosts nobody can
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verify.
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- Forums give version-specific answers that are wrong two releases later.
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**What it costs them:** an annual hosting bill they did not expect; a stalled
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implementation; months of a half-migrated inventory.
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**Emotional tension:** fear of being sold a project they do not need, and of choosing a host
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that holds their data hostage.
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## Competitive Landscape
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**Direct:** Odoo's official documentation and odoo.com pricing pages — authoritative but
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product-led, silent on third-party hosting. Agency blogs (Spanish and German) — deep but
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gated behind a "book a call" funnel.
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**Secondary:** Generic hosting comparison sites (Shared/VPS/cloud listicles) — cheap
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keywords, no Odoo specificity, often out of date.
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**Indirect:** YouTube tutorials and Reddit/foro threads — trusted, current, but not
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structured and not maintained as a reference.
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**Where we can win:** being the page that states real prices with a date, names the actual
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trade-offs, and says plainly when the cheap plan is enough.
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## Differentiation
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**Key differentiators:**
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- Real prices, quoted with a date and a link to the source (currently Side Hustle USD 214/yr,
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On the Rise 395, Powerhouse 595, Empire >950, no setup fee, 30-day trial without card).
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- Six languages, written for the local reader rather than machine-translated boilerplate.
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- Version-specific detail: Odoo 19 and 20 both available on the recommended host.
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- One recommendation instead of a list of twenty — and a stated reason.
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**How we do it differently:** we say who the recommendation is wrong for. A comparison that
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never disqualifies anything is an ad.
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**Why that's better:** the reader is trying to decide, not to browse.
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**Why readers act on it:** the recommendation is concrete (a plan name, a price, a region, a
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trial with no card), so the next step costs nothing to try.
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## Objections
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| Objection | Response |
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| "This is just an affiliate site." | Say so, plainly, near the CTA. Then earn it: real prices, dated, verifiable on the host's site, and an honest "don't buy this if…" |
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| "Odoo Community is free — why pay for hosting?" | Free software still needs a server, backups, SSL and updates. Compare the real cost of a VPS plus your own time against a managed plan. |
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| "Will I be locked in?" | State what the host actually offers (rotating backups, Git-based module deployment, cancel anytime, Stripe, no setup fee) and what it does not. |
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| "Is the cheap plan enough?" | Answer by domain count and module needs: 1 domain vs 3, Git modules from On the Rise up, 2 workers from Powerhouse. |
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| "Can you implement it for me?" | No. We are not a consultancy. Point to the host's support and to Odoo's partner directory. |
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**Anti-persona:** companies that need a signed implementation contract, on-premise
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requirements, custom SLAs, or multi-company Enterprise rollouts with a project manager. We
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have nothing for them and should say so rather than capture the lead.
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## Switching Dynamics
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**Push:** spreadsheet chaos, an ERP quote that felt like a shakedown, a host that went down
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and took the invoice history with it.
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**Pull:** a concrete annual number, a five-minute deploy, a trial with no card.
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**Habit:** "we've always used Excel and it works"; a prior failed ERP project.
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**Anxiety:** losing data, being locked into a host, picking the wrong version, paying for
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capacity they do not use.
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## Customer Language
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Real query phrasing, taken from Search Console (verbatim, not invented):
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- "odoo de donde es", "de donde es odoo", "odoo de que pais es", "odoo origen"
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- "odo ia", ".odo ia", "odoobot que es", "odoo bot"
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- "docker odoo 20", "odoo 20 docker"
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- "hosting economicos", "odoo hosting", "hosting odoo"
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- "odoo inmobiliaria", "odoo beratung", "odoo honduras"
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**Words to use:** Odoo Community, Odoo Enterprise, versión 19 / 20, autohospedaje
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(self-hosting), servidor, copias de seguridad, dominio, región, prueba gratis, sin tarjeta,
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coste anual real, "a partir de".
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**Words to avoid:** "revolucionario", "potencia tu negocio", "sinergia", "solución 360",
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"líder del mercado", "garantizado" (nothing is), "ROI de X%" without a stated calculation,
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and any war or domination metaphor.
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**Glossary:**
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| Term | Meaning on this site |
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| Odoo Community | Free, open-source edition. What the recommended host runs. |
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| Odoo Enterprise | Paid edition with extra apps and support. Needs a licence. |
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| OCA | Odoo Community Association — the community module repos. |
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| self-hosting | Running Odoo on your own VPS/cloud. Cheaper on paper, needs an admin. |
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| managed hosting | Someone else runs the server, backups and updates. What we recommend. |
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## Brand Voice
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| Attribute | Means | Doesn't mean | Example line |
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| Specific | Numbers, versions, dates, plan names | Padding with statistics we cannot source | "Desde USD 214/año, con 30 días de prueba y sin tarjeta." |
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| Plain | Short sentences, everyday words, reader's language | Dumbed down or vague | "Odoo es gratis. El servidor no." |
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| Honest about the trade-off | Names who should not buy | Hedging every claim into uselessness | "Si solo necesitas un dominio y ningún módulo propio, el plan de USD 214 es suficiente." |
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| Calm | Confident, no urgency theatre | Passive or dull | "Puedes probarlo 30 días sin tarjeta antes de decidir." |
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**Tone by context:**
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- Explainers: patient, example-led.
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- Hosting/comparison pages: dry, tabular, price-forward.
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- CTA blocks: one benefit, one price anchor, one risk-remover (trial, no card).
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- Errors / corrections: say what was wrong and the date it changed.
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**Terms we own:** "el coste real de Odoo", "sin DevOps", "instancia en 5 minutos".
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**Never use (and why):** ISO 27001 / SOC 2 badges (the host does not claim them and neither
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can we), "200+ proyectos", invented client names, invented ROI percentages, fake urgency
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countdowns. These were on the site before and are being removed — they are the single
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biggest E-E-A-T and legal liability here.
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## Proof Points
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**What is verifiable (checked against the live host site on 2026-10-24):**
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- Plans: Side Hustle USD 214/yr (1 domain), On the Rise 395/yr (3 domains + Git/QuickGIT),
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Powerhouse 595/yr (2 workers, Enterprise-ready), Empire >950/yr (own server, custom).
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No setup fee, Stripe, cancel anytime.
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- 30-day free trial, no credit card. Deploy in ~5 minutes.
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- Odoo 19 and 20 available.
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- Six regions: Amsterdam, Boston, Manchester, Mumbai, São Paulo, Sydney.
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- Automatic rotating backups, free SSL, Git-based module deployment, AI support bot plus
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human support.
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**Customers we may name (the host's real portfolio — verify the site still loads before
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using):** paraguayservice.com and startparaguay.net (Paraguay relocation services),
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estancia-agape.com (cattle genetics), kate-group.de (SAP CPI adapters), agilnova.de (M&A
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advisory). Mostly German-speaking SMBs plus Paraguay services. Note: accelersales.com has
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failing TLS — do not feature it until it loads over HTTPS.
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**Testimonials:** none that we can attribute. We have no interviews, no quotes, no names.
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Until we do, the site has no testimonial section — the real customer list is the proof.
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**Value themes:**
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| Theme | Proof |
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| Cheaper than it looks | USD 214/yr entry plan, no setup fee, 30-day trial without card |
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| No DevOps required | 5-minute deploy, managed updates, backups, SSL included |
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| Not a black box | Git-based module deployment, standard Odoo CE, cancel anytime |
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| Runs where you are | Six regions incl. São Paulo, Mumbai, Sydney |
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## Goals
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**Business goal:** commission from hosting referred to odoo4projects.com.
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**Conversion action:** outbound click to the host (Plausible event `Affiliate Click`),
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then purchase on the host's site.
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**Current metrics (2026-10-24, from the n8n stats webhook):**
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- GSC: 4,745 impressions, 9 clicks, CTR 0.19%, avg position 24.7 over 447 queries.
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- Money cluster (33 hosting queries): 538 impressions, 1 click, position 27.5.
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- 17 page-1 queries with zero clicks, holding 1,090 impressions.
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- Plausible: 2 visitors, 3 pageviews (owner/test traffic only).
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- Affiliate clicks to date: 0. Custom-event goals (`Affiliate Click`, `Outbound Click`) are
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not yet configured in Plausible settings, so absence of a count is not evidence the
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tracker is broken.
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**Disclosure requirement:** every page with an affiliate CTA states the relationship in the
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page's own language, near the CTA. Never hide it.
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## Learnings
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| Date | Learning | Evidence | Applies to | Status |
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| 2026-10-24 | Search demand is informational first (`odo ia`, `odoo de donde es`) and commercial second (`odoo hosting`, position 31.5) — the hosting pages are where the money is and where we rank worst | GSC 447 queries, 4,745 impressions | content-strategy, seo-audit, cro | active |
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| 2026-10-24 | The homepage's fabricated proof (invented testimonials, 280% ROI, "$0 desde" plan tiers, 100+ companies) undermines the affiliate pitch and is being removed | Site audit; plan week 2 | copywriting, cro, seo-audit | active |
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| 2026-10-24 | Custom-event goals are not configured, so affiliate clicks cannot be read from the stats payload yet; 0 is not yet a measured zero | Plausible goals block lists only the page goal `Visit /` | analytics, conversion-tracking | watch |
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## Changelog
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- v1 (2026-10-24) — Initial context: positioning as an independent guide whose only revenue
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is hosting referral; ICP from real GSC query data; verified host facts; explicit
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"never use" list for the site's fabricated proof.
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