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Market & Competitive — cross-entity layer

Owner
IT-CRM (marketing owner of record, Brandon 2026-09-06)
Layer
0 · Market & Demand — shared across every Arizona Truck Group entity
Cadence
Quarterly research refresh; rate observations re-verified before every quote
Scope
Arizona macro demand · seasonality · competitors · regulatory

What this layer is — a LIVING reference, not a one-time slide

This is the shared market brain for the group. The forces that move demand — Arizona construction, dust-control season, fire, water, mining, fuel, finance rates — and the competitors and rules that shape pricing are the same across entities, so they live here once and entity roadmaps link in rather than re-keying them.

Markers (mandatory): 🟢 Confirmed · 🟡 Assumption · 🔴 Gap · 🎯 Target. A belief that research disproves is struck through and re-marked, never quietly deleted — watching markers move is the roadmap working.

Read this before editing

Edit these pages when a belief changes, not on a calendar. If a rate moves, a competitor shifts, or a regulation is clarified, update the claim and its marker and date here — every entity page that links in inherits the correction for free. This page obeys the write-contract; KPI definitions are not duplicated here — they live once in the Metrics Glossary.

Marketing ownership anchor

🟢 IT-CRM / GHL owns marketing (Brandon, 2026-09-06). The older sales_marketing_manager and web-site-optimization marketing plans are SUPERSEDED — treat this market layer and the SWTR roadmap as the current source, not those archives.

Pages in this section

  • Arizona macro demand — the shared demand drivers (construction, dust season, fire, water, ag/mining, fuel, finance rates), each mapped to the entity it moves and a leading indicator to watch.
  • Seasonality — the master seasonality curve (water-truck peak May–Sep) and the counter-seasonal sourcing logic. Entity roadmaps link here instead of re-keying it.
  • Competitor map — the cross-entity competitor set, split by business model, with date-stamped rate observations (rates are perishable).
  • Regulatory — DOT/transport, emissions/equipment standards, and Maricopa dust-permit / Rule 310 compliance.

How this layer feeds the loop

Market beliefs set the why at the top of every entity roadmap's §0. When a belief here changes, the change should surface in the next return/report loop and, if it edits a target or a committed belief, in the decision log. Nothing here is a KPI target; these are the conditions the targets are set against.