Living Roadmaps

Purpose

The single source of business truth — direction that persists, not tasks that scatter

Cadence

Monthly scorecard · quarterly strategy + research refresh

What this is — and why it exists

A living roadmap per primary entity: one place that holds why we believe what we believe (research), how we win (strategy), what we expect (targets), what actually happened (return), reviewed on a cadence (report).

Why we built it (Brandon, 2026-09-07): the scatter — the competing docs, the stale plans, the drift — came from reactive firefighting: resolving small tasks without both human and AI subscribing to one overall direction. This is the fix. Every fire now gets triaged against the roadmap. If a task doesn't move a row here, question whether it should be done at all. The roadmap is the standing agenda; the small stuff serves it, not the other way around.

Marker key: 🟢 Confirmed · 🟡 Assumption · 🔴 Gap · 🎯 Target. The markers are the living part — a 🔴 that research fills turns 🟢; a 🎯 a monthly return hits gets checked. Watching them move is the roadmap working. Git history is the memory: diff to any date to see what the research and expectations were.

The group thesis (north star)

Own "water truck" in Phoenix metro — one customer, one asset class, no vendor change at any stage:

rent → buy → maintain

Leg	Entity	Roadmap
Rent	Superior Water Truck Rental (SWTR) — the front door	SWTR
Buy	Superior Equipment (SEQ) — build · Superior Truck & Equipment (STE) — sell	SEQ · STE
Maintain	Superior Water Truck Parts (SWTP)	SWTP

Highest-leverage motion: rent-to-own credit (SWTR rental payments crediting toward a SEQ/STE purchase) — turns rental into the sales lead engine, needs no new infrastructure.

The living roadmaps

• SWTR — Superior Water Truck Rental — the rental fleet (the rent leg / front door).
• SEQ — Superior Equipment — the rebuild/production engine.
• STE — Superior Truck & Equipment — the dealership (Superior Truck + Iron Mesa USA).
• SWTP — Superior Water Truck Parts — the new-parts counter.

How the loop runs

1. Direction set by Brandon + MC-ATG; targets change only on a logged decision.
2. Return fed monthly after the books close (QB → warehouse/GL → Metabase) — no hand-typed numbers.
3. Report diffs Direction vs Return, names misses, sets actions, appends to the decision log.
4. Quarterly — refresh targets and work the 🔴 research gaps.

Consolidation status (2026-09-07)

These three roadmaps are the new spine. Being folded in / deprecated as sources: the superseded operating-arms/ pages, the per-brand marketing plans (now IT-CRM/GHL owned), the parallel swtr/docs/ STR site, and the duplicate decision log. Marketing anchor = IT-CRM/GHL, 2026-09-06.