chore: add competitive analysis and scaffolding

lumacms-business-plan.md

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+# LumaCMS — Digital Signage as a Service
+**Business Plan** | IT Pro Partner LLC | July 30, 2026
+
+---
+
+## Executive Summary
+
+LumaCMS is a cloud-managed digital signage platform purpose-built for small and mid-market businesses (SMBs). Customers deploy LumaCMS on low-cost Raspberry Pi 4 hardware connected to any HDMI display, and manage their screen content through a web-based portal. IT Pro Partner owns the platform, the customer relationship, and the recurring revenue — no third-party license fees, no per-screen platform margins paid to OptiSigns, ScreenCloud, or competitors.
+
+LumaCMS replaces the current OptiSigns subscription ($35-75/screen/month) with an in-house alternative at $49/screen/month, retaining $44+/screen in gross margin. At 20 screens managed, that's ~$880/mo net recurring revenue. At 200 screens (achievable within 12 months across the MSP customer base), it exceeds $8,800/mo.
+
+**Target market:** Restaurants, retail stores, gyms, medical waiting rooms, auto dealerships, barbershops/salons, and churches within the IT Pro Partner MSP footprint (Savannah/Hinesville/Statesboro).
+
+---
+
+## Domain & Brand Options
+
+The following domains were checked for availability via Cloudflare Registrar (July 30, 2026):
+
+| Domain | Available | Price/yr | Recommendation |
+|---|---|---|---|
+| **lumacms.com** | ❌ Taken | - | Not available for registration |
+| **lumasignage.com** | ✅ Available | $10.46 | Primary domain recommendation |
+| **vistacms.com** | ✅ Available | $10.46 | Strong alternative — "vista" = pleasing view |
+
+**Recommended primary domain:** `vistacms.com` — available, clean, professional, and "VistaCMS" positions the product as premium enterprise software. Also `lumasignage.com` is available as backup.
+
+**Brand positioning:**
+> LumaCMS — Display Intelligence. Content Management for Your Screens.
+
+---
+
+## Product Overview
+
+### What LumaCMS Does
+
+LumaCMS allows customers to:
+1. **Design** screen layouts using a drag-and-drop zone editor
+2. **Manage** content — images, videos, text, live data feeds, weather, clocks
+3. **Schedule** content changes by time of day, day of week, or date range
+4. **Play** content on any HDMI display via a $35 Raspberry Pi 4
+5. **Monitor** screen health, uptime, and playback status remotely
+
+### How It Works (Technical)
+
+```
+[Admin Portal] → API → [LumaCMS Cloud Server] 
+                                ↓
+[Customer Portal] — schedules → ↓
+                                ↓
+                         [Raspberry Pi Player]
+                         (polls API every 10s)
+                                ↓
+                         [HDMI Display/TV]
+```
+
+- **Players:** Raspberry Pi 4 (4GB) running Chromium in kiosk mode — polls the cloud API every 10 seconds for updated content
+- **Cloud Server:** Single-page HTML/CSS/JS admin + customer portal served via Caddy on ITPP infrastructure (netcup Core RS 2000)
+- **Storage:** Content hosted on Core server, backed up to Wasabi S3
+- **Provisioning:** Pre-flashed SD cards with auto-login and kiosk config — plug-and-play for customers
+
+### Zone Types (Built)
+
+| Zone | Description |
+|---|---|
+| **Image** | Static or rotating images with transitions |
+| **Video** | MP4 playback with auto-loop |
+| **Text/Rich Text** | Formatted text with font, color, size controls |
+| **Clock** | Live clock with configurable format (12/24h) |
+| **Weather** | Live weather feed by zip code |
+| **iFrame Web** | Embed any URL as a live content zone |
+| **Scrolling Ticker** | Right-to-left scrolling text (marquee) |
+| **Countdown Timer** | Countdown to a date/time (upcoming) |
+
+### Template Presets
+
+| Template | Best For |
+|---|---|
+| **Full Screen** | Single image or video — full display |
+| **Split 50/50** | Two equal content zones side by side |
+| **Top Banner + Bottom Grid** | Header with 2-3 content panels below |
+| **Menu Board** | Optimized for restaurant menu pricing |
+| **Video + Text** | Video on left, description on right |
+| **3-Column** | Three equal zones — e.g., Daily Specials, Events, Social Feed |
+| **4-Quadrant** | Four content zones in a grid (Pi-in-a-Pi, cameras, etc.) |
+
+---
+
+## Pricing
+
+### Base Pricing (SMB)
+
+| Tier | Screens | Monthly | Annual (2mo free) |
+|---|---|---|---|
+| **Starter** | 1 screen | $49/mo | $490/yr |
+| **Business** | 5 screens | $199/mo | $1,990/yr |
+| **Growth** | 15 screens | $499/mo | $4,990/yr |
+| **Enterprise** | 25+ screens | Custom | Custom |
+
+*All prices are per-account. Each screen includes the Player software, cloud management, and support.*
+
+### Hardware (One-Time)
+
+| Item | Cost to ITPP | Markup | Price to Customer |
+|---|---|---|---|
+| Raspberry Pi 4 (4GB) | $55 | +30% | $75 |
+| 32GB microSD (pre-flashed) | $8 | +25% | $10 |
+| PoE Hat + Case | $25 | +20% | $30 |
+| **Kit Total** | **$88** | - | **$115** |
+| HDMI Cable (6ft) | $6 | +66% | $10 |
+| **Total Deployed Kit** | **$94** | - | **$125** |
+
+Customers supply their own TV/monitor. LumaCMS provides the player hardware, pre-configured and tested.
+
+### Design Services (Optional)
+
+| Service | Price |
+|---|---|
+| Basic template setup (1 screen) | $149 one-time |
+| Custom screen design (per screen) | $249-499 one-time |
+| Menu board data import (restaurants) | $99 one-time |
+| Ongoing design retainer (monthly changes) | $49/mo |
+
+---
+
+## Competitive Analysis
+
+### Direct Competitors (Digital Signage Platforms)
+
+| Platform | Pricing | Min. Commitment | Hardware | Notes |
+|---|---|---|---|---|
+| **OptiSigns** (current use) | $35-75/screen/mo | None | BYOD or their player | Good but third-party margin |
+| **ScreenCloud** | $39-89/screen/mo | None | BYOD | Similar feature set |
+| **Yodeck** | $29-89/screen/mo | None | Their $79 player | Good but locked to their hardware |
+| **PosterBooking** | $15-39/screen/mo | None | BYOD | Budget competitor |
+| **LumaCMS** | **$49/screen/mo** | None | BYOD (Pi $115) | Full margin retention |
+
+### Competitive Advantages vs OptiSigns
+
+| Aspect | OptiSigns | LumaCMS |
+|---|---|---|
+| Cost | $35-75/screen/mo | $49/screen/mo (same ballpark) |
+| Local support | None — ticket-only | In-person setup + phone support |
+| Customization | Template-limited | Full DOM canvas editor |
+| Integration with MSP | None | Full ITPP ecosystem (billing, monitoring, backup) |
+| White-label | No (their branding on player) | Yes — LumaCMS branding or custom |
+| Pi provisioning | Their app required | Our pre-flashed SD cards |
+
+### Indirect Competitors (Menu Board Alternatives)
+
+- Canva (static designs, no live updates)
+- PowerPoint slideshows (manual, no scheduling)
+- Paper menus (no updates, reprint cost)
+- TV with USB drive (manual, no remote)
+
+---
+
+## Operations & Infrastructure
+
+### Cloud Architecture
+
+```
+Core Server (netcup RS 2000) — 152.53.192.33
+├── Caddy → /var/www/mockup/lumacms/  (marketing site)
+├── Caddy → /var/www/mockup/lumacms/portal/  (customer portal)  
+├── Caddy → /var/www/mockup/lumacms/admin/  (staff admin)
+└── API → JSON content endpoints for players
+```
+
+### Player Provisioning
+
+1. **Pre-flash:** Write Raspbian Lite + Chromium kiosk config to SD card
+2. **Configure:** Set player ID in config file (unique per screen)
+3. **Ship:** Customer plugs in Pi + Ethernet → boots → loads LumaCMS player page
+4. **Activate:** Customer portal shows new screen → assign template → content pushed
+
+### Backup & Redundancy
+
+- All portal/config data backed up to Wasabi S3 via Hermes daily backup
+- Player content cached locally on Pi (offline fallback — continues showing last content if internet drops)
+- Core server monitored via Uptime Kuma
+
+---
+
+## Sales & Marketing
+
+### Target Vertical Segments
+
+| Vertical | Screens/Business | Pain Point | LumaCMS Solution |
+|---|---|---|---|
+| **Pizza shops** | 2-4 | Menu pricing changes, lunch specials | Remote pricing updates, daypart scheduling |
+| **Restaurants** | 3-6 | Multiple menus (happy hour, dinner, weekend brunch) | Time-scheduled playlists |
+| **Gyms/fitness** | 4-10 | Class schedules, promotions, social feed | Multi-zone with class schedule + social |
+| **Retail** | 2-8 | In-store promotions, product features | Image rotation with call-to-action |
+| **Auto dealers** | 3-12 | Vehicle inventory, service specials | iFrame web zone + image rotation |
+| **Medical/dental** | 2-4 | Patient education, wait time | Video + text zone combo |
+| **Churches** | 2-6 | Service times, announcements, live feed | iFrame + text zones |
+| **Barbershops/salons** | 2-4 | Pricing, wait time, product promos | Simple template rotation |
+
+### Costanzo's Pizzeria — Anchor Customer & Demo Case
+
+**Customer:** Costanzo's Pizzeria — Dexter (owner)
+**Location:** Savannah, GA (Southside)
+**Use case:** 2 screens (menu board left + right) deployed as digital menus
+**Value to LumaCMS:** Real customer demo, pricing feedback, vertical template refinement
+**Value to Costanzo's:** Free hardware + 6 months service in exchange for case study
+
+**Pricing recommendation for demo:**
+- 2 screens @ $49/screen/mo = $98/mo
+- Hardware: 2x Pi kits @ $125 = $250 one-time
+- Design: Menu board setup (2 screens) @ $349 one-time
+- **First year total:** $98 x 12 + $250 + $349 = **$1,775**
+
+### Costanzo's Competitive Advantage (from IntelSight analysis)
+
+The IntelSight competitive analysis identified that Costanzo's can:
+- Add a 14" pizza at $9.99 (bridges the price gap vs Allyanna's $10.99)
+- Market the 18" as "The Big Deal" (50% more pizza for $2-4 more than competitors)
+- Create a Family Feast bundle at $44.99 (Allyanna's comparable is $50.99)
+- Add 3 more wing sauces at near-zero cost
+
+When demoing LumaCMS to Dexter, showing how he can implement these pricing changes in real-time from his customer portal will close the sale.
+
+---
+
+## Financial Projections
+
+### Startup Costs
+
+| Item | Cost |
+|---|---|
+| Domain registration (vistacms.com) | $10.46/yr |
+| Caddy config + deployment (existing infra) | $0 |
+| Player provisioning (3 test Pis) | $282 |
+| Total startup | ~$293 |
+
+### Monthly Revenue Model (Projection)
+
+| Month | Screens | MRR | Hardware Revenue | Total Revenue | Gross Margin* |
+|---|---|---|---|---|---|
+| 1 | 2 (Costanzo's anchor) | $98 | $250 | $348 | ~$300 |
+| 3 | 8 | $392 | $500 | $892 | ~$780 |
+| 6 | 25 | $1,225 | $1,250 | $2,475 | ~$2,200 |
+| 12 | 60 | $2,940 | $2,500 | $5,440 | ~$4,900 |
+| 24 | 150 | $7,350 | $3,750 | $11,100 | ~$10,000 |
+
+*Gross margin excludes existing ITPP infrastructure costs (servers already paid for, Caddy/licensing $0)
+
+### Break-Even Analysis
+
+At 2 screens (Costanzo's), LumaCMS breaks even in month 1 on subscription alone. The platform runs on existing ITPP infrastructure with near-zero marginal cost.
+
+---
+
+## Domain & Hosting Plan
+
+### Domain Strategy
+
+| Domain | Use | Status | Recommendation |
+|---|---|---|---|
+| vistacms.com | Primary product domain | ✅ Available $10.46 | Register immediately |
+| lumacms.com | Product name (brand) | ❌ Taken | N/A — use vistacms or lumasignage |
+| lumasignage.com | Descriptive/SEO | ✅ Available $10.46 | Register as backup/redirect |
+
+### Hosting (MVP)
+
+LumaCMS runs entirely on existing ITPP infrastructure:
+- **Marketing site:** Served from Core server (netcup RS 2000) behind Caddy
+- **Customer portal:** Same server, different path
+- **API:** JSON endpoints on same server
+- **Content storage:** Server filesystem → Wasabi S3 backup
+- **Player CDN:** Cloudflare proxy (grey-cloud via Caddy)
+
+No additional hosting costs for MVP phase. Server has 15GB RAM with ~3GB free — sufficient for 500+ screen API endpoints.
+
+---
+
+## Risk Analysis
+
+### Risks & Mitigations
+
+| Risk | Probability | Impact | Mitigation |
+|---|---|---|---|
+| Customer Pi fails | Low | Medium | Pre-flash spare SD cards, ship overnight |
+| Internet outage at customer | Medium | Medium | Local caching — Pi plays last content indefinitely |
+| Browser compatibility issues | Low | High | Test on Chromium (Pi) exclusively — single-browser target |
+| Customer wants complex animation | Medium | Low | Support static + video zones; custom designs for premium |
+| OptiSigns lowers price | Low | Medium | LumaCMS competes on service + local support, not price |
+| Pi supply shortage | Medium | Medium | Stock 10-20 units; Pi 5 alternatives available |
+
+---
+
+## Development Roadmap
+
+### Phase 1: MVP (Complete)
+- ✅ DOM-based canvas editor (drag/resize zones)
+- ✅ 7 zone types (image, video, text, clock, weather, iFrame, ticker)
+- ✅ Template presets
+- ✅ Pi player single-page app (auto-refresh)
+- ✅ Admin portal
+
+### Phase 2: Customer Portal (In Progress)
+- [ ] White-label customer login
+- [ ] Screen management dashboard
+- [ ] Content upload & scheduling
+- [ ] Template library
+- [ ] Billing & subscription management
+
+### Phase 3: Production (Next 30 Days)
+- [ ] Domain registration (vistacms.com or lumasignage.com)
+- [ ] Live marketing site deployment
+- [ ] Customer onboarding flow
+- [ ] Pi provisioning kit documentation
+- [ ] Hardware inventory
+
+### Phase 4: Scale (60-90 Days)
+- [ ] Multi-tenant architecture (100+ accounts)
+- [ ] Analytics dashboard (play count, viewer stats)
+- [ ] Social media feed zone (Instagram, Facebook)
+- [ ] QR code generation per screen
+- [ ] Weather alerts integration
+- [ ] Emergency alert override (code red, weather warning)
+
+---
+
+## Proposal — Next Steps
+
+**For IT Pro Partner:**
+1. ✅ Register domain (vistacms.com or lumasignage.com at $10.46 via Cloudflare)
+2. Deploy LumaCMS marketing site to domain
+3. Build customer portal (white-label for Costanzo's)
+4. Demo with Dexter at Costanzo's Pizzeria
+5. Refine pricing & templates based on real feedback
+6. Launch to MSP customer base
+
+**Immediate cost to proceed:** $10.46 (domain registration)
+**No additional infrastructure cost** — runs on existing servers.
+
+---
+
+*Prepared by Sho'Nuff Brown | IT Pro Partner LLC*
+*Terms of Service, Privacy Policy, Acceptable Use Policy available at `/legal` on the LumaCMS marketing site.*