BOQxOnline Optimisers
8 May 2026

For Brad Poirier

Here is everything
we built
for BOQ.

36 interactive mocks. 7 working docs. 1 master deck. Pick what you like, point at what you don't, tell us what's missing.

Open the deck What we need from you
36
Mocks shipped
07
Working docs
01
Master deck
06
Live projects

Decision One

First decision:
which direction?

Three brand worlds. Each one renders consistently across all four surfaces below. Pick one and the entire stack snaps to it.

Direction 01
Trust
Bell-rival, Beanfield-comparable. Navy authority, cream calm, amber warmth. Reads as the grown-up regional ISP that just happens to be local.
Tiempos / Söhne / Söhne Mono
See it across all 4 surfaces
Direction 02
Disruptor
Anti-incumbent manifesto. Black, volt-green, sharp grotesque type. Every surface looks like a punch at Bell. Loud, technical, confident.
PP Neue Montreal / JetBrains Mono
See it across all 4 surfaces
Direction 03
Local Hero
Quinte West rooted, neighbourly. Cream, deep forest, mustard. Reads like a small-town brewery or the good farm shop. Warm, specific, loyal.
Fraunces / Inter Tight
See it across all 4 surfaces

Surface 01 of 04

Public site.

The boq.ca homepage and core pages. Three brands, three feature emphases. Plans-led puts pricing first. Coverage-led puts the map first. Story-led leads with the founder.

Public website matrix

9 mocks · 3 brands · 3 emphases

Every cell is a fully clickable static mock. Open three. Tell us which row and which column resonates.

Trust · Plans-led
Plans first, pricing clear
Hero is a 3-tier plan grid. Speeds, prices, fine print. Reads like the Beanfield homepage with warmer typography.
Open
Trust · Coverage-led
Check your address
Hero is the Quinte West coverage map with a postal-code lookup. Authority without bragging.
Open
Trust · Story-led
Brad's letter, on the homepage
Hero is a long-form opener. Why this exists. Who Brad is. Plans recede until the proof has landed.
Open
Disruptor · Plans-led
Three plans. No bullshit.
Volt-green pricing wall. Bell's price crossed out beside ours. Designed to be screen-shotted.
Open
Disruptor · Coverage-led
If we're in your street, we're better
Black map, neon street outlines. Coverage as conquest, not service area.
Open
Disruptor · Story-led
A guy from Trenton vs. a Toronto monopoly
Manifesto opener. Brad's face, Brad's words, Brad's grudge made specific. Punchy.
Open
Local · Plans-led
Internet for our town, priced fairly
Plans framed as neighbour-deals. Fraunces serif headlines. Reads warm and specific.
Open
Local · Coverage-led
Where we cover, street by street
Hand-drawn-feel map of Quinte West. Forest green hairlines. The coverage page as community map.
Open
Local · Story-led
Built here, run here, answered here
Founder story up top, photos of the truck and the town. Reads like a beloved local brand.
Open

Surface 02 of 04

Chatbot.

The on-site assistant. Three brands, three input modes. Text only is the safe default. Upload + chat lets prospects send a current bill and get a comparison. Voice + chat is the moonshot.

Chatbot matrix

9 mocks · 3 brands · 3 modes

Each cell is a working chat surface. Type at it. The replies are scripted but the UX is real.

Trust · Text
Calm, clear, written
Cream chat surface, navy headers. Reads like a quiet help-desk that knows the answer.
Open
Trust · Upload + Chat
Drop your Bell bill, get a quote
Drag-and-drop, OCR explanation, side-by-side cost compare. Trust-grade UX.
Open
Trust · Voice + Chat
Talk to it, see it answer
Press to speak, transcript on the right, replies as text and audio. Restrained.
Open
Disruptor · Text
Direct answers, no sales nonsense
Black surface, volt accents, terminal-feel font. Replies are short and confident.
Open
Disruptor · Upload + Chat
Show us their bill, we'll roast it
Upload a Bell bill, get the line-item teardown. Performative and honest.
Open
Disruptor · Voice + Chat
Ask it. Out loud.
Big push-to-talk. Loud waveform. Voice replies in a confident tone.
Open
Local · Text
Like texting the shop
Warm cream UI, friendly tone, first-name greeting. Reads like a small business who answers fast.
Open
Local · Upload + Chat
Send the bill, we'll work it out
Upload feels like a neighbour helping. Forest-green accents, plain language reply.
Open
Local · Voice + Chat
Talk to us like you would on the phone
Voice mode framed as the natural way for older customers. Calm, slow, helpful.
Open

Surface 03 of 04

Admin dashboard.

What Brad and the ops team see at 7am. Three brands, three lenses. Ops first surfaces tickets and outages. Pipeline first surfaces sales and churn. Network first surfaces uptime and capacity.

Admin dashboard matrix

9 mocks · 3 brands · 3 lenses

Each cell shows a full single-screen dashboard with realistic data. The brand layer is visible but the bones are operational.

Trust · Ops-first
Tickets, outages, MTTR
Cream surface, navy headers, amber alerts. Calm command-centre feel.
Open
Trust · Pipeline-first
MRR, churn, install pipeline
Beanfield-style monthly trend, retention cohorts, install backlog.
Open
Trust · Network-first
Uptime, capacity, peering
Network map, real-time pop status, capacity gauges. Engineering-led.
Open
Disruptor · Ops-first
Live ops, brutal clarity
Black canvas, volt accents, big numbers. Reads like a NOC dashboard with attitude.
Open
Disruptor · Pipeline-first
Wins this week, scalps from Bell
MRR ticker, switcher count, named-and-shamed competitor losses.
Open
Disruptor · Network-first
Speed, jitter, beat-the-bigcos
Live speed test feed, latency-vs-Bell graph, capacity headroom.
Open
Local · Ops-first
Today's tickets, today's truck rolls
Cream + forest UI, friendly labels, neighbourhood-first ticket grouping.
Open
Local · Pipeline-first
Customers this month, by street
Pipeline mapped to actual streets in Quinte West. Hyper-local accountability.
Open
Local · Network-first
Uptime, neighbourhood by neighbourhood
Network status told as a town map, not a topology diagram.
Open

Surface 04 of 04

Customer dashboard.

What a paying customer sees when they log into their account. Simple is bill + speed + support. Power adds usage charts and device-level controls. Family adds parental controls, schedules, profiles.

Customer dashboard matrix

9 mocks · 3 brands · 3 scopes

The depth of the customer dashboard signals where the brand sits. Simple says "we just sell internet". Family says "we are the household's tech partner".

Trust · Simple
Bill, speed, support
Three cards. Cream surface. Calm, no clutter, no upsell.
Open
Trust · Power
Usage, devices, performance
Per-device throughput, monthly usage trend, network-quality history.
Open
Trust · Family
Profiles, schedules, parental controls
Per-person profiles, screen-time schedules, content categories. Calm-design family ops.
Open
Disruptor · Simple
Three things. Done.
Black UI. Volt buttons. Bill, speed, support, nothing else. Confident minimalism.
Open
Disruptor · Power
Live throughput, real numbers
Big graphs, hard data, speed-test history that beats Bell consistently.
Open
Disruptor · Family
Who's online, what's hogging the bandwidth
Profile-by-profile usage, hard-edge controls, no patronising copy.
Open
Local · Simple
Hi neighbour. Here's your bill.
Cream UI, first-name greeting, three cards, support number above the fold.
Open
Local · Power
How your house is using the internet
Friendly explainers next to every chart. Forest-green hairlines. Approachable depth.
Open
Local · Family
Your household's internet, sorted
Profiles named like family members. Schedules feel like a fridge whiteboard. Warm.
Open

The walkthrough

Walk through
the deck.

12 slides. Built for Tomas to share-screen on the next call. Or skim it yourself in 5 minutes.

Open the deck

Already shipped

What we already shipped
on PT Corp.

Before BOQ existed as a name, we built the agency surface for the parent business. These four assets stay live and feed the BOQ launch.

PT Corp orb
Constellation hub
→
PT Corp built website
Live preview
→
PT Corp full audit
Diagnostic + roadmap
→
PT Corp Intel + Leads
Pipeline view
→

The thinking

Working docs.
The thinking behind the mocks.

Seven markdown files documenting decisions, frameworks, references, and shortlists. Tomas has them locally; happy to send any in full.

01
BOQ scope 1-pager
Four-week phased build plan. What ships in week 1, what ships in week 4, who owns what, what gates the launch.
/docs/boq-scope.md
02
Chatbot project-takeoff spec
Decision tree, intent map, cost factors per input mode, fallback paths. The spec we'd hand a build team.
/docs/chatbot-takeoff.md
03
Local-biz reseller framework
Pricing tiers, structural setup, intro-call template. How BOQ resells local-business adjacent services without becoming a software company.
/docs/reseller-framework.md
04
Bell.ca structure deep-dive
Page-by-page UI patterns from the incumbent. Which to mirror for trust, which to invert for disruption.
/docs/bell-deep-dive.md
05
Tier-2 Canadian ISP visual reference
Beanfield, Tbaytel, Eastlink, Distributel. Screenshots, palette extraction, pattern notes per brand.
/docs/tier2-isp-reference.md
06
Domain shortlist
Twelve BOQ-related domains analysed. Availability, brand-fit, SEO weight, .ca vs .com tradeoffs.
/docs/domain-shortlist.md
07
BOQ wedges vs incumbents
Five to seven positioning wedges. Where Bell is structurally weak. Where Beanfield doesn't reach. Where local actually wins.
/docs/wedges.md

Over to you

Five quick
decisions.

If you can answer these five in a 15-minute call (or a voice note), we lock the scope and start week 1.

  1. Brand direction.
    Trust, Disruptor, or Local Hero?
  2. Public site feature emphasis.
    Plans-led, Coverage-led, or Story-led?
  3. Chatbot input mode.
    Text only, Upload + chat, or Voice + chat?
  4. Customer dashboard scope to launch with.
    Simple, Power, or Family?
  5. Launch market.
    Quinte West first, Belleville, Trenton, or multi-town from day one?

Plus the smaller open questions

  • Logo direction. Mark first, wordmark first, or hybrid?
  • Son's name and what he wants to learn (we'll route him into the right shadowing track).
  • Certifications you want surfaced on day one (CRTC, ISP-specific, regional).
  • Phone number for ptcorp.ca (and whether BOQ shares it or gets its own).

Brad. This is what we built before you said yes.
What we build next is yours to decide.

Donal Lynch + Tomas Roman · Online Optimisers · 8 May 2026