| Dimension | Score | Rationale |
|---|---|---|
| Decision Authority | ★★★★★ | Owner-operator, single-thread — confirmed BBB + Chamber |
| Tech Readiness | ★★★★☆ | Already digital (SmartFlow) but web layer broken |
| Pain Visibility | ★★★★★ | Template artifacts on live pages are provable, not speculative |
| Reputation Capital | ★★★★★ | BBB A+, CARFAX 4.8, dual BBB awards, chamber board seat |
| Revenue Potential | ★★★★☆ | Consumer + fleet hybrid; broad service mix; financing in place |
| Engagement Risk | ★★☆☆☆ | Low — wedge is respectful; no "you're behind" messaging needed |
Bottom Line
Kacal's Auto & Truck Service is a high-trust, modernization-forward operator with a provable digital presentation gap. The MojoMosaic engagement should be framed as risk removal — making the online front door match the 75-year operational reputation. Mike Kacal is the sole decision maker. The wedge is concrete, non-insulting, and demonstrable in under 30 minutes.