A predictable flow
of new commercial landlord clients.
This document lays out an operational plan to put Mothball’s vacant-rates mitigation in front of English commercial property owners and asset managers through cold email outreach — reading time ~ 6 minutes.
Read first
What you are about to read is a first take, drafted ahead of our conversation to give you a concrete preview of how we work.
The prospects, signals and projections presented here are working hypotheses — we will refine them together during the engagement.
The aim of this document is to let you picture concretely what a campaign could produce.
Scroll
01 / YOUR BUSINESS01 — 08
We understand your DNA.
Mothball is a UK specialist in empty commercial business-rates mitigation, relaunched in late 2025 by its two principal directors, Nicholas Gough and Jeremy O’Keefe, who have run the underlying mechanism through successive iterations for around fifteen years. In the UK an owner of a vacant commercial building pays 100% of its business rates, an enormous carrying cost on space that earns nothing. Mothball removes 65 to 75% of that bill, legally: a tenant company takes a genuine lease on the empty unit, occupies it with smart-building technology, and is then placed into a Members’ Voluntary Liquidation that makes the unit exempt from rates. The real occupation and the commercial purpose behind it are what make the structure stand up to the Ramsay principle, the tax doctrine that is quietly dismantling every rival scheme. Mothball is, on its own account, the only rates-mitigation route in the country that is Ramsay-proof.
75%
saved on empty rates
Mothball legally removes 65 to 75% of the business rates on a vacant commercial unit
1
Ramsay-proof route in the UK
the only empty-rates mitigation scheme built to withstand the Ramsay principle, the doctrine now dismantling rival schemes
15yrs
running the mechanism
the underlying structure refined across successive iterations, including a Supreme Court fight, into today’s scheme
£40m
generated for one group
value created for the chairman of a commercial property company under the earlier scheme
What sets you apart
Every other empty-rates scheme on the market relies on a structure now being attacked under the Ramsay principle, and Mothball’s view is that they will fail. Mothball rebuilt its mechanism after an earlier iteration was overturned at the Supreme Court, giving the occupation a genuine commercial purpose (the smart-building tenant) so it stands up where others do not. The result is the only Ramsay-proof route in the country, saving 65 to 75% on a vacant unit’s rates, backed by directors who have argued this in front of the courts and won. Mothball also tells an owner when mitigation is not their best option, which is why rating surveyors trust the referral relationship.
What we will push on your behalf
The empty-rates mitigation itself, led with the money and the legal certainty: offset 65 to 75% of the business rates you are paying on vacant space, through the only structure that holds up against the Ramsay principle. The qualifying line is simple, a vacant hereditament with a rateable value above £100k, screened on reply rather than upfront. A second hook sits underneath for the right owner: the rates you save can fund turning the building into smart space before it relets, at no extra outlay. The pitch lands on a pain almost every English commercial property owner shares in 2026, empty units bleeding full rates while they wait to let.
02 / YOUR MARKET02 — 08
A market identified and qualified.
We start from the universe of people who own or significantly control commercial property in England: property companies and landlords, REITs and property funds, asset and fund managers, commercial agents, and family offices holding real estate. England’s rating list carries roughly 2 million commercial units, and with office vacancy running at 7 to 11% post-COVID (and retail and industrial voids on top) the great majority of owners are sitting on empty space that bleeds full business rates. The qualifying filter, a vacant hereditament with a rateable value above £100k, is applied on reply through a simple self-screening question, not upfront, so the campaign can go as wide as the market. Sizing the addressable base conservatively gives around 40,000 commercial property owners and managers in England.
~40,000
commercial property owners & managers identified
across England: landlords, REITs and property funds, asset and fund managers, commercial agents and family offices holding real estate
~20,000
contactable prospects
after applying the 50% ratio (named decision-maker + business email findable and verified)
~330
commercial opportunities
over 12 months (weighted mean of the 4 scenarios, 4 emails per prospect) — then narrowed by the rateable-value qualification to the highest-value voids
~66
potential new clients
over 12 months (UK B2B average closing rate: 20%) — at up to ~£250k of value per building, only a handful need to convert for the campaign to pay for itself many times over
How we build this database
We cross-reference the VOA rating lists, Companies House officer filings, commercial-property press (EG, Place North West, CoStar, React News), agent listings, planning portals and LinkedIn Sales Navigator to identify owners and decision-makers that match your criteria. Every contact is then verified and enriched by AI: persona role check, business email validation, last-12-month news and vacancy scrape per company. Impossible to do manually across tens of thousands of property owners — this is what makes wide, signal-led targeting possible at scale.
Why 50% are contactable
Commercial property is often held through special-purpose vehicles, and the individual who actually controls a building (the owner, asset manager or fund principal) is not always listed with a direct business email. This 50% ratio is deliberately conservative — it gives you realistic projections rather than optimistic ones, and the AI enrichment layer is built to push past the SPV structures to the real decision-maker wherever the data exists publicly.
This sizing is the wide, carpet-bomb version of the English base, in line with the strategy agreed on the call: contact broadly, then let the rateable-value question screen on reply. We can tighten it (office-centric portfolios only, high-RV owners only, single region) if you would rather match the funnel to delivery capacity. The number to hold onto: at up to £250k of value per building, the channel only has to produce a handful of signings to be transformational.
03 / PROSPECT SAMPLE03 — 08
10 companies identified by our AI.
Before launching at full scale, we always start with a sample of 10 real English commercial-property prospects, picked to show the approach works across the range of owners and controllers you target. For each one we identify a named decision-maker, surface a recent verifiable signal (a reported vacancy figure, an empty building, space handed back by a departing tenant), and explain why the prospect fits Mothball’s empty-rates mitigation. The same method will then be applied to your full database of ~20,000 contactable decision-makers.
For each prospect, our AI identifies a concrete signal: a published void or occupancy rate, a named building in refurbishment, a tenant departure or insolvency, a unit lingering on the letting market. That signal justifies why to reach out now and provides the foundation for personalising the email.
This sample mixes Central London office REITs (Helical, Workspace, CLS), regional landlords (Regional REIT, Real Estate Investors, Town Centre Securities, Bruntwood) and property fund and asset managers (Schroders Capital, Royal London Asset Management, Custodian) — a preview of what your full English database will look like. You will have the opportunity to validate it and steer us before the campaign goes live.
01
Helical plc
Matthew Bonning-Snook·Chief Executive Officer
Central London office developer and landlord (LSE: HLCL). Prime EC1 and West End office portfolio, all in England.
SIGNAL DETECTED
FY25 results (21 May 2025): vacancy on completed assets rose to 21.3% (from 17.6% a year earlier), with floors at The Bower EC1 going through a Cat A+ refurbishment before they relet.
WHY THIS PROSPECT FOR MOTHBALL
A Central London office specialist carrying 21%+ vacancy on prime, high-rateable-value assets is paying full empty rates on those voids throughout multi-month refurbishments. That carrying cost on EC1 and West End space is exactly what Mothball’s scheme is built to cut by 65 to 75%.
02
Workspace Group plc
Lawrence Hutchings·Chief Executive Officer
London-focused flexible-workspace owner (LSE: WKP). Multi-let office and studio space across the capital.
SIGNAL DETECTED
July 2025 results: stabilised-portfolio occupancy fell to ~81.6% as larger customers vacated amid hybrid working, the group booked a £120.5m loss on falling valuations, and available floor area rose as units are subdivided.
WHY THIS PROSPECT FOR MOTHBALL
Roughly 18% of a London workspace portfolio sitting empty between lettings is a large, growing pool of units accruing full business rates. As hybrid working keeps voids elevated, Mothball’s mitigation turns that recurring carrying cost into a 65 to 75% saving.
03
Regional REIT
Stephen Inglis·CEO, London & Scottish Property Investment Management
Regional UK office REIT (LSE: RGL), externally managed by LSPIM. Around 77% of the portfolio by value is in England.
SIGNAL DETECTED
FY2024 annual report: EPRA occupancy of the office portfolio fell to 76.4% (from 79.2% in 2023), around 24% vacancy, spread across a large number of regional office units.
WHY THIS PROSPECT FOR MOTHBALL
A dispersed regional-office portfolio running at ~24% vacancy is a long list of empty units, each carrying full business rates while it waits to let. That breadth of voids across England is precisely the scale case for Mothball’s mitigation.
04
CLS Holdings plc
Fredrik Widlund·Chief Executive Officer
Office landlord (LSE: CLI) specialising in non-prime and suburban offices across the UK, Germany and France.
SIGNAL DETECTED
FY results (13 March 2026): group EPRA vacancy rose to 14.5%, with UK vacancy at 18.0%, citing anticipated lease expiries and two large unforeseen tenant insolvencies.
WHY THIS PROSPECT FOR MOTHBALL
18% UK vacancy across regional and suburban offices is a substantial book of empty, rate-liable space. Only CLS’s English assets fall inside the scheme, but on those Mothball can take 65 to 75% off the empty-rates bill while the floors are re-let.
05
Real Estate Investors plc (REI)
Paul Bassi CBE·Chief Executive Officer
Birmingham-focused regional commercial landlord (LSE: RLE). 34-asset Midlands portfolio across retail, office and leisure.
SIGNAL DETECTED
Year-end trading update (14 January 2026): occupancy fell to 78.69% (from 82.04%), driven by unexpected tenant CVAs and insolvencies, most notably River Island, handing space back across the portfolio.
WHY THIS PROSPECT FOR MOTHBALL
A 3-point occupancy drop means a chunk of a Midlands portfolio is now empty and carrying full rates, with the units back on the letting market. Tenant-failure voids like these are an immediate, well-evidenced fit for Mothball’s mitigation.
06
Town Centre Securities plc
Edward Ziff OBE·Chairman & Chief Executive
Leeds-headquartered regional property investor (LSE: TOWN). Around 89% of the portfolio is regional retail and office, weighted to Leeds and Manchester.
SIGNAL DETECTED
FY results to 30 June 2025: portfolio void rate reported at 7.4% (from 8.1% a year earlier), a metric the group tracks openly across its retail and office estate.
WHY THIS PROSPECT FOR MOTHBALL
A landlord that publishes its void rate is telling you exactly how much empty, rate-liable space it holds. Those vacant units across Leeds and Manchester are a direct, quantified target for Mothball’s empty-rates mitigation.
07
Bruntwood
Chris Oglesby·Chief Executive
Privately-held Manchester property company. Major owner and developer of office and science space across the North of England.
SIGNAL DETECTED
February 2026: the vacant Alberton House is being demolished for an 18-storey office scheme, while a £17m full refurbishment of the 131,000 sq ft Manchester One tower runs through to 2028.
WHY THIS PROSPECT FOR MOTHBALL
A tower the size of Manchester One sitting empty through a multi-year refurbishment is a heavy empty-rates bill. The rates saved would more than cover turning it into smart space before it relets, the exact angle Mothball can put to a privately-held repositioner like Bruntwood.
08
Schroders Capital
Nick Montgomery·Global Head of Real Estate
Real-estate arm of Schroders, manager of the Schroders Capital UK Real Estate Fund (SREF). Large multi-sector UK office and retail portfolio.
SIGNAL DETECTED
SREF suspended dealing (issuance and redemptions) from 18 December 2025 amid liquidity and valuation pressure; Montgomery has publicly argued the case for repositioning written-off secondary offices.
WHY THIS PROSPECT FOR MOTHBALL
A fund under valuation pressure, actively repositioning secondary office space, is carrying voids that bleed full rates while the work is done. Stopping that empty-rates leakage at 65 to 75% is an easy, immediate win on a portfolio being actively managed for liquidity.
09
Royal London Asset Management
Mark Evans·Head of Property & Commercial Development
Property arm of RLAM, around £9bn UK real-estate portfolio across office, retail and mixed-use, with an explicit redevelopment mandate.
SIGNAL DETECTED
January 2026: RLAM states its portfolios are ‘more focused on re-development and repositioning as opposed to regular trading’, with the Southbury Leisure Park transformation lodged for planning on 23 January 2026.
WHY THIS PROSPECT FOR MOTHBALL
A repositioning-led mandate means assets cycling through refurbishment, sitting empty and rate-liable in the meantime. On those English assets the rates Mothball saves could even help fund the upgrade work that gets them re-let.
10
Custodian Property Income REIT
Richard Shepherd-Cross·Managing Director, Custodian Capital
England-focused diversified REIT (LSE: CREI), managed by Custodian Capital. 151-property portfolio across office, retail and industrial.
SIGNAL DETECTED
FY results to 31 March 2025 (12 June 2025): occupancy fell to 91.1% (from 91.7%), roughly 9% void by area across the 151-asset portfolio.
WHY THIS PROSPECT FOR MOTHBALL
An explicit, quantified ~9% void across exactly the office, retail and industrial lot sizes Mothball targets is a clear book of empty units carrying full rates. A diversified England-only REIT is a clean fit for mitigation at portfolio scale.
04 / AI PERSONALISATION04 — 08
Emails that look written by hand.
The difference between an email that gets ignored and an email that gets a reply is rarely the offer itself, it is the first sentence. When an owner, asset manager or fund principal opens an email and reads a line that names their own reported vacancy rate, a specific empty building in their portfolio, or space a departing tenant just handed back, the email earns the right to keep going. Cold is Gold’s AI workflow extracts those facts at scale across tens of thousands of English property owners, then weaves them into the opening line of each email so every message reads as if a human spent two minutes researching the recipient. No flattery, no horoscope copy, no “I came across your website” openings, just a precise, verifiable fact in the prospect’s own vocabulary, tied directly to the empty-rates pitch.
The principle: when an owner or asset manager reads the email, they should think “this person looked into me”, not “this is a bot”. Every opening sentence cites a precise, verifiable fact in commercial-property vocabulary — void rate, rateable value, hereditament, lease expiry, reposition, MEES.
Here are the 3 types of signals we would use to personalise every email sent on your behalf, stacked from most-findable to most-personal so the AI pipeline always has a clean fallback.
01
Reported vacancy or void figure
What we look forThe prospect’s most recently reported vacancy, void or occupancy rate, or named empty floors, in their latest results, trading update or investor presentation.
Where we find itAnnual & interim results · RNS via Investegate / LSE · investor presentations · company news pages
Findable on75% of prospects
Raw data
Helical’s FY25 results (21 May 2025) reported vacancy on completed assets at 21.3%, up from 17.6% a year earlier, with floors at The Bower EC1 going through a Cat A+ refurbishment.
AI personalisation →
“I saw your completed-portfolio vacancy moved to 21.3% in the May results, with floors at The Bower going through a Cat A+ refurb. While prime EC1 space like that sits empty you’re still paying full business rates on it, and that’s exactly the cost we take off the table.”
02
A specific vacant or under-refurbishment building
What we look forA named property in the portfolio currently empty, being refurbished, demolished or repositioned ahead of re-letting.
Where we find itTrade press (EG, Place North West, CoStar, React News) · local planning portals · construction press · the owner’s own news
Findable on60% of prospects
Raw data
Bruntwood’s Manchester One tower (131,000 sq ft) is entering a £17m refurbishment running through to 2028, while the vacant Alberton House nearby is being demolished for redevelopment.
AI personalisation →
“Noticed Manchester One is heading into a £17m refurb through to 2028. A tower that size sitting empty for two years is a heavy empty-rates bill, and the rates you’d save would more than cover turning it into a smart building before it relets.”
03
Space handed back, then sitting empty
What we look forA unit that recently came empty (tenant CVA, administration, lease expiry or departure) or that has been openly marketed to let for many months.
Where we find itResults & trading updates and trade press for the tenant exit · agent listings, EG and CoStar for time-on-market
Findable on60% of prospects
Raw data
Real Estate Investors’ trading update (14 January 2026) reported occupancy down to 78.7% after tenant CVAs and insolvencies including River Island, with the units back on the letting market.
AI personalisation →
“Saw River Island’s CVA handed you space back, with occupancy down to 78.7%, and some of those units have been on the market a while now. Every month they sit empty you’re paying full business rates with no income against them, which is exactly the cost we cut by 65 to 75%.”
A full sample of the email sent.
The personalised sentences above slot into a short, natural-sounding sequence. Here is what the opening email could look like, sent to Matthew Bonning-Snook, CEO of Helical plc, signed by Mothball’s director Jeremy O’Keefe.
FromJeremy O’Keefe · MothballTomatthew.bonning-snook@helical.co.ukSubject21.3% empty in EC1
Hi Matthew,
Your May results put completed-portfolio vacancy at 21.3%, with floors at The Bower going through Cat A+ before they relet. While prime space like that sits empty, you’re paying full business rates on it.
We take 65 to 75% of that empty-rates bill off the table, legally, and ours is the only mitigation route that holds up against the Ramsay principle, the one quietly killing every other scheme right now.
On a void that size the saved rates would also more than cover turning the floors into smart space before they relet, at no extra outlay.
Worth a quick call to run the numbers on one of your voids?
The sentence highlighted in terracotta is the line generated specifically for this prospect by our AI. The rest of the email is the same for everyone — written upfront with you.
05 / CAMPAIGN EXAMPLES05 — 08
Real campaigns we have run.
These 13 examples are intentionally varied — both in sector (construction, hospitality, luxury, SaaS, influencer marketing, editorial, EMS, factoring…) and in outcomes. You will find campaigns matching each of our 4 projection scenarios — from the minimum guarantee to exceptional cases. The goal is not to show a curated best-of, but the genuine diversity of what we produce. The campaign cards below are kept in their original French to remain faithful to the real artefacts we delivered. The AI-personalised sentences are highlighted in terracotta.
Campagne 01 / 13
Matériel EMS × coachs & studios sportifs
Prospection auprès de tous indépendants et centres de soins intéressés par l'EMS : coachs sportifs, studios, kinés, centres d'esthétique.
14 500
prospects contactés
413
opportunités générées
6
mois de campagne
Source IABio Instagram du coach + persona client qu'il cible (femmes 45+, remise en forme, rééducation...) + promesse principale qu'il met en avant dans sa communication.
J'ai vu sur Instagram que vous êtes coach sportive à Lyon et que vous accompagnez surtout des femmes de plus de 45 ans qui veulent se remettre en forme en douceur et ne plus avoir mal au dos.
Je vous contacte pour vous proposer d'essayer notre machine d'électrostimulation, qui offre à vos clients l'équivalent de plusieurs heures de travail musculaire en seulement 20 minutes.
La technologie existe depuis 2007 et plusieurs études ont montré des effets significatifs sur le renforcement musculaire et les douleurs dorsales, notamment chez les personnes qui ont du mal avec les entraînements classiques.
Que diriez-vous d'une séance découverte offerte, pour tester les sensations et l'efficacité ?
Émilie
Campagne 02 / 13
Agence OVB × prospection Instagram automatisée
Notre propre agence. 100% de notre acquisition provient du cold email — 100 à 200 clients signés par mois. Ciblage très large : toutes entreprises avec un compte Instagram et des besoins de prospection.
800 000
prospects contactés / an
10 500+
opportunités générées / an
12
mois de campagne
Source IAUn post Instagram récent du prospect (thématique, création, actualité) + métier précis + localité, pour rendre la proposition immédiatement crédible.
Je suis tombé sur votre post Instagram où vous parlez de vos compositions florales pour la Saint-Valentin.
Je me permets de vous envoyer ce message car je trouve dommage que votre contenu ne soit pas vu par davantage de passionnés de fleurs à Lyon.
Nous avons mis au point une méthode qui permettrait d'attirer 6 000 amateurs de créations florales par mois sur votre profil. Cela permet aux artistes floraux que nous accompagnons de gagner en moyenne 500 abonnés par mois, et de générer de nouveaux clients.
C'est quelque chose qui peut vous intéresser ?
PS : je précise que cette méthode est 100% automatisée et ne vous prendra pas une seule seconde de votre temps.
Thibault · Co-Founder @Agence OVB
Campagne 03 / 13 · EN
Hardware décoratif haut de gamme × architectes d'intérieur
Prospection en anglais auprès d'architectes d'intérieur UK et US.
11 500
prospects contactés
82
opportunités générées
3
mois de campagne
Source IAUn projet récent du prospect (nom du projet) + détails design identifiés dans le travail du cabinet (tonalités, textures, matériaux, ambiance).
FromHugo Clark · [hardware brand anonymized]To[prospect]Subjectquestion parkstone primary retreatCas favorable
Dear Jill, I hope you are well?
Please forgive the direct nature of my email but I was looking at your Parkstone Primary Retreat project, and I thought how you paired muted tones with natural textures looked incredibly smart.
I wanted to get in touch because your approach seems particularly aligned with our unique and refined decorative hardware — handmade in the UK from natural materials such as horn and leather. Every piece is genuinely special due to the organic nature of the material we use.
Not sure if you're sourcing hardware but we would love to help if we can.
Do get in touch if samples are of interest.
Hugo
Campagne 04 / 13
Caviste × restaurants & hôtels
Prospection auprès de tous secteurs de la restauration susceptibles de vendre du vin : restaurants, bistrots, bars à vin, hôtels (hors fast-food).
20 000
prospects contactés
458
opportunités générées
12
mois de campagne
Source IAType et style d'établissement du prospect (bistrot, restaurant gastronomique, hôtel...), cuisine ou positionnement (bistronomique, italien, traditionnel...) et localité précise.
DePaul Durand · [marque anonymisée]À[prospect]ObjetLa Dolce Vita : vos vinsCas favorable
Bonjour Julien,
J'ai vu que vous avez un bistrot dans le Marais à Paris, avec une cuisine française bistronomique.
Vous commandez uniquement ce dont vous avez besoin parmi nos 500 références de vignerons réputés et de domaines sous allocation, vous pouvez panacher vos références, et êtes livré en seulement 24h par nos équipes.
Cela vous permet de ne pas stocker du vin inutilement, tout en conservant une carte variée et de qualité.
Je voulais vous proposer de passer directement chez vous, pour vous faire goûter quelques références et faire connaissance.
Est-ce que ça peut vous intéresser ?
Paul
Campagne 05 / 13
Stands éco-conçus × salons professionnels
Prospection auprès de toute entreprise ayant exposé sur un salon professionnel (tous secteurs, toutes fonctions décisionnaires).
8 030
prospects contactés
29
opportunités générées
3
mois de campagne
Source IAUn salon récent auquel le prospect a exposé (nom du salon + lieu) + les produits phares mis en avant par l'entreprise.
DeThomas Bernard · [marque anonymisée]À[prospect]Objetquestion taste in parisCas courant
Bonjour Claire,
J'ai vu que vous avez exposé à Taste in Paris au Grand Palais pour mettre en avant vos collections de chocolats et de confiseries haut de gamme.
Je vous contacte car nous concevons des stands en bois éco-conçus, modulables et réutilisables, pensés pour attirer plus de visiteurs qualifiés, renforcer une image éco-responsable crédible et garder un rendu très premium — sans coûter plus cher qu'un stand sur mesure classique.
J'aimerais vous proposer une modélisation 3D gratuite de votre prochain stand, imaginée spécifiquement pour valoriser vos coffrets et vos nouveautés.
Est-ce quelque chose qui peut vous intéresser ?
Thomas
Campagne 06 / 13
Pizzas sous-vide × bars à vin et snacking
Prospection auprès de tous restaurants et commerces susceptibles de vendre des pizzas (hors fast-food) : bistrots, bars à vin, épiceries fines, snacks, commerces de proximité.
19 500
prospects contactés
1 308
opportunités générées
6
mois de campagne
Source IAType d'établissement du prospect (bar à vin, bistrot, épicerie fine...) + positionnement (produits proposés, ambiance, cible) + localité précise.
DeMarina Leblanc · [marque anonymisée]À[prospect]Objetquestion bar à vin villefrancheCas exceptionnel
Bonjour Martin,
J'ai vu que vous proposez une sélection de vins et des petits plats gourmands dans un cadre convivial à Villefranche-sur-Saône.
Je me permets de vous écrire car nous proposons des pizzas fraîches sous-vide — vous n'avez qu'à les cuire en quelques minutes et les servir, c'est tout. Pas besoin de cuisine, de personnel ni de préparation.
Elles sont fabriquées en Provence dans nos ateliers avec des recettes élaborées par un champion de la pizza. Pâte reposée 48h, sauce tomate maison, ingrédients 100% naturels : la qualité d'un vrai pizzaiolo, sans les contraintes.
Parfaites pour les planches apéro, la vente à emporter ou le service rapide.
Nous proposons un pack découverte gratuit de 5 pizzas, je peux vous en envoyer un ?
Marina
Campagne 07 / 13
Affacturage × TPE/PME du BTP
Prospection auprès de dirigeants de TPE/PME du BTP (VRD, génie civil, gros œuvre, maçonnerie, charpente).
11 500
prospects contactés
31
opportunités générées
6
mois de campagne
Source IAUn marché public ou chantier récemment remporté par le prospect (nom, localisation) + spécialité technique principale de l'entreprise (VRD, charpente, maçonnerie...).
J'ai vu que vous avez remporté l'aménagement des voiries du quartier Les Tilleuls à Lyon 8e. Félicitations, ce n'est pas rien dans le contexte actuel.
Je me permets de vous contacter car je sais qu'en VRD et génie civil, vos achats de matériel et votre masse salariale vident parfois votre trésorerie bien avant que la mairie de Lyon ne règle vos factures...
Nous aidons justement les TPE/PME du BTP comme la vôtre à ne pas attendre : on finance vos factures de chantier avec un taux fixe, sans frais cachés, et l'argent arrive sur votre compte sous 48h.
Si vous avez des factures qui traînent et pèsent sur votre trésorerie, je peux vous dire très rapidement si nous pouvons vous les payer.
Est-ce quelque chose qui peut vous intéresser ?
Nicolas
Campagne 08 / 13
Maison d'édition × impression d'art
Prospection auprès d'architectes d'intérieur et de décorateurs.
12 500
prospects contactés
134
opportunités générées
6
mois de campagne
Source IAUn projet récent trouvé sur le portfolio du prospect + 1 à 2 détails déco concrets (matériaux, volumes, couleurs).
DeLaura Martin · [marque anonymisée]À[prospect]Objetquestion architecture intérieureCas favorable
Bonjour Rodolphe,
J'ai vu le projet que vous avez réalisé pour Cartier, le travail sur les volumes et les matériaux nobles dans l'espace de vente est superbe.
Je vous contacte car nous éditons des photographies d'art en grand format, avec des finitions haut de gamme (tirage fine art, encadrement sur mesure, aluminium), pensées pour s'intégrer dans des projets comme les vôtres.
Si vous avez un projet en cours, je peux vous proposer une sélection d'œuvres adaptée à vos espaces.
Est-ce quelque chose qui peut vous intéresser ? Ça ne vous engage à rien.
Laura
Campagne 09 / 13
Socratech.io × création de contenus vidéo
Notre deuxième agence. 100% de notre acquisition via cold email — +20 clients/mois, panier moyen 8 k€. Ciblage : dirigeants d'entreprises (2-3+ salariés) avec une interview ou une parution presse dans les 6 derniers mois.
100 000
prospects contactés / an
1 200+
opportunités générées / an
12
mois de campagne
Source IAUne intervention récente du prospect (podcast, conférence, interview) + expertise métier pointue + offre spécifique à son univers.
Pardon pour ce mail un peu « direct », mais votre intervention dans « Les Plantes de la Périménopause » sur les remèdes naturels et leur rôle dans la gestion de la périménopause m'a donné envie de vous contacter.
Je vous écris car nous interviewons des dirigeants à forte expertise, et votre offre de compléments alimentaires bio pour l'équilibre hormonal des femmes nous intéresse énormément.
Il ne s'agit pas d'une interview « traditionnelle », mais d'un tournage où nous produisons des contenus pensés pour générer des millions de vues sur les réseaux sociaux. Le tournage permet de produire jusqu'à 50 vidéos pour alimenter tous vos réseaux pendant plusieurs mois.
Si l'idée vous intéresse, je peux vous montrer en 10 minutes comment nous trouvons les bons sujets qui génèrent un maximum de visibilité ?
PS : quand je dis des millions de vues ce n'est pas une façon de parler — 40M de vues pour un leader de la vente de vins en ligne, 25M pour le coiffeur le plus connu de France.
Thibault · Co-Founder @Socratech
Campagne 10 / 13
Vidéo IA générative × marques & marketing
Prospection auprès des directions marketing et brand managers d'entreprises de plus de 10 salariés.
22 500
prospects contactés
98
opportunités générées
6
mois de campagne
Source IASecteur et produits phares de la marque + 2 à 3 idées créatives de vidéos impossibles à tourner en production classique, conçues spécifiquement pour leur univers.
DeJulia Bernard · [studio IA anonymisé]À[prospect]Objetquestion video cosmétiquesCas courant
Bonjour Sophie,
Avez-vous déjà imaginé un sérum géant Nuxe qui émerge d'un champ de lavande en Provence, une goutte d'Huile Prodigieuse qui explose au ralenti et révèle chacun de ses 7 ingrédients, ou encore un flacon qui se compose pièce par pièce dans un atelier végétal ?
Je vous contacte car c'est exactement ce que nous réalisons. Nos artistes spécialisés en IA générative produisent des vidéos avec un rendu aussi quali que du réel, 2 à 3x plus vite et à moindre coût qu'une production classique.
Est-ce quelque chose qui peut vous intéresser ? Je peux vous faire un plan créatif chiffré, ça ne vous engage à rien.
Julia
Campagne 11 / 13
SaaS de pilotage × bureaux d'études
Prospection auprès des dirigeants de bureaux d'études, toutes disciplines confondues.
5 000
prospects contactés
32
opportunités générées
3
mois de campagne
Source IAUn projet récent du bureau d'études (trouvé sur leur site ou dans la presse spécialisée) + inférence d'un point de douleur précis sur la gestion des temps et la facturation à l'avancement.
DeOlivier Richard · [SaaS anonymisé]À[prospect]Objetquestion structure bétonCas favorable
Bonjour Marc,
J'ai vu que vous aviez récemment travaillé sur la réhabilitation de l'ancien site industriel de Gerland — c'est un beau challenge technique sur la partie structure.
Sur des dossiers de réhabilitation aussi complexes, la coordination entre vos ingénieurs et la facturation réelle des phases d'études est souvent le point noir qui fait perdre un temps fou en fin de mois.
Je dirige moi-même un bureau d'études (nous sommes 40) et j'ai fini par faire développer notre propre outil de pilotage, car rien sur le marché n'était adapté à nos spécificités.
Pour être concret, je peux vous montrer une simulation de plan de charge basée sur une structure identique à la vôtre. Ça vous permettrait de visualiser le gain de temps sans que vous n'ayez rien à préparer.
Est-ce que cela peut vous intéresser ?
Olivier
Campagne 12 / 13 · EN
Marketing d'influence × marques de spiritueux
Prospection en anglais auprès de marques alimentaires, de spiritueux et de produits B2C ayant une présence active sur les réseaux sociaux. L'IA vérifiait les collaborations influenceurs passées.
7 700
prospects contactés
48
opportunités générées
3
mois de campagne
Source IACatégorie produit précise (Japanese gin, single malt...), nom du produit phare, handle Instagram de la marque, persona d'audience cible (gin enthusiasts, whisky collectors...).
Forgive the direct email but we partner with creators who are really into Japanese gins, and who'd love to feature your Etsu Pacific Ocean Water bottle.
These creators are followed by thousands of gin enthusiasts — the kind who don't just drink it, they talk about it. The content they can produce will instantly grow your community on @etsugin and generate a lot of sales (ROI is positive in a few days).
May I show you a few of their profiles?
Sarah
Campagne 13 / 13
Rédaction éditoriale × marques de vin
Prospection auprès d'entreprises ayant une présence éditoriale (magazine, newsletter, blog, prises de parole publiques).
6 500
prospects contactés
68
opportunités générées
6
mois de campagne
Source IAAnalyse des contenus publiés par le prospect (LinkedIn, site, articles, interviews) pour identifier ses thèmes récurrents, ses engagements et son angle éditorial distinctif.
DeLaurianne Martin · [agence éditoriale anonymisée]À[prospect]Objetquestion prises de paroleCas favorable
Bonjour Jeremy,
Je me permets un mail direct car depuis que je vous suis, j'ai senti que vous aviez des histoires riches à raconter sur la diversité des Crus Bourgeois et leur engagement pour un vin de qualité accessible.
Je vous écris car nous tissons depuis 8 ans des récits sur mesure pour les plus grandes marques et groupes avec, à mes côtés, une équipe de journalistes passionnés par le vin.
J'ai pris le temps d'étudier en profondeur vos contenus et j'aimerais vous présenter un plan d'action éditorial qui donnerait encore plus de poids à vos prises de parole.
Puis-je vous le partager ?
Laurianne
06 / CASE STUDIES06 — 08
What we have already done.
Cosmetics distributor
Premium salon products · 12 employees · 3-month campaign
32 opportunities in 10 days
7 new resellers signed across the 3-month campaign · reported 6x ROI
Here are the 6 phases of our engagement. The first ones run in parallel so that your campaigns start as quickly as possible.
Phase 1
Technical setup Weeks 1-4
Phase 2
Workshop (1h) Week 2
Phase 3
Sequence copywriting Weeks 2-3
Phase 4
Database build Weeks 3-4
Phase 5
Launch Week 5
Phase 6
Reporting Ongoing
Good to know: phases 2, 3 and 4 run in parallel with the technical setup (phase 1). Concretely, during the 1-month technical warm-up we build your database and write your sequence — so the first emails go out from week 5.
Phase 1 — Technical setup
Creation of dedicated sending domains, SPF/DKIM/DMARC configuration, opening and setting up the email addresses, launch of the warm-up (1 month). No action required on your side.
Phase 2 — Workshop (1h)
A structured working session to define together the structure of the database, the tone of voice for the emails, and to gather your case studies and key differentiators. This phase runs in parallel with phase 1 (Technical setup).
Phase 3 — Sequence copywriting
First draft, feedback rounds and optimisations with you, then layering in the AI personalisation (the signals shown above). We validate the overall email content with you before moving on to the database.
Phase 4 — Database build
We assemble a sample of prospects (like the 10 above) for you to validate. Once approved, we build the full database with quality control: field verification, contact qualification.
Phase 5 — Campaign launch
Sending starts as soon as the warm-up is complete. First results within the first week. Real-time tracking: open rate, reply rate, opportunities generated.
Phase 6 — Reporting & optimisation
Real-time reporting through our platform. Continuous adjustments and A/B testing on subject lines, opening sentences and sequences. Regular monthly or quarterly check-ins depending on results.
08 / PROJECTIONS, PRICING & GUARANTEE08 — 08
Projections, pricing and results guarantee.
Simulate your return on investment
Three parameters to adjust to estimate your results. Projections based on the real conversion rates achieved for our existing clients.
AYour parameters
Campaign duration
Over 12 months, we re-engage your prospects 4 times with different angles (spaced 3 months apart) — multiplying your results by 4 vs. a short campaign.
%
UK B2B average. Adjust to your own rate.
BYour projected results
YOUR PROJECTION
↑ Enter your margin per client above to see your projection.
Projections by scenarioThe 2 central scenarios = 80% of real cases
10% of our clients' campaigns
Minimum guarantee
—
net margin
Show details
Qualified opportunities—
New clients—
Gross margin generated—
40% of our clients' campaigns
Common case
—
net margin
Show details
Qualified opportunities38
New clients—
Gross margin generated—
40% of our clients' campaigns
Favourable case
—
net margin
Show details
Qualified opportunities75
New clients—
Gross margin generated—
10% of our clients' campaigns
Exceptional case
—
net margin
Show details
Qualified opportunities150
New clients—
Gross margin generated—
YOUR TWO PRICING OPTIONS
We don't sell emails sent. We sell commercial opportunities.
Two options are available, depending on the level of commitment you want. Both are calculated on your parameters above. The displayed prices are adjustable.
Duration
Click to adjust the prices without scrolling back to your simulation.
WITHOUT RESULTS GUARANTEE
£ / month, ex. VAT
That is 18,000 £ ex. VAT over 12 months
Your estimated net margin
—
Average across our clients · after deduction
Our commitment
No contractual commitment on the number of opportunities.
RECOMMENDED
WITH RESULTS GUARANTEE
£ / month, ex. VAT
That is 25,200 £ ex. VAT over 12 months
Your estimated net margin
—
Average across our clients · after deduction
Our commitment
At least 38 qualified opportunities over 12 months. If missed → billing frozen until catch-up.
How the guarantee works in 3 clauses.
D0 · Launch
CLAUSE.01
Our commitment
We commit to generating at least — opportunities per month, i.e. — opportunities over — months. This target matches the low scenario of our projections (10% of our clients' campaigns).
M+1 · Check
CLAUSE.02
If we fall short of the target
As soon as a month closes below — opportunities, your billing is immediately frozen. Concretely: you stop paying from that month onwards, until we have fully caught up the cumulative shortfall. You never pay for a month where we don't deliver on our commitment.
M+3 · Limit
CLAUSE.03
If the shortfall persists over 3 consecutive months
Termination is possible at no cost. We keep working at our own expense during those 3 months of shortfall; beyond that, we acknowledge the failure and you are no longer billable for what follows.
Dynamic values
The figures shown in these clauses are not fixed: they are recalculated automatically based on the parameters set in your simulation above. The final contractual commitment will depend on the parameters validated together at the start of the engagement.
Contractual definition of an opportunity: a prospect responding positively to one of our prospecting emails — either an information request or a meeting request.
In addition to fees, 3 technical costs to plan for.
The first is a one-off investment that you own for life — your prospects remain yours, even if you stop working with us. The other two are monthly technical subscriptions, essential for any cold email campaign.
ONE-OFF · AT LAUNCH
Database
yours for life
—
Enter the market size above
100% qualified prospects · email validated by AI · full enrichment · £0.09 per lead
MONTHLY SUBSCRIPTION
Instantly
no commitment
97 $ / month
Sending platform + CRM
Cancellable any time · essential for automated sending
MONTHLY SUBSCRIPTION
Sending addresses
$5 per address
—
Enter the market size above
30 sends per business day per address · ~21 business days / month
A FINAL WORD
This document is not a sales pitch. It is a projection built on the real numbers from our campaigns — the scenarios presented are not promises, they are averages observed across our clients.
Our method has been operational for several years. It works as soon as the fundamentals are in place: a clearly identified market, a differentiating positioning, a measured closing rate. Mothball has all three.
Our conviction is that we can install for you a steady flow of qualified vacant-property opportunities over the next 12 months — with indicators we steer together, month after month.
Whenever you want to talk about it concretely, we are here.