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Nobody searches for a subscription. Everyone searches for an answer.
For Planungsbüro Grassl in Langenzersdorf, Maze & Friends is building demand for a new site management subscription. A workshop produced a knowledge base. It feeds the brand film, short videos and six guides on questions with real search volume. The goal is 50 subscription clients by the end of the year.
Maze & Friends from Vienna is building demand for a new site management subscription for Planungsbüro Grassl in Langenzersdorf, active in planning, structural engineering and site management since 1952. The groundwork is a baseline measurement of 216 AI answers and a workshop that produced a knowledge base. One shoot day delivered a brand film, short videos and 40 photos. The goal is 50 subscription clients by the end of the year.
Number one on Google, ten subscription clients.
Grassl ranks first on Google for “Bauführer Niederösterreich” (site supervisor, Lower Austria) and still has only ten subscription clients. The bottleneck is demand, not visibility: nobody searches for a site management subscription. Everyone searches for the problem behind it: completion notice, occupancy permit, load-bearing wall.
Then there is a second goal with a different bottleneck. Planning applications and structural engineering bring in enough enquiries, but they founder on the price argument of a competitor that advertises fixed prices.
“Am I allowed to build this? Will it hold? Is what was planned actually being built?”
Three questions, one stamp: the common thread running through the film, the videos and the guides.
How the project ran.
Every Maze & Friends project runs through the same nine steps, from the initial call to reporting. The list shows what actually happened in this project.
01Initial call with baseline measurement216 AI answers, 911 search terms, ten search results pages. Grassl gets found, but only for price and location queries.
02Proposal in stagesEnquiry funnel, subscription product, search and AI, ongoing operation. Each stage with its own milestone.
03Workshop day with the teamFive hours with the Grassl team: positioning, subscription, guides, videos. Filmed as a making-of.
04Knowledge base31 pages of substance: approval process, prices, cases, client questions. The source for every format.
05Shoot dayBrand film in three versions, three cutdowns, ten short videos, 40 photos. The master builder himself on camera, with the plumb bob as the key prop.
06Guides, newsletter, adsSix guides with checklists, a newsletter sequence, a Facebook campaign
07Report and follow-up measurementMonthly report in plain language, AI follow-up measurement with the same set of questions.
01Initial call02Analysis03Proposal04Briefing05Workshop06Approval07Production08Launch09ReportingOne workshop that everything grows from.
Everything Grassl says online comes from one source: the knowledge base from the workshop. Prices, processes, cases, client worries. The film, videos, guides and newsletters are built from it, and nobody has to explain the same thing twice.
Workshop and knowledge base
One day with the team, 31 pages of substance: approval process, prices, cases, questions. The basis for every format.
One shoot day, twelve formats
Brand film, three cutdowns, ten short videos, 40 photos. The master builder explains things himself, on first-name terms (du) in the short videos and formally (Sie) in the film.
Guides that create demand
Six articles on the questions with real search volume, with checklists as the way into the subscription.
Show, don’t tell.
Brand film · 2:07What was measured before the start.
Sources: baseline measurement of 20 August 2026, production plan.
Reels and images from the project.
Reel 1
Reel 4
Reel 5
Three things that last.
Demand before supply
Nobody searches for a subscription; everyone searches for the problem. So we answer the problem.
One source, many formats
The knowledge base from the workshop feeds the film, the guides and the newsletters.
The master builder on camera
The boss explains things himself. That carries more weight than any voice-over.
Your project could be next.
In a free, no-obligation 30-minute call, we work out which of this fits your business. Afterwards, you get a fixed-price quote.
