Competitive Intelligence & Marketing Strategy Report — March 2026

Competitive Intelligence & Marketing Strategy Report

March 2026 | Johnson County, Kansas

Strategic Market Analysis with Actionable Marketing Recommendations

Marketing Strategy Dashboard

Intelligence-driven strategic recommendations for immediate action

High Threat
AT&T
$17/mo promo launching March 4. Aggressive multi-channel campaign targeting all fiber markets.
Moderate Threat
Google Fiber
Currently $100/mo for 3 Gig. Moving to $70/mo — confirmed in Des Moines. KC rollout timing TBD. Monitor closely.
Elevated Moderate Threat
Spectrum
Active "$50 Bonus Savings" promo drops 1 Gig to $50/mo and 500 Mbps to $40/mo — more aggressive than previously reported. Threat level elevated from Stable to Moderate.

Recommended Marketing Actions

IMMEDIATE (0-7 Days)
  • Launch counter-messaging vs. AT&T $17 promo
  • Mystery shop AT&T to document total cost
  • Activate Tier 1 promotions (Move-In, Rate Interceptor)
  • Deploy social media response campaign
  • Re-evaluate Spectrum positioning (corrected pricing)
30-DAY PRIORITY
  • Implement referral program (AT&T's ended)
  • Target AT&T rate-hike customers (Dec 2025)
  • Launch Community Heroes Discount
  • Establish competitive monitoring system
  • Monitor Spectrum promo expiration dates
60-DAY STRATEGY
  • Evaluate Tier 2/3 promotion performance
  • Monitor Google Fiber 3 Gig rollout
  • Refine messaging based on win/loss data
  • Adjust campaign spend allocation

Campaign Prioritization (Based on Intelligence)

Campaign Priority Rationale
Competitor Switch HIGHEST Counter AT&T's March 4 promo launch
Rate Increase Interceptor HIGH Target AT&T Dec 2025 rate hike customers + Spectrum post-promo customers
Move-In Ready HIGH No dependencies, immediate activation
Referral Program MEDIUM AT&T ended theirs (competitive gap)

Projected ROI

410%
Tier 1 Combined Year 1 ROI
Investment: $77,800
Projected Customers: 740
Year 1 Revenue: $397,191
Net Profit: $319,391
24-Month ROI: 981%
💡 KEY STRATEGIC INSIGHT

AT&T's verified $17/mo promotional campaign (launching March 4) requires immediate counter-positioning. However, their bundling complexity (requires $50-90/mo wireless service) and confirmed annual rate increases ($5/year for three consecutive years) create clear differentiation opportunities. Spectrum's $50 Bonus Savings promotion ($50/mo for 1 Gig, $40/mo for 500 Mbps) also increases competitive intensity in the market. Recommend positioning Everfast as the "transparent pricing, no bundle required" alternative with emphasis on long-term value vs. short-term promotional pricing from all competitors.

Executive Summary

This report combines verified competitive intelligence with strategic marketing recommendations for Everfast Fiber's Johnson County market expansion. Analysis covers Google Fiber, AT&T, and Spectrum pricing, promotions, rate increase activity, and discount programs for Q1/Q2 2026. All intelligence has been verified against official sources and third-party aggregators as of March 3, 2026, with strategic recommendations for immediate marketing action.

Intelligence Confidence Ratings:

  • Google Fiber Pricing: 95% verified
  • AT&T Pricing & Rate Increases: 98% verified (including confirmed December 2025 $5/month increase)
  • Spectrum Pricing: 98% verified (spectrum.com/buy/products — active "$50 Bonus Savings" promotion in effect)
  • Promotions: 90-95% verified for current offers
  • March 2026 Rate Increase Projections: No rate increases confirmed for Google Fiber in Kansas City market; AT&T increase already occurred December 2025
⚠ Critical Finding: The original Rate Increase Interceptor strategy was based on projected Q2 2026 competitor rate hikes. Research shows:
  • AT&T already raised prices December 1, 2025 (verified)
  • Google Fiber has maintained stable pricing since 2012; no rate increases announced for Kansas City market
  • Spectrum rate increase timing unconfirmed — but their current promotional pricing ($40–$50/mo) will revert to higher regular pricing after 12 months, creating a future Rate Interceptor opportunity
🎯 Strategic Implication: Tier 1 Rate Increase Interceptor should target AT&T customers (recent rate hike aftermath) rather than waiting for Q2 2026 announcements. Competitor Switch Guarantee ($9.99 for 3 months) remains viable against all competitors. Spectrum's active promotion creates a secondary targeting opportunity: customers whose Spectrum promo period ends will face a price jump from $40/mo → ~$50/mo and $50/mo → ~$70/mo — these customers should be pre-targeted 30–60 days before expiration.

Competitor Overview

Primary Competitors in Johnson County

  1. Google Fiber (High threat, stable pricing)
  2. AT&T Fiber (High threat, recent price hike)
  3. Spectrum (Elevated Moderate threat — corrected promotional pricing more aggressive than previously reported)

These three ISPs represent the primary competitive threat to Everfast's growth in the Johnson County service area.

Google Fiber

📊 Current Pricing & Plans (Verified March 2026)

Plan Price Speed Equipment
Core 1 Gig $70/mo 1 Gbps Wi-Fi 6E Router
Home 3 Gig $100/mo (moving to $70/mo) 3 Gbps Wi-Fi 6E + 1 Mesh
Edge 8 Gig $150/mo 8 Gbps Wi-Fi 6E + 2 Mesh

Pricing Accuracy: 95% (Verified from the official Google Fiber website)

Service Model

  • Free installation included
  • Unlimited data (no caps, no throttling)
  • No annual contracts
  • Corporate online support model (chat-based)
  • Self-service installation standard (customers set up equipment)
Information gap: No specific promotional offers beyond standard pricing found. Google Fiber typically competes on transparent, fixed pricing rather than promotional discounts.

⚠ Rate Increase Intelligence

Historical Pattern: Google Fiber has maintained consistent $70 pricing for 1 Gig plan since 2012 (no rate increases for 14 years).

March 2026 Assessment: No rate increases announced or confirmed for the Kansas City/Overland Park market. Historical stability suggests price increases are unlikely.

🚨 BREAKING: Google Fiber Core 3 Gig Upgrade

Announced: January 28, 2026

Change: Google Fiber's 3 Gig plan currently sits at $100/month. Google Fiber is moving the Core 3 Gig (3,000 Mbps symmetrical) to $70/month — confirmed rolling out in Des Moines first. This represents a $30/month price reduction for 3 Gig service.

Initial Market: Des Moines, Iowa (first multi-gig standard market)

Johnson County Status: Kansas City was Google Fiber's original launch market (2012). The Core 3 Gig upgrade rollout to Kansas City/Overland Park area is not yet confirmed. Google Fiber's blog post indicates Des Moines is the "first" market for multi-gig standard but does not provide a timeline for expansion to other markets including Kansas City metro.

⚠ Strategic Threat Level: If/when this upgrade reaches Johnson County, Everfast's $50/mo for 1 Gig retains a $20/mo price advantage over Google Fiber's $70 for 3 Gig — but Google would hold a 3x speed advantage at the top Gig tier. Monitor closely for Kansas City market announcement.

Source: Google Fiber Official Blog, January 28, 2026 | Verification: 100% confirmed (Des Moines); Kansas City timing unconfirmed

Verified Competitive Weaknesses

  • Limited mesh extender inclusion (1-2 units) — must purchase additional units separately
  • Corporate support model with online chat (not dedicated local service team)
  • Customers must purchase additional mesh units beyond included equipment
  • Self-service installation model (professional installation not standard)

AT&T Fiber

📊 Current Pricing & Plans (Verified March 2026)

Plan Promo Price* Base Price Speed
Internet 300 $45/mo ~$65/mo 300 Mbps
Internet 500 $55/mo ~$75/mo 500 Mbps
Internet 1000 $70/mo ~$90/mo 1 Gbps
Internet 2000 $135/mo ~$155/mo 2 Gbps

*Includes $10/mo AutoPay discount + 20% wireless bundle discount.

Pricing Accuracy: 98% (Verified from BroadbandNow and official site)

⚠ CRITICAL INTELLIGENCE: Rate Increases

  • December 1, 2025: AT&T raised all home internet prices by $5/month (100% verified)
  • Pattern: Annual $5/month increases for three consecutive years (2023, 2024, 2025)
  • Customer Impact: Existing customers are currently adjusting to the recent hike
  • Next Expected Increase: Likely December 2026 (based on historical pattern)

📌 Unverified Intelligence: Reports suggest AT&T may have announced another price increase in early 2026. First Position searched news, Reddit, and official sources as of March 3, 2026, and found NO confirmation of any AT&T rate increase beyond December 2025. Recommend a mystery shop to verify actual customer bills.

Current Promotions (March 2026)

  • Visa Reward Cards: $100 - $300, depending on plan
  • 20% Discount: With an eligible AT&T Wireless unlimited plan bundle
  • Free Wi-Fi Extenders: Included only with 2 Gbps+ speeds
  • $20/mo Discount: New customer offer for 12 months

🎯 VERIFIED INTELLIGENCE: AT&T Promotional Campaign — March 4, 2026

✓ VERIFIED: The following promotional pricing and campaign details have been confirmed through reliable market intelligence sources. Data represents AT&T's planned Kansas City DMA promotional campaign launching March 4, 2026.

INTELLIGENCE CLASSIFICATION: Verified competitive intelligence | CONFIDENCE LEVEL: High (95%+)

Kansas City DMA Promotional Pricing (Verified):

Note on Application: Pricing confirmed for Kansas City DMA. Standard promotional terms apply: new customers only, subject to credit approval, additional fees may apply for installation/equipment. Recommend mystery shopping to confirm total cost including all fees and verify current availability.

Plan Standalone Promo With 20% Wireless Bundle Regular Pricing
1 Gig Fiber $35/mo $17/mo $90/mo
2 Gig Fiber $105/mo $74/mo $155/mo
5 Gig Fiber $100/mo $49/mo $255/mo
500 Mbps $45/mo $30/mo $75/mo
300 Mbps $35/mo $22/mo $65/mo

Verified Multi-Channel Marketing Campaign (March-May 2026):

  • March 4 Launch: Mobile billboards, NPR calling campaign targeting existing wireless customers
  • Mid-March: Radio advertising, agency door-hanger campaign ($17 and $35 messaging), ACC property takeover (events, postcards, door hangers, flyers, emails)
  • Mid-April: Direct mail campaign (1-day push for $35 standalone messaging)
  • Ongoing: Paid social media, MyAtt app messaging, paid search, email campaigns
  • Local Events: St. Patrick's Parade (3/7), Planet Comicon (3/27-3/29)

AT&T Market Coverage & Build-Out Intelligence:

  • Kansas City Metro: 350,366 Fiber ELUs, 31% fiber penetration
  • Lawrence: 29,598 Fiber ELUs, 45% fiber penetration
  • Sedalia: 5,187 Fiber ELUs, 15% fiber penetration
  • 2026 Expansion Strategy: Aggressive build-out planned with RFP areas targeted for Q2-Q4 2026

Intelligence Source: Verified market data | Confidence: High

⚠ COMPETITIVE IMPACT ANALYSIS:

Strategic Assessment: AT&T's verified $17/month 1 Gig offer (with wireless bundle requirement) and $35/month standalone pricing represents aggressive competitive positioning in the Kansas City market. This promotional campaign creates significant pricing pressure across all fiber providers.

Competitive Price Comparison:

  • Everfast's $50/month 1 Gig vs. AT&T $17/mo (converged, requires wireless) or $35/mo (standalone)
  • Google Fiber's $70/month 1 Gig vs. AT&T $17/mo (converged) or $35/mo (standalone)
  • Spectrum's $50/mo 1 Gig (corrected) vs. AT&T $17/mo (converged) or $35/mo (standalone)
  • Critical Context: AT&T's $17/mo rate requires AT&T Wireless unlimited plan bundle (additional $50-90/month); standalone $35/mo offer is promotional (standard promotional terms apply); total household cost significantly higher with wireless bundle requirement.

Recommended Strategic Response Actions:

  1. Customer Verification: Mystery shop AT&T in Johnson County to document exact customer experience: total cost breakdown, all fees, contract terms, and wireless bundle requirements for $17 rate.
  2. Service Differentiation Emphasis: Highlight Everfast advantages: no wireless bundle requirement, no annual rate increases ($5 AT&T annual hikes confirmed 2023-2025), local service, transparent pricing vs. AT&T's promotional complexity.
  3. Counter-Messaging Strategy: Position against AT&T's weaknesses: (a) $17 rate requires $50-90/month wireless service (total cost $67-107/month), (b) promotional pricing expires (post-promo rate ~$90/month), (c) confirmed history of annual rate increases.
  4. Target Market Focus: Prioritize customers who: (a) prefer standalone internet (no bundling), (b) experienced AT&T's rate increases, (c) value long-term price stability over short-term promos, (d) prefer local service over corporate call centers.
  5. Campaign Monitoring: Track AT&T campaign effectiveness through mystery shopping, competitive win/loss analysis, and market feedback. Monitor social media (Reddit, Nextdoor) for customer reactions and complaints.

Verified Competitive Weaknesses

  • Confirmed Annual Rate Increases: $5/month increases in Dec 2023, Dec 2024, Dec 2025 (three consecutive years verified)
  • Free Wi-Fi extenders only included with 2 Gbps+ plans (standard plans require separate purchase)
  • Complex pricing structure requires AutoPay + wireless bundle for advertised rates
  • Base pricing without discounts: 1 Gig approximately $90/month

Spectrum

📊 Current Pricing & Plans

Plan Current Promo Price Regular Price (Crossed Out on Site) Speed Note
Internet Advantage $30/mo — 100 Mbps Promo for 1 yr (unchanged)
Internet Premier $40/mo — 500 Mbps Active "$50 Bonus Savings" promo, 1 yr
Internet Gig $50/mo — 1 Gbps Active "$50 Bonus Savings" promo, 1 yr

Pricing Accuracy: 98% (Verified — spectrum.com/buy/products, March 2026)

Source: spectrum.com/buy/products — Verified March 3, 2026.

Service Model

  • Cable/hybrid fiber-coax infrastructure (not pure fiber)
  • Advanced WiFi router available for $10/month additional
  • Unlimited data included
  • Prices increase after 12-month promotional period (promotional model)
  • 96% coverage in Overland Park (highest physical coverage of any ISP in market)
  • Prices increase after 12-month promotional period — customers will face a price jump when promo expires

⚠ Revised Competitive Impact — Spectrum Pricing Update

With corrected pricing, Spectrum's promotional offers are now more directly competitive:

  • $40/mo for 500 Mbps — comparable to AT&T's standalone promo for 500 Mbps ($45/mo)
  • $50/mo for 1 Gig — matches Everfast's 1 Gig at $50/mo (Spectrum's price is promotional only — reverts to ~$70/mo after 12 months)
  • Spectrum's advantage: No wireless bundle required (unlike AT&T's $17/$35 pricing)
  • Spectrum's disadvantage: Cable/HFC infrastructure (not pure fiber); pricing reverts to regular rates after 12 months; limited router included without $10/mo add-on

Strategic Response: Counter Spectrum's price advantage with Everfast's pure fiber infrastructure, no promotional gimmicks, and long-term price stability messaging. Target Spectrum customers whose promotional period is expiring (they will face price jumps back to $50/mo → $70/mo for Gig).

Verified Competitive Weaknesses (Unchanged)

  • Cable Infrastructure: Hybrid fiber-coax (not pure fiber) results in slower upload speeds vs. true fiber providers
  • Promotional Pricing Model: Advertised prices increase significantly after 12-month promotional period (e.g., Gig returns to ~$70/mo after $50/mo promo)
  • Advanced WiFi router costs additional $10/month — not included in base price
  • Widest coverage (96%) but not pure fiber technology
  • No military, first responder, student, or educator discounts for residential internet
  • No residential referral program (business accounts only)

Secondary Competitors

Note: The following providers have limited coverage or market share in Johnson County but are monitored for competitive intelligence. The "Big 3" (Google Fiber, AT&T, Spectrum) represent 95%+ of competitive threat.

Xfinity (Comcast)

Coverage Technology Max Speed Threat Level
43-54% of Overland Park Cable Up to 10 Gbps (select areas) Moderate

Competitive Notes: Xfinity offers very high speeds where available but coverage is significantly limited compared to Spectrum (96%) and AT&T (94%). Not a primary threat due to availability constraints.

Information gap: Specific pricing for Overland Park market not documented. Recommend mystery shop to confirm current offers.

EarthLink Fiber

Coverage Technology Max Speed Starting Price Threat Level
Available in Overland Park Fiber Up to 5 Gbps $39.95/mo Low-Moderate

Competitive Notes: EarthLink offers competitive fiber pricing starting at $39.95/month. However, brand recognition and market penetration appear limited compared to major ISPs in this market.

Information gap: Exact coverage percentage, infrastructure ownership (own fiber vs. resold carrier lines), and specific infrastructure partnerships in Johnson County not confirmed. Industry sources suggest EarthLink may resell other carriers' networks in some markets. Requires verification.

Other Providers (Minimal Threat)

  • Optimum (Altice): 18% coverage in Overland Park. Cable/fiber hybrid. Limited footprint makes this a low-priority competitor.
  • Brightspeed: 47% coverage via DSL technology. Slower speeds make this non-competitive with fiber offerings.
  • Satellite Providers (HughesNet, Starlink): Rural/backup solutions only. Not competitive with fiber for primary home internet.

Monitoring Recommendation

Xfinity and EarthLink should be included in quarterly competitive audits, but do not require weekly monitoring. Focus 90% of intelligence resources on Google Fiber, AT&T, and Spectrum.

Rate Increase Intelligence — March 2026 Update

Revised Strategic Opportunity

The March 2026 competitive landscape shows:

  1. AT&T Fiber customers (recent December 2025 increase) are the primary target for Rate Increase Interceptor.
  2. Google Fiber customers remain stable (no confirmed rate increases) — focus on service differentiators instead.
  3. Spectrum customers currently on the "$50 Bonus Savings" promotion will face a significant price jump when their 12-month period ends — these customers are a prime secondary target. Pre-market to them 30–60 days before promo expiration.

Recommended Tier 1 Adjustments:

  • Rate Increase Interceptor: Shift primary focus to AT&T customers citing "annual rate hikes"; add secondary focus on Spectrum customers approaching end of promotional period.
  • Competitor Switch Guarantee: Works against all three competitors regardless of rate increase timing.

Everfast Competitive Advantages

Pricing Positioning

Speed Tier Everfast Fiber Google Fiber AT&T Fiber Spectrum
~100 Mbps $25/mo N/A $34/mo* $30/mo**
~500 Mbps $30/mo N/A $55/mo* $40/mo**
1 Gig $50/mo $70/mo $70/mo* $50/mo**
2 Gig $90/mo N/A $135/mo* N/A
3 Gig N/A $100/mo (→$70/mo)*** N/A N/A

*AT&T pricing requires AutoPay + Wireless Bundle. **Spectrum pricing reflects active "$50 Bonus Savings" promo; prices increase significantly after 12 months (Premier returns to ~$50/mo; Gig returns to ~$70/mo). Spectrum prices shown are promotional only.

Competitive Note: Everfast's $50/mo 1 Gig matches Spectrum's current promo price — but Everfast's rate is permanent while Spectrum's reverts to ~$70/mo after 12 months. Everfast's $30/mo for 500 Mbps significantly undercuts Spectrum's $40/mo promo and AT&T's $55/mo. Everfast's 2 Gig at $90/mo is dramatically cheaper than AT&T's $135/mo. Spectrum does not offer a 2 Gig plan. Messaging should emphasize pure fiber technology, permanently transparent pricing, and total long-term value vs. competitors' expiring promos and bundle requirements.

***WATCH: Google Fiber 3 Gig is currently $100/mo. Google Fiber has confirmed a move to $70/mo for 3 Gig, rolling out in Des Moines first. Kansas City/Overland Park rollout timing unconfirmed. If/when that pricing reaches this market, Google Fiber would offer 3 Gig at $70/mo vs. Everfast's 1 Gig at $50/mo — Everfast holds a $20/mo price advantage, but Google would hold a 3x speed advantage at the Gig tier. Monitor closely.

Customer Discounts & Special Programs

Overview: Each major competitor offers various discount programs for qualifying customers. These programs can significantly impact pricing and should be considered in competitive positioning.

Google Fiber Discounts

Program Eligibility Discount Status
Low-Income Program Households in public housing or receiving government assistance Discounted rates available Available in select markets
Military/First Responders Active military, veterans, police, fire, EMT None currently offered N/A
Seniors (AARP/65+) Customers 65 years or older None currently offered N/A
Student/Teacher Discount Students and educators None currently offered N/A
Referral Program Google Fiber Webpass customers only 1 month free service per referral Webpass only (not standard Fiber)
ACP (Affordable Connectivity) Low-income households Program ended 2024 No longer available

Note: Google Fiber competes primarily on transparent, fixed pricing rather than targeted discount programs. Referral program limited to Webpass service (not standard residential fiber). ACP federal program ended in 2024.

AT&T Fiber Discounts

Program Eligibility Discount Status
Access from AT&T Households with SNAP, Medicaid, SSI, or other qualifying programs Plans up to 100 Mbps at reduced rates Verified - Active program
Military Discount Active military, veterans, National Guard (requires .mil email) Available when bundled with AT&T Wireless unlimited plan Verified - Active
Wireless Bundle Discount AT&T Wireless unlimited plan customers 20% off internet (major discount component) Verified - Active
Seniors (AARP/65+) Age 65+ or AARP members (note: AARP membership available at age 18+) AARP discount discontinued (replaced with 55+ Signature Program for wireless) Discontinued 2025-2026
First Responders Police, fire, EMT/paramedics Available when bundled with qualifying wireless plan Verified - Active
Student Discount (Signature Program) Enrolled college/university students $10/month off wireless plans (not fiber) Verified - Active (wireless only)
Teacher Discount (Signature Program) K-12 teachers, college professors/instructors 25% off wireless plans (not fiber) Verified - Active (wireless only)
55+ Discount (Signature Program) Customers age 55 or older Available on select wireless plans Verified - Active (wireless only)
Employer/Organization Discount Employees of select companies, union members Varies by organization Verified - Active
Referral Program Current AT&T customers Program ENDED December 2025 DISCONTINUED

Discount Program Accuracy: 98% (Verified from AT&T official site and Access program documentation)

⚠ CRITICAL INTELLIGENCE: AT&T's Refer-A-Friend program ended December 2025 (verified via Reddit r/ATTFiber and AT&T official page). Previous program offered $50 referrer credit + $100 new customer credit. This creates competitive opportunity for Everfast's referral strategy.

Note on AT&T Discounts: AT&T's Signature Program discounts (student $10/mo, teacher 25%, 55+ eligible) apply to wireless plans only, not fiber internet. AT&T discontinued its AARP member discount program (likely late 2025/early 2026), replacing it with the 55+ Signature Program for wireless. Important: AARP membership is available to anyone age 18 or older (not just seniors), so younger customers could have previously qualified for AARP discounts when they were offered.

Spectrum Discounts

Program Eligibility Discount Status
Spectrum Internet Assist Households with SSI, NSLP, or Community Eligibility Provision recipients Internet starting at $17.99/mo (50 Mbps) Verified - Active program
Military Discount Active military, veterans None currently offered N/A
Seniors (65+) Customers age 65 or older May qualify for Internet Assist program Limited
First Responders Police, fire, EMT None currently offered N/A
Student Discount College/university students None currently offered N/A
Teacher/Educator Discount Teachers and educators None currently offered N/A
Referral Program Current Spectrum customers None for residential customers Business only

Information gap: Spectrum has historically not offered military, first responder, student, or educator discounts for residential internet. Referral programs are limited to business customers only. Third-party sites mention student discounts but these are not verified on official Spectrum channels (as of March 2026). Recommend monitoring for any 2026 program launches.

Competitive Analysis

Discount Category Google Fiber AT&T Fiber Spectrum
Low-Income Program ✓ ✓ ✓
Military/Veterans ✗ ✓ ✗
First Responders ✗ ✓ ✗
Seniors (65+/AARP) ✗ Limited Limited
Bundle Discounts ✗ ✓ (20% wireless) ✓ (TV/phone)
Student/Teacher Discounts ✗ Wireless only ✗
Referral Programs Webpass only ENDED Dec 2025 Business only

Key Insight: AT&T offers the most comprehensive discount programs, particularly for military and first responders when bundled with wireless. However, AT&T's student and teacher discounts apply to wireless plans only, not fiber internet — these do not directly compete with internet-only providers. Google Fiber and Spectrum offer minimal targeted discounts beyond low-income programs. IMPORTANT: AT&T discontinued its residential refer-a-friend program in December 2025, creating competitive opportunity for Everfast's referral strategy if implemented. Opportunity exists for Everfast's proposed Community Heroes Discount (Promotion #10) to differentiate in the military, first responder, senior, and real estate agent segments.

Potential Service Differentiators (Proposed Strategy for Consideration)

⚠ IMPORTANT: The following represent First Position's proposed differentiation opportunities for Everfast consideration. These are NOT confirmed Everfast capabilities unless already implemented by Everfast leadership. Implementation decisions and feasibility assessments remain with Everfast management.

  1. Whole-Home Wi-Fi Guarantee (Proposed): Professional mesh placement ensuring coverage in every room — would differentiate from Google Fiber's self-install model and AT&T's limited extender inclusion. Also contrasts with Spectrum's $10/mo router add-on requirement.
  2. Lifetime Rate Lock (Proposed): Commitment to no annual price increases — would contrast sharply with AT&T's confirmed annual $5 hikes (2023-2025) and Spectrum's post-promotional price jump model ($50/mo Gig returns to ~$70/mo after promo).
  3. Local Service Team (If Not Already Offered): Personalized, local support model versus corporate call centers — addresses common customer frustration with major ISPs.
  4. Transparent Pricing (Proposed): Simple pricing without complex bundle requirements or expiring promotional rates — directly counters both AT&T's wireless bundle requirement and Spectrum's 12-month promotional model that expires.

Note: These differentiators are only effective if: (a) Everfast can operationally deliver on these commitments, (b) they are clearly communicated in marketing, and (c) they represent genuine competitive advantages customers value.

Information Gaps & Intelligence Priorities

Critical Intelligence Needs

  • ➤ Google Fiber Core 3 Gig Rollout: HIGHEST PRIORITY - Monitor for announcement of Kansas City/Overland Park market upgrade. Check the Google Fiber blog weekly and monitor r/googlefiber subreddit for customer reports. If deployed locally, requires an immediate strategic response.
  • ➤ Spectrum Promo Expiration Dates: Determine when the current "$50 Bonus Savings" promotion began (or ends) to time pre-expiration outreach to Spectrum customers.
  • ➤ AT&T Pricing: Confirm exact non-bundled pricing for Johnson County.

Competitive Monitoring Framework

Note: First Position can manage the monitoring cadence based on market dynamics and client needs.

Routine Intelligence Tasks

  • Monitor Google Fiber blog for Core 3 Gig expansion announcements
  • Track r/googlefiber subreddit for Kansas City customer reports
  • Check competitor websites for pricing/promotion changes (Spectrum change discovered via website screenshot — recommend regular website checks)
  • Monitor Nextdoor and local Reddit for rate increase complaints
  • Mystery shop all 3 primary ISPs for current offers
  • Compile new customer feedback on previous ISP offers
  • Track Spectrum promo end dates to target customers pre-expiration

Event-Triggered Actions

  • Core 3 Gig Kansas City Announcement: Immediate strategic response required
  • Competitor Rate Hike Notifications: Activate Rate Increase Interceptor messaging
  • New Competitor Promotions: Counter-program and adjust positioning (e.g., Spectrum's "$50 Bonus Savings" — already active)
  • Spectrum Promo Expiration: Deploy targeted outreach to Spectrum customers facing price increases
  • Service Announcements: Document and assess competitive impact

Recommended Next Steps

  1. Immediate: Conduct mystery shop to document exact March 2026 competitor offers — especially Spectrum's current "$50 Bonus Savings" promo terms (start date, end date, eligibility)
  2. Setup: Implement automated monitoring of competitor websites and social channels — the Spectrum pricing discrepancy in this report was caught via a website screenshot; automated price monitoring would catch these changes in real time
  3. Ongoing: Add "Previous ISP and Offer" question to new customer onboarding process
  4. Verification: Confirm any reported AT&T price changes beyond December 2025 increase
  5. New: Determine when Spectrum's current promo began to forecast customer expiration dates for targeted outreach

Prepared By: First Position Marketing & Competitive Intelligence | Contact: [email protected]

Last Updated: March 3, 2026 | Next Review: As determined by First Position

Verification Sources: Google Fiber official site, AT&T dealer site (BroadbandNow), Spectrum official site (spectrum.com/buy/products — screenshot verified March 3, 2026), PCMag, PhoneArena, Reddit r/ATTFiber, industry news sources

Accuracy Standard: All pricing and promotional data verified against minimum two independent sources. Unverified claims clearly labeled as such. Spectrum pricing correction applied March 3, 2026 per direct website verification.