What does the signal look like?
Status-page incidents, local news mentions, social complaints from employees of the affected company, and sudden security-job postings. Individually, noise. Together, a confession: somewhere nearby, an owner is asking whether their MSP is good enough.
Why does the window close in 22 hours?
Because pain decays. The JSU Bottleneck Index puts the MSP inquiry cooling window at 22 hours: the morning after an incident, the owner is calling peers and searching alternatives. Two days later, the incumbent has apologized, patched, and discounted, and the door is closed for another year.
What should the first message say?
Not your line card. The teardown rule: lead with their event, follow with the math, close with a small ask. "Companies your size lose roughly $42,000 per stalled engagement when response slips. If yesterday raised questions, a 15-minute review of what good looks like costs nothing." It reads as informed counsel because it is.
What is this worth annually?
An MSP that catches one outage-window client per quarter at $42,000 first-year value adds $168,000 a year from a signal competitors do not even monitor. The engine watches every incident surface in your territory so that call list builds itself.