Add Cold Audit Proof Pack (internal Verified vs Indicative evidence base)

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+# DOP Cold Audit — Proof Pack (Internal)
+**Author**: DOP (Leonard) · **Date**: 2026-08-09 · **Status**: Internal — NOT client-facing
+**Purpose**: Consolidate the 5 real Cold Audits as the *Verified* evidence base, contrast against Bizl's *Indicative* (Tier-3) claims, and nominate the public case-study wedge.
+**Repo**: all source audits committed under `research/cold-audits/` (Gitea, `tonyjbala`).
+
+---
+
+## 1. Evidence-class framing (per Tony's ruling)
+You established the DOP value model on two evidence classes. The Cold Audits operationalize exactly that split:
+
+- **Verified Evidence** — Tier-1/2, observed directly by DOP (live site schema, live search results, direct inspection). *This is what our 5 audits produce.*
+- **Indicative Evidence** — Tier-3, self-reported by a vendor (Bizl's 4 case studies). Useful as a *wedge* in outreach, never as *proof* of DOP's own capability.
+
+The entire DOP credibility position rests on this distinction: **we show our work; Bizl shows a screenshot.** The audits below are the proof layer that makes that claim defensible.
+
+---
+
+## 2. The 5 audits (Verified Evidence)
+
+| # | Vertical | Target | Headline finding (observed) | Commit |
+|---|---|---|---|---|
+| 1 | HVAC | Gilmore Heating/Air (Cameron Park) | 3 conflicting phone numbers + Antelope/95843 schema geo vs Cameron Park target | `ca87ac49` |
+| 2 | Plumbers | D. Martel Plumbing (El Dorado Hills) | **Zero machine-readable NAP** — site publishes only AboutPage/ContactPage schema | `2ced37bc` |
+| 3 | Dentists | Cameron Park Family Dentistry | Schema `name` = generic "Dentist in Cameron Park, CA" (not the brand); no `Service` entities | `320dea1c` |
+| 4 | Law | Gordon Law Firm (El Dorado Hills) | Ranks #1 at home but invisible for Cameron Park; phone masked `+191****6261` in schema | `71d25516` |
+| 5 | Multi-Location | Above the Gate Dentistry (2 sites) | 403 bot-block prevented full capture; structural NAP-split risk identified, **PENDING re-audit** | `16f04eb8` |
+
+All 5 are Tier-1/2: every number is either observed (schema dump, search result position) or explicitly flagged *unverified*. No vendor self-report is presented as fact.
+
+---
+
+## 3. Verified vs Indicative — the contrast that matters
+
+Bizl's 4 case studies claim outcomes like "tripled," "4x," and "67–90 days." All are:
+- **Tier-3** (self-reported by one vendor, single-firm),
+- internally **disjunct** (one says 67 days, another 90; one says "tripled," another "4x"),
+- **unfalsifiable** by an outside reader.
+
+Our 5 audits contain **observed, falsifiable facts**:
+- A real business publishing **three different phone numbers** (Gilmore).
+- A real business with **no machine-readable NAP at all** (Martel) — literally invisible to any AI-answer engine parsing structured data.
+- A real multi-location practice whose **site hard-blocks crawlers (403)** — a structural silent-loss vector.
+
+This is the wedge. When we say "most local businesses are losing customers silently and can't see it," we can *show* three of them doing exactly that, by name, with the evidence. Bizl can only *assert* it.
+
+---
+
+## 4. Wedge nomination (which become public case studies)
+
+- **Primary wedge — Gilmore HVAC.** The 3-phone conflict + wrong-city schema geo is the most visceral "silent loss" story: a customer in Cameron Park gets sent to Antelope, or to a disconnected line. Highest emotional + factual punch.
+- **Secondary wedge — D. Martel Plumbing.** Zero machine-readable NAP is the cleanest "invisible to AI" proof — a single, undeniable technical fact that generalizes to every SMB. Easiest to explain in one sentence.
+- **Hold — Above the Gate (multi-location).** This is the one vertical where Bizl had *no* case study, so it's our potential differentiator. But the audit is **PENDING re-audit** (403 block). Do not publish until Tier-1 schema + both GBP listings are verified. A half-audited multi-location case would undercut the "we show our work" position.
+
+---
+
+## 5. Honest verification gaps (carried forward)
+- **Foursquare**: unverified across all 5 (outage during audit window) — the single most important AI-data source per the DOP model; schedule a re-check.
+- **GBP**: not directly inspectable (Google bot-blocks the VPS IP) — scored via Yelp Tier-2 proxy only.
+- **Above the Gate**: site returned 403 to curl + browser; partial audit by design.
+- **AI-answer presence**: web_search proxy, not ChatGPT/Perplexity screenshots (no LLM-answer tool available).
+
+None of these invalidate the Verified findings; they bound how far we can currently push each claim. State them in any client-facing version.
+
+---
+
+## 6. Recommended action
+1. **Build the public case study** from Gilmore (primary) + Martel (secondary) — both are fully Verified and need no re-audit.
+2. **Re-audit Above the Gate** with a reachable IP (residential proxy or direct GBP access) to complete the multi-location proof, then promote it as the differentiator wedge.
+3. **Re-check Foursquare** for all 5 once the source is back — close the biggest remaining gap in the Verified base.
+4. **Retire Tier-3 reliance** in GTM: keep Bizl numbers only as Indicative wedge context, never as DOP-proof.
+
+---
+*All 5 source audits + this pack: `research/cold-audits/` on Gitea, committed as `tonyjbala`, byte-verified.*