Frequently
asked question!

For most Indian consumer businesses, Instagram currently drives the strongest combination of reach and buying intent, particularly among the 18 to 40 age group that dominates active social commerce in India. Facebook still holds real value for reaching an older demographic and for businesses in Tier 2 and Tier 3 cities where Facebook adoption remains stronger than in metro markets. LinkedIn becomes the priority channel specifically for B2B businesses selling to other companies rather than individual consumers. We assess which platform your actual buyer spends time on before recommending where to invest effort, rather than defaulting to whichever platform is trending in marketing conversations that year.

For most Indian consumer categories — fashion, jewellery, home goods, food, gifting — the festival calendar genuinely drives a disproportionate share of annual social media engagement and sales, concentrated around Navratri, Diwali, and regional festivals specific to your market. We start building festival content campaigns four to six weeks before the relevant occasion, since audience attention and purchase intent both build progressively in the run-up rather than spiking only on the festival date itself. A brand that waits until the week of Diwali to start posting festive content has already missed most of the buying window that mattered.

This depends on your specific audience rather than a single rule that applies to every Indian business. Consumer brands targeting a local or regional customer base — a Gujarat jewellery showroom, a Tamil Nadu textile business — typically see stronger engagement from regional-language captions that feel locally authentic, while businesses targeting a national or English-comfortable urban audience often perform better in English or a natural Hindi-English mix common in everyday Indian conversation. We test caption language directly against your actual audience's engagement data rather than assuming what will work based on geography alone.

Yes, and for many Indian businesses this is actually the more commercially meaningful outcome than likes or comments. We build a direct WhatsApp Business link into Instagram and Facebook bios, story stickers, and post calls-to-action, since Indian consumers are often more comfortable initiating a purchase conversation on WhatsApp than filling out a website form or commenting publicly. For categories like jewellery, real estate, and custom services where buyers want to ask specific questions before committing, this WhatsApp-first enquiry path frequently converts at a meaningfully higher rate than generic website contact forms.

Yes, community management covers comments and reviews regardless of which language they arrive in — we monitor and respond in Hindi, English, and the relevant regional languages your audience uses, since ignoring a complaint simply because it was written in a regional language rather than English looks just as bad to your audience as ignoring it outright. For anything involving a specific billing dispute or service complaint that needs facts only your team has, we draft a response and confirm with you before it goes live, since getting these public responses right matters more for Indian consumer trust than responding quickly but inaccurately.

Yes, a modest budget can still generate real results in India if it is targeted tightly rather than spread broadly. For a local business, geographic targeting narrowed to a specific city, neighbourhood, or even a delivery radius makes a small budget go considerably further than national-level targeting would, since you are only paying to reach people who could plausibly become customers. We typically recommend starting with a focused local audience and a single clear offer rather than trying to build broad brand awareness on a limited budget, since the latter rarely produces measurable results at this spend level.

Often the difference comes down to posting consistency and reels usage rather than any secret tactic — Indian Instagram audiences currently reward consistent reels content disproportionately compared to static posts, and many businesses still treat reels as occasional rather than core to their weekly content plan. We also frequently find that faster-growing competitors have simply been posting longer and built an early audience advantage in their specific city or category before the platform got more competitive. We assess your competitors' actual content pattern, posting frequency, and format mix directly so the comparison is based on evidence rather than assumption.

Yes, and this is a genuinely common requirement for Indian businesses operating regionally or nationally. We typically build either a single account with content that shifts language and cultural references based on the specific campaign and audience segment, or separate location-specific accounts where each state's audience is large and distinct enough to warrant dedicated content — the right structure depends on your actual brand strategy and how differently each region's audience needs to be addressed. We have managed both models for businesses spanning Gujarat, Maharashtra, and other states with genuinely different language and cultural context.

This depends on how your specific Indian customer actually behaves when they have a need for your product or service. If they actively search Google when the need arises — a plumber, a CA, a specific spare part — Google Ads captures that existing intent efficiently. If your category relies more on visual discovery and impulse interest — fashion, home decor, food — Meta Ads on Instagram and Facebook typically perform better for a limited budget. Many Indian businesses eventually run both, but we recommend starting with whichever channel matches your actual buyer behaviour rather than splitting a small budget evenly across both from day one.

Yes, and this hyper-local targeting is one of the most cost-efficient tools available to Indian local businesses. Both Google Ads and Meta Ads allow targeting down to a specific radius around your location, a named neighbourhood, or even a defined delivery zone, which means a local restaurant, clinic, or showroom in a city like Surat or Pune can advertise only to people who are practically reachable customers rather than wasting budget reaching the entire city. We set this granular geographic targeting as the default approach for any business with a defined local service area.

For most consumer categories in India, yes — both ad auction competition and genuine buyer intent rise sharply during major festival and wedding seasons, and businesses that maintain flat year-round budgets often get outbid and lose visibility precisely when their category's buyer demand is highest. We plan seasonal budget scaling in advance for clients in categories like jewellery, fashion, gifting, and home goods, increasing spend specifically through the weeks leading into Diwali, Navratri, and the wedding season calendar relevant to each client's region, then scaling back during quieter periods.

Yes — both Meta's Click-to-WhatsApp ad format and Google's call extensions are specifically valuable in the Indian market, where many consumers strongly prefer messaging or calling over filling out a website form before making contact. A Click-to-WhatsApp ad takes someone directly from the ad into a WhatsApp conversation with your business, which for many Indian categories — real estate, education, healthcare, custom products — converts noticeably better than a generic landing page form, since it matches how Indian buyers actually prefer to start an enquiry.

Yes, certain categories carry specific advertising restrictions under Indian regulation in addition to each platform's own global policies — health supplements and certain medical claims fall under ASCI and Ministry of AYUSH guidelines, financial products and lending services face RBI-related disclosure requirements, and some categories require specific certifications before platforms will even approve the ad. We review your specific product category against current Indian regulatory requirements and platform policy together before committing budget, since launching ads that face repeated disapproval wastes both time and account standing.

You are right to be cautious about benchmarks from US or UK case studies, since cost per click and cost per lead in those markets are typically several times higher than equivalent costs in India, making those numbers an unreliable comparison point. Realistic Indian benchmarks vary considerably by city tier, industry, and competition — a lead for a premium real estate project in Mumbai costs very differently from a lead for a local tutoring service in a smaller city. We research comparable Indian benchmarks specifically for your category and city before setting expectations, rather than referencing globally sourced figures that do not reflect your actual market.

For many Indian local and regional consumer categories, ad creative in the local language genuinely outperforms English, since it builds an immediate sense of relatability and trust that a translated or English-only ad does not achieve as effectively, particularly outside major metro audiences. We test both language approaches directly through the campaign itself rather than assuming, since some categories and audiences — particularly younger urban consumers or B2B buyers — do respond just as well or better to English ad copy, and the right answer genuinely depends on your specific audience rather than a blanket rule across all of India.

Yes, this is a genuinely strong use case for performance marketing specifically. LinkedIn Ads and targeted Google Search Ads let a Gujarat-based manufacturer reach procurement managers and buyers in Mumbai, Delhi, Bengaluru, and other Indian states without needing a physical sales presence there, by targeting specific job titles, industries, and search terms relevant to your product category. We have run this exact model for manufacturers in sectors like brass components, ceramic tiles, and engineering parts reaching buyers well beyond Gujarat through precisely targeted B2B campaigns rather than broad-reach advertising.

Yes, the two channels genuinely serve different purposes rather than directly competing for the same use case. WhatsApp works best for immediate, personal, transactional exchanges and quick customer service questions, while email remains better suited to structured campaigns, longer-form content like product catalogues or detailed offers, and automated sequences that need to reach many subscribers consistently without manual sending each time. Email also avoids the daily volume restrictions and account suspension risk that bulk WhatsApp Business messaging carries in India. Most Indian businesses get the best results using both for what each genuinely does best, rather than treating one as a replacement for the other.

Yes, the DPDP Act 2023 requires genuine, documented consent before you email someone, along with a clear way for them to opt out and transparency about how their data will be used. This means purchasing or scraping email lists is both a compliance risk and, separately, simply bad practice since these contacts never genuinely consented and typically generate poor engagement regardless. We build every client's list on a properly consented foundation — website sign-ups, in-store collection with clear consent language, and existing customer relationships where email contact was reasonably expected — and we include compliant unsubscribe and data usage disclosure on every campaign we send.

For most consumer-facing Indian businesses, yes, since festival periods reliably drive a spike in purchase intent and email open rates tend to rise during these windows as people actively look for offers and gifting ideas. We plan a festival email calendar in advance, sending an early teaser two to three weeks before a major festival, a reminder closer to the date, and where relevant a last-chance email just before the festival itself, rather than sending a single generic email on the festival day that misses most of the actual buying window leading up to it.

Yes, and for certain Indian audiences — particularly Tier 2 and Tier 3 city customer bases, or categories like regional retail and local services — Hindi or regional-language email content can genuinely improve engagement compared to English-only campaigns. We can also segment your list and send different language versions to different subscriber groups based on their location or demonstrated language preference where the platform and your list data support that level of segmentation, rather than forcing a single language choice across an audience that may not be equally comfortable with it.

Comparing your numbers against international case studies, often from US or European markets, is usually not a fair comparison, since email engagement benchmarks genuinely differ by market, audience type, and list quality, and globally published benchmarks rarely reflect Indian consumer email habits specifically. We track your open rate trend against your own list's history over time, alongside click rate and actual conversions, which tells us far more about whether your specific email programme is improving than comparing against an unrelated international benchmark that was never built from a comparable audience.

Yes, and these two channels complement each other well for a coordinated product launch. Email works well for the detailed announcement — full product information, pricing, and a clear call to action sent to your full list at once — while your WhatsApp Business catalogue serves customers who prefer to browse and ask questions directly before buying. We typically time the email send to coincide with or shortly precede WhatsApp catalogue updates, so customers encounter a consistent message whichever channel they engage with first.

The abandoned cart email itself works independently of which payment gateway you use, but the actual recovery rate depends heavily on whether the checkout page the email links back to offers payment methods Indian shoppers actually prefer, particularly UPI, which has become the default expectation for online payment in India. If your checkout only supports international card processing without UPI or popular wallet options, abandoned cart emails will still send correctly but tend to recover fewer sales, since the original abandonment may itself have been caused by an unfamiliar or limited payment options page.

Since Gmail is by far the dominant email provider among Indian consumers, optimising specifically for Gmail's spam filtering behaviour is a genuine priority rather than a generic afterthought. We set up proper sender authentication (SPF, DKIM, and DMARC records) on your sending domain, which Gmail weighs heavily when deciding inbox placement, and we maintain list hygiene by removing consistently unengaged addresses, since a list full of inactive Gmail addresses measurably damages sender reputation over time. Genuinely relevant content that recipients actually open also signals positively to Gmail's filtering system, making content quality part of deliverability, not separate from it.

The most common pattern is publishing without any prior research into what people are actually searching for, then judging results too early before search engines have had time to discover and rank the content. A handful of articles written from guesswork rather than real search demand will rarely move the needle, and three or four months is often not enough time for genuinely good content to show its full impact. We start by identifying real search demand first, then build patience into the timeline from day one.

Both, depending on the content type. For technical or industry-specific topics, a short conversation with someone on your team often surfaces genuinely useful detail that no amount of online research would reveal, and we build this into our process for businesses with specialized knowledge worth sharing. For broader search-driven content, keyword and competitor research tells us what your audience is actually asking. Combining both produces content that ranks and also sounds genuinely informed rather than generic.

Outdated content can genuinely hurt you in a few specific ways — incorrect information damages trust with visitors who catch the mistake, and search engines can deprioritize pages that appear stale or inaccurate compared to more recently updated competitor content covering the same topic. As part of an ongoing content programme we periodically audit existing pages, updating facts, figures, and dates rather than only ever publishing new material while old pages quietly decay.

Google does not penalize content for being AI-assisted specifically, but it does penalize content that is unhelpful, generic, or written without genuine expertise behind it — and that risk applies whether a human or a tool drafted the first version. Every piece we produce goes through human review, fact-checking, and editing that adds specificity and a genuine point of view, rather than publishing unedited output that reads the same as thousands of other generic articles on the same topic.

You own every piece of content we create for you outright, with no restrictions on editing, repurposing, or moving it elsewhere later. We typically publish directly to your website's content management system so you have direct access from day one, and we provide source files for designed assets like infographics so you are never dependent on us to make a simple future edit.

Yes, often more so than for a mass-market business, because niche search terms typically face far less competition, meaning well-targeted content can rank and convert faster than in a crowded category. The volume of searches may be smaller, but the buyers searching those specific niche terms tend to have very high intent, and a handful of the right articles can meaningfully influence a small but valuable customer base.

This happens occasionally, but the business that published first and built genuine search authority around a topic generally retains the ranking advantage, since search engines weight factors like publish history and accumulated backlinks that a later copy cannot immediately replicate. We focus on building depth and genuine expertise into content specifically because that is harder to copy convincingly than surface-level facts, which protects your position better than worrying about direct duplication.

Contact Buzzlane through our website, call +91 942 620 4246, or email hello@buzzlane.agency. We will look at what content already exists for your business, what gaps and opportunities your competitors have missed, and build a realistic starting plan from there.

It is usually one of a small set of specific causes rather than a vague "listing problem" — unconvincing product images, a price that looks high next to similar listings on the same search results page, weak or missing reviews, or a title and bullet points that do not actually answer the buyer's real questions before they decide. We review your specific listing against the actual competing listings appearing alongside yours, since the right fix depends entirely on what is genuinely losing the comparison, not a generic checklist applied without looking at your specific competitive set.

Most Indian sellers benefit from both, but for different reasons. Marketplaces like Amazon and Flipkart bring you in front of buyers already browsing with purchase intent, but you compete directly against similar products on the same page and pay marketplace fees on every sale. Your own website gives you full margin and a direct customer relationship, but you have to generate your own traffic. We generally recommend starting wherever your category's buyers already search, then expanding to the other channel once that first channel is genuinely profitable.

There is no single healthy percentage that applies across every category, since margin structure varies enormously between, say, a high-margin fashion accessory and a low-margin grocery item. What matters more is your actual cost per acquisition relative to your margin and expected repeat purchase value from that customer. We calculate this specific to your product economics before setting a budget, rather than quoting a generic percentage that might be unsustainable for your specific margin structure.

Indirectly, yes, often more effectively than people expect. A high return rate frequently traces back to a mismatch between what the listing promised and what the buyer actually received — unclear sizing information, photos that overstate quality, or descriptions that gloss over a limitation the buyer discovers after delivery. Tightening up listing accuracy, sizing guides, and expectation-setting content can meaningfully reduce returns, since the cheapest return to prevent is the one caused by a buyer expectation your own listing created.

Yes. We set up and maintain the product feed connection between your store platform and Google Merchant Center or Meta Commerce Manager, including resolving the data quality issues — missing fields, incorrect categorization, image policy violations — that commonly cause feed disapprovals. This technical setup is something most store owners genuinely do not want to manage themselves, and getting it wrong silently breaks your shopping ads without any obvious error message, so we handle it directly rather than leaving it to chance.

This depends heavily on which specific problem we are solving first. Retargeting and paid advertising adjustments often show measurable change within the first two to three weeks, since these directly affect traffic and immediate conversion. Listing optimization on marketplaces can take a few weeks longer to reflect in organic ranking, since marketplace search algorithms need time to register the change. We agree on a realistic timeline for your specific priority area at the outset, rather than promising a uniform timeline that ignores which fix we are actually starting with.

Yes, and the initial setup matters more than many new sellers expect, since a poorly structured catalog and category placement at launch can be genuinely difficult to fix later without losing accumulated reviews or ranking history. We handle account setup, category and attribute mapping, initial listing creation, and the early advertising push that most marketplaces reward new sellers with during a limited initial visibility window, so you start with a properly structured presence rather than retrofitting one after launch.

Contact Buzzlane through our website, call +91 942 620 4246, or email hello@buzzlane.agency. We will look at your current sales channels and where you believe revenue is being lost, then build a prioritized plan starting with whichever fix will move revenue the most first.

It matters more than many Indian business owners assume, because referral and WhatsApp-driven business typically only reaches people already connected to your existing network — it does nothing for the much larger pool of potential customers who have never heard of you and are actively searching Google for exactly what you offer. India has one of the largest Google search user bases in the world, and a buyer searching "best CA in Ahmedabad" or "ceramic tile manufacturer Morbi" has already shown active purchase intent that referral marketing simply cannot generate on its own. SEO captures this specific demand that your existing network and word-of-mouth cannot reach.

A meaningful share of Indian search queries are genuinely Hinglish in actual practice — mixed English and Hindi phrasing that reflects how people naturally type rather than formal language rules — and ignoring this pattern means missing real search volume that exists in your specific category. We research the actual phrasing Indian searchers use for your product or service, including Hinglish and transliterated regional terms where relevant, rather than only targeting textbook-correct English or Hindi keyword lists that may not reflect how your actual customers type into Google.

For most local Indian businesses — clinics, restaurants, retail showrooms, service providers — Google Business Profile is genuinely as important as the website, sometimes more so for immediate local discovery. A well-optimised profile with accurate hours, photos, services, and consistent positive reviews appears directly in Google Maps and the local search results pack, often before a searcher even clicks through to any website at all. We treat Google Business Profile optimisation as a core deliverable for any Indian business with a physical location or defined local service area, not an afterthought to website SEO.

SEO is frequently more immediately winnable for Tier 2 and Tier 3 city businesses precisely because fewer local competitors have invested in it, unlike metro markets like Mumbai, Delhi, or Bengaluru where SEO competition is intense across nearly every category. A manufacturer or service business in a city like Rajkot, Surat, or Indore can often achieve first-page rankings for their specific local and category search terms considerably faster than an equivalent business would in a saturated metro market, simply because the competitive bar is genuinely lower. This makes SEO a particularly efficient investment for many Tier 2 city businesses right now.

Yes, and this is one of the highest-value SEO applications for India's manufacturing and export sector specifically. International buyers — sourcing managers in the US, UK, UAE, and elsewhere — increasingly research and pre-qualify Indian suppliers through Google before any direct contact, searching for specific product categories combined with terms like "manufacturer India" or "exporter Gujarat." English-language SEO content addressing certifications, production capacity, and compliance documentation puts your business in front of these international procurement searches, which often represent significantly higher order values than domestic enquiries.

Google does not give a meaningful ranking advantage to .in domains over .com domains purely based on the extension itself for most search queries, though a .in domain can signal local relevance to users browsing results, which may marginally affect click-through behaviour rather than the ranking position itself. The far more significant ranking factors remain content quality, technical site health, backlink authority, and how well the page actually answers the searcher's question. We recommend choosing .in versus .com based on brand consistency and availability rather than expecting either choice to meaningfully change your SEO outcomes on its own.

This matters more in the Indian context than in many other markets because the overwhelming majority of Indian internet users access the web primarily or exclusively through mobile devices rather than desktops. Google evaluates and ranks based on how your site performs on mobile specifically, which means a website that looks fine on desktop but loads slowly or displays awkwardly on a mid-range Android phone — the device most common among Indian users — will rank poorly regardless of desktop quality. We build and audit every website with mobile performance as the primary benchmark, not a secondary check after desktop design is finalised.

Rankings built through genuine SEO work do not vanish the moment investment pauses, but the relative position is not permanently locked in either. A competitor in your same Indian city or category who continues investing consistently will typically close the gap and eventually surpass your rankings over a period of months, since search ranking is inherently a relative position against whoever else is actively competing for the same terms. We recommend treating SEO as an ongoing commitment, even at a reduced level during slower periods, rather than a project you complete once and never revisit.

Yes — we integrate Indian payment gateways such as Razorpay, PayU, and Cashfree, all of which support UPI alongside debit and credit cards, net banking, and popular wallet options, since UPI has become the default payment expectation for Indian online shoppers and a checkout without it noticeably hurts conversion. The specific gateway we recommend depends on your transaction volume, business category, and settlement timeline needs, and we walk you through the comparison rather than defaulting to a single option regardless of fit.

This is a genuinely important question, since a website that loads fine on fast office or home wifi can perform very differently on the 4G connections that a large share of Indian mobile users rely on, particularly outside major metro areas. We compress images aggressively, minimise unnecessary code and third-party scripts, and test load performance under throttled mobile network conditions specifically, not only on fast connections, since a slow-loading site loses a meaningful share of Indian mobile visitors before the page even fully renders.

Yes, and we include this as a standard recommendation for most Indian business websites, since a floating WhatsApp chat button consistently outperforms a traditional contact form for Indian visitors who are generally more comfortable starting a conversation on WhatsApp than typing a formal enquiry into a website field. We link it directly to your WhatsApp Business number with a pre-filled starter message relevant to the page the visitor is on, making it as low-friction as possible for someone to actually reach out.

This depends on your actual customer base rather than a default assumption either way. Businesses targeting a national or English-comfortable urban audience often do fine with English-only content, while businesses serving a more local or regional customer base — particularly in Tier 2 and Tier 3 cities — frequently see better engagement and trust from a Hindi or regional-language version of key pages, even if maintained alongside an English version. We assess your specific audience before recommending whether a multi-language website is worth the added build and maintenance effort for your particular business.

You own the website, domain, and hosting account completely once the project is delivered and paid for — none of it remains tied to us in any way. We provide full login credentials and documentation for everything, including your domain registrar account, and if you ever want to move to another developer or agency, we hand over access without restriction or delay. No Indian business should feel locked into an agency relationship simply because they cannot access or transfer their own website and domain.

For a website primarily serving Indian visitors, hosting on a server located in India or on a hosting provider with a strong India-based content delivery network does genuinely reduce load times compared to hosting that routes all traffic through a distant server, since physical distance to the server affects the time data takes to travel back and forth. We choose hosting with your actual visitor base in mind — for a business serving only Indian customers, India-based or India-optimised hosting is generally the right default rather than an unnecessary extra cost.

Yes, this is achievable and genuinely useful for businesses with location-specific offerings, pricing, or service availability across different Indian states or cities. We can build location-detection logic that shows relevant city-specific content, branch information, or pricing automatically based on the visitor's location, or alternatively build separate location-specific landing pages that visitors can select between, depending on how many locations you operate and how different the offering genuinely is between them.

Not always — we run a technical and design audit first to identify exactly what is genuinely outdated versus what could be refreshed without a complete rebuild. Sometimes updated visuals, modern fonts, improved mobile responsiveness, and current payment or WhatsApp integrations can bring an older site up to a competitive standard without starting from scratch. A full rebuild becomes the right call when the underlying technical foundation is genuinely limiting — outdated unsupported software, fundamental mobile usability problems, or a structure that cannot support features your business now needs.

We typically present two to three genuinely distinct directions rather than a long list of minor variations on the same idea, since a wide spread of unrelated concepts tends to produce more useful feedback than ten near-identical options. From there we refine the direction you respond to most strongly through one or two rounds of revisions until it feels right, rather than asking you to choose blindly from an overwhelming set upfront.

This is genuinely common, and we recommend involving key decision-makers early in the process rather than only at final sign-off, since disagreement after a direction is finalized is far more costly to resolve. If disagreement happens regardless, we can usually identify what is actually being objected to — a color, a specific element, the overall concept — and adjust without restarting the entire process from scratch.

Trademark registration is a separate legal process that we do not handle directly, since it requires a trademark attorney or agent familiar with Indian trademark law and the registration process through the Controller General of Patents, Designs and Trademarks. What we do is design original work and check informally that your chosen name and mark are not obviously identical to an existing registered brand in your category, though we always recommend formal legal clearance before committing significant marketing spend to a new identity.

It is genuinely better to finalize your name first, since the name itself often shapes the logo concept, the color feel, and the overall tone of the identity in ways that are difficult to retrofit afterward. If you are deciding between a short list of name options, we can sometimes work in parallel on early visual direction, but we recommend locking the name before investing in final logo development to avoid redoing work once the name changes.

Yes, we specifically test every logo design in black and white and as a single-color version, since real-world use cases like fax-style documents, embroidery, engraving, or low-cost printing often cannot reproduce full color accurately. A logo that only works in its original color palette is a design limitation we catch and fix during the design phase, not something discovered after the fact when a vendor cannot print it correctly.

Yes, this is a distinct kind of project from a standard new brand build, since it usually involves balancing existing customer recognition for both original brands against the need for a single coherent identity going forward. We typically start by understanding which elements of each existing brand carry genuine recognition or goodwill worth preserving, then build a combined or entirely new identity informed by that, rather than arbitrarily picking one brand's look over the other.

Most branding packages include two to three rounds of revisions on the chosen concept, which is generally enough to refine a direction that is fundamentally working. Requests beyond that, or a request to explore an entirely different concept after a direction was already approved, are typically quoted as additional work. We always clarify the included revision scope before starting, so there are no surprises about what counts as included versus extra.

Contact Buzzlane through our website, call +91 942 620 4246, or email hello@buzzlane.agency. We will discuss what you have already and what is missing, then scope a realistic project and timeline from there.