High deployment cost with respect to expected revenue is the main barrier to fibre-to-the-home (FTTH) roll-out in rural areas. This problem, as shown in this paper, is exacerbated by the uncertainty associated to the end user take up rate. The randomness associated with the subscribers service take-up yields considerable fluctuation and escalation in the total cost of deployment. This adverse and varying environment makes it difficult to produce firm business cases and can increase the reluctance of potential investors and incumbent operators to deploy FTTH access networks. In this paper, we develop a holistic framework for examining the real-world FTTH deployment scenarios, taking as case study one of the most rural counties of Ireland. Further, we carry out an in-depth techno-economic analysis identifying the methods more applicable in the rural scenario. We analyse the cost-effectiveness of FTTH deployment, also proposing solutions that provide different levels of upfront investment risk, relating it to uncertainty in customers take-up rates. For example, we show how lower take up rate can be made profitable by adopting a strategy that favours lower up-front costs at the expense of higher connectivity costs.