From 0 to £1,000 MRR in 90 Days
Purpose: Track every business from first contact to paying customer
Goal: 20 paying businesses at £50/month = £1,000 MRR
Timeline: 90 days (12 weeks)
Review Cadence: - Daily: Move cards, update notes - Monday: Plan week’s outreach - Friday: Review wins/losses, adjust strategy
Purpose: All businesses in your village mapped and ready to approach
What Goes Here: - Every business you’ve identified - Prioritized by foot traffic and fit - Ready to move to First Contact
Description Template:
🏪 BUSINESS INFO
Name: [Business Name]
Type: [Cafe/Pub/Restaurant/Retail/Service]
Owner/Manager: [Name]
Address: [Street, Village]
Phone: [Number]
Email: [Email if known]
📊 BUSINESS INTEL
Hours: [Opening hours]
Foot Traffic: [High/Medium/Low]
Current Offers: [Any deals they currently run]
Competition Nearby: [Other similar businesses]
Social Media: [Instagram/Facebook handles]
🎯 WHY THEY'RE A GOOD FIT
[Why Zapp Active would help them]
💡 PITCH ANGLE
[Specific problem we solve for them]
📅 BEST TIME TO VISIT
[When they're not busy - e.g., Tue-Thu 10-11am]
🔥 PRIORITY
[Hot/Warm/Cold]Labels: - 🟢 Hot Lead (high priority) - 🟡 Warm Lead (medium priority) - ⚪ Cold Lead (low priority) - 🔵 Cafe/Coffee Shop - 🟣 Pub/Bar - 🟠 Restaurant - 🟤 Retail Shop - ⚫ Service Business
Checklist: - [ ] Business mapped - [ ] Owner/manager identified - [ ] Best visit time noted - [ ] Pitch angle prepared - [ ] Ready to approach
Labels: 🟢 Hot Lead, 🔵 Cafe
Description:
🏪 BUSINESS INFO
Name: The Coffee House
Type: Cafe
Owner/Manager: Sarah (ask for her specifically)
Address: 12 High Street, Lechlade
Phone: [Get from Google]
Email: [Check website]
📊 BUSINESS INTEL
Hours: Mon-Sat 8am-5pm, Sun 9am-4pm
Foot Traffic: HIGH - Main street location
Current Offers: Loyalty card (10 stamps = free coffee)
Competition Nearby: Costa 3 doors down
Social Media: @thecoffeehouse_lechlade
🎯 WHY THEY'RE A GOOD FIT
- High foot traffic but competing with chain
- Already run loyalty program (understands value)
- Popular with locals
- Perfect anchor business for launch
💡 PITCH ANGLE
"You're already popular with locals, but Costa has the brand recognition.
For £50/month, you get featured to 100+ locals on their phones with
exclusive offers. Track exactly how many customers come from the app.
First month free to prove it works."
📅 BEST TIME TO VISIT
Tuesday or Wednesday, 10-11am (after morning rush)
🔥 PRIORITY
HOT - Approach in Week 1Checklist: - [ ] Research complete - [ ] QR poster designed - [ ] First month free offer ready - [ ] Visit scheduled
Labels: 🟢 Hot Lead, 🟣 Pub
Description:
🏪 BUSINESS INFO
Name: The New Inn
Type: Pub
Owner/Manager: Mike (landlord)
Address: Market Square, Lechlade
Phone: [Number]
📊 BUSINESS INTEL
Hours: Mon-Thu 12pm-11pm, Fri-Sat 12pm-12am, Sun 12pm-10pm
Foot Traffic: HIGH - Village hub
Current Offers: Quiz night Thursdays, Sunday roast special
Competition Nearby: 2 other pubs in village
Social Media: Active Facebook page
🎯 WHY THEY'RE A GOOD FIT
- Central village location
- Already runs events (understands marketing)
- Wants to attract younger crowd
- Quiet Tuesday/Wednesday afternoons
💡 PITCH ANGLE
"Pubs struggle Tue-Wed afternoons. Put an offer on Zapp Active -
'2-for-1 on mains 12-5pm Tuesday-Wednesday' - and fill those empty tables
with locals. £50/month, you'll see exactly how many come in."
📅 BEST TIME TO VISIT
Monday afternoon around 2pm (quietest time)
🔥 PRIORITY
HOT - Approach in Week 1Labels: 🟡 Warm Lead, 🟠 Restaurant
Description:
🏪 BUSINESS INFO
Name: Riverside Bistro
Type: Restaurant
Owner/Manager: Emma & Tom (co-owners)
Address: Thames Street, Lechlade
📊 BUSINESS INTEL
Hours: Tue-Sat 6pm-10pm, Sun 12pm-4pm (closed Mon)
Foot Traffic: MEDIUM - Riverside location, tourism
Current Offers: Early bird menu before 7pm
Competition Nearby: 3 restaurants in village
🎯 WHY THEY'RE A GOOD FIT
- Higher-end dining, could offer premium placement
- Tourism-focused but want more locals
- Already creative with offers
💡 PITCH ANGLE
"You get tourists in summer, but locals year-round is the goal.
Featured on Zapp Active means locals see you first when planning
date night. Track exactly which offers work best."
📅 BEST TIME TO VISIT
Tuesday afternoon before dinner service, around 4pm
🔥 PRIORITY
WARM - Approach in Week 2Labels: 🟡 Warm Lead, 🟤 Retail
Description:
🏪 BUSINESS INFO
Name: Lechlade Village Store
Type: Convenience Store
Owner/Manager: Raj
Address: St. John Street, Lechlade
📊 BUSINESS INTEL
Hours: Mon-Sat 7am-8pm, Sun 8am-6pm
Foot Traffic: HIGH - Daily essentials
Current Offers: Meal deals, newspaper delivery
Competition Nearby: Co-op 5 min walk away
🎯 WHY THEY'RE A GOOD FIT
- Daily foot traffic
- Competing with chain store
- Could offer "local loyalty" angle
💡 PITCH ANGLE
"Co-op has the convenience, but you're the local choice.
Get featured to locals with exclusive deals - 'Show Zapp Active,
get 10% off fresh produce.' Build community loyalty."
📅 BEST TIME TO VISIT
Wednesday morning around 10am
🔥 PRIORITY
WARM - Approach in Week 2-3Labels: ⚪ Cold Lead, ⚫ Service
Description:
🏪 BUSINESS INFO
Name: Cotswold Hair Studio
Type: Hair Salon
Owner/Manager: Lisa
Address: High Street, Lechlade
📊 BUSINESS INTEL
Hours: Tue-Sat 9am-6pm (closed Sun-Mon)
Foot Traffic: APPOINTMENT-BASED
Current Offers: Loyalty card scheme
Competition Nearby: 1 other salon
🎯 WHY THEY'RE A GOOD FIT
- Appointment-based, could offer last-minute deals
- Wants to fill cancellation slots
- Good for testing service business model
💡 PITCH ANGLE
"When you get a last-minute cancellation, put it on Zapp Active -
'50% off tomorrow at 2pm slot' - and fill it with a local.
Track which offers get claimed fastest."
📅 BEST TIME TO VISIT
Tuesday afternoon around 3pm
🔥 PRIORITY
COLD - Approach in Week 3-4, test with success stories firstPurpose: Businesses you’ve approached, pitch delivered
What Goes Here: - Moved from Prospect List after first visit/call - Pitch was delivered - Waiting for response or scheduling follow-up
Card Template Updates:
📅 FIRST CONTACT LOG
Date: [Date of visit]
Method: [In-person/Phone/Email]
Person Met: [Name]
Their Response: [Interested/Need to think/Ask questions/Not interested]
🗣️ WHAT I SAID
[Brief notes on pitch delivered]
🎧 WHAT THEY SAID
[Their questions, concerns, interest level]
📋 NEXT STEPS
[What we agreed to do next]
⏰ FOLLOW-UP DATE
[When to contact again]Checklist: - [ ] First pitch delivered - [ ] Business card left - [ ] One-pager provided - [ ] QR poster offered - [ ] Follow-up date set - [ ] Added to CRM/spreadsheet
Additional Notes Added:
📅 FIRST CONTACT LOG
Date: Monday, Oct 21, 10:30am
Method: In-person
Person Met: Sarah (owner)
Their Response: Very interested! Asked lots of questions about tracking.
🗣️ WHAT I SAID
- Showed her the app demo on tablet
- Explained £50/month, first month free
- Showed example: 23 customers for £50 = £2.17 per customer
- Compared to newspaper ad (£200, no tracking)
🎧 WHAT THEY SAID
- "This is interesting, I've been thinking about how to compete with Costa"
- "How do I know it actually works?"
- "Can I change the offer mid-month?"
- "What if I don't like it after the free month?"
📋 NEXT STEPS
- Leave her to think about it
- Come back Friday with answers to questions
- Bring printed setup guide
- Offer to install QR poster same day if she says yes
⏰ FOLLOW-UP DATE
Friday, Oct 25, 10:30am
🎯 HOT LEAD - Very positive vibesChecklist: - [x] First pitch delivered - [x] Business card left - [x] One-pager provided - [x] QR poster shown (not installed yet) - [x] Follow-up date set (Friday) - [ ] Add to follow-up calendar - [ ] Prepare answers to questions - [ ] Bring setup materials Friday
Purpose: Actively talking, answering questions, negotiating
What Goes Here: - Multiple touchpoints happened - They’re seriously considering - Working through objections - Not ready to commit yet but engaged
Additional Tracking:
🔄 DISCUSSION PROGRESS
Total Contacts: [Number of times you've spoken]
Key Objections: [What's holding them back]
Objection Responses: [How you addressed each]
💭 THEIR CONCERNS
1. [Concern 1] → [Your response]
2. [Concern 2] → [Your response]
3. [Concern 3] → [Your response]
🎁 SWEETENERS OFFERED
- [ ] First month free
- [ ] Extended trial (2 months)
- [ ] Setup assistance (we do everything)
- [ ] Featured placement in launch
- [ ] Refer-a-business discount
📈 CLOSE PROBABILITY
[High/Medium/Low] - [Why?]
🎯 PATH TO YES
[What needs to happen for them to say yes]Updated Notes:
🔄 DISCUSSION PROGRESS
Total Contacts: 3 (in-person, phone, email)
Key Objections:
- "We're already on TripAdvisor and Google, do we need another platform?"
- "£50/month adds up, we're watching costs"
- "How do I know locals will actually use it?"
💭 THEIR CONCERNS & RESPONSES
1. Platform overload → "This is different - hyper-local, exclusive offers, no tourists cluttering it"
2. Cost concern → "£50 = 5 mains sold. If the app brings 10 customers/month, you're ahead"
3. Usage doubt → "First month free proves it. If you don't get customers, you don't pay"
🎁 SWEETENERS OFFERED
- [x] First month free
- [x] Featured in launch announcement
- [ ] Offer to bring them to visit The Coffee House (already signed up) to see it working
📈 CLOSE PROBABILITY
MEDIUM-HIGH - They're interested but cautious with budget
🎯 PATH TO YES
- Show them proof from another business (wait for Coffee House to sign)
- Follow up after they see results
- Offer 2-month free trial if needed to close
⏰ NEXT CONTACT
After Coffee House signs, show them the proof (next week)Purpose: Signed up! First month free. Prove the value.
What Goes Here: - Contract signed (even if free month) - QR poster installed - Offer created in app - Tracking set up
CRITICAL: This is where you PROVE value. They need to see results!
Setup Checklist:
🎉 ONBOARDING CHECKLIST
- [ ] Contract signed (first month free)
- [ ] Business info collected
- [ ] Offer decided (with them)
- [ ] QR poster printed
- [ ] QR poster installed (take photo!)
- [ ] Offer created in app
- [ ] Analytics dashboard set up
- [ ] Show them how to check stats
- [ ] Take "before" photo for case study
- [ ] Add to business directory in app
📊 TRACKING SETUP
App Install Date: [Date]
Offer: [What they're offering]
Goal: Prove value with real numbers
📸 PHOTO PROOF
- [ ] QR poster in window (before install)
- [ ] QR poster installed (after)
- [ ] Business owner with poster
- [ ] Interior setup if applicable
🗓️ FOLLOW-UP SCHEDULE
Week 1: [Date] - Check in, any questions?
Week 2: [Date] - Show them stats so far
Week 3: [Date] - Review full month, convert to paid
Week 4: [Date] - Final check before billingWeekly Updates:
📊 WEEK 1 STATS (Days 1-7)
QR Scans: [Number]
Offer Views: [Number]
Offers Claimed: [Number]
Notes: [Any issues? Feedback?]
📊 WEEK 2 STATS (Days 8-14)
QR Scans: [Number]
Offer Views: [Number]
Offers Claimed: [Number]
Notes: [Trending up? User feedback?]
📊 WEEK 3 STATS (Days 15-21)
QR Scans: [Number]
Offer Views: [Number]
Offers Claimed: [Number]
Notes: [Ready to convert?]
📊 WEEK 4 STATS (Days 22-30)
QR Scans: [Number]
Offer Views: [Number]
Offers Claimed: [Number]
Total Customers Brought In: [Final number]
💡 CONVERSION PREP
Cost per Customer: £0 (free trial) → Will be £[50/customers] after
Value Delivered: [Customers × Average Spend]
ROI Calculation: [Show them the math]
🎯 CONVERSION STRATEGY
If 10+ customers: EASY YES - "You got 10 customers for free, £50 = £5/customer"
If 5-9 customers: MEDIUM - "5 customers is £10/customer, cheaper than ads"
If <5 customers: HARD - "Let's try a different offer type, give it another month free"Free Trial Progress:
🎉 SIGNED UP: Oct 25, 2025
OFFER DETAILS:
"Buy any coffee, get a free pastry (Mon-Wed only)"
Goal: Fill quiet weekday mornings
📊 WEEK 1 STATS (Oct 25-31)
QR Scans: 23
Offer Views: 18
Offers Claimed: 7
Notes: Solid start! Sarah is excited.
📊 WEEK 2 STATS (Nov 1-7)
QR Scans: 31
Offer Views: 26
Offers Claimed: 12
Notes: Word spreading! Users telling friends.
📊 WEEK 3 STATS (Nov 8-14)
QR Scans: 28
Offer Views: 22
Offers Claimed: 10
Notes: Consistent usage. Sarah seeing familiar faces.
📊 WEEK 4 STATS (Nov 15-21)
QR Scans: 35
Offer Views: 30
Offers Claimed: 14
✨ TOTAL: 43 customers brought in!
💡 CONVERSION MATH:
- 43 customers in first month
- Average coffee = £3.50, average pastry cost = £0.80
- 43 coffees sold = £150 revenue
- 43 pastries cost = £34 cost
- Net: £116 gain
- After £50/month = £66 profit + repeat customers
🎯 CONVERSION: SLAM DUNK!
"Sarah, you got 43 new customers for FREE. At £50/month, that's £1.16 per customer.
Your newspaper ad costs £200 and you have NO IDEA if anyone came in.
Want to keep going?"
Expected Answer: YES!
⏰ CONVERSION MEETING: Nov 22, 10amChecklist: - [x] Contract signed - [x] QR poster installed (photo taken) - [x] Offer live in app - [x] Week 1 check-in done - [x] Week 2 check-in done - [x] Week 3 check-in done - [x] Week 4 stats compiled - [ ] Conversion meeting scheduled - [ ] Case study drafted (for other prospects) - [ ] Testimonial requested
Purpose: Converted! Paying £50/month. Keep them happy.
What Goes Here: - Free trial converted to paying - Monthly billing active - Ongoing relationship management
Customer Success Tracking:
💰 PAYMENT INFO
Started Paying: [Date]
Monthly Rate: £50 (or £100/£200 for higher tiers)
Payment Method: [Bank transfer/Card/etc]
Next Billing Date: [Date]
📊 ONGOING PERFORMANCE
Month 1: [X customers, X scans]
Month 2: [X customers, X scans]
Month 3: [X customers, X scans]
Average per Month: [X customers]
😊 SATISFACTION TRACKING
Last Check-in: [Date]
Satisfaction: [Happy/Neutral/Unhappy]
Current Offer: [What they're running]
Engagement: [High/Medium/Low]
🎯 RETENTION STRATEGY
- [ ] Monthly check-in scheduled
- [ ] Send monthly performance report
- [ ] Ask for feedback regularly
- [ ] Offer to adjust strategy
- [ ] Request testimonials when happy
- [ ] Ask for referrals
⚠️ CHURN RISK
[None/Low/Medium/High] - [Why?]
🔄 UPSELL OPPORTUNITY
Tier: Basic (£50)
Could upgrade to Pro (£100): [Y/N - Why?]Paying Customer Status:
💰 PAYMENT INFO
Started Paying: Nov 22, 2025
Monthly Rate: £50
Payment Method: Bank transfer (set up direct debit)
Next Billing Date: Dec 22, 2025
📊 ONGOING PERFORMANCE
Month 1 (FREE): 43 customers, 117 scans
Month 2 (PAID): 38 customers, 104 scans
Month 3 (PAID): 41 customers, 112 scans
Average per Month: 40 customers @ £1.25/customer
😊 SATISFACTION TRACKING
Last Check-in: Dec 15, 2025
Satisfaction: VERY HAPPY
Current Offer: Rotating weekly (free pastry, 10% off, BOGOF)
Engagement: HIGH - Checks stats daily!
✨ SUCCESS STORY:
- Sarah is thrilled
- Recognizes 15-20 "regulars" who came via app
- Says it's "the best £50 she spends on marketing"
- Happy to be case study
🎯 RETENTION STRATEGY
- [x] Monthly performance reports automated
- [x] Check in every 2 weeks (just quick message)
- [x] Helped her optimize offer (now rotating weekly)
- [ ] Request video testimonial (get next month)
- [x] Ask for referrals ✅ (She referred The New Inn!)
⚠️ CHURN RISK: NONE - Champion customer!
🔄 UPSELL OPPORTUNITY
Currently: Basic (£50)
Could upgrade to Pro (£100): Not yet - wait 6 months
Reason: Happy with basic, no need to pushChecklist: - [x] Converted to paying - [x] Direct debit set up - [x] Monthly reporting automated - [x] Check-in cadence established - [x] Testimonial received - [x] Case study permission granted - [ ] Video testimonial (ask next quarter) - [x] Referral received (The New Inn)
Purpose: Super happy customers who refer others and promote you
What Goes Here: - Paying customers who are THRILLED - Actively referring other businesses - Providing testimonials - Advocates for your app
Champion Program:
🌟 CHAMPION STATUS
Paying Since: [Date]
Total Months: [Number]
Total Customers Brought: [Number across all months]
Satisfaction: EXTREMELY HAPPY
💬 TESTIMONIALS PROVIDED
- [ ] Written testimonial
- [ ] Video testimonial
- [ ] Social media post
- [ ] Google review
- [ ] Permission to use in marketing
🤝 REFERRALS MADE
1. [Business Name] - Status: [Signed/In Discussion/Lost]
2. [Business Name] - Status: [Signed/In Discussion/Lost]
3. [Business Name] - Status: [Signed/In Discussion/Lost]
Total Successful Referrals: [Number]
🎁 CHAMPION PERKS
- [ ] Featured in marketing materials
- [ ] Early access to new features
- [ ] Priority support
- [ ] Referral rewards (£10 credit per referral?)
- [ ] Exclusive "Founding Member" badge in app
📸 CONTENT OPPORTUNITIES
- [ ] Case study written
- [ ] Before/after photos
- [ ] Customer interview
- [ ] Success story video
- [ ] Featured in newsletter
🔄 SPECIAL TREATMENT
- [ ] VIP support line
- [ ] Quarterly business review call
- [ ] Input on roadmap priorities
- [ ] Beta tester for new featuresChampion Status:
🌟 CHAMPION SINCE: Month 2 (Dec 2025)
Paying Since: Nov 22, 2025
Total Months: 6 months
Total Customers Brought: 240+ customers
Average: 40/month
Satisfaction: EXTREMELY HAPPY - "Best marketing spend ever"
💬 TESTIMONIALS PROVIDED
- [x] Written testimonial: "Zapp Active brings me 40 locals a month for £50. My newspaper ad cost £200 and I had no idea if anyone came in. This is a no-brainer."
- [x] Video testimonial (2 min): On phone talking about results
- [x] Social media post: Instagram story showing QR poster
- [ ] Featured in local paper (pending)
- [x] Permission to use everywhere
🤝 REFERRALS MADE
1. The New Inn (Pub) - ✅ SIGNED & PAYING
2. Riverside Bistro - ✅ SIGNED & PAYING
3. Village Store - 💬 In Discussion
4. Butcher Shop - 🤝 First Contact
Total Successful Referrals: 2 (so far!)
🎁 CHAMPION PERKS GIVEN
- [x] Featured as #1 success story
- [x] "Founding Member" badge (first 10 businesses)
- [x] Free QR poster redesign
- [x] £20 credit for 2 referrals
- [x] Direct line to you for any issues
📸 CONTENT CREATED
- [x] Written case study (used in sales pitches)
- [x] Before/after photos (QR poster install)
- [x] Video testimonial (on website)
- [x] Instagram feature
- [ ] Local newspaper article (reaching out)
🔄 SPECIAL TREATMENT
- [x] Personal WhatsApp for instant support
- [x] First to know about new features
- [x] Asked for input on app improvements
- [x] Monthly coffee meetup to discuss what's working
💡 LEVERAGE STRATEGY
Use The Coffee House as anchor in every pitch:
"The Coffee House gets 40 customers a month for £50.
Sarah would be happy to chat with you about results if you want."
🎯 STATUS: PLATINUM CHAMPIONPurpose: Track businesses that declined and WHY
What Goes Here: - Said no after pitch - Tried free trial, didn’t convert - Paying but churned
Why Track This: - Learn from patterns - Adjust pitch for common objections - Sometimes “no” becomes “yes” later - Track for re-approach in 3-6 months
Loss Analysis:
❌ LOSS DETAILS
Stage Lost: [Prospect/First Contact/Discussion/Free Trial/Paying]
Date Lost: [Date]
Final Decision Maker: [Name]
💔 REASON FOR LOSS
Primary Reason: [Why they said no]
- [ ] Price too high
- [ ] Don't see value
- [ ] Bad timing
- [ ] Already have solution
- [ ] Not interested in marketing
- [ ] Free trial didn't show results
- [ ] Churn after paying (competition/budget/results)
🗣️ EXACT WORDS
[What they actually said when declining]
🤔 WHAT WE COULD HAVE DONE BETTER
[Honest reflection on what went wrong]
📊 IF FREE TRIAL: PERFORMANCE
Customers Brought: [Number]
Why It Wasn't Enough: [Analysis]
💡 LESSONS LEARNED
[What to change in pitch/offer/process]
🔄 RE-APPROACH?
[Yes/No] - [When? Why?]
If Yes: Follow-up Date: [3-6 months from now]
📝 NOTES FOR FUTURE
[Anything useful to know if we approach again]Lost Status:
❌ LOSS DETAILS
Stage Lost: In Discussion
Date Lost: Nov 10, 2025
Final Decision Maker: Lisa (owner)
💔 REASON FOR LOSS
Primary Reason: ✅ Bad timing - just spent budget on renovations
Secondary: Unsure about app-based marketing
🗣️ EXACT WORDS
"I love the idea and I think it could work, but we just spent £5K
on renovating the salon. I need to watch every penny for the next
few months. Maybe revisit in spring?"
🤔 WHAT WE COULD HAVE DONE BETTER
- Approached too early in budget cycle
- Should have led with "first 2 months free" for service businesses
- Didn't emphasize last-minute booking fill rate
- Should have smaller package for service businesses (£25/month?)
📊 DIDN'T REACH FREE TRIAL
Never got to proof stage - lost on budget timing
💡 LESSONS LEARNED
- Ask about marketing budget and cycle FIRST
- Service businesses are harder - need different pitch
- Offer extended trial for cautious businesses
- Consider tiered pricing (£25/£50/£100)
🔄 RE-APPROACH?
YES - She was interested, just bad timing
Follow-up Date: March 2026 (after winter, before summer season)
Approach: "Remember we talked in November? Spring is perfect timing
to fill those last-minute slots. Let's do 2 months free to prove it."
📝 NOTES FOR FUTURE
- Lisa is lovely, genuinely interested
- Renovations look great (compliment this when returning)
- Runs the salon solo - time-poor
- Mention: "Setup takes 5 minutes, we do everything"
- Don't pitch same time as other salons (coordinate launches)Lost Status:
❌ LOSS DETAILS
Stage Lost: Paying (churned after 2 months)
Date Lost: Jan 15, 2026
Final Decision Maker: John (owner)
💔 REASON FOR LOSS
Primary Reason: ✅ Results didn't meet expectations
Secondary: Cheaper to just use Instagram
🗣️ EXACT WORDS
"Look, I got 8 customers in month 1 and 6 in month 2. That's not
enough for £50/month. I can just post on Instagram for free and get
more engagement."
🤔 WHAT WE COULD HAVE DONE BETTER
- Better offer selection (he offered 5% off - too weak)
- Should have pushed for stronger offer (Free item, BOGOF)
- Location wasn't great for foot traffic
- Didn't check in enough during trial
- Should have shown him how to optimize offer
📊 FREE TRIAL PERFORMANCE
Month 1: 8 customers (£6.25/customer)
Month 2: 6 customers (£8.33/customer)
Total: 14 customers over 2 months
Why It Wasn't Enough:
- Weak offer (5% off nobody cares about)
- We didn't help optimize
- He expected 20+ customers like Coffee House
💡 LESSONS LEARNED
- Weak offers = weak results = churn
- Need to actively manage offer strategy
- Week 2 check-in should review & optimize offer
- Set realistic expectations based on business type
- Bakeries might need BOGOF ("Buy 1 pastry, get 1 free")
- Compare to Instagram isn't fair (different purposes)
🔄 RE-APPROACH?
MAYBE - Wait 6 months, show success stories with better offers
Follow-up Date: July 2026
Approach: "Since we last spoke, bakeries running BOGOF offers are
getting 25+ customers/month. Want to try again with a stronger offer
that actually works?"
📝 NOTES FOR FUTURE
- John is skeptical but fair
- If we approach again, show data from other bakeries
- Offer first month free AGAIN to rebuild trust
- Help him craft a killer offer (don't let him choose weak one)
- Weekly check-ins during new trial
- Maybe pilot tiered pricing (£35 for bakeries?)Purpose: Businesses that need to be contacted on specific dates
What Goes Here: - “Not now, but maybe later” - Seasonal businesses (approach before season) - “Call me in X months” - Businesses that need nurturing
Follow-Up Management:
📅 FOLLOW-UP SCHEDULE
Original Contact: [Date]
Reason for Delay: [Why not now?]
Follow-up Date: [Specific date]
Reminder Set: [Yes/No - Calendar/Trello due date]
💭 CONTEXT FOR FOLLOW-UP
Why They Said Wait:
[Specific reason - budget, timing, thinking, etc.]
What to Say When Following Up:
[Tailored approach based on their situation]
📊 WHAT'S CHANGED SINCE LAST CONTACT
- [ ] We have more customers (social proof)
- [ ] Success stories to share
- [ ] New features launched
- [ ] Price or offer changes
- [ ] Seasonal timing is better
- [ ] Their situation might have changed
🎯 FOLLOW-UP STRATEGY
Approach: [Call/Visit/Email]
Opening Line: [Specific callback to last conversation]
Offer: [What's the hook this time?]Follow-Up Status:
📅 FOLLOW-UP SCHEDULE
Original Contact: Nov 15, 2025
Reason for Delay: "We're shutting down for winter, talk in spring"
Follow-up Date: March 1, 2026
Reminder Set: ✅ Trello due date + Google Calendar
💭 CONTEXT FOR FOLLOW-UP
Why They Said Wait:
"Garden centre is dead in winter. Nobody's buying plants in December.
Come talk to me in March when we're gearing up for spring rush."
What to Say When Following Up:
"Hi Claire, we spoke in November and you said March would be perfect
timing. Spring is here, and I've got 15 businesses already on Zapp
Active bringing in locals. Ready to capture that spring rush?"
📊 WHAT'S CHANGED SINCE LAST CONTACT
- [x] We now have 15 paying businesses (was 3 in Nov)
- [x] Can show 3-month results and case studies
- [x] Seasonal timing is PERFECT
- [x] Spring = gardening season = their peak time
- [ ] Could offer "Spring Launch Special"
🎯 FOLLOW-UP STRATEGY
Approach: In-person visit
Day: Tuesday, March 5th, 10am (before they get busy)
Opening Line: "Remember we chatted in November? You said spring
was the perfect time - and you were right! Want to see how we've
helped 15 local businesses this winter?"
Offer:
"First month free, and since it's your peak season, let's prove
it works FAST. Offer: '10% off all spring plants this week only' -
let's flood you with gardeners."
🌱 SPRING ANGLE:
"Everyone in [Village] is planning their gardens right now.
Get in front of them with exclusive spring deals. Track exactly
who came from the app vs. word of mouth."
Notes:
- Claire is lovely, very interested
- Just bad timing in winter
- Will be EASY conversion in spring
- Prime business for seasonal offersPlace in: “PAYING” list (always at top)
Description:
📊 WEEKLY METRICS (Week of [Date])
💰 REVENUE METRICS
Total Paying Businesses: [X]
Monthly Recurring Revenue: £[X]
Target This Month: £[X]
Gap to Target: £[X]
🎯 PIPELINE HEALTH
Prospects: [X remaining]
First Contact: [X]
In Discussion: [X]
Free Trial: [X]
Conversion Rate: [X%]
🔥 THIS WEEK'S GOALS
- [ ] Contact [X] new prospects
- [ ] Follow up with [X] in discussion
- [ ] Check in with [X] free trials
- [ ] Schedule [X] conversion meetings
- [ ] Close [X] deals (target)
📈 MOMENTUM
Deals Closed This Week: [X]
Deals Closed This Month: [X]
Trending: [Up/Down/Steady]
⚠️ AT RISK
Free Trials Ending Soon: [List businesses]
Paying Customers to Check: [Any concerns?]
✨ WINS THIS WEEK
- [Win 1]
- [Win 2]
- [Win 3]
📝 LESSONS LEARNED
- [Lesson 1]
- [Lesson 2]Update: Every Monday morning
Place in: “PAYING” list (pin to top)
Description:
🎯 90-DAY GOALS (Oct-Dec 2025)
GOAL: £1,000 MRR by Dec 31, 2025
That's 20 businesses at £50/month
📅 MILESTONE TIMELINE
Week 1-2 (Oct 21-Nov 3):
Target: 5 pilots signed (free)
Status: [X/5]
Week 3-4 (Nov 4-17):
Target: 5 pilots converted to paying
Status: [X/5]
MRR: £[X]
Week 5-6 (Nov 18-Dec 1):
Target: 10 total paying businesses
Status: [X/10]
MRR: £[X]
Week 7-8 (Dec 2-15):
Target: 15 total paying businesses
Status: [X/15]
MRR: £[X]
Week 9-12 (Dec 16-31):
Target: 20 total paying businesses
Status: [X/20]
MRR: £[X] ← GOAL: £1,000
📊 PROGRESS TRACKER
[▓▓▓▓▓▓▓▓░░░░░░░░░░░░] 40% to goal
Current MRR: £[X]
Target MRR: £1,000
Gap: £[X]
Weeks Remaining: [X]
Weekly Target: £[X] in new MRR
🔥 WHAT'S NEEDED
Need [X] more businesses at £50/month
That's [X] sign-ups per week
Current Conversion Rate: [X%]
So need to pitch [X] businesses/week
🎯 FOCUS THIS WEEK
Primary: [What's the main focus?]
Secondary: [What else matters?]Update: Weekly
Place in: Make a “📚 RESOURCES” list at the far right
Description:
📋 SALES SCRIPTS & TEMPLATES
🗣️ DOOR KNOCK SCRIPT (60 seconds)
"Hi [Name], I'm Paul from [Street]. I've built an app that
helps local businesses like yours get more customers - think
of it like a loyalty program for the whole village.
You put a QR code in your window. Locals scan it and see
your exclusive offer - like 'Free coffee with any breakfast'
or '10% off for villagers.'
They show it to you, you track exactly how many came in.
[Business] got 23 customers last month for £50. That's £2
per customer. Way cheaper than any other advertising.
First month is free to prove it works. Want to see a quick
demo?"
---
💬 OBJECTION RESPONSES
"It's too expensive"
→ "I hear you. Let's do the math: if the app brings 10 customers
at £50/month, that's £5 per customer. Can you get customers for
£5 anywhere else? Plus, first month is free - if it doesn't work,
you don't pay anything."
"We're already on Google/Facebook"
→ "Those are great for getting found. This is different - it's
hyper-local and exclusive to [Village]. Think of it as your
village loyalty program. The people who use Zapp Active are
locals actively looking for deals, not random tourists."
"How do I know people will actually use it?"
→ "That's exactly why we do first month free. You'll see exactly
how many people scan, view, and claim your offer. [Business] got
43 customers in their first month. After that, you decide if
£50 is worth it."
"We don't really need marketing"
→ "That's fair - you might be doing well. But even successful
businesses want to fill quiet times. Tuesday afternoon slow?
Put a Tuesday-only offer and fill those empty tables. You
control when the offer runs."
"Let me think about it"
→ "Of course! Tell you what - let me leave you this one-pager.
I'll pop back Friday afternoon and if you want to try it, I can
set everything up in 10 minutes. First month is free so there's
nothing to lose. Sound fair?"
---
🎁 CLOSING TECHNIQUES
Trial Close:
"So if I could show you 20+ customers in the first month for
free, you'd be interested in continuing at £50/month?"
Urgency (use sparingly):
"I'm only taking the first 10 businesses for the launch group -
they get featured in all the marketing. You'd be number [X]."
Social Proof:
"[Business] was skeptical too, but they got 43 customers first
month. Want to chat with [Owner] about their results?"
Easy Yes:
"How about this - let's just try one month, totally free. If
it doesn't work, no hard feelings. If it does, £50/month is a
no-brainer. Deal?"Place in: “📚 RESOURCES” list
Description:
📝 HOW TO RESEARCH A BUSINESS BEFORE APPROACHING
🔍 BEFORE YOU VISIT:
1. Google the business
- [ ] Find their website
- [ ] Check Google reviews
- [ ] Note their hours
- [ ] See what they're known for
2. Social media stalking
- [ ] Find Instagram/Facebook
- [ ] Check how active they are
- [ ] See what kind of posts they make
- [ ] Note their follower count
3. Physical reconnaissance
- [ ] Walk by and observe foot traffic
- [ ] Note busy vs. quiet times
- [ ] Check what's in their window
- [ ] See what other businesses are nearby
4. Competitive research
- [ ] Who's their direct competition?
- [ ] What makes them different?
- [ ] What's their USP?
5. Intel gathering
- [ ] Ask locals about the business
- [ ] Check if they have regular customers
- [ ] Understand their reputation
💡 CRAFT YOUR PITCH:
Based on research, what's THEIR specific problem?
- Quiet weekday mornings?
- Competing with a chain?
- Want more locals vs. tourists?
- Need to fill last-minute slots?
🎯 CUSTOM ANGLE:
"I noticed [specific observation about their business], and
I think Zapp Active could help by [specific solution]."
Better than generic pitch every time!Use Trello due dates for:
Follow-up Dates: - When to contact prospects again - Free trial end dates - Conversion meeting dates - Monthly check-ins with paying customers
Billing Dates: - Next billing date for each customer - Contract renewal dates
Review Dates: - Weekly metrics review (every Monday) - Monthly retrospective (last day of month) - 90-day goal review (Dec 31)
If you use Trello power-ups:
Butler Automation: - When card moved to “Free Trial” → Set due date 30 days out + “Convert to Paying” - When due date arrives → Move to top of list + Add label “Action Needed” - Every Monday 9am → Post comment on Metrics card “Time for weekly update!” - When card moved to “Paying” → Add label “💰 Paying £50” + Set due date (next month)
Calendar Integration: - Sync due dates to Google Calendar - Get reminders for follow-ups
Pipeline Health: - Total Prospects Remaining: [X/80] - In Active Discussion: [X] - Free Trials Running: [X] - Conversion Rate: [X%]
Revenue: - Total Paying Businesses: [X] - Monthly Recurring Revenue: £[X] - Week-over-Week Growth: [+/- X%] - Path to £1K: [X% complete]
Activity: - Businesses Contacted This Week: [X] - Pitches Delivered: [X] - Follow-ups Completed: [X] - Conversions: [X]
Growth: - New Customers This Month: [X] - Churned Customers: [X] - Net Growth: [X] - MRR Growth: £[+/- X]
Performance: - Average Customers per Business: [X] - Customer Satisfaction: [X/10 average] - Referrals Received: [X] - Testimonials Collected: [X]
Sales Efficiency: - Prospects Approached: [X] - Conversion Rate: [X%] - Average Days to Close: [X] - Win Rate: [X%]
Week 1: Preparation - [ ] Set up Trello board - [ ] Map 80 businesses (all in Prospect list) - [ ] Create marketing materials (QR posters, one-pagers) - [ ] Prepare pitch script - [ ] Make business cards - [ ] Set up app for first customers
Week 2: First Wave - [ ] Approach 20 businesses (door knock) - [ ] Goal: 5 say yes to free trial - [ ] Install QR posters for the 5 - [ ] Set up their offers in app
Week 3: User Launch - [ ] Post in Facebook groups - [ ] Flyers on community boards - [ ] Launch event at pub (optional) - [ ] Target: 50 users downloading app
Week 4: Track & Iterate - [ ] Check stats for 5 free trials - [ ] Adjust offers if needed - [ ] Prepare conversion conversations - [ ] Approach 10 more businesses
Week 5: Convert Free Trials - [ ] Meet with 5 free trial businesses - [ ] Show them results - [ ] Convert 4-5 to paying (80% target) - [ ] MRR Goal: £200-250
Week 6: Second Wave - [ ] Approach 15 more businesses - [ ] Use success stories in pitch - [ ] Goal: 5 more free trials - [ ] Total businesses: 10 free + 5 paying
Week 7: Momentum Build - [ ] Convert second wave (3-4 more paying) - [ ] Total paying: 8-9 businesses - [ ] MRR Goal: £400-450 - [ ] Identify Champions
Week 8: Expansion - [ ] Approach final 15 businesses in village - [ ] Request referrals from happy customers - [ ] Start testimonial collection - [ ] Total paying: 10 businesses - [ ] MRR Goal: £500
Week 9: Push to 15 - [ ] Convert remaining free trials - [ ] Follow up with warm leads - [ ] Aggressive outreach week - [ ] Total paying: 13-15 businesses - [ ] MRR Goal: £650-750
Week 10: Final Sprint - [ ] Approach any remaining prospects - [ ] Circle back to “lost” with new proof - [ ] Referral push (ask every customer) - [ ] Total paying: 17-18 businesses - [ ] MRR Goal: £850-900
Week 11: Close the Gap - [ ] All hands on deck - close every deal possible - [ ] Offer extended trials if needed - [ ] Total paying: 19-20 businesses - [ ] MRR Goal: £950-1,000
Week 12: Victory Lap - [ ] Hit £1,000 MRR target! 🎉 - [ ] Celebrate with first 10 businesses - [ ] Plan expansion to village #2 - [ ] Document lessons learned - [ ] Prepare case studies for next village
“20 businesses × £50 = £1,000 MRR”
“Every no gets me closer to a yes”
“First month free removes all risk - just show the value”
“The Coffee House got 43 customers - proof this works!”
Remember: - You’re solving a REAL problem (businesses want more local customers) - You have a PROVEN model (village-first works) - Your product is BETTER than alternatives (£50 vs £200 newspaper ad) - First month FREE means no risk - You only need 20 businesses out of 80 (25% success rate)
Celebrate Small Wins: - ✅ First business approached - ✅ First free trial signed - ✅ First customer brought in - ✅ First paying customer - ✅ First testimonial - ✅ First referral - ✅ £250 MRR - ✅ £500 MRR - ✅ £1,000 MRR
NOW GO BUILD YOUR PIPELINE, BOSS! 💰🚀
Every card you move from left to right is money in the bank. Let’s get to £1,000 MRR! 🔥