Short Name
1
OTO 15% off upgrade plan
2
FB - paid users lookalike
3
Tips email drip campaign
4
Terminal takeover - SF BART
5
Signup button-only LP
6
Upgrade discount code giveaway
7
"Asking a favor" email to promoters
8
Terminal takeover - DC Metro
9
Sending reminder email after 7 days inactivity
10
Retargeting ads for inactives
11
In-person - flyer distribution
12
Email capture LP
13
One-off upgrade email after 30 days
14
Add invite links to share via email
15
Cold outbound emailing
16
Offer for support/training call after signup
17
Cold calling script test 1
18
Add content series before CTAs
19
Prompt to invite team members during onboarding
20
Cold calling script test 2
21
Video-only LP
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Description
Funnel Impact
Category
Status
Lead
Start Date
End Date
Success Metric
Goal
Confidence in Potential
Marketing Team Hours
Engineering Team Hours
Potential Impact
Required Setup
Priority
Baseline Measurement
Outcome Measurement
Result
Next Steps
One-time offer immediately after sign up for discounted upgrade plan
Revenue
Onboarding
Scheduled
Sean Donoghue
6/5/2017
6/16/2017
% of users who upgrade within 7 days of signup
Increase from 1% to 2%
Medium (40-70%)
3.0
2.0
Medium
Marketing team to write copy for new step in onboarding flow. Engineering team to add step in onboarding flow.
Medium
Create lookalike audience using paid users list
Acquisition
Paid Social Ads
Requires Design
Douglas Forster
6/5/2017
6/23/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
Long Shot (<10%)
4.0
0.0
Very Low
Load paid users into Facebook to create audience
Very High
Configure email drip campaign - 7 emails over 3 weeks with basic tips
Retention
Email
Designed
Sean Donoghue
6/7/2017
6/27/2017
% of users that are active and engaged
Move from 15% to 20%
Medium (40-70%)
3.0
0.0
Medium
Marketing team to write 7 emails and revise, load into Mailchimp
High
SF Downtown terminal takeover ads for 3 weeks
Acquisition
Other Paid Ads
In Progress
Sean Donoghue
6/2/2017
6/29/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
High (70-90%)
2.0
0.0
Very Low
Outsource to creative agency to design billboards and large display ads
Low
LP with little information, just screenshots and a signup button
Activation
Landing Page
Complete - Awaiting Analysis
Sean Donoghue
5/15/2017
7/12/2017
LP conversion rate
Increase from 10% to 15%
Near Guarantee (>90%)
5.0
1.0
Very High
Engineering and marketing team to create new version of landing page based on existing short-format LP
Very Low
LTO giveaway for discount codes for 1-year upgrades
Revenue
Email
Complete - Analyzed
Sean Donoghue
5/11/2017
6/22/2017
Percent of users that are upgraded
Increase from 5% to 7%
Long Shot (<10%)
4.0
2.0
Very High
Engineering team to set up new discount code and cap usage
Medium
Success - Continue Exploring
From CEO: email asking a favor to forward email to a friend
Referral
Email
Scheduled
Shani Taylor
5/31/2017
6/17/2017
Average number of referrals by user
Increase from 0.8 to 1.7
High (70-90%)
6.0
0.0
High
Marketing team to set up email list to receive message and draft email
Very High
DC Metro terminal takeover ads for 3 weeks
Acquisition
Other Paid Ads
Requires Design
Andrew Ofstad
6/12/2017
6/26/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
Medium (40-70%)
7.0
0.0
Low
Outsource to creative agency to design billboards and large display ads
High
After user has been inactive for 7 days, send a reminder email that they still haven't done certain actions
Retention
Email
Complete - Analyzed
Howie Liu
6/23/2017
6/28/2017
% of users that are active and engaged
Move from 15% to 20%
Long Shot (<10%)
4.0
1.0
Very Low
Draft email, work with eng team to configure filters
Low
Success - Scale
Create retargeting ad campaign on Facebook for users that have been inactive for at least 14 days
Retention
Post-Onboarding Growth
Complete - Awaiting Analysis
Sean Donoghue
6/28/2017
7/6/2017
% of users that are active and engaged
Move from 15% to 20%
Long Shot (<10%)
3.0
0.0
Very Low
Marketing team to set up retargeting pixel and running campaign
Very Low
In-person flyer distribution in SF and DC
Acquisition
Other Paid Ads
Complete - Analyzed
Sean Donoghue
6/25/2017
7/25/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
Near Guarantee (>90%)
2.0
0.0
Low
Mock up short flyers to test
Medium
Failure - Not Valuable to Tweak
Landing page variation with just email capture
Activation
Landing Page
Designed
Shani Taylor
6/27/2017
7/19/2017
LP conversion rate
Increase from 10% to 15%
Long Shot (<10%)
5.0
2.0
Very Low
Engineering and marketing team to create new version of landing page based on existing short-format LP
Very High
One-off campaign to all users after 30 days of usage asking to upgrade
Revenue
Email
Scheduled
Howie Liu
6/30/2017
7/2/2017
Percent of users that are upgraded
Increase from 5% to 7%
Long Shot (<10%)
5.0
1.0
High
Draft upgrade email
High
In share by email, automatically embed an invite link in the body of the email
Referral
Post-Onboarding Growth
In Progress
Sean Donoghue
6/24/2017
7/5/2017
Average number of referrals by user
Increase from 0.8 to 1.7
Medium (40-70%)
3.0
3.0
Very High
Adjust share button to include invite link in the email
Low
Test 100-person cold outbound emailing
Acquisition
Email
Complete - Analyzed
Douglas Forster
6/12/2017
7/10/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
High (70-90%)
5.0
0.0
Medium
Scrape contact list and draft potential emails to send
Very Low
Failure - Valuable to Tweak
Add an email proactively offering a support call to help them get onboarded
Retention
Post-Onboarding Growth
Scheduled
Douglas Forster
6/9/2017
7/16/2017
% of users that are active and engaged
Move from 15% to 20%
Medium (40-70%)
6.0
0.0
Very Low
Draft email to offer support
Medium
Cold call to 50 leads in surrounding area, testing tactic
Acquisition
Email
Requires Design
Howie Liu
6/20/2017
7/14/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
Near Guarantee (>90%)
7.0
0.0
Very High
Scrape list of potential lead list and draft call script
Very High
Add email/PDF content campaign on general office management and leadership
Activation
Onboarding
Complete - Awaiting Analysis
Sean Donoghue
6/14/2017
7/15/2017
% of users that are active and engaged
Move from 15% to 20%
High (70-90%)
3.0
2.0
Medium
Marketing team to write new content series
High
Add prompt to invite more team members right after initial signup
Referral
Onboarding
Designed
Howie Liu
6/16/2017
7/23/2017
Average number of referrals by user
Increase from 0.8 to 1.7
Medium (40-70%)
5.0
3.0
Very High
Eng team to set up new flow with prompt to invite members
Low
Cold call to 50 leads in surrounding area, testing tactic
Acquisition
Email
In Progress
Douglas Forster
6/21/2017
7/1/2017
Whether or not we can attract high value users at under $50 CPA
Find tactic with profitable LTV/CAC ratio
High (70-90%)
6.0
0.0
High
Scrape list of potential lead list and draft call script
Very Low
LP variant with only a video and signup button, little text
Activation
Landing Page
Requires Design
Sean Donoghue
6/8/2017
7/11/2017
LP conversion rate
Increase from 10% to 15%
Medium (40-70%)
5.0
2.0
High
Engineering and marketing team to create new version of landing page based on existing short-format LP
High
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