Plan A — SDR-as-a-Service (B2B SaaS)

• Pricing: $6k/mo + $200 per qualified meeting (or $3.5k pilot + $250 per meeting, 30-day).
• Guarantee framing: “If we don’t book 12 qualified meetings in 30 days, we roll the balance into month 2 and fix the bottleneck.”

• Revenue → Closed/Won from outbound
  • Meetings Held (show rate × meetings booked)
    • Meetings Booked (positive replies × book rate)
      • Positive Replies (delivered × open rate × reply rate)
        • Delivered (list quality × deliverability)
          • Deliverability (SPF/DKIM/DMARC, warmed inboxes, sending limits)

• Deliverability ≥ 90%
• Open rate ≥ 55% (measured on a test cohort; don’t obsess)
• Positive reply rate ≥ 3–5%
• Book rate (from positive replies) ≥ 25–35%
• Meetings booked: 12–20
• Show rate ≥ 65%
• SQL rate ≥ 40% of held meetings

• Data: Apollo/Clay/Clearbit, LinkedIn Sales Navigator
• Infra: 3–5 sender domains on Google Workspace/O365; SPF/DKIM/DMARC; DMARC aggregate reports
• Warmup: instantly/smartlead native warmup (low volume), or Mailwarm-style
• Sequencing: Smartlead/Instantly/Reply.io (email + webhook), manual LI touches
• Call: Aircall/CloudTalk (optional at day 10+)
• Booking: Calendly/Cal.com with routing questions
• CRM: HubSpot (free) or client’s Salesforce/HubSpot
• Tracking: UTM on all links; custom properties; dashboards in CRM + Looker Studio

• icp_segment (enum)
• persona (enum)
• source (enum: outbound | referral | LI | email | phone)
• sequence_name (text)
• touch_count (int)
• last_touch_channel (enum: email | li | call)
• reply_type (enum: positive | neutral | objection | negative | ooo)
• meeting_status (enum: requested | booked | rescheduled | no-show | held)
• icp_score (int 0–100)
• firm_size_employees (int)
• tech_stack_signals (text)
   Deal:
• meeting_date
• show_rate_bucket (enum: <50 | 50–69 | 70–84 | 85+)
• pipeline_stage (enum)
• sql (bool)

• 1-pager landing page (headline, ROI math, 3 bullets, 1 case snippet, CTA)
• “Proof deck” (10 slides: ICP, sample copy, infra screenshots, metrics)
• Sequence library (3 personas × 2 value props = 6 sequences)
• Objection library (10 most common)
• List building SOP + validation checklist
• DNS setup SOP (SPF/DKIM/DMARC, BIMI optional)
• Calendar routing (qualifying questions)

• Subject: “10–15 demos/mo without killing deliverability”
• Body:
   “[Name], noticed you’re selling [product] into [ICP]. Most teams stall under 3% positive replies because inboxes aren’t rotated and lists aren’t segmented by trigger event.
   We set up multi-domain sending, trigger-based lists, and book 12–20 demos in 30 days. Worth a 12-min teardown of your current setup? I’ll bring a list and a message tested in your niche.
   —Santy”

• Subject: “quick win from [competitor] playbook”
• Body:
   “We just took [peer/vertical example] from 1.2% → 4.6% positive replies and 17 demos in 3 weeks by segmenting by [trigger] and rewriting the CTA to book straight to AE.
   Open to 2 slots: Tue 10:40 or Wed 2:10?”

• “Sent a teardown of your outbound to your email—12-min fixes that usually add 5–8 extra demos/month. Want it here instead?”

• “Hey [Name], Santy—quick one. We book demos without burning deliverability. If a meeting is worth >$2k pipeline to you, our math works. Want a 12-minute teardown? I’ll bring the list and message we’d use.”

• “Santy—outbound that books 12–20 demos in 30 days. I’ll send you a 1-pager and two time slots unless you reply ‘pass’. [number]”

• D1–D2: Pick 2 micro-verticals (e.g., RevOps tools to 100–500 emp; DevSecOps to 200–1k). Define trigger events (hiring, tech install, funding).
• D2: Buy 3–5 sender domains; set SPF/DKIM/DMARC; create 5 mailboxes/domain? No—1–2/mailbox per domain. Warm.
• D3: Build first 1k contacts (split by persona + trigger). Validate (bounce <3%) and enrich.
• D4: Draft 6 sequences (3 personas × 2 VPs). Load in tool. Build Calendly with 3 qualifying questions.
• D5: Launch pilot cohorts (100–150/day across 3 inboxes). Instrument UTMs. QA replies routing to shared inbox + Slack alerts.

• D6: Read replies; tag “positive/objection/neutral”. Book first meetings manually if needed.
• D7–D8: Add LinkedIn steps to positives/non-responses. Spin 2 more inboxes.
• D9: Start A/B on CTA (“12-min teardown” vs “I’ll bring your exact prospect list”).
• D10: Begin light calling on warmed threads (no voicemail spam).

• D11–D13: Double daily volume if deliverability ≥ 90%. Add second micro-vertical.
• D14: Publish micro-case (redacted results screenshot). Use in email #2.

• D15–D18: Lock in 2–3 paying clients from booked demos (your offer). Implement SOW + kickoff.
• D19–D21: Hire/standardize SDR pod (1 researcher, 1 copy, 1 SDR).
• D22–D30: Migrate to “evergreen outbound”: weekly list refresh, weekly copy test, weekly lane review.

• Term: 30-day pilot, renews monthly
• Scope: list building, infra, copy, sequencing, LI, booking, reporting
• SLA: 12 meetings booked, show-rate target 65%+
• Exclusions: closing, proposal creation
• Payment: upfront monthly + per-meeting weekly
• Out: 14-day out after pilot

Plan B — Service-Area Domination (Home Services)

• Pricing: $3k–$7k/mo + $40–$80 per booked job (client funds ad spend). Pilot: $1.5k setup + $2k ad spend.
• Guarantee framing: “If we don’t produce 25+ booked jobs in 30 days at target CPL, we work free until we do (ad spend excluded).”

• Revenue → Completed jobs × avg job value
  • Booked jobs (qualified calls × answer rate × booking rate)
    • Qualified calls (impressions × CTR × call intent)
      • Impressions (LSA/PPC coverage)
• Core targets (30 days):
  • Answer rate ≥ 90% (during hours)
  • Reviews ≥ 4.7 star, +10 new reviews
  • CPL (call) by service: HVAC tune-up <$25, repair <$60, roof inspect <$90, plumbing emergency <$80
  • Booked jobs: 25–60 depending on trade and spend

• Acquisition: Google Local Services Ads (LSA), Google Ads (Search, exact/phrase only to start)
• Tracking: CallRail (dynamic number insertion), recording, tags, scoring
• Site: 1-page per service/city, fast load, click-to-call, form → SMS
• Scheduling/CRM: Jobber/Housecall Pro/ServiceTitan (or lean: Calendly + spreadsheet week 1)
• Reviews: NiceJob/Grade.us SMS/QR triggers post-job
• Analytics: Looker Studio dashboard tied to CallRail + Google Ads

• lead_source (lsa | ppc | gmb | organic | referral)
• service_type (enum per trade)
• zip_code
• call_answered (bool)
• booked (bool)
• job_value_estimate (num)
• status (lead | booked | completed | lost)
• review_sent (bool), review_received (bool)
• call_score (0–3: wrong number → hot)
• agent (who answered)
• missed_call_reason (vm | after-hours | busy | dropped)

• “Thanks for calling [Company], this is [Name]. Are you calling about [service] today?
   Great—what’s the issue? (listen) What zip code are you in? (pause) I can get a tech [today/next morning]. I just need your name, number, and address.”

• “We can give a firm price on-site after diagnosis. Most [service] fall between [$X–$Y]. The important part is getting you on the calendar. I have [time window]. Works?”

• “Sorry we missed you. This is [Company]. Reply YES and we’ll call back or book here: [short link].”

• “How was your [service] with [tech]? (1–5)”
• If 4–5: “Thanks! Mind leaving a quick review? [link]”
• If ≤3: “Sorry we missed the mark. Can I fix this today? Reply here.”

• Campaigns by service: “HVAC Repair – City”
• Exact/phrase keywords only: [hvac repair near me], "ac repair [city]"
• Negatives day 1: free, DIY, salary, job, wholesale, parts, craigslist, YouTube
• Extensions: call, location, lead form (optional)
• Bidding: Maximize conversions with TCPA guardrails after 10–15 conversions

• H1: “24/7 [Service] in [City] — Upfront Pricing, Same-Day”
• Sub: “Answer in 3 rings. Tech at your door in [time].”
• 3 proof bullets: review count, years in business, licenses/insurance
• CTA row: “Call Now” + “Book Online”
• Trust strip: logos/reviews
• Problem–Agitate–Solve block + FAQs
• Map + service areas
• Footer: license, insurance, hours

• D1: Pick one trade and 2–3 high-margin services. Define service area (zip list).
• D2: Set up CallRail numbers (main + per campaign). Turn on recording + whisper. Build dashboard.
• D3: Spin LSA (verification docs, insurance). While pending, build Google Ads campaigns (service × city).
• D4: Build/ship 2 landing pages (service × city). Add dynamic number insertion.
• D5: Front-desk training (answer script, missed-call text automation). Turn on campaigns at low CPC caps.

• D6–D7: Tighten negatives; increase bids on converting zips/hours. Review call scores; kill junk.
• D8: Launch review engine; attach QR to completion receipts.
• D9–D10: Add after-hours IVR with “urgent callback” queue. Publish first micro-case (3 sentences + screenshot).

• D11–D13: Add 2 more service pages (closest money jobs). Raise budgets during peak hours (7–10am, 4–8pm).
• D14: Split test headlines and CTA order. Add Spanish page if relevant.

• D15–D18: Expand to neighboring zips. Add “Top services in [Neighborhood]” snippet to each page.
• D19–D21: Onboard 1–2 more clients (same vertical, different cities). Duplicate the system.
• D22–D30: SOPs finalized (missed calls, reviews, budget pacing, weekly report). Case study #2.

• Daily: spend, calls, booked jobs, answer rate
• Mid-week: negative keyword review, call scoring sample (10 calls)
• Weekly: CPL by service, job mix, review count, next 3 fixes

• Term: 30-day pilot
• Scope: LSA/PPC build + pages + call tracking + review engine + reporting
• SLA: 25+ booked jobs at target CPL, answer rate ≥ 90% during hours
• Exclusions: dispatch, technician availability, licensing delays
• Payment: setup upfront; management fee + performance weekly; ad spend on client card
• Out: 14-day out after pilot

“Everything” Checklist (copy/paste into your PM tool)

•  Niche + ICP defined (both plans)
•  1-pager and deck shipped
•  Calendly with 3 quals
•  Shared inbox + Slack alerts

•  Domains + DNS + warmup
•  1k contact list (validated)
•  6 sequences live
•  UTM builder + dashboard
•  Objection library

•  CallRail numbers + whisper
•  2 service pages live
•  Google Ads live (exact/phrase)
•  Review engine SMS
•  Front-desk trained

•  List build & QA
•  Copy test cadence
•  Negative keyword review
•  Missed call recovery
•  Weekly report template

•  SOW template (both)
•  Invoices/subscription links
•  Performance fee logic
•  Refund/rollover policy language

Pricing & Packaging (how you pitch it)

• Pilot: $3.5k + $250/meeting (cap 20) → then $6k/mo + $200/meeting
• Multi-client discount? No in month 1. Bundle copy refresh weekly as “included”.

• Setup $1.5k, Mgmt $2k–$4k/mo + $40–$80/booked job
• Add-on: Phone QA package +$500/mo (you score 20 calls/week and train staff)
• Add-on: Review growth +$300/mo (guarantee +10 reviews/mo)

Objection Handling (quick rebuttals that actually move the deal)

• “We tried outbound/ads—didn’t work.”
  • “Understood. If I show you deliverability logs/negative keyword list and the exact failure point in 12 minutes, is there any reason not to pilot?”
• “Budget.”
  • “If the math is net-positive inside 45 days, you’ll find it. If it isn’t, I shouldn’t take your money. Let’s test the math in 12 minutes.”

What you send after the call (follow-up email)

• 3 bullets: what’s broken, what to ship, the KPI you’ll hit (with numbers)
• 2 screenshots: infra/callsheet
• CTA: “Pilot terms (30 days): [$X setup + $Y performance]. Two start dates: [Tue] or [Thu]. Reply ‘Start Tue’ and I’ll send the SOW.”