Funnel Plan — Jan-Pro NZ · Commercial Cleaning (regional Google Ads)
Funnel shape for this market: this is a B2B local-service lead funnel, not an info-product webinar funnel. There is no webinar/VSL — the "sales event" is a free on-site walkthrough, and the "offer" is a fixed monthly proposal + trial-before-commit. The rung ladder below adapts Greg's easiest→most-automated pattern to that reality (Ad → Lander → quote-request → walkthrough → proposal → trial → contract), progressively adding a qualifier and then nurture automation.
Recommended funnel type
Primary (lead/learning segment): PAS — Problem → Agitation → Solution. Why (from research/04-segmentation.md): the lead segment is a sharp-pain, fast, single-decision-maker buy (SME office manager searching at their desk, often right after a no-show or a "last straw" miss). Agitate the no-show / month-one cliff / silent phone, then resolve with the de-risked offer (free walkthrough → fixed monthly price → trial, no lock-in). Ad = PAS hook → LP = PAS + proof + one-form walkthrough booking.
Per-segment funnel map (carry into ad-group + LP builds):
| Segment | Funnel | Contact model | Note |
|---|---|---|---|
| Offices (SME) | PAS | Close-fast (single decision-maker) | Near-impulse; run walkthrough same week. |
| Medical centres | PAS ad → ACCA LP | Close-fast (practice manager) | Higher-involvement hygiene claim needs conviction/proof (ENVIROSHIELD, vetting, audit cadence). |
| Office buildings (FM) | ACCA + nurture | Capture-and-nurture | Multi-stakeholder (landlord/body-corp), renewal-cycle timing. |
| Schools (+ECE) | ACCA + nurture | Capture-and-nurture | Board/tender sign-off, term-timed; spike bids pre-term. |
| Warehouses | PAS | Mostly close-fast | Acute H&S pain; watch one-off/"end-of-lease" price-shoppers. |
| Hospitals | TOFU-MOFU-BOFU / Value Ladder | Nurture only | RFP/procurement; fold into "healthcare" w/ Medical, skew aged-care. |
| Account-wide | Value Ladder | — | Every win expands: +frequency (1→7 days) → specialist services → +sites/regions. The trusted local owner is the upsell engine. |
Primary segment
Offices (single-tenant SME) — with Medical Centres as the immediate value play running in parallel.
- Awareness state (from customer magnet): Fully problem-aware (Problem Awareness 9) — most have fired 2-3 cleaners and can narrate the exact failure. No problem education needed; name the pain back to them. Only moderately provider/mechanism-aware (Knowledge 5) and solution-uncertain (Solution Readiness 6) — "three quotes, no idea what I'm comparing." Copy's job = recognition + a confident selection framework, not education.
- Decision style (from market dimensions): Deliberate (Decision-Making 8 — wants 2-3 quotes + an on-site walkthrough, not a phone guess), but SME office is the fastest decision in the market (self-serve, single sign-off) and is compressed by an acute failure event. Digital-first discovery, human-first conversion.
- Price tolerance (from market dimensions): Value-defensible mid (Value Sensitivity 4) — price-aware, not premium-seeking; wants a fixed monthly price they can budget and defend. Near price-insensitive the moment health/safety/security/reputation is on the line (medical/school pay a clear premium). Risk-Averse (2) → de-risking the switch is the top conversion lever.
Funnel rungs (manual contact → automated scale)
Rung 1 — Most human, fastest to learn
Format: Google Ad → Landing page → phone call / quote-request form → free on-site walkthrough → fixed monthly written proposal → trial → contract. When to run this: First cohort of leads. Goal is learning, not scale. The walkthrough IS the sales event (and a hard contrast to phone-quote rivals) — keep humans on every step so you hear the buyer unfiltered. Key learning targets:
- Which hook from research/02-customer-magnet.md actually pulls (month-one cliff · the no-show · keys-and-trust 3am fear · "local owner with skin in the game")?
- What objections come up on the walkthrough (franchise skepticism? lock-in fear? price vs incumbent?) — and which proof point closes them.
- What language do buyers use for their own problem (swap composite VoC soundbites for real quotes)?
- Walkthrough-booking rate off the LP, walkthrough→proposal→trial→contract conversion, and by segment.
- Which segment/region delivers the cheapest qualified lead (validate the demand×value×ease ranking against real account data — no history exists yet).
Rung 2 — Add a qualifier
Format: Google Ad → Landing page → qualifier / quote-estimator quiz (sector · site size or sqm · frequency needed 1-7×/wk · current situation/trigger · region) → walkthrough booking. When to graduate to this: Once Rung 1 shows which questions actually predict a good-fit lead, and volume is high enough that pre-qualifying saves walkthrough time. Build with the /quiz-funnel skill (consultative, high-completion — pre-sells the walkthrough, doesn't just harvest data). What the quiz replaces: The manual qualifying questions you'd otherwise ask on the first call — sizes/prices the job roughly, routes multi-site FM enquiries differently from a single SME office, and filters one-off/residential/job-seeker noise before it costs a walkthrough.
Rung 3 — Automate the nurture
Format: Ad → Lander (+ quiz) → automated email/SMS nurture sequence → walkthrough when the buyer hits their buying window → proposal → trial → contract. When to graduate to this: Once you have leads that don't close same-session — the slow segments (Schools, Office buildings/FM, Hospitals/aged-care) that buy on board / RFP / term / renewal timing. These leads are captured now but convert later; automation keeps them warm to the window instead of letting them go cold. What automation replaces: Manual follow-up on long-cycle leads. Trigger-based and light-touch (the market wants low-touch until they're ready) — renewal reminders, term-start prompts, sector proof drip. Keep Offices/Medical on the fast human path; layer nurture onto the committee/tender buyers.
Per-segment contact-model nuance (carry into build)
- Close-fast (single decision-maker, can convert same session/week): Offices (SME), Medical centres, most Warehouses. Push straight to walkthrough booking; minimal nurture.
- Capture-and-nurture (board / RFP / term / renewal timing): Schools, Office buildings (FM/multi-tenant), Hospitals/aged-care. Capture the lead now, nurture to the buying window; spike school bids pre-Term-1.
Recommendation — where to start
- Start at Rung 1 (fully human) on the Offices (SME) segment, in the definite regions (Christchurch · Auckland · Tauranga/Mt Maunganui · Wellington). It's the cheapest, fastest, highest-volume path to first conversions — the leads that fund testing everything else — and Jan-Pro's reliability + trial + fixed-price story is purpose-built for it.
- Run Medical Centres in parallel as the value engine (fast practice-manager decision, defensible ENVIROSHIELD edge, existing matched LP) — same Rung 1, PAS-ad → ACCA-LP.
- Graduate to Rung 2 (quiz qualifier) once Rung 1 tells you which questions predict a good lead and volume justifies pre-qualifying.
- Add Rung 3 (nurture automation) when you switch on the slow segments (Schools, Office buildings, Hospitals/aged-care) that won't close same-session.
What to build first
- [ ] Lander — Offices (SME) PAS landing page (copy/landing-page.md)
- [ ] Google ad creative — Offices (SME) PAS hooks (copy/ad-creative.md)
- [ ] Quote-request / walkthrough-booking form + sales walkthrough script (the "sales event")
- [ ] Medical Centres PAS-ad → ACCA-LP variant (parallel value play)
- [ ] (Rung 2) Qualifier / quote-estimator quiz — build with
/quiz-funnel - [ ] (Rung 3) Email/SMS nurture sequence for Schools · Office buildings · Hospitals/aged-care
- [ ] ⚠️ Pre-launch: replace US "OSHA" boilerplate with NZ WorkSafe / H&S at Work Act 2015 in every asset
Greg's notes
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