Florence Rota aims to acquire 300-400 new care home locations by June 2022. They currently have 24 locations using their rota management software. They outlined their acquisition funnel and key metrics to track including leads, conversions, user retention, referrals, and revenue growth. Florence Rota was asked several questions about their demand generation, acquisition, activation, retention, referral, and revenue strategies.

1. 1
PRESENTATON
FLORENCE ROTA
KOFO MARY ARE

2. 2
GOAL
S
FLORENCE - ROTA
The goal for Rota is to provide a single portal for care
providers to manage their own staff.
CURENT SITUATION: 24 LOCATIONS ARE USING ROTA.
GOAL: THE AQUISTION OF 300-400 LOCATIONS
TIMEFRAME: OCTOBER – JUNE 2022

3. 3
Emphasize high level conversations
and getting to know the new
organisation or role.
FIRST 30 DAYS
Digging into the details
MIDDLE 30 DAYS
Establish what needs to be done,
began the communication and
building relationships.
LAST 30 DAYS
FIRST 90 DAYS
FLORENCE - ROTA

4. 4
DEMAND GEN FUNNEL ACQUISTION ACTIVATION
IDENTIFY THE TOTAL NUMBER OF LEADS.
REQUIRED AT EACH STAGE OF THE
CONVERION,FUNNEL TO ACHIEVE THE
STATED GOAL (S)
USER ACTION – VISITS APP
Conversion– 100%
ESTIMATED VALUE – £0.01
UESR ACTION - STAYS > 1 MIN
CONVERSION 75%
ESTIMATED VALUE – £0.10
USER ACTION: SUBSCRIBES TO
NEWSLETTER
CONVERSION 25%
ESTIMATED VALUE – £0.25
SIGNS UP FOR A FREE TRIAL
CONVERSION 5%
ESTIMATED VALUE – £1.00
AARRR FRAMEWORK PART 1
FLORENCE - ROTA
WHERE
WE START
Florence Rota, developed in 2020,
is the UK’s first rota SaaS software
designed entirely for care homes

5. 5
RETENTION REFERRAL REVENUE
USER ACTION – VISITS APP 3 TIEMS IN 30
DAYS
Conversion– 8 %
ETIMATED VALUE – £2.00
USER ACTION – SENDS 1+ USERS
TO VISIT SITE
Conversion– 2 %
ETIMATED VALUE – £5.00
USER ACTION – GENERATES
MINIMUM REVENUE.
Conversion– 2 %
ETIMATED VALUE – £5.00
AARRR FRAMEWORK PART 2
FLORENCE - ROTA
ACHIEVED
GOAL?
Where can we make
improvements?
USER ACTION – REFERS 1+ USERS
WHO ACTIVATE
Conversion– 1 %
ETIMATED VALUE – £10.00
USER ACTION – GENERATES
MINIMUM REVENUE.
Conversion– 2 %

6. 6
DEMAND GEN FUNNEL ACQUISTION ACTIVATION
CUSTOMER AQUISTION COSTS
(CAC)
,
TOTAL NUMBER OF NEW USERS
CONVERTED. PER CHANNEL
RATE IN THE INCREASE IN USER SIGN UP
MoM BY CHANNEL.
TOTAL NUMBER OF LOCATIONS
TOTAL NUMBER OF ACTIVE USERS
AARRR FRAMEWORK KEY METRICS PART 1
FLORENCE - ROTA
WHERE
WE START
A company is an association or
collection of individuals, whether

7. 7
RETENTION REFERRAL REVENUE
USER ACTION – FREQUENCY IN THE NUMBER
OF TIMES A ROTA CONPLETED
VOLUME OF ROTAS COMPLETED ON THE
PLAFORM
LIFETIME TO DATE (LTD)
USER ACTION – CHURN RATE
USERS ACTION: NUMBER OF
REFFERALS PER USER
USER ACTION – TRANSACTION
PER USER.
NET PROFIT (NP)
MONTH ON MONTH GROWTH (MoM)
GROWTH
AARRR FRAMEWORK KEY METRICS PART 2
FLORENCE - ROTA
ACHIEVED
GOAL?
WHERE CAN WE INTERATE AND
IMPROVE?

8. 8
QUESTIONS PART 1
FLORENCE - ROTA
DEMAND FUNNEL ACQUISTIONS ACTIVATION RETENTION
1. DO YOU HAVE A DEMAND
FUNNEL IN PLACE?
2. WHAT IS ITS COMPOSITION?
3. HOW MANY LEADS WERE
REQUIRED AT EACH STAGE
OF THE FUNNEL TO
CONVERT 26 LOCATIONS?
4. WHAT CHANNELS WERE
USED?
5. WHAT WERE THE MOST
EFFECTIVE CHANNELS?
6. WHAT WAS THE BUDGET
FOR AQCUIRING THE 26
LOCATIONS?
1. TRENDS IN USER SIGN UP
2. RATE OF GROWTH IN USER
SIGN UP
3. CHANNELS DRIVING THIS
GROWTH
1. LENGTH OF TIME IT TAKES
FOR USERS TO ACTIVATE
2. WHAT IS YOUR DEFINITION
OF USER ACTIVATION?
3. HOW DO YOU IMPROVE
USER ENGAGEMENT?
4. HOW DO YOU IMPROVE
USER EXPERIENCE?
5. HAVE YOU MAPPED OUT THE
CUSTOMER JOURNEY(S)
WITHIN THE PLATFORM?
6. IS THIS BASED ON THE
ACTUAL BEHAVIOURS OF
USERS ON THE PLATFORM?
1. WHAT IS THE CHURN RATE?
2. WHAT IS YOUR RETENTION
RATE?
3. DO YOU HAVE A SYSTEM IN
PLACE THAT WILL HIGHLIGHT
CUSTOMERS MOST LIKELY TO
CHURN?
4. WHAT INTERVENTIONS DO YOU
HAVE IN PLACE TO REDUCE
CHURN?
5. HOW MUCH WILL THIS COST?
6. WHO ARE YOUR MOST
VALUABLE CUSTOMERS ?
.

9. 9
QUESTIONS PART 2
FLORENCE - ROTA
REFERRAL REVENEUE GENERAL QUESTIONS 1.0 GENERAL QUESTIONS 2.0
1. NUMBER OF REFERALS PER
USER
2. DO YOU HAVE A REFERRAL
CAMPAiIGNIN PLACE
3. WHAT ARE THE INCENTIVES
OFFERED TO UESRS?
4. WHAT IS YOUR
MEASUREMENT OF
SUCCESS?
1. TRENDS IN REVENUE
GROWTH
2. REVENUE PER USER
3. NET PROFIT OF THE
PLATFORM
4. RATE OF REVNEUE GROWTH
5. DO YOU HAVE MORE THAN
ONE SOURCE OF REVENUE ON
THE PLAFORM?
1. SUBSCRIPTON,
LICENSING,
COMMISIDON, DIRECT
TO CONSUMER
6. WHAT IS YOUR PRICING
STRATGEY ?
1. DEFINE THE MARKET
2. PROBLEM YOU ARE SOLVING
3. WHAT IS YOUR BUSNESS
MODEL
4. WHAT IS YOUR REVENUE
MODEL
5. PRICING MODEL
6. WHAT IS YOUR PRICNIG
STRATEGY
7. KEY MEMBERS OF THE TEAM
1. WHAT IS THE CHURN RATE?
2. WHAT IS YOUR RETENTION
RATE?
3. DO YOU HAVE A SYSTEM IN
PLACE THAT WILL HIGHLIGHT
CUSTOMERS MOST LIKELY TO
CHURN?
4. WHAT INTERVENTIONS DO YOU
HAVE IN PLACE TO REDUCE
CHURN?
5. HOW MUCH WILL THIS COST?
6. HAVE YOU IDENTIFIED WHO
YOUR MOST VALUABLE
CUSTOMERS ARE?
.

10. 10
CUSTOMER DEVELOPMENT ACQUISTION ACTIVATION
VIDEO INTERVIEWS =ZOOM OR
CANLENDLY
CREATE AND SAHRE SURVEYS
TYPEFORM
WORKFLOW MAPPING – MIRO , VISIO,
,
CREATE SOCIAL ASSESTS – CANVA
ADTECH – GOOGEL ADS, ADROLL
LIVE CHAT & TARGETED MESSAGES –
INTERCOM
SOCIAL MEDIA MONITORING – MOZ
LEAD SCORING - HUBSPOT
SUBSCIPITON PAYMENT – CHANGEBEE
OR PROFITWELL
MAILCHIMP OR INTERCOM
MARKETING TECH INFRASTRUCTURE PART 1
FLORENCE - ROTA
WHERE
WE START
A company is an association or
collection of individuals, whether

11. 11
GROWTH REFERRAL REVENUE
CUSTOMER STATISFACTION – MINI
CAMPAINGS/LANDING PAGES, MAILCHIMP,
MAILER LITE
CUSTOMER STATISFACTION – HOTJAR
USER ACTION – SENDS 1+ USERS
TO VISIT SITE
Conversion– 2 %
ETIMATED VALUE – £5.00
USER ACTION – GENERATES
MINIMUM REVENUE.
Conversion– 2 %
ETIMATED VALUE – £5.00
MARKETING TECH INFRASTURCTURE PART 2
FLORENCE - ROTA
ACHIEVED
GOAL?
Where can we make
improvements?
USER ACTION – REFERS 1+ USERS
WHO ACTIVATE
Conversion– 1 %
ETIMATED VALUE – £10.00

12. 12
DEMAND FUNNEL PIPELINE
FLORENCE - ROTA
Funnel
Stage
Current Vol of Sales Current Conversion
Net Conversion to
Closed/Won
Est
Closed/W
on
Expected
Revenue US$
INQ 16,763 54% 0.30% 23 $3,220,000
AQL 9052 83% 0.55% 1 $140,000
TAL 7513 12% 0.57% 5 $700,000
TQL 901 79% 5.55% 2 $280,000
SAL 712 39% 7.02% 5 $700,000
SQL 278 18% 18.00% 14 $1,960,000
50 $7,000,000

13. 13
QUESTIONS
FLORENCE ROTA