# FreshClean Launch Priority Board v1
Date: 2026-03-13

## Objective
Pick the first 2–3 campaigns to launch in the next 30 days with the highest chance of generating qualified B2B pipeline quickly.

## Scoring model (1–5)
- **Speed to launch** (how fast we can go live with existing assets)
- **Lead quality** (likelihood of decision-maker conversations)
- **Cost efficiency** (fit for lean budget)
- **Proof leverage** (ability to reuse outputs in later campaigns)

Total score = /20.

## Shortlist and scores
| Campaign | Speed | Lead quality | Cost efficiency | Proof leverage | Total | Why it made shortlist |
|---|---:|---:|---:|---:|---:|---|
| Facility Manager FreshClean Survival Kit | 5 | 4 | 5 | 4 | **18** | Fast lead magnet, immediate list growth, repurposable content.
| Distributor Demo-in-a-Box | 3 | 5 | 3 | 5 | **16** | High-intent channel multiplier; creates reusable distributor case proof.
| Contractor Loyalty Referrals | 4 | 4 | 4 | 4 | **16** | Good conversion potential with low media spend and clear incentive.
| Innovation Lab Webinar Series | 4 | 3 | 5 | 4 | **16** | Efficient authority-building; good nurture support for other campaigns.
| Compliance Concierge Roadshow | 2 | 5 | 2 | 5 | **14** | Strong sales quality but heavier ops and pre-work requirements.

## Recommended first launch stack (Top 3)

### 1) Facility Manager Survival Kit (Week 1–2)
**Primary KPI:** qualified kit downloads + booked discovery calls.

**Build now:**
- 1-page downloadable kit (checklist + dilution SOP + ROI mini calculator)
- Landing page form + thank-you page CTA to book intro call
- LinkedIn organic + email send to existing contacts

---

### 2) Contractor Loyalty Referrals (Week 2–3)
**Primary KPI:** referral partner sign-ups + pilot requests.

**Build now:**
- "FreshClean Certified" badge draft + usage rules
- Referral terms one-pager (trade pricing range, support promise, co-marketing)
- 3-touch outreach sequence for contractor owners/ops managers

---

### 3) Distributor Demo-in-a-Box (Week 3–4)
**Primary KPI:** demo meetings booked with distributor reps.

**Build now:**
- Demo pack insert card (value proof + simple refill workflow)
- Distributor call script + follow-up template
- Lightweight pipeline tracker: shipped → contacted → demo booked → trial started

## 30-day operating cadence
- **Monday:** outreach wave + ad/content push
- **Wednesday:** follow-up + objections capture
- **Friday:** KPI review + message/offer iteration

## Minimum KPI dashboard (weekly)
- Kit downloads
- Discovery calls booked
- Contractor referral sign-ups
- Distributor demo meetings booked
- Trial starts
- Cost per qualified lead (if paid traffic active)

## Decision gates (needs Richard/Nicoletta input)
1. Confirm which budget track to run first (low vs medium).
2. Approve exact claim wording around "up to 1600 bottles" and required disclaimer.
3. Confirm pilot offer structure (trial duration, sample quantity, support level).

## Blockers to flag early
- Missing brand master assets (logo vector/palette/typography)
- Missing legal substantiation sheet for performance/output claims
- No confirmed owner for inbound lead response SLA

## Next internal prep queued
1. Draft Survival Kit one-pager copy outline.
2. Draft Contractor 3-touch sequence (email + LinkedIn DM versions).
3. Create Distributor demo call script and objection bank.
