# FreshClean Account Priority + Messaging Matrix v1
Date: 2026-03-14

## Purpose
Pre-build a practical targeting sheet so Richard/Nicoletta can start outreach the same day final claim/legal copy is approved.

## ICP stack (UK-first)

### Tier A — Fastest conversion (pilot-ready)
1. Regional contract cleaning firms (50–500 staff)
2. Independent FM providers with multi-site contracts
3. Janitorial distributors already supplying spray bottle systems

### Tier B — High volume, longer cycle
1. Healthcare estates contractors
2. Transport hub cleaning operators
3. Retail chain FM/procurement teams

### Tier C — Strategic partnerships
1. National FM groups (framework contracts)
2. Distributor groups with reseller networks

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## Buyer roles to target first

### Economic buyer
- Procurement Manager / Head of Procurement
- Commercial Director (cleaning contractor/distributor)

### Operational buyer
- Operations Manager
- Regional Account Manager (FM/cleaning)
- Cleaning Services Manager

### Influencer / validator
- Sustainability Manager
- Compliance/Quality Lead
- Site Supervisor (pilot champion)

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## Pain-point to message map

| Pain signal | Segment where strongest | Message angle | Proof needed |
|---|---|---|---|
| Storage pressure / van stock limits | Contractors, FM | “Concentrated powder means fewer bulky liquid bottles on-site.” | Before/after stock footprint visual |
| Freight and handling costs | Distributors, multi-site FM | “Stop transporting water; move less volume per site.” | Cost-per-delivered-unit comparison |
| Plastic waste targets | FM, healthcare, retail | “Refill/reuse system cuts single-use bottle flow.” | Plastic reduction estimate + assumptions |
| Training inconsistency | Contractors with high turnover | “4-step refill SOP, easy for new staff.” | SOP card + 30s training clip |
| Margin compression | Contractors/distributors | “Lower delivered chemistry cost and simpler replenishment.” | Margin model or pilot economics sheet |

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## Channel-by-role playbook

### Procurement / Commercial
- **Primary channel:** Email + LinkedIn
- **Hook:** Delivered-cost reduction + logistics simplification
- **Asset to send first:** Survival Kit one-pager + short cost narrative

### Operations / Site delivery
- **Primary channel:** WhatsApp/phone follow-up after intro
- **Hook:** Easy refill process + fewer stock headaches
- **Asset to send first:** “Easy to Use & Refill” storyboard cut + SOP preview

### Sustainability / Compliance
- **Primary channel:** Email with downloadable PDF
- **Hook:** Waste and transport reduction narrative with controlled claims
- **Asset to send first:** Claim-safe sustainability factsheet (pending legal wording)

---

## Lead scoring model (for first 100 accounts)

Score each account 1–5 across:
1. Chemical consumption intensity
2. Multi-site complexity
3. Procurement centralization (ability to scale quickly)
4. Sustainability pressure/public commitments
5. Access path (warm intro/distributor route)

**Priority rule:** Start with accounts scoring 18+ and at least one identified operations contact.

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## First-wave list build spec

For each target account, capture:
- Company name
- Segment (Contractor / FM / Distributor / Healthcare / Transport / Retail)
- Est. sites served
- Primary contact + role
- Secondary contact + role
- Known pain trigger (choose from table)
- Lead score (/25)
- Last touch date
- Next action

Recommended file when ready: `deliverables/lead-pipeline-tracker-v1.csv` (to be created once names are confirmed).

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## Guardrails before outreach
1. Keep “up to 1600 bottles” qualified-only until substantiation pack approved.
2. Do not use quantified savings claims without assumptions table.
3. Attach legal/compliance footer on all external one-pagers.

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## Internal next steps (no external send)
1. Convert this matrix into a one-page SDR brief.
2. Prepare 3 opener variants per persona (procurement/ops/sustainability).
3. Create a blank pipeline CSV template ready for Richard/Nicoletta to fill.
