Add booking stack, client deploys, and back-office updates
- deploy/booking: shared Easy!Appointments stack with brand-matched wizard (flatpickr recolor, single-tenant provider hide, iframe auto-fit height reporter) - deploy/clients: per-client isolated nginx compose stacks with _template scaffold, new-client.sh, and happynails live site - deploy/backup: smb-db backup script - n8n: booking-sync workflow; onboarding tweaks - playbooks: lead-to-customer lifecycle + outreach - templates: nail-studio landing previews - backoffice: app/db/init/compose updates Co-Authored-By: Claude Opus 4.8 <noreply@anthropic.com>
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# Playbook — Outreach (getting the first real leads)
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Goal: turn local SMBs **without a (decent) website** into booked calls. The winning angle for
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local businesses is **preview-first**: don't ask "do you want a website?" — show them one you
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already built for *their* business. Costs you ~20 min per prospect (clone a demo, rebrand the
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name/colours/hours) and converts far better than a cold pitch.
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## The funnel (track every prospect in the CRM)
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Each prospect is a row in **Leads** (`source = outreach`), moving through status:
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`new` → `contacted` → `qualified` (they replied / want to talk) → `won` (booked/closed) / `lost`.
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So the same dashboard you already run doubles as the outreach pipeline.
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## Step 1 — Build the target list (aim for 20–30 to start)
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Search Google Maps for a niche + town (e.g. "Friseur <Stadt>", "Physiotherapie <Stadt>",
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"Pizzeria <Stadt>"). For each result, record:
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- Business name, owner name (if visible), phone, email, Instagram/FB handle, Maps URL.
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- **Website?** none / outdated / "only Facebook" / "only Lieferando". These are your best targets.
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- A 1-line hook (no online booking, ugly mobile site, no menu online, etc.).
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Prioritise: **no website at all** > only-Facebook > outdated site. Skip anyone with a clean,
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modern, booking-enabled site — not worth your time.
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## Step 2 — Build the preview (the hook)
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Clone the matching demo and rebrand it in ~20 min:
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- Casual/booking (barber, salon, café) → `templates/landing/demo-tier-a/`
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- Privacy/practice (physio, tax, clinic) → `templates/landing/demo-tier-b/`
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- Food/ordering (pizzeria, imbiss) → `templates/landing/demo-pizzeria/`
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Swap name, colours, hours, services, a couple of photos. Deploy under a throwaway path
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(e.g. `demos.mivanchenko.de/preview-<name>`). That personalised URL is what you send.
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## Step 3 — Reach out (pick ONE primary channel, follow up on a second)
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### A) Cold email (best when you have the address)
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> **Betreff:** Kurze Website-Idee für [BUSINESS]
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>
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> Hallo [NAME / „Team von BUSINESS"],
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>
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> ich bin [MY_NAME] aus [CITY] und baue einfache, schnelle Websites mit Online-Terminbuchung
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> für lokale Betriebe. Für [BUSINESS] habe ich schon eine Beispielseite gebaut, damit Sie sehen,
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> wie es aussehen könnte — ganz unverbindlich:
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>
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> 👉 [PREVIEW_URL]
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>
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> Wenn es Ihnen gefällt, mache ich daraus in wenigen Tagen Ihre echte Seite (inkl. Terminbuchung
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> und Anfragen direkt aufs Handy). Hätten Sie diese Woche 10 Minuten für einen kurzen Anruf?
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>
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> Viele Grüße
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> [MY_NAME] · [PHONE] · [BUSINESS_DOMAIN/EMAIL]
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### B) Instagram / Facebook DM (best for food, salons, cafés)
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> Hallo [BUSINESS] 👋 ich baue Websites mit Online-Terminbuchung/-Bestellung für lokale Betriebe.
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> Hab für euch mal eine Beispielseite gebaut — schaut mal: [PREVIEW_URL]. Wenn's gefällt, mache
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> ich daraus eure echte Seite. Interesse an einem kurzen Gespräch?
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### C) Phone / walk-in opener
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> „Guten Tag, ich bin [MY_NAME], ich baue Websites mit Online-Terminbuchung für Betriebe hier in
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> [CITY]. Ich hab für [BUSINESS] schon eine Beispielseite gebaut — darf ich Ihnen den Link
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> schicken, dann schauen Sie unverbindlich rein?"
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Walk-in is the strongest for food/retail — bring the preview on your phone and show it live.
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### Follow-up (once, after ~3 days, if no reply)
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> Hallo nochmal — falls die Beispielseite untergegangen ist: [PREVIEW_URL]. Kein Stress, ich
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> wollte nur kurz nachhaken, ob's für Sie interessant ist. 🙂
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## Step 4 — On reply → qualify → onboard
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- Reply = move the lead to `qualified`, book a 10-min call.
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- On the call: confirm what they want (page, booking, online orders), agree setup fee + monthly
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(see `tier-a-google.md` / `tier-b-selfhosted.md` for pricing), pick the tier.
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- Closed = run the **Onboarding-Formular** (onboard.mivanchenko.de) → creates the Client + Project
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in the CRM. Then follow the matching tier playbook to build the real site.
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## Cadence & targets
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- Daily: 5–10 new prospects added + contacted. ~20 min/preview, so batch previews for your best 3–5.
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- Expect rough numbers: ~20 contacted → ~3–5 replies → ~1 first paying client. Volume is the lever.
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- Log everything in Leads so you can see reply-rate by niche/channel and double down on what works.
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## Don'ts
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- Don't mass-blast identical emails (spam + low reply). Personalise the name + preview link.
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- Don't write "DSGVO-konform" or make compliance promises on the public pages.
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- Don't over-polish the preview — it's a hook, not the final product. 20 min, then send.
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