# Playbook — Outreach (getting the first real leads)

Goal: turn local SMBs **without a (decent) website** into booked calls. The winning angle for
local businesses is **preview-first**: don't ask "do you want a website?" — show them one you
already built for *their* business. Costs you ~20 min per prospect (clone a demo, rebrand the
name/colours/hours) and converts far better than a cold pitch.

## The funnel (track every prospect in the CRM)
Each prospect is a row in **Leads** (`source = outreach`), moving through status:
`new` → `contacted` → `qualified` (they replied / want to talk) → `won` (booked/closed) / `lost`.
So the same dashboard you already run doubles as the outreach pipeline.

## Step 1 — Build the target list (aim for 20–30 to start)
Search Google Maps for a niche + town (e.g. "Friseur <Stadt>", "Physiotherapie <Stadt>",
"Pizzeria <Stadt>"). For each result, record:
- Business name, owner name (if visible), phone, email, Instagram/FB handle, Maps URL.
- **Website?** none / outdated / "only Facebook" / "only Lieferando". These are your best targets.
- A 1-line hook (no online booking, ugly mobile site, no menu online, etc.).

Prioritise: **no website at all** > only-Facebook > outdated site. Skip anyone with a clean,
modern, booking-enabled site — not worth your time.

## Step 2 — Build the preview (the hook)
Clone the matching demo and rebrand it in ~20 min:
- Casual/booking (barber, salon, café) → `templates/landing/demo-tier-a/`
- Privacy/practice (physio, tax, clinic) → `templates/landing/demo-tier-b/`
- Food/ordering (pizzeria, imbiss) → `templates/landing/demo-pizzeria/`

Swap name, colours, hours, services, a couple of photos. Deploy under a throwaway path
(e.g. `demos.mivanchenko.de/preview-<name>`). That personalised URL is what you send.

## Step 3 — Reach out (pick ONE primary channel, follow up on a second)

### A) Cold email (best when you have the address)
> **Betreff:** Kurze Website-Idee für [BUSINESS]
>
> Hallo [NAME / „Team von BUSINESS"],
>
> ich bin [MY_NAME] aus [CITY] und baue einfache, schnelle Websites mit Online-Terminbuchung
> für lokale Betriebe. Für [BUSINESS] habe ich schon eine Beispielseite gebaut, damit Sie sehen,
> wie es aussehen könnte — ganz unverbindlich:
>
> 👉 [PREVIEW_URL]
>
> Wenn es Ihnen gefällt, mache ich daraus in wenigen Tagen Ihre echte Seite (inkl. Terminbuchung
> und Anfragen direkt aufs Handy). Hätten Sie diese Woche 10 Minuten für einen kurzen Anruf?
>
> Viele Grüße
> [MY_NAME] · [PHONE] · [BUSINESS_DOMAIN/EMAIL]

### B) Instagram / Facebook DM (best for food, salons, cafés)
> Hallo [BUSINESS] 👋 ich baue Websites mit Online-Terminbuchung/-Bestellung für lokale Betriebe.
> Hab für euch mal eine Beispielseite gebaut — schaut mal: [PREVIEW_URL]. Wenn's gefällt, mache
> ich daraus eure echte Seite. Interesse an einem kurzen Gespräch?

### C) Phone / walk-in opener
> „Guten Tag, ich bin [MY_NAME], ich baue Websites mit Online-Terminbuchung für Betriebe hier in
> [CITY]. Ich hab für [BUSINESS] schon eine Beispielseite gebaut — darf ich Ihnen den Link
> schicken, dann schauen Sie unverbindlich rein?"

Walk-in is the strongest for food/retail — bring the preview on your phone and show it live.

### Follow-up (once, after ~3 days, if no reply)
> Hallo nochmal — falls die Beispielseite untergegangen ist: [PREVIEW_URL]. Kein Stress, ich
> wollte nur kurz nachhaken, ob's für Sie interessant ist. 🙂

## Step 4 — On reply → qualify → onboard
- Reply = move the lead to `qualified`, book a 10-min call.
- On the call: confirm what they want (page, booking, online orders), agree setup fee + monthly
  (see `tier-a-google.md` / `tier-b-selfhosted.md` for pricing), pick the tier.
- Closed = run the **Onboarding-Formular** (onboard.mivanchenko.de) → creates the Client + Project
  in the CRM. Then follow the matching tier playbook to build the real site.

## Cadence & targets
- Daily: 5–10 new prospects added + contacted. ~20 min/preview, so batch previews for your best 3–5.
- Expect rough numbers: ~20 contacted → ~3–5 replies → ~1 first paying client. Volume is the lever.
- Log everything in Leads so you can see reply-rate by niche/channel and double down on what works.

## Don'ts
- Don't mass-blast identical emails (spam + low reply). Personalise the name + preview link.
- Don't write "DSGVO-konform" or make compliance promises on the public pages.
- Don't over-polish the preview — it's a hook, not the final product. 20 min, then send.