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Product Strategy Documentation

This directory contains strategic product documentation for Juniro's Product-Led Growth (PLG) initiative.

🚨 PRE-LAUNCH STATUS (Dec 28, 2024):

Juniro is launching in 45 days (mid-February 2026) with no existing user base yet.

START HERE: PLG Pre-Launch Strategy - 45-day countdown plan

The other documents (Review Findings, Implementation Roadmap, Quick Reference) represent the post-launch PLG strategy and contain future-state metrics. They are still valuable for understanding the long-term vision, but the immediate focus should be the Pre-Launch Strategy.

📁 Documents in This Folder​

🔥 PLG Pre-Launch Strategy (START HERE!)​

Purpose: 45-day countdown plan to launch successfully Audience: Everyone (Leadership, Product, Engineering, Marketing) Length: ~25 pages Read if: You're launching in 45 days and need a concrete action plan

Key Sections:

  • Days 1-15: Build Supply (Provider Recruitment)
  • Days 15-30: Build Trust (Beta Testing with Real Parents)
  • Days 31-35: Pre-Launch Marketing & Waitlist Building
  • Days 36-40: Launch Preparation
  • Days 41-45: LAUNCH!
  • Pre-Launch Trust Building (Without Existing Metrics)

Estimated Reading Time: 30-45 minutes Priority: 🔥 CRITICAL - Read this first!

1. PLG Review Findings 📊​

Purpose: Comprehensive analysis of current product state and growth opportunities Audience: Leadership, Product, Engineering Length: ~45 pages Read if: You want deep understanding of what's working, what's not, and why

Key Sections:

  • Critical Issues (P0 - Fix First)
  • Medium Priority Issues (P1)
  • What's Working Well (Amplify)
  • Competitive Intelligence
  • PLG Growth Framework
  • Success Metrics

Estimated Reading Time: 60-90 minutes

2. PLG Implementation Roadmap 🗺️​

Purpose: Detailed 6-month implementation plan with tasks, timelines, and acceptance criteria Audience: Product Managers, Engineering Leads, Designers Length: ~65 pages Read if: You're responsible for executing the PLG strategy

Key Sections:

  • Quick Wins (Week 1-2)
  • Phase 1: Foundation (Month 1)
  • Phase 2: Viral Growth (Month 2)
  • Phase 3: Content Engine (Month 3)
  • Phase 4: Optimization (Month 4-5)
  • Phase 5: Scale (Month 6)
  • Success Metrics
  • Resource Requirements

Estimated Reading Time: 90-120 minutes (reference document, not meant to be read cover-to-cover)

3. PLG Quick Reference ⚡​

Purpose: Executive summary and quick decision-making guide Audience: Leadership, busy executives, team leads Length: ~12 pages Read if: You need quick answers and high-level overview

Key Sections:

  • The Big Picture (current state, target state)
  • Critical Issues (top 5 to fix)
  • 6-Month Roadmap at a Glance
  • Investment Required
  • Key Metrics to Track
  • Quick Wins (start this week)
  • The 3 Critical Bets
  • Risk Mitigation
  • Weekly Checklist for Leadership

Estimated Reading Time: 15-20 minutes

🎯 How to Use These Documents​

⚠️ Pre-Launch Context: Since you're launching in 45 days, everyone should start with the Pre-Launch Strategy document first, then use the other documents for post-launch planning.

For Leadership / Executives​

🔥 START HERE (Pre-Launch): PLG Pre-Launch Strategy

  • 45-day countdown to launch
  • Provider recruitment plan (Days 1-15)
  • Beta testing strategy (Days 15-30)
  • Launch day checklist (Days 41-45)
  • Authentic trust building (without existing metrics)

Then (Post-Launch Planning): PLG Quick Reference

  • Understand 6-month post-launch vision
  • Investment required ($150K over 6 months)
  • Expected ROI (Month 6: $100K MRR)

Reference: PLG Review Findings for strategic context

For Product Managers​

🔥 START HERE (Pre-Launch): PLG Pre-Launch Strategy

  • This is your working document for the next 45 days
  • Week-by-week action items
  • Beta recruitment and onboarding
  • Pre-launch metrics to track

Then (Post-Launch Planning): PLG Implementation Roadmap

  • Your 6-month roadmap after launch
  • Break down into sprints/tickets
  • Track against milestones

Reference: PLG Review Findings for "why" behind decisions

For Engineers​

🔥 START HERE (Pre-Launch): PLG Pre-Launch Strategy

  • Technical prep (Days 36-40)
  • QA testing requirements
  • Analytics setup
  • Launch day monitoring

Then (Post-Launch): PLG Implementation Roadmap

  • Review technical implementation for each phase
  • Estimate effort for post-launch features

For Designers​

🔥 START HERE (Pre-Launch): PLG Pre-Launch Strategy

  • Trust signal design (using real beta testimonials, not fake metrics)
  • Homepage updates for pre-launch
  • Provider profile quality standards

Then: PLG Review Findings

  • Understand user pain points
  • See competitive benchmarks

For Growth / Marketing​

🔥 START HERE (Pre-Launch): PLG Pre-Launch Strategy

  • THIS IS YOUR BIBLE FOR THE NEXT 45 DAYS
  • Beta recruitment channels (Days 15-21)
  • Waitlist building (Days 31-35)
  • Pre-launch marketing blitz
  • Launch day email campaign
  • Press/influencer outreach

Then (Post-Launch): PLG Implementation Roadmap

  • Phase 2: Viral Growth (referral program)
  • Phase 3: Content Engine (SEO)

Reference: PLG Review Findings for case studies

📊 Key Insights Summary​

Current State​

  • Grade: B- (70/100)
  • Strengths: Clean design, good problem-solution messaging, solid foundation
  • Weaknesses: Weak growth mechanics, unclear value prop, high friction

The Opportunity​

With focused improvements over 6 months:

  • 10,000+ bookings/month (from ~100 today)
  • k-factor > 1.0 (self-sustaining viral growth)
  • 50,000+ organic visits/month (from 0 today)
  • $100K MRR (from minimal today)

Investment Required​

  • Budget: ~$150,000 over 6 months
  • Team: 7-8 people (Months 1-3), scaling to 14-15 (Months 4-6)
  • Payback: 5-6 months (Month 6 MRR = $100K/month)

The 3 Critical Bets​

  1. Viral Growth: Referrals + social sharing will drive 40%+ of growth
  2. SEO/Content: Organic traffic will provide sustainable free acquisition
  3. Provider-First: Providers will bring their parent networks, solving chicken-egg

🚀 Quick Start Guide​

Week 1 Actions (Start Monday)​

Monday Morning (Leadership Meeting):

  1. Read PLG Quick Reference together (15 min)
  2. Discuss and approve/modify the 3 Critical Bets
  3. Approve Quick Wins budget and resources
  4. Assign owners for each Quick Win task

Monday Afternoon (Team Kickoff):

  1. Share roadmap with full team
  2. Assign phases to teams
  3. Setup weekly check-in cadence
  4. Begin Week 1 Quick Win tasks

Friday (Review):

  1. Ship Quick Wins to production
  2. Review early metrics
  3. Plan Week 2 tasks
  4. Celebrate small wins!

📈 Success Criteria​

Quick Wins (Week 1-2)​

✅ Homepage engagement +30% ✅ Signup rate +20% ✅ Analytics tracking operational

Month 1​

✅ Personalization live (70%+ completion) ✅ Overall conversion +50% ✅ Trust & safety badges implemented

Month 2​

✅ Referral program live ✅ k-factor > 0.5 ✅ 25%+ signups from referrals

Month 3​

✅ 20 city guides published ✅ 10,000+ organic visits/month ✅ Top 10 rankings for 50+ keywords

Month 6​

✅ 10,000 bookings/month ✅ $100K MRR ✅ 5 cities live ✅ k-factor > 1.0 (sustained)

⚠️ Important Notes​

This is a Living Document Set​

  • Review and update monthly as we learn
  • Document what works and what doesn't
  • Pivot when data shows we should

Assumptions to Validate​

  1. Parents will complete 15-second personalization onboarding
  2. $20 referral incentive will drive sufficient sharing
  3. Providers will invite their parent networks
  4. City guides will rank within 3-6 months
  5. Mobile improvements will drive 50%+ conversion increase

Key Risks​

  1. Referral program doesn't achieve k > 1.0
  2. SEO takes longer than 6 months
  3. Provider acquisition too slow
  4. Unit economics don't work in new cities

Mitigation: Weekly metric reviews, fast iteration, willingness to pivot

🤝 How to Contribute​

Found an Issue?​

Create a GitHub issue or:

Have Suggestions?​

  • Submit a PR with proposed changes
  • Schedule time with Product Strategy team
  • Bring up in weekly review meetings

Want to Learn More?​

  • PLG Resources: See "Additional Resources" section in Quick Reference
  • Case Studies: Detailed analysis of Dropbox, Airbnb, Calendly in Findings doc
  • Office Hours: Thursdays 3-4pm with Product Strategy team

📞 Contact​

Product Strategy Team:

Document Owners:

  • PLG Review Findings: Product Manager
  • Implementation Roadmap: Senior Product Manager + Engineering Lead
  • Quick Reference: Product Strategy Lead

🔄 Document Change Log​

December 28, 2024 - Initial Publication​

  • Created comprehensive PLG strategy documentation
  • Published 3 core documents (Findings, Roadmap, Quick Reference)
  • Established baseline metrics and success criteria

Next Review: January 15, 2025​

After completing Quick Wins (Week 1-2), we'll review:

  • What worked in Quick Wins
  • Adjustments needed for Phase 1
  • Resource allocation for Month 1

📚 Additional Documentation​

  • /docs/developer-guides/ - Technical implementation guides
  • /docs/testing/ - Testing strategy

Task Tracking​

  • Linear - Source of truth for issues, sprints, and task tracking

External Resources​

Last Updated: January 4, 2026 Version: 1.1 Status: Ready for Review & Implementation