Landing Page Strategy: Pre-Launch Waitlist Campaign
Created: January 2025 Status: Active Goal: 500 parent signups + 50 provider signups before launch Related: PLG Pre-Launch Strategy
Executive Summary
This document outlines Juniro's landing page strategy for the pre-launch phase. While the product is being built, we will capture and nurture leads through dedicated landing pages for parents and providers.
Core Objectives:
- Capture 400-500 parent emails with enriched data (child age, interests, location)
- Recruit 50 provider signups with business information
- Build anticipation through email nurture sequences
- Validate messaging through A/B testing
- Create viral growth through referral mechanics
Strategy Overview
The Two-Sided Approach
As a marketplace, we need both supply (providers) and demand (parents). Our landing page strategy addresses both:
| Audience | Goal | Primary CTA | Secondary CTA |
|---|---|---|---|
| Parents | 500 signups | "Get Early Access" | "Refer a Friend" |
| Providers | 50 signups | "Join as a Provider" | "Book a Call" |
Why This Matters
Pre-launch email capture provides:
- Validated demand - Real interest, not just surveys
- Launch momentum - Day-one users ready to go
- Provider pitch ammunition - "200 parents in your area waiting"
- Segmented marketing - Target by interest, location, child age
- Viral potential - Referral loops before product exists
Landing Pages
Page 1: Parent Waitlist
URL: juniro.com (primary) or juniro.com/parents
Hero Section
Headline: "Find the perfect activities for your kids"
Subhead: "Swimming, dance, STEM, art & more—all in one place.
Launching in [City] soon."
CTA: "Get Early Access"
Form Fields
| Field | Type | Required | Purpose |
|---|---|---|---|
| Input | Yes | Primary contact | |
| Child's Age | Dropdown (3-5, 6-8, 9-12, 13+) | Yes | Segmentation |
| Interests | Multi-select | Yes | Provider matching |
| Neighborhood | Dropdown | No | Local targeting |
Interest Options:
- Sports (Swimming, Soccer, Basketball, etc.)
- Arts (Painting, Drawing, Pottery)
- STEM (Coding, Robotics, Science)
- Music (Piano, Guitar, Singing)
- Dance (Ballet, Hip-Hop, Contemporary)
- Camps (Summer, Day, Overnight)
- Other
Below-the-Fold Content
-
Social Proof Counter
- "Join 347 parents on the waitlist" (dynamic)
-
Benefits Section (3 items)
- Save hours searching for activities
- Trusted, verified providers
- Easy booking and scheduling
-
Coming Soon Preview
- Screenshots/mockups from Storybook
- "Here's what you'll get" carousel
-
FAQ Section
- "When are you launching?"
- "Is it free for parents?"
- "What cities do you cover?"
Thank You Page
Post-signup page with:
- Confirmation message
- Position in waitlist (if using referral)
- Referral CTA: "Skip the line! Invite friends"
- Social share buttons
- Follow us on social links
Page 2: Provider Signup
URL: juniro.com/providers or providers.juniro.com
Hero Section
Headline: "Fill your classes with families ready to book"
Subhead: "Join Juniro's network of trusted activity providers in [City]"
CTA: "Join as a Provider"
Form Fields
| Field | Type | Required | Purpose |
|---|---|---|---|
| Input | Yes | Primary contact | |
| Business Name | Input | Yes | Identification |
| Activity Type | Dropdown | Yes | Categorization |
| Phone Number | Input | Yes | Outreach |
| City/Area | Dropdown | Yes | Geo-targeting |
Activity Type Options:
- Sports & Athletics
- Arts & Crafts
- STEM & Technology
- Music
- Dance
- Tutoring & Academics
- Camps
- Other
Below-the-Fold Content
-
Social Proof
- "15 providers already signed up" (updated weekly)
- Logos/photos of early providers (with permission)
-
What You Get (value props)
- Free listing (launch offer)
- Access to engaged parents
- Booking management tools
- No upfront costs
-
How It Works (3 steps)
- Create your profile
- Add your classes
- Start getting bookings
-
Early Bird Incentive
- "Early providers get featured placement"
- "0% commission for first 3 months" (if applicable)
-
FAQ Section
- "How much does it cost?"
- "How do I get paid?"
- "What are the requirements?"
Thank You Page
Post-signup page with:
- Confirmation message
- "Book a quick call" (Calendly embed)
- What to expect next
- Provider success guide (PDF download)
Technical Stack
Recommended Tools
| Category | Tool | Purpose | Cost |
|---|---|---|---|
| Landing Pages | Framer | Page builder | Free - $15/mo |
| Email Marketing | Loops | Nurture sequences | Free tier (1k contacts) |
| Transactional Email | Resend | App notifications (post-launch) | Free tier (3k/mo) |
| Analytics | Posthog | Tracking, A/B tests, heatmaps | Free tier |
| Referral | Viral Loops | Waitlist referral program | $35/mo |
| Scheduling | Calendly | Provider calls | Free tier |
Total Pre-Launch Cost: ~$50/month
Architecture
┌─────────────────────────────────────────────────────────────┐
│ LANDING PAGES │
│ (Framer) │
│ ┌─────────────────┐ ┌─────────────────┐ │
│ │ Parent Page │ │ Provider Page │ │
│ │ juniro.com │ │ /providers │ │
│ └────────┬────────┘ └────────┬────────┘ │
└────────────┼───────────────────────────┼────────────────────┘
│ │
└─────────────┬─────────────┘
│
┌────────────────┼────────────────┐
▼ ▼ ▼
┌──────────────┐ ┌ ──────────────┐ ┌──────────────┐
│ Loops │ │ Posthog │ │ Viral Loops │
│ (Email) │ │ (Analytics) │ │ (Referral) │
├──────────────┤ ├──────────────┤ ├──────────────┤
│ • Capture │ │ • Page views │ │ • Waitlist │
│ • Sequences │ │ • Conversion │ │ • Position │
│ • Segments │ │ • A/B tests │ │ • Sharing │
│ • Broadcasts │ │ • Heatmaps │ │ • Rewards │
└──────────────┘ └──────────────┘ └──────────────┘
Integration Points
- Framer → Loops: Form submissions via webhook or native integration
- Framer → Posthog: Tracking script in page header
- Framer → Viral Loops: Embedded widget on thank-you page
- Loops → Segments: Auto-tag by form field values (parent vs provider, interests, location)
Feature Requirements
Must-Have Features
| Feature | Tool | Notes |
|---|---|---|
| Email capture forms | Framer | Multi-field support |
| Form validation | Framer | Required fields, email format |
| Custom domain | Framer | juniro.com |
| Mobile responsive | Framer | 60%+ traffic is mobile |
| Analytics tracking | Posthog | Page views, conversions |
| Email sequences | Loops | Welcome + nurture |
| Segmentation | Loops | By user type, interests |
| A/B testing | Posthog | Headlines, CTAs |
Should-Have Features
| Feature | Tool | Notes |
|---|---|---|
| Referral program | Viral Loops | "Skip the line" mechanic |
| Dynamic waitlist counter | Framer + API | Social proof |
| Exit intent popup | Framer | Capture bouncing visitors |
| UTM parameter tracking | Posthog | Channel attribution |
| Thank you page customization | Framer | Different by user type |
Nice-to-Have Features
| Feature | Tool | Notes |
|---|---|---|
| Heatmaps | Posthog | Visual click tracking |
| Session recordings | Posthog | User behavior analysis |
| Multi-step forms | Framer | Higher completion rates |
| Countdown timer | Framer | Launch urgency |
| Personalization by location | Framer | City-specific content |
Email Sequences
Parent Welcome Sequence
| Day | Subject Line | Goal | |
|---|---|---|---|
| 0 | Welcome | "You're on the list!" | Confirm signup, set expectations |
| 7 | Update | "We just added [X] providers" | Build anticipation |
| 14 | Survey | "Quick question about [Child]'s interests" | Engagement + data |
| 21 | Spotlight | "Meet [Provider Name]: [Activity]" | Social proof |
| 30 | Pre-launch | "Launch is coming—get ready!" | Urgency |
Email 0: Welcome (Day 0)
Subject: You're on the Juniro waitlist!
Hi [Name],
Thanks for joining the Juniro waitlist! You're #[position] in line.
Here's what we're building:
- A one-stop platform to find kids activities
- Verified, trusted providers
- Easy booking and scheduling
What's next?
- We'll send you updates as we add providers
- You'll get early access before public launch
- Invite friends to skip the line: [referral link]
Questions? Just reply to this email.
— The Juniro Team
Email 7: Provider Update (Day 7)
Subject: 15 new providers just joined Juniro
Hi [Name],
Quick update: We just onboarded 15 amazing activity providers, including:
- [Swimming school] in [Area]
- [Art studio] offering weekend classes
- [STEM program] for ages 6-12
We're saving spots for early waitlist members like you.
What activities are you most excited about?
→ Reply and let us know!
— The Juniro Team
Email 14: Interest Survey (Day 14)
Subject: Quick question about [Child's] activities
Hi [Name],
We want to make sure we have the right activities for you.
Based on your signup, you mentioned interest in: [interests]
Are there other activities you'd love to find?
→ Just reply with what you're looking for
This helps us prioritize which providers to onboard next.
— The Juniro Team
Provider Welcome Sequence
| Day | Subject Line | Goal | |
|---|---|---|---|
| 0 | Welcome | "Welcome to Juniro!" | Confirm, next steps |
| 3 | Onboarding | "Let's set up your profile" | Book call |
| 7 | Social proof | "200 parents waiting for activities like yours" | Urgency |
| 14 | Feature preview | "Here's what you'll be able to do" | Excitement |
| 21 | Pre-launch | "We launch in 2 weeks—are you ready?" | Activation |
Email 0: Provider Welcome (Day 0)
Subject: Welcome to Juniro, [Business Name]!
Hi [Name],
Thanks for signing up as a Juniro provider!
Here's what happens next:
1. We'll schedule a quick 15-min onboarding call
2. You'll set up your profile and add classes
3. Parents start finding you when we launch
Ready to get started?
→ Book your onboarding call: [Calendly link]
Questions? Reply to this email anytime.
— The Juniro Team
Email 3: Onboarding Nudge (Day 3)
Subject: Let's get your classes in front of parents
Hi [Name],
Just checking in! Have you had a chance to book your onboarding call?
It takes just 15 minutes and we'll help you:
- Create a standout profile
- Write compelling class descriptions
- Set up your calendar
→ Book now: [Calendly link]
Spots fill up fast as we approach launch.
— The Juniro Team
Metrics & KPIs
Primary Metrics
| Metric | Target | Measurement |
|---|---|---|
| Parent signups | 500 | Loops contact count |
| Provider signups | 50 | Loops contact count |
| Landing page conversion | 15-20% (parent), 10-15% (provider) | Posthog |
| Email open rate | >40% | Loops |
| Email click rate | >10% | Loops |
Secondary Metrics
| Metric | Target | Measurement |
|---|---|---|
| Viral coefficient | >0.5 | Viral Loops |
| Referral signups | 20% of total | Viral Loops |
| Provider call booking rate | >50% of signups | Calendly |
| Bounce rate | Under 50% | Posthog |
| Mobile conversion | Within 20% of desktop | Posthog |
Tracking Dashboard
Set up a simple dashboard (Notion or Posthog) with:
Weekly Metrics:
├── Total parent signups (cumulative)
├── Total provider signups (cumulative)
├── This week's signups
├── Conversion rate (visitors → signup)
├── Top traffic sources (UTM)
├── A/B test results
└── Email sequence performance
Analytics Setup
Posthog Events to Track
| Event | Trigger | Properties |
|---|---|---|
page_view | Page load | page_type, utm_source, utm_medium |
form_start | First field interaction | form_type (parent/provider) |
form_submit | Form submission | form_type, interests[], city |
referral_share | Share button click | channel (email/twitter/copy) |
cta_click | Any CTA click | cta_name, page_section |
UTM Parameter Strategy
Track all traffic sources with UTM parameters:
| Channel | Example UTM |
|---|---|
| WhatsApp groups | ?utm_source=whatsapp&utm_medium=community&utm_campaign=parent_groups |
| Instagram ads | ?utm_source=instagram&utm_medium=paid&utm_campaign=parent_waitlist |
| Provider outreach | ?utm_source=email&utm_medium=outreach&utm_campaign=provider_recruitment |
| Referral | ?utm_source=referral&utm_medium=viral_loops&utm_campaign=waitlist |
A/B Tests to Run
| Test | Variants | Goal |
|---|---|---|
| Headline | "Find activities" vs "Discover activities" vs "Book activities" | Conversion |
| CTA text | "Get Early Access" vs "Join Waitlist" vs "Sign Up Free" | Conversion |
| Form length | 3 fields vs 5 fields | Conversion + data quality |
| Social proof | With counter vs without | Conversion |
Referral Program
Mechanic: "Skip the Line"
Using Viral Loops or similar:
- User signs up → gets position #347
- User shares referral link
- Each referral moves them up X positions
- Top referrers get "Founding Member" status
Rewards Structure
| Referrals | Reward |
|---|---|
| 1 | Move up 10 positions |
| 3 | Move up 50 positions + early access |
| 5 | Founding Member badge + VIP launch invite |
| 10 | Free premium features for 3 months |
Share Channels
- Email (pre-filled template)
- WhatsApp (mobile-first for parents)
- Twitter/X
- Copy link
Traffic Acquisition
Channel Strategy
| Channel | Audience | Effort | Expected Signups | Cost |
|---|---|---|---|---|
| WhatsApp/FB parent groups | Parents | High | 150-200 | Free |
| Instagram ads | Parents | Medium | 150-200 | $200-400 |
| Direct DM outreach | Providers | High | 25-30 | Free |
| Referral program | Both | Low | 50-100 | $35/mo tool |
| Google ads (long-tail) | Parents | Medium | 30-50 | $100-200 |
| School partnerships | Parents | Medium | 50-100 | Free |
Parent Acquisition Playbook
- Week 1-2: Identify and join 20 parent WhatsApp/Facebook groups
- Week 2-4: Post thoughtfully (not spammy), engage in comments
- Week 3-6: Run Instagram ads with A/B tested creative
- Ongoing: Leverage referral program for viral growth
Provider Acquisition Playbook
- Week 1: Build list of 100 target providers (Google, Instagram, referrals)
- Week 1-2: Send 50 personalized DMs/emails
- Week 2-3: Follow up, book onboarding calls
- Week 3-4: Send another 50 outreach messages
- Ongoing: Ask signed providers for referrals
Implementation Timeline
Week 1: Foundation
□ Sign up for Framer, connect custom domain
□ Sign up for Loops (email)
□ Sign up for Posthog (analytics)
□ Build parent landing page
□ Build provider landing page
□ Set up form → Loops integration
□ Add Posthog tracking script
□ Write and schedule welcome emails
Week 2: Polish & Launch
□ Set up A/B tests in Posthog
□ Sign up for Viral Loops
□ Add referral widget to thank-you pages
□ Create UTM tracking spreadsheet
□ Test all flows end-to-end
□ Launch pages
□ Post in first 5 parent groups
□ Send first 20 provider outreach messages
Week 3-4: Optimize
□ Review A/B test results
□ Adjust copy based on data
□ Scale winning channels
□ Continue provider outreach
□ Send first nurture emails
□ Set up weekly metrics review
Week 5-8: Scale
□ Double down on working channels
□ Launch Instagram ads
□ Expand to more parent groups
□ Provider referral asks
□ Weekly waitlist update emails
□ Prep for launch announcement
Risk Mitigation
| Risk | Mitigation |
|---|---|
| Low conversion rate | A/B test headlines, simplify form |
| Email deliverability | Use Loops/Resend (good reputation), warm up domain |
| Provider no-shows | Automated reminders, reduce call friction |
| Referral abuse | Cap referral rewards, verify emails |
| Launch delay | Keep waitlist warm with updates, don't over-promise dates |
Success Criteria
Pre-Launch (8 weeks out)
- Landing pages live with tracking
- Email sequences active
- Referral program running
Mid-Campaign (4 weeks out)
- 250 parent signups
- 25 provider signups
- 15%+ landing page conversion
- 40%+ email open rate
Launch Ready
- 500 parent signups
- 50 provider signups
- Provider profiles complete
- Launch email drafted and tested
Appendix
Design Assets Needed
- Hero image/illustration (parent + kids discovering activities)
- Provider hero image (instructor with students)
- Favicon and OG image
- Email header graphic
- Social share images (1200x630)
Copy Documents
- Parent landing page copy
- Provider landing page copy
- Email sequence copy (all 10 emails)
- Social media post templates
- Provider outreach DM templates