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Pre-Launch Tech Stack

Created: January 2025 Status: Active Goal: Best-in-class tools for landing pages, email, analytics, and growth Related: Landing Page Strategy

Executive Summary​

This document outlines the tech stack for Juniro's pre-launch phase. We've chosen best-in-class, modular tools that are PLG-native and scale with us.

Philosophy:

  • Best design quality (trust signal for parents)
  • Best automation (event-driven, not manual)
  • Best analytics (data-driven decisions, A/B testing)
  • Modular (swap tools as needed)

The Stack​

LayerToolPurposeCost
Landing PagesFramerBeautiful, fast landing pagesFree - $15/mo
Email MarketingLoopsNurture sequences, triggersFree (1k contacts)
AnalyticsPosthogA/B tests, funnels, heatmaps, replayFree (1M events)
Referral ProgramViral LoopsWaitlist virality, rewards$35/mo
Provider CRMAttioRelationship management, pipelineFree (3 users)
US Provider OutreachApolloCold email, lead databaseFree (600 emails/mo)
India Provider OutreachManualInstagram/WhatsApp DMsFree
Transactional EmailResendApp notifications (post-launch)Free (3k/mo)

Total Starting Cost: ~$35/mo (just Viral Loops) Full Stack: ~$150-200/mo (at scale)

Architecture​

┌─────────────────────────────────────────────────────────────────┐
│                         FRAMER                                   │
│                    Landing Pages                                 │
│         ┌──────────────────┬──────────────────┐                 │
│         │  Parent Page     │  Provider Page   │                 │
│         │  juniro.com      │  /providers      │                 │
│         └────────┬─────────┴────────┬─────────┘                 │
└──────────────────┼──────────────────┼───────────────────────────┘
                   │                  │
     ┌─────────────┼──────────────────┼─────────────┐
     │             │                  │             │
     ▼             ▼                  ▼             ▼
┌─────────┐  ┌──────────┐  ┌─────────────┐  ┌────────────┐
│ POSTHOG │  │  LOOPS   │  │ VIRAL LOOPS │  │  APOLLO    │
│Analytics│  │  Email   │  │  Referral   │  │  Outreach  │
├─────────┤  ├──────────┤  ├─────────────┤  ├────────────┤
│• A/B    │  │• Welcome │  │• Referral   │  │• Find leads│
│• Funnels│  │• Nurture │  │• Skip line  │  │• Sequences │
│• Heatmap│  │• Triggers│  │• Rewards    │  │• Track     │
│• Replay │  │• Segment │  │• Leaderboard│  │• Follow-up │
└─────────┘  └──────────┘  └─────────────┘  └─────┬──────┘
                                                  │
                                                  │ (provider replies)
                                                  ▼
                                           ┌────────────┐
                                           │   ATTIO    │
                                           │ Provider   │
                                           │    CRM     │
                                           ├────────────┤
                                           │• Pipeline  │
                                           │• Emails    │
                                           │• Calls     │
                                           │• Notes     │
                                           │• Tasks     │
                                           └────────────┘

Tool Deep Dives​

Framer (Landing Pages)​

Website: framer.com

Why Framer:

  • Best-in-class design (pixel-perfect, modern)
  • Designers at top startups use it
  • Ship in hours, not days
  • Parents will trust the brand instantly
  • Great templates to start from

What We'll Build:

  • Parent waitlist page (juniro.com)
  • Provider signup page (juniro.com/providers)
  • Thank you pages with referral widget

Key Features:

  • Responsive (mobile-first)
  • Fast loading
  • Custom domain support
  • Form integrations
  • CMS for dynamic content

Setup Steps:

  1. Sign up at framer.com
  2. Connect custom domain (juniro.com)
  3. Choose template or start blank
  4. Add Posthog tracking snippet
  5. Connect forms to Loops

Cost:

TierPriceIncludes
Free$0Framer subdomain
Mini$5/moCustom domain
Basic$15/moMore pages, CMS

Loops (Email Marketing)​

Website: loops.so

Why Loops:

  • Built for PLG startups (exactly our use case)
  • Event-based triggers (user did X → send Y)
  • Modern UI (not clunky like Mailchimp)
  • Great segmentation
  • API-first (easy to integrate with app later)

What We'll Use It For:

  • Welcome email sequences
  • Nurture campaigns
  • Waitlist updates
  • Launch announcements
  • A/B test subject lines

Key Features:

  • Event triggers
  • Segmentation (by interests, location, user type)
  • Drip campaigns
  • Broadcasts
  • Analytics (opens, clicks)

Setup Steps:

  1. Sign up at loops.so
  2. Verify sending domain
  3. Import contacts or connect form
  4. Create welcome sequence
  5. Set up segments (parents vs providers)

Email Sequences:

Parents (5 emails):

DayEmailGoal
0Welcome + positionConfirm signup
7Provider updateBuild anticipation
14Interest surveyEngagement + data
21Provider spotlightSocial proof
30Pre-launchUrgency

Providers (5 emails):

DayEmailGoal
0WelcomeConfirm, next steps
3Onboarding nudgeBook call
7Parent dataShow demand
14Feature previewExcitement
21Pre-launchActivation

Cost:

TierPriceContacts
Free$01,000
Starter$49/mo5,000
Growth$99/mo10,000

Alternatives Considered:

ToolWhy Not
MailchimpExpensive, clunky UI, legacy
Kit (ConvertKit)Less automation, creator-focused
BrevoDated UI, less sophisticated

Posthog (Analytics)​

Website: posthog.com

Why Posthog:

  • All-in-one (analytics + A/B + heatmaps + session replay)
  • Generous free tier (1M events/month)
  • Open source (can self-host later)
  • Feature flags built-in
  • Perfect for pre-launch AND post-launch

What We'll Use It For:

  • Track page views and conversions
  • A/B test headlines and CTAs
  • Heatmaps (see where people click)
  • Session replay (watch real users)
  • Funnels (see where people drop off)

Key Features:

  • Event tracking
  • A/B testing (Experiments)
  • Feature flags
  • Heatmaps
  • Session recordings
  • Funnels
  • Retention analysis

A/B Tests to Run:

TestVariantsGoal
Headline"Find activities" vs "Discover classes" vs "Book your kid's next adventure"Conversion
CTA"Get Early Access" vs "Join Waitlist"Conversion
Social proofWith counter vs withoutConversion
Form3 fields vs 5 fieldsConversion vs data quality

Setup Steps:

  1. Sign up at posthog.com
  2. Get tracking snippet
  3. Add to Framer pages
  4. Set up conversion goal (form submit)
  5. Create first A/B test

Cost:

TierPriceEvents
Free$01M/month
PaidUsage-based1M+

Alternatives Considered:

ToolWhy Not
MixpanelNo A/B testing, no heatmaps
AmplitudeOverkill, complex
GA4Terrible UI, no A/B, no heatmaps
HotjarNo analytics, no A/B

Viral Loops (Referral Program)​

Website: viral-loops.com

Why Viral Loops:

  • Best for waitlist referrals
  • "Skip the line" mechanics
  • Pre-built templates
  • Easy to integrate
  • Tracks viral coefficient

What We'll Use It For:

  • Give each signup a unique referral link
  • "Invite friends, skip the line"
  • Reward top referrers
  • Track viral growth

Reward Structure:

ReferralsReward
1Move up 10 positions
3Move up 50 positions + early access
5Founding Member badge
10Free premium features (3 months)

Setup Steps:

  1. Sign up at viral-loops.com
  2. Choose "Waitlist" template
  3. Configure rewards
  4. Get embed code
  5. Add to Framer thank-you page

Cost:

TierPriceParticipants
Startup$35/mo1,000
Growing$69/mo5,000

Alternatives Considered:

ToolWhy Not
Waitlist.soSimpler but less features
SparkLoopNewsletter focused
Build customEngineering time

Apollo (US Provider Outreach)​

Website: apollo.io

Why Apollo:

  • All-in-one (find leads + send emails)
  • 275M+ contact database
  • Free tier (600 emails/mo)
  • Good for B2B provider recruitment

What We'll Use It For:

  • Find US provider emails
  • Send cold outreach sequences
  • Track opens and replies
  • Auto follow-up

Outreach Sequence:

DayEmailSubject
1Intro"Get more students for [Activity Type]"
3Follow-up"Quick question about [Business Name]"
7Value add"47 parents in [Area] looking for [Activity]"
14Last chance"Closing early access spots"

Setup Steps:

  1. Sign up at apollo.io
  2. Build list (search by industry, location)
  3. Create sequence
  4. Launch campaign
  5. Track and follow up on replies

Cost:

TierPriceEmails
Free$0600/month
Basic$49/moUnlimited

Note: Apollo works best for US providers. For India, use Instagram/WhatsApp DMs (manual outreach).

Attio (Provider CRM)​

Website: attio.com

Why Attio:

  • Modern, startup-friendly CRM
  • Free tier with 3 users
  • Auto email sync (see all conversations)
  • Pipeline view for tracking provider journey
  • Better than Notion/spreadsheets from day 1
  • Scales with you (no migration later)

What We'll Use It For:

  • Track provider relationships
  • Pipeline: Lead → Contacted → Call → Signed → Onboarded
  • Log all emails, calls, and notes
  • Task management (follow-ups)
  • Team visibility (when you hire)

Key Features:

  • Email sync (Gmail/Outlook)
  • Activity timeline
  • Custom attributes (activity type, city, size)
  • Pipeline stages
  • Tasks and reminders
  • Team collaboration

Pipeline Stages:

StageDescriptionActions
LeadIdentified, not contactedResearch, find email
ContactedCold email sentWait for reply
RepliedProvider respondedSchedule call
Call BookedDemo scheduledPrepare, send reminder
Call DoneHad conversationSend follow-up
Signed UpCreated accountStart onboarding
OnboardedProfile complete, readyLaunch support
ChurnedDeclined or droppedNote reason

Setup Steps:

  1. Sign up at attio.com
  2. Connect Gmail/email
  3. Create "Providers" collection
  4. Add custom attributes (activity type, city)
  5. Set up pipeline stages
  6. Import existing leads from Apollo

How Apollo + Attio Work Together:

APOLLO (Top of Funnel)              ATTIO (Relationship)
─────────────────────               ────────────────────
Find provider email
        ↓
Send cold sequence
        ↓
Track opens/clicks
        ↓
Provider replies ─────────────────→ Add to Attio
                                           ↓
                                    Track in pipeline
                                           ↓
                                    Log calls, notes
                                           ↓
                                    Manage to close
                                           ↓
                                    Onboard & nurture

Cost:

TierPriceUsers
Free$03 users
Plus$29/user/moUnlimited

Alternatives Considered:

ToolWhy Not
HubSpotBloated, overkill for 50 providers
NotionNot a real CRM, no email sync
PipedriveLess modern, paid only
FolkGood alternative, Attio has better pipeline

Resend (Transactional Email - Post-Launch)​

Website: resend.com

Why Resend:

  • Best developer experience
  • React Email support
  • Fast, reliable delivery
  • Modern API

What We'll Use It For (Post-Launch):

  • Booking confirmations
  • Password resets
  • Payment receipts
  • Notifications

Cost:

TierPriceEmails
Free$03,000/month
Pro$20/mo50,000/month

Note: Add Resend when you launch the app. Not needed for pre-launch.

Integration Map​

Data Flow​

User visits juniro.com
         │
         ▼
┌─────────────────┐
│     FRAMER      │──────────────────────────────────┐
│  Landing Page   │                                  │
└────────┬────────┘                                  │
         │ (form submit)                             │
         │                                           │
         ├──────────────┬──────────────┬────────────┤
         ▼              ▼              ▼            ▼
    ┌─────────┐   ┌──────────┐  ┌───────────┐  ┌─────────┐
    │ LOOPS   │   │ POSTHOG  │  │VIRAL LOOPS│  │ Webhook │
    │ (email) │   │(analytics)│  │ (referral)│  │ (Slack) │
    └────┬────┘   └──────────┘  └─────┬─────┘  └─────────┘
         │                            │
         ▼                            ▼
   Welcome Email              Referral Link
   Nurture Sequence           Skip-the-line

Integration Points​

FromToMethodPurpose
Framer formLoopsNative/WebhookCapture emails
Framer formPosthogJS snippetTrack conversion
Framer formViral LoopsEmbed widgetIssue referral link
LoopsPosthogIntegrationTrack email events
Viral LoopsLoopsWebhookSync referral data
ApolloAttioManual/CSVMove engaged providers to CRM
AttioGmailNative syncAuto-log all emails

Cost Summary​

Pre-Launch (Month 1-2)​

ToolTierCost
FramerMini$5/mo
LoopsFree$0
PosthogFree$0
Viral LoopsStartup$35/mo
AttioFree$0
ApolloFree$0
Total$40/mo

At Scale (500+ signups)​

ToolTierCost
FramerBasic$15/mo
LoopsStarter$49/mo
PosthogFree$0
Viral LoopsGrowing$69/mo
AttioFree (or Plus)$0-29/mo
ApolloBasic$49/mo
Total$182-211/mo

Setup Checklist​

Day 1: Accounts & Domain​

  • Sign up for Framer
  • Sign up for Loops
  • Sign up for Posthog
  • Sign up for Viral Loops
  • Sign up for Attio
  • Connect juniro.com to Framer

Day 2: Parent Landing Page​

  • Design parent waitlist page in Framer
  • Add form (email, child age, interests, location)
  • Connect form to Loops
  • Add Posthog tracking snippet
  • Create thank-you page

Day 3: Email Setup​

  • Verify domain in Loops
  • Create parent welcome email
  • Create parent nurture sequence (5 emails)
  • Set up segments (by interest, location)

Day 4: Analytics & A/B Testing​

  • Set up conversion goal in Posthog
  • Create first A/B test (headline)
  • Set up funnel (visit → form start → submit)
  • Enable session recording

Day 5: Provider Landing Page​

  • Design provider signup page
  • Add form (email, business name, activity type)
  • Create provider welcome sequence
  • Connect to Loops

Day 6: Referral Program​

  • Set up Viral Loops campaign
  • Configure reward tiers
  • Add widget to thank-you page
  • Test referral flow

Day 7: Launch & Outreach​

  • Launch pages
  • Sign up for Apollo
  • Build provider prospect list
  • Start outreach campaign

Day 8: CRM Setup​

  • Connect Gmail to Attio
  • Create "Providers" collection
  • Add custom attributes (activity type, city, status)
  • Set up pipeline stages
  • Add first providers from Apollo

A/B Testing Strategy​

What to Test​

PriorityElementHypothesis
P0HeadlineAction-oriented converts better
P0CTA text"Get Early Access" beats "Join Waitlist"
P1Social proofCounter increases trust
P1Form lengthFewer fields = higher conversion
P2Hero imageKids playing > stock photos

How to Test (Posthog)​

  1. Create Experiment in Posthog
  2. Set variants (Control vs Test)
  3. Define goal (form submission)
  4. Set sample size (200+ per variant)
  5. Run for 1-2 weeks
  6. Pick winner (95% confidence)

Testing Calendar​

WeekTestVariants
1HeadlineA: "Find activities" vs B: "Discover classes"
2CTAA: "Get Early Access" vs B: "Join Free"
3Social proofA: With counter vs B: Without
4FormA: 3 fields vs B: 5 fields

Metrics to Track​

Primary Metrics​

MetricTargetTool
Parent signups500Loops
Provider signups50Loops
Landing page CVR15-20%Posthog
Email open rate40%+Loops
Viral coefficient0.5+Viral Loops

Dashboard (Weekly Review)​

JUNIRO PRE-LAUNCH METRICS
─────────────────────────
Parent Signups:     347 / 500  [██████████░░░░] 69%
Provider Signups:    28 / 50   [███████████░░░] 56%

Landing Page CVR:   17.3%  ▲ +2.1%
Email Open Rate:    43.2%  ▲ +1.8%
Viral Coefficient:   0.47  ▼ -0.03

Top Traffic Sources:
1. Instagram ads     42%
2. WhatsApp groups   31%
3. Referrals         18%
4. Organic            9%

A/B Test: Headline
├─ "Find activities": 14.2% CVR
└─ "Discover classes": 18.1% CVR  ← WINNER
ToolURLSignup
Framerframer.comSign up
Loopsloops.soSign up
Posthogposthog.comSign up
Viral Loopsviral-loops.comSign up
Attioattio.comSign up
Apolloapollo.ioSign up
Resendresend.comSign up