Juniro Product Strategy & Roadmap

Last Updated: January 2025 Status: Planning Markets: Hyderabad, India | Atlanta, GA, USA

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Executive Summary

Juniro is building a Product-Led Growth (PLG) marketplace connecting parents with children's activity providers. This document outlines our phased approach from pre-launch preparation through monetization and scale.

Strategic Pillars

1. PLG-First: Product is the primary acquisition channel
2. Supply Quality: Focus on provider success to drive demand
3. Mobile-Ready: React Native apps immediately post-MVP
4. Freemium Model: Free core experience, premium features for power users

Key Decisions

Decision	Choice
Launch Markets	Hyderabad, India & Atlanta, GA, USA
Mobile Tech	React Native (cross-platform)
Parent Model	Freemium (browse/book free, premium features paid)
Provider Model	Freemium (listing free, payment processing = fee)
Launch Strategy	Soft launch: 50 providers, 200 parents per market

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Phase -1: Pre-Launch Preparation

Goal: Build audience, validate demand, prepare infrastructure for MVP launch

Audience Building

Task	Description	Owner	Status
Coming Soon Page	Landing page with email capture, value prop, market selector		[ ]
Email List - Parents	Target: 500+ signups per market before launch		[ ]
Email List - Providers	Target: 100+ provider signups per market		[ ]
Social Media Setup	Instagram, Facebook, LinkedIn, Twitter/X accounts		[ ]
Community Groups	Facebook groups, WhatsApp groups for each market		[ ]

Market Research & Validation

Task	Description	Owner	Status
Parent Survey	Pain points, preferences, willingness to pay, activity interests		[ ]
Provider Survey	Current tools, pricing, pain points, feature requests		[ ]
Competitive Analysis	Document local competitors in each market		[ ]
Pricing Research	Analyze competitor pricing, provider cost structures		[ ]
Pricing Model Finalization	Define commission rates, subscription tiers, premium features		[ ]
User Personas	Document 3-4 parent personas, 2-3 provider personas		[ ]

Partner & Influencer Identification

Task	Description	Owner	Status
Partner List - Hyderabad	Schools, daycares, parent communities, activity centers		[ ]
Partner List - Atlanta	Schools, PTAs, mommy blogs, community centers		[ ]
Influencer List - Hyderabad	Parenting bloggers, Instagram moms, YouTube channels		[ ]
Influencer List - Atlanta	Local parenting influencers, family bloggers		[ ]
PR Contact List	Local newspapers, parenting magazines, tech blogs		[ ]
Launch Partner Outreach	Secure 3-5 launch partners per market		[ ]

Content & Marketing Preparation

Task	Description	Owner	Status
Content Calendar	12-week content plan (blog, social, email)		[ ]
Blog Posts (Pre-Launch)	5-10 SEO-focused articles ready for launch		[ ]
Email Sequences	Welcome series, pre-launch nurture, launch announcement		[ ]
Social Media Templates	Branded templates for Instagram, Facebook posts		[ ]
Press Kit	Company overview, founder bios, logos, screenshots		[ ]
Press Release Draft	Launch announcement ready for distribution		[ ]
Testimonial Collection	Gather quotes from survey respondents		[ ]
Case Studies	2-3 provider success story templates		[ ]

Marketing Stack Setup

Tool Category	Options to Evaluate	Selected	Status
Email Service	Mailchimp, ConvertKit, Resend, Loops		[ ]
Blog/CMS	Ghost, Webflow, built-in Next.js		[ ]
Analytics	Mixpanel, Amplitude, PostHog, GA4		[ ]
Landing Page	Existing Next.js, Webflow, Framer		[ ]
Social Scheduler	Buffer, Later, Hootsuite		[ ]
CRM	HubSpot Free, Notion, Airtable		[ ]
Customer Support	Intercom, Crisp, Help Scout		[ ]
Feedback Collection	Typeform, Tally, Google Forms		[ ]

Legal & Compliance

Task	Description	Owner	Status
Terms of Service	Platform terms for parents and providers		[ ]
Privacy Policy	GDPR/CCPA compliant, India DPDP Act compliant		[ ]
Provider Agreement	Contract template for activity providers		[ ]
Refund Policy	Clear cancellation and refund terms		[ ]
Cookie Policy	Cookie consent and tracking disclosure		[ ]
Child Safety Policy	COPPA considerations, safety guidelines		[ ]
Insurance Review	Liability considerations for marketplace		[ ]

Technical Infrastructure

Task	Description	Owner	Status
Domain Setup	juniro.com, parents.juniro.com, providers.juniro.com		[ ]
Email Domain	Transactional email setup (SendGrid, Resend)		[ ]
SSL Certificates	HTTPS for all domains		[ ]
Error Monitoring	Sentry setup for all apps		[ ]
Uptime Monitoring	Pingdom, Better Uptime, or similar		[ ]
Database Backups	Automated backup strategy		[ ]
CDN Setup	Image optimization, global delivery		[ ]
Payment Processor	Stripe account setup (US), Razorpay (India)		[ ]

Beta Program

Task	Description	Owner	Status
Beta Tester Recruitment	20 parents, 10 providers per market		[ ]
Beta Feedback Mechanism	In-app feedback widget, feedback calls		[ ]
Beta Incentives	Define rewards for beta participants		[ ]
NDA/Beta Agreement	Terms for beta testers		[ ]

Brand & Design

Task	Description	Owner	Status
Brand Guidelines	Colors, fonts, logo usage, tone of voice		[ ]
App Store Assets	Icons, screenshots, descriptions for iOS/Android		[ ]
Marketing Visuals	Hero images, social media graphics		[ ]
Video Content	Explainer video, demo walkthrough		[ ]

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Phase 0: Foundation (MVP)

Goal: Ship core platform, prove product-market fit in both markets

Launch Criteria

• 50+ providers onboarded per market (100 total)
• Core booking flow works end-to-end
• Payment processing operational (or manual workaround documented)
• Mobile-responsive across all critical paths
• Beta testing complete with positive feedback

Initiatives & Projects

Initiative: Core Platform

Projects:

• Core - Auth & Accounts: Social login, email auth, cross-domain SSO
• Core - Search & Discovery: Location-based search, filters, categories
• Core - Booking Flow: Guest booking → account creation → confirmation

Success Metrics:

Metric	Target
Time to first class view	< 90 seconds
Search to booking conversion	> 5%
Guest booking → signup	> 50%

Initiative: Provider Experience

Projects:

• Provider - Onboarding: 8-step wizard, profile completion
• Provider - Class Management: Create, edit, schedule classes
• Provider - Dashboard: Bookings, calendar, basic analytics

Success Metrics:

Metric	Target
Provider signup → first class	> 60%
Profile completion rate	> 80%
Provider response time	< 24 hours

Initiative: Parent Experience

Projects:

• Parent - Onboarding: Progressive profiling, child setup
• Parent - Dashboard: Upcoming classes, recommendations
• Parent - Booking Management: View, reschedule, cancel

Success Metrics:

Metric	Target
Parent signup → first booking	> 20%
Dashboard engagement	> 3 sessions/week
Booking completion rate	> 70%

Initiative: Design System

Projects:

• Design System - Polish: Component refinements, dark mode
• Design System - Accessibility: WCAG 2.1 AA compliance
• Design System - Performance: Core Web Vitals optimization

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Phase 1: Launch & Growth

Goal: Soft launch, activate early growth loops

Launch Targets (Per Market)

Market	Providers	Parents	Timeline
Hyderabad	50	200	Launch + 8 weeks
Atlanta	50	200	Launch + 8 weeks
Total	100	400

Initiatives & Projects

Initiative: Provider Acquisition

Projects:

• Growth - Provider Marketing: Provider hub page, SEO, outreach
• Growth - Provider Referral: Provider-to-provider referral program
• Growth - Claim Business: Unclaimed listing → provider signup

Success Metrics:

Metric	Target
Provider signups/week	10+ per market
Provider referral rate	> 20%
Provider NPS	> 50

Initiative: Parent Activation

Projects:

• Growth - Parent Acquisition: SEO, social, influencer partnerships
• Growth - Parent Referral: Parent-to-parent referral with credits
• Growth - Guest Optimization: Reduce friction in guest booking

Success Metrics:

Metric	Target
Parent signups/week	50+ per market
Viral coefficient	> 0.5
Parent NPS	> 60

Initiative: Launch Marketing

Projects:

• Marketing - SEO Foundation: Local SEO, category pages, blog
• Marketing - Social Launch: Instagram, Facebook campaigns
• Marketing - PR & Press: Launch announcements, local press

Initiative: Trust Building

Projects:

• Trust - Review System: Post-class reviews, provider ratings
• Trust - Provider Verification: Identity, background checks
• Trust - Safety Pages: Policies, guidelines, reporting

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Phase 2: Mobile & Retention

Goal: Native apps for power users, build habits, improve retention

Mobile Strategy

Platform	Technology	Priority
iOS	React Native	Primary
Android	React Native	Primary
Shared Codebase	~80% code sharing target

Initiatives & Projects

Initiative: Mobile Apps

Projects:

• Mobile - Parent App Core: Browse, book, manage bookings
• Mobile - Provider App Core: Manage classes, view bookings
• Mobile - Push Notifications: Reminders, updates, promotions
• Mobile - Deep Linking: Web to app handoff

Success Metrics:

Metric	Target
App installs	1,000+ per market
App rating	> 4.5 stars
Push notification opt-in	> 60%

Initiative: Retention Loops

Projects:

• Retention - Calendar Sync: Google, Apple calendar integration
• Retention - Class Reminders: Smart notifications before class
• Retention - Rebooking Flow: One-tap rebooking from history
• Retention - Streak/Progress: Activity milestones, badges

Success Metrics:

Metric	Target
Day 7 retention	> 25%
Day 30 retention	> 15%
Rebooking rate	> 40%

Initiative: Engagement

Projects:

• Engagement - Messaging V2: Rich messaging, attachments, threads
• Engagement - Review Prompts: Smart timing for review requests
• Engagement - Social Features: Share achievements, invite friends

Initiative: Analytics

Projects:

• Analytics - Event Tracking: Full funnel instrumentation
• Analytics - Provider Dashboard: Detailed provider analytics
• Analytics - A/B Testing: Experimentation infrastructure

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Phase 3: Monetization & Scale

Goal: Sustainable revenue, expand to new markets

Revenue Model

Parent Pricing (Freemium)

Tier	Price	Features
Free	$0	Browse, search, save favorites, basic booking
Premium	$X/month	Priority booking, family accounts, calendar sync, no ads

Provider Pricing (Freemium)

Tier	Price	Features
Free	$0	List business, create classes, basic booking management
Pro	$X/month or Y% per booking	Payment processing, analytics, featured listings, promotion tools

Note: Exact pricing TBD based on market research and competitive analysis

Initiatives & Projects

Initiative: Payments

Projects:

• Payments - Stripe Integration: US payment processing
• Payments - Razorpay Integration: India payment processing
• Payments - Provider Payouts: Automated payout scheduling
• Payments - Subscription Billing: Parent premium subscriptions

Success Metrics:

Metric	Target
GMV (Gross Merchandise Value)	$10K+ first quarter
Provider payout success rate	> 99%
Payment failure rate	< 2%

Initiative: Market Expansion

Projects:

• Expansion - Multi-City Infrastructure: City-specific settings, providers
• Expansion - New Markets: 2-3 additional cities
• Expansion - Category Expansion: New activity types

Initiative: B2B Channel

Projects:

• B2B - Employer Benefits: Corporate family benefits portal
• B2B - School Partnerships: After-school program integration
• B2B - Bulk Credits: Enterprise purchasing

Initiative: Provider Tools

Projects:

• Provider Tools - Advanced Analytics: Revenue insights, trends
• Provider Tools - Marketing Suite: Promotion creation, social sharing
• Provider Tools - Waitlist Management: Automated waitlist handling
• Provider Tools - Multi-Location: Manage multiple venues

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PLG Metrics Framework

Acquisition Funnel

Visitor → Signup → Activated → Retained → Monetized
  100%     10%       40%         25%        10%

Key Metrics by Phase

Phase	Primary Metrics
-1 Pre-Launch	Email signups, survey responses, partner commitments
0 Foundation	Time to value, activation rate, booking completion
1 Launch	Provider/parent growth, viral coefficient, NPS
2 Retention	D7/D30 retention, rebooking rate, app adoption
3 Scale	GMV, revenue, LTV:CAC, market expansion

North Star Metric

Bookings per Active User per Month

This metric captures:

• User activation (they've booked)
• Retention (they're coming back)
• Product value (enough value to book again)

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PLG Best Practices (From Research)

Learned from Successful Companies

Company	Key Insight	Application to Juniro
Outschool	Start narrow, expand to B2B	Focus on 2 cities, later add employer benefits
ClassPass	Word-of-mouth is primary driver	Optimize for shareability, provider referrals
Calendly	Virality in core workflow	Every shared class link is a product demo
Notion	Templates & community	Provider templates, parent community
Airbnb	Quality supply drives demand	Invest in provider success tools

Time-to-Value Targets

User Type	Aha Moment	Target Time
Parent	"Found perfect class for my kid"	< 90 seconds
Provider	"My class is live and visible"	< 5 minutes

Activation Checklist (Parent)

• Create account
• Add first child
• Save first class to favorites
• Book first class
• Leave first review
• Refer a friend

Activation Checklist (Provider)

• Create account
• Complete business profile
• Add first class
• Receive first booking
• Respond to first inquiry
• Get first review

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Risk & Mitigation

Risk	Impact	Mitigation
Low provider supply	High	Pre-launch outreach, provider incentives
Low parent demand	High	SEO, influencer partnerships, referral program
Payment failures	Medium	Multiple payment providers, manual fallback
Cross-market differences	Medium	Market-specific customization, local partnerships
Competition	Medium	Focus on UX, provider tools, community

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Appendix

Market-Specific Considerations

Hyderabad, India

• Payment: UPI, Razorpay preferred
• Language: English + Telugu support
• Categories: Academics, arts, sports, music popular
• Pricing: Lower price points, higher volume

Atlanta, GA, USA

• Payment: Credit cards, Apple Pay, Google Pay
• Language: English
• Categories: Sports, arts, STEM popular
• Pricing: Higher price points, quality focus

Competitive Landscape

To be completed during Phase -1 research

Competitor	Market	Strengths	Weaknesses

Glossary

• PLG: Product-Led Growth - growth strategy where the product itself is the main driver of customer acquisition
• GMV: Gross Merchandise Value - total value of bookings processed
• NPS: Net Promoter Score - measure of customer satisfaction
• LTV:CAC: Lifetime Value to Customer Acquisition Cost ratio
• Viral Coefficient: Number of new users each existing user brings in

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Document History

Date	Version	Changes	Author
Jan 2025	1.0	Initial strategy document