Provider & Parent Pipeline Guide

Complete pipeline strategy for managing providers and parents across launch and non-launch cities.

Overview

This document defines how we source, track, and convert providers and parents using our tool stack:

Tool	Purpose	Users
Attio	Provider CRM	Sales team
Apollo	US cold email outreach	Sales team
Loops	Parent email marketing	Marketing
Viral Loops	Referral program	Both

Provider Pipeline

Pipeline Stages

┌─────────────┐     ┌─────────────┐     ┌─────────────┐     ┌─────────────┐     ┌─────────────┐
│   Sourced   │ ──► │  Contacted  │ ──► │ Interested  │ ──► │ Onboarding  │ ──► │   Active    │
└─────────────┘     └─────────────┘     └─────────────┘     └─────────────┘     └─────────────┘
     │                    │                   │                   │                   │
   Apollo             Apollo/DM          Attio CRM           Attio CRM            App DB
   or Manual                                                                      + Attio

Stage Definitions

Stage	Description	Exit Criteria	Tool
Sourced	Lead identified, not yet contacted	First outreach sent	Apollo / Attio
Contacted	Outreach sent, awaiting response	Provider responds	Apollo / Attio
Interested	Provider engaged, evaluating Juniro	Agrees to onboard	Attio
Onboarding	Setting up profile, listing activities	First activity live	Attio
Active	Live on platform, accepting bookings	—	App DB + Attio

Tool Assignments

Apollo (US Cold Email)

Use for:

US providers discovered via research
Automated email sequences
Initial cold outreach at scale

Workflow:

Add lead to Apollo with enriched data
Enroll in email sequence (3-5 touches)
If engaged → Move to Attio for relationship management
If no response after sequence → Archive or retry later

Apollo Sequences:

us-provider-intro - Initial outreach (3 emails)
us-provider-follow-up - Re-engagement (2 emails)

Attio (Provider CRM)

Use for:

All India providers (manual outreach)
US providers who engage with Apollo
Relationship management
Onboarding tracking
Long-term pipeline

Fields:

Field	Type	Purpose
`name`	Text	Contact name
`email`	Email	Primary email
`phone`	Phone	WhatsApp/call
`businessName`	Text	Provider business name
`city`	Select	Location
`categories`	Multi-select	Activity types
`stage`	Select	Pipeline stage
`source`	Select	How we found them
`assignedTo`	User	Team member
`lastContact`	Date	Last interaction
`notes`	Long text	Context and history

Stage Values:

Sourced
Contacted
Interested
Onboarding
Active
Churned
Not Interested

Sourcing Entry Points

┌─────────────────────────────────────────────────────────────┐
│                    LEAD SOURCES                              │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│  ┌──────────────┐    ┌──────────────┐    ┌──────────────┐   │
│  │   Google     │    │    Groups    │    │   Referral   │   │
│  │   Search     │    │    & Blogs   │    │   (Viral     │   │
│  │              │    │              │    │    Loops)    │   │
│  └──────┬───────┘    └──────┬───────┘    └──────┬───────┘   │
│         │                   │                   │            │
│         ▼                   ▼                   ▼            │
│  ┌─────────────────────────────────────────────────────┐    │
│  │              DECISION POINT                          │    │
│  │                                                      │    │
│  │  Email sequence needed?                              │    │
│  │  ├── YES (US) ──► Apollo ──► Engage ──► Attio       │    │
│  │  └── NO (Manual DM/Call) ──► Attio directly         │    │
│  └─────────────────────────────────────────────────────┘    │
│                                                              │
└─────────────────────────────────────────────────────────────┘

Rules:

US leads needing email sequences → Apollo first → Attio when engaged
India leads → Attio directly (WhatsApp/call outreach)
Manual DM/call outreach → Attio directly (any country)
Referrals → Attio directly (warm leads)

Multi-Channel Outreach Strategy

Always capture BOTH phone AND email when sourcing — use all channels to maximize response rate.

Country	Primary Channel	Secondary Channel	Tertiary
India	WhatsApp	Email	Phone call
US	Email (Apollo)	Phone call	LinkedIn

India Outreach Cadence:

Day 0: WhatsApp (primary)
Day 2: WhatsApp follow-up
Day 3: Email follow-up
Day 5: Phone call
Day 7: Final email
Day 10: Final WhatsApp → close as "No Response"

US Outreach Cadence:

Day 0: Email 1 (Apollo)
Day 3: Email 2 (Apollo)
Day 7: Email 3 (Apollo)
Day 8+: If reply → Call to schedule meeting

Why multi-channel?

Different people prefer different channels
Multi-channel increases response rate by 2-3x
Shows persistence without being pushy

Launch vs Non-Launch Cities

Launch Cities (Hyderabad, Atlanta)

Priority: High — These providers go live first

Full Pipeline:

SOURCED → CONTACTED → INTERESTED → ONBOARDING → ACTIVE
   │          │           │            │           │
 Day 0      Day 1      Day 1-3      Day 3-7    Launch

Stage	Team Action	Timeline
Sourced	Add to Attio from Justdial/Google Maps/etc	Day 0
Contacted	Send WhatsApp message or call	Day 1
Interested	They said yes, schedule onboarding call	Day 1-3
Onboarding	Collect full details, photos, verify info	Day 3-7
Active	Profile live on Juniro	Launch day

Exit Criteria for Each Stage:

Sourced → Contacted: First message sent
Contacted → Interested: Provider responds positively
Interested → Onboarding: Provider agrees to join, shares details
Onboarding → Active: Profile complete, verified, launched

Target: 10-15 active providers per launch city before launch

Non-Launch Cities (Bangalore, Mumbai, Delhi, etc.)

Strategy: Capture and hold — build pipeline for future expansion

Abbreviated Pipeline:

SOURCED → CONTACTED → INTERESTED → (HOLD until city launches)
   │          │           │
 Day 0      Day 1       Day 2+

Stage	Team Action	Notes
Sourced	Add to Attio (from form or manual)	Auto from inbound form
Contacted	Send thank-you message	"We'll notify you when we launch"
Interested	Mark interested, add to waitlist	No further onboarding
(HOLD)	Keep warm with occasional updates	Activate when city launches

What to tell non-launch city providers:

"Thanks for your interest in Juniro! We're currently launching in Hyderabad and Atlanta first. We'll reach out as soon as we expand to [their city]. In the meantime, we'll keep you updated on our progress."

When city launches later:

Filter Attio: city = [New City], stage = Interested
Reach out: "Great news! We're now launching in [City]"
Move through normal onboarding pipeline

Inbound vs Outbound Lead Handling

Inbound Leads (from juniro.com/providers/onboard)

Form automatically creates Attio record with:

Field	Value
Stage	Onboarding (already interested)
Source	Inbound
Priority	High (launch cities) or Medium
Launch City	✅ or ❌ based on city

Team action:

Launch city inbound → Contact within 24 hours, fast-track onboarding
Non-launch city inbound → Send thank-you, mark as Interested, hold

Outbound Leads (sourced by team)

Team manually adds to Attio with:

Field	Value
Stage	Sourced
Source	Justdial, Google Maps, etc.
Priority	High (launch cities) or Medium

Team action:

Work through full pipeline: Sourced → Contacted → Interested → Onboarding → Active

Parent Pipeline

Pipeline Stages

┌─────────────┐     ┌─────────────┐     ┌─────────────┐     ┌─────────────┐
│  Waitlist   │ ──► │   Engaged   │ ──► │ Launch Ready│ ──► │   Active    │
└─────────────┘     └─────────────┘     └─────────────┘     └─────────────┘
     │                    │                   │                   │
   Loops              Loops +              Loops               App DB
   + Viral Loops      Viral Loops          + App

Stage Definitions

Stage	Description	Exit Criteria	Tool
Waitlist	Signed up, awaiting launch	First email opened	Loops
Engaged	Interacting (referrals, emails)	City launches	Loops
Launch Ready	City is live, invited to use	Creates account	Loops → App
Active	Using product, booking activities	—	App DB

Tool: Loops

Segments:

waitlist-parents - All waitlisted parents
engaged-parents - Opened 2+ emails or made referral
launch-ready-parents - City is live

Email Sequences:

parent-welcome - Immediately after signup
parent-nurture - Weekly updates during waitlist
parent-launch - City launch announcement
parent-referral-success - When friend signs up

Contact Properties:

Property	Type	Purpose
`firstName`	Text	Personalization
`email`	Email	Primary contact
`city`	Text	Segmentation
`interests`	Text	Activity preferences
`referralLink`	Text	Viral Loops link
`referralCount`	Number	Friends referred
`source`	Text	How they found us
`userType`	Text	Always "parent"

Launch vs Non-Launch Cities

Launch Cities (Hyderabad, Atlanta)

Actions:

Normal nurture sequence
Launch announcement when ready
Convert to active users

Non-Launch Cities

Strategy: Nurture and keep warm

Actions:

Accept signups (data collection)
Add to waitlist-parents segment
Send nurture emails: "We're not in your city yet..."
Track category interest for supply planning
Activate referral (skip-the-line positioning)

Messaging:

"Thanks for joining! We're not in [City] yet, but we're working on it. In the meantime, share Juniro with friends — the more interest, the sooner we'll launch in your area."

Sourcing Playbook

Provider Sources

Source	Method	Entry Point
Google Search	Search "[city] kids activities"	Apollo (US) / Attio (India)
Google Maps	Search by category + location	Apollo (US) / Attio (India)
Facebook Groups	Join parent/provider groups	Attio (manual DM)
Instagram	Search hashtags, local accounts	Attio (manual DM)
Yelp/Sulekha	Category listings	Apollo (US) / Attio (India)
Referrals	Provider refers provider	Attio (warm lead)
Inbound	Provider finds us	Attio

Search Queries

Google:

[city] kids soccer classes
[city] children art classes near me
[city] swim lessons for kids
[city] STEM camps summer

Instagram Hashtags:

#[city]kidsactivities
#[city]momlife
#[city]parenting

Outreach Templates

Cold Email (Apollo - US):

Subject: Quick question about [Business Name]

Hi [Name],

I found [Business Name] while researching kids activities in [City] — looks like you're doing great work with [activity type].

I'm building Juniro, a marketplace to help families discover activities like yours. We're launching in [City] soon and looking for quality providers to partner with.

Would you be open to a quick chat about how we can help you reach more local families?

Best,
[Your name]

WhatsApp (India):

Hi [Name], I'm [Your name] from Juniro.

We're building a platform to help parents find kids activities like [activity type]. Found [Business Name] and thought you'd be a great fit.

Would you be interested in learning more? Happy to share details over a call.

Metrics & Reporting

Provider Metrics

Metric	Target	Tracked In
Leads sourced / week	20	Attio + Apollo
Response rate	>15%	Apollo
Interested rate	>30% of responses	Attio
Onboarding completion	>80%	Attio
Time to active	<7 days	Attio

Parent Metrics

Metric	Target	Tracked In
Waitlist signups / week	50	Loops + Posthog
Email open rate	>40%	Loops
Referral rate	>20%	Viral Loops
Conversion to active	>50% at launch	App DB

Attio Views

Create these saved views in Attio:

My Pipeline - assignedTo = me, stage != Active
Needs Follow-up - lastContact < 7 days ago
Launch City Ready - city in [Hyderabad, Atlanta], stage = Interested
Non-Launch Pipeline - launchCity = false, stage in [Sourced, Contacted, Interested]

Post-Launch Handoff

When Product Launches

Providers:

Active providers migrate to app database as source of truth
Attio remains for:
- Pipeline management (pre-active stages)
- Relationship notes and history
- Churned provider re-engagement
Sync: App DB → Attio for active provider updates

Parents:

Active parents live in app database only
Loops remains for:
- Marketing emails to non-users
- Re-engagement campaigns
- Announcement broadcasts
Transactional emails move to Resend

Reducing External Tools

Goal: Minimize tool sprawl as product matures

Tool	Keep?	Reason
Attio	Yes	CRM for provider relationships, sales pipeline
Apollo	Yes (US only)	Cold outreach at scale
Loops	Yes	Marketing email to non-users
Viral Loops	Yes	Referral program
Resend	Yes	Transactional email
Gupshup	Yes	WhatsApp notifications

What moves to app:

Active user data
Booking/transaction data
User preferences
Communication preferences

Summary

Pipeline	Pre-Launch Tool	Post-Launch Tool
Provider Pipeline	Attio + Apollo	App DB + Attio
Parent Pipeline	Loops + Viral Loops	App DB + Loops
Transactional Comms	—	Resend + Gupshup

Key Principles:

Attio is the provider CRM — all provider relationships live here
Apollo for US cold email only — engaged leads move to Attio
Loops for parent marketing — transactional moves to Resend
Non-launch cities = actively recruit — build pipeline early
Post-launch = app database is truth — external tools for sales/marketing only

Overview​

Provider Pipeline​

Pipeline Stages​

Stage Definitions​

Tool Assignments​

Apollo (US Cold Email)​

Attio (Provider CRM)​

Sourcing Entry Points​

Multi-Channel Outreach Strategy​

Launch vs Non-Launch Cities​

Launch Cities (Hyderabad, Atlanta)​

Non-Launch Cities (Bangalore, Mumbai, Delhi, etc.)​

Inbound vs Outbound Lead Handling​

Inbound Leads (from juniro.com/providers/onboard)​

Outbound Leads (sourced by team)​

Parent Pipeline​

Pipeline Stages​

Stage Definitions​

Tool: Loops​

Launch vs Non-Launch Cities​

Launch Cities (Hyderabad, Atlanta)​

Non-Launch Cities​

Sourcing Playbook​

Provider Sources​

Search Queries​

Outreach Templates​

Metrics & Reporting​

Provider Metrics​

Parent Metrics​

Attio Views​

Post-Launch Handoff​

When Product Launches​

Reducing External Tools​

Summary​

Overview

Provider Pipeline

Pipeline Stages

Stage Definitions

Tool Assignments

Apollo (US Cold Email)

Attio (Provider CRM)

Sourcing Entry Points

Multi-Channel Outreach Strategy

Launch vs Non-Launch Cities

Launch Cities (Hyderabad, Atlanta)

Non-Launch Cities (Bangalore, Mumbai, Delhi, etc.)

Inbound vs Outbound Lead Handling

Inbound Leads (from juniro.com/providers/onboard)

Outbound Leads (sourced by team)

Parent Pipeline

Pipeline Stages

Stage Definitions

Tool: Loops

Launch vs Non-Launch Cities

Launch Cities (Hyderabad, Atlanta)

Non-Launch Cities

Sourcing Playbook

Provider Sources

Search Queries

Outreach Templates

Metrics & Reporting

Provider Metrics

Parent Metrics

Attio Views

Post-Launch Handoff

When Product Launches

Reducing External Tools

Summary