US Sourcing Playbook
Sourcing and outreach guide for US providers using Apollo and cold email.
Quick Start
Your job: Find activity providers in US markets, run email sequences, and convert interested leads.
Your tools:
- Apollo — Cold email sequences, lead enrichment
- Attio — CRM for engaged leads
- LinkedIn — Research and warm outreach
Your channels: Email (primary), LinkedIn (secondary), Phone (for warm leads)
US vs India: Key Differences
| Aspect | India | US |
|---|---|---|
| Primary channel | ||
| Outreach tool | Manual (Attio) | Automated (Apollo) |
| Response time | Same day | 24-48 hours |
| Decision maker | Owner directly | May have admin/manager |
| Business hours | 10am-7pm IST | 9am-6pm local (EST/PST) |
| Volume | 10-15/day manual | 50-100/day automated |
Apollo Setup
Account Configuration
- Create Apollo account at apollo.io
- Connect email:
- Use work email (you@juniro.com)
- Or create alias (outreach@juniro.com)
- Verify domain for better deliverability
- Warm up email (2 weeks before sending at scale)
Email Warmup
Critical: New email domains need 2 weeks of warmup before cold outreach.
| Week | Daily Volume | Notes |
|---|---|---|
| Week 1 | 10-20 emails | Mix of replies and opens |
| Week 2 | 30-50 emails | Gradually increase |
| Week 3+ | 50-100 emails | Full volume |
Apollo has built-in warmup — enable it immediately.
Finding Leads in Apollo
Search Filters
Industry keywords:
Activities:
- Youth sports
- Kids activities
- Dance studio
- Swim school
- Martial arts
- Art classes
- Music lessons
- STEM education
- Gymnastics
- Language classes
Camps:
- Summer camps
- Day camps
- Sports camps
Childcare:
- Daycare center
- Preschool
- Montessori school
- After school programs
- Early childhood education
Parties & Events:
- Kids party venue
- Children's entertainment
- Birthday party services
Other:
- Tutoring
- Children's education
Job titles:
- Owner
- Founder
- Director
- Manager
- Head Coach
- Studio Owner
- Program Director
Location:
- Atlanta, GA (launch city)
- Expand to other metros later
Company size:
- 1-50 employees (small businesses)
Enrichment
Apollo auto-enriches leads with:
- Verified email
- Phone number
- Company info
- LinkedIn profile
Only add leads with verified emails to sequences.
Important: Capture phone numbers too!
Even though email is primary for US, collect phone numbers when available:
- For warm leads who engage, call converts better than email
- Text/SMS can be used as follow-up
- Phone call shows seriousness after initial email interest
| Contact Type | Primary Use | Secondary Use |
|---|---|---|
| Cold outreach (Apollo) | Follow-up | |
| Phone | Warm leads (after reply) | Call if email bounces |
| No email found | Relationship building |
Lead Sources
Primary Source: Atlanta Parent Directory
URL: https://www.atlantaparent.com/directory/
This is the best source for Atlanta providers — a curated directory of kids activities.
Available Categories:
| Category | Listings | Priority |
|---|---|---|
| Camps | 537 | HIGH — day camps, overnight camps |
| Classes | 187 | HIGH — arts, dance, music, sports, academics |
| Family Activities | 853 | MEDIUM — museums, parks, attractions |
| Education | 439 | LOW — schools (not our focus) |
| Parties | 146 | MEDIUM — entertainers, venues |
How to Use:
- Go to directory: https://www.atlantaparent.com/directory/
- Start with high-priority categories:
- Camps → Day Camps → By activity type
- Classes → By type (Art, Dance, Music, Sports, STEM)
- For each listing:
- Click to view details
- Note: Business name, category, location
- Visit their website (usually linked)
- Find owner/contact email
- Add to Apollo for enrichment
- Work systematically:
- Do one subcategory at a time
- Track progress in spreadsheet
- Mark "added to Apollo" to avoid duplicates
Subcategories to prioritize:
Classes (Activities):
├── Art & Crafts
├── Dance
├── Music
├── Sports & Fitness
├── Swimming
├── Martial Arts
├── STEM & Coding
└── Language
Camps:
├── Day Camps
│ ├── Art Camps
│ ├── Sports Camps
│ ├── STEM/Science Camps
│ ├── Nature/Outdoor Camps
│ └── Performing Arts Camps
└── Specialty Camps
Childcare & Early Education:
├── Daycare Centers
├── Preschools
├── Montessori Schools
├── Pre-K Programs
└── After-School Care
Parties & Events:
├── Entertainers
├── Party Places
└── Mobile Party Services
Estimated leads: 500+ high-quality providers from this single source.
Secondary Sources
Google Search
Atlanta kids swimming lessons
Atlanta youth soccer programs
Atlanta children's art classes
Atlanta summer camps 2025
Atlanta martial arts for kids
Look for:
- Business websites
- Find owner/contact info
- Add to Apollo for enrichment
Yelp
- Search "Kids Activities" in Atlanta
- Filter by category
- Visit business website
- Find owner name/email
- Add to Apollo
Facebook
- Search "Atlanta kids activities"
- Look at business pages
- Note owner names from "About"
- Cross-reference in Apollo
Instagram
#atlantakids
#atlantamoms
#atlantaswimlessons
#atlantadance
DM is secondary to email — use for businesses without email.
Other City Directories
When expanding to new cities, look for similar parent directories:
| City | Directory |
|---|---|
| Austin | austinfamily.com |
| Dallas | dfwchild.com |
| Houston | houstonparent.com |
| Chicago | chicagoparent.com |
| NYC | nymetroparents.com |
| LA | laparent.com |
| Bay Area | parentmap.com |
These are goldmines for sourcing — always check for local parent publications first.
Email Sequences
Sequence 1: Standard Introduction (3 emails)
Email 1: Day 0
Subject: Quick question about {company_name}
Hi {first_name},
I came across {company_name} while researching kids activities in Atlanta — looks like you're doing great work.
I'm building Juniro, a platform that helps families discover local activities like yours. Think of it as a Yelp specifically for kids' classes and camps.
We're launching in Atlanta soon and looking for quality providers to feature. Would you be open to a quick chat about how we could help you reach more local families?
Best,
{your_name}
Juniro
Email 2: Day 3
Subject: Re: Quick question about {company_name}
Hi {first_name},
Just following up on my note below. I know you're busy running {company_name}, so I'll keep this brief.
Juniro is free to join — we only charge a small commission when you get bookings through us. Early providers get priority placement when we launch.
Worth a 10-minute call?
{your_name}
Email 3: Day 7
Subject: Last note from me
Hi {first_name},
I'll keep this short — if you're ever curious about how Juniro can help {company_name} reach more Atlanta families, just reply.
Either way, best of luck with the business!
{your_name}
Sequence 2: Referral/Warm Intro (2 emails)
Use when you have a connection or referral.
Email 1: Day 0
Subject: {referrer_name} suggested I reach out
Hi {first_name},
{referrer_name} mentioned that {company_name} would be a great fit for Juniro — we're building a platform to help Atlanta families discover kids activities.
Would love to share more. Free for a quick call this week?
Best,
{your_name}
Email 2: Day 4
Subject: Re: {referrer_name} suggested I reach out
Hi {first_name},
Just circling back — I know running a business is hectic. If there's a better time to connect, just let me know.
{your_name}
Sequence 3: Re-engagement (2 emails)
For leads who went cold after initial interest.
Email 1: Day 0
Subject: Still interested in Juniro?
Hi {first_name},
We chatted a few weeks ago about listing {company_name} on Juniro. Wanted to check in — are you still interested?
We're getting close to launch in Atlanta and would love to have you on board.
{your_name}
Email 2: Day 5
Subject: Quick update
Hi {first_name},
Just a heads up — we're launching in Atlanta soon. If you'd like to be included, let me know and I can get you set up quickly.
No pressure either way!
{your_name}
Apollo Sequence Settings
| Setting | Value |
|---|---|
| Send window | 9am - 5pm EST |
| Days | Monday - Friday |
| Max emails/day | 50 (after warmup) |
| Bounce handling | Auto-remove |
| Reply detection | Auto-pause sequence |
A/B Testing
Test these variations:
- Subject lines (question vs statement)
- Email length (short vs detailed)
- CTA (call vs reply vs calendar link)
Apollo tracks open rates and reply rates per variant.
Daily Workflow
┌─────────────────────────────────────────────────────────────┐
│ DAILY ROUTINE │
├─────────────────────────────────────────────────────────────┤
│ │
│ Morning (1 hr) │
│ ├── Check Apollo for replies │
│ ├── Respond to interested leads (move to Attio) │
│ └── Handle bounces/unsubscribes │
│ │
│ Midday (2 hrs) │
│ ├── Source new leads (target: 20-30/day) │
│ ├── Add to Apollo with enrichment │
│ └── Enroll in sequences │
│ │
│ Afternoon (1 hr) │
│ ├── Follow up on warm leads (calls/LinkedIn) │
│ ├── Update Attio for engaged leads │
│ └── Review sequence performance │
│ │
└─────────────────────────────────────────────────────────────┘
Lead Stages
In Apollo
| Stage | Meaning | Action |
|---|---|---|
| New | Just added | Enroll in sequence |
| In Sequence | Receiving emails | Wait for response |
| Replied | Got a response | Respond, move to Attio |
| Bounced | Bad email | Remove |
| Unsubscribed | Opted out | Remove |
In Attio (Engaged Leads)
| Stage | Meaning | Action |
|---|---|---|
| Interested | Replied positively | Schedule call |
| Onboarding | Agreed to join | Help list activities |
| Active | Live on platform | Ongoing relationship |
| Not Interested | Declined | Note reason, archive |
When Lead Replies
Positive Reply
"Sure, I'd love to learn more"
"Sounds interesting, let's chat"
Response:
Great to hear from you, {first_name}!
I'd love to give you a quick overview of Juniro and answer any questions.
Would any of these times work for a 15-minute call?
- [Day 1] at [Time 1]
- [Day 2] at [Time 2]
- [Day 3] at [Time 3]
Or feel free to grab a time here: [Calendly link]
Looking forward to it!
{your_name}
Actions:
- Remove from Apollo sequence
- Add to Attio with stage = "Interested"
- Schedule call
Question/Hesitant
"What's the cost?"
"How does it work?"
Response:
Great question!
Juniro is completely free to join. We only charge a small commission (around 10-15%) when you get a booking through our platform.
Your existing students and marketing channels are all yours — we're just an additional source of new families.
Would a quick call help? I can walk you through everything in 10 minutes.
{your_name}
Not Interested
"Not interested"
"Please remove me"
Response:
No problem at all — I appreciate you letting me know.
If anything changes, feel free to reach out. Best of luck with {company_name}!
{your_name}
Actions:
- Remove from Apollo sequence
- Mark as "Not Interested" with reason
- Do not contact again
Call Guide
Discovery Call (15 min)
Same structure as India playbook, adjusted for US context:
-
Intro (2 min)
- Thank them for their time
- Brief personal intro
-
Discovery (5 min)
- How long have you been running [business]?
- How do you currently get new students?
- What's working? What's challenging?
-
Pitch (5 min)
- Juniro = marketplace for kids activities
- Parents search, discover, book
- Free to list, commission on bookings
- Early providers get priority placement
-
Close (3 min)
- Interest level?
- Next steps = send onboarding form
- Timeline = live within 1 week
After Call
- Send follow-up email:
Subject: Next steps for {company_name} on Juniro
Hi {first_name},
Great chatting with you! As discussed, here's the onboarding form: [link]
Takes about 10 minutes — just your basic info, activities, and schedule.
Once I receive it, I'll get your listing set up and you'll be live within a few days.
Let me know if you have any questions!
{your_name}
- Update Attio:
- Stage → "Onboarding"
- Notes → Call summary
LinkedIn Outreach (Secondary)
Use LinkedIn when:
- No email found
- Email bounced
- Want to warm up before email
Connection Request
Hi {first_name}, I came across {company_name} and loved what you're doing with kids activities in Atlanta. I'm building something in this space and would love to connect!
Follow-up Message (after connection)
Thanks for connecting, {first_name}!
I'm building Juniro — a platform to help Atlanta families discover kids activities. Thought {company_name} would be a great fit.
Would you be open to a quick chat about how we could help you reach more local families?
Daily Targets
| Metric | Daily Target | Weekly Target |
|---|---|---|
| New leads sourced | 20-30 | 100-150 |
| Leads enrolled in sequences | 20-30 | 100-150 |
| Replies received | 3-5 | 15-25 |
| Calls scheduled | 1-2 | 5-10 |
| Moved to "Interested" | 1-2 | 5-10 |
Benchmarks
| Metric | Good | Great |
|---|---|---|
| Open rate | >40% | >60% |
| Reply rate | >5% | >10% |
| Positive reply rate | >50% of replies | >70% |
| Call show rate | >70% | >90% |
Launch City vs Non-Launch
Atlanta (Launch City)
Priority: HIGH
Sequence messaging:
"We're launching in Atlanta in the next few weeks..."
"Early providers get priority placement..."
"Would love to have you on board before we go live..."
Other US Cities (Non-Launch)
Priority: MEDIUM — Build pipeline for future
Sequence messaging:
"We're expanding to {city} soon..."
"Would love to connect early..."
"I'll keep you posted on our launch timeline..."
Actions:
- Add to Apollo with city tag
- Run shorter sequence (2 emails)
- Monthly nurture check-in
- Activate when city launches
Tools Setup
Apollo Access
- Get invite from admin
- Connect your email
- Enable warmup
- Wait 2 weeks before sequences
Attio Access
- Get invite from admin
- Use for leads that reply positively
- Track through Interested → Onboarding → Active
Calendar
- Set up Calendly for scheduling
- Include in email signature
- Sync with Google Calendar
Email Signature
{Your Name}
Juniro — Discover kids activities
📅 Schedule a call: [Calendly link]
🌐 juniro.com
Compliance
CAN-SPAM Requirements
- Clear sender identity
- Valid physical address
- Easy unsubscribe
- Honor opt-outs within 10 days
Apollo handles most of this automatically.
Do Not Contact
Never email:
- Leads who unsubscribed
- Leads who said "not interested"
- Leads who threatened legal action
- Personal emails (gmail, yahoo) — business emails only
Common Objections
| Objection | Response |
|---|---|
| "We're fully booked" | "That's great! Juniro is free to list — think of it as insurance for slower months or waitlist management." |
| "We don't need more marketing" | "Makes sense. We're not replacing what's working — just an additional channel. No cost to try." |
| "What's the commission?" | "10-15% on bookings through Juniro. Your existing students and marketing are all yours." |
| "I need to think about it" | "Of course! I'll send you a quick summary email. Any questions I can answer now?" |
| "We've tried platforms before" | "I hear you. What didn't work? We're building specifically for kids activities, not generic listings." |
Reporting
Weekly Report Template
Week of: [Date]
SOURCING
- New leads added: X
- Leads enrolled: X
SEQUENCE PERFORMANCE
- Emails sent: X
- Open rate: X%
- Reply rate: X%
CONVERSIONS
- Replies received: X
- Calls scheduled: X
- Moved to Interested: X
- Moved to Onboarding: X
TOP LEARNINGS
- What worked: [...]
- What to improve: [...]
NEXT WEEK FOCUS
- [...]
Checklist
Before Starting
- Apollo account created
- Email connected and verified
- Warmup enabled (wait 2 weeks)
- Sequences created
- Attio access confirmed
- Calendly set up
Daily
- Check replies in Apollo
- Respond to interested leads
- Add 20-30 new leads
- Enroll in sequences
- Update Attio for engaged leads
- Complete scheduled calls
Weekly
- Review sequence performance
- A/B test new subject lines
- Clean bounced/unsubscribed
- Submit weekly report