StackFast — Launch Plan: First 30 Days

Budget: ~$100-200/month (domains + Instantly + Google Workspace)
Goal: Go from zero to live cold email campaigns generating discovery calls and proposals
Channels: Cold email via Instantly (primary) + LinkedIn organic content (support)
NO paid ads — this business launches with outbound + organic only
Target: Australian SMBs (5-100 employees) in 4 industry segments

Phase 1: Foundation Setup (Days 1-7)

Everything in this phase must be complete before you send a single cold email.

1.1 Domain Registration & DNS Setup

• Register primary domain: stackfast.com.au (this is the business domain — NEVER use it for cold email)
• Register 3-5 Instantly sending domains:
  • stackfasthq.com
  • stackfastco.com
  • withstackfast.com
  • bystackfast.com
  • fromstackfast.com
• Configure DNS records on EVERY sending domain:
  • SPF record: v=spf1 include:_spf.google.com include:sendgrid.net ~all (adjust for your ESP)
  • DKIM record: Generate via Google Workspace or Instantly and add to DNS
  • DMARC record: v=DMARC1; p=none; rua=mailto:dmarc@stackfast.com.au
• Set up domain forwarding: All sending domains forward to stackfast.com.au
• Verify DNS propagation for all sending domains (use MXToolbox or Google Admin Toolbox)

1.2 Google Workspace & Mailbox Setup

• Set up Google Workspace on stackfast.com.au (primary business email)
  • Create geoff@stackfast.com.au (primary business inbox)
  • Create hello@stackfast.com.au (general enquiries)
• Create mailboxes on each sending domain (2-3 per domain):

• Total sending accounts: 13-15 mailboxes across 5 domains
• Add a professional email signature to every sending mailbox:

Geoff
Founder, StackFast
Custom software for your business — shipped in days, not months.
stackfast.com.au

• Set up email forwarding: All replies from sending domains forward to geoff@stackfast.com.au so you never miss a response

1.3 Instantly Account Setup & Warmup

• Create Instantly account (Growth plan or higher — need enough sending accounts)
• Connect all sending mailboxes to Instantly (13-15 accounts)
• Start warmup immediately on ALL accounts:
  • Warmup mode: ON
  • Daily warmup limit: Start at 20/day, ramp to 40/day
  • Reply rate: 30-40%
  • Warmup pool: Join Instantly's warmup network
• Set sending limits per account:
  • During warmup (Weeks 1-2): 0 real emails — warmup only
  • Post-warmup (Week 3+): 20-30/day per mailbox, scaling to 30-40/day
  • Daily limit across all accounts combined: 300-600 emails/day at full scale
• Set sending schedule:
  • Monday-Friday only
  • 8:00 AM - 5:00 PM AEST (match business hours)
  • Randomize send times within the window
• Set minimum delay between emails: 3-5 minutes per account
• CRITICAL: Do NOT send any real emails until warmup has run for at least 14 days. Ideally 21 days. Skipping warmup will get your domains blacklisted immediately.

1.4 Social Handle Registration & LinkedIn Setup

• Register social handles (even if not using all platforms immediately):
  • LinkedIn company page: StackFast
  • Twitter/X: @stackfast_au or @stackfasthq
  • Instagram: @stackfast.au
  • Facebook business page: StackFast
• Update personal LinkedIn profile:
  • Headline: "Building custom software for SMBs in days, not months | Founder @ StackFast"
  • About section: Clear description of what StackFast does, who it's for, and how to book a scope call
  • Featured section: Pin the website link + a case study post (once available)
  • Banner image: StackFast-branded banner with tagline
  • Creator mode: ON
• LinkedIn company page setup:
  • Logo + banner
  • Description matching website positioning
  • Link to stackfast.com.au
  • Post the launch announcement as the first company update

1.5 Website Build & Deploy

The website is a credibility check — not a lead gen machine. Leads come from cold email. The site exists so prospects who receive an email can verify you're legitimate.

• Build and deploy stackfast.com.au with these sections:

Hero Section

• Headline: "Custom software for your business — shipped in days, not months."
• Subhead: "We build full-stack applications for Australian SMBs. Working software, deployed and handed over. Not design files. Not prototypes."
• CTA: "Book a Free Scope Call" → Calendly link
• Trust bar: "GovHack Winner | 50+ Projects Delivered | Australian-Based Team"

What We Build (6 categories)

• Business Operations — Quoting tools, job management, scheduling systems
• Customer Portals — Client dashboards, booking systems, self-service tools
• Internal Tools — Admin panels, reporting dashboards, workflow automation
• AI Features — Automated follow-ups, smart scheduling, document processing
• API Integrations — Xero, MYOB, Google Calendar, Stripe, Twilio, and more
• Mobile-Ready — Responsive web apps that work on any device

How It Works

• Day 1: Scope call + fixed quote (no hourly billing, no scope creep)
• Days 2-8: Build in the open — daily progress updates, you see it taking shape
• Days 8-14: Deployed, live, code handover — you own everything
• Ongoing (optional): Growth Partner retainer for maintenance + new features

Pricing Table

• Quick Build — $5,000-$15,000 | 3-7 days
  • Single-purpose tools (quoting system, booking portal, internal dashboard)
  • Scope call → fixed quote → build → deploy → handover
  • Includes 30 days post-launch support
• Full Build — $15,000-$40,000 | 1-3 weeks
  • Multi-feature applications (full business operations platform, customer portal + admin backend)
  • Daily progress updates during build
  • Includes 60 days post-launch support
• Growth Partner — $5,000-$8,000/month | Ongoing
  • Dedicated development capacity each month
  • New features, integrations, and maintenance
  • Priority support + monthly strategy call

Case Studies (minimum 2)

• Audit every past project — including work done under Exponential AI Studio
• Create at least 2 detailed case studies:
  • Business type + problem
  • What we built
  • Build timeline
  • Results (hours saved, manual processes eliminated, revenue impact)
  • Even without client names: "Operations dashboard for a construction company — built in 6 days — replaced 4 spreadsheets, saved 10hrs/week"

Comparison Table

• Create a comparison table: StackFast vs Dev Agency vs Hiring a Developer vs No-Code vs Off-the-Shelf

Social Proof & Testimonials

• Add testimonial section (even with 1-2 testimonials from past work)
• Send video testimonial prompt to every past client:

  "Hey [Name], I'm launching StackFast and would love a 60-second video testimonial about the project we built together. Just answer: What was the problem? What did we build? What changed? If video doesn't work, a few written sentences would be amazing too."

Footer / Global Elements

• "Book a Free Scope Call" CTA → Calendly on every page section
• Calendly booking widget embedded or linked
• SEO basics: meta title, meta description, OG tags, sitemap.xml, robots.txt
• Google Analytics installed
• Favicon + OG image

Website QA Checklist

• All pages load under 3 seconds on mobile
• Calendly booking link works
• All CTAs point to correct destinations
• Mobile responsive — test on iPhone, Android, iPad
• Contact email works (hello@stackfast.com.au)
• SSL certificate active (https://)
• UTM landing pages resolve correctly (e.g., stackfast.com.au?utm_source=instantly&utm_medium=cold-email&utm_campaign=construction)

1.6 Case Study & Social Proof Creation

• Audit every past project (Exponential AI Studio, freelance work, side projects — anything that demonstrates the skill):
  • Project name / client type
  • What was built
  • Build timeline
  • Technologies used
  • Outcome / results
• Create minimum 2 case studies for the website using this structure:

CASE STUDY TEMPLATE
===================
Industry:           [e.g., Construction]
Problem:            [e.g., Owner spending 2+ hours every evening on quoting]
What We Built:      [e.g., Custom quoting system with material calculator + PDF generation]
Build Time:         [e.g., 6 days]
Result:             [e.g., Quoting time cut from 2 hours to 15 minutes. Owner reports eating dinner with his kids for the first time in months without a laptop open.]
Tech Stack:         [e.g., Next.js, PostgreSQL, deployed on Vercel]

• Create mini case studies for use in cold emails and LinkedIn (even without client names):
  • "Job management system — Built in 5 days — Replaced 3 spreadsheets and a whiteboard"
  • "Customer booking portal — Built in 4 days — Eliminated phone tag, 40% fewer missed appointments"
  • "Operations dashboard — Built in 6 days — Replaced 4 spreadsheets, saved 10hrs/week"
• Request testimonials from every past client (video prompt or written fallback)
• Goal: 2 case studies on the website before first cold email goes out

1.7 Lead List Building

Start with 2 industries only: Construction/Trades and Professional Services. Prove the model works before expanding.

• Set up lead sourcing workflow:

• Build Construction/Trades list:

  • Target: 500-1,000 contacts
  • Titles: Owner, Director, General Manager, Operations Manager
  • Company size: 5-100 employees
  • Location: Sydney, Melbourne, Brisbane, Perth, Adelaide
  • Sub-industries: Builders, electricians, plumbers, landscapers, painters, roofers

• Build Professional Services list:

  • Target: 500-1,000 contacts
  • Titles: Principal, Partner, Director, Practice Manager, Owner
  • Company size: 5-50 employees
  • Location: Sydney, Melbourne, Brisbane, Perth, Adelaide
  • Sub-industries: Accountants, lawyers, financial advisers, consultants, architects

• Data hygiene before upload to Instantly:

  • Verify all email addresses (use NeverBounce, ZeroBounce, or Instantly's built-in verification)
  • Remove catch-all domains or flag them separately
  • Remove duplicates
  • Target bounce rate: <3%
  • Required fields: first name, email, company name, industry

• Prepare Automotive and Real Estate lists (don't upload yet — save for Phase 3 expansion):

  • Automotive/Workshops: 500 contacts
  • Real Estate Agencies: 500 contacts

1.8 Cold Email Sequences — Load Into Instantly

Load all 4 segment sequences into Instantly. Each segment has 3 emails over 7 days.

UTM tracking on ALL CTAs:

https://stackfast.com.au?utm_source=instantly&utm_medium=cold-email&utm_campaign={segment}

Calendly link for scope calls:

https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign={segment}

Sequence 1: Construction / Trades

Campaign name in Instantly: SF_Construction_Trades_2026-03

Email 1 — The Hook (Day 1)

Body:

Hey {firstName},

Most builders I talk to love the actual work — quoting jobs, managing crews, dealing with suppliers.

Said no one ever.

The part no one talks about is the 2 hours every night catching up on admin. Quoting from the couch. Chasing subbies via text. Trying to remember which job starts Monday.

One construction business we worked with got a custom quoting and job management system built in 6 days. The owner told us the first thing he noticed was eating dinner with his kids without his laptop open.

We build custom software for trades businesses — not off-the-shelf stuff you have to bend your business around. Actual tools built specifically for how you work.

If that sounds useful, happy to jump on a 15-minute scope call to see if there's something worth building for {companyName}.

Book a time here: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=construction)

Cheers,
Geoff
Founder, StackFast
stackfast.com.au

Email 2 — The Process (Day 3)

Body:

Hey {firstName},

Wanted to follow up with a quick look at how we actually work — because "custom software" sounds like a 6-month, $200K nightmare. It's not.

Here's how it goes:

Day 1: We jump on a call, scope exactly what you need, and give you a fixed quote. No hourly billing. No surprises.

Days 2-7: We build it. You get daily updates — screenshots, progress notes, questions. You see it taking shape in real time.

Days 8-10: It's deployed, live, and we hand over the code. You own everything. No monthly fees. No lock-in.

That's it. Most builds are $5K-$15K for a single tool (quoting system, job scheduler, crew management). Bigger projects run $15K-$40K.

If {companyName} has a process that's held together with spreadsheets and texts, there's probably a 1-week build that fixes it.

Happy to chat: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=construction)

Cheers,
Geoff

Email 3 — The Breakup (Day 7)

Body:

Hey {firstName},

Last note from me — not going to keep filling your inbox.

If there comes a night where you're sitting there with a half-finished quote and your family's in the other room — that's exactly what we fix.

Custom-built tools for trades businesses. 1-2 weeks. Fixed price. You own the code.

stackfast.com.au

All the best,
Geoff

Sequence 2: Automotive / Workshops

Campaign name in Instantly: SF_Automotive_Workshops_2026-03

Email 1 — The Hook (Day 1)

Body:

Hey {firstName},

Most workshop owners I talk to love the mechanical side — diagnosing problems, getting cars back on the road.

The part they don't love? Manual bookings. Paper job cards. Chasing customers for approvals via text. After-hours follow-ups that bleed into family time.

One automotive business we worked with got a custom booking and job tracking system built in 5 days. Customers book online, job cards are digital, and status updates go out automatically. The owner said it was the first time in years he left the shop without a stack of paperwork to deal with at home.

We build custom software for workshops — not generic off-the-shelf systems. Tools built around how your shop actually operates.

If that's interesting, happy to jump on a 15-minute scope call to see what might be worth building for {companyName}.

Book a time here: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=automotive)

Cheers,
Geoff
Founder, StackFast
stackfast.com.au

Email 2 — The Process (Day 3)

Body:

Hey {firstName},

Quick follow-up — because "custom software" probably sounds expensive and slow. It doesn't have to be.

Here's how it works:

Day 1: Scope call + fixed quote. We figure out exactly what you need. No hourly billing.

Days 2-6: We build it. Daily updates so you can see progress and give feedback in real time.

Days 7-10: Deployed, live, code handover. You own everything. No monthly platform fees. No lock-in.

Most workshop tools (booking system, digital job cards, customer notifications) fall in the $5K-$15K range and take under a week.

If {companyName} has a process that relies on paper, phone calls, or spreadsheets — there's probably a quick build that replaces it.

Happy to chat: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=automotive)

Cheers,
Geoff

Email 3 — The Breakup (Day 7)

Body:

Hey {firstName},

Last one from me.

If there comes a day where you're doing paperwork at 7pm instead of being at home — that's the kind of thing we fix.

Custom-built tools for workshops. Under a week. Fixed price. You own the code.

stackfast.com.au

All the best,
Geoff

Sequence 3: Professional Services

Campaign name in Instantly: SF_ProfessionalServices_2026-03

Email 1 — The Hook (Day 1)

Body:

Hey {firstName},

Most practice owners I talk to got into their profession to do the actual work — advise clients, solve problems, build relationships.

Not spend every evening catching up on quoting, scheduling, and client admin.

One professional services firm we worked with got a custom client management and quoting system built in 6 days. Proposals that used to take 45 minutes now take 5. The principal told us it was the first time she'd left the office before 6pm in months.

We build custom software for professional services firms — not off-the-shelf platforms you have to force your workflows into. Tools designed around how your practice actually runs.

If that sounds relevant, happy to jump on a 15-minute scope call to see what might be worth building for {companyName}.

Book a time here: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=professional-services)

Cheers,
Geoff
Founder, StackFast
stackfast.com.au

Email 2 — The Process (Day 3)

Body:

Hey {firstName},

Quick follow-up — because "custom software" sounds like a 6-month project and a $200K budget. It's not.

Here's how we work:

Day 1: Scope call + fixed quote. We figure out exactly what you need. No hourly rates. No scope creep.

Days 2-7: We build it. You get daily updates — screenshots, progress, questions. You're involved without being burdened.

Days 8-10: Deployed, live, code handover. You own the code outright. No monthly platform fees. No vendor lock-in.

Most professional services tools (quoting systems, client portals, scheduling automation) are $5K-$15K and built in under a week.

If {companyName} has a process that's running on spreadsheets, email chains, and manual follow-ups — there's probably a fast build that fixes it.

Happy to chat: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=professional-services)

Cheers,
Geoff

Email 3 — The Breakup (Day 7)

Body:

Hey {firstName},

Last note from me — I won't keep clogging your inbox.

If there comes an evening where client admin has bled into personal time again — that's exactly what we fix.

Custom-built tools for professional services. 1-2 weeks. Fixed price. You own the code.

stackfast.com.au

All the best,
Geoff

Sequence 4: Real Estate Agencies

Campaign name in Instantly: SF_RealEstate_2026-03

Email 1 — The Hook (Day 1)

Body:

Hey {firstName},

Most agency principals I talk to love the deal-making — winning listings, closing sales, building client relationships.

The part they don't love? Manually scheduling appraisals. Chasing vendor follow-ups via text. Trying to keep track of which properties need attention this week across scattered spreadsheets and CRMs that don't quite fit.

One real estate business we worked with got a custom appraisal scheduling and vendor follow-up system built in 5 days. Appraisals auto-schedule from the website, vendors get automated updates, and the principal has a single dashboard showing every active listing and what needs attention today.

We build custom software for real estate agencies — not another CRM to shoehorn your business into. Tools built around how your agency actually operates.

If that sounds useful, happy to jump on a 15-minute scope call to see what might be worth building for {companyName}.

Book a time here: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=real-estate)

Cheers,
Geoff
Founder, StackFast
stackfast.com.au

Email 2 — The Process (Day 3)

Body:

Hey {firstName},

Following up — because "custom software" sounds like enterprise-level budgets and timelines. It's neither.

Here's how it works:

Day 1: Scope call + fixed quote. We map exactly what your agency needs. No hourly billing. No ambiguity.

Days 2-6: We build it. You get daily progress updates with screenshots. You see it come together.

Days 7-10: Deployed, live, code handover. You own everything. No monthly fees. No platform lock-in.

Most agency tools (appraisal scheduling, vendor follow-up automation, listing dashboards) are $5K-$15K and built in under a week.

If {companyName} has workflows held together with spreadsheets and manual follow-ups — there's probably a quick build that eliminates them.

Happy to chat: [Book a Free Scope Call](https://calendly.com/stackfast/scope-call?utm_source=instantly&utm_medium=cold-email&utm_campaign=real-estate)

Cheers,
Geoff

Email 3 — The Breakup (Day 7)

Body:

Hey {firstName},

Last one from me.

If there comes a week where vendor follow-ups slip through the cracks because everything's scattered across three different systems — that's exactly what we fix.

Custom-built tools for real estate agencies. Under a week. Fixed price. You own the code.

stackfast.com.au

All the best,
Geoff

Instantly Setup Checklist

• All 4 campaigns created in Instantly with correct names:
  • SF_Construction_Trades_2026-03
  • SF_Automotive_Workshops_2026-03
  • SF_ProfessionalServices_2026-03
  • SF_RealEstate_2026-03
• Each campaign has 3 emails loaded with correct body copy and subject lines
• A/B subject lines configured on Email 1 and Email 2 (Email 3 has a single subject)
• Email spacing configured: Email 1 → Day 1, Email 2 → Day 3, Email 3 → Day 7
• Merge tags working: {firstName}, {companyName} — test with a sample lead
• Sending accounts assigned to campaigns (distribute evenly across domains)
• Sending limits set: 20-30/day per account during first week, scale to 30-40/day in week 2
• Sending schedule: Monday-Friday, 8:00 AM - 5:00 PM AEST
• Tracking enabled: open tracking ON, click tracking ON
• Unsubscribe link included in email footer (CAN-SPAM / Australian Spam Act compliance)
• Reply detection: auto-pause sequence when lead replies
• Bounce handling: auto-remove bounced addresses
• Lead lists uploaded with verified emails (bounce rate <3%)
• Campaigns set to PAUSED — do not activate until warmup is complete (Day 14-21)

1.9 UTM Parameter Templates

Use these exact UTM structures for all cold email links.

Base structure:
?utm_source=instantly&utm_medium=cold-email&utm_campaign={segment}

Segment UTMs:
?utm_source=instantly&utm_medium=cold-email&utm_campaign=construction
?utm_source=instantly&utm_medium=cold-email&utm_campaign=automotive
?utm_source=instantly&utm_medium=cold-email&utm_campaign=professional-services
?utm_source=instantly&utm_medium=cold-email&utm_campaign=real-estate

LinkedIn UTMs:
?utm_source=linkedin&utm_medium=organic&utm_campaign=launch

• UTM parameters added to all email CTAs (both website links and Calendly links)
• UTMs verified in Google Analytics — confirm traffic is being attributed correctly

1.10 Pre-Launch Final Checklist

Before activating any cold email campaign, confirm every item:

• Primary domain registered (stackfast.com.au) — NEVER used for cold email
• 3-5 sending domains registered with correct DNS (SPF, DKIM, DMARC)
• 13-15 sending mailboxes created and connected to Instantly
• Warmup running on all accounts for 14+ days (ideally 21)
• Website live on stackfast.com.au — loads under 3 seconds, Calendly works, case studies visible
• Minimum 2 case studies on the website
• At least 1 testimonial (written or video)
• Lead lists built and verified for Construction + Professional Services (1,000-2,000 total contacts)
• All 4 cold email sequences loaded in Instantly with correct copy, subject lines, and merge tags
• UTM parameters on all links
• Google Analytics installed on website
• Calendly booking page live and tested
• LinkedIn profile updated and ready for content
• Reply forwarding configured (all sending domains → primary inbox)
• Unsubscribe mechanism in place

Phase 2: Launch & Outreach (Days 8-20)

IMPORTANT: Email warmup takes 2-3 weeks. If warmup is not complete by Day 8, delay sending until it is. Do not skip warmup. The website, LinkedIn, and lead lists can be ready by Day 8 — cold email sending starts only when warmup is done (Day 14 at the earliest, Day 21 ideally).

2.1 Cold Email Activation

• Verify warmup health before activating:
  • Check Instantly warmup dashboard — all accounts showing good sender reputation
  • Warmup open rates >40%
  • No accounts flagged or blacklisted
  • Minimum 14 days of warmup completed
• Activate Campaign 1: Construction/Trades
  • Upload verified lead list (500-1,000 contacts)
  • Start sending: 20-30 emails/day per account
  • Monitor delivery for first 48 hours
• Activate Campaign 2: Professional Services (24 hours after Campaign 1 if delivery is clean)
  • Upload verified lead list (500-1,000 contacts)
  • Same sending limits
• Hold Campaigns 3 & 4 (Automotive + Real Estate) for Phase 3 expansion
• Scale sending volume after first week of clean delivery:
  • Increase to 30-40 emails/day per account
  • Only if bounce rate stays <3% and no spam complaints

2.2 LinkedIn Content Launch

Begin the 3x/week posting cadence on Day 8, regardless of cold email warmup status.

Weekly posting schedule:

Content bank — prepare 4 weeks of posts in advance:

• Week 1:

  • Monday: Launch announcement + what StackFast builds
  • Wednesday: "The 2-hour evening tax" — pain point post about after-hours admin
  • Friday: Cost comparison — StackFast vs hiring a developer vs agency vs no-code

• Week 2:

  • Monday: Build log — walkthrough of a past project with screenshots
  • Wednesday: "You don't need an app. You need a tool." — why SMBs overbuild
  • Friday: "Custom software is too expensive" — myth-busting with real price ranges

• Week 3:

  • Monday: Build log — before/after of a spreadsheet → custom tool transformation
  • Wednesday: "The admin assistant trap" — why hiring for admin often means you need systems
  • Friday: "What your business looks like with vs without custom tools" — side-by-side

• Week 4:

  • Monday: Build log — time-lapse of a 1-week build (screenshots from each day)
  • Wednesday: Client win story (anonymized if needed)
  • Friday: "How AI changed how fast we can build" — behind the scenes

• LinkedIn engagement routine (daily, 15 minutes):

  • Comment on 5-10 posts from ICPs (business owners in target industries)
  • Accept/send 20-30 connection requests to ICPs per day
  • Respond to all comments on your posts within 4 hours

2.3 Daily Monitoring Routine (Days 8-20)

Cold email monitoring (10 minutes/day):

• Check Instantly dashboard:
  • Open rate by campaign (target: 50%+)
  • Reply rate by campaign (target: 5%+)
  • Bounce rate by campaign (must stay <3%)
  • Unsubscribe rate (flag if >1%)
• Check for spam complaints — if any account gets flagged, pause it immediately
• Check which subject lines are winning the A/B tests
• Read and respond to ALL replies within 2 hours during business hours:
  • Positive reply → Book a scope call immediately
  • Interested but not now → Add to follow-up list for 30/60/90 days
  • Not interested → Thank them, remove from sequence
  • Negative/angry → Apologize, unsubscribe immediately, note the feedback
• Log daily metrics in a tracking spreadsheet:

DAILY TRACKING LOG
==================
Date: _____

COLD EMAIL
----------
Emails sent today:          _____ (across all campaigns)
Open rate (today):          _____%
Reply rate (today):         _____%
Bounce rate (today):        _____%
Positive replies:           _____
Scope calls booked:         _____

LINKEDIN
--------
Post published:             [ ] Yes  [ ] No
Post impressions:           _____
Profile views:              _____
Connection requests sent:   _____
Connection requests received: _____
Comments on your posts:     _____

PIPELINE
--------
Discovery calls booked:     _____
Discovery calls completed:  _____
Proposals sent:             _____
Deals closed:               _____

Website monitoring (5 minutes/day):

• Check Google Analytics — are cold email visitors hitting the site?
• Check Calendly — any organic bookings coming through the website?
• Check which UTM campaigns are driving the most traffic

2.4 Day 14 Review: First Data Checkpoint

After 7 days of cold email sending (or whenever you have 500+ emails sent), run the first analysis.

• Pull campaign performance by segment:

• Subject line A/B test results:

• Decision: Which segment is outperforming?
  • If one segment has 2x+ the reply rate → allocate more leads to that segment
  • If both segments are performing similarly → continue as-is
  • If both segments are below 3% reply rate after 500+ sends → revisit email copy before scaling
• Kill losing subject lines — pause the lower-performing subject line in each A/B test and run only the winner going forward
• Check email deliverability — if open rates are below 30%, you likely have a deliverability problem:
  • Check if any sending domains are blacklisted (use MXToolbox)
  • Reduce sending volume
  • Review email copy for spam trigger words
  • Verify DNS records are still correct

2.5 Discovery Call Process

Every scope call follows the same structure:

• Pre-call prep (5 minutes):

  • Review the lead's company website
  • Note their industry and likely pain points
  • Have the relevant case study ready to reference

• Call structure (15-20 minutes):

  1. (2 min) Intro — what StackFast does, how you found them
  2. (5 min) Discovery — what's the biggest operational headache? What tools/processes are they using now? What's broken?
  3. (5 min) Solution framing — "Based on what you're describing, here's what we'd build..."
  4. (3 min) Process walkthrough — scope → fixed quote → build in the open → deploy → handover
  5. (2 min) Pricing range — give a ballpark based on complexity (Quick Build $5K-$15K or Full Build $15K-$40K)
  6. (3 min) Next steps — "I'll send you a 1-page scope document with a fixed quote within 24 hours"

• Post-call (within 24 hours):

  • Send 1-page scope document with fixed quote
  • Include timeline, deliverables, and payment terms
  • Follow up if no response within 3 business days

2.6 Days 15-20: Ramp & Refine

• Scale sending volume to 30-40 emails/day per account (if deliverability is clean)
• Add more leads to winning segment's list
• Continue LinkedIn 3x/week posting cadence
• Run first scope calls — refine the call script based on what resonates
• Send first proposals
• Update cold email copy if data suggests changes:
  • Low open rates (<40%) → test new subject lines
  • Low reply rates (<3%) → test new body copy hooks
  • High open, low reply → the hook works but the CTA or value prop needs work
• Begin preparing Automotive and Real Estate lead lists for Phase 3

Phase 3: Optimize & Scale (Days 21-30)

3.1 Cold Email Optimization

• Segment performance review:

• Double down on winning segments:
  • Add 500-1,000 more leads to the highest-reply-rate segment
  • Expand geographic targeting if you started with limited cities
• Launch Segments 3 & 4 if Segments 1 & 2 are working (reply rate >3%):
  • Activate SF_Automotive_Workshops_2026-03 campaign
  • Activate SF_RealEstate_2026-03 campaign
  • Upload verified lead lists (500-1,000 contacts each)
  • Start at 20-30/day per account, scale after 1 week
• If a segment is underperforming (reply rate <2% after 500+ sends):
  • Test completely new Email 1 hook (different pain point angle)
  • Test a different subject line approach
  • Review the lead list quality — are you reaching the right people?
  • If still underperforming after 1,000 sends → pause the segment and focus resources elsewhere
• A/B test new email copy variants in winning segments:
  • Test a shorter Email 1 (under 100 words)
  • Test a more specific case study reference
  • Test a different CTA (e.g., "Reply to this email" vs "Book a call")

3.2 LinkedIn Optimization

• Review LinkedIn analytics:
  • Which post types get the most impressions? (Build logs, pain points, or comparisons)
  • Which posts drive the most profile views?
  • Are connection requests from ICPs increasing?
• Double down on what works:
  • If build logs outperform → post 2x/week build logs, 1x/week other
  • If pain point posts outperform → lean into storytelling
• Publish first real case study from a closed deal (with client permission) or anonymized version
• Start engaging in industry-specific LinkedIn groups (construction, professional services, small business)
• Consider LinkedIn DM outreach to warm connections (people who've engaged with your content):
  • NOT cold DMs to strangers (low-quality and risks account restrictions)
  • Warm DMs to people who liked/commented on your posts: "Hey [Name], saw you liked my post about [topic]. Curious — does [pain point] resonate with how things work at [company]?"

3.3 Website Refinement

• Update case studies with any new projects completed in Month 1
• Add new testimonials as they come in
• Review Calendly booking data:
  • Are people booking from the website directly?
  • Which pages do they visit before booking?
• Add FAQ section based on common questions from discovery calls
• Optimize based on call feedback:
  • If prospects ask "what do you actually build?" → hero section needs more specificity
  • If prospects ask "how is this different from [competitor]?" → comparison table needs work
  • If prospects ask "do you have examples?" → case studies need to be more prominent

3.4 Pipeline Management

• Track every lead through the pipeline:

PIPELINE TRACKER
================
Lead Name | Company | Industry | Source | First Contact | Call Booked | Call Done | Proposal Sent | Proposal Value | Status
__________|_________|__________|________|_______________|_____________|___________|_______________|________________|_______

• Follow-up cadence for open proposals:
  • Day 3: "Just checking if you had any questions about the scope document"
  • Day 7: "Happy to jump on a quick call to walk through the proposal if helpful"
  • Day 14: "Wanted to check in — is this still a priority for [company]? No pressure either way"
  • Day 30: Move to nurture list (monthly check-in)

3.5 Month 1 Scorecard

Fill this out on Day 30. This is your baseline for all future decisions.

MONTH 1 SCORECARD — StackFast
==============================

Date range: _____ to _____

COLD EMAIL
----------
Total emails sent:                   _____ (Target: 2,000-5,000)
Overall open rate:                   _____% (Target: 50%+)
Overall reply rate:                  _____% (Target: 5%+)
Positive reply rate:                 _____% (Target: 2%+)
Bounce rate:                         _____% (Target: <3%)
Best performing segment:             _____________________
Best performing subject line:        _____________________
Accounts blacklisted/flagged:        _____ (Target: 0)

COLD EMAIL BY SEGMENT
----------------------
Construction — sent: _____ | open: ____% | reply: ____% | calls: _____
Prof Services — sent: _____ | open: ____% | reply: ____% | calls: _____
Automotive — sent: _____ | open: ____% | reply: ____% | calls: _____
Real Estate — sent: _____ | open: ____% | reply: ____% | calls: _____

LINKEDIN
--------
Posts published:                     _____ (Target: 12 — 3x/week for 4 weeks)
Total impressions:                   _____
Average impressions per post:        _____
Profile views:                       _____
New connections (ICP):               _____
DMs received from content:           _____
Best performing post type:           _____________________

WEBSITE
-------
Total visitors:                      _____
Visitors from cold email (UTM):      _____
Visitors from LinkedIn (UTM):        _____
Organic/direct visitors:             _____
Average time on site:                _____
Calendly bookings from website:      _____

PIPELINE
--------
Discovery calls booked:              _____ (Target: 8-15)
Discovery calls completed:           _____
Proposals sent:                      _____ (Target: 5-10)
Deals closed:                        _____ (Target: 1-3)
Revenue closed:                      $_____ (Target: $5K-$30K)
Average deal size:                   $_____
Pipeline value (open proposals):     $_____

SOCIAL PROOF
------------
Case studies on website:             _____ (Target: 2-3)
Testimonials collected:              _____ (Target: 1-2)
Video testimonials:                  _____ (Target: 1)

COST
----
Instantly subscription:              $_____/month
Sending domains:                     $_____/year (÷12 for monthly)
Google Workspace:                    $_____/month
Lead sourcing tools:                 $_____/month
Total monthly cost:                  $_____ (Target: $100-200)
Cost per discovery call:             $_____
Cost per closed deal:                $_____

WINNING PLAYBOOK
----------------
Best segment:                        [ ] Construction  [ ] Prof Services  [ ] Automotive  [ ] Real Estate
Best email hook:                     _____________________
Best subject line:                   _____________________
Best LinkedIn content type:          [ ] Build Log  [ ] Pain Point  [ ] Comparison
Most common objection on calls:      _____________________

3.6 Month 2 Decision Framework

Based on your Month 1 scorecard, choose one path:

Path A: Scale Aggressively

Criteria: Reply rate >5% in at least 1 segment AND 2+ deals closed AND pipeline value >$30K

• Scale winning segment to 2,000+ new leads
• Launch all 4 segments at full volume (30-40/day per account)
• Add 2-3 more sending domains to increase total daily volume
• Increase LinkedIn to 5x/week posting
• Hire a VA for lead list building and email monitoring
• Invest in Sales Navigator for better targeting
• Consider adding a 4th email to the sequence (value-add content between Email 2 and the breakup)
• Begin exploring paid channels (Google Ads for "custom software [industry]" searches)
• Budget increase: $300-500/month (additional tools + VA hours)

Path B: Optimize & Hold

Criteria: Reply rate 3-5% AND 1 deal closed AND pipeline value $10K-$30K

• Keep sending volume at current levels
• Focus on improving email copy (test new hooks, new case studies in the body)
• Add 500 new leads to winning segment
• Launch 1 new segment (next best performer from small test)
• Improve discovery call conversion — refine the pitch and proposal template
• Add more case studies and testimonials to the website
• Focus on closing pipeline before generating more leads
• Maintain LinkedIn 3x/week cadence
• Budget: Stay at $100-200/month

Path C: Rebuild & Pivot

Criteria: Reply rate <3% across all segments AND/OR 0 deals closed AND/OR pipeline value <$10K

• Pause all cold email campaigns
• Diagnose the failure:
  • Low open rates (<30%) → Deliverability or subject line problem
  • High open, low reply (<2%) → Email copy or targeting problem
  • Good replies but no calls booked → CTA or scheduling friction
  • Calls booked but no deals → Pricing, pitch, or qualification problem
• Rewrite email sequences with fundamentally different angles
• Review lead list quality — are you reaching decision-makers?
• Consider pivoting target industries (test 2 new verticals)
• Test a completely different outbound approach:
  • LinkedIn-first outreach (content → warm DMs → calls)
  • Referral program with existing network
  • Partner channel (accountants, business coaches who serve your ICP)
• Reduce to 1 sending domain, lower volume, and test new copy for 2 weeks before scaling again
• Budget: Reduce to $50-100/month during rebuild

Key Principles — Read This Before You Start

1. Cold email is the primary channel. LinkedIn is the support channel. Leads come from outbound email. LinkedIn builds credibility and warms up prospects who Google you after receiving an email.

2. NEVER cold email from the primary domain. stackfast.com.au is for the website, Google Workspace, and legitimate business email only. All cold email goes through sending domains (stackfasthq.com, stackfastco.com, etc.). If a sending domain gets burned, your primary domain stays clean.

3. Warmup is non-negotiable. 2-3 weeks minimum before sending real emails. No exceptions. No "just a small test batch." Cold emailing from an unwarmed domain will get you blacklisted on Day 1 and waste every dollar you spent on domains and infrastructure.

4. 3-email sequence, 7 days total. Don't over-email. Three well-written emails with a clear breakup is enough. Adding more emails increases spam complaints without proportionally increasing replies.

5. Every reply gets a response within 2 hours during business hours. Cold email replies have an extremely short shelf life. A prospect who replies at 10am and doesn't hear back until 5pm has already moved on. Treat every reply like a warm inbound lead.

6. The website is a credibility check, not a lead gen machine. When a prospect receives your cold email, the first thing they do is Google you. The website needs to look professional, load fast, and have social proof. It does not need to generate inbound leads in Month 1.

7. Social proof is everything — build case studies from Day 1. Every past project, even from the Exponential AI Studio era, is a case study. Anonymize if needed. "Operations dashboard for a construction company — built in 6 days" is better than nothing.

8. Start with 2 industries, prove it works, then expand. Construction and Professional Services first. If those work, add Automotive and Real Estate. If those don't work, fix the fundamentals before adding more segments.

9. **Budget is minimal: ~$100-200/month.** This is a lean launch. Domains (~$50/year each x 5 = $250/year), Instantly (~$30-97/month), Google Workspace ($7-14/month per mailbox on sending domains — use the cheapest tier). Total ongoing cost should be under $200/month. Don't over-invest in tools before you've validated the outbound model.

10. Document everything. Log daily metrics, reply rates, subject line winners, call notes, and objections. Month 2 decisions depend on Month 1 data. The tracking spreadsheet is not optional.