# Worker Acquisition Execution Plan — Sydney Launch
*Susan | 26 Feb 2026 | STATUS: DRAFT — Needs Michael's approval*

---

## The Problem

We have 21+ contractor leads with outreach ready. Zero workers on the platform. Empty marketplace = dead on arrival. A contractor who signs up, posts a job, and gets zero matches will never come back.

**Target:** 20-30 workers signed up before first contractor outreach lands.

---

## STRATEGY OVERVIEW

| Channel | Cost | Speed | Volume | Michael Effort |
|---------|------|-------|--------|---------------|
| **1. Facebook Groups** | $0 | Fast (24-48h) | Medium | 15 min to post |
| **2. Gumtree Worker Ads** | $0 | Fast (24-48h) | Medium | 10 min to post |
| **3. Hostel Flyers** | ~$73 | 3-5 days | High | 1-2 hours (Sat trip) |
| **4. Backpacker Job Boards** | $0-50 | 24-48h | Medium | 10 min to post |
| **5. Referral Program** | $0 upfront | Slow (Week 2+) | Compounding | Builder to implement |
| **6. Construction Community** | $0 | Medium | Low-Med | 15 min |
| **7. WhatsApp/Telegram Groups** | $0 | Fast | Low-Med | 10 min |

**Recommended execution order:** Facebook + Gumtree first (free, fast), then hostels (Saturday), then referral program (Week 2).

---

## CHANNEL 1: FACEBOOK GROUPS (Deploy Day 1)

### Target Groups — Search & Join These

**Backpacker/WHV Groups (high worker density):**

| Group Name | Est. Size | Why Target |
|------------|-----------|------------|
| Backpacker Jobs in Australia | 100K+ | Largest AU backpacker job group. Construction posts get responses. |
| Working Holiday Australia 2026 | 50K+ | Current year cohort. Active job seekers. |
| Australia Backpackers 2025-2026 | 30K+ | Active, year-specific. WHV holders looking for work. |
| Jobs for Backpackers in Sydney | 20K+ | Sydney-specific. Exactly our geo. |
| Backpackers in Sydney | 15K+ | General but work posts are common. |
| Sydney Jobs for Backpackers & WHV | 10K+ | Targeted. Job-focused. |

**Construction-Specific Groups:**

| Group Name | Why Target |
|------------|------------|
| Construction Jobs Sydney | Workers actively seeking construction work |
| Sydney Labourers & Construction Workers | Direct access to our trade demographic |
| Formwork/Steelfixing Australia | Niche — exact trades we serve |
| Construction Workers Australia | National pool, filter to Sydney |

### Post Templates (Michael's Voice)

**Post A — General Backpacker Groups:**

```
🏗️ CONSTRUCTION WORKERS — SYDNEY

G'day legends. I'm Michael — steelfixer, 30 years in
construction. I built RateRight (rateright.com.au) for
tradies and workers like you.

If you've got a white card and want construction work
in Sydney — sign up free. We match you directly with
contractors. No agency taking a cut. You keep 100%
of your rate.

✅ Free for workers
✅ Keep every dollar you earn
✅ Build rated work history (follows you job to job)
✅ Get matched to jobs near you

Steelfixers, formworkers, concreters, labourers,
carpenters — all welcome.

👉 rateright.com.au

Any questions, call me direct: 0468 087 171

Cheers 🤙
```

**Post B — Construction Groups (more direct):**

```
🔩 STEELFIXERS / FORMWORKERS / CONCRETERS — SYDNEY

Sick of agencies pocketing $25/hr of your work?

RateRight connects you directly with contractors.
You set your rate. They pay you direct. No middleman.

Sign up free at rateright.com.au — takes 2 minutes.

Built by a steelfixer (me — 30 years on the tools).
Not another recruiter.

📞 0468 087 171
```

**Post C — WHV-specific angle:**

```
🇦🇺 WORKING HOLIDAY + CONSTRUCTION EXPERIENCE?

If you've got a white card and want to work on
construction sites in Sydney — RateRight is free for
workers.

Sign up → list your trades → contractors find YOU.
No agency fees. Keep 100% of your rate. Build a
verified work history that follows you.

Perfect for WHV holders wanting steady construction
work without giving 20% to an agency.

👉 rateright.com.au — free signup, 2 min

Michael | 0468 087 171
```

### Posting Rules
- **One post per group, max.** Don't spam — admins will ban.
- **Re-post only if group rules allow it** (usually 7-14 day gap minimum).
- **Respond to every comment/question** — builds trust.
- **Don't delete old posts** — they keep getting views.
- **Best posting times:** Sunday evening / Monday morning (workers planning their week).

---

## CHANNEL 2: GUMTREE ADS (Deploy Day 1)

### Where to Post
- **Category:** Jobs → Trades & Services → Construction
- **Subcategory:** Also cross-post in Jobs Wanted (workers browse here)
- **Location:** Sydney → All Sydney suburbs

### Gumtree Ad Template

**Title:** Free for Workers — Construction Jobs Sydney (No Agency Fees)

```
G'day,

RateRight is a new platform connecting construction workers
directly with Sydney contractors. Free for workers — you
keep 100% of your rate.

We're looking for:
• Steelfixers
• Formworkers
• Concreters
• Carpenters
• Labourers
• General construction workers

Requirements:
• White card (minimum)
• Available to work in Sydney
• Reliable and ready to work

What you get:
• Direct hire — no agency middleman
• Keep every dollar of your agreed rate
• Build verified ratings (better ratings = more work)
• Get matched to jobs near you

Sign up free at rateright.com.au — takes 2 minutes.

Questions? Call Michael on 0468 087 171.

This is NOT an agency. We're a platform that connects
you directly with contractors. Built by a steelfixer. 🤙
```

**Cost:** Free listing on Gumtree. Can boost for $5-15 if traction is good.

---

## CHANNEL 3: HOSTEL FLYERS (Deploy Saturday 1 Mar)

**Already drafted and Herald-reviewed.** Full package at:
`/home/ccuser/susan/drafts/hostel-direct-mail-package-2026-02-26.md`

**Status:** 5 of 7 Herald fixes applied. Waiting on 2 Builder items (UTM QR codes + post-hire comms fix).

**Quick summary:**
- 6 hostels targeted (4 Sydney, 2 Newcastle)
- A3 poster + 20x A5 flyers per hostel
- Hand-deliver Sydney Saturday, post Newcastle
- Budget: ~$73
- Expected: 5-10 signups week 1, 30-50 month 1

---

## CHANNEL 4: BACKPACKER JOB BOARDS (Deploy Day 1-2)

### Target Platforms

| Platform | URL | Cost | Notes |
|----------|-----|------|-------|
| **Backpacker Job Board** | backpackerjobboard.com.au | Free basic / $50 premium | 48K Facebook followers. Construction category exists. HLH Group already posts here. |
| **Backpacker Jobs Now** | backpackerjobsnow.com | Free | Newer platform. Less competition. "Australia's Official Backpacker Job Board." |
| **Travellers at Work** | travellersatwork.com.au | Free posting | Tax/super help for WHV workers. Good trust signals. |

### What to Post
Not a job ad — a **platform listing.** Something like:

**Title:** Construction Workers Wanted — Keep 100% of Your Rate (Sydney)

```
RateRight (rateright.com.au) is a free platform for
construction workers in Sydney.

Unlike agencies who take 20-40% of your rate, RateRight
connects you directly with contractors. You keep every
dollar.

Trades needed: steelfixers, formworkers, concreters,
labourers, carpenters.

Requirements: White card, available Sydney.

Sign up free — 2 minutes. Build your ratings and get
matched with contractors near you.

Contact: Michael — 0468 087 171
```

---

## CHANNEL 5: REFERRAL PROGRAM (Deploy Week 2)

### Concept: "Bring a Mate"

**Double-sided reward structure:**

| Who | Reward | When |
|-----|--------|------|
| **Referrer** (existing worker) | Priority matching for 30 days | After referred worker completes first job |
| **New worker** (referred) | Featured profile badge | On signup via referral link |

### Why Not Cash Incentives
- We charge $50 per hire. Cash referral bonuses eat into unit economics fast.
- Priority matching is free for us but genuinely valuable for workers.
- Featured badge costs nothing but signals credibility.

### Alternative: First 50 Workers Get "Founding Worker" Badge
- Creates urgency and exclusivity
- Badge displays on profile permanently
- Founding workers get priority in early matches
- **"Be one of RateRight's first 50 workers. Founding Worker badge = contractors see you first."**

### Implementation
- Builder needs to add referral link generation + badge system
- Flag to Rivet for Builder's queue
- Simple version: unique signup URL per worker (`rateright.com.au/join?ref=WORKER123`)

---

## CHANNEL 6: CONSTRUCTION COMMUNITY POSTS (Deploy Day 2-3)

### Reddit

| Subreddit | Approach |
|-----------|----------|
| r/sydney | "Built a platform for construction workers. Free for workers, $50 for contractors. Looking for feedback." — genuine, not salesy |
| r/AusFinance | "Construction hiring costs are insane. We're trying to fix it." — discussion angle |
| r/australia | Risky (gets downvoted if promotional). Only if genuine discussion angle. |

**Reddit Rules:**
- Don't be promotional. Ask for feedback, share the problem you're solving.
- One post per subreddit. Respond to every comment.
- Michael's tradie background is the hook — "steelfixer who built an app" is inherently interesting.

### LinkedIn (Michael's Profile)

**Post concept:**

```
I've spent 30 years as a steelfixer. I've seen agencies
charge contractors $25/hr markup — and workers get none of it.

So I built RateRight. $50 flat fee per hire. Workers keep
100% of their rate. Direct connection.

Now I need workers to sign up.

If you know any steelfixers, formworkers, concreters, or
labourers in Sydney looking for work — send them to
rateright.com.au. Free for workers.

#construction #Sydney #steelfixer #formwork
```

---

## CHANNEL 7: WHATSAPP / TELEGRAM GROUPS (Deploy Day 1)

### How Workers Actually Find Work
From research: backpackers use **WhatsApp groups** heavily. Often hostel-specific or nationality-specific.

### Strategy
- Ask hostel managers (when hand-delivering flyers): "Do your guests have a WhatsApp group for jobs?"
- If yes, ask to post or have them share RateRight
- Create a **RateRight Workers Sydney WhatsApp group** — invite link on flyers + Facebook posts
- This becomes a direct communication channel with workers

### WhatsApp Group Welcome Message

```
👋 Welcome to RateRight Workers — Sydney

This group is for construction workers using RateRight
to find work in Sydney.

🏗️ How it works:
1. Sign up free at rateright.com.au
2. List your trades
3. Get matched with contractors
4. You keep 100% of your rate

📢 We'll post new job matches here.
❓ Questions? Ask here or call Michael: 0468 087 171

No agencies. No middleman. Built by a tradie. 🤙
```

---

## EXECUTION TIMELINE

### Day 0 (Today — Wed 26 Feb): Prep
- ☐ Michael reviews and approves this plan
- ☐ Michael joins/requests to join Facebook groups (some have approval delays)

### Day 1 (Thu 27 Feb): Digital Blitz
- ☐ Post in 3-4 Facebook groups (stagger through the day)
- ☐ Post Gumtree ad (free)
- ☐ Post on 2 backpacker job boards
- ☐ Create RateRight Workers WhatsApp group

### Day 2 (Fri 28 Feb): Print Prep + More Posts
- ☐ Post in 2-3 more Facebook groups
- ☐ LinkedIn post (Michael's profile)
- ☐ Print hostel materials at Officeworks
- ☐ Assemble Newcastle mail packages

### Day 3 (Sat 1 Mar): Physical Deployment
- ☐ Hand-deliver Sydney hostels (Wake Up → YHA → Big Hostel → Nomads)
- ☐ Post Newcastle packages

### Day 4-7 (Sun-Wed): Monitor + Engage
- ☐ Respond to all Facebook comments/messages
- ☐ Monitor signups via CRM
- ☐ Follow up with hostel managers (email)
- ☐ Start contractor outreach once 15-20 workers have signed up

### Week 2: Optimise + Referral
- ☐ Boost best-performing Gumtree ad ($5-15)
- ☐ Re-post in Facebook groups (if allowed)
- ☐ Launch referral program (if Builder has implemented)
- ☐ Reddit post (r/sydney)

---

## SUCCESS METRICS

| Metric | Week 1 Target | Month 1 Target |
|--------|--------------|----------------|
| Worker signups | 15-25 | 50-100 |
| Workers with white card | 10-15 | 30-60 |
| Active trades listed | 3+ (steel, formwork, concrete) | 5+ |
| Facebook post reach | 2,000+ | 10,000+ |
| QR code scans (hostels) | 20-50 | 100+ |
| Referral signups | 0 (not launched yet) | 10-20 |

---

## ⚠️ BLOCKERS (Must Be Resolved First)

| Blocker | Owner | Status | Impact |
|---------|-------|--------|--------|
| Post-hire comms bug | Builder | Unknown | Workers can't contact contractors after match. Kills trust. |
| Worker signup flow working | Builder | Assumed working | If broken, all acquisition effort wasted. |
| PI insurance | Michael/Harper | Flagged | Harper flagged as pre-launch blocker. |

### Pre-Launch Check (Before ANY worker acquisition posts)
1. ✅ Have someone test the full worker signup flow (mobile + desktop)
2. ✅ Confirm a matched worker can contact the contractor
3. ✅ Confirm worker profile displays correctly with trade + location

**If the product isn't ready, don't recruit workers to it.** One bad experience in a Facebook group generates 10 negative comments warning others away. We get one shot at first impressions in these communities.

---

## COST SUMMARY

| Item | Cost |
|------|------|
| Facebook groups | $0 |
| Gumtree ads | $0 (boost later: $5-15) |
| Backpacker job boards | $0-50 |
| Hostel flyers | ~$73 |
| WhatsApp group | $0 |
| LinkedIn / Reddit | $0 |
| Referral program (priority matching) | $0 |
| **TOTAL** | **$73-138** |

---

*All posts are from Michael. Susan drafts, Michael posts. Every external communication needs approval first.*

*This plan gets workers onto the platform for under $150. If even 10% of Week 1 signups convert to hires, that's $100-125 in revenue against $73-138 in spend. CAC under $15/worker is well within Harper's $10/hire target.*