# 🚀 RateRight Launch Sequence Plan
*Prepared by Susan | 2026-02-21 | For Michael's evening window*

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## Executive Summary

**Question:** Contractor outreach, worker hostel campaign, or both simultaneously?
**Recommendation: Contractors first, workers 48 hours later. NOT simultaneous.**

Why: If workers sign up and there are no jobs posted, they churn. If contractors sign up and there aren't enough workers yet, we can use Wizard of Oz matching (manual behind the scenes) to fill the gap. **Supply follows demand in marketplace businesses — get the jobs posted first.**

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## Pre-Launch Blockers (Must Clear Before Go)

| # | Blocker | Owner | Status | Action |
|---|---------|-------|--------|--------|
| 1 | **PII/RLS fix** — open SELECT policies on production DB | Builder | ⛔ BLOCKED on Michael's auth | Michael to approve Builder tightening RLS policies |
| 2 | **Domain switch** — rivet.rateright.com.au → rateright.com.au | Builder + Sentinel | Pending | Needed before any external links go out |
| 3 | **NSW Digital Work Systems Bill** — are we in scope? | Harper | Under review | Need at least a preliminary "safe to launch" from Harper |

**Estimated clearance:** 24-48 hours if Michael authorises RLS fix tonight.

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## Phase 1: CONTRACTOR OUTREACH (Day 0 — Launch Day)

### Hour 0-2: Warm Pipeline Activation
**Target:** 8 leads already in some stage of engagement
- 2 hot leads (Ardi The Turk, Steve O'Donnell/LFCS — both 121h stale, re-warm first)
- 2 warm leads  
- 3 engaged leads
- 1 callback (Pawel Wolonciej/AWX Labour Hire — previously interested)

**Channel:** SMS first (fast, personal), email follow-up within 2 hours
**Message angle:** "G'day [Name], just letting you know RateRight is live. $50 flat per hire, workers keep everything. Have a look: rateright.com.au — worth 2 minutes? - Susan"

**Who sends:** Michael (I draft, he presses send — per safety rules)
**Success metric:** 3+ of 8 respond within 24 hours

### Hour 2-6: Top 20 Scored Outreach
**Target:** 20 highest-quality new leads from our 259 uncontacted pool
**Selection criteria:**
- Sydney-based (no Melbourne/VIC leads yet)
- Formwork, steelfixing, concrete (Michael's network — credibility)
- 5-50 employees (sweet spot)
- Contact details confirmed

**Pre-work needed:** Score and rank all 259 new leads. I'll batch this — top 50 scored by end of Day 0.

**Channel:** Personalised SMS (researched, not template-blasted)
**Who sends:** Michael approves batch of 20 drafts
**Success metric:** 5+ responses within 48 hours

### Hour 6-24: Follow-up Cadence Begins
- Non-responders from warm pipeline: 2nd touch (different angle — pain point focus)
- Responders: Qualify and guide to signup at rateright.com.au
- Log every interaction in Growth Engine

**Day 0 Target:** 28 contractors contacted, 8+ responses, 3+ signups

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## Phase 2: WORKER RECRUITMENT (Day 2-3 — 48 Hours After Contractor Push)

### Why the Delay?
- Need at least 2-3 contractor job posts live before recruiting workers
- Workers who sign up and see zero jobs = instant churn
- 48 hours gives contractors time to post their first job

### Channel Strategy
| Channel | Approach | Volume |
|---------|----------|--------|
| **Workers hostel campaign** | Physical flyers at hostels in inner Sydney (Surry Hills, CBD, Redfern, Newtown) | 5-10 hostels |
| **Gumtree ads** | "Looking for construction work in Sydney?" — free ads pointing to rateright.com.au | 3-5 ads across trades |
| **Word of mouth** | Michael's existing network — Irish tradies in Sydney | 5-10 direct messages |
| **Facebook groups** | "Tradies in Sydney", "Irish in Sydney", construction groups | Posts when Michael approves content |

### Worker Hostel Campaign — Specifics
**What:** Simple A4 flyers at backpacker/worker hostels
**Message:**
> 🏗️ **Looking for construction work in Sydney?**
> Steelfixers • Formworkers • Concreters • Labourers
> 
> Sign up free. Keep 100% of your pay. Get matched with jobs.
> **rateright.com.au** | No agency fees. No BS.

**Hostels to target (inner Sydney, construction worker density):**
1. Wake Up! Sydney Central
2. YHA Railway Square
3. Base Sydney
4. Bounce Sydney
5. Mad Monkey Backpackers (Broadway)

**Who does it:** Michael (physical placement) — or we design + print and he drops them off over a weekend
**Cost:** ~$20 for 100 colour A4 flyers at Officeworks
**Success metric:** 10+ worker signups in first week from hostel channel

### Digital Worker Campaign
**Herald** creates social content — LinkedIn posts about "$0 cost to workers" angle
**Susan** drafts Gumtree ads and Facebook group posts
**Michael** approves and posts

**Day 2-7 Target:** 15+ new worker registrations

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## Phase 3: ACCELERATION (Day 7-14)

### Contractor Pipeline Expansion
- Remaining 230+ leads contacted in batches of 20/day
- Sequence enrolled (with Michael's approval): 3-touch over 2 weeks
- Focus shifts from formwork/steel to broader trades (carpentry, electrical, plumbing)

### Worker Growth
- Hostel campaign expansion to Western Sydney hostels
- Gumtree ads refresh weekly
- Word-of-mouth referral program: "Know a tradie? Tell them about RateRight"

### First Match Push
- With 10+ contractors and 20+ workers, **actively facilitate the first match**
- Wizard of Oz: Susan identifies compatible pairs, flags to Michael
- First $50 hire is the proof point. Everything gets easier after that.

**Day 7-14 Target:** 10 contractor signups, 25 worker signups, 1-2 paid matches

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## Resource Allocation

| Agent | Launch Role | Time Commitment |
|-------|------------|-----------------|
| **Susan** | Lead scoring, outreach drafts, follow-ups, CRM management | Full-time for 2 weeks |
| **Michael** | Approve & send comms, hostel flyers, network outreach | 30-60 min/evening window |
| **Herald** | Social content, launch announcements | 2-3 posts/week |
| **Radar** | Monitor competitor response to our launch | Background |
| **Builder** | Fix any bugs users hit during onboarding | On-call |
| **Sentinel** | Uptime monitoring, performance alerts | Background |
| **Harper** | Legal review of outreach messages, NSW compliance | As needed |
| **Cog** | Data quality, duplicate management as leads flood in | Background |

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## Success Metrics

| Metric | Day 7 | Day 14 | Day 30 |
|--------|-------|--------|--------|
| Contractors contacted | 50 | 150 | 280 |
| Contractor signups | 5 | 10 | 25 |
| Worker registrations | 15 | 30 | 50 |
| Jobs posted | 3 | 8 | 20 |
| Paid hires ($50 each) | 0 | 1-2 | 5+ |
| Revenue | $0 | $50-100 | $250+ |

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## Risk Register

| Risk | Likelihood | Impact | Mitigation |
|------|-----------|--------|------------|
| Workers sign up, no jobs → churn | HIGH if simultaneous launch | HIGH | Stagger: contractors 48h before workers |
| Contractors sign up, no workers match | MEDIUM | MEDIUM | Wizard of Oz matching + hostel blitz |
| PII/RLS not fixed before launch | HIGH (needs Michael's auth) | CRITICAL | Escalate tonight — cannot launch with data exposure |
| NSW regulation compliance unclear | MEDIUM | HIGH | Get Harper's preliminary green light before outreach |
| Low SMS response rate (<10%) | MEDIUM | MEDIUM | Personalise every message, vary angles, follow up 3x |
| Michael's time bottleneck (all comms need approval) | HIGH | MEDIUM | Batch drafts for evening window. 20 at a time. |

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## Exact Trigger Sequence

When Michael says "Go":

1. **Hour 0:** Susan sends Michael 8 warm-pipeline SMS drafts for immediate approval
2. **Hour 0:** Builder confirms RLS fix deployed, domain switch live
3. **Hour 0-1:** Michael reviews + sends SMS batch to warm leads
4. **Hour 2:** Susan sends Top 20 scored lead SMS drafts
5. **Hour 2-4:** Michael reviews + sends in batches of 5
6. **Hour 6:** Susan begins follow-up cadence for non-responders
7. **Hour 24:** Herald publishes launch announcement on LinkedIn/socials
8. **Hour 48:** Susan delivers worker hostel flyer designs + Gumtree ad drafts
9. **Hour 48-72:** Michael prints flyers, places at hostels, posts Gumtree ads
10. **Day 7:** First pipeline review — adjust targeting based on response data
11. **Day 14:** Susan identifies first match candidates for Wizard of Oz facilitation

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## What I Need From Michael Tonight

1. ✅ **Authorise Builder to fix RLS policies** (PII launch blocker)
2. ✅ **Confirm domain switch timeline** (need rateright.com.au in all outreach)
3. ✅ **Approve "contractors first, workers 48h later" sequence** (or override)
4. ✅ **Green light to begin scoring 259 new leads** (I'll start immediately)

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*Pipeline's loaded. Product's ready. Builder's done the hard yards. Time to get RateRight its first dollar. 🤙*