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Outreach & Setters

Working document: How do we get fastest traction?

The Goal

Awareness → Interest → Demo → USING

Fastest path to people actually using the product. Everything else is vanity.

Potential Models

Model A: Demo-First

Setter books demos, paid per result

How it works:

  • • Setter calls prospects
  • • Books demo with decision maker
  • • Sales runs the demo
  • • Setter paid per attended demo

Compensation idea:

  • • $50 per appointment booked
  • • $50 per attended demo
  • • $100-500 bonus on conversion

Argument for:

Aligns incentives with outcomes. Based on how other companies structure setter roles. Setter is motivated to book quality meetings.

Consideration:

Is $100 per demo too much for what might be an easy sell - just getting someone to have a look?

Model B: Self-Serve First

Setter enables access, demo is secondary

How it works:

  • • Setter identifies decision maker
  • • Gets their email
  • • Sets them up with login credentials
  • • "Take a look, I'll follow up"
  • • Demo booked as secondary action

Compensation idea:

  • • Hourly contractor rate?
  • • Per account activated?
  • • Hybrid?

Argument for:

Lower barrier to entry. Let the product do the selling. Demo becomes a qualified follow-up with someone who's already seen it.

Question:

Does this actually work? Will people log in and explore without hand-holding?

Questions We Need to Answer

1. What is the setter actually doing?

Option A: Booking demos

  • • Higher skill required
  • • Harder to scale
  • • Clear success metric

Option B: Enabling self-serve access

  • • Lower barrier
  • • Easier to scale
  • • Murkier success metric

2. What does the setter deliver?

Who is the decision maker?
What is their email?
Login credentials sent?
Demo booked?
Demo attended?

3. How do we pay them?

Hourly

$25-40/hr. Simple. Risk is on us.

Per Result

$X per demo/signup. Risk is on them.

Hybrid

Base + bonus. Shared risk.

4. What's the right CAC?

If demo → trial → paid takes ~2 months, what can we afford per lead?

Litebooks (~$1,160 ARR)

Target CAC: $100-200? (2-month payback)

BP2.0 (~$14K ARR)

Target CAC: $500-1000? (1-month payback)

What To Test First

Before hiring anyone, we should probably validate the model manually:

1

Can we even get people on the phone?

Test with 50 calls. What's the connect rate? What objections come up?

2

Does self-serve access work?

Set up 20 people with logins. How many actually explore? How many come back?

3

Does a demo convert better?

A/B test: self-serve vs. booked demo. Which path gets more trials/signups?

4

What does the script sound like?

Write it. Test it ourselves. Refine before handing to anyone else.

If We Decide to Hire

Model A: Per-Result Contractor

Pay for outcomes. They eat what they kill.

Pros: Zero risk hiring. Self-selects for performers.

Cons: Might attract wrong people. Hard to get quality if pay is too low.

Best for: When we know the model works and just need to scale.

Model B: Hourly Contractor

Pay for time. We direct the activity.

Pros: Easier to recruit. Can train them our way.

Cons: Risk is on us. Could pay for nothing.

Best for: When we're still figuring out the playbook.

SEEK Ad Draft (Hourly Model)

Draft - Adapt Based on Final Model For hourly contractor approach

Outreach Specialist - Part Time, Remote

Contract | 10-20 hrs/week | $30-40/hr

About the Role

We're looking for someone to help with outbound outreach for our B2B software products. You'll be reaching out to potential customers, identifying decision makers, and getting them set up to explore our platform.

What You'll Do

  • Call and email prospects from our target lists
  • Identify and qualify decision makers
  • Get their details and set them up with platform access
  • Book follow-up demos where appropriate
  • Log everything in our CRM

What We're Looking For

  • Comfortable on the phone
  • Organised and reliable
  • Good written communication
  • Self-directed - you don't need hand-holding
  • Based in NZ

Hours & Pay

  • 10-20 hours per week (flexible scheduling)
  • $30-40/hr depending on experience
  • Fully remote
  • Potential for performance bonuses

To Apply

Short email: why you'd be good at this, your availability, any relevant experience.

Decision Framework

Before committing to a model, answer these:

Have we tested the outreach script ourselves?

Don't outsource until we know what works

Do we know the conversion rates at each step?

Call → Connect → Interest → Demo → Trial → Paid

Do we have clean target lists?

Names, numbers, emails for the right people

Is the product ready for self-serve exploration?

Can someone log in and get value without a demo?

Have we agreed on what success looks like?

What metric matters? Demos? Signups? Revenue?