FranDev Lead Engine Roadmap

Single-pane view of every workstream feeding leads to the closer · Updated weekly

Last Updated
May 9, 2026
North Star — 2030
150+ unit system by Dec 2030 · ~24 deals/yr by 2027 · Lead volume is the only bottleneck (close rate fixed at 30:1)
50-100
Total leads/mo target · Dec 2026 (25-50 qualified)
Active Workstreams
9
5 lead gen · 2 conversion · 2 infra
Shipped Last 14 Days
12
Pillars + state pages + FranServe form
Modeled Monthly Lift
+45-110
Leads/mo at full ramp (90+ days)
Days to Baby
~37
Jun 15 induction · ~25% productivity dip x 2 weeks · no full handoff

Annual Horizon Quarterly Bets · 2026

High-altitude view. Each bet is a theme — milestones below decompose them into shippable work.

Q2 · Apr-Jun · Current
SEO Foundation + Broker Activation
Build the engine. Validate state-page pattern. Get into broker pipelines.
  • 3 pillar pages live + indexed
  • 5 state pages live (FL, MN, WI, TX, NC)
  • FranServe activated (form + Brand Bytes)
  • Google Ads pilot launched (MN+WI)
  • Clarity baseline + 2 CRO fixes shipped
  • Decline diagnosis complete
Q3 · Jul-Sep
YASL Refresh + PR + Network Activation
Earn comeback narrative. Activate owned-audience lead channels (customers + franchisees).
  • YASL brand refresh shipped (logo + identity)
  • PR wire press release distribution
  • FBR re-engagement + editorial pitches
  • 2nd broker network active (FranNet or IFPG)
  • 5 more state pages (CO, PA, IL, IA, SC)
  • Locations Hub launch (with colleague's build)
  • Christi & Alayna brand-face content calendar
  • Existing-customer franchise pitch launched (Initiative A)
  • Franchisee referral program launched (Initiative B)
Q4 · Oct-Dec
Harvest + 2027 Prep
Reap compounding SEO. Scale Google Ads. Prep next-year sprint.
  • Discovery articles (3-5 SEO posts/mo)
  • Google Ads scaled to 6+ states
  • Retail SEO secondary workstream begins
  • Katie fully self-sufficient (Lead Engagement)
  • 2027 SEO sprint plan drafted
  • FBR50 application (post-YASL momentum)
Q1 2027 · Jan-Mar
Scale What Works
Double down on whichever channel produced the most qualified pipeline.
  • Top-performing channel 2x budget
  • Multi-state expansion (10+ state pages)
  • 3rd broker network if ROI justifies
  • Discovery Day events resumed (FL, MN)
  • Lead Engagement Tab v3 (Katie scorecard)

This Week May 9 - May 15 · Active Focus

Max 7 things in flight. If it's not on this list, it's queued or deferred.

1
Ship MN + WI state pages live to Shopify Both HTML files ready in workspace · 10-15 min per page
Today (Sat)
In Progress
2
Email FranServe assets to Leah Logo + FDD + 2-Min Drill Word doc + Training description
By Sun May 10
Queued
3
Capture franchise site live date + decline diagnosis kickoff Pull /pages/franchise created date · Set t=0 anchor for SEO baseline math
Mon May 11
Queued
4
Draft FL state landing page (#1 priority growth state) Highest-volume target market · Apricot Lane has presence
Wed May 13
Queued
5
Record FranServe Brand Bytes webinar 10-15 min · feeds broker network deal flow · part of FranServe activation
Thu May 14
Queued
6
Round 2 outreach (5 emails) Continue PR outreach list · skip FBR until YASL · build relationships now
Throughout week
In Progress
7
Clarity weekly review 7-day session metadata · pull friction patterns · log to cro-log.md
Mon May 11 EOD
Queued

Current Month May 2026 Milestones

Backwards-mapped from Q2 quarterly bets. Track = Lead Gen / Conversion / Infrastructure.

May 7
LEAD GEN
3 Pillar pages live + internal links + GSC submitted
Shipped
May 8
LEAD GEN
FranServe Partnership Questionnaire submitted
Shipped
May 8
LEAD GEN
MN + WI state landing pages built (Shopify-ready)
Shipped
May 9
LEAD GEN
MN + WI state pages live on Shopify
In Progress
May 10
LEAD GEN
FranServe assets emailed to Leah
Queued
May 13
LEAD GEN
FL state landing page drafted + Shopify-ready
Queued
May 14
LEAD GEN
FranServe Brand Bytes webinar recorded
Queued
May 15
INFRA
Decline diagnosis complete · t=0 anchor logged
Queued
May 18
CONVERSION
Conversion workstream kickoff · Clarity → fix shortlist
Queued
May 20
LEAD GEN
FL state page live · Google Ads pilot launched (MN+WI)
Queued
May 22
LEAD GEN
Broker strategy memo · pick 2nd network (FranNet vs IFPG vs FBA)
Queued
May 26
CONVERSION
CRO fix shortlist shipped (top 2 from Clarity)
Queued
May 28
LEAD GEN
2 SEO blog posts shipped (cluster around pillars)
Queued
May 30
LEAD GEN
2nd broker network applied to · Tier-2 state page (TX or NC) drafted
Queued
May 31
CONVERSION
Monthly Clarity synthesis · 3-strikes review · next month's fix decided
Queued
May 31
LEAD GEN
Initiative A scoped · pull customer DB segment (high-LTV, priority states, demographic match)
Queued
Jun 12
INFRA
PATERNITY CUSHION — all in-flight work in shippable state · induction Jun 15 · ~25% dip 2wks · no full handoff
Critical
Jun 15
LEAD GEN
Initiative A — email campaign drafted · landing page UTM built · soft test to 100 customers
Queued
Jun 20
LEAD GEN
Initiative B — referral program structure designed · legal review (FDD impact) initiated
Queued
Jul 1
LEAD GEN
Initiative A full launch (all priority-state customers) · Initiative B announced to 55+ owners
Queued

Lead-Volume Model Honest Ranges · Range = uncertainty band, not target

Each project tagged: Type · Time-to-Impact · Expected Lift (range). Conservative ranges. Will be wrong project-by-project, directionally right in aggregate.

Project Type Time-to-Impact Expected Monthly Lift Status
/pages/franchise SEO compounding Lead Gen 60-90 days +10 to +30 leads/mo
Title/meta + schema + internal links shipped. Compounds 60-90 days post-rewrite.
 Live
3 Pillar pages (Clothing / Retail / Boutique) Lead Gen 60-90 days +5 to +15 leads/mo
Topical authority hub. Lifts /pages/franchise too via internal linking.
 Live
10 State landing pages (FL/NC/SC/TX/CO/MN/WI/IL/PA/IA) Lead Gen 60-90 days +15 to +40 leads/mo
+1.5-4 per state at 90 days. FL likely 2x average. MN/WI live, FL next.
 2 of 10 Live
Google Ads pilot (MN+WI, then scale) Lead Gen Immediate +5 to +20 leads/mo
Pilot budget ~$1.5-3K/mo. Scales linearly with spend until CPL ceiling hits.
 Launching May 20
FranServe broker network Lead Gen 30-60 days +2 to +8 leads/mo
Deal flow ramps after Brand Bytes webinar. Ramps further at 90 days as consultants warm up.
 Form Submitted
2nd broker network (FranNet/IFPG/FBA) Lead Gen 30-60 days +2 to +8 leads/mo
Strategy memo May 22. Likely FranNet (largest network) — but IFPG digital-first may fit better.
 Queued
SEO blog posts (cluster content, 3-5/quarter) Lead Gen 90+ days +3 to +10 leads/mo
Long-tail capture (cost questions, comparison queries). Compounds late 2026 / Q1 2027.
 2 Shipped
YASL brand refresh + PR launch Lead Gen 90+ days +3 to +12 leads/mo
Burst on launch (1-2 mo of earned media spike), then decay to baseline lift. Q3 launch.
 Q3 Anchor
Existing-customer franchise pitch (Initiative A) Lead Gen 30-60 days +2 to +8 leads/mo
Targeted email to high-LTV customers in priority states. Quality is unusually high (50-70% qualification rate vs typical 30-50%) — they already love the brand.
 Q3 Launch
Franchisee referral program (Initiative B) Lead Gen 60-90 days +1 to +4 leads/mo
$1K-$2K bounty per signed deal. Small volume, very high quality (already-vetted via existing owner). Network effect compounds in 2027+.
 Q3 Launch
CRO fixes from Clarity (monthly cadence) Conversion Immediate +5-15% form completion rate
Per-fix lift small (2-5%). Stacks across 6-8 fixes/yr. Multiplies all lead gen channels.
 2 Shipped
FranConnect email/SMS workflow improvements Conversion 30-60 days +5-10% qualified rate
Better deliverability + cleaner footer + better content = more leads engage past Stage 1.
 Direct-to-live mode
Locations Hub launch (colleague's build) Conversion 30-60 days +3-7% on retail traffic intent
Improves customer UX. Spillover to franchise lead capture via cross-link CTAs.
 Colleague Building
Christi & Alayna brand-face content Conversion 30-60 days +10-25% form trust signal
Live owner social proof on franchise pages = higher form completion + more qualified leads.
 Post-YASL
Decline diagnosis Infra Immediate Triage signal
Identifies highest-ROI fixes. No direct lead lift — directs other workstreams.
 Mon May 11
17 domain redirects (preserve old SEO juice) Infra 30-60 days Defensive · +0-5 leads/mo
Recovers stranded backlinks. Mostly defensive — prevents further leak.
 Queued
Katie ramp + Lead Engagement Tab Infra 30-60 days Capacity · 2x lead handling
Frees Clay's time for closing + strategy. Critical pre-baby. Multiplies effective close throughput.
 In Progress
Aggregate modeled lift at 90+ days (lead-gen channels only) +45 to +110 leads/mo · total volume over current ~10/mo baseline → 55-120/mo total · 25-50/mo qualified by Dec 2026
Lead Gen Drives volume into the funnel
Conversion Improves rate of leads → qualified → close
Infra Enables other work · no direct lift

Recently Shipped Last 14 Days · Measured Impact

What landed. Lead-volume impact captured where measured. Reset tracking when Position Tracking has 30 days of data.

May 8
FranServe Partnership Questionnaire submitted
Enters MB into FranServe consultant pipeline. Lift modeled 30-60 days.
May 8
MN + WI state landing pages built
Shopify-ready HTML files in workspace. Deploy May 9.
May 7
3 Pillar pages live + GSC submitted
Topical authority hub. Internal links from /pages/franchise live.
May 7
10,002 image alt-text fix via TinySEO
Major Site Audit issue cleared. Better image SEO + accessibility.
May 6
Microsoft Clarity installed on franchise pages
Conversion workstream measurement infrastructure live.
May 5
CRO fixes #1 + #3 shipped to /pages/franchise
Hero CTA + form layout. Measuring via Clarity + GSC.
May 5
Calendly CTA on franchise hero + form
Reduces friction to booking. Tracking via Calendly events.
May 4
Title + meta rewrites (3 franchise pages)
Compounds in 60-90 days as Google re-indexes.
May 3
Schema markup verified + internal linking improved
Foundation work. Multiplies all SEO lift downstream.
Apr 27-28
FC Stage 1 Intake email + SMS shipped
Lead-engagement quality lift. Reduces drop-off pre-Discovery.

Operating Notes — Read Before Updating

  • Update cadence: Weekly on Mondays after Clarity review. Move "This Week" forward, mark milestones, update Recently Shipped.
  • "This Week" max = 7 items. If something else demands attention, push a current item back to queue or delete it. The cap forces triage.
  • Lead-volume ranges are uncertainty bands, not targets. Don't sharpen them into numbers — that creates false precision and bad decisions.
  • Tag every project at creation: Lead Gen / Conversion / Infrastructure. Forces ROI thinking before work starts.
  • Aggregate modeled lift will be wrong project-by-project. If aggregate is directionally right by 90 days, model is calibrated. If aggregate is way off, recalibrate the ranges.
  • Pre-baby handoff: By June 5, this doc should be readable by Katie + Corey without Clay context. Everything in flight = on this page.
  • Initiatives A + B added 5/9/26: Owned-audience lead channels (existing customers + existing franchisees). De-risk SEO + broker timing. No other apparel franchise runs these — quiet competitive advantage.
  • December target math: 55-120 total leads/mo · 25-50 qualified · base case ~70 total / 30 qualified. Maps to ~12 deals/yr at 30:1 close rate (2x current pace).