SkyMirror Implementation: Week 3-4
Customer Acquisition Tracking & Investor Data Room
Overview
This document provides the detailed implementation plan for setting up customer acquisition tracking systems and preparing the investor data room during Weeks 3-4.
Week 3: Customer Acquisition Tracking
Day 1-2: CRM Setup (HubSpot)
HubSpot Configuration
1. Pipeline Stages
| Stage | Definition | Exit Criteria | Probability |
|---|---|---|---|
| Lead | New contact identified | Qualified as potential fit | 10% |
| Qualified | Meets ICP criteria | Discovery call scheduled | 20% |
| Discovery | Initial meeting completed | Pain confirmed, budget discussed | 30% |
| Demo | Product demonstration | Positive feedback, stakeholders identified | 50% |
| Proposal | Proposal/quote sent | Verbal commitment or negotiation | 70% |
| Negotiation | Terms being discussed | Agreement on terms | 85% |
| Closed Won | Contract signed | Payment received | 100% |
| Closed Lost | Deal lost | Reason documented | 0% |
2. Contact Properties (Custom)
| Property | Type | Purpose |
|---|---|---|
| Company Size | Number | ICP qualification |
| Industry | Dropdown | Segment analysis |
| Product Interest | Multi-select | CheckMet, Traquiva, Software, Academy |
| Lead Source | Dropdown | Attribution |
| Pain Points | Multi-select | Discovery insights |
| Budget Range | Dropdown | Qualification |
| Decision Timeline | Dropdown | Forecasting |
| Champion Name | Text | Relationship tracking |
| Competitor | Dropdown | Competitive intelligence |
3. Deal Properties (Custom)
| Property | Type | Purpose |
|---|---|---|
| Product | Dropdown | CheckMet, Traquiva, Software, Academy |
| Number of Users | Number | Sizing |
| Contract Length | Dropdown | 12/24/36 months |
| Discount % | Number | Margin tracking |
| Implementation Fee | Currency | One-time revenue |
| MRR | Currency | Recurring revenue |
| ARR | Currency | Annual value |
| Close Reason | Dropdown | Win/loss analysis |
| Competitor Lost To | Dropdown | Competitive tracking |
Day 3-4: Sales Analytics Dashboard
Key Metrics to Track
Funnel Metrics
| Metric | Definition | Target | Tracking |
|---|---|---|---|
| Leads Generated | New leads per month | 50+ | HubSpot |
| MQL Rate | Leads → MQL conversion | 40% | HubSpot |
| SQL Rate | MQL → SQL conversion | 50% | HubSpot |
| Demo Rate | SQL → Demo conversion | 60% | HubSpot |
| Win Rate | Demo → Closed Won | 25% | HubSpot |
| Sales Cycle | Avg days to close | <60 days | HubSpot |
Revenue Metrics
| Metric | Definition | Target | Tracking |
|---|---|---|---|
| New MRR | MRR from new customers | €5K+/mo | HubSpot + Billing |
| Expansion MRR | MRR from upsells | €1K+/mo | HubSpot + Billing |
| Churned MRR | MRR lost | <5% | Billing |
| Net New MRR | New + Expansion - Churn | Positive | Calculated |
| Average Deal Size | Total revenue / Deals | €15K | HubSpot |
Acquisition Metrics
| Metric | Definition | Target | Tracking |
|---|---|---|---|
| CAC | Total S&M spend / New customers | <€8K | Finance + HubSpot |
| CAC Payback | Months to recover CAC | <12 mo | Calculated |
| LTV:CAC | Customer LTV / CAC | Over 3:1 | Calculated |
| Marketing Qualified Leads | Leads meeting criteria | 20+/mo | HubSpot |
| Sales Qualified Leads | Leads accepted by sales | 10+/mo | HubSpot |
Dashboard Template
┌─────────────────────────────────────────────────────────────────────┐
│ SALES DASHBOARD - [MONTH] │
├─────────────────────────────────────────────────────────────────────┤
│ │
│ PIPELINE REVENUE EFFICIENCY │
│ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐│
│ │ Value: €450K │ │ MRR: €15.2K │ │ CAC: €7,500 ││
│ │ Deals: 12 │ │ ▲ +12% MoM │ │ Target: €8K ││
│ └──────────────┘ └──────────────┘ └──────────────┘│
│ │
│ FUNNEL THIS MONTH │
│ ┌─────────────────────────────────────────────────────────────────┐│
│ │ Leads: 45 → MQL: 18 → SQL: 9 → Demo: 5 → Proposal: 3 → Won: 1 ││
│ │ 40% 50% 56% 60% 33% ││
│ └─────────────────────────────────────────────────────────────────┘│
│ │
│ BY PRODUCT │
│ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐│
│ │ CheckMet │ │ Traquiva │ │ Software │ │ Academy ││
│ │ €250K pipe │ │ €80K pipe │ │ €100K pipe │ │ €20K pipe ││
│ │ 6 deals │ │ 2 deals │ │ 3 deals │ │ 1 deal ││
│ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘│
│ │
└─────────────────────────────────────────────────────────────────────┘
Day 5: Lead Source Tracking
Lead Source Categories
| Source | Channel | Tracking Method |
|---|---|---|
| Organic Search | Website | UTM + HubSpot |
| Paid Search | Google Ads | UTM + HubSpot |
| Organic + Ads | UTM + HubSpot | |
| Referral | Customer referral | Manual tag |
| Partner | Partner referral | Partner code |
| Event | Conference/webinar | Event code |
| Outbound | SDR prospecting | Manual tag |
| Content | Blog/whitepaper | UTM + HubSpot |
Attribution Model
First Touch Attribution:
- Credit goes to first marketing touchpoint
- Used for: Understanding awareness channels
Last Touch Attribution:
- Credit goes to last touchpoint before conversion
- Used for: Understanding conversion drivers
Multi-Touch Attribution (Future):
- Credit distributed across touchpoints
- Used for: Full funnel optimization
Week 4: Investor Data Room
Day 1-2: Data Room Structure
Data Room Organization
📁 SkyMirror Data Room
├── 📁 1. Company Overview
│ ├── Executive Summary.pdf
│ ├── Pitch Deck.pdf
│ ├── One-Pager.pdf
│ └── Company Timeline.pdf
│
├── 📁 2. Corporate Documents
│ ├── Articles of Association.pdf
│ ├── Shareholder Agreement.pdf
│ ├── Cap Table.xlsx
│ ├── Board Resolutions.pdf
│ └── Corporate Registration.pdf
│
├── 📁 3. Financial Information
│ ├── Historical Financials (2023-2024).xlsx
│ ├── Financial Projections (5-year).xlsx
│ ├── Monthly P&L.xlsx
│ ├── Cash Flow Statement.xlsx
│ ├── Unit Economics Model.xlsx
│ └── Burn Rate Analysis.xlsx
│
├── 📁 4. Product & Technology
│ ├── Product Overview - CheckMet.pdf
│ ├── Product Overview - Traquiva.pdf
│ ├── Technology Architecture.pdf
│ ├── Product Roadmap.pdf
│ ├── IP Portfolio Summary.pdf
│ └── Security & Compliance.pdf
│
├── 📁 5. Market & Competition
│ ├── Market Analysis.pdf
│ ├── Competitive Landscape.pdf
│ ├── TAM-SAM-SOM Analysis.pdf
│ └── Industry Reports/
│
├── 📁 6. Customers & Traction
│ ├── Customer List (Anonymized).pdf
│ ├── Case Studies/
│ ├── Customer Testimonials.pdf
│ ├── NPS Results.pdf
│ ├── Retention Metrics.pdf
│ └── Pipeline Summary.xlsx
│
├── 📁 7. Team
│ ├── Org Chart.pdf
│ ├── Founder Bios.pdf
│ ├── Key Hire Profiles.pdf
│ ├── Advisory Board.pdf
│ └── Hiring Plan.pdf
│
├── 📁 8. Legal
│ ├── Employment Agreements/
│ ├── IP Assignments/
│ ├── Customer Contracts (Samples)/
│ ├── Vendor Agreements/
│ ├── GDPR Compliance.pdf
│ └── Litigation Summary.pdf
│
└── 📁 9. Fundraising
├── Use of Funds.pdf
├── Funding History.pdf
├── Investor Updates/
└── Term Sheet (Draft).pdf
Day 3-4: Key Documents Preparation
Pitch Deck Outline (15 slides)
| Slide | Content |
|---|---|
| 1. Cover | SkyMirror logo, tagline, contact |
| 2. Problem | Workforce management pain points |
| 3. Solution | CheckMet, Traquiva, Software, Academy |
| 4. Product | Screenshots, key features |
| 5. Market | TAM/SAM/SOM, growth trends |
| 6. Business Model | Revenue streams, pricing |
| 7. Traction | Revenue, customers, growth |
| 8. Competition | Positioning, differentiation |
| 9. Go-to-Market | Sales strategy, channels |
| 10. Team | Founders, key hires, advisors |
| 11. Financials | Revenue projections, unit economics |
| 12. Roadmap | Product and business milestones |
| 13. Fundraise | Amount, use of funds |
| 14. Vision | Long-term vision, exit potential |
| 15. Ask | Clear ask, next steps |
Financial Model Requirements
| Section | Content |
|---|---|
| Revenue Model | By product (CheckMet, Traquiva, Software, Academy) |
| Customer Assumptions | New customers, churn, expansion |
| Pricing | By tier, by product |
| COGS | Hosting, support, delivery |
| Operating Expenses | By department |
| Headcount | By function, by quarter |
| Cash Flow | Monthly for 24 months |
| Scenarios | Base, upside, downside |
Cap Table Template
| Shareholder | Class | Notes |
|---|---|---|
| Lukman Ibrahim (CEO) | Common A | Founder, majority shareholder |
| Eric (CTO) | Common B | Co-founder |
| Dr. Loveday (COO) | Common B | Co-founder |
| Abdulwahab A (CFO) | Common B | Co-founder |
| Jerone Lebadie (CMO) | Common B | Co-founder |
| Employee Option Pool | Options | Reserved for team |
| Advisor Pool | Options | Reserved for advisors |
| Series A Investors | Preferred | Future round |
Note: Specific share counts and equity percentages are confidential and shared with investors under NDA only. Cap table details available in secure data room.
Day 5: Investor Targeting
Target Investor Profile
| Criteria | Ideal Investor |
|---|---|
| Stage | Seed / Series A |
| Check Size | €500K - €5M |
| Geography | Europe, with Hungary/CEE interest |
| Sector Focus | B2B SaaS, HR Tech, EdTech, AI |
| Value-Add | Enterprise sales, international expansion |
| Portfolio | Complementary, not competitive |
Target Investor List
| Investor | Type | Focus | Check Size | Status |
|---|---|---|---|---|
| [Investor 1] | VC | HR Tech | €1-5M | ⬜ Research |
| [Investor 2] | VC | B2B SaaS | €2-10M | ⬜ Research |
| [Investor 3] | Angel | EdTech | €100-500K | ⬜ Research |
| [Investor 4] | VC | CEE Focus | €1-3M | ⬜ Research |
| [Investor 5] | Corporate | HR | Strategic | ⬜ Research |
Outreach Tracking
| Investor | Contact | Intro Source | Status | Next Step | Notes |
|---|---|---|---|---|---|
| [Name] | [Email] | [Referrer] | ⬜ Cold | Research | |
| [Name] | [Email] | [Referrer] | ⬜ Warm Intro | Schedule call |
Deliverables Checklist
Week 3 Deliverables
- HubSpot CRM configured with custom properties
- Sales pipeline stages defined
- Lead source tracking implemented
- Sales dashboard created
- CAC tracking system operational
- Weekly sales report template
Week 4 Deliverables
- Data room structure created
- All corporate documents uploaded
- Financial model completed
- Pitch deck finalized
- Cap table documented
- Target investor list (20+ investors)
- Outreach templates prepared
Next Steps (Week 5-6)
After completing acquisition tracking and data room:
-
OKR Framework Deployment
- Finalize company OKRs
- Cascade to business units
- Set up tracking system
-
Operational Dashboards
- Executive dashboard
- Product dashboard
- Customer success dashboard
- Financial dashboard
- Team dashboard
Document Version: 1.0 Created: December 2024 Owner: CEO / CFO Status: Implementation Ready