Internal Operations Manual
The Complete
Agency OS
End-to-end operational blueprint for lead generation, outreach, conversion, and scaling. Australia-first, beauty niche, solo founder edition.
01
Master Agency Ecosystem
How every system connects — from cold lead to retained client
PHASE 1
Lead Gen
PHASE 2
Verify
PHASE 3
Outreach
PHASE 4
Demo
PHASE 5
Close
PHASE 6
Deliver
PHASE 7
Retain
Lead Generation Engine
Identifying businesses with high pain and low digital presence
- Google Maps research by suburb
- AI-assisted spreadsheet building
- Instagram/Facebook discovery
- Pain point detection (no website, broken site)
Verification System
Confirming leads are real, reachable, and worth contacting
- Google Maps cross-check
- Mobile number discovery
- Social media validation
- Email verification (NeverBounce)
Multi-Channel Outreach
Instagram DM → Email → Facebook → WhatsApp (after mobile found)
- Instagram DM (primary for AU)
- Cold email (Brevo)
- Facebook Messenger
- WhatsApp (verified mobiles only)
Demo & Conversion
Visual proof that converts interested leads into paying clients
- Hosted demos at demo.pravahatechnologies.com
- Category-specific demos (salon, barber, clinic)
- Click tracking via Dub.co
- Discovery call via Calendly
Client Delivery
Website, SEO, social — delivered on scope and on time
- Onboarding questionnaire
- Design → Review → Launch
- 2-week delivery target (websites)
- Monthly retainer setup
Retention & Scaling
Turning one-time clients into long-term retainer revenue
- Monthly SEO + social retainers
- Case study creation from each client
- Referral ask at 30 and 90 days
- Upsell automation, additional services
Core principle: Every system feeds the next. A great lead database enables better outreach. Better outreach produces more demos. More demos = faster case studies. Case studies make everything downstream easier.
02
Lead Acquisition Workflow
From raw idea to CRM-ready, outreach-ready lead
SOP — Finding & Qualifying a Lead
- Open Google Maps. Search: "beauty salon [suburb] Australia" (rotate through categories + suburbs)
- Open each result. Check: does it have a website? Is the website working? Any Instagram link?
- If no website OR broken/outdated website → qualify as a lead
- Record: Business Name, suburb, state, Google rating, review count, any visible social links
- Search Instagram/Facebook for the business name → note if account exists + follower count + last post date
- Assign Priority Tier: A (score 10) = no website + no social / B (9) = no website + inactive social / C (8) = broken website or weak social
- Determine Best Channel: Instagram DM if IG exists → Facebook if FB exists → Email if email visible → Phone (landline call to get mobile)
- Enter into CRM spreadsheet
Priority Scoring Logic
Tier A — Contact Today
- No website AND no social media
- High Google rating (4.0+) with 10+ reviews
- Premium category (cosmetic clinic, spa)
- High-footfall suburb (Surry Hills, Fitzroy, etc.)
- Running paid ads with weak landing page
Tier B — Contact This Week
- No website but has social presence
- Has a broken or non-loading website
- Active business, inactive Instagram
- Mid-value category (hair salon, makeup studio)
- Visible on Google Maps but no online booking
Tier C — Contact When Ready
- Has a website but it's outdated/slow
- Weak social — posts occasionally
- Low-value category (nail salon, waxing)
- Low review count, unknown reputation
Skip / Deprioritise
- Has a modern, fast, well-designed website
- Active on all platforms, consistent content
- Large chain or franchise (long decision cycle)
- No verifiable online presence at all (unverifiable)
High-Intent Signals
| Signal | What it Means | How to Use It |
|---|---|---|
| Running Instagram/Facebook ads | Has budget, believes in digital, but execution is weak | Lead with: "You're already spending on ads — a better landing page would multiply that spend" |
| 4.5★ rating, 50+ reviews, no website | Strong offline reputation, untapped online potential | Lead with: "Your reputation is excellent — your online presence doesn't match it yet" |
| Instagram bio says "DM to book" | No booking system — losing leads constantly | Lead with: "You're managing bookings manually — an automated system saves hours per week" |
| Last website update 5+ years ago | Owner knows it's bad but hasn't prioritised | Lead with: "Your website hasn't kept up with how good your business has become" |
| Competitors in same suburb have websites | They're losing market share they don't know about | Lead with: "Most [category] businesses in [suburb] now rank on Google — [Business Name] doesn't appear yet" |
03
Outreach Workflows
Channel-specific sequences, timing, and message logic
Instagram DM (Primary Channel — AU)
DAY 0
Follow + like 2 posts
DAY 1-2
Leave 1 genuine comment
DAY 3
Send first DM
DAY 7
Follow-up DM (if no reply)
DAY 21+
Re-engage (new angle)
Instagram DM Rules
- Max 20–30 DMs/day from a new account. Exceeding this triggers restrictions.
- Never include a link in the first DM. Instagram may shadow-block messages with links to non-followers.
- Warm up first: Follow → like 2 posts → comment → DM. Each step increases delivery rate.
- One follow-up only. Two follow-up DMs looks desperate on Instagram. Move non-responders to email or Facebook.
- End every DM with a question. Questions get replied to. Statements get ignored.
- Share demo link only after they show interest. Ask permission: "Want me to send a quick demo?"
Australian DM note: Australian beauty business owners check Instagram DMs but are quick to ignore anything that reads like a mass message. One specific observation about their business beats three generic compliments every time.
Email Outreach (Brevo)
DAY 1
Cold email (pain-led)
DAY 5
Follow-up (competitive framing)
DAY 10
Value email (3 tips)
DAY 25+
Re-engage (new result)
| Subject formula | Core angle | CTA | |
|---|---|---|---|
| Email 1 | [Business] — you're missing online bookings | Name specific pain (no website = invisible on Google) | 10-min chat? |
| Email 2 | Re: [Business] — quick follow-up | Competitors in their suburb are ranking | Want a free audit? |
| Email 3 | 3 things beauty businesses in [City] are doing | Teach first, sell second | Free audit for [Business]? |
| Re-engage | New result from a [salon type] we worked with | Social proof — specific result | Worth 5 min? |
Email Setup Requirements (Do Once)
- Buy domain (already have pravahatechnologies.com). Create outreach@pravahatechnologies.com
- Set up Brevo (free — 300 emails/day). Connect custom domain.
- Configure SPF, DKIM, DMARC DNS records (Brevo guides you step by step)
- Warm up for 3 weeks: Week 1 = 10/day. Week 2 = 30/day. Week 3 = 60/day. Week 4+ = up to 150/day
- Verify all emails with NeverBounce or ZeroBounce before sending
- Use Dub.co to create tracked short links for all demo URLs
WhatsApp Outreach (After Mobile Found)
Key context: All 131 leads in the AU database have landlines, not WhatsApp-compatible mobiles. Find mobile numbers via: Google Maps listing, Instagram bio, Facebook page, or call the landline and ask. WhatsApp in Australia is personal/casual — not the primary business channel like it is in India or UAE.
WhatsApp Anti-Ban Rules
- Daily limits: Week 1 = max 20/day. Week 2 = max 35/day. Week 3+ = max 50–60/day
- Message variation: Change at least 3 words between every 5 messages. WhatsApp detects copy-paste patterns.
- No links in first message. Send a 20–30 sec screen recording of your demo instead — video gets more engagement and avoids spam detection.
- Set up WhatsApp Business profile with agency name, logo, website, and bio before starting.
- Do not use bulk-sending tools (WA Blaster, etc.) — instant ban risk.
- Maximum 3 follow-ups total per lead, then move to dormant.
Landline Call (Channel-Switching Script)
Goal: Get mobile/WhatsApp number or email — NOT to sell on the call
- Call: "Hi, is the owner or manager around?"
- When connected: "Hi [Name], I'm Kartik from Pravaha Technologies — I help beauty businesses in Australia get more clients online."
- "I have something specific for [Business Name] I'd love to share. Would it be easier if I sent it over WhatsApp or email?"
- Get their contact. Say: "Perfect — I'll send it across now. You can check it when you have 30 seconds."
- Hang up. Send message within 5 minutes while they remember the call.
04
Demo & Infrastructure System
Hosting, links, tracking, and pricing architecture
Demo Hosting Stack
- Platform: Cloudflare Pages (free, global CDN)
- Subdomain: demo.pravahatechnologies.com
- Deploy from: GitHub (push → live in 30s)
- HTTPS: Auto-configured
Demo URL Structure
- demo.pravahatechnologies.com/au-salon
- demo.pravahatechnologies.com/au-barber
- demo.pravahatechnologies.com/au-clinic
- demo.pravahatechnologies.com/au-spa
Link Tracking (Dub.co)
- Create unique short link per lead
- Track who clicked + when
- 2+ clicks = warm follow-up trigger
- Free tier sufficient at this stage
Which demo link should I send?
IF business type = Barber / Hair Salon
→ /au-barber demoModern masculine aesthetic, haircut booking flow
IF business type = Cosmetic Clinic / Skin Care
→ /au-clinic demoPremium, clinical aesthetic, treatment booking
IF business type = Beauty Salon / Makeup / Lash
→ /au-salon demoWarm, feminine, service menu layout
IF business type = Spa / Wellness
→ /au-spa demoCalming aesthetic, retreat-style layout
Pricing Strategy (Australia)
Do not list full pricing publicly. Use "Starting from AUD $1,200" on the website with a "Book a Free Audit" CTA. Reveal full pricing only after a discovery call where you understand scope and have built rapport.
| Package | Price Range (AUD) | What's Included | Target Client |
|---|---|---|---|
| Starter | $1,200 – $1,800 | 5-page website + basic SEO setup + Google Business profile | Small salon, no website |
| Growth | $2,500 – $3,500 | Website + 3-month SEO + social media management (12 posts) | Established salon ready to grow |
| Premium | $4,500 – $6,000 | Full digital presence + automation + booking integration | Cosmetic clinic, spa |
| Monthly Retainer | $400 – $800/month | SEO maintenance + social content + monthly reporting | Any existing client |
Screen Recording vs Link — When to Use Each
- First WhatsApp message to cold lead: Send 20–30 sec screen recording (open demo, scroll slowly). No link. Video plays auto, gets more views.
- After they reply with interest: Send the actual Dub.co tracked link — "Here's the full demo: [link]"
- In cold emails: Always use the clickable link. Email clients handle links cleanly. Attachments = spam folder.
- In Instagram DM: Only share link after they say "yes" to seeing it. First contact never includes a link.
05
CRM & Pipeline Workflow
How leads move through stages and what actions trigger each transition
STAGE 1
New
STAGE 2
Follow-up 1
STAGE 3
Follow-up 2
STAGE 4
Interested
STAGE 5
Demo Sent
STAGE 6
Meeting
STAGE 7
Proposal
STAGE 8
Closed
| Stage | What triggered it | What to do now | Next trigger | Time limit |
|---|---|---|---|---|
| New | Lead added to CRM | Assign best channel, write personalization note, set outreach date | First message sent | Contact within 48h for Tier A |
| Follow-up 1 | First message sent, no reply in 4–5 days | Send different-angle follow-up (not a repeat) | Reply received or F2 timer | Day 4–5 after first contact |
| Follow-up 2 | F1 sent, no reply in 5–7 more days | Value-led message — lead with a tip, not a pitch | Reply or Dormant | Day 10–12 total |
| Interested | Any reply expressing curiosity or asking a question | Respond within 2 hours. Ask permission to send demo. | Demo sent | Respond same day — speed wins |
| Demo Sent | Shared demo link | Follow up 2 days later if no response: "What did you think?" | Reply, meeting request, or silence | 2-day follow-up |
| Meeting | They agreed to a call | Send Calendly link. Prepare discovery questions. Show relevant demo live. | Proposal sent | Book within 48h of agreement |
| Proposal | Discovery call completed | Send proposal within 24h. Include: scope, price, timeline, expected ROI. | Yes/No/Negotiation | Follow up if no reply in 3 days |
| Dormant | No reply after 3 follow-ups OR lost deal | Move to re-engagement list. Contact in 3–4 weeks with a result story. | Re-engage campaign | Re-engage monthly |
Metrics That Actually Matter
Leading Indicators
These tell you if you're doing the work
- Messages sent per day
- New leads added per week
- Response rate (target: 8–15% for IG cold DM)
- Demo link clicks
Lagging Indicators
These tell you if the work is working
- Interested leads per week
- Meetings booked per month
- Proposals sent per month
- Deals closed + revenue
Vanity Metrics (Ignore)
These feel good but don't drive revenue
- Total leads in database
- Email open rate in isolation
- Follower count on agency Instagram
- Number of messages sent (without replies)
06
Daily Execution System
The solo founder daily operating rhythm — consistent, sustainable, scalable
Morning Block 9:00 AM – 11:30 AM
9:00–9:30
CRM review Check yesterday's responses. Update lead statuses. Set follow-up due dates.
9:30–10:30
New lead research Google Maps: 8–10 new leads. Verify channel. Add to CRM with personalization note.
10:30–11:30
Email outreach batch Send 30–50 cold emails via Brevo. Use Today's Outreach sheet. Log each send.
Midday Block 2:00 PM – 4:00 PM
2:00–3:00
Instagram/Facebook DMs Send 15–20 DMs. Only Tier A and B leads. Personalize each one.
3:00–4:00
Follow-ups Check "Follow-up Due" column. Send follow-ups for all overdue leads. Update stage.
Response Block Immediate — Throughout Day
Ongoing
Reply to all inbound Target: respond within 2 hours of any reply. This is the highest-leverage action you can take.
4:00–4:30
End of day CRM update Log all activity in Today's Outreach sheet. Update statuses. Set next-day follow-up alerts.
Daily Targets (Solo Founder)
| Activity | Daily Target | Weekly Total | Notes |
|---|---|---|---|
| New leads researched | 8–10 | 40–50 | Google Maps + verify contact channel |
| Emails sent | 30–50 | 150–250 | Via Brevo. After domain warmed (3 weeks). |
| Instagram/FB DMs | 15–20 | 75–100 | New account limit. Increase after 30 days. |
| Follow-ups sent | 5–10 | 25–50 | From overdue column in CRM |
| Inbound replies handled | All same day | — | Speed is your biggest advantage |
| CRM updated | End of each day | — | Non-negotiable. Stale CRM = lost deals |
Weekly rhythm: Monday = lead research + pipeline review. Tue–Thu = outreach heavy days. Friday = follow-ups only + weekly metrics review. Weekend = no outreach. Rest is part of the system.
07
Australia Market Strategy
Communication psychology, channel preferences, and niche prioritisation
What Works in AU
- Direct, casual tone ("Hey" not "Dear")
- First names immediately
- Specific local references (suburb, city)
- Honesty about being a small agency
- Short messages on IG — 3–4 lines max
- Free audit as a first-offer CTA
What Fails in AU
- Corporate sales language
- Long opening emails (wall of text)
- Claiming to be a big agency
- Asking for a call in the first message
- Generic compliments with no specifics
- Sending links before building any rapport
Trust Builders
- Mentioning specific suburb/city
- Referencing their Google reviews
- Having a professional .com.au or .com site
- Showing, not telling (demo link)
- A visible real result (even one case study)
- Quick response time
Niche Conversion Ranking (AU)
| Niche | Conversion Ease | Revenue Potential | Why | Strategy |
|---|---|---|---|---|
| Cosmetic Clinics | ⭐⭐⭐⭐ | Premium ($4,500–$6,000+) | High transaction value, competitive market, understand ROI | Lead with SEO + Google ranking angle |
| Skin Care Clinics | ⭐⭐⭐⭐ | High ($2,500–$4,500) | Online bookings matter heavily, referral-driven | Lead with online booking + before/after gallery |
| Hair Salons | ⭐⭐⭐ | Medium ($1,800–$3,000) | Price-conscious but booking-focused | Lead with "your competitors rank on Google, you don't" |
| Beauty Salons | ⭐⭐⭐ | Medium ($1,500–$2,500) | Often run by one person, less tech-savvy | Keep it simple — "more bookings, less manual work" |
| Lash & Brow Studios | ⭐⭐⭐ | Medium ($1,500–$2,500) | Instagram-native, already believe in digital | IG DM first — they're already on the platform |
| Barber Shops | ⭐⭐ | Low-Medium ($1,200–$2,000) | Male-dominated clientele, loyal walk-in base, resistant to change | Lead with "new clients + online booking = less no-shows" |
| Nail Salons | ⭐⭐ | Low ($1,000–$1,500) | Tight margins, high price sensitivity | Lead with lowest package. Focus on volume of new clients. |
Channel priority for Australia: Instagram DM (primary) → Email → Facebook DM → WhatsApp (only after getting mobile) → Phone call (only to get their WhatsApp/email). Unlike India/UAE, WhatsApp is NOT the default business communication channel in Australia.
08
Scaling Roadmap
From zero to system — milestone-based growth architecture
M0
Pre-Launch Setup (Complete before first outreach)
CRM ready. Brevo configured. Domain email set up. Demo hosted at demo.pravahatechnologies.com. WhatsApp Business profile active. Dub.co links created for all demos. Outreach templates ready in spreadsheet.
CRM
Demo hosting
Email infrastructure
M1
Month 1 — First 100 Contacts
Contact Top 30 leads from "Start Here" sheet using best available channel. Target: 3–5 interested leads. Book 1–2 discovery calls. Offer first client a heavily discounted or free project in exchange for a testimonial and case study with real numbers.
Target: 1 client
Accept below-rate for case study
M2
Month 2 — Build Social Proof
Deliver first project. Document before/after: website screenshots, booking increase, Google ranking improvement. Write a 200-word case study. Add it to website and all outreach messages. This single case study transforms reply rates.
Case study complete
Reply rate improves significantly
M3
Month 3 — Scale Outreach
With domain warmed and one case study live: scale email to 100–150/day. Increase DMs to 30–40/day. Add re-engagement campaign for all dormant M1 leads. Target: 2–3 new clients. Move to standard pricing (stop discounting).
Target: 3+ active clients
Full-rate pricing
M4–6
Months 4–6 — Retainer Revenue + VA
Convert project clients to monthly retainers (SEO + social). Target $3,000–$5,000 MRR. Hire one part-time VA for lead research and CRM management. Free up founder time for sales conversations and delivery quality.
Target: $3–5K MRR
First VA hire
M6+
Month 6+ — Geographic Expansion
With AU systems proven: replicate for UK or Canada. Build a new niche-specific lead database. Create country-specific pricing page and demo. Expand WhatsApp/email infrastructure to new domain. The AU playbook becomes the template.
New market: UK / Canada
Proven playbook replication
09
SOPs & Decision Trees
Operational decision logic for every common scenario
What channel should I use for this lead?
HAS Instagram with 100+ followers
→ Instagram DMFollow first. Like 2 posts. Comment once. DM on day 3.
HAS Facebook page, no Instagram
→ Facebook MessengerMessage directly from a personal or business page.
HAS email address (found on website or Maps)
→ Email (Brevo)Personalised cold email sequence. Pain-led subject line.
ONLY has landline, no social/email
→ Call the landlineGoal: get their mobile/WhatsApp. Then follow up immediately.
They replied — what do I do next?
Positive: "tell me more" / "what do you do"
→ Reply within 2 hoursExplain briefly. Ask permission to send demo. Move to Interested stage in CRM.
Neutral: "maybe later" / "not now"
→ Acknowledge + park"Totally understand. I'll check back in a few weeks." Mark as Re-engage Day 30.
Objection: "we already have someone"
→ Curiosity question"That's great! Are you happy with your current results online?" If yes, thank and close. If hesitation, probe further.
Negative: "not interested" / "remove me"
→ Close gracefully"No worries at all — thanks for your time." Mark as Closed Lost. Never re-contact.
They clicked the demo link — what now?
Clicked 2+ times, no reply
→ Targeted follow-up"I saw you had a look at the demo — what did you think?" This is the most powerful follow-up you can send.
Clicked once, no reply for 3 days
→ Soft follow-up"Did the demo load okay? Happy to answer any questions about it."
Replied positively after clicking
→ Move to meetingBook discovery call immediately. Send Calendly link. Strike while warm.
Common Objection Handling
| Objection | What they really mean | Response |
|---|---|---|
| "Too expensive" | Haven't seen the value yet OR budget is real | "Totally understand. Our starter option is AUD $1,200 — what would make it feel worth it?" OR "How many extra bookings per month would cover the cost?" |
| "I'll think about it" | Not convinced enough + not a no | Set a follow-up: "Of course — I'll check back in a week. Is there anything specific you'd want to see to make the decision easier?" |
| "We already have a website" | Defensive — they know it's bad | "That's great — are you happy with how many bookings it brings in?" (Shifts from defence to outcome) |
| "I'm too busy right now" | Low priority, not a refusal | "Completely understand. If I handle everything and only need 30 minutes of your time, would that work?" |
| "I don't think social media helps my business" | Had a bad experience or doesn't believe | "That makes sense — a lot of what passes for social media management is just posting without strategy. I'd love to show you the specific difference for a [category] in [city]." |
10
Mindmap Structure
Paste into Mermaid.live, Markmap, or upload this document to NotebookLM
For NotebookLM: Upload this entire HTML file as a source document. NotebookLM will index all sections and generate a knowledge base. You can then ask it questions like "What should I do when a lead replies?" or "What's the Australian pricing strategy?" and it will pull from this document.
Mermaid.js Mindmap
mindmap
root((Pravaha Technologies OS))
Lead Acquisition
Google Maps Research
Search by niche + suburb
Check website status
Note social presence
Priority Scoring
Tier A - No website + No social
Tier B - No website + Inactive social
Tier C - Broken or outdated website
High Intent Signals
Running ads with weak site
High rating but no web presence
"DM to book" in bio
Outreach System
Instagram DM
Warm up first
Follow
Like 2 posts
Comment once
DM on Day 3
One follow-up only
No links in first message
Email via Brevo
Domain warming 3 weeks
Pain-led subject line
4-email sequence
Dub.co link tracking
Facebook DM
Business page message
Include website URL
Fallback if no Instagram
WhatsApp
After finding mobile number
Via landline call script
Max 20-60/day limit
No links in first message
Landline Call
Goal is channel switching
Get mobile or email
Do not pitch on call
Demo Infrastructure
Cloudflare Pages hosting
demo.pravahatechnologies.com
/au-salon
/au-barber
/au-clinic
/au-spa
Dub.co click tracking
Screen recording for WA
Pricing strategy
Hidden until discovery call
AUD 1200 starter
AUD 4500 premium
AUD 400-800 retainer
CRM Pipeline
Stages
New
Follow-up 1 Day 4
Follow-up 2 Day 10
Interested
Demo Sent
Meeting Booked
Proposal Sent
Closed
Dormant
Key Rule
Reply within 2 hours always
Australia Strategy
Channel order
Instagram DM primary
Email second
Facebook third
WhatsApp after mobile found
Communication style
Casual and direct
First names immediately
Local suburb references
Short messages
Best niches
Cosmetic clinics - Premium
Skin care clinics - High
Hair salons - Medium
Barber shops - Lower
Scaling Roadmap
Month 0 - Setup infrastructure
Month 1 - First 100 contacts
Month 2 - First client and case study
Month 3 - Scale with social proof
Month 4 to 6 - Retainer revenue
Month 6 plus - New market expansion
Tool Stack
CRM - Google Sheets
Email - Brevo free 300 per day
Email finding - Hunter.io Snov.io
Demo hosting - Cloudflare Pages
Link tracking - Dub.co
Scheduling - Calendly
Automation - Make.com free tier
Verification - NeverBounce
Free Tool Stack Summary
| Tool | Purpose | Cost | Link |
|---|---|---|---|
| Google Sheets | CRM + lead database | Free | sheets.google.com |
| Brevo | Email automation (300/day) | Free tier | brevo.com |
| Hunter.io | Email finding (25/month free) | Free tier | hunter.io |
| Cloudflare Pages | Demo hosting | Free | pages.cloudflare.com |
| Dub.co | Link tracking + short URLs | Free tier | dub.co |
| Calendly | Discovery call scheduling | Free tier | calendly.com |
| Make.com | Workflow automation (1K ops/month) | Free tier | make.com |
| NeverBounce | Email verification | ~$5/1000 | neverbounce.com |
| WhatsApp Business | Mobile outreach | Free | App stores |
| Loom | Screen recordings for demos | Free tier | loom.com |