✓ Phase 1 — What we're building now
- Contact & company properties
- 3 deal pipelines
- Core audience segmentation
- WooCommerce sync
- Clean data from day one
🔮 Phase 2 — Ideas for later
- Automation workflows
- Custom objects (vehicles, inspections)
- Additional audience segments
- App / platform integrations (i.e. Netsuite)
- Advanced reporting
Quoted separately. Not in current scope.
Why this CRM matters:
- ✦ Protect the personal touch — NHOU's relationships are the brand. Structure supports that, it doesn't replace it.
- ✦ Nurture big decisions — A franchise is a life investment. It needs time, trust, and the right touchpoints.
- ✦ Stay top of mind — People are busy. They forget undercoating. Some don't even know it exists. The CRM reminds them.
- ✦ Scale without the mess — More leads, dealers, and territories without losing track of anything.
- ↯ Automate the repetitive, protect the productive — Less time chasing data, more time in real conversations.
Contents
1. Context & Complexity
NHOU isn't a simple B2C or B2B business. It's a multi-sided business with at least 8 distinct audience types, a franchise model, WooCommerce product sales, and future platform ambitions around vehicle rust documentation and verification.
The Audiences
Vehicle Owners (DTC)
End users seeking rust protection for personal vehicles. Buy products online or book services.
B2CDIY Customers
Buy products to self-apply. WooCommerce primary channel. Education-heavy.
B2C / E-CommerceCar Applicators / Mechanics
Mobile, brick & mortar, or both. Apply NHOU products professionally.
B2B ServiceFranchise Owners
Operate NHOU-branded locations. Territory-based. Core business model.
FranchiseRetailers
Fisher Auto Parts, Sanel NAPA, etc. Stock & sell NHOU products. Don't apply.
B2B WholesaleCar Dealers
May offer NHOU protection as a value-add service or upsell. Could participate in future verified vehicle programs.
B2B PartnerWarranty Customers
Customers with active NHOU warranty coverage. Require ongoing communication, renewal reminders, and service tracking.
B2C / ServiceDesign principle: One contact record per person. One company record per organization. Use properties for segmentation — never duplicate records across audience types.
Additional Audiences / Segments to Consider in Phase 2
Thinking beyond the core audiences — these are people and organizations that will touch NHOU at some point as the business grows. Better to have the properties ready than to retrofit later.
Government / Municipal
Cities, states, transit authorities. Ambulances, buses, plows, fleet vehicles. Trained to apply.
B2B / B2GRV Dealers & Service
Dealerships and maintenance shops specializing in recreational vehicles.
B2B VerticalTrucking / Fleet
Hauling, snow ploughs, utility fleets. Volume contracts. Recurring service.
B2B FleetInsurance Companies
Adjusters, underwriters, claims teams. Rust damage affects total loss valuations and claims. Protection history and inspection records could become evidence in claims. Huge potential partner.
B2B PartnerAuto Auction Houses
Manheim, Copart, IAAI. Move millions of vehicles. Rust condition directly impacts pricing. Verified protection history at auction = premium. Potential integration play.
B2B PlatformLenders / Credit Unions
Auto loan providers care about collateral condition and resale value. A rust-protected vehicle is a safer loan. Could influence lending terms or required protection.
B2B FinancialBody Shops / Collision Repair
Encounter hidden rust during every repair. Natural referral source ("we found rust — here's who to call"). Could become certified NHOU applicators or inspection points.
B2B ReferralState Inspection Stations
In states with vehicle inspections, these shops see every car. Rust is already a fail reason in some states. NHOU protection could become a recommended remedy.
B2B / B2GUsed Car Dealers (CPO)
Distinct from new car dealers. Certified pre-owned programs could include NHOU protection as a value-add. Used car buyers are the most rust-anxious. Natural demand for verified protection.
B2B MarketplaceRental Car Companies
Enterprise, Hertz, etc. Massive fleets in every climate zone. Vehicles get resold after 1-2 years — rust protection preserves resale value. Volume contracts.
B2B FleetAgriculture / Farming
Farm trucks, equipment, trailers exposed to fertilizers, mud, salt, moisture year-round. Rural customers often DIY. Product sales + service opportunity.
B2C / B2B VerticalConstruction Fleets
Work trucks, heavy equipment, site vehicles. Constant exposure to elements. Often managed by operations managers, not fleet managers specifically.
B2B VerticalMarine / Boat Owners
NHOU already has Marine Corrosion Guard. Boat owners, marina operators, marine service shops. Completely different buying cycle and language from auto.
B2C / B2B VerticalTrade Schools / Vocational
Training pipeline for future applicators. NHOU certification could be part of auto tech programs. Feeder for franchise and applicator talent.
B2B EducationOEMs / Vehicle Manufacturers
Long-term play: manufacturers offer NHOU protection as factory add-on or dealer option. "NHOU-Protected from the factory." Year 3 ambition.
B2B Enterprise2. Object Architecture
How HubSpot objects relate to each other — including custom objects that may be needed as the business evolves.
Contacts
People (all types)Companies
Orgs, franchises, fleetsDeals
3 pipelinesVehicles 🔮
Custom object (future)Inspection Reports 🔮
Custom object (future)Franchise Onboarding
Custom objectDealer Onboarding
Custom objectDashed border = custom objects. Solid = native HubSpot objects.
Why custom objects? A vehicle isn't a contact or a company. An inspection report isn't a deal. Forcing them into native objects creates data debt. Custom objects keep the schema clean and support future automation and service tracking.
When to build: Define the schema now (properties, associations). Build the actual custom objects when the business needs vehicle-level tracking — not before.
3. Contacts — Properties & Segmentation
Every person in the system gets one contact record. Properties determine who they are and how they're segmented.
Core Custom Properties
| Property Name | Internal Name | Type | Values / Notes |
|---|---|---|---|
| Contact Type | contact_type |
Multi-checkbox | Vehicle Owner · DIY Customer · Warranty Customer · Fleet Manager · Franchise Owner · Franchise Lead · Dealer Contact · Retailer Contact · Government Contact · Applicator/Mechanic · RV Contact · Insurance Contact · Lender/Financial Contact · Body Shop/Collision Contact · Inspection Station Contact · Rental Fleet Contact · Agriculture/Farming · Construction · Marine/Boat Owner · Trade School/Vocational · Affiliate/Referral Partner · OEM Contact — 🔄 property sync with company-level company_type |
| Lead Source | nhou_lead_source |
Dropdown | Bing (Organic) · Bing (Paid) · Chatbot · Direct Traffic · Email Marketing · Events · Facebook (Organic) · Facebook (Paid) · Google (Organic) · Google (Paid) · Inbound Lead (Call, Email or Walk In) · LinkedIn (Organic) · LinkedIn (Paid) · Self Generated · Social (Other) - Twitter, Insta, YT · Tender Website · Other Website Referrals · Client Referrals · Tradeshows · Word of Mouth · Other NHOU Franchises |
| Climate Zone | climate_zone |
Dropdown | Heavy Salt Belt · Moderate · Mild · Coastal · Mixed — foundation for risk-based messaging and future scoring. 🔄 property sync with company-level company_climate_zone |
| State/Province | HubSpot default field (Dropdown) | Start with US states, add Canadian provinces and other regions as needed — for territory mapping. 🔄 property sync with company-level State/Province | |
| Services Interested In | service_interest |
Multi-checkbox | Boss Wax & Oil · Oil Undercoating · Rustoration · Franchise Opportunity · Retail Distribution · Fleet Services · Training · Marine Protection — 🔄 property sync with company-level company_service_interest |
| Ecommerce Customer | ecommerce_customer |
Single checkbox | Yes — auto-set by WooCommerce sync. 🔄 property sync with company-level company_ecommerce_customer |
| Wholesale Customer | wholesale_customer |
Single checkbox | Yes — flags wholesale/trade customers vs retail. 🔄 property sync with company-level company_wholesale_customer |
| Platform User 🔮 | platform_user |
Single checkbox | Yes — flag for contacts who engage with future NHOU digital platforms. 🔄 property sync with company-level platform_enabled |
| Vehicle Count (Household) 🔮 | vehicle_count_household |
Number | Multi-vehicle households are higher-value. Phase 2. 🔄 property sync with company-level company_vehicle_count |
| Previous Protection 🔮 | previous_protection |
Dropdown | NHOU · Krown · Ziebart · Fluid Film · Waxoyl · DIY · None · Unknown — competitive intel. Phase 2. 🔄 property sync with company-level company_previous_protection |
| Industry Vertical | contact_industry_vertical |
Dropdown | Automotive · Marine · Agriculture · Construction · Transportation · Government · Rental · Insurance · Financial — 🔄 property sync with company-level industry_vertical. Note: build a workflow to map HubSpot's default Industry field → NHOU Industry Vertical values. |
| Reorder Frequency 🔮 | contact_reorder_frequency |
Dropdown | Weekly · Monthly · Quarterly · Seasonal · One-time — relevant for D2C repeat buyers and retailers. Phase 2. 🔄 property sync with company-level reorder_frequency |
Franchise & Fleet Properties (Contact Level)
| Property | Internal Name | Type | Values / Notes |
|---|---|---|---|
| Franchise Territory | franchise_territory |
Text | Which franchise territory they belong to or operate — 🔄 property sync with company-level territory. Note: Could be text (free entry) or dropdown — depends on whether we can agree on a standard territory grouping structure first. |
| Applicator Type | applicator_type |
Dropdown | Mobile · Brick & Mortar · Both — only relevant for applicators/mechanics. 🔄 property sync with company-level location_type |
| Fleet Size | fleet_size |
Number | Number of vehicles — 🔄 property sync with company-level company_fleet_size |
| Fleet Vehicle Types | fleet_vehicle_types |
Multi-checkbox | Cars · Trucks · Ambulances · Buses · Snow Ploughs · Utility · Trailers · RVs — 🔄 property sync with company-level company_fleet_vehicle_types |
Referral tracking: Instead of a referral source property, use HubSpot association labels (e.g. "Referred by" between contacts, or contact → company). This keeps referral attribution as a native relationship — easier to report on and avoids stale data.
Lifecycle Stages
Key Segmentation Lists (built from properties)
| List Name | Criteria | Purpose |
|---|---|---|
| All Franchise Owners | contact_type contains "Franchise Owner" |
Franchise comms, ops updates |
| Franchise Leads | contact_type contains "Franchise Lead" |
Franchise sales nurture |
| Fleet Decision Makers | contact_type contains "Fleet Manager" OR "Government Contact" |
B2B fleet outreach |
| Ecommerce Buyers (no service) | ecommerce_customer = Yes AND NOT associated with any service deal |
Upsell to professional service |
| Heavy Salt Belt Contacts | climate_zone = "Heavy Salt Belt" |
Seasonal campaigns, urgency messaging |
| Platform Users 🔮 | platform_user = Yes |
Future platform engagement, re-inspection reminders |
| Retailers | contact_type contains "Retailer Contact" |
Wholesale pricing, product updates |
| Trained Applicators | contact_type = "Applicator/Mechanic" |
Certified network, referral directory |
4. Companies — Types & Properties
Companies represent every organization NHOU interacts with. A single company_type property keeps them organized.
Core Company Properties
| Property Name | Internal Name | Type | Notes |
|---|---|---|---|
| Company Type | company_type |
Multi-checkbox | Same values as contact_type — 🔄 property sync with contact-level contact_type |
| State/Province | HubSpot default field (Dropdown) | Start with US states, add Canadian provinces and other regions as needed. 🔄 property sync with contact-level State/Province | |
| Climate Zone | company_climate_zone |
Dropdown | Heavy Salt Belt · Moderate · Mild · Coastal · Mixed — 🔄 property sync with contact-level climate_zone |
| Services Interested In | company_service_interest |
Multi-checkbox | Same values as contact-level — 🔄 property sync with contact-level service_interest |
| Ecommerce Customer | company_ecommerce_customer |
Single checkbox | Has a WooCommerce account — 🔄 property sync with contact-level ecommerce_customer |
| Wholesale Customer | company_wholesale_customer |
Single checkbox | Yes — flags wholesale/trade vs retail. 🔄 property sync with contact-level wholesale_customer |
| Platform Enabled 🔮 | platform_enabled |
Single checkbox | Participates in NHOU digital platform (future). 🔄 property sync with contact-level platform_user |
| Vehicle Count 🔮 | company_vehicle_count |
Number | Total vehicles across associated contacts. Phase 2. 🔄 property sync with contact-level vehicle_count_household |
| Previous Protection 🔮 | company_previous_protection |
Dropdown | Competitive intel at company level. Phase 2. 🔄 property sync with contact-level previous_protection |
| Industry Vertical | industry_vertical |
Dropdown | Automotive · Marine · Agriculture · Construction · Transportation · Government · Rental · Insurance · Financial — goes broader than company_type. 🔄 property sync with contact-level contact_industry_vertical. Note: build a workflow to map HubSpot's default Industry field → NHOU Industry Vertical values. |
Franchise & Fleet Properties (Company Level)
| Property | Internal Name | Type | Values / Notes |
|---|---|---|---|
| Franchise ID 🔮 | franchise_id |
Text (unique) | Unique franchise identifier, e.g. NHOU-001. Company level only — no contact sync. |
| Franchise Status | franchise_status |
Dropdown | Prospect · Onboarding · Active · Inactive · Churned — when set to "Churned", workflow should update lifecycle stage to Ex-Customer |
| Territory | territory |
Text | Geographic territory or service area — 🔄 property sync with contact-level franchise_territory. Note: Could be text (free entry) or dropdown — depends on whether we can agree on a standard territory grouping structure first. |
| Location Type | location_type |
Dropdown | Brick & Mortar · Mobile · Both — 🔄 property sync with contact-level applicator_type |
| Services Offered | services_offered |
Multi-checkbox | Boss Wax & Oil · Oil Undercoating · Rustoration · Inspections · Training · Marine |
| Fleet Size | company_fleet_size |
Number | Total vehicles managed — 🔄 property sync with contact-level fleet_size |
| Fleet Vehicle Types | company_fleet_vehicle_types |
Multi-checkbox | Cars · Trucks · Ambulances · Buses · Snow Ploughs · Utility · Trailers · RVs — 🔄 property sync with contact-level fleet_vehicle_types |
| Contract Renewal Date ❓ | contract_renewal |
Date | For B2B / fleet / government contracts — confirm if NHOU uses renewal contracts |
| Annual Contract Value ❓ | annual_contract_value |
Currency | Estimated or actual annual revenue — confirm if relevant for NHOU |
| Reorder Frequency 🔮 | reorder_frequency |
Dropdown | Weekly · Monthly · Quarterly · Seasonal · One-time — for retailers and franchise resupply. Phase 2. 🔄 property sync with contact-level contact_reorder_frequency |
Company Types
| Company Type | Examples | Key Properties |
|---|---|---|
| Franchise Location | NHOU Nashville, NHOU Portland |
Territory (Text) Owner (Text) Franchise Status (Dropdown) Location Type (Dropdown) Services Offered (Multi-checkbox) Launch Date (Date) |
| Fleet Account 🔮 | ABC Trucking, City Transit |
Fleet Size (Number) Vehicle Types (Multi-checkbox) Contract Status (Dropdown) Renewal Date (Date) Annual Value (Number) |
| Dealer / Dealership | Local auto dealers |
Inventory Size (Number) Brands Carried (Multi-checkbox) Protection Program Participation (Single checkbox) |
| Retailer | Fisher Auto Parts, Sanel NAPA |
Product Lines Carried (Multi-checkbox) Distribution Region (Text) Reorder Frequency 🔮 (Dropdown) Wholesale Tier (Dropdown) |
| Government / Municipal 🔮 | State DOT, transit authority |
Fleet Type (Dropdown) Contract Cycle (Dropdown) Budget Year (Text) Procurement Process (Dropdown) |
| RV Dealer / Service 🔮 | RV World, camping service centers |
Specialization (Dropdown) Service Capacity (Number) Brands (Multi-checkbox) Seasonal Patterns (Text) |
| Service Provider 🔮 | Independent applicators, mobile units |
Territory (Text) Capacity (Number) Applicator Type (Dropdown) |
| Insurance Company 🔮 | State Farm, Progressive, adjusters |
Contact Type (Dropdown) Coverage Regions (Multi-checkbox) |
| Lender / Financial 🔮 | Credit unions, auto loan providers |
Loan Volume (Number) Coverage Regions (Multi-checkbox) |
| Body Shop / Collision 🔮 | Local body shops, ABRA, Caliber |
Services Capacity (Number) NHOU Certified (Single checkbox) |
| Inspection Station 🔮 | State inspection shops |
State (Dropdown) Inspection Volume (Number) |
| Rental Fleet 🔮 | Enterprise, Hertz, local rentals |
Fleet Size (Number) Contract Status (Dropdown) Renewal Date (Date) Annual Value (Number) |
| Agriculture / Farming 🔮 | Farms, ag equipment dealers |
Equipment Types (Multi-checkbox) Fleet Size (Number) Seasonal Pattern (Text) |
| Construction 🔮 | Contractors, heavy equipment operators |
Fleet Size (Number) Equipment Types (Multi-checkbox) Contract Status (Dropdown) |
| Marine / Boat 🔮 | Marinas, marine service, boat dealers |
Specialization (Dropdown) Service Capacity (Number) Seasonal Patterns (Text) |
| Trade School / Vocational 🔮 | Auto tech programs, community colleges |
Program Type (Dropdown) NHOU Certification Partner (Single checkbox) Student Volume (Number) |
| OEM / Manufacturer 🔮 | Vehicle manufacturers, parts OEMs |
Program Type (Dropdown) Brands (Multi-checkbox) |
5. Deals — Three Pipelines
Three distinct sales motions = three separate pipelines. Don't force franchise sales and fleet contracts through the same funnel.
Pipeline 1: Franchise Sales
For selling new franchise territories and converting franchise leads.
| Deal Property | Type | Purpose |
|---|---|---|
territory_requested | Text | Which territory they want |
investment_level | Dropdown | Tier / package level |
location_type_preference | Dropdown | Mobile / B&M / Both |
target_launch_date | Date | When they aim to open |
Pipeline 2: B2B / Fleet / Government
For fleet contracts, government deals, retailer partnerships, dealer onboarding, and service provider agreements.
| Deal Property | Type | Purpose |
|---|---|---|
fleet_size | Number | Number of vehicles in scope |
vehicle_types | Multi-checkbox | Cars, trucks, buses, plows, etc. |
contract_length | Dropdown | Annual / Multi-year / Per-service |
service_type | Multi-checkbox | Which NHOU services included |
training_required | Single checkbox | Government/fleet needs applicator training |
procurement_type | Dropdown | RFP / Direct / Cooperative / State Contract |
renewal_date | Date | Contract renewal trigger |
Pipeline 3: WooCommerce / DTC
Historical deals have been manually imported. For new WooCommerce orders going forward (syncing via MWB):
| Deal Property | Type | Purpose |
|---|---|---|
woo_order_id | Text | WooCommerce order number (dedup key) |
Product category: product_category (Boss Wax · Oil Undercoating · Rustoration · Accessories · Equipment) should be set at the product level, not the deal level. This keeps deals clean and lets product-level reporting handle category breakdowns.
6. Custom Objects
Custom objects keep the CRM schema clean by separating distinct processes from native objects. Franchise Onboarding tracks the setup process for new franchisees. Vehicles and Inspections support future vehicle-level tracking.
Franchise Onboarding (Custom Object)
Tracks the end-to-end onboarding process once a franchise deal is closed-won. Each onboarding record is associated with a Company (the franchise location) and a Contact (the franchise owner). This separates the onboarding process from the sales deal so the pipeline stays clean.
Note: Dealer Onboarding (below) can either share this same custom object — using a Type property (Franchise / Dealer) to distinguish them — or live as its own separate object. Depends on how similar the processes are in practice.
| Property | Internal Name | Type | Notes |
|---|---|---|---|
| Onboarding Stage | onboarding_stage | Dropdown | New Onboarding · In Progress · On Hold · Cancelled · Go Live |
| Start Date | onboarding_start_date | Date | Date onboarding kicked off |
| Location Type | onboarding_location_type | Dropdown | Mobile · Brick & Mortar · Both |
| FDD Signed | fdd_signed | Single checkbox | Franchise Disclosure Document signed |
| Training Complete | training_complete | Single checkbox | Initial training program finished |
| Equipment Ordered | equipment_ordered | Single checkbox | Equipment and initial supply order placed |
| Equipment Received | equipment_received | Single checkbox | Equipment delivered and confirmed |
| Marketing Kit Sent | marketing_kit_sent | Single checkbox | Brand assets, templates, listing setup materials sent |
| Insurance Verified | insurance_verified | Single checkbox | Liability insurance confirmed |
| Google Business Profile | gbp_setup | Single checkbox | GBP listing created or claimed |
| Website Page Live | website_page_live | Single checkbox | Location page on nhou.com published |
Onboarding Associations
- Company → Franchise location being onboarded (one-to-one)
- Contact → Franchise owner (many-to-one: one owner could open multiple locations)
- Deal → Originating franchise sales deal (one-to-one)
Onboarding Stages
Why a custom object instead of a pipeline? Deals track revenue. Onboarding tracks process. Mixing them in one pipeline muddies reporting — you can't cleanly measure sales velocity if onboarding stages are in the same funnel. The custom object keeps the franchise sales pipeline focused on closing, and onboarding focused on delivery. A workflow auto-creates the onboarding record when the deal hits "Signed".
Dealer Onboarding (Custom Object)
Tracks the onboarding process when a new dealer or retailer partnership is signed. Each record is associated with a Company (the dealer/retailer) and a Contact (the primary dealer contact). Separates onboarding delivery from the sales deal.
Note: Depending on process similarity and preference, this could share the same custom object as Franchise Onboarding with a Type property (Franchise / Dealer) to distinguish them — or live as its own object. Worth discussing during implementation.
| Property | Internal Name | Type | Notes |
|---|---|---|---|
| Onboarding Stage | dealer_onboarding_stage | Dropdown | New · In Progress · On Hold · Cancelled · Agreement Signed · Account Setup · Product Training · Initial Order · Marketing Setup · Go Live |
| Start Date | dealer_onboarding_start_date | Date | Date onboarding kicked off |
| Go-Live Date | dealer_go_live_date | Date | Target or actual date dealer is active |
| Territory / Region | dealer_territory | Text | Service area or distribution region |
| State / Province | dealer_onboarding_state | Dropdown | State or province for the dealer location |
| Dealer Type | dealer_type | Dropdown | Car Dealer · Retailer · RV Dealer · Marine Dealer |
| Agreement Signed | dealer_agreement_signed | Single checkbox | Partnership agreement executed |
| Product Training Complete | dealer_training_complete | Single checkbox | Product knowledge and handling training finished |
| Initial Order Placed | dealer_initial_order | Single checkbox | First product order placed |
| Initial Order Received | dealer_order_received | Single checkbox | First order delivered and confirmed |
| Marketing Kit Sent | dealer_marketing_kit | Single checkbox | POS materials, brand assets, product sheets sent |
| Pricing Tier Confirmed | dealer_pricing_tier | Dropdown | Wholesale pricing tier assigned |
| Listed on Dealer Locator | dealer_locator_listed | Single checkbox | Added to NHOU dealer/retailer locator |
Dealer Onboarding Associations
- Company → Dealer or retailer being onboarded (one-to-one)
- Contact → Primary dealer contact (many-to-one)
- Deal → Originating B2B/fleet/government pipeline deal (one-to-one)
Dealer Onboarding Stages
🔮 Phase 2 / Future: Vehicle & Inspection Report Custom Objects
Not needed now. These custom objects become relevant when NHOU has a vehicle inspection system feeding data back into HubSpot and enough volume to justify HubSpot Enterprise (required for custom objects). Park this for Phase 2.
When the business is ready, two custom objects would unlock vehicle-level tracking:
- Vehicle — Track individual vehicles by VIN. Properties: year, make, model, type, rust score, protection status, protection product, inspection dates,
competitor_product_used(Dropdown),vehicle_purchase_date(Date),usage_type(Personal · Commercial · Fleet · Farm · Government · Recreational). Associates to contacts (owner), companies (servicing franchise, fleet). Enables re-inspection reminders, protection expiry alerts, and a future verified vehicle marketplace. - Inspection Report — Individual inspection records tied to a vehicle. Properties: inspection date, location, inspector, rust score/severity, areas affected, photos, service advisory, protection recommended. Enables inspection history tracking and AI-generated service recommendations.
Full property schemas have been designed and are available when needed.
7. WooCommerce Integration
Current State
| What | Status | Notes |
|---|---|---|
| MWB Plugin (HubSpot sync) | Live | Syncing new orders and contacts going forward |
| Historical order sync | Done | Manually imported |
8. Automation Ideas 🔮
These are purely ideas — we won't be implementing all of these in Phase 1. Think of this as a menu of what becomes possible once the CRM structure is in place. Most of these are Phase 2 builds, prioritized based on business impact when the time comes.
Marketing
| Automation | Action |
|---|---|
| Climate-based seasonal campaigns |
Pre-winter protection push to heavy salt belt zones Spring post-winter inspection — "See what winter did. Book a check-up." Summer road trip prep — "Protect it before the long drive" Fall "last chance before salt season" urgency campaign Regional storm/flood follow-up — moisture damage awareness after major weather events |
| New customer welcome sequence | Post-service email series: what to expect, care tips, review request, referral ask |
| WooCommerce → service upsell | Email DIY customers after 2+ orders: "Let a pro handle it" with nearest franchise locator |
| Re-engagement campaign | Email contacts with no activity in 12+ months — seasonal offer or education content |
| Post-purchase review request | Automated review request email 7 days after service completion (Google / Facebook) |
| Abandoned cart recovery | If WooCommerce supports it (or via HubSpot tracking) — remind customers who added products but didn't check out. "Still thinking about it?" |
| Educational drip for new leads | Nurture sequence for leads who don't know about undercoating — what it is, why it matters, before/after |
| Referral program trigger | After a customer leaves a 4-5 star review, send referral incentive email |
| Verified marketplace eligibility | Email owner: "Your vehicle qualifies for the verified marketplace" |
Sales
| Automation | Action |
|---|---|
| Franchise lead nurture | Drip sequence: territory info → FDD overview → success stories → book a call |
| Franchise lead scoring | Auto-score franchise leads based on engagement (email opens, page visits, form fills) — notify sales when hot |
| Deal stage follow-up tasks | Auto-create tasks for sales when deals sit in a stage too long (e.g., FDD sent but no response in 7 days) |
| Dealer onboarding sequence | When dealer deal closes → welcome email, product training invite, first order checklist |
| Retailer reorder nudge | If retailer hasn't reordered in their typical cycle, notify account manager + send reorder reminder |
| Lost deal follow-up | 30/60/90 day check-in sequence for closed-lost deals — "Still thinking about it?" |
| Quote follow-up | Auto-reminder if a quote/proposal has been sent but no response in 5 business days |
Renewals & Retention
| Automation | Action |
|---|---|
| Protection renewal reminder | Email owner 60/30/7 days before protection expires with rebooking link |
| Re-inspection reminder | Email owner + notify servicing franchise when next inspection is due |
| Annual service reminder | Yearly touchpoint: "It's been 12 months since your last undercoating — time for a check-up" |
| Fleet contract renewal | Task to account manager + renewal email to fleet contact 60 days before expiry |
| Dealer agreement renewal | Notify sales 90 days before dealer partnership renewal — include performance summary |
| Lapsed customer win-back | If a customer had protection but didn't renew within 30 days of expiry — win-back offer |
App / Platform (Future)
| Automation | Action |
|---|---|
| Inspection complete → CRM update | When inspection is logged in app, auto-update vehicle record + contact timeline in HubSpot |
| Service booking confirmation | App booking → confirmation email + calendar invite + franchise notification |
| Post-inspection follow-up | If inspection flags rust issues → auto-email with recommended services + nearest franchise |
| Franchise performance digest | Weekly/monthly auto-report to franchise owners: services completed, revenue, customer ratings |
| Customer vehicle status updates | Push notification / email when vehicle protection status changes (applied, verified, expiring) |
| Applicator certification expiry | Alert franchise owner + HQ when an applicator's certification is approaching renewal |
