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Sales System Setup

Sources: - Playbook v2 EN — Ch. 10 - Playbook v1 EN — Sales System EPICs

Owner roles: Varia = CMO · Niklas = CFO · Mike = CTO

Askel Tech Stack — Mandatory in All Portfolio Companies

Category Tool
Website / lead forms / CRM Wix.com
SMS outreach / follow-ups Quriiri (quriiri.fi)
Virtual assistant support Wannado (wannado.fi)
Design work Upwork.com
Prospect contact data Finder.fi
Ops documentation / HR Connectteam.com
Knowledge / Drive Google Workspace
Daily ops tracking Trello DayToDay Ops board

Sales System EPICs

Goal: Build and launch the core systems, processes, and ownership structure needed to support scalable B2B and B2C customer acquisition.

EPIC 1: Sales Preparation and System Setup (Owner: Mike / CTO)

Purpose: Build the commercial foundation needed to win and handle customers consistently.

B2B: - Train team on CRM usage - Define CRM workflow and pipeline stages - Create a proposal template with pricing

B2C: - Implement a 24/7 booking system: - AI call agent - Website booking - WhatsApp booking - Define fast credit check process for driver/customer approval

Success measures: CRM used by team weekly; proposal template in live use; at least one 24/7 booking channel live.

EPIC 2: B2B Marketing System (Owner: Niklas / CFO)

Purpose: Create a repeatable outbound system for acquiring profitable business customers.

  • Build target contact lists (hotels, elderly care, emergency laundry/damage cases)
  • Conduct market research: margins by segment, priority segments
  • Launch outreach to contact database
  • Set up Wix automations: email + SMS/text
  • Build landing page with SEO

Success measures: Contact list completed; priority segments chosen; outreach launched; landing page published; automations active.

EPIC 3: B2C Marketing System (Owner: Varia / CMO)

Purpose: Establish a minimum viable, repeatable local marketing engine.

  • Create a minimum viable marketing calendar (fridge magnets, flyers, newspaper, other local channels)
  • Build a repeatable task tracking system in Connecteam
  • Set up Wix email automations
  • Assign one responsible owner for B2C marketing execution
  • Define future scaling options; set budget and target channels

Success measures: Marketing calendar approved; owner assigned; recurring tasks tracked; budget and channels defined; first campaigns launched.

EPIC 4: Invoicing (Owner: Niklas / CFO)

Purpose: Improve invoicing scalability, consistency, and operational efficiency.

  • Analyze Fivaldi API possibilities
  • Design and build an invoicing system prototype
  • Connect prototype to Fivaldi
  • Standardize invoicing code base
  • Test new invoicing system

Success measures: API feasibility assessed; prototype completed; testing completed; production rollout decision made.

EPIC 5: Branding (Owner: Varia / CMO)

Purpose: Strengthen visibility, consistency, and trust across customer touchpoints.

  • Clarify portfolio company brand roles
  • Window branding (premises)
  • Vehicle branding
  • Website branding updates
  • Driver uniform/swag (T-shirts, hoodies)

Success measures: Core visual assets completed; at least 3 customer-facing branding touchpoints updated.

EPIC 6: Ongoing Sales and Marketing Support

Purpose: Add capacity for repeatable execution without overloading internal management.

  • Identify a marketing partner for ongoing campaigns
  • Identify sales partner or in-house sales resource
  • Identify tasks that can be delegated to VAs
  • Build small Upwork team for repeatable support tasks
  • Explore AI agent support for repetitive admin/marketing tasks

Success measures: Resourcing model defined; at least one external/internal support resource activated; delegable task list created; repeatable tasks partially outsourced or automated.

Mapping Key Role Workflows (Step 10.1)

  • Create a workflow/process mapping system for every key role
  • Capture KPIs that measure role success
  • Record video walkthroughs by phone or Loom.com
  • Add all instructions to company Drive OR Connectteam.com
  • Assign each workflow to a named owner

Success Criteria

The acquisition is successful if ALL of the following are true by the milestone date: - ☐ Core commercial systems live and in active use - ☐ B2B and B2C acquisition through repeatable documented processes - ☐ Each key activity has a named owner - ☐ New customer acquisition tracked separately B2B and B2C - ☐ At least [X] B2B and [Y] B2C customers completed first paid order - ☐ New systems support scaling aligned with profitability targets