Three kinds of growth.

Where customer-acquisition experiments live — plans, results, and learnings, channel by channel and cost by cost. The work splits cleanly into three kinds. Each one has its own experiments, thresholds, and pivot triggers.

01 · NET-NEW

Bring them to the door

1× plan live · DogWood Round 1

02 · REPEAT

Fill the calendar

0× · awaiting first plan

03 · REFERRAL

Build the moat

0× · awaiting first plan

NET-NEW

Prospects who've never heard of us.

Most expensive per acquired customer. Easy to over-invest in if the next two kinds are neglected.

Client · DogWood · Round 1

Customer-acquisition experiment plan

How we turn a purchased prospect list into a learning machine — finding the few high-LTV households a limited-capacity home boarder can actually serve, and proving which data signals are worth paying for. Hypothesize → test → validate → pivot → learn.

PAW-A · B Verified vs modeled · traveler flag →

REPEAT

Customers booking again.

The real prize for boutique capacity. Margin is much higher with no acquisition cost — and a returning customer is the only realistic way to keep a small calendar full.

Client · DogWood

Repeat-booking cadence — awaiting plan

Open questions: which post-stay window converts best (7-day · 30-day · 90-day)? Do holiday and travel-season pings beat generic "miss us?" copy? Is there a multi-dog or season-pass bundle worth modelling? Round 1 of the net-new plan names Repeat ≤ 90 days · 40%+ as a threshold — this is where we engineer toward it.

Awaiting first plan

REFERRAL

Customers bringing their network.

The compounding moat — cheapest per acquired customer, hardest to engineer. Boutique services live or die on word-of-mouth.

Client · DogWood

Referral & reputation engine — awaiting plan

Open questions: when in the customer journey does the referral ask land best (post-stay, post-payment, end-of-season)? Which adjacent operators are worth a formal partnership (dog walkers, local vets, groomers)? How do we systematise online reviews without sounding canned? What's the right incentive — discount, free stay, charitable donation, nothing at all?

Awaiting first plan