Runbooks are our manuals for running a particular type of marketing interaction
Creating Game Tester Teams
Running Game
| Runbook | Target organization | Initial approach | Primary objective |
|---|---|---|---|
| O1 — Independent Storefront | Owner-operated mom & pop / single location | In person first, phone second, email follow-up | Reach owner/operator and get a short conversation |
| O2 — Local Multi-Site / Franchisee | Local owner with several locations, franchisee, small group | Phone or in-person → email | Identify actual decision-maker and authority scope |
| O3 — Local / Regional Corporation | Established company with management structure | Phone + targeted email | Reach operations/marketing/business-development decision-maker |
| O4 — National / Enterprise Account | National chain, major corporation, large franchise system | Research → targeted email/LinkedIn/phone | Find correct corporate function and obtain an internal conversation |
| O5 — Franchise System / Distributed Organization | Franchisor, dealer network, association, distributed ownership structure | Corporate research → HQ outreach | Determine whether adoption is corporate, franchisee-led, or both |
Our methodology is found here.
Survey Development
Getting Venue
Survey Delivery