Sales Support Tier 2

Sales Strategy

Pup O'Clock's growth path runs through B2B channels. Direct-to-consumer subscriptions build the base, but retail placement, school programs, veterinary partnerships, and brand relationships are what scale the business. This strategy focuses on building and managing those pipelines with a structured CRM-driven approach.

B2B Channel Priorities
Retail Distribution
Pet, Toy, and Children's Retail
  • Target independent pet specialty retailers for initial placement
  • Build a retail pitch deck around the box's unique kids + dog positioning
  • Identify and reach category buyers at toy chains and children's specialty stores
  • Use Kickstarter traction and media coverage as social proof in buyer conversations
  • Develop a wholesale pricing model and minimum order terms
Education Programs
Schools and Youth Organizations
  • Position the box as a responsibility and empathy curriculum supplement
  • Target elementary school teachers and program coordinators
  • Build relationships with youth organizations (4-H, Scouts, Humane Education programs)
  • Develop a classroom or group licensing model for recurring volume
  • Create a leave-behind for education buyers that ties to learning outcomes
Veterinary Clinics
Referral and Co-Marketing
  • Leverage the vet-approved positioning to open doors with clinic owners
  • Build a referral program for clinics to recommend to new puppy owners with kids
  • Offer co-branded materials for clinic waiting rooms and new patient packages
  • Use Dr. Daisy May's involvement as credibility in outreach
Brand Partnerships
Vendor and Co-Marketing
  • Deepen relationships with existing in-box partners: SodaPup, GivePet
  • Build a partner pipeline for future box contributors (treats, toys, apparel)
  • Identify co-marketing opportunities with pet brands targeting family audiences
  • Structure partnership terms: product placement, co-branded campaigns, revenue share
Shelter and Rescue
Mission-Aligned Partnerships
  • Formalize relationships with shelters that receive a share of each box sale
  • Use shelter partnerships to generate press and mission-driven content
  • Explore bulk subscription gifting for families who adopt through partner shelters
  • Build a shelter partner directory to feature on the website and in the magazine
Corporate Gifting
Pet-Friendly Employers
  • Target pet-friendly companies and HR teams running employee gifting programs
  • Package a corporate gifting tier for bulk orders (new hire welcome, holiday, benefits)
  • Build a simple corporate inquiry landing page or contact flow
  • Identify pet industry companies and associations as natural early buyers
Outreach Approach
Discovery
Build the Target List
Research and compile a prioritized target list by channel (retail buyers, school contacts, clinic owners, HR contacts). Enrich with LinkedIn data and direct contact info. Segment by channel in the CRM so outreach can be tracked separately.
Outreach
Multi-Touch Sequences
Initial personalized email or LinkedIn message introducing Pup O'Clock. Follow-up with a one-page overview or pitch deck relevant to their channel (retail sheet, education brief, clinic card). Three-touch sequence before moving to inactive status. No hard sells; lead with the mission.
Qualification
Scoring and Prioritization
Score leads in the CRM by response signal, channel fit, and deal size potential. Prioritize follow-up based on engagement. Surface high-priority opportunities to Brian's team weekly with a short status report.
Handoff
Warm Transfer to Founders
When a prospect is qualified and interested, we document the full context and hand off to Brian's team for the relationship close. We maintain the CRM record and follow up after the handoff to track close status.
CRM Pipeline Management
Our team manages the B2B pipeline in the CRM, maintains contact records, and reports on stage movement monthly. Pipeline visibility is the foundation of a repeatable sales process.
Pipeline Stages
Tracked in CRM
Target, Contacted, Responded, Qualified, Proposal Sent, Negotiating, Closed Won, Closed Lost
Monthly Reporting
Pipeline Summary
New contacts added, stage movements, response rates by channel, open opportunities, and next actions
Hygiene
Ongoing Maintenance
Contact deduplication, bounce management, stage updates, and stale deal cleanup on a rolling basis
What We Track
Pipeline KPIs
Volume and Velocity
  • New prospects added per month by channel
  • Outreach response rate by segment
  • Pipeline stage conversion rates
  • Time from first contact to qualified
  • Deals closed and deal value
Relationship KPIs
Partner Quality
  • Active partner relationships by channel
  • Co-marketing activations completed
  • Retail SKUs placed or in negotiation
  • Education accounts and volume
  • Referral revenue attributed to partners