ShipFlo · Growth Framework
The ShipFlo Marketing Funnel
Three reasons local businesses switch to ShipFlo — one funnel to reach them all.
Marketplace-Free Delivery
No In-House Drivers
Ditch National Carriers
Use Case Key
1. UC1 – Marketplace-Free
2. UC2 – No In-House Drivers
3. UC3 – UC3 – Ditch National Carriers
Stage 01
Awareness → Get in Front of the Right Owners
Goal: Reach local business owners feeling the pain of each use case
Tactics by Use Case
🏪 UC1 · Marketplace-Free
Postal-code-targeted Instagram & Facebook ads to food, retail & hospitality owners across Barrie & Simcoe County — headline: “Stop giving 30% of every order away.”
🚴 UC2 · No In-House Drivers
LinkedIn & Google ads targeting SME owners searching “delivery staff” or “courier hire” — headline: “Delivery without the HR headache.”
📦 UC3 · Ditch National Carriers
SEO content ranking for “Canada Post alternative local delivery Barrie” and “cheaper same-day delivery for small businesses in Simcoe County.”
Key Metrics
- Reach & impressions by postal code zone (Barrie & surrounding Simcoe County)
- Website traffic segmented by landing page (UC1 / UC2 / UC3)
- CPM / CPC per use-case ad set
One size doesn’t fit all. Speak to each pain separately so the right owner feels seen.
Stage 02
Interest → Make the Cost of Doing Nothing Visceral
Goal: Turn vague frustration into a specific, quantified pain
Tactics by Use Case
🏪 UC1 · Marketplace-Free
Lead magnet: interactive “Marketplace Fee Calculator” — enter monthly orders, see annual revenue lost to commission.
🚴 UC2 · No In-House Drivers
Email series: “The true cost of employing a delivery driver” — wages, payroll deductions, fuel, insurance, no-shows. ShipFlo = none of that.
📦 UC3 · Ditch National Carriers
Content: “Why sending a parcel 2 km across Barrie via Canada Post costs more — and takes longer — than it should.” Retarget with comparison stats.
Key Metrics
- Fee calculator completions (UC1)
- Email open & click-through rates per sequence
- Content shares & saves from business owners
When a business owner sees the exact number they’re losing, inaction feels expensive.
Stage 03
Consideration → Remove Every Doubt
Goal: Prove ShipFlo solves their specific use case better than any alternative
Tactics by Use Case
🏪 UC1 · Marketplace-Free
Case studies: “How [Local Barrie Café] went from 22% margin to 38% margin in 60 days after leaving SkipTheDishes.” Side-by-side vs. marketplace listing.
🚴 UC2 · No In-House Drivers
Walkthrough: how ShipFlo’s driver network handles peaks, sick days and scaling — without a single employment contract.
📦 UC3 · Ditch National Carriers
Comparison page: ShipFlo vs. Canada Post / Purolator / Canpar for local deliveries — speed, price, tracking, customer experience.
Key Metrics
- Demo / walkthrough bookings by use case
- Time on comparison & pricing pages
- Trial sign-up intent rate
The objection for each use case is different. Answer each one directly and specifically.
Stage 04
Conversion → First Delivery Made
Goal: Remove friction to go-live and deliver the “magic moment” fast
Tactics by Use Case
🏪 UC1 · Marketplace-Free
Zero commission on first 100 orders. Done-with-you storefront setup so switching from a marketplace takes under an hour.
🚴 UC2 · No In-House Drivers
First 30 days free. Show a live driver availability map for their area before they even sign up — prove coverage is real.
📦 UC3 · Ditch National Carriers
Instant price comparison tool: enter a local postal code, see ShipFlo cost vs. their current carrier. Book the first delivery in the same session.
Key Metrics
- Time from sign-up to first completed order
- Activation rate within 7 days
- Business accounts live per week
The magic moment is different per use case — but it always means one real delivery completed.
Stage 05
Loyalty → Build the Local Movement
Goal: Deepen value for each use case and turn customers into advocates
Tactics by Use Case
🏪 UC1 · Marketplace-Free
Monthly “margin saved vs. marketplace” report auto-emailed to each business. “Proud ShipFlo Business” badge for windows & social profiles.
🚴 UC2 · No In-House Drivers
Reliability dashboard: on-time rates, driver ratings, peak capacity. Quarterly review calls for high-volume accounts to plan ahead.
📦 UC3 · Ditch National Carriers
Annual savings report vs. national carrier rates. Upsell: scheduled local delivery slots, branded packaging, live customer tracking links.
Key Metrics
- Business retention at months 3, 6 & 12
- Referral-sourced new businesses per month
- Avg. orders per active business (growth over time)
Every retained business proves the model. Every referral expands the community.