GTM practice · Loopline (fictional)
Pipeline Diagnosis
Here is Loopline's last-quarter funnel. Diagnose it and recommend what to fix first.
The brief
Loopline is invoicing and payment-reminder software for independent HVAC and plumbing contractors.
- Seed-funded, 9 people, founder-led sales so far.
- 28 paying customers; most came from the founder's network and two trade-association talks.
- $79/month per company; 3 customers churned last quarter, all with fewer than 3 technicians.
- Customers say the biggest win is getting paid faster; average days-to-paid dropped in pilot accounts, but there is no rigorous study.
- Competitors: general invoicing tools (QuickBooks, Square) and all-in-one field-service suites that cost 4–10x more.
- The founder wants a repeatable channel before hiring the first sales rep.
| Stage | Count |
|---|---|
| Website visitors | 4,200 |
| Trial signups | 168 |
| Activated (sent first invoice) | 59 |
| Paid after trial | 41 |
| Still paying at 90 days | 36 |