# Funnel Templates — Pre-Built Architectures by Business Model

## B2B SaaS (AARRR Funnel)

| Stage | Definition | Key Metrics | Benchmark |
|-------|-----------|-------------|-----------|
| **Acquisition** | Visitor arrives (any channel) | Traffic, CAC by channel | Organic: $50-200 CAC |
| **Activation** | Reaches "aha moment" (completes key action) | Activation rate, time-to-value | 20-40% of signups |
| **Retention** | Returns and uses regularly | DAU/MAU, retention curve, NRR | 40-60% month-1, NRR >100% |
| **Revenue** | Converts to paid / expands | Conversion rate, ARPU, expansion MRR | 3-8% free-to-paid |
| **Referral** | Invites others | Viral coefficient, referral rate | K-factor 0.1-0.5 |

**Lead stages**: Visitor → MQL (content engagement) → PQL (product usage threshold) → SQL (sales-ready) → Opportunity → Customer

---

## eCommerce / DTC

| Stage | Definition | Key Metrics | Benchmark |
|-------|-----------|-------------|-----------|
| **Discover** | Finds store/product | Traffic, ad impressions, social reach | — |
| **Browse** | Views products | Pages/session, product views, bounce rate | 2-3 pages/session |
| **Add to Cart** | Shows purchase intent | Cart add rate | 5-15% of sessions |
| **Checkout** | Begins checkout | Checkout initiation rate | 30-60% of cart adds |
| **Purchase** | Completes order | Conversion rate, AOV | 1.5-3.5% overall |
| **Repeat** | Returns to buy again | Repeat purchase rate, LTV | 25-40% within 90 days |

**Key lever**: Cart abandonment recovery (average 70% abandonment rate)

---

## B2B Services / Consulting

| Stage | Definition | Key Metrics | Benchmark |
|-------|-----------|-------------|-----------|
| **Awareness** | Discovers the firm | Website visits, content downloads | — |
| **Interest** | Engages with thought leadership | Email signups, webinar attendance, content consumption | 2-5% visitor-to-lead |
| **Consultation** | Books initial meeting | Discovery calls booked, show rate | 20-40% of leads |
| **Proposal** | Receives proposal | Proposals sent, win rate | 25-50% win rate |
| **Close** | Signs contract | Deal value, sales cycle length | 30-90 day cycle |
| **Retain** | Renews/expands | Retention rate, upsell rate | 80-90% annual retention |

**Key lever**: Thought leadership → trust → consultation conversion

---

## Local Business

| Stage | Definition | Key Metrics | Benchmark |
|-------|-----------|-------------|-----------|
| **Discover** | Finds business (search, maps, referral) | Google Business Profile views, local SEO rankings | — |
| **Visit** | Visits location or website | Foot traffic, website visits, direction requests | — |
| **Purchase** | Makes first purchase | Transactions, average ticket | — |
| **Review** | Leaves a review | Review rate, average rating | 5-10% review rate |
| **Return** | Comes back | Repeat visit rate, frequency | 30-50% return within 60 days |
| **Refer** | Tells friends | Referral mentions, "how did you hear" | — |

**Key lever**: Google Business Profile optimization + review generation

---

## Marketplace (Dual-Sided)

### Buyer Side
| Stage | Metrics | Benchmark |
|-------|---------|-----------|
| Discover | New buyer signups | — |
| First transaction | Buyer activation rate | 30-50% |
| Repeat transaction | Frequency, buyer retention | 2-3 transactions/quarter |
| Loyalty | LTV, platform preference | — |

### Seller/Supply Side
| Stage | Metrics | Benchmark |
|-------|---------|-----------|
| Onboard | New seller signups | — |
| First listing/sale | Seller activation rate | 40-60% |
| Active selling | GMV, listing quality | — |
| Growth | Seller expansion, exclusive listing | — |

**Key lever**: Solving the chicken-and-egg problem (typically start with supply)

---

## Creator / Personal Brand

| Stage | Definition | Key Metrics | Benchmark |
|-------|-----------|-------------|-----------|
| **Discover** | New audience finds creator | Impressions, new followers | — |
| **Follow** | Subscribes to content | Follower growth rate | 2-5% monthly growth |
| **Engage** | Actively interacts | Engagement rate, comments, shares | 3-6% engagement |
| **Subscribe** | Joins paid offering | Conversion to paid | 1-5% of followers |
| **Advocate** | Promotes to their network | Share rate, UGC, testimonials | — |

**Key lever**: Consistent content → engagement → trust → monetization

---

## DTC (Direct-to-Consumer)

| Stage | Definition | Key Metrics | Benchmark |
|-------|-----------|-------------|-----------|
| **Awareness** | Discovers brand (social, ads, PR) | Reach, brand search volume | — |
| **Trial** | First purchase (often low-risk entry) | First-order conversion, trial offers | 2-4% |
| **Subscribe** | Converts to subscription/repeat | Subscription rate, 2nd order rate | 15-30% sub rate |
| **Retain** | Stays subscribed | Monthly churn, LTV:CAC ratio | <8% monthly churn |
| **Refer** | Shares with friends | Referral rate, K-factor | 10-20% referral rate |

**Key lever**: First-to-second purchase conversion (biggest drop-off point)

---

## Non-Profit

| Stage | Definition | Key Metrics |
|-------|-----------|-------------|
| **Discover** | Learns about cause | Website visits, social reach |
| **Engage** | Interacts with content/events | Email signups, event attendance |
| **First Gift** | Makes first donation | Donor acquisition rate, avg first gift |
| **Repeat** | Gives again | Donor retention rate (target: 45%+) |
| **Major Gift** | Increases giving level | Upgrade rate, major gift pipeline |
| **Advocate** | Fundraises or advocates | Peer-to-peer fundraising, volunteer rate |
