Ledger — Validation Report
Ledger cleared every pre-agreed threshold: 9.8% visitor-to-lead conversion, 34 qualified leads and 4 paid deposits in 21 days. Build a narrow v1.
Recommendation: Go
This cleared the agreed threshold. Recommended to proceed.
- 347
- Visitors
- 34
- Leads
- 9.8%
- Conversion
- 4
- Preorders / deposits
Threshold agreed before traffic ran
| Measure | Go if at least | Result |
|---|---|---|
| Visitor → lead conversion | 4.0% | 9.8% |
| Qualified leads | 25 | 34 |
| Paid deposits ($49) | 2 | 4 |
| Cost per lead | under $90 | $68 |
All four cleared. The thresholds were signed off in writing on day 0 — the result is read against them, not reinterpreted after the fact.
Summary
Ledger was the clearest signal in this batch. Paid social to landscaping-owner lookalike audiences drove a 9.8% visitor-to-lead conversion rate, more than 3x the batch average, and email outreach to a rented list of 1,200 landscaping-association contacts converted at 14.2%. Four leads converted to paid deposits ($49 each) without any sales call.
What we tested
- Positioning A: "Bookkeeping that already knows what a mowing job is"
- Positioning B: "QuickBooks is not built for landscapers"
- Pricing: $29, $39, $59/mo, presented via a pricing toggle
Positioning A outperformed B by 2.1x on click-through. $39/mo was the modal choice in the pricing toggle (58% of interactions).
Recommendation: GO
Proceed to build. Recommend shipping a narrow v1 (bank feed import + job-based categorization only) to the 34 leads who opted into early access, priced at $39/mo with a 3-month founder rate of $29/mo.
Risks
- Sample is landscaping-specific; positioning may not transfer to adjacent trades without re-testing.
- Deposit-payers are not yet using a live product — presale conversion to activation is unproven.
Prepared by KPIndicator. Illustrative sample — recommendations in a real report reflect the data available on its publish date, against thresholds agreed before testing began.
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