# Origamy playbook spec v1. Reference: /playbooks/spec-format/ spec_version: 1 id: edtech.admissions-funnel title: Admissions funnel sector: edtech source: kind: engagement date: 2026-10-25 ref: eng-2026-10-schools-a notes: >- An online school's admissions tracking, set up 2026-10-17 to 2026-10-25: four funnel events sent from its backend, a stage trait set before each event, and an event-named trait that holds the event's properties so segments can filter on them. The reminders and the admissions call are written from those shapes; the school had not built them yet. derived_from: null vocabulary: person: applicant people: applicants group: admissions team summary: >- Follows applicants from sign-up to paid: a nudge for people who signed up but never applied, reminders and then a call from admissions for people who applied but haven't paid, a next-steps email once they pay, a funnel on a dashboard and a weekly admissions report. when_to_use: - Applicants sign up, apply and pay an application or acceptance fee online. - Your backend can send events at each step (the Node, Go and PHP SDKs, or the HTTP API). - An admissions team can call applicants who stall before paying. requires: data_in: - how: app_events what: "Your admissions portal sends the four funnel events and sets the stage trait." channels: - channel: email for: Nudges, reminders and next steps needs: A verified sending domain for {{ params.email_from }}. On a self-hosted (BYOD) data plane, your own email connection. - channel: sms for: The last payment reminder needs: An SMS provider, or Origamy managed SMS after business verification (KYC). events: - "{{ params.signup_event }}" - "{{ params.application_event }}" - "{{ params.checkout_event }}" - "{{ params.payment_event }}" traits: - "{{ params.stage_trait }}" # application_submitted → checkout_initiated → paid_application parameters: - key: org_name ask: true question: What should messages call your school? label: School name type: string example: Northwind Academy - key: application_url ask: true question: Where do applicants apply or pay? (a link to your portal) label: Application link type: url example: https://apply.yourschool.example - key: admissions_team ask: true question: Which team calls applicants who haven't paid? label: Admissions team type: team_name default: Admissions - key: escalation_team ask: true question: Who should hear if admissions doesn't call in time? label: Escalation team type: team_name default: Admissions leads - key: email_from ask: true question: Which address should emails come from? label: Sender address type: email example: admissions@yourschool.example - key: signup_event label: Sign-up event type: event_name default: Signed Up - key: application_event label: Application submitted (unpaid) event type: event_name default: Application Submitted - key: checkout_event label: Checkout started event type: event_name default: Checkout Started - key: payment_event label: Payment succeeded event type: event_name default: Payment Successful - key: stage_trait label: Stage trait your backend sets type: trait_key default: lead_status - key: timezone label: Time zone for the report type: timezone default: "{{ workspace.timezone }}" - key: greeting_fallback label: Greeting when a first name is missing type: string default: there - key: report_cron label: Weekly admissions report type: cron default: "0 8 * * 1" timings: - "Signed up, no application: a nudge after 1 day and another 3 days later; it stops as soon as they apply." - "Applied, not paid: an email reminder after 1 day, an SMS 2 days later, and a call task for admissions 1 day after that, due in 48 hours and escalated after 48. Each step is skipped once they've paid." - Paid applicants get the next-steps email straight away. - "Weekly admissions report: {{ params.report_cron }} in {{ params.timezone }}." customer_must: - "Send the four events from your backend, and set {{ params.stage_trait }} with an identify call before each one, so a follow-up starting on the event sees the new stage: application_submitted, checkout_initiated, then paid_application. Only application-fee steps should move the stage, so a paid applicant never drops back." - Give each event a stable messageId per occurrence (for example payment_successful:), so webhook retries are dropped. - Send the applicant's country with their phone number, so the number is stored in international format. - Add people to the {{ params.admissions_team }} and {{ params.escalation_team }} teams. - Verify the sending domain; for the SMS, connect a provider or finish business verification. - Switch the follow-ups and report on (a follow-up only runs once it's on), run one test applicant through with your own phone and email, check every message, then erase the test applicant. objects: - ref: team_admissions kind: team about: Calls applicants who haven't paid; gets the weekly report. body: { name: "{{ params.admissions_team }}" } - ref: team_escalation kind: team about: Hears about calls not made in time. body: { name: "{{ params.escalation_team }}" } - ref: seg_no_application kind: segment about: Signed up in the last 30 days but never applied. body: name: Signed up, no application description: Signed up in the last 30 days and has no admissions stage yet. segment_type: dynamic status: active definition: operator: and conditions: - { type: event, event_name: "{{ params.signup_event }}", cond_operator: has_done, time_window: 30d } - { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: not_exists } - ref: seg_unpaid kind: segment about: Applied (or started checkout) but hasn't paid. body: name: Applied, not paid description: Stage is application_submitted or checkout_initiated. segment_type: dynamic status: active definition: operator: or conditions: - { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: eq, value: application_submitted } - { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: eq, value: checkout_initiated } - ref: seg_paid kind: segment about: Paid the application fee. body: name: Paid applicants description: Stage is paid_application. segment_type: dynamic status: active definition: operator: and conditions: - { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: eq, value: paid_application } - ref: tmpl_apply_nudge kind: template about: Nudge to start an application. body: name: Start your application (email) channel: email category: Admissions style: html status: active subject: "Your place at {{ params.org_name }} is waiting, {{ traits.first_name | default: \"{{ params.greeting_fallback }}\" }}" metadata: { email: { from: "{{ params.email_from }}", preview_text: "It only takes a few minutes." } } variables: {} body: >-

Hi {{ traits.first_name | default: "{{ params.greeting_fallback }}" }},

Thanks for signing up with {{ params.org_name }}. Your application takes a few minutes, and you can save it and come back.

Start your application

Questions? Just reply to this email.

Unsubscribe

- ref: tmpl_pay_email kind: template about: Reminder to complete payment. body: name: Complete your application (email) channel: email category: Admissions style: html status: active subject: "One step left on your {{ params.org_name }} application" metadata: { email: { from: "{{ params.email_from }}", preview_text: "Complete your payment to secure your place." } } variables: {} body: >-

Hi {{ traits.first_name | default: "{{ params.greeting_fallback }}" }},

We've received your application. Complete the payment to secure your place.

Complete your application

If something went wrong at checkout, reply and our admissions team will help.

Unsubscribe

- ref: tmpl_pay_sms kind: template about: Last payment reminder by SMS. body: name: Complete your application (SMS) channel: sms category: Admissions style: text status: active subject: "" metadata: {} variables: {} body: "Hi {{ traits.first_name | default: \"{{ params.greeting_fallback }}\" }}, your {{ params.org_name }} application is one step from done. Complete it here: {{ params.application_url }} Reply STOP to opt out." - ref: tmpl_next_steps kind: template about: Next steps after payment. body: name: Payment received, next steps (email) channel: email category: Admissions style: html status: active subject: "You're in, {{ traits.first_name | default: \"{{ params.greeting_fallback }}\" }}: your next steps" metadata: { email: { from: "{{ params.email_from }}", preview_text: "Here's what happens next." } } variables: {} body: >-

Hi {{ traits.first_name | default: "{{ params.greeting_fallback }}" }},

We've received your payment. Welcome to {{ params.org_name }}! Here's what happens next, and our admissions team is a reply away if you need anything.

Go to your portal

Unsubscribe

- ref: q_applications kind: saved_question about: Applications in the report's period. body: name: "Report: applications" data_plane_id: default viz_type: number viz_settings: {} visibility: workspace query_ast: table: events filters: { operator: and, conditions: [{ field: event_name, op: eq, value: "{{ params.application_event }}" }] } aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }] - ref: q_paid kind: saved_question about: Paid applicants in the report's period. body: name: "Report: paid applicants" data_plane_id: default viz_type: number viz_settings: {} visibility: workspace query_ast: table: events filters: { operator: and, conditions: [{ field: event_name, op: eq, value: "{{ params.payment_event }}" }] } aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }] - ref: q_signups kind: saved_question about: Sign-ups in the report's period. body: name: "Report: sign-ups" data_plane_id: default viz_type: number viz_settings: {} visibility: workspace query_ast: table: events filters: { operator: and, conditions: [{ field: event_name, op: eq, value: "{{ params.signup_event }}" }] } aggregations: [{ fn: distinct, field: canonical_user_id, alias: people }] - ref: funnel_admissions kind: saved_funnel about: Sign-up → application → checkout → paid, within 30 days. body: name: Admissions funnel data_plane_id: default visibility: workspace definition: range: 90d window: 2592000 view: steps breakdown: "" interval: "" compare: false steps: - { type: track, name: "{{ params.signup_event }}", filters: [] } - { type: track, name: "{{ params.application_event }}", filters: [] } - { type: track, name: "{{ params.checkout_event }}", filters: [] } - { type: track, name: "{{ params.payment_event }}", filters: [] } - ref: dash_admissions kind: dashboard about: The funnel and this period's numbers. body: name: Admissions description: Sign-ups, applications and payments. visibility: workspace cards: - { saved_funnel_id: "{{ ref.funnel_admissions.id }}", x: 0, y: 0, w: 12, h: 6 } - { saved_question_id: "{{ ref.q_signups.id }}", viz_type: number, x: 0, y: 6, w: 4, h: 3 } - { saved_question_id: "{{ ref.q_applications.id }}", viz_type: number, x: 4, y: 6, w: 4, h: 3 } - { saved_question_id: "{{ ref.q_paid.id }}", viz_type: number, x: 8, y: 6, w: 4, h: 3 } - ref: report_weekly kind: report about: The week's sign-ups, applications and payments, and where applicants stand now. body: name: "Weekly: admissions" description: Last week's sign-ups, applications and payments, compared with the week before. schedule_cron: "{{ params.report_cron }}" timezone: "{{ params.timezone }}" enabled: false spec: period: last_7_days compare: previous_period week_start: monday sections: - { id: signups, kind: saved_question, title: Sign-ups, viz: number, params: { question_id: "{{ ref.q_signups.id }}" } } - { id: apps, kind: saved_question, title: Applications, viz: number, params: { question_id: "{{ ref.q_applications.id }}" } } - { id: paid, kind: saved_question, title: Paid, viz: number, params: { question_id: "{{ ref.q_paid.id }}" } } - id: stages kind: segment_sizes title: Where applicants are now params: { segment_ids: ["{{ ref.seg_no_application.id }}", "{{ ref.seg_unpaid.id }}", "{{ ref.seg_paid.id }}"] } - { id: tasks, kind: tasks_summary, title: Admissions calls, params: {} } - { id: link, kind: text, params: { body: "Funnel: {{ ref.dash_admissions.url }}" } } recipients: [{ type: team, id: "{{ ref.team_admissions.id }}" }] channel_policy: { mode: email_only } - ref: wf_apply_nudge kind: workflow about: Signed up but didn't apply? Two nudges, stopping once they apply. body: name: "Admissions 1: start your application" description: After sign-up, two nudges to apply, skipped once the applicant has a stage. enabled: false trigger_type: event trigger_config: { event_name: "{{ params.signup_event }}" } steps: - { id: s1, type: delay, config: { duration: 1d } } - { id: s2, type: filter, config: { condition: { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: not_exists } } } - { id: s3, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_apply_nudge.id }}" } } } } - { id: s4, type: delay, config: { duration: 3d } } - { id: s5, type: filter, config: { condition: { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: not_exists } } } - { id: s6, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_apply_nudge.id }}" } } } } re_entry_policy: once re_entry_cooldown_hours: 24 goal: {} exit_conditions: [] - ref: wf_pay_reminder kind: workflow about: Applied but didn't pay? Email, then SMS, then a call from admissions; each step skipped once they pay. body: name: "Admissions 2: complete your application" description: After an unpaid application, an email, an SMS and an admissions call, each skipped once the applicant has paid. enabled: false trigger_type: event trigger_config: { event_name: "{{ params.application_event }}" } steps: - { id: s1, type: delay, config: { duration: 1d } } - { id: s2, type: filter, config: { condition: { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: neq, value: paid_application } } } - { id: s3, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_pay_email.id }}" } } } } - { id: s4, type: delay, config: { duration: 2d } } - { id: s5, type: filter, config: { condition: { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: neq, value: paid_application } } } - { id: s6, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: sms, template_id: "{{ ref.tmpl_pay_sms.id }}" } } } } - { id: s7, type: delay, config: { duration: 1d } } - { id: s8, type: filter, config: { condition: { type: trait, trait_key: "{{ params.stage_trait }}", cond_operator: neq, value: paid_application } } } - id: s9 type: human_task config: human_task: title: "Call applicant: {{ traits.first_name }} {{ traits.last_name }}" instructions: |- {{ traits.first_name }} {{ traits.last_name }} ({{ traits.phone }}) applied 4 days ago and hasn't paid. Call to help them finish, then choose an outcome and add a note. assignee_refs: [{ type: team, id: "{{ ref.team_admissions.id }}" }] strategy: round_robin completion_policy: first_response_wins outcome_options: - { id: will_pay, label: Will complete, intent: positive } - { id: not_now, label: Not this intake, intent: neutral } - { id: not_reached, label: Could not reach, intent: negative } due_hours: 48 wait: true wait_timeout_hours: 168 notify: immediate escalation_ladder: - { after_hours: 48, to: [{ type: team, id: "{{ ref.team_escalation.id }}" }] } - { id: s10, type: action, config: { action_type: set_trait, traits: { admissions_call: "{{ properties.task_outcome | default: \"unknown\" }}", admissions_call_note: "{{ properties.task_note }}" } } } re_entry_policy: cooldown re_entry_cooldown_hours: 720 goal: {} exit_conditions: [] - ref: wf_next_steps kind: workflow about: Next-steps email when the payment comes in. body: name: "Admissions 3: payment received" description: The next-steps email after the application payment. enabled: false trigger_type: event trigger_config: { event_name: "{{ params.payment_event }}" } steps: - { id: s1, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_next_steps.id }}" } } } } re_entry_policy: once re_entry_cooldown_hours: 24 goal: {} exit_conditions: [] eval: name: 62_edtech_admissions_funnel mode: task vertical: "" prompt: >- We're an online school. Our backend sends Signed Up, Application Submitted, Checkout Started and Payment Successful, and sets lead_status. Nudge people who signed up but never applied, remind applicants who haven't paid by email then SMS, and if they still haven't paid have admissions call them. Send a next-steps email after payment, and email the admissions team a weekly funnel report. expect_artifacts: [segment, workflow, message_template, report] forbid_terms: []