# Origamy playbook spec v1. Reference: /playbooks/spec-format/ spec_version: 1 id: saas.trial-to-paid title: Trial to paid sector: saas source: kind: synthesized notes: >- No SaaS customer has built this with us yet. Written from the base onboarding nudge: tips tied to the product's key action, a "few days left" email, and a sales call only for accounts that are actually using the product. Everything stops when they subscribe. derived_from: base.welcome-onboarding vocabulary: person: user people: users group: team summary: >- Moves trial users toward the one action that shows the product's value, reminds them before the trial ends, and gives sales a task to call engaged trials. It all stops the moment they subscribe. when_to_use: - You run a time-limited free trial and your app sends events for trial start, a key action and a subscription. - Sales should spend time only on trials that are using the product. requires: data_in: - how: app_events what: "Your app sends trial, key-action and subscription events." channels: - channel: email for: Every message needs: A verified sending domain for {{ params.email_from }}. events: - "{{ params.trial_event }}" - "{{ params.key_action_event }}" - "{{ params.paid_event }}" traits: [] parameters: - key: org_name ask: true question: What's your product called? label: Product name type: string example: Northwind - key: trial_days ask: true question: How long is the trial, in days? label: Trial length type: number default: 14 - key: key_action_event ask: true question: Which event is the "aha" action that predicts people will pay? label: Key action type: event_name default: Report Created - key: sales_team ask: true question: Which team calls engaged trials before they end? label: Sales team type: team_name default: Sales - key: app_url ask: true question: Where should buttons send people? (your app or upgrade page) label: App link type: url example: https://app.yourproduct.example - key: ending_delay label: Wait after the tip before "3 days left" (trial length minus 5 days) type: duration default: 9d - key: trial_event label: Trial started event type: event_name default: Trial Started - key: paid_event label: Subscription started event type: event_name default: Subscription Started - key: email_from label: Sender address type: email default: "{{ workspace.default_sender }}" - key: greeting_fallback label: Greeting when a first name is missing type: string default: there timings: - "Day 2: a tip email if they haven't done {{ params.key_action_event }} yet." - "{{ params.trial_days }} days minus 3: a \"3 days left\" email to everyone still on the trial." - The same day, engaged trials (did the key action in the last 7 days) create a call task for {{ params.sales_team }}, due in 48 hours. - Everything stops when {{ params.paid_event }} arrives. customer_must: - Send {{ params.trial_event }}, {{ params.key_action_event }} and {{ params.paid_event }} from your app. - "The \"3 days left\" email waits {{ params.ending_delay }} after the day-2 tip, which is your trial length minus 5 days. Change it if your trial isn't {{ params.trial_days }} days." - Add people to the {{ params.sales_team }} team, verify the sending domain, switch the follow-up on and test it with your own account. objects: - ref: team_sales kind: team about: Calls engaged trials before they end. body: { name: "{{ params.sales_team }}" } - ref: seg_engaged kind: segment about: Did the key action in the last 7 days. body: name: Engaged trials description: "{{ params.key_action_event }} in the last 7 days." segment_type: dynamic status: active definition: operator: and conditions: - { type: event, event_name: "{{ params.key_action_event }}", cond_operator: has_done, time_window: 7d } - ref: seg_no_key_action kind: segment about: Hasn't done the key action in the last 14 days. body: name: Trial, no key action yet description: "No {{ params.key_action_event }} in the last 14 days." segment_type: dynamic status: active definition: operator: and conditions: - { type: event, event_name: "{{ params.trial_event }}", cond_operator: has_done, time_window: 14d } - { type: event, event_name: "{{ params.key_action_event }}", cond_operator: has_not_done, time_window: 14d } - ref: tmpl_tip kind: template about: Tip pointing to the key action. body: name: Trial tip (email) channel: email category: Trial style: html status: active subject: "The fastest way to get value from {{ params.org_name }}" metadata: { email: { from: "{{ params.email_from }}", preview_text: "Two minutes, and you'll see why people stay." } } variables: {} body: >-

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

The people who get the most from {{ params.org_name }} do one thing in their first few days. It takes a couple of minutes.

Try it now

Stuck? Reply and a real person will help.

Unsubscribe

- ref: tmpl_ending kind: template about: '"3 days left" email.' body: name: Trial ending (email) channel: email category: Trial style: html status: active subject: "3 days left in your {{ params.org_name }} trial" metadata: { email: { from: "{{ params.email_from }}", preview_text: "Keep everything you've set up." } } variables: {} body: >-

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

Your {{ params.org_name }} trial ends in 3 days. Choose a plan to keep everything you've set up.

Choose a plan

Not sure which plan fits? Reply and we'll help you pick.

Unsubscribe

- ref: wf_trial kind: workflow about: Tip, "3 days left", and a sales call for engaged trials; exits on subscription. body: name: Trial to paid description: Trial nudges and a sales call for engaged trials; stops when they subscribe. enabled: false trigger_type: event trigger_config: { event_name: "{{ params.trial_event }}" } steps: - { id: s1, type: delay, config: { duration: 2d } } - { id: s2, type: filter, config: { condition: { type: segment, cond_operator: member_of, value: "{{ ref.seg_no_key_action.id }}" } } } - { id: s3, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_tip.id }}" } } } } - { id: s4, type: delay, config: { duration: "{{ params.ending_delay }}" } } - { id: s5, type: action, config: { action_type: send_message, channel_config: { mode: single, single: { channel: email, template_id: "{{ ref.tmpl_ending.id }}" } } } } - { id: s6, type: filter, config: { condition: { type: segment, cond_operator: member_of, value: "{{ ref.seg_engaged.id }}" } } } - id: s7 type: human_task config: human_task: title: "Engaged trial ending: {{ traits.first_name }} {{ traits.last_name }}" instructions: |- {{ traits.first_name }} {{ traits.last_name }} ({{ traits.email }}) is using {{ params.org_name }} and their trial ends in 3 days. Reach out to answer questions and help them pick a plan. assignee_refs: [{ type: team, id: "{{ ref.team_sales.id }}" }] strategy: round_robin completion_policy: first_response_wins outcome_options: - { id: converting, label: Will subscribe, intent: positive } - { id: needs_time, label: Needs more time, intent: neutral } - { id: not_reached, label: Could not reach, intent: negative } due_hours: 48 wait: false notify: immediate re_entry_policy: once re_entry_cooldown_hours: 24 goal: { event_name: "{{ params.paid_event }}", attribution_window_hours: 720 } exit_conditions: [{ event_name: "{{ params.paid_event }}" }] eval: name: 76_saas_trial_to_paid mode: task vertical: "" prompt: >- We have a 14-day free trial. Two days in, email people who haven't created a report yet with a tip. Three days before the trial ends, email everyone still on the trial, and give sales a task to call the ones who are actively creating reports. Stop when they subscribe. expect_artifacts: [segment, workflow, message_template] forbid_terms: []