STRATEGY CALL LEAD GEN VA ONBOARDING

Roebling Innovation Outreach VA Playbook

ROLE SUMMARY

You're joining as an Outreach & Referral Coordinator to help us book $350 strategy calls with founders of early-stage CPG and ecommerce brands. These are high-value calls focused on operations clarity, backend systems, and scaling cleanly.

Your work will be split between:

  • 40%: Connecting with potential referrers (freelancers, advisors, etc.)
  • 60%: Direct outreach to founders and small brand operators

You'll be messaging via LinkedIn, email, and DMs. We provide everything you need — scripts, positioning, tools, and a tracker.

HOW YOU EARN

  • $25 for every completed call that books through a referrer you sourced
  • $125 for every completed call you book directly through founder outreach
  • Base hourly rate: $8–12/hour for 5–7 hours per week (capped)

WHAT YOU SHARE (EVERY TIME)

Positioning Highlights:

  • Alessandra has served as COO, Director of Ops, and Product Manager across multiple funded startups and Fortune 50 firms.
  • She's worked with Y Combinator and SoftBank-backed companies, as well as global logistics and CPG brands.
  • She also founded Flatbush Freight Express, a reefer freight carrier she scaled from the ground up.
  • Top clients include:
    • Healthy Roots Dolls (Target, Walmart, Amazon – $3M+ revenue)
    • Patron of the New (luxury fashion retailer – $10M+ revenue)
    • Kpop Exchange (global Kpop merch reseller – $3M+ revenue)
  • Strategy calls are ideal for ecommerce/CPG founders doing under $1M/year who are struggling with operations, cash flow, fulfillment, or backend systems.

✅ What Success Looks Like

  • 3–5 warm convos/week → 1–2 booked calls
  • Short, real, human messages that build trust
  • Quality > quantity — thoughtful outreach wins every time
  • Track everything (even dead leads) in the Airtable/Notion tracker

TRACK 1: REFERRER OUTREACH SCRIPT

DM/EMAIL TEMPLATE (for freelancers, consultants, etc.):

Hi [Name],

We work with founders of fast-growing ecommerce and CPG brands — helping them clean up fulfillment chaos, fix their margins, or just figure out what’s breaking behind the scenes.

We offer $350 strategy calls that map out operations fixes fast — and pay $100 per call to trusted service providers (like you) who refer someone that books.

The calls are led by Alessandra Szul — a highly experienced operator and strategist who has served as COO, Director of Ops, and Product Manager at companies backed by Y Combinator, SoftBank, and Fortune 50 enterprises. She's helped brands like Healthy Roots Dolls ($3M+), Patron of the New ($10M+), and Kpop Exchange ($3M+) streamline ops, recover six figures in damages, and cut fulfillment costs by up to 60%. She also founded and operated Flatbush Freight Express, a cold chain freight business.

You don’t need to explain or pitch anything — just refer a brand you think could use high-level ops help, and we’ll handle the rest.

Let me know if you’d like our referral materials and a quick overview to pass along.

TIPS FOR SUCCESSFUL REFERRERS

  • Keep it light — “I know someone who helps brands clean up ops. Want me to send the link?”
  • Think of clients who are growing fast but are drowning in fulfillment, margins, or backend messes
  • Share our link privately via DM, text, or email — no need to pitch or post publicly
  • Mention that the founder is a seasoned COO with Fortune 50, YC, and SoftBank-backed experience
  • Ideal referrals come from Shopify devs, email/SMS freelancers, UGC creators, or brand consultants who know when their client is overwhelmed
  • A follow-up nudge a week later often leads to a booked call

TRACK 2: FOUNDER OUTREACH SCRIPT

LinkedIn/DM/Email Template (to CPG/ecom founders):

Hey [Name],

We help early-stage ecommerce and CPG founders who are scaling but struggling with the backend — shipping delays, fulfillment nightmares, cash flow issues, or not knowing where their margins actually are.

We offer a one-hour strategy call ($350) with Alessandra Szul — former COO and ops strategist behind brands like Healthy Roots Dolls ($3M+), Patron of the New ($10M+), and Kpop Exchange ($3M+). She’s also the founder of a freight company and has led ops across YC and SoftBank-backed startups.

The goal is simple: untangle your current ops and give you a path forward that isn’t chaos.

If you’re open to it, I can send over the link. No pressure at all.

SCRIPT FOR AFTER THEY’VE EXPRESSED INTEREST W/ TIDYCAL LINK

Awesome — here’s the booking link:

👉 https://tidycal.com/aszul

Let me know once you’ve booked, or if you have any other questions for me. Happy to help.

WHO TO TARGET

Referrers:

  • Shopify devs
  • Email/SMS marketers
  • Branding consultants
  • UGC creators
  • Startup advisors
  • Agency freelancers

Founders (direct):

  • Founder
  • CEO
  • Head of Ops
  • COO
  • Brand Owner
  • Ecommerce Manager

OUTREACH TRACKER

You'll be logging outreach in Airtable or Notion:

  • Name
  • Contact Method (LinkedIn, email, IG, etc.)
  • Title
  • Outcome (No reply / Warm / Referred / Booked)
  • Date contacted / Follow-up date
  • Referrer Source (if applicable)

📩 BOOKING FLOW

Once someone says yes:
  1. Send the booking link
  2. If they don’t book right away, follow up in 5–7 days
  3. Mark them as “Booked” in the tracker
  4. If referred, make sure the Referrer Source is listed so we can credit them

📅 WEEKLY CHECK-IN

Please send a quick DM every Friday with:

  • Total outreach messages sent
  • # of warm leads
  • # of booked calls
  • Any ideas, obstacles, or script feedback

We’re always improving — if you see a better way, speak up.

🔒 REMINDERS

  • Every message should feel conversational and human
  • Use the exact site and LinkedIn links
  • Do not explain the call — let our credibility do the talking
  • No explainer calls. No selling.
  • Track every lead, even cold ones. Data = clarity.

❓VA FAQ (Read Before Asking)

Q: What if someone asks me to explain the strategy call?

A: Don’t explain — just send them the link to our website or Alessandra’s LinkedIn. The credibility and client list do the talking.

Q: What if someone wants to speak with Alessandra before booking?

A: Direct them to the TidyCal link or say, "She'll walk through everything on the call itself."

Q: What if a founder wants proof or examples of success?

A: Point them to the site and mention Target, Patron of the New, and Kpop Exchange. We’re finalizing case studies soon.

Q: What if no one replies?

A: Follow up once within 5–7 days. Otherwise, log it and move on.