Flow — Cold Outreach (Funeral)

Status: DRAFTED Owner: john@funeralwiseai.com Last verified against prod: 2026-05-04 (initial draft — not yet run end-to-end) Related skill: none (new vertical — no skill exists yet)

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1. Purpose

Drive funeral home prospects from first awareness to demo booking to paid setup. Source: scraped funeral home listings (741 prospects as of 2026-05-04, 0 conversions). This is the first commercial non-church vertical. The pipeline mirrors the church outreach pipeline but uses funeral-coded copy, secular tone, and routes bookings to the funeral-specific Cal.com event type.

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2. Trigger

Triggered by the weekly scrape cron or a manual founder action.

• Type: cron (weekly) + manual override
• Source: /api/cron/outreach-scrape/route.ts (with vertical = 'funeral' param)
• Schedule: Scrape Mondays 6am ET; send Wednesdays 9am ET (same pipeline, different vertical)
• Founder UI: /founder/[token]/outreach-engine → filter by vertical=funeral

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3. Preconditions

• outreach_contacts row exists with vertical = 'funeral', status = 'provisioned'
• preview_url populated (must use funeral preview template — NOT church template)
• outreach_contacts.email_do_not_contact = false (checked at row level, not churches table)
• outreach_contacts.status != 'dnc' and != 'bounced' and != 'converted'
• tenant_voice_agents FK constraint DROPPED (Stream A — must be resolved before funeral provisioning works)
• Funeral preview templates deployed (Stream A — funeral template variant in /preview/[slug])
• RESEND_API_KEY active and Resend domain verified for funeralwiseai.com
• Physical address confirmed in email footer template — BLOCKER for first send
• Cal.com funeralwiseai-demo event type exists (founder creates manually)

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4. Steps

Step 1 — Scrape

What happens: Funeral home listings (scraped from public directories — not PewSearch) are loaded into outreach_contacts with vertical = 'funeral'.

Where: Scrape source TBD — likely custom scraper targeting NFDA directory, Yellow Pages funeral category, or Google Places API. See founder for approved scrape source.

Verifications:

• db: SELECT count(*) FROM outreach_contacts WHERE vertical='funeral' AND created_at >= now() - interval '7 days' → >0 after scrape run
• db: SELECT name, email, website FROM outreach_contacts WHERE vertical='funeral' LIMIT 5 → spot-check quality (no churches, no empty emails)

Failure signal: Count doesn't grow → scraper blocked or rate-limited. Email field empty on all rows → source doesn't expose emails (need LinkedIn Sales Nav or manual enrichment).

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Step 2 — Provision (Personalized Demo Preview)

What happens: provision.ts scrapes the funeral home website, generates funeral-specific Q&A via Haiku API, creates a demo tenant row, and populates preview_url on outreach_contacts.

Where: churchwiseai-web/src/lib/outreach/provision.ts — requires funeral vertical path (currently blocked by church_voice_agents_church_id_fkey — Stream A must fix this first)

Verifications:

• db: SELECT preview_url, status FROM outreach_contacts WHERE id = '<prospect_id>' → preview_url NOT NULL, status = 'provisioned'
• render: GET {preview_url} → HTTP 200, uses funeral template (NOT Protestant/Catholic/Community church template), page title contains funeral home name
• db: Demo tenant row created with correct vertical = 'funeral'

Failure signal: status = 'provision_failed' → check for FK error in provision logs (Stream A issue). preview_url uses church template → template dispatcher not checking vertical.

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Step 3 — Send Email 1 (Day 0)

What happens: Send Email 1 ("What happens when a family calls [Funeral Home Name] at 2am?") via Resend. FROM address: hello@funeralwiseai.com (not churchwiseai.com).

Where: /api/cron/outreach-send/route.ts → cold-outreach-emails-funeral.md templates

Verifications:

• db: SELECT status, email_1_sent_at FROM outreach_contacts WHERE id = '<prospect_id>' → status = 'email_1_sent', email_1_sent_at NOT NULL
• delivered: Gmail search to:<prospect_email> subject:"What happens when a family calls" within 15 min
• render: Email from address is hello@funeralwiseai.com, NOT hello@churchwiseai.com
• render: No theological language in email body (no "pastor," "congregation," "church")
• render: CASL footer present with physical address and unsubscribe link

Failure signal: FROM address wrong → template not using FUNERAL_FROM constant. Email contains church language → copy not using funeral template.

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Step 4 — Click → Preview Page

What happens: Prospect clicks demo link → /p/[token] stamps pro_website_clicked_at → 302 to /preview/[slug]?ref=outreach_{token}.

Where: churchwiseai-web/src/app/p/[token]/route.ts

Verifications:

• db: SELECT pro_website_clicked_at, status FROM outreach_contacts WHERE id = '<prospect_id>' → NOT NULL, status = 'clicked'
• render: Preview page loads funeral template — NOT church template. Verify: no "Your congregation" language, uses "families" not "members," no cross/steeple imagery

Failure signal: Preview shows church template → vertical routing broken in PreviewClient.tsx.

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Step 5 — Chatbot Interaction (Demo)

What happens: Funeral director types questions into the demo chatbot. AI responds with funeral-home-appropriate information.

Where: /api/chatbot/stream → demo tenant row → funeral knowledge base

Verifications:

• render: Type "What happens after someone passes away?" → chatbot describes intake process, not a church response
• render: Type "Do you offer direct cremation?" → chatbot responds with appropriate funeral-context answer (not "we don't offer that at our church")
• render: Type "I need grief support" → AI responds with composure and appropriate resources, does NOT use HEAR protocol theological language

Failure signal: Chatbot responds with church-coded language → vertical not isolated in chatbot stream route.

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Step 6 — Demo Voice Call (Optional)

What happens: Prospect dials demo number, hears funeral-coded voice agent greeting.

Where: LiveKit voice agent → tenant_voice_agents demo row with vertical = 'funeral'

Verifications:

• code: Voice agent greeting: "Thank you for calling [Funeral Home Name]" — NOT "Thank you for calling [Funeral Home Church]"
• code: Agent tone is composed and dignified — no upbeat/enthusiastic tone
• db: voice_call_logs row created after call with correct tenant_id

Failure signal: Wrong vertical in voice greeting → routing broken. Voice agent is energetic/enthusiastic → tone prompt not applied for funeral vertical.

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Step 7 — Email 2 (Day 3) and Email 3 (Day 7)

What happens: Follow-up emails sent per schedule. All use funeral-coded copy.

Where: /api/cron/outreach-followup/route.ts

Verifications:

• db: SELECT email_2_sent_at, email_3_sent_at FROM outreach_contacts WHERE id = '<prospect_id>'
• render: Email 2 subject: "The call that came in at 11:47pm" — verify no church language
• code: DNC gate: outreach_contacts.email_do_not_contact = true blocks all follow-ups

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Step 8 — Reply / Book / Convert

What happens: Prospect clicks "Book a 20-min call" → cal.com/john-moelker/funeralwiseai-demo. Webhook records booking. Converted prospect moves to manual sales process (no self-serve checkout without setup call for funeral vertical).

Where: Cal.com webhook → outreach_contacts.status = 'booked'

Verifications:

• db: SELECT status, booked_at FROM outreach_contacts WHERE id = '<prospect_id>' → status = 'booked', booked_at NOT NULL
• code: Cal.com event type exists: funeralwiseai-demo — verify at cal.com/john-moelker before first campaign

Failure signal: Booking not recorded → Cal.com webhook not configured. Self-serve checkout at /funeralwiseai/checkout is a parallel path — verify it routes correctly.

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Step 9 — Email 4 Break-Up (Day 14)

What happens: Break-up email sent. Reply "remove me" → outreach_contacts.email_do_not_contact = true.

Where: /api/cron/outreach-followup/route.ts

Verifications:

• db: SELECT email_4_sent_at FROM outreach_contacts WHERE id = '<prospect_id>' → NOT NULL at day 14
• render: Email 4 subject: "Last note from me" — confirm no church language, secular close

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5. What the Recipient Sees

Email 1: Subject: "What happens when a family calls [Funeral Home Name] at 2am?"

• From: hello@funeralwiseai.com
• Dignified, secular tone throughout
• CTA: "[HEAR [FUNERAL HOME NAME]'S DEMO →]" → preview page with funeral template
• Footer: CASL footer with physical address, unsubscribe link, source disclosure

Preview page: /preview/[slug] — funeral branded (no cross, no theological language), demo chatbot, demo voice number, "Book a Demo" CTA to Cal.com

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6. Compliance & Unsubscribe

• Regime: CASL (Canadian prospects) + CAN-SPAM (US prospects)
• Unsubscribe link: Every email footer → funeralwiseai.com/unsubscribe?token={{token}}
• DNC gate: outreach_contacts.email_do_not_contact = true — checked before every send
• Physical address footer: Required. Must be confirmed with founder before first send.
• Source disclosure: "You're receiving this because [Funeral Home Name] appears in public business listings"
• Note: This vertical does NOT use churches.email_do_not_contact — it has its own DNC state on outreach_contacts

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7. Failure Modes

Failure	Signal	Alerting path
FK constraint on tenant_voice_agents	Provision fails at step 2	Logged in provision.ts — Stream A blocker
Preview uses church template	Visual verification fails	Fix vertical routing in PreviewClient.tsx
FROM address is churchwiseai.com	Email reputation risk	Fix FUNERAL_FROM constant in send route
Theological language in email	Brand/tone violation	Copy review before first send
Cal.com event type missing	Booking link 404s	Founder creates event type manually
Physical address missing	CASL non-compliance	BLOCKER — do not send without address

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8. Verification Manifest

flow: cold-outreach-funeral
verifications:
  - step: 1
    verb: db
    command: SELECT count(*) FROM outreach_contacts WHERE vertical='funeral' AND created_at >= now() - interval '7 days'
    expect: ">0 after scrape run"
  - step: 2
    verb: render
    command: "GET {preview_url}"
    expect: "HTTP 200, funeral template, home name in title, no church imagery"
  - step: 3
    verb: db
    command: SELECT status, email_1_sent_at FROM outreach_contacts WHERE id = '<id>'
    expect: "email_1_sent, timestamp NOT NULL"
  - step: 3
    verb: render
    command: "Inspect email source — FROM, body, footer"
    expect: "FROM = hello@funeralwiseai.com, no theological language, CASL footer present"
  - step: 5
    verb: render
    command: "Type 'What happens after someone passes away?' in demo chatbot"
    expect: "Funeral-appropriate response, no church language"
  - step: 8
    verb: db
    command: SELECT status, booked_at FROM outreach_contacts WHERE id = '<id>'
    expect: "booked, booked_at NOT NULL after Cal.com booking"

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9. Open Questions / Known Gaps

• Physical address for CASL footer not confirmed — BLOCKER
• Funeral scrape source not finalized — where are the 741 existing prospects scraped from? Confirm with founder
• tenant_voice_agents FK constraint — Stream A must resolve before funeral provisioning works
• Funeral preview template — Stream A must ship before this flow can run end-to-end
• Cal.com funeralwiseai-demo event type — founder creates manually (see knowledge/marketing/cal-com-event-types.md)
• Resend domain verification for funeralwiseai.com — check Resend dashboard
• outreach_contacts.email_do_not_contact column — verify it exists (rule #18: check before using)