US Sourcing Playbook

Sourcing and outreach guide for US providers using Apollo and cold email.

Quick Start

Your job: Find activity providers in US markets, run email sequences, and convert interested leads.

Your tools:

Apollo — Cold email sequences, lead enrichment
Attio — CRM for engaged leads
LinkedIn — Research and warm outreach

Your channels: Email (primary), LinkedIn (secondary), Phone (for warm leads)

US vs India: Key Differences

Aspect	India	US
Primary channel	WhatsApp	Email
Outreach tool	Manual (Attio)	Automated (Apollo)
Response time	Same day	24-48 hours
Decision maker	Owner directly	May have admin/manager
Business hours	10am-7pm IST	9am-6pm local (EST/PST)
Volume	10-15/day manual	50-100/day automated

Apollo Setup

Account Configuration

Create Apollo account at apollo.io
Connect email:
- Use work email (you@juniro.com)
- Or create alias (outreach@juniro.com)
Verify domain for better deliverability
Warm up email (2 weeks before sending at scale)

Email Warmup

Critical: New email domains need 2 weeks of warmup before cold outreach.

Week	Daily Volume	Notes
Week 1	10-20 emails	Mix of replies and opens
Week 2	30-50 emails	Gradually increase
Week 3+	50-100 emails	Full volume

Apollo has built-in warmup — enable it immediately.

Finding Leads in Apollo

Industry keywords:

Activities:
- Youth sports
- Kids activities
- Dance studio
- Swim school
- Martial arts
- Art classes
- Music lessons
- STEM education
- Gymnastics
- Language classes

Camps:
- Summer camps
- Day camps
- Sports camps

Childcare:
- Daycare center
- Preschool
- Montessori school
- After school programs
- Early childhood education

Parties & Events:
- Kids party venue
- Children's entertainment
- Birthday party services

Other:
- Tutoring
- Children's education

Job titles:

- Owner
- Founder
- Director
- Manager
- Head Coach
- Studio Owner
- Program Director

Location:

Atlanta, GA (launch city)
Expand to other metros later

Company size:

1-50 employees (small businesses)

Enrichment

Apollo auto-enriches leads with:

Verified email
Phone number
Company info
LinkedIn profile

Only add leads with verified emails to sequences.

Important: Capture phone numbers too!

Even though email is primary for US, collect phone numbers when available:

For warm leads who engage, call converts better than email
Text/SMS can be used as follow-up
Phone call shows seriousness after initial email interest

Contact Type	Primary Use	Secondary Use
Email	Cold outreach (Apollo)	Follow-up
Phone	Warm leads (after reply)	Call if email bounces
LinkedIn	No email found	Relationship building

Lead Sources

Primary Source: Atlanta Parent Directory

URL: https://www.atlantaparent.com/directory/

This is the best source for Atlanta providers — a curated directory of kids activities.

Available Categories:

Category	Listings	Priority
Camps	537	HIGH — day camps, overnight camps
Classes	187	HIGH — arts, dance, music, sports, academics
Family Activities	853	MEDIUM — museums, parks, attractions
Education	439	LOW — schools (not our focus)
Parties	146	MEDIUM — entertainers, venues

How to Use:

Go to directory: https://www.atlantaparent.com/directory/
Start with high-priority categories:
- Camps → Day Camps → By activity type
- Classes → By type (Art, Dance, Music, Sports, STEM)
For each listing:
- Click to view details
- Note: Business name, category, location
- Visit their website (usually linked)
- Find owner/contact email
- Add to Apollo for enrichment
Work systematically:
- Do one subcategory at a time
- Track progress in spreadsheet
- Mark "added to Apollo" to avoid duplicates

Subcategories to prioritize:

Classes (Activities):
├── Art & Crafts
├── Dance
├── Music
├── Sports & Fitness
├── Swimming
├── Martial Arts
├── STEM & Coding
└── Language

Camps:
├── Day Camps
│   ├── Art Camps
│   ├── Sports Camps
│   ├── STEM/Science Camps
│   ├── Nature/Outdoor Camps
│   └── Performing Arts Camps
└── Specialty Camps

Childcare & Early Education:
├── Daycare Centers
├── Preschools
├── Montessori Schools
├── Pre-K Programs
└── After-School Care

Parties & Events:
├── Entertainers
├── Party Places
└── Mobile Party Services

Estimated leads: 500+ high-quality providers from this single source.

Secondary Sources

Google Search

Atlanta kids swimming lessons
Atlanta youth soccer programs
Atlanta children's art classes
Atlanta summer camps 2025
Atlanta martial arts for kids

Look for:

Business websites
Find owner/contact info
Add to Apollo for enrichment

Yelp

Search "Kids Activities" in Atlanta
Filter by category
Visit business website
Find owner name/email
Add to Apollo

Facebook

Search "Atlanta kids activities"
Look at business pages
Note owner names from "About"
Cross-reference in Apollo

Instagram

#atlantakids
#atlantamoms
#atlantaswimlessons
#atlantadance

DM is secondary to email — use for businesses without email.

Other City Directories

When expanding to new cities, look for similar parent directories:

City	Directory
Austin	austinfamily.com
Dallas	dfwchild.com
Houston	houstonparent.com
Chicago	chicagoparent.com
NYC	nymetroparents.com
LA	laparent.com
Bay Area	parentmap.com

These are goldmines for sourcing — always check for local parent publications first.

Email Sequences

Sequence 1: Standard Introduction (3 emails)

Email 1: Day 0

Subject: Quick question about {company_name}

Hi {first_name},

I came across {company_name} while researching kids activities in Atlanta — looks like you're doing great work.

I'm building Juniro, a platform that helps families discover local activities like yours. Think of it as a Yelp specifically for kids' classes and camps.

We're launching in Atlanta soon and looking for quality providers to feature. Would you be open to a quick chat about how we could help you reach more local families?

Best,
{your_name}
Juniro

Email 2: Day 3

Subject: Re: Quick question about {company_name}

Hi {first_name},

Just following up on my note below. I know you're busy running {company_name}, so I'll keep this brief.

Juniro is free to join — we only charge a small commission when you get bookings through us. Early providers get priority placement when we launch.

Worth a 10-minute call?

{your_name}

Email 3: Day 7

Subject: Last note from me

Hi {first_name},

I'll keep this short — if you're ever curious about how Juniro can help {company_name} reach more Atlanta families, just reply.

Either way, best of luck with the business!

{your_name}

Sequence 2: Referral/Warm Intro (2 emails)

Use when you have a connection or referral.

Email 1: Day 0

Subject: {referrer_name} suggested I reach out

Hi {first_name},

{referrer_name} mentioned that {company_name} would be a great fit for Juniro — we're building a platform to help Atlanta families discover kids activities.

Would love to share more. Free for a quick call this week?

Best,
{your_name}

Email 2: Day 4

Subject: Re: {referrer_name} suggested I reach out

Hi {first_name},

Just circling back — I know running a business is hectic. If there's a better time to connect, just let me know.

{your_name}

Sequence 3: Re-engagement (2 emails)

For leads who went cold after initial interest.

Email 1: Day 0

Subject: Still interested in Juniro?

Hi {first_name},

We chatted a few weeks ago about listing {company_name} on Juniro. Wanted to check in — are you still interested?

We're getting close to launch in Atlanta and would love to have you on board.

{your_name}

Email 2: Day 5

Subject: Quick update

Hi {first_name},

Just a heads up — we're launching in Atlanta soon. If you'd like to be included, let me know and I can get you set up quickly.

No pressure either way!

{your_name}

Apollo Sequence Settings

Setting	Value
Send window	9am - 5pm EST
Days	Monday - Friday
Max emails/day	50 (after warmup)
Bounce handling	Auto-remove
Reply detection	Auto-pause sequence

A/B Testing

Test these variations:

Subject lines (question vs statement)
Email length (short vs detailed)
CTA (call vs reply vs calendar link)

Apollo tracks open rates and reply rates per variant.

Daily Workflow

┌─────────────────────────────────────────────────────────────┐
│                    DAILY ROUTINE                             │
├─────────────────────────────────────────────────────────────┤
│                                                              │
│  Morning (1 hr)                                              │
│  ├── Check Apollo for replies                                │
│  ├── Respond to interested leads (move to Attio)            │
│  └── Handle bounces/unsubscribes                            │
│                                                              │
│  Midday (2 hrs)                                              │
│  ├── Source new leads (target: 20-30/day)                   │
│  ├── Add to Apollo with enrichment                          │
│  └── Enroll in sequences                                     │
│                                                              │
│  Afternoon (1 hr)                                            │
│  ├── Follow up on warm leads (calls/LinkedIn)               │
│  ├── Update Attio for engaged leads                         │
│  └── Review sequence performance                             │
│                                                              │
└─────────────────────────────────────────────────────────────┘

Lead Stages

In Apollo

Stage	Meaning	Action
New	Just added	Enroll in sequence
In Sequence	Receiving emails	Wait for response
Replied	Got a response	Respond, move to Attio
Bounced	Bad email	Remove
Unsubscribed	Opted out	Remove

In Attio (Engaged Leads)

Stage	Meaning	Action
Interested	Replied positively	Schedule call
Onboarding	Agreed to join	Help list activities
Active	Live on platform	Ongoing relationship
Not Interested	Declined	Note reason, archive

When Lead Replies

Positive Reply

"Sure, I'd love to learn more"
"Sounds interesting, let's chat"

Response:

Great to hear from you, {first_name}!

I'd love to give you a quick overview of Juniro and answer any questions.

Would any of these times work for a 15-minute call?
- [Day 1] at [Time 1]
- [Day 2] at [Time 2]
- [Day 3] at [Time 3]

Or feel free to grab a time here: [Calendly link]

Looking forward to it!
{your_name}

Actions:

Remove from Apollo sequence
Add to Attio with stage = "Interested"
Schedule call

Question/Hesitant

"What's the cost?"
"How does it work?"

Response:

Great question!

Juniro is completely free to join. We only charge a small commission (around 10-15%) when you get a booking through our platform.

Your existing students and marketing channels are all yours — we're just an additional source of new families.

Would a quick call help? I can walk you through everything in 10 minutes.

{your_name}

Not Interested

"Not interested"
"Please remove me"

Response:

No problem at all — I appreciate you letting me know.

If anything changes, feel free to reach out. Best of luck with {company_name}!

{your_name}

Actions:

Remove from Apollo sequence
Mark as "Not Interested" with reason
Do not contact again

Call Guide

Discovery Call (15 min)

Same structure as India playbook, adjusted for US context:

Intro (2 min)
- Thank them for their time
- Brief personal intro
Discovery (5 min)
- How long have you been running [business]?
- How do you currently get new students?
- What's working? What's challenging?
Pitch (5 min)
- Juniro = marketplace for kids activities
- Parents search, discover, book
- Free to list, commission on bookings
- Early providers get priority placement
Close (3 min)
- Interest level?
- Next steps = send onboarding form
- Timeline = live within 1 week

After Call

Send follow-up email:

Subject: Next steps for {company_name} on Juniro

Hi {first_name},

Great chatting with you! As discussed, here's the onboarding form: [link]

Takes about 10 minutes — just your basic info, activities, and schedule.

Once I receive it, I'll get your listing set up and you'll be live within a few days.

Let me know if you have any questions!

{your_name}

Update Attio:
- Stage → "Onboarding"
- Notes → Call summary

LinkedIn Outreach (Secondary)

Use LinkedIn when:

No email found
Email bounced
Want to warm up before email

Connection Request

Hi {first_name}, I came across {company_name} and loved what you're doing with kids activities in Atlanta. I'm building something in this space and would love to connect!

Follow-up Message (after connection)

Thanks for connecting, {first_name}!

I'm building Juniro — a platform to help Atlanta families discover kids activities. Thought {company_name} would be a great fit.

Would you be open to a quick chat about how we could help you reach more local families?

Daily Targets

Metric	Daily Target	Weekly Target
New leads sourced	20-30	100-150
Leads enrolled in sequences	20-30	100-150
Replies received	3-5	15-25
Calls scheduled	1-2	5-10
Moved to "Interested"	1-2	5-10

Benchmarks

Metric	Good	Great
Open rate	>40%	>60%
Reply rate	>5%	>10%
Positive reply rate	>50% of replies	>70%
Call show rate	>70%	>90%

Launch City vs Non-Launch

Atlanta (Launch City)

Priority: HIGH

Sequence messaging:

"We're launching in Atlanta in the next few weeks..."
"Early providers get priority placement..."
"Would love to have you on board before we go live..."

Other US Cities (Non-Launch)

Priority: MEDIUM — Build pipeline for future

Sequence messaging:

"We're expanding to {city} soon..."
"Would love to connect early..."
"I'll keep you posted on our launch timeline..."

Actions:

Add to Apollo with city tag
Run shorter sequence (2 emails)
Monthly nurture check-in
Activate when city launches

Tools Setup

Apollo Access

Get invite from admin
Connect your email
Enable warmup
Wait 2 weeks before sequences

Attio Access

Get invite from admin
Use for leads that reply positively
Track through Interested → Onboarding → Active

Calendar

Set up Calendly for scheduling
Include in email signature
Sync with Google Calendar

Email Signature

{Your Name}
Juniro — Discover kids activities

📅 Schedule a call: [Calendly link]
🌐 juniro.com

Compliance

CAN-SPAM Requirements

Clear sender identity
Valid physical address
Easy unsubscribe
Honor opt-outs within 10 days

Apollo handles most of this automatically.

Do Not Contact

Never email:

Leads who unsubscribed
Leads who said "not interested"
Leads who threatened legal action
Personal emails (gmail, yahoo) — business emails only

Common Objections

Objection	Response
"We're fully booked"	"That's great! Juniro is free to list — think of it as insurance for slower months or waitlist management."
"We don't need more marketing"	"Makes sense. We're not replacing what's working — just an additional channel. No cost to try."
"What's the commission?"	"10-15% on bookings through Juniro. Your existing students and marketing are all yours."
"I need to think about it"	"Of course! I'll send you a quick summary email. Any questions I can answer now?"
"We've tried platforms before"	"I hear you. What didn't work? We're building specifically for kids activities, not generic listings."

Reporting

Weekly Report Template

Week of: [Date]

SOURCING
- New leads added: X
- Leads enrolled: X

SEQUENCE PERFORMANCE
- Emails sent: X
- Open rate: X%
- Reply rate: X%

CONVERSIONS
- Replies received: X
- Calls scheduled: X
- Moved to Interested: X
- Moved to Onboarding: X

TOP LEARNINGS
- What worked: [...]
- What to improve: [...]

NEXT WEEK FOCUS
- [...]

Quick Start​

US vs India: Key Differences​

Apollo Setup​

Account Configuration​

Email Warmup​

Finding Leads in Apollo​

Search Filters​

Enrichment​

Lead Sources​

Primary Source: Atlanta Parent Directory​

Secondary Sources​

Google Search​

Yelp​

Facebook​

Instagram​

Other City Directories​

Email Sequences​

Sequence 1: Standard Introduction (3 emails)​

Sequence 2: Referral/Warm Intro (2 emails)​

Sequence 3: Re-engagement (2 emails)​

Apollo Sequence Settings​

A/B Testing​

Daily Workflow​

Lead Stages​

In Apollo​

In Attio (Engaged Leads)​

When Lead Replies​

Positive Reply​

Question/Hesitant​

Not Interested​

Call Guide​

Discovery Call (15 min)​

After Call​

LinkedIn Outreach (Secondary)​

Connection Request​

Follow-up Message (after connection)​

Daily Targets​

Benchmarks​

Launch City vs Non-Launch​

Atlanta (Launch City)​

Other US Cities (Non-Launch)​

Tools Setup​

Apollo Access​

Attio Access​

Calendar​

Email Signature​

Compliance​

CAN-SPAM Requirements​

Do Not Contact​

Common Objections​

Reporting​

Weekly Report Template​

Checklist​

Before Starting​

Daily​

Weekly​

Quick Start

US vs India: Key Differences

Apollo Setup

Account Configuration

Email Warmup

Finding Leads in Apollo

Search Filters

Enrichment

Lead Sources

Primary Source: Atlanta Parent Directory

Secondary Sources

Google Search

Yelp

Facebook

Instagram

Other City Directories

Email Sequences

Sequence 1: Standard Introduction (3 emails)

Sequence 2: Referral/Warm Intro (2 emails)

Sequence 3: Re-engagement (2 emails)

Apollo Sequence Settings

A/B Testing

Daily Workflow

Lead Stages

In Apollo

In Attio (Engaged Leads)

When Lead Replies

Positive Reply

Question/Hesitant

Not Interested

Call Guide

Discovery Call (15 min)

After Call

LinkedIn Outreach (Secondary)

Connection Request

Follow-up Message (after connection)

Daily Targets

Benchmarks

Launch City vs Non-Launch

Atlanta (Launch City)

Other US Cities (Non-Launch)

Tools Setup

Apollo Access

Attio Access

Calendar

Email Signature

Compliance

CAN-SPAM Requirements

Do Not Contact

Common Objections

Reporting

Weekly Report Template

Checklist

Before Starting

Daily

Weekly