# Strategy Data Pull — March 23, 2026

## Google Business Profile (28-day performance, Feb 23 - Mar 23)

### Performance by Location
| Location | Impressions | Web Clicks | Call Clicks | Direction Requests |
|---|---|---|---|---|
| Toronto Main (588 Danforth) | 1,999 | 119 | 51 | 35 |
| Durham/Oshawa | 210 | 7 | 1 | 12 |
| Markham | 49 | 0 | 0 | 33 |
| Pickering | 48 | 0 | 0 | 29 |
| Brampton | 36 | 0 | 0 | 33 |
| Downtown Toronto | 28 | 0 | 0 | 30 |
| Mississauga | 0 | 0 | 0 | 0 |
| Bowmanville | 0 | 0 | 0 | 0 |
| **TOTAL** | **2,370** | **126** | **52** | **172** |

### Reviews by Location
| Location | Reviews | Avg Rating |
|---|---|---|
| Toronto Main | 569 | 4.7 |
| Mississauga | 44 | 4.8 |
| Durham/Oshawa | 19 | 4.7 |
| Pickering | 1 | 5.0 |
| Markham | 1 | 5.0 |
| Downtown Toronto | 0 | - |
| Brampton | 0 | - |
| Bowmanville | 0 | - |
| **TOTAL** | **634** | **4.7 avg** |

### Key GBP Insights
- Toronto Main drives 84% of all impressions
- 52 call clicks/month = ~1.8 calls/day from GBP alone
- Satellite locations are underperforming (no reviews, minimal impressions)
- Mississauga has 44 reviews but 0 impressions — may need listing optimization
- 8 total locations across GTA

## QuickBooks P&L — Q1 2026 (Jan 1 - Mar 23)

### Revenue
- Residential: $47,509
- Commercial: $1,686
- Discounts/Refunds: -$266
- **Total Revenue: $48,929**

### Major Expenses
- Subcontractors (COGS): $26,547 (54% of revenue)
- Wages: $15,070
- Payroll taxes: $818
- Virtual Assistant: $2,662
- Virtual Operations: $2,860
- Stripe fees: $1,448
- Rent: $980
- Continuing Ed: $817
- Communications: $362
- **Total Expenses: $52,680**

### Bottom Line
- **Net Loss: -$3,751** (Q1 2026)
- Revenue run rate: ~$17.5K/month (Q1 average through Mar 23)
- NOTE: QuickBooks revenue may not match Launch27 — cash vs accrual timing

### Outstanding Invoices
- $4,013 total outstanding
- Oldest: Fjallraven Canada ($452, overdue since Jun 2020)
- Beyond Clean Maids: $814 total (multiple invoices from 2020-2021)
- Ossama Farouk: $1,350 (3 invoices from 2024)
- SI Entertainment: $1,017 (2 invoices, recent)
- VC Ultimate: $380 (2 invoices, recent)

## Airtable Leads Analysis (196 records, mostly 2026)

### Lead Sources ("How did you hear about us?")
1. Google Search: 87 (44%)
2. Returning Customer: 41 (21%)
3. AI Search (ChatGPT/Gemini/Claude): 22 (11%) ← emerging channel!
4. Referral: 8 (4%)
5. BlogTO: 6 (3%)
6. Reddit: 4 (2%)
7. Instagram: 4 (2%)
8. Craigslist/Kijiji: 2 (1%)
9. Yelp: 1
10. HomeStars: 1

### Lead Frequency Requested
- One Time: 88 (45%)
- Unknown: 81
- Every 4 Weeks: 13
- Every 2 Weeks: 9
- Every Week: 4

### Lead Geography
- Toronto: 43
- Mississauga: 7
- Etobicoke: 5
- Oshawa: 4
- East York: 4
- North York: 5
- York: 3
- Brampton: 2

### Key Lead Insights
- 141 of 196 leads are from 2026 alone (Jan-Mar)
- ~47 leads/month in Q1 2026
- Google Search is the dominant channel (44%)
- AI search (ChatGPT, Gemini, Claude) is 11% and growing — this is a new acquisition channel
- 45% of leads request one-time service — conversion opportunity
- Booking conversion rate needs verification (Booked? field shows 0 but may be data issue)

## Google Analytics — GA4 (28 days, Feb 23 - Mar 22)

### Overview
- Sessions: 1,271
- Total Users: 1,158
- New Users: 1,130
- Page Views: 1,715
- Avg Session Duration: 1m 47s
- Bounce Rate: 65.5%
- Conversions: 0 (NO CONVERSION TRACKING SET UP!)
- Engaged Sessions: 439 (34.5%)

### Traffic Sources
| Channel | Sessions | Users | Conversions |
|---|---|---|---|
| Direct | 635 (50%) | 626 | 0 |
| Organic Search | 517 (41%) | 445 | 0 |
| Referral | 47 | 32 | 0 |
| Email | 29 | 25 | 0 |
| Organic Social | 21 | 19 | 0 |

### Top Pages
| Page | Sessions |
|---|---|
| / (homepage) | 500 |
| /book-cleaning-online/ | 97 |
| /how-to-clean-concrete-dust-in-house/ | 73 |
| /baking-soda-hydrogen-peroxide-cleaning-tips/ | 68 |
| /is-pink-mold-in-humidifier-dangerous/ | 59 |
| /customer-checklist/ | 52 |
| /about-us/ | 40 |
| /cleaning-services/ | 37 |

### Key GA Insights
- ZERO conversion tracking — cannot measure booking form completions
- 65.5% bounce rate is concerning
- Only 97 sessions reach the booking page out of 1,271 total (7.6% funnel rate)
- Blog content drives significant traffic (cleaning tips articles) but unclear if it converts
- Organic Search is 41% of traffic — strong SEO foundation
- Direct traffic at 50% — brand recognition or returning customers

## Google Search Console (28 days, Feb 23 - Mar 22)

### Top Queries
| Query | Clicks | Impressions | CTR | Avg Position |
|---|---|---|---|---|
| no more chores | 61 | 178 | 34.3% | 5.7 |
| cleaning services toronto | 8 | 903 | 0.9% | 16.4 |
| no more chores home cleaning toronto | 9 | 31 | 29.0% | 1.1 |
| no more chores toronto | 7 | 31 | 22.6% | 1.2 |
| pink mold in humidifier | 5 | 531 | 0.9% | 2.0 |
| toronto cleaning services | 5 | 231 | 2.2% | 24.6 |
| house cleaning toronto | 3 | 351 | 0.9% | 19.9 |
| cleaning service toronto | 4 | 226 | 1.8% | 19.6 |
| cleaners toronto | 4 | 122 | 3.3% | 24.5 |
| deep cleaning services toronto | 3 | 194 | 1.5% | 29.5 |

### Key Search Console Insights
- Branded searches ("no more chores") = 77 clicks — strong brand awareness
- "cleaning services toronto" = 903 impressions but only 8 clicks (0.9% CTR, position 16.4) — HUGE opportunity
- "house cleaning toronto" = 351 impressions, 3 clicks, position 19.9 — page 2, needs push to page 1
- Blog articles rank well for informational queries (hydrogen peroxide, pink mold) — driving traffic but not conversions
- Non-English queries appearing (väteperoxid = Swedish for hydrogen peroxide) — blog has international reach but low commercial value
- "toronto cleaning services" at position 24.6 with 231 impressions — another page 2-3 opportunity
- Total: ~440 clicks from search in 28 days

## Launch27 Data Analysis (30,233 bookings, 7,082 customers, 2016-2026)

### Revenue by Year (Launch27 — gross bookings including tax)
| Year | Revenue | Bookings | Avg Booking | Notes |
|---|---|---|---|---|
| 2016 | $34K | 201 | $169 | Partial year |
| 2017 | $322K | 1,674 | $192 | First full year |
| 2018 | $650K | 3,376 | $192 | SEO firm year |
| 2019 | $716K | 3,897 | $184 | Peak bookings |
| 2020 | $687K | 3,195 | $215 | COVID |
| 2021 | $918K | 3,664 | $250 | Recovery + price increases |
| 2022 | $1.03M | 4,021 | $257 | PEAK REVENUE |
| 2023 | $1.01M | 3,684 | $273 | Slight decline |
| 2024 | $825K | 3,109 | $265 | Decline accelerating |
| 2025 | $778K | 2,821 | $276 | Continued decline |
| 2026 | $165K | 591 | $279 | Q1 (through Mar 23) |

NOTE: Launch27 revenue (gross bookings incl tax) is higher than QuickBooks (cash basis, net of adjustments). Use QuickBooks for financial analysis, Launch27 for operational metrics.

### Monthly Revenue Trend (2025-2026)
| Month | Revenue | Bookings | Avg |
|---|---|---|---|
| Jan 2025 | $70,587 | 282 | $250 |
| Feb 2025 | $65,491 | 259 | $253 |
| Mar 2025 | $66,897 | 263 | $254 |
| Apr 2025 | $70,221 | 262 | $268 |
| May 2025 | $76,505 | 273 | $280 |
| Jun 2025 | $66,610 | 234 | $285 |
| Jul 2025 | $71,855 | 241 | $298 |
| Aug 2025 | $63,746 | 205 | $311 |
| Sep 2025 | $53,692 | 194 | $277 |
| Oct 2025 | $60,772 | 207 | $294 |
| Nov 2025 | $51,712 | 185 | $280 |
| Dec 2025 | $59,581 | 216 | $276 |
| Jan 2026 | $57,625 | 208 | $277 |
| Feb 2026 | $54,727 | 190 | $288 |
| Mar 2026 | $52,257 | 193 | $271 |

TREND: Revenue declining ~15% YoY. Booking count dropping faster than avg value rising.

### 2025 Revenue Split
- Recurring: $583,350 (75%) from 2,338 bookings (avg $250)
- One-Time: $194,319 (25%) from 483 bookings (avg $402)

### Customer Segments (7,082 total customers)
- One and done: 3,883 (57%) — LARGEST SEGMENT
- Came back (2+): 2,895 (42%)
- Loyal (10+ bookings): 773 (11%)
- Super loyal (50+ bookings): 131 (2%)
- Active recurring now: 129

### Active Recurring Breakdown (129 customers)
- Every 4 Weeks: 71 (55%)
- Every 2 Weeks: 43 (33%)
- Every Week: 6 (5%)
- One Time (with next booking): 6
- Every 6 Weeks: 2
- Every 3 Weeks: 1
- Average bookings per active recurring customer: 47.4

### Churn Analysis
- Total churned recurring (all time): 1,241
- Churned 2024+: 206 (reactivation tier 1)
- Churned 2025+: 106 (reactivation tier 1 priority)
- 2025 monthly churn: avg ~8.2 recurring customers/month
- Churn by year: 2024=100, 2025=98, 2026=8 (Q1)

### Acquisition Source (30,216 responses — all time)
1. Google Search: 18,792 (62%)
2. Returning Customer: 3,551 (12%)
3. Yelp: 2,868 (9%)
4. Referral: 2,051 (7%)
5. Facebook: 589 (2%)
6. BlogTO: 568 (2%)
7. HomeStars: 456 (2%)
8. Adwords/Google Ads: ~299 (1%)
9. AI Search (ChatGPT/Gemini/Claude): 32 (emerging)
10. Reddit: 37
11. Kijiji: 64

### Top Cities (by booking count)
1. Toronto: 22,447 (74%)
2. North York: 1,286
3. Scarborough: 1,069
4. Etobicoke: 1,055
5. Mississauga: 872
6. East York: 621
7. Oshawa: 360
8. Markham: 260
9. Brampton: 230

### Discount Code Usage
- airbnb01: 798 uses (Airbnb market was significant)
- save$30now: 415 uses (various capitalization)
- SPECIAL$50: 81
- Referral discounts: only 18 bookings (almost non-existent)

### Key CSV Insights
1. Revenue peaked in 2022 ($1.03M) and has been declining since
2. Booking count peaked in 2022 (4,021) — now at 2,821 (2025) = 30% fewer bookings
3. Avg booking value rising ($192→$279) but not fast enough to offset volume decline
4. 57% of all customers are one-and-done — massive conversion opportunity
5. Google Search is 62% of all-time acquisition — confirms SEO is the growth lever
6. Airbnb was a meaningful segment (798 bookings with Airbnb code)
7. Referral program is essentially dead (18 bookings with referral discount)
8. Monthly churn ~8 recurring customers — at $250/visit avg, that's ~$24K/year in lost recurring revenue
9. 206 recently churned recurring customers (2024+) are the highest-value reactivation targets

## Contractor Capacity
- 5 active teams (solo to 5-6 person teams)
- Can handle ~20 more recurring signups now
- Additional contractors available to activate quickly
- Subcontractor cost: 54-63% of revenue (trending lower in Q1 2026)

## Active Recurring Customers
- 129 verified active (CSV-confirmed with next booking date)
- Launch27 dashboard shows 108 unique recurring in last 30 days
- 1,840 flagged as "recurring" in database (mostly historical/churned)

## Google Reviews Analysis (Toronto Main — 569 reviews)

### Rating Distribution
- 5 stars: 476 (84%)
- 4 stars: 53 (9%)
- 3 stars: 7 (1%)
- 2 stars: 7 (1%)
- 1 star: 26 (5%)
- Overall: 4.7 avg

### Negative Review Themes (40 reviews, 1-3 stars)
1. **Cleaning quality / Missed areas** (11x) — inconsistent results, not thorough enough
2. **No-show / Late arrival** (8x) — cleaners not showing up, arriving outside window
3. **Deep clean expectations gap** (5x) — customers expected more than delivered
4. **Pricing disputes** (4x) — price changes after booking, overcharging
5. **Cancellation / Last-minute reschedule** (3x)
6. **Poor communication** (3x)
7. **Damage to property** (3x)
8. **Staff attitude** (2x)
9. **Airbnb-specific issues** (2x)
10. **Charged after cancellation** (1x)

### Key Insight
Top complaints are OPERATIONAL, not marketing or pricing. Quality control and reliability are the core drivers of churn. The "deep clean" has a positioning problem — customer expectations don't match service delivery.

### Full reviews saved to: data/google-reviews-toronto-main.json

## Revenue Target
- Goal: $1.5M
- Current run rate: ~$540K/year (based on $45K/month)
- Prior year: $712K
- Peak year: $935K (2022)
- Recommended timeline: $1M by Mar 2027, $1.5M by Mar 2028