{
  "title": "Original synthetic SaaS sales funnel workbook",
  "date": "2026-10-27",
  "guide": "https://showmeyoursaas.com/articles/sales-funnel/",
  "synthetic": true,
  "description": "Twenty invented BriefBoard accounts, extending the fictional GTM teaching example with an explicit qualification stage. No company sales results or personal data.",
  "unit": "one account",
  "enteredAt": "2026-09-20T00:00:00Z",
  "asOf": "2026-10-27T00:00:00Z",
  "conversionWindowDays": 28,
  "rules": [
    "Each record is one distinct invented account.",
    "Every account has a completed 28-day window from interested-stage entry.",
    "Deepest stage implies reaching all preceding stages in this explicitly nested synthetic path.",
    "Trial and first result before payment are example assumptions, not universal SaaS rules.",
    "Accounts not reaching a stage remain in the eligible preceding-stage denominator.",
    "This interested-account population cannot establish visitor-to-paid conversion.",
    "Deepest-stage records are a teaching abstraction, not a raw event log or current pipeline snapshot."
  ],
  "stages": [
    {
      "id": "interested",
      "label": "Interested",
      "criterion": "Describes the relevant recurring brief-preparation problem"
    },
    {
      "id": "qualified",
      "label": "Qualified",
      "criterion": "Job, owner, and feasible near-term evaluation confirmed"
    },
    {
      "id": "trial",
      "label": "Trial",
      "criterion": "Begins the agreed trial workflow"
    },
    {
      "id": "first_result",
      "label": "First useful result",
      "criterion": "Completes and can retrieve one usable project brief"
    },
    {
      "id": "paid",
      "label": "Paid",
      "criterion": "First workspace payment recorded within the observation window"
    }
  ],
  "accounts": [
    {
      "id": "demo-funnel-01",
      "deepestStage": "paid",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-02",
      "deepestStage": "paid",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-03",
      "deepestStage": "paid",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-04",
      "deepestStage": "first_result",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-05",
      "deepestStage": "first_result",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-06",
      "deepestStage": "trial",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-07",
      "deepestStage": "trial",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-08",
      "deepestStage": "trial",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-09",
      "deepestStage": "qualified",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-10",
      "deepestStage": "qualified",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-11",
      "deepestStage": "qualified",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-12",
      "deepestStage": "qualified",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-13",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-14",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-15",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-16",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-17",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-18",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-19",
      "deepestStage": "interested",
      "completedWindow": true
    },
    {
      "id": "demo-funnel-20",
      "deepestStage": "interested",
      "completedWindow": true
    }
  ],
  "expectedCounts": [
    20,
    12,
    8,
    5,
    3
  ],
  "expectedConversions": [
    {
      "from": "interested",
      "to": "qualified",
      "numerator": 12,
      "denominator": 20,
      "percentRounded": 60
    },
    {
      "from": "qualified",
      "to": "trial",
      "numerator": 8,
      "denominator": 12,
      "percentRounded": 66.67
    },
    {
      "from": "trial",
      "to": "first_result",
      "numerator": 5,
      "denominator": 8,
      "percentRounded": 62.5
    },
    {
      "from": "first_result",
      "to": "paid",
      "numerator": 3,
      "denominator": 5,
      "percentRounded": 60
    },
    {
      "from": "interested",
      "to": "paid",
      "numerator": 3,
      "denominator": 20,
      "percentRounded": 15
    },
    {
      "from": "trial",
      "to": "paid",
      "numerator": 3,
      "denominator": 8,
      "percentRounded": 37.5
    }
  ],
  "blankWorksheet": {
    "question": "",
    "population": "",
    "identityAndDeduplication": "",
    "stageEntryRules": "",
    "conversionWindow": "",
    "incompleteCases": "",
    "countsAndDenominators": "",
    "observations": "",
    "alternativeExplanations": "",
    "nextInvestigationOwnerDate": ""
  }
}