# FTM Operations Kit

Practical internal templates for FTM pilot client work.

FTM is a London hospitality growth studio helping restaurants, cafes, dessert shops and takeaways improve online visibility, customer retention, reviews and simple performance tracking through content and growth systems.

This kit is for execution before and during early pilot partnerships. Keep it simple, useful and easy to edit.

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## 1. Client Intake Form Template

Use this in Tally, Google Forms or a client onboarding document.

- Business name:
- Owner/manager name:
- Phone number:
- Email:
- Instagram handle:
- TikTok handle:
- Website:
- Business type:
- Location:
- Current posting frequency:
- Biggest challenge right now:
- Are you currently collecting customer numbers/emails?
- Do you actively ask for Google reviews?
- What days/times are usually quiet?
- What products/items do you most want to push?
- Are you open to a 30-day pilot partnership?
- Best time to call:

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## 2. Lead CRM Template

Use this in Google Sheets, Notion or Airtable.

### Columns

- Business name
- Location
- Type
- Instagram
- TikTok
- Google rating
- Review count
- Contact name
- Contact method
- Stage
- Last contacted
- Follow-up date
- Notes
- Potential fit score
- Pilot offered?
- Outcome

### Stages

- Not contacted
- Contacted
- Interested
- Meeting booked
- Pilot offered
- Pilot active
- Converted
- Not interested

### Fit score guidance

Score based on product quality, visual appeal, owner ambition, existing foot traffic and clear gaps in content, reviews or retention.

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## 3. 30-Day Hospitality Growth Pilot

### Purpose

- Test whether FTM can improve content consistency, review capture and customer follow-up for the venue.
- Create enough real work to understand fit before proposing a longer monthly retainer.

### What FTM provides

- Planning, shoot direction, content production and posting support.
- A simple Google review QR system and basic monthly performance summary.
- Clear recommendations for the next month based on what was learned.

### What the business provides

- Access to the venue during agreed shoot windows.
- Permission to film products, team activity and customer atmosphere where appropriate.
- Timely feedback, account access if needed and honest context about quiet days or priority products.

### Deliverables

- 1-2 shoot days
- 8-12 short-form videos
- TikTok/Instagram posting support
- Basic profile/account optimisation
- Google review QR system
- Simple monthly performance summary
- Recommendations for next steps

### Timeline

- Week 1: audit, plan, account checks and shoot planning.
- Week 2-3: shoot, edit, post and set up review/customer prompts.
- Week 4: review performance, summarise learnings and discuss next steps.

### Expectations

- The pilot is designed to test execution, consistency and fit.
- FTM does not guarantee revenue, bookings or viral results.
- Results depend on product quality, offer strength, local demand, consistency and client cooperation.

### Permission to use content/results

- Agree what content FTM can use in its portfolio, social channels and case study materials.
- Do not publish private business data without approval.

### Next-step conversion discussion

- At the end of the pilot, review what worked, what needs improving and whether a monthly retainer makes sense.

---

## 4. Shoot Day Checklist

- [ ] Exterior shots
- [ ] Interior shots
- [ ] Food preparation
- [ ] Best-selling items
- [ ] Staff interaction
- [ ] Customer atmosphere, only with permission
- [ ] Behind-the-scenes
- [ ] Owner clip if available
- [ ] Trending format clips
- [ ] Vertical framing
- [ ] Lighting checks
- [ ] Audio checks
- [ ] Backup footage
- [ ] File organisation

---

## 5. Monthly Performance Summary Template

### Month overview

- Notes:
- Numbers:
- Next action:

### Content posted

- Notes:
- Numbers:
- Next action:

### Top-performing posts

- Notes:
- Numbers:
- Next action:

### Profile growth

- Notes:
- Numbers:
- Next action:

### Reach/views

- Notes:
- Numbers:
- Next action:

### Engagement

- Notes:
- Numbers:
- Next action:

### Google reviews gained

- Notes:
- Numbers:
- Next action:

### Customer/review feedback

- Notes:
- Numbers:
- Next action:

### What worked

- Notes:
- Numbers:
- Next action:

### What needs improving

- Notes:
- Numbers:
- Next action:

### Recommendations for next month

- Notes:
- Numbers:
- Next action:

---

## 6. Review System Template

### How to create a Google review link

- Open the business Google profile.
- Use the "Ask for reviews" or review link option.
- Save the direct review URL in the client folder and CRM.

### How to turn it into a QR code

- Use a simple QR tool or the client's existing QR provider.
- Test the QR code on iPhone and Android before printing.
- Label it clearly: "Enjoyed your visit? Leave us a Google review."

### Where to place QR codes

- Receipts
- Counter display
- Table card
- Takeaway bag sticker
- Menu insert
- Follow-up message

Keep placement visible but not pushy.

### Staff prompt examples

- "If you enjoyed today, a quick Google review really helps local customers find us."
- "Thanks for coming in. If everything was good, the QR code takes you straight to our review page."
- "No pressure, but reviews help a small business a lot."

### Review response examples

- Positive: "Thanks for visiting. Glad you enjoyed it and hope to see you again soon."
- Neutral: "Thanks for the feedback. We appreciate you coming in and will share this with the team."
- Negative: "Sorry your visit was not right. Please contact us directly so we can understand what happened and improve."

### Important warning

- Do not buy fake reviews.
- Do not pressure customers to leave only 5-star reviews.
- Ask honestly, respond professionally and use feedback to improve.

---

## 7. WhatsApp / Customer Retention Starter Template

This is a starter system, not advanced CRM software.

### QR code opt-in idea

- Place a QR code in-store or on takeaway packaging.
- Offer a simple reason to join: first look at specials, birthday treat, quiet-day offer or loyalty update.
- Make it clear that customers are opting in to messages from the business.

### Simple offer examples

- Free dessert with a main order on Tuesday.
- 10 percent off collection orders before 6pm.
- Buy 5 coffees, get the next one free.
- New menu item preview for WhatsApp customers.

### Customer list fields

- Name
- Phone number
- Opt-in source
- Date joined
- Favourite item or category
- Last campaign sent
- Notes

### Message examples

- "Hi [Name], thanks for visiting [Business]. We are testing a small customer list for offers and updates. Reply STOP anytime."
- "Quiet day offer: show this message before 5pm today for [offer]. Available at [location]."
- "New this week: [item]. We are giving our regulars first look before posting publicly."

### Frequency guidance

- Start with 1-2 useful messages per month.
- Avoid sending messages just to fill a schedule.
- Track replies, redemptions and opt-outs.

### Permission / opt-in warning

- Only message people who have clearly opted in.
- Always give customers an easy way to stop messages.
- This is a starter system, not advanced CRM software.

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## 8. Outreach Script Bank

### Phone call to ask when the owner is in

Hi, is the owner or manager usually in today? My name is [Name] from FTM. We work with local restaurants and cafes on content, reviews and customer follow-up. I do not want to interrupt service, I just wanted to know the best time to briefly introduce ourselves.

### Instagram DM

Hi [Business], I am [Name] from FTM, a London hospitality growth studio. We help restaurants and cafes improve content consistency, Google reviews and customer follow-up. Your venue looks like a strong fit visually. Would it be worth sending over a simple 30-day pilot idea?

### In-person intro

Hi, I am [Name] from FTM. We are working with hospitality businesses in London on content, reviews and simple repeat-customer systems. I like what you are doing here and wanted to quickly introduce myself. Is the owner around, or is there a better time to come back?

### Follow-up after meeting

Hi [Name], good speaking with you today. Based on what you said, the clearest opportunities look like content consistency, review capture and a simple follow-up system for customers. I can send over a short 30-day pilot structure if helpful.

### Follow-up after pilot

Hi [Name], thanks again for running the 30-day pilot with us. I have pulled together the content, review and engagement summary, plus what we think should happen next. If it makes sense, we can discuss a monthly setup built around consistency, reviews and repeat customers.

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## 9. Founder Task Split

### Founder A

- Outreach
- Client communication
- Review system
- CRM
- Monthly performance summary
- Finance/admin
- Recommendations

### Founder B

- Shoot planning
- Creative direction
- Editing oversight
- Posting support
- Account optimisation
- Production workflow

### Shared

- Strategy
- Meetings
- Client relationships
- Learning operations
- Scaling decisions