ACTIVATION, FOR SEED → SERIES A B2B SAAS
Sennet is a two-week sprint that gives you the real activation metric, a PQL model, and an event taxonomy that won’t rot — for a fixed $5,000. Founder-run. No SDRs. No agency theater.
sennet /ˈsɛnɪt/ n. — an Elizabethan stage cue: a trumpet signal marking the right entrance at the right moment.
01 — THE PROBLEM
Capturing everything feels like progress. Then you go to answer one question — “is this cohort actually activating?” — and discover the taxonomy is inconsistent, “activation” was never really defined, and the events you needed were never the ones you tracked.
Three engineers, three naming conventions. btnClick, button_clicked, CTA Pressed — all the same action. No one owns it, so it drifts until no chart can be trusted.
Someone picked a metric in a meeting because it sounded right. No one checked whether it actually correlates with users who stick around. You’re optimizing a number that doesn’t predict retention.
The board wants activation and retention curves. The data can’t support the story — right when scaling or fundraising makes it matter most. The fix is a scramble, not a system.
The hard part was never wiring up the events.
It’s knowing which events predict whether
someone stays.
02 — WHAT YOU ACTUALLY GET
Defined empirically — the behavior that actually separates users who stay from users who churn. Not a guess.
A weighted, product-qualified-lead score sales and lifecycle can trust.
# illustrative — yours is fit to your data pql = 0.45·first_query_run + 0.30·invited_teammate + 0.25·return_d2 − 0.20·hit_error_onboarding
PostHog-flagship (or Mixpanel / Amplitude / Segment) — built so they keep working after I’m gone.
A naming convention, a tracking plan, and validation so the taxonomy doesn’t rot the moment the next feature ships.
Your biggest drop-offs, quantified — ranked by how much retained revenue each one is costing you.
10–15 events worth instrumenting — chosen because they predict whether someone stays, not because they were easy to capture.
activation-predictive friction signal
03 — HOW IT’S DIFFERENT
Plenty of people can install an SDK. The value isn’t the wiring — it’s deciding what’s worth measuring and why. Here’s the line.
Your founder can wire the events. What the team is missing isn’t engineering — it’s the judgment about which signals predict retention, and the time to do it right while shipping the product.
CRO moves the button and argues about copy. Sennet doesn’t hand you UI opinions — it tells you what to measure so you know which button even matters.
A cheap Upwork “set up my events” gig gives you an SDK install. It can’t tell you what’s worth tracking. (PostHog itself prices hands-on help from a $5k minimum — the judgment is the cost, not the code.)
04 — WHO’S DOING THE WORK
Senior growth engineer. I’ve shipped activation experiments, attribution stacks, and event pipelines at Appsmith, Hygraph, Pilot, Stenn, and Ziflow — across PLG, lifecycle, and GTM engineering. I kept watching the same thing happen: teams ship more events, dashboards multiply, but the question “is this user actually activating?” still gets answered with a shrug. Sennet exists because the fix isn’t more tooling — it’s judgment about what to measure.
WHAT THAT LOOKED LIKE IN PRACTICE
When you hire Sennet, that’s who does the work — start to finish. The judgment you’re paying for is the judgment in the room.
05 — SEE THE JUDGMENT IN ACTION
No client logos here yet — by choice. Instead, watch the actual analysis: a real product’s signup→activation funnel, pulled apart to show where the signal is and where it’s being lost. That’s the work. Judge it directly.
Why 38% create an API key but only 22% ever run a first query — and the one event that should have been the north star.
Dev tool · API productA free-tier funnel where the trial-conversion event fires before the value is ever felt.
Freemium SaaSWhen the highest-scoring “qualified” users were the ones least likely to pay — and how the weights were wrong.
Free-trial B2BWant this done on your funnel instead of someone else’s? Request a free teardown →
06 — PRICING
Most agencies hide the number until they’ve read your funding announcement. Here it is. Fixed scope, fixed price, no surprises.
Fixed scope · ~1–2 weeks · one project.
Founding-client rate available for the first few reference projects.
+ retainer from $3,500/mo
Once the events are trustworthy, turn them into behavior-triggered messaging — built in Customer.io, on top of the taxonomy from your Sprint:
The natural next step — but only after the instrumentation is solid. No point automating messages off events you can’t trust.
07 — HOW IT WORKS
You’re building a product, not attending standups. The process is low-overhead by design — and you work directly with the person doing the work, not an account manager.
You send the product URL and your activation question. I review your funnel before we ever talk.
30–45 minutes to align on scope, access, and what “activated” should mean for your product.
Work happens against clear milestones, shared as it lands. No meetings to justify progress.
A walkthrough of the metric, model, dashboards, and the ranked leak roadmap. Then it’s yours.
Response time: within 1 business day. Always.
08 — WHO IT’S FOR
If the operator described above sounds like the kind of person you’d want in the room — here’s how to tell whether Sennet is right for you. Better to know now than three weeks in.
09 — FREE TEARDOWN
I’ll record a short teardown of your activation funnel — where users drop, what you’re probably mis-measuring, and the one signal worth chasing first. No pitch deck, no call required to get it.