Artifact: AARRR Funnel Map — Kestrel Lifecycle

Kestrel's signup-to-paid lifecycle mapped onto the five AARRR stages -- exercises co-18. Kestrel is a fictional product; every quoted number, question, or finding here is an illustrative, constructed example, not real data or a real transcript.

Stage	Concrete event
Acquisition	A manager clicks a Google search ad for "restaurant shift scheduling app" and lands on Kestrel's signup page.
Activation	Within 3 days of signup, the manager publishes their first complete weekly schedule.
Retention	In week 2, the same manager logs back in and publishes a second week's schedule.
Referral	The manager invites a second location's manager (a different store the same company runs) to join Kestrel.
Revenue	The team's 14-day free trial converts to a paid monthly plan.