Harbor Analytics
Maya Chen
Onboarding handoff across HubSpot → Notion → Slack, about 60 new customers a month.
- Predicted: Strong service fit
- Reviewed: Qualified
Budget and access still to clarify. Service fit is not commercial qualification.
How it learns
Your form should learn what matters to your business.
Here is how that works for one sample business: Loomwork, a small AI and automation studio that helps growing businesses automate onboarding, support triage, and internal handoffs.
Sample business · fictional · loomwork.example · every figure below comes from one synthetic 90-day sample.
Understand
It starts from your business.
Loomwork pastes its website. Formwink drafts a profile: what they automate, who they do it for, and what they explicitly do not take on. Every line is marked as confirmed, suggested from the website, or unknown — and a suggestion is not used until someone confirms it.
Business profile · loomwork.exampleProfile v1
Services · Workflows we automate
Customer onboarding, support requests, internal handoffs
Website suggestion · Confirmed
Delivery capabilities · Tools we work with
HubSpot, Notion, Slack, Zendesk, Airtable, Google Workspace
Customer-provided · Confirmed
Commercial fit · Repeatable workflow
Happens weekly or more
Customer-provided · Confirmed
Buyer role · Operations or CS owner involved
Useful, may stay unknown
Customer-provided · Unknown allowed
Commercial fit · Budget
Optional scoping question; unknown allowed
Customer-provided · Unknown allowed
Exclusions · Not a fit
Standalone consumer apps; custom software with no existing workflow
Customer-provided · Confirmed
Recommended formForm v1 · Draft
What would you like to take off your team’s plate?
Customer onboarding · Support requests · Internal handoffs · Something else · Not sure yet
A follow-up that fits the answer
Onboarding asks what happens after a customer signs. Support asks where requests arrive. Handoffs ask who approves.
Which tools are involved? How often does this happen?
Checked against the tools Loomwork delivers with. This describes the prospect’s stack — not a Formwink integration.
Budget (optional)
Unknown stays unknown. “Would like help scoping a first project” is a fine answer and does not disqualify anyone.
Ask
Problem first, then the follow-up that fits.
The opening question is about the prospect’s problem, not your service menu. Each answer opens one branch rather than every field at once, and any field can explain why it is being asked.
- Required fields are the fit checks. Everything else is for the brief.
- Budget is optional scoping, never the qualification story.
- Editing a question creates a new version; the old one can be rolled back.
Recognize
Predicted fit is where a human review starts.
Four inquiries, four different shapes. Note that the prediction is wrong in the last one — and that the correction is the most valuable event on this page.
Fieldstone Advisors
Sam Okafor
“Too much manual work, but we don’t know where to start.”
- Predicted: Needs clarification
- Reviewed: Not reviewed
An unclear request is not an unqualified customer. One useful follow-up.
Park & Co
Devin Park
Wants a standalone consumer mobile app.
- Predicted: Outside current services
- Reviewed: Not qualified
Kept for human review rather than discarded.
Weber Logistics
Jonas Weber
“Internal handoffs” that is really a dispatch-system rebuild.
- Predicted: Strong service fit
- Reviewed: Corrected: Not qualified
The owner corrected the prediction with one tap. That correction is what the learning uses.
Service fit and commercial qualification are separate questions. A strong service fit with an unknown budget is still a strong service fit.
Observe
One denominator, held constant.
Last 90 days · Form v1 · Profile v1 · Sample data
200
Saw the form
Unique eligible visitors — the denominator
100
Started
50% of those who saw it
50
Submitted
50% of those who started
30
Reviewed qualified
15% of visitors — the number that counts
The people who couldn’t name their problem
9 of the 50 people who submitted answered “Not sure yet.” A form that scored them down would have buried all 9.
After a conversation, Loomwork called 4 of them qualified — nearly half. Not knowing how to describe the problem turned out to say nothing about whether they were a good customer.
On the 32 we can’t see. Only 18 of the 50 have a recorded outcome, and 11 of those became meetings. The rest count as unknown, never as failures — a system that reads silence as “no” would learn the wrong lesson from every lead nobody got round to updating.
Improve
A suggestion stays a suggestion until it is tested.
Formwink noticed the “Not sure yet” pattern in the step above. Here is what it does with it, and what it refuses to do.
What Formwink suggestsICP-informed suggestion · not tested
Keep the option. Ask one more question.
Rather than dropping “Not sure yet” for being vague, follow it with a single question — on that path only:
“Which part of your process takes the most manual effort?”
Nothing else about the form changes.
What it does not do
Change your live form
Approving this drafts a test. Your published form is untouched until you publish a new version yourself.
Call itself a finding
Four out of nine is four out of nine. It may not hold. Until a test says otherwise this stays a suggestion, and the label says so.
Declare a winner on its own
No experiment results yet. A test is judged against one number — qualified inquiries per visitor — and you make the call.
Four out of nine is a real observation and a weak basis for a claim. Both things are true, and the page says both.
Four rules we don’t bend.
Reviewed
You confirm or correct every fit assessment. No inquiry is rejected on a label.
Separated
Service fit and commercial qualification are different questions, kept apart.
Labelled
A suggestion says it is a suggestion. A test with no results says it has none.
Measured
Qualified conversion rate, not submissions. Improvement is measured, never claimed.