A free interactive calculator that gave a 30,000-strong audience a genuinely useful first step to finding and negotiating their own version of a (work)life blend.
Flexible Working Scotland had reach. A Facebook community of 24,000 and a mailing list of over 6,000. Lynn and I had worked together for over a year and a half while the business was still a side project alongside her salaried job.
In June 2026 she left that job to go all in, with a new group programme, Flex Your Way, launching for the first time in early 2027. She wanted to give her audience something genuinely valuable ahead of the launch, a real taste of her frameworks, not just an announcement of a programme launch.
Why did Lynn ask for Unravel’s help?
Most of that 30,000 person audience sat on Facebook, where the algorithm decides who sees what, so anything Lynn posted there reached whoever it happened to reach.
The mailing list was the channel that actually drove sales, but as she put it, the pipeline was “leaky,” and email only works when enough of the right people are on it and paying attention.
She had an idea for a lead magnet ready to go: an interactive calculator that helps women work out how much time they realistically have to work around their other responsibilities, so they can look for and negotiate work that fits their life. It’s a already a useful tool on it’s own, and it’s the perfect first step towards Flex Your Way, the 6-week programme that helps them go deeper and actually find that work.
Lynn had built the calculator itself on Lovable, which amazed her, but getting it off that tool, onto her own website, and wired into her email environment was another matter. A programme she’d taken herself to learn all about launching a programme had taught a different email platform, and she knew bolting that on would leave the whole thing sitting apart from everything else: “I knew this wouldn’t fit with the foundations Lauren had helped me lay for my business.” What she wanted was to get the calculator live on her brand new website, use it to grow and warm her audience, and have them ready for Flex Your Way, all built on the foundations already in place.
What Did I Do?
Three decisions shaped this build, and each one was about making the calculator do more than collect email addresses.
First, keep it on her own site.
Hosting the calculator on the tool she’d built it in would have sent her audience off to a third-party app and away from the new website she’d just invested in. So I built it into her own site instead, embedding the calculator into the page with an iframe so people use it on her domain and stay with her. The part Lynn had been unsure of was a sign-up wall that gathers emails properly and legally, she described as “beyond my skills.” That became the front door to the calculator.
Second, plug it into what she already had.
I built the system to support this in Flodesk, the system already running her emails: a sign-up form embedded in a Squarespace landing page, the calculator delivered on the spot, and a follow-up sequence that warms people up and introduces them to what Flex Your Way offers.
Lynn wrote the copy, I guided the timing and set it all up. Once someone has been through the sequence, they roll into her usual fortnightly newsletter, so nobody signs up and then drops out of contact.
Third, lead with genuine value.
Every new sign-up also receives a discount code for a paid product, not as a hard sell, but as a warm gesture that gives something back early. It’s the tone the whole thing is built in: give people something genuinely useful for free first, a real peek at the kind of work Flex Your Way does, and let the launch follow naturally from an audience that already feels looked after.
To make it work I set up Lynn’s Squarespace shop and the discount code, and advised on the structure and layout of the calculator itself so it did its job of building goodwill.
Doing it this way kept the whole thing in one pair of hands. Lynn had considered handing the website side of the set up to her web designer and keeping the funnel separate, but chose to keep it with me because I already understood the whole business and how this one project connected to the rest of it, which “avoided handing off bits of the project between two suppliers and it potentially integrating less well with my overall business objectives.”
What’s Different Now
The calculator launched and had 50 new subscribers on the first day and more than doubled within the week. Over 100 people had used it, and many were replying to the follow-up emails, which is exactly the kind of engagement we would hope for with a warm audience.
The bigger shift is what Lynn now owns. Her mailing list grows on its own in the background, and the people joining aren’t just names on a list, they’ve used something genuinely helpful and they’re being introduced to Lynns frameworks along the way.
When the programme and membershop launches, Lynn has an engaged audience who already know and trust the work, instead of a reach she can’t control on Facebook.
In Lynns's Words
“Lauren not only had a wide range of knowledge and skills around platforms and processes to make business more efficient and drive sales, automating where possible without losing customer service. She is also great as a sounding board and sense checker, seeing the whole of my business without being as attached as I am. This is a great combination. She keeps me right in terms of moving forward and building a strategy, but also has the skills to implement my ideas and realise my vision.”
Lynn Houmdi, Flexible Working Scotland
Tools Used
Flodesk, Google Workspace, Squarespace, Zapier, Lovable