Build a referral growth loop that turns satisfied Famasi customers into active referrers, driving paying customer acquisition through word-of-mouth. The system rewards both referrer and referred with Famapoints (Famasi's loyalty currency), gated behind genuine satisfaction and explicit willingness to refer.
Primary goal: Maximum paying customers — not just sign-ups
Success formula: CSAT 5 rate × referral-intent yes rate × share rate × qualified visitors per sharer × visitor-to-purchase rate
6-week diagnostic goal: establish baseline viral coefficient and identify the biggest funnel drop-off.
The referral flow is embedded in the post-delivery CSAT survey. Customers who score 5/5 are asked: "Would you refer Famasi to a friend?" Customers who answer yes receive the active referral prompt. This keeps the ask natural — satisfaction identifies happy customers, and the intent question confirms willingness before showing the share action.
Points (Famapoints) are the loyalty currency. 1 Famapoint = ₦10. Points never expire but have a balance cap of 5,000 points (₦50,000).
| Action | Points | Value |
|---|---|---|
| One-off order | 100 | ₦1,000 |
| Refill (1st) | 100 | ₦1,000 |
| Refill (2nd consecutive) | 150 | ₦1,500 |
| Refill (3+ consecutive) | 200+ | ₦2,000+ |
| Subscription renewal | 250 | ₦2,500 |
| 12th consecutive refill | 500 | ₦5,000 |
Refill escalation: No cap — points continue to escalate with consecutive refills. "Refill with ease" is the Northstar behaviour, so loyalty is rewarded generously. If a customer is at the 5,000-point cap, new points are not added until they redeem and create room.
| Score | Points | Value |
|---|---|---|
| 5 — Excellent | 50 | ₦500 |
| 4 — Good | 20 | ₦200 |
| 3 — Okay | 10 | ₦100 |
| 1–2 — Poor | 10 + support ticket | ₦100 |
Layer 1: Per-referral points
| Action | Points | Value |
|---|---|---|
| You refer someone who purchases | 50 | ₦500 |
| Referred friend's first purchase | 50 | ₦500 |
Layer 2: Milestone bonuses (one-time, cumulative)
| Milestone | Bonus | On top of per-referral |
|---|---|---|
| 3rd referral | +50 pts | You already earned 150 pts (50×3) |
| 5th referral | +100 pts | You already earned 250 pts (50×5) |
| 10th referral | +250 pts | You already earned 500 pts (50×10) |
Layer 3: Monthly leaderboard bonus (top 10)
| Rank | Bonus |
|---|---|
| 1st | +500 pts |
| 2nd | +300 pts |
| 3rd | +150 pts |
| 4th–5th | +75 pts each |
| 6th–10th | +50 pts each |
| 3+ referrals (participation) | +25 pts |
The participation bonus applies to qualified referrers with 3+ referrals who do not finish in the monthly top 10. It does not stack on top of a top-10 leaderboard reward.
Example: 5 referrals in a month, ranked #1 on leaderboard
Total: 850 pts (₦8,500)
V1 scope: Direct referrals only. You earn when YOUR referral purchases. No second-level earnings in V1.
V2 (conditional): If V1 shows 20%+ of delivered buyers reaching the referral prompt, add a modest 2nd-level bonus — 15 pts when your referral's referral purchases, with a monthly cap of 250 pts on 2nd-level earnings. Positioned as "network bonus," not "override commission."
| Rule | Value |
|---|---|
| 1 Famapoint | ₦10 |
| No expiry | Points never expire |
| Balance cap | 5,000 points (₦50,000) |
| Per-order redemption cap | 30% of order value |
| Minimum redemption | 100 points |
| Rule | V1 Decision |
|---|---|
| Qualified referral | A new customer who purchases through a valid referral link or code |
| Reward timing | Points vest after the referred customer's first purchase is completed and not refunded |
| Attribution window | Referral link or code valid for 30 days from click or entry |
| Multiple referral codes | First valid referral touch wins unless support overrides |
| Existing customers | Do not qualify as new referred customers |
| Self-referrals | Blocked by matching account, phone, device, payment, address, or other fraud signals |
| Refunds / cancellations | Referral points reversed if qualifying order is cancelled or refunded |
| Abuse review | Suspicious activity held for manual review before points vest |
| Leaderboard ranking | Only qualified, non-reversed referrals count toward rank |
| Guardrail | V1 Decision |
|---|---|
| Referral reward cost | 100 pts total per successful referral (50 each side) |
| Referral reward value | ₦1,000 total point value per successful referral |
| Redemption protection | Points cover at most 30% of an order |
| Liability protection | Account balance capped at 5,000 points |
| Monthly review | Track issued points, redeemed points, outstanding liability, referred customer gross margin, cost per acquired paying customer |
| Escalation review | Refill escalation and leaderboard rewards reviewed monthly against gross margin |
| Factor | Points (Famapoints) | Cash |
|---|---|---|
| Customer retention | Points can only be spent on Famasi | Cash leaves the ecosystem |
| Perceived value | 50 points feels more engaging than ₦500 | ₦500 feels small |
| Gamification | Points enable milestones, tiers, leaderboards | Cash is transactional |
| Margin protection | Credits applied at 30% cap per order | Cash payouts hit margin directly |
| Behavioural nudge | Points encourage repeat purchase to accumulate | Cash doesn't drive return visits |
At checkout, credits are auto-applied with a toggle to opt out. The customer sees exactly how much they'll pay.
Credit applied = min(point value, 30% of order value)
| Scenario | Points | Point Value | 30% Cap | Applied | Remaining |
|---|---|---|---|---|---|
| ₦25,000 order, 500 pts | 500 | ₦5,000 | ₦7,500 | ₦5,000 | 0 |
| ₦10,000 order, 2,000 pts | 2,000 | ₦20,000 | ₦3,000 | ₦3,000 | 1,700 pts |
| ₦50,000 order, 500 pts | 500 | ₦5,000 | ₦15,000 | ₦5,000 | 0 |
| Moment | How | Why |
|---|---|---|
| CSAT survey (score 5 + intent yes) | Active prompt with share buttons | Primary driver — ask at peak satisfaction after confirming willingness |
| Settings → My Referrals | View link/code, copy, share | Passive access for proactive sharers |
| Referral dashboard | Stats, points earned, leaderboard | Motivation and social proof |
The CSAT flow is the push (we ask only after satisfaction and intent are confirmed). Settings is the pull (they come find it). Together, they ensure the referral link is always accessible but never feels forced.
Privacy: Referral sharing does not expose customer details. The link does not include the referrer's legal name, health information, medication information, order history, or private account details.
The leaderboard motivates the majority, not just the top few. V1 rewards the top 10 monthly referrers, adds a participation bonus for 3+ referrals, and uses personal progress to keep casual referrers engaged.
Privacy: Public leaderboard names are user-chosen usernames only. No legal names, phone numbers, order information, medication details, or private customer information is displayed.
Segmented views are display-only in V1. They help users compare themselves with similar referrers but do not create extra rewards on top of the global top-10 monthly rewards.
Automated in-app + WhatsApp notifications when rank changes:
These messages are expected to be high-engagement because they are timely, personal, and tied to visible progress.
| Design Choice | Why |
|---|---|
| Top 10 + participation tier | More winners = more motivation |
| Segmented tiers | Fair comparison — casual vs. power users |
| Personal progress | "Leaderboard of one" motivates the majority |
| Monthly resets | Fresh start prevents permanent losers |
| Rank-change notifications | Urgency + proximity = highest engagement |
| User-chosen public username | Protects private customer information |
| Opt-out option | Respects users who don't want public competition |