Go-to-Market · Product Architecture
Property Launch Playbook
A two-layer product architecture built for property operators: PawFred Go establishes the animal registry and NFC tag infrastructure. PawFred Key layers compliance automation, ESA workflows, and PawScore risk intelligence on top of that registry.
Product architecture
PawFred Go
Animal Registration & NFC Tag Distribution
Establishes the animal registry for a property. Every resident completes a simple registration flow and receives an NFC registration tag linked directly to the animal registry. Requires minimal lift from property staff.
~2 weeks to go-live
Animal Registration Program for residents
NFC registration tags linked to the animal registry
Digital animal identity and safety layer
Property-facing animal roster dashboard
Annual registration refresh cadence
PawFred Key
Pet Compliance & Revenue Operating System
Adds the full compliance and revenue layer on top of the PawFred animal registry. Includes policy automation, ESA workflows, tiered pet rent optimization, and PawScore — the integrated risk scoring and compliance intelligence engine.
~4–6 weeks to go-live
Pet policy automation and enforcement
ESA / assistance animal compliance workflows
Tiered pet rent and fee logic
PawScore — integrated risk scoring engine
Resident compliance dashboard
NOI impact reporting for property managers
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"PawFred Go establishes the animal registry and gets every animal into the system. PawFred Key — with PawScore at its core — converts that registry into a compliant, revenue-optimized pet operations layer."
Universal resident registration flow
PawScore — integrated intelligence
PawScore · Risk Scoring & Compliance Intelligence
The intelligence engine powering PawFred Key.
PawScore is not a standalone product. It is the risk scoring and pet compliance intelligence layer built directly into PawFred Key. PawScore evaluates animal-level risk data to drive tiered pet rent recommendations, flag compliance gaps, and power automated policy enforcement — all within the Key platform.
Tiered Rent Optimization
Risk-based pet rent tiers calculated automatically per animal, driving measurable NOI improvement.
Compliance Scoring
Continuous compliance status per animal and unit, surfaced in the property dashboard with remediation alerts.
Policy Enforcement
Automated policy rule-checking against breed, weight, quantity, and documentation requirements.
Portfolio Intelligence
Aggregate risk and revenue reporting across a property portfolio, enabling data-led operational decisions.
GTM launch sequence
Step 1 — Deploy Now
PawFred Go
Seed properties with the Animal Registration Program. Build the registry, distribute NFC registration tags, establish the data foundation for Key.
~2 weeks · Minimal property lift
Step 2 — Targeted Properties
PawFred Key + PawScore
Deploy at properties where the operator requires policy standardization, ESA compliance management, and pet rent revenue optimization via PawScore.
~4–6 weeks · Policy-first implementation
Operational risk factors
01
Do not conflate Go and Key in resident communicationsResidents must understand whether they are completing an Animal Registration or a compliance requirement. These are distinct interactions.
02
Do not over-collect data at Go stageThe Animal Registration flow should capture the minimum viable record. Compliance data collection belongs in Key.
03
Do not allow undocumented exceptions in KeyPawFred Key functions correctly only when all exceptions are routed through the documented escalation path.
04
Configure Key only after policy decisions are finalizedTechnology configuration must follow policy sign-off. Premature configuration is the leading cause of failed implementations.
05
Set SLA expectations publicly before go-liveStandard animal registrations process near-instantly. ESA/accommodation reviews follow a 2–5 business day review window. Both timelines must be communicated in advance.
06
Do not enforce building-wide deadlines prior to pilot completionFull enforcement should only follow a successful controlled pilot. Premature enforcement creates operational and reputational risk.
PawFred Go — Implementation Track
Animal Registration & NFC Tag Distribution
Four phases from internal readiness to full property launch. The objective is maximum resident registration with minimal operational burden on property staff.
Phase 0 · Internal Readiness
Phase 2 · Controlled Launch
Materials
Documentation & SOPs
Days 1–3
Property onboarding checklist
Resident communication templates (email, SMS)
Comms Templates
Resident announcement
Registration reminder
Lost tag follow-up
Staff FAQ Must Cover
What is the Animal Registration Program?
How residents register
How NFC tags are distributed
What gets escalated to PawFred support
Systems
Inventory & Admin Infrastructure
Days 3–5
NFC tag inventory log configured
Admin dashboard operational
Support escalation channel defined
Support runbook documented
Tag Registry Tracks
Property batch allocation
Resident tag assignment status
Unassigned tag inventory
Kickoff
Building Profile
Days 3–4
Unit count and estimated animal households
Primary admin contact confirmed
NFC tag distribution method selected
Scope: new residents, existing, or both
Tag Distribution Options
Leasing office pickup (default)
Move-in packet inclusion
Event-based distribution
Dedicated mailer
Configure
Platform Configuration
Days 4–5
Property registration page deployed
Resident registration flow configured
Admin users and reporting view active
NFC tag batch assigned to property
Registration Page Requirements
Single registration CTA
Clear resident benefit statement
Registration time estimate visible
No compliance or policy language
Animal Registration Fields
Resident name, email, unit
Animal name, species, breed, age
Photo
Emergency contact details
Data & Training
Baseline Import & Staff Readiness
Days 5–7
Import existing animal records if available
Load unit and resident roster
Leasing team trained on Animal Registration Program
Management trained on dashboard
Staff Training Scope
Animal Registration Program overview
NFC tag distribution process
Dashboard navigation
Resident support escalation path
Pilot
Initial Cohort Registration
Days 6–7
Staff complete Animal Registration first
Invite willing residents (new move-ins prioritized)
Single building or floor if multi-building property
Pilot Logic
Staff run the full flow before residents
New move-ins have no prior registration habits
Small cohort surfaces friction at low cost
Adjust
Issue Resolution
Days 8–10
Resolve any registration flow friction
Correct NFC tag activation issues
Resolve duplicate or incomplete records
Update staff guidance as needed
Common Early Issues
Resident confusion on tag activation vs. registration
Admin permission gaps
Tag serial number discrepancies in registry
Communications
Property-Wide Outreach
Days 11–12
Building-wide email announcement
SMS notification if channel is available
Lobby QR code and signage deployed
Move-in packet registration insert
Messaging Guidance
Lead with animal safety and NFC registry benefit
Emphasize no-cost registration
Highlight 2–3 minute completion time
Avoid compliance or enforcement language
Dashboard
Animal Registry Reporting
Days 11–14
Registered animals by unit
Unregistered animal households identified
NFC tag assignment status
Resident contact information
Registry export available
Registry Visibility
Registered animals by unit
Unregistered households (if known)
Assigned vs. unassigned NFC tags
CSV export
Ongoing
Annual Registry Refresh
Post-launch cadence
Annual renewal trigger configured
Contact information verification
Confirm animal still in residence
Replacement NFC tag issuance
Why Annual Refresh
Animal records change over time
Keeps registry accurate for operators
Creates recurring engagement touchpoint
Establishes compliance precedent pre-Key
PawFred Key — Implementation Track
Pet Compliance & Revenue Operating System
Five phases covering policy design, platform configuration, ESA and fair housing compliance workflow, staff alignment, pilot, and full enforcement rollout. PawScore is embedded throughout Key as the core risk scoring and intelligence layer.
Phase 0–1 · Discovery & Policy Design
Phase 3 · ESA & Compliance
Phase 4 · Training & Pilot
Policy Workshop
Pet Policy Rules
Week 1, Days 1–3
Breed, weight, and quantity restrictions
Restricted animal categories
No-animal declaration requirements
Grandfathering rules for existing animals
Workshop Outputs
Written policy document
Breed/weight restriction list
Per-unit quantity cap
Grandfathering decision log
Fee Structure
Pet Rent & Deposit Design
Week 1, Days 2–4
One-time deposit confirmed
Monthly pet rent structure confirmed
Non-refundable fee (if applicable)
Fee waiver criteria defined
ESA fee exemption documented per FHAct
v1 Pricing (PawScore)
Launch with flat fee or 2–3 manual risk bands
PawScore automated tiers activate post-stability
ESA/accommodation animals are fee-exempt
Governance
Approval Matrix & Escalation
Week 1–2, Days 4–7
Standard pet approval authority mapped
ESA review authority confirmed
Exception escalation path documented
RACI
PawFred: platform and support
Onsite: intake and resident comms
Regional: approval authority
Legal/compliance: ESA escalation
Workflows
Three-Status Resident Flow
Week 2, Days 1–3
No Animal → attestation and digital record
Animal → registration, docs, NFC tag, fee logic
ESA / Accommodation → review queue routing
Policy terms visible within each flow
No Animal Flow
Resident attests no animal in unit
Digital record created
Simple update path if status changes
Animal Flow
Registration basics + photo
Vaccines/health records if required
NFC tag assignment
Fee/rent implication displayed
Rules & PawScore
Policy Logic & Risk Scoring
Week 2, Days 2–4
Policy rules loaded into platform
Document requirements configured
PawScore risk bands initialized
Pet rent tier logic configured
Renewal rules and expiry alerts set
PawScore Configuration Note
Launch PawFred Key with flat fee logic or 2–3 manually assigned risk bands. PawScore's automated, data-driven tier optimization activates once the registration workflow is stable and sufficient animal data has accumulated.
Dashboard
Admin Queue Configuration
Week 2–3, Days 4–7
Pending animal registrations queue
Pending ESA / accommodation queue
Missing documentation alerts
Pet revenue summary (PawScore-powered)
Dashboard Visibility
Approved animals by unit
Pending and exception cases
PawScore NOI impact summary
Renewal and expiry alerts
Submission
Accommodation Request Intake
Configured in Week 2
Distinct ESA flow — separate from standard animal registration
Accommodation request form
Healthcare provider document upload
Automated confirmation to resident
HUD / FHAct Compliance
Do not probe for specific disability
Do not request medical records
Third-party healthcare provider validation
Consistent process for all requests
Review
Documentation Validation
2–5 business day SLA
Review queue routes request to reviewer
Documentation validated by designated reviewer
Automated follow-up if documentation incomplete
Review Path Options
Internal compliance reviewer
Outside counsel-backed process
Third-party validation service
If Not Ready for Full Review
Document collection and status tracking only
Standardized escalation path
Do not overstate review capability
Decision
Approval or Denial
Post-review
Decision logged in property dashboard
Resident notified via standardized template
Record retained in compliance system
Fee exemption applied if approved (FHAct)
Approval Record
Animal type and description
Approval date
Document expiration date
Review decision log
Ongoing
Record Retention & Renewal
Annual cadence
ESA documentation retained per fair housing requirements
Annual re-verification if policy requires
Expiry alert to management team
Resident re-submission flow active
Fair Housing Obligations
Cannot charge pet fees for ESA
Cannot apply breed restrictions to ESA
Must engage interactive process
Written records required throughout
Training
Operational Alignment
Week 3, Days 1–4
Leasing team trained on all three status flows
Onsite manager trained on dashboard
Regional contact aligned on approval authority
Compliance reviewer briefed on ESA queue
RACI document distributed
Training Must Cover
Three-status flow end-to-end
ESA process and 2–5 day SLA
PawScore rent tier explanation
Dashboard navigation
Escalation contacts and procedures
Pilot
Controlled Cohort
Week 3–4
New applicants recommended as primary pilot cohort
Alternatively: one building within a portfolio
Run standard animal registration cases
Run at least one ESA case through full workflow
Validate PawScore rent tier assignment
Pilot Validates
Standard flow speed (near-instant)
ESA timing (2–5 business days)
PawScore tier accuracy
Fee logic calculation
Staff operational confidence
Sign-Off
Readiness Confirmation
End of Week 4
Resolve policy rule edge cases identified in pilot
Revise message templates as needed
Confirm PawScore rent tier logic with management
Obtain written sign-off from property manager
Sign-Off Checklist
Policy rules confirmed in writing
Fee and rent logic approved
ESA workflow tested and documented
PawScore tiers reviewed
Staff confirmed operationally ready
Rollout
Property-Wide Launch
Week 4–5
Registration deadlines communicated
ESA submission process active
Pet rent and fee logic live
Dashboard enforcement activated
Resident Communications
One official registration process
Transparent policy requirements
Structured accommodation request path
Faster approvals with complete documentation
Compliance
Policy Enforcement
Week 5–6
Unregistered animals flagged on dashboard
All exception cases documented in system
Pending items actively followed up
Expiry alerts operational
Dashboard Enforcement View
Approved animals by unit
Pending registrations
Missing documentation alerts
Expired record queue
Exception flag list
Revenue
Pet Revenue & PawScore Reporting
Ongoing from Week 5
Pet rent applied per approved animal (PawScore tiers)
Deposit tracking per unit
NOI impact summary on dashboard
Portfolio-level revenue reporting
PawScore Upgrade Path
Phase 5 launches with flat or manually banded rent logic. PawScore's automated tier optimization activates once registration volume provides sufficient data for risk scoring. This is a configuration update within Key — not a separate product deployment.
Renewal
Annual Compliance Renewal
Annual cadence from go-live
Resident re-attestation cycle
Animal details reconfirmed
Policy acknowledgment renewed
Updated documentation submitted where required
ESA documentation re-verified if applicable
Renewal Configuration
Annual trigger from registration date
Automated reminder 30 days prior
Resident re-submission flow
Management alert on non-renewal
PawFred Go — Day-by-Day Schedule
Animal Registration Program: 14-Day Launch Schedule
Day-by-day operational schedule from internal readiness through full property rollout. Click any day to view full task detail and operational notes.
Phase 0 · Internal Readiness
Phase 2 · Controlled Launch
PawFred Key — Day-by-Day Schedule
Key + PawScore: 6-Week Launch Schedule
Day-by-day operational schedule covering policy design through full compliance enforcement and PawScore activation. Click any day for full detail.
Phase 0–1 · Discovery & Policy
Phase 3 · ESA & Compliance
Phase 4 · Training & Pilot