Citrus America's website will feature three interactive ROI calculators designed to demonstrate the financial value of their juicing equipment to prospective customers. The calculators use simple, pre-set assumptions to lower friction for visitors, then drive them toward a contact CTA for a more customized analysis.
This initiative was scoped during the [1] and assigned to Mark Hope (Asymmetric) pending receipt of calculation spreadsheets from Miriam and Brian Framson.
Helps grocery and retail customers estimate profitability from fresh-squeezed orange juice programs. Input variables will include orange cost, bottle cost, and pricing assumptions.
Parallel to the OJ calculator, scoped for lemonade programs. Targets similar retail and foodservice segments.
Targets customers who are already juicing manually. Focuses on efficiency gains and labor cost reduction when switching to an automated Citrus America machine. This is a distinct value proposition from the revenue-focused calculators above.
"The simple ones we could put out there. And then we have one that is much more complicated because it's got multiple packages in there... That would be the one that we wouldn't put automatic out there, but that would be more like, get on a call with us to do your own personal multi-package orange juice profit model." — Brian Framson
The public calculator can be configured in multiple ways depending on how aggressively Citrus America wants to gate access:
| Approach | Description |
|---|---|
| Open access | Anyone can use the calculator freely |
| Email gate | Visitor provides email to receive a calculator link |
| Soft gate | Basic calculations are free; downloading results requires an email |
The recommended starting point is a soft gate — allow calculation, require email to export or get a custom analysis — to balance lead capture with low friction.
Calculator form submissions should be treated as conversion events and tracked through HubSpot. Once [2] is configured, form submissions from calculator pages can be tied back to specific ad campaigns (e.g., a visitor who came from a Zumex PPC ad and then used the ROI calculator).
This makes the calculator a meaningful mid-funnel touchpoint in the broader [3].
| Task | Owner | Status |
|---|---|---|
| Provide calculation spreadsheets (OJ, lemonade, labor savings) | Miriam & Brian Framson | Pending |
| Mock up all three calculators once spreadsheets received | Mark Hope | Not started |
| Decide on gating strategy and input assumptions | Miriam & Brian Framson | In discussion |
| Integrate calculator forms with HubSpot GCLID capture | Melissa Cusumano / dev | Blocked on HubSpot setup |