Liquor License FL — General

Liquor License FL · General

Liquor License FL helps Florida businesses navigate the liquor license application process — a multi-step compliance workflow with county-specific variations and time-sensitive paperwork. Metawork built and maintains their full intake-to-CRM pipeline: JotForm-powered application forms with conditional branching and county-aware Thank You pages, Pipedrive for deal and applicant tracking, and Make.com scenarios that route data between systems, generate per-applicant emails, surface form-submission errors, and integrate optional financing-partner workflows.

What we built

The core system is a sophisticated JotForm intake flow (THYP form) with conditional logic that captures prospective clients based on their licensing situation — including whether they need loans, which Florida county they're in, and their business type. The form feeds directly into Pipedrive as deals.

From there, we built out the nurturing automation:

Email sequences for old leads — automated outreach to re-engage prospects who went cold
SMS automation via Twilio — text messages triggered by deal stages, plus inbound reply handling that creates tasks in Pipedrive so nothing falls through the cracks
Calendar sync — connected Apple Calendar with Pipedrive (worked through AWS Exchange integration challenges with their IT)

The form itself went through several iterations. We added county support (St. Lucie was missing everywhere), merged multi-page flows into single pages, fixed a 450 error on submission, and built out a break system to handle rate limits. There's custom JS/PHP on their website that triggers Make scenarios on form submission.

Tech stack

JotForm — multi-step conditional forms with dynamic county selection
Make — orchestrates the data flow between JotForm, Pipedrive, Twilio, and Excel
Pipedrive — CRM and deal pipeline, with task creation from SMS replies
Twilio — SMS automation and inbound message handling
Excel/Google Sheets — data mapping and reporting (had some connection auth issues we resolved)

The trickiest part was the form parsing — we diagrammed the entire conditional flow in Miro to make sense of all the branching logic before implementing the Pipedrive routing.