WS1 · Marketing & Digital Acquisition.
Lead: Corrina McGowan · Provider: YDT · Current state: Implemented
1 · Current state & lifecycle
2 · Transition history
Every state transition this workstream has made. Each row carries the trigger event that caused the transition — the single sentence that justifies the state change.
| Date | Transitioned to | Trigger |
|---|---|---|
| 1 March 2026 | Pending scope | Workstream named in Vol 4 Ch 12 operating model |
| 15 April 2026 | Scoped | Marketing-mix discipline drafted at /marketing-mix · 8 narrative pillars locked |
| 20 May 2026 | Built | Door-3 surfaces shipped: /pr-media-marketing/{plan,channels,pipeline,library,dashboard,approve,faq} + /press/* |
| 1 June 2026 | Implemented | Corrina assumes WS1 Lead seat at Phase 1 commencement — workstream operating from day one |
3 · PMO commentary
WS1 enters Phase 1 fully Implemented — Corrina inherits a live operating surface, not a sketch. Eight Door-3 routes already shipped, marketing-mix discipline already published, 12-month delivery calendar already live. Phase 1 work for WS1 is operational: run the surfaces, capture baseline KPIs against the IM trajectory, and lock the FY27 marketing plan for Phase 2 Schedule signature. The continuity argument here is concrete — there is no handover meeting for WS1, because Corrina is the same operator who has been holding the discipline through Phase 0.
4 · Phase 1 / Phase 2 deliverables
Operate the eight Door-3 surfaces from 1 June. Capture FY27 baseline KPIs. Lock the FY27 marketing plan against the Investor Pack trajectory in time for Phase 2 Schedule signature by 31 Aug 2026.
Continuous operation against the KPI ladder: 1,000 (FY27) → 8,000 (FY28) → 30,000 (FY29) → 75,000 (FY30) → 175,000 (FY31) active members. Each FY KPI hit triggers a tranche of the YDT performance pool per the framework §5.3 derivation.
5 · Phase 1 milestones
The build-out plan for this workstream across the 13-week Phase 1. Each row reviewed at the relevant Steerco. Where the milestone triggers a state transition, the new state is shown.
| Week | Steerco | Milestone | Moves WS to |
|---|---|---|---|
| W1 | #1 | FY27 marketing plan locked against Investor Pack trajectory (1,000 members target by FY27) | No state change |
| W4 | #2 | Baseline acquisition KPIs captured · CAC ≤ $120 target ratified | No state change |
| W8 | #4 | Channel mix optimised after first 8-week test · re-baseline if required | No state change |
| W12 | #6 | FY27 KPI lock for Phase 2 Schedule signing · WS1 operates continuously into Phase 2 | No state change |
6 · KPI architecture
| KPI category | Marketing performance |
|---|---|
| Examples | Net new members · CAC · LTV/CAC ratio · retention rate · brand category-leadership metrics |
| Volume / Chapter source | Vol 5 Ch 1-12 (entire marketing volume) |
7 · Cross-workstream interfaces
How this workstream supplies and consumes from the other six. Reading these interfaces is how you read the operating model end-to-end.
| Partner | Supplies to partner | Consumes from partner |
|---|---|---|
| WS2 | — | Attribution data · member counts · cohort identifiers (from /chain + /app) |
| WS6 | Acquisition narrative + creative for each vertical launch | — |
| WS7 | Acquisition story for IM updates · CAC/LTV proofs for raise narrative | — |
8 · Physical artefacts in the repo
Every artefact that exists today as evidence this workstream is at the claimed maturity. 9 routes.
| Route | Description |
|---|---|
| /marketing-mix | Marketing-mix discipline · positioning · 4 narrative pillars · 8 cleared claims · 6 forbidden phrases |
| /pr-media-marketing | Door 3 hub — eight surfaces, one workstream |
| /pr-media-marketing/plan | 12-month delivery calendar, week-by-week |
| /pr-media-marketing/channels | Channel inventory · PMO RACI · meeting cadence · re-baseline discipline |
| /pr-media-marketing/pipeline | Editorial pipeline · 90-day rolling content schedule |
| /pr-media-marketing/library | Content library · cleared assets, source links, version control |
| /pr-media-marketing/dashboard | Performance dashboard · CAC, LTV/CAC, reach, conversion |
| /pr-media-marketing/approve | Approval workflow · sign-off gates before publish |
| /press | Press strategy · category position · TEDx angle · 38 target outlets |
9 · Bottom-up evidence-based status reports
No bottom-up status reports have yet been compiled for WS1. The PMO authors these approximately 5 working days ahead of each Steerco — see the WS2 example at /engagement/pmo/ws-status/WS2/2 for the format Carla and the workstream leads use.