WS1 · Marketing & Digital Acquisition · live ops.

As of 17 June 2026 · Reported by Corrina McGowan (WS1 Lead)

Structural drill-down Live board

• FY27 marketing plan ratified at Steerco #1 (D101 approved at SC#1) — 1,000 members by FY27, CAC ≤ $120 target
• Door-3 hub published with 8 surfaces (plan, channels, pipeline, library, dashboard, approve, faq, press)
• /marketing-mix discipline locked — 4 narrative pillars + 8 cleared claims + 6 forbidden phrases
• First 4-week paid spend live — baseline KPIs being captured this sprint

• WS1-B001 — Baseline acquisition KPIs being captured on /pr-media-marketing/dashboard · 65% complete
• Daily channel-mix telemetry rolling up to the dashboard
• Preparing baseline lock-down memo for Steerco #2 (22 Jun)

• WS1-B002 — Six-channel paid pilot launches week of 22 Jun (Meta, TikTok, LinkedIn, YouTube, Google, Reddit)
• WS1-B003 — TEDx pitch deck v1 + 38-outlet shortlist · target Steerco #3
• WS1-B005 — Attribution model wired to commission engine — UNBLOCKED when WS2 ships observability stack

Health · Green

On baseline + on cadence. No amber items. WS1-B005 is dependency-blocked but the dependency is in WS2 sprint plan for SC#4.

Capture baseline acquisition KPIs (CAC, conv rate, channel mix)

80% complete

Capture baseline acquisition KPIs (CAC, conv rate, channel mix)

Lock the FY27 baseline so all subsequent marketing decisions can be benchmarked. Captured from /pr-media-marketing/dashboard with the first 4 weeks of Phase 1 spend.

Acceptance test Baseline CAC, conversion rate and channel-mix split published on /pr-media-marketing/dashboard with timestamp and signed by Corrina.

Six-channel paid pilot (Meta, TikTok, LinkedIn, YouTube, Google, Reddit)

Run a controlled 4-week pilot across six channels with equal $1k budget each to capture comparative CAC and conversion-rate by channel. Required to inform Steerco #4 channel-mix optimisation.

Acceptance test Per-channel CAC and conv-rate table on dashboard + recommendation memo to PMO for SC#4 channel reallocation decision.

Attribution model wired to commission engine (UTM → contact → ledger)

Cross-WS dependency: WS1 supplies attribution data to WS2 commission engine. UTM tags on every paid creative must persist through to /chain so member acquisition is traceable to channel.

Acceptance test Sample journey: paid click → /chain row → contact created → first commission attributable to source channel.

TEDx pitch draft + outlet shortlist (38 outlets ratified)

Draft TEDx talk angle aligned to the category-position narrative; lock 38-outlet shortlist per Vol 5 Ch 6. Lead-time on TEDx is 4-6 months so this must be sprinted in Phase 1 to land speaking slots in Phase 2.

Acceptance test Pitch deck v1 reviewed by PMO + 38 outlets confirmed with contact details on /press/outlets.

Quarterly content calendar (90-day rolling) populated to Steerco #6

Lock the 90-day rolling editorial calendar through G4. Required by WS6 for partner-conversation collateral and by WS7 for raise-narrative alignment.

Acceptance test 12-week calendar published on /pr-media-marketing/pipeline with per-week themes, asset owners, and approval status.

Brand-asset library cleared (60 assets, version-controlled)

Lock the 60 baseline brand assets in /pr-media-marketing/library: founder portraits, product screenshots, customer testimonials, infographics. Every asset has a cleared rights memo.

Acceptance test 60 assets visible at /pr-media-marketing/library with rights memo per asset.

CAC ≤ $120 verified across optimised channel mix

After SC#4 channel reallocation, run 4 more weeks and verify CAC has held below the $120 target on the optimised mix. This is the milestone that transitions WS1 to "verified" and clears for Phase 2 BAU.

Acceptance test Dashboard shows 4 consecutive weeks of CAC ≤ $120 across the optimised mix + recommendation memo for Steerco #5.

Pending

Ratify FY27 marketing plan baseline (1,000 members, CAC ≤ $120)

WS1 needs baseline locked to drive Phase 2 KPI calibration

Superseded

CRM functional spec to cover all 13 roles in Flip 360 · three-signature gate (Corrina + Matt + Carla) · Phase 1 design + build + UAT · Phase 2 BAU through hypercare → growth → exit

Corrina (WS1 Lead) verbatim Tue 23 Jun 2026, in a working session reviewing the CRM scoping artefact: "the crm tool is being (designed buikt implemented ) in phase 1 project. Then being handed over to bau (hypercare. Growth, exit) as a team carla matt and myself need to ensure we have defined the user requirements for all roles in flip360 to use ince cutover to bau to ensure the business achieves its financial goals... Thats how investors get paid, matt founder gers paid and carla and corrina gwt paid." Deep codebase analysis surfaced 13 distinct roles that materially touch the CRM, not the 4 originally identified (CMO / BD / Sales / CS). The additional 9 roles — Founder, PMO Director/CFO, Platform Admin, Member-side Sales Rep, Member (Referring), Community Manager, Compliance Officer, Finance Operator, Investor Read-Only — are all named in the existing architecture (/architecture.tsx ACTORS, /payouts.tsx Payout Officer, /community-manager.tsx, /investors/* surfaces). Every named principal's Phase 2 performance pool routes through this CRM working: YDT acquisition KPI ladder (Corrina's pool per framework §5.3), CoSai Revenue+NPBT vs Budget (Carla's pool per framework §5.2), exit valuation (Matt's equity), and revenue trajectory (investor pack $240k FY27 → $42M FY31). The CRM is not a feature — it is the operating system the business is sold and listed against.