Section 28 of 30 · Ownership, Budget, Launch & Scale0% of plan
28 · Timeline
What happens, when, and who owns it?
Why this matters
A launch date without a sequence is a wish.
T-120 to T-90
Strategy
Phase 1 of 7
- Business modelNot Started
- ConsumerNot Started
- PositioningNot Started
- Competitive analysisNot Started
- EconomicsNot Started
- Channel strategyNot Started
- ClaimsNot Started
- OwnershipNot Started
T-90 to T-60
Build
Phase 2 of 7
- WebsiteNot Started
- AmazonNot Started
- 3PLNot Started
- TechnologyNot Started
- AnalyticsNot Started
- SubscriptionNot Started
- Social strategyNot Started
- Customer serviceNot Started
T-60 to T-30
Populate + Test
Phase 3 of 7
- PDPsNot Started
- ContentNot Started
- PhotographyNot Started
- UGCNot Started
- CreatorsNot Started
- LifecycleNot Started
- TrackingNot Started
- Fulfillment testingNot Started
- Paid accountsNot Started
T-30 to Launch
Create Demand
Phase 4 of 7
- TeasersNot Started
- List buildingNot Started
- CreatorsNot Started
- PRNot Started
- CommunityNot Started
- SamplingNot Started
- Paid testingNot Started
Launch to +30
Learn
Phase 5 of 7
- TrafficNot Started
- ConversionNot Started
- CACNot Started
- CreativeNot Started
- ReviewsNot Started
- FulfillmentNot Started
- Consumer feedbackNot Started
+30 to +90
Optimize
Phase 6 of 7
- Scale winnersNot Started
- Improve siteNot Started
- Improve creativeNot Started
- Improve offersNot Started
- Build reviewsNot Started
- Increase repeatNot Started
- Increase subscriptionNot Started
+90 and beyond
Scale
Phase 7 of 7
- Larger mediaNot Started
- New productsNot Started
- Amazon expansionNot Started
- RetailNot Started
- Additional hiresNot Started
- Additional agenciesNot Started
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