Roadmap
Oct 2024 to Sep 2026Updated just now3 of 12 doneRe-score due December 2026The constraint and the first move
Everything on this page exists to move one score. The two runners-up are named so it is clear why they wait.
Unit economics
The account cannot scale until the unit economics do. It pays $76 to acquire a customer whose first order returns $49 of gross profit, and it has for nine months.
Not Offer architectureA cart upsell exists and AOV is flat; fixing it lifts profit per order but does not change what a customer costs.
2 / 5Not Ad-to-page congruenceSix of the top ten ads land on a collection; fixing the pages lifts conversion but the economics would still not clear the band.
2 / 5Set the target CAC at $25 on 7-day click and take the cut-tier SKUs off paid. Spend drops before it improves, which is the point.
What we would do first.
CAC at or under $49 on 7-day click within 14 daysthe number that should move within 14 days
The top three opportunities per pillar
Scored on impact, confidence and ease, each out of 5, multiplied. The bar is the ICE score out of 125.
Offer
Set target CAC from margin, not last year's CPAO1 · ICE 100
Take the two cut-tier SKUs off paidO3 · ICE 100
Bundle the top two SKUs with a price anchorO2 · ICE 64
Conversion
Product page for the top ad instead of the collectionC1 · ICE 60
Proof above the fold on mobile for the top three pagesC2 · ICE 48
Distribution
Strip 1-day view from every ad setD2 · ICE 80
Consolidate three cold campaigns into oneD1 · ICE 60
Creative
Second concept into testing for the over-50s personaCr1 · ICE 64
Replacement for the top ad into testing before it fadesCr5 · ICE 48
Twelve weeks in three phases
Measurement first, so the constraint is judged through clean numbers; then the constraint itself; then the next two. Every item names its owner and the number that proves it.
Weeks 1 to 2 · measurement
| Item | Proves | Status |
|---|---|---|
| Strip 1-day view from every ad set Ross · D2 · 2 to 3 | Gap multiple under 1.5 by 30 Sep 2026 | done |
| Confirm the pixel and CAPI deduplicate Ross · D2 · 2 to 3 | Event match quality 8 or above by 30 Sep 2026 | done |
| Read every ad with spend and agree the persona list Ross · Cr1 · 2 to 2 | Personas funded 3 by 30 Sep 2026 | done |
Weeks 3 to 6 · the constraint
| Item | Proves | Status |
|---|---|---|
| Set target CAC from margin, not last year's CPA Ross · O1 · 2 to 3 | CAC, 7-day click $62 by 14 Oct 2026 | in progress |
| Take the two cut-tier SKUs off paid Client · O3 · 3 to 4 | Scale-tier share of spend 90% by 14 Oct 2026 | planned |
| Bundle the top two SKUs with a price anchor Client · O2 · 2 to 3 | AOV $108 by 31 Oct 2026 | planned |
| Product page for the top ad instead of the collection SN · C1 · 2 to 3 | Ad-to-page congruence 8 of 10 by 31 Oct 2026 | planned |
| Consolidate three cold campaigns into one Ross · D1 · 3 to 4 | Live campaigns 4 by 31 Oct 2026 | planned |
Weeks 7 to 12 · the next two
| Item | Proves | Status |
|---|---|---|
| Second concept into testing for the over-50s persona SN · Cr1 · 2 to 3 | Top persona share under 65% by 30 Nov 2026 | planned |
| Replacement for the top ad into testing before it fades SN · Cr5 · 2 to 3 | Top two share under 55% by 30 Nov 2026 | planned |
| Proof above the fold on mobile for the top three pages Client · C2 · 3 to 4 | Page checks 6 of 6 by 12 Dec 2026 | planned |
| Write the weekly cadence with an owner Ross · D5 · 3 to 4 | Changes a week under 20 by 12 Dec 2026 | planned |