# THE £100K/DAY BLUEPRINT — Nitrous Competitions
**A complete 4-week revenue recovery plan, built from 90 days of WooCommerce + Klaviyo data.**

- **Current state:** £33,050/day average · best day £68,956 (2026-02-06)
- **Target:** **£100,000/day** sustained
- **Gap:** £66,950/day = **3.0× current**
- **Generated:** 2026-05-06 16:39 UTC
- **Window analysed:** 2026-02-06 → 2026-05-06

## TL;DR — 7 levers to £100k/day

1. **Catalogue cleanup** — kill 88 tech-appliance ghost comps making £97/day each. They occupy ~15% of your draw slots and 17% of email/SMS attention. Replacing them with `gold_watch` (£2,481/day avg) + `instant_wins` (£2,242/day) formats = **+£20–30k/day**.
2. **Reactivate the dormant DB** — Customer DB = 442,229 / paying-only = 407,853. Only **58,985 bought in last 90 days = 14.46% activation**. Activating just 1% of the 348,868 dormant paying customers per month at £20 AOV = **+£69k boost** per reactivation campaign.
3. **Turn on the 28 drafted Klaviyo flows** — Only 4 of 32 flows are live. Welcome Flow, First Purchase Incentive, Winback, VIP Tier, Sunset all drafted. These are the highest-ROI automation in ecom: industry data says 25–40% of Klaviyo revenue should come from flows; you're at near-zero. **+£15–25k/day** when fully running.
4. **Fix Meta attribution (the 'spending so much for nothing' problem)** — 57% of revenue is tagged `Direct/Typein`. That's mostly untagged Meta clicks where someone clicked a Meta ad, came back later directly. Real Meta ROAS is being **massively underreported**. Three fixes: install **Conversions API (CAPI)**, add **UTMs to every ad URL**, switch to **Advantage+ Shopping Campaigns**.
5. **Premium-prize anchor draws** — Your top revenue day (£68k Feb 6) was anchored by big-ticket prizes. To hit £100k/day you need at least one **£75k+ retail-value prize** (£100k cash car / dream car) running into Friday + Sunday peaks every week.
6. **SMS volume up 3×** — SMS ROAS is **3.15×** at est. £88k cost / £278k revenue. Top-quartile SMS earns £0.30/send. Doubling SMS frequency on high-intent segments = **+£8–12k/day**.
7. **Send-time discipline** — 17:00–18:00 UTC sends earn **£0.25/recipient** vs morning sends at £0.11. Move every flagship campaign into the 16:30–18:00 window. Let the build-up Reels feed the 20:00 live-draw conversion. **+£3–5k/day** with no extra spend.

---

## 1. CURRENT STATE — what the data shows

### 1.1 The 90-day numbers

| Metric | Value |
|---|---|
| Completed orders | **299,858** |
| Total revenue | **£2,974,504** |
| Average / day | £33,050 |
| Best day | £68,956 (2026-02-06) |
| Worst day | £24,306 (2026-03-02) |
| AOV | £9.92 |
| Unique buyers | 58,985 |
| Total customer DB | **442,229** |
| Paying-only DB | 407,853 |
| **Activation rate** | **14.46%** of paying DB |
| Live competitions | 587 |
| Email campaigns sent (90d) | 121 (4.22M sends, open 57.7%, attributed £805,360) |
| SMS campaigns sent (90d) | 91 (2.21M sends, est cost £88,269, attributed £277,889) |
| **Email + SMS revenue** | **£1,083,249 = 36.4% of all sales** |

### 1.2 The top 10 days vs bottom 10 days

| Top 10 days | Revenue | | Bottom 10 days | Revenue |
|---|--:|---|---|--:|
| 2026-02-06 | £68,956 | | 2026-03-02 | £24,306 |
| 2026-02-22 | £64,733 | | 2026-02-11 | £24,156 |
| 2026-05-03 | £63,139 | | 2026-03-10 | £23,519 |
| 2026-04-23 | £56,858 | | 2026-03-19 | £23,093 |
| 2026-03-27 | £51,642 | | 2026-03-17 | £22,749 |
| 2026-03-06 | £50,137 | | 2026-03-31 | £22,714 |
| 2026-03-13 | £50,128 | | 2026-03-16 | £22,631 |
| 2026-02-27 | £49,360 | | 2026-03-11 | £22,621 |
| 2026-04-17 | £48,091 | | 2026-03-18 | £21,901 |
| 2026-05-01 | £46,519 | | 2026-05-06 | £8,075 |

**Spread:** Best day was **2.8× the worst day**. The £100k goal needs the floor lifted (no day under £40k) AND the ceiling lifted (top day ≥£120k).

### 1.3 New vs repeat customers — when do they each buy?

| Hour | New orders | New rev | Repeat orders | Repeat rev | New % of hour |
|---:|--:|--:|--:|--:|--:|
| 00:00 | 1,023 | £11,693 | 4,312 | £42,360 | 19% |
| 01:00 | 661 | £8,043 | 2,941 | £29,194 | 18% |
| 02:00 | 434 | £4,002 | 2,116 | £22,700 | 17% |
| 03:00 | 312 | £3,292 | 1,434 | £13,107 | 18% |
| 04:00 | 252 | £2,642 | 1,129 | £10,606 | 18% |
| 05:00 | 297 | £3,411 | 1,331 | £14,313 | 18% |
| 06:00 | 686 | £8,112 | 2,616 | £28,574 | 21% |
| 07:00 | 1,164 | £13,269 | 4,118 | £42,698 | 22% |
| 08:00 | 1,451 | £16,900 | 5,128 | £48,465 | 22% |
| 09:00 | 1,696 | £18,619 | 6,009 | £57,532 | 22% |
| 10:00 | 2,083 | £21,604 | 7,675 | £80,746 | 21% |
| 11:00 | 2,049 | £20,679 | 7,441 | £71,340 | 22% |
| 12:00 | 2,261 | £24,457 | 7,926 | £75,049 | 22% |
| 13:00 | 2,410 | £26,546 | 8,445 | £88,614 | 22% |
| 14:00 | 2,649 | £26,593 | 9,963 | £102,672 | 21% |
| 15:00 | 2,839 | £32,961 | 10,314 | £96,884 | 22% |
| 16:00 | 3,398 | £36,571 | 12,517 | £116,727 | 21% |
| 17:00 | 4,171 | £48,521 | 15,507 | £148,275 | 21% |
| 18:00 | 5,469 | £63,110 | 22,636 | £220,539 | 19% |
| 19:00 | 6,401 | £71,921 | 26,722 | £257,338 | 19% |
| 20:00 | 7,084 | £78,177 | 32,239 | £303,591 | 18% |
| 21:00 | 5,840 | £63,032 | 28,691 | £260,466 | 17% |
| 22:00 | 2,857 | £31,493 | 13,461 | £125,241 | 18% |
| 23:00 | 1,498 | £16,454 | 6,202 | £65,370 | 19% |

**Insight:** New-customer share is **uniformly 19–22% across all hours** — i.e., the 18:00–21:00 peak isn't drawing in disproportionately new buyers, it's repeat customers buying more. **New-customer acquisition is the bottleneck**, not conversion. To double daily revenue you must double daily *new* customers — Meta + TikTok + lookalike on the top LTV decile.

### 1.4 Customer LTV deciles — your top 10% drives 67% of revenue

| Decile | Customers | Spend range | Avg | Revenue | % of total |
|---|--:|---|--:|--:|--:|
| **D1** | 5,898 | £88–£36030 | £340 | £2,005,878 | 67.4% |
| **D2** | 5,899 | £44–£88 | £62 | £363,646 | 12.2% |
| **D3** | 5,898 | £27–£44 | £35 | £205,118 | 6.9% |
| **D4** | 5,899 | £19–£27 | £23 | £134,054 | 4.5% |
| **D5** | 5,898 | £13–£19 | £16 | £94,961 | 3.2% |
| **D6** | 5,899 | £10–£13 | £11 | £65,849 | 2.2% |
| **D7** | 5,898 | £6–£10 | £8 | £47,920 | 1.6% |
| **D8** | 5,899 | £4–£6 | £5 | £31,297 | 1.1% |
| **D9** | 5,898 | £2–£4 | £3 | £19,224 | 0.6% |
| **D10** | 5,899 | £-0–£2 | £1 | £6,558 | 0.2% |

**The play:** D1 (5,898 people, avg £340) = your VIP segment. They buy through every channel. Treat them like a separate brand:
- Klaviyo `VIP - High Spenders AOV £10+` already exists (used 22 times in 90d) → expand to dedicated VIP flow with early access, exclusive draws, postcards.
- **D2–D3 (11,797 customers, £88–£44 avg)** are the upgrade pool — their first repeat purchase at higher AOV = your fastest growth lever.
- D8–D10 are at-risk; build a £1 reactivation comp + re-entry SMS.

### 1.5 Channel revenue (refreshed)

- **Direct/Typein:** £1.70M (57.1%) — most of this is **untagged Meta clicks**. Meta is being credited as direct.
- **Facebook (tagged):** £536,419 from 55,657 orders, 16,862 unique buyers, 13,907 new acquired. AOV £9.64.
- **Email (Klaviyo):** £805k attributed (best ROAS channel).
- **SMS:** £278k attributed at est. £88k cost = **3.15× ROAS**.
- **Google Organic:** £300k — strong brand search; Google Ads at only £3,334 means brand-search-protect campaign is missing.
- **TikTok:** £11,851 from 1,464 orders. Massively underexposed for the demographic.

## 2. THE GAP — £33k → £100k/day

Math:
- Current: £33,050/day = ~3,332 orders × £9.92 AOV
- Target: £100,000/day = ~10,080 orders × £9.92 AOV (or 5,000 × £20 AOV)
- Need to triple either: orders, AOV, or a combination

### 2.1 The 4 dials to turn

| Dial | Current | Target | Lift needed | Action |
|---|---|---|---|---|
| Daily new customers | 655 | 1,800 | **2.7×** | Meta scale + TikTok launch + dormant reactivation |
| Repeat orders / customer / month | 1.7 | 2.4 | 1.4× | Welcome flow + VIP flow + SMS volume |
| AOV | £9.92 | £15+ | 1.5× | Bundle mechanics + tier pricing + £1 entry → £25 ticket bundles |
| Send revenue per recipient | £0.19 | £0.30 | 1.6× | Better segmentation + 17:00 send window + flow activation |

**If we hit those 4 dials simultaneously, we land at ~£100k/day. Each one alone gets us to £45–55k/day.**

## 3. THE 7 LEVERS — detailed

### Lever 1 — Catalogue cleanup (drop tech, add gold/cars/instant-wins)

**Category revenue per day on sale (historical):**

| Category | Avg £/day | Sample size |
|---|--:|--:|
| gold_watch | £2,481 | 15 | 🟢 KEEP |
| instant_wins | £2,242 | 56 | 🟢 KEEP |
| car | £2,161 | 16 | 🟢 KEEP |
| flip_and_win | £1,760 | 6 | 🟡 OK |
| scratch_and_win | £1,303 | 10 | 🟡 OK |
| bike | £1,086 | 28 | 🟡 OK |
| cash | £933 | 63 | 🟡 OK |
| bundle | £322 | 11 | 🟡 OK |
| tech_appliance | £97 | 88 | 🔴 KILL |

**The kill list (currently live, drop next 7 days):**

| Comp | Draw date | Predicted £/day |
|---|---|--:|
| MOTO NITROUS FLIP AND WIN [Draw May 9th] | 2026-05-09 (Sat) | £0 |
| FOOTBALL FRENZY SCRATCH AND WIN [Draw May 14th] | 2026-05-14 (Thu) | £0 |
| NINJA ARTISAN OUTDOOR PIZZA OVEN [Draw May 6th] | 2026-05-06 (Wed) | £97 |
| PHILIPS LUMEA [Draw May 6th] | 2026-05-06 (Wed) | £97 |
| NINJA CREAMI SCOOP & SWIRL [Draw May 7th] | 2026-05-07 (Thu) | £97 |
| APPLE MACBOOK NEO 13" (2026) - A18 Pro, 256 GB SSD [Draw May 7th] | 2026-05-07 (Thu) | £97 |
| LAY-Z-SPA ROME AIRJET [Draw May 8th] | 2026-05-08 (Fri) | £97 |
| NINTENDO SWITCH 2 [Draw May 8th] | 2026-05-08 (Fri) | £97 |
| TRAXXAS X-MAXX 8S RC CAR [Draw May 9th] | 2026-05-09 (Sat) | £97 |
| PLAYSTATION 5 [Draw May 9th] | 2026-05-09 (Sat) | £97 |
| SAMSUNG 85" TV [Draw May 10th] | 2026-05-10 (Sun) | £97 |
| NINJA SLUSHI MAX MOCHA [Draw May 11th] | 2026-05-11 (Mon) | £97 |
| SHARK TURBOBLADE TOWER FAN [Draw May 12th] | 2026-05-12 (Tue) | £97 |
| SHARK EVERYMESS PORTABLE 3-IN-1 CARPET CLEANER [Draw May 13th] | 2026-05-13 (Wed) | £97 |

**The replacement list (formats to add into the next 4 weeks):**

Pull these formats from your historical winners:
- `GOLD & WATCH INSTANT WINS [£5,000 END PRIZE]` — historical avg £6,283/day
- `HIGH PERFORMANCE INSTANT WINS [£5,000 END PRIZE]` — £6,386/day
- `LUXURY SUV INSTANT WIN [£5,000 END PRIZE]` — £4,941/day
- `FAMILY CAR INSTANT WIN [£5,000 END PRIZE]` — £3,655/day
- `ROLEX WATCH INSTANT WINS [£5,000 END PRIZE]` — £2,666/day
- `WIN £50,000 POUNDS TAX FREE CASH` — £3,701/day
- `2022 AUDI RSQ8 - 750BHP` style premium-car flagship — £3,604/day

### Lever 2 — Reactivate the dormant 348,868 customers

Customer database has **442,229 total profiles, 407,853 paying**. In 90 days only **58,985 bought = 14.46% activation**. **348,868 dormant paying customers** is the single largest growth lever.

**Reactivation campaign blueprint (run this in week 1):**

- **Segment:** `Customer Database` list (142,604) MINUS `Engaged 90 Days - Placed Order 90 days` MINUS `Marked As Spam / Bounced`
- **Estimated audience:** ~95–110k cold-but-recent buyers
- **Hook:** £1 entry into a NEW high-velocity instant-win comp + 'we miss you' £5 credit if they buy by Sunday
- **Send window:** Saturday 11:00 + Sunday 09:00 + Sunday 17:00 (3-touch)
- **Expected response (industry baseline):** 0.8–1.5% buy rate at AOV ~£20 = £15k–£33k from one campaign
- **Then enrol responders into a NEW Welcome-Back Flow** (Klaviyo) — drip 4 emails over 14 days reintroducing your top 5 active comps

### Lever 3 — Activate the 28 drafted Klaviyo flows

**Currently live (5):**
- Welcome To Nitrous - Email - Retention (Added to List)
- Abandoned Cart - Email (Metric)
- Welcome Series - SMS (Metric)
- Happy Birthday Flow - Email & SMS (Date Based)
- Winback Flow - Email & SMS (Metric)

**In draft — TURN THESE ON in the order shown (27):**

| Priority | Flow | Status | Why |
|---|---|---|---|
| 1 | Welcome Series - Email | DRAFT → LIVE Week 1 Day 1 | Anchors all new-buyer journey. Industry: welcome flow = 30–40% of flow revenue. |
| 2 | First Purchase Incentive Flow | DRAFT → LIVE Week 1 Day 2 | Recovers cart abandonment + first-time-discount nudge. |
| 3 | Winback Flow - Email - Retention | DRAFT → LIVE Week 1 Day 3 | 30/60/90-day lapsed buyer re-engagement. |
| 4 | VIP Flow - Email - Tier System & Rewards | DRAFT → LIVE Week 2 Day 1 | Lock in your 5,898 D1 customers. |
| 5 | VIP Flow - Email - Tag VIP Customers | DRAFT → LIVE Week 2 Day 1 | Auto-tag for the above to work. |
| 6 | Sunset Flow - Email - Unengaged | DRAFT → LIVE Week 2 Day 2 | List hygiene — improves deliverability of remaining sends. |
| 7 | Welcome Series - SMS - Targeting & Retention | DRAFT → LIVE Week 2 Day 3 | SMS welcome flow. |
| 8 | Sunset Flow - SMS - Unengaged | DRAFT → LIVE Week 2 Day 4 | SMS hygiene. |
| 9 | Account Suppression 8 Months Sunset Flow - SMS | DRAFT → LIVE Week 2 Day 5 | SMS hygiene. |
| 10 | Abandoned Cart (Email + SMS Example) | DRAFT → LIVE Week 3 Day 1 | Add SMS leg to existing live email cart flow. |

**Expected revenue uplift:** Industry data shows mature ecom Klaviyo accounts run **25–40% of total Klaviyo revenue through flows**. You're currently at near-zero from flows. Adding flows = projected **+£8–15k/day at steady state** (8 weeks to mature).

### Lever 4 — Fix Meta attribution (the 'we spend so much for nothing' issue)

**The diagnosis:**
- 57.1% of revenue is tagged `Direct / Typein` (£1.70M)
- 21.1% is tagged `Facebook` (£626k)
- Industry pattern in lottery/comp space: ~50–70% of 'direct' is actually Meta-driven (user clicks ad, comes back direct later via mobile bookmark or memory)
- **True Meta-attributable revenue likely £1.4–1.7M = 47–57% of total**
- Your Meta dashboard is showing low attributed ROAS because the WordPress order_attribution plugin can't follow cross-device journeys

**The 5 fixes (do all of them):**

1. **Install Meta Conversions API (CAPI) properly** via WooCommerce + PixelYourSite Pro / WP Pixel Cat. CAPI sends server-side events with the order email + IP, letting Meta match buyers it lost on iOS 17+. **Single biggest attribution fix.** Recovery: typically 20–40% more attributed conversions overnight.
2. **Add UTMs to every Meta ad URL.** Use the Meta dynamic UTMs: `utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}`. This stops the Direct/Typein leakage.
3. **Switch to Advantage+ Shopping Campaigns** — Meta's AI-driven campaign type now beats manual targeting in 7 of 10 ecom tests. Set up two ASCs:
   - ASC #1: Broad UK 18+, lookalike off top-LTV-decile customer email list (D1 = 5,898 emails)
   - ASC #2: Engagement re-engagement (people who interacted with FB/IG content 90 days)
4. **Audit creative** — your top-performing email subjects have 'Last Chance' + 'Cash' + 'Cars' + '£5,000'. Mirror this in Meta ads. Avoid 'Easter promotion' / 'Cashback 50%' type creative — those underperform on email and almost certainly do the same on paid.
5. **Daily cap discipline + creative refresh weekly** — pause any ad set that runs 7+ days at <0.5x ROAS measured by CAPI. Refresh top-3 creative every Friday. Run 5–8 ad sets max — too many splits the Meta algorithm budget.

**Estimated impact:** Just fixing CAPI + UTMs will REVEAL the Meta ROAS that was always there — it's not a revenue uplift, it's an information uplift. But that information lets you confidently 2–3× the Meta budget, and *that* is what unlocks **+£15–25k/day**.

### Lever 5 — Premium-prize anchor draws

**Pattern in your top revenue days:**
- Feb 6 = £68,956 — multiple flagship draws ending (Amarok, Sprinter, Cosworth, Watch instant wins)
- Feb 22 = £64,733 — `2007 RENAULT 7.5 RACE TRUCK` flagship + Gold Curb Chain
- May 3 = £63,139 — `2022 AUDI RSQ8 750BHP` flagship
- Apr 23 = £56,858 — `WIN £50,000 POUNDS TAX FREE CASH`

**Pattern:** every £55k+ day had at least one £40k+ retail-value prize ending the same day or next.

**To hit £100k+ days you need EVERY Friday + Sunday to have:**
- **1× flagship car** (£40k+ retail) ending Friday
- **1× cash big draw** (£10k–£50k tax-free) ending Sunday
- **3× £5,000-end-prize instant-win formats** running across Tue → Sun
- **1× gold/watch instant-win** (£3k–£5k retail) ending mid-week

Buying-to-prize-cost rule: For every £1k of prize value, you should generate £6–8k of revenue (your historical AUDI RSQ8 = £61k revenue against probably £55k retail = 1.1×; your top instant-win formats hit 4–6×).

### Lever 6 — Triple SMS volume on high-intent segments

**SMS performance:** £278k revenue / 2.21M sends / est £88k cost. **3.15× ROAS** is profitable.

**Top-quartile SMS campaigns earn £0.30/send. Bottom-quartile earn £0.04. The difference: audience targeting.**

- WIN: `SMS - Friday - 1st May 2026 - Last Chance` to `SMS - Family Car - Purchased Last 90 Days` = £6,096 from 20,837 sends = £0.29/send
- LOSE: `SMS Full List - 23rd April 2026` to `SMS Consented` = £8,582 from 187,700 sends = £0.046/send

**The blast-the-full-list SMS strategy is killing your unit economics.** Stop it. Your full SMS list is 37,579 (`SMS Subscribers`) plus the legacy 77,402 `Voodoo SMS List`.

**SMS rules going forward:**
1. **Never send the full SMS list more than once per week.** Reserve full-list for the Sunday flagship build-up.
2. **3 daily SMS sends** (target ~2.5k per send) on focused segments at 17:00 UTC: high-intent on draw day, purchased-30-days for retargeting, browsed-not-purchased.
3. **A/B test SMS subject lines** every Tuesday — winners scale Friday/Sunday.
4. **Use `Voodoo SMS List` (77k legacy)** for ONE quarterly reactivation only — it's a high-cost, low-yield list (3.15× → likely 1.5× on this list).

### Lever 7 — Send-time discipline (17:00–18:00 UTC)

Your campaign data:
- 18:00 UTC sends: **£0.25/recipient** revenue (49 campaigns, 1.39M sends)
- 17:00 UTC sends: **£0.22/recipient** (38 campaigns, 1.17M sends)
- 10:00 UTC sends: **£0.11/recipient** (19 campaigns, 957k sends)

**Move every flagship campaign to 16:30–18:00 UTC scheduled-arrival.** This builds momentum into the 20:00 live draw window, where 13% of all daily revenue lands.

---

## 4. THE 4-WEEK MASTER PLAN

Each week is structured the same: 5-day build-up + Friday flagship + Sunday flagship.

### WEEK 1 (May 6–12) — Foundation: cleanup + flow activation + UTM fix

| Day | Owner | Action | KPI |
|---|---|---|---|
| **Wed May 6** | Joshua | Pause/end the 13 tech-appliance comps in the kill list | -88 ghost SKUs |
| Wed May 6 | Aliyah | Schedule reactivation campaign for Saturday — `Customer DB minus Engaged 90` segment | Audience built |
| Wed May 6 | Conrad/Alex | Film 3 Reels: 'Last Chance Tonight 20:00' + 'Ends Today MX Bike' + '£50K Cash Tomorrow' | 3 assets |
| Wed May 6 | Karis | 17:00 build-up live | Live engagement |
| **Thu May 7** | Aliyah | Activate Welcome Series Email flow (publish from draft) | Flow LIVE |
| Thu May 7 | Aliyah | Activate First Purchase Incentive flow | Flow LIVE |
| Thu May 7 | Joshua | Audit every Meta ad URL — add UTMs via Meta dynamic params | Coverage 100% |
| Thu May 7 | Conrad | Brief Meta agency / in-house: pause ad sets at <0.5× CAPI ROAS | Pause list |
| **Fri May 8** | All | 🔴 **FLAGSHIP DAY** — `£50,000 TAX FREE CASH` + High-Performance Instant Wins finale | Target £55k |
| Fri May 8 | Aliyah | 09:00 Email + 17:00 Email + 18:00 SMS, all to engaged 90-day | Send execution |
| **Sat May 9** | Aliyah | 11:00 + 17:00 reactivation campaign send to dormant DB | 0.8% buy rate |
| Sat May 9 | Alex | Stock photography for Week 2 flagship cars | 30 photos |
| **Sun May 10** | All | 🔴 **Sunday flagship** — `WATCH, GOLD & SILVER INSTANT WINS [£5K end prize]` + Britannia Gold | Target £45k |
| **Mon May 11** | Joshua | Activate Winback Flow | Flow LIVE |
| Mon May 11 | Conrad | CAPI install verification — test event manager match quality should hit 9+/10 | EMQ ≥ 9 |
| **Tue May 12** | Aliyah | Review Week 1 KPIs: open rate, send-day revenue, flow revenue | Weekly review |

**Week 1 target:** £40–45k/day average (modest lift from cleanup + flow start). Big drag: tech-appliance kills happen Wed but old ones still ending mid-week.

### WEEK 2 (May 13–19) — Premium prize anchor + VIP flow

| Day | Owner | Action | KPI |
|---|---|---|---|
| **Wed May 13** | Joshua | Launch flagship: `2025 VOLKSWAGEN TIGUAN R-LINE` + `2021 ROLEX BLUESY` | New launches |
| Wed May 13 | Aliyah | Activate VIP Tag flow + VIP Tier flow (both drafts) | Flows LIVE |
| Wed May 13 | Aliyah | First VIP-only email send to D1 segment (top 5,898 customers) — exclusive £25 ticket-bundle | VIP campaign |
| **Thu May 14** | Joshua | Launch `FAST FORD INSTANT WINS [£5K end]` — Friday draw | Launch |
| Thu May 14 | Conrad/Alex | Pre-record TikTok Reels (vertical 9:16) for the Friday draw — first TikTok push | TikTok creative |
| **Fri May 15** | All | 🔴 **2020 BMW M4 COMPETITION** flagship + Grand National themed instant wins | Target £60k |
| Fri May 15 | Aliyah | First TikTok Spark Ad live (£100/day test, 5 creative variants) | TikTok live |
| **Sat May 16** | Conrad/Devvy | Film: Winners content, prize-handover Reels for Insta+TikTok | 5 Reels |
| **Sun May 17** | All | 🔴 `OLD-SCHOOL VAUXHALL INSTANT WINS [£5K end]` flagship + a £10k cash quick-draw | Target £55k |
| **Mon May 18** | Aliyah | Activate Sunset Flow (email) + Sunset Flow (SMS) | Flows LIVE |
| **Tue May 19** | Joshua | Review TikTok 4-day data — kill losers, scale winners 50% | TikTok optimisation |

**Week 2 target:** £55–65k/day average. Premium anchor draws lift weekend ceiling.

### WEEK 3 (May 20–26) — Scale winners + acquisition push

| Day | Owner | Action | KPI |
|---|---|---|---|
| **Wed May 20** | Conrad | Meta ASC #1 launch (Lookalike-1% top-LTV) — £200/day for 7 days | Campaign live |
| Wed May 20 | Joshua | Launch `2× HIGH PERFORMANCE INSTANT WINS` parallel formats (£5K end each) — staggered draw dates | 2 launches |
| **Thu May 21** | Aliyah | Activate Abandoned Cart SMS leg (already-live email cart flow gets SMS) | Flow LIVE |
| Thu May 21 | Conrad | Refresh top-3 Meta creative — new hooks, new prize photo angles | 3 new ads |
| **Fri May 22** | All | 🔴 **Premium flagship car** (e.g. Range Rover SVR repeat / new Audi) | Target £75k |
| Fri May 22 | Aliyah | Triple SMS day: 11:00 (heads-up), 17:00 (last chance), 19:30 (final hour) on engaged | SMS volume |
| **Sat May 23** | Aliyah | 2nd reactivation drop — refined audience based on Week 1 results | Reactivation 2 |
| **Sun May 24** | All | 🔴 `£100,000 TAX FREE CASH` event-style draw + 2× £5K instant wins | Target £80k |
| **Mon May 25** | Conrad | Launch ASC #2 (engagement re-engagement audience) | Live |
| **Tue May 26** | Aliyah | Mid-month VIP send + announce June flagship calendar | VIP touch |

**Week 3 target:** £70–85k/day average. Big-prize Sunday targets first £80k+ day.

### WEEK 4 (May 27 – June 2) — The £100k push

| Day | Owner | Action | KPI |
|---|---|---|---|
| **Wed May 27** | Joshua | Launch 4 parallel `INSTANT WINS [£5K end]` formats — saturate the catalogue with proven winners | 4 launches |
| Wed May 27 | Conrad | Scale Meta ASC #1 to £400/day if ROAS held; pause ASC #2 if <0.5× | Scale or kill |
| **Thu May 28** | Aliyah | Activate any remaining drafted flows (Welcome SMS - Targeting & Retention) | All flows live |
| **Fri May 29** | All | 🔴 **The £100k attempt** — TWO flagship cars (one £40k+ retail), £25k cash tonight, 3 instant-win formats finishing | **£100k target** |
| Fri May 29 | Aliyah | Pre-Friday VIP send Wed 18:00; Thu 19:00 SMS first wave; Fri 09:00 + 17:00 email + 18:00 + 19:30 SMS | Saturation |
| Fri May 29 | Karis/Conrad | Live broadcast 17:00–22:00 — extended edition w/ winner hand-over content | Live extended |
| **Sat May 30** | Conrad/Alex | Recap content for Insta/TikTok — cement social proof | Content drop |
| **Sun May 31** | All | 🔴 **Recovery flagship** — second £100k attempt with different prize mix | £100k target #2 |
| **Mon June 1** | All | Review month: what worked, what didn't | Retro |
| **Tue June 2** | Conrad/Aliyah | Lock June 4-week plan from learnings | Forward plan |

**Week 4 target:** £85–100k/day average, ≥1 day at £100k+, with the floor raised above £45k/day.

---

## 5. SPECIFIC COMPETITIONS TO LAUNCH (next 30 days)

### 5.1 The 'GO LIVE' list — pull from your historical winners + new takes

All formats below use the proven `[Draw {Day}]` + `£5,000 END PRIZE` template. Stagger so each week ends 6–8 of these.

| # | Format | Why | Predicted £/day |
|---|---|---|--:|
| 1 | GOLD & WATCH INSTANT WINS [£5,000 END] | Top historical performer (£6,283/day) | £6,000 |
| 2 | HIGH PERFORMANCE INSTANT WINS [£5,000 END] | Workhorse — multiple sub-themes (Audi/BMW/AMG) | £5,500 |
| 3 | FAMILY CAR INSTANT WINS [£5,000 END] | Different audience demographic = incremental | £3,500 |
| 4 | LUXURY SUV INSTANT WINS [£5,000 END] | High-AOV buyers | £4,500 |
| 5 | FLAGSHIP DREAM CAR — Audi RSQ8 / BMW M4 / Range Rover SVR | Anchors Friday peak | £3,500 |
| 6 | £50,000 TAX-FREE CASH (monthly anchor) | Recurring big-prize hook | £3,700 |
| 7 | ROLEX WATCH INSTANT WINS [£5,000 END] | Watch buyers = high-value segment | £2,700 |
| 8 | MX BIKE / SUR-RON INSTANT WINS [£5,000 END] | Bike audience (1,464 TikTok orders shows demand) | £2,600 |
| 9 | £10,000 TAX-FREE CASH QUICK DRAW (weekly) | Mid-week quick convert | £900 |
| 10 | FORD CONNECT / VAN INSTANT WINS | Trade audience — different demo | £2,700 |

### 5.2 What's CURRENTLY upcoming — ranked predicted-revenue

| Draw date | Day | Comp | Predicted total revenue | Action |
|---|---|---|--:|---|
| 2026-05-17 | Sun | OLD-SCHOOL VAUXHALL INSTANT WINS [Draw May 17th] £5,000 END  | £24,664 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-15 | Fri | GRAND NATIONAL RACES THEMED INSTANT WINS [Draw May 15th] | £20,180 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-15 | Fri | 2020 BMW M4 COMPETITION EDITION [Draw May 15th] | £19,451 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-14 | Thu | FAST FORD INSTANT WINS [Draw May 14th] £5,000 END PRIZE | £17,937 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-13 | Wed | 2021 ROLEX SUBMARINER BLUESY [Draw May 13th] | £17,367 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-13 | Wed | 2025 VOLKSWAGEN TIGUAN R-LINE [Draw May 13th] | £15,129 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-12 | Tue | CASH MAD INSTANT WINS [Draw May 12th] £5,000 END PRIZE | £13,453 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-11 | Mon | TECH CRAZY INSTANT WINS [Draw May 11th] £1,000 END PRIZE | £11,211 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-10 | Sun | WATCH, GOLD & SILVER INSTANT WINS [Draw May 10th] £5,000 END | £9,924 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-09 | Sat | 2026 BRITANNIA PREMIUM SIX-COIN GOLD PROOF SET [Draw May 9th | £7,443 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-06 | Wed | MX INSTANT WIN [Draw May 6th] £2,500 END PRIZE | £6,727 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-08 | Fri | Draw 2, £50,000 POUNDS TAX FREE CASH [Draw May 8th] +INSTANT | £6,727 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-07 | Thu | 2020 FORD TRANSIT CUSTOM 320 LIMITED MS-RT [Draw May 7th] | £6,484 | 🔴 FLAGSHIP — heavy promo |
| 2026-05-11 | Mon | Draw 4, £10,000 TAX FREE CASH [Draw May 11th] | £4,665 | 🟢 PROMOTE |
| 2026-05-07 | Thu | HAIBIKE ALL MTN 7 [Draw May 7th] | £3,258 | 🟢 PROMOTE |
| 2026-05-08 | Fri | SUR-RON ULTRA BEE OFF-ROAD ONLY [Draw May 8th] | £3,258 | 🟢 PROMOTE |
| 2026-05-08 | Fri | REVVI 12" [Draw May 8th] | £3,258 | 🟢 PROMOTE |
| 2026-05-06 | Wed | Draw 6, £1,000 Tax Free Cash [Draw May 6th] | £2,799 | 🟢 PROMOTE |
| 2026-05-06 | Wed | CASH QUEST PRIZE EVERY TIME WEDNESDAY [Draw May 6th] | £2,799 | 🟢 PROMOTE |
| 2026-05-06 | Wed | Draw 5, £1,000 Tax Free Cash [Draw May 6th] | £2,799 | 🟢 PROMOTE |
| 2026-05-07 | Thu | CASH QUEST PRIZE EVERY TIME THURSDAY [Draw May 7th] | £2,799 | 🟢 PROMOTE |
| 2026-05-07 | Thu | Draw 7, £1,000 Tax Free Cash [Draw May 7th] | £2,799 | 🟢 PROMOTE |
| 2026-05-07 | Thu | Draw 8, £1,000 Tax Free Cash [Draw May 7th] | £2,799 | 🟢 PROMOTE |
| 2026-05-13 | Wed | SHARK EVERYMESS PORTABLE 3-IN-1 CARPET CLEANER [Draw May 13t | £681 | 🟡 KILL or de-prioritise |
| 2026-05-12 | Tue | SHARK TURBOBLADE TOWER FAN [Draw May 12th] | £584 | 🟡 KILL or de-prioritise |
| 2026-05-11 | Mon | NINJA SLUSHI MAX MOCHA [Draw May 11th] | £487 | 🟡 KILL or de-prioritise |
| 2026-05-10 | Sun | SAMSUNG 85" TV [Draw May 10th] | £389 | 🟡 KILL or de-prioritise |
| 2026-05-06 | Wed | NINJA ARTISAN OUTDOOR PIZZA OVEN [Draw May 6th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-06 | Wed | PHILIPS LUMEA [Draw May 6th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-07 | Thu | NINJA CREAMI SCOOP & SWIRL [Draw May 7th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-07 | Thu | APPLE MACBOOK NEO 13" (2026) - A18 Pro, 256 GB SSD [Draw May | £292 | 🟡 KILL or de-prioritise |
| 2026-05-08 | Fri | LAY-Z-SPA ROME AIRJET [Draw May 8th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-08 | Fri | NINTENDO SWITCH 2 [Draw May 8th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-09 | Sat | TRAXXAS X-MAXX 8S RC CAR [Draw May 9th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-09 | Sat | PLAYSTATION 5 [Draw May 9th] | £292 | 🟡 KILL or de-prioritise |
| 2026-05-09 | Sat | MOTO NITROUS FLIP AND WIN [Draw May 9th] | £0 | 🟡 KILL or de-prioritise |
| 2026-05-14 | Thu | FOOTBALL FRENZY SCRATCH AND WIN [Draw May 14th] | £0 | 🟡 KILL or de-prioritise |

---

## 6. META ADS — what's broken and the exact fix

### 6.1 Why Meta feels expensive (the diagnosis)

Three things stack to make Meta look bad on the dashboard:

1. **iOS 17 Mail Privacy Protection + ATT** — Apple drops 30–50% of pixel events. Without CAPI, Meta optimises against blind data.
2. **Cross-device journeys collapse to 'direct'** — User clicks Meta ad on phone, comes back later on desktop direct = attribution credit goes to Direct/Typein in your data, but the order WAS caused by Meta. Your `direct/typein 57%` is the smoking gun.
3. **Untagged ad URLs** — When the URL has no UTM, even when traffic does come through Meta, your WordPress order_attribution plugin can't credit it. So Meta is double-discredited.

### 6.2 The 5-step fix (do all in Week 1)

**Step 1 — Install Meta CAPI properly**
- Use **PixelYourSite Pro** or **WP Pixel Cat** WordPress plugin — both have first-class CAPI for WooCommerce
- In Events Manager → set Event Match Quality target ≥ 8.0/10
- Send Purchase, AddToCart, ViewContent, InitiateCheckout, AddPaymentInfo events server-side
- Verify: do a test purchase, check it shows up in Test Events with `match_keys=email,phone,client_ip` populated

**Step 2 — UTMs on every Meta ad URL**
- Use this Meta dynamic param block in every ad's destination URL:
```
?utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}&utm_id={{campaign.id}}
```
- Audit every active campaign by Friday — anything without UTMs gets paused until corrected.

**Step 3 — Switch to Advantage+ Shopping Campaigns**
- Build 2 Advantage+ Shopping Campaigns (ASC):
  - **ASC #1 — Acquisition.** Audience: Broad UK 18+ (no interest targeting). Lookalike-1% built off your D1 customer email list (export the top 5,898 emails from CSV → upload as Custom Audience).
  - **ASC #2 — Re-engagement.** Audience: People who interacted with FB/IG content in last 90d.
- Budget: start at £100/day each, 4-day learning period, then scale 20% every 3 days while ROAS held.
- Creative: 5–8 ads per campaign; rotate weekly.

**Step 4 — Creative direction (mirror what's working in email)**
Your top-performing email subject words: *Last, Chance, Cash, Car, £5,000, Wins, 50,000.* Your bottom-performing words: *Easter, Cashback, Promotion, Retargeting.*

Apply to Meta:
- ✅ DO: Hook on prize image (the actual car/watch/cash) + 'Last Chance' or 'Ends Tonight 20:00' + price anchor (£0.07 entry)
- ✅ DO: 9:16 vertical for Stories/Reels; 1:1 square for feed
- ✅ DO: UGC-style winner videos — your strongest social proof
- ❌ AVOID: Generic 'promotion' / 'cashback' framing
- ❌ AVOID: Static product shots without prize size context

**Step 5 — Pause discipline**
- Every Friday 18:00, pause any ad set that ran 7+ days at <0.5× CAPI-measured ROAS
- Keep ad set count ≤ 8 active — Meta's algorithm needs ≥50 conversions/week per ad set to optimise

### 6.3 Audience uploads (Custom Audiences to build today)

| Audience name | Source data | Size | Use |
|---|---|--:|---|
| `NC_VIP_D1` | Top LTV decile from `orders_3mo.csv` | 5,898 | Lookalike seed |
| `NC_BUYERS_90D` | All unique emails from `orders_3mo.csv` | 58,985 | Exclusion list (don't ad-spend on existing recent buyers) |
| `NC_DORMANT_PAYING` | Customer DB minus 90d-buyers | ~349,000 | Reactivation campaign audience |
| `NC_HIGH_INTENT_CASH` | Klaviyo segment via export | varies | Lookalike for 'Cash' creatives |
| `NC_HIGH_INTENT_CARS` | Klaviyo segment via export | varies | Lookalike for car creatives |

### 6.4 Meta budget floor (the 'do not go below this' line)

Once CAPI shows you the true ROAS, Meta is profitable enough to fund itself. Until then:
- **Floor:** £200/day total Meta spend during Week 1 (don't kill the channel)
- **Week 2:** £400/day if CAPI ROAS ≥ 2.5×
- **Week 3:** £800/day if held
- **Week 4:** £1,500/day if held — this is the volume needed for £100k/day target
- **Cap:** Never spend more than 12% of revenue on Meta (your AOV is too low for higher % to work)

---

## 7. EMAIL + SMS SEND SCHEDULE — every send for 4 weeks

Anchored to 17:00–18:00 UTC (highest revenue per recipient) and Friday/Sunday peak days.

**Daily standing schedule (Monday → Sunday)**

| Day | Time UTC | Channel | Audience | Purpose |
|---|---|---|---|---|
| Mon | 17:00 | Email | Engaged 90d + Placed Order 90d | Mon kick-off / new draws |
| Mon | 18:00 | SMS | High Intent Cash | Mon urgency |
| Tue | 17:00 | Email | High Intent Car/Bike | Mid-week last chance |
| Tue | 18:00 | SMS | Purchased 30d | Loyal-buyer push |
| Wed | 17:00 | Email | Newsletter (broad) | Mid-week build-up |
| Wed | 18:00 | SMS | High Intent Cash | Push |
| Thu | 17:00 | Email | Engaged 60d - Cash Players | Last-chance Thu |
| Thu | 18:00 | SMS | Purchased 30d | Loyalty |
| **Fri** | **09:00** | **Email** | Engaged 60d | 🔴 **Ends Today flagship #1** |
| **Fri** | **17:00** | **Email** | High-Intent Cash + Car/Bike + High-Spenders | 🔴 **Ends Tonight flagship #2** |
| **Fri** | **18:00** | **SMS** | High Intent Car/Bike | 🔴 **Tonight 20:00** |
| **Fri** | **19:30** | **SMS** | Purchased 90d (1 hr to draw) | 🔴 **Final hour** |
| Sat | 11:00 | Email | Dormant DB (reactivation week 1) | Reactivation #1 |
| Sat | 17:00 | Email | New Subscribers 30d | Welcome / re-engage |
| **Sun** | **09:00** | **Email** | Engaged + Cash | 🔴 **Sunday Ends Today** |
| **Sun** | **17:00** | **Email** | High Spenders + Retargeting | 🔴 **Sunday Ends Tonight** |
| **Sun** | **18:00** | **SMS** | High Intent Cash | 🔴 **Tonight 20:00** |

**Total weekly sends: 12 email + 6 SMS = 18 scheduled touches.**

### 7.1 Subject-line cheatsheet (built from your top campaigns)

**WINNING formula:**
`[Day] - [Date] - Last Chance - [Theme] - [Prize Hook]`

Examples that won:
- `Tuesday - 31st March 2026 - Last Chance - Cash - Cash Beast Instants` (£12,976)
- `Monday - 9th February 2025 - Cars & Bikes - High Performance` (£12,292)
- `Thursday - 26th February 2026 - Ends Tomorrow - Renault Race Truck` (£10,964)

**Word frequency in winners vs losers (90d data):**

| Winning words (use more) | Lift | | Losing words (use less / never) | Lift |
|---|--:|---|---|--:|
| chance | +11 | | ends | -9 |
| last | +11 | | cars | -7 |
| cash | +11 | | today | -5 |
| car | +5 | | tonight | -4 |
| 2026 | +5 | | friday | -4 |
| april | +5 | | retargeting | -3 |
| thursday | +3 | | sunday | -3 |
| saturday | +3 | | targeting | -3 |
| wins | +2 | | 2025 | -3 |
| 000 | +2 | | 5th | -3 |
| bike | +2 | | 11th | -3 |
| wednesday | +1 | | instant | -2 |

**Avoid these words:** *Easter, Cashback, Promotion, Retargeting* (and any words tagged 2025 — buyers respond to current year framing).

---

## 8. STAFF REPORTING STRUCTURE

### 8.1 Reporting lines

```
                          OWNER / CEO
                               │
       ┌──────────┬────────────┼───────────┬─────────────┐
       │          │            │           │             │
    Conrad      Aliyah      Joshua      Karis       Logistics
   (Creative)   (Admin/    (Web Ops/  (Presenter)   (Cory/Colin/
                Marketing)  Comp Setup)              Devvy/Matt Jr)
       │          │            │           │             │
    Alex S.    (no reports)  (no reports) (no reports) (Matt Jr ↔
    Devvy on                                            Conrad ↔
    shoot                                               Joshua)
    days                                                
    Karis on                                             
    pre-record
```

### 8.2 Reporting cadence

| Frequency | Meeting | Owner | Attendees | Output |
|---|---|---|---|---|
| Daily 09:00 (15 min stand-up) | Today's draw + send schedule | Aliyah | All on-site | Send list locked / draw checklist |
| Daily 21:30 (10 min) | Live-draw debrief | Karis | Karis, Joshua, Alex, Conrad | Issues log |
| Mon 10:00 (45 min) | Weekly KPI review | Conrad | Conrad, Aliyah, Joshua | KPI scorecard, week's send schedule |
| Fri 14:00 (30 min) | Pre-flagship readiness | Joshua | All | Friday checklist signed off |
| Last Tue of month (60 min) | Monthly retro | Conrad | Senior team | Wins/misses, next month's flagship calendar |

### 8.3 What each person reports daily

| Person | Reports to | Daily output | KPI |
|---|---|---|---|
| **Conrad** | Owner | Production schedule, Meta status, agency notes | 5 new creatives/week |
| **Alex** | Conrad | Edits/films delivered | 1 daily Reel + 1 weekly long-form |
| **Joshua** | Owner | Live-comp count, kill list executed, web fixes | 587 → ≤500 cleanup by W2 |
| **Aliyah** | Owner | Today's send report (sends, opens, clicks, revenue) | 18 weekly scheduled sends 100% executed |
| **Karis** | Owner (creative dotted to Conrad) | Live audience peak count, sales lift during live | Avg 800+ concurrent on Fri/Sun |
| **Kyrell** | Joshua | Winners contacted, stock runs done, vehicle status | Same-day winner contact 100% |
| **Matt Jr** | Joshua | Unit cleanliness, vehicle prep, stage setup | Stage ready 16:00 daily |
| **Cory** | Kyrell | Daily run sheet | All collections same-day |
| **Colin** | Joshua | Long-haul prize delivery confirmation | 100% on-time |
| **Devvy** | Conrad | Prize-reveal content delivered | 6 reveals/week |

---

## 9. KPI DASHBOARD — what to watch every day

### 9.1 Daily KPIs (post in shared dashboard / Slack 09:00)

| KPI | Source | Yesterday | 7-day avg | Target |
|---|---|---|---|---|
| Daily revenue | WooCommerce | — | — | £80k+ (Wk4) |
| Orders | WooCommerce | — | — | 8,000+ |
| New customers | WooCommerce | — | — | 1,800+ |
| AOV | WooCommerce | — | — | £12+ |
| Email open rate | Klaviyo | — | — | 45%+ |
| Email rev/recipient | Klaviyo | — | — | £0.25+ |
| SMS click rate | Klaviyo | — | — | 25%+ |
| SMS rev/send | Klaviyo | — | — | £0.20+ |
| SMS estimated cost | Klaviyo × £0.04 | — | — | <£1,500/day |
| Live concurrent peak (Fri/Sun) | YouTube Studio | — | — | 1,000+ |
| Trustpilot reviews this week | Trustpilot | — | — | 50+ |
| Meta CAPI ROAS (7d) | Meta Events Mgr | — | — | 2.5×+ |
| Meta spend | Meta Ads Mgr | — | — | £400–1,500/day |
| TikTok ad ROAS | TikTok Ads Mgr | — | — | 1.5×+ |

### 9.2 Weekly KPIs (Monday 09:00 review)

| KPI | Last week | Target |
|---|--:|--:|
| Total revenue | — | £700k (W4) |
| Flagship Friday revenue | — | £100k |
| Flagship Sunday revenue | — | £80k |
| Reactivation campaign rev | — | £15k+ each |
| New flows triggered | — | 4–6 in W1, 8 in W2, 10 in W3 |
| Comps killed | — | 88 by end of W2 |
| New flagship comps launched | — | 3 cars / week |
| TikTok creative tests | — | 5 weekly |
| Meta creative refresh | — | 3 weekly |

---

## 10. RISK REGISTER

| Risk | Probability | Impact | Mitigation |
|---|---|---|---|
| Meta CAPI install delays | Medium | High | Use PixelYourSite Pro (1-day install) — fallback to manual server-side via PHP |
| Tech-appliance kills cause refunds | Low | Medium | Run them out (let existing draw dates complete) — don't pull live mid-comp |
| Reactivation send hits spam folder | Medium | High | Aliyah warms the IP first with smaller sends (5k/day for 3 days) |
| Friday flagship car doesn't sell out | Medium | High | Pre-commit: any car ≥£40k retail must have 30+ days of pre-promotion. Track ticket-velocity vs target curve daily — kill or convert to instant-win if behind by 20% at day 7 |
| Karis or Kyrell unavailable for live | Medium | Critical | Cross-train Joshua + Aliyah as backup presenters |
| TikTok ads compliance rejection | High (lottery/comp space) | Medium | Test with promotional creative first (no 'win' language); use Spark Ads off organic posts where possible |
| Meta account flagged for raffle/competition policy | Medium | Critical | Use 'prize draw' / 'instant win' language not 'lottery'; ensure terms are clearly displayed; have backup ad account warmed up |
| Klaviyo deliverability drops | Low | High | Keep unsub <0.2%, run sunset flow, never send full-DB blast more than monthly |
| Live unit power/internet failure | Medium | Critical | Backup 4G hotspot; backup laptop pre-loaded; mobile-phone livestream fallback |
| Refund / cancellation rate creeps up | Medium | High | Currently 6.3% all-time. Watch 7-day rolling — alert at 8%. Driver: clearer T&Cs, better answer-question UX |

---

## 11. THE DAILY CADENCE — what every day looks like

### Standard non-flagship day (Mon/Tue/Wed/Thu/Sat)

| Time UTC | Action | Owner |
|---|---|---|
| 07:00 | Matt Jr opens unit, starts cleaning + vehicle prep | Matt Jr |
| 08:00 | Conrad finishes overnight edits / draw-day pics | Conrad |
| 08:00 | Kyrell results + instant-win uploads | Kyrell |
| 09:00 | **Daily stand-up** — today's sends, today's draw, blockers | Aliyah leads |
| 09:00 | Joshua web ops — comp prep, draft-to-live | Joshua |
| 09:00 | Aliyah inbox + Trustpilot + winner posts | Aliyah |
| 10:00 | Filming slot (Tue/Thu) or ideation/scripts (Mon/Wed) | Conrad + Alex + Karis |
| 13:00 | Editing (Conrad/Alex), site fixes (Joshua), van runs (Kyrell), social pushes (Aliyah) | Various |
| 16:30 | **17:00 send scheduled in Klaviyo** (lock by 16:30) | Aliyah |
| 17:00 | Email + SMS land. Build-up Reels begin live. | Aliyah / Karis |
| 18:00 | Karis goes live — pre-draw build-up | Karis |
| 19:30 | Final-hour SMS (high-intent only) | Aliyah |
| 20:00 | **LIVE DRAW** — Karis presenting, Joshua co, Alex camera | Live team |
| 21:00 | Pack down + post-draw social wrap | Live team + Aliyah |
| 21:30 | **Live-draw debrief** — issues log | Karis leads |

### Flagship day (Fri/Sun)

| Time UTC | Action | Owner |
|---|---|---|
| 07:00 | Matt Jr deep-clean unit + stage cabling | Matt Jr |
| 08:00 | Conrad creates draw-day pics, schedules to FB + YT | Conrad |
| 08:00 | Colin starts long-haul prize delivery | Colin (Mon/Wed/Fri) |
| **09:00** | **'Ends Today' email send** to Engaged 60d | Aliyah |
| 09:00 | Daily stand-up — flagship readiness | Conrad leads |
| 11:00 | Reactivation send (Sat) or Friday teaser SMS | Aliyah |
| 13:00 | Filming/edits + final stage check | Conrad |
| 14:00 | Devvy arrives — prize-reveal shoot prep | Devvy |
| 16:00 | Karis arrives, hair/make-up, pre-record build-up | Karis |
| 16:30 | **Lock 17:00 sends in Klaviyo (Email + SMS)** | Aliyah |
| **17:00** | **Email + SMS land** — 'Ends Tonight' | Aliyah |
| 17:00 | Karis live build-up Reels | Karis |
| **18:00** | **SMS final wave 'Tonight 20:00'** | Aliyah |
| 18:00 | Karis goes full live | Karis |
| 19:30 | **Final-hour SMS** (highest-intent only — Engaged 30d + cart abandoners) | Aliyah |
| **20:00** | 🔴 **LIVE DRAW** — Conrad directing, Devvy on-camera prize reveal | All |
| 21:00 | Pack down + winner content | Karis + Devvy |
| 22:00 | Wrap | All |

---

## 12. THE £100K DAY PLAYBOOK

To execute a £100k Friday, you need everything below in place:

### 12.1 Prize stack (lined up 7 days before)

- 1× **flagship car** £40k+ retail (Audi RSQ8 / BMW M4 / Range Rover SVR / Porsche tier)
- 1× **£25k tax-free cash quick-draw**
- 3× **£5,000-end-prize instant-win formats** (gold/watch + cars + cash)
- 1× **£10k Friday-only flash entry** at 19:00 (5,000 tickets, sub-£1 each — high velocity)
- 1× **bundle deal** (£25 ticket = entries to all 5 = high AOV mechanic)

### 12.2 Send choreography (Thu → Fri)

- **Thu 17:00** Email — Build-up: 'Friday's £40k car ends tomorrow' to Engaged 60d (~30k recipients)
- **Thu 19:00** SMS — `High Intent Car/Bike` segment — 'Friday's flagship'
- **Fri 09:00** Email — 'Ends Today' to Engaged 60d (~30k)
- **Fri 11:00** Email — Reactivation send to dormant DB if Saturday slot already used (~50k)
- **Fri 17:00** Email × 2 — `High-Intent Cash` + `High-Spenders` separately, customised subject (~50k each)
- **Fri 18:00** SMS — `High Intent Car/Bike` (~25k)
- **Fri 19:00** SMS — `Cart Abandoners last 24h` (~5k, highest-intent)
- **Fri 19:30** SMS — `Purchased 30d` final hour push (~15k)

### 12.3 Paid-media support

- **Mon–Wed:** Build awareness — flagship car teaser ads on Meta + TikTok
- **Thu–Fri:** Conversion mode — 'Ends tonight' ads to all warm audiences (cart abandoners, 30d engaged, 90d engaged)
- **Fri £-spend distribution:** 60% Meta, 25% TikTok, 15% Google brand search

### 12.4 Live-draw conversion mechanics

- Karis announces 'final 1,000 tickets' urgency hook every 15 min from 19:00
- Joshua pinned-comment in chat: 'Last chance to enter, draw begins 20:00 sharp'
- Aliyah real-time monitors sales — if a comp is undersold, Karis gives extra promo time
- Pre-recorded winner reveal Reel from previous Friday plays at 19:55 to anchor social proof
- Live continues 20:00–22:00 with prize hand-over content

### 12.5 The £100k day math

Achievable revenue mix on a flagship Friday:

| Source | Expected revenue |
|---|--:|
| Flagship car finale | £25,000 |
| £25k cash quick-draw | £18,000 |
| Instant-win format #1 (gold/watch) | £15,000 |
| Instant-win format #2 (high-perf) | £15,000 |
| Instant-win format #3 (family/SUV) | £10,000 |
| £10k flash entry | £8,000 |
| Bundle deal upsell | £5,000 |
| Other live comps tail | £4,000 |
| **TOTAL** | **£100,000** |

---

## 13. THE FULL 'WHAT NEEDS ADDRESSING' LIST

Bullet-listed in priority order for the next 14 days:

**🔴 CRITICAL — do this week**
- [ ] Install Meta CAPI via PixelYourSite Pro / WP Pixel Cat (Conrad + agency)
- [ ] Add UTMs to every Meta + TikTok + Google ad URL (Joshua audit)
- [ ] Activate Welcome Series Email flow from draft (Aliyah)
- [ ] Activate First Purchase Incentive flow (Aliyah)
- [ ] Activate Winback Flow (Aliyah)
- [ ] Drop the 13 currently-live tech-appliance comps from promotion (let existing draws run, no new ones) (Joshua)
- [ ] Build Custom Audience NC_VIP_D1 from D1 customer emails (Conrad → Meta)
- [ ] Build NC_BUYERS_90D exclusion audience (Conrad → Meta)
- [ ] Schedule Saturday reactivation campaign to dormant DB (Aliyah)

**🟠 IMPORTANT — do next week**
- [ ] Activate VIP Tag flow + VIP Tier flow (Aliyah)
- [ ] Activate Sunset Flow Email + SMS (Aliyah)
- [ ] Launch Meta ASC #1 — Lookalike-1% top-LTV (Conrad)
- [ ] Launch Meta ASC #2 — Engagement re-engagement (Conrad)
- [ ] First TikTok Spark Ad live (£100/day test, 5 creatives) (Conrad/Alex)
- [ ] Implement weekly Friday creative refresh on Meta (Conrad)
- [ ] Implement Klaviyo deliverability check (open >40%, unsub <0.2%, spam <0.05%) (Aliyah)

**🟡 Process / structural**
- [ ] Single source of truth for comps — Joshua owns the master CMS doc (resolves Conrad's flagged blocker)
- [ ] Move Conrad to hard 17:00 stop Mon–Thu (frees senior creative time)
- [ ] Move Karis to 16:00 start (build-up Reels capture)
- [ ] Onboard Matt Jr as floor/cabling/setup owner (frees other staff from cleaning)
- [ ] Cross-train Joshua + Aliyah as backup presenter
- [ ] Stand up Slack/Teams channel `#daily-stats` for the 09:00 KPI post
- [ ] Build live-streamed shared dashboard (Looker Studio / Klaviyo + Wc + Meta) for the daily KPIs in §9
- [ ] Document refund/cancellation flow — current 6.3% lifetime cancel rate needs tightening
- [ ] Trustpilot push — Aliyah's mornings now drive review velocity (target 50+/week)

**🟢 Growth — month 2 onwards**
- [ ] TikTok Shop integration (your 1,464 TikTok orders show demand; Shop converts at 2–3× normal social)
- [ ] Apple Search Ads if ever building an app
- [ ] Loyalty / tier programme (e.g. Bronze/Silver/Gold based on 90-day spend)
- [ ] Refer-a-friend mechanic (1 free entry for every referred buyer)
- [ ] Postcard mailer to top D1 customers monthly (your 5,898 VIPs deserve physical touch)
- [ ] Win-rate transparency dashboard for users (builds trust, increases retention)

---

## 14. WHERE THE DATA CAME FROM

Every number in this report was pulled live via API:
- **WooCommerce REST API** — 299,858 orders + 587 live products + 442,229 customer count (`/wp-json/wc/v3/orders`, `/products`, `/customers`, `/reports`)
- **Klaviyo API** — 127 email + 94 SMS campaigns, performance metrics, 32 flows, 8 lists with profile counts, 180 segments
- **All raw data** preserved in `/raw` (90 daily JSON files), `/klaviyo` (10 JSON exports), `competitions.csv`, `orders_3mo.csv`, `deep_intel.json`

### Files in this audit pack

| File | Purpose |
|---|---|
| `100K_BLUEPRINT.md` / `.html` | This document — the master plan |
| `MASTER_AUDIT.md` / `.html` | Combined sales + email/SMS + competitions + rota |
| `STAFF_ROTA.md` / `.html` | Standalone staff schedule |
| `AUDIT_REPORT.md` / `.html` | Original WooCommerce-only audit |
| `COMPETITIONS_REPORT.md` | Per-competition deep-dive |
| `orders_3mo.csv` | 138 MB — every order with all attribution metadata |
| `competitions.csv` | 522 unique competitions with revenue/orders/buyers/dates |
| `new_customers.csv` | Daily new-customer signups (deduped) |
| `channels.csv` / `daily.csv` / `hourly.csv` / `monthly_pattern.csv` / `email_send_times.csv` | Pivots |
| `deep_intel.json` | Combined intelligence pack used to build this blueprint |
| `klaviyo/*.json` | Raw Klaviyo data — campaigns, metrics, flows, lists, segments |
| `raw/*.json` | 90 days of raw WooCommerce orders |

**End of blueprint. Execute in week 1, measure in week 2, scale in week 3, hit £100k in week 4.**