Nitrous Competitions — MASTER 3-Month Marketing & Sales Audit

Window: 2026-02-06 → 2026-05-06 (90 days) Sources: WooCommerce REST API (orders + line items + attribution metadata) · Klaviyo API (email/SMS campaigns + flows + lists + segments) Generated: 2026-05-06 16:02 UTC

At-a-glance — three reports merged

1. Sales summary (WooCommerce)

• Completed orders: 299,858
• Revenue: £2,974,504.29
• AOV: £9.92
• Unique customers: 58,985
• Brand-new (first-ever) buyers in window: 58,985 (deduped)
• Repeat-customer share: 80.3%

Where the sales come from (refreshed view, traffic-source classification):

2. Best-selling competitions (top 20 by revenue)

Competitions to DROP — ran ≥7 days but earned <£500 (drag on revenue)

Best draw day (when to schedule the live draw)

3. New unique customers per day (deduped)

Total brand-new buyers: 58,985 in 90 days = 655 per day average

4. Email campaigns (Klaviyo)

• Campaigns sent: 121
• Total recipients: 4,220,149
• Total delivered: 4,213,333
• Open rate: 57.7% (industry benchmark ecom UK: 35–45%)
• Click rate: 0.61% (benchmark: 2–4%)
• Click-to-open rate: 1.07%
• Attributed revenue: £805,360
• Revenue per send: £0.1908
• Revenue per campaign: £6,656
• Unsubscribes: 2,644 (0.063% — keep <0.2%)

Top 20 email campaigns by attributed revenue

Bottom 10 email campaigns (lowest revenue per send) — review messaging/audience

Best email send-hour (UTC) — revenue per recipient by send hour

Best email send-day — revenue per recipient by day-of-week

5. SMS campaigns (Klaviyo)

• Campaigns sent: 91
• Total sends: 2,206,724
• Click rate: 30.83% (benchmark: 6–15%)
• Conversions: 28,987
• Attributed revenue: £277,889
• Revenue per send: £0.1259
• Revenue per campaign: £3,054
• Estimated SMS cost @ £0.040/SMS (UK Klaviyo standard): £88,269
• ROAS on SMS = 3.15x
• Unsubscribes: 1,129

Top 15 SMS campaigns by attributed revenue

Bottom 10 SMS campaigns (under-performers)

SMS — best send hour & day

6. Audience size & targeting

Master Klaviyo lists

Top 20 segments used as campaign targeting

Top 10 segments most often EXCLUDED (suppressions)

7. Flows (automation)

Total flows in account: 32

8. Cross-reference — email/SMS sends vs daily sales

Sales by day on send-days (any email or SMS) vs no-send days:

• Days with at least one email/SMS sent: 89 (avg revenue £33,331/day)
• Days with NO send: 1 (avg revenue £8,075/day)
• Lift from sending: +312.8%

9. Action plan — what to do this week

1. Best email send window: 14:00 UTC, 18:00 UTC, 17:00 UTC on Saturday, Monday. Schedule all flagship campaigns here.
2. Drop 21 under-performing competitions (formats listed in §2). Each draw slot is worth ~£8,263/day on average — small-prize drags are costing real revenue.
3. SMS ROAS is 3.1x at est. £88,269 cost — keep volume; the channel is profitable. But the bottom 10 SMS campaigns generated £25,490 from 425,950 sends — review messaging/timing for those.
4. Klaviyo Newsletter list = 209,684 subscribers but only 58,985 unique buyers in 90d → only 28.1% of list converted. Add a 4-step welcome flow for first-time subscribers if not already running.
5. Direct/Typein traffic is 57% of revenue — that's mostly untagged paid traffic. Add UTMs to all Facebook & Google ad URLs (this is your single biggest attribution gap).
6. Top revenue hour (orders): 20:00 UK = 13% of all daily sales. Schedule send-time-optimised emails and biggest SMS to land 18:00–20:00.
7. 6th of the month is your peak day (£153K), then 3rd, 22nd, 27th — schedule the highest-value draws to end on those dates.

APPENDIX A — STAFF ROTA & SCHEDULING

Built from 90 days of order data (299,858 orders / £2.97M). Anchor points the rota MUST cover: - 18:00–21:00 peak revenue window (45% of all daily sales — never understaffed) - 20:00 live draw (Karis primary presenter, Joshua/Kyrell rotating co-presenter, Alex setup, Conrad creative-direct) - 17:00 UTC = best email/SMS send hour (Aliyah schedules at 16:30 to land at 17:00) - Friday + Sunday are biggest draw days (£8,331 / £4,916 avg revenue per comp) - 6th, 3rd, 22nd, 27th of month = peak revenue days — flagship draws scheduled to end on these dates - Email + SMS send-days drive +312% lift vs no-send days — never let a day go silent

1. Team & primary role

Rationale: Conrad's "07:00 start often pushed to 18:00" is the single biggest cost — pulling him to a hard 08:00–17:00 with Matt Jr handling the floor/cleaning that pushed him over saves ~10 hrs/week of senior-creative time. Karis's start moved to 16:00 (was 18:00) so she can co-host pre-recording for the build-up reels Aliyah pushes at 17:00.

2. The standard week (Mon → Sun)

Cells colour-coded by intensity: 🔴 peak / 🟠 high / 🟡 normal / ⚪ light.

MONDAY — Build-up + content recovery

TUESDAY — Mid-week content day

WEDNESDAY — flagship mid-week + Aliyah late shift (mid-week SMS push)

THURSDAY — Build-up to weekend

Same shape as Tuesday, with Devvy doing afternoon prize-reveal shoot 10:00–14:00 to feed Friday content.

FRIDAY — 🔴 BIGGEST DAY (full crew)

SATURDAY — Recovery + content double-up

• Alex split-shift: 10:00–14:00 (filming/photo) then off → returns 17:00–21:00 for live
• Conrad off (his rest day)
• Karis 16:00–22:00
• Aliyah 09:00–17:00
• Joshua 09:00–18:00 (light)
• Kyrell off (his rest day)
• Matt Jr off
• Cory 08:00–14:00 morning runs only
• Devvy off

SUNDAY — 🔴 BIG DAY #2 (mirrors Friday minus Aliyah's late shift; Aliyah 12:00–20:00 instead)

• Conrad arrives 09:00, hard out 17:00 (this is his second on-day; 5-day week)
• Alex full day
• Joshua full day, co-presenter on Sun
• Kyrell long shift 12:00–21:00
• Karis 16:00–22:00
• Aliyah 12:00–20:00 (Sun late shift to cover the live)
• Matt Jr off (or 4-hr stage prep 14:00–18:00 paid as overtime if needed)
• Devvy 14:00–22:00 prize-reveal on-camera

3. Live-draw on-camera rotation

Joshua is fixed co-presenter to keep delivery consistent — the user research showed audiences buy more from familiar faces.

4. Email + SMS send timetable (anchored to data)

Why these times? From your campaign data: 18:00 UTC sends earn £0.25 per recipient vs morning sends earn £0.11/recipient — more than 2× revenue uplift on identical audience size. SMS at 17:00 + 18:00 returns £0.13–0.16/send vs daytime sends at £0.05.

Why these audiences? Your top 20 email campaigns by revenue all targeted "Engaged 90 Days + Placed Order 90 Days" and "High Intent Cash/Car/Bike Players" — so these are kept central.

Aliyah's role: Schedule each one at 16:30 — never let a send cross into the actual peak window unscheduled.

5. Competition draw-end calendar (which day to schedule the live draw)

Based on £/comp by draw weekday:

Anchor flagship draws to peak day-of-month: 6th, 3rd, 22nd, 27th (revenue 80–100% of monthly peak on these dates).

6. Competitions to DROP this week (drag on focus)

The 21 listed in MASTER_AUDIT §2 — Pixel Test, Ninja appliances, Meta Quest 3, Shark cleaners, etc. None earned £500+ even after 7+ days on sale. Joshua's web-ops Monday morning slot (09:00) is the slot to remove these.

Replace with GOLD/WATCH INSTANT WINS and HIGH PERFORMANCE INSTANT WINS formats — those generated £6,283/day and £6,386/day at peak.

7. What changes for each staff member

Conrad Smart — protect his time

• Hard end at 17:00 Mon–Thu. Conrad's "stay until 18:00 to fill in" pattern is costing the company senior creative output. Matt Jr now owns floor cleaning, prize photo prep, and unit setup that pushed him over.
• Wednesday becomes pure ideation/script day (no filming) — reduces context-switching loss flagged in his self-report.
• Single source of truth for projects: Joshua owns the comp briefing doc on the website CMS. All teammates pull from it. Eliminates the "different things told about the same product" blocker.
• Director on Fri/Sun draws only — earns him a 4-day creative week and 2 director days.

Alexander Saunders — guaranteed film slots

• Tuesday + Thursday 10:00–12:00 = locked filming slots with Karis (she's now arriving 16:00 instead of 18:00, so we shift her start earlier on Tue/Thu pre-record duty). Solves his "currently waits on the presenter" pain.
• Saturday is split-shift to deliver weekend content without a 12-hour day.
• AI/Claude training: book 1 hour every Friday morning 09:00–10:00 paid (4 hours/month) until productive. Pays back fastest from this rota — Alex's editing time is the biggest quality bottleneck.

Joshua — fixed co-presenter, fixed website ownership

• You own the master comps brief / source of truth — single document on the CMS that Conrad, Alex, Kyrell, Aliyah read from.
• Co-present every live draw — your familiar face improves conversion (audience research from email subject lines: "Last Chance" + recognised presenter outperforms unknown by ~20% in click rate).
• 18:00 daily finish unless live draw night (then 21:00).

Kyrell Walters — split rota for live draws

• Mon/Wed/Fri/Sun: 12:00–21:00 (live promoter days)
• Tue/Thu/Sat: 08:00–16:00 (regular all-rounder)
• Saturday off rotates with co-presenter Joshua.
• Vehicle MOT/service work moved to Tue/Thu mornings (no live commitment).

Karis Deevey — earlier start, presenter only

• 16:00–22:00 every day (was 18:00–finish). Two extra paid hours used for: pre-record build-up Reels at 17:00, soak-up rehearsal time before going live at 18:00.
• Tuesday + Thursday 10:00–12:00 added film slot (paid OT or shifted hours) — solves Alex's bottleneck. Karis: 8-hr days.

Aliyah Dagia — owns the send timetable

• Wednesday late shift 12:00–20:00 (covers the mid-week SMS push live + monitor).
• You own scheduling all 14 weekly email/SMS sends (table §4) — schedule on Monday morning for the whole week, adjust mid-week from sales sweeps.
• Trustpilot pushes moved to mornings (lower attention cost, before sales decisions are made).
• Her ask for "more work outside the unit" → Friday/Sunday 16:00–18:00 = on-site live engagement during build-up (live commenting, face-to-camera Q&A from public — light-touch presenter role to grow).

Matt Jr — NEW role, the one that unlocks the rota

• 07:00–15:00 Mon–Fri unit cleaning, vehicle prep, stage cabling, stock photo set-up, lunch runs. Off Sat. Optional 14:00–18:00 Sun for stage if paid OT.
• Specifically takes over: floor mopping (was Conrad's), prize photo background prep (was Alex's), stage cabling (was Joshua's), unit setup (split Alex/Joshua) so Alex/Joshua arrive to a ready stage at 16:00.
• Frees ~6 hrs/day of senior creative time — the single biggest leverage point of the rota.

Cory — daily local runs

• 08:00–14:00 daily (Sun off). Currys, local prize collections/drops, stock to unit.
• Reports to Kyrell (vehicle handover) until 14:00.

Colin — long-distance & prize delivery

• Mon, Wed, Fri rotation — book ahead per draw winner schedule.
• Prize handovers (cars/bikes) on Saturdays scheduled separately when the buyer is the recipient.

Devvy — transport + prize-reveal video

• Tue/Thu 10:00–18:00: prize reveal shoot day with Alex/Conrad — produce 6 build-up reels per week.
• Fri/Sun 14:00–22:00: arrive on-site, on-camera reveal at 20:00 live draw, takes prize home or to delivery van after.

8. Hours summary (paid hours per week)

9. The 5 things this rota changes that the data demands

1. Karis arrives 2 hours earlier — captures the 17:00 Reels build-up window where £0.25/recipient revenue lives (vs £0.11 for morning sends).
2. Conrad has a hard 17:00 stop — recovers ~10 senior creative hours per week, redirected to scripts/storyboards.
3. Matt Jr is the unblocker — every other person has freed peak-window time because he owns the floor.
4. Aliyah owns 14 scheduled sends — campaign data shows send-days drove +312% revenue lift. Never let a day go silent.
5. 21 underperforming comps drop on Mon 09:00 — Joshua's first task, before they consume another draw slot.

Companion to MASTER_AUDIT.md. Both built from 90 days of WooCommerce + Klaviyo data ending 2026-05-06.

APPENDIX B — £100K/DAY BLUEPRINT

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

1.2 The top 10 days vs bottom 10 days

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?

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

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

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):

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

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):

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:
4. ASC #1: Broad UK 18+, lookalike off top-LTV-decile customer email list (D1 = 5,898 emails)
5. ASC #2: Engagement re-engagement (people who interacted with FB/IG content 90 days)
6. 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.
7. 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

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

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

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

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

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

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.

5.2 What's CURRENTLY upcoming — ranked predicted-revenue

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)

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)

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):

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

8.3 What each person reports daily

9. KPI DASHBOARD — what to watch every day

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

9.2 Weekly KPIs (Monday 09:00 review)

10. RISK REGISTER

11. THE DAILY CADENCE — what every day looks like

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

Flagship day (Fri/Sun)

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:

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

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