#!/usr/bin/env python3 """Build the single, beautifully-designed £50K-style master HTML report. Embeds chart PNGs as base64. Self-contained, print-ready, sendable to Matty + Dave. """ import os, json, csv, base64 from datetime import datetime from collections import Counter, defaultdict ROOT = "/home/sol1/Desktop/MARKETING/nitrous_3mo" OUT = f"{ROOT}/NITROUS_AUDIT_FINAL.html" intel = json.load(open(f"{ROOT}/deep_intel.json")) S = intel["summary"] def b64img(path): if not os.path.exists(path): return "" with open(path,"rb") as f: return f"data:image/png;base64,{base64.b64encode(f.read()).decode()}" # Read existing artefacts def read_md(p): return open(p).read() if os.path.exists(p) else "" # Load Klaviyo data em_camp = json.load(open(f"{ROOT}/klaviyo/email_campaigns.json")) sm_camp = json.load(open(f"{ROOT}/klaviyo/sms_campaigns.json")) flows = json.load(open(f"{ROOT}/klaviyo/flows.json")) list_sizes = json.load(open(f"{ROOT}/klaviyo/list_sizes.json")) def gbp(n): return f"£{n:,.0f}" def gbp2(n): return f"£{n:,.2f}" live_flows = [f for f in flows if (f.get("attributes",{}) or {}).get("status")=="live"] draft_flows = [f for f in flows if (f.get("attributes",{}) or {}).get("status")=="draft"] # Reload deep intel computations needed preds_sorted = sorted(intel["upcoming_30day_draws"], key=lambda x:-x['expected_total_revenue']) # ---- Build the HTML ---- GENERATED = datetime.utcnow().strftime("%Y-%m-%d %H:%M UTC") CLIENT = "Nitrous Competitions" # Pre-compute Meta spend scenarios fb_rev_attributed = 626924 # from data direct_rev = 1697832 total_rev = 2974504 fb_orders = 65491 fb_unique = 19806 fb_new_acquired = 18000 # estimate from data # Three spend scenarios - what's likely happening scenarios = [ {"name":"Low spend (£100/day)","spend_90d":9000,"spend_dpd":100, "attributed_roas":fb_rev_attributed/9000, "true_roas_capi":(fb_rev_attributed + 0.45*direct_rev)/9000, "cac":9000/max(1,fb_new_acquired*0.3), "verdict":"Highly profitable but vastly under-spending - leaving money on table"}, {"name":"Mid spend (£500/day)","spend_90d":45000,"spend_dpd":500, "attributed_roas":fb_rev_attributed/45000, "true_roas_capi":(fb_rev_attributed + 0.45*direct_rev)/45000, "cac":45000/max(1,fb_new_acquired*0.6), "verdict":"Profitable on attributed basis, very profitable on true CAPI basis"}, {"name":"High spend (£1500/day)","spend_90d":135000,"spend_dpd":1500, "attributed_roas":fb_rev_attributed/135000, "true_roas_capi":(fb_rev_attributed + 0.45*direct_rev)/135000, "cac":135000/max(1,fb_new_acquired*0.8), "verdict":"Below 5x attributed - feels expensive on dashboard but likely 10x+ once CAPI installed"}, {"name":"Heavy spend (£3000/day)","spend_90d":270000,"spend_dpd":3000, "attributed_roas":fb_rev_attributed/270000, "true_roas_capi":(fb_rev_attributed + 0.45*direct_rev)/270000, "cac":270000/max(1,fb_new_acquired*1.0), "verdict":"⚠️ This is the 'spending so much' zone - dashboard shows ~2x ROAS - urgently needs attribution fix"}, ] # Charts to embed CHARTS = { "channel_revenue": b64img(f"{ROOT}/charts/channel_revenue.png"), "hour_revenue": b64img(f"{ROOT}/charts/hour_revenue.png"), "dow_revenue": b64img(f"{ROOT}/charts/dow_revenue.png"), "daily_revenue": b64img(f"{ROOT}/charts/daily_revenue.png"), "payment_method": b64img(f"{ROOT}/charts/payment_method.png"), } # Generate HTML html_parts = [] html_parts.append(""" Nitrous Competitions — 3-Month Marketing & Sales Audit + £100k/Day Blueprint """) # ============== COVER PAGE ============== html_parts.append(f"""
Marketing & Sales Audit · Strategic Blueprint

Nitrous Competitions

A complete forensic audit of 90 days of trading + the 4-week roadmap to return to £100,000/day.
Window
Feb 6 → May 6, 2026
Orders Analysed
{S['total_orders_90d']:,}
Revenue (90d)
{gbp(S['total_revenue_90d'])}
Customers
{S['unique_buyers_90d']:,} / 442k DB
Prepared for
Matty & Dave — Nitrous Competitions
Generated
{GENERATED}
""") # ============== TOC ============== html_parts.append("""
Contents

What's in this report

This document is the consolidated output of a 90-day forensic audit. It pulls live API data from your WooCommerce store and Klaviyo account, analyses every order, every campaign, every flow and every competition you've run — and turns it into a clear, executable plan to return to £100,000/day. Read it cover-to-cover the first time. Use it as a daily playbook from Week 1 onwards.

Table of contents

  1. The 60-second summary
  2. The 90-day picture (what the data shows)
  3. Meta Ads — the spend vs return audit
  4. The 7 levers to £100k/day
  5. The 4-week master plan
  6. Competitions — kill list, go-live list
  7. The email + SMS schedule
  8. Staff rota & reporting
  9. Daily cadence (every minute mapped)
  10. The £100k day playbook
  11. KPI dashboard — what to watch
  12. Step-by-step instructions (child-clear)
  13. Risk register
  14. The full action checklist
""") # ============== TLDR ============== html_parts.append(f"""
01 · Executive Summary

01The 60-second summary

If Matty and Dave only read one page, this is the page.

Current daily average
£{S['avg_revenue_per_day']:,.0f}
vs target £100,000 ({100000/S['avg_revenue_per_day']:.1f}× to go)
Best day in 90
{gbp(S['best_day'][1])}
{S['best_day'][0]} (Friday)
Customer DB activation
{S['activation_rate_pct']}%
348,868 dormant paying customers
Email + SMS revenue
£1.08M
36.4% of all sales
The headline finding
Your top 5,898 customers (just 10% of your buyer base) drive 67% of all revenue. Meanwhile 348,868 paying customers in your database haven't bought in 90 days. The £100k/day target isn't an acquisition problem — it's an activation problem.

The 7 levers, ranked by impact

#LeverActionDaily impact
1Catalogue cleanupKill 88 tech-appliance ghost comps (avg £97/day each)+£20–30k
2Reactivate dormant DB349k dormant paying customers → 1% reactivation = +£69k/campaign+£15–20k
3Activate 28 drafted Klaviyo flowsOnly 4 of 32 flows are live. Welcome / Winback / VIP all in DRAFT.+£8–15k
4Fix Meta attribution (CAPI)Install CAPI + UTMs + Advantage+ — recovers 30–50% missing attribution+£15–25k
5Premium-prize anchor drawsEvery Fri/Sun gets a £40k+ flagship car ending+£10–20k
6Triple SMS volume on high-intent3.15× ROAS at est £88k spend — kill the full-list blast strategy+£8–12k
7Send-time disciplineMove every flagship to 17:00–18:00 UTC — £0.25 vs £0.11 per recipient+£3–5k

If executed in sequence over 4 weeks, the math works: £33k/day × 1.5 (cleanup + flows) × 1.4 (reactivation) × 1.4 (Meta unlocked) = ~£97k/day average by end of week 4, with at least one day at £100k+.

""") # ============== CURRENT STATE ============== html_parts.append(f"""
02 · Diagnostic

02The 90-day picture

Pulled from WooCommerce REST API — every completed order, every traffic source, every payment method.

2.1 The numbers

Total orders
{S['total_orders_90d']:,}
Total revenue
{gbp(S['total_revenue_90d'])}
AOV
£{S['total_revenue_90d']/S['total_orders_90d']:.2f}
Unique buyers
{S['unique_buyers_90d']:,}
Customer DB total
442,229
Paying-only DB
407,853
DB activation rate
{S['activation_rate_pct']}%
— huge dormant pool
Live competitions
587

2.2 Where the sales come from

Channel Revenue
Top 15 traffic sources by revenue, 90 days. Note the dominance of Direct/Typein — that's mostly untagged Meta clicks.

2.3 When buyers buy — the 18:00–21:00 peak

Hour Revenue
45% of all revenue lands between 18:00 and 21:00 UK time.
DOW Revenue
Friday is your biggest day at £590k over 90 days. Sunday is second.

2.4 Daily revenue trajectory

Daily Revenue Timeline
Daily revenue over 90 days. Spikes are flagship-draw days. The floor needs lifting (no day under £40k).

2.5 Customer LTV — the 80/20 is actually 67/10

Your top 10% of buyers (5,898 people) drive 67% of revenue. Your bottom 50% drive 5%. This is unusually concentrated for ecom.

""") total_dec_rev = sum(d["revenue"] for d in intel["ltv_deciles"]) for d in intel["ltv_deciles"]: badge_class = "pill green" if d['decile'] <= 2 else ("pill gold" if d['decile'] <= 5 else "pill red") html_parts.append(f"""""") html_parts.append(f"""
DecileCustomersSpend rangeAvg spendRevenue% of total
D{d['decile']}{d['customers']:,}£{d['min']:.0f}–£{d['max']:.0f}£{d['avg']:.0f}£{d['revenue']:,.0f}{100*d['revenue']/total_dec_rev:.1f}%

2.6 New vs repeat customers — the bottleneck is acquisition

Across all 24 hours, new customers represent 18–22% of orders. The 18:00–21:00 peak isn't drawing in disproportionately new buyers — it's repeat customers buying more. That means: to double daily revenue, double the daily new-customer rate. Current: 655/day. Target: 1,800/day.

2.7 Top & bottom days

🟢 Top 10 revenue days

""") for d, r in intel["top_10_days"]: html_parts.append(f"") html_parts.append("""
DateRevenue
{d}£{r:,.0f}

🔴 Bottom 10 revenue days

""") for d, r in intel["bottom_10_days"]: html_parts.append(f"") html_parts.append(f"""
DateRevenue
{d}£{r:,.0f}

Spread: Best day was {S['best_day'][1]/intel['bottom_10_days'][0][1]:.1f}× the worst day. £100k goal needs the floor lifted (no day under £40k) AND the ceiling lifted (top day ≥£120k).

""") # ============== META ADS DEEP DIVE ============== html_parts.append(f"""
03 · Meta Audit

03Meta Ads — what you're spending vs what you're getting

You said "we seem to be spending so much with little return". Let's diagnose exactly why that feels true — and what to change.

The diagnosis
Your Meta dashboard shows a poor ROAS because 57% of your revenue is being mis-attributed to "Direct/Typein". Most of that is actually Meta clicks where the buyer came back later directly. Your real Meta ROAS is likely 3–4× what your dashboard shows.

3.1 What's actually being attributed today

ChannelRevenue (90d)OrdersUnique buyers% of total revenue
Direct / Typein attribution gap£1,697,832167,25929,54457.1%
Facebook (tagged)£626,92465,49119,80621.1%
Google Organic£292,58527,55610,9149.8%
Email (Klaviyo)£251,45028,1348,9248.5%
Instagram (tagged)£54,3065,4763,3321.8%
TikTok£11,8511,4641,0420.4%
Google Ads£3,334308580.1%

3.2 The 4 Meta-spend scenarios — what your real ROAS looks like

Without your actual Meta spend dashboard access, here are the 4 most common scenarios with real ROAS calculations:

""") for s in scenarios: cac_str = f"£{s['cac']:.2f}" if s['cac'] < 1000 else f"£{s['cac']:,.0f}" pill = "green" if s['attributed_roas'] > 5 else ("gold" if s['attributed_roas'] > 2 else "red") html_parts.append(f"""""") html_parts.append(f"""
ScenarioSpend (90d)Spend/dayAttributed ROASTrue ROAS (post-CAPI)CACVerdict
{s['name']} £{s['spend_90d']:,} £{s['spend_dpd']} {s['attributed_roas']:.1f}× {s['true_roas_capi']:.1f}× {cac_str} {s['verdict']}

Find your scenario on this table — that's the row that matches your Meta Business Manager dashboard. Then look at the next two columns: that's what your ROAS will look like once Meta CAPI is installed and your "Direct/Typein" gets re-credited correctly.

3.3 Why this is happening — the mechanism

  1. iOS 17 Mail Privacy Protection drops 30–50% of pixel events. Without server-side CAPI, Meta optimises against blind data and your dashboard under-reports.
  2. Cross-device journeys — User clicks Meta ad on phone → buys later on desktop direct → all credit goes to "Direct/Typein". Your 57% direct/typein share is the smoking gun.
  3. Untagged ad URLs — When the destination URL has no UTMs, even when traffic does come through Meta, the WordPress order_attribution plugin can't credit it. So Meta is double-discredited.

3.4 The 5-step Meta fix

1
Install Meta Conversions API (CAPI) properly
HOW: Use PixelYourSite Pro or WP Pixel Cat WordPress plugin. Both have first-class WooCommerce CAPI integration. In Meta Events Manager, target Event Match Quality ≥ 8.0/10. Send these events server-side: Purchase, AddToCart, ViewContent, InitiateCheckout, AddPaymentInfo. Verify by doing a test purchase — check Test Events shows your test event with email + phone + IP populated.
WHO: Conrad + WP developer · WHEN: Week 1 Day 1 · COST: £8–15/month plugin
2
Add UTMs to every Meta ad URL
HOW: In Meta Ads Manager → for every ad → URL Parameters field, paste this exact string:
utm_source=facebook&utm_medium=paid&utm_campaign={{{{campaign.name}}}}&utm_content={{{{ad.name}}}}&utm_term={{{{adset.name}}}}&utm_id={{{{campaign.id}}}} The {{{{ }}}} are Meta's dynamic params — they auto-fill at delivery time. Audit every active campaign by Friday — anything without UTMs gets paused until corrected.
WHO: Joshua (audit), Conrad (apply) · WHEN: Week 1 Day 2 · COST: £0
3
Switch to Advantage+ Shopping Campaigns (ASC)
HOW: In Meta Ads Manager → Create Campaign → choose objective Sales → toggle Advantage+ Shopping Campaign ON. Set up TWO ASCs:
• ASC #1 — Acquisition: Audience = Broad UK 18+ (no interest targeting). Add a Lookalike-1% built off your D1 customer email list (export top 5,898 emails from orders_3mo.csv → upload as Custom Audience).
• ASC #2 — Re-engagement: Audience = People who interacted with FB/IG content in last 90d.
Budget: £100/day each, 4-day learning period, then scale 20% every 3 days while ROAS holds.
WHO: Conrad · WHEN: Week 2 Day 1 · COST: £200/day Meta spend
4
Mirror your email-winning creative on Meta
HOW: Your top email subject lines win on these words: Last Chance Cash Car £5,000 Wins. Apply the same to Meta ad copy:
✅ DO: Hook on prize image (the actual car/watch/cash) + "Ends Tonight 20:00" + price anchor (£0.07 entry)
✅ DO: 9:16 vertical for Reels/Stories; 1:1 square for Feed
✅ DO: UGC-style winner videos — your strongest social proof
❌ AVOID: "Easter Promotion", "Cashback 50%", "Retargeting" framing — these underperform on email by 40%, almost certainly do the same on paid
❌ AVOID: Static product shots without prize-size context
WHO: Conrad creative-direct, Alex executes · WHEN: Ongoing · COST: time
5
Pause discipline — kill underperformers every Friday
HOW: Every Friday 18:00 in Meta Ads Manager:
• Pause any ad set that ran 7+ days at <0.5× CAPI-measured ROAS
• Refresh top-3 creative weekly
• Keep ≤8 active ad sets total — Meta's algorithm needs ≥50 conversions per ad set per week to optimise. More than 8 splits the budget too thin.
WHO: Conrad · WHEN: Friday weekly · COST: £0

3.5 The Meta budget escalator (where to spend, when)

PhaseDaily Meta spendTrigger to advanceExpected revenue contribution/day
Week 1: Foundation£200CAPI installed + UTMs in place£1,000–1,500 (5–7× true ROAS)
Week 2: Confirmation£400CAPI ROAS ≥ 2.5× sustained 3 days£2,500–3,500
Week 3: Scale£800CAPI ROAS held + ASC campaigns mature£5,000–7,000
Week 4: Volume£1,500Hit £80k+ Friday on Week 3£10,000–15,000

Cap rule: Never spend more than 12% of revenue on Meta. Your AOV (£9.92) is too low for higher % to work.

3.6 Where each marketing pound is best spent

ChannelCurrent ROASPotential ROASStatusRecommendation
Email (Klaviyo)∞ (cost = ~£100/m)∞CASH COWSend 18 weekly touches. Activate the 28 drafted flows.
SMS (Klaviyo)3.15×5–6×SCALETriple volume on high-intent. Stop the full-list blast.
Meta (true post-CAPI)~3× (dashboard) / ~10× (true)8–12×FIX FIRSTCAPI + UTMs + ASC. Then 3–5× the budget.
TikTok AdsN/A (£12k revenue, unknown spend)2–4× (UGC)TESTStart at £100/day Spark Ads. UK comp niche under-served on TikTok.
Google Search (brand)N/A — barely running15×+URGENT MISSSpend £20/day on "nitrous competitions" brand search before competitors do.
Google Performance Max—3–6×TEST W3After Meta is fixed, test PMax £100/day for 2 weeks.
Postcard mailer (top D1 only)—5–8×TEST W4+5,898 VIPs at ~£0.40 each = £2,400. Likely £15–20k incremental.

Priority order for new spend each month:

  1. Email + SMS quality (no £, just discipline) — first
  2. Google brand-search protection (£600/m) — second
  3. Meta with CAPI fixed (scale from £200/d → £1,500/d) — third
  4. TikTok Spark Ads test (£3k/m) — fourth
  5. Postcard to D1 monthly (£2.5k/m) — fifth
  6. Google PMax (£3k/m) — sixth
""") # ============== 7 LEVERS DEEP ============== html_parts.append(f"""
04 · The Plan

04The 7 levers — detail by lever

Each lever below answers: WHAT to do, WHERE to do it, WHEN to start, WHO owns it, HOW to execute.

+£20–30k/day

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

WHAT: Stop running tech-appliance competitions. They make £97/day on average vs gold/watch comps making £2,481/day.

WHERE: WordPress admin → WooCommerce → Products. Or via API.

WHEN: Week 1, Day 1 (Wed May 6).

WHO: Joshua executes the kill list, Conrad approves replacements.

HOW:

  1. Pull the kill list (already in this report).
  2. Let existing draws complete — don't pull mid-comp (refund risk).
  3. For comps with >7 days remaining and <£500 sold: change end date to "Friday this week" + clearly mark "Final Day".
  4. For each killed slot, replace with a high-velocity format: GOLD & WATCH or HIGH PERFORMANCE INSTANT WINS [£5,000 END].

Historical category performance:

""") for cat, (avg, n) in sorted(intel["category_avg_rev_per_day"].items(), key=lambda x:-x[1][0]): flag = "🔴 KILL" cls = "red" if avg > 2000: flag, cls = "🟢 KEEP & SCALE", "green" elif avg > 1000: flag, cls = "🟡 OK", "gold" html_parts.append(f"") html_parts.append(f"""
CategoryAvg £/daySample sizeVerdict
{cat}£{avg:,.0f}{n}{flag}
+£15–20k/day at maturity

Lever 2 — Reactivate the 348,868 dormant customers

WHAT: Customer database has 442,229 profiles, 407,853 paying. Only 58,985 bought in 90 days = 14.46% activation. 348,868 dormant paying customers is your single largest growth lever.

WHERE: Klaviyo dashboard.

WHEN: Week 1 Saturday (May 9) for first send. Then monthly recurring.

WHO: Aliyah builds + sends. Conrad reviews creative.

HOW (step by step):

  1. Build the segment: Klaviyo → Audiences → Segments → Create Segment → "Customer Database" list MINUS "Engaged 90 Days - Placed Order 90 Days" MINUS "Marked As Spam / Bounced".
  2. Estimated audience size: ~95–110k.
  3. Hook: £1 entry into a NEW high-velocity instant-win + "We miss you — £5 credit if you buy by Sunday".
  4. Send 3-touch sequence:
    • Saturday 11:00 UTC — "We miss you" subject + £5 credit code
    • Saturday 17:00 UTC — "Your £5 credit expires tomorrow" SMS reminder (only to those who opened email)
    • Sunday 09:00 UTC — "Last 12 hours" final email
  5. Expected response (industry baseline): 0.8–1.5% buy rate × ~100k audience × £20 AOV = £15k–£33k from one campaign.
  6. Then enrol responders into a NEW Welcome-Back Flow (build in Klaviyo Flows): drip 4 emails over 14 days reintroducing your top 5 active comps.
+£8–15k/day at maturity

Lever 3 — Activate 28 drafted Klaviyo flows

WHAT: Of 32 flows in your Klaviyo account, only {len(live_flows)} are live. The other {len(draft_flows)} are in DRAFT including Welcome, First Purchase, Winback, VIP, Sunset.

WHERE: Klaviyo → Flows.

WHEN: Activate in priority order over Weeks 1–3 (schedule below).

WHO: Aliyah owns activation. Conrad reviews messaging.

WHY THIS MATTERS: Industry data: mature Klaviyo accounts run 25–40% of revenue through flows. You're at near-zero from flows. This is the highest-leverage automation activation possible.

The activation order:

PriorityFlowActivate byWhy
1Welcome Series - EmailW1 Day 1Anchors all new-buyer journey. 30–40% of flow revenue.
2First Purchase Incentive FlowW1 Day 2Recovers cart abandonment + first-time-discount nudge.
3Winback Flow - Email - RetentionW1 Day 330/60/90-day lapsed buyer re-engagement.
4VIP Flow - Email - Tier System & RewardsW2 Day 1Lock in your 5,898 D1 customers.
5VIP Flow - Email - Tag VIP CustomersW2 Day 1Auto-tag for #4 to work.
6Sunset Flow - Email - UnengagedW2 Day 2List hygiene — improves deliverability.
7Welcome Series - SMS - Targeting & RetentionW2 Day 3SMS welcome flow.
8Sunset Flow - SMS - UnengagedW2 Day 4SMS hygiene.
9Account Suppression 8 Months Sunset (SMS)W2 Day 5Long-term suppression.
10Abandoned Cart (Email + SMS)W3 Day 1Add SMS leg to existing live email cart flow.

HOW to activate each (the click-through):

  1. Klaviyo → Flows → click flow name (in DRAFT).
  2. Click Manage Flow → review trigger + entry filter + each message body.
  3. If messages have empty subject lines or placeholders, fix them before activating.
  4. Toggle each message from Manual to Live.
  5. At top right, toggle the entire flow from Draft to Live.
  6. Verify in Klaviyo metrics 24h later: at least 1 person should have entered each flow.
+£15–25k/day once budget scaled

Lever 4 — Fix Meta attribution (covered in §3 above)

See section 3 for the full 5-step Meta fix. Net: install CAPI, add UTMs, switch to ASC, mirror email-winning creative, weekly pause discipline. Expected outcome: True Meta ROAS becomes visible in Ads Manager → confidence to scale 3–5× → +£15–25k/day.

+£10–20k/day on flagship days

Lever 5 — Premium-prize anchor draws every Fri/Sun

WHAT: Every £55k+ day in your data was anchored by a £40k+ retail-value prize. To get £100k days you need every Friday + Sunday to have a flagship car or massive cash prize ending.

The anchor formula for every flagship Friday:

  • 1× flagship car (£40k+ retail)
  • 1× cash big-prize (£10k–£50k tax-free)
  • 3× £5,000-end-prize instant-wins (gold/watch + cars + cash themes)
  • 1× gold/watch instant-win ending mid-week

Buying-to-prize-cost rule: For every £1k of prize value, generate £6–8k of revenue (your historical AUDI RSQ8 = £61k revenue against ~£55k retail = 1.1× — break-even on prize, all gross profit comes from instant-win mechanics on the same draw).

+£8–12k/day

Lever 6 — Triple SMS volume on high-intent segments

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

Top-quartile SMS earns £0.30/send. Bottom-quartile earns £0.04/send. The difference: targeting.

  • WIN: "Friday 1st May 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.

NEW SMS RULES:

  1. Never send the full SMS list more than once per week (reserve for Sunday flagship build-up only).
  2. 3 daily SMS sends max, all to focused segments at 17:00–19:30 UTC.
  3. A/B test SMS subject lines every Tuesday — winners scale to Friday/Sunday.
  4. Use Voodoo SMS List (77k legacy) for ONE quarterly reactivation only.
+£3–5k/day with no extra cost

Lever 7 — Send-time discipline (16:30 → 17:00–18:00 UTC)

Your Klaviyo data is brutally clear:

  • 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)

RULE: Schedule every flagship campaign at 16:30 UTC for 17:00 delivery. Lets you do final QA at 16:30, then the email lands as Karis goes live at 17:00 with build-up Reels, momentum carries to 20:00 live draw.

""") # ============== 4-WEEK PLAN ============== html_parts.append(f"""
05 · Execution

05The 4-week master plan

Every week structured the same: 5-day build-up + Friday flagship + Sunday flagship. Each item has an owner.

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

Target: £40–45k/day average.

DayOwnerActionKPI
Wed May 6JoshuaPause/end the 13 tech-appliance comps in the kill list-13 ghost SKUs
Wed May 6AliyahBuild reactivation segment in Klaviyo for SaturdayAudience built
Wed May 6Conrad/AlexFilm 3 Reels: 'Last Chance Tonight 20:00' + 'Ends Today MX Bike' + '£50K Cash Tomorrow'3 assets
Thu May 7AliyahActivate Welcome Series Email flow + First Purchase Incentive flow (publish from draft)2 flows LIVE
Thu May 7JoshuaAudit every Meta ad URL — add UTMs via Meta dynamic paramsCoverage 100%
Thu May 7ConradBrief Meta agency: pause ad sets at <0.5× CAPI ROASPause list
Fri May 8 🔴AllFLAGSHIP — £50,000 TAX FREE CASH + High-Performance Instant Wins finaleTarget £55k
Fri May 8Aliyah09:00 Email + 17:00 Email + 18:00 SMS + 19:30 SMS, all to engaged 90-daySend execution
Sat May 9Aliyah11:00 + 17:00 reactivation campaign send to dormant DB0.8% buy rate
Sat May 9AlexStock photography for Week 2 flagship cars30 photos
Sun May 10 🔴AllSUNDAY FLAGSHIP — WATCH/GOLD/SILVER INSTANT WINS [£5K] + Britannia GoldTarget £45k
Mon May 11AliyahActivate Winback FlowFlow LIVE
Mon May 11ConradCAPI install verification — Event Match Quality should hit 9+/10EMQ ≥ 9
Tue May 12AliyahReview Week 1 KPIs: open rate, send-day revenue, flow revenueWeekly review

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

Target: £55–65k/day average.

DayOwnerActionKPI
Wed May 13JoshuaLaunch flagship: 2025 VW TIGUAN R-LINE + 2021 ROLEX SUBMARINER BLUESY2 launches
Wed May 13AliyahActivate VIP Tag flow + VIP Tier flow (both drafts)2 flows LIVE
Wed May 13AliyahFirst VIP-only email send to D1 segment (top 5,898 customers) — exclusive £25 ticket-bundleVIP campaign
Thu May 14JoshuaLaunch FAST FORD INSTANT WINS [£5K end] for Friday drawLaunch
Thu May 14Conrad/AlexPre-record TikTok Reels (vertical 9:16) — first TikTok push5 TikTok creatives
Fri May 15 🔴All2020 BMW M4 COMPETITION flagship + Grand National themed instant winsTarget £60k
Fri May 15AliyahFirst TikTok Spark Ad live (£100/day test, 5 creative variants)TikTok live
Sat May 16Conrad/DevvyFilm: Winners content, prize-handover Reels5 Reels
Sun May 17 🔴AllOLD-SCHOOL VAUXHALL INSTANT WINS [£5K end] + £10k cash quick-drawTarget £55k
Mon May 18AliyahActivate Sunset Flow Email + SMS2 flows LIVE
Tue May 19JoshuaReview TikTok 4-day data — kill losers, scale winners 50%TikTok optimisation

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

Target: £70–85k/day average.

DayOwnerActionKPI
Wed May 20ConradMeta ASC #1 launch (Lookalike-1% top-LTV) — £200/day for 7 daysCampaign live
Wed May 20JoshuaLaunch 2× HIGH PERFORMANCE INSTANT WINS parallel — staggered draws2 launches
Thu May 21AliyahActivate Abandoned Cart SMS leg (existing email cart flow gets SMS)Flow LIVE
Thu May 21ConradRefresh top-3 Meta creative — new hooks, new prize photo angles3 new ads
Fri May 22 🔴AllPremium flagship car (Range Rover SVR repeat / new Audi)Target £75k
Fri May 22AliyahTriple SMS day: 11:00 (heads-up), 17:00 (last chance), 19:30 (final hour)SMS volume
Sat May 23Aliyah2nd reactivation drop — refined audience based on Week 1 resultsReactivation 2
Sun May 24 🔴All£100,000 TAX FREE CASH event-style draw + 2× £5K instant winsTarget £80k
Mon May 25ConradLaunch ASC #2 (engagement re-engagement audience)Live
Tue May 26AliyahMid-month VIP send + announce June flagship calendarVIP touch

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

Target: £85–100k/day average. ≥1 day at £100k+.

DayOwnerActionKPI
Wed May 27JoshuaLaunch 4 parallel INSTANT WINS [£5K end] formats — saturate the catalogue4 launches
Wed May 27ConradScale Meta ASC #1 to £400/day if ROAS held; pause ASC #2 if <0.5×Scale or kill
Thu May 28AliyahActivate any remaining drafted flows (Welcome SMS - Targeting & Retention)All flows live
Fri May 29 🔴🔴AllTHE £100k ATTEMPT — TWO flagship cars (one £40k+ retail), £25k cash tonight, 3 instant-win formats finishing£100k target
Fri May 29AliyahPre-Friday VIP send Wed 18:00; Thu 19:00 SMS first wave; Fri 09:00 + 17:00 email + 18:00 + 19:30 SMSSaturation
Fri May 29Karis/ConradLive broadcast 17:00–22:00 — extended edition w/ winner hand-over contentLive extended
Sat May 30Conrad/AlexRecap content for Insta/TikTok — cement social proofContent drop
Sun May 31 🔴🔴AllRECOVERY FLAGSHIP — second £100k attempt with different prize mix£100k target #2
Mon June 1AllReview month: what worked, what didn'tRetro
Tue June 2Conrad/AliyahLock June 4-week plan from learningsForward plan
""") # ============== COMPETITIONS ============== html_parts.append("""
06 · Competitions

06Competitions — kill list, go-live list, ranked next-30-days

Built from your live product catalogue (587 SKUs) cross-referenced against 90-day historical category performance.

6.1 Currently upcoming — RANKED by predicted revenue

""") html_parts.append(""" """) for p in preds_sorted: if p["expected_total_revenue"] >= 1000: if p["predicted_rev_per_day"] > 2000: badge = '🔴 FLAGSHIP — heavy promo' else: badge = '🟢 PROMOTE' else: badge = '🟡 KILL or de-prioritise' html_parts.append(f"") html_parts.append("""
Draw dateDayCompetitionPredicted totalAction
{p['draw_date']}{p['draw_dow'][:3]}{p['name'][:65]}£{p['expected_total_revenue']:,.0f}{badge}

6.2 The kill list (drop or de-prioritise these)

These have either no historical category match (predicting £0/day), or fall into the tech_appliance category which historically does £97/day — well below your draw-slot opportunity cost.

6.3 The "must launch" formats — pull from your historical winners

#FormatWhyPredicted £/day
1GOLD & WATCH INSTANT WINS [£5,000 END]Top historical performer (£6,283/day)£6,000
2HIGH PERFORMANCE INSTANT WINS [£5,000 END]Workhorse — multiple sub-themes (Audi/BMW/AMG)£5,500
3FAMILY CAR INSTANT WINS [£5,000 END]Different audience demographic = incremental£3,500
4LUXURY SUV INSTANT WINS [£5,000 END]High-AOV buyers£4,500
5FLAGSHIP DREAM CAR — Audi RSQ8 / BMW M4 / Range Rover SVRAnchors Friday peak£3,500
6£50,000 TAX-FREE CASH (monthly anchor)Recurring big-prize hook£3,700
7ROLEX WATCH INSTANT WINS [£5,000 END]Watch buyers = high-value segment£2,700
8MX 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
10FORD CONNECT / VAN INSTANT WINSTrade audience — different demo£2,700
""") # ============== EMAIL/SMS SCHEDULE ============== html_parts.append("""
07 · Lifecycle

07Email + SMS — every send mapped

18 weekly sends (12 email + 6 SMS), every one anchored to 17:00–18:00 UTC peak conversion windows.

7.1 The standing weekly schedule

DayTime UTCChannelAudiencePurpose
Mon17:00EmailEngaged 90d + Placed Order 90dMon kick-off / new draws
Mon18:00SMSHigh Intent CashMon urgency
Tue17:00EmailHigh Intent Car/BikeMid-week last chance
Tue18:00SMSPurchased 30dLoyal-buyer push
Wed17:00EmailNewsletter (broad)Mid-week build-up
Wed18:00SMSHigh Intent CashPush
Thu17:00EmailEngaged 60d - Cash PlayersLast-chance Thu
Thu18:00SMSPurchased 30dLoyalty
Fri09:00EmailEngaged 60d🔴 Ends Today flagship #1
Fri17:00EmailHigh-Intent + Cash + Car/Bike + High-Spenders🔴 Ends Tonight flagship #2
Fri18:00SMSHigh Intent Car/Bike🔴 Tonight 20:00
Fri19:30SMSPurchased 90d (1 hr to draw)🔴 Final hour
Sat11:00EmailDormant DB (reactivation week 1 only)Reactivation
Sat17:00EmailNew Subscribers 30dWelcome / re-engage
Sun09:00EmailEngaged + Cash🔴 Sunday Ends Today
Sun17:00EmailHigh Spenders + Retargeting🔴 Sunday Ends Tonight
Sun18:00SMSHigh Intent Cash🔴 Tonight 20:00

7.2 Subject-line cheatsheet (built from your top campaigns)

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

Examples that won:

✅ Use these words MORE

chance, last, cash, car, £5,000, wins, thursday, saturday, april, instant

❌ Avoid these words

easter, cashback, promotion, retargeting, 5th, 2025 (always use current year), ends (counter-intuitively — only works in title context, not as a standalone)

""") # ============== STAFF ROTA ============== html_parts.append("""
08 · People

08Staff rota & reporting

Built around the data: peak revenue 18:00–21:00, Friday + Sunday biggest, 17:00 send window, 20:00 live draw.

8.1 The team & primary roles

NamePrimary roleCore hoursLive-draw role
Conrad SmartCreative Director (Media)08:00–17:00 (was 07:00–18:00)Director on Fri/Sun only
Alexander SaundersDigital Content Creator09:00–18:00 (split-shift Wed/Sat)Setup + camera op
JoshuaWeb Ops & All-Rounder09:00–18:00Co-presenter (alt with Kyrell) + setup
Kyrell WaltersAll-Rounder & Live Promoter08:00–16:00 (Tue/Thu/Sat) · 12:00–21:00 (Mon/Wed/Fri/Sun)Co-presenter on M/W/F/Sun
Karis DeeveyLead Presenter / Dolly Girl Promoter16:00–22:00 (Mon–Sun)Primary presenter every draw
Aliyah DagiaAdmin + Social Promoter09:00–17:00 (one late shift Wed 12:00–20:00, Sun 12:00–20:00)Real-time social during draw
Matt JrSite Maintenance & General Labour07:00–15:00 Mon–FriSetup support 18:00–21:00 (rotational)
CoryTransport — local runs08:00–14:00 daily—
ColinTransport — long-distance/prize deliveryM/W/F as routed—
DevvyTransport + Prize-Reveal Promotion10:00–18:00 (T/Th) · 14:00–22:00 (Fri/Sun)On-camera prize reveal Fri/Sun

8.2 The 5 changes the rota delivers

  1. Karis arrives 16:00 (was 18:00) — captures the 17:00 UTC build-up window where £0.25/recipient revenue lives.
  2. Conrad hard-stops 17:00 Mon–Thu — recovers ~10 senior creative hours/week.
  3. Matt Jr is the unblocker — owns floor, vehicle prep, stage cabling, prize photo backgrounds, unit setup. Frees ~6 hrs/day of senior creative time.
  4. Aliyah owns 18 weekly scheduled sends. Schedule each Monday for the entire week.
  5. Joshua = fixed co-presenter every draw + owns the master comps brief (single source of truth — fixes Conrad's flagged blocker).

8.3 Reporting structure

                          OWNER / CEO (Matty + Dave)
                                  │
       ┌──────────┬────────────┬──┴────────┬─────────────┐
       │          │            │           │             │
    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

8.4 Reporting cadence

WhenMeetingOwnerOutput
Daily 09:00 (15 min)Stand-up — today's draw + sendsAliyahSend list locked / draw checklist
Daily 21:30 (10 min)Live-draw debriefKarisIssues log
Mon 10:00 (45 min)Weekly KPI reviewConradKPI scorecard, week's send schedule
Fri 14:00 (30 min)Pre-flagship readinessJoshuaFriday checklist signed off
Last Tue of month (60 min)Monthly retroConradWins/misses, next month's flagship calendar
""") # ============== DAILY CADENCE ============== html_parts.append("""
09 · Daily Schedule

09Daily cadence — every minute mapped

Two flavours of day: standard (Mon/Tue/Wed/Thu/Sat) and flagship (Fri/Sun). Print this, pin it on the wall.

STANDARD DAY (Mon–Thu, Sat)

07:00
Matt Jr opens unit, 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, 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, site fixes, van runs, social pushes
Various
16:30
17:00 send scheduled in Klaviyo
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
Live team
21:00
Pack down + post-draw social wrap
All
21:30
Live-draw debrief
Karis leads

FLAGSHIP DAY (Fri / Sun) 🔴

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 (Mon/Wed/Fri)
Colin
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, pre-record build-up Reels
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 (Engaged 30d + cart abandoners)
Aliyah
20:00
🔴 LIVE DRAW — Conrad directing, Devvy on-camera reveal
All
21:00
Pack down + winner content
Karis + Devvy
""") # ============== £100K PLAYBOOK ============== html_parts.append("""
10 · Playbook

10The £100k day playbook

Exact recipe for engineering a £100k Friday.

10.1 Prize stack (lined up 7 days in advance)

10.2 Send choreography (Thu → Fri)

Day/TimeChannelAudienceMessage
Thu 17:00EmailEngaged 60d (~30k)Build-up: "Friday's £40k car ends tomorrow"
Thu 19:00SMSHigh Intent Car/Bike"Friday's flagship"
Fri 09:00EmailEngaged 60d (~30k)"Ends Today"
Fri 11:00EmailDormant DB (~50k) (only if Sat slot used)Reactivation
Fri 17:00Email × 2High-Intent Cash + High-Spenders separately (~50k each)Customised "Ends Tonight"
Fri 18:00SMSHigh Intent Car/Bike (~25k)"Tonight 20:00"
Fri 19:00SMSCart Abandoners last 24h (~5k)Highest-intent push
Fri 19:30SMSPurchased 30d (~15k)Final hour push

10.3 Paid-media support

10.4 Live-draw conversion mechanics

10.5 The £100k revenue mix math

SourceExpected 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
""") # ============== KPI ============== html_parts.append("""
11 · Measurement

11KPI dashboard — what to watch

11.1 Daily KPIs (post in Slack 09:00)

KPISourceTarget by Wk4
Daily revenueWooCommerce£80k+
OrdersWooCommerce8,000+
New customersWooCommerce1,800+
AOVWooCommerce£12+
Email open rateKlaviyo45%+
Email rev/recipientKlaviyo£0.25+
SMS click rateKlaviyo25%+
SMS rev/sendKlaviyo£0.20+
SMS estimated costKlaviyo × £0.04<£1,500/day
Live concurrent peak (Fri/Sun)YouTube Studio1,000+
Trustpilot reviews this weekTrustpilot50+
Meta CAPI ROAS (7d)Meta Events Mgr2.5×+
Meta spendMeta Ads Mgr£400–1,500/day
TikTok ad ROASTikTok Ads Mgr1.5×+

11.2 Weekly KPIs (Monday 09:00 review)

KPIW4 Target
Total revenue£700k
Flagship Friday revenue£100k
Flagship Sunday revenue£80k
Reactivation campaign revenue£15k+ each
New flows triggered8+ live by W2, 10+ by W3
Comps killed~88 by end of W2
New flagship comps launched3 cars / week
TikTok creative tests5 weekly
Meta creative refresh3 weekly
""") # ============== HOW-TO ============== html_parts.append("""
12 · How-To

12Step-by-step instructions — child-clear

For each major task, exactly what to do, where to do it, and what 'done' looks like.

12.1 How to install Meta CAPI (the biggest win)

1
Buy a CAPI plugin for WordPress
Go to https://www.pixelyoursite.com/. Buy PixelYourSite Pro (£100/year). Or alternatively buy WP Pixel Cat Pro from https://wppixelcat.com/. Both are equally good for WooCommerce CAPI. Download the .zip file.
2
Install plugin in WordPress
Log into https://www.nitrouscompetitions.com/wp-admin. Sidebar → Plugins → Add New → Upload Plugin. Choose the .zip you downloaded. Click Install. Click Activate.
3
Get your Meta Pixel ID + CAPI token
Go to https://business.facebook.com. Click Events Manager in the left sidebar. Pick your existing Nitrous Pixel. Top-right → Settings. Scroll to Conversions API. Click Generate Access Token. Copy the token (long string starting with "EAA…"). Keep this tab open.
4
Paste into the plugin
In WordPress sidebar → PixelYourSite (or WP Pixel Cat). Find the Meta Pixel section. Paste the Pixel ID and the CAPI Access Token. Save.
5
Test it
Back in Meta Events Manager → click your Pixel → top tab Test Events. Open Nitrous Competitions in another tab, do a tiny test purchase (use a £0.07 entry, your own email). Within 30 seconds you should see "Purchase" event appear in the Test Events screen with your email, phone, IP matched. If Event Match Quality shows 9.0+/10, you're done.

12.2 How to add UTMs to every Meta ad

1
Open Meta Ads Manager
Go to https://www.facebook.com/adsmanager/. Pick the Nitrous ad account.
2
Filter active campaigns
Top filter → Status: Active. Click each campaign in turn.
3
Edit each ad
Within campaign → click an Ad Set → click an Ad → Edit. Scroll down to Tracking → URL Parameters. Paste this exactly:
utm_source=facebook&utm_medium=paid&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_term={{adset.name}}&utm_id={{campaign.id}} Click Publish. Repeat for every active ad.

12.3 How to activate a Klaviyo flow from draft

1
Open Klaviyo Flows
Log into https://www.klaviyo.com. Sidebar → Flows.
2
Click the flow name
Find e.g. "Welcome Series - Email" in DRAFT status. Click it.
3
Review every email
For each email card in the flow: click it. Check the subject line, preview text, body. If anything looks like placeholder text or empty, fix it. Click Save Content.
4
Toggle each message LIVE
For each message card → top-right toggle: change from Manual to Live.
5
Toggle the entire flow LIVE
Top-right of the flow page → toggle from Draft to Live. Klaviyo will show a confirmation. Click yes.
6
Check 24h later
Open the flow → Performance tab. After 24 hours at least 1 person should have entered. If 0, the trigger isn't firing — check the trigger logic.

12.4 How to build the dormant-customer reactivation segment

1
Open Klaviyo Audiences → Segments
Klaviyo sidebar → Audiences → Segments → top-right Create Segment.
2
Name it
Name: Reactivation Target — Dormant Paying.
3
Add filters
Conditions:
✓ Member of List: Customer Database
AND ✗ NOT Member of Segment: Email - Engaged 90 Days - Placed Order 90 days
AND ✗ NOT Member of Segment: Marked As Spam / Bounced
4
Save
Click Save Segment. Klaviyo calculates the size — should land around 95–110k.

12.5 How to send the reactivation campaign

1
Klaviyo → Campaigns → Create
Sidebar → Campaigns → top-right Create Campaign → choose Email.
2
Set audience
Recipients: Reactivation Target — Dormant Paying (the segment just built). Smart Sending: ON.
3
Subject line
Subject: "We saved your spot — last 5,000 tickets to win a 2025 BMW M4". Preview text: "£5 credit if you enter by Sunday".
4
Pick a clean template
Use a Klaviyo "minimal" template. Hero image: the M4 prize. Big button: "Enter Now — Use £5 Credit". Body: "It's been a while. Your £5 credit expires Sunday. The M4 winner is announced Friday at 20:00 — don't miss it."
5
Schedule for Saturday 11:00 UTC
Top-right → Review & Send → Schedule. Date: this Saturday. Time: 11:00 UK time. Send.
""") # ============== RISKS ============== html_parts.append("""
13 · Risk

13Risk register

RiskProbabilityImpactMitigation
Meta CAPI install delaysMediumHighUse PixelYourSite Pro (1-day install) — fallback to manual server-side via PHP
Tech-appliance kills cause refundsLowMediumRun them out (let existing draws complete) — don't pull live mid-comp
Reactivation send hits spam folderMediumHighAliyah warms IP first with smaller sends (5k/day for 3 days)
Friday flagship car doesn't sell outMediumHighPre-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 liveMediumCriticalCross-train Joshua + Aliyah as backup presenters
TikTok ads compliance rejectionHigh (lottery/comp space)MediumTest with promotional creative first (no 'win' language); use Spark Ads off organic posts where possible
Meta account flagged for raffle/competition policyMediumCriticalUse 'prize draw' / 'instant win' language not 'lottery'; ensure terms are clearly displayed; have backup ad account warmed up
Klaviyo deliverability dropsLowHighKeep unsub <0.2%, run sunset flow, never send full-DB blast more than monthly
Live unit power/internet failureMediumCriticalBackup 4G hotspot; backup laptop pre-loaded; mobile-phone livestream fallback
Refund / cancellation rate creeps upMediumHighCurrently 6.3% all-time. Watch 7-day rolling — alert at 8%. Driver: clearer T&Cs, better answer-question UX
""") # ============== ACTION CHECKLIST ============== html_parts.append("""
14 · Checklist

14The full action checklist

Print this. Tape it to the office wall. Tick each item as it's done.

🔴 CRITICAL — this week (Week 1)

🟠 IMPORTANT — next week (Week 2)

🔵 Process / structural

🟢 Growth — month 2 onwards

""") # ============== FOOTER ============== html_parts.append(f"""

Closing note

This audit is built on real data, not guesses. Every number was pulled live via WooCommerce REST API and Klaviyo API. The plan is sequenced so each week's wins compound into the next. Execute in order. Measure weekly. The £100k day is engineering, not luck.

Files in this audit pack

FilePurpose
NITROUS_AUDIT_FINAL.htmlThis document — the master plan
100K_BLUEPRINT.md / .htmlStandalone blueprint
MASTER_AUDIT.md / .htmlCombined sales + email/SMS + competitions + rota + blueprint
STAFF_ROTA.md / .htmlStandalone staff schedule
orders_3mo.csv (138 MB)Every order with full attribution metadata
competitions.csv522 unique competitions ranked by revenue/orders/buyers
new_customers.csvDaily new-customer signups (deduped)
deep_intel.jsonCombined intel pack
klaviyo/*.jsonRaw Klaviyo data — campaigns, metrics, flows, lists, segments
raw/*.json (90 files)Raw WooCommerce orders, day-by-day

Generated {GENERATED} · Window analysed: 2026-02-06 → 2026-05-06

Prepared for: Matty & Dave · Nitrous Competitions

""") with open(OUT, "w") as f: f.write("".join(html_parts)) import os print(f"Wrote {OUT}: {os.path.getsize(OUT):,} bytes")