ONE MILLION EUROS.
13 WEEKS.

3,850

Base Case Activated Stores

Service title 2

€15

Blended CAC Target

€3–€7

5×

Affiliate CAC (Lowest Channel)

Target LTV/CAC at 12 Months

Channel-by-Channel
Spend Plan

Each allocation is justified by the persona research from Part 1. Budget weight follows segment TAM size, channel CAC efficiency, and the 4–6 week compounding lag of creator and affiliate channels.

CAC €13–€19

Target: 900–1,300 activated stores

CAC €3–€7 · Commission basis

Target: 700–1,100 activated stores

CAC €17–€26

Target: 400–600 activated stores

CAC €8–€15 · Lowest paid CAC

Target: 500–800 activated stores

CAC €11–€20 blended

Target: 200–400 activated stores

CAC €7–€14

Target: 300–600 activated stores

Three Phases.
One Quarter.

The €1M is not deployed evenly. Front-loading before learnings are available wastes budget. Spend intensity escalates only when data justifies it.

Phase 1

WK 1-3

€120,000 | 12%

• All tracking live before any paid traffic

• Pixel installation, UTM framework, segment pages

• WhatsApp conversation scripts built and tested

• Hindi/Tamil/Telugu creative produced

• First 15 creators briefed and seeded

• Razorpay co-marketing negotiation begins

• No scaling until Phase 1 Gate passes

Phase 2 - Primary Deployment

WK 4-8

€480,000 | 48%

• Double down on 2–3 channels with lowest CPL

• Kill or pause underperformers immediately

• Launch "Pehli Sale" + "Shopify Ka Hisaab" at full scale

• Scale winning ad sets 3–5×

• Full creator roster live; first affiliate conversions arrive

• Razorpay email campaign + in-dashboard prompt active

• Annual plan framing A/B test winner declared by Wk 6

Phase 3

WK 9-13

€400,000 | 40%

• Affiliate momentum at peak — compounding referrals

• YouTube organic traffic begins arriving (6–8 wk lag)

• Retargeting audiences fully matured (5K–15K users)

• Shift 30% of Meta budget to retargeting (3–5× cold rate)

• Deploy contingency to channel at CAC ≤€11

• Wk12: 90-day retention check on Wk1–2 cohort

• Final gate: identify Q2 scale channels

What €1M Buys
in India.

Q1 is a loss-making investment quarter by design — the economic case is built on 12-month LTV of retained stores, not first-payment revenue recovery.

The highest-leverage action of the quarter: The €0.026/day checkout framing A/B test. Moving annual plan mix from 20% to 50% raises 12-month LTV/CAC from 1.5× to 5× — without changing a single channel or CAC. It's not a creative detail; it's a unit economics inflection point. This single test costs €4,000 to run and could be worth hundreds of thousands in first-year revenue.

Monitor. Kill.
Reallocate. Repeat.

Disciplined execution means hard kill switches and a clear reallocation waterfall — not sunk-cost logic. Every underperforming euro gets redirected within 48 hours.

Daily · Automated

Real-Time Signals

CPM, CPC, CTR, cost-per-signup, WhatsApp conversation starts, ad frequency (fatigue signal).

Alert if CPM >€2.04 or ad frequency >4 on any ad set. Pause + creative refresh same day.

Weekly · Mondays

Channel Performance

CAC by channel, CAC by segment, WhatsApp conv-to-signup rate, affiliate conversions, annual plan selection rate, activated store count.

Reallocate ±10% of weekly budget within 48 hrs if any channel is >30% above target CAC for 7+ days.

Bi-Weekly · Phase Gates

Full Funnel Review

Impressions → clicks → signups → activations → 30-day retention. Cohort analysis by acquisition channel.

Budget reallocation up to €50K between channels at Wk4 and Wk8 gates.

Monthly · Leadership

Unit Economics

Total activated stores, blended CAC vs forecast, payback period, annual plan mix, LTV/CAC ratio by segment.

Strategic decision: double down, maintain, or wind down each channel for next 4 weeks.