Funnel & Channel Map · Current + 3 alts
An audit of Rasaya's current funnel (Meta CTWA → WhatsApp → ACCA → meal arrives) and three alternate paths the brand has not yet built — each scored on CPA, AOV, ROAS, conversion-friction, scalability and persona-fit. Channel-ROI ranking included.
CURRENT FUNNEL · F0 (live) ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ │ Meta ad │ │ WhatsApp │ │ Chatwoot │ │ ACCA engine │ │ Meal arrives │ │ (CTWA) │─→│ Rasaya │─→│ (inbox 74152)│─→│ (qualify + │─→│ (cold-chain) │ │ video reel │ │ Click-to-WA │ │ 16K+ users │ │ recommend + │ │ unbox → │ │ │ │ │ │ │ │ close) │ │ first meal │ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ TOFU MOFU MOFU BOFU EXPERIENCE Est. metrics (MY market 2026, based on competitor benchmarks): CPM: RM 8-15 CTR: ~1.8-2.4% (PAS04 stat-card hooks proven outperform) CPC: RM 0.30-1.50 WA→Order conv rate: 8-15% (Rasaya's PAS A-grade qualifies) AOV: RM 558.40 (20-meal default) ROAS: 2.0-3.5x target (typical DTC subscription) CAC: RM 80-180 LTV @ 3 cycles: RM 1,675 (3 × 20-meal + family/gift extensions)
1. Conversation depth — WhatsApp lets the brand respond to specific parent-context ("my dad refuses to eat plant-based"), unlike a static cart funnel.
2. Order-customisation — caretaker can add notes ("no spicy, soft texture, dad is post-stroke") which the ACCA engine routes to the kitchen.
3. Re-engagement — WhatsApp open rates 80%+ vs Meta retargeting 5%. Cohort returns easily.
4. Cultural register — WhatsApp is dominant in CN-Malaysian audience.
1. Manual workload — 16K users in Chatwoot, every conversation needs a human-touch. Scaling beyond 50K active conversations / month requires Hermes Mirra-CS pattern (AI bot + supervised gates).
2. Cold-cart leak — buyer who reads ad, opens WA, but doesn't actually message ("WhatsApp inertia") is silently lost. No e-commerce checkout for impulse-tier.
3. No quiz path — pre-diabetics who don't know they're pre-diabetic never enter the funnel.
4. No B2B path — corporate-wellness HR and insurer subsidies cannot route through WA easily.
ALT-FUNNEL A · F1 — DOCTOR-REFERRAL B2B ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ │ Hospital │ │ Dietitian │ │ Patient │ │ Co-branded │ │ Rasaya │ │ dietetics │─→│ writes meal │─→│ scans QR │─→│ trial offer │─→│ subscription │ │ consult │ │ plan + │ │ on rx card │ │ (10-meal │ │ direct │ │ (eg Sunway) │ │ Rasaya rx │ │ │ │ RM199 first) │ │ cold-chain │ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ TOFU MOFU MOFU BOFU EXPERIENCE Est. metrics: Hospital partner CPA contribution: 10% kickback on referral subscriptions Conv rate (rx → trial): 25-40% (doctor authority strong) Trial → 20-meal conv: 35-50% (post-trial high-intent) CAC: RM 60-100 (kickback + co-marketing) ROAS: 4.0-6.0x (lower CAC + higher LTV)
Hospital tier: Sunway Medical (started Q3) → Pantai (Q4) → Sime Darby + KKM Klinik Kesihatan pilots (Q1 2027).
Dietitian tool: Rasaya issues each partner-dietitian a "recommendation pad" — printed rx-style cards with QR code, RM50 voucher, brand mark, dietitian's name on each card.
Kickback: 10% on first 3 cycles, then 5% on month-4+ subscriptions.
Brand co-build: "Rasaya × Sunway Dietetics" co-branded landing page, dietitian feature interview, joint case-study release (quarterly).
The buyer doesn't see Rasaya advertising — they see their own dietitian recommend it. The trust-transfer is total. The dietitian gets a value-add to her consult (executable food plan), Rasaya gets a customer pre-validated for high intent.
The math: if Sunway has 200 dietitian consults / week, and 25% convert via card, that's 50 trial-packs / week → 20 conversions / week → RM50K/month brand-additive revenue from a SINGLE hospital partner.
Risk: hospital-partnership gatekeeping (procurement, marketing dept, ethics committee). Lead time: 3-6 months per hospital.
ALT-FUNNEL B · F2 — CARETAKER GIFT BOX (Shopee / Lazada) ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ │ Shopee/Laz │ │ Festival │ │ Caretaker │ │ Gift box │ │ Parent eats │ │ search: │─→│ campaign │─→│ buys for │─→│ delivered to │─→│ → caretaker │ │ "gift dad │ │ banner │ │ parent │ │ parent │ │ re-orders │ │ diabetic" │ │ (CNY etc) │ │ (impulse) │ │ (national) │ │ for self │ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ TOFU MOFU BOFU EXPERIENCE RETENTION Est. metrics: CPC on Shopee/Lazada: RM 0.50-1.20 (vs Meta RM 0.30-1.50) Conv rate (search → cart): 5-8% (high-intent search) AOV (gift-box): RM 350-550 (10-20 meal gift-box) Re-order rate (parent → child): 25-35% (Year-1 → Year-2 graduation) CAC: RM 40-80 (lower than Meta CTWA) ROAS: 3.0-4.5x
CNY 2027 box (lock now): premium tin packaging, hand-written nutritionist note, red ribbon + lucky-character moiré, 20-meal pack RM558. National delivery 7d window.
Mother's Day (May): "送给妈妈的健康礼" 10-meal pack RM279.80.
Father's Day (Jun): "给爸爸的下半场" 20-meal pack RM558.40.
Mid-Autumn (Sep): non-mooncake alternative — "团圆餐 · 给三高父母" 10-meal RM279.80.
Year-end (Dec): wellness gift-card RM558 (recipient chooses 20-meal SKU).
Adult children buying "health gift for parents" is a culturally established gift category. Currently dominated by Eu Yan Sang gift baskets, Brand's chicken essence, premium bird's nest. None of them solve daily meals.
Shopee/Lazada gift-search keywords ("送父母", "孝顺礼物", "diabetic gift dad") give Rasaya a non-Meta acquisition channel — and the parent-recipient experience naturally leads to caretaker-self-purchase later.
Risk: festival cycles concentrate revenue into 4 narrow windows. Cash-flow modelling must account.
ALT-FUNNEL C · F3 — QUIZ FUNNEL ("Are You Pre-Diabetic?") ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ ┌──────────────┐ │ Meta ad │ │ 8-question │ │ Risk score │ │ Personalised │ │ Trial pack │ │ (quiz hook) │─→│ FINDRISC- │─→│ + report │─→│ meal plan │─→│ → 20-meal │ │ "Are you │ │ style screen │ │ + email │ │ recommended │ │ subscription │ │ pre-diab?" │ │ │ │ collected │ │ │ │ │ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ └──────────────┘ TOFU MOFU MOFU BOFU EXPERIENCE Est. metrics: Meta CPM: RM 8-15 CTR on quiz-hook ad: 3.5-5.0% (curiosity-driven beats DTC standard) Quiz completion rate: 55-70% (industry standard) Email + report conv → trial-pack: 12-18% (high-intent identified) Trial → 20-meal: 30-45% (warmed lead) CPL (cost per qualified lead): RM 8-20 CAC (full subscription): RM 60-120 ROAS: 3.5-5.0x
Each scores 0-5. Total >12 = elevated risk; >15 = high; >20 = very high. Report includes condition-specific lifestyle recommendations + Rasaya plan-fit.
FINDRISC is the validated Finnish diabetes risk screen — used as the Rasaya quiz spine for credibility.
3.6M Malaysians are pre-diabetic AND don't know it. The quiz IS the discovery event. Once discovered, the buyer is psychologically pre-warmed for an executable food plan — the action follows the insight.
Adjacency: partner with Naluri for the coaching add-on. Partner with DoctorOnCall for an actual screening blood-test offer. Both turn Rasaya into the "first move" after the quiz reveal.
Risk: the screening tool must be MEDICALLY CREDIBLE (FINDRISC has 30+ peer-reviewed studies — that's why we use it). Custom-built "fake quizzes" trigger Meta health-policy flagging.
| Axis | F0 · Meta CTWA → WA → ACCA | F1 · Doctor-Referral B2B | F2 · Caretaker Gift Box | F3 · Pre-Diabetes Quiz |
|---|---|---|---|---|
| Persona fit | ALL (proven A/B/C/D) | A / B / C (strong) | A (high) / B (medium) | B / D (strong) |
| CAC est. | RM 80-180 | RM 60-100 | RM 40-80 | RM 60-120 |
| AOV est. | RM 558 | RM 199 trial → RM 558 | RM 279-558 | RM 199-558 |
| ROAS target | 2.0-3.5x | 4.0-6.0x | 3.0-4.5x | 3.5-5.0x |
| Friction | Medium (WA inertia) | High (partnership setup) | Low (impulse-buy) | Low (curiosity-driven) |
| Scalability | High (Meta budget-led) | Medium (partner-bottlenecked) | Medium (festival-windowed) | High (Meta budget-led) |
| Lead-time to launch | Live | 3-6 months / partner | 6 weeks (CNY 2027) | 8 weeks |
| LTV multiplier | 1.0 (baseline) | 1.4x (rx-trust) | 1.2x (gift→self) | 1.1x (warm acquisition) |
| Verdict (Q3-Q4 2026) | SCALE | PILOT | PILOT | BUILD |
| Channel | A · Filial | B · Mid-Life | C · Recovery-Spouse | D · Younger Pro |
|---|---|---|---|---|
| Meta CTWA | ★★★★★ | ★★★★ | ★★★★★ | ★★★ |
| Facebook prospect ads | ★★★★ | ★★★★★ | ★★★★ | ★★ |
| IG reels + carousel | ★★★ | ★★ | ★★★ | ★★★★★ |
| XHS / RedNote | ★★★★★ | ★★★ | ★★★★ | ★★★ |
| WeChat sponsored posts | ★★★★ | ★★★★ | ★★★★ | ★★ |
| Douyin / TikTok | ★★★ | ★★ | ★★★ | ★★★★ |
| LinkedIn (B2B + persona D) | ★ | ★★ | ★ | ★★★★★ |
| Shopee / Lazada | ★★★★★ | ★★★ | ★★★ | ★★ |
| Google Search (intent) | ★★★ | ★★★★★ | ★★★★ | ★★★ |
| Hospital partnership (B2B) | ★★★★★ | ★★★★ | ★★★★★ | ★★ |
| Naluri/insurer co-marketing | ★★★★ | ★★★★★ | ★★★★ | ★★★ |
| Pharmacy aisle (Caring/Watsons) | ★★★★★ | ★★★★ | ★★★ | ★★ |
F0 (live): Meta CTWA scale to RM50K/mo spend. PAS04 stat-card creatives rotation (3 new variants/wk).
F1 (pilot): Sunway Medical Dietetics dietitian-rx pilot. 200 cards distributed. Track 100% via QR code.
Quiz F3: build phase (8 weeks).
F2: CNY 2027 packaging design starts (5-month lead time).
F2 (CNY 2027): 4-week pre-CNY campaign. Shopee + Lazada flagship store. Premium tin packaging. National 7-day delivery SLA.
F3 (launch): Meta quiz-hook ads. RM10K/mo experimental budget. CPL target RM12.
F1 (expand): Pantai Hospital + Sime Darby + KKM clinic Klang pilots added.
Goal: 30% of monthly revenue from F1+F2+F3 by Dec 2026.
F4 (corporate): launch B2B "employee metabolic-health" subscription for HR teams. Petronas + Maybank + Sime Darby pitch decks Q4 2026.
Naluri: co-marketing pilot — Naluri members get 20% off first month Rasaya.
F3: scale quiz funnel from RM10K/mo to RM30K/mo as CPL stabilises.
F5 (pharmacy): Caring Pharmacy aisle voucher booklet launch. Free 10-meal trial with Glucerna purchase.
Watsons + Guardian: retail partnership exploration.
Goal: 5 distinct funnel paths active. No single funnel >50% of revenue.
LIFECYCLE FLOW — FIRST 12 WEEKS POST-PURCHASE
Day 0 : Box arrives. Welcome video (nutritionist on-camera, 90s).
Day 1 : WhatsApp check-in. "Did your dad eat the first meal?"
[if no → recipe-rescue WA flow]
[if yes → success confirmation + photo opt-in]
Day 3 : Meal-2 reminder + portion-tip CN/EN.
Day 7 : Halfway-point check + "would you change anything?" feedback.
Day 14 : "End of pack — re-order time" + 1-click WhatsApp re-order.
Day 21 : "Get your next blood test scheduled" reminder (medical-grade).
Day 30 : Cohort review — anonymized stories from other Rasaya families.
Day 45 : "Re-test results in?" check-in.
Day 60 : LTV-extender — gift card for sibling? Insurance referral?
Day 90 : Quarterly nutritionist 1:1 video call (5-min, optional).
Day 84 : 12-week milestone — celebration message + before/after testimonial opt-in.
Retention engine principle: the relationship is health-coaching wrapped in a meal delivery. The food is delivered every 2-3 weeks; the WhatsApp touchpoints make Rasaya feel like a healthcare-companion service, not just a logistics provider. LTV multiplier comes from this layer.
ROAS lies. Vanity. GPT = unit gross margin × number of meals × cycle count. The right metric for a subscription metabolic-meal brand.
Target GPT/cycle (assuming 60% gross margin):
20-meal cycle = RM558 × 0.60 = RM335 GPT per cycle
4-cycle LTV = RM1340 cumulative GPT
Allowed CAC at break-even on cycle 2 ≈ RM670
Target CAC ≤ RM150 = healthy 4.4x payback ratio.
Track: (1) Meta CTWA self-reported, (2) WhatsApp conversation source-tag, (3) Last-click Shopify/landing. Cross-validate. The truth is the median, not the highest.
Per CLAUDE.md frameworks/triangulated-attribution.md — Meta self-report inflates 1.4-1.8x. Discount accordingly when setting budget ceilings.