Performance Blueprint · KPIs · AB backlog · audience stacks
Performance KPI targets, 30-test A/B backlog, recommended audience stacks (Personas A/B/C/D), channel-mix architecture (Meta CTWA + WhatsApp ACCA + doctor-referral B2B + Shopee/Lazada caretaker-gift box + landing-quiz), geo-targeting per persona (KL/Selangor priority). The numbers Rasaya commits to before the next ringgit gets spent.
| KPI | Week 0 | Week 12 (target) | Stretch |
|---|---|---|---|
| Active subscribers (20-meal pack) | ~20 | 300 | 400 |
| Active subscribers (10-meal pack) | ~30 | 200 | 280 |
| Avg MRR / subscriber | RM 380 | RM 415 | RM 425 |
| Total MRR | RM 18K | RM 210K | RM 290K |
| WhatsApp lead → subscription conversion | 3-5% | 7-9% | 11% |
| Meta CPM | RM 12-18 | RM 10-14 | RM 9 |
| Meta CPC | RM 0.40-0.80 | RM 0.30-0.55 | RM 0.25 |
| CPA (subscription) | RM 80-140 | RM 50-75 | RM 38 |
| ROAS (90d cohort) | 1.8x | 3.5x | 4.8x |
| 90-day retention rate | — | 62% | 72% |
Geo: KL/Selangor + Penang/JB seed (English+CN)
Age: 35-50
Gender: 60% female, 40% male
Interests: Eu Yan Sang, Anlene Gold, DoctorOnCall, Naluri, Yakult Plus, family-care content
Lookalike seed: Chatwoot 16K filtered to caretaker-conversation cluster (~3K seed)
Excludes: Yolo Foods, Wise Crafters fans (weight-loss audience)
Audience size: ~480K MY
Geo: KL/Selangor + nationwide CN-MY
Age: 45-60
Gender: 65% female
Interests: Eu Yan Sang, Tian Yi Tang, Caring Pharmacy, Tropical Slim, vegetarian recipes
Custom audiences: Diabetic group FB join, Glucerna view-15s, retreat-style health pages
Audience size: ~620K MY
Geo: KL/Selangor priority + nationwide
Age: 40-58 (female)
Interests: SunMed, Pantai, Sime Darby cardiac, Allianz MediMaster, hospital wellness
Behavioral: Engaged with stroke-recovery content, hospital pages, cardiac dietitian content
Lookalike seed: Chatwoot recovery-spouse conversations (~1.2K)
Audience size: ~210K MY (narrower, higher-intent)
Geo: KL/Selangor + Penang tech districts
Age: 28-42 (90% male)
Interests: Peter Attia, Levels Health, Whoop, Oura, AG1, Layne Norton, Fitness First, MUJI, Notion
Behavioral: Engaged with quantified-self content, biohacking, evidence-based nutrition
Excludes: Bodybuilding-only / weight-loss-product clusters
Audience size: ~180K MY
| Test | Variant A | Variant B | Decision metric |
|---|---|---|---|
| T01 | "Uncle Chen 8.2 → 6.1" | "HbA1c 8.2 → 6.1 in 6 weeks" | CPC + first-WA-message rate |
| T02 | "Without giving up rice" | "不必放弃米饭" | By-language CTR |
| T03 | "You can't change his stubbornness" | "For dads who won't change their diet" | Persona-A CPA |
| T04 | "20 meals = a week off cooking" | "3 months of safe meals = 270 dishes you don't cook" | Persona-C CPA |
| T05 | "Less than two pharmacy trips per month" | "Costs less than Glucerna + Ensure combined" | Price-justification engagement |
| T06 | "以食代药" | "养生便当 调理三高" | CN audience CTR |
| T07 | "12-week n=1 protocol" | "The biomarker test most men avoid" | Persona-D CPC |
| T08 | "Didn't survive a stroke to eat plain porridge" | "Variety + safety for the cardiac journey" | Persona-C VTR |
| T09 | Filial-emotional video (60s) | Filial-WhatsApp-screenshot static | Cost per CTWA conversation |
| T10 | Hook in Q-form ("Has your dad's last...?") | Hook in statement-form | Hook-rate (3-sec) |
| Test | Variant | Decision metric |
|---|---|---|
| T11 | 60s talking-head vs 15s quick-reaction reel | Cost per first-WA-message (Persona A) |
| T12 | Stat-card carousel (5 slides) vs single static stat-card | CPA (Persona D) |
| T13 | CN heritage carousel vs CN talking-head video | CN audience CTR + WA-message rate |
| T14 | Microwave-reveal video vs pour-shot product video | VTR + scroll-pause rate |
| T15 | 3rd-person nutritionist register vs 1st-person testimonial | Trust-survey + CPA (acknowledging risk per WOT) |
| T16 | Compare-vs-Glucerna static vs standalone product-hero static | CPC + dwell-time |
| T17 | Bilingual EN-CN copy vs single-language ads | CPM + relevance score |
| T18 | Stat-card overlay density: 3 cards vs 5 cards in 60s video | VTR + Persona-D engagement |
| Test | Variant | Decision metric |
|---|---|---|
| T19 | CTWA direct → WhatsApp ACCA | Cost per qualified conversation |
| T20 | Meta → landing-quiz → WhatsApp | Quiz-conversion + qualified-lead cost |
| T21 | Meta → product-page → checkout (no WA) | Direct-conversion rate vs CTWA |
| T22 | RM50 trial-pack offer vs 10-meal cold-start | Trial-conversion to 20-meal + 90-d LTV |
| T23 | WhatsApp ACCA flow length: 3 messages vs 7 messages before product offer | Conversion + sales-cycle days |
| T24 | Dietitian-WA-call inclusion in trial vs no-call | Trial-conversion to 20-meal |
| T25 | Free first delivery on 20-meal vs RM10 discount | First-order conversion |
| Test | Variant | Decision metric |
|---|---|---|
| T26 | Lookalike 1% vs 3% vs 5% (Persona A seed) | CPA + scale |
| T27 | Geo: KL only vs Klang Valley + JB + Penang vs nationwide MY | CPA by region |
| T28 | Age: 35-45 vs 45-55 vs 55-65 | CPA by age |
| T29 | Interest stack: TCM-led vs hospital-led vs telehealth-led | CPA by interest cluster |
| T30 | Halal-cert audience (Malay 50+) — does messaging cross over? | Cross-cultural CPA (Encik Rosli persona) |
| Channel | % of Q1 budget | Format | Hand-off |
|---|---|---|---|
| Meta CTWA (FB + IG) | 55% | Video + stat-card carousel | WhatsApp ACCA → 20-meal |
| XHS organic + paid | 10% | CN-language carousel + KOL collab | WhatsApp via XHS-link |
| Doctor-referral B2B | 15% | Field visits + dietitian education kit | Doctor → WhatsApp w/ kickback code |
| Shopee/Lazada caretaker-gift | 10% | "Send parents 10-meal trial" gift-box SKU | Marketplace order → Rasaya delivery |
| Landing-quiz (long-tail) | 10% | "What's your metabolic risk profile?" quiz funnel | Quiz → personalized plan → WhatsApp |
| Persona | Priority geo | Secondary | Reach goal |
|---|---|---|---|
| A · Filial Caretaker | KL · PJ · Subang · Cheras · Damansara · Mont Kiara | JB · Penang (own family living back home) | ~150K reach |
| B · Mid-Life Self-Purchase | Klang Valley CN-MY enclaves · Penang · JB · Ipoh | Nationwide CN-MY 50+ | ~200K reach |
| C · Recovery-Spouse | KL/Selangor near tertiary cardiac hospitals (SunMed, IJN, Pantai, SDMC) | Hospital-proximity nationwide | ~80K reach |
| D · Younger Pro Male | KLCC · Bangsar · TRX · Mont Kiara tech districts | Singapore expat MY-side | ~60K reach |
| Cost line | Q1 90-day total | % |
|---|---|---|
| Meta paid ads (CTWA + carousel + video) | RM 90K | 55% |
| XHS organic + paid | RM 16.5K | 10% |
| Doctor-referral kit + B2B field-visits | RM 25K | 15% |
| Shopee/Lazada gift-box ads | RM 16.5K | 10% |
| Quiz-funnel landing tech + Klaviyo | RM 8K | 5% |
| Studio shoot + dietitian talent | RM 9K | 5.5% |
| Total Q1 spend | RM 165K | 100% |
≥150K unique reach across A+B+C+D per week by W6. Below this, scale paid budget.
≥800 qualified WhatsApp conversations by W12 cumulative. Below 600 by W6 = creative-pivot.
CPA ≤RM 75 blended across 4 personas. Above RM 95 = rework hooks (R102 kill-pattern enforce).
≥62% Day-30 retention on 20-meal subscribers. Below = product-fit issue (food taste/variety).
Zero KKM notices on medical-claim language. R102 + brief-validator must catch all "treat/cure" phrasing.
≥8 active referring dietitians by W12. Below 4 = B2B funnel-rework.