90-Day Execution · W21-W32 · milestone-gated
Twelve-week W21-W32 sprint cadence with milestone gates at Weeks 3, 6, 9, 12. JAKIM halal trial-pack track. B2B doctor-referral pilot. Bahasa nutritionist variant. TikTok content cadence 3 posts/week. RM200K MRR trajectory. Each week named, gated, and owner-assigned. The execution-side counterpart to artefact 15's performance blueprint.
| Week | Theme | Owner | Output | Gate |
|---|---|---|---|---|
| W21 (this week) | Calibration + studio shoot | creative-director + Jenn | Dietitian-talent booked · 60s hero video shot · 8 stat-card carousels | — |
| W22 | Asset post-production + brief 1 | creative-director + marketing | Hero video edited · 8 carousels finalized · Brief-001 PAS01 published | G3 Brief approved |
| W23 | Meta CTWA launch · 4 audience tests | marketing | 4 ad-sets live · A/B test T01-T04 firing | G8 Publish |
| W24 | First-week data + iterate | marketing + qa-doctor | Day-7 CPA + ROAS · kill 1 ad · scale 1 ad · new brief | Gate 1: ≥100 CTWA conversations |
| W25 | JAKIM trial-pack design + Bahasa nutritionist scoping | builder + creative-director | JAKIM cert in progress · Bahasa talent shortlist | — |
| W26 | Doctor-referral kit launch | marketing + Jenn | 10 dietitians contacted · kit + kickback code live | — |
| W27 | XHS organic + KOL outreach | researcher + creative-director | 3 CN carousels live on XHS · 2 KOL pitches sent | — |
| W28 | Mid-sprint review · scale or pivot | orchestrator + Jenn | Cumulative CPA + retention review · kill/scale matrix | Gate 2: ≥500 CTWA cum · CPA ≤RM85 |
| W29 | Shopee/Lazada caretaker-gift-box SKU launch | builder + marketing | Caretaker-gift SKU listed · 4 ads live | — |
| W30 | Landing-quiz funnel + TikTok cadence | builder + creative-director | Quiz funnel live · 3 TikTok posts/week cadence active | — |
| W31 | JAKIM trial-pack launch (Bahasa creative) | creative-director + marketing | Bahasa-language nutritionist 60s video shot · JAKIM-cert visible on creative | Gate 3: cross-cultural reach |
| W32 | Final sprint review + Q2 planning | orchestrator + Jenn | 90-day cohort retention + MRR · Q2 plan locked | Gate 4: ≥RM200K MRR |
Encik Rosli persona test: 58yo Malay senior civil servant, Type-2 diabetic 8 years, halal-strict. Will NOT buy without JAKIM cert visible. If cert + Malay-influencer endorsement: trial possible.
~64% of MY population is Malay-Muslim. Without halal cert, Rasaya caps at ~36% addressable. With JAKIM cert, the market opens 2.5×.
W21-W22: JAKIM cert application submitted (typical 6-8 week process)
W23-W26: Cert in review
W27-W30: Cert approved + manufacturing audit
W31: Trial-pack launch with halal logo visible on packaging + creative
Cost: ~RM 8K cert + ~RM 12K Bahasa creative production
Target: 10 private dietitians in Klang Valley (Dr Lim Choon Khee archetype)
Offer: 10% kickback on each referred subscription + free monthly Rasaya samples for clinic
Education kit: 4-page PDF · ingredient sourcing · nutritional spec · sample meal plan · QR code referral
Target output: 8+ active referring dietitians by W32 (Gate Pass 6)
NEVER: Doctor / dietitian endorsement claims in Meta ads. Kickback is for actual referrals only, not paid endorsement.
OK: Dietitian-private-channel referral via QR code in clinic.
KKM watch: any direct-to-consumer "doctor-approved" language triggers compliance review.
Disclosure: kickback structure documented per Malaysian Medical Council ethics guidance.
Profile: Malay female dietitian or nutritionist, age 30-45, smart-warm professional. Bilingual EN-BM. Generic role label "Pemakanan Rasaya" (CN equivalent "Rasaya 营养师").
Wardrobe: Tudung optional (audience-appropriate), modest professional, indigo/ivory palette.
Set: Same studio, same set-dressing (heritage-warm + clinical-clean).
Hook localizations:
Maintain 3rd-person framing, anonymity b-roll, stat-card overlays.
| Day | Format | Persona target | Hook style |
|---|---|---|---|
| Mon | 15s quick-reaction reel | A (CN) | "陪父母控糖" emotional moment |
| Wed | 60s nutritionist explainer | B | "50岁后才学会吃饭" Q&A |
| Fri | 30s stat-card carousel | D | "My HbA1c reading" data-driven |
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| KKM medical-claim notice | Medium | High | R102 brief-validator + voice rules. Pre-publish QA gate. |
| JAKIM cert delay >8 weeks | Medium | Medium | Parallel-track: launch Bahasa variant without halal pivot, defer cross-cultural until W34 |
| Cardiologist / dietitian boycott (skepticism) | Low | High | Lead with "complementary to medical care" framing. NEVER replace-doctor. |
| Yolo Foods launches "Yolo Metabolic" sub-line | Medium | Medium | Lock CN-language register + nutritionist-talking-head moat. Yolo's brand muscle memory is weight-loss. |
| Frozen cold-chain failure (delivery disaster) | Low | High | 3rd-party cold-chain QA · cold-pack temperature loggers · 100% refund on broken shipments |
| Negative customer (taste / variety complaint) viral | Medium | Medium | Chatwoot tagging + 24h human response · weekly menu rotation · soft-launch new SKUs before scaling |
| Area | Primary owner | Support |
|---|---|---|
| Brief writing (G3) | marketing peer · --mode brief | orchestrator (intent routing) |
| Creative production (G4-G5) | creative-director peer · --mode gen | nanobanana · sales-copywriting · brand-voice-check skills |
| QA gate (G6-G7) | qa-doctor peer | god-mode-audit · persona-lens · vlm-engine |
| Publish + ad-id chain (G8) | marketing peer · --mode publish | ads-meta · meta-link · ad-id-chain |
| ROAS measurement (G9) | marketing peer · --mode measure | attribution-engine · _load-roas-signal |
| B2B dietitian outreach | Jenn + marketing | — |
| JAKIM cert + manufacturing | Jenn (operator) | builder (cert tracking) |