PHASE 8 · LAUNCH CALENDAR · 13

Day −7 → Day 14
· the heavy-fire Meta launch week

Every action that fires from one week before launch through Day 14 stabilization. Capital at risk: $80K total → ~$14K in week 1 alone (inventory $4K + BM-warm $1K + Meta spend $5.6K + ops $2.4K + LP/legal $1K). Greenlight criteria at each phase gate.

DURATION · 21 DAYS · -7 → +14 WEEK-1 SPEND · $5,600 META + $8,400 OPS GATE · ≥1 ad-set CPA < $30 by Day 7 BUILT · 2026-05-13
Hub 04 · Meta brief 12 · 20 Scripts 13 · Launch Week 14 · Audiences 15 · MiroFish

PHASE A · PRE-LAUNCH · DAYS -7 TO 0

DAY −7

LLC + domain + Meta BM signup

MONDAY · OWNER-DRIVEN · ~6 hours total

1. Register LLC (Delaware via Stripe Atlas or DE filing direct, $300 + $50 reg agent) Standalone identity. No Pinxin/GAIA attribution.
2. Buy 4 domains via Namecheap or Cloudflare ($60 total · primary brand + 3 backup defensive) .com primary · .co backup · brand-name-misspell.com defense
3. Open Mercury / Brex business bank account with LLC EIN Required for Meta Ads billing + Stripe payouts
4. Create Meta Business Manager #1 (warm BM) — verify business · add bank · upload brand logo BM #1 is the launch account · 14-day warm-up needed
5. Create Meta BM #2 + #3 (backup BMs, only verified, no spend yet) Per Doctrine 6 · always 2 warmed backups · "one bank one ban" rule
6. Sign up Shopify + Klaviyo + Stripe · point primary domain · install Pixel + GA4 + Conversions API Tech stack live before any traffic
SPEND
$510
TIME
6h owner
RISK
Low
BLOCKER
LLC EIN delay (5d)
DAY −6

China sourcing · sample order to Yiwu

TUESDAY · 1688.com agent + WhatsApp

1. Search 1688.com for 软糖代工厂 (gummy OEM) — shortlist 5 Yiwu factories with private-label experience Look for verified gold suppliers + 1+ yr trade · women's supplement portfolio
2. WhatsApp 3 shortlisted factories with REVIVE + CALM formulas Lustriva® · KSM-66 · 30mg saffron · biotin · request samples
3. Order sample batch ($150-300) — 200 bottles of each SKU mockup For taste/texture/label-art review · Tricia + creative team approval
4. Quote MOQ + lead time for first production run · ~5,000 bottles per SKU · ~$2.50 cost/bottle $25K inventory commit if greenlit at Day 7
5. Open Yiwu agent escrow (e.g., Yiwu Mart or YiwuGo) — handles QC + shipping consolidation $200-400 agent fee · 30-day faster turnaround
SPEND
$450
TIME
3h owner + async
RISK
Med (sample arrival ~7-10 days)
BLOCKER
Yiwu agent vetting
DAY −5

Landing page build · REVIVE + CALM

WEDNESDAY · Architect agent · 1 day each

1. REVIVE long-form LP built on Shopify Online Store 2.0 with custom Liquid sections — 1,800 word advertorial body + 6 sections (hero · mechanism · ingredients · testimonials · FAQ · CTA stack) Mirrors ad copy exactly · ≥1 alpha particle per section
2. CALM long-form LP — same structure · 1,200 words · saffron-cortisol mechanism diagram + halal-cert badge prominent Halal badge unlocks 12% of cohort (Aisha + diaspora)
3. PDP product pages with schema markup · Product + Review + FAQ schema · 50+ seed reviews via early-buyer outreach Trustpilot integration ready for review-flow Day 1
4. Klaviyo flows (8 sequences) · welcome · abandoned cart · post-purchase · win-back · subscribe nudge · review request · referral · re-order at day 25 Retention spine · LTV multiplier
5. Legal copy in footer · FDA disclaimer · FTC testimonial language · privacy policy · TOS · 90-day MBG policy Compliance per 04-meta-agent
SPEND
$400 (Shopify + Klaviyo)
TIME
8h Architect + 2h owner review
RISK
Low
BLOCKER
Seed-review collection
DAY −4

Forger creative batch · 18 scripts → final ads

THURSDAY · Forger + QA · all-day

1. Forger renders all 18 Day-1 ads from 12-meta-creative-batch — 12 images + 6 videos · NanoBanana hero shots · Veo3 doctor talking-head · Kling Reel UGC ~$120 in Veo3+Kling credits · NanoBanana free tier
2. QA agent particle-check + claims-policy scan · block-or-approve each Per 10-semantic-particles QA rules · banned-phrase scan
3. Compliance review · actor-portrayal disclaimer present on all doctor-persona ads (A2 · A4 · A12 · A19) · FDA line on every LP Per Doctrine 1 + 09-scoring-review
4. ad_id minted for all 18 ads via unified-intel chain Attribution traceability per 08-tracking-spine
5. Upload to Meta Ads Manager as DRAFT campaigns · no spend yet Pre-staged for Day 1 launch button
SPEND
$120 creative
OUTPUT
18 ads QA-passed
RISK
Med (QA rejects)
BLOCKER
Disclaimer placement
DAY −3

BM warm-up · $20/day awareness campaigns

FRIDAY · Pixel agent fires

1. Launch 2 awareness campaigns on BM #1 · $20/day · Brand-name search-style ad to 1% LAL of Trustpilot-buyer-look-alike Warms pixel · builds custom audience seed · 0 conversions expected
2. Same on BM #2 + BM #3 · $20/day each · same audience seed Pre-warm backups · ready to swap if BM #1 banned
3. Email outreach to 50 early-buyers from creator-network for seed reviews · offer 50% off in exchange for honest Trustpilot review Need 50+ reviews live by Day 1 (Patricia + Beth gated on this)
4. Set up tracking dashboards — Hue + ROAS attribution + Ledger weekly verdict slack Ledger agent fires Day 1
SPEND
$60/day × 3 BMs = $180
PURPOSE
Pixel warm + BM age
RISK
Low
BLOCKER
BM verification still pending
DAY −2

Sample arrival + final go/no-go gate

SATURDAY · OWNER + creative team

1. Yiwu samples arrive · 200 bottles each SKU · expected ~Day -2 via DHL Quality + taste check · label fidelity
2. VLM scoring on labels + bottle · target ≥7/10 · re-shoot if <7 Per Mnemosyne rule: VLM score every generated image
3. Owner go/no-go decision · final approval to commit $25K inventory production order to Yiwu Last off-ramp before $80K capital trigger
4. Email seed-reviewer cohort with sample arrival update + review-request reminder Goal: 50+ Trustpilot reviews live by Day 1
DECISION
GO / NO-GO
SPEND
$0 (decision day)
RISK
HIGH (commit point)
BLOCKER
Sample quality < 7/10
DAY −1

Final pre-flight check · ready to fire

SUNDAY · everything green or hold

1. BM warm-up confirmed · 3 days awareness spend · pixel firing · no policy flags If BM flagged → swap to BM #2 before launch
2. 50+ Trustpilot reviews live · brand page shows ≥4.5 stars Patricia/Beth cohort gated on this
3. All 18 ads QA-approved + uploaded as drafts · ad_id minted · UTMs in place Pixel agent fires Day 1 morning
4. Klaviyo flows live + tested with internal test order Welcome email · abandoned cart · post-purchase all firing
5. Inventory in-transit confirmed from Yiwu · expected delivery Day 14-18 First customers ship from on-hand sample stock if early surge
CHECKS
5 / 5 must-pass
SPEND
$0
RISK
If any fail → delay 1d
DECISION
FIRE or DELAY

PHASE B · LAUNCH · DAYS 1 - 7

DAY 1

🔥 LIVE · 18 ads activate at $50/day each

MONDAY · 9 AM EST · all hands

1. Pixel agent fires all 18 ads simultaneously · $50/day average · $810 total day-1 spend 10 REVIVE + 8 CALM scripts · per 12-meta-creative-batch budget
2. Ledger agent monitors every 6 hours · daily verdict in slack/email at 9pm Per 08-tracking-spine cadence
3. Test order flow end-to-end · from real customer · checkout + shipping + Klaviyo welcome Catch any blocker before scale
4. Social channels live · IG + FB business pages · 5 organic posts queued for week-1 Reduces "shadow-store" Meta-policy risk
SPEND
$810
EXPECTED CONV
25-40
TARGET CPA
< $25
REV TARGET
$1,200-$1,800
DAY 2

Read the signal · don't react yet

TUESDAY · 24-hour data window

1. Ledger morning verdict · which 3 ads have ROAS > 1.2 · which 3 have CPM > $40 (warning) DO NOT kill or scale yet · 3-day window per kill rule
2. Pause any ad with CPM > $60 OR < 0.5% CTR by 6pm Day 2 Hard-fail signal · not worth letting it bleed
3. Monitor BM health score in Meta Business Help Center · green expected at low spend If yellow → freeze new ads + activate BM #2
SPEND
$810
ACTION
Read, don't react
KILL-COUNT
0-2 max
BM HEALTH
Green target
DAY 3

First kill day · trim hard-fail ad-sets

WEDNESDAY · CPA visibility window opens

1. Ledger 3-day verdict per ad · KILL any with ROAS < 0.8 OR CPA > $40 for 3 consecutive days Per 08-tracking-spine kill rule
2. Forger fires 3 replacement ads for tomorrow · each replaces a killed ad with a different template variant Maintain 18-ad inventory floor
3. Top performer flag · any ad with ROAS > 1.5 · ad_id captured for tomorrow's scale decision Day 4 scale window
SPEND
$810
KILL
3-5 ad-sets
RUNNING ROAS
Target 0.9-1.4
CUM SPEND
$2,430
DAY 4

First scale · 2x budget on winners

THURSDAY · the first compounding signal

1. Scale winners 2x · ad-sets with ROAS > 1.2 for 4 days → bump from $50 → $100/day Per Fibonacci F3 → F5 promotion
2. Refresh creative on holding ad-sets · ROAS 0.8-1.2 holds get one re-cut hook + same body Hook fatigue is real by Day 4-7
3. Subscription flow Klaviyo nudge fires for Day-1 buyers (Day 3 in their lifecycle) Convert one-time to subscribers
SPEND
$900-1,100
SCALE
2-4 ad-sets 2x
CPA
<$22 target
CUM REV
$4-6K
DAY 5

Read scale results · prep Day-7 gate review

FRIDAY

1. Day-1 cohort revisited · Klaviyo email-2 fires (educational · "what to expect week 2") Reinforce subscription
2. Inventory check · current sample stock at ~150 of 200 bottles · order in-transit ETA Day 14-18 If sell-through faster than expected, air-freight emergency batch
3. Owner weekly review prep · cumulative spend · ROAS · BM health · refund rate For Sunday gate-check
SPEND
$1,000
CUM SPEND
$4,430
CUM REV
$5-8K
RUNNING ROAS
1.2-1.6 target
DAY 6

Weekend pacing · same-state hold

SATURDAY · let signal compound

1. Weekend dayparting check · evening 7-10pm winning over morning by 35%+ for Sarah cohort Adjust schedule for Day 8+
2. Refund/chargeback monitoring · target <3% refund + 0 chargebacks first week If refund >8% by day 7, product issue
3. Trustpilot review nudge for first 50 buyers · target +20 new reviews by Day 14 Compound social proof
SPEND
$1,000
REFUND
<3%
REVIEWS NEW
+5-10
CUM SPEND
$5,430
DAY 7

⚙️ GATE CHECK · Doctrine 6 soft-run verdict

SUNDAY · OWNER + Ledger

GATE: ≥1 ad-set has CPA < $30 + ROAS > 1.2 for 3 days? → YES → $80K capital release approved · NO → fix pipeline before scale Per Doctrine 6 in 09-scoring-review
1. Weekly Ledger retro · which 3 ads winning · which 3 failing · which template won most often Lesson feeds back to Scout · refines next scrape
2. Forger sprint for Week 2 · ship 9 new ads (3 per ICP) based on what won this week Per 08-tracking spine weekly rhythm
3. BM health verified green · all 3 BMs healthy · 0 policy violations Greenlight to scale Week 2
DECISION
GATE PASS / FAIL
CUM SPEND
$6,430
CUM REV
$8-14K target
CUM ROAS
1.3-2.2

PHASE C · WEEK-2 STABILIZATION · DAYS 8-14

DAY 8-9

10x scale on the F8 winner · kill F2 stale

MON-TUE · the first big budget move

1. The week-1 top-performer goes from $100/day → $300/day Per Fibonacci F5 → F8 promotion · 5 days >1.2 ROAS earns this
2. Launch 9 new ads from Forger weekly batch · 3 per ICP · same template variants on winners Maintain 13-active-variant Fibonacci floor
3. Klaviyo abandoned-cart sequence · 3-touch flow for buyers who didn't convert (carts created Day 1-7) Catch 15-20% extra conversions
SPEND/DAY
$1,300
SCALE
1 F5→F8
NEW ADS
9 launched
CUM SPEND
$9,030
DAY 10-12

Geo-expansion + retargeting layer

WED-FRI · widen the net

1. Add UK + AU + CA + IE to top-3 winning ad-sets · same creative, multi-currency Shopify Markets handles currency · Stripe payouts to all 5 geos
2. Launch IG Stories retargeting · 3-frame social-proof carousel · target 30-day site visitors 10% of budget · per 05-ig-stories-agent
3. First-bundle promo · CALM + REVIVE bundle ad activates at $30/day (A16 from 12-meta-creative-batch) AOV unlock for Sarah cohort
4. Inventory arrival · Yiwu shipment expected Day 14-18 · prep 3PL receiving ChinaDivision or CJDropshipping handles pick-pack
SPEND/DAY
$1,400
NEW GEOS
UK · AU · CA · IE
CUM SPEND
$13,230
CUM REV
$22-32K target
DAY 13-14

Week 2 review · prep Week 3 scale

SAT-SUN · the Fibonacci F8 promote-or-hold decision

1. Top F8 winner candidate for F13 promotion · ROAS > 2.5 for 14 days at $300/day → ready for $1K/day Week 3 F13 SCALED WINNER tier · 40% of total spend
2. Week-2 retrospective · semantic-particle review · which alphas appeared in week-2 winners vs killed Scout agent re-scrapes · particle decay check
3. Reorder Yiwu inventory · second batch of 5,000 each SKU at week-2 pace · ~$25K commit ~30-day lead time · need stock for Week 6+
4. PIVOT MenoBalance prep · 2 PIVOT ads (A19 + A20 from batch) ready to fire Week 3 Per MiroFish · PIVOT launches month-2
SPEND/DAY
$1,500
F8→F13
1 promoted (target)
CUM SPEND
$16,230
CUM REV
$28-42K target

02Week-2 ending dashboard · what success looks likeDay-14 KPI gate

SPEND

$16,000 cumulative

Day 1-14 Meta-heavy fire. Per 80/20 allocation: ~$13K Meta + $3K supporting (IG Stories retarget + Google Search branded).

REVENUE

$28-42K cumulative

~700-1100 bottles sold across REVIVE + CALM. Average AOV $40 (CALM $34 + REVIVE $54 mix).

ROAS

1.75-2.6× target

By day 14 if gate passes. By day 30 with subscription compounding: 2.4-3.2×.

CUSTOMERS

650-950

Day-1 Klaviyo welcome → Day-21 reorder loop hits ~22% subscribe-on-first-bottle.

BM HEALTH

3 BMs green · 0 bans

Doctrine: never lose primary BM unless 0.65% chargeback hit OR >25% negative-feedback. Backup BMs warmed and ready.

TOP WINNER

F8 promoted to F13

One ad-set hits $300/day with ROAS >2.5 · ready for $1K/day Week 3 ramp.

03If we fail the Day-7 gatethree failure modes + responses

FAILURE 1 · CPA > $40 ALL ADS

Diagnosis: creative is wrong · or targeting too cold. Response: rebuild top 6 ads with stronger personal-story opening · narrow audience to 1% LAL only.

FAILURE 2 · BM #1 BANNED

Diagnosis: claims-policy trip · or chargeback ratio. Response: swap to BM #2 within 4 hours · audit ads · pause doctor-persona ads pending review.

FAILURE 3 · REFUND > 15%

Diagnosis: product issue · taste · shipping delay. Response: escalate to Yiwu factory · sample new batch · pause new orders until resolved.

WOMEN 35+ · META LAUNCH WEEK · D-7 → D+14 BUILT 2026-05-13 · ZENNITH OS ← Hub