One-page marketing plan
Customer and buying situation: __________
Product/collection and verified promise: __________
Current constraint: demand / traffic / conversion / economics / retention / operations / unknown.
Evidence for that constraint: __________
Primary acquisition channel and why it fits: __________
Landing page and next customer action: __________
Budget or weekly time allocation: __________
Maximum affordable test loss: __________
Primary metric and exact definition: __________
Guardrails: contribution, returns, support, fulfillment, cash.
Review window and why it is suitable: __________
30-day working rhythm
| Week | Work | Evidence to produce |
|---|---|---|
| 1 | Customer research, cost model, analytics verification | Clear customer, offer, and measurement definitions |
| 2 | Product page, useful creative, welcome flow | A tested shopping journey and launch assets |
| 3 | Limited acquisition test and customer observation | Actual behavior, questions, costs, and exceptions |
| 4 | Review and choose continue/change/pause | A documented decision and next experiment |
This is an execution schedule, not an earnings or sales guarantee.
Creative brief
Customer situation: __________
One question the creative answers: __________
Verified product facts: __________
Demonstration and evidence: __________
Hook: __________
Main explanation: __________
Next action and destination: __________
Required rights/disclosures: __________
Claim and destination review owner: __________
Promotion economics
Baseline net merchandise revenue/order: __________
Baseline variable cost/order: __________
Baseline contribution/order: __________
Proposed discount or benefit cost: __________
New revenue/order: __________
New variable costs/order: __________
New contribution/order: __________
Baseline orders: __________
Required promoted orders to match baseline contribution = baseline orders × baseline contribution / new contribution, when new contribution is positive.
If new contribution is zero or negative, show “no finite volume restores positive contribution under this model.” Include acquisition changes and fixed campaign costs separately.
Example: 10 orders × $22 contribution / $13 new contribution = 16.923 orders, rounded up to 17. This ignores acquisition and fixed-overhead changes.
Offer eligibility, dates/timezone, exclusions, stacking, stock, and return terms: __________
How the checkout will be tested: __________
How incremental demand will be assessed: __________
Operational stop conditions: __________
Creator partnership brief
Objective: audience access / content production / both.
Creator audience and evidence of fit: __________
Deliverables, formats, timing, revisions: __________
Verified claims and prohibited unsupported claims: __________
Usage rights, duration, paid use, editing rights: __________
Material-connection disclosure plan: __________
Fixed costs including samples: __________
Variable costs/commission: __________
Contribution per incremental order after variable partnership cost: __________
Break-even incremental orders = fixed partnership costs / contribution per incremental order, if positive.
Tracking links/codes and attribution limitations: __________
Review of content usefulness, customer response, contribution, and rights compliance: __________
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