Q3 Growth Mandate
Scale from ~150–200 to 500+ weekly subscriptions by uncapping Paid, rebuilding Lifecycle around intent, and locking in our data foundation.
Q2 blended CAC is €49–67 — 2–3× below our €150 target. We are artificially capping growth. Step up to 440–620 subs/week to hit €5M ARR.
Deprioritize: organic/SEO launches, affiliate networks, long-tail channel discovery. Focus: Meta/Google FR + UK launch.
Open rates collapsed 36% → 19%; nurturing CVR 0.48% → 0.36%. Linear drips are burning deliverability — only warm, intent-triggered flows convert.
Deprioritize: broadcast newsletters, brand storytelling overhauls, static 10-part welcome drips.
€2.7M ARR post-Series A on a fragmented stack (Stripe + native metrics) with no daily pulse. Cannot scale paid or prep H2 2026 mobile without a single source of truth.
Deprioritize: multi-touch attribution, warehouse engineering, predictive LTV models.
Paid Acquisition & ASA Compliance
Channel allocation (£30k budget), performance trajectory & localization playbook
Budget
£29.5k
Meta £20k
Google £9.5k
Conversions
527
Meta 320
Google 207
Blended CAC
£56
Meta £63
Google £46
Revenue
£221k
£420 AOV
Meta £134.4k
Google £86.8k
| Total | M1 | M2 | M3 |
|---|---|---|---|
| Budget | £29,375 | £29,450 | £29,526 |
| Impressions | 963,889 | 963,889 | 963,889 |
| CPM | £30 | £31 | £31 |
| Clicks | 12,639 | 14,604 | 16,934 |
| CPC | £2.32 | £2.02 | £1.74 |
| CTR | 1.31% | 1.52% | 1.76% |
| CVR | 3.24% | 3.17% | 3.11% |
| Conversions | 410 | 464 | 527 |
| CAC | £72 | £64 | £56 |
| Metric | M1 | M2 | M3 |
|---|---|---|---|
| Budget | £20.0k | £20.0k | £20.0k |
| Impressions | 888,889 | 888,889 | 888,889 |
| CPM | £22.50 | £22.50 | £22.50 |
| Clicks | 8,889 | 10,667 | 12,800 |
| CPC | £2.25 | £1.88 | £1.56 |
| CTR | 1.00% | 1.20% | 1.44% |
| CVR | 2.50% | 2.50% | 2.50% |
| Conversions | 222 | 267 | 320 |
| AOV | £420 | £420 | £420 |
| CAC | £90 | £75 | £63 |
| Revenue | £93,333 | £112,000 | £134,400 |
Flat spend, stable CPM, and rising CTR drive the Meta efficiency curve. CAC improves from £90 to £63.
| Metric | M1 | M2 | M3 |
|---|---|---|---|
| Budget | £9,375 | £9,450 | £9,526 |
| Impressions | 75,000 | 75,000 | 75,000 |
| Clicks | 3,750 | 3,938 | 4,134 |
| CPC | £2.50 | £2.40 | £2.30 |
| CTR | 5.00% | 5.25% | 5.51% |
| CVR | 5.00% | 5.00% | 5.00% |
| Conversions | 188 | 197 | 207 |
| AOV | £420 | £420 | £420 |
| CAC | £50 | £48 | £46 |
| Revenue | £78,750 | £82,688 | £86,822 |
Search remains the high-intent anchor: modest CTR lift and lower CPC keep CAC in the £46–50 range.
Pacing · P-Value · Queue
Concurrency
At ~150–200 subs/wk, traffic is the bottleneck. Split: 1 Paid · 1 Form · 1 CRM.
n-Day · p < 0.05
p-value = chance the lift is luck. Target < 0.05. At our volume, n = days of data needed to hit that bar — stop only then, never early.
Learning Archive
| # | Channel | Asset / Hook | Hypothesis | Primary Metric | Est. Lift |
|---|---|---|---|---|---|
| 01 | CRM · post-form | SMS / WhatsApp sequence | Test: automated WA/SMS after form complete vs email drip (19% open) | Form → Checkout CVR | +15% |
| 02 | Paid · Meta | UGC · Recommendation power | Test: recognizable recommender (expert / face of trust) vs creator-style UGC on cold Meta. Does a known face drive more clicks and higher checkout CVR? | CTR · Checkout CVR | +12% |
| 03 | Paid · Google | Search · Intent biomarkers | Test: high-intent queries (“ferritin test UK”, “blood panel London”) vs generic “preventive health” | CAC · Form complete | +18% |
| 04 | Form · Onboarding | Interactive biomarker preview | Test: show interactive 100+ biomarker preview before email capture vs ask email first | LP → Form complete | +10% |
| 05 | Checkout | Lab ETA by postal code | Test: “results in [X] days from your local lab” reassurance at checkout vs generic checkout copy | Checkout CVR | +10% |
Single Source of Truth
| Layer | Tooling | Purpose |
|---|---|---|
| Web collection | GA4 + GTM · Consent Mode v2 | Consented behavioural events & acquisition params |
| Resilience | GTM SS · collect.lucis.life | First-party routing for quality, privacy & performance — not a consent bypass |
| Identity | internal_user_id | Deterministic join: anon → known web · app · CRM · billing |
| Mobile analytics | Firebase / GA4 SDK | iOS & Android product usage + funnel analytics |
| Mobile attribution | MMP · AppsFlyer / Adjust / Singular | Paid install & re-engagement · deferred deep links · SKAN |
| Revenue source | Stripe API + webhooks | SoT for payments, subs, refunds, MRR & ARR |
| Data warehouse | BigQuery + dbt | Unify GA4 · MMP · Stripe into versioned attribution & revenue models |
| Ad activation | Meta CAPI · Google Ads enhanced / offline | Send consented, server-validated conversions back to ads |
App Store Optimization
Hover any lever for guidance. Prioritize top-left for H2 mobile prep.
Channel Mix · Arbitration
UK paid pool from the case — Meta + Google + ASA. Prove mobile vs web, then shift spend to winners.
Test budget
£29.5k
UK paid pool · equal start · case M3
Meta App £9.83k
Google App £9.83k
ASA £9.83k
Equal ⅓ start across Meta App, Google App, and ASA so no channel is pre-favoured before the efficiency read.
Dynamic allocation. The £29.5k is a learning budget, not a fixed channel lock. Weekly we re-rank Meta App, Google App, and ASA on CPI, D7 activation, and CAC to paid — then shift spend toward the best-performing channel(s) and cut or pause underperformers. Goal: prove whether mobile UA beats web, then arbitrate the broader paid pool.
| # | Channel | Asset / Hook | Hypothesis | Primary Metric | Est. Lift |
|---|---|---|---|---|---|
| 01 | Paid · Meta / UGC | App-usage KSP | Test: on-the-go · AI on mobile · easy-in-app KSPs in UGC vs web-centric “order your kit online” UGC | Install · D0 activate · CAC | +12% |
| 02 | Paid · Meta | Destination arbitration | Test: same creative + audience → App Install vs Landing Page / web form — direct mobile vs web efficiency read | CAC to paid sub | ±15% |
| 03 | Paid · ASA | Brand defense + category | Test: brand + competitor conquest on Apple Search Ads vs brand-only defense — protect name queries, probe category CPCs | Share of brand · CPI · CPA | +10% |
Focus · Alignment · Speed
Clear ownership, zero friction with Brand & Tech, guardrails against brand dilution.
Own
Co-build
Delegate
From Philippine · Brand & Content
Ask: 1h alignment on existing personas + key selling points per persona, and a 48h SLA to greenlight new ad-angle hypotheses.
Why: Fast-track UK ads & CRM fixes without breaking brand voice. Brand alignment is also a shortcut to effectiveness.
From Baptiste · Tech & Data
Ask: Data-path walkthrough (how collection & processing work: Stripe, PostHog, pixels) + 1 dev day to wire missing tracking events.
Why: Unlock the most effective data viz and intelligence for the Daily Growth Pulse, without impacting the product roadmap.
Main risk
Growth “black box”
Short-term volume that destroys brand equity and CAC efficiency.
Guardrails