The four pillars.
Q2 2026 → Q2 2027 · Ambition: $3.0M+ · Owner: Marino, CEO
Pillar 01
Build Brand
Marino + John
On Track
Pillar 02
Marketing Validation
Marino + John
Validating
Pillar 03
Win Amazon
Patrick + Trivium
On Track
Pillar 04
Win Retail
Marino → SDR (Q4)
On Track
Key Financial Metrics
Full Detail →
Pillars drive these outcomes. Conservative case · pulled from CleanKind_Proforma_v1.xlsx.
Annual Ambition
$3.0M+
Q2 '26 → Q2 '27 run-rate target
12-Week Revenue
$665K
All channels + add-ons
12-Week EBITDA
$122K
18.3% blended margin
Peak Week (W12)
$17.2K
Weekly EBITDA · 23.4% margin
Pillars → Channel Revenue Contribution · annual basis
Pillar 01 — Build Brand
Enabler
Conversion lift across all 5 channels. Packaging, photo, social, site rework.
Pillar 02 — Mktg Validation
$884K
TikTok Shop $596K + Shopify $288K. Paid drives DTC; gate at Wk 13.
Pillar 03 — Win Amazon
$1.19M
49.6% of mix · 33% net margin. Largest single channel.
Pillar 04 — Win Retail
$775K
KEHE $475K + FFF $300K. 50–60% net margin on wholesale.
Pillar Breakdown
Pillar 01 · Build Brand
Custom packaging, photography, social, website.
Custom glass + bottle packaging from China. IG: 7 reels/wk, 7 stories/wk, 4 carousels/wk. TikTok: 7 videos/wk. Website rework (home, PDP, about, ingredients). Hire A-tier marketing coordinator by Week 12.
Weekly KPIs
• UGC posts shipped per week
• IG reels posted per week
• TikTok videos posted per week
• Net new IG followers per week
• IG reels posted per week
• TikTok videos posted per week
• Net new IG followers per week
60-Day Milestones
☐ Custom bottle samples received
☐ Custom glass jar samples received
☐ Website pages 1–4 complete
☐ Marketing coordinator interviews begun
☐ Full social cadence live
☐ Custom glass jar samples received
☐ Website pages 1–4 complete
☐ Marketing coordinator interviews begun
☐ Full social cadence live
Pillar 02 · Marketing Validation
Meta + TikTok paid. 12-week validation sprint.
Meta: launch 15 creatives/week (4 statics, 4 UGC, 4 founder, 3 AI). Spend ramps $1.5K → $3.5K/wk. TikTok: GMV Max at ROAS 2.5 + creator seeding (50 creators over 12 weeks). 90-day gate at Week 13.
Weekly KPIs
• New-customer MER — Meta
• New-customer MER — TT Paid
• Total weekly paid spend
• Pixel verified (Y/N)
• Creatives launched this week
• New-customer MER — TT Paid
• Total weekly paid spend
• Pixel verified (Y/N)
• Creatives launched this week
Gate Criteria (Wk 13)
☐ MER ≥ 1.5 on new customers
☐ Pre-gate memo ready for Marino
☐ 15 creatives live per week held
☐ 50 TT creators seeded total
☐ Attribution model verified
☐ Pre-gate memo ready for Marino
☐ 15 creatives live per week held
☐ 50 TT creators seeded total
☐ Attribution model verified
Pillar 03 · Win Amazon
Listings, reviews, PPC via Trivium, DSP.
A+ refresh on 3 sub-4.3 SKUs. Weekly listing health checks. 1-star reviews responded within 48h. Monthly Trivium reviews. DSP launch Wk 4. Brand store TTS funnel. 90-day target: all 9 at 4.3+.
Weekly KPIs
• % hero SKUs in top-50 BSR
• Weekly review velocity vs 4-wk avg
• SKUs with ≥ 4.3 rating (of 9)
• TACoS per hero SKU
• OOS incidents (target: 0)
• Weekly review velocity vs 4-wk avg
• SKUs with ≥ 4.3 rating (of 9)
• TACoS per hero SKU
• OOS incidents (target: 0)
90-Day Milestones
☐ All 9 SKUs at 4.3+
☐ A+ refreshed on all 3 sub-4.3
☐ DSP live (Wk 4)
☐ Insert cards in all shipments
☐ Brand store TTS funnel tested
☐ A+ refreshed on all 3 sub-4.3
☐ DSP live (Wk 4)
☐ Insert cards in all shipments
☐ Brand store TTS funnel tested
Pillar 04 · Win Retail
KeHE show, indie outreach, chain prep.
KeHE Holiday Show June 9–12 (Wk 5). 50 indie retailer calls (5/wk). Chain pitches on HOLD until new packaging arrives. Materials: line sheet, sell sheets, brand deck ready Wk 4.
Weekly KPIs
• New retailer contacts/wk
• New placements closed/wk
• Active chain conversations
• KeHE lead follow-ups sent
• Total retail doors (cumulative)
• New placements closed/wk
• Active chain conversations
• KeHE lead follow-ups sent
• Total retail doors (cumulative)
Critical Dependencies
☐ KeHE 5-DC paperwork confirmed (Wk 1)
☐ Show materials ready by Wk 4
☐ KeHE show executed Wk 5
☐ 50 indie calls by Wk 10
☐ Chain pitches wait for packaging
☐ Show materials ready by Wk 4
☐ KeHE show executed Wk 5
☐ 50 indie calls by Wk 10
☐ Chain pitches wait for packaging
Gantt & Critical Path.
Weeks 1–12 · Q2 2026 · Critical paths shown in solid fill
How to read this chart
Solid bars = critical path items. Outlined bars = recurring / supporting work. ◆ = milestone marker. Each column = one week.
Legend
Build Brand
Mktg Validation
Win Amazon
Win Retail
Recurring
Milestone ◆
Critical Path Summary
What's blocking what
| Predecessor (must finish first) | Unlocks | Latest by |
|---|---|---|
| Pixel + UTM setup (P2) | Meta campaign launch | Wk 1 end |
| KeHE DC paperwork confirmed (P4) | Show strategy + booth planning | Wk 1 end |
| All 9 SKU audit (P3) | A+ refresh batching | Wk 1 end |
| Website half complete (P1) | Retailer brand landing page | Wk 3 end |
| Leave-behinds printed (P4) | KeHE show execution | Wk 4 end |
| DSP creatives QA'd (P3) | DSP campaign launch | Wk 3 end |
| All 3 sub-4.3 A+ live (P3) | Hero image + video refresh | Wk 4 end |
| Custom packaging received (P1) | Chain pitch outreach + Amazon listing rework | Wk 12 |
| Pre-gate memo delivered (P2) | Q3 budget allocation decision | Wk 12 end |
| Indie case studies ready (P4) | Chain pitch deck content | Wk 12 end |
Key milestones
| Week | Milestone | Pillar |
|---|---|---|
| Wk 1 | Pixel + UTM verified · KeHE DC confirmed · Amazon audit complete | P2 · P4 · P3 |
| Wk 2 | Meta campaigns live · GMV Max live · Bottles sample ordered | P2 · P1 |
| Wk 4 | Full website live · DSP campaigns launch · Show materials printed | P1 · P3 · P4 |
| Wk 5 | KeHE Holiday Show (June 9–12) | P4 |
| Wk 6 | 30-day MER read (first signal on Meta gate) | P2 |
| Wk 9 | 60-day MER read — gate trending green/yellow/red? | P2 |
| Wk 10 | 50 indie retailers contacted milestone | P4 |
| Wk 12 | Bulk packaging received · All 9 SKUs at 4.3+ · Pre-gate memo · Coordinator onboards | All |
| Wk 13 | 90-day gate decision (scale Meta / kill + redirect) | P2 |
Weekly output checklist.
Loading today's week…
IG Reels Posted
Target: 7/wk
TikTok Videos Posted
Target: 7/wk
Meta MER (new cust.)
Target: ≥ 1.5
Retailer Contacts
Target: 5/wk
12-week financial trajectory.
May 11 – Aug 2, 2026 · Conservative case · Pulls from CleanKind_Proforma_v1.xlsx · Updated 5/11/2026
12-Week Revenue
$665K
Channel revenue across all 5 channels + add-ons
12-Week EBITDA
$122K
18.3% blended EBITDA margin
Peak Week (W12)
$17.2K
Weekly EBITDA · 23.4% margin
Gates Status
12 / 12
Targets passing on model projections
Channel Economics
Amazon
49.6%
Net margin 33% · Sellerboard
$1.19M annual
Retail (KEHE)
10% + add
Net margin 60% · wholesale 50% MSRP
$120K base + $355K KEHE
TikTok Shop
24.8%
Net margin 7.5% · halo to Amazon
$596K annual
Shopify
12%
Net margin 40%
$288K annual
FFF
3.6% + add
Net margin 50% · $8 ASP
$32K base + $268K add-ons
Weekly Trajectory
1 Revenue Contribution is channel revenue net of COGS and ACOS. Given the complexity of multi-platform, multi-channel distribution economics (Amazon fees, TikTok Shop takes, wholesale margins, ad spend), this is a simplified view of the P&L while remaining accurate. The full granular financial model is available on request.
Gate Checks — Targets to measure week-over-week
| Gate | Week | Category | Description | Target | Projected | Status | Why this matters |
|---|
Status logic: Each gate compares the model's projected value against the target. PASS = green (on track), MISS = red (off track), PENDING = grey (not yet reached on the timeline). Replace projected values in the source workbook with actuals as weeks complete to see real-time pass/fail. The gates also appear in the Weekly Checklist briefing for each relevant SGM week — so the team measures them in their weekly cadence.
KPI Tracker.
All four pillars · week-over-week
Finance principle
Every KPI below is measurable weekly. If a number can't be reported on Monday morning before 9 AM, it's not a real KPI. Source-level only — no blended agency numbers.
Pillar 01 — Build Brand
| KPI | Owner | Target / Wk | Alert If | This Week | Last Week | Wk Before |
|---|---|---|---|---|---|---|
| IG Reels posted | John | 7 | < 5 | |||
| IG Stories posted | John | 7 | < 5 | |||
| IG Carousels posted | John | 4 | < 3 | |||
| TikTok videos posted | John | 7 | < 5 | |||
| Net new IG followers | John | Growing | 0 or negative | |||
| Videos scripted this week | John / Coord. | 7 | < 7 | |||
| Performance analysis done (Y/N) | John | Y | N → escalate |
Pillar 02 — Marketing Validation
| KPI | Platform | Target | Alert If | This Week | Last Week | Wk Before |
|---|---|---|---|---|---|---|
| New-customer MER | Meta | ≥ 1.5 | < 1.5 → gate review | |||
| New-customer MER | TT Paid / GMV Max | ROAS ≥ 2.5 | < 2.5 | |||
| Weekly Meta spend | Meta | $1.5K → $3.5K | Underspend | |||
| New creatives launched | Meta + TT | 15/wk | < 10 | |||
| Creators seeded (TT) | TikTok | 5–10/wk | < 5 | |||
| Pixel verified (all platforms) | Meta + TT + Shopify | Y | N → immediate fix | |||
| Weekly analysis call held (Y/N) | Marino + John | Y | N |
Pillar 03 — Win Amazon
| KPI | Owner | Target | Alert If | This Week | Last Week | Wk Before |
|---|---|---|---|---|---|---|
| % hero SKUs in top-50 BSR | Trivium | 100% | < 80% | |||
| Review velocity vs 4-wk avg | Patrick / John | ≥ avg | Below avg | |||
| SKUs with rating ≥ 4.3 (of 9) | Patrick | 9/9 | < 9 | |||
| TACoS (blended) | Trivium | Target set | Trending hot | |||
| Hero SKU OOS incidents | Patrick | 0 | 1+ → escalate | |||
| 1–3 star reviews responded (48h) | John Dushaj | 100% | Any missed | |||
| Listing health check done (Y/N) | Trivium | Y | N |
Pillar 04 — Win Retail
| KPI | Owner | Target | Alert If | This Week | Last Week | Wk Before |
|---|---|---|---|---|---|---|
| Indie outreach calls made | Marino | 5/wk | < 3 | |||
| Sample kits shipped | Marino | Track | Falling behind calls | |||
| New placements closed | Marino | 1+/wk | 0 | |||
| KeHE follow-ups sent | Marino | All leads | Stale leads | |||
| Active chain conversations | Marino | 5+ | < 3 | |||
| Outreach activity log updated (Y/N) | Marino | Y | N |