Kickoff Call · Week 0 · Day 0

Let's build something
great together.

Today we'll align on goals, share how we work, validate our assumptions about your business, and get access to everything we need to start your audit.

60
Minutes
8
Sections
3
Goals
Month 1 Timeline
Day 0 · Today
Kickoff call, access + goals
NOW
Weeks 1–2
Deep audit, all channels
End of Week 2
Audit review session
Weeks 3–4
30/60/90 day plan delivery
Section 1 · 5 min
Today's Agenda
Eight topics · 60 minutes · one clear outcome: a running start
01
Team Intros
Who's on the MH1 team and what we each own
5 MIN
02
Today's Goals
Align objectives, set expectations, request access
5 MIN
03
Partnership Scope
Channels in scope, timeline, responsibilities
5 MIN
04
Business Fundamentals
Revenue, channels, margins & KPIs
15 MIN
05
Customer Deep Dive
Personas, purchase triggers, feedback
10 MIN
06
Tech Stack & Access
Platforms, admin access, integrations
10 MIN
07
Working Together
Comms, cadence, hours, reporting
5 MIN
08
What Happens Next
Audit scan → review → 30/60/90 plan
5 MIN
Section 2 · 5 min
Today's Goals
Three outcomes we're walking away with today
01
Align Objectives
We leave with shared clarity on what success looks like in 30, 60, and 90 days — and what we're each accountable for.
02
Share What to Expect
You understand how MH1 works — our process, communication cadence, deliverables, and what the next four weeks look like.
03
Request What We Need
We collect all platform access, data, and context we need to run the MH-1 audit — no follow-up delays.
Section 3 · 5 min
Partnership Scope
What we're building together — channels, timeline, and ownership
Channels In Scope
Paid Social In Scope
Paid Search In Scope
Email / SMS In Scope
SEO In Scope
CRO In Scope
Creative In Scope
MH1 Is Responsible For
→Strategy, planning, and channel architecture
→Fractional CMO leadership and weekly oversight
→Co-pilot execution across active channels
→Audit, reporting, and performance analysis
→Quarterly business reviews
Client Is Responsible For
→Timely platform access (within 24 hrs of request)
→Approvals on creative and copy within agreed SLA
→Attending fortnightly calls and QBRs
→Sharing business context: inventory, promotions, GTM
Engagement Timeline
Month-to-month engagement. 30-day notice to cancel. Audit complete by end of Week 2. 30/60/90 plan delivered Week 4. Holiday season (Q4) treated as primary revenue window.
Section 4 · 3 min
Your MH1 Team
The people working your account — and what each of us owns
R
Raaja
Founder & Chief Growth Officer
C
Chris
Founder & CEO
J
Jarred
Operations Lead
J
Josh
MH1 Technical Lead
F
[CMO Name]
Fractional CMO (assigned)
👥
Co-Pilots — Assigned Week 2 Specialist executors matched to your active channels post-audit
Section 5 · 15 min
Business Fundamentals
Intake questions — we go through these together
Channel Ownership — Who Owns Each Today?
Paid Search
Paid Social
Email / SMS
SEO
Content / Creative
CRO
Influencer / PR
Financials & Operations
→Do you have a budget and revenue goals for 2026?
→Approximate gross margin %
→Current blended CAC and Target CAC or CPL?
→Top 3–5 competitors to benchmark against
→Total marketing budget? How was it determined?
→What are your best-selling SKUs and why?
→What have been some big marketing wins, and which didn't?
→Scale of 1–10: how in control do you feel of your marketing?
Channels & Operations
→Primary sales channels, # of Shopify stores / Ecom properties
→Primary analytics property used for reporting?
→Primary CRM or customer tracking tool?
→Current marketing channels being used (any Catalog, DM, etc)
→What is your conversion rate from Lead to Set to Customer?
Marketing Analytics & Audit Scope
→Current marketing channels being used and total budget?
→Primary growth challenges right now
→What are the KPIs for the business you manage to?
→Which advertising levers should you be pulling?
→What's your analytics setup? How often do you review?
→What questions do you want the MH-1 Audit to answer?
→What does success look like in 90 days?
→Do you truly understand your customer base?
→Any big changes coming to marketing (people/budget/tools)?
Section 6 · 10 min
Customer Deep Dive
Understanding who buys from Everleaf Co. and why
Who They Are
→Describe your ideal customer(s) / personas
→Age, income, household type?
→What emotion drives their purchase?
Why & When They Buy
→Why does your customer buy your product?
→When do they buy — seasonal patterns, gifting occasions?
→What triggers repeat purchase?
Feedback & Insights
→Have you gotten customer feedback? What did you learn?
→What do reviews say most often?
→What questions does CS receive most?
Section 7 · 10 min
Technology Stack & Platform Access
We need admin access to each platform before the audit begins
CRM / Customer Management
Primary admin contact?
Google Analytics / GA4
GA property ID + who reviews?
Meta Ads
Ad account access contact
Google Ads
Account ID + contact
Klaviyo / Email / SMS
List size + account contact
TikTok Ads
Account access contact
Google Search Console
Account access contact
Shopify
Store admin + analytics access
Other Tools
CRM, loyalty, SMS, automation?
Section 8 · 5 min
Working Together
How we communicate, report, and stay aligned
Hours
Monday–Friday, 8am–5pm PT
Weekends only during Holiday week in Q4. We plan ahead so there are no surprises going into peak season.
Communications
Slack + Email
Slack for short-form day-to-day (response <4 hrs).
Email for approvals and in-depth analysis (<12 hrs response).
Reporting
Weekly + Quarterly
Shared weekly (M/W/F) — performance reports, insights, and next steps. Quarterly Business Reviews each quarter.
Meeting Cadence
Fortnightly Check-ins
Fortnightly meetings to review performance, priorities, and blockers. Day preference TBD with client. QBRs each quarter.
Section 9 · 5 min
What Happens After Today
The first four weeks — audit, review, and your 30/60/90 plan
01 Weeks 1–2
MH-1 Audit Scan
→Full data access request within 24 hrs
→Deep audit of all active channels & tech stack
→Customer data, analytics & attribution review
→Competitive landscape analysis
02 End of Week 2
Audit Review Together
→We present MH-1 initial output on your business setup
→Walk through findings, gaps & opportunities
→Prioritize highest-leverage actions
→Align on vision before the plan is set
03 Weeks 2–4
30/60/90 Day Plan
→30-day: Quick wins, foundations, tracking
→60-day: Channel activation, content engine, email
→90-day: Paid media ramp, optimization & reporting
→KPI targets set for each milestone
→Sprint cadence + weekly check-ins confirmed
0%
Churn Since Launch
100%
Trial-to-Hire Rate
Month-to-Month
Cancel Anytime