17 / 18 · 90-DAY EXECUTION — W21-W32
12-week sprint W21-W32 (mid-May to mid-Aug 2026). Production volume per week · weekly milestones · channel-specific cadence · cold-shelf retail pilot · 9 Emperor Gods festival prep · CNY 2027 pre-production. Trajectory: RM60K MRR → RM150K MRR (+150%) by end of W32.
| Phase | Weeks | Theme | MRR target |
|---|---|---|---|
| FOUNDATION | W21-W22 | UX shifts · bundle-default · Tatler banner · WhatsApp VIP groups launch | RM60K → RM85K |
| FOUNDER | W23-W26 | Wei Lin hero film · KOL UGC commission ×5 · IG/FB paid creative refresh | RM85K → RM110K |
| RETAIL + FESTIVAL | W27-W30 | Jaya Grocer 3-store pilot · 9 EG hampers · allium-free banner | RM110K → RM150K |
| CNY PREP | W31-W32 | CNY 2027 Founder Edition pre-production · WhatsApp pre-order opens | RM150K maintained · CNY hamper pre-orders |
W21 · 19-25 May 2026
Production: 15 creatives (5 iterations + 3 variations + 7 new for VIP launch).
Milestones:
· Shopify product page redesign: 5-pack RM69 = default add-to-cart; single RM19 = upsell option
· Tatler "Top 10 Asam Laksa" banner H1 on homepage
· WhatsApp Business: Pinxin Mama VIP signup page live
· Launch 5 Mama VIP WhatsApp groups (30 customers each = 150 seed members)
· 6 IG posts (3 product / 2 BTS / 1 founder)
Spend: RM12K Meta · RM3K KOL barter
W22 · 26 May - 1 Jun 2026
Production: 15 creatives.
Milestones:
· Klaviyo welcome-series refresh — add Wei Lin founder video
· 5 cart-abandon flows tested (4hr vs 2hr · which converts better)
· Mama VIP groups go full (5 → 8 groups → 240 members)
· 6 IG posts (3 product / 2 customer story / 1 founder)
· 2 FB long-form heritage ads (Tatler-first + auntie-approval)
Spend: RM14K Meta · RM4K KOL · RM5K Klaviyo + Shopify dev
W23 · 2-8 Jun 2026
Production: 15 creatives + film pre-production.
Milestones:
· Wei Lin Loh hero film script lock (2-3min documentary-style)
· Film shoot day 1 — Penang kopitiam interior + Wei Lin + Audrey portrait + product hand-pour shots
· 3 KOL commissioned for UGC trojan-horse reels (KL Foodie · Penang Foodie · @eatdrinkkl)
· 6 IG posts
Spend: RM14K Meta · RM8K film production · RM6K KOL fees
W24 · 9-15 Jun 2026
Production: 15 creatives + film post.
Milestones:
· Wei Lin hero film rough cut (Tatler-grade post-process)
· 3 KOL trojan-horse UGC reels filming
· A/B test bundle-default UX outcome → expect +20-25% AOV lift
· Mama VIP groups: 8 → 12 (360 members)
· 6 IG posts
Spend: RM14K Meta · RM6K film post + KOL · RM2K Klaviyo
W25 · 16-22 Jun 2026
Production: 15 creatives + film launch sequence.
Milestones:
· Wei Lin hero film launch — embedded above-fold on Shopify homepage · 60-sec teaser on IG/FB/TikTok
· 3 KOL UGC reels published organic + boosted
· WhatsApp VIP broadcast: "Founder's story · 13-year journey · watch now"
· 6 IG posts
Spend: RM18K Meta (hero film boost) · RM4K WA broadcast cost
W26 · 23-29 Jun 2026
Production: 15 creatives.
Milestones:
· 5 customer-story IG carousels (Tan Mei Fong-style)
· 2 more KOL trojan-horse UGC reels
· Klaviyo founder-story flow: open rate target 38% (industry 22%)
· Mama VIP groups: 12 → 15 (450 members)
· MRR check: target RM110K · trajectory locked
Spend: RM16K Meta · RM4K KOL · RM2K Klaviyo
W27 · 30 Jun - 6 Jul 2026
Production: 15 creatives + retail collateral.
Milestones:
· Jaya Grocer 3-store pilot launches: KL Bangsar · Petaling Jaya Empire · Penang Gurney
· 4 hero SKUs on shelf: Asam Laksa paste · Vegan BKT · Rendang Hericium · Sambal Chili
· "Tatler Top 10" gold-foil sticker on cold-shelf SKUs
· 6 IG posts
· 9 EG hamper creative production (Oct 12-20 festival prep)
Spend: RM16K Meta · RM8K retail collateral + slotting · RM3K hamper prep
W28 · 7-13 Jul 2026
Production: 15 creatives.
Milestones:
· Allium-free permanent H2 banner on Shopify · paste-jar landing pages
· 18 Buddhist temple partnerships outreach (KL Chinatown · Penang Air Itam · Ipoh · Johor)
· 9 EG hamper landing page live (RM68 · RM88 · RM128 tiers)
· WhatsApp broadcast to 11K: "9 Emperor Gods pure-vegetarian bundles open for pre-order"
· 6 IG posts
Spend: RM16K Meta · RM4K temple flyer + WA broadcast
W29 · 14-20 Jul 2026
Production: 15 creatives.
Milestones:
· 5 customer "vegan rendang fooled my table" UGC reels
· Mama VIP groups: 15 → 20 (600 members)
· 9 EG hamper pre-orders open: target 200 units sold by W31
· Cold-shelf pilot week-3 review · sell-through measured
· 6 IG posts
Spend: RM18K Meta · RM4K KOL · RM2K Klaviyo
W30 · 21-27 Jul 2026
Production: 15 creatives.
Milestones:
· 9 EG hamper momentum: target 350 units pre-ordered by W31
· Cold-shelf pilot data review · decision on M5 expansion to 8 stores
· Subscription "Pinxin Monthly Discovery Box" landing page draft
· MRR check: target RM150K achieved · trajectory on rail
· 6 IG posts
Spend: RM20K Meta · RM3K KOL · RM2K Klaviyo
W31 · 28 Jul - 3 Aug 2026
Production: 15 creatives + CNY 2027 hamper concept.
Milestones:
· CNY 2027 Founder Edition design lock: RM188 · RM288 · RM388 tiers · Wei Lin signature on box · cookbook insert
· 9 EG hamper window launches (Aug 12-20 festival) — final push
· Mooncake limited line decision (Q3 launch yes/no based on cold-shelf data)
· 6 IG posts
Spend: RM16K Meta · RM6K CNY product photography + hamper packaging dev
W32 · 4-10 Aug 2026
Production: 15 creatives.
Milestones:
· Q4 Indian-Malaysian SKU teaser to Bangsar geo (200 waitlist target)
· 12-week sprint retrospective: which AB tests won? Which to scale?
· MRR check: RM150K target achieved or surpassed
· Trajectory review for W33-W44 (M4-M5 — pre-CNY ramp)
· 6 IG posts
Spend: RM18K Meta · RM3K Indian-MY landing page dev
| Output | Type | Count/week | Total / 12-week sprint |
|---|---|---|---|
| IG static | Product / lifestyle / heritage | 5 | 60 |
| IG reel | UGC / BTS / founder | 3 | 36 |
| FB ad video | Long-form / heritage | 2 | 24 |
| FB ad static | Product / bundle | 3 | 36 |
| WhatsApp broadcast | VIP / general | 1 | 12 |
| Klaviyo email | Flow + campaign | 1 | 12 |
| TOTAL | 15 | 180 |
| Bucket | RM total | % |
|---|---|---|
| Meta Ads (FB+IG) | RM 200K | 56% |
| Film production + Wei Lin hero film | RM 35K | 10% |
| KOL commissions (8 KOLs) | RM 50K | 14% |
| Cold-shelf retail (Jaya Grocer pilot) | RM 22K | 6% |
| CNY 2027 photography + hamper dev | RM 12K | 3% |
| Klaviyo + Shopify dev + automation | RM 18K | 5% |
| 9 EG hamper · temple distribution flyer | RM 8K | 2% |
| WhatsApp Business broadcast credits | RM 5K | 2% |
| Indian-MY wedge teaser + landing | RM 6K | 2% |
| RM 356K | 100% |
| KPI | W21 (start) | W26 (mid) | W32 (end) |
|---|---|---|---|
| MRR | RM60K | RM110K | RM150K |
| Mama VIP WhatsApp members | 0 | 360 | 600 |
| 11K customer-base WA opt-ins | 11,000 | 11,500 | 12,000 |
| Cold-shelf stores | 0 | 0 | 3 (Jaya Grocer) |
| Wei Lin hero film views | 0 | 50K | 150K |
| KOL UGC reels published | 0 | 3 | 8 |
| 9 EG hampers pre-ordered | 0 | 0 | 350 |
| CNY 2027 hamper waitlist | 0 | 0 | 200 |
| Indian-MY waitlist | 0 | 0 | 200 |
| Composite VLM aesthetic score | 5/10 | 7/10 | 8/10 |
RISK 1
If Jaya Grocer pilot sell-through < 40% by W30 → defer M5 expansion (8 stores) and pivot to e-commerce-only push. Trigger: weekly review.
RISK 2
Film budget RM35K can over-run if Penang shoot has weather issues. Cap at RM45K · escalate to Jenn if exceeds.
RISK 3
If 9 EG pre-orders exceed 500 units → may not have enough hericium mushroom supply. Trigger: W29 supply audit · pre-order ladder calibrated.
RISK 4
MY market burns creative faster than US. Need 15 creatives/week REFRESH cadence locked. If CPA spikes > 50% above target → kill + iterate within 72h.
"12-week sprint W21-W32: foundation UX shifts + founder hero film + cold-shelf retail pilot + 9 EG festival cycle + CNY 2027 pre-prod. Trajectory RM60K → RM150K MRR. Spend RM356K · 56% Meta · 14% KOL · 10% film · 6% retail. Composite VLM score climbs 5/10 → 8/10."