# 90-DAY REVENUE SPRINT PROTOCOL ### D2C Sustainable Activewear | $120 AOV | Target: $30K/mo + 20% Cart Recovery --- ## THE CORE LEVER **Your business isn't a traffic problem. It's a trust-and-friction problem at the point of financial commitment.** 70% cart abandonment with "thousands of visitors" means your funnel is leaking at checkout, not at discovery. The single highest-leverage move: **build a 3-message SMS+Email abandoned cart resurrection sequence armed with objection-specific psychological triggers**, not generic "you left something behind" emails. Everything else in this protocol is secondary to this. If you do nothing else in 90 days, do this. --- ## PHASE 1 (Days 1–30): FIX & OPTIMIZE **Week 1 — Diagnose the Leak** - Install Hotjar/Microsoft Clarity (free) on checkout pages. Watch 20 session recordings of abandoners. You're looking for: shipping cost shock, form friction, size/fit hesitation, or trust hesitation (no reviews visible at decision point). - Audit your checkout: if shipping cost is revealed only at final step, that's your #1 leak. Sustainable/eco shoppers are price-sensitive to *perceived* fairness — surprise costs kill trust instantly. **Week 1-2 — Klaviyo Cart Recovery Flow (The Core Lever, Built)** Build this exact 3-touch sequence (not the default Klaviyo template): - **Email 1 (1hr delay):** Not "did you forget?" — lead with a *specific objection killer*. If they abandoned at shipping, this email leads with free shipping threshold or flat-rate transparency. Subject: "Quick question about your [item]" (curiosity, not guilt). - **SMS (4hr delay, if opted in):** One line, urgency + scarcity tied to real inventory ("Your size in [product] — 3 left"). SMS gets 3-5x the CTR of email at this stage. - **Email 2 (24hr delay):** Social proof + sustainability narrative. Millennials abandon when they need permission, not discounts. Show UGC, a review mentioning fabric/fit, and your material sourcing story. This addresses the *hesitation* objection, not the price objection. - **Email 3 (48-72hr delay):** First and only discount — 10%, framed as "final nudge," expiring in 24hrs. Never lead with discount; it trains customers to abandon on purpose. **Week 2-3 — Kill Friction at Checkout** - Add a size/fit guarantee or quiz-driven recommendation (even a simple "runs true to size" note per SKU) — fit uncertainty is the #1 silent killer in activewear. - Surface 2-3 review snippets and a trust badge (secure checkout, return policy) directly on the cart page, not just product pages. - Offer guest checkout if you don't already — forced account creation is a top-3 abandonment cause. **Week 3-4 — Quick Win Campaign** - Deploy a "Welcome Series" (if not live) — 3 emails over 5 days to new subscribers, ending in a soft first-purchase incentive. This is your second-highest leverage Klaviyo asset sitting unused. - Segment your list: purchasers vs. non-purchasers vs. cart abandoners. You cannot message these groups the same way and expect 20% recovery. **Phase 1 Success Metric:** Cart recovery flow live and converting at 8-10% minimum by Day 30 (baseline before scaling ad spend). --- ## PHASE 2 (Days 31–60): SCALE & ACQUIRE Do not scale ad spend until Phase 1's recovery flow is proven — you'd be pouring water into the same leaky bucket. **Channel Allocation ($2,000/mo)** - **70% ($1,400) → Meta retargeting**, not cold prospecting. Target: website visitors (30-day), add-to-cart non-purchasers (14-day), and Klaviyo email engagers. This is cheaper CPA and directly compounds Phase 1's work. - **30% ($600) → Meta prospecting** using a single top-performing creative angle (sustainability story or fit-confidence angle — test both in Week 5, kill the loser by Week 6). **Weekly Execution Rhythm** - **Monday:** Review weekend cart recovery flow performance + ad spend efficiency. Kill/adjust underperforming ad sets. - **Tuesday/Thursday:** New UGC or customer-story creative pushed live (source from your VA collecting post-purchase photos/testimonials via a simple email ask). - **Wednesday:** Klaviyo campaign send (not flow) — one value/story-driven email to full list, not just abandoners. Alternate weekly between: sustainability education, new drop/restock, customer spotlight. - **Friday:** VA compiles the week's customer support tickets into an objection log — feed recurring objections directly back into your cart recovery copy monthly. **VA Deployment (Critical, Free Leverage)** Your VA should not just be answering tickets. Repurpose 5 hrs/week toward: 1. Proactive post-purchase SMS/email check-ins (drives reviews + reduces returns) 2. Manually reviewing your objection log for cart-flow copy updates 3. Sourcing/tagging UGC for ad creative **Phase 2 Success Metric:** Blended CAC under $40, retargeting ROAS above 4x by Day 60. --- ## PHASE 3 (Days 61–90): AUTOMATE & COMPOUND **Systemize what worked, kill what didn't.** - Convert your best-performing cart recovery email/SMS copy into an evergreen flow — stop manually adjusting; let it run. - Build a **post-purchase flow** (if not live): Day 3 "how's the fit" check, Day 14 review request, Day 30 replenishment/cross-sell nudge. This compounds your $120 AOV into repeat purchase revenue without new ad spend. - Launch a lightweight referral incentive (store credit, not cash) triggered automatically after the Day 30 flow — your existing customers become your cheapest acquisition channel. - Document the entire system (flows, ad angles, weekly rhythm) in a single SOP so it survives without you personally executing every step — this is what prevents burnout and makes the $30K/mo a floor, not a ceiling. **Phase 3 Success Metric:** 25%+ of monthly revenue from repeat/referral customers, reducing reliance on the $2,000 ad budget alone. --- ## KPI DASHBOARD — Track Weekly, Non-Negotiable | Metric | Why It Matters | Week 1 Target → Day 90 Target | |---|---|---| | **Cart Recovery Rate** | Direct measure of your Core Lever | 5-8% → 20%+ | | **Blended CAC vs. AOV ($120)** | If CAC exceeds ~$35-40, your $2K budget can't scale profitably | Track weekly, cap at $40 | | **Email/SMS Flow Revenue as % of Total Revenue** | Tells you if growth is compounding (automated) or you're on a spend treadmill | 10% → 35%+ | If Cart Recovery Rate isn't moving by Week 3, stop everything else and fix the flow copy/timing before touching ad spend. That's the bottleneck — don't let shiny-object acquisition tactics distract from it.