# Plan 3 — Ops & Delivery > **For agentic workers:** REQUIRED SUB-SKILL: Use `superpowers:subagent-driven-development` (recommended) or `superpowers:executing-plans` to implement this plan task-by-task. Steps use checkbox (`- [ ]`) syntax for tracking. **Goal:** Stand up the operational machinery that turns a website lead into a delivered package — intake form, kickoff Calendly slot, production tracking sheet, per-service offshore playbooks, US team review checkpoint, and cancellation/data-export checklist. None of this is code; it's docs + Google Sheets + Calendly + CRM config. But without it, every lead gets dropped or every delivery is late. **Architecture:** All operational artifacts live as templates in `ops/`. Each artifact has a defined trigger (when it's used in the customer lifecycle), a defined owner (US team, offshore team, automation), and acceptance criteria (what "done" looks like). The lifecycle is: Lead capture → Intake → Kickoff → Production → US Review → Delivery → Upsell OR Cancellation. **Reference spec:** `docs/superpowers/specs/2026-06-02-packages-launch-design.md` (§4 tripwire delivery standard, §6 cancellation policy, §9 implementation notes). --- ## File Structure ``` ops/ ├── README.md ← lifecycle overview + owner map ├── 01-intake-form.md ← intake form spec (Google Form or Typeform schema) ├── 02-kickoff-call-playbook.md ← 15-min Calendly call agenda + Calendly setup ├── 03-production-tracker.md ← Google Sheet schema for active customer-package rows ├── 04-us-review-checkpoint.md ← review checklist before delivery ├── 05-cancellation-data-export.md ← cancellation SLA + 5-business-day export checklist ├── 06-upsell-sequence.md ← 14-day post-delivery upsell trigger ├── playbooks/ │ ├── tripwire-5k-email-blast.md ← per-tripwire production playbook │ ├── tripwire-ai-seo-audit-fix.md │ ├── tripwire-ai-landing-page-mockup.md │ ├── service-email-marketing.md ← per-service monthly playbook │ ├── service-social-media.md │ ├── service-ppc.md │ ├── service-seo.md │ ├── service-marketing-website.md │ └── service-graphics-brand.md ``` Working directory: `/Users/sanketlakhani/Work/btwebgroup-packages/ops/` --- ## Task 1: Write the lifecycle README **Files:** - Create: `ops/README.md` - [ ] **Step 1: Write the lifecycle overview** ```markdown # BT Web Group — Ops & Delivery This folder contains the operational artifacts that turn a website lead into a delivered package. Every document here has a defined trigger, owner, and acceptance criteria. ## Lifecycle ``` [Eblast send] │ ▼ [Lead modal submitted] ──► CRM creates lead record │ ▼ [Intake form auto-sent] ──► customer fills it out (00-intake-form.md) │ ▼ [Kickoff call scheduled] ──► customer picks Calendly slot (02-kickoff-call-playbook.md) │ ▼ [Production starts] ──► offshore team executes per-service playbook (playbooks/) │ Production tracker (03-production-tracker.md) updated daily ▼ [US review checkpoint] ──► US team reviews + approves OR sends back (04-us-review-checkpoint.md) │ ▼ [Delivery] ──► email sent to customer with deliverables + report │ ▼ ┌─┴─┐ │ │ [Upsell] [Cancellation] 06-upsell- 05-cancellation- sequence.md data-export.md ``` ## Owner map | Step | Owner | SLA | |---|---|---| | Lead modal submit → CRM record | Automation | Instant | | Intake form auto-send | Automation | Within 5 min of CRM record | | Customer fills intake | Customer | (no SLA — chase at 24h if not done) | | Kickoff call booked | Customer (via Calendly) | (chase at 48h if not booked) | | Kickoff call run | US team (Sanket or account manager) | Day 2 of 5-day window | | Production | Offshore team | Day 3-4 | | US review | US team | Day 5 morning | | Delivery | US team or automation | Day 5 EOD | | Upsell offer | US team | Day 14 post-delivery | | Cancellation processing | Account manager | Same business day | | Data export | Offshore + US team | 5 business days | ## Tools used - **CRM:** existing CRM (sends SendGrid emails, holds lead records) - **Intake form:** Google Forms (or Typeform if upgraded) - **Calendly:** dedicated 15-min event type for kickoff calls - **Production tracker:** Google Sheet (one row per active customer-package) - **Deliverable storage:** Google Drive (one folder per customer) - **Communication:** email primary, Slack internal for handoffs ## Before launching Confirm these are configured BEFORE the first eblast goes out: - [ ] Lead modal webhook endpoint configured in CRM - [ ] Intake form built (per 01-intake-form.md) and link tested - [ ] Calendly event type created (per 02-kickoff-call-playbook.md) - [ ] Production tracker Sheet created with column headers (per 03-production-tracker.md) - [ ] Offshore team has access to all playbooks and tracker - [ ] US team reviewer assigned + review checklist printed (04) - [ ] Cancellation flow + data export checklist trained (05) ``` - [ ] **Step 2: Commit** ```bash cd /Users/sanketlakhani/Work/btwebgroup-packages git add ops/README.md git commit -m "docs(ops): add lifecycle overview" ``` --- ## Task 2: Define the intake form **Files:** - Create: `ops/01-intake-form.md` The intake form is auto-sent the moment a lead becomes a paying customer (or in our offline-payment model: when the kickoff call confirms scope). It collects everything the offshore team needs to execute Day 3-4 work without a second call. - [ ] **Step 1: Write the intake form spec** ```markdown # 01 — Customer Intake Form **Trigger:** Sent immediately after the kickoff call when scope is confirmed (or auto-sent at purchase, if online payment is added later). **Form platform:** Google Forms (or Typeform if upgraded). **Delivery to customer:** link sent via CRM email titled "Quick intake — let's get started" **SLA:** Customer should complete within 24 hours of kickoff. Chase at 24h. **Storage:** Responses auto-flow to a Google Sheet linked to the production tracker (one row per customer; see 03). ## Section A — Customer profile (same for every package) 1. Business name * 2. Primary contact name * 3. Primary contact email * 4. Primary contact phone * 5. Business website URL 6. Industry / vertical (dropdown: Restaurant · Retail · Trades · Professional Services · Real Estate · E-commerce · B2B · Healthcare · Other) 7. Brief description of the business (1-3 sentences) 8. Geographic service area (Lexington only · Kentucky · Multi-state · National · Other) 9. Approximate annual revenue (Under $250K · $250K-$1M · $1M-$5M · $5M+) — optional, used for tier-fit 10. Approximate number of employees — optional 11. Best time of day to reach you (Morning · Midday · Afternoon · Evening) 12. Preferred communication channel (Email · Phone · Text · Slack) ## Section B — Brand assets (conditional — only if package needs them) Show ONLY if package is Website / Graphics / Social / any visual-output service: 13. Upload your logo (PNG/SVG preferred; if you don't have one, leave blank — we'll discuss in kickoff) 14. Brand colors (paste hex codes if you have them; or describe — e.g., "navy blue and gold") 15. Brand fonts (if applicable) 16. Existing brand guide or style doc (Google Drive link or upload) 17. 5-10 photos we can use (Google Drive link or upload) — leave blank if we should source ## Section C — Package-specific intake Different blocks based on which package the customer bought. Show ONE of the following sections (CRM passes the package context into the form via a URL parameter): ### C-1. 5,000-Contact Email Blast tripwire 18. Email list — upload as CSV (columns: email required, first_name optional, last_name optional) 19. Approximate list size (Under 500 · 500-2,000 · 2,000-5,000 · "I'll use up to 5,000") 20. Where did this list come from? (Past customers · Newsletter signups · Lead form submissions · Purchased list · Mixed · Other) — used to assess deliverability risk 21. Last time this list was emailed (Within 30 days · 30-90 days · 90 days+ · Never) 22. Goal of this email (Drive a sale · Announce something · Win back lapsed customers · Re-engage cold list · Other) 23. Key offer or message (1-3 sentences) 24. Any specific call-to-action URL? 25. Brand voice notes (any do's/don'ts for tone) 26. Preferred send window (Best day/time, or "you decide") ### C-2. AI SEO Audit + Fix tripwire 27. WordPress / CMS admin login credentials (Username + temporary password — note: rotate after our access) 28. Or: invite our team email `dev@btwebgroup.com` as an Editor/Admin 29. Top 5 pages on your site you'd most want fixed (or "you decide based on the audit") 30. Top 3 search terms you wish you ranked for 31. 3 competitor websites you'd want to beat in search 32. Any specific products/services that should rank highest ### C-3. AI Landing Page Mockup tripwire 33. Which page do you want mocked up? (Home · Service · About · Custom — describe) 34. Goal of this page (Generate leads · Sell a product · Build trust · Inform · Other) 35. 3 competitor or "love this style" examples (URLs) 36. Key value proposition in 1 sentence 37. Single most important call-to-action on this page 38. Anything to AVOID stylistically (1-3 things) ### C-4. Email Marketing subscription (Starter/Growth/Pro) (All of C-1 questions PLUS:) 39. Existing email service provider? (Mailchimp · Constant Contact · Klaviyo · None · Other) — if we're migrating 40. Frequency preference (1x/mo · 2x/mo · weekly · seasonal) 41. List growth — are you actively adding contacts? How? (signup form, in-store, events, etc.) 42. Three "types" of emails your business sends most often ### C-5. Social Media subscription (Starter/Growth/Pro) 43. Existing social handles (paste URLs for FB, IG, GBP, X, LinkedIn — whichever you have) 44. Account access — invite our offshore team handle as a manager (instructions linked) 45. Topics that perform well (3-5 examples — events, behind-the-scenes, products, tips, etc.) 46. Topics to AVOID 47. Existing visual style preferences (photo vs. graphic, mood) 48. Frequency preference (we'll lock to tier; this just confirms cadence comfort) ### C-6. PPC subscription (Starter/Growth/Pro) 49. Existing Google Ads or Meta accounts? (Yes — share access | No — we set up) 50. Customer Match audiences? (Yes — share list | No) 51. Monthly ad spend budget (paid by you directly to Google/Meta) 52. Top 5 keywords/services you'd want to advertise 53. Geographic targeting (radius, city, state) 54. Conversion goal (form fill · phone call · purchase · in-store visit · other) 55. Existing landing page or shall we recommend one ### C-7. SEO subscription (Basic/Intermediate/Advanced) (C-2 questions PLUS:) 56. Target keywords (5-15) 57. Geographic SEO scope (Lexington · KY · Regional · National) 58. Existing blog or content? (URL if yes) 59. GBP listing claimed? (Yes/No — invite us as manager if yes) 60. Citation listings (Yelp, Yellow Pages, BBB, etc.) — paste links ### C-8. Marketing Website (Refresh/5-Page/10-Page) (B questions PLUS:) 61. Domain registrar + hosting provider (so we know where to deploy) 62. Existing site? (URL — for refresh/redesign) 63. Pages needed (list them — Home, About, Services, Contact, Blog, plus custom) 64. Must-have features (contact form, booking widget, blog, e-commerce, member area, etc.) 65. 3 sites you love stylistically (URLs) 66. 1 site you dislike (URL — to know what to avoid) ### C-9. Graphics & Brand (Brand Basics/Brand Kit/Brand Identity Pro) 67. Business name to feature in the logo (and any tagline) 68. Words/feelings the brand should communicate (3-5 — e.g., "trustworthy, modern, warm") 69. Words/feelings to AVOID (e.g., "playful, cheap, retro") 70. Industry-specific symbolism preferred or avoided 71. 3 brand examples you admire (Apple, Stripe, local biz — anything) 72. Color preferences (any must-haves / must-avoids) 73. Where the logo will be used most (website, signage, vehicle wrap, business cards, etc.) ## Section D — Acknowledgments (every form) 74. Have you read our cancellation + data-export policy? (Yes/No — link to /packages cancellation FAQ) 75. Any deadlines or constraints we should know about? (event date, product launch, seasonal window) 76. Anything else our team should know? (free-text) ## Submission behavior - Form sends auto-confirmation email to customer - Response row auto-flows into production tracker (Sheet) under that customer's row - Offshore team gets a Slack ping (or email notification) that intake is complete - Production timer starts (Day 1 = day intake is completed) ``` - [ ] **Step 2: Build the form in Google Forms (manual step)** This is a manual configuration step. The above spec is the source of truth — the operator builds the form to match, including the section-conditional logic (Google Forms supports "go to section based on answer"). Acceptance: - [ ] Form built and link captured - [ ] Test submission flows to the response sheet - [ ] Response sheet is linked to production tracker (Task 4) - [ ] Auto-confirmation email enabled - [ ] **Step 3: Commit** ```bash git add ops/01-intake-form.md git commit -m "docs(ops): intake form spec" ``` --- ## Task 3: Build the kickoff call playbook **Files:** - Create: `ops/02-kickoff-call-playbook.md` - [ ] **Step 1: Write the playbook** ```markdown # 02 — Kickoff Call Playbook (15 minutes) **Trigger:** Lead submits inquiry via lead modal → CRM creates lead → reply email includes a Calendly link → customer picks a slot → US team takes the call. For tripwire purchases (offline payment in current model), the kickoff call doubles as the scoping + payment-confirmation call. ## Calendly setup - **Event name:** "BT Web Group — 15-min Free Strategy Call" - **Duration:** 15 min (offer 30-min upgrade after first 5 min if scope is complex) - **Buffer:** 10 min after - **Availability:** Mon-Fri, 9 AM – 4 PM ET - **Form fields:** name (auto), email (auto), phone, "Which package brought you here?", "What's the one outcome you most want from us?" - **Confirmation email:** include a 1-line agenda + "If 15 min won't be enough, just say so when we connect — we can extend or schedule a longer follow-up." - **Calendar invite:** auto-add to caller's calendar with Zoom or phone link - **Buffer for prep:** US team reviews the lead record + intake form (if completed) 5 min before call ## Call agenda (15 min, structured) | Minute | Topic | Goal | |---|---|---| | 0:00 – 1:00 | Greeting + thanks | Set warm tone, confirm name + business | | 1:00 – 5:00 | Their situation (listen mode) | Understand the problem in their words; ask 2-3 clarifying questions; do NOT pitch | | 5:00 – 9:00 | Match to package | Recommend ONE specific package (tripwire, starter, or bundle) that fits; explain why | | 9:00 – 12:00 | Walk through deliverables + timeline | Specific. "In 5 business days you'll get X. Day 1: intake. Day 2: this call. Day 3-4: production. Day 5: delivery." | | 12:00 – 14:00 | Cancellation + data policy | Proactively mention "no contracts, cancel anytime, data is yours." Customers consistently bring this up — address it before they have to | | 14:00 – 15:00 | Close + next steps | "Send you a confirmation email with payment instructions [or "I'll send the intake form now"]. Get the form back to me by [date] and we start the clock." | ## Call follow-up (within 1 hour of call ending) 1. Update the lead record in CRM with: package recommended, customer's stated goal, any concerns raised, deadline. 2. Send a follow-up email containing: - Confirmation of package + price - Payment instructions (offline — Stripe invoice, ACH, or check) OR intake form link if pre-paid - Link to intake form (01) - Calendar invite for any follow-up call - The 5-day delivery clock starts when intake is complete + payment received 3. If customer hasn't bought yet: schedule a follow-up nudge in CRM (3 days) — soft, not pushy. 4. Add customer to the production tracker (03) with status "Awaiting intake/payment." ## What success looks like on a kickoff call - Customer can repeat back the deliverable in their own words - Customer knows exactly when delivery will happen - Customer has zero open questions about cancellation/data - Next step is unambiguous (intake form + payment) - Call ended on or before 15 min — not because we rushed, but because we were efficient ``` - [ ] **Step 2: Configure Calendly (manual step)** Acceptance: - [ ] Calendly event type created with the specs above - [ ] Booking link captured (use in CRM reply templates + on `/contact` page + lead-modal-success message) - [ ] Test booking → verify calendar invite arrives + form fields capture - [ ] **Step 3: Commit** ```bash git add ops/02-kickoff-call-playbook.md git commit -m "docs(ops): kickoff call playbook" ``` --- ## Task 4: Build the production tracker schema **Files:** - Create: `ops/03-production-tracker.md` - [ ] **Step 1: Define the tracker schema** ```markdown # 03 — Production Tracker (Google Sheet) **Purpose:** Single source of truth for every active customer-package. Offshore team updates daily. US team reviews daily. Catches anything slipping the 5-business-day SLA. **Location:** Google Sheet titled `BT Web Group — Production Tracker [YYYY]`, shared with US team (edit) + offshore team (edit). ## Sheet structure — one row per active customer-package | Column | Type | Required | Notes | |---|---|---|---| | A. Record ID | Text | Yes | Auto-generated `2026-06-001`, increments | | B. Customer name | Text | Yes | From intake | | C. Customer email | Text | Yes | From intake | | D. Package SKU | Dropdown | Yes | `tripwire-5k-email-blast`, `tripwire-ai-seo-audit-fix`, `email-starter`, `bundle-lead-engine`, etc. — full list per spec | | E. Purchase date | Date | Yes | When payment received | | F. Intake completed | Date | Yes | When customer submitted intake form | | G. Kickoff date | Date | Yes | When kickoff call happened | | H. Day-5 deadline | Date | Yes | Auto-calculated: max(F, G) + 5 business days | | I. Production start | Date | Auto | Day after kickoff | | J. Production status | Dropdown | Yes | `Awaiting intake` · `Awaiting kickoff` · `In production` · `Ready for US review` · `In US review` · `Approved` · `Delivered` · `Cancelled` · `Refunded` | | K. Offshore lead | Text | Yes | Person responsible for production | | L. US reviewer | Text | Yes | US team member reviewing | | M. Deliverable links | Text | Yes when status ≥ "Ready for US review" | Google Drive folder URL | | N. US review checklist done | Checkbox | Yes when delivered | Per 04 | | O. Delivery date | Date | Yes | When customer received deliverable | | P. On-time? | Auto | Yes | `O <= H ? "YES" : "NO"` | | Q. Customer satisfaction | Number 1-5 | After delivery | Captured via 1-question follow-up email | | R. Upsell offer sent (date) | Date | Day 14 post-delivery | Per 06 | | S. Upsell outcome | Dropdown | When known | `Accepted` · `Declined` · `No response` · `Reschedule` | | T. Notes | Text | Optional | Anything quirky about this customer | | U. CRM lead ID | Text | Yes | For cross-reference | ## Conditional formatting - Row H (deadline) within 1 business day: highlight yellow - Row H past deadline + status ≠ "Delivered": highlight red - Status = "Cancelled" or "Refunded": strikethrough whole row - Status = "Delivered" + on-time: highlight green ## Daily review (US team standup, 10 min) Every morning: 1. Sort by Day-5 deadline ascending 2. Confirm all rows due "today" or "tomorrow" are in `Ready for US review` or `Approved` 3. Address any red rows immediately — escalate to offshore + customer if needed 4. Mark `Delivered` rows + send the 1-question CSAT email 5. Queue Day-14 upsell offers (rows where today = delivery date + 14) ## Filters / views to create - **View 1: Active work** — status NOT in (Delivered, Cancelled, Refunded) - **View 2: This week's deadlines** — Day-5 deadline within 7 days - **View 3: Upsell queue** — delivered + Day-14 due - **View 4: Cancellation in progress** — status = Cancelled, data export pending ## When to add a row - Triggered by: lead modal → kickoff call → payment received → row created with status "Awaiting intake" - Customer cancellations from existing subscriptions: do NOT add a row; handle in 05 export workflow ## When to archive - After delivery + Day-14 upsell outcome captured: move to "Archive" tab at end of quarter ``` - [ ] **Step 2: Build the Sheet (manual step)** Acceptance: - [ ] Google Sheet created with the column headers above - [ ] Conditional formatting applied - [ ] 4 filter views configured - [ ] Shared with US team (Edit) + offshore team (Edit) - [ ] Test row added + flowed through all statuses end-to-end - [ ] **Step 3: Commit** ```bash git add ops/03-production-tracker.md git commit -m "docs(ops): production tracker schema" ``` --- ## Task 5: Build the US review checkpoint checklist **Files:** - Create: `ops/04-us-review-checkpoint.md` - [ ] **Step 1: Write the review checklist** ```markdown # 04 — US Review Checkpoint **Trigger:** Offshore team marks production tracker row as "Ready for US review." **Owner:** US team member assigned in tracker column L. **SLA:** Complete review within 4 hours during business hours, OR within 1 business day at worst. **Outcome:** Either "Approved → Deliver" OR "Send back to offshore with notes." ## Universal review checklist (applies to every deliverable) - [ ] Deliverable matches the scope sold (no missing pieces, no scope creep) - [ ] Brand voice consistent with customer's intake notes - [ ] No factual errors (claims, statistics, names, URLs verified) - [ ] No specific AI tool names mentioned (ChatGPT, Claude, Midjourney etc.) in any customer-facing copy - [ ] No grammar / spelling errors - [ ] Files named cleanly (e.g., `[CustomerName]-AISEOAudit-2026-06.pdf`) - [ ] All files placed in the customer's Drive folder - [ ] Customer's name and business spelled correctly throughout - [ ] Any links open correctly - [ ] Copyright / source attribution OK (no stolen imagery, no plagiarized copy) ## Deliverable-specific checks ### Email send (tripwire or subscription) - [ ] Subject line tested in inbox preview (no truncation, no broken emoji) - [ ] Preheader visible in preview - [ ] All `{{first_name}}` merge tags resolve correctly in test send - [ ] Unsubscribe link works - [ ] Mobile + desktop render verified - [ ] Spam score ≥ 9/10 (mail-tester.com check) - [ ] Customer approved the final draft (this is non-negotiable; never send without) ### SEO audit + fix - [ ] Audit doc is readable, not just a data dump - [ ] All 5 page fixes actually applied on the live site (verified by viewing source) - [ ] No accidental site breakage (homepage loads, forms work, mobile clean) - [ ] AEO/GEO recommendations included - [ ] Before/after screenshots in deliverable ### Landing page mockup - [ ] Figma file is shared with customer (Edit or View access — per intake) - [ ] PDF export attached - [ ] Mobile + desktop frames both included - [ ] Customer revisions log shows we addressed their notes (if any) ### Social media posts - [ ] All posts scheduled in the platform (Buffer/Later/native scheduler) - [ ] Calendar visible to customer (read-only) - [ ] Visuals brand-aligned - [ ] No competitor mentions accidentally ### PPC campaign - [ ] Ad copy approved by customer in writing (email or Slack) - [ ] Targeting reviewed (geo, demographics, keywords) — no obvious miss - [ ] Conversion tracking installed + tested with a test conversion - [ ] Daily budget caps set - [ ] Customer has direct billing relationship with Google/Meta (NOT us paying ad spend) ### Website build - [ ] All pages load on mobile + desktop - [ ] Forms submit (test submission → arrives in customer's email) - [ ] No Lorem Ipsum left - [ ] Page speed ≥ acceptable (PageSpeed Insights mobile ≥ 70) - [ ] Schema markup present where promised - [ ] CMS admin handed off to customer with 1-hr training video ### Graphics / brand - [ ] Source files (Figma / Illustrator / PSD) included in delivery folder - [ ] All file format exports listed in the deliverable spec (PNG, SVG, JPG, PDF) - [ ] Brand guide PDF reviewed for readability + completeness - [ ] Customer revisions log shows all rounds used ## If review fails Send back to offshore with notes in the tracker row's notes column. Document specifically what needs to change. Offshore re-submits. Re-review. ## If review passes 1. Update tracker status to "Approved" 2. Send delivery email to customer (template below) 3. Update tracker status to "Delivered" + record delivery date in column O 4. Send 1-question CSAT email 24 hours later: *"On a scale of 1-5, how happy are you with what we delivered?"* 5. Queue Day-14 upsell offer in tracker ## Delivery email template ``` Subject: Your [package name] is ready Hi [first name] — Your [package name] is ready. Here's everything you need: - [Deliverable link 1] - [Deliverable link 2] - Delivery report: [link] [2-3 sentences on what was done + a notable finding or result.] Next steps: - Take a look. If anything needs a quick tweak, just reply. - I'll follow up in a couple of weeks with a few ideas for what's next. Thanks for trusting us with this one. — Sanket BT Web Group · Lexington, KY · 20 years of doing this ``` ``` - [ ] **Step 2: Commit** ```bash git add ops/04-us-review-checkpoint.md git commit -m "docs(ops): US review checkpoint" ``` --- ## Task 6: Build the cancellation + data export checklist **Files:** - Create: `ops/05-cancellation-data-export.md` This is the "No Lock-In Ever" pillar made operational. Spec §6 promises 5 business days for data export. Without this checklist, that promise rots. - [ ] **Step 1: Write the checklist** ```markdown # 05 — Cancellation + Data Export **Trigger:** Customer requests cancellation via email, dashboard button (future), or kickoff call. **Owner:** Account manager (US team) processes; offshore team produces the export package. **SLA:** 5 business days from cancellation request to delivered export package. ALWAYS. ## Same-day actions (within 4 business hours of cancellation request) - [ ] Reply to customer within 1 hour confirming cancellation received - [ ] Update CRM lead record: status = "Cancellation in progress" - [ ] Update production tracker (if active customer): status = "Cancelled" - [ ] Update Stripe / billing system: cancel at end of current billing period (NOT immediate — they paid for the month) - [ ] Add customer to the Export Queue tab in the production tracker ## Reply email template (sent same day) ``` Subject: Re: Cancellation — confirmed, here's what's next Hi [first name] — Got it. Your [package name] is cancelled effective at the end of your current billing month ([date]). No further charges. We'll send your complete data export by [date + 5 business days]. Here's what'll be in it: [Tailored list based on what services they had. See "Export contents" section below.] If there's anything specific you want included that I haven't listed, just hit reply. Thanks for the time we worked together. If you ever want to come back, no setup fees, no hard feelings. — Sanket BT Web Group ``` ## Export contents (tailor per service) ### Email Marketing - [ ] Full subscriber list (CSV — email, first_name, last_name, custom fields) - [ ] All email templates ever sent (HTML files) - [ ] All segments + their rules (documented) - [ ] Automation flow exports (if Growth/Pro tier had them) - [ ] Performance reports (last 12 months — opens, clicks, conversions) - [ ] Unsubscribe list (CSV) ### Social Media - [ ] All posted content (CSV with text, image URL, post date, platform, engagement) - [ ] Content calendar going forward (XLS or CSV) - [ ] Removal of our account manager access from their social platforms - [ ] Branded templates / visual assets (PSD/Figma) - [ ] Performance reports (last 12 months) ### PPC - [ ] All campaign settings (XLS export from Google Ads / Meta) - [ ] All ad creatives (images + copy text) - [ ] Audience lists (Customer Match, lookalikes — exported) - [ ] Performance reports - [ ] Removal of our access from their ad accounts - [ ] Conversion tracking continues to work for them (don't break their pixel) ### SEO - [ ] Full audit document (PDF) - [ ] All content created (Word/Google Doc + HTML) - [ ] Citation submission list (where we placed listings) - [ ] Backlink list (URLs + anchor text) - [ ] Ranking history report - [ ] GBP access returned ### Website - [ ] Full WordPress export (XML) - [ ] Database backup - [ ] All media files (zip) - [ ] Admin credentials reset and given to customer - [ ] FTP/host credentials reset - [ ] Source files for any custom code ### Graphics / brand - [ ] All source files (Figma, AI, PSD) - [ ] All export formats (PNG, SVG, PDF, JPG) - [ ] Brand guide PDF - [ ] Font files (where licensing permits) OR list of fonts used with license info ## Universal export items (always included) - [ ] Handoff document — 1-page summary of who did what, where files are, who customer can call if questions - [ ] Performance dashboard snapshot (PDF) — final state of all reporting - [ ] All customer-facing communications archive (emails sent to/from customer's contact) - [ ] Invoices / billing history (PDFs) ## Delivery method - Single ZIP file (or Google Drive folder with view-and-download permissions) named `[CustomerName]_Export_[YYYY-MM-DD].zip` - Sent via email with download link - Customer signs a confirmation that data has been received (auto-generated form) ## After export is sent - [ ] Wait 7 business days (in case customer reports missing items) - [ ] If no issues: archive customer's working files in our cold storage - [ ] Remove customer's data from active systems (CRM stays for re-engagement; production folders archived) - [ ] Update production tracker: status = "Export complete" - [ ] Note in CRM: "Departed [date] — door always open" - [ ] Schedule a 90-day re-engagement check-in (optional, soft) ## What NOT to do - ❌ Charge for export (it's free, always — promised in pillar 5) - ❌ Delay export to give time for "win-back" attempts (do win-back BEFORE cancellation goes through; once cancelled, deliver) - ❌ Hold any deliverable hostage - ❌ Make customer log a support ticket multiple times to get their data - ❌ Hand over an unorganized data dump — package it properly ``` - [ ] **Step 2: Commit** ```bash git add ops/05-cancellation-data-export.md git commit -m "docs(ops): cancellation + data export checklist" ``` --- ## Task 7: Build the post-delivery upsell sequence **Files:** - Create: `ops/06-upsell-sequence.md` - [ ] **Step 1: Write the sequence** ```markdown # 06 — Post-Delivery Upsell Sequence **Trigger:** 14 days after delivery date for any tripwire purchase OR any Starter-tier subscription's first 30 days. **Goal:** Move tripwire buyers to Starter (spec target: ≥30% within 60 days). Move Starter to Growth (spec target: ≥20% within 90 days). **Tone:** Helpful, specific, not pushy. Pull-marketing not push-marketing. ## Upsell paths ``` Tripwire buyer (Day 14 post-delivery) ├─► 5K Email Blast → Email Starter ($497/mo) — focus: "if that send worked, let's run them monthly" ├─► AI SEO Audit + Fix → SEO Basic ($497/mo) — focus: "the fixes worked; here are the next 20 issues we found" └─► AI Landing Page Mockup → 5-Page Website Build ($1,997 one-time) — focus: "let's actually build it" Starter subscriber (Day 30 in tier) ├─► Email Starter → Email Growth ($997/mo) — focus: "you've hit the volume ceiling; add automation flows" ├─► Social Starter → Social Growth — focus: "engagement is growing; let's add reels and community mgmt" ├─► PPC Starter → PPC Growth — focus: "results data justifies expanding to Meta + retargeting" └─► SEO Basic → SEO Intermediate — focus: "rankings showing; let's accelerate with content + backlinks" Single-service Starter (Day 60) └─► Bundle (Lead Engine / Brand Builder / Upsell Engine) — focus: "you've got X working; pair with Y to compound" ``` ## Email templates ### Template A — Tripwire → Starter (Day 14) ``` Subject: How'd it land? Hi [first name] — It's been about 2 weeks since we delivered your [tripwire name]. Quick check-in: How'd it land? Any results worth talking about? (Hit reply — I read these personally.) If it worked the way we hoped, here's what most of our customers do next: [For 5K Email Blast tripwire:] **Email Marketing Starter — $497/mo** One campaign per month, AI-assisted personalization, ongoing list management, monthly reporting. Same team. Same speed. Same no-contract guarantee. [For AI SEO Audit + Fix tripwire:] **SEO Basic — $497/mo** The audit surfaced 20+ more issues than the 5 we fixed. SEO Basic addresses them month-by-month, plus new content, plus AEO/GEO work to keep you visible in AI search. [For AI Landing Page Mockup tripwire:] **5-Page Website Build — $1,997 one-time** Let's actually build the page — and 4 others to round out a high-conversion site. Same look, fully coded, mobile-clean, with forms and analytics. If interested, just reply "tell me more" and I'll send specifics. No call needed unless you want one. — Sanket BT Web Group · Lexington, KY ``` ### Template B — Starter → Growth (Day 30) ``` Subject: Quick numbers from your first month Hi [first name] — Your first month of [service] is in the books. Here's how it went: [Insert 3 specific numbers from their results — e.g., "open rate 28%, click rate 4.2%, 12 inbound replies that look like real leads."] The numbers are solid. The single thing holding you back from a step-change is [reason — list size, ad budget, content depth, etc.]. Growth tier addresses exactly that: - [Specific Growth feature 1 that matches this customer's gap] - [Specific Growth feature 2] - [Specific Growth feature 3] It's $997/mo instead of $497/mo — but it solves the bottleneck I'm seeing. Most Starter customers move up at month 2-3 once they have data showing the ceiling. Want me to walk through it on a 15-min call? Or reply "tell me more" for specifics. — Sanket ``` ### Template C — Single service → Bundle (Day 60) ``` Subject: One thing you're missing Hi [first name] — You've had us running [service] for two months now. Results are [specific quick summary]. Here's what I'm seeing across the board: customers who ONLY do [service] cap out around [outcome]. Customers who do [service] + [second service] see [bigger outcome] because [reason — e.g., "every PPC click also gets follow-up via email, every email opens up traffic that SEO can capitalize on"]. That's why we built the [Lead Engine / Brand Builder / Upsell Engine] Bundle: [Service 1] + [Service 2] + [Service 3 if applicable] **$X/mo** (save $Y/mo vs. buying separately) + free signup bonus worth $Z. You'd save $Y/mo + get the bonus. Same team, same no-contract, single bill. Worth a 15-min call? — Sanket ``` ## Reply handling - Any reply asking "tell me more" → US team responds within same business day with package details + Calendly link for a 15-min call - Any reply with a specific concern → US team responds personally; document concern in CRM - No reply within 14 days of upsell email → drop into long-term nurture (monthly check-in, not weekly) ## Cadence guardrails - ONE upsell email per customer per service line per 30 days. No carpet-bombing. - If customer says "not now" or "not interested": respect for 90 days, no upsell emails, only monthly check-ins. - If customer cancels: 06 stops; switch to 05. ``` - [ ] **Step 2: Commit** ```bash git add ops/06-upsell-sequence.md git commit -m "docs(ops): post-delivery upsell sequence" ``` --- ## Task 8: Build per-service production playbooks **Files:** - Create: `ops/playbooks/tripwire-5k-email-blast.md` - Create: `ops/playbooks/tripwire-ai-seo-audit-fix.md` - Create: `ops/playbooks/tripwire-ai-landing-page-mockup.md` - Create: `ops/playbooks/service-email-marketing.md` - Create: `ops/playbooks/service-social-media.md` - Create: `ops/playbooks/service-ppc.md` - Create: `ops/playbooks/service-seo.md` - Create: `ops/playbooks/service-marketing-website.md` - Create: `ops/playbooks/service-graphics-brand.md` Each playbook = step-by-step recipe for offshore team. Includes: required intake fields, AI tools used (internal only — never customer-facing), human review steps, deliverable spec, time budget, common gotchas. These playbooks are LONG to write but follow a consistent template. The plan defines the template + lists which playbooks to write; the executor fills the content. - [ ] **Step 1: Write the playbook template (use for all)** The template each playbook follows: ```markdown # [Service Name] Playbook **Tier scope:** [Which tier(s) this playbook covers] **Time budget:** [Total person-hours] **Owner:** Offshore team lead **US reviewer:** [Role] **Customer-facing SLA:** [Days] ## Required intake fields [List the intake form questions (from 01) that MUST be answered before production starts. If missing: pause + chase customer.] ## Step-by-step execution ### Day 1 — Intake review (offshore, 30 min) - [ ] Read all intake responses - [ ] Flag missing or ambiguous answers — escalate to US team for clarification - [ ] Access customer assets (logins, files, drives) - [ ] Confirm scope matches what was sold ### Day 2 — Kickoff alignment (15 min, attended by US team) - [ ] Sit in on kickoff call OR get kickoff call notes from US team - [ ] Confirm production plan with US team before starting ### Day 3 — First draft / production (offshore + AI tools, X hours) - [ ] [Specific step using internal AI tools — e.g., "Use ChatGPT-4 to generate 3 subject line variants"] - [ ] [Specific step] - [ ] Save all working files to customer's Drive folder ### Day 4 — Refinement (offshore, X hours) - [ ] Apply customer's brand voice - [ ] Internal QA pass per the checklist below - [ ] Set tracker status to "Ready for US review" ### Day 5 — US review + delivery - [ ] US team runs through 04 review checkpoint - [ ] On approval: send delivery email + update tracker ## Internal QA checklist (run BEFORE flagging for US review) [Service-specific QA — different per playbook] ## AI tools used (INTERNAL — never mention to customer) [List with purpose — e.g., "ChatGPT-4 for subject line variants; Midjourney for image options; Frase for SEO content briefs"] ## Common gotchas [Things that have gone wrong before — list as they emerge in real production] ## Deliverable spec [Exact list of what gets handed over. Cross-check against §4 (tripwires) or §5 (services) of the launch spec.] ``` - [ ] **Step 2: Write tripwire playbooks (3)** For each of the 3 launch tripwires, create the playbook file using the template. Reference spec §4 for exact deliverable specs. Key time budgets (matched to spec's "negligible cost" framing): - **5K Email Blast:** 2-3 person-hours total (intake review + 1 email draft + AI variants + send + report) - **AI SEO Audit + Fix:** 4-5 person-hours (audit run + interpretation + 5 page fixes + AEO/GEO recos + report) - **Landing Page Mockup:** 3-4 person-hours (concept + AI copy + AI/curated imagery + Figma + 1 revision round) - [ ] **Step 3: Write service playbooks (6)** For each of the 6 service lines, create playbook covering all three tiers in one document with clear sections per tier. Reference spec §5 for deliverable specs. - [ ] **Step 4: Verify playbooks against the spec** For each playbook, cross-reference the deliverable counts and quality bars against spec §4 and §5. No deliverable promised in the spec is missing from a playbook. - [ ] **Step 5: Commit all playbooks** ```bash git add ops/playbooks/ git commit -m "docs(ops): per-service production playbooks (3 tripwires + 6 services)" ``` --- ## Task 9: Operational launch readiness check **Files:** (none — verification only) - [ ] **Step 1: Run the launch-readiness checklist** Before Eblast 1 sends, confirm each: - [ ] CRM lead-modal webhook tested with a fake submission → arrives in CRM - [ ] Intake form built in Google Forms, link captured, test submission works - [ ] Calendly event type live, test booking arrives in calendar - [ ] Production tracker Google Sheet created with all column headers + conditional formatting - [ ] Production tracker shared with US + offshore teams - [ ] All 9 playbooks (3 tripwires + 6 services) written and accessible to offshore - [ ] US reviewer assigned per tier; review checkpoint doc printed/saved - [ ] Cancellation + data export checklist trained with account manager - [ ] Upsell sequence email templates loaded in CRM - [ ] Stripe (or invoice tool) set up for offline payment collection - [ ] CAN-SPAM physical address confirmed - [ ] SendGrid sender authentication (SPF/DKIM/DMARC) confirmed on btwebgroup.com - [ ] Unsubscribe URL works in all 4 eblast templates - [ ] /privacy and /contact pages exist on btwebgroup.com and load OK - [ ] (859) phone number replaced everywhere it appears in code/templates - [ ] **Step 2: Document any blockers** If any item above isn't done, list it in a `ops/LAUNCH_BLOCKERS.md` file with owner + deadline. Do not send Eblast 1 until that file is empty (or only contains items the team has accepted as "ship anyway"). - [ ] **Step 3: Final commit** ```bash git add ops/ git commit -m "ops: launch-readiness verified" ``` --- ## Out of Scope for This Plan - **CRM platform selection or rebuild** — assumes existing CRM works - **SendGrid sender domain authentication** — verify it's already done; if not, that's a 30-min DNS task and a launch blocker - **Building a customer self-service dashboard** — spec §11 confirms manual approval flow for v1; dashboard is later phase - **Affiliate / referral program** — spec §11 - **Annual billing setup** — spec deliberately excludes - **Building the offshore team itself** — assumes team + tools exist --- ## Success Criteria - Every operational artifact in `ops/` is filled in, not placeholder - The lifecycle from lead-modal submit → delivery → upsell is documented end-to-end with named owners and SLAs - Cancellation/data-export is operationally bulletproof — promise in §6 of the spec is matched by checklist in 05 - Offshore team has playbooks specific enough to execute Day 3-4 work without a second call - US team has a review checklist specific enough to catch quality misses before delivery - Launch readiness checklist (Task 9) is empty before Eblast 1 goes out