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Last updated: 19/07/2018
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60日 Amazon 執行計畫第1週第2週第3週第4週第5週第6週第7週第8週
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ACTIVE AMAZON LISTING (1~2 HERO SKU)
OKR: Ensure the full copywriting stack to (avatar, big 4, big idea..etc) 1-2 HERO SKUs for the initial launch. Matter of fact is, that's all the time you have. If there are more SKUs than that, then you will need to pick out the HERO SKUs together on DAY 1 and provide only the basic listings for the rest until later.		• You complete researching on target customer - avatar, your product - B/A Grid, the market - BIG 4 & propose BIG idea & hook

• Know the angle you'lll be writing based on the "Grid"

• These should be done in the branding & strategy phase. Trying to squeeze into the 60 day can be tough :)		• You create the main image based on competitors research so it really stand out

• You complete keyword research - what's your #1~3 keywords.

• Write Product Headline (Title), bullet points, description draft

• Upload the listing with 1 image (raw product photo) to clear category approval or other sub-cateogry listing issue		• You create the remaining images creation based on your listing bullet points & outrank all your competitors

• Get feedback & final changes from the team. Move onto next hero SKUs (rinse & repeat until all hero SKUs are listed.)		• All listings go LIVE
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INVENTORY IN FBA
OKR: Ensure communicating from day 1 regarding the inventory requirements to factories, logistics partner. What you'll find is there are always "delays/ unexpected issues." If you start early, you buy yourself more time.		• Contact fowarder to confirm US tariff or potential shipping restrictions• Calculate 1st shipment quantities to based on 1st month of sales (promotion by ads) & influencer collab units. You MUST know what's the 1st month quantities in order to get to page 1 and use that as the indication.• Follow-up inventory readiness (production or import)

• Create a test FBA shipment to clear HAZMAT or any other issues		• Create FBA shipment for the 1st batch

• If the inventories are shipped within the same week, you can still make it by SEA shipment. 		• 1st batch of inventories by sea shipping arrive in FBA warehouses.
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INFLUENCER CONTENT (Min. 1 Piece)
OKR: Influencer contents are key to give your new brand the social proof needed to start getting sales. You'll use these photos/ videos in image post ads + videos. For some brands where you don't have product lifestyle shots, you also rely on these contents to solve that challenge. Thus, you must get at least 1 piece of influencer content by the end of the first 60 days.		• If you have existing social media accounts that you can use for US market. Then, use those. If not, set up Facebook, IG for the new market.

• Learn the product intimately with the research posted by Copywriters.		• Know your strategy - what sort of influencers are you looking for? IG, YouTube, Blog..? Paid or unpaid?

• Draft your outreach email - by now, you should know your product's USP really well.		• Start influencer research - if you assume the success rate of final output is 0.33%. That means you should aim to have 300 people outreached, 3 people said yes & 1 person actually completed it.• Create 10 Pieces of social contents with copywriters & designers to announce the brand is launching soon, show off your products with great images. This makes your influencers excited to be part of the first people.• You'll create a product launch product brief (if the site is not yet ready) for your influencers to learn more about the product.

• By now, you have social profiles, contents & a list of influencers you wish to outreach. Now, start outreaching them!		• Keep hustling. You will be rejected and beaten down. But in the end, you will win. Learn to love the process.• If everything goes well with the shipment, the inventory should have arrived in FBA warehouse now. Start shipping them to your influencers.• Receive your 1st piece of Influencer Collab content.
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SHOPIFY STORE GO LIVE
OKR: This a true team sports. Copywriter, designer, COPS & funnel builder must communicate closely to ensure the process is smooth. Funnel builder ultimately will be responsible to read, understand how customers are using the site, and provide ideas for continuous improvement focused around conversion rate.		• You create mood board for the Shopify store based on the Strategy Research (Avatar, B/A grid, BIG Idea & Hook)• Copywriter, funnel builder OPS specialist & paid media specialist (or just you) decide on the product information architecture & sitemap based on the total number of SKUs, purchase journey... how much "selling" is required on the Shopify store ($$$ of the product) - this informs long page/ short product page.

• Designer hand draws rough wireframe based on the site architecture - do not need try producing high-fidelity wireframes for the initial site launch. Just enough so everyone involved knows what "copy/images" need be created and funnel builder knows where to put them.		• You complete all copy for homepage, about, product details, how it works (if any.)

• You complete all images to that goes on the website.

• You upload all products to Shopify		• You launch draft Shopify for team's feedback and entire team does their part to make final changes.

• Confirms payment solution - PayPal, Stripe or both?		• IF you are driving traffic to Shopify store, copywriter, designer & funnel builder (or just you) will create a highly converting landing page for it.

• You start UX research to optimize the site. Pretend you are a customer coming to the website after seeing an ad, does it answer all of your questions? Pirce, size, how is it going to change my life, how can I use it, what if it doesn't work, cost of shipping, how long is the shipping... etc. If not, work with copy to implement the necessary changes.		• You implement optimization work from research/ user testing from last week.• You turn on FBA fulfillment service

• You turn on FBA inventory synchronisation

• Site is ready to take orders with paid traffic.
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FACEBOOK ADS (COLD + RETARGETING)
OKR: Facebook ads will provide rapid growth for the brand. Imagine the getting revenue for a brand is like singing karaoke. The product is the "singer or the voice", if it's highly gifted, it will be discovered by the mass~ just a matter of time. The marketing work you do (ads, images, funnels) is the microphone & sound effect that make the singer sounds better than his/her natural voice. Finally, running ad is the volume knob on the Karaoke machine, with little investment, only people in your house will hear you~ with a bit more spend, maybe your neighbours will hear you~ with a lot of spend, the entire nation could hear you.		• Know your numbers - what's the breakeven ACoS%? What's the CTR% benchmark? What's the budget required to get enough external traffic to Amazon and get to page 1 in the launch phase

• What does you ad funnel look like? Traffic to Shopify or Amazon? How long is the customer purchase journey, days, weeks or months? 		• Get intimate with the product and audience. Most of the work has been done by copywriters. You can absorb and ask questions/ feedback.

• Complete eComerce Ad Amplifier Template - map out the # of ads and types ads throughout the customer journey		• Create ad skeleton

• Decide Facebook ad format & create! (images, videos, influencer contents (social proof)...)		• Create ads (copywriter, videographer, designer working together)• Create ads (copywriter, videographer, designer working together)

• Confirm budget for product launch, show WIP for feedback		• Create ads (copywriter, videographer, designer working together)• Create ads (copywriter, videographer, designer working together)• Create campaign, ad set & ad - launch it!
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AUDIENCE BUILD MECHANISM
OKR: A brand is made up of a product/ mission that transform people's live for the better and the "same people" that you have access to for constant communication. The audience build mechanism to ensure the later part happens. The goal is to build a mechanims for the brand to consistently accumulate the "people" and craft messages to consistently communicate with them.		• Email marketer strategizes how & where will we build our audience for the initial product launch? Chatbot, Facebook Group or Email list? Monthly prize contest, discount coupon or survey?

• Provide strategy for team feedback & approval for budget to build intial launch list		• Copywriter crafts Amazon Post Purchase Sequence for review generation. • Create the optin sequence (survey, quiz, early bird discounts as the lead magnet). Right now, FB messenger bot is hot and faster to build v.s. email.

• Confirm budget for product launch		• Launch ads to promote the list generation sequence• Collect enough audience to launch Amazon listing into page 1 within 1st month. For exampl, if 300 orders are required for the first 2 weeks in order to reach Page 1 for the main keyword. Then, the list size might need to be ~3,000.
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