Start with the business question
Is the priority a stronger offer, a better purchase experience or more sustainable customer acquisition?
Follow a useful path
Choose the stage that matches your current constraint. Work through the evidence and decisions before moving to the next program or investment.
1. Validate the purchase occasion
2. Prepare the launch
3. Evaluate acquisition and continuation
4. Plan the work
A planning example
A hypothetical store improves first-order conversion by increasing discounts. If contribution and repeat purchase fall, the higher conversion rate has not established a healthier growth model. Review the complete cohort economics before extending the promotion.
Should acquisition or retention come first?
Compare the current constraints. If the offer cannot retain suitable customers or fulfillment breaks the promise, resolve that experience before scaling acquisition. If continuation is sound, test whether a repeatable acquisition route exists.
Your working kit
Download the worksheets with a short implementation guide. Edit them locally, assign owners and record the decision each worksheet supports.
Make the next step concrete
Bring the business question, the evidence already available and the constraints that matter. Discuss your next step with Nancy.
Explore California marketing options
Browse B2B and B2C marketing by California location for commercial service-fit pages and separate provider-selection guides. Confirm working arrangements directly rather than assume a local office.