marketingskills/skills/plan/references/example-olo.md

Example — Olo Marketing Plan v1

This is the canonical reference example for the /plan skill. It's the actual marketing plan produced for Olo, a clinically-validated spatial-audio nervous-system platform. The client and details are real; the plan was generated by walking the methodology in this skill end-to-end.

Use this as the "what good looks like" reference when drafting a new plan. The structure, tone, depth, and operational specificity are the bar to clear.

Olo's archetype: Hybrid hardware + software with deep-tech / clinical credibility layer. See references/client-types.md for archetype patterns.

Funding-stage context: Pre-seed-close (mid-raise on $3M seed). Tier 1 per references/funding-stage-unlocks.md. $0 paid budget; organic + lifecycle + ambassador only.

What was strong about this plan:

• Strategic frame (Section 2) leaned on the founder's own meditation-vs-regulation framing as the content pillar
• Current state (Section 3) included the 17-section audit rubric scored against existing materials (no formal audit run)
• 90-day roadmap (Section 9) had owner-assigned moves, not just actions
• Ops stack (Section 11) included a concrete operational proof-point (Customer.io MCP used live by non-technical founder on the kickoff call)
• Tactical idea bank (Section 12) cross-referenced all 139 marketing-ideas to AARRR + Olo-specific status, including 23 explicit skips with rationale

---

Olo — Marketing Plan v1

Prepared by: Corey Haines (fCMO) For: Markus, Catarina, and the Olo team Date: 2026-05-27 Status: Draft v1 — for team review

Olo has built something rare: a clinically validated, brand-coherent, founder-led product in a category that doesn't yet have a name. The opportunity in the next twelve months is not to invent a marketing engine from scratch — it's to convert the existing organic gravity into a measurable, repeatable funnel, then layer paid acquisition on top of that funnel once the seed round closes.

Three big bets, ranked by leverage:

1. Fix the leak before pouring water in. The Day 1 → Day 35 funnel shape (1.34% → 5.46%) tells us the product converts given time and contact. What it's missing is a working first-session moment (the headphone gate is killing conversion) and a lifecycle layer to deliver the contact. These two pieces — onboarding rebuild and Customer.io flows shipped — are the unlock for everything else.
2. Compound the moats Olo already has. Peer-reviewed clinical study, Bryan Johnson PR, 15K live event participants, Markus's founder voice — these are link generators, content pillars, and credibility anchors that most wellness brands would kill for. They're under-leveraged. SEO, content, and App Store optimization translate them into search and discovery surface area.
3. Build the founder-and-fCMO operating system that lets a 4-person team market like a 20-person one. This is what makes the plan actually executable at Olo's team size and burn rate — agentic tooling on top of Customer.io, Shopify, App Store, Stripe, GitHub, and the marketing skill library means we ship without hiring.

What twelve months looks like, plausibly:

• App goes from beta to GA. Onboarding converts at meaningful lift over today's baseline.
• 4 SEO content pillars staked, with Pillar 1 (Nervous System Regulation) and Pillar 2 (Sleep + Eye Mask) ranking on Tier-1 keywords.
• Full lifecycle live in Customer.io: onboarding, lapsed re-engagement, hardware post-purchase, subscription-center opt-ins.
• Ambassador program live with 15–25 active hosts. First Olo Guides cert pilot run.
• Eye mask wedge selling at scale via Shopify with a clean hardware → app activation path. Blended CAC measured and tracked.
• Paid acquisition firing post-seed-close at $5–10K/mo initial test budget, scaling to $20–50K/mo if unit economics validate.
• Series A narrative writes itself: clinical evidence + activation lift + lifecycle compounding + first B2B install reference cases.

The 90-day priorities (which the rest of this doc operationalizes):

1. Kill the headphones gate. Ship the bedrock fix this week.
2. Run the three-variant onboarding test. Find the activation winner.
3. Ship Customer.io Flows 6 (eye mask post-purchase) and 4 (lapsed user) — hold Flow 2 (onboarding) until app UI stabilizes.
4. Rewrite the App Store listing in Olo's brand voice. Highest-leverage non-site asset right now.
5. Stake the SEO foundation: consolidate to olo.app, publish Pillar 1 hub + 3 spokes, publish the Psychophysiology study landing page.
6. Launch the ambassador program with the ~5 inbound waiting.

Everything else compounds on top of those six.

---

2. Strategic frame

This section distills positioning, ICP, and brand voice into what the team needs to keep in mind while executing. Full detail lives in marketing-os.md, icp.md, and sound-philosophy.md.

What Olo is, in one sentence

A nervous system intelligence platform — clinically validated spatial audio + AI reflection companion (Ona) + hardware + venue installations + practitioner network. "We start with sound. We expand to every sense. We end with cities."

The category we're claiming (and defending)

Olo doesn't fit the meditation app category, the focus audio category, or the sleep tech category. The brand makes a stronger claim: bottom-up nervous system regulation through spatial audio, with clinical evidence as proof and somatic credibility as defense.

The category-defining frame, per Markus (2026-05-19): Meditation is top-down. Olo is bottom-up. Meditation uses the mind to command the body — mental kung fu that fails the very people most likely to need help, because the prefrontal cortex is offline when stressed. Olo enters through the brainstem, before the thinking mind. The body responds before it has to try. (Full content-pillar treatment in meditation-vs-regulation.md.)

This is the single most important strategic message. It belongs in App Store copy, onboarding, lifecycle email, SEO content, ambassador talking points, and the seed deck.

Who we're for (D2C ICP, distilled)

Overstimulated high-achieving professionals, 25–45, urban (Bay Area, NYC, London, Berlin, Austin). Tech workers, founders, creators, academics, designers, consultants. Often neurodivergent (ADHD, HSP, gifted). Sophisticated wellness buyers — already invested heavily in their inner life.

Their stated problem: "I can't shut my brain off. I've tried meditation apps. They don't work."

Their real problem: Overstimulation, not under-motivation. Their gift (quick thinking) became a curse. They need permission to stop optimizing — including their rest.

What they're actually buying: the feeling of stability, sensory indulgence, beautiful rituals, effortless effectiveness, a luxurious shortcut to the genius they can't access in chaos.

The business model logic (per seed deck)

B2B seeds the market. D2C harvests. A venue install puts Olo in front of ~20K people/year at ~$17K cost → 5% convert to subs → ~$430K/year per venue. Six compound channels (referral, Guides, content, home hosting, PR, community) make CAC approach zero by Year 3. Year 5: 75% of new subs come from near-zero-cost channels.

fCMO scope per kickoff: D2C-led. Markus owns B2B sales through events/network/founder credibility. The fCMO leverage is on the app/hardware D2C side. This plan reflects that split — B2B is acknowledged as the harvest engine but not treated as primary work surface.

Brand voice (the non-negotiable)

Per Marketing OS:

• Tone. Authoritative yet accessible. Intimate yet professional. Revolutionary yet grounded. Authority comes from lived experience, not explanation.
• Speak from the body, not the mind. Every sentence restores somatic safety and orientation. Language opens space rather than closing meaning.
• YES vocabulary: Aliveness, inner life, nervous system, spatial sound, resonance, somatic safety, embodied clarity, natural rhythm, orientation, initiation, truth-telling.
• NO vocabulary: Zen, chill, vibes, "high-vibe," spiritual bypass, meditation clichés, didactic/explainer language, "let me explain why this works."
• Core method: Initiatory Reflection. Writing's purpose isn't to explain or convince — it's to shift the reader's internal state. The result should be "something in me moved," not "I understand this concept."
• CTA rule: Never pressure. "We do not remind. We invite."

This rule constrains every piece of copy across every AARRR stage. When in doubt: rewrite from the body.

---

3. Current state

This is what we're starting from — team, budget, what's already in motion, what's stuck, scored against the CF Marketing Audit 17-section rubric.

Team composition (marketing surface area)

Person	Role	Marketing surface area
Markus	Co-founder, CEO	Owns: personal LinkedIn, live events, B2B sales, founder narrative, investor relations, brand voice authorship
Catarina	Co-founder, CXO	Owns: clinical/somatic credibility, brand-voice stewardship, somatic angle on copy review, practitioner network
Shariq	Lead Dev	Owns: product/UI build, instrumentation, Customer.io event wiring, App Store deployment
Ed Dorsey	Design Advisor	Advisory cadence (ex-Apple/Airbnb/Strava)
Emily Babich	Creative Strategy	Advisory cadence
Matt Mikkelsen	Field Recording	Audio library, not marketing
Corey Haines	fCMO	Strategy, lifecycle, SEO, onboarding tests, content, ambassador program, ops stack

No dedicated marketing hire yet. First hire likely post-seed close (Q3 2026 candidate): a lifecycle + content marketing manager who owns Customer.io, SEO content production, and ambassador operations day-to-day.

Marketing budget (current)

• Paid acquisition: $0. Confirmed by Markus, 2026-05-20: "D2C UA so far: My personal LinkedIn posts, live Olo events, organic word of mouth, and organic app store discovery." No paid layer.
• Tooling stack: Customer.io subscription, Shopify (eye mask storefront), App Store Connect, GA4 (or pending), Stripe, Notion, Dub.co (ambassador attribution). Estimate ~$500–1,500/mo combined.
• fCMO retainer: Corey Haines engagement.
• PR: No paid PR. Organic Bryan Johnson tailwind, Mark Pincus + OpenAI angel network.

Implication: The 90-day plan must produce gains without any paid lever pulled. Everything in the next 12 weeks is organic, lifecycle, or product-level. Paid is a Q2–Q3 unlock.

What's already done (acknowledge, then build on)

Asset	Status	Marketing leverage
Peer-reviewed Psychophysiology study (2025)	Published	Anchor of clinical authority. Most undermarketed asset Olo owns.
Bryan Johnson eye mask endorsement	Live, generating Shopify sales	Press hook. Underused for landing-page social proof.
Mark Pincus + OpenAI angel investment	Closed	Investor PR opportunity. "Why I invested" Substack/Medium pieces.
15K+ live event participants over a decade	Real	Email list potential, ambassador pool, testimonial bank, B2B reference.
Olo eye mask (5K in stock)	Selling	The wedge product. Hardware → app activation path.
38% 12-month retention (vs. category avg 20%)	Real	Headline metric. Belongs everywhere.
Customer.io + Shopify integration	Wired	The lifecycle infrastructure exists. Flows just need to ship.
4 GitHub repos for context + product	Set up	olo-context (shared brain), olo-promo, olo (app), ona (AI), olo-api
Markus's Sound Philosophy doc	Working doc	Linkable position paper once polished and published.
~5 inbound ambassadors waiting	Inbound	Referral program ready to launch — no demand-gen needed for v1.
EHA B2B install (€257K, July deadline)	In-flight	First flagship venue. Reference case once installed.
Notion Knowledge Directory	Live	Internal context.
Customer.io MCP (Claude integration)	Validated on kickoff	Non-technical team can ship flows independently.

What's in-flight (drafted but not shipped)

Item	Status	Blocker
Flow 2 — App Onboarding (8 emails / 14 days)	Draft	App UI in flux; copy references screens that may change
Flow 4 — Lapsed User Re-engagement (5 emails / 38 days)	Draft	None — ship-ready
Flow 6 — Eye Mask Post-Purchase	Draft	None — ship-ready
Onboarding rebuild (3-variant test plan)	Strategy doc done	Eng scoping + headphone-gate removal
SEO 90-day plan + keyword research	Done	Awaiting domain consolidation decision + content production start

What's stuck (and needs to unstick this quarter)

Issue	Cost of inaction	Action
Headphones hard-gate in onboarding	Confirmed conversion drop post-launch	Kill this week (bedrock fix)
4 domains unconsolidated (olo.app, olo.space, olo.audio, olo.center)	SEO authority fragmenting, transactional email confusion	Consolidate to olo.app per SEO data
App Store listing copy not in brand voice	Highest-traffic Olo surface; off-brand experience for arriving users	Rewrite in voice (Pillar 1)
Domain consolidation requires 301 plan + email sender migration	Risk of traffic loss if mishandled	Plan in weeks 1–2, execute weeks 3–4
olo-promo repo hasn't shipped since March 2026	Marketing site is stale	Confirm whether it's live; rewrite or replace
29% monthly App Store churn vs. 38% 12-month retention claim	Metric definition mismatch confusing the team	Reconcile with Shariq + Customer.io data
Ona post-session reflection scope unknown	Blocks Variant B and Variant C onboarding tests	Resolve with Shariq

Audit rubric snapshot (17-section, lens from audit-marketing)

Scored 0–5. This isn't a full audit — it's what we'd score Olo today using the rubric as a current-state lens. The full audit can be run via /audit-marketing olo.app if Markus wants a formal artifact.

#	Section	Score	Note
1	Positioning	4	Clear, original category claim. The bottom-up frame is the strongest piece. Needs broader external articulation.
2	Customer research	4	Deep founder-led research, decade of live participants. Could be more systematically captured.
3	Homepage	2	olo-promo hasn't shipped since March. Off-brand voice in places.
4	Sales / product pages	2	Eye mask page exists on Shopify but isn't optimized for SEO or sales narrative. No app-product landing page in brand voice.
5	Conversion pages	2	/partner exists on olo.app. No /science, /eye-mask, /ambassadors, /guides pages live.
6	Competitor comparison	1	Nothing exists. Big SEO + sales opportunity (own "Olo vs. Calm/Headspace/Brain.fm/Endel" SERPs).
7	Resources / content	1	Sound Philosophy not yet public. Psychophysiology study not yet on a dedicated page. No blog.
8	Onboarding	2	Headphones gate killing conversion. Hold-and-fix project this quarter.
9	Email lifecycle	1	All three flows drafted, none live. Ship-order set.
10	Sales material	3	Seed deck is strong (investor-facing). B2B sales material more founder-led than asset-led.
11	Messaging	5	Markus + Catarina have authored the most distinctive brand voice in the wellness category. This is a moat.
12	Pricing	3	$30/mo app, $45 eye mask, $7,500 speakers, $50–200K B2B. Hasn't been pressure-tested for D2C conversion lift.
13	CRO	2	App Store conversion rate trackable but no A/B history. Headphones gate is the obvious first test removal.
14	GTM / launches	2	App in throttled beta. Major launches (eye mask, Ona public) haven't had structured GTM.
15	Ads	0	No paid layer. Reflects the current organic strategy — not a weakness, but the budget unlock means this will move.
16	SEO	1	Current state: 7 organic visits/mo. Plan exists; execution not yet started.
17	Internationalization	1	Finland HQ + global ICP, but EN-only and US-centric copy. Defer until Q4+.

Total: 36 / 85 (42%). The shape matters more than the score: high in Positioning + Messaging + Customer research, low in Conversion pages + Email lifecycle + SEO + Resources + Ads. That's the gap this plan closes.

---

4. Acquisition

"How do strangers become aware of Olo?"

Current state

100% organic. Four real channels: Markus's personal LinkedIn, live Olo events, organic word of mouth, organic App Store discovery. Plus passive PR drag from Bryan Johnson + clinical study.

This is good news, not bad. Every dollar of revenue earned to date has been earned without paid acquisition. The bar to exceed it isn't high; the upside on top of an organic base is significant.

The plan

Channel 1 — SEO (primary 90-day investment). The full 90-day plan lives in seo/plan.md. Summary: consolidate to olo.app, target three asymmetric clusters (nervous-system regulation KD 14–32, weighted/blackout sleep mask KD 6–30, WELL + social-wellness-club B2B KD 5–34), publish 4 content pillars. 90-day target: 500–1,500 organic visits/mo, 80+ ranking keywords. 12-month target: 10,000/mo, 1,000+ keywords.

Channel 2 — App Store optimization (highest-leverage non-site asset). The App Store listing is currently the most-visited Olo URL by Apple's algorithm. Fixing the copy is higher-leverage this quarter than fixing the marketing site. Rewrite in brand voice. Add the meditation-vs-regulation framing. Lead with the clinical anchor. Test screenshot variations.

Channel 3 — Markus's LinkedIn (productize the channel). Today it's ad-hoc founder posting. The next move is structured: a 2–3x/week cadence, post categories that map to the content pillars (nervous system, sound science, founder journey, clinical evidence, behind-the-scenes), trackable links via Dub, follower → email subscriber → app install funnel measured. This is Markus's voice — the channel only works if he's the one writing. fCMO + Typefully scheduling makes the cadence sustainable.

Channel 4 — PR amplification. Bryan Johnson tailwind is real but underused on owned surfaces. Add a /notable-users or /in-the-press page. Pitch the Psychophysiology study to 5 outlets (wellness press: Well+Good, MindBodyGreen; tech-adjacent: Wired with Johnson hook; mainstream: Outside, Forbes Wellness). HARO/Help-A-B2B-Writer responses citing Olo's data. Investor PR moments ("Why I invested in Olo" Substack pieces from Mark Pincus and OpenAI angels — push for these with backlinks).

Channel 5 — Event-to-app instrumentation. Live events are the highest-converting ICP exposure Olo has (15K+ participants, decade of trust). They're un-instrumented. Add: per-event QR code → app install + email capture, post-event lifecycle (Customer.io Flow 7?), event ROI tracking. Goal: turn an event from a one-night conversion moment into a 30-day funnel.

Channel 6 — Eye mask wedge (consumer entry product). 5K masks in stock. Shopify storefront exists but isn't optimized. Improvements: SEO-optimize the product page (target "weighted sleep mask," "blackout sleep mask," "silk sleep mask"), add reviews via Judge.me (per kickoff decision), 30-day return policy (US-market expectation, per kickoff), build the listicle ("Olo vs. Manta vs. Nodpod vs. Lumon"). Consider Amazon listing as a v2 distribution play.

Channel 7 — B2B venue installs (kept lean per kickoff). Markus owns this. Marketing supports with: case studies after each install, /partner page rewrite in voice (already exists on olo.app), Pillar 4 content ("The Missing Sound Feature in WELL"), reciprocal links from partner venues baked into contracts.

Channel 8 — Paid layer (unlocked post-seed close). Held until seed funding lands. Initial test budget: $5–10K/mo split across Apple Search Ads (highest-intent for App Store), Meta (Instagram + Facebook for eye mask), LinkedIn (B2B venue buyers). Don't fire until: (a) onboarding bedrock fix is shipped, (b) Flow 6 is live, (c) at least one Pillar landing page is in voice. Paid amplifies what already works — premature paid amplifies what's broken.

90-day acquisition moves

• Weeks 1–2: Domain consolidation decision + 301 plan. App Store listing rewrite first pass.
• Weeks 3–4: Domain 301s executed. GSC migration. SEO Pillar 1 hub drafted.
• Weeks 5–8: Pillar 1 hub + 3 spokes published. Pillar 2 (Eye Mask) hub + listicle published. Markus's LinkedIn cadence operationalized via Typefully. Psychophysiology study lands on dedicated /science page.
• Weeks 9–12: Pillar 4 (WELL/B2B) cornerstone published. Sound Philosophy goes public at /research/sound-philosophy. First PR push: pitch study + Bryan Johnson hook to 5 outlets.

12-month acquisition outlook

• Q1 (Months 1–3): Foundation. SEO pillars staked. App Store rewrite shipped. LinkedIn cadence stable. PR push launched.
• Q2 (Months 4–6, post-seed close): Paid acquisition pilot at $5–10K/mo. SEO compounding — Pillar 1 ranking. First B2B install reference case live.
• Q3 (Months 7–9): Paid scales to $20–30K/mo if unit economics hold. All four pillars producing. App GA — new GTM moment.
• Q4 (Months 10–12): Compound channels live. 50+ pieces of pillar content. First Olo Guides program pilot creating local SEO + earned media.

Skills + tools

• Skills: seo-audit, ai-seo, programmatic-seo, schema, content-strategy, competitors, launch, ads, ad-creative, social, typefully, analytics, audit-marketing, copywriting, marketing-website-design, free-tools
• MCPs / APIs: Ahrefs API, DataForSEO API, Typefully MCP (LinkedIn scheduling), GA4 MCP (when wired), GitHub MCP (olo-promo repo work), Notion (knowledge directory), Stripe MCP (LTV / paid-CAC math), agent-browser (LinkedIn drafting + testing), defuddle (research)

---

5. Activation

"Once someone tries Olo, do they have an experience that converts?"

Current state

Day 1 → paid: 1.34%. Day 7 → paid: 3.73%. Day 35 → paid: 5.46%. The funnel shape is the signal. The ~4× lift over 35 days means the product converts given time and contact — both of which the current onboarding undermines and the lifecycle layer doesn't yet provide.

Caveats: app is in throttled beta. Metrics are noisy. Don't optimize against absolutes; optimize against funnel shape and cohort comparison.

The plan

Move 1 — Kill the headphones hard-gate (bedrock fix, this week). Confirmed conversion drop after the gate shipped. The fix isn't better copy on the gate — it's removing the gate. Replace with passive headphone detection + soft single-line nudge. No regret change. Full reasoning in onboarding-recommendation.md.

Move 2 — Run the three-variant onboarding test. Three variants, each a pure expression of one belief about what drives activation in this ICP:

• Variant 1 — Trust First. Bold promise + clinical anchor + testimonial wall + 1-line mechanism. Tests whether the saturated ICP needs framing before they'll invest.
• Variant 2 — Seen First. Multi-step diagnostic → AI-generated "we see you" summary → personalized session. Tests whether being accurately named is the conversion event.
• Variant 3 — Felt First. Audio starts on app open. ~15 words on screen. The session IS the onboarding. Tests whether the product can carry it cold.

Test sequence (sequential, ~7 weeks to a winner): bedrock baseline → V3 vs. baseline → winner vs. V1 → winner vs. V2. Full system in onboarding-recommendation.md.

Move 3 — App Store listing rewrite. Highest-leverage non-site asset. Rewrite in brand voice. Lead with meditation-vs-regulation. Screenshot variations to test. This is also an Acquisition move (organic discovery) but it lives here because it's the threshold to the trial.

Move 4 — Customer.io Flow 2 (held until UI stable). The 8-email / 14-day onboarding sequence is drafted and on-brand. Holding the ship because the emails reference in-app screens that will change during the onboarding rebuild. Once a winning onboarding variant ships, Flow 2 gets a copy refresh against the final UI and goes live.

Move 5 — Paywall + pricing review (cross-cuts to Revenue). What's the current trial structure? Length, paywall trigger, intro pricing? When the funnel shape is "lift over 35 days," extending trial may convert better than aggressively gating earlier. To be audited in Q1.

90-day activation moves

• Week 1: Headphones gate removed. Baseline established.
• Weeks 2–3: Variant 3 (Felt First) prototyped, instrumented, shipped to a test cohort.
• Weeks 4–5: Read Variant 3 vs. baseline. Decide ship/iterate. Begin Variant 1 build.
• Weeks 6–7: Variant 1 (Trust First) live.
• Weeks 8–9: Read V1 vs. winner. Begin Variant 2 build.
• Weeks 10–11: Variant 2 (Seen First) live.
• Week 12: Final read. Winning variant scheduled for permanent ship. Flow 2 unblocked.

12-month activation outlook

• Q1: Winning variant identified and shipped.
• Q2: Flow 2 ships. Paywall A/B tests start.
• Q3: GA launch — onboarding re-validated at higher traffic. Cohort segmentation by acquisition source (Shopify/eye-mask vs. direct vs. ambassador vs. paid) starts to drive variant forks.
• Q4: Onboarding is no longer the bottleneck. Focus moves to Activation → Retention transition (sessions 2–7).

Skills + tools

• Skills: onboarding, signup, cro, cro, paywalls, popups, copywriting, copy-editing, copycraft, marketing-website-design, ab-testing, marketing-psychology
• MCPs / APIs: App Store Connect (manual + dev-browser for screenshot automation), GitHub MCP (olo app repo for onboarding code), Figma / Pencil MCP (for onboarding screen design), Customer.io MCP (for any in-app/email coordination), GA4 MCP (activation events)

---

6. Retention

"Once someone converts, do they stay — and deepen?"

Current state

Headline metric (per seed deck): 38% 12-month retention — nearly double the category average (~20%). This is the strongest single retention signal in the deck and one of the most undermarketed claims Olo owns.

App Store snapshot, 2026-05-16: 145 paid, 42 churned (~29% monthly churn). Definition mismatch with the 38% claim — to reconcile. Possibly: 38% is annual cohort retention (people who paid month 1 and still pay month 12), 29% is gross monthly churn (people who paid this month who didn't pay next month). Both can be true. Need to clarify which metric is reported externally and which is the actual product health signal.

The plan

Move 1 — Ship Flow 6 first (Eye Mask Post-Purchase). Per kickoff decision and the onboarding-recommendation doc: this is the ship-ready flow. Hardware-anchored, doesn't reference in-app screens, can ship today. Wires the hardware → app activation path (eye mask buyers should get a free 6-month Premium trial — formalize this as part of the flow).

Move 2 — Ship Flow 4 second (Lapsed User Re-engagement). Five emails over 38 days. Language is universal — doesn't depend on app UI state. Ship after Flow 6 is live.

Move 3 — Hold Flow 2 (Onboarding). Eight emails over 14 days. Holds until app UI stabilizes post-onboarding-rebuild. Don't ship copy that will need rewriting in 8 weeks.

Move 4 — Customer.io subscription center with opt-in topics. Per kickoff decision. Topics: events, app updates, somatics & nervous system, eye mask promotions. Users self-segment. Improves deliverability (lower complaint rates) and gives lifecycle a richer segmentation surface.

Move 5 — Ona post-session reflection (when scoped). Most powerful retention move medium-term. After a session, Ona asks "What did you notice?" Optional preset chips + free text. Two payoffs: (a) gives Ona priors for personalization on session 2+, (b) reflection responses become a content + segmentation goldmine for the team. Scope question for Shariq — does Ona currently support this, or is it new build?

Move 6 — Hardware → app activation flow. The eye-mask-buyer-becomes-Premium-subscriber path is hinted in the seed deck (blended CAC via hardware) but isn't visible in the App Store dashboard. Audit the existing flow: does an eye mask Shopify purchase actually deliver a free Premium code? How is it redeemed? What's the conversion rate? This is foundational to the "B2C wedge" thesis.

Move 7 — Reconcile the retention metric. What's the actual definition of "38% 12-month retention"? Cohort? Plan type (monthly vs. annual)? Survives this even if the answer is uncomfortable — the team and investors need to be talking about the same metric.

Move 8 — Annual plan as default (cross-cuts to Revenue). Industry pattern: defaulting to annual reduces churn anxiety and improves LTV. To test in Q2.

90-day retention moves

• Weeks 1–2: Flow 6 (eye mask post-purchase) ships. Address fixes from kickoff review (study link line break, CAN-SPAM footer, founder face-bubble signature, Judge.me reviews).
• Weeks 3–4: Flow 4 (lapsed user re-engagement) ships.
• Weeks 5–6: Customer.io subscription center built and live.
• Weeks 7–8: Hardware → app activation flow audited and documented. Fix any leaks.
• Weeks 9–10: Retention metric reconciliation (with Shariq).
• Weeks 11–12: Win-back campaign for churned cohort — test re-activation copy.

12-month retention outlook

• Q1: Flows 6 + 4 firing. Subscription center live.
• Q2: Flow 2 ships (post-onboarding-rebuild). Ona post-session reflection in production. Annual plan default tested.
• Q3: GA launch — retention metrics re-baselined at higher volume. Cohort-based lifecycle flows (eye mask vs. direct app install).
• Q4: Full lifecycle compound. Retention is no longer a top-three concern — focus moves to Referral and Revenue.

Skills + tools

• Skills: emails, churn-prevention, copywriting, copy-editing, paywalls, ab-testing
• MCPs / APIs: Customer.io MCP (validated on kickoff — non-technical team can ship flows), Shopify (eye mask buyers as event source), Stripe MCP (subscription state, churn cohort pulls), GA4 MCP (session events, retention curves)

---

7. Referral

"Do retained users bring more users — and at what cost?"

Current state

~5 inbound ambassadors waiting (per kickoff). Dub.co set up. No formal program yet. WOM happens naturally per Markus's UA breakdown.

This is one of the strongest leading indicators in the business: 5 unaffiliated people have raised their hand asking to bring Olo to their network before any program exists. That signal doesn't show up in apps with weaker product-market fit.

The plan

Move 1 — Launch the ambassador program with the 5 inbound. Tier 1 of the program. Per-ambassador landing pages (e.g., olo.app/with/sarah). Dub.co tracks attribution. Commission structure to determine (per kickoff, $/sub or rev-share TBD). Soft-launch with the 5 — treat as pilot cohort, gather feedback, refine before opening applications.

Move 2 — Build the share-after-shift moment. The Ona post-session reflection (see Retention) is the natural moment to surface a share prompt. After a user reports a felt shift, offer: "Want to share Olo with someone who needs this?" Single-line, never pushy. Most powerful WOM mechanism: gift-a-month flow where the recipient gets a discounted or free intro.

Move 3 — Founder amplification (Markus + Catarina as ambassador-zero). Markus mentioning the fCMO engagement in fundraise pitches (permission granted). Reciprocal mentions in fCMO-side content. Catarina's clinical network → practitioner ambassador pool.

Move 4 — Olo Guides cert pilot (long-term, Q3+). The Guides program is the Phase-2 referral compound (per seed deck). 500–1,000 Guides across 50+ cities by Y3–5. First cert pilot: 3–5 hosts who run live sessions, get a rev-share + co-marketing. Builds local SEO + earned media + ambassador-of-ambassadors flywheel. Hold until paid + lifecycle are firing — Guides is a multi-quarter build.

Move 5 — Eye mask gifting flow. Hardware referral is rare and powerful. "Send a friend an Olo eye mask. They get the mask + a free 3-month Premium. You get a credit toward your next thing." Holiday/gifting peak windows are the test.

90-day referral moves

• Weeks 1–4: Ambassador program scoped, commission structure decided, per-ambassador landing page template built, 5 inbound onboarded.
• Weeks 5–8: First ambassador-driven sales tracked via Dub. Attribution and payout flow validated.
• Weeks 9–12: Open applications for next 10–15 ambassadors. Begin Olo Guides scoping.

12-month referral outlook

• Q1: Ambassador program live with 5–10 active.
• Q2: 15–25 active ambassadors. Share-after-shift moment in production (post-Ona reflection).
• Q3: Guides cert pilot launched (3–5 hosts). Eye mask gifting flow live for holiday peak.
• Q4: 50+ ambassadors + 5–10 Guides. Referral driving 15–25% of new D2C subs.

Skills + tools

• Skills: referrals, social, copywriting, marketing-website-design (per-ambassador landing pages)
• MCPs / APIs: Dub.co (attribution — already in stack), Stripe MCP (commission accounting + payouts), GitHub MCP (landing page deployment in olo-promo or new olo-ambassadors repo), Customer.io MCP (ambassador lifecycle: onboarding, monthly performance digest, payout notification)

---

8. Revenue

"What do we charge, who pays, and how does that compound?"

Current state

Product	Price	Volume signal
Olo App + Ona	~$30/mo	145 paid subs (App Store snapshot 2026-05-16)
Olo Eye Mask	~$45	5K in stock, Bryan Johnson PR-driven sales
Olo Audio (speakers)	~$7,500	Niche, founder-led
Olo Spaces (B2B install)	$50–200K	EHA flagship in-flight (€257K), pipeline of 4 venues
Olo Experiences (events)	Varies	15K+ historical participants
Olo Guides	Rev share	Not yet operational

Revenue to date: ~$500K on ~$250K raised. Capital-efficient. Hardware + B2B + app subs all contributing.

MRR (App Store snapshot): $592. Beta-throttled, not steady-state. The implied ~$4/sub/mo against $30/mo list suggests heavy annual plan adoption (which compresses monthly revenue but improves LTV) or significant promotional pricing — to reconcile with Markus.

The plan

Move 1 — Pricing audit. What's actually being charged today? List price, common plan mix, intro pricing, churn-recovery offers? The $4/sub/mo implied math doesn't tell a clean story — need ground truth before recommending changes.

Move 2 — Annual plan as default (test). Industry pattern, cross-references to Retention. Test in Q2.

Move 3 — Hardware → app bundling formalized. Per Andre Hurd / Daybreakers framing in the seed deck: blended CAC via hardware → app subscription is the play. Today an eye mask buyer gets... what, exactly? Free Premium? Trial code? Audit + formalize. The eye mask is the wedge; the app is the LTV.

Move 4 — Eye mask Shopify storefront optimization. The current page underperforms what it could. Add: SEO targeting ("weighted sleep mask," "blackout sleep mask"), Judge.me reviews (kickoff decision), 30-day return policy (kickoff decision), upsell flow into Premium app.

Move 5 — Consider Amazon listing for eye mask. Amazon takes margin but is its own discovery engine. Test as v2 distribution if Shopify volume validates.

Move 6 — B2B install case studies + sales material. Markus owns B2B sales but marketing supports with: post-install case studies (EHA as the flagship), /partner page rewrite in voice, Pillar 4 SEO content. Each B2B install is a ~$430K/year recurring + reference-case multiplier.

Move 7 — Data licensing (long-term, flag for ops stack). Per seed deck Y10–15 value pool: $100–160M/yr. Not immediate revenue. Belongs in the 24-month strategic agenda. Flag here so we don't lose sight.

90-day revenue moves

• Weeks 1–2: Pricing audit. Reconcile implied vs. listed MRR.
• Weeks 3–4: Hardware → app activation flow audited (also Retention move 6).
• Weeks 5–8: Eye mask Shopify page rewrite + SEO optimization + Judge.me + return policy. EHA case study scaffolded for post-install.
• Weeks 9–12: Annual plan default test scoped.

12-month revenue outlook

• Q1: Pricing audit closes. Hardware → app activation formalized.
• Q2: Annual plan default test live. Eye mask Shopify producing measurable lift.
• Q3: B2B install case studies (1–2) published. GA launch + new pricing tier consideration (e.g., a higher-tier Ona-heavy plan?).
• Q4: Pricing optimized via test results. Hardware → app blended CAC tracked and reported. First numbers on the data-licensing thesis (still very early).

Skills + tools

• Skills: pricing, paywalls, sales-enablement, revops, ab-testing, copywriting
• MCPs / APIs: Stripe MCP (pricing tests, subscription analytics, churn cohort, blended CAC math), Customer.io MCP (paywall-related lifecycle), Shopify (eye mask transactions), GA4 MCP (revenue events), Notion (commercial knowledge directory)

---

9. 90-day roadmap

Tactical execution layer. Each item is AARRR-tagged so priority is visible.

Weeks 1–2 — Unblock

Move	Stage	Owner
Kill the headphones hard-gate	Activation	Corey + Shariq
Domain consolidation decision documented	Acquisition	Corey + Markus
301 plan drafted (page-by-page)	Acquisition	Corey
App Store listing rewrite — first pass	Activation + Acquisition	Corey + Markus + Catarina (voice review)
Flow 6 (eye mask post-purchase) ships	Retention	Corey + Customer.io MCP
Ambassador program scoping doc	Referral	Corey
Pricing audit kicked off	Revenue	Corey + Markus

Weeks 3–4 — Foundation

Move	Stage	Owner
Domain consolidation 301s executed	Acquisition	Shariq + Corey
GSC + GA4 stood up on olo.app	Acquisition	Corey
SEO Pillar 1 hub drafted (Nervous System Regulation)	Acquisition	Corey
/science hub built with Psychophysiology study	Acquisition + brand	Corey + Catarina
Variant 3 (Felt First) onboarding prototyped + tested	Activation	Corey + Shariq
Flow 4 (lapsed user) ships	Retention	Corey
Ambassador program: 5 inbound onboarded	Referral	Corey
Hardware → app activation flow audited	Retention + Revenue	Corey + Shariq
App Store listing rewrite — final + ship	Activation + Acquisition	Markus + Catarina + Corey

Weeks 5–8 — Velocity

Move	Stage	Owner
Pillar 1 hub + 3 spokes published	Acquisition	Corey
Pillar 2 hub (Eye Mask) + listicle published	Acquisition	Corey
Markus's LinkedIn cadence operationalized (Typefully)	Acquisition	Markus + Corey
First PR push: study + Bryan Johnson hook to 5 outlets	Acquisition	Corey + Markus
Variant 3 read; ship or iterate	Activation	Corey
Variant 1 (Trust First) prototyped + tested	Activation	Corey + Shariq
Customer.io subscription center built	Retention	Corey
Eye mask Shopify storefront rewrite (SEO + reviews + return)	Acquisition + Revenue	Corey + Markus
First ambassador attribution verified via Dub	Referral	Corey

Weeks 9–12 — Compound

Move	Stage	Owner
Pillar 4 (WELL/B2B) cornerstone published	Acquisition	Corey
3 more Pillar 1 spokes published	Acquisition	Corey
Sound Philosophy published at /research/sound-philosophy	Acquisition + brand	Markus + Corey
Variant 1 read; begin Variant 2 (Seen First) build (Ona-dependent)	Activation	Corey + Shariq
Win-back campaign for churned cohort	Retention	Corey
Annual plan default test scoped	Revenue	Corey + Markus
Open ambassador applications for next 10–15	Referral	Corey
90-day review + Q2 plan recalibration	Cross-cutting	Corey + Markus

---

10. 12-month outlook

Quarterly milestones with funding-stage capability unlocks named explicitly.

Q1 — Months 1–3 (Jun–Aug 2026)

Funding state: Pre-seed-close. Paid budget = $0. fCMO + founder-led + tool costs only.

Focus: Foundation. Plug the leaks. Stake the SEO ground. Get lifecycle firing.

Outcomes by end of Q1:

• Headphones gate gone; onboarding winner identified
• All four SEO pillars seeded (hub + first spokes)
• Lifecycle Flows 4 + 6 live
• App Store listing in brand voice
• 5 ambassadors active
• Pricing audit closed
• Domain consolidated

KPI targets: Onboarding Day 1 → paid lift of 25–50%. Organic traffic 500–1,500/mo. App Store conversion rate +20%.

Q2 — Months 4–6 (Sep–Nov 2026)

Funding state: Seed close (~Q3 2026 target). First paid budget unlock: $5–10K/mo test.

Focus: Validate paid. Scale winning onboarding. Add Flow 2.

Outcomes by end of Q2:

• Paid acquisition firing on Apple Search Ads + Meta
• Onboarding winner permanently shipped
• Flow 2 (onboarding emails) shipped
• Ona post-session reflection in production
• 15–25 ambassadors active
• First B2B install reference case (EHA) published
• Annual plan default tested

KPI targets: Paid CAC < $50 blended. Organic traffic 1,500–3,500/mo. Retention curves visibly improving.

Q3 — Months 7–9 (Dec 2026–Feb 2027)

Funding state: Seed deployment. Paid scales to $20–50K/mo if unit economics hold. First marketing hire (lifecycle + content manager).

Focus: Scale + diversify. App GA. B2B reference cases compound.

Outcomes by end of Q3:

• App GA launched with new GTM moment (PR + ad creative refresh + Pillar 3 spatial-audio-science content cycle)
• First Olo Guides cert pilot (3–5 hosts)
• All four pillars producing weekly content
• Eye mask gifting flow live for holiday peak
• New marketing hire onboarded

KPI targets: Paid + organic blended CAC stabilizing. App GA conversion +50% from beta baseline. Guides pilot validates rev-share + co-marketing model.

Q4 — Months 10–12 (Mar–May 2027)

Funding state: Pre–Series A. Paid scaling continues. Series A pitch in motion.

Focus: Compound. Position for Series A.

Outcomes by end of Q4:

• Compound channels (organic + ambassador + Guides + lifecycle) producing 50%+ of new subs
• 50+ ambassadors, 5–10 Guides
• 4 SEO pillars + 30+ pieces of content live
• Paid scaling to $50–150K/mo if validated
• Series A narrative: clinical evidence + activation lift + lifecycle compounding + B2B reference case pipeline

KPI targets: D2C ARR run-rate trajectory clear. Blended LTV/CAC > 3. Founder narrative + data + reference cases ready for Series A.

---

11. Marketing operations stack

This is what makes the plan executable at Olo's team size. A 4-person founder team + fCMO + agentic tooling can ship the output of a 15–20-person traditional marketing org — because the marketing skill library and MCP integrations do the orchestration.

The thesis

Every move in the AARRR breakdown above maps to (a) one or more marketing skills that operationalize the work, and (b) one or more MCP/API integrations that let it execute without a dedicated headcount per channel.

The fCMO's job is to:

1. Define the strategy and sequencing (this doc)
2. Run the skills against the right context at the right time
3. Maintain the shared context (olo-context) and tooling so Markus + Catarina + future hires can plug in
4. Hand off operational work to humans (or future hires) only where the cost of agentic execution > human execution

Skills mapped to AARRR stages

Stage	Primary skills	Supporting skills
Acquisition	seo-audit, ai-seo, programmatic-seo, schema, content-strategy, competitors, ads, ad-creative, social, typefully, audit-marketing	launch, free-tools, analytics, cold-email, copywriting, marketing-website-design
Activation	onboarding, signup, paywalls, cro, copywriting, copy-editing, copycraft	marketing-website-design, ab-testing, marketing-psychology, cro, popups
Retention	emails, churn-prevention	copywriting, copy-editing, ab-testing, paywalls
Referral	referrals, social	copywriting, marketing-website-design, emails
Revenue	pricing, paywalls, sales-enablement, revops	ab-testing, copywriting
Cross-cutting (brand, intelligence)	positioning, brand-voice, customer-research, marketing-psychology, audit, audit-marketing	brand-strategy, brand-guidelines, brand-style-guide, branding, marketing-ideas, diagram-maker, product-marketing

MCPs / APIs mapped to stages

Stage	Existing connections at Olo	Tooling layer (Corey's fCMO stack)
Acquisition	App Store Connect (manual), Shopify, GA4 (in progress), Notion	Ahrefs API, DataForSEO API, Typefully MCP, GitHub MCP (olo-promo), agent-browser, defuddle
Activation	App Store Connect, Customer.io, Shopify	App Store Connect (via dev-browser for screenshot automation), Figma / Pencil MCP, GitHub MCP (olo app repo), Stripe MCP
Retention	Customer.io (with Claude MCP — validated on kickoff), Stripe, Shopify	Customer.io MCP, Stripe MCP, GA4 MCP
Referral	Dub.co, Stripe	Dub.co, Stripe MCP, GitHub MCP (per-ambassador landing pages), Customer.io MCP
Revenue	Stripe, Shopify, Customer.io	Stripe MCP, Shopify, GA4 MCP, Notion
Cross-cutting	Notion, GitHub (olo-context)	Notion, GitHub MCP, defuddle, obsidian-cli (for Corey's working notes)

The Customer.io MCP unlock (concrete example)

Per kickoff call: "Built live on call — abandoned-cart flow drafted using Customer.io's Claude MCP. Validated that non-technical team can use the skill pattern independently."

This is the operational proof that the stack works. Markus, who is not a developer, drafted a working lifecycle flow with Claude + Customer.io MCP in real time on a kickoff call. The same pattern applies to: Flow 4 ship (lapsed user re-engagement), subscription center build, win-back campaign, eye mask gifting flow, ambassador lifecycle. The fCMO's role becomes orchestration + brand-voice QA, not hand-cranking each email.

Capability unlocks by funding stage

Stage	Headcount	Tooling	Channels live
Pre-seed-close (now)	fCMO + founder team	All current tooling + Corey's marketing skill library + MCP layer	Organic only (SEO, content, App Store, LinkedIn, events, WOM, ambassador)
Seed close (~Q3 2026)	+ first marketing hire (lifecycle/content) by end of Q3	+ paid ad accounts (Apple Search Ads, Meta, LinkedIn)	+ paid acquisition pilot $5–10K/mo
Seed deployment (Q3–Q4 2026)	+ designer (potentially fractional)	+ analytics expansion (Mixpanel or Amplitude if needed)	+ paid scaling $20–50K/mo, + Guides cert pilot
Series A (2027)	+ performance marketing lead + content lead	+ dedicated tooling spend (~$2–5K/mo software)	+ paid scaling $50–150K/mo, + international, + B2B vertical expansion

The marketing skill library scales these stages. Every channel added doesn't require a 1:1 headcount increase because each skill encodes the workflow.

---

12. Tactical idea bank — 139-idea cross-reference

The marketing-ideas skill catalogs 139 proven marketing tactics. Sections 4–8 (AARRR) prescribe what we're doing. This section maps the full universe of what's possible — every idea cross-referenced to the AARRR stage it primarily serves, with Olo applicability and timing.

This is the exhaustive menu. The plan above is the curated path. When we move to Q2 / Q3 / Series A and unlock new capacity, this is the inventory we pull from.

Status legend:

• Now (Q1) — already in the 90-day plan OR can run alongside it without new capacity
• Q2 — post-bedrock-fix, post-foundation; second-quarter layer-ins
• Q3+ — post-seed-close, post-GA; expansion moves
• Q4+ — long-game / large-investment moves
• Skip / off-brand — incompatible with Olo's brand voice, business model, or product category

12.1 Acquisition ideas (88 mapped)

Now (Q1):

#	Idea	Olo note
1	Easy Keyword Ranking	SEO plan Tier-1 cluster (nervous system, sleep mask, B2B) targets this directly
2	SEO Audit	Run /seo-audit olo.app quarterly; publish findings as content
5	Content Repurposing	Sound Philosophy → essays → LinkedIn posts → newsletter → podcast loop
6	Proprietary Data Content	Psychophysiology study now; anonymized Olo HRV / sleep dataset later
7	Internal Linking	Built into the pillar/spoke structure of the SEO plan
10	Parasite SEO	Markus's LinkedIn already does this; consider mirror to Substack
12	Marketing Jiu-Jitsu	Meditation-vs-Regulation IS this — turn "meditation works" assumption against itself
36	Quora Marketing	Answer "why meditation doesn't work for me" + HRV + somatic questions
37	Reddit Keyword Research	Mine r/somatic, r/CPTSD, r/HSP, r/ADHD for ICP language (feeds Customer Language #139)
39	LinkedIn Audience	Markus's channel productized — primary D2C top-of-funnel today
59	Article Quotes	HARO / Help-A-B2B-Writer for Markus + Catarina — easy press wins
70	Conference Speaking	Markus: WELL Conference, biophilic design events, Mindful Leadership Summit
74	Press Coverage	Pitch Psychophysiology + Bryan Johnson hook to 5 outlets in Q1
109	Public Demos	Live Olo events ARE this; instrument the in-person → app conversion
114	Moneyball Marketing	Already practicing — asymmetric SEO keywords, undervalued channels
133	Investor Marketing	Markus's raise — leverage angel backchannel for PR + intros

Q2:

#	Idea	Olo note
3	Glossary Marketing	Sound + nervous system glossary — "what is polyvagal," "what is HRV," "what is somatic listening"
8	Content Refreshing	Revisit Pillar 1 quarterly with new data and search-intent updates
11	Competitor Comparison Pages	Olo vs. Calm / Headspace / Brain.fm / Endel / Wavepaths — high-intent SERPs
13	Competitive Ad Research	SpyFu + Facebook Ad Library before launching paid
17	Quiz Marketing	"What's your nervous system profile?" — generates personalization seed + lead capture
25	Facebook Ads	Eye mask creative + somatic content + retargeting from event attendees
26	Instagram Ads	Visual product + Reels-native ads (eye mask especially)
28	LinkedIn Ads	B2B venue buyers + investor-adjacent ICP
31	Google Ads	Apple Search Ads first (App Store intent); Google for eye mask + B2B
38	Reddit Marketing	Authentic participation in r/somatic, r/HSP, r/ADHD after content base exists
40	Instagram Audience	Eye mask + somatic creators; Reels-native
44	Comment Marketing	Thoughtful comments on Huberman / Daybreakers / Tim Ferriss / wellness creators
49	Monthly Newsletters	Either Olo-branded or sync with Catarina's "Coffee with Catarina" Substack
54	Affiliate Discovery via Backlinks	Find who links to Calm/Headspace/Brain.fm — pitch them on Olo affiliate program
58	Newsletter Swaps	Daybreakers, founder wellness Substacks, Markus's investor network
64	Community Sponsorship	Somatic newsletters, wellness Substacks, founder communities
65	Live Webinars	Markus + Catarina hosting "Sound + the Nervous System"
101	Industry Interviews	Markus + Catarina interview category experts (becomes seed of Olo podcast)
102	Social Screenshots	Ona reflection responses (anonymized, consented) — social proof gold
108	Changelogs	Public changelog at olo.app/changes — product momentum signal
115	Curation as Marketing	Curated "field recordings of the year" feature; Olo Spaces directory
135	Support as Marketing	Surface customer support / Ona reflection moments as content
138	Podcast Tours	Markus on Huberman, Daybreakers, Tim Ferriss, Rich Roll, Rangan Chatterjee

Q3+:

#	Idea	Olo note
4	Programmatic SEO	Olo Guides city pages once Guides program scales
9	Knowledge Base SEO	When help docs scale enough to have problem-solution coverage
14	Side Projects	Eventually a free Olo-adjacent tool that lives outside the app
15	Engineering as Marketing	HRV interpretation guide; nervous system self-assessment; sound bath finder directory
18	Calculator Marketing	Sleep latency calculator; overstimulation index
20	Microsites	For specific GTM moments (e.g., Ona GA launch)
23	Podcast Advertising	Huberman, Tim Ferriss, Rich Roll, Daybreakers — host-read most relevant
24	Pre-targeting Ads	Warm audiences via content before direct-response
29	Reddit Ads	r/HSP, r/ADHD, r/somatic — high ICP density, low advertiser saturation
30	Quora Ads	Intent-rich for "why meditation doesn't work" queries
32	YouTube Ads	Pre-roll on Huberman / Lex Fridman / wellness creator videos
33	Cross-Platform Retargeting	Standard layer once paid is firing
35	Community Marketing	Olo Spaces community (Discord/Circle); host monthly drop-ins
42	Short Form Video	TikTok / Reels — somatic education + eye mask UGC
55	Influencer Whitelisting	Run ads through ambassador / Guide accounts for authenticity
57	Expert Networks	Olo Guides program IS this — certified hosts who can market
60	Pixel Sharing	Standard once paid is firing
61	Shared Slack Channels	Partner venue Slacks (EHA, Moonrise, Alchemy Springs)
63	Integration Marketing	Apple Health (HRV data), Oura, Whoop — co-marketing
66	Virtual Summits	Olo participates or hosts
68	Local Meetups	Cities with high ICP density (SF, NYC, LA, Austin)
69	Meetup Sponsorship	Sponsor wellness / biohacking meetups
72	Conference Sponsorship	Industry conferences once budget unlocks
75	Fundraising PR	"Olo raises $3M" moment when seed closes
78	Product Hunt Launch	Ona public launch moment
79	Early-Access Referrals	App GA early-access list (cross-references to Referral)
81	Early Access Pricing	App GA — early-access tier locked in for first cohort
82	Product Hunt Alternatives	BetaList, Launching Next, AlternativeTo at GA
97	Playlists as Marketing	Olo curates Spotify playlists for somatic listening
98	Template Marketing	Free "nervous system reset" protocol PDFs
100	Promo Videos	High-quality brand films — Ed Dorsey advises, Matt Mikkelsen field audio
103	Online Courses	Markus's Sound Philosophy course; Catarina's somatic methodology course
107	Podcasts	Olo podcast — interview format with category experts and customers
111	Challenges as Marketing	"21-day nervous system reset" — tasteful, no fitness-bro tone
113	Controversy as Marketing	Meditation-vs-Regulation IS mild controversy — lean in carefully
126	YouTube Reviews	Pitch Olo to wellness YouTubers — Huberman fan-creator tier
127	YouTube Channel	Sound design behind-the-scenes; Catarina session demos
129	Review Sites	App Store reviews actively managed; Trustpilot for eye mask Shopify
130	Live Audio	Twitter Spaces / LinkedIn Audio with Markus on sound + body
134	Certifications	Olo Guides cert IS this — Q3+ pilot

Q4+ / long-game:

#	Idea	Olo note
56	Reseller Programs	Corporate wellness platforms (Modern Health, Lyra) as resellers
67	Roadshows	Olo Experiences IS this — eye mask + listening session pop-ups in 3 cities
71	Conferences	Olo-hosted "Sound + the Body" — long-game category-defining moment
76	Documentaries	Markus's story is documentary-grade — long game
77	Black Friday Promotions	Holiday eye mask + Premium bundle
80	New Year Promotions	New Year nervous system reset campaign
84	Giveaways	Eye mask giveaway with brand partner (Wellness Mama tier)
85	Vacation Giveaways	Olo + retreat partner giveaway (olo.center could be venue)
87	Powered By Marketing	"Sound system by Olo" badge in B2B venue installs
104	Book Marketing	Sound Philosophy as a book — long-game positioning anchor
105	Annual Reports	"State of the Nervous System" — Olo's data + industry commentary
106	End of Year Wraps	"Your nervous system year" — Spotify Wrapped equivalent
110	Awards as Marketing	Olo founds an award for innovative biophilic acoustic design
116	Grants as Marketing	Free Olo subscriptions for therapists, social workers, first responders
119	OOH Advertising	SF / NYC billboards if Series A budget unlocks
120	Marketing Stunts	Public sound installation could work — brand-fitting
121	Guerrilla Marketing	Sound installation in subway / airport — interesting but requires care
131	International Expansion	Finland HQ + global ICP — Q4 or post-Series A

Skip / off-brand for Olo:

#	Idea	Why skip
16	Importers as Marketing	No competitor data to import (consumer wellness, not SaaS)
19	Chrome Extensions	Off-platform (mobile-first product)
21	Scanners	No obvious product fit
22	Public APIs	Not core business
27	Twitter Ads	Lower priority unless Markus's X presence grows
34	Click-to-Messenger Ads	Off-brand (no DM-driven sales pattern)
41	X Audience	Depends on Markus's bandwidth — defer unless he wants to
43	Engagement Pods	Off-brand
73	Media Acquisitions	Too capital-intensive at this stage
83	Twitter Giveaways	Off-brand voice
86	Lifetime Deals	Brand-conflict — pressures the "no pressure" voice and damages LTV math
88	Free Migrations	No competitor data to migrate
89	Contract Buyouts	Not relevant for D2C subs
99	Graphic Novel Marketing	Off-brand
112	Reality TV Marketing	Off-brand
117	Product Competitions	Not a developer product
118	Cameo Marketing	Off-brand
122	Humor Marketing	Brand voice is serious; humor would feel off
123	Open Source as Marketing	Proprietary audio library
125	App Marketplaces	Not relevant for native consumer app (no app-of-app pattern)
128	Source Platforms	G2 / Capterra are B2B-focused; D2C uses App Store reviews
132	Price Localization	Q4+ — tied to international expansion
136	Developer Relations	Not a dev product

12.2 Activation ideas (7 mapped)

#	Idea	Status	Olo note
124	App Store Optimization	Now	Q1 priority — listing rewrite in voice (also Acquisition)
90	One-Click Registration	Now	OAuth (Apple, Google) for app signup — standard activation lift
51	Onboarding Emails	Q2	Flow 2 — held until UI stable post-onboarding-rebuild
96	Onboarding Optimization	Q1-Q2	The 3-variant test IS this — primary activation work
47	Founder Welcome Email	Q2	Personal welcome from Markus or Catarina early in Flow 2
48	Dynamic Email Capture	Q2	Smart capture on olo.app — exit intent + scroll depth
95	Concierge Setup	Q3+	High-touch onboarding for B2B venue clients + high-value subscribers

12.3 Retention ideas (8 mapped)

#	Idea	Status	Olo note
46	Reactivation Emails	Now	Flow 4 ships in weeks 3–4 — exactly this
52	Win-back Emails	Q1 (week 11-12)	Standalone campaign on top of Flow 4
53	Trial Reactivation	Q2	Expired-trial recovery campaign once paywall is firing
45	Mistake Email Marketing	Q2	When something genuinely goes wrong, send "oops" — drives engagement
50	Inbox Placement	Q1	Subdomain silo strategy (mail.olo.app / commerce.olo.app) addresses this
91	In-App Upsells	Q2	Premium upsell points within app (also Revenue)
94	Offboarding Flows	Q2	Optimize cancellation flow to retain or learn — feeds churn intel
135	Support as Marketing	Q2	Customer support stories surface as content (also Acquisition)

12.4 Referral ideas (5 mapped)

#	Idea	Status	Olo note
62	Affiliate Program	Now	Ambassador program v1 is exactly this — launched with the 5 inbound
137	Two-Sided Referrals	Q2	Reward both referrer and referred — share-after-shift moment + gifting flow
92	Newsletter Referrals	Q3	If we launch a newsletter, Sparkloop-style referral mechanic
93	Viral Loops	Q3	Built-in share mechanics post-Ona reflection
79	Early-Access Referrals	Q3	App GA early-access list referrals (cross-references to Acquisition)

12.5 Revenue ideas (3 mapped — most ideas serve top-of-funnel)

#	Idea	Status	Olo note
91	In-App Upsells	Q2	Premium upgrade prompts; eye mask cross-sell from app (also Retention)
132	Price Localization	Q4+	Adjust pricing for local purchasing power once international
86	Lifetime Deals	Skip	Brand-conflict — see Acquisition skip list

12.6 Cross-cutting / brand foundation ideas

#	Idea	Status	Olo note
139	Customer Language	Now	Ona reflection responses + 7 Ds language = the source-of-truth for customer language across all copy
114	Moneyball Marketing	Ongoing	Find undervalued channels at every stage — methodology, not a single tactic

Idea-bank summary

• 88 ideas applicable to Acquisition (the dominant stage at Olo's current stage — makes sense, Olo's product converts well; the bottleneck is the top of funnel)
• 7 ideas to Activation, 8 to Retention (smaller because these stages are about depth, not breadth — execute the right few well rather than running a wide tactic menu)
• 5 ideas to Referral (program-driven, not tactic-driven)
• 3 ideas to Revenue (most revenue work is pricing strategy, not tactical tricks)
• 2 cross-cutting
• 23 ideas skipped for brand / business-model fit — Olo's category positioning constrains what's available

What this proves: the plan is roughly 30% of the available tactical surface area, not 100%. That's appropriate at this stage and budget. As capacity unlocks across Q2 → Q3 → Series A, the cross-reference becomes the inventory we pull from to scale activity without losing strategic coherence.

---

13. Measurement, RACI, open decisions, appendix

Measurement — the metrics that matter

North star (proposed): Blended-LTV-to-blended-CAC ratio per acquired user, where:

• Blended LTV combines app subscription revenue + hardware revenue (eye mask + speakers) + any cross-sells, per cohort
• Blended CAC combines paid spend + content production cost + ambassador commissions + lifecycle tool spend, per cohort

This captures the business model: the eye mask wedge isn't free if it costs $X to make, and the app sub isn't expensive to acquire if a Bryan-Johnson-style PR moment is paying for itself.

If a single metric is preferred for team-level focus, fall back to: monthly new D2C subscribers from non-paid channels. This isolates the compound channels the long-game strategy depends on.

Leading indicators by AARRR stage:

Stage	Leading indicators
Acquisition	Organic visits/mo (overall + per pillar), App Store visit-to-install rate, Markus's LinkedIn engagement → email subscribers, event-to-app conversion rate, ambassador-attributed visits
Activation	Day 1 / Day 7 / Day 35 → paid conversion, onboarding session-completion rate, first session Ona reflection completion
Retention	30 / 60 / 90-day retention, monthly churn, Flow 4 reactivation rate, hardware → app activation rate
Referral	Ambassador-attributed new subs (Dub), share-after-shift rate, Guides pilot referrals (when live)
Revenue	Blended MRR, ARPU, annual plan adoption %, LTV by cohort, eye mask attach rate

Review cadence:

• Weekly: fCMO ↔ Markus 30-min sync. AARRR scoreboard + this week's ships.
• Monthly: Full metrics review (extended sync, Catarina included). Compare against quarterly KPI targets.
• Quarterly: Plan recalibration. What's working, what's not, what funding-stage moves we're triggering.

RACI

Domain	Responsible	Accountable	Consulted	Informed
Strategic plan (this doc)	Corey	Markus	Catarina, Emily	Team
Brand voice	Markus + Catarina	Markus + Catarina	Corey	Team
App + onboarding implementation	Shariq	Markus	Corey	Team
Lifecycle flows (Customer.io)	Corey	Markus	Catarina (copy QA)	Team
SEO content	Corey	Corey	Catarina, Markus	Team
App Store copy	Corey	Markus	Catarina	Team
Markus's LinkedIn cadence	Markus	Markus	Corey (orchestration)	Team
Events	Markus + Catarina	Markus	Corey (instrumentation only)	Team
Ambassador program	Corey	Corey	Markus	Team
B2B sales	Markus	Markus	Corey (case studies)	Team
Pricing	Markus	Markus	Corey	Catarina
Investor narrative	Markus	Markus	Corey, Catarina	Team
Olo Guides program (Q3+)	TBD (likely future hire)	Markus + Catarina	Corey	Team
Future marketing hire (Q3)	Corey	Markus	Catarina	Team

Open decisions blocking the plan

Most blocking, ranked by impact:

1. Canonical domain. SEO data + this plan recommend olo.app. Needs exec sign-off + 301 execution plan. Blocks: domain consolidation, SEO foundation, email sender migration.
2. Retention metric definition. Reconcile 38% 12-month retention claim vs. 29% monthly App Store churn. Blocks: clean dashboards, investor narrative coherence, lifecycle test reads.
3. Ona post-session reflection scope. Does Ona currently support this, or is it new build? Blocks: Onboarding Variants 1 and 2 (which depend on Ona reflection moment), retention compound moves.
4. App UI stability timeline. When does the headphone-gate-removal + onboarding-rebuild allow Flow 2 to ship without rework risk? Blocks: Flow 2, full lifecycle, paid acquisition timing.
5. GA launch timeline. When does the throttled beta become GA? Blocks: paid acquisition scale, Q3 GTM planning.
6. Pricing structure ground truth. What's actually charged today? Blocks: pricing audit conclusions, annual-plan default test, blended LTV math.
7. First marketing hire scope. Lifecycle + content owner, or something else? When does the JD get written? Blocks: Q3 capacity plan, succession of fCMO operational work.
8. Ambassador commission structure. $/sub, rev-share, hybrid? Blocks: ambassador program launch, attribution dashboards.

Appendix — deep-dive links

Published to the team via Olo-Space/olo-context GitHub repo:

• marketing/seo/plan.md — Full 90-day SEO + keyword research plan
• marketing/seo/keyword-shortlist.md — Tier 1 keyword shortlist
• marketing/seo/raw/ — Ahrefs + DataForSEO API pulls
• marketing/onboarding-recommendation.md — Three-variant onboarding test plan

Founder-authored strategic context (in Olo's internal knowledge base):

• Seed deck — Investor narrative
• Sound Philosophy — Markus's technical/philosophical working doc
• Marketing OS — Brand voice, content rhythm, visual system
• ICP doc — D2C audience profile
• Meditation-vs-Regulation note (2026-05-19) — Central content pillar
• Kickoff call transcript (2026-05-18) — Decisions + open questions
• App Store copy snapshot + voice-gap analysis
• App Store metrics snapshot (2026-05-16)
• Customer.io lifecycle flows inventory

---

Marketing Plan v1. Prepared by Corey Haines (fCMO), 2026-05-27. For team review and discussion.