Mirra's current funnel (Meta CTWA → WhatsApp Chatwoot) has a CRITICAL leakage problem — 17 paid-FB-ad leads dead 7-14d on May 14 (RM12-20K/month bleed). This artefact audits the current funnel + proposes 3 alternates: (a) landing-quiz-first, (b) TikTok UGC-creator-led, (c) wedding-anniversary partner-bought. Each with CPM/CTR/CPA/ROAS benchmark estimates.
CURRENT FUNNEL TRACE
Meta ad (CTWA) ──► WhatsApp open ──► Bot greets (Jia Li)
│
┌───────────────┴───────────────┐
▼ ▼
Ordering intent? Enquiry intent?
│ │
▼ ▼
Continue bot LABEL: human_handling
│ │
▼ ▼ ★ LEAKAGE
Klaviyo capture No human watches label
│ │
▼ ▼
Subscription Lead dies in 7-14d
ESTIMATED ECONOMICS (current)
Meta CTWA CPM RM8-15
CTR 1.5-2.5%
CPC RM0.30-1.50
CPL (to WA) RM3-6
Bot→human drop ~21% (17 / 80 paid in 14d window)
Lead-to-order ~12-18% on responded leads
CPA (gross) RM18-35
AOV RM280-558 (10 or 20-meal plan)
ROAS (Day-1) ~6-8x on responded · ~5-6x net of dropped leads
Hypothesis: 5-question quiz ("calorie goal · current weight · activity level · meal slot · delivery zone") qualifies BEFORE the WhatsApp handoff. Higher-intent at WhatsApp = less drop-off + cleaner segmentation.
Expected: CPL up 25-40% but CPA down 18-30% net, ROAS +25% vs current.
Build cost: 1 day Typeform + n8n wiring
Hypothesis: TikTok UGC has zero KL competitor at scale. 4 creators (Tricia tier — 5K-50K followers, KL-women-25-35 niche) post 1×/wk for 4 weeks in own voice. Bio link → landing → conversion.
Expected: CPM 60-70% LOWER than Meta. CPA RM12-25 (vs RM18-35 current). Scale ceiling: creator-fatigue.
Build cost: 4 creators × RM200-400/post × 16 posts = RM12.8K-25K month
Hypothesis: Bypass Mei persona's self-purchase guilt. Target Meta audience: male 32-45, married, professionals, partners-of-women. Pitch: "Get her the 20-meal plan as anniversary gift — Mirra delivers daily with a love-note."
Expected: CPA higher RM30-50 but AOV doubled (RM558+) + emotion-anchored repeat. Halo brand effect to Mei persona.
Build cost: 1-week creative · 1-week landing copy
| CHANNEL | SARAH | AINI | MEI | JIA | EST. CPA | VERDICT |
|---|---|---|---|---|---|---|
| Meta CTWA (current) | ★★★ | ★★ | ★★★ | ★★ | RM18-35 | SCALE · fix leakage first |
| TikTok UGC creator | ★★★ | ★★ | ★★ | ★★★ | RM12-25 est. | PILOT · 4 creators × 4 weeks |
| IG Reels organic | ★★ | ★★ | ★★ | ★★★ | RM0 + production | SUPPORT · 3 reels/week |
| Klaviyo email | ★★★ | ★★★ | ★★★ | ★ | N/A | RETENTION · post-purchase |
| RedNote/XHS | ★ | ★★ | ★ | ★★ | RM10-20 est. (CN-MY) | WAIT · needs CN creative |
| Anniversary partner ads | ★ | - | ★★★ | - | RM30-50 | PILOT · single Mei-funnel |
| Foodpanda / GrabFood partnership | ★★ | ★ | ★ | ★ | ~RM10 + 15% take | EVALUATE · margin tradeoff |
| METRIC | NOW | 30D | 60D | 90D |
|---|---|---|---|---|
| Meta CTWA CPL | RM3-6 | RM2.5-5 | RM2-4.5 | RM2-4 |
| Bot→human drop | ~21% | <10% (SLA cron) | <5% | <3% |
| Lead-to-order | 12-18% | 18-22% | 22-26% | 25-30% |
| CPA (gross) | RM18-35 | RM15-28 | RM12-22 | RM10-18 |
| AOV | RM280-558 | RM320-580 | RM350-600 | RM400-650 |
| ROAS (Day-7) | 5-6x | 6-8x | 8-10x | 10-12x |
| Subscription-extension rate | Unknown | Measure | 30%+ | 45%+ |