ARTEFACT 17 — 90-DAY EXECUTION · MIRRA · 2026-05-16
12 weeks.
Week-by-week production plan with cadence, deliverables, owner, gates. Built from the artefact 13 creative angles + artefact 15 AB backlog + artefact 14 art-direction lock. Real calendar dates 2026-W21 (May 19) through 2026-W32 (Aug 4).
HORIZON 12 weeks · 90 days · BUDGET ~RM280K total Meta + RM45K production · OWNERS Jenn / Tricia / Yivonne / creative-director / marketing
01 MARKET 02 SCRAPBOOK 03 ICP 04 WOT 05 PARTICLES 06 PATTERNS 07 AD LIBRARY 08 FUNNEL 09 PRICING 10 MIROFISH 12 VISUALS 13 ANGLES 14 ART DIR 15 PERF 16 AUDIT 17 PLAN 18 BRIEF
17.01 The 90-day shapeThree 4-week phases. Phase A (W21-W24): Foundation. Launch Starter Pack, fire 5 priority AB tests, ship visual + creative lock. Phase B (W25-W28): Scale + Partner. Roll winners, launch postpartum + AIA Vitality co-promo. Phase C (W29-W32): Optimize + Compound. Retarget-heavy phase, LTV harvest, prep Q4.
"You can't build LTV in 7 days. You can in 90."
17.02 PHASE A · Foundation — W21 to W24
W21
Launch — Starter Pack + 5 priority ABs May 19-25
Mirra's reset. New angles fire. Auto-roll removed. Maya tone-test live.
MARKETING Ship Starter Pack landing page · remove auto-roll · explicit opt-in renewal
MARKETING Mint ad_ids for 5 angle batches (Angles 16, 1, 7, 12, 2)
CREATIVE-DIR Generate 25 hero images (5 hooks × 5 variants each) via nanobanana
CREATIVE-DIR Cast 12-member testimonial roster (30% non-Chinese-MY, 20% postpartum)
QA Audit every asset against 10-point checklist · ≥8.5/10 to ship
MARKETING Fire ABs 01-05 (Starter Pack offer · calorie-claim · Maya tone · auto-roll framing · Swap-Meal CTA)
GATE: Starter Pack live + 5 ABs running by 2026-05-22 Friday
W22
Postpartum + Swap-Meal feature May 26 - Jun 1
Two of Mirofish's 3 risk-mitigations launch. Postpartum custom-audience goes live.
BUILDER Ship "Swap Any Meal" feature on Mirra app (UI + ops integration)
MARKETING Launch postpartum custom audience (Custom + LAL)
CREATIVE-DIR Generate 15 postpartum-specific creatives (Angle 7 × 5 hooks × 3 formats)
MARKETING Fire ABs 06-10 (3rd-party vs brand · local vs Korean · hashtag · ethnic-cast rotation · numerical-specificity)
QA Audit postpartum creatives — VLM ≥8.5
RESEARCHER Regenerate artefact 08 (funnel-channel) + 09 (pricing) at 9.0+
GATE: Swap-Meal live + postpartum audience-test live by 2026-05-29 Thursday
W23
Scale Week 1 — push winners + creator UGC Jun 2-8
Top 2 AB winners get 50%+ of new budget. Creator UGC channel opens.
MARKETING Identify Top 2 AB winners from W21-W22 · stat-sig-check.sh confirms · push 60% budget
MARKETING Sign 5 KL micro-influencers (10K-50K IG followers, working-women niche)
CREATIVE-DIR Brief creators · ship 5 UGC reels (1-shot Mirra-given guidance, creator-script)
MARKETING Fire ABs 11-16 (Reels length · UGC voice · Pause CTA · Real Numbers vs Real Local · carousel slides · static vs reel)
CREATIVE-DIR Generate 20 net-new creatives (rotate Angles 8 + 2)
RESEARCHER Run autoresearch 3-loop refinement on Phase 1 weak artefacts
GATE: 5 creator UGC reels live by 2026-06-06 Friday
W24
Scale Week 2 + geo-pulse test Jun 9-15
Geo-pulse goes live. Phase A ROAS measurement.
MARKETING Fire AB 17 (geo-pulse: Bangsar/MK premium vs Cheras/Subang mass)
MARKETING Fire AB 18 (mid-funnel email vs WhatsApp)
MARKETING Phase A metrics review: ROAS, CPA, Day-14 retention, CAPI match-rate
MARKETING Outreach: AIA Vitality partnership pitch · meet 1x in week
CREATIVE-DIR Generate 20 net-new (rotate Angle 5 cost-math)
QA Composite audit: 17 artefacts post-loops · should hit 9.3+
GATE: Phase A KPIs hit threshold (ROAS ≥ 2.5x, CPA < RM50) by 2026-06-13 Friday
17.03 PHASE B · Scale + Partner — W25 to W28
W25
Partner-stack launch (AIA Vitality) Jun 16-22
If AIA partnership confirmed: co-promo goes live. If not: alt partner outreach (Jaya Grocer, Sephora).
MARKETING Launch AIA Vitality x Mirra co-promo (10% off Mirra Starter for AIA members)
MARKETING Fire AB 19 (partner-stack ad copy)
CREATIVE-DIR Ship 8 partner-stack creatives + 4 dedicated AIA-audience reels
MARKETING Fire ABs 20-22 (lower-priority — Sunday vs Tuesday · discount framing · VLM vs Real Photo)
CREATIVE-DIR Generate 20 net-new (Angle 11 "After a long day" + dinner-occasion test)
RESEARCHER Run mirofish-2 round on dinner-occasion hypothesis (60 personas × 3 rounds)
GATE: Partner-stack go-live by 2026-06-20 Friday
W26
Retention machine — Klaviyo flows Jun 23-29
Klaviyo Welcome flow + Win-back flow + Pause/Resume flow. Compound the Week-3 retention insight.
MARKETING Build Klaviyo Welcome flow (Day 1: order conf · Day 3: tasting tips · Day 7: meal-quiz · Day 14: extend offer)
MARKETING Build Klaviyo Win-back flow (Day 28 cart-abandoner · Day 35 lapsed-trial offer)
MARKETING Build "Pause Anytime" flow (when user pauses: 7-day check-in, 14-day re-engagement)
CREATIVE-DIR Ship 18 email creatives across 3 flows
MARKETING Fire AB 18 winner: roll email-nurture across all new sign-ups
QA Klaviyo flow QA · DOI compliance · unsubscribe pattern check
GATE: Klaviyo 3 flows live by 2026-06-27 Friday
W27
Creator UGC wave 2 + B2B corporate Jun 30 - Jul 6
Sign 10 more creators (lower-tier 5K-15K niche). Launch Mirra-Corporate offering.
MARKETING Sign 10 micro-creators (different niches: postpartum mom, fitness PT, working mom)
CREATIVE-DIR Ship 10 creator UGC reels (creator-led script, Mirra-validates)
MARKETING Launch Mirra-Office (12-bento corporate sampler for HR teams)
MARKETING Outreach 30 KL/Sel HR teams · pitch corporate-wellness lunch
CREATIVE-DIR Generate 12 corporate-focused creatives + landing page
MARKETING Fire AB 23 (white-marble bg vs cream-linen bg)
GATE: 10 creator reels + Mirra-Office launched by 2026-07-04 Friday
W28
Mid-phase reflection + ICP expansion Jul 7-13
Phase B halftime. Confirm what's scaling. Test 2 ICP expansion bets.
MARKETING Phase B metrics review · ROAS by audience · LTV by Klaviyo flow
RESEARCHER Run mirofish-3: 60 personas × 3 rounds on ICP expansion candidates: senior-pro pre-diabetic + new-grad RM3K monthly budget
MARKETING Fire ABs 24-26 (founder signature on ad · "From RM19" vs "Just RM19" · price-display size)
CREATIVE-DIR Generate 20 net-new (Angle 4 skeptic-arc · Angle 13 "designed for women")
MARKETING Outreach: Jaya Grocer / Watsons MY for 2nd partner-stack
QA Audit creator UGC reels for brand-fit (avoid drift)
GATE: Phase B ROAS ≥ 3.0x · 2 ICP expansions validated by 2026-07-11 Friday
17.04 PHASE C · Optimize + Compound — W29 to W32
W29
Retarget-heavy + bundle promotions Jul 14-20
Maximize warm tier. Launch Mirra bundle (3-month auto-pause + extra rotation).
MARKETING Increase retarget budget to 30% of total (W29-W32)
MARKETING Launch Mirra Annual Plan: 12-mo with built-in 4 pause weeks · RM3,200/yr (vs RM5,580 month-to-month)
CREATIVE-DIR Generate 15 retarget-specific creatives + bundle landing
MARKETING Fire AB 27 (Annual plan vs monthly only)
CREATIVE-DIR Generate 12 net-new for ICP-expansion personas
QA VLM audit batch refresh — drift check
GATE: Annual plan live + retarget allocation lifted by 2026-07-18 Friday
W30
Compound learning + R102 kill-pattern Jul 21-27
G9-measure feedback cycle. Kill confirmed losing patterns. Promote winners.
RESEARCHER Aggregate G9 metrics · identify kill-patterns (R102 kill-rules)
MARKETING Submit kill-list to creative-director + qa-doctor
CREATIVE-DIR Stop using KILLED hooks · regenerate 15 creatives from winning patterns
MARKETING Fire ABs 28-30 (price size · CTA color · CTA text variants)
MARKETING Launch UGC ambassador program (top 50 customers get RM50/referral)
RESEARCHER Run mirofish-4: 60 personas × 3 rounds on Q4 hypothesis (Mirra Sport + Mirra Dinner)
GATE: R102 kill-list deployed · UGC ambassador 50 signups by 2026-07-25 Friday
W31
Compound + Q4 prep Jul 28 - Aug 3
End-of-quarter measurement. Q4 strategy lock-in.
MARKETING Phase C metrics review · final ROAS · LTV cohort analysis · CAPI match-rate
RESEARCHER Run mirofish-5: Q4 lineup test (Mirra Sport hi-protein + Mirra Snack)
CREATIVE-DIR Q4 visual lock-up: refresh DESIGN.md + brand-calibration anchor
MARKETING Q4 budget plan · partner-stack expansion targets · creator program scaling
QA End-of-quarter audit · update brand DNA + compound-learning rules
RESEARCHER Cross-brand learnings → Pinxin Vegan + Rasaya + Dr Stan
GATE: Q4 strategy locked + Q3 final report by 2026-08-01 Friday
W32
Q3 close + Q4 launch prep Aug 4-10
Final week. Bank the learnings. Launch Q4 plan.
MARKETING Ship Q3 full attribution report · publish ROAS by ad_id chain to dashboard
RESEARCHER Document Q3 winning angle bank · transfer to compound-learning.md
CREATIVE-DIR Q4 creative kickoff · 30 new assets for August launch wave
MARKETING Cross-brand handoff: top-3 learnings to Pinxin/Rasaya/Dr Stan teams
QA Compound-promoter run · update Mirra brand DNA + AVOID rules
RESEARCHER Phase 3 deep research kickoff: dinner-occasion + corporate-wellness
GATE: Q3 close report + Q4 plan handed to Jenn by 2026-08-08 Friday
17.05 Production volume — week by week
Week Hero Images Reels UGC Reels Carousels Total Creative Units
W21 25 5 0 8 38 W22 20 8 0 6 34 W23 15 10 5 5 35 W24 15 8 3 4 30 W25 18 8 2 6 34 W26 10 5 3 10 28 W27 12 5 10 6 33 W28 20 6 5 5 36 W29 15 8 5 8 36 W30 15 6 5 6 32 W31 10 5 3 5 23 W32 30 10 5 10 55 90-DAY 205 84 46 79 414
17.06 Milestone gates
Gate Week Condition If miss
G-A1 W21 Starter Pack live + 5 ABs running Defer launch · scope down to 3 ABs G-A2 W22 Swap-Meal feature shipped Defer 1 week · communicate to customers G-A3 W24 Phase A ROAS ≥ 2.5x, CPA < RM50 Pause Phase B scaling · diagnose creative G-B1 W25 Partner-stack go-live Pivot to alt partner (Jaya/Watsons) G-B2 W26 Klaviyo 3 flows live Internal escalation · Klaviyo engineer surge G-B3 W28 Phase B ROAS ≥ 3.0x · 2 ICP expansions validated Hold Phase C scaling · run mirofish-3 deeper G-C1 W29 Annual plan live + retarget lifted Maintain Phase B settings · re-plan G-C2 W30 R102 kill-list deployed · UGC ambassador 50 Continue without kill-list · UGC defer 2 weeks G-C3 W32 Q3 close report + Q4 plan to Jenn Late-handoff escalation to Jenn directly