# Pre-Launch & Day-by-Day Checklist **Read order:** Pre-launch first. Then each week as it begins. --- ## PRE-LAUNCH (Days T-7 to T-1, the week before E1) ### Tech / domain - [ ] **Klaviyo account set up.** Domain verified. SPF, DKIM, DMARC configured. (This is the #1 blocker — give yourself 3 full days.) - [ ] **GHL → Klaviyo export.** Pull the 1,735 contacts. Tag by last-engaged date. Drop unsubscribes. - [ ] **Three Klaviyo segments built:** Hot (last 90 days engagement), Warm (last 6 months opens), Cold (rest). - [ ] **From-name + reply-to** set everywhere: "Nichole · Organize by Designe" and her personal-feeling inbox. - [ ] **Pixel events on the new pages**: ViewContent, InitiateCheckout (form started), Lead (form submitted). - [ ] **`/the-mid-year-reset` and `/letting-go-workbook` pages live** (use copy from `04-sales-page.md`). - [ ] **Application form built** in Tally or GHL Forms (use `05-application.md`). - [ ] **Klaviyo flow** for application submission (auto-confirmation email + tag + notify Nichole). - [ ] **Stripe (or Square) checkout** for the $7,997 cohort + $9 workbook. ### Content / creative - [ ] **All 14 countdown ad images** designed, exported, uploaded to Meta as drafts and scheduled. - [ ] **Brand-awareness ads (3 variants)** built and scheduled to start day 8. - [ ] **Application "Apply Now" ads** designed, ready to flip on day 15. - [ ] **Re-open ad** built but unscheduled. - [ ] **Tripod + iPhone setup tested** in Nichole's filming spot. - [ ] **Hero photo for the cohort sales page** taken (one good organized-pantry or organized-closet shot). ### Email - [ ] **All 19 emails drafted in Klaviyo** (use `01-emails.md`). Sent to Nichole + you for proof-read. - [ ] **Each email scheduled** to send at the right time (use the timeline in `00-PLAN.md`). - [ ] **Test send** of E1 to a personal Gmail and a personal Yahoo to confirm inbox placement. ### People - [ ] Nichole has cleared her calendar Mon evenings (week 3) and Saturday evenings (week 3) for lives. - [ ] Someone trusted is on standby to ping Nichole if something looks broken during a live. --- ## WEEK 1 — Warm-up ### Mon (Day 1) - [ ] Spot-check: domain warm. Test send to gmail/yahoo personal — inbox, not spam. ### Tue (Day 2) - [ ] **Send E1** at 10am CT (Hot only) - [ ] Check replies hourly through the day. Reply personally to first 20 in casual single sentences. ### Thu (Day 4) - [ ] **Send E2** at 10am CT (Hot only) - [ ] Reply to as many as possible. Goal: 30+ replies across week. ### Sun (Day 7) - [ ] **Send E3** at 9am CT (Hot only) — Letting Go workbook soft drop - [ ] Watch Stripe — first $9 sales should land Sunday night - [ ] Post to IG: see `06-daily-content.md` Week 1 Sunday --- ## WEEK 2 — Priming ### Mon (Day 8) - [ ] **Send E4** at 9am CT (Hot + Warm) — "why I bought a tripod" - [ ] **Turn on brand-awareness retargeting ads** ($10–15/day budget) - [ ] **Turn on Day-14 countdown ad** ($5–10/day, ends EOD) ### Tue (Day 9) — Day-13 countdown ad on (others off) ### Wed (Day 10) - [ ] **Send E5** — "why I'm done with one-time projects" - [ ] Day-12 countdown ad on ### Thu (Day 11) — Day-11 countdown ### Fri (Day 12) - [ ] **Send E6** — "the full picture" - [ ] Day-10 countdown ### Sat (Day 13) — Day-9 countdown ### Sun (Day 14) — Day-8 countdown - [ ] **Pre-launch confidence check**: at least 60% of E5 + E6 sent had open rate > 30%? If not, reduce send size for week 3. --- ## WEEK 3 — Open cart ### Mon (Day 15) — DAY 7 countdown · CART OPENS - [ ] **9am CT — Application form goes live, Stripe enabled, sales page CTA flipped** - [ ] **9am CT — Send E7** (Hot + Warm + Cold) - [ ] **Turn on "Apply Now" Meta ads** at $30–50/day - [ ] **Turn off brand-awareness ads** (replaced by Apply Now) - [ ] **7pm CT — IG Live (60 min)** (use `03-webinar-script.md`) - [ ] **8:30pm CT** — Download IG Live video, schedule E8 for 9pm - [ ] **9pm CT — Send E8** (replay reminder) ### Tue (Day 16) — Day-6 countdown - [ ] **Send E9** (Megan's doorway story) — Hot + Warm - [ ] Pull 1 short clip from Monday's live, post as Reel - [ ] Check applications submitted so far. Goal: 3+ by EOD Tuesday. ### Wed (Day 17) — Day-5 countdown - [ ] **Send E10** ("about the price") — All segments - [ ] Reply personally to any "is this the right time for me" emails ### Thu (Day 18) — Day-4 countdown - [ ] **Send E11** (Brenda's note) — Hot + Warm ### Fri (Day 19) — Day-3 countdown - [ ] **Send E12** ("reading applications this weekend") — All segments - [ ] Goal check: 6+ applications by EOD Friday ### Sat (Day 20) — Day-2 countdown - [ ] **Send E13** (FAQ live tonight) at 11am CT — All segments - [ ] **7pm CT — IG Live FAQ (30 min)**, casual, no slides ### Sun (Day 21) — Day-1 countdown · LAST DAY - [ ] **9am CT — Send E14** — All segments - [ ] **3pm CT — Story countdown** "Closes at midnight" - [ ] **9pm CT — Story** "2 hrs left" - [ ] **11:59pm CT — Cart closes** (turn off Apply Now ads) --- ## WEEK 4 — Quiet, then re-open ### Mon (Day 22) - [ ] Read every application personally. Sort: Yes / Maybe / No. - [ ] Send personal acceptance emails to selected homes. - [ ] Send a soft "thank you for applying — I'm thinking on it" to Maybe pile. - [ ] **No public emails or ads.** Quiet. ### Tue + Wed — same. Quiet on the offer. ### Thu (Day 25) — RE-OPEN - [ ] **9am CT — Send E15** ("we got asked enough") — Warm + Cold - [ ] **Turn on re-open ads** at $25–40/day - [ ] **Klaviyo flow:** anyone who clicked the application but didn't submit gets re-targeted in email. ### Fri (Day 26) - [ ] **Send E16** ("what tomorrow morning feels like") — Warm + Cold ### Sat (Day 27) — FINAL DAY - [ ] **9am CT — Send E17** ("closing tonight") — All segments who haven't applied - [ ] **All-day Story countdown stickers** - [ ] **11:59pm CT — Cart closes for real** — turn off all ads ### Sun (Day 28) - [ ] **9am CT — Send E18** (thank-you + workbook reminder) — Whole list - [ ] Post the final IG post: "All ten homes confirmed." --- ## Post-launch (the week after) - [ ] Send personal welcome packets to all 10 cohort members (printed workbook + handwritten note) - [ ] Schedule discovery calls - [ ] Pull launch metrics: list size growth, $9 sales count, application count, conversion rate, ad CPL, total revenue - [ ] Save winning ad creatives + email subject lines for reuse - [ ] Decide: when's launch #2? Fall (~Oct)? Year-end (~Jan)? - [ ] Send Nichole's dad / accountant / Bob Kovanic CPA the W-8BEN-E paperwork (lol) --- ## Failure-mode plan If by **end of Day 18 (Thu of week 3)** there are fewer than 4 applications: - **Don't panic.** Most applications come in Days 19–21 (Fri/Sat/Sun). - **Add a Saturday IG Live earlier than planned.** 30 minutes, casual, FAQ-style. The 2nd live drives 30–40% more applications historically. - **Send a personal email** from Nichole to the 30 most-engaged Hot contacts. One sentence: *"Hi [name] — I noticed you haven't seen Mid-Year Reset yet. Wanted to make sure you got a personal note. [link]. — N"* - **DO NOT drop the price.** Drop the price and the cohort dies. If by **Sunday night (Day 21)** there are 0–3 applications: - Pause. Don't send the close email. - We extend by 5 days (Mon–Fri of week 4) with a reframe: "I'm hearing this needs more time. Same offer. New deadline." - Skip the "we got asked" frame for week 4 because it'll feel hollow. - This is rare but it's worth having the plan.