Growth Operations
Low-budget growth control center with campaign standards, execution cadence, and QA checks.
Plan Window
Execution window: March 4, 2026 to April 2, 2026. Focus on qualified signups and quiz starts at the lowest sustainable cost.
Budget Guardrails
1. Google Search ads: $150
2. Retargeting ads: $50
3. Content/design tools: $0-$40
4. Email/CRM tools: free tier
5. Community/partnership promo: $0-$60
6. Reserve buffer: $40
Channel Priority
1. High-intent paid search only (exact/phrase keywords + state intent).
2. Organic SEO publishing: 2 long-tail legal-intent pages per week.
3. Community distribution: value-first posts in relevant groups.
4. Email automation for onboarding, quiz recovery, and trial conversion.
5. Referral loop with non-cash incentive (extended trial or feature unlock).
Weekly Execution Cadence
Week 1 (Mar 4-10): Launch exact/phrase high-intent campaigns, state targeting, and first 2 SEO pages.
Week 2 (Mar 11-17): Enable retargeting, publish 2 more SEO pages, and post 3 short videos.
Week 3 (Mar 18-24): Pause bottom 30% keywords, reallocate budget, and add social proof near CTA.
Week 4 (Mar 25-Apr 2): Increase profitable spend by max 20%, publish final SEO pages, and review results.
UTM Naming Standard
Required fields: utm_source, utm_medium, utm_campaign, utm_content.
Campaign format: YYYYMM_channel_offer_audience
Example: 202603_google_quiz_highintent
Analytics Event Contract
quiz_start { source, state? }
signup_complete { source, plan_intent? }
checkout_started { plan, billing_period }
checkout_complete { plan, billing_period }
Email Prompt Templates
Welcome Prompt (send immediately)
Subject: Welcome to Small Claims Helper Body: Thanks for signing up. Start with the eligibility quiz so your roadmap is personalized. CTA: Start Quiz.
Quiz-Abandon Prompt (send after 24 hours)
Subject: Finish your small claims setup Body: You are one step away from your personalized case roadmap. CTA: Resume Quiz.
Trial Reminder Prompt (send 48 hours before trial end)
Subject: Your trial ends soon Body: Review your timeline, demand letter, and filing checklist before trial ends. CTA: Open Case Manager.
Win-Back Prompt (send 7 days after inactivity)
Subject: Ready to continue your case prep? Body: Your data is still available. Resume from your dashboard in one click. CTA: Return to Dashboard.
QA & Bug Check Before Spend
1. Track each conversion event once and verify in analytics realtime view.
2. Confirm UTM values persist from landing page to signup and pricing click.
3. Run funnel QA: landing -> quiz -> signup -> checkout start -> checkout complete.
4. Confirm referral links use campaign format YYYYMM_channel_offer_audience.
5. Ensure daily ad cap is active before launching any campaign.
30-Day Success Targets
1. Cost per signup target: $8-$12 or lower.
2. Landing to quiz-start conversion target: at least 8%.
3. Quiz-start to signup conversion target: at least 20%.
4. Publish at least 8 new SEO pages in 30 days.
5. Generate traffic from at least one partner referral source.
Operating Assumptions
1. Budget cap is fixed at $300 for Mar 4-Apr 2, 2026.
2. One operator can execute this in 5-7 hours per week.
3. Analytics is already installed and supports custom events.
4. Content writing and editing are handled in-house.
5. If paid ads underperform by end of Week 2, shift 50% of remaining paid budget to organic/community channels.