Kalamari — Pre-Launch Sprint Plan

▶ Video Deliverables

The three videos — sequence & purpose

All three videos have been produced and delivered — we are ahead of schedule. Focus now shifts entirely to posting cadence, ads setup, and waitlist activation.

Video 01 ✅ DONE

Coming Soon

Post: Aug 22 (Day −6)

The opening signal — tells the world something is coming without showing what. Builds curiosity and drives waitlist sign-ups.

Video delivered ✅
Schedule for Aug 23 morning across IG, FB, YT Shorts
Pair with CTA: "Join the waitlist — get first access (link in bio)"
Boost as paid post immediately on posting

✅ Produced & delivered — ready to post

Video 02 ✅ DONE

Logo Reveal

Post: Aug 25 (Day −3)

The identity moment — the Kalamari squid logo animates into frame. Builds brand recognition and deepens anticipation ahead of go-live.

Video delivered ✅
Schedule for Aug 26 morning — all channels
Overlay copy: "2 days. Define your normal."
Boost as paid post + retarget all Coming Soon viewers

✅ Produced & delivered — ready to post

Video 03 ✅ DONE

Brand Film

Launch: Aug 28 — GO LIVE 🔴

"How Kalamari Was Born" — the cinematic origin film. The emotional anchor of launch day. Drops everywhere the moment the store opens.

Video delivered ✅
Upload to YouTube / IG as Premiere scheduled for Aug 28, 9 AM
Set as site hero video — live at 9 AM Aug 28

✅ Produced & delivered — schedule for launch day

All videos done — focus shifts to posting & activation

With all three videos in hand, the sprint is now about timing, distribution and ads. The remaining risk is not production — it is making sure each video goes out at the right moment with the right caption, boost and CTA, and that the store + ads are fully set up before Aug 28.

📅 Timeline

Day-by-day execution — Aug 21 to 28

Every day has one primary output. The critical path is: Coming Soon video approved same-day → Logo Reveal ready by Aug 25 → Brand Film locked by Aug 27 EOD.

−7

Aug 21

TODAY

All videos delivered ✅ — setup & scheduling day

Schedule Coming Soon video for Aug 23 morning — IG, FB, YT Shorts VIDEO
Schedule Logo Reveal video for Aug 26 morning — all channels VIDEO
Upload Brand Film as YouTube/IG Premiere — set to Aug 28, 9 AM VIDEO
Set up waitlist landing page (email + WhatsApp opt-in) + lead magnet live OPS
Confirm all social handles are active and post-ready OPS
EOD deliverable: All 3 videos scheduled. Waitlist page live. Ready for tracking setup tomorrow.

−6

Aug 22

TRACKING

Tracking & pixels — full installation day

Install Meta Pixel on store — purchase, add-to-cart, view-content events firing correctly OPS
Install Google Tag Manager + GA4 + Google Ads conversion tag OPS
Set up Meta Events Manager — verify all events in test mode OPS
Set up Google Search Console + verify domain OPS
Test end-to-end: visit page → add to cart → checkout — confirm all events trigger OPS
EOD deliverable: All pixels live and verified. Tracking confirmed before any paid traffic runs.

−5

Aug 23

ATTRACT

Coming Soon video goes LIVE + waitlist ads begin

Coming Soon video posts automatically (pre-scheduled) — IG, FB, YT Shorts SOCIAL
Launch paid waitlist-building ads (~₹2,500/day from pre-launch reserve) ADS
Stories: "something is coming — join the waitlist (link in bio)" SOCIAL
Monitor ad performance and waitlist sign-up rate through the day ADS
EOD deliverable: Waitlist ads running. First sign-ups coming in.

−4

Aug 24

BUILD

First drop tease + build ad sets

First drop silhouette tease on stories/feed — shadows only, no full reveal SOCIAL
Pain-point reel: identity / self-expression content (no product — pure audience hook) SOCIAL
Monitor waitlist ad performance — reallocate budget if one creative is outperforming ADS
Build all Meta + Google ad sets (brand film as creative, ready to activate Aug 28) ADS
EOD deliverable: Ad sets built and in review. Drop tease posted.

−3

Aug 25

REVEAL

Second drop tease + finalise ad sets

Second drop tease: reveal one colourway / design with copy SOCIAL
Waitlist email/WhatsApp: "The reveal is almost here — 3 days" OPS
Finalise and review all Meta + Google ad sets — creatives, audiences, budgets, start time ADS
Confirm store product pages, sizing info, COD/UPI checkout all working on mobile OPS
EOD deliverable: All ad sets approved and ready to activate. Store QC in progress.

−2

Aug 26

IDENTITY

Logo Reveal goes LIVE + third drop tease

Logo Reveal video posts automatically (pre-scheduled) — all channels + boost as paid post SOCIAL ADS
Retarget all Coming Soon viewers with Logo Reveal as the ad creative ADS
Stories countdown: "2 days to go — waitlist gets in first" SOCIAL
Third drop tease: a second full design reveal + "which one is you?" hook SOCIAL
Waitlist email/WhatsApp: "Your early-access link arrives tomorrow" OPS
EOD deliverable: Logo Reveal live and boosted. Retargeting active. Waitlist notified.

−1

Aug 27

READY

Final QC + pre-schedule everything + waitlist warm-up

Full QC: store live test, checkout, COD/UPI, product pages, mobile speed OPS
Send waitlist early-access link + time via email AND WhatsApp (9 AM Aug 28) OPS
Pre-schedule ALL Aug 28 social posts (stories, feed, reels, captions, hashtags) OPS
Stories countdown: "Tomorrow. Be ready." + final drop silhouette SOCIAL
All ad sets reviewed — budgets confirmed, creatives attached, start time set 9 AM Aug 28 ADS
Confirm Brand Film premiere set on YT + IG for 9 AM Aug 28 VIDEO
EOD deliverable: Everything is live-ready. Zero tasks left for launch day except execution.

Aug 28

GO LIVE 🔴

LAUNCH DAY — doors open

9:00 AM — Waitlist early-access window opens (exclusive link, 2-hour head start) OPS
9:00 AM — Brand Film drops: site hero, IG/FB/YT premiere, WhatsApp VIDEO
9:00 AM — All paid ads go live: Meta prospecting + retargeting + Google Search ADS
11:00 AM — Public launch announced — all channels, full product reveal SOCIAL
All day — Stories: real-time order count, "X units left," social proof as it comes in SOCIAL
All day — Monitor ad performance; shift budget toward best-performing creatives within hours ADS
All day — Respond to every comment, DM, question within 30 minutes OPS

→ Post-Launch

After Aug 28 — the engine keeps running

Launch day is the starting gun, not the finish line. The week and month after are where the data compounds, retargeting closes sales and the brand builds a returning audience.

Days 1–3 (Aug 29–31)

React + Recover

Review first 48h ad data — pause low performers, scale winners immediately
Abandoned-cart WhatsApp + email sequence fires automatically
Repost any customer UGC or unboxing content as social proof
Respond to all comments and DMs — build community momentum while it's hot
Check inventory levels — flag anything at <20% stock for scarcity posts

Week 2 (Sep 1–7)

Optimise + Nurture

First performance report: orders, ROAS, CAC, best-performing creatives
Launch "how to style your Kalamari tee" content series — TOFU for SEO + shares
Retargeting: video viewers and site visitors who didn't buy yet get a second wave
"Which Drop Are You?" identity quiz goes live — captures emails + nurtures undecided visitors
Feature first real customer looks on feed + stories

Week 3–4 (Sep 8–21)

Scale + Retain

Scale ad spend on what's working; test new audiences with proven creatives
Post-purchase flow: "3 ways to wear what you bought" + next drop preview
Behind-design content for each drop — deepens brand story and organic reach
Referral activation: "bring a friend, get first dibs on Drop 2"
SEO blog: "oversized tees India," "streetwear drops," "define your style" — organic foundation

Month 2 Onwards

Next Drop + Compound

Begin pre-launch cycle for Drop 2 — warm audience now exists, CAC will be lower
Month 1 full review: actuals vs. plan (CAC, conversion rate, ROAS)
Retargeting pools now large enough to become the primary revenue engine
Email/WhatsApp list becomes the owned-media moat — drops go to warm audience first
Repeat the 3-video sequence for each new drop (lower cost as brand is known)

! Action Required

What we need from the client — today

Seven days is tight. The following items are needed immediately — any delay directly pushes the video delivery dates.

Item	Needed by	Why it blocks	Status
Coming Soon video	Aug 21 ✅	Ready — schedule post for Aug 22 morning	DONE
Logo Reveal video	Aug 21 ✅	Ready — schedule post for Aug 25 morning	DONE
Brand Film	Aug 21 ✅	Ready — upload as premiere for Aug 28, 9 AM	DONE
Waitlist landing page live + tested	Aug 21 EOD	Paid ads driving to it from Aug 22 — must be live	PENDING
All 3 videos scheduled in platform	Aug 21 EOD	Coming Soon posts tomorrow morning — no delay	PENDING
Ad sets built in Meta + Google	Aug 25 EOD	Must be set up before Aug 28 go-live	PENDING
Store / checkout confirmed live & tested	Aug 27 EOD	Cannot launch ads to a broken store	PENDING

One-round approval rule

Given the 7-day window, each video gets one round of revisions per stage. Feedback must be consolidated and delivered as a single brief — back-and-forth kills the schedule. If a video is approved, it is locked.