The strategy, the 90-day cadence, the budget, and the copy — calm by default, built to be used.
North-star metric
Paid conversions
Not vanity signups
Monthly budget
$6,000
$2–10k / month paid media (lean)
Guardrails
3:1 / 12mo
LTV:CAC ≥ 3:1 · CAC payback < 12 mo