# SportsTime Monday Growth Review - Example (Week 1)

Use this as a concrete starter. Date context:
- Review date: February 9, 2026
- Week range: February 2-8, 2026

## 1) Week Snapshot

`review_date:` 2026-02-09  
`review_owner:` Trey  
`week_range:` 2026-02-02 to 2026-02-08  

`headline:` Strong launch-week top-of-funnel; biggest gap is install-to-trip-save activation.

## 2) KPI Scorecard (This Week vs Last Week vs Goal)

| Metric | This Week | Last Week | Delta | Goal | Status (Green/Yellow/Red) |
|---|---:|---:|---:|---:|---|
| Installs | 486 | 0 | +486 | 500 | Yellow |
| Cost (paid spend) | $118 | $0 | +$118 | <= $120 | Green |
| CPI | $2.43 | $0 | n/a | <= $3.00 | Green |
| Activation rate (`install -> trip_saved`) | 16.9% | 0% | +16.9pp | 22% | Red |
| Paywall view rate | 12.4% | 0% | +12.4pp | 15% | Yellow |
| Paywall conversion (`paywall_view -> purchase_success`) | 8.3% | 0% | +8.3pp | 10% | Yellow |
| New subscribers | 5 | 0 | +5 | 8 | Yellow |
| Weekly revenue | $11.85 | $0 | +$11.85 | $20 | Yellow |
| D1 retention | 31.7% | 0% | +31.7pp | 32% | Yellow |
| D7 retention | n/a (insufficient) | 0% | n/a | 14% | Yellow |
| D30 retention | n/a | 0% | n/a | 7% | Yellow |
| Shares per activated user | 0.41 | 0 | +0.41 | 0.50 | Yellow |

## 3) Funnel Breakdown

| Step | Users | Conversion from prior step | Notes |
|---|---:|---:|---|
| Installs | 486 | - | Launch week traffic healthy |
| First open | 459 | 94.4% | Normal app install/open drop |
| Onboarding complete | 365 | 79.5% | Step completion acceptable |
| Trip options generated | 146 | 40.0% | Biggest drop starts here |
| Trip saved | 82 | 56.2% | Save intent good once options seen |
| Paywall viewed | 57 | 69.5% | Trigger points working |
| Purchase started | 12 | 21.1% | CTA can improve |
| Purchase success | 5 | 41.7% | Early conversion acceptable |

`largest_drop_off_step:` onboarding_complete -> trip_options_generated  
`suspected_cause:` users not selecting enough required fields in wizard and/or route generation feels heavy before first win  
`fix_to_ship_this_week:` add progress hints + "minimum required to generate first route" helper + one-tap defaults

## 4) Channel Performance

| Channel | Spend | Installs | CPI | Activation rate | Purchase rate | Keep / Improve / Cut |
|---|---:|---:|---:|---:|---:|---|
| App Store Organic | $0 | 206 | $0.00 | 18.4% | 1.3% | Improve |
| Apple Search Ads | $86 | 118 | $0.73 | 22.0% | 1.7% | Keep |
| TikTok Organic | $0 | 72 | $0.00 | 11.1% | 0.4% | Improve |
| TikTok Paid | $32 | 54 | $0.59 | 9.3% | 0.0% | Cut |
| Meta Paid | $0 | 0 | $0.00 | - | - | Not run |
| Reddit | $0 | 29 | $0.00 | 20.7% | 1.4% | Keep |
| Creator/Influencer | $0 | 7 | $0.00 | 14.3% | 0.0% | Improve |
| Referral/Invite | $0 | 0 | $0.00 | - | - | Not live yet |

## 5) Experiments Reviewed

### Experiment 1
`name:` Review prompt after second successful session  
`hypothesis:` delaying prompt until post-value moment improves rating conversion  
`change_shipped:` prompt gate after second session + successful route save  
`result:` 9 ratings, average 4.8, no negative spike  
`decision:` Ship

### Experiment 2
`name:` Launch paywall on first blocked action only  
`hypothesis:` contextual paywall increases purchase start rate vs generic modal  
`change_shipped:` paywall shown only on 3 blocked actions  
`result:` paywall start rate 21.1%, purchase success 41.7% from starts  
`decision:` Iterate (test stronger annual framing)

### Experiment 3
`name:` TikTok "3 games in 4 days" hook  
`hypothesis:` challenge framing drives higher installs than static demo  
`change_shipped:` 4 videos with challenge overlay  
`result:` higher views, low activation quality from paid traffic  
`decision:` Iterate for organic; kill paid variant

## 6) Product + UX Issues

Top friction points from analytics + qualitative feedback:
1. Too many required fields before first route output.
2. Users unclear why no routes returned in some date windows.
3. Region selection not obvious to first-time users.

`highest_priority_fix_for_this_week:` simplify first route flow and auto-fill defaults to increase `trip_options_generated`.

## 7) Content + Distribution Review

| Content Type | Published | Avg views | Avg CTR to store/site | Top performer | Next action |
|---|---:|---:|---:|---|---|
| TikTok/Reels | 7 | 2,540 | 1.8% | "Can you hit 3 NBA games in 4 days?" | Repeat challenge format with city-specific hooks |
| X/Twitter | 8 | 740 | 1.2% | Team-first route thread | Post 1 route teardown/day |
| Reddit posts/comments | 3/19 | n/a | n/a | Value post in `r/roadtrip` | Keep value-first, no direct promo tone |
| Email newsletter | 1 | n/a | 5.1% | Launch email | Send weekly route drop |
| Creator placements | 2 | 1,100 | 0.7% | MLB weekend route clip | Send 20 custom creator route DMs |

`winning_content_angle:` "Can you hit X games in Y days from [city]?"  
`angle_to_drop:` generic feature walkthrough with no concrete trip scenario

## 8) Decisions (Write Explicitly)

1. Shift remaining paid budget to Apple Search Ads; pause TikTok paid for now.
2. Prioritize activation improvements before scaling top-of-funnel.
3. Launch referral loop in next sprint to increase low-cost installs.

## 9) This Week Plan (Top 3 Priorities Only)

1. Ship onboarding simplification and default route helper.
2. Implement referral/deep-link invite loop for polls and shared routes.
3. Publish 5 short videos using city + league challenge format.

## 10) Owner + Deadline Grid

| Task | Owner | Deadline | Success metric |
|---|---|---|---|
| Onboarding simplification + defaults | Trey | 2026-02-12 | `onboarding_complete -> trip_options_generated` +8pp |
| Referral/deep-link invite MVP | Trey | 2026-02-14 | 25 referred installs in first 7 days |
| Content batch (5 challenge videos) | Trey | 2026-02-15 | >= 10k total views, >= 2% CTR |

## 11) Risk Watch

`biggest_risk_next_2_weeks:` traffic quality can outpace product readiness and suppress ratings/retention  
`mitigation:` keep paid spend constrained until activation and D1 retention stabilize above target

## 12) Weekly Close Checklist

- [x] KPI table filled with real numbers
- [x] One funnel fix selected and scheduled
- [x] One distribution channel reduced or scaled based on data
- [x] Three decisions documented
- [x] Three priorities set for current week
