8e937a5646
- Fix repeat-city travel placement: use stop indices instead of global city name matching so Follow Team trips with repeat cities show travel correctly - Add TravelPlacement helper and regression tests (7 tests) - Add alternate app icons for each theme, auto-switch on theme change - Fix index-out-of-range crash in AnimatedSportsBackground (19 configs, was iterating 20) - Add marketing video configs, engine, and new video components - Add docs and data exports Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
139 lines
6.2 KiB
Markdown
139 lines
6.2 KiB
Markdown
# SportsTime Monday Growth Review - Example (Week 1)
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Use this as a concrete starter. Date context:
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- Review date: February 9, 2026
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- Week range: February 2-8, 2026
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## 1) Week Snapshot
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`review_date:` 2026-02-09
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`review_owner:` Trey
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`week_range:` 2026-02-02 to 2026-02-08
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`headline:` Strong launch-week top-of-funnel; biggest gap is install-to-trip-save activation.
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## 2) KPI Scorecard (This Week vs Last Week vs Goal)
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| Metric | This Week | Last Week | Delta | Goal | Status (Green/Yellow/Red) |
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|---|---:|---:|---:|---:|---|
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| Installs | 486 | 0 | +486 | 500 | Yellow |
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| Cost (paid spend) | $118 | $0 | +$118 | <= $120 | Green |
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| CPI | $2.43 | $0 | n/a | <= $3.00 | Green |
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| Activation rate (`install -> trip_saved`) | 16.9% | 0% | +16.9pp | 22% | Red |
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| Paywall view rate | 12.4% | 0% | +12.4pp | 15% | Yellow |
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| Paywall conversion (`paywall_view -> purchase_success`) | 8.3% | 0% | +8.3pp | 10% | Yellow |
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| New subscribers | 5 | 0 | +5 | 8 | Yellow |
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| Weekly revenue | $11.85 | $0 | +$11.85 | $20 | Yellow |
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| D1 retention | 31.7% | 0% | +31.7pp | 32% | Yellow |
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| D7 retention | n/a (insufficient) | 0% | n/a | 14% | Yellow |
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| D30 retention | n/a | 0% | n/a | 7% | Yellow |
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| Shares per activated user | 0.41 | 0 | +0.41 | 0.50 | Yellow |
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## 3) Funnel Breakdown
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| Step | Users | Conversion from prior step | Notes |
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|---|---:|---:|---|
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| Installs | 486 | - | Launch week traffic healthy |
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| First open | 459 | 94.4% | Normal app install/open drop |
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| Onboarding complete | 365 | 79.5% | Step completion acceptable |
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| Trip options generated | 146 | 40.0% | Biggest drop starts here |
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| Trip saved | 82 | 56.2% | Save intent good once options seen |
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| Paywall viewed | 57 | 69.5% | Trigger points working |
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| Purchase started | 12 | 21.1% | CTA can improve |
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| Purchase success | 5 | 41.7% | Early conversion acceptable |
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`largest_drop_off_step:` onboarding_complete -> trip_options_generated
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`suspected_cause:` users not selecting enough required fields in wizard and/or route generation feels heavy before first win
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`fix_to_ship_this_week:` add progress hints + "minimum required to generate first route" helper + one-tap defaults
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## 4) Channel Performance
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| Channel | Spend | Installs | CPI | Activation rate | Purchase rate | Keep / Improve / Cut |
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|---|---:|---:|---:|---:|---:|---|
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| App Store Organic | $0 | 206 | $0.00 | 18.4% | 1.3% | Improve |
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| Apple Search Ads | $86 | 118 | $0.73 | 22.0% | 1.7% | Keep |
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| TikTok Organic | $0 | 72 | $0.00 | 11.1% | 0.4% | Improve |
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| TikTok Paid | $32 | 54 | $0.59 | 9.3% | 0.0% | Cut |
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| Meta Paid | $0 | 0 | $0.00 | - | - | Not run |
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| Reddit | $0 | 29 | $0.00 | 20.7% | 1.4% | Keep |
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| Creator/Influencer | $0 | 7 | $0.00 | 14.3% | 0.0% | Improve |
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| Referral/Invite | $0 | 0 | $0.00 | - | - | Not live yet |
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## 5) Experiments Reviewed
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### Experiment 1
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`name:` Review prompt after second successful session
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`hypothesis:` delaying prompt until post-value moment improves rating conversion
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`change_shipped:` prompt gate after second session + successful route save
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`result:` 9 ratings, average 4.8, no negative spike
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`decision:` Ship
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### Experiment 2
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`name:` Launch paywall on first blocked action only
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`hypothesis:` contextual paywall increases purchase start rate vs generic modal
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`change_shipped:` paywall shown only on 3 blocked actions
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`result:` paywall start rate 21.1%, purchase success 41.7% from starts
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`decision:` Iterate (test stronger annual framing)
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### Experiment 3
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`name:` TikTok "3 games in 4 days" hook
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`hypothesis:` challenge framing drives higher installs than static demo
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`change_shipped:` 4 videos with challenge overlay
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`result:` higher views, low activation quality from paid traffic
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`decision:` Iterate for organic; kill paid variant
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## 6) Product + UX Issues
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Top friction points from analytics + qualitative feedback:
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1. Too many required fields before first route output.
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2. Users unclear why no routes returned in some date windows.
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3. Region selection not obvious to first-time users.
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`highest_priority_fix_for_this_week:` simplify first route flow and auto-fill defaults to increase `trip_options_generated`.
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## 7) Content + Distribution Review
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| Content Type | Published | Avg views | Avg CTR to store/site | Top performer | Next action |
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|---|---:|---:|---:|---|---|
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| TikTok/Reels | 7 | 2,540 | 1.8% | "Can you hit 3 NBA games in 4 days?" | Repeat challenge format with city-specific hooks |
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| X/Twitter | 8 | 740 | 1.2% | Team-first route thread | Post 1 route teardown/day |
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| Reddit posts/comments | 3/19 | n/a | n/a | Value post in `r/roadtrip` | Keep value-first, no direct promo tone |
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| Email newsletter | 1 | n/a | 5.1% | Launch email | Send weekly route drop |
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| Creator placements | 2 | 1,100 | 0.7% | MLB weekend route clip | Send 20 custom creator route DMs |
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`winning_content_angle:` "Can you hit X games in Y days from [city]?"
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`angle_to_drop:` generic feature walkthrough with no concrete trip scenario
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## 8) Decisions (Write Explicitly)
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1. Shift remaining paid budget to Apple Search Ads; pause TikTok paid for now.
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2. Prioritize activation improvements before scaling top-of-funnel.
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3. Launch referral loop in next sprint to increase low-cost installs.
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## 9) This Week Plan (Top 3 Priorities Only)
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1. Ship onboarding simplification and default route helper.
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2. Implement referral/deep-link invite loop for polls and shared routes.
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3. Publish 5 short videos using city + league challenge format.
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## 10) Owner + Deadline Grid
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| Task | Owner | Deadline | Success metric |
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|---|---|---|---|
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| Onboarding simplification + defaults | Trey | 2026-02-12 | `onboarding_complete -> trip_options_generated` +8pp |
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| Referral/deep-link invite MVP | Trey | 2026-02-14 | 25 referred installs in first 7 days |
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| Content batch (5 challenge videos) | Trey | 2026-02-15 | >= 10k total views, >= 2% CTR |
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## 11) Risk Watch
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`biggest_risk_next_2_weeks:` traffic quality can outpace product readiness and suppress ratings/retention
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`mitigation:` keep paid spend constrained until activation and D1 retention stabilize above target
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## 12) Weekly Close Checklist
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- [x] KPI table filled with real numbers
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- [x] One funnel fix selected and scheduled
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- [x] One distribution channel reduced or scaled based on data
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- [x] Three decisions documented
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- [x] Three priorities set for current week
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