Sportstime/docs/codexGrowthReviewWeek1Example.md

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

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