Strategy without an experiment register isn't strategy.
Generic agency plans are 60-slide decks built to justify a retainer. Ours are working documents — falsifiable hypotheses, kill dates, channel-mix decisions tied to your P&L. The plan is the operating manual for the next 90 days, not a one-time artefact.
What planning actually means.
The plan converts the audit's prioritised findings into a sequenced execution map. Every initiative has a hypothesis, success criteria, and a kill date. Every channel has a budget tied to payback math, not platform recommendations. The plan is reviewed quarterly and revised when data demands it — not when the calendar does.
What you actually receive.
Every artefact below is a real document, format, and cadence — not a deck full of stock phrases. Show this list to your last agency and watch what they can produce.
90-day strategy doc
Channel-by-channel playbook for the next 90 days. North-star metrics, leading indicators, decision rules, hand-offs between channels. Written for the founder + leadership team to read in 15 minutes.
Experiment register
Every test currently in flight, with: hypothesis, primary metric, expected lift, sample size, start date, kill date, status, learnings. Visible to your team. Updated weekly. Outcomes archived for cross-engagement learnings.
Channel mix model
Spend allocation across channels modelled against payback period, blended ROAS target, marginal incrementality. MMM-supplemented at $1M+ annual spend. Updated quarterly with actual performance feeding back.
Creative production roadmap
Hypothesis-driven creative briefs, production pipeline, message-market hypotheses, kill dates per asset. Standardised brief template enforced across paid social, paid search, lifecycle.
Hiring + tooling recommendations
What to hire, when to hire, what to consolidate in tooling. Headcount mapped to revenue thresholds. Tooling consolidated against actual usage data we pulled in audit.
What week-1 actually looks like.
No mystery. No 'we'll figure it out as we go.' Day-by-day, week-by-week, what happens — and who owns it.
Strategy intake
Working session with founder + leadership: business goals, P&L constraints, board commitments, growth thesis. The plan is built backward from these — not from platform best practices.
Hypothesis generation
Audit findings translated into testable hypotheses. Each: 'we believe X will lift Y by Z%, measured by W, killed if not by date D.' 25–40 hypotheses generated, sequenced by impact × effort × confidence.
Channel mix modelling
Spend allocation modelled against payback math. Marginal channel efficiency curves drawn. MMM-supplemented where applicable. Mix proposed with explicit confidence ranges.
Strategy doc draft
Plan written. 12–20 pages. Reviewed by senior reviewer for cross-channel coherence. Drafts shared with founder for feedback.
Strategy review + sign-off
90-min strategy review with leadership. Refinements. Sign-off on Q1 hypotheses + channel mix. Experiment register populated and live.
Ownership, not vibes.
RACI on every phase. No 'we'll figure out hand-offs.' Every artefact has a name attached.
| Role | Leads | Contributes | Consumes |
|---|---|---|---|
| Senior strategist | Strategy doc + hypotheses | Channel mix, creative roadmap | Audit findings, founder context |
| Lead operator | Channel mix + experiment register | Hypothesis prioritisation | Strategy doc |
| Founder / leadership | Business context, sign-off | Constraints, goals, must-haves | Strategy doc, channel mix model |
| In-house team | Execution capacity input | Domain knowledge, dependencies | Experiment register, creative roadmap |
Non-negotiables for this phase.
These are the rules our operators are held to. They're in our internal CLAUDE.md. They're in our hiring scorecard. They're here so you can hold us to them.
“The plan was the first marketing doc we'd seen with kill dates. Every prior agency gave us a 60-slide quarterly deck and asked for the same retainer. RoiSpends gave us a working register we still update weekly.”
Outcome —31 hypotheses tested in Q1. 19 wins, 11 kills, 1 inconclusive. Cumulative paid efficiency +43%.
See the method
against your account.
The audit is the only way to see if our method fits your situation. $5,000. Two weeks. Refundable. You keep the brief either way.