EF 30-Day Kickoff Runbook v0.1

Filed: 2026-05-25 by Mercator For: Tapt-internal execution + EF-side reference. Per-day checklist with actors, dependencies, and risk thresholds. Supersedes operational specificity in: EF_30_DAY_KICKOFF_v0.1.md (Mycelia's narrative version remains canonical for tone + client-facing framing; this runbook is the execution layer). Aligned with: Pricing v0.8 (bounded engagement, $10K setup includes M1, declining monthly from M2), Media Plan v0.1 (Moderate, Pinterest-first 40%), Model Profile UI Spec (Phase 1 reference-based), SaaS Stack Scout v0.1.

How to use this document

• Day numbers = days from sign (Day 0 = contract executed).
• Actor codes: TAPT (any Tapt-side agent), MYC (Mycelia), FAB (Faber), PRA (Praetor), MER (Mercator), LUM (Lumen), RYAN (Ryan), EMR (Emerson), M1/M2 (models), AUTO (automated/platform), 3P (third-party — e.g., Klaviyo, Shopify support).
• State-machine dependencies explicit in "blocks" + "blocked-by" fields. Do not jump ahead — sequencing is real.
• Risk thresholds trigger escalation per the §Escalation Matrix below.
• Check-boxes are operational. Tick when verifiably done; surface missed boxes at the next check-in.

Pre-Day-0 checklist (must be true BEFORE sign)

Run-through with Ryan during reveal call OR in pre-sign close-out. If any fails, do NOT sign until resolved.

If 9/9 = true → green-light Day 0.

Day-by-day runbook

DAY 0 — SIGN DAY

Day 0 exit criteria: Contract signed, welcome sent, Slack live, internal sync done. ~2hr Tapt-side total.

DAY 1 — CREDENTIALS + INFRASTRUCTURE PRIMER

Day 1 exit criteria: RYAN has packet + credentials + had call. EMR briefed. ~3hr Tapt-side total. RYAN ~1hr.

Risk threshold: If Day-1 call doesn't happen by EOD, escalate to MYC who calls Billy who calls RYAN directly.

DAYS 2-3 — GCP + DOMAIN MIGRATION

Days 2-3 exit criteria: Platform runs on EF's GCP. Domain switched. TLS green. API keys EF-owned. ~9hr Tapt-side total. RYAN ~3hr.

Risk threshold: If GCP provisioning (2.1) not done by EOD Day 2, escalate FAB → MYC → Billy → RYAN; if not resolved by EOD Day 3, kickoff timeline slips 2 days and all downstream actions push.

DAYS 4-5 — KLAVIYO + SHOPIFY

Days 4-5 exit criteria: Klaviyo + Shopify both wired. Klaviyo SMS opt-in live. ~8hr Tapt-side total. RYAN ~1.5hr.

Risk threshold: If Klaviyo draft-surface (4.3) isn't working by EOD Day 5, defer Day-11 active curation by ≥2 days. Flag in #ef-active immediately.

DAYS 6-7 — META + PINTEREST + GOOGLE + ATTRIBUTION CHECK

Days 6-7 exit criteria: Meta + Pinterest + Google all wired. Attribution test passes. Week-1 call done. ~10hr Tapt-side. RYAN ~2hr + 45min call.

Risk threshold: If attribution test (7.4) fails on any channel, do NOT proceed to Week 2 active curation; fix attribution first. Failed attribution silently corrupts every downstream metric.

DAYS 8-10 — ONBOARDING SESSION + EMR/TEAM TRAINING

Days 8-10 exit criteria: RYAN + EMR (or proxy) trained; cheat-sheet shipped; feedback loop open. ~5hr Tapt-side. RYAN ~1.5hr. EMR ~1hr.

Risk threshold: If EMR refuses or can't engage on voice authority (9.1/9.2), surface to RYAN immediately: do we proceed with EMR as named-only authority + RYAN as effective voice approver, or pause until EMR can engage? Affects Day 19+ Model Profile likeness flow.

DAYS 11-14 — ACTIVE CURATION + FIRST CREATIVE REVIEW

Days 11-14 exit criteria: First wave approved; RYAN ran curation flow ≥2 times; EMR signed off on founder-voice content; cadence-sustainability discussed. ~9hr Tapt-side + ~1hr EMR + ~2hr RYAN.

Risk threshold: If iteration loop fails to converge in 3 cycles, escalate to MYC for direct content-overhaul session with RYAN (Sonnet→Opus pricing-style upgrade — this matters). Brand-voice betrayal in the first real campaign is the biggest single Day-1-30 risk.

DAYS 15-18 — FIRST REAL CAMPAIGN SHIPS

Days 15-18 exit criteria: First campaign shipped end-to-end across 3+ channels; attribution data flowing; daily pulse running. ~9hr Tapt-side. RYAN ~1.5hr.

Risk threshold: If attribution doesn't flow within 24hr of first paid spend, hard-stop new spend until attribution debugged. Spending blind is the failure mode that breaks the Y1 economics.

DAYS 19-21 — MODEL PROFILE SYSTEM SETUP

Days 19-21 exit criteria: Likeness addendums signed by M1 + M2; profiles in EF env; production-use policy locked; at least 1 generated image used in real campaign. ~7hr Tapt-side. RYAN ~2hr. M1, M2, EMR ~30min each (signing).

Risk threshold: If addendums (19.2/19.3) can't be signed in this window, Model Profile system stays internal-only (no external generated imagery) until signed. This is a hard gate; do NOT bypass.

DAYS 22-26 — STRATEGIC REVIEW + PR + INFLUENCER

Days 22-26 exit criteria: Strategic review done; Month-2 plan signed off by RYAN; PR pitch wave #1 sent; influencer list approved. ~15hr Tapt-side. RYAN ~3hr. EMR ~1hr.

Risk threshold: If RYAN doesn't approve Month-2 plan by Day 27, signal: pricing v0.8 declining-monthly drop from Month 2 fires regardless on the calendar; we don't get a make-good. Surface to Billy immediately.

DAYS 27-30 — HANDOFF + DAY-90 SCHEDULING

Days 27-30 exit criteria: Handoff complete; documentation delivered; Day-90 scheduled; Day-30 deliverable summary shipped; post-mortem captured. ~10hr Tapt-side. RYAN ~1.5hr.

§Escalation Matrix

Trigger → Action → Decision-maker:

§Per-actor SOP summaries (one paragraph each)

MYC (Mycelia) — Architect + content lead: Owns content strategy + voice synthesis + cross-agent coordination + RYAN/EMR relationship continuity. Per-day expected presence: M1 active daily 1-3hr; M2+ drops to 30-60min daily + on-demand. Hands off voice-rules + brand-DNA refinements to MER for documentation. Decision authority on creative pivots within engagement scope.

FAB (Faber) — Build + infrastructure: Owns platform integration + APIs + technical onboarding + Model Profile system + attribution stack. Active days 2-7 + 19-21 heavily; available on-demand thereafter. Decision authority on technical architecture. Escalates to MYC if blocked by RYAN-side access provisioning.

PRA (Praetor) — Contracts + compliance: Owns contract execution + likeness addendums + DPA + ongoing compliance reviews. Active days 0, 19-21 + on-demand. Decision authority on contract/legal scope. Escalates to Billy if attorney engagement decisions needed.

MER (Mercator) — Revenue ops + documentation + curation support: Owns this runbook + per-day-pulse Slack updates + survey/feedback compilation + cheat-sheets + Month-2-plan documentation + post-mortem capture for template iteration. Active daily 1-2hr Days 1-30. Decision authority on documentation format + cadence; defers to MYC on content + RYAN on tactical priorities.

LUM (Lumen) — Research + critical reading: Owns Klaviyo audit interpretation + competitive-context calibration + PR target-list research + influencer prospect research + benchmark cross-references during strategic reviews. Active days 4-5 (audit interp) + 17-18 (PR target list) + 22 (strategic review) + 24 (influencer list). Otherwise on-demand for research questions.

Billy (Primus) — Real-person presence: Sends emails from real account when required; appears on Days 1, 7, 14, 22, 30 check-in calls; signs off on critical escalations; owns Tapt-side commercial decisions. Aim to keep Billy time ≤4hr/week during kickoff.

RYAN — EF lead contact: Reviews + approves daily curation queue (~30min/day Week 1-2; drops to 2-3hr/wk by Week 3+); attends 6 scheduled calls (Days 1, 7, 14, 18, 22, 30) at 45-60 min each; gives final sign-off on all external-facing content + spend decisions. Total ~5hr/wk in Weeks 1-2, ~3hr/wk in Weeks 3-4.

EMR — Founder + brand voice authority: Voice-approves founder-attributed content + EMR-as-model imagery; ~2hr/wk; attends Day 9 onboarding session (or async-watches); flags any brand-voice drift she sees. Authority on voice escalations.

M1 + M2 (Models): ~30 min each in Days 19-21: addendum signing call + signature. No further commitment unless specific generation-approval surfaces in future.

§Hours summary (Tapt + EF)

Tapt-side total: ~85-100 hours across Days 0-30 (consistent w/ Mycelia's narrative: 60-80h MYC + 40-60h FAB + 5-10h PRA = 105-150h capacity; runbook tracks 85-100h actual planned + leaves headroom for iteration loops + unexpected issues).

EF-side total: ~15-20 hours for RYAN; ~5-8 hours for EMR; ~30 min each for M1, M2.

Per-week Tapt-side rough split:

These align with Tapt's pricing v0.8 setup-fee ($10K includes M1) and declining monthly cost starting M2.

§Day-30 sign-off checklist

The runbook is done when ALL of these are true. If any are not, EITHER fix before declaring Day 30 OR formally accept the gap in the Day-30 sign-off call w/ RYAN.

• Platform running on EF's GCP infrastructure
• Klaviyo + Shopify + Meta + Pinterest + GA4 + Google Ads + Google Merchant all wired + attribution-tested
• Klaviyo SMS opt-in surface live + first SMS welcome shipped
• First real campaign shipped end-to-end (email + paid + organic + Pinterest)
• Attribution data flowing into platform memory layer
• Model Profiles M1 + M2 created in EF environment; likeness addendums signed
• EMR-as-model profile created (if EMR opted in)
• Production-use approval policy locked + functioning
• First PR pitch wave sent
• Influencer prospect list approved
• RYAN + EMR + team trained on curation pattern + sustainable cadence established
• Documentation handoff package delivered
• Month-2+ cadence agreed + scheduled
• Day-90 strategic review scheduled
• TAPT-side post-mortem captured for template iteration

14/14 = green → engagement enters steady-state Month 2.

§Carry-overs to TAPT_CLIENT_KICKOFF_RUNBOOK_TEMPLATE_v0.1.md

When ready to parameterize for client #2-#N, generalize:

• Replace EF-specific channels (Klaviyo / Shopify / Meta / Pinterest / Google) with {client.email_platform} / {client.commerce_platform} / {client.paid_channels[]} parameters
• Pricing-v0.8 reference becomes {client.pricing_version} with declining-monthly logic abstracted
• Model Profile section conditional on {client.uses_model_profiles} (some clients won't)
• Wholesale-partner layer conditional on {client.is_wholesale_heavy} (introduces Days 23-30 wholesale-asset-packaging actions per future TAPT_WHOLESALE_LAYER_SERVICE_v0.1.md)
• PR + influencer scope conditional on {client.tier} (smaller engagements may defer PR to Month 2)
• Hours estimates parameterized by {client.complexity} × baseline EF distribution

— Mercator, 2026-05-25