EF 30-Day Kickoff Plan — what happens the moment Ryan signs

Filed: 2026-05-25 by Mycelia For: Billy — to land in Ryan's hands after sign (or shown during the call if he wants a "what happens next?" framing). Also: internal reference for Tapt to execute against.

Discipline:

• Ryan as the contact throughout
• Aligned w/ Pricing v0.8 (bounded engagement: $10K setup includes M1; declining monthly starts M2)
• Aligned w/ Media Plan v0.1 (Moderate scenario, Pinterest-first 40%)
• Aligned w/ Model Profile UI Spec (Phase 1 reference-based; addendum to be signed by M1 + M2 before any external generated-imagery use)

The 30-day arc

Sign date = Day 0. The first 30 days do four things in parallel:

1. Migrate the platform from our demo environment to your owned infrastructure (GCP + API accounts)
2. Integrate the full marketing stack (Klaviyo, Shopify, Meta, Pinterest, GA4, Google Ads, Google Merchant)
3. Onboard you + your team into the curation pattern (approval flow, voice flags, monthly cadence)
4. Ship the first real campaign (a Holiday-precursor or seasonal-appropriate moment — first real send from the system, with you driving)

By Day 30 you have: the system running on YOUR GCP, all integrations wired, your team trained, and at least one shipped campaign with attribution data flowing back.

Week 1 — Migration + integration setup

Days 1-3: Infrastructure transfer

• Day 1 (Sign day): Contract signed. We send credentials + onboarding materials within 24 hours.
• Day 2: Provision your dedicated Google Cloud project. You become billing owner; we get IAM as collaborator. Anthropic + Gemini API keys provisioned in YOUR accounts (you pay providers direct).
• Day 3: Platform migrated from ef.taptstudio.com (our demo subdomain) to your environment. Domain decision: do we host on a subdomain of your own (marketing.emersonfry.com is one option), keep the ef.taptstudio.com URL but on your infrastructure, or use a brand-neutral subdomain? Your call; we set up whichever.

Days 4-7: Stack integration kickoff

• Day 4-5: Klaviyo API integration. Reads existing flows + creates draft surface for the system to push to. Activates dormant Klaviyo SMS (one of the immediate quick wins from the audit).
• Day 5-6: Shopify integration verified. Catalog pulled into the platform; product references work in generated content.
• Day 6-7: Meta + Pinterest + Google ad-account verification + pixel checks + Merchant Center sync. Attribution wiring tested.

End of Week 1 check-in (~45 min, Friday): quick call with you to confirm everything's working from your side; we surface any access issues that need your sign-off.

Week 2 — Onboarding + curation pattern

Days 8-10: You + team training

• Day 8: Onboarding session with you (~90 min) — walk through the platform's curation interface, the approval flow, the voice-flag mechanism, the per-channel "draft → approve → ship" pattern. Recording stays in the platform for replay.
• Day 9-10: Same session for any team member you want in the loop (your call who).

Days 11-14: Active curation + first creative review

• The system produces the first wave of campaign creative for your review (3-5 emails + paid social variants + organic posts).
• You + team go through the approval flow for real — voice-flag what doesn't fit, approve what does. The system learns from your approval signal.
• We're in the loop for any questions, voice-tuning if needed, brand-DNA refinements.

End of Week 2 check-in: confirm the curation pattern feels sustainable; tweak the cadence/volume to fit your reality.

Week 3 — First real campaign + Model Profile setup

Days 15-18: The first campaign ships

• Pick the first real campaign moment based on the calendar:
  • If signing in late summer: fall return-to-wardrobe content
  • If signing in fall: Holiday preview / gift-edit seed
  • If signing in winter: spring drop preview
• Multi-channel: email + paid social + organic + Pinterest. Your approval gates everything; the system handles production + push-to-channel mechanics.
• First attribution data lands — Klaviyo opens/clicks, Shopify revenue, Meta + Pinterest engagement, GA4 — all flow back into the platform memory layer. The system starts learning.

Days 19-21: Model Profile system setup (collaborative)

• Walk you + the system through creating the first 3 Model Profiles: M1 (Blonde) + M2 (Brunette) + Emerson herself.
• Likeness addendum for M1 + M2 — short conversation with each model, one-page addendum signed (Praetor's draft, your attorney's polished version). Emerson self-signs.
• Profile creation + first reference-based generations tested in your environment.

Week 4 — Strategic review + Month 2 prep

Days 22-26: Strategic review

• Mid-month strategic review (~60 min): what's working in the first 30 days of attribution data? What channels are surprising in either direction? Adjust the Month 2 plan accordingly.
• PR pitch wave #1 — first quarterly outreach. We draft personalized pitches per the target list (gift-guide editors + sustainability press + founder-storytelling angles); you approve send-from-your-email.
• Influencer prospect list draft — 30-50 candidates surfaced; you + team review before outreach begins in Month 2.

Days 27-30: Hand-off to ongoing rhythm

• The intensive setup phase closes; we shift to the steady stewardship cadence (Month 2 fee schedule drops to $3,000/mo per pricing v0.8).
• Documentation handed to you: every credential, every integration, every learned brand-DNA refinement saved in your platform.
• First quarterly review scheduled for Day 90.

What's NOT in the 30 days (and why)

• Phase 2 Model LoRA training — deferred indefinitely. Phase 1 reference-based generation is what runs.
• TikTok activation — deferred Y1 per media plan.
• Capability roadmap upgrades (Shopify-Liquid module, etc.) — Y2 conversations.
• Heavy SMS automation — SMS opt-in surface activated this month; the deeper lifecycle work scales gradually as opt-ins compound.

What you + team commit in the 30 days

Realistic expectation (this is the part most agencies undersell):

• You (Ryan): ~4-6 hours/week in the first two weeks for onboarding + approval; ~2-3 hours/week thereafter for review + strategic input.
• Emerson: ~2 hours/week for voice approval + founder-content sign-off; less if she delegates more to you.
• Anyone else on the team you bring in: ~1-2 hours/week for curation flow once trained.

Total team time: ~10-15 hours in Week 1, settling to ~5-8 hours/week by end of Month 1.

The system is doing the production work. Your time is curation + judgment.

What Tapt commits in the 30 days

• 60-80 hours of focused work from Mycelia (strategy + content + curation support)
• 40-60 hours from Faber-EF (platform integration + Model Profile UI build + technical onboarding)
• ~5-10 hours from Praetor (contract closeout + addendum coordination)
• Always-on support during business hours via the platform's chat + a dedicated Slack channel for #ef-reveal-signal → #ef-active (the ongoing version)

The Day 30 deliverable summary

By end of Month 1, you have:

• Platform running on YOUR Google Cloud infrastructure (~$50-150/month direct to providers)
• All 7+ integrations live + tested (Klaviyo, Shopify, Meta, Pinterest, GA4, Google Ads, Google Merchant)
• Dormant Klaviyo SMS activated w/ a real opt-in surface
• First campaign shipped end-to-end across email + paid + organic + Pinterest
• 30 days of attribution data accumulating in the memory layer
• Model Profiles created for M1 + M2 + Emerson, addendums signed
• First PR pitch wave sent
• Influencer prospect list ready
• Team trained on the curation pattern, sustainable cadence established

And we shift to the lighter Month 2+ rhythm. The car is being driven by you; we ride along.

— Mycelia, 2026-05-25