Week One · Board
Week One · Board
The Monk · SPF Foods · Week one · Monday to Saturday
Working document
Day 1 is a Monday. Every line below is a checkbox with an owner. The live dashboard ticks them off as they ship and stamps the date, so this page and the dashboard are the same list — one is the plan, the other is the record.
01 · Schedule
Eight workstreams across six days. Three of them start in week one and then wait on someone outside the business — those are marked separately, because the start date is mine and the finish date is not.
02 · Lead times
Each of these is started in week one and completed by someone else. Shown against a six-week scale, so the finish dates are visible rather than assumed.
Red edge marks the day the item is filed. Hatched area is waiting time that belongs to Google, Meta, WhatsApp or the production schedule. This is why those four sit on days 1–4 and the ad-account work — which has no waiting time at all — sits behind them on day 3.
03 · The items
Each item carries a one-line reason and the metric it touches. The footer of each day states what is needed from The Monk to start it.
04 · Measurement
The left column is the outcome list from the Difference strategy deck — their “Measure What Actually Matters” slide. The right columns are the instrument each one needs and the day it comes online.
| Outcome the deck asks for | Instrument it needs | Live on | Measurable today |
|---|---|---|---|
| Footfall and walk-in visits | POS export by branch, joined to the baseline sheet | Day 1 | No |
| Direction clicks per branch | Google Business Profile, claimed and verified | Day 2 → wk 2–4 | No |
| Direct orders and delivery conversions | Pixel and Conversions API on order.themonk.ae | Day 3 | No |
| Reservations and bookings | Tracking on the reservation flow | Day 3 | No |
| Retargetable audience size built | Pixel firing plus custom audiences configured | Day 3 | No |
| WhatsApp enquiries | One business number on the Platform, with logging | Day 4 → wk 2 | No |
| Repeat customer rate | Deduplicated guest list keyed to order history | Day 4 | No |
| Business Lunch covers | POS item-level export, if item-level exists | Day 1, to confirm | Unknown until day 1 |
The strategy in that deck is not in dispute and I am not proposing to redo it. Seven of the eight outcomes it asks the business to measure have no instrument behind them today. Week one installs them; from week two the deck becomes checkable against numbers rather than reviewed on opinion.
05 · Day 1 · Agency
No second agency, no additional layer. The retainer already committed gets restated as a countable delivery: they produce, I direct, measure and convert.
| Batch | Count | Role in the plan | Where it runs |
|---|---|---|---|
| Humour | 10 | Organic reach. The format that gets forwarded rather than liked. | Reels, Stories |
| Lifestyle | 5 | Food and occasion desire — wok fire, steam, the shared table. | Reels, paid, WhatsApp |
| EGC | 5 | Staff on camera. Gives five branches five personalities. Cast on day 5. | Reels, branch-level paid |
| Creative | 5 | Paid variants — different hooks and offers, built to be tested against each other. | Meta ad sets |
| Total | 25 | One shoot day. Roughly eight weeks of paid testing plus the organic calendar, inside the existing retainer. | |
06 · Tooling
| Tool | Monthly | Used for | Instead of |
|---|---|---|---|
| Claude Max | AED 735 | Ad copy variants at volume, SEO pages and metadata, WhatsApp flows, crawl and log analysis, weekly reporting, and the dashboard itself. | A junior analyst and a copywriter. |
| Higgsfield AI | AED 172 | Creative assets for WhatsApp and Meta — offer visuals, variant thumbnails, seasonal cuts, branch-specific versions of one campaign. | A design retainer for small-asset volume. |
| Ahrefs | AED 460 — covered | Rank tracking on branch keywords, the day-2 crawl, competitor visibility, local-search scoreboard. | Already mine. The Monk does not pay for it. |
| Total ask | AED 907 | Both invoiced at cost, no margin. Subscriptions sit in my name; you get the outputs, not the logins, so nothing unwinds at day 45. | |
AED 907 is an addition, not an absorption. It goes into the same day-30 marketing P&L as the fee, the agency, the radio, the media and the platform promos — and the target for that total is unchanged: equal to or lower than today. If it cannot be carried inside that number it comes off the list rather than onto an invoice. Any one-off spend beyond this — a stock licence, a photographer — is quoted and approved before it happens.
07 · End of week one
Where the 12,000 comes out of existing spend line by line, who does each piece of the work across the eight areas of marketing, and the dashboard this week switches on.
Start condition
The week runs Monday to Saturday, and it starts on the first Monday after two things are in place: the agreement signed, and platform access granted. The fee is invoiced monthly in arrears, so nothing is payable before the work is done. Everything above is dated from that Monday, and the dashboard goes live the same evening carrying this list.