Document Ecosystem
Canon (evergreen)
Operational (launch-active)
Product
Context / Support
Tier 1: Evergreen Canon — the permanent source of truth
Tier 2: Active Operational — live for launch, then reusable
Support Context — reference docs that inform decisions
How Documents Relate
The Canon Cascade (top → down)
Positioning Bible
→ defines messaging for →
Everything below
Source of truth
FLOW Formula
→ provides facts for →
Bible, Playbook, Emails, Reddit
Product truth
Content Engine
→ generates ideas for →
Playbook, Content Batches
Infinite content combos
The Execution Flow (canon → operational)
Positioning Bible
→ downloaded into →
Agency Playbook
Agency's operating manual
Agency Playbook
→ produces →
Content Batch 001
What they actually deliver
Bible + Content Engine
→ generates copy for →
Klaviyo Emails, Reddit Posts
All copy traces to bible
GTM Playbook
→ orchestrates →
All Tier 2 docs
Master timeline + budget
TikTok Strategy
→ feeds into →
GTM Playbook §5, Playbook §5
Channel-specific tactics
Seeding Guide
→ executes from →
Influencer Targets + Bible messaging
Who gets product + what we say
The Product ↔ Marketing Bridge
FLOW Formula
→ ingredient facts power →
Bible Part 7 (Ingredient Guide)
What we can honestly claim
Product Roadmap
→ informs →
Bible Pillar 7 (Brain States)
Category-creation story
Partner Summary
→ tracks relationships for →
Supply chain decisions
Contacts, pricing, order history
Lead Times (2 docs)
→ constrain →
GTM Playbook launch date
Can't launch without product
Sprint Board
Six workstreams. Launch target: May 19, 2026. GATE = hard dependency, nothing proceeds until this clears. Data sourced from sprint.md.
Critical path: Email Chip (Mar 17) → Test batch (Apr 4) → Formula sign-off (Apr 14) → Production (Apr 25) → Ship to MB (Apr 28) → Assembly (May 2) → Seeding (May 2) → Reviews (May 16) → LAUNCH (May 19)
Supply Chain
To Do
Confirm 5-HTP delivery landed at HPN Wichita
Mar 17
Follow up BOWE PACK on pouch production status + confirm ETA
Mar 17
Follow up Witpax on box production status + confirm ETA
Mar 17
Confirm WS-23/WS-10 menthol arrived at Chip's facility
Mar 17
Engage IPACU Sacramento — initial call, brief on FLOW specs
Mar 21
Pay BOWE PACK balance (~$1,379) before pouch shipment
Apr 4
Confirm Witpax air batch (700 boxes) arrived at KJ's in MB
Apr 4
Confirm BOWE PACK pouches (10,000) arrived at KJ's in MB
Apr 14
GATE All 3 components at KJ's — gum + pouches + boxes
Apr 28
Witpax sea batch (4,300 boxes) arrives at KJ's
May 2
Ship/drive bulk inventory to IPACU Sacramento for kitting
May 5
IPACU kits remaining FLOW inventory (boxes assembled, ready to ship)
May 12
Doing
No active tasks
Done
5-HTP ordered (1kg BulkSupplements, $137.33, shipped to HPN Wichita)
Mar 10
Product
To Do
Email Chip — start test batch for FLOW formula with WS-23/WS-10
Mar 17
Receive test batch from Chip → KJ taste test in MB
Apr 4
GATE Sign off on FLOW formula (or iterate — if iteration, add +2 wks downstream)
Apr 14
Place full production order with Chip
Apr 14
Chip completes production batch (~5,000-15,000 pieces)
Apr 25
Ship finished gum from Chip (Wichita) → KJ (Manhattan Beach)
Apr 28
QC finished product — taste, texture, cooling level, piece weight
Apr 28
Doing
No active tasks
Done
No completed tasks
Marketing 8 channels · 53 tasks · L-day = May 19
⚡ = no product needed (start now) 📦 = needs product in hand (~Apr 28)
Infrastructure (6 tasks)
⚡ Install Judge.me on Shopify (free) — review collection + display
Mar 21
⚡ Set up Google Business Profile + Trustpilot (free)
Mar 21
⚡ Create 5 Shopify discount codes: FLOW10, FLOWSHIP, OG15, OGBIZZ, FOCUS15
Mar 21
⚡ Embed Judge.me widget on Webflow product page
Apr 14
Install EmbedSocial on Webflow — TikTok/IG UGC feed
May 9
Install ProveSource on Webflow — live purchase notifications
May 16
Klaviyo Email (8 tasks)
⚡ Set up Klaviyo account — brand settings, colors, fonts, sender info
Mar 21
⚡ Create 4 audience segments: All Subscribers, Nixodine Buyers, FLOW Buyers, Non-Purchasers
Mar 21
⚡ Build Flow 1: Welcome Series (3 emails over 4 days)
Apr 21
⚡ Build Flow 2: Abandoned Cart (3 emails over 48 hours)
Apr 21
⚡ Build Flow 3: Post-Purchase (4 emails over 25 days)
Apr 21
⚡ Build Flow 4: Nixodine→FLOW Bridge (2 emails over 3 days)
Apr 21
Write + schedule Flow 5: Launch Announcement (3 emails — L-7, L-day 9am, L+3)
May 12
Test all flows with test sends before going live
May 16
TikTok (7 tasks)
⚡ Set up TikTok business account @chewbizz + complete profile
Mar 28
⚡ TikTok Shop compliance review — Huperzine A herbal classification risk
Apr 7
⚡ Apply for TikTok Shop (2-3 week approval timeline)
Apr 14
📦 Recruit 15-30 TikTok creators via Shopify Collabs + Afluencer
May 5
📦 UGC content arriving from creators
May 12
Launch Spark Ads campaign on best-performing UGC ($500-1000 test budget)
May 19
Organic posting cadence: 3-5x/week from @chewbizz
May 19+
Instagram (5 tasks)
⚡ Archive all 16 @chewbizz IG posts + update bio/profile photo for FLOW
Apr 14
📦 Seed IG grid with 6-9 FLOW foundation posts (using agency photos)
May 5
Begin pre-launch teasers — mystery posts on IG + TikTok
May 5
Pre-launch countdown Stories — daily May 12-18
May 12
IG launch carousel + launch Reel posted
May 19
X / Twitter (4 tasks)
⚡ Delete all 113 old @chewbizz tweets (nicotine-forward content)
Apr 14
⚡ Review + approve Content Batch 001 (9 @chewbizz + 6 @KijanaTG)
Apr 21
Schedule all 15 posts across launch window (L-14 to L+7)
May 5
Posts begin distributing
May 5
Reddit (7 tasks)
⚡ Begin Reddit account warmup — genuine comments in target subreddits (1-2 weeks)
Apr 21
⚡ Finalize all 8 Reddit post copies (already drafted)
May 5
Week 1 posts: r/productivity + r/ZeroWaste (Tue-Thu, 8-10am EST)
May 12
Week 2 posts: r/nootropics + r/cscareerquestions
May 19
Week 3 posts: r/GetStudying + r/ADHD
May 26
Week 4 posts: r/Supplements + r/Entrepreneurs
Jun 2
Active comment engagement for 48+ hours after each post
Ongoing
Creator Seeding (10 tasks)
⚡ Install Shopify Collabs app + create Afluencer VIP listing ($49/mo)
Apr 14
⚡ Set up Google Sheets seeding tracker
Apr 14
⚡ Create 50 unique discount codes (FLOW[NAME] format)
Apr 21
📦 Batch-write 50 handwritten founder notes (~1 hour)
Apr 28
📦 Assemble 50 seeding packages: FLOW box + info card + handwritten note
May 2
📦 Ship all 50 packages via USPS First Class + send confirmations
May 2
📦 Send FLOW beta samples to 15-20 friends/family for seeded reviews
May 2
Early access offer to existing Nixodine customers — 20% off + review ask
May 5
Post-delivery check-ins with creators
May 9
Monitor for organic posts + engage publicly
May 12 – Jun 2
Launch Day Convergence — May 19 (6 tasks)
Klaviyo launch email fires at 9-10am
May 19
IG launch carousel + Reel posted
May 19
TikTok launch content + Spark Ads go live
May 19
Reddit Week 2 posts live
May 19
X/Twitter posts flowing
May 19
GATE 30-50 reviews live before launch day (F&F get product ~May 2, need ~2 weeks)
May 19
Website
To Do
Figma review round 2 with Alessandro
Apr 4
Website copy finalized
Apr 18
Alessandro begins dev build
Apr 21
Product photos delivered to Alessandro for website (dependent on agency shoot ~May 5)
May 9
GATE Website 2.0 live — or current site has FLOW product page ready
May 16
Doing
Continue iterating Figma mocks with Alessandro
Started Mar 14
Done
No completed tasks
Agency
To Do
Pre-product (start now)
Send Playbook + Bible HTML to Kayla & Mackenzie
Mar 21
Brief agency on FLOW launch date (May 19) + structured deliverables
Mar 21
Agency weekly check-in — confirm Playbook comprehension, first templates
Mar 28
Agency builds 6 graphic templates (Canva/Figma) — ingredient card, comparison, stat, quote, countdown, poll
Apr 14
Seeding kit info card design (4"×6" cardstock, front + back)
Apr 21
Welcome postcard design + returning customer postcard design
Apr 21
Needs product (~Apr 28)
Ship FLOW product to agency (Mackenzie + Kayla in LA)
Apr 28
GATE Agency delivers hero product shots, lifestyle photos, hand shots, unboxing sequence
May 9
Agency delivers first 3 carousels + teaser Reel using real product photos
May 9
Agency delivers launch Reel, launch carousel, product reveal video
May 16
Doing
KJ reviewing + refining Agency Playbook HTML (personal nuance, tone adjustments)
Started Mar 14
Done
No completed tasks
Legal / Finance
To Do
URGENT: Verify non-provisional patent filing status with Naomi Mann
Mar 19
Tax prep — download statements, determine Schedule C vs Form 1065 (now confirmed single-member LLC)
Mar 21
Fulfill Shopify order #1229
Mar 15
Doing
No active tasks
Done
Bowser separation — DocuSign executed (KJ Mar 5, Bowser Mar 11), $7,000 paid via Venmo
Mar 12
Save signed Bowser agreement + DocuSign certificate to BIZZ/legal/
Mar 14
Async Queue — Things You're Waiting On
Items that are out of your hands. They come back to your queue when complete. 13 items (1 completed).
Who Owns What
Creative production is only part of the machine. Here's how everything breaks down so nobody's guessing.
Agency (Mackenzie + Kayla)
- Product photography — hero shots, lifestyle setups, flat lays, hand shots, ingredients
- Branded video — teaser reels, product reveals, ingredient spotlights, launch reel
- Graphic templates — Canva/Figma files for carousels, cards, countdowns, polls
- Print materials — seeding info cards, welcome + returning postcards
- Designed carousels — 4-6/month using templates
- Caption drafts — for every feed post
- Stories — polls, BTS, countdowns, spotlights
- Scheduling + publishing — post content to IG (and eventually TikTok) at optimal times
- UGC repurposing — crop, cut, reformat creator content for feed/Stories/Reels once it's captured
- Ad creatives — generate creative variants for paid campaigns (~10 variants per 1-2 month cycle)
- Email visuals — product photos and lifestyle images formatted for Klaviyo emails (see asset spec below)
KJ
- Email pipeline — Klaviyo flows, copy, automation, segmentation
- Reviews + social proof — platform setup (Judge.me), solicitation, response, monitoring
- Website — photo placement, page layout, social proof integration
- Ad accounts — budget, targeting, deployment, optimization (agency provides the creatives)
- Reddit — all Reddit marketing
- Founder videos — talking-head content, brand story pieces
- Creator contracts + outreach — UGC agreements, usage rights, initial creator pipeline
- Creator seeding — identify creators, ship product, follow up
- Strategy + approvals — final sign-off on content direction
- Social proof collection — gathering initial reviews, testimonials, screenshots for use in content
- Testimonial collection — personal outreach, Judge.me setup, review solicitation (LAUNCH BLOCKER)
- Founder product photography (interim) — temporary iPhone shots until agency delivers
Creators / UGC (managed by KJ)
Seeded creators produce organic content — unboxings, talking-head reviews, day-in-my-life, lifestyle photos + Reels. KJ manages the relationships and contracts. Agency reposts the best-performing content and can crop/cut/reformat it for other channels.
Collaborative / Ongoing
- Creator content pipeline — KJ runs contracts and initial outreach; agency helps repurpose and repost content as it comes in
- Ad creative iteration — KJ reviews performance data and briefs agency on what to create next; agency produces variants
- Content direction — ongoing conversation, not one-way briefs
Open Questions
- Real-time engagement — Replying to comments, DMs, reposting live UGC. Agency handles scheduled content, but 24/7 monitoring likely needs a VA or AI tool down the road.
- TikTok account access — Agency will get access once we're ready to go live on TikTok. Timeline TBD.
Email Visual Assets
KJ builds the Klaviyo flows and writes the copy. Agency provides the photos and graphics. Here's exactly what each email flow needs.
Handoff format: Deliver email images as PNG or JPG, 600px wide (1200px for retina), RGB, optimized for web (<200KB each). Name them clearly: email-welcome1-hero.jpg, email-launch2-lifestyle.jpg, etc. KJ will drop them into Klaviyo templates.
When You Need What — Document Usage Map
Download Into Your Head NOW
Mental models needed to make decisions this week
- Positioning Bible — governs every decision about what to say
- GTM Playbook — the master timeline you're executing against
- Partner Summary — who to call about what
- Lead Times (both) — what constrains your launch date
Hand Off to Agency THIS WEEK
What Kayla + Mackenzie need to internalize
- brand.chewbizz.com — password-protected hub with both docs below
- Agency Playbook — their operating manual (deliverables, shot lists, visual standards)
- Positioning Bible — the "why" behind everything (messaging pillars, audience, tone)
Use as Toolkit (When Doing X)
Pull these out when you're doing specific tasks
- Content Engine — when generating content ideas, X/Twitter strategy
- Klaviyo Emails — when setting up email flows
- Reddit Posts — when launching Reddit campaign
- Seeding Guide — when shipping creator packages
- TikTok Strategy — when creating TikTok content or planning TikTok channel
- FLOW Formula — when answering ingredient questions
- Influencer Targets — when selecting creators to seed
Reference on Demand
Look up when needed, don't memorize
- Product Roadmap — when discussing future SKUs
- Competitive Intel — when positioning against competitors
- Ingredient Ledger — when ordering supplies
This map is a living document. As tasks complete and new ones emerge, update the timeline and async queue to keep the full picture visible.