Four phases. Four narrative beats. One unbroken story arc. The canonical plan from Vol 4 Chapter 7 — surfaced here as a working operating calendar.
Each phase carries one job. The CTA tightens phase-on-phase — from "watch the film" to "see how it works" to "become an affiliate" to "look who else is walking." The arc is the design discipline.
Break the spell. Establish the absurd premise — that we have all been hopping on one leg. Pure thesis-carrying creative.
No CTA other than "watch the film"
National aided recall ≥ 8% across mortgage broker + accountant verticals by end of M3.
Introduce Flip 360 as the answer. Founder POV. Trust-building through demonstration of the commission engine (Vol 2).
Soft CTA: "see how it works"
1,000 affiliate waitlist sign-ups by end of M6. Tier-1 PR pickup (AFR or ABC).
Vertical-specific calls to action. Each vertical sees its own re-cut of the hero film with its own profession named explicitly.
Hard CTA: "Become an affiliate"
Total signed affiliates ≥ 1,500 by end of M9. Median time-to-first-commission ≤ 75 days.
Real affiliate stories. Actual commission receipts. The flywheel becomes the message — "look who else is walking now."
Affiliate-to-affiliate referral becomes the dominant acquisition channel.
Total signed affiliates ≥ 2,500. ≥ 30% of new sign-ups from existing affiliate referrals. Renew media envelope for Year 2.
Each band is a phase. The vertical red line is today (visible once the anchor is set and we are inside the 12-month window).
Each vertical takes its turn as lead vertical for a calendar month, then sustains as a parallel channel through to M12. Sequence per Vol 4 Ch 5 priority order — mortgage brokers first, optimising life-stage last.
Verbatim from Vol 4 Ch 7. The "Lead workstream interlock" column is the cross-workstream handshake the PMO is accountable for that month — the dependency that has to land for the PR · Media · Marketing workstream to keep tempo.
| Month | Phase | Hero Deliverable | Vertical Focus | Lead Workstream Interlock |
|---|---|---|---|---|
| M1 | Awareness | Hero film live · LinkedIn launch · Meta awareness flight starts | Mortgage brokers (lead) | WS2 — commission engine MVP ready |
| M2 | Awareness | "The Hopping Australian" essay published (AFR opinion piece pitch) | Insurance brokers | WS4 — legal disclosure language locked |
| M3 | Awareness | Podcast sponsorship wave 1 · 15s YouTube bumpers · TikTok seeding | Tax accountants | WS3 — Mathew media training complete |
| M4 | Conviction | Hero film re-cut #1 (broker vertical) · founder interview series E1 | Conveyancers · Real estate | WS6 — first vertical BDM hire onboarded |
| M5 | Conviction | LinkedIn vertical campaign × 4 · podcast wave 2 | Financial planners | WS5 — platform onboarding flow live |
| M6 | Conviction | Tier-1 PR placement target · waitlist hits 1,000 | All verticals — cross-pollination | WS2 — first paid commission processed |
| M7 | Conversion | Vertical re-cut #2 (accountant) · Google Search live across 7 verticals | Mortgage + insurance push | WS6 — second BDM hire |
| M8 | Conversion | Vertical re-cut #3 (tradie/builder) · Meta lookalike acquisition | Builders · Trades | WS4 — state-licensing compliance audit complete |
| M9 | Conversion | Mid-campaign founder address (live-streamed) | Optimising-life-stage push | WS3 — Mathew speaking-circuit launch |
| M10 | Compounding | Affiliate testimonial film E1 · "Receipt of the Month" cadence begins | Top-performing verticals double down | WS5 — referral mechanic in product |
| M11 | Compounding | Affiliate testimonial film E2 · partner-vertical co-marketing | Cross-vertical referrals | WS6 — channel partner programme live |
| M12 | Compounding | "State of the Walk" annual address · Year-2 media planning | All verticals | All workstreams — annual programme review |
Every "Lead workstream interlock" is a dependency the PMO Director (Carla) holds the rest of the workstream leads accountable for. If WS2 doesn't ship the commission engine MVP by M1, the M1 hero film launch lands without the proof. Corrina runs the campaign; the PMO holds the dependencies.
Every phase goal ladders to the primary lead measure: affiliates who have received their first paid commission. M3 = recall. M6 = waitlist. M9 = signed affiliates. M12 = renewals.
CTA tightens by design — watch → see how → become → refer. Skipping a beat collapses the arc.
Monthly hero deliverable reports up to the Steering Committee (Mathew · Carla · Corrina) at month-end. The reporting flow is the control system.
