Tiffany's pivot lands us on a post-approval blast: nothing publicly live before Wednesday July 8, then mass exposure on flip. This is the sequenced plan to get there. Brand locked. Website live. Content engine producing weekly batches. Paid social staged for launch day. Lifecycle email armed. Attribution wired. Dashboards reporting. One launch.
Foundation Roadmap v1 stopped at May 31. This is the rewrite that incorporates Tiffany's May 19 pivot, expands scope to web, content, lifecycle, attribution, and runs the full seven weeks to FDA approval day on Wednesday, July 8 (per Tiffany's May 26 request to aim for the week of July 7).
Each workstream owns a color used throughout this document. The heatmap, week cards, and lane headers all map back to these seven.
Positioning, personas, customer journey, naming, visual identity. Locks the foundation that every other lane references.
Page architecture, Figma layouts, Meribel feedback loops, Webflow build, QA. Site goes live on FDA day with branded copy.
Web page copy, blog articles, content engine tuning. First batch Week 3 review, weekly batch production from Week 5 onward.
Plan revision, Meta healthcare advertiser verification, creative production, audience build, campaign staging. Live on launch.
CRM/CMS decision, HubSpot BAA execution, GA4, GTM, CallRail, Webflow, social accounts. Wires every channel into one stack.
Lifecycle stages workshop, email program build, clinic-side SOP training. Subscriber to lead to consult to patient to post-treatment.
Closed-loop from clinic conversions back to HubSpot. Dashboards across content, social, paid, and email.
Single source of truth across all seven workstreams. Recommend Meribel license Asana in Week 1 so client visibility lands the same day MH-1 visibility does.
Cell shading shows intensity for that workstream that week. Dark cells = primary push. Light cells = setup or QA. Empty cells = lane is dormant. Read down a column to see what a given week feels like, or across a row to follow a workstream from kickoff to launch.
Each gate is a binary. If it lands on schedule, the next phase runs. If it slips, the dependent work stalls. Track these against the weekly cadence and surface delays early.
Each week stacks on the last. Lanes appear only when active. Gate pills mark the weeks where a lock has to land.
The week that decides everything downstream. Tuesday May 26: Jasmine and Sam present brand positioning, personas, customer journey, and rename options to Tiffany. Meribel gets through Friday to decide. CRM/CMS recommendation lands the same week. Cameron onboards and revises Peter's plan. Rafid out of office, content briefs queued for his return.
All seven workstreams in motion. Rafid back, briefed, and writing. Cameron presents the revised paid social plan to client. Web design kicks off content gather and the first Figma layouts. BAA executed so the CRM build can include PHI workflows from day one. Visual identity exploration in flight.
First batch of everything in Meribel's hands. Figma draft delivered Monday. Content batch one delivered start of week. Paid social first-round drafts delivered. Meribel reviews all of it through the week and returns extensive feedback by end of week. Visual identity locks. BAA fully executed.
All the feedback from Week 3 lands. Web layout, content, paid creative all revised based on Meribel input. Lifecycle stages workshop with the Meribel team produces the email program scope and the clinic-side lead-handling SOP. Meta verification submitted if not already approved.
Production week. Webflow build pushes live behind a noindex flag. Content batch two ships. Lifecycle email build begins. Clinic staff trained on the SOP from Week 4. Paid campaign structures start building in Meta. Photography assets, if shooting, scheduled around this week.
Convergence week. All lifecycle emails complete and in Meribel's review queue. Attribution closed-loop tested end-to-end. Reporting dashboards across content, social, paid, and email presented to Meribel. PR agency recommendation handed over. Google reviews flow optimized with Seattle clinic.
FDA approval lands midweek. Monday and Tuesday: final tweaks across every system, branded creative loaded in queues, lifecycle armed, E2E walkthroughs sign-off across all seven workstreams. Wednesday: flip. Branded paid live, Google Ads search activated, website branded copy switched on, lifecycle flows armed, PR push goes out, dashboards reporting. Thursday and Friday: post-launch monitoring, iteration, first round of A/B tests, Google reviews capture confirmed flowing into reputation surfaces.
The checklist for Wednesday morning. Everything below has been staged, signed off, and tested in advance. Day Zero is enablement, not assembly.
Surfaced now so they can be tracked, owned, and mitigated. Each risk has a mitigation lane and an owner.
Every row below is a hand-off from Meribel to MH-1. Each has a priority and a target week. Slip on any of these and the dependent week stalls.
Seven weeks of foundation work compressed to one line each. This is what the runbook produces.
Every workstream sequenced. Every dependency named. Every risk mitigated. Every comment field above feeds back into v3. Add feedback inline, hit export, and we keep iterating until this is the plan we ship against.