The Method / Initial 90 days
What actually happens during the 90 days?
Research, strategy, build, operation and commercial evaluation. Six operational phases, with tangible work you can inspect and a documented answer at the end.
See the professional fee and agreed scopePhase 01
Commercial baseline & test hurdle
Before we build anything, we agree what the test must prove and what the business can afford to learn.
We examine customer economics, the current acquisition baseline and customer acquisition cost where available. Gross profit per customer informs the commercial hurdle; maximum test exposure and a stop condition are agreed before launch.
Explore your commercial hurdleCommercial Baseline & Test Hurdle
Commercial Baseline & Test Hurdle
- Customer economics
- Average sale · gross margin · gross profit per customer
- Current baseline
- Acquisition spend · customer volume · current CAC where available
- Test hurdle
- What commercial outcome would justify the investment?
- Exposure & stop condition
- What is the maximum agreed exposure? What would make us stop?
Document structure only. No client information or performance results are shown.
Phase 02
Buying-conversation research
We study how customers reach a buying decision before they appear as an enquiry.
Sales conversations, enquiries, customer questions, objections and failed sales reveal the uncertainty behind the purchase. We read those alongside current campaign data and market research to map pre-search situations and buying triggers.
Buying Conversation Map
Buying Conversation Map
- Customer situation
- What has happened? What prompted the question?
- Root uncertainty
- What does the customer still need to understand?
- Evidence source
- Sales conversation · enquiry · objection · research
- Buying trigger
- What could turn the question into a commercial decision?
Document structure only. No client information or performance results are shown.
Phase 03
Opportunity selection
Not every conversation deserves advertising capital. We select the opportunities with a credible path to a commercial outcome.
Each opportunity is evaluated against the customer situation, root uncertainty, commercial intent, distance from purchase, gross-profit potential, next logical step, opportunity depth and the business's ability to fulfil demand.
Opportunity Ranking Brief
Opportunity Ranking Brief
- Acquisition hypothesis
- Which customer situation is worth testing, and why?
- Commercial potential
- Intent · distance from purchase · gross-profit potential
- Practical viability
- Opportunity depth · next step · fulfilment capacity
- Selection decision
- What supports the priority? What evidence is still missing?
Document structure only. No client information or performance results are shown.
Phase 04
Acquisition build
The advertising, offer and landing experience are built around the decision the customer is trying to make.
The agreed build may include context hints, campaign architecture, advertising copy, offers, campaign assets, tailored landing-page copy and build, qualification flow and measurement architecture. Scope is defined around the campaign assets and landing experiences required for the agreed test.
Acquisition System Build
Acquisition System Architecture
- Conversation → message
- Customer uncertainty · relevant offer · advertising copy
- Message → next step
- Campaign assets · tailored landing experience · qualification
- Next step → measurement
- Conversion event · sales follow-up · downstream outcome
- Build & launch readiness
- Agreed assets · responsibilities · measurement checks
Document structure only. No client information or performance results are shown.
Phase 05 / Recurring review
Launch, media buying & learning
Rivonia launches, buys and manages media, monitors performance, reads downstream results and optimises the agreed test.
Clicks and enquiries help diagnose the system. The weekly review follows the path through qualified opportunities, quotes, customers and gross profit, then asks whether the evidence justifies additional exposure.
- Conversation
- Action
- Qualified opportunity
- Quote
- Customer
- Gross profit
Weekly Commercial Memo
Weekly Commercial Memo
- What happened?
- Activity · customer actions · downstream commercial outcomes
- What appears to be changing?
- Signals in the evidence · possible explanations
- What do we know?
- Established findings · what we do not yet know
- What should change?
- Recommended action · whether additional exposure is justified
Document structure only. No client information or performance results are shown.
Phase 06
90-day decision
At the end of the initial programme, you receive a commercial answer and a recommendation grounded in the work.
The decision paper brings together what happened, what we learned and what the economics say. It asks whether there is an incremental acquisition opportunity, and whether to scale, change something, hand the system over or stop.
90-Day Decision Paper
90-Day Decision Paper
- Findings
- What happened? What did we learn?
- Commercial assessment
- What do the economics say? Is there an incremental opportunity?
- Recommendation
- Scale · change · hand over · stop
- Basis for the next decision
- Evidence · remaining uncertainty · operating requirements
Document structure only. No client information or performance results are shown.
The work ends with a decision.
You retain the work created for the agreed test: the research, offer architecture, agreed landing assets, measurement infrastructure and documented commercial findings.
There is no automatic retainer. The evidence determines whether to continue, hand the system over, agree another operating arrangement or stop.
The end state is not a successful campaign. It is a management decision you can defend.
If the economics hold, there is evidence for committing more capital. If they do not, there is evidence to stop.
Either outcome provides more certainty than optimistic reporting.
See what happens on Day 91