Maik 90-Day Launch Runbook
Period: Tuesday 16 June 2026 — Monday 14 September 2026 Author: Forge orchestrator, on behalf of Steve Aylward Status: Tranche 1 capital ($150k) approved. Tranche 2 ($100k) gated on month-6 milestone review.
WEEK 01 · 16 JUN — 22 JUN 2026 · FOUNDATIONS AND LEGAL KICK-OFF
Focus: Stand the entity up. Start every long-lead clock that cannot be compressed later.
Outcomes:
- ✅ DONE — Business already registered (Ven Agency holds it); ASIC step not required.
- Brand name shortlist of 6 candidates assembled with IP Australia clearance initiated
- Shopify Plus contract executed
- Three Melbourne studio site inspections booked (Brunswick, Collingwood, Cremorne North)
- Multica Maik project created. All 15 agents instantiated with month-1 autonomy settings
Brand + Legal: Engage Lander and Rogers for trademark strategy. Atlas runs initial TM clearance across the 6-name shortlist on IP Australia, UKIPO, USPTO, EUIPO. UK MAiK Lifestyle conflict on "Maik" confirmed. Accountant lodges ASIC Form 201. ABN application submitted same day. Pinney Loyer briefed for ACL compliance, Privacy Policy, ToS.
Commerce: Shopify Plus contract signed. Cloudflare DNS account provisioned.
Operations + Studio: Colliers and CBRE industrial briefed. Inspections booked. Bambu Lab AU reseller contacted for bulk pricing on 8x P1S + 1x X1C. PO drafted, awaiting brand name lock.
Agent Fleet: Forge spins up Maik project in Multica. All 15 agents instantiated. Per-agent autonomy locked at month-1 settings. Oracle scheduled for first dry-run Monday digest end of week 2.
Finance: Tranche 1 capital ($150k) transferred to holding account at Macquarie pending Pty Ltd account.
Steve approval gates: Sign ASIC Form 201 and constitution. Approve Shopify Plus contract. Approve 6-name shortlist.
Risks: Brand name lock is the gating event for trademark filing, packaging design, domain registration, storefront naming. Any slip past week 2 cascades.
WEEK 02 · 23 JUN — 29 JUN 2026 · BRAND NAME LOCK AND STUDIO SELECTION
Focus: Resolve the two decisions everything else waits on.
Outcomes:
- ⏳ IN REVIEW — Consumer-facing brand name reopened (2026-06-16): v2 re-validation recommends OBLA; name panel argues keep Maik as parent. Steve to decide. (Ven holds the MAIK mark either way.)
- Studio lease selected and Heads of Agreement signed
- ✅ DONE — Trademark for "MAIK" already registered by Ven Agency.
- ✅ DONE — Business name already registered.
- ✅ DONE — Domain maik.com.au already owned (Cloudflare zone live).
Footnote (2026-06-16): The trademark, business registration, business-name registration, and domain items above are already complete — Ven Agency holds all four (MAIK trademark, maik.com.au, registered business, registered business name). The consumer-facing brand name itself is reopened (see the IN-REVIEW item) — that's the one piece of the brand-and-legal path still open. Other remaining gates: studio lease, hardware order, agent-fleet dry-run.
Brand + Legal: Atlas presents 6-name shortlist with full clearance reports. Steve picks Friday morning. Business name registration lodged. Lander and Rogers files TM application across Classes 11, 20, 21, 28, 35 (~$1,650 filing fee). Pinney Loyer delivers first draft of legal docs.
Commerce: Domain purchased via Cloudflare Registrar (.com.au + .com defensive). Shopify Plus storefront skeleton created. Klaviyo account created.
Operations: Site visits Tuesday/Wednesday. Steve attends final two inspections Thursday afternoon. Preferred site selected Friday. Heads of Agreement signed Friday evening. Bambu PO finalised pending lease signature.
Agent Fleet: Quill drafts first brand voice document. Sage drafts initial SEO topic map (50 candidates). Top 20 surface for Steve approval week 3.
Finance: Pty Ltd bank account opened (Macquarie). Xero subscription activated. Public/product liability + cyber insurance quotes from BMS Risk Solutions + Emergence.
Steve approval gates: Final brand name selection. Lease selection and HoA. Brand voice document.
Risks: No studio site clears criteria → 7-day extension pushes hardware delivery and fitout. IP Australia exam queue runs 3-4 months — filing date is what protects priority.
WEEK 03 · 30 JUN — 06 JUL 2026 · STUDIO FITOUT BEGINS, HARDWARE ON ORDER
Focus: Lease executes. Capital deploys into physical infrastructure.
Outcomes:
- Lease fully executed with bond paid
- 8x BambuLab P1S + 1x X1C PO sent, deposit paid
- Sparkie engaged for 32A circuit install
- Insurance policies bound
- Initial 25kg filament order placed
Brand + Legal: Steve signs legal docs Wednesday. Atlas confirms TM filing receipt stored in Multica. Quill brand voice document v1 locked.
Commerce: Shopify Payments KYC submitted. Stripe + Afterpay KYC. Klaviyo Shopify integration tested with $1 order.
Operations: Lease executes Tuesday. Bond ($16-20k) paid. Keys collected Wednesday. Sparkie walks site Thursday, quotes 32A circuit + dedicated 15A for fume extraction and packing station, target completion week 5. Hardware PO sent Friday: 8x P1S + AMS Combo, 1x X1C, spares pack. Total ~$24,500 inc GST. Filament order: 25kg split X3D + Aurarum. Steel racking + Eibos dryers ordered. 30% RH cabinet sourced second-hand.
Agent Fleet: Anvil gets read access to Shopify Orders API and Bambu Connect API. First integration test: Anvil reads test order, produces print queue card. Smith loads default Bambu profiles into version control.
GTM: Sage delivers top 20 SEO topics. Steve approves Friday. Lumen begins curating Higgsfield image library (44 existing assets).
Finance: Insurance bound Friday. Combined annual premium under $4,800. Xero chart of accounts finalised. BAS cadence quarterly.
Steve approval gates: Lease execution + bond payment. Hardware PO sign-off. Privacy/ToS sign-off. Top 20 SEO topics.
Risks: Sparkie availability in Melbourne winter tight. Bambu shipping from Shenzhen can delay 1-2 weeks.
WEEK 04 · 07 JUL — 13 JUL 2026 · ELECTRICAL, EXTRACTION, AND PROTOTYPE PRINTING
Focus: Studio becomes operational.
Outcomes:
- 32A circuit installed and certified
- Bofa AD350 ordered with ducting design finalised
- M-001, M-002, M-003 prototypes refined to launch-ready geometry
- Custom packaging design brief sent to noissue
- Press kit skeleton drafted
Brand + Legal: Founder LinkedIn post drafted by Quill (holds for week 11). Beacon builds press list (Yellowtrace, Habitus, Broadsheet, Inside, Local Project, Architecture Australia, Est Living).
Commerce: Theme development kicks off based on "The Call" design system. Shopify dev partner briefed. Two-week sprint, target storefront preview by end of week 6. Meta Pixel + CAPI server-side container drafted in GTM (Beacon owns). GA4 property created. Conversion events configured.
Operations: 32A circuit install begins Tuesday, certified Friday. Bofa AD350 ordered with HEPA + carbon stages. Ducting design done by Bofa technician Thursday. Steel racking delivered. Pack station designed (1800mm steel bench, Brother QL-820NWB, packing knife, AusPost feeder). 4x IP cameras and Synology NVR ordered.
GTM: Prototype refinement on M-001/M-002 continues at Steve's home setup. M-003 geometry locked. M-004 second iteration. Lumen finalises image library curation (28 of 44 Higgsfield assets retained). Custom packaging brief sent to noissue: 4 SKU box sizes, recycled kraft outer, MOQ 500, landed $2.20/unit target.
Agent Fleet: Anvil integration test extended end-to-end. Mercury drafts Meta + Google Ads structures (account skeleton, no spend). Pulse drafts content calendar for weeks 8-13.
Finance: First Xero invoices recorded. Tranche 1 cash position $86k remaining after lease bond, hardware deposit, fitout, insurance.
Steve approval gates: Packaging design sign-off. Theme development direction sign-off.
Risks: Bofa ducting may need structural penetration through external wall. Confirm with landlord Wednesday.
WEEK 05 · 14 JUL — 20 JUL 2026 · HARDWARE ARRIVES, FIRST FARM PRINTS
Focus: The print farm goes live. First production-grade units come off the line.
Outcomes:
- 8x P1S + 1x X1C delivered, unboxed, calibrated, running
- First batch of 10x M-001 production units printed and inspected
- Bofa extraction installed and commissioned
- Storefront theme alpha previewed
- First 3 SEO articles published to staging blog
Commerce: Shopify theme alpha live on staging. Steve walks through Friday. AusPost MyPost Business API account created. Anvil's label generation flow drafted. Email DNS (SPF, DKIM, DMARC) configured at p=quarantine.
Operations: Hardware delivered Tuesday. Unboxing, calibration, burn-in test prints across all 9 machines by Friday. Smith owns calibration log. Bofa AD350 installed and commissioned Wednesday. IP cameras installed. NVR running. Livestream tested internally. Filament storage cabinet humidity at 30% RH. First production: 10x M-001 across 4 P1S Thursday-Friday. 8 of 10 pass. 2 failures get RCA from Smith.
Agent Fleet: Anvil reads live Shopify test orders. Print queue scheduling stress-tested with 30 simulated orders. Sage publishes first 3 articles to staging.
GTM: Product photography studio shoot booked week 6. Press kit PDF drafted. Awaits real product photography.
Finance: Hardware final payment released on delivery confirmation. Cash position: $58k Tranche 1 remaining. Burn rate nominal.
Steve approval gates: Storefront theme alpha review and feedback. First production batch pass/fail call on M-001.
Risks: 20% reject rate on first batch is above 5% target. Smith has one week to dial profiles before week 6 inventory build.
WEEK 06 · 21 JUL — 27 JUL 2026 · INVENTORY BUILD AND REAL PHOTOGRAPHY
Focus: Hit print farm steady state. Capture the photography that defines the brand publicly.
Outcomes:
- Production photography shoot complete across all 4 SKUs
- Print farm running at 85%+ uptime, reject rate under 8%
- First 25 finished M-003 Cluster units inventoried
- Storefront theme beta live on staging
- Lookbook v1 composed by Lumen
Commerce: Theme beta live. PDP, collection, cart, checkout all built. Pulse + Echo UX walkthrough Friday. Klaviyo welcome flow built (3 emails). Shopify Payments approved. Afterpay merchant onboarding final stage.
Operations: Photography shoot Tuesday-Wednesday at studio. Captures: hero PDP shots for all 4 SKUs, lifestyle shots, "impossible geometry" hero lamp, atelier process shots. Print farm runs continuous. M-003 builds to 25 units by Friday. M-001 + M-002 build to 40 each. Pack station fitted out. Brother QL printer integrated with Anvil.
Agent Fleet: Lumen composes lookbook v1. Echo drafts macro responses for top 30 customer questions. Mercury structures Meta + Google Ads accounts. Pixel firing tests pass.
GTM: Sage publishes articles 4-6 to staging. Beacon sends formal pitch to Yellowtrace for week 12 publication.
Finance: Mid-90-day finance review. On budget. Cash position $48k.
Steve approval gates: Photography shoot direction (briefly on-site Tuesday morning). Lookbook v1 approval. Brand voice fine-tune dataset target: 200 hand-written exemplars curated by Steve, deadline week 9.
Risks: Photography quality is the single biggest brand-defining asset. If shoot disappoints, week 7 reshoot eats into inventory time.
WEEK 07 · 28 JUL — 03 AUG 2026 · STOREFRONT INTEGRATION AND TRACKING STACK
Focus: Wire the entire commerce + payments + analytics stack end-to-end. Test every flow.
Outcomes:
- All payment methods live in test mode
- Meta Pixel + CAPI firing server-side, deduplicated, verified
- GA4 + GTM validated end-to-end
- GSC verified, sitemap submitted
- Anvil cross-agent integration test at production volume (50 simulated orders)
Commerce: Storefront theme RC1. All 4 PDPs live with real photography. Collection, About, Process, FAQ, Contact, Press populated. Stripe + Afterpay + Shop Pay live in test mode. End-to-end test purchases. Meta event match quality target >7.0. GA4 conversion events firing. Goals configured. GSC verified via DNS TXT. Sitemap.xml submitted. AusPost MyPost Business API live. Anvil generates real label end-to-end (no dispatch yet).
Operations: Print farm steady state. Reject rate down to 4%. M-003 inventory 38 units. noissue packaging delivered. First real packout of M-001 done by Hearth/Steve. Atelier livestream goes live internally.
Agent Fleet: Anvil stress test 50 simulated orders. Print queue, label generation, dispatch notification, customer email, post-purchase Klaviyo flow all pass. Oracle dry-runs Monday digest format. Voice fine-tune dataset 140 exemplars (on track for 200 by week 9).
GTM: Sage publishes articles 7-10 to staging (10 articles ready to push live at launch). Beacon books podcast outreach (Local Project September, Inside Architecture Australia October).
Finance: BAS prep for September quarter begins. Tranche 2 milestone document drafted.
Steve approval gates: Storefront RC1 approval (last full-storefront review before soft launch).
Risks: Meta event match quality below 6.0 by Friday triggers additional first-party data enrichment in week 8.
WEEK 08 · 04 AUG — 10 AUG 2026 · SOFT LAUNCH
Focus: Open the storefront to a tightly controlled audience. Get real money through the stack.
Outcomes:
- Soft launch live behind password page to friends-and-family + 50 Ven contacts (~80 people)
- Minimum 8 real transactions processed end-to-end
- Full post-purchase flow validated
- Issue log built from soft launch feedback
- Brand voice fine-tune dataset at 180+ exemplars
Brand + Legal: Refund + warranty policies finalised on storefront. ACL compliance final check by Pinney Loyer.
Commerce: Password-protected soft launch goes live Monday. Invite emails sent by Ember at 9am. Issue log populated continuously. Pulse triages by severity. Critical issues fixed within 24 hours. Klaviyo welcome + post-purchase flows active.
Operations: First real production run for paying customers. M-001 + M-002 ship through live AusPost integration. M-003 inventory: 48 units (50 target Tuesday week 9). M-004 first complete prototype off the X1C Wednesday.
Agent Fleet: Anvil runs production live. Hearth handles packout. Echo handles CS tickets. Voice fine-tune dataset hits 180 Friday. Cross-agent integration confirmed in production.
GTM: Pulse drafts weeks 11-13 organic social. Steve approves launch-week content. Mercury Meta + Google Ads creative briefed to Lumen (holds for week 11). Yellowtrace confirmed for week 12 publication. Broadsheet showing interest, Habitus open.
Finance: First real Stripe + Shopify payouts hit bank account. BAS prep on track.
Steve approval gates: Soft launch go-live approval (Monday morning). Issue log triage decisions for any critical bug.
Risks: Soft launch is where every stack gap surfaces. Schedule 4 hours of Steve's time Monday + Tuesday for real-time triage.
WEEK 09 · 11 AUG — 17 AUG 2026 · ITERATE FROM SOFT LAUNCH AND FINALISE DROP 01
Focus: Close every soft-launch issue. Lock Drop 01 launch sequence.
Outcomes:
- All P0 and P1 issues from soft launch closed
- Drop 01 (M-003 Cluster) launch sequence fully assembled: T-14, T-7, T-3, T-1 EDMs drafted and approved
- Drop landing page live behind password for soft test
- Brand voice fine-tune dataset at 200 exemplars; fine-tune scheduled
- M-003 inventory at 50 units, locked, sealed, counted
Brand + Legal: DMARC policy escalated to p=reject. Atlas confirms TM application status — examination queue.
Commerce: Issues from soft launch closed by Wednesday. Theme RC2 deployed. T-14 EDM by Ember (scheduled Tuesday next week). Drop landing page built, password-protected. Soft tested by Pulse + Echo.
Operations: M-003 inventory verified 50 units. Each serialised. Stored in protective foam. M-001 + M-002 inventory 60+ each. M-004 prototype refinement continues (launches as preorder week 12, full release November).
Agent Fleet: Voice fine-tune dataset locked at 205 exemplars. Fine-tune job submitted Friday (expected completion 7-10 days). Oracle Monday digest format approved by Steve. Goes into production next Monday. Herald coordination dry-run: orchestrates Ember + Pulse + Beacon + Echo on a coordinated 60-second window. Pass.
GTM: Sage publishes first 5 articles live (staging-to-prod migration). SEO crawl baseline captured. Lumen finalises hero photography for Yellowtrace. Pulse organic social calendar locked for weeks 10-13.
Finance: Mid-quarter BAS check. Tranche 2 milestone document refined.
Steve approval gates: Drop 01 launch sequence approval (all 4 EDMs). Hero photography for Yellowtrace. Founder LinkedIn post.
Risks: Brand voice fine-tune turnaround. If slips past week 11, launch on foundation model voice (acceptable but looser).
WEEK 10 · 18 AUG — 24 AUG 2026 · PRE-LAUNCH TEASE AND PAID MEDIA PREP
Focus: Begin public tease. Get paid media campaigns built and approved but not spending.
Outcomes:
- T-14 EDM sends Tuesday. Open rate / click rate baseline captured
- Meta + Google Ads campaigns built, creative loaded, awaiting Steve activation
- Yellowtrace embargo content delivered
- Atelier livestream pre-launch tease (15-second clips on social)
- Storefront RC3 deployed (final pre-launch build)
Commerce: Storefront RC3 deployed Monday. Final pre-launch build. No further changes without Steve sign-off. Klaviyo segmentation reviewed (VIP, Engaged, Cold). Stripe + Shopify Payments any outstanding KYC reviewed.
Operations: Print farm runs production capacity for M-001 + M-002 inventory build. Target launch-day: 80 M-001, 60 M-002, 50 M-003 sealed, 12 M-004 preorder. Atelier livestream goes live publicly Wednesday at 12pm. Embedded on About page.
Agent Fleet: Voice fine-tune deployment complete by Friday. All voice-facing agents (Quill, Ember, Echo, Beacon, Pulse) switched over. Mercury builds Meta + Google Ads campaigns. Creative loaded by Lumen. Ad copy by Quill. Campaigns paused, awaiting week 11 go-live.
GTM: T-14 EDM sends Tuesday 9am via Ember. List size ~600 (Ven network + soft launch + organic signups from livestream). Yellowtrace receives embargo content Wednesday: hero photography, factsheet, founder quotes, livestream link. Pulse posts atelier tease clips IG + LinkedIn Wednesday-Friday. Sage publishes articles 6-10 live.
Finance: BAS prep finalised for accountant review.
Steve approval gates: Meta + Google Ads creative final. T-14 EDM Monday afternoon. Storefront RC3.
Risks: T-14 EDM is the first time brand voice goes public at scale. If fine-tune isn't deployed, this email goes on foundation-model voice.
WEEK 11 · 25 AUG — 31 AUG 2026 · DROP 01 LAUNCH WEEK
Focus: Public launch. Drop 01 (M-003 Cluster) goes live. Paid media activates.
Outcomes:
- T-7 EDM sends Tuesday
- T-3 EDM sends Friday
- T-1 EDM sends Sunday
- Yellowtrace feature publishes Wednesday
- Founder LinkedIn post publishes Wednesday morning
- Paid media activates Wednesday with $10k/month budget (Meta 65%, Google 35%)
Brand + Legal: All legal pages live and final. Pinney Loyer on retainer for launch window.
Commerce: Storefront live to public Wednesday 9am AEST. Password removed. All payment methods live in production. Inventory truth-check Wednesday 8am: confirm 50 M-003, 80 M-001, 60 M-002, 12 M-004 preorder slots.
Operations: Print farm runs continuous through the week. Hearth + pack station on full operational tempo. Atelier livestream gets a featured day in launch announcement.
Agent Fleet: Herald coordinates launch hour Wednesday 9am: Ember sends launch EDM, Pulse posts launch social, Beacon notifies press list, Echo on standby for CX surge. Oracle compiles live launch-day dashboard. Steve gets hourly digest for first 8 hours. Mercury monitors Meta + Google Ads spend velocity. Pause-and-review trigger if CPA exceeds 1.5x target in first 24 hours.
GTM: Yellowtrace publishes Wednesday morning. Founder LinkedIn post Wednesday 8am. Pulse runs social calendar through the week. Beacon sends post-publication amplification notes to Broadsheet + Habitus.
Finance: Real-time revenue tracking. Daily cash position update. First Stripe payout from soft launch arrives, second payout from launch volume on the way.
Steve approval gates: Final launch go/no-go Tuesday evening. Paid media activation Wednesday.
Risks: Server load on launch (Shopify Plus handles, but custom theme code review by dev partner Monday). M-003 Cluster sellout handling — if it sells out in under 2 hours, waitlist capture flow must work. Final test Tuesday.
WEEK 12 · 01 SEP — 07 SEP 2026 · POST-LAUNCH MOMENTUM AND PRESS WAVE
Focus: Sustain the launch. Convert press momentum into compounding traffic + EDM signups.
Outcomes:
- Drop 01 sellout managed (likely Tuesday or Wednesday based on T-1 EDM engagement)
- Waitlist for Drop 02 builds to 200+ signups
- Broadsheet or Habitus secondary coverage published
- Paid media optimisation cycle 1: pause underperformers, scale winners
- Week-1 customer feedback collated by Echo
Brand + Legal: Founder podcast outreach activates. Local Project + Inside Architecture Australia confirmed for September/October episodes.
Commerce: M-003 sellout: waitlist capture triggers automatically. Klaviyo "Drop 02 Waitlist" populates. M-001 + M-002 continue. M-004 preorders close at 12 units (capacity-gated). Post-purchase flow optimisation based on first 100 customers.
Operations: Print farm continues at production tempo. Inventory rebuilds toward Drop 02. Studio walkthrough video shot for post-launch press wave.
Agent Fleet: Oracle's first full Monday digest under live conditions. Steve reviews format. Mercury cycle 1: pause ad sets >1.8x target CPA, scale ad sets <0.8x target. Budget reallocation within $10k/month envelope. Echo collates first 100 feedback into themes. Top 3 surface to Steve.
GTM: Broadsheet design column publishes (if confirmed). Pulse amplifies. Pulse continues launch-week social. Sage tracks SEO impressions + clicks via GSC.
Finance: Week-1 revenue posted to Xero. Tranche 2 milestone evidence collation begins.
Steve approval gates: Drop 02 timing (likely 4-6 weeks out). Paid media cycle 1 optimisation.
Risks: Capacity. If demand exceeds throughput, Hearth + Anvil triage. Lead times communicated proactively via Echo.
WEEK 13 · 08 SEP — 14 SEP 2026 · STRESS TEST, RETROSPECTIVE, AND HANDOVER TO STEADY STATE
Focus: Validate the fleet runs autonomously. Capture lessons. Set next 90 days up.
Outcomes:
- Agent fleet stress test: full 24-hour autonomous operation with Steve out of loop for routine items
- 90-day retrospective compiled by Oracle
- Tranche 2 milestone evidence package complete, submitted for week 14 review
- Drop 02 plan locked
- October content calendar locked
Brand + Legal: TM examination status check. Q1 BAS lodged.
Commerce: Storefront optimisation pass based on first-month behaviour. Hotjar or Microsoft Clarity heatmap analysis by Pulse. Klaviyo welcome flow A/B test launches.
Operations: Print farm uptime reviewed: target 90%+ over 90-day window. Smith publishes calibration log retrospective. Studio walkthrough video used for Tranche 2 evidence and second wave PR.
Agent Fleet: 24-hour autonomous test: Steve offline Saturday 9am to Sunday 9am. Fleet handles all routine ops. Oracle logs every escalation (target: <3 over the 24-hour window). Voice fine-tune retrospective: are agent outputs sounding like the brand? Quill samples 50 outputs across agents and grades against voice doc. Per-agent autonomy review for month 4.
GTM: Sage delivers SEO baseline. Mercury delivers paid media baseline: CPA, ROAS, channel mix, creative winners. Beacon delivers PR retrospective.
Finance: 90-day P&L assembled. Cash position target $15-25k remaining of Tranche 1 plus first-month revenue. Tranche 2 release expected month 6. Tranche 2 evidence package submitted to Steve Friday.
Steve approval gates: 90-day retrospective sign-off. Drop 02 plan. October content calendar.
Risks: 24-hour autonomous test is truest measure of fleet readiness. If escalations exceed 3, month 4 autonomy expansion holds.
DEPENDENCIES MAP
Chain 1 — Legal entity to commerce: ASIC Pty Ltd (week 1) → ABN (week 1) → Pty Ltd bank account (week 2) → Shopify Payments KYC (week 3) → Stripe + Afterpay KYC (week 3) → live payment processing (week 7 test, week 11 production).
Chain 2 — Brand name to public-facing assets: Brand name lock (week 2) → Business name (week 2) → TM filing (week 2) → Domain (week 2) → Cloudflare zone (week 2) → Shopify storefront naming (week 4) → Custom packaging (week 4) → noissue order (week 5) → Press kit (week 6) → Yellowtrace embargo (week 10) → Launch (week 11).
Chain 3 — Lease to production: Studio inspection (week 1) → HoA (week 2) → Lease execution (week 3) → 32A install (week 4) → Bofa fume install (week 4) → Hardware delivery (week 5) → Calibration (week 5) → First production (week 5) → Steady-state inventory (weeks 6-10) → Launch inventory locked (week 10).
Chain 4 — Tracking stack to paid media: Shopify Plus (week 1) → Theme build (weeks 4-6) → GTM container + GA4 (week 4) → Meta Pixel + CAPI (week 7) → Event match quality validated (week 7) → Paid media campaigns (week 10) → Paid media activates (week 11).
Chain 5 — Voice fine-tune to public agent output: Brand voice document v1 (week 2) → Exemplar curation begins (week 3) → 200 exemplars locked (week 9) → Fine-tune submitted (week 9) → Fine-tune deployed (week 10) → Public-facing at full brand voice (week 11+).
CRITICAL PATH
The 8 items that, if delayed by even 1 week, push launch beyond 90 days:
- ASIC Pty Ltd registration (week 1) — gates bank account, KYC, all commerce.
- Brand name lock (week 2) — cascades across 6+ workstreams.
- Lease execution (week 3) — gates electrical, ventilation, hardware delivery, production.
- Hardware delivery from Bambu Lab (week 5) — single largest external dependency.
- 32A electrical install certified (week 4) — without it, no production capacity.
- Photography shoot (week 6) — defines brand publicly. Reshoot eats 1 week.
- Soft launch (week 8) — first time full stack runs end-to-end with real money.
- Meta Pixel + CAPI event match quality (week 7) — if below 6.0 by end of week 7, paid efficiency degrades.
RISK REGISTER (90-DAY WINDOW)
| Risk | Likelihood | Impact | Mitigation |
|---|---|---|---|
| 1. Brand name conflict surfaces post-lock | Medium | Severe | Atlas runs IPAU + UKIPO + USPTO + EUIPO clearance week 1. Lander and Rogers written clearance opinion before filing. |
| 2. Bambu hardware shipment delays | Medium | High | PO placed week 3 for 5-week lead with 2-week buffer. Hearth tracks daily. Backup: Steve's home P1S + 3DPrintCo rental capacity for 2-week bridge. |
| 3. Lease falls through after HoA | Low-Medium | Severe | 3 sites short-listed week 1. Backup site warm through week 3. If primary falls through, backup signs within 5 business days. |
| 4. Soft launch surfaces P0 commerce/fulfilment bug | Medium-High | Medium | Soft launch scoped to 80 invitees. P0 fix window 5 business days. If can't fix in 5 days, public launch slides 1 week to week 12. |
| 5. Yellowtrace coverage falls through or delays | Low-Medium | Medium | Beacon warm-pitches Broadsheet, Habitus, Inside in parallel from week 4. At least one secondary outlet committed before week 10. |
| 6. Paid media event match quality drops below 6.0 | Low | Medium | CAPI server-side built and tested by week 7. First-party data enrichment via Klaviyo identity sync. If below 6.0 by week 10, Meta budget cuts to $4k/month, Google takes difference. |
| 7. M-003 sells out in under 1 hour, no waitlist capture | Medium | Low-Medium | Waitlist Klaviyo flow tested week 9 and week 11. Even if 50 units sell in 30 minutes, waitlist captures every visitor after sellout. |
| 8. Cash burn exceeds Tranche 1 envelope | Low | Medium | Weekly cash position review from week 3. Mid-90-day finance review week 6 confirms variance. Months 4-6 must run on Tranche 1 + revenue (Tranche 2 gated at month 6). |
DAY-90 LAUNCH CHECKLIST
Every item green by Tuesday 25 August 2026 evening for Wednesday 26 August launch:
- Pty Ltd registered with ASIC, ABN issued
- Business name registered
- Trademark application filed across 5 classes
- Bank account live with Tranche 1 fully drawn
- Studio lease executed and operational
- 32A circuit certified
- Bofa AD350 extraction commissioned
- 8x P1S + 1x X1C installed, calibrated, reject rate under 5%
- Filament storage at 30% RH stable
- Pack station fitted out and operational
- IP cameras and atelier livestream live
- M-003: 50 units inventoried, sealed, serialised
- M-001: 80 units inventoried
- M-002: 60 units inventoried
- M-004: 12 preorder slots capacity-confirmed
- noissue packaging on hand for all 4 SKUs
- Shopify Plus storefront live with all 4 PDPs + About, Process, Press, Contact, FAQ
- Shopify Payments, Stripe, Afterpay, Shop Pay all live in production
- AusPost MyPost Business API integrated with Anvil
- Meta Pixel + CAPI firing with event match quality >7.0
- GA4 + GTM validated end-to-end
- GSC verified, sitemap submitted, 10 articles indexed
- Klaviyo welcome flow, post-purchase flow, Drop 02 waitlist flow live
- Email DNS (SPF, DKIM, DMARC p=reject) configured
- Cloudflare DNS pointing, SSL active
- Privacy Policy, ToS, ACL, Refund, Warranty pages all live
- Product liability ($2M), public liability ($20M), cyber ($1M) bound
- Voice fine-tune deployed across all public-facing agents
- Yellowtrace embargo scheduled for Wednesday morning
- Founder LinkedIn post scheduled, paid media campaigns built and paused awaiting Steve's Wednesday activation
DEPENDENCIES ON STEVE
Items only Steve can do. Approximate hours per item over the 90-day window:
| # | Item | Hours |
|---|---|---|
| 1 | Sign ASIC Pty Ltd Form 201 + constitution | 0.5 |
| 2 | Approve + sign Shopify Plus contract | 0.5 |
| 3 | Sit through 3 studio inspections | 6 |
| 4 | Sign lease + pay bond | 1 |
| 5 | Sign hardware PO ($24,500) | 0.5 |
| 6 | Sign legal docs (Privacy, ToS, ACL) | 1 |
| 7 | Approve top 20 SEO topics | 1 |
| 8 | Approve brand voice document v1 | 1.5 |
| 9 | Final brand name selection | 2.5 |
| 10 | Attend Tuesday morning of photography shoot | 4 |
| 11 | Approve lookbook v1 | 1 |
| 12 | Curate 200 brand voice exemplars for fine-tune | 12-15 (largest single time commitment) |
| 13 | Approve storefront RC1, RC2, RC3 | 3 |
| 14 | Approve all 4 Drop 01 EDMs | 2 |
| 15 | Approve hero photography for Yellowtrace | 0.5 |
| 16 | Final approval on Meta + Google Ads creative | 1.5 |
| 17 | Founder LinkedIn post approval | 0.5 |
| 18 | Soft launch go-live + 4 hr real-time triage | 4.5 |
| 19 | Final launch go/no-go Tuesday evening week 11 | 1 |
| 20 | Paid media activation Wednesday week 11 | 0.5 |
| 21 | 90-day retrospective sign-off + Tranche 2 evidence review | 3 |
Total Steve-only time across 90 days: approximately 45-50 hours.
Concentrate in weeks 1-2 (decisions), week 6 (photography), weeks 8-9 (soft launch triage), and week 11 (launch). Weeks 3-5 and 12-13 are lighter touch.
The brand runs. Steve approves. Forge orchestrates.