Capital
A three-line capital plan that teams understand
Keep it simple: objective, phases, and constraints. If you cannot explain it in a few lines, the scope is probably still fuzzy.
- Objective: what changes operationally?
- Phases: what is paid for, and when?
- Constraints: time, vendors, approvals, cash timing.
Trade
The clean handoff rule for trade operations
Every step should have an owner, a document or system update, and a defined next step. This reduces confusion and delays.
- Owner: who is responsible right now?
- Artifact: what proof exists for the step?
- Next: what triggers the following step?
KPIs
Pick KPIs that prevent surprises
Choose metrics that move earlier than revenue. Lead time variance and exceptions often show trouble before financial results do.
- Leading indicators: lead time, fill rate, exceptions
- Cash indicators: inventory and payables timing
- Margin indicators: unit economics by channel
Compliance
Ad-friendly trust signals that actually help users
Clear contact details, readable policies, and specific deliverables reduce friction for both users and ad reviewers.
- Say what you do, not what you “guarantee”
- Link policies in the footer
- Use consent for optional analytics