W21-W32 · Q3 2026 · MRS LEE PILOT · 林伟豪 KOL · CAPACITY UNLOCK
The Q3 2026 execution plan. 12 weeks (W21-W32), with the Mrs Lee wife-bypass channel pilot W3-W4 (RM 5K test budget, IG geo-fenced, sage-cream aesthetic), 林伟豪 CN-MY KOL outreach W2, SEO blog cadence 3 posts/week, corporate-wellness B2B pilot W8. Locked milestones every 4 weeks. Decision gates at W4, W8, W12.
W21SET-UP · MRS LEE PRODUCTION + KOL OUTREACH
Budget · RM 1.6KOwner · creative-director + marketingMilestone · M1
- Mon: Mrs Lee PDF "What to say to him: a wife's research" drafting begins (8-page editorial)
- Tue: creative-director generates first batch of 5 Mrs Lee hero images (Nano Banana Pro, Track C palette)
- Wed: outreach to 林伟豪 + 3 alt CN-MY KOLs (cost RM 250 allocated)
- Thu: SEO blog post #1 — "Mrs Lee researched 6 clinics in KL. Here's what she found." (Track C tone)
- Fri: Bangsar studio booking confirmed for W23 shoot day; model + stylist hired
- Sat: first AB test T01 (Tagline "Treatable. Not with pills." vs "What pills don't fix") launches (Track A)
- Sun: off — pre-stage W22 creatives
W22PRE-PILOT · CREATIVE PROD + KOL CONFIRMED
Budget · RM 2.4KOwner · creative-director
- Mon: Mrs Lee PDF v1 internal review (Yivonne QA gate)
- Tue: 林伟豪 KOL response: interview scheduled W26 (4 weeks lead-time, contract sent)
- Wed: SEO blog post #2 — "EDSWT vs Blue Pill: What pills don't fix" (Track A authority register)
- Thu: first batch 12 Mrs Lee creatives audited via vlm-see.sh --compare REF-19 — 9/12 pass, 3 regenerate
- Fri: AB test T02 (Dr Stanley editorial portrait vs clinic-interior hero) launches
- Sat: compound log: Track A CPM tracking — establish baseline
- Sun: off
W23MRS LEE PILOT WEEK 1 · LAUNCH
Budget · RM 3.2K (Mrs Lee allocated)Owner · marketing-publishMilestone · M2 · MRS LEE LIVE
- Mon: Bangsar studio shoot day — hand-and-tea-cup + ring + soft-pink fabric editorial + 1 mid-life woman model release
- Tue: 40 Nano Banana Pro composites from shoot day output
- Wed: Mrs Lee Track C ad-sets LIVE on IG geo-fenced Mont Kiara + Bangsar + DH + TTDI
- Thu: AB test T03 (Mrs Lee PM "WIFE" vs generic CTA) launches — primary metric PM-start rate
- Fri: WhatsApp ACCA flow re-written for Mrs Lee track ("Tell me what you've noticed about him, no pressure")
- Sat: first Mrs Lee PMs received — qualitative review begins
- Sun: off · pre-stage W24
W24MRS LEE PILOT WEEK 2 · ITERATE
Budget · RM 3.2KOwner · marketing-publish
- Mon: Mrs Lee PMs week 1 review · qualified-lead % calculated · CPA baseline established
- Tue: AB test T09 (Mrs Lee carousel "his health is your project" vs PM CTA) launches
- Wed: SEO blog post #3 — "Mrs Lee's research: 6 clinics in KL, the ones we recommend, the ones we don't" (premium register)
- Thu: creative-director regenerates 5 underperforming Track A creatives (CTR < 1.5% threshold)
- Fri: AB test T07 (修复 vs 治疗 in CN headline) launches
- Sat: compound log Mrs Lee week 2 — channel sustainability check
- Sun: off
M2 DECISION GATE · END OF W24 — Mrs Lee channel pilot pass criteria:
(a) CPA ≤ RM 80 sustained 2 weeks (verified at W24) → CONTINUE TO PHASE 2
(b) Qualified-lead rate ≥ 50% of PMs (verified at W24) → CONTINUE TO PHASE 2
(c) Wife-booked husband-show rate ≥ 70% (verified at W24, even with small N) → CONTINUE TO PHASE 2
If FAIL: revert to Track A/B dominant W25-W28, save Mrs Lee for Q4
W25MRS LEE WEEK 3 · GEO-EXPANSION TEST
Budget · RM 3.2KOwner · marketing-publish
- Mon: AB test T22 (IG geo-fence Mont Kiara + Bangsar + DH + TTDI vs broad KL women 40-55) launches
- Tue: AB test T04 ("What pills don't fix" vs "Repair vs mask") launches
- Wed: SEO blog post #4 — "Husband won't admit it? You're not crazy. You're not alone." (Mrs Lee testimonial composite)
- Thu: Mrs Lee channel scaling — IG ad-set 1.5× budget on top-performing hooks
- Fri: first PDF download received with confirmed husband-walk-in scheduled — M2-validation evidence
- Sat: compound log + autoresearch loop 1 triggered
- Sun: off
W26KOL INTERVIEW · 林伟豪
Budget · RM 2.4K + RM 1.5K KOLOwner · researcher + marketing
- Mon: AB test T10 (Mrs Lee Reel 15s "3 things to say" vs 30s testimonial) launches
- Tue: 林伟豪 interview prep · Dr Stanley briefed on key messages
- Wed: 林伟豪 sponsored interview filmed at R Clinic — Dr Stanley + 林伟豪 conversation format
- Thu: AB test T05 (Calgary + IMU + 12yr credential stack vs single) launches
- Fri: SEO blog post #5 — Korean-style CN "兄弟啊..." longform on EDSWT vs blue pill
- Sat: 林伟豪 interview goes live · halo-effect monitoring starts (CPM drop on Track B)
- Sun: off
W27MRS LEE WEEK 5 · EP3 EMERGENT TEST
Budget · RM 2.4K + RM 0.6K testOwner · marketing-publish
- Mon: AB test T15 (Caregiver-Daughter EP3 emergent hook for Uncle Lim cohort) launches — NEW TRACK
- Tue: AB test T08 (Prostate-sleep-loss vs ED-direct hook for Uncle Lim) launches
- Wed: SEO blog post #6 — "62 isn't a destiny. EDSWT and prostate-driven sleep loss." (Track B authority)
- Thu: AB test T06 (CN 兄弟 register vs formal CN) launches
- Fri: 林伟豪 video 1-week metrics · CPM impact on Track B benchmarked
- Sat: compound log + autoresearch loop 2 triggered
- Sun: off
W28VINCENT CONCIERGE + CAPACITY MGMT
Budget · RM 2.4K + RM 0.8K testOwner · marketing-publish
- Mon: AB test T11 (Side-entrance + private vs generic discreet) launches — Vincent track
- Tue: capacity audit: clinic at 45/50 patient slots/week — Mont Kiara satellite consult pilot decision
- Wed: SEO blog post #7 — "Concierge men's health in KL: by appointment, by referral" (Vincent register)
- Thu: AB test T12 (6 sessions × 20 min simplicity for Vincent) launches
- Fri: Mrs Lee channel scale decision — if CPA < RM 60 sustained, expand to L3 lookalike
- Sat: compound log · BOFU performance review for Q4 forecast
- Sun: off
M3 DECISION GATE · END OF W28 — Mrs Lee scaling pass criteria:
(a) Mrs Lee CPA ≤ RM 50 sustained 4 weeks → SCALE TO 50% BUDGET Q4
(b) 林伟豪 KOL halo (Track B CPM drop ≥ 20% within 14d post-publish) → KOL CHANNEL FORMALISED
(c) Clinic capacity ≥ 90% → Mont Kiara satellite consult pilot greenlit
W29CORPORATE WELLNESS B2B PILOT
Budget · RM 2.4K + RM 0.8K B2BOwner · marketing + researcher
- Mon: AB test T14 (林伟豪 KOL ROI follow-up — cost-per-PM vs Meta CTWA on Uncle Chen)
- Tue: Corporate-wellness B2B HR cold-email outreach to 10 KL MNCs (Marcus + Vincent bracket)
- Wed: SEO blog post #8 — "Why your KL multinational should add EDSWT to executive wellness packages"
- Thu: AB test T20 (WhatsApp ACCA first-name reply vs scripted) launches
- Fri: first HR response received · qualified-lead from intro pipeline starts
- Sat: compound log · Mrs Lee bystander-field audit triggered (artefact 20 quarterly refresh)
- Sun: off
W30MRS LEE WEEK 8 · TESTIMONIAL DROP
Budget · RM 3.0KOwner · creative-director + marketing
- Mon: AB test T17 (Mrs Lee "researched 6 clinics" testimonial vs generic) launches
- Tue: AB test T16 (sage-green aesthetic vs blue-clinical for IG geo-fenced) launches
- Wed: SEO blog post #9 — "Mrs Lee's letter to herself a year ago" (longform personal-voice piece)
- Thu: Mrs Lee channel cohort analysis — buyer-decision-maker percentage validated
- Fri: AIA wife-protection brand-affinity outreach — partnership exploration
- Sat: compound log + autoresearch loop 3 triggered
- Sun: off
W31CN OPTIMISATION + AB BACKLOG CLEAR
Budget · RM 2.4KOwner · marketing-publish
- Mon: AB test T28 (CN tagline 修复 vs full sentence) launches
- Tue: AB test T29 (Mrs Lee CN "私聊 '帮他'" vs "私聊我们") launches
- Wed: SEO blog post #10 — "What 500 men in 12 years have taught us" (Dr Stanley first-person reflection)
- Thu: AB test T25 ("500 men, 12 years" vs "Since 2014") launches
- Fri: AB test T24 (Dr Stanley first-name signoff vs full title)
- Sat: compound log + autoresearch loop 4 triggered
- Sun: off
W32Q3 LOCK + Q4 PLAN COMMIT
Budget · RM 2.4K + Q3 ledger reconciliationOwner · marketing-measure + orchestratorMilestone · M4 · Q3 CLOSE
- Mon: Q3 attribution audit · revenue per persona per channel
- Tue: AB test T30 (B2B corporate-wellness vs Meta paid for KL MNC) results · Q4 pilot decision
- Wed: SEO blog post #11 — "Q3 in numbers: 60 women trusted us. 140 men walked in."
- Thu: Mrs Lee LAL audience build (1% lookalike from confirmed PMs)
- Fri: Q4 plan locked: Mrs Lee channel scales to 50% budget, satellite consult Mont Kiara pilot, Vincent concierge tier launch
- Sat: compound log + autoresearch loop 5 triggered · final composite ≥ 9.35 target
- Sun: Q3 complete · Q4 W33 starts Monday
§ A Total Q3 Budget Tracking
| Phase | Weeks | Spend (RM) | Notes |
|---|
| Phase 1 W21-W24 | 4 weeks | 10,400 | Mrs Lee pilot launch + KOL outreach + W23 shoot day |
| Phase 2 W25-W28 | 4 weeks | 13,500 | Scaling + 林伟豪 paid (RM 1.5K) + EP3 emergent test + Vincent concierge test |
| Phase 3 W29-W32 | 4 weeks | 12,400 | B2B pilot + CN optimisation + AB backlog clear + Q4 lock |
| One-time production | — | 4,000 | Bangsar shoot day + Mrs Lee PDF production + KOL contract |
| Q3 TOTAL | 12 weeks | RM 40,300 | ≈ RM 12.5K/mo run-rate · Q4 will scale to RM 18K/mo if Mrs Lee channel holds |
§ B Decision Gates · 4 Locked Milestones
| Gate | Week | Criteria | If Pass | If Fail |
|---|
| M1 | W21 | Mrs Lee PDF + 5 hero creatives + 林伟豪 outreach sent | Continue to W22 | Re-plan timeline |
| M2 | W24 | Mrs Lee CPA ≤ RM 80 · qualified-lead ≥ 50% · husband-show ≥ 70% | Continue Phase 2 scaling | Revert to Track A/B, save Mrs Lee for Q4 |
| M3 | W28 | Mrs Lee CPA ≤ RM 50 sustained 4w · 林伟豪 halo ≥ 20% Track B CPM drop · capacity ≥ 90% | Scale to 50% budget Q4 · Mont Kiara satellite consult pilot greenlit | Maintain 40% budget, defer satellite pilot Q1 2027 |
| M4 | W32 | Q3 blended ROAS ≥ 25× · Mrs Lee track ROAS ≥ 80× · capacity 95% | Q4 plan committed (artefact 17 v2) | Q4 plan tightening + autoresearch loop deep-dive |
§ C Production Cadence · Per CLAUDE.md Karpathy Recipe
| Day | Type | Output | Q3 Volume |
|---|
| Mon | 1× iteration (small variant on winning hook) | 3 creatives | 36 over Q3 |
| Tue | 1× iteration | 3 creatives | 36 over Q3 |
| Wed | 1× variation (different format on same message) | 3 creatives | 36 over Q3 |
| Thu | 1× variation | 3 creatives | 36 over Q3 |
| Fri | 1× new messaging | 3 creatives | 36 over Q3 |
| Sat | Compound learning + autoresearch loop | 1 loop record | 5 loops over Q3 |
| Sun | Off | — | — |
| Total | 5 concepts/wk | 15 creatives/wk | 180 creatives Q3 |
§ D Risk Mitigation · Weekly Checks
| Risk | Trigger | Action |
|---|
| Creative fatigue (CTR drop >10% over 7 days) | Daily monitoring | Rotate creative + escalate to Friday "new messaging" slot |
| Audience fatigue (frequency > 2.5 prospecting) | Daily monitoring | Expand audience or geo-rotate |
| KKM regulatory notice on Mrs Lee creative | Any notice received | Pause entire Track C ad-set; legal review; resubmit with revised copy |
| Mrs Lee channel saturation | CPM inflation > 30% in 2 weeks | Geo-expansion: PJ Bukit Lanjan, Sunway, Subang adjacent areas |
| Capacity hit (50/50 weekly slots) | W26+ | Mont Kiara satellite consult pilot accelerated |
| Speedoc / DoctorOnCall counter-launch | If observed in MY ad library | Aggressive "what pills don't fix" content + 12yr clinical record emphasis |
§ E Compound Loop Hooks · Saturday Routine
# Weekly compound write-back · Sat 2:50 AM iMac cron
1. Pull last 7d ad_id × CTR × CP-PM × qualified-lead per persona
2. Sort by win-rate descending. Top 5 → "compound proven" set
3. Bottom 5 → "compound failed" set + RM-cost ÷ what-broke audit
4. Append to brand-wiki/dna-execution.jsonl
5. mempalace promoter ingests pattern ≥ 3 occurrences → auto-rule
6. Next week's brief inherits 'proven' AS template, 'failed' AS bans
7. Mrs Lee channel-specific: log her age + neighborhood + content-touchpoint
per converted PM → refine LAL audience for Q4 launch