Everything to launch V1 to the 250 — the runbook, the website fixes, the ad concepts, and the Mawn brief. The game is built and clean. Let's go.
2026-06-14 · companion to the Phase 1 Launch Plan + Messaging Bank · fill {{tokens}} · tap Copy on any block
✓ Game status: launch-clean. All 3 blockers cleared — business-nav stripped, legal-placeholder popup suppressed, leaderboard honestly labeled "preview." The Arcade is ready to deploy as-is.
Launching to the 250 VIPs only — the warmest, most forgiving audience. Keep it small and human. The whole thing is a deploy + a post + replying to comments. You've got this.
A Pre-flight (the day before)
15 min
Deploy the game
Drag the dist-games/ folder into Cloudflare Pages → get the permanent URL (e.g. play.pokiyoki.com). Test it on your phone.
5 min
Create the code
POKIVIP = 15% off, expires Sunday, one use per customer, non-stackable.
10 min
Quick CRO (if you can)
Orange CTAs + the cookie banner (see the CRO tab). Not strictly required for the VIP group, but nice before they click through.
5 min
Pick the post
Grab Post A (warm) or Post B (punchy) from the Messaging Bank. Paste in your live URL. Have the 3 comment-reply templates open in a tab.
B Launch day — hour by hour
Morning
Final phone test, then post
Open the live URL on your phone one more time (adopt a Poki → play → tap the discount). Then post in the FB VIP group and pin it.
First 2 hrs
Reply to EVERY comment
This is the trust moment, not the tech moment. Use the reply templates. Always ask "what did your kid name their Poki?" — it drives the FB algorithm and gives you names to collect.
Afternoon
Send the companion email
To VIPs who aren't active in the group (Messaging Bank → VIP → companion email).
Evening
Glance at the numbers
Cloudflare/Plausible: how many played. Shopify Discounts: POKIVIP uses. That's it — don't over-monitor day 1.
C Days 2–3
Day 3
Re-surface post
"Who's climbing the leaderboard?" (Messaging Bank → VIP → day-3 follow-up).
Day 3
DM your 10 most engaged
Ask each to share the link with one mom friend (the share-DM template). This is your first viral push.
D What you're watching + the gate to widen
Metric
Green light
Players (unique)
150+ of the 250 in 72h
Came back next day
25%+
Used POKIVIP
5%+ of players
The gate: hit those by ~Day 14 → widen to the 700 buyers, then the 7,000 email (Messaging Bank has both). Under 2% redemption from your warmest audience → fix the loop before paid ads. This whole test costs $0 in media.
Reminder: keep it calm. V1 to the 250 is meant to be small. The goal is signal + a few happy moms sharing, not a blowout.
Exact copy for the pre-launch website fixes the audit flagged — so the store converts when VIPs (and later, everyone) click through. Most are Shopify theme edits.
1 Orange CTAs — exact button labels
Make every primary button orange (#F58C4F) with cream text, and the dominant element on the page. Labels:
Section
Button label
Discovery Cup
Get the Discovery Cup →
Starter System
Shop the Starter System →
Family System
Get the Family System →
Product page
Add to Cart— remove/shrink "Buy with Shop" beneath it
2 Size / oz callout
Add under each product title
Holds 14 oz · 8+ modular combinations that grow with your kid, swap the straw or base anytime · every part top-rack dishwasher safe
3 Reviews section
New header (+ add ★★★★★ icons, slow the carousel)
What real families are saying
4 "How it works" section
Rename "Impossible to Mess Up" → with 1·2·3 overlays on the videos
Easy as 1, 2, 3
5 Family savings anchor (lift AOV)
On the Family System (verify $117 is a genuine reference price — FTC)
4 complete cups, configurable 16 ways.
$117 value — yours for $85. You save $32.
6 Starter reframe (copy only, no repackaging)
Reframe the component list as complete cups
2 complete cups, configurable 16 ways — one magnetic system that grows with your kid. ($58 of cups for $45.)
7 The welcome-code decision (highest-leverage CRO call)
The audit flagged the welcome code lands Discovery at ~$37.93 (feels high, thin margin). Recommendation: move the welcome code off the $29 Discovery onto the Starter/Family — it lifts first-order AOV onto a profitable SKU. Suggested banner copy:
Welcome banner
New here? Take 15% off your first Starter or Family System with code WELCOME.
8 Legal / cookie (do before traffic)
Install a Shopify cookie-consent app (Pandectes / Consentmo) set to block tracking until consent.
Add Privacy Policy + Terms of Service links to the footer (Shopify auto-generates drafts).
Add to cart: a straw pack ($9.99) and extra-caps pack as real SKUs + an in-cart "Buy 2 for $50" / "complete your set" upsell (weeks 2–3).
3 pain-first static concepts for Mawn/your designer — built from the audit's #1 finding (static won at ~$12–14 CPA; lead with the frustration, not the features). Each: produce 1:1, 4:5, and 9:16 crops. Lead Family for the profitable SKU.
S1 · The Mold HookFamily $85
First 3 words = the pain
"Found mold in another sippy cup last night."
Poki Yoki fully comes apart. Every surface is visible, every piece is top-rack dishwasher safe. Nothing hides. Nothing surprises you at 7am.
→ The last cup you'll ever buy · pokiyoki.com
S2 · The Cup-Drawer HookFamily $85
Visual: an overflowing cabinet of mismatched cups
"How many cups are in your cabinet right now?"
One Poki Yoki replaces all of them. 16 configurations, one magnetic system, 6 months to 5 years. Lifetime warranty.
→ Get the Family System · pokiyoki.com
S3 · The Testimonial HookStarter $45
Quote-style, parent voice
"I'm tired of throwing sippy cups away."
So we built one you never have to. 12 magnets, lock-in assembly, fully dishwasher safe, lifetime warranty. 571% funded on Kickstarter.
→ pokiyoki.com
S4 · Competitor-adjacent (IP-safe test)Family $85
Name the CATEGORY pain, never a brand
"Tired of unscrewing the cup and finding mold inside?"
Same. So we built something different — a cup that comes fully apart, cleans completely, and grows with your kid. (Target competitor interests; never name a brand.)
→ See how it works · pokiyoki.com
Designer notes
Hook first, features second. The opening line is the pain; the features close the sale.
Muted-watchable — readable with sound off; text + visual carry it.
Brand colors (the audit loved the visual identity) — keep it bright + cohesive.
Run S1–S3 against each other in the cold ad set, equal budget, read at 7–14 days.
The one-page brief to give Mawn before the next paid push — the attribution truth + the account restructure. Make "report both numbers" a condition of launch.
1 The attribution truth — report BOTH numbers
Number
Value
Use
Meta pixel CPA / ROAS
~$69 / ~1.0×
What the pixel says. Over-attributed. Optimize toward it, but it is NOT the scorecard.
Shopify ground truth
~0.2× / $300+
What actually cleared. The real scorecard. Must appear in every weekly report.
Best static CPA
~$12–14
The lever — proof of the ceiling once structure + creative are fixed.
Paste into Mawn's brief
Report both Meta-pixel CPA/ROAS AND Shopify-attributed CPA/ROAS every week. We optimize delivery to the pixel but judge success on Shopify-attributed orders. Do not report a pixel "win" without the Shopify number beside it.
2 Account restructure
Archive the 5–7 interest ad sets (archive, don't pause — clears learning-phase debt).
2 campaigns, 2 ad sets: (A) Cold — Advantage+ broad, US, 25–45, ~70% budget, the 3 pain-first statics, lead Family. (B) Warm retargeting — site visitors 90d + video viewers + IG engagers, exclude purchasers, ~30%.
Fix the pixel (fire on completed orders only — March's "conversions" were soft events) and tag audience segments (engaged / purchasers / new — currently "Unknown").
Learning budget: ~$1,400/wk/ad-set to exit learning. Under that, run ONE ad set (cold). Underfunding two is worse than one.
3 Creative direction
Static-first, pain-first — not the feature-heavy blue graphic. The 3 concepts (Ads tab) lead.
Lead Family ($85, CM2 ~$50) for the profitable conversion; Starter loses above ~$22 CAC.
Video later, 9:16 UGC only — 3-sec hook, parent-lifestyle, no horizontal repurposing.
A real-kids photoshoot is the highest-leverage creative investment — schedule it.
4 Kill-switches
Pixel CPA > $69 (the June baseline) → diagnose creative/structure.
Shopify-attributed CPA > $200 → escalate; don't keep spending on a pixel mirage.
Poki Yoki · Phase 1 Go-Live Pack · the game is clean, the runbook is small, the copy is ready · deploy, post to the 250, reply to everyone, watch three numbers. Go.