This document is a shared working plan between the Agency growth team and the Teak & Rope leadership team. It captures the model, the math, channel ownership, KPIs and the 12-week execution roadmap. It is the single source of truth we will review together each week.
Move Teak & Rope to a volume-driven B2B model focused on three product lines: cladding, decking and acoustic panels. Furniture is no longer in the revenue model. The plan combines high-intent inbound, structured outbound and retargeting to deliver fifteen projects per month at a blended ~5,300 AUD AOV.
Strategy, paid media, outbound systems, CRM, reporting.
Sample fulfilment, quotes, sales calls, project delivery.
Weekly standup, monthly review, pipeline forecasting.
All numbers below are agreed planning assumptions. They are conservative and benchmark-aligned. Any variance > 20% triggers a working session to reset.
| Monthly revenue target | 80,000 AUD |
| Sales required | 15 / month |
| Average order value | ~5,300 AUD |
| Lead → Sale | 20% |
| Leads required | 75 / month |
| Visit → Lead | 3% |
| Visitors required | 2,500 / month |
| Avg. cost per visitor | 3 AUD |
| Monthly traffic spend | 7,500 AUD |
| Cost per acquisition | ~500 AUD |
| Spend / revenue ratio | 9.3% |
| # | Stage | Inbound | Outbound | Owner |
|---|---|---|---|---|
| 01 | Traffic & Outreach | 2,500 qualified visits via paid + organic. | 500–1,000 personalised contacts. | Agency |
| 02 | Landing & Capture | Category landing pages, sample-kit CTA. | Reply → calendar link → brief form. | Agency |
| 03 | Lead Qualification | Auto-tagged in CRM by product + budget. | SDR call within 10 minutes of inbound reply. | Agency → Client |
| 04 | Consultation & Sample | Spec call + sample kit dispatched <3 days. | Same. | Client |
| 05 | Quote | Quote returned within 24 hours. | Same. | Client |
| 06 | Close & Handover | Project locked, account manager assigned. | Same. | Client |
Monthly media budget: ~7,500 AUD. Outbound tooling: ~600 AUD/mo (separate line). Owners listed are accountable; both teams contribute.
| Channel | Purpose | KPI | Owner | Budget |
|---|---|---|---|---|
| Google Search & PMax | High-intent inbound | CPL ≤ 100 AUD | Agency | 3,500 AUD |
| Meta + Pinterest (Visual) | Project showcase + retargeting | CTR ≥ 1.2% | Agency | 1,500 AUD |
| YouTube / Display Retargeting | Close warm traffic | View-through conv. | Agency | 1,000 AUD |
| LinkedIn Outreach | Architects, developers, fit-out | Reply rate 5–8% | Agency | Tooling |
| Email Outreach | Studio-personalised cold sequences | Reply rate 3–6% | Agency | Tooling |
| Cold Calls | Speed-to-lead + warm follow-up | Connect ≥ 25% | Client SDR | Internal |
| Maps / Local SEO | Sydney showroom intent | GBP actions / mo | Agency | Setup |
| Founder Personal Brand | Trust + warm inbound | 2 posts / wk | Client + Agency edit | Internal |
| Segment | Profile | Qualification |
|---|---|---|
| Builders | Mid-tier residential & boutique commercial. | ABN + 5+ live projects |
| Developers | Multi-res, mixed-use. | AU-based, project pipeline |
| Architects | Studios specifying timber / facade / acoustic. | Documenting in next 90 days |
| Interior Designers | Hospitality, retail, premium residential. | Active project brief |
| Commercial Fit-out | Office, hospitality, workplace. | Tender or fit-out underway |
Open with small cladding/decking, expand to full exterior + acoustic.
Physical sample kit in 3 working days. Closes faster than any deck.
Sell solutions. Lifts AOV, removes line-item negotiation.
Speed wins specification. Internal escalation if breached.
Engage at concept stage. Get named in the documentation.
Each studio = multi-project pipeline. Quarterly review per account.
| Metric | Target | Owner |
|---|---|---|
| Visitors / mo | 2,500 | Agency |
| Cost per visit | ≤ 3 AUD | Agency |
| Visit → Lead | 3% | Agency |
| Leads / mo | 75 | Agency |
| Outbound replies | 30–80 / mo | Agency |
| Lead → Sale | 20% | Client |
| Quote SLA | < 24h | Client |
| Sales / mo | 15 | Client |
| AOV | ~5,300 AUD | Client |
| CAC | ~500 AUD | Joint |
| Spend / Revenue | 9.3% | Joint |
| Pipeline value | ≥ 3× target | Joint |
| Risk | Severity | Owner | Mitigation |
|---|---|---|---|
| Slow quote turnaround | High | Client | 24h SLA + escalation to ops lead. |
| Sample-kit stock outages | Med | Client | Maintain 30-day buffer of top 12 SKUs. |
| Paid CPL drift upward | Med | Agency | Weekly audit, pause underperformers, reallocate. |
| Outbound deliverability | Med | Agency | Domain warm-up, rotate inboxes, SPF/DKIM/DMARC. |
| Long sales cycles (architects) | Low | Joint | Spec-lock early; nurture sequence in CRM. |
| Daily | Inbound lead triage, SDR follow-ups (≤10 min response). |
| Weekly (Mon, 30m) | Standup: leads, replies, deals, blockers. |
| Fortnightly (45m) | Creative & messaging review, channel reallocation. |
| Monthly (60m) | Full KPI review, forecast vs. target, next-month plan. |
| Quarterly | Strategic review, pricing, segment expansion. |
Both parties confirm alignment on the model, targets, ownership and 12-week roadmap above. Variations are tracked in the monthly review log.