Starting from zero feels like the hardest place to be. It is actually the easiest, because you don't have legacy decisions to undo. Here is the 90-day plan we run with operators starting fresh.
Days 1-14. Brain transfer + foundation. Capture the founder's voice, the offer in buyer-language, the proof points, the ideal customer profile, and the five metrics that will run the engine. Rewrite the offer using the four-question framework (what they get, what they pay, what is guaranteed, what happens if it doesn't work). Rewrite the website hero on the same framework. Set up the analytics layer (pixel, CAPI, first-party event taxonomy, attribution to revenue).
Days 15-30. Daily organic ship cycle. Two carousels, four short-form videos, one long-form piece per week, every week. The first batch is intentionally rougher than what you will be shipping by day 60. The goal is reps and signal, not polish. By day 30, you have between 30 and 50 pieces of content in the wild and a clear picture of which 5 to 10 hooks outperformed the rest.
Days 31-60. Paid amplification on the validated hooks. Take the top 5 organic hooks, repurpose into Meta and Google ad units, run at $50 to $200 daily budget per platform, in learning mode for the first 14 days. By day 50, you have one to three winning paid creatives printing 3x to 8x return. Start scaling those, kill the rest. Refresh creative against the latest organic winners every 14 days.
Days 61-90. Lifecycle layer + reporting cadence. Wire up email and SMS flows (welcome, nurture, abandonment, post-purchase). Activate the weekly five-number report so the team is making decisions on the right metrics. Refine the website conversion path based on the first 60 days of session data. Start building the review-collection system so the recency, rating, and response variables compound.
By day 90, the engine has shipped between 250 and 400 pieces of content, run between $5K and $30K of paid amplification on validated creative, has a working lifecycle layer, and is reporting on the metrics that drive revenue. Most importantly, the team is in the rhythm. The next 90 days compound on the foundation laid in the first.
This is the plan. It works because every week builds on the previous, and because no layer is skipped.