Strategies and plans

A strategy tells you where your brand stands, the one bet worth making, and the work that makes it real – each piece of work named with the tool that builds it. A marketing plan turns that strategy into a calendar. Loyalty, referral and win-back programs are strategies for one job each. All five are set up the same way and land in your Library, ready to execute.

Setting one up

Every one of these tools opens on Setup: your choices in a panel on the left, the result taking shape on the right. As you choose, the right side reads your choices back as the document's opening line – "A 90-day strategy for Peek Eyewear. $5,000 a month, built for sales growth." – with a short summary of what you picked and a list of what the finished document will contain. Below it sits your brief (business, what you sell, who it is for, your edge), read from your brand profile; Edit brief changes it for this run.

The button at the foot of the panel says what it will make and what it costs, and tells you what is missing when it cannot run yet.

The Strategy Creator

Start from – Write it for me writes the whole strategy; I have one lets you bring your own, so it lands in the same place and connects to execution the same way.

The calls, top to bottom:

Budget posture – Organic (no media spend), Mixed or Paid focus.
Horizon – 30 days (a week-by-week sprint), 90 days, 6 months or 12 months (phased by quarter, with seasonality).
Total budget and Per – month, quarter, year or one-time, in your brand's currency.
Of which promotions – the part of the total that goes to your customers as value: bonuses, discounts, coupons, free shipping. The panel shows what is left for media and production. With Organic, promotions are the only spend.
Focus – the whole funnel, or one job. Each option explains itself: Paid media, Search (SEO), AI search (GEO), Content and thought leadership, Social and creators, Partnerships and affiliates, Account-based marketing, Lifecycle and CRM, Retention and loyalty, Brand, and Launch and market entry.
Channels – pick at least two. Add channel adds one the list does not have ("Podcast ads", "Retail media"); the strategy budgets for it like any other.
Goals – optional; with none picked, the diagnosis decides.
Mode – Proven, Unconventional, Guerrilla, Fast awareness or Controversial – and Risk tolerance, plus a switch for Bold & controversial ideas.

Write the strategy costs 100 credits and takes a couple of minutes.

What a strategy stands on

Your brief – always.
Your customer data, when you have connected it: customer count, segments, lifetime value, the channels you can actually send on, and what has worked for you before. The strategy anchors on the channels you have and names any it adds as a build-out step.
Search demand, when your brand profile has your website: the searches your site already ranks for in your market, what is rising, and when your category peaks. Competitors listed in your profile with their web address add what they are found for that you are not.
Your last strategy – a new one builds on it instead of starting over.
Your promos – the rewards you already run are used before new ones are invented.

With none of this – a brand on its first day – you still get a committed strategy. Every number it relies on is listed under Assumptions as a range, targets are set against a baseline you measure in the first weeks, and week one gets your measurement live, so the next strategy runs on real numbers.

Reading the strategy

The Strategy tab reads in the order a strategist argues it:

Diagnosis – where you stand and the one crux the strategy exists to solve, with its evidence and how much of it rests on real data.
The bet – the one choice that attacks the crux, its Signature move (the thing a competitor notices), why now, and what we won't do.
Who it's for and Offer and funnel.
Tactics – each says how it serves the bet, what it needs first, and carries a button to build it: Build the campaign, Draft the email, Set up the events and so on. The button opens chat on the strategy with the right tool named. Ask about this tactic explains one in depth.
Content ideas, Creative directions, Timeline.
Budget split (media), Promotions (each mechanic with who gets it, when, its cap and what it must produce) and Projected return, with what the projection is built on.
Measurement (the north star and the tracking to set up) and Experiments with their kill criteria.
Assumptions and Open questions. Answer the questions in Your answers and Sharpen the strategy writes a new version built on this one (100 credits). Your answers are kept for every later version.

Chat opens beside the strategy on this tab, already reading it – ask what is weakest, or what to cut. On Setup it stays closed.

From the strategy: Edit Strategy, Build Marketing Plan and Create Project (tactics and content ideas become tasks with deadlines – see Projects). Export gives you a Word document, a PowerPoint deck, a text file or the raw JSON.

The Marketing Plan Creator

A plan is the calendar that executes a strategy – or a plan of its own.

Start from – A saved strategy or From scratch. Opened with Build Marketing Plan from a strategy, it starts from that strategy.
Format – Daily (timed tasks for every working day, 7 to 30 days) or Monthly (a theme, activities and milestones for every week, 1 to 12 months).
Starts – the plan's first day. It defaults to the next working day; pick any later date. A day your team does not work moves to the next one that it does, and the panel says so.
Working days – nothing lands on the days you switch off, and a project made from the plan keeps the same days.
Budget – Organic or With media, Total budget a month and Of which promotions.
Channels (with Add channel), Goals, Brand voice, and Assign to a strategy.

From a strategy the plan carries its channels (your own included), its budget and promotions (as a monthly figure), its tactics and promotions, and its signature move – scheduled from the first weeks on its own rhythm. Each task names the tool that builds it. Every date comes from the calendar you set, never from the AI.

The button names the plan it will write – Write the 30-day plan, Write the 3-month plan – and costs 40 credits.

Loyalty, referral and win-back

The same setup, one job each.

Loyalty program (30 credits) – Program type (points, cashback, tiered VIP, paid membership, or challenges and badges – each explained in the list), Your numbers (average order, repeat rate, lifetime value, monthly budget), goals, channels and Link to a strategy. The result holds the program and its tiers, how rewards work, engagement tactics, a communication plan, rollout, and budget and payback. To run a live points program, see Loyalty Program.
Referral program (25 credits) – Who gets rewarded (both sides, advocate only, friend only, or tiered), your customer value and monthly budget, Where people share, goals and Parent strategy. The result holds the incentive structure, how it works, growth tactics, share copy per channel, and a forecast with safeguards.
Win-back campaign (20 credits) – starts from your real lapsed customers. Who counts as lapsed lists windows by time since last order and by lifecycle stage, each with its live customer count; the headline names how many you are winning back and the revenue at risk. Pick the Approach (e-mail drip, personal outreach, strong incentive, feedback first, or deadline), channels and goals. Without customer data the campaign is built from your brief. The result holds who left and why, the sequence, the offer, personal touches, tests and what to expect – and can become a journey.

Where they land

Every strategy, plan and program is saved to your brand's Library the moment it is written, where your whole team can open it. Your strategies on the Strategy Creator lists the brand's strategies, newest first.