Intern
What you actually do
Two profiles and a clock. Preview. You are refill ops, not a roaster.
Library / coffee brands / Coffee is replenishment. If flows are weak, you paid for one-time caffeine
Coffee brands leak when welcome is a coupon, subscribers get acquire discounts, one-time buyers never get a brew-through clock, and roast-drop campaigns smash everyone. This vertical wires subscriber vs one-time as hard states, replenishment for bags, dunning if subscribed, and drops as pulses that exclude actives from coupons. Ritual in welcome, not a discount dump.
Coffee brands leak when welcome is a coupon, subscribers get acquire discounts, one-time buyers never get a brew-through clock, and roast-drop campaigns smash everyone. This vertical wires subscriber vs one-time as hard states, replenishment for bags, dunning if subscribed, and drops as pulses that exclude actives from coupons. Ritual in welcome, not a discount dump.
The weekly number is subscriber coupon-exclusion pass and one-time replenishment send rate in-window. Bags sold on a blast that discounted subscribers is a tax.
Brew-through is knowable from bag size. If you do not use it, you are guessing like a candle brand without burn time.
Skip/pause on subs is not churn. Do not win-back a skip.
Shipping truth on first box matters. Coffee that arrives late with a review ask is a one-star about USPS.
Preference (grind, roast) only if flows use it. Otherwise junk.
Intern
Two profiles and a clock. Preview. You are refill ops, not a roaster.
Operator
Hard split. Clocks. Ritual first. Drops as pulses. Skip is not churn.
CEO
Coffee LTV is the next bag. If you discount subscribers and miss one-time clocks, you rented caffeine. Those two are the numbers.
Subscription status, bag size / brew-through days, Placed Order, welcome (ritual not coupon-first), drop campaign, dunning, sunset, grind/preference if used.
Subscriber → excluded from acquire coupons; refill is billing, not a panic email every week
One-time → replenishment at brew-through; not subscriber copy
Welcome teaches the product; discount if at all is later
Roast drop → segment; flows on
Properties. Different journeys.
Why: Shared coupons train cancels.
Done when: Two profiles, two paths.
On one-time hero SKU. Real days.
Why: Monthly brand story is not a clock.
Done when: In-window test gets refill; out does not.
How to brew, what to expect. Coupon not email one if you can hold it.
Why: Price before ritual.
Done when: Email one job is ritual.
Actives off coupons. Flows on.
Why: Drop week is not a pause button.
Done when: Preview.
And one dunning owner if subscribed.
Why: Careless automation.
Done when: Skip test silent or light; cancel has a short save.
Sub vs one-time tests. Brew-through on one SKU. Welcome job. Drop preview exclusions. Skip test. You are not naming a new roast.
A sitewide 20% that hits subscribers, a new merch line, or pausing flows for a drop until the split and clock exist. Merch on a missing refill is a costume.
Coupon welcome. Subs in acquire. One-time never asked back at the right week. Drop to all. That is one-time caffeine with a logo.
Exclusion pass on subs, replenishment in-window for one-time, dunning health. Then second bag rate.
Lifestyle is campaigns. Refill is the business. Both can exist if jobs are assigned.
Pick a conservative clock or ask. Perfect consume data is how this never ships.
Then property truth is week one. Creative is not the ticket.
This week
This week: sub vs one-time split, one brew-through clock, ritual welcome, drop exclusions. No sitewide sub discount.
Revenue per recipient on flows is the number. Open rate is a meeting.
Read ↗If Placed Order is dirty, every flow metric is theatre. Fix the event before the subject line.
Read ↗Returns and second purchase are different states. Mailing a returner like a VIP is how you look careless.
Read ↗All DTC brands ↗ · coaches franchise systems training brands
Working notes
Score your Klaviyo and lifecycle system the way an operator would. Request the file. It arrives by email — not a public dump, not a drip of slogans.
Email and WhatsApp stay open. A call is for installing the system — not for a tour of tools.