B

Back to Base Proof-of-Concept Roadmap

First market test setup, ownership, and live checklist

Proof-of-concept sprint roadmap

Get the first market test live without overbuilding.

This dashboard exists to coordinate the work needed for the first Back to Base proof-of-concept test: social profiles, Meta setup, product page, tracking, creative assets, team ownership, and the shared checklist used in weekly meetings.

Sprint Definition

The team is not trying to launch the full beauty business yet. The team is trying to create enough credible surface area to test whether people respond to the concept and take a high-intent action.

GoalLaunch controlled POC market test
SignalBuy-now intent and waitlist opt-in
ControlNo live payment collection during test
Source of truthThis dashboard plus the Venture Hub workspace

Live Sprint Progress

This progress bar updates as tasks are checked off across the setup areas. It is meant to be used during meetings as the quick read on where the sprint stands.

Overall completion0 of 0 complete

Validation Flow

The flow should remain simple and measurable. Every setup task should support this path.

Step 1

Social presence

Profiles look credible enough that someone can inspect the brand before or after clicking an ad.

Step 2

Traffic source

Meta assets and campaign setup drive controlled test traffic to the product page.

Step 3

Product page

The page explains the product, promise, visual world, benefits, and buy-now path.

Step 4

Intent capture

The availability page captures people who wanted to buy or be notified when stock is ready.

Setup Workstreams

Each top-level tab represents one practical setup lane required to get the first test live.

Socials Setup

Instagram, Facebook, baseline content grid, profile copy, brand signals, organic credibility, and links.

Meta Setup

Business assets, pixel, dataset, domain verification, payment method, budget controls, campaigns, and QA.

Web & Store Setup

Domain path, page build, product page, design/UI, tracking events, out-of-stock path, and waitlist capture.

How To Use This In Meetings

The dashboard should make meetings shorter: check progress, review blockers, assign owners, add missing work, and decide the next sprint action.

Meeting StepWhat To ReviewOutput
1. ProgressOpen the Full Checklist and check what moved since the last meeting.Clear completion percentage and blocked items.
2. OwnersConfirm the owner dropdown on any task that has unclear responsibility.Every active item has a person accountable for the next move.
3. Missing ItemsAdd any new requirement directly in the relevant setup tab.The item immediately appears in the full checklist.
4. NotesAdd meeting notes under the relevant setup lane.Context is captured against the right workstream instead of getting lost in chat.

Sprint Notes

Add broad meeting notes or open questions here. More specific notes can be added inside each setup lane.

1. Socials setup

Make the brand look real before paid traffic starts.

Socials do not need to be perfect for the POC. They need to be credible enough that a visitor can check the brand, understand the world, and not feel like the product page appeared from nowhere.

Socials Definition of Done

Instagram and Facebook are set up, branded, linked, populated with enough starter content, and aligned to the product page message.

Socials completion0 of 0 complete

Instagram Setup

Instagram is likely the first credibility check. The profile should make the product idea understandable in seconds.

Profile basics

  • Handle confirmed.
  • Profile image uploaded.
  • Bio explains the product promise.
  • Link points to the product page or waitlist.

Starter grid

  • 12 starter posts or placeholders planned.
  • Product concept posts.
  • Brand story posts.
  • Benefit and routine posts.

Content copy

  • Caption direction set.
  • Hook bank started.
  • CTA language aligned.
  • Comment/DM response notes added.

Facebook Setup

Facebook supports Meta ad legitimacy, page ownership, domain links, and basic brand presence.

Page setup

Create or confirm the Facebook Page, add profile image, cover image, description, contact details, and website link.

Page assets

Use the same first-page promise as Instagram so people see one consistent brand story across channels.

Ad readiness

Confirm the Page can be connected to Business Manager and used in the first controlled campaign.

Organic Content Needed

The content should support the test: explain the product, make the brand feel credible, and reinforce the product page.

Content TypePurposeLikely Owner
Brand introductionWhy Back to Base exists and what it simplifies.Anja
Product promiseWhat the customer gets and why it matters.Anja + Anrich
Routine / use caseHow the product fits into a real beauty routine.Lise + Anja
POC CTADrive people to the product page or notify-me list.Anrich

Socials Task List

Owners and statuses can be changed directly here. Checked items count toward the full sprint progress.

Add Missing Socials Item

Add anything the team notices. It will be added to this lane and the full checklist.

Socials Notes

Use this for meeting notes, blockers, content references, or open questions specific to social setup.

2. Meta setup

Prepare paid traffic without accidentally launching too early.

Meta setup should create the ability to run a controlled validation campaign, but campaign activation and spend still require explicit approval.

Meta Definition of Done

Business assets, ad account, payment method, pixel/dataset, domain verification, events, creative structure, and budget controls are ready for final approval.

Meta completion0 of 0 complete

Business Assets

These items make the ad account operationally ready before creative or budget is introduced.

Business Manager

Confirm the correct business, page ownership, people access, and asset permissions.

Ad Account

Confirm ad account, currency, timezone, payment method, spend controls, and naming convention.

Brand Channels

Connect Facebook Page and Instagram account so ads run from the correct identity.

Tracking and Verification

Tracking needs to be ready before spend. If the events are not clean, the test becomes harder to interpret.

ItemPurposeValidation
Pixel and datasetRecord visits and key actions from the product page.Events visible in test events or diagnostics.
Domain verificationConfirms Meta can associate events and ads with the owned domain.Domain verified inside Business Manager.
EventsTrack ViewContent, BuyNowClick, CheckoutIntent, and WaitlistLead.Each event fires once and maps to the correct page action.
UTMsKeep reporting clean across creative, ad set, and campaign levels.UTM fields visible in reporting source of truth.

Campaign Setup

The campaign should test message and product-page response first. Scale decisions come later.

Structure

One clean validation campaign, controlled ad sets, simple creative groupings, and clear naming.

Budget Control

Budget, dates, and stop conditions must be confirmed before the campaign is activated.

Launch Control

No live campaign should be published until page, events, budget, and creative are approved.

Meta Task List

These are the setup tasks required before a controlled paid validation campaign can go live.

Add Missing Meta Item

Add new Meta setup requirements here. They will appear in the full checklist.

Meta Notes

Use this for access notes, approval questions, tracking blockers, or campaign setup decisions.

3. Web and store setup

Build the page that converts interest into measurable intent.

The web layer is the centre of the POC. It needs to look credible, explain the offer clearly, capture intent honestly, and give the team data they can use for the next decision.

Web Definition of Done

Domain path, product page, page copy, UI/UX direction, product visuals, buy-now flow, unavailable message, waitlist capture, and tracking events are ready.

Web completion0 of 0 complete

Domain and Hosting Path

The team needs one clear URL for the test. It can be a mockup, hosted page, or Shopify preview, but the decision should be explicit.

Temporary preview

Fastest path for internal review and page iteration before public traffic.

Public test URL

Needed before Meta domain verification and campaign launch can be completed cleanly.

Future Shopify path

Useful once the test validates enough demand to justify deeper ecommerce setup.

Product Page Requirements

The page should answer the buyer's first questions and guide them to one primary action.

SectionPurposeInputs Needed
HeroMake the product promise clear immediately.Product name, short promise, hero visual, CTA.
BenefitsTranslate product features into customer reasons to care.Feature/benefit list and product positioning.
How it fitsShow the routine, use case, and why it belongs in the customer's life.Use-case notes from product and brand owners.
Trust and FAQRemove obvious hesitation without overclaiming.Ingredient, claims, delivery, availability, and contact notes.
Availability pageCapture people who tried to continue to checkout.Waitlist copy and email/WhatsApp capture choice.

Design, UI/UX and Visual DNA

This is where visual inspiration turns into a page that is actually clear enough to test.

Visual references

Beauty pages, product visuals, mobile layouts, and checkout-intent flows to reference.

Page hierarchy

What appears first, what supports the buying decision, and what should be removed.

Mobile-first design

The page needs to work cleanly on mobile because most test traffic will likely be mobile.

Brand consistency

Socials, product page, and Meta creative should feel like one brand system.

Tracking Events

The POC is only useful if the page actions can be measured.

ViewContent

Product page viewed.

BuyNowClick

Primary high-intent CTA clicked.

CheckoutIntent

Availability or checkout-intent page reached.

WaitlistLead

User submits email or WhatsApp opt-in.

Web and Store Task List

Use this task list to coordinate page build, visual direction, technical setup, and tracking.

Add Missing Web Item

Add new page, store, domain, UI/UX, or tracking work here. It will also appear in the full checklist.

Web and Store Notes

Use this for design notes, product page feedback, domain decisions, and build blockers.

Sprint team summary

Each person only needs to know their lane for this sprint.

This is not the full company role structure. This is the proof-of-concept sprint role view: what each person should help deliver so the first market test can go live.

Owner Changes

Task owners can be changed directly from the dropdowns in the task lists. This summary is the starting recommendation, not a locked org chart.

Anrich - Growth, E-commerce and Systems

Owns the validation machine: what needs to exist for the test to be measurable, commercially useful, and operationally clear.

Primary deliverables

  • POC funnel map.
  • Tracking/event map.
  • Checklist and source-of-truth structure.
  • Meta readiness and reporting logic.

Supports

Page structure, offer logic, content angle direction, owner clarity, and decision gates.

Not main owner

Beauty-specific formulation, final visual taste, product sourcing, or content execution.

Anja - Brand Intelligence and Creative

Owns the brand and creative quality bar for how the product and story should feel.

Primary deliverables

  • Visual DNA direction.
  • Brand story and tone.
  • Social content quality bar.
  • Creative review for page and assets.

Supports

Content angles, profile copy, captions, product page feel, and creative briefs.

Decision focus

Does this look, sound, and feel strong enough to represent the brand?

Dirk - Strategy, Finance and Planning

Supports the planning logic and makes sure the test creates a sensible next decision.

Primary deliverables

  • Decision gate review.
  • Business setup considerations.
  • Commercial assumptions review.
  • Approval and planning input.

Supports

Budget control, legal/business setup, future scale planning, and investment decision logic.

Decision focus

What signal is good enough to justify the next commitment?

Lise - Product Development

Guides whether the product promise is realistic and what product route can be credibly tested.

Primary deliverables

  • Product route input.
  • Feature and benefit input.
  • Product-use notes.
  • Claims and product feasibility notes.

Supports

FAQ, product page accuracy, content education, routine/use-case explanation, and future product testing.

Decision focus

Are we saying something the product can actually support?

Milan - Technology and Operations

Supports the technical build path and makes sure the setup can actually function.

Primary deliverables

  • Technical setup support.
  • Page or store implementation support.
  • Tracking QA support.
  • Tooling and integration input.

Supports

Domain path, website build, event implementation, forms, and technical troubleshooting.

Decision focus

Can the test be built, measured, and maintained without unnecessary complexity?

Team Notes

Use this for role clarifications, handoff questions, or meeting notes about ownership.

Full sprint checklist

One place to see what is done, blocked, or still open.

This is the meeting control view. If something is complete, check it off. If the owner changes, update the dropdown. If something is missing, add it here and assign it immediately.

Overall Progress

The progress bar updates from all setup lanes and custom tasks added by the team.

Overall completion0 of 0 complete

All Tasks

Every setup item across Socials, Meta, Web & Store, and Sprint Management appears here.

Add Missing Checklist Item

Add any missing task from a meeting. Choose the lane so it also appears in the relevant setup tab.

Meeting Notes

Use this to capture decisions, blockers, and follow-ups during the sprint meeting.

This dashboard is a planning and execution tracker for the first Back to Base proof-of-concept sprint. It does not authorize live ad spend, checkout activation, DNS changes, or campaign publishing without separate approval.