Snapshot
Auto-computed from the trackers below — latest entry vs. goal.
Goals & KPIs
The 90-day scoreboard. Baselines are July 21, 2026 where confirmed; blank means “verify with the client first.” Status compares current against target.
| Metric | Baseline | Current | Target | Deadline | Status |
|---|
Follower growth
Log counts whenever you check the accounts — weekly is plenty. Confirmed July 21, 2026: Instagram 937, TikTok 44; Facebook count still needs a manual check.
| Date | TikTok |
|---|
Posting cadence
Targets come from the plan (3–5 posts/week per platform, Reels-first on Instagram — Socialinsider 2026). Log what actually shipped each week; a platform turns green when it meets its target.
| Week of | IG posts | — of which Reels | TikTok | Week result |
|---|
Content quality
Score a sample of the week’s posts against the six criteria, 1–5 each. Be harsh — the score only helps if it’s honest.
Ad spend planner
Phase 1 is deliberately $0 — fix the funnel before paying to fill it. Every assumption below is editable; defaults are 2025–26 restaurant/F&B benchmarks (sources in the footer).
A 3-phase schedule, sized to your real numbers
Built from your Toast financials and real Census seasonality, not a generic template — the 12 months in the log below already reflect it. Drag the phase-start dates and everything recalculates: the phase labels below, the totals here, and the markers on the Roadmap tab's timeline.
Assumptions (editable)
What this buys, per month
Honesty clause: foot-traffic attribution is genuinely unsolved at single-shop scale — treat these as planning ranges, and judge the spend by proxy metrics (GBP direction requests & calls, code redemptions, SMS signups, review velocity), not a precise ROAS.
| Month | Phase | Planned $ | Actual $ | Notes |
|---|
Review velocity
The single highest-leverage local-SEO lever. Dashed lines mark the regional independents to catch: Black Crow Coffee (Enfield, ~111 reviews) and LuAnn’s Bakery & Cafe (Ellington, ~142).
| Date | Google reviews | Yelp reviews |
|---|
Forecasting
Scenario projections from editable growth assumptions. A brand-new shop ramping up can beat mature-shop growth rates for a while — set the scenarios to what you and the owners believe, then judge months against the lines.
Revenue scenarios (monthly growth %)
Growth model — drivers modeled estimate
The model line combines these drivers with data already in the console: ad months come from the spend log (actual $ if entered, else planned), the GBP lift kicks in after the roadmap’s Foundation phase ends, and seasonality applies the Four Town Fair (Sept 2026), Nov–Dec holidays, and the Jan–Feb slump. Every coefficient is editable — it’s a reasoned estimate, not a promise.
Seasonality index (% vs. average month)
Defaults computed from US Census food-service sales, NAICS 722, 2023–24 average (via FRED) — note January/February really do run ~9–10% light, and November is below average despite the holiday narrative. Directional: the series covers all food service and isn’t day-count-adjusted. Tune per the shop’s actuals as months accumulate.
Thin colored lines = flat-growth scenarios (the sanity envelope). The bold line = the driver model: organic ramp × GBP lift × seasonality + ad-funnel revenue from the spend log. If the model line escapes the scenario envelope, one of them is wrong — adjust.
Why it looks flat some months: the organic ramp is a deliberately conservative 3%/month (no real ramp-curve study exists for new coffee shops — this is a labeled guess), and real seasonality swings ±10% on top of it, which reads as noise month-to-month even when the underlying trend is up. If this feels too slow, the knobs that move it most are in Growth model — drivers above: Organic ramp %/mo, Ad click → visit %, and First visit → regular % — raise them to see a faster, more aggressive case, but know they're already sitting above the thin real-world data (see the hint text on each).
Solid = logged actuals · dashed = projection (linear adds/month × execution multiplier, + ad-driven follows on Instagram). Reality check from real regional shops: Black Crow (Enfield) ~1,118 IG followers at 17 months, Vernon Coffee Roasters ~1,439 at 4 years, Cafe Barista (Suffield) ~4,571 at 4 years, Dreamscape (Woodstock VT, tourist town) ~1,884 at 16 months. Local followings grow in the tens-to-low-hundreds per month, not by compounding percentages.
Financials
Revenue and labor below are real, pulled from their Toast exports (payroll Mar 20–Jul 20; sales Apr 25–Jul 20). The trend matters: net sales ran $42.8k in May, $35.9k in June, and a $32.7k run-rate in July — a ~10%/mo decline since the opening peak, driven almost entirely by falling guest counts (avg ticket has stayed flat around $12.50). COGS, rent, and other overhead are reasoned assumptions (labeled ASSUMED below) — swap in real figures from Andy the moment they're available.
Typical month (planning inputs)
What that implies
| Month | Revenue $ | COGS $ | Labor $ | Rent $ | Other OH $ | Marketing $ | Profit $ |
|---|
Roadmap & timeline
Sequenced so the foundation precedes spend. Edit dates and add rows as reality intervenes — the timeline redraws from the table.
| Start | End | Workstream | Detail | Status |
|---|
Local activations
The Somers-specific playbook — things no chain can copy. Check them off as they land.
| Activation | Due | Notes |
|---|