Disbursement execution plan · Paid + Owned + Offline channels · KYC improvement roadmap
Weighted pace: Weekday ×1.0 (319 LN0), Weekend ×0.65 (207 LN0), Holiday ×0.60 (192 LN0). May 1 = Labour Day public holiday.
| Date | Day | Type | Events | Target LN0 | Cum. LN0 | Daily Budget |
|---|
April KYC bottleneck analysis identified two root causes: Face Comparison failures (1,480 drop-offs) and Picture-of-Picture rejections (1,287 drop-offs). May deploys fixes across both.
Google UAC leads with new ROAS-optimised structure. Meta shifts to App Purchase primary + Retargeting secondary. CleverTap journeys provide owned-channel lift. Offline expands via SafeBoda and Kikuubo market agents.
All blast sends coordinated to avoid same-day saturation. AT nurture flows run continuously; manual blasts are scheduled on weekdays.
| Date | Channel | Type | Audience | Est. Reach | Budget | Est. LN0 |
|---|---|---|---|---|---|---|
| May 1 | Broadcast | Opt-in subscribers | 12,000 | $250 | ~30 | |
| May 1–31 | AT SMS (D0) | Trigger | New registrations | All new regs | Owned | — |
| May 1–31 | AT SMS (D2) | Trigger | Not-yet-KYC'd (D2) | ~80% of D0 | Owned | — |
| May 1–31 | AT SMS (D5) | Trigger | KYC'd, no LN0 (D5) | ~55% of D2 | Owned | — |
| May 1–31 | CleverTap (J01–J08) | Push/SMS | Segmented by stage | All users | $0 | 250–450 |
| May 5 | MTN Bulk SMS | Cold blast | MTN subscribers, 22–40yo | 180,000 | $700 | ~70 |
| May 12 | AT Cold Blast | Cold blast | Unregistered database | 250,000 | $1,200 | ~150 |
| May 12 | MTN Bulk SMS | Cold blast | MTN subscribers, 22–40yo | 180,000 | $700 | ~70 |
| May 19 | MTN Bulk SMS | Cold blast | MTN subscribers, 22–40yo | 180,000 | $700 | ~70 |
| May 26 | AT Cold Blast | Cold blast | Unregistered database | 250,000 | $1,200 | ~150 |
| May 26 | MTN Bulk SMS | Cold blast | MTN subscribers, 22–40yo | 180,000 | $700 | ~70 |
| May 26 | Broadcast | Opt-in subscribers | 12,000 | $250 | ~50 | |
| TOTAL | $5,700 | ~860 | ||||
| Channel | Category | Budget | % Total | Est. LN0 | Est. CAC | Allocation |
|---|---|---|---|---|---|---|
| Google UAC | Paid Digital | $31,200 | 60.0% | 5,200 | $6.00 | |
| Meta fb4a | Paid Digital | $10,400 | 20.0% | 1,730 | $6.01 | |
| MTN Bulk SMS ×4 | Paid Blast | $2,800 | 5.4% | ~280 | $10.00 | |
| AT Cold Blasts ×2 | Paid Blast | $2,400 | 4.6% | ~300 | $8.00 | |
| SafeBoda | Partnership | $2,000 | 3.8% | ~180 | $11.11 | |
| Market Agents (3 markets) | Offline | $1,800 | 3.5% | ~200 | $9.00 | |
| WhatsApp Broadcasts ×2 | Owned | $500 | 1.0% | ~80 | $6.25 | |
| CleverTap Journeys J01–J08 | Owned (CRM) | $0 | — | 250–450 | $0 | |
| Reserve | Flex | $900 | 1.7% | — | — | |
| TOTAL | $52,000 | 100% | ~8,220–8,420 | $6.17 blended |
* CleverTap LN0 lift (250–450) pushes actual total to 8,470–8,870 — covers the 8,655 target with a buffer. Reserve deployed if any channel underperforms mid-month.
Cumulative LN0 gates per week. If Wk1 gate is missed by >10%, activate playbook before Wk2 budget is committed.
Activate J03 KYC retry journey frequency ×2. Surface lighting tip in app onboarding. Escalate to Product (PoP fix priority). Check if same-day error codes spike.
Shift $500 reserve to Google (ROAS L0). Add a SafeBoda push notification. Bring MTN Wk2 blast forward to May 10. Do not increase Meta until Google saturates.
Pause PMAX. Shift budget to ROAS L0 + App Purchase. Review UG creative performance — refresh top 2 creatives. Check if MoMo payment flow changes caused LN0 friction.
Pause market trader test adset. Reallocate to Salaried Workers (consistently best performer). Check Facebook app event deduplication — common source of UG under-delivery.
Deploy $900 reserve fully. Add emergency MTN blast (May 27). Push SafeBoda driver referral bonus ×2. Consider adding Owino market weekend agent session (budget $300).
If KYC exceeds 58% early, scale Google by 10% and add Meta Lookalike (LTV top 20%) adset. Hold reserve for sustained daily bid increase rather than single day burst.