Define the boundary
Write down the categories, stores, channels and six-month period included. Specify the net sales convention and the customer-history coverage.
Build the commercial bridge
Begin with retained orders and net average value. Separate platform fees from seller merchandise sales. Deduct product costs where relevant, service costs, acquisition and allocated programme support once.
Set the customer definitions
Distinguish first-time purchasers from existing purchasing customers. Use a fully observed 90-day cohort for repeat rate. State how unknown-history identities are handled.
Decide what evidence changes the plan
Agree the minimum commercial outcome, guardrail measures and fair comparison before testing. Use a suitable controlled comparison before claiming an incremental effect.
Bring a real question.
Be ready to challenge the plan.
Put the customer need, the evidence and the commercial outcome on the table. A recommendation should be able to defend its place.
Put your brief forwardAn original strategic framework. No completed client study or measured brand result is claimed.