The Liquidity War Plan is the operational manual for rescuing the marketplace when it enters a danger state. It is not a theoretical framework — it is a step-by-step execution protocol with named owners, timelines, and success criteria.
WAR PLAN RULE: The moment two or more red flags appear simultaneously, the Liquidity War Plan activates. The founder drops all other work. This is the single priority until the marketplace returns to healthy state.
Level 1 — Light Intervention
Triggers: Match rate slowing · Time-to-first-match increasing above 36 hours · Sparks sent per user declining
Objective: Restore match velocity before users churn from inactivity.
| Action | Owner | Timeline | Success Signal |
|---|---|---|---|
| Increase manual match curation to 5 matches per new user | Founder | Same day | Time-to-first-match returns below 24h |
| Highlight active users in algorithm ranking (boost recency signal) | Product | 24 hours | Match rate increases 20%+ |
| Send re-engagement push notification to users inactive 48h+ | Growth | Same day | 15%+ re-engagement rate |
| Encourage Sparks through in-app prompts ("3 people are interested in you") | Product | 24 hours | Sparks sent per user increases |
| Run a 72-hour limited referral incentive campaign | Growth | 48 hours | K-factor uptick |
Exit Criteria: Time-to-first-match below 24h, match rate above 2 per active user. If not resolved in 5 days, escalate to Level 2.
Level 2 — Supply Reinforcement
Triggers: Female ratio falling below 48% · Conversation activity declining · Female D7 retention dropping
Objective: Restore female supply before male users experience rejection fatigue and churn.
| Action | Owner | Timeline | Success Signal |
|---|---|---|---|
| Pause all new male onboarding immediately | CEO | Same day | Male queue builds, female ratio stabilises |
| Activate top 10 female super-connectors with personal outreach | Founder | 24 hours | 50+ new female profiles within 72h |
| Increase female referral reward to 2× standard incentive | Growth | Same day | Female referral rate increases |
| Brief all ambassadors: female recruitment only this week | Founder | 24 hours | Ambassador-driven female installs increase |
| Run female-targeted paid social campaign (Meta: women 24–35, Bangkok) | Growth | 48 hours | Female install rate increases to 60%+ |
| Invite female connectors from yoga studios, MBA programs, expat groups | Founder | 48 hours | 30+ new female profiles from community channels |
Exit Criteria: Female ratio returns to 50%+, female D7 retention above 30%. If not resolved in 7 days, escalate to Level 3.
Level 3 — Event Activation
Triggers: Match → meeting conversion declining below 12% · Conversation fatigue increasing · Users active but not converting to meetings
Objective: Use real-world events to break the digital-only loop and generate meeting momentum.
| Action | Owner | Timeline | Success Signal |
|---|---|---|---|
| Introduce 2 small curated meetups (15–20 people) within 7 days | Events | 72 hours | Event NPS ≥50, 30%+ repeat attendance |
| Personally invite matched pairs to the same event | Founder | 48 hours | Match → event conversion increases |
| Seed events with 5–8 social connectors to guarantee energy | Founder | Per event | Event atmosphere score ≥8/10 |
| Limit event size to 15–20 people to ensure strong atmosphere | Events | Immediate | No-show rate below 15% |
| Capture and distribute event content within 24 hours | Content | Post-event | 10+ organic social posts per event |
| Activate post-event story prompt for all attendees | Product | Post-event | 30%+ attendees share a story |
Exit Criteria: Match → meeting rate returns above 15%, event NPS above 50, repeat attendance above 25%. If not resolved in 10 days, escalate to Level 4.
Level 4 — Founder Intervention
Triggers: User growth stagnates · DAU declines significantly · Multiple metrics in red simultaneously · Platform feels "dead"
Objective: Founder personally engineers platform activity. This is the nuclear option — it is resource-intensive but always works if executed correctly.
| Action | Owner | Timeline | Success Signal |
|---|---|---|---|
| Founder personally hosts 2 small community events (dinner, rooftop) | Founder | This week | 20+ attendees, NPS ≥60 |
| Founder reaches out personally to top 20 connectors and influencers | Founder | 48 hours | 3–5 connectors re-activated |
| Founder increases social media visibility: 1 post per day for 2 weeks | Founder | Daily | Brand awareness increases, DMs from users |
| Founder runs personal matchmaking for top 50 active users | Founder | 1 week | 10+ personal introductions made |
| Directly interview 20–30 users to identify friction points | Founder | 1 week | Root cause identified |
| Pause all paid acquisition until root cause is resolved | CEO | Immediate | Budget preserved for recovery |
Exit Criteria: DAU growing week-on-week, match rate above 2 per user, female ratio above 50%. If Level 4 does not resolve the crisis within 2 weeks, activate the Pivot Decision Tree.
LIQUIDITY RECOVERY OBJECTIVE: Restore three core conditions: (1) fast time-to-first-match under 24 hours, (2) high female engagement above 50%, (3) frequent real-world meetings growing week-on-week. When these three conditions return, organic network growth resumes automatically.
Manual Curation Tactics — Founder Playbook
Manual curation is the most powerful liquidity tool available. It is labour-intensive but produces dramatically better outcomes than algorithmic matching in the first 90 days.
Tactic 1 — The Introduction Message: The founder personally sends a message to User A: "I think you'd really get along with [User B]. She's a [profession] who loves [interest]. I've introduced you both." This is the most effective conversion tactic. Target: 5 introductions per day.
Tactic 2 — The Match Guarantee: Every new user who completes their profile receives a personal message from the SPARK team within 2 hours: "We've found 3 people we think you'll love. Check your matches." This sets an expectation of quality and speed.
Tactic 3 — The Re-engagement Nudge: Users who have been inactive for 48 hours receive a personalised message: "Someone new just joined who we think you'd love. Come back and check." This is not a generic push notification — it is a personal message from the SPARK account.
Tactic 4 — The Event Invitation: For users who have matched but not met, send a personal invitation: "You and [match name] are both going to [event] on Saturday. It's the perfect chance to meet in person." This converts digital matches to real meetings.