Phase 1 is entirely digital. The goal is to acquire the first 1,000–2,000 users with enough data to evaluate PMF before committing to offline costs. Six channels run in parallel, each with a distinct role in the funnel.
Monthly Budget Allocation ($16,000/month)
| Channel | Budget | Role | KPI |
|---|---|---|---|
| Paid Social (Meta + TikTok) | $4,000/mo | Top-of-funnel volume | CPM < $8, CTR > 1.5% |
| Micro-Influencer Seeding | $1,500–2,500/mo | Social proof + reach | 5–10 nano creators, founder-managed |
| Referral Programme | $2,400/mo | Viral coefficient | K-factor target: 0.4+ |
| PR & Earned Media | $1,600/mo | Credibility + SEO | 4 placements in Month 1 |
| Content Engine | $1,600/mo | Organic + SEO | 5 posts/week across platforms |
| LINE OA + WhatsApp | $1,600/mo | CRM + retention | Open rate > 40% |
Channel Details
Paid Social (Meta + TikTok): Lookalike audiences from Singapore user base. Thai-language creatives for local users, English for expats. TikTok for 22–30 segment, Meta for 28–38. Songkran campaign (Apr 13–15): estimated 3M content views → 0.3% CTR → 9,000 visits → 5% install CVR → 450 installs.
Micro-Influencer Seeding: Pre-PMF: nano only (5K–20K), founder-managed, no agency. Authentic review format, not scripted ads. Staggered over 4 weeks. Post-PMF: scale to 16+ creators and add micro tier.
Referral Programme: Double-sided: referrer gets 1 month premium, referee gets priority access. Female referrals earn 2× reward. Tracked via unique links. LINE and WhatsApp optimised.
PR & Earned Media: Target: BK Magazine, Coconuts Bangkok, The Nation, Bangkok Post Lite. Angle: 'The app that's changing how Bangkok professionals date.'
Content Engine: TikTok: dating tips, Bangkok date spots, SPARK event previews. Instagram: lifestyle, event recaps, user stories. LINE: broadcast to OA subscribers.
LINE OA + WhatsApp: LINE is Thailand's primary messaging platform. OA broadcasts for event announcements, waitlist updates, and weekly match prompts. WhatsApp for expat segment.
WOM Engine — Word-of-Mouth Is the Primary Long-Term Channel
Paid social and influencers are launch fuel. WOM is the engine that sustains growth. Every event attendee who has a great experience tells 3–5 friends. Every successful match is a story. The goal is to engineer WOM systematically, not wait for it to happen organically.
| Mechanic | Trigger | Action |
|---|---|---|
| Post-Event Story Prompt | 24h after every event | In-app prompt to share a story. Pre-written templates for Instagram Stories and LINE. One tap to share. |
| Match Announcement Feature | Mutual match confirmed | "You SPARKed!" shareable card. Designed for Instagram Stories. |
| Event Photo Wall | At every event (Phase 3+) | Professional photographer. Photos shared with attendees 48h later. Attendees share = free reach. |
| NPS Loop | Post-event survey | Promoters (9–10) immediately asked to refer a friend. Passives (7–8) get discount on next event. Detractors (1–6) get personal follow-up call. |
April Week-by-Week Execution
| Week | Focus | Key Actions |
|---|---|---|
| Week 1 (Apr 1–7) | Launch Day | App store listing live (iOS + Android); paid social campaigns go live; press release to BK Magazine, Coconuts Bangkok, The Nation; LINE OA activated; referral links activated; influencer batch 1 posts go live (4 creators) |
| Week 2 (Apr 8–14) | Amplify | Analyse Week 1 data: install rate, D7 retention, profile completion; adjust paid social targeting; influencer batch 2 posts go live (3 creators); referral programme push via LINE broadcast |
| Week 3 (Apr 15–21) | Songkran | Songkran campaign: 3M content views projected; activate all influencers simultaneously; LINE broadcast: Songkran SPARK challenge; monitor gender ratio daily |
| Week 4 (Apr 22–28) | Consolidate | Month 1 review: actual vs target for all metrics; influencer batch 3 (final creators); referral programme analysis: K-factor calculation; plan May budget reallocation based on CAC data |