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Mindset
Revenue mindset
→ Execution #4
→ Execution #1
→ Execution #2
→ Execution #3
4 levers, each owned by a team
Revenue=Visitors×CR×Frequency×AOV
ROOT
Revenue
Visitors × CR × Frequency × AOV
LEVER 1
Visitors
unique visitors
Drill-down
By sourceNew vs returning
Owners · priority
- 1Ads (Paid Social)
- 2Social
- 3SEO
- 4CRM · Zalo
- 5KOC · Affiliate
- 6PR
LEVER 2
CR
buyers ÷ visitors
Drill-down
ATCCheckoutPayment
Owners · priority
- 1IT · UX/UI
- 2Content
- 3Marketing · scheme
- 4Warehouse
LEVER 3
Frequency
orders ÷ buyers
Drill-down
Repeat rateDays between orders
Owners · priority
- 1CRM
- 2Product · new drops
- 3Sale Online
LEVER 4
AOV
revenue ÷ orders
Drill-down
Items / orderPrice / item
Owners · priority
- 1Marketing · bundles
- 2IT · recs
- 3Product
Teams × levers
TeamVisitorsCRFrequencyAOV
Ads (Paid Social)●
Social●
SEO●
KOC · Affiliate●
PR●
CRM · Zaloowned trafficrepeat
IT · UX/UIUX · checkoutrecs
Contentimages · size · reviews
Marketingschemebundles
Warehousein stock
Productnew dropsmix · price
Sale Onlineservice · repeat
Contribution margin=Revenue − returns − marketing − COGS − shipping
Website leadPlan · KPI · weekly sync across all 4 levers
01
Scope of work
What I own to move the 4 levers
My scope, by lever
Own · I do itLead · I plan, team executesSupport · team owns, I briefBold = my priority · faded = lower priority
PRIORITY #1 · LEVER 2
CR
- OwnDaily funnel ATC → checkout → payment
- OwnTest backlog · UX briefs
- LeadSize guide · reviews · product info
- LeadCart · browse · welcome flows
- OwnCheckout UX redesign (IT builds)
- SupportPhoto & content production
KPI · CR · ATC · return rate
PRIORITY #2 · LEVER 3
Frequency
- OwnSegments · lifecycle map
- LeadPost-purchase · review flows
- LeadWin-back · new-drop flows
- SupportDaily sends (CRM team)
- SupportCustomer service (Sale Online)
KPI · Repeat rate · cart recovery
→ CRM flowsPRIORITY #3 · LEVER 4
AOV
- Own3-layer promo design
- OwnMargin check per campaign
- LeadBundles · voucher threshold
- SupportRecs engine build (IT)
- SupportPricing · assortment (Product)
KPI · AOV · items / order · margin
PRIORITY #4 · LEVER 1
Visitors
- OwnTracking GA4 · GTM · CAPI · UTM
- OwnLanding per campaign
- LeadCampaign calendar · banner briefs
- SupportAds buying
- SupportSocial content · SEO · KOC
KPI · Quality visitors · ROAS · owned share
ALL LEVERS
UX/UI & site features
- OwnUX audit · wireframes · feature roadmap
- OwnFeature priority by revenue impact
- LeadBuild & A/B test with IT
- SupportCoding · QA (IT)
KPI · CR · AOV · page speed
→ Feature roadmapALL LEVERS
Merchandise & data
- OwnVelocity forecast · reorder / bundle / clear list
- OwnWeb P&L monthly
- OwnReporting automation · daily dashboard (Claude Code)
- SupportStock moves (Warehouse)
KPI · Contribution margin
GOVERNANCE
Operating rhythm
- OwnDaily · 4-lever check
- LeadWeekly · team sync · test results
- OwnMonthly · P&L · post-mortem
- LeadQuarterly · UX roadmap
KPI · On-time decisions
02
Strategy
Sequencing
Fix CR · Frequency · AOV first, then scale Visitors
Baseline first
1CR
Product page & checkout
Size guide · reviews · mobile checkout · stock
2Frequency
CRM flows
Cart · post-purchase · welcome
3AOV
Promo scheme · bundles
3 layers · margin guardrail
4All
Data & automation
GA4 · CAPI · catalog feed · dashboards
thenVisitors ↑
Same visitors, better result
| Metric | Traffic first | Base first |
|---|---|---|
| CR | Low | Higher |
| ROAS | Falls as spend ↑ | Holds as spend ↑ |
| Frequency | One-off buyers | Captured by CRM |
| AOV | Flat | Up via bundles |
| Return rate | High | Lower |
| Margin | Bought with discounts | Protected |
03
Execution by lever
Priority #1 · CR
Onsite fixes
Fix by stageATC→Checkout→Payment
Bold = fix firstFaded = later
STAGE 1
ATC · product page
- IT · ContentSize guide by size picker
- CRM · ContentReview ask after delivery (99 sold · 0 reviews)
- ContentFabric · fit · model size (not "N/A")
- ContentPhoto · video refresh
KPI · ATC rate · return rate
STAGE 2
Checkout
- IT · UX/UIFewer mobile steps · saved address
- Marketing1 promo mechanic per collection (now 4 stacked)
- IT · UX/UIGuest checkout · progress bar
KPI · Checkout rate · margin
STAGE 3
Payment
- ITShow COD · wallet · bank QR upfront
- ITRetry flow for failed payment
- MarketingInstalment option
KPI · Payment success rate
Example audit · public site onlyValidate with GA4 data in month 1
Proposal · All levers
UX/UI & site features roadmap
Now = build firstLater = after dataI spec · IT builds · A/B test
FOR CR
Convert more
- NowSize guide · fit finder
- NowPhoto reviews
- NowSticky add-to-cart (mobile)
- Now1-page checkout · COD · QR · wallet
- LaterLow-stock badge
- LaterLive chat · Zalo chat
Lever · CR
FOR AOV
Bigger baskets
- NowFree-ship progress bar
- NowComplete-the-look recs (same gender)
- NowBundle builder · top + bottom
- LaterVoucher picker in cart
Lever · AOV
FOR FREQUENCY
Come back
- NowWeb push opt-in
- NowBack-in-stock alert
- LaterWishlist
- LaterMember points · tier
Lever · Frequency
FOR VISITORS
Get found · load fast
- NowImage compression · lazy load
- NowCollection SEO · H1 · text
- LaterCatalog feed for dynamic ads
Lever · Visitors
Proposal · Priority #2 · Frequency
CRM automation flows
EmailWeb pushZNSSMS
| # | Flow | Trigger | Web push | ZNS | SMS | Lever | KPI | |
|---|---|---|---|---|---|---|---|---|
| 1 | Cart abandon | Cart, no checkout | ● | ● | CR | Cart recovery | ||
| 2 | Post-purchase | Order · delivered | ● | ● | Frequency | Reviews · cross-sell | ||
| 3 | Welcome | Sign-up · first visit · welcome code | ● | ● | CR | First order rate | ||
| 4 | Browse abandon | View product, no cart | ● | ● | CR | Return visits | ||
| 5 | Win-back | No order 90–180 days | ● | ● | ● | Frequency | Reactivated buyers | |
| 6 | Repeat · new drops | Days since order · new collection | ● | ● | Frequency | Repeat rate | ||
| ★ | Campaign blast | Sale · Seasonal · New arrival | ● | ● | ● | ● | Visitors | Owned sessions |
Flows = baseline revenueBlasts = campaign upliftSMS · ZNS for high-value only
Proposal · Frequency · flow map
Automation flows · detail
Now: 1–4Later: 5–6Orange = discount step · last only
1 · Cart abandonKPI: cart recovery · Lever CR
TriggerAdd to cart · no checkout
→
+1hCart items · size & stockEmail · push if anonymous
→
+24hStill in your cartWeb push
→
+48hReviews · social proofEmail
→
+72h · cart ≥ AOV · no other codeSmall code · 48h expiryEmail
→
ExitOrder placed
2 · Post-purchaseKPI: reviews · 2nd order · return rate ↓ · Lever Frequency
TriggerOrder placed
→
0hConfirm · size & care tipsEmail
→
Delivered +3dReview requestZNS
→
+7dComplete the lookEmail
→
+14d · no return2nd-order code (full-price)Email
→
+30dNew arrivals in same categoryWeb push
→
Exit2nd order → Repeat flow
3 · WelcomeKPI: first order rate · Lever CR
TriggerSign-up popup · first visit
→
0hWelcome code · 7 daysEmail
→
+2dBestsellers · brand storyEmail
→
+4d · push opt-inNew arrivalsWeb push
→
+5dCode expires in 2 daysEmail
→
+7d · no orderFit help · size guideEmail
→
ExitFirst order → Post-purchase
4 · Browse abandonKPI: return visits · add-to-cart · Lever CR
TriggerView product ≥ 2× · no cart
→
+2h · push opt-inProduct viewedWeb push
→
+24h · known emailViewed + similar itemsEmail
→
ExitAdd to cart → Cart flow
5 · Win-backKPI: reactivated buyers · Lever Frequency
TriggerNo order 90 days
→
90dNew since your last visitEmail
→
+7dNew arrivalsZNS
→
120dTiered offer by past valueEmail
→
150d · high-value onlyLast callSMS
→
180dSunset · suppress
6 · Repeat · new dropsKPI: repeat rate · full-price share · Lever Frequency
Trigger30 / 60 days since order
→
0hNew drop in bought categoryEmail
→
+1dSame dropWeb push
→
EventBack in stock · wishlistEmail + push
→
ExitOrder → Post-purchase
One flow at a time · Cart > Browse > WelcomeMax 1 marketing message / dayExit on purchaseNo stacked codesQuiet hours 21h–8hZNS = care & transactional only10% holdout
Proposal · Priority #3 · AOV
Promo scheme · main programs
Structure · 3 layers
LAYER 1 · PRODUCT
Discount
→ CR
LAYER 2 · CHECKOUT
Voucher threshold
80K off 699K+ → AOV
LAYER 3 · BUNDLE
Bundle · recs
Top + pants 899K → items / order
Add-onsFree-ship thresholdMember priceGift with purchaseFlash sale
Margin checkAfter all 3 layers, margin ≥ minimum (e.g. 40%)
Main programs · proposed
| # | Program | Moments | Mechanic | Lever |
|---|---|---|---|---|
| 0 | Welcome · new user | Always on · sign-up popup | First-order code (e.g. 50K off 499K+, 7 days, 1 use, full-price items) → 2nd-order code after delivery | CR Frequency |
| 1 | Payday 25 | Every month | Voucher threshold · free-ship tier | AOV |
| 2 | Seasonal gifting | Tết · Valentine · 8/3 · Christmas | Gift bundles · gift with purchase | AOV |
| 3 | New collection | Summer drop (Apr) · Back to school (Aug) · Fall drop (Oct) | Full price · early access for members | Frequency |
| 4 | Mega sale | 5.5 · 6.6 · 9.9 · 11.11 · 12.12 | Flash sale · 3 layers with margin cap | Visitors AOV |
| 5 | Clearance | End of summer (Jul) · year-end (Dec) | Discount + clearance bundles | AOV |
Draft · align with brand dropsEvery promo passes margin check
Proposal · Scale what works
Category & product tiers
Step 1Category tier→Step 2Product tier inside each category→Step 3Scale · fix · cut
| Tier | Signal | Action | Lever |
|---|---|---|---|
| A · Hero | High revenue · high margin · high CR | Scale traffic · homepage · ads budget | Visitors |
| B · Rising | High CR · low traffic | Push traffic · CRM blast · banner slot | Visitors |
| C · Leaking | High traffic · low CR | Fix size · content · price · stock | CR |
| D · Tail | Low traffic · low CR · slow sell-through | Bundle · clearance · stop ads | AOV |
Metrics · revenue share · margin % · CR · sell-through · return rate80/20 review · monthly
Priority #4 · Visitors
Scale the sources that convert
| Source | Role | Action | Owner |
|---|---|---|---|
| Direct | Brand demand | Protect · CRM brings them back | Brand · CRM |
| Paid Social | Main scale driver | Scale to tier A · B landings | Ads |
| Organic Search | Steady | Collection SEO | SEO |
| Organic Social | Awareness | Drive to web, not discount | Social |
| Paid Search | Often leaks budget | Cut to brand terms · test | Ads |
Direct + Paid Social ≈ 70% of purchasesPaid Search: high traffic share, low order share
* Insight from a multi-brand fashion retailer in VN. Detailed data not shared. Validate with Routine GA4 in month 1.
04
Control
Across all levers
Web P&L
| Line | Lever / control | My control |
|---|---|---|
| + Revenue | Visitors × CR × Frequency × AOV | Lead |
| · Discount | Guardrail (inside AOV) | Control |
| − Marketing (web) | Landing mix · owned vs paid | Control |
| − Returns | Size guide · product info | Influence |
| − Shipping | Free-ship tier | Influence |
| − COGS | Product · Finance | Report only |
| = Contribution margin | North Star | ★ |
Cost ↓ by priority
| # | Cost ↓ | How | Team |
|---|---|---|---|
| 1 | Discount % | Guardrail · segment codes | Marketing · CRM |
| 2 | Return rate | Size guide · product info | Content · Sale Online |
| 3 | Mkt cost / order | Owned traffic (CRM · Zalo) over ads | CRM · Ads |
| 4 | Ops cost / order | Free-ship tier · fewer cancels | Warehouse · Sale Online |
Reporting to manager
Daily4-lever dashboardWeekly1-page updateMonthlyP&L review · post-mortem
Alerts · act when
| Alert | Threshold | First action |
|---|---|---|
| CR | −15% WoW | Check funnel by device · checkout errors |
| Margin after promo | Below guardrail | Cut promo depth · pause stacking |
| Revenue vs forecast | < 90% for 3 days | Check traffic · stock of top sellers |
| Return rate | SKU above category avg | Fix size guide · product info |
Commitment
Revenue ↑
Cost ↓
Margin ↑
Grow web revenue with margin protected, not bought with discounts.
05
Roadmap
By JD scope · ranked · 3 · 6 · 12 months
Roadmap
| Priority · JD scope | 0–3 months · Learn & fix | 4–6 months · Optimize | 7–12 months · Scale |
|---|---|---|---|
| #1 · II. Track & optimize | Daily revenue GA4 + OMS · funnel audit | Size guide · reviews · checkout UX with IT | Recs |
| #2 · I. Sales programs | Promo calendar + margin guardrail | Campaign post-mortem | More full-price campaigns |
| #3 · IV. Cross-team | CRM: cart & post-purchase | CRM: browse · win-back · upsell | Loyalty (points · early access) |
| #4 · III. Merchandise | Category & product tiers | Trend combos | Traffic to tier A · B |
| Target set after baseline | Revenue +10–15% | Full-price share ↑ | Revenue +30–50% YoY |
1 must-do per cellCheap levers first
Appendix
Detail on request
Web in a fashion omnichannel
| Channel | Role | Price & offer rule | KPI |
|---|---|---|---|
| Website | Full collection · new drops first · member perks | Same list price · web-only bundles | Margin · CR |
| Shopee · Lazada | Reach · mega-sale days | No undercut vs web · platform-funded vouchers | GMV · ad cost |
| Stores | Try on · returns · service | Try in store · check stock online | O2O orders |
| Social · Zalo | Discovery · community | Drive to web, not discount | Visitors to web |
Web = margin + customer dataMobile-first checkoutTry-in-store bridges online · offline
Velocity-based forecast · stock for CR and AOV
YoY index = L30D ÷ same 30D LY→Forecast = next 3M LY × index→± promos · stockouts · launches→vs stock → action
Illustrative units
| Category | MoM | YoY index | Next 3M LY | Forecast | Stock | Action |
|---|---|---|---|---|---|---|
| Shirts | +8% | 1.20 | 3,600 | 4,320 | 3,000 | Reorder |
| Denim | −5% | 0.90 | 3,000 | 2,700 | 3,400 | Bundle · promo |
| Polo | +12% | 1.25 | 2,000 | 2,500 | 2,600 | Hold |
This monthLast monthLast yearAlways compare 3 points
Give and get · cross-team
| Team | Lever | Get | Give |
|---|---|---|---|
| Ads · SEO · Social | Visitors | Right landing traffic | CR by landing |
| IT · Content | CR | Size guide, reviews, checkout fixes | Test backlog · results |
| CRM | Frequency | Cart, repeat flows | Behavior segments |
| Marketing · Product | AOV | Bundles · scheme | Margin by mechanic |
| Warehouse · Sale Online | CR | Stock ready · returns handled | 3-month forecast · return reasons / SKU |