# Measurement & Learning Plan

The portfolio currently proves production. This plan is how it can earn commercial claims.

## Baseline week

Before launching the ritual system, record seven normal operating days where practical:

- covers or transactions by daypart;
- featured-item units by day;
- average check if available and appropriate;
- first-time vs. repeat indication using a lightweight staff tally;
- website sessions and direction/order clicks;
- social reach, saves, shares, profile actions, and direct messages;
- email/SMS opt-ins;
- staff effort and friction.

If a metric is unavailable, mark it unavailable. Do not reconstruct it from anecdotes.

## North-star behaviors

1. **Ritual recognition:** guests name the day or hook without being prompted.
2. **Repeat behavior:** a guest returns for the same ritual.
3. **Transmission:** a guest brings someone, shares the page, or uses the language publicly.
4. **Operational fit:** staff can run the ritual without harming service.
5. **Commercial contribution:** the ritual changes orders, visits, or inquiries relative to a credible baseline.

## Event dictionary

- `album_play` — visitor intentionally starts the full mix.
- `track_play` — visitor starts an individual weekly song.
- `order_click` — visitor goes to online ordering.
- `directions_click` — visitor opens directions.
- `list_signup` — completed opt-in, not form start.
- `ritual_offer_view` — current offer page viewed.
- `ritual_code_redeem` — optional day-specific code used.
- `guest_phrase_heard` — staff tally of unprompted ritual language.
- `ritual_order` — featured item ordered during the defined window.
- `staff_friction` — staff marks low/medium/high burden after shift.

## Test design

- Change one major variable per ritual per week: hook, visual, timing, or offer—not all four.
- Compare the ritual day to its own four-week history where possible, not to a different weekday.
- Separate organic and paid traffic.
- Keep weather, holiday, closure, inventory, and tourism anomalies in the notes.
- Require at least four occurrences before treating a recurring-day pattern as directional.
- Treat tiny samples as stories, not statistics.

## 30/60/90-day decisions

### Day 30

- Which names are remembered?
- Which moments are easy for staff?
- Which content formats produce saves, shares, or visits rather than passive views?

### Day 60

- Which ritual creates repeat behavior?
- Which artifact drives order, direction, or signup actions?
- Where is the system creating workload without response?

### Day 90

- Reinforce: recognized, repeatable, operationally light, commercially directional.
- Repair: liked but unclear, or commercially promising but operationally heavy.
- Retire: unrecognized, forced, or distracting after a fair test.

## Claim gate

No portfolio language such as “increased traffic,” “grew revenue,” “went viral,” or “improved retention” is permitted until the source, comparison window, and calculation are attached to the claim. Until then use: **built**, **published**, **played**, **delivered**, or **tested** with receipts.
