Handover-Ready Operating System v5.0

TOMI Master Playbook
Continuity & Execution OS

This is the single source of truth for the TOMI project. It contains the Strategy for stakeholders and the Standard Operating Procedures (SOPs) for the execution team.

Team: 1 Part-Time Dev + 1 Founder
Target: RM50k MRR (Month 12)
Status: Handover Ready

👋 New Project Lead? Start Here.

If you have just taken over this project, follow this sequence to get control within 24 hours.

  • 1. Read the Strategy (Below): Understand why we exist (Web-Native AI Creative Director) and how we make money (Studio-heavy pricing).
  • 2. Check "Mission Control": Scroll to the Phase Tracker. Identify which Phase we are currently in (e.g., Phase 2).
  • 3. Execute the Rhythm: Go to Operating Rhythm. If today is Monday, run the Weekly Sync checklist.
  • 4. Use the SOPs: Go to the Execution Guide for the current phase. Execute the tasks tagged [MUST]. Ignore everything else until stability is reached.

Strategy Context (The "Why")

For Stakeholders: The logic behind the business model.

Cash Engine

Agency OS

We sell "Creative Ops Systems" to agencies/studios. High ticket (RM2,350/mo), low churn.

Volume Engine

E-Com Ads

We solve "I have product, no video" for Shopify sellers via paid ads. Low ticket (RM420/mo), volume play.

Innovation

30% Lab

30% of profits are reinvested into "Failure Tests" (e.g., AI Podcasts) to find the next growth lever.

Mission Control: Phase Tracker

Current Phase: PHASE 1
Month 0–1
Foundation
  • • Stripe Live
  • • 5 Discovery Calls
  • • First 1 Paid User
IN PROGRESS
Month 2–3
The Hustle
  • • 10 Paid Users
  • • Agency Launch
  • • E-Com Ads Live
NOT STARTED
Month 4–6
Expansion
  • • Zero-Effort Mod
  • • 1st Failure Test
  • • MRR > RM20k
NOT STARTED
Month 7–12
Scale
  • • Million $ Ads
  • • SORA-2 Avatars
  • • MRR > RM50k
NOT STARTED

Standard Operating Rhythm (SOP)

How to run the company week-to-week. Do not skip these rituals.

Weekly Sync (Mondays)

  • 1. Metric Check: Open Stripe & DB. Update Scorecards for current Phase.
  • 2. Blocker Review: Ask Dev: "What is stopping you from shipping [Task X]?"
  • 3. Phase Check: Are we done with the "Definition of Done" for the current phase? If yes, move to next.
  • 4. Plan: Assign [MUST] tasks for the next 5 days.

Monthly Review (1st Friday)

  • 1. Financials: Calculate Net Profit. Transfer 30% to "Lab" account.
  • 2. Lab Decision: Review active Failure Test. Kill it or Graduate it?
  • 3. Roadmap: Should we add a new module (e.g., Podcasts) based on user feedback?
  • 4. Runway: Check cash balance. Adjust ad spend if runway < 6 months.

Execution SOPs

Step-by-step instructions for each phase. Follow strictly.

PHASE 1: Foundation (SOP)

Month 0-1

Objective: Validate the payment loop and get the first stranger to pay us money.

Inputs Required:

  • • Stripe Account keys
  • • Lead List (20 Agencies)
  • • Pricing Table Copy
DIAGNOSTIC SCORECARD
Paying Users
1+ (Good) 0 (Bad)
If 0: Do not build features. Focus 100% on manual outreach until one person pays.
Critical Bugs
0 >1
If >1: Stop all sales. Dev must fix stability immediately.

Process Steps

  • DEV
    1. Stripe Integration: Connect Stripe API. Ensure webhooks update the User DB status to 'active'.
    Output: A live checkout link that works.
  • FDR
    2. Manual Outreach (Discovery): Send 5 DMs/day to Agency Owners.
    Script: "Building a creative ops system for studios. Can I show you a 5-min demo?"
    Output: 5 Booked Calls.
  • FDR
    3. Pricing Page: Deploy the table (Studio RM2350 / Pro RM420).
    Output: Visible URL.

Definition of Done (Exit Criteria)

  • ✓ Stripe is live (Real money transactions work).
  • ✓ 1 Stranger has paid us money.
  • ✓ We have a waitlist of 5 interested prospects.

PHASE 2: The Hustle (SOP)

Month 2-3

Objective: Prove we can acquire customers via paid/outbound channels (CAC Validation).

Inputs Required:

  • • Ad Creative (3 variants)
  • • Ad Budget (RM1,000)
  • • Sentry (Error Logging) account
DIAGNOSTIC SCORECARD
Agency Close %
>20% <10%
If <10%: Your pitch deck is weak. Rewrite it. Do not buy more leads.
E-Com CAC
<RM300 >RM500
If >RM500: Kill the ad set. Try new creative (UGC style).

Process Steps

  • FDR
    1. Agency Sales Sprint: Conduct 20 discovery calls. Close 2-3 deals manually.
    Output: 2 Signed Studio Clients.
  • FDR
    2. E-Com Ad Launch: Launch FB/TikTok campaign targeting "Shopify Admins". Budget: RM30/day.
    Output: First 5 self-serve signups.
  • DEV
    3. Stability Watch: Integrate Sentry. If error rate > 2%, pause all ads and fix bugs.
    Output: Clean error logs.

Definition of Done (Exit Criteria)

  • ✓ 10 Paying Customers total.
  • ✓ CAC is calculated and within target range.
  • ✓ No critical bugs in production for 7 days.

PHASE 3: Expansion (SOP)

Month 4-6

Objective: Reduce manual support via PLG and launch first Failure Test.

DIAGNOSTIC SCORECARD
Module Adoption
>30% <10%
If <10%: Users don't see the "Zero-Effort" button. Improve UI prominence.

Process Steps

  • DEV
    1. Zero-Effort Module: Ship the "URL-to-Video" node.
    Output: Feature live for Pro users.
  • FDR
    2. Failure Test 1 (Podcasts): Allocate 30% profit. Create a landing page for "AI Podcasts". Run RM500 ads.
    Output: Demand data (Waitlist or Pre-sales).

Definition of Done (Exit Criteria)

  • ✓ Zero-Effort module is live.
  • ✓ 1 Failure Test executed and reviewed.
  • ✓ MRR > RM20k.