Track 5: Marketing & Growth Strategy¶

Created: 2026-03-07 Owner: Ken (solo developer + marketer) Budget: Bootstrapped -- prioritize zero-cost and low-cost tactics Premise: Product-first. Marketing supports Tracks 1-4, not the other way around. Tasks: 44 (MKT-001..044) Total Hours: 155h setup + ~3.5h/week ongoing Status tracking: [ ] To Do | [~] In Progress | [x] Done

Branch Naming Convention¶

All branches: marketing/MKT-XXX-short-description

Strategy Overview¶

Core Positioning¶

"AI-powered health platform with Web3 rewards"

Sellwyse sits at the intersection of three narratives: - Health/fitness tech -- real utility with wearables, AI coaching, GPS tracking - Web3/Solana -- NFT badges, health-to-earn, dApp Store presence - Telegram/social -- viral mini app for mass adoption

The competitive advantage is that Sellwyse is a real product first, crypto layer second. This is the opposite of most Web3 fitness apps (STEPN, Sweatcoin) that lead with tokenomics and have thin products.

Marketing Funnel¶

Awareness (Twitter/X, TikTok, Telegram, Solana ecosystem)
    |
    v
Telegram Mini App (Track 4) -- 100K+ low-friction users
    |
    v
Main App Download (Track 1/2) -- 1000+ active users
    |
    v
Web3 Features (Track 3) -- wallet connect, NFTs, earn
    |
    v
Paying Users / Premium / Coach Sessions

The Telegram Mini App is the top-of-funnel growth engine. Everything else feeds into it or receives traffic from it.

Reality Check: Solo Founder Constraints¶

Max 5-8 hours/week on marketing during active development (Phases 1-6)
Max 15-20 hours/week on marketing post-MVP (after May 7)
No paid ads budget until revenue or funding
Every marketing task must either be (a) a one-time setup or (b) batched/templated for efficiency
AI tools (ChatGPT, Midjourney, Canva AI) are force multipliers -- use them everywhere

Budget Summary¶

Monthly Costs (During Development: Mar-May 2026)¶

Item	Cost	Notes
Domain + hosting (landing page)	$0-12/mo	Vercel free tier or Cloudflare Pages
Canva Pro	$13/mo	Social media templates, brand kit
ngrok Pro (already budgeted)	$20/mo	Counted in Track 1
Buffer or Typefully (scheduling)	$0-10/mo	Free tier sufficient initially
Monthly Total	$13-35/mo

One-Time Costs¶

Item	Cost	Notes
Logo design (AI-generated + polish)	$0-50	Midjourney/DALL-E + Canva refinement
App Store developer accounts	$124	Apple $99/yr + Google $25 one-time (already have?)
Domain name (sellwyse.com)	$10-15/yr	If not already owned
One-Time Total	$134-189

Post-Launch Monthly (After May 2026)¶

Item	Cost	Notes
Canva Pro	$13/mo	Ongoing
Email marketing (Resend/Loops)	$0-25/mo	Free under 1000 contacts
Mixpanel/PostHog	$0/mo	Free tier covers <100K events
Influencer micro-gifts	$0-200/mo	Free app access, maybe wearable loaners
Monthly Total	$13-238/mo

Budget NOT Recommended Yet¶

Item	Why Not
Paid ads (Google, Meta, TikTok)	No product-market fit signal yet. Burn rate too high.
PR agency	$3-10K/mo. Premature before traction.
Full-time marketer	Wait until MRR > $5K
Paid influencer campaigns	Wait until Track 4 Telegram Mini App shows viral potential

Timeline & Phasing¶

Phase A: Foundation (Now -- March 2026)¶

Can start immediately, parallel to Track 1 development. ~2-3 hours/week.

Phase B: Pre-Launch (April 2026)¶

Track 1 backend nearing completion. Ramp up content. ~5 hours/week.

Phase C: MVP Launch (May 2026)¶

Track 1 + 2 complete. Soft launch. ~10-15 hours/week on marketing.

Phase D: Growth (June-August 2026)¶

Track 3 (Solana) + Track 4 (Telegram) launching. Full marketing push. ~15-20 hours/week.

Phase E: Scale (September 2026+)¶

All tracks live. Optimize funnels. Consider paid acquisition if unit economics work.

5.1 Brand & Positioning¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-001	Define brand identity: logo, color palette (dark/athletic theme), typography, tone of voice (confident, scientific, slightly edgy -- think WHOOP meets Solana)	High	4h	$0-50	Ken / Canva + AI	A (Now)	Nothing	Brand guide document exists with logo, 3 primary colors, 2 fonts, 5 tone-of-voice adjectives. Logo works at 32px (app icon) and 512px.
MKT-002	Create social media kit: profile pics, banners, post templates for Twitter/X, Instagram, TikTok, Telegram	High	3h	$0 (Canva)	Ken / Canva	A (Now)	MKT-001	Templates for 4 platforms saved in Canva. Consistent branding across all.
MKT-003	Build landing page (sellwyse.com or sellwyse.app): hero section, feature highlights for each track, email waitlist signup, app store links (placeholder)	High	6h	$0-12/yr	Ken / Next.js on Vercel or simple HTML on Cloudflare Pages	A (Now)	MKT-001	Live URL with <3s load time. Waitlist form captures email. Mobile-responsive.
MKT-004	Write App Store listing copy: title, subtitle, description, keywords for Apple App Store + Google Play. Research competitor keywords (WHOOP, Oura, Fitbit).	Medium	3h	$0	Ken	B (April)	Track 1 near complete	Draft copy for both stores. 5 target keywords identified with search volume estimates. Screenshots placeholder list defined.
MKT-005	Create App Store screenshots and preview assets: 6 screenshots per store showing key features (dashboard, AI coaching, GPS tracking, sleep analysis)	Medium	4h	$0 (Canva)	Ken / Canva	C (May)	Track 1 complete, MKT-004	6 screenshots per platform (iPhone 15 Pro + 6.7" for Apple; phone + 7" tablet for Google). Feature text overlaid on each.
MKT-006	Register and claim brand on all platforms: Twitter/X @sellwyse, Instagram @sellwyse, TikTok @sellwyse, YouTube /sellwyse, Telegram @sellwyse, Discord server, GitHub org	High	1h	$0	Ken	A (Now)	Nothing	All handles claimed and profile pics set. Bio links to landing page.

Section hours: 21h | Section cost: $0-62

5.2 Content Marketing¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-007	Write 4 foundational blog posts for SEO and credibility: (1) "What is HRV and why athletes track it" (2) "Sleep science: what your wearable is really measuring" (3) "AI coaching vs human coaching: the hybrid future" (4) "Why we're building a health app on Solana"	Medium	8h (2h each)	$0	Ken / Blog on landing page or Medium/Hashnode	B (April)	MKT-003 (landing page)	4 posts published. Each 800-1200 words. Includes Sellwyse mentions naturally.
MKT-008	Create Twitter/X content calendar: 3-5 tweets/week. Mix of: build-in-public updates (40%), health science tips (30%), Solana/Web3 commentary (20%), memes/engagement (10%)	High	2h setup + 1h/week ongoing	$0	Ken / Twitter/X	A (Now)	MKT-006	Calendar template created. First 2 weeks of tweets drafted. Scheduled via Buffer or manual.
MKT-009	Start build-in-public thread series on Twitter/X: weekly updates showing real development progress, metrics, decisions. Tag #buildinpublic #solana #healthtech	High	1h/week ongoing	$0	Ken / Twitter/X	A (Now)	MKT-006	First thread posted. Commit to weekly cadence.
MKT-010	Create 2-3 short-form videos (TikTok/Reels/Shorts): (1) "Building a health app as a solo dev" (2) Demo of wearable syncing to app (3) AI coaching in action. Raw/authentic style, not polished.	Medium	4h	$0	Ken / TikTok + Instagram Reels + YouTube Shorts	C (May)	Track 1 demoable	3 videos posted across platforms. Each under 60 seconds.
MKT-011	Write UFC/MMA-adjacent content: "How UFC fighters use HRV for fight camp readiness" and "CornerMan AI: what if every fighter had a data scientist in their corner" -- positions Sellwyse in combat sports niche	Low	4h	$0	Ken / Blog + Twitter/X	B (April)	RES-001, RES-002 (research tasks)	2 articles published. Shared in MMA subreddits and Twitter MMA community.
MKT-012	Create a "Sellwyse vs WHOOP vs Oura" comparison page on landing site. Honest comparison. Highlight: open wearable support, AI coaching, Web3 rewards, lower cost (no subscription for basic).	Medium	3h	$0	Ken / Landing page	C (May)	Track 1 feature-complete	Comparison page live. Covers 8+ feature dimensions. SEO-optimized for "[brand] alternative" keywords.

Section hours: 22h setup + ~1h/week ongoing | Section cost: $0

5.3 Community Building¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-013	Create Telegram community group + announcement channel. Pin: welcome message, roadmap link, rules. This becomes the seed community for Track 4 mini app launch.	High	2h	$0	Ken / Telegram	A (Now)	MKT-006	Group created with welcome bot, rules pinned, linked from landing page.
MKT-014	Create Discord server with channels: #general, #health-science, #web3-rewards, #bug-reports, #feature-requests, #dev-updates. Minimal moderation setup (MEE6 or Carl-bot free tier).	Medium	3h	$0	Ken / Discord	B (April)	MKT-006	Server live with 6+ channels, roles (user, beta-tester, team), and auto-moderation.
MKT-015	Engage in Solana ecosystem Twitter/X: follow and interact with 50+ Solana builders, projects, KOLs. Reply thoughtfully to relevant threads. Goal: become a recognized name before asking for anything.	High	1h/week ongoing	$0	Ken / Twitter/X	A (Now)	MKT-006	Following 50+ relevant accounts. 10+ genuine reply interactions per week.
MKT-016	Post in relevant communities (not spam): r/solana, r/fitness, r/quantifiedself, Solana Discord servers, DePIN Telegram groups. Share genuinely useful content, mention Sellwyse where relevant.	Medium	1h/week ongoing	$0	Ken / Reddit, Discord, Telegram	B (April)	MKT-007 (need content to share)	2-3 community posts per week. Track which communities drive traffic.
MKT-017	Design ambassador/early-adopter program: 20-50 beta testers get free premium access + "Founding Member" NFT badge + input on roadmap. Recruit from Telegram group and Twitter followers.	Medium	3h	$0	Ken	C (May)	Track 1 MVP ready, Track 3 NFT minting	Program documented. Application form live. First 10 ambassadors recruited.

Section hours: 8h setup + ~2h/week ongoing | Section cost: $0

5.4 Web3 Marketing¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-018	Submit Sellwyse to Solana dApp Store with optimized listing: description, screenshots, category (Health & Fitness). Be among the first health apps listed.	High	3h	$0	Ken / Solana dApp Store	D (June)	Track 3 Solana integration complete	App live on dApp Store. Listing has 4+ screenshots and full description.
MKT-019	Get listed on Solana ecosystem directories: SolanaFloor, DeFi Llama (if applicable), Solana ecosystem page, DePIN directories. Fill out every submission form.	Medium	3h	$0	Ken	D (June)	MKT-018	Listed on 3+ directories with correct description and links.
MKT-020	Plan NFT achievement badge collection: design 10 badge tiers (e.g., "First Steps," "7-Day Streak," "Marathon Runner," "Sleep Master"). Compressed NFTs on Solana (<$0.01/mint).	Medium	4h design + 4h implementation	<$10 total minting	Ken / Canva for designs	D (June)	Track 3 NFT system built	10 badge designs finalized. Metadata uploaded. Minting tested on devnet.
MKT-021	Design airdrop campaign for Solana Seeker holders: free 3-month premium + exclusive NFT badge for Seeker device owners who download Sellwyse. Announce on Solana Twitter.	Medium	3h	$0 (premium costs nothing at this scale)	Ken / Twitter/X + Telegram	D (June)	Track 3 wallet integration, MKT-018	Airdrop rules published. Claim mechanism tested. Announced to Seeker community.
MKT-022	Craft DePIN narrative positioning doc: Sellwyse as a DePIN play (wearable devices = decentralized health data network). This narrative attracts Solana ecosystem attention and future VC interest.	Low	3h	$0	Ken	D (June)	Track 3 live	1-page positioning doc. Tweet thread explaining the DePIN angle.
MKT-023	Identify and reach out to 10 crypto KOLs (Key Opinion Leaders) on Twitter/X who cover Solana, DePIN, or health/fitness. Offer early access, not payment. Start with smaller accounts (5-50K followers).	Medium	4h	$0 (free access only)	Ken / Twitter/X DMs	D (June)	Track 3 live, MKT-018	10 KOLs contacted. 3+ responded. 1+ posted about Sellwyse.

Section hours: 24h | Section cost: <$10

5.5 Growth Hacking¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-024	Design in-app referral program: "Invite a friend, both get 1 month premium free." Unique referral codes. Track referrals in backend. Keep it dead simple.	High	2h design + 6h implementation	$0	Ken / Backend + App	C (May)	Track 1 MVP, user accounts working	Referral codes generate. Sharing works (native share sheet). Referred user auto-credited. Dashboard shows referral count.
MKT-025	Design Telegram Mini App viral challenge mechanics: weekly step challenges, leaderboards, "Challenge a friend" button, shareable result cards. Every interaction should prompt sharing.	High	3h design	$0	Ken	D (June)	Track 4 Telegram Mini App designed	Challenge flow documented: create challenge > invite friends > compete > share results > leaderboard. Each screen has a share CTA.
MKT-026	Build cross-promotion funnel: Telegram Mini App shows "Unlock full features in the main app" with deep link. Main app shows "Earn TON rewards in Telegram." Web3 features show "Track your health to earn."	High	3h design + 4h implementation	$0	Ken / All apps	D (June)	Tracks 1, 3, 4 all have basic versions live	Deep links work between Telegram bot and main app. Conversion from Telegram to app download is tracked.
MKT-027	Create shareable health cards: after completing a workout, sleep night, or streak, generate a branded image card users can share to Instagram Stories/Twitter. Include Sellwyse branding and download link.	Medium	5h	$0	Ken / App + Canva templates	C (May)	Track 1 dashboard working	Share button on 3+ screens. Generated card includes stat, branding, QR code or link. Works on iOS and Android share sheets.
MKT-028	Identify 5 local gyms or coaches in Hong Kong/target market for partnership: offer free coach accounts + branded profile. Coaches become distribution channel (each coach has 20-100 clients).	Medium	4h outreach	$0	Ken / Email + in-person	C (May)	Track 1 coach features working	5 gyms/coaches contacted. 2+ have accounts. 1+ actively using coach features with real clients.
MKT-029	Create "Sellwyse for Coaches" one-pager: explains coach dashboard, client management, live sessions, AI insights for coaches. PDF or landing page section. Used for gym/coach outreach.	Medium	2h	$0	Ken / Canva or landing page	C (May)	Track 1 coach features designed	One-pager exists as PDF and/or web page. Covers: features, pricing (free during beta), how to sign up.

Section hours: 29h | Section cost: $0

5.6 PR & Partnerships¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-030	Write press kit: 1-page company overview, founder bio, product screenshots, key stats, brand assets ZIP. Host on landing page (/press).	Low	3h	$0	Ken	C (May)	MKT-001, MKT-005	/press page live with downloadable assets.
MKT-031	Draft and send launch announcement to 10-15 targeted journalists/bloggers: TechCrunch (fitness), CoinDesk (Solana/DePIN), Product Hunt, Hacker News, health tech blogs. Personalized pitches, not spam.	Medium	5h	$0	Ken / Email	C (May)	Track 1 launched, MKT-030	15 personalized emails sent. 3+ opened (track with email tool). 1+ coverage piece.
MKT-032	Submit to Product Hunt: prepare listing with compelling tagline, screenshots, maker comment, early upvote coordination from community. Target a Tuesday-Thursday launch.	Medium	4h	$0	Ken / Product Hunt	C (May)	Track 1 launched, MKT-003, MKT-005	Product Hunt listing live. Top 10 of the day target. 50+ upvotes.
MKT-033	Explore UFC/MMA micro-partnerships: reach out to 3-5 amateur or low-profile MMA fighters on Instagram/Twitter. Offer free app + wearable loan in exchange for content (training with Sellwyse).	Low	4h	$0-200 (wearable loan)	Ken / Instagram DMs	D (June)	Track 1 + Track 2 polished, RES-001/002 research	5 fighters contacted. 1+ using app and posting content.
MKT-034	Research and apply to health/fitness startup programs and awards: TechStars, Y Combinator (long shot), Solana Foundation grants, health tech accelerators. Even rejected applications build network.	Low	6h	$0	Ken	D (June)	Track 1+2 complete, some user traction	3+ applications submitted. Track outcomes.

Section hours: 22h | Section cost: $0-200

5.7 Analytics & Tracking¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-035	Set up PostHog or Mixpanel (free tier): instrument key events in main app -- sign_up, device_connected, first_sync, dashboard_viewed, workout_completed, referral_sent, subscription_started	High	4h	$0	Ken / PostHog (self-host) or Mixpanel (cloud free)	B (April)	Track 1 SDK layer exists	Analytics SDK integrated. 7+ key events firing. Dashboard shows real-time event stream.
MKT-036	Define KPIs per track and create tracking dashboard	High	2h	$0	Ken / Spreadsheet or PostHog dashboard	B (April)	MKT-035	Dashboard or spreadsheet with weekly KPI tracking. See KPI Targets section below.
MKT-037	Set up funnel tracking: Telegram Mini App open > challenge joined > main app deep link clicked > app downloaded > account created > device connected > 7-day retention	High	3h	$0	Ken / PostHog + Telegram bot analytics	D (June)	Track 4 + MKT-035	Full funnel visible in analytics. Drop-off at each stage measurable.
MKT-038	Set up A/B testing framework: start with onboarding flow (2 variants). Use PostHog feature flags or simple random assignment in app.	Low	3h	$0	Ken / PostHog feature flags	D (June)	MKT-035, 500+ users	First A/B test running on onboarding. Results after 1 week with statistical significance noted.
MKT-039	Add UTM parameter tracking to all links: landing page, app store links, Telegram bot link, social media bios. Track which channels drive installs.	Medium	2h	$0	Ken	B (April)	MKT-003	All external links have UTM parameters. Source attribution visible in analytics.

Section hours: 14h | Section cost: $0

5.8 Launch Plan¶

ID	Task	Priority	Est. Hours	Est. Cost	Owner/Channel	Phase	Depends On	Done When
MKT-040	Track 1 MVP soft launch: invite-only beta with 20-50 users from personal network, Telegram group, and Twitter followers. Goal: find bugs, get feedback, NOT scale.	High	3h	$0	Ken / Telegram + Twitter/X	C (May)	Track 1 + 2 complete (May 7)	20+ beta users invited. 10+ have connected a device. Bug reports collected. NPS survey sent after 1 week.
MKT-041	Track 1 public launch: open app to everyone. Coordinate: App Store publish, Product Hunt post, Twitter announcement thread, Telegram announcement, blog post, email to waitlist. All on same day.	High	5h	$0	Ken / All channels	C (May)	MKT-040 beta feedback incorporated	App live on both stores. All channels posted simultaneously. 100+ downloads in first week target.
MKT-042	Track 3 Solana dApp Store launch: coordinate with Solana ecosystem accounts. Tweet thread explaining the integration. Tag @solaboratory @soaboratory @solanamobile. Cross-post to Solana Discord.	Medium	3h	$0	Ken / Twitter/X + Telegram	D (June)	Track 3 complete, MKT-018	Listed on dApp Store. Launch tweet gets 50+ engagements. 20+ downloads from dApp Store in first week.
MKT-043	Track 4 Telegram Mini App viral launch: pre-seed 100 users from existing community. Launch first challenge ("10K Steps Challenge -- Win TON"). Goal: 1000 users in first week through viral sharing.	High	4h	$0-50 (TON prizes)	Ken / Telegram	D (June)	Track 4 complete	Mini app live. First challenge has 100+ participants. Viral coefficient measured (invites sent per user).
MKT-044	Post-launch weekly growth review: every Sunday, review KPIs, identify top acquisition channel, double down on what works, kill what doesn't. 30-minute ritual.	High	0.5h/week ongoing	$0	Ken	C onwards	MKT-036	Weekly review completed for 4 consecutive weeks. Growth decisions documented.

Section hours: 15h setup + 0.5h/week ongoing | Section cost: $0-50

KPI Targets¶

Track 1 (MVP) KPIs¶

Metric	Month 1	Month 3	Month 6
Total downloads	100	500	1,000
Weekly active users (WAU)	30	150	400
Device connection rate	50%	60%	70%
7-day retention	30%	40%	50%
Coach accounts	2	10	25

Track 3 (Solana) KPIs¶

Metric	Month 1	Month 3	Month 6
dApp Store downloads	20	100	500
Wallets connected	10	80	400
NFT badges minted	50	500	5,000

Track 4 (Telegram Mini App) KPIs¶

Metric	Month 1	Month 3	Month 6
Mini app opens	1,000	20,000	100,000
Challenge participants	200	5,000	30,000
Conversion to main app	5% (50)	3% (600)	2% (2,000)
Viral coefficient (K-factor)	0.5	1.2	1.5+

Marketing Channel KPIs¶

Channel	Metric	Month 3 Target
Twitter/X	Followers	500
Twitter/X	Avg. engagement rate	3%+
Telegram group	Members	300
Landing page	Monthly visitors	2,000
Landing page	Waitlist signups	200
Blog	Monthly readers	500

Priority Matrix¶

Do Now (Phase A -- March 2026, during development)¶

Zero product dependency. Pure setup and content creation.

ID	Task	Hours	Why Now
MKT-001	Brand identity	4h	Everything else depends on this
MKT-002	Social media kit	3h	Need it to post anything
MKT-003	Landing page + waitlist	6h	Start collecting emails immediately
MKT-006	Claim all handles	1h	Costs nothing, prevents squatting
MKT-008	Twitter content calendar	2h	Build audience before launch
MKT-009	Build-in-public threads	1h/wk	Free marketing, builds trust
MKT-013	Telegram community group	2h	Seed community for Track 4
MKT-015	Solana ecosystem engagement	1h/wk	Relationship-building takes time

Total: ~19h setup + 2h/week ongoing

Do in April (Phase B -- Pre-Launch)¶

ID	Task	Hours	Why April
MKT-004	App Store listing copy	3h	Need before submission
MKT-007	4 blog posts	8h	SEO takes months to compound
MKT-014	Discord server	3h	Community needs home before launch
MKT-035	Analytics setup	4h	Must be in place before first user
MKT-036	KPI dashboard	2h	Track from day 1
MKT-039	UTM tracking	2h	Attribution from launch day

Total: ~22h

Do at Launch (Phase C -- May 2026)¶

ID	Task	Hours	Why Launch
MKT-005	App Store screenshots	4h	Need real app for screenshots
MKT-010	Short-form videos	4h	Need working product to demo
MKT-012	Comparison page	3h	Need real features to compare
MKT-017	Ambassador program	3h	Need product to give access to
MKT-024	Referral program	8h	Need users to refer
MKT-027	Shareable health cards	5h	Need health data to share
MKT-028	Gym/coach outreach	4h	Need coach features working
MKT-029	Coach one-pager	2h	Need for outreach
MKT-030	Press kit	3h	Need for launch PR
MKT-031	Journalist outreach	5h	Timed with launch
MKT-032	Product Hunt launch	4h	Timed with launch
MKT-040	Soft launch (beta)	3h	First 2 weeks of May
MKT-041	Public launch	5h	Mid-to-late May
MKT-044	Weekly growth review	0.5h/wk	Start at launch, never stop

Total: ~53h

Do Post-Launch (Phase D -- June+ 2026)¶

ID	Task	Hours	Why Later
MKT-011	UFC/MMA content	4h	Needs research tasks done
MKT-016	Community posting	1h/wk	Need content + product to share
MKT-018	Solana dApp Store listing	3h	Needs Track 3
MKT-019	Ecosystem directories	3h	Needs Track 3
MKT-020	NFT badge collection	8h	Needs Track 3
MKT-021	Seeker airdrop campaign	3h	Needs Track 3
MKT-022	DePIN narrative doc	3h	Needs Track 3 + traction
MKT-023	Crypto KOL outreach	4h	Needs Track 3 live
MKT-025	Telegram viral challenges	3h	Needs Track 4
MKT-026	Cross-promotion funnel	7h	Needs Tracks 1+3+4
MKT-033	MMA fighter outreach	4h	Needs polished product
MKT-034	Accelerator applications	6h	Needs traction data
MKT-037	Full funnel tracking	3h	Needs Track 4
MKT-038	A/B testing	3h	Needs 500+ users
MKT-042	dApp Store launch	3h	Needs Track 3
MKT-043	Telegram viral launch	4h	Needs Track 4

Total: ~61h

Grand Totals¶

Category	Setup Hours	Ongoing Hours	Cost
5.1 Brand & Positioning	21h	--	$0-62
5.2 Content Marketing	22h	1h/week	$0
5.3 Community Building	8h	2h/week	$0
5.4 Web3 Marketing	24h	--	<$10
5.5 Growth Hacking	29h	--	$0
5.6 PR & Partnerships	22h	--	$0-200
5.7 Analytics & Tracking	14h	--	$0
5.8 Launch Plan	15h	0.5h/week	$0-50
TOTAL	155h	~3.5h/week	$0-322

155 hours = ~19 working days of focused marketing work. Spread across March-August 2026, that is roughly 5-8 hours/week alongside development. The ongoing 3.5h/week covers Twitter, community engagement, and weekly reviews.

Top 10 Highest-ROI Tasks (If You Can Only Do 10 Things)¶

Rank	ID	Task	Why
1	MKT-003	Landing page + waitlist	Captures interest from day 1. Everything links here.
2	MKT-009	Build-in-public on Twitter/X	Free, builds audience, attracts early adopters and potential partners.
3	MKT-013	Telegram community group	Seeds the Track 4 viral launch. Community = distribution.
4	MKT-035	Analytics setup	Cannot improve what you cannot measure.
5	MKT-024	Referral program	Every user becomes a marketer. Compounds over time.
6	MKT-043	Telegram Mini App viral launch	Highest potential user count (100K target). This IS the growth strategy.
7	MKT-018	Solana dApp Store listing	First-mover in health category. Free distribution to crypto users.
8	MKT-032	Product Hunt launch	One-day effort, potential for 500+ signups.
9	MKT-028	Gym/coach partnerships	Each coach brings 20-100 users. B2B2C is underrated.
10	MKT-026	Cross-promotion funnel	Connects all tracks. Telegram users become app users become Web3 users.

Dependency Map¶

Track 1 (MVP, May 7)
  |--- MKT-004 App Store copy (needs features defined)
  |--- MKT-005 Screenshots (needs working app)
  |--- MKT-010 Demo videos (needs working app)
  |--- MKT-024 Referral program (needs user accounts)
  |--- MKT-027 Share cards (needs health data)
  |--- MKT-028 Coach outreach (needs coach features)
  |--- MKT-040 Soft launch (needs MVP)
  |--- MKT-041 Public launch (needs MVP + beta feedback)

Track 2 (AI + Polish, May 7)
  |--- MKT-012 Comparison page (needs AI features to highlight)

Track 3 (Solana, ~June)
  |--- MKT-017 Ambassador NFT badges (needs minting)
  |--- MKT-018 dApp Store listing (needs Solana build)
  |--- MKT-019 Ecosystem directories (needs MKT-018)
  |--- MKT-020 NFT collection (needs mint infrastructure)
  |--- MKT-021 Seeker airdrop (needs wallet integration)
  |--- MKT-022 DePIN narrative (needs Web3 features live)
  |--- MKT-023 KOL outreach (needs MKT-018)
  |--- MKT-042 dApp Store launch event (needs MKT-018)

Track 4 (Telegram, ~June-July)
  |--- MKT-025 Viral challenge design (needs mini app)
  |--- MKT-026 Cross-promotion funnel (needs all tracks)
  |--- MKT-037 Full funnel tracking (needs mini app + analytics)
  |--- MKT-043 Telegram viral launch (needs mini app)

Research Tasks (Track independent)
  |--- MKT-011 UFC content (needs RES-001, RES-002)

Key Principles¶

Product IS the marketing. A great product with 10 users will grow faster than a bad product with $100K in ads. Focus 80% on product, 20% on marketing until post-launch.
Telegram Mini App is the growth hack. Track 4 is not just a product track -- it is the primary acquisition channel. Every marketing dollar/hour should consider how it feeds the Telegram funnel.
Build in public. Solo founder building a health + Web3 app is a compelling story. Share everything: wins, failures, metrics, decisions. Authenticity beats polish.
Web3 community is the early adopter base. Solana users are tech-forward and willing to try new apps. They are the beachhead market. Health/fitness mainstream comes later.
Coaches are B2B2C distribution. One coach partnership = 20-100 users. Five coach partnerships = a small community. This is higher effort but higher quality than viral tactics.
Measure everything from day 1. Set up analytics before launch, not after. Every decision should be data-informed within 30 days of launch.
No paid acquisition until organic works. If the product does not grow organically (even slowly), paid ads will just burn money faster. Prove the funnel works free first.
Batch content creation. Do not create content daily. Batch: spend 2 hours on Sunday creating the week's tweets, then schedule them. Same for blog posts, videos, community posts.