Launch Roadmap
12-month phased plan from Pre-Launch to Category Domination
1
1
Month 1–2
Budget
$0 (prep)
Confirm COGS with supplier invoices (resolve Shopify vs Focus Brands gap)
Create FBA shipment for 50-guest hero bundle in Gold + Silver
Photograph hero bundle with lifestyle shots (white table, event setting)
Write Amazon listing copy targeting 'disposable dinnerware set for 50 guests'
Set up Amazon Seller Central account and brand registry
KPI: Inventory ready · Listing drafted
2
2
Month 3
Budget
$1,500/mo
List 50-guest hero bundle (Gold + Silver) at $51.99
Launch PPC campaigns: Sponsored Products + Sponsored Brands
Target competitor ASINs: B0811NH9SS, B0C21215T8, B0CS395F29
Set ACoS target at 35% during launch phase
Enroll in Vine program for initial reviews (15–30 units)
KPI: 50+ reviews · BSR < 20K
3
3
Month 4–5
Budget
$1,200/mo
Add Rose Gold / Blush variant (EP competitive advantage)
Launch 30-guest bundle at $34.99
Optimize PPC — reduce ACoS to 25% as organic rank improves
Add A+ Content to hero listing
Begin collecting review velocity data
KPI: 200+ units/mo · ACoS < 30%
4
4
Month 6–9
Budget
$1,000/mo
Launch 100-guest bundle at $74.99
Launch plates-only 200pc bundle at $44.99
Expand to Mint, Linen, Ice Blue color variants
File for Amazon Brand Registry if not done
Test Sponsored Display ads for retargeting
KPI: 500+ units/mo · 3+ SKUs live
5
5
Month 10–12
Budget
$800/mo
Launch tea cup / dessert cup bundles (first-mover advantage — <4 competitors)
Bundle EP-exclusive color combinations not available from WELLIFE/Goodluck
Target 1,000+ units/month across all SKUs
Explore Amazon Deals / Lightning Deals for Q4 holiday season
Build EP brand store on Amazon
KPI: 1,000+ units/mo · Brand store live