PT Mari Sini Bermimpi ◌ PT Mari Sini Bermain

May 2026
Field Team Guidelines

April momentum positif. Marketing efficiency improve, ROAS naik, Tiktok growing. Mei kita scale yang sudah work, fix yang belum, dan build foundation untuk Jun-Dec engine.

May Total Target

Rp 1.125B

Maiimi 965M + Mini 160M

April Achieved

Rp 938M

Including Jastip Rp 95M

Real MoM Growth Required

+33%

Excluding paused channel

Marketing Budget

Rp 212.78M

17% Maiimi ◌ 27.7% Mini

Section One

April 2026 Performance Readout

April performance positif untuk Maiimi B2C Ecom. Sales sedikit turun 4.31% tapi marketing efficiency improve signifikan. ROAS semua channel naik. Quantity sold actually naik. May tinggal scale momentum ini.

Complete April Revenue Breakdown

Rp 938.4M Actual

Forecast Rp 1.027B ◌ 6 channels active

Maiimi B2C Ecom

Rp 525.9M

56% contribution ◌ 74% to target

Maiimi B2B & Retail

Rp 220.1M

23.5% contribution ◌ 96% to target

Maiimi + Mini Jastip

Rp 95.2M

10.1% contribution ◌ PAUSE in May

Mini Maiimi B2C Ecom

Rp 51.8M

5.5% contribution ◌ 57.5% to target

Mini Maiimi Hampers

Rp 45.5M

4.8% contribution ◌ 114% to target

Maiimi Marketing Performance MoM (March vs April)

April marketing performance lebih baik dari March di hampir semua metric (sales, efisiensi, traffic, conversion). Ini momentum yang harus di-sustain di May.

Sales Total

Rp 549M → Rp 525M

↓ 4.31% MoM

Quantity Sold

3,216 → 3,316

↑ 3.11% MoM

Ecom Ads Cost %

14.46% → 12.44%

↓ 13.97% (more efficient)

IG Impression

3.98M → 3.44M

↓ 15.62% MoM

IG Reach

1.90M → 2.30M

↑ 17.21% MoM

IG Profile Visit

84.7K → 77.0K

↓ 9.95% MoM

LPV Total (Marketplace)

2,275 → 2,559

↑ 12.48% MoM

Conv Rate Shopee

3.16% → 3.99%

↑ 26.12% MoM

Conv Rate Tiktok

1.72% → 2.50%

↑ 44.81% MoM

Sales Tiktok

Rp 111M → Rp 138M

↑ 23.84% MoM

Sales Shopee

Rp 397M → Rp 359M

↓ 9.58% MoM

Sales Tokopedia

Rp 41M → Rp 28.9M

↓ 29.69% MoM

Insight & Action Areas

Insight 01 ◌ Build On This

Maiimi Marketing Performance Improving

April marketing efficiency naik signifikan. Marketing cost ratio turun dari 14.46% ke 12.44%. Quantity sold naik 3.11% meskipun sales rupiah turun 4.31%. Conversion rate semua marketplace channel naik. LPV total naik. IG Reach naik (meskipun Impression turun, kualitas reach lebih baik).

Ecom Ads Cost % 14.46% → 12.44% (more efficient)
Conv Rate Shopee 3.16% → 3.99% (+26.12%)
Conv Rate Tiktok 1.72% → 2.50% (+44.81%)
LPV Total 2,275 → 2,559 (+12.48%)
IG Reach 1.90M → 2.30M (+17.21%)

May Strategy: Sustain April efficiency level. Maintain Marketing Cost <13%. Iterate creative consistent, replicate winning audience patterns. Push upper funnel (Impression, PV) untuk feed Reach yang sudah growing.

Insight 02 ◌ Tiktok Growth Engine

Tiktok Channel Outperforming

Tiktok satu-satunya channel ecommerce yang growing di April. Sales naik +23.84%, qty naik +23.39%, conv rate naik +44.81%. Revenue share Tiktok stable di 26.24% meskipun Shopee turun.

Sales Tiktok Rp 111M → Rp 138M
Qty Tiktok 791 → 976 unit
AOV Tiktok stable di Rp 141K
Conv Rate Tiktok 1.72% → 2.50%

May Strategy: Scale Live session frequency dan budget Live Rp 20M. Channel yang growing perlu fuel. Maintain Tiktok ads cap, push organic content + Live untuk amplify momentum.

Insight 03 ◌ Maintain

Tokopedia Channel Decline

Tokopedia channel struggle di April. Sales turun 29.69%, qty turun 17.86%, conv rate turun 18.67%.

Sales Tokopedia Rp 41M → Rp 28.9M
Qty 168 → 138 unit
Conv Rate 2.70% → 2.19%
AOV stabil di Rp 209K (sedikit turun dari Rp 244K)

May Strategy: Tokopedia bukan focus area di May. Maintain mode minimal effort, target Rp 50M (capped). Tidak ada budget ads incremental. Focus & resource diarahkan ke channel high-momentum (Shopee, Tiktok).

Insight 04 ◌ Critical Path

Affiliate Severely Under Target

Target April Rp 213M, actual Rp 111M (52%). Top 1 contributor hanya Rp 3.16M (vs peak Rp 300M Jul 2025). Activation rate 1.85% (91 dari 4,913 active affiliate produce GMV).

Root Cause: Top Contributor decline tanpa replacement Hero. Sudah confirmed dari historical chart Sep 2025 onwards. Solution: MKT team maintain & grooming top performer (refer Top Contributor Re-Engagement Playbook). Build 3-Hero parallel system (current Hero + 2 new Heroes Q3).

Insight 05 ◌ Sustain

Maiimi B2B Retail Strong

Target Rp 230M, actual Rp 220.1M (5 transaksi Guardian). Net Value Rp 145M (margin ~66%). Channel ini stabil dan high-margin. Note: angka April exclude Yogya, Sociolla, dan retail partner lain yang sudah on-going tapi sales report belum tersedia.

May Strategy: Push existing client (Guardian + retail partners on-going) untuk re-purchase. Target maintain Rp 200M dari channel existing. Push Hotel & Brand pipeline (Westin, Four Points, Hyatt, Aman) untuk Rp 40M tambahan dari relationship yang sudah ada.

Insight 06 ◌ Scale This

Mini Maiimi Hampers 114% Outperform

Target Rp 40M, actual Rp 45.5M. 16 transaksi dengan AOV Rp 2.84M. ROI 15.81 (recovery dari 2.82 period 1). Demand untuk premium gifting jelas terbukti.

Best sellers: 60 Pax DIY Explorer Kit (Rp 8.4M), 30 Pax + NIB combinations
Repeat customer pattern: 04/13 ada 4 transaksi sehari
April demonstrates clear demand untuk premium gifting

May Strategy: Scale aggressive. Target Rp 60M Hampers (+31.9% MoM achievable). Replicate winning formula ke Mini Maiimi B2C content. Don't break what's working.

Section Two

Key Performance Metrics

Yang harus achieved di May 2026. Tier 1 non-negotiable revenue. Tier 2 efficiency. Tier 3 affiliate. Tier 4 traffic & engagement.

Strategic Decision ◌ Channel Pause

Jastip Channel Paused di May 2026

Jastip April berkontribusi Rp 95.2M (Online Rp 77.3M + Offline Rp 17.9M). Profit margin sangat kecil karena dependency flash sale. Tidak sustainable untuk scale. Pause May untuk fokus channel high-margin (Hampers, B2B Retail, B2C dengan momentum efficiency) dan persiapan Mommy N Me popup (W4 Juni).

Revenue Metrics

Non-Negotiable ◌ Daily Pace Tracked

Channel	April Actual	May Target	Daily Pace	MoM Change	Owner
MaiimiB2C Ecom	Rp 525.9M	Rp 725M	Rp 23.4M	+37.9%	MKT Maiimi + DoS
Shopee	Rp 359M	Rp 525M	Rp 16.9M	+46%	MKT Maiimi + DoS
Tokopedia	Rp 28.9M	Rp 50M	Rp 1.6M	+73%	MKT Maiimi + DoS
Tiktok (incl Live)	Rp 138M	Rp 150M	Rp 4.8M	+8.7%	MKT Maiimi + DoS
MaiimiB2B Hotel & Brand	-	Rp 40M	Project	Existing	DoS
MaiimiB2B Retail (Guardian +)	Rp 220.1M	Rp 200M	Project	-9%	DoS + Operations
MaiimiJastip Online + Offline	Rp 95.2M	Paused	-	-100%	PAUSE May
MAIIMI TOTAL	Rp 841.2M	Rp 965M	Rp 31.1M	+14.7%	DoS
Mini Maiimi
MiniB2C Ecom	Rp 51.8M	Rp 90M	Rp 2.9M	+73.7%	MKT Mini Maiimi + DoS
Shopee	est. 41M	Rp 76.5M	Rp 2.5M	+87%	MKT Mini Maiimi + DoS
Tokopedia	est. 7M	Rp 9M	Rp 290K	+29%	MKT Mini Maiimi + DoS
Tiktok	est. 4M	Rp 4.5M	Rp 145K	+13%	MKT Mini Maiimi + DoS
MiniHampers	Rp 45.5M	Rp 60M	Project	+31.9%	MKT Mini Maiimi + CR
MiniB2B Retail	-	Rp 10M	Project	NEW	DoS
MINI MAIIMI TOTAL	Rp 97.3M	Rp 160M	Rp 5.2M	+64.4%	MKT Mini Maiimi
GRAND TOTAL MAY 2026	Rp 938.4M	Rp 1.125B	Rp 36.3M	+19.9%	DoS

Note: Excluding Jastip Rp 95M dari April baseline, real growth dari sustainable channels = +33.4% MoM. Build on April momentum (efficiency + Tiktok growth) + Hampers scale = primary engine. Tokopedia capped di Rp 50M sebagai maintain target. B2B Retail exclude Yogya, Sociolla, dan retail partner lain yang sudah on-going (sales report belum tersedia).

Efficiency Metrics

Marketing Performance ◌ Build on April Momentum

Metric	March	April Actual	May Target	Status
Maiimi Ecom Ads Cost %	14.46%	12.44%	<13%	SUSTAIN
Maiimi Conv Rate Shopee	3.16%	3.99%	4.0%+	SUSTAIN
Maiimi Conv Rate Tiktok	1.72%	2.50%	2.5%+	SUSTAIN
Maiimi Conv Rate Tokopedia	2.70%	2.19%	2.5%+	MAINTAIN
Maiimi LPV Total (Marketplace)	2,275	2,559	3,000+	SUSTAIN

Affiliate Metrics

Re-Engagement ◌ Foundation Building

Metric	April Actual	May Target	Action
Total Affiliate GMV	Rp 111M	Rp 200M	DoS personal re-engage
Affiliate Active	4,913	5,500+	Recruitment continued
Affiliate with GMV	91 (1.85%)	150+ (2.7%)	Improve activation rate
Top 1 Affiliate GMV	Rp 3.16M	Rp 30M+	Lock Tier 1 Hero
Top 10 Cumulative (Tiktok)	Rp 9.7M	Rp 50M+	Scale Tier 2 Anak Emas
Affiliate share of B2C revenue	~21%	~27%	Channel rebalance

Traffic & Engagement

Maiimi & Mini Maiimi ◌ IG + Tiktok

Maiimi IG (Apr 1-29)

Metric	Apr Actual	May Target
Views	3,900,512	4.5M+
Views from Ads	94.8%	<85%
Accounts Reached	2,029,193	2.5M+
Reach MoM	-11.5%	+10%
Interactions (Apr 1-22)	12,203	15K+
Interactions from Ads	63.0%	<55%

Critical: 94.8% Views dependency dari Ads. Goal May: kurangi dependency, scale organic.

Mini Maiimi IG (Apr 1-29)

Metric	Apr Actual	May Target
Views	1,172,555	1.3M+
Views from Ads	82.2%	<75%
Viewers	501,416	600K+
Viewers MoM	+133.7%	Sustain growth
Interactions	71,432	80K+
Interactions from Ads	7.0%	<10%

Mini Maiimi healthy organic engagement (93% non-ads). Sustain frequency yang work.

Marketing Budget May

Maiimi & Mini Maiimi ◌ Allocation by Bucket

Maiimi Marketing Budget — Rp 168.5M (17.02% of target)

Bucket	Category	Budget	% Target
Performance	Meta Ads	Rp 35M	3.54%
Performance	Tiktok Ads	Rp 25M	2.53%
Performance	Shopee Ads	Rp 50M	5.05%
Performance	Affiliate Commission	Rp 15M	1.52%
Performance	Live	Rp 20M	2.02%
Subtotal Performance (86.05%)		Rp 145M	14.66%
Growth	KOL & Affiliate	Rp 15M	1.52%
Growth	Product Seeding	Rp 5M	0.51%
Growth	Campaign / Activation	Rp 1M	0.10%
Growth	Community Event	Rp 1M	0.10%
Subtotal Growth (13.06%)		Rp 22M	2.22%
Experiment	Collaboration	Rp 250K	0.03%
Experiment	Experiment	Rp 250K	0.03%
Offline Sales		Rp 1M	0.10%
TOTAL MAIIMI		Rp 168.5M	17.02%

Performance Metrics: Target Blended ROAS 7+, Target GMV Affiliate Rp 200M, Target GMV Live Rp 200M, Avg CPV <Rp 50.

Mini Maiimi Marketing Budget — Rp 43.99M (27.50% of target)

Bucket	Category	Budget	% Target
Performance	Meta Ads	Rp 12.5M	7.81%
Performance	Tiktok Ads	Rp 2M	1.25%
Performance	Shopee Ads	Rp 9.56M	5.98%
Performance	Affiliate Commission	Rp 2.43M	1.52%
Performance	Live	Rp 1M	0.63%
Subtotal Performance (62.49%)		Rp 27.49M	17.18%
Growth	KOL & Affiliate	Rp 2.5M	1.56%
Growth	Product Seeding	Rp 2.5M	1.56%
Growth	Campaign / Activation (IDI)	Rp 11.5M	7.19%
Subtotal Growth (37.51%)		Rp 16.5M	10.31%
TOTAL MINI MAIIMI		Rp 43.99M	27.50%

Performance Metrics: Tiktok Ads ROAS 8, Shopee Ads ROAS 8, Target GMV Affiliate Rp 27M. Growth: IDI Investment included.

Total Marketing Budget May 2026: Rp 212.49M (16.85% of total revenue target Rp 1.125B). Performance bucket dominates (~81% of total budget) — disciplined allocation untuk sustain April efficiency, dengan Growth bucket sebagai investment untuk Q3-Q4 foundation.

Section Three

Improvement Areas

Lima area kritis untuk reduce ads dependency, scale yang sudah work, maintain & groom top affiliate, push B2B existing client, dan build content foundation Jun-Dec engine.

Reduce Ads Dependency & Scale Organic

Build on Win

Context

Maiimi IG Views 94.8% dari ads. Interactions 63% dari ads. Ini ketergantungan yang harus dikurangi. Goal May: kurangi dependency traffic dari ads, dan scale content/format yang sudah work secara organic.

Audit Top-Performing Organic Content

MKT Maiimi audit Reels/Posts/Stories yang deliver organic Views & Interactions tertinggi April. Identify pattern: hook, format, topic, posting time, sound. Document jadi "Organic Playbook" untuk replication.

Owner MKT Maiimi

Deadline May 5

Scale Format yang Work

Tingkatkan quantity content dengan format yang proven organic-strong (Reels 60%, Posts 25%, Stories 15%). Target: turunkan Views from Ads dari 94.8% ke <85%, Interactions from Ads dari 63% ke <55%.

Owner MKT Maiimi

Deadline Start May 8

Sustain Ad Efficiency Baseline

April Ecom Ads Cost % 12.44%. Maintain <13% di May. Bukan over-spend untuk push, tapi sustain efisiensi yang sudah improving. Coordinate dengan MIL agency untuk creative refresh cadence.

Owner MKT Maiimi + MIL Agency

Deadline Weekly review

Affiliate Revitalization

Critical Path

Problem

Affiliate target Rp 213M, actual Rp 111M (52%). Top contributor hanya Rp 3.16M (vs peak Rp 300M Jul 2025). Activation rate 1.85%. Need re-engagement Top Contributor + tier system roll-out.

Top Affiliate Performance Maintain & Grooming

MKT team identify top affiliate performer existing. Maintain dengan generous commission Tier 1 Hero (15% commission), regular content brief & reward. Grooming process: develop 2-3 new Hero candidates dengan exclusive support, training, dan sample seeding. Build 3-Hero parallel system untuk redundancy.

Owner MKT Maiimi + Affiliate Intern

Deadline Start W1 May, ongoing

Refer to Re-Engagement Playbook

Tier System Roll-Out (Execute W1 May)

Audit existing 4,913 affiliate, identify top 30 di W1. Outreach 30 affiliates W1-W2. Sign 5-8 di Tier 2 Anak Emas. Sample seeding aggressive Tier 3.

Owner DoS + Affiliate Intern

Deadline Start May 1, ongoing

Activation Rate Fix

Current 91 dari 4,913. Action: prune list ke 2,500 quality affiliates. Improve content brief untuk standard affiliate. Target: 150 affiliate with GMV.

Owner Affiliate Intern

Deadline May 31

Scale Hampers Mini Maiimi

Capitalize on Win

Opportunity

Hampers April outperform 114% target dengan ROI 15.81. Demand untuk premium gifting jelas terbukti. May target Rp 60M (+31.9% MoM scale).

Replicate & Scale Winning Formula

Audit best-seller Hampers (60 Pax DIY Explorer Kit, 30 Pax + NIB combinations). Identify content yang drive sales. Replicate visual style dan scale frequency untuk drive higher volume di May menuju Rp 60M target.

Owner MKT Mini Maiimi

Deadline May 8

Maintain Ads Performance

April ROI Hampers 15.81. Maintain ROI 10.0+ di May. Ecom Ads Cost <10% of Hampers revenue. Don't over-spend, sustain efficiency.

Owner MKT Mini Maiimi + DoS

Deadline Ongoing

B2B Channel Expansion

High Margin Channel

Strength

Maiimi B2B Retail April Rp 220.1M (96% to target) dengan margin 66%. Channel ini stable dan high-margin. Push existing client untuk re-purchase + expand existing relationship.

B2B Hotel & Brand Pipeline

Target Rp 40M di May dari relationship hotel & brand yang sudah ada. Outreach existing client (Westin, Four Points, Hyatt, Aman) untuk re-purchase atau extension. Sample seeding + meeting follow-up.

Owner DoS

Deadline May 25

Mini Maiimi Retail & B2B Foundation

Target Rp 10M dari channel baru. Maternity hospital sebagai priority partner (corporate hampers untuk new parents). Build foundation Mini Maiimi B2B pipeline untuk Q2-Q3 contribution.

Owner DoS + MKT Mini Maiimi

Deadline May 31

Content & Owned Audience Foundation

Future Engine

Gap

Maiimi IG traffic 94.8% Views dan 63% Interactions dari ads — ketergantungan sangat tinggi. Mini Maiimi content overshoot target dengan healthy organic engagement (93% non-ads).

Content Pillar Restructure (Maiimi)

Shift dari promo-heavy ke 60% educational/lifestyle, 30% product, 10% promo. 5x feed/week (Mon-Fri). Daily 3-5 stories. 4-5 reels/week hook-driven.

Owner MKT Maiimi

Deadline Start May 8

Maiimi Content Quantity Up — Push Upper Funnel

Tambahkan quantity content Maiimi dengan quality yang sama untuk perbanyak upper funnel (Views, Reach, PV) secara organic. Capture & document winning formula Mini Maiimi (visual style, hook, posting time) sebagai reference, bukan untuk replicate langsung ke Maiimi.

Owner MKT Maiimi + MKT Mini Maiimi

Deadline Ongoing

3 Macro KOL untuk Maiimi

Eksekusi May 25-30 untuk brand Maiimi. Brief jelas, focus narrative product hero. Push month-end revenue + brand visibility. Refer Maiimi 4Pillar Strategy untuk allocation.

Owner MKT Maiimi + Affiliate Intern

Deadline May 30

Section Four

Aggressive vs Conservative

Clarity dimana push hard, dimana hold. April momentum positif memberikan ruang untuk push lebih aggressive di area yang sudah work.

Aggressive

Push Hard di Area Ini

Scale Live Session

April Tiktok growing engine: sales +23.84%, conv rate +44.81%. Scale Live session frequency dan budget Rp 20M.

Top Affiliate Maintain & Grooming

MKT team reach out top performer ASAP. Maintain dengan Tier 1 Hero benefit + start grooming 2-3 new Hero candidates secara parallel.

Hampers Mini Maiimi Scale

April ROI 15.81 outperform 114% target. Don't break what's working. Push Rp 60M target.

Affiliate Recruitment Push

Push outreach untuk drive video post + target 150 affiliate with GMV. Foundation untuk Jun-Dec scaling.

B2B Existing Client Push

Push existing client untuk re-purchase. Rp 40M dari Hotel & Brand pipeline yang sudah ada relationship-nya.

Mini Maiimi Content

Maintain frequency yang sudah overshoot target. Don't break what's working.

Mommy N Me Pre-Event Marketing

Start H-30. Boost IG, KOL Mom 2-3 micro. Critical untuk popup success di W4 Juni.

3 Macro KOL Maiimi

Eksekusi May 25-30 harus perfect. Brief jelas, focus narrative product hero. Boost month-end revenue + brand visibility.

Conservative

Hati-Hati di Area Ini

Jastip Channel

PAUSE May.

Performance Ads Total Budget

Maintain Rp 110M. April efficiency improving, butuh sustain bukan over-spend.

Mini Maiimi Performance Ads

Maintain performance ads (waiting Growth Marketing Manager onboarding W3 May untuk strategic review).

Mini Maiimi Tiktok Ads

Budget hanya Rp 2M untuk testing. Belum proven channel.

New SKU Launch Maiimi

TIDAK launch SKU baru di May. Focus stabilize existing, prep Maliq Sept.

Collaboration Project

Budget Rp 250K (eksperimen kecil). Maliq prep masih in MOU phase.

Discount/Promo Strategy

Tidak pakai discount %. Push bundling promo dan freebies untuk drive AOV dan margin protection.

Section Five

Week by Week Execution

Disiplin pacing. Setiap minggu punya theme yang jelas: foundation, activation, execution monitoring, push & finalize.

Week 1 (May 1-7) ◌ Foundation & Alignment

Target Revenue Rp 230M

May 1-7

DoS meeting dengan Retail & B2B partner (prep up untuk Q2-Q3 sales contribution)

DoS

Partner alignment

May 1-7

DoS + CEO + Marketing meeting dengan MIL (Ads Agency) — alignment target, budgeting, framework Q2

DoS + CEO + MKT Maiimi

Q2 framework agreed

May 1-7

Affiliate team reach out top 30 affiliate contributor

Affiliate Intern

Top 30 contacted

May 1-7

MKT team reach out Top Affiliate Performer ASAP — start maintain & grooming protocol

MKT Maiimi + Affiliate Intern

Top performer engaged

May 1-7

Maiimi Live: team meeting & evaluation, set up strategy April

MKT Maiimi + Live Team

Live strategy doc

May 5

Twindates 5.5 promo activation — Maiimi & Mini Maiimi (bundling, freebies, payday alignment)

MKT Maiimi + MKT Mini Maiimi

Promo live di marketplace

May 7

IDI progress monitoring

CICE + CEO

Status confirmed

Week 2 (May 8-14) ◌ Execution Focus

Target Revenue Rp 250M (cumulative Rp 480M)

May 8-14

Hampers performance monitoring (leads qty, GMV, % conversion)

MKT Mini Maiimi + PD

Weekly hampers report

May 8-14

Reach out potential affiliate dengan GMV Rp 10,000,000/month (30 affiliate)

Affiliate Intern + DoS

30 contacted

May 14

Mommy N Me pre-event marketing kickoff (H-30 dari event W4 Juni)

MKT Mini Maiimi

First IG announcement

May 14

Growth Marketing Manager onboarding

DoS + HR

GMM onboarded

Week 3 (May 15-21) ◌ Execution & Monitoring

Target Revenue Rp 290M (cumulative Rp 770M)

May 15-21

Focus eksekusi & monitoring semua action plan dari W1-W2

All teams

Execution on track

May 15-21

Performance evaluation MTD vs target — adjust strategi jika perlu

DoS + GMM

Mid-month review

May 18

IDI deliverable review (push 100% by May 31)

DoS + MKT Mini Maiimi

Status

May 20

Mid-month revenue checkpoint

DoS

Course correction

Week 4 (May 22-31) ◌ Push & Finalize

Target Revenue Rp 355M (cumulative Rp 1.125B)

May 22-31

Mommy N Me finalize offline activation prep (booth, SPG, inventory, marketing materials)

MKT Mini Maiimi + DoS

Activation ready

May 25-30

3 Macro KOL Maiimi deployment — eksekusi harus perfect

MKT Maiimi

Posts live

May 25-30

Payday push (intensified content + ads)

All teams

Sales spike

May 26

IMBEX Nov registration deposit

DoS

Slot confirmed

May 31

IDI 100% closure

DoS + MKT Mini Maiimi

Visual identity locked

May 31

May post-mortem + Jun planning

DoS + Team

Jun execution doc

Section Six

Daily Operating Rhythm

Routine yang konsisten. Tidak ada room untuk drift.

Daily Check-in & Report

Sync via WA

◌Review yesterday revenue & metrics
◌Top 3 priorities today
◌Blocker escalation
◌Sales pace check vs daily Rp 36.3M

Check-out Review

Sync via WA

◌Closing report (revenue, conversion, content posted)
◌Tomorrow prep (priorities, blocker resolution, ads creative)

Friday ◌ Weekly Review

60 menit, full team + DoS

◌Total revenue MTD vs target
◌Per-channel breakdown
◌Marketing performance audit + creative review
◌Affiliate update
◌Next week action items

Section Seven

Emergency Escalation

Trigger points yang require immediate action. Don't wait until end of month untuk surface issues.

Trigger 01 ◌ Affiliate

Affiliate % to Target <70%

Jika cumulative metric affiliate (approach, video post, GMV) weekly <70% target, komunikasi langsung ke DoS. Action: re-evaluate outreach quality, content brief refresh, atau adjust tier strategy.

Trigger 02 ◌ Operation

Production Delay & Stock Issue

Komunikasi di grup core team transparan beberapa hari sebelum stock habis. Operation team harus give early warning untuk allow time-to-react (alternative supplier, expedited production, atau temporary listing pause).

Trigger 03 ◌ Live

Live Session Performance Drop

Jika Live performance drop consistently dari April baseline, new action plan & strategy rilis dari DoS. Re-evaluate host, script, schedule, atau product feature di Live.

Trigger 04 ◌ Revenue

Cumulative Revenue <80% Pace at Weekly Checkpoint

Field team urgent meeting. Decision: budget reallocation atau bundling promo push. Timeline: within 24 hours.

Trigger 05 ◌ Marketing

Ecom Ads Cost % >15% Sustained

Jika Ecom Ads Cost % >15% selama 5 hari berturut-turut (significant gap dari April baseline 12.44%), pause underperforming campaign. Audit creative + audience. Coordinate dengan MIL agency untuk strategy adjustment.

Trigger 06 ◌ Brand

IDI Agency Tidak Selesai by May 31

Escalate ke CEO untuk hard deadline. Worst case: launch repositioning Jun dengan provisional materials, IDI deliver July.

Section Eight

Roles & Accountability

Setiap role punya scope, daily/weekly cadence, monthly target, dan KPI yang clear.

MKT Maiimi

Primary Owner ◌ B2C Maiimi

Daily

Monitor daily revenue, content upload & scheduling.

Weekly

Bottleneck report, content review, affiliate performance report, external list & budget decision.

KPI ◌ Revenue

ECOM target ◌ Manual & Jastip target

KPI ◌ Quality

Content Post Tiktok ◌ Content Post Instagram ◌ Social Media Engagement Rate (Instagram, Tiktok) ◌ Reach Instagram ◌ Reach Tiktok

MKT Mini Maiimi

Primary Owner ◌ Mini Maiimi

Daily

Monitor daily revenue, content upload & scheduling.

Weekly

Bottleneck report, content review, affiliate performance report, external list & budget decision.

KPI ◌ Revenue

ECOM target ◌ Manual & Jastip target

KPI ◌ Quality

Content Post Tiktok ◌ Content Post Instagram ◌ Social Media Engagement Rate (Instagram, Tiktok) ◌ Reach Instagram ◌ Reach Tiktok

CR Team

Customer Relations

Efficiency

Order management (process orders within 24 hours), problem-solving (cancellation rate maintain).

Quality

Respond time chat <1 jam 5 menit (Shopee), maintain chat performance min 90% (Tiktok & Tokopedia). Daily ecommerce review (25 review).

Shop Health

Penalty 0 untuk semua marketplace. Rating Toko Maiimi >4.9, Rating Mini Maiimi >4.9 (Shopee), >4.4 untuk Tiktok & Tokopedia.

KPIOrder processing speed, response time, shop health, customer satisfaction

KOL & Affiliate Intern

Affiliate Engagement ◌ Recruitment

Daily

Affiliate engagement, content brief deployment.

Weekly

Top 30 affiliate audit, recruitment outreach, performance tracking.

KPIAffiliate video post, affiliate outreach, affiliate with GMV

Director of Sales

Strategic Lead ◌ All Channels

Daily

Revenue monitoring, escalation handling.

Weekly

Team review, B2B partnership outreach, strategic decisions.

May Critical

B2B existing client push (Hotel & Brand pipeline + Mini Maiimi B2B foundation), strategic alignment dengan MIL Agency, retail partner relationship Q2-Q3.

KPITotal revenue, B2B partnerships, foundation Jun-Dec

Operations

Stock & Fulfillment

Focus

Stock availability, shipment accuracy, warehouse occupancy.

Critical

Early warning untuk stock issue (komunikasi grup core team beberapa hari sebelum habis).

KPIStock availability, % shipment error <0.1%, occupancy rate >70%

Hiring & Onboarding

May Critical

W3 (May 14) Growth Marketing Manager onboarding. Pastikan onboarding plan ready, access tools, team introduction.

KPIGMM onboarded W3 May, smooth transition

Section Nine

End of May Success Definition

Tiga tier success. Must achieve adalah non-negotiable. Should achieve adalah important. Nice to have adalah bonus.

Must Achieve

Critical Non-Negotiable

Total GMV Rp 1.125B (95%+ minimum Rp 1.07B)
Maiimi GMV Rp 965M (B2C Ecom Rp 725M, B2B Hotel & Brand Rp 40M, B2B Retail Rp 200M)
Mini Maiimi GMV Rp 160M (B2C Rp 90M, Hampers Rp 60M, B2B Rp 10M)
Ecom Ads Cost % sustain April baseline (<13%)
Top Affiliate Performer maintain & grooming protocol started
IDI 100% delivered
Growth Marketing Manager onboarded W3 May

Should Achieve

Important

5+ Tier 2 Anak Emas affiliate onboarded
150+ affiliate with GMV
Mommy N Me popup prep on track (H-15 status: green)
Maliq MOU signed
B2B Hotel & Brand pipeline 2-3 partnership re-purchase
Mini Maiimi B2B foundation: 1+ maternity hospital partnership

Nice to Have

Bonus

Hampers SKU expand portfolio
New bundling catalog for improve AOV
Content creator team

Section Ten

Field Team Mindset

Cultural reminder dan principles yang akan kita pegang sepanjang May.

May adalah Build on Momentum Month. April marketing performance improving, Tiktok growing, Hampers outperform. Kita reduce ads dependency, scale organic content yang work, maintain & groom top affiliate, push B2B existing client, dan build foundation untuk Jun-Dec engine. Disciplined execution over heroics.

Director of Sales

Priority Hierarchy

Reduce Ads dependency, scale organic content yang work
Scale Hampers Mini Maiimi (proven winner)
Maintain & Groom Top Affiliate Performer + grow new Hero candidates
Push B2B existing client re-purchase (Hotel, Brand, Retail)
Prepare Mini Maiimi repositioning + Mommy N Me popup (W4 Juni)
Foundation for Jun-Dec scaling

Cultural Reminders

◌Data-driven decisions, bukan feeling-based
◌Transparent communication (good news fast, bad news faster)
◌Don't break what's working (April formula, Hampers, Mini IG content)
◌Speed over perfection (test, learn, iterate)
◌May adalah marathon, bukan sprint, sustain energy