# Thailand Commerce MVP — Analytics & Decision Dashboard

Internal local pack for the Thai Market Finds MVP. Use this to decide whether to keep testing, buy a tiny batch, change the product lane, or stop before spending meaningful money.

**Scope:** local tracking only. Do not connect analytics platforms, pixels, forms, checkout, email tools, or ad accounts without Alex approval.

## 1. Weekly decision rhythm

- **Daily during posting:** log every video and waitlist/product-vote signal in the tracker.
- **Twice weekly:** check whether any product lane has a clear winner or a quality/margin blocker.
- **Weekly review:** score products, decide next content tests, and record stop/go action.
- **Before any stock purchase:** require product evidence, landed-cost estimate, packaging/postage assumptions, and Alex approval.

## 2. Metrics by funnel stage

### A. Video post metrics

Track per TikTok/Reels/Shorts post once each platform is approved and connected.

| Metric | Why it matters | MVP interpretation |
|---|---|---|
| Views at 24h / 72h / 7d | Reach and hook strength | Compare posts within the same platform, not across platforms. |
| 3-second hold / retention | Whether the first shot works | Weak hold means remake hook before judging product. |
| Average watch time | Content clarity and pacing | Higher watch time on product demos suggests stronger buying education. |
| Completion rate | Short-form fit | Strong for 8–20 sec videos; weaker for longer explainers. |
| Saves | Purchase intent / future reference | High saves are stronger than likes for bags, styling and gifts. |
| Shares | Giftability / social proof | Strong signal for bundles, unusual finds, or “which one?” votes. |
| Comments | Demand questions and objections | Mine comments for price, colour, size, delivery and quality concerns. |
| Profile clicks / link clicks | Conversion curiosity | Use only after public profile/link setup is approved. |
| Product vote mentions | Direct demand | Manual count from comments, replies, DMs or approved form votes. |

**Good early sign:** a product post gets saves/comments/questions even if reach is modest.

**Bad early sign:** views happen but no one asks price, colour, size, availability, or where to buy.

### B. Waitlist and product-vote metrics

Track manually until an approved form/CRM is connected.

| Metric | Target use | Notes |
|---|---|---|
| Total waitlist signups | Base demand | Only count opted-in people once a real form exists. |
| Vote count by lane | Product priority | Hero bag, bundle, pouch, stationery. |
| Email-to-vote completion | Friction check | If people abandon voting, simplify options. |
| Top colour/material requests | Buying guidance | Feed back into family sourcing list. |
| Price comfort answers | Margin reality | Compare “would pay” answers with required retail price. |
| Purchase timing | Readiness | “I’d buy now” is stronger than “cute”. |
| Objections | Blockers | Common blockers become next content topics. |

### C. Product scoring metrics

Score each candidate 1–5 weekly.

| Score area | 1 = weak | 5 = strong |
|---|---|---|
| Visual thumb-stop | Generic / hard to show | Instantly distinctive in first frame |
| Content depth | 1–2 videos max | 10+ natural angles: styling, source, quality, what fits |
| Demand signal | Likes only / no questions | Votes, comments, saves, “how much?” questions |
| Margin potential | Retail price feels stretched | Clear room after landed cost, packaging, postage, fees |
| Sourcing repeatability | One-off / unknown seller | Family can source repeatably with variants |
| Quality confidence | Fragile, inconsistent, unknown materials | Clear photos, measurements, sample checks |
| Compliance simplicity | Claims/risk category | Adult accessory/gift with no special claims |
| Postage fit | Bulky/fragile/expensive | Light, packable, low breakage risk |
| Brand fit | Random item | Feels like Thai Market Finds story |
| Bundle/add-on fit | Standalone only | Can lift AOV with pouch/scarf/gift wrapping |

**Priority score:** average of the 10 areas. Use notes, not just the number.

## 3. Conversion readiness checklist

A product is **conversion-ready for a tiny first batch proposal** only when all are true:

- Real source photos/video received from Thailand.
- Supplier/family notes confirm repeatability or realistic one-off quantity.
- THB buy price recorded.
- Estimated landed cost, UK packaging and UK postage recorded.
- Target retail price has at least a plausible gross margin after fees/postage assumptions.
- Dimensions, weight and material notes are captured.
- Quality risks are checked: stitching, hardware, dye transfer, smell/mould, sharp edges, closure, strap strength.
- Product avoids MVP no-go categories: food, supplements, medicines, cosmetics, toys, electronics, branded/lookalike goods, sharp/fragile/bulky/health-claim products.
- At least 3 content angles exist.
- At least one demand signal exists: votes, comments, saves, DMs, or direct buyer interest.
- Alex approves purchase/import test before money is spent.

## 4. Stop / go / pivot rules

### GO: tiny validation batch

Recommend a tiny batch only when:

- Product score is **4.0+ average**, with no compliance or quality red flag.
- At least **20 meaningful product votes** or equivalent direct signals exist, OR one small audience post produces unusually strong comments/saves.
- Target retail price still makes sense after conservative costs.
- Family can source consistent items quickly.
- Alex approves the batch.

### TEST MORE: keep posting, no stock yet

Use this when:

- Visual/content score is strong but demand is unclear.
- People ask questions but not enough are voting or opting in.
- Price comfort is unknown.
- Product may work, but better hooks/photos are needed.

Next action: make 3 more posts using different hooks: **vote**, **what fits/styling**, **quality/source story**.

### PIVOT: change angle or product lane

Use this when:

- Reach is okay but saves/comments/votes stay weak across 3+ varied posts.
- People like the story but prefer a different product/colour/price.
- Margin only works at a price the audience rejects.
- Sourcing is inconsistent but adjacent products look better.

Next action: preserve the winning hook/story and replace the product.

### STOP: do not buy/import

Stop a candidate when any is true:

- It enters a no-go category or has unresolved compliance risk.
- Fragility, mould/smell, dye transfer, sharp hardware or durability risk is unresolved.
- Landed cost makes a sane retail price impossible.
- No meaningful demand after 3–5 genuinely different posts.
- Source supply is unreliable and there is no acceptable substitute.
- It relies on unsupported claims: handmade, sustainable, artisan, therapeutic, branded, official, etc.

## 5. Product lane dashboard

Use this table in weekly reviews.

| Lane | Current hypothesis | Main metric to watch | Go condition | Likely blocker |
|---|---|---|---|---|
| Woven/rattan/straw bags | Hero product and strongest visual story | Saves, comments, votes, price comfort | Clear vote winner + margin at £45–£65 | Quality, dimensions, repeatability, shipping volume |
| Scarf + scrunchie + pouch bundle | Giftable AOV booster | Shares, gift comments, bundle votes | People choose colourways and accept £24–£38 | Bundle complexity, colour consistency |
| Pouch/travel organiser | Add-on and low-risk checkout lift | Add-on votes, AOV intent | Works as £8–£16 add-on with bags/bundles | Too generic unless pattern/source story is strong |
| Stationery/gift set | Lightweight gift lane | Saves, gifting comments, low-price votes | Repeatable set with clean packaging | May feel less distinctive than accessories |

## 6. Weekly review template

Copy this section each week into notes.

```markdown
## Thailand Commerce Weekly Review — YYYY-MM-DD

### 1. What was posted
- Posts published:
- Best-performing hook:
- Weakest hook:

### 2. Demand signals
- Waitlist signups:
- Product votes:
- Comments/questions worth noting:
- Top requested colour/style/price:

### 3. Product scoring summary
| Product | Score /5 | Main reason | Decision |
|---|---:|---|---|
| Woven bag |  |  | Go / test more / pivot / stop |
| Accessory bundle |  |  | Go / test more / pivot / stop |
| Pouch add-on |  |  | Go / test more / pivot / stop |
| Stationery set |  |  | Go / test more / pivot / stop |

### 4. Conversion readiness
- Product ready for tiny batch proposal? yes/no
- Missing evidence:
- Cost/margin concern:
- Quality/compliance concern:

### 5. Decision
- This week’s action:
- Next 3 content tests:
- Family sourcing request:
- Approval needed from Alex:
```

## 7. Tracker use

Use `analytics-tracker-template.csv` as the working log. Keep one row per product/post/date checkpoint where possible. If data is not available yet, use `TBD` rather than inventing numbers.

**Recommended minimum weekly rows:**
- 1 row per published video.
- 1 row per product lane summary.
- 1 row for waitlist/vote summary.
- 1 row for weekly decision.

## 8. Approval gates

Do not do any of these without Alex approval:

- Connect Google Analytics, Meta/TikTok pixels, forms, email marketing, Shopify, payments, or public hosting.
- Post publicly or DM/comment from brand accounts.
- Contact suppliers/family/customers on behalf of the venture.
- Buy stock, samples, packaging, ads, domains or subscriptions.
- Promise delivery dates, product origin, handmade status, sustainability, or health benefits.