-------------------------------------------------------------------------------- DOCUMENT CONTROL -------------------------------------------------------------------------------- Document ID : DAB-AMZ-LAUNCH-MASTER-001 Title : Amazon Phase 1 Launch — Master Plan & Gate Sequence (Year 1) Version : 1.0 Status : DRAFT Date Created : 2026-05-01 Prepared by : PYB / Daralbeida Style : BPGP Department : OPS Classification: Internal — Confidential Related Docs : DAB-AMZ-BR-001, DAB-AMZ-LISTING-001, DAB-AMZ-PPC-001, DAB-AMZ-VINE-001, DAB-AMZ-KW-001, DAB-BP-6.1 -------------------------------------------------------------------------------- OUTLINE -------------------------------------------------------------------------------- 1. Purpose & Scope 2. Phase 1 Objectives & Success Metrics 3. SKU & Pricing Reference 4. Pre-Launch Gate Sequence 5. Launch Sequence: Week-by-Week 6. Post-Launch Steady State Operations 7. Risk Register 8. Document Dependencies 9. Acronyms 10. Glossary -------------------------------------------------------------------------------- 1. PURPOSE & SCOPE ================================================================================ This document is the master operational reference for Daralbeida's Phase 1 Amazon launch. It defines the full gate sequence from pre-launch prerequisites through to steady-state operations, cross-references all subordinate SOPs, and sets the success metrics against which Year 1 performance is evaluated. All subordinate documents (Brand Registry, Listing, PPC, Vine, Keywords) are referenced by ID and must be read in conjunction with this master plan. Where a subordinate document conflicts with this master, the subordinate document governs for its specific domain; conflicts should be escalated to PYB for resolution. Scope: Amazon FBA channel only. DTC and specialty retail are Phase 2 and Phase 3 respectively and are not covered here. 2. PHASE 1 OBJECTIVES & SUCCESS METRICS ================================================================================ PRIMARY OBJECTIVE Establish Daralbeida as a recognised premium Moroccan EVOO brand on Amazon US, generate sufficient review velocity and organic rank to be self-sustaining by end of Year 1, and reach approximately 4,000 units sold across both SKUs. SUCCESS METRICS Metric Target Measurement Period ------------------------------ ------------------- --------------------- Total units sold (Year 1) ~4,000 units Oct 2026 – Sep 2027 Verified reviews (per ASIN) 50+ per ASIN End of Year 1 Average star rating 4.3 or above End of Year 1 ACoS (launch phase) < 40% Months 1–3 ACoS (steady state) < 28% Months 4–12 TACoS (steady state) < 18% Months 4–12 Organic rank: primary keywords Top 30 End of Year 1 Return rate < 5% Rolling monthly Inventory sell-through rate > 80% Per replenishment cycle 3. SKU & PRICING REFERENCE ================================================================================ SKU Size Retail Price FNSKU Required ------------ ------- --------------- --------------- DAB-OO-0.5L 0.5 L $26.00 Yes DAB-OO-1L 1.0 L $32.00 Yes Pricing confirmed by PYB as of 2026-05-01. Both SKUs require individual FNSKU labels applied at source in Morocco. FNSKU labeling at origin is mandatory — Amazon in-house labeling service is not to be used. Refer to logistics SOP for label specification and placement. 4. PRE-LAUNCH GATE SEQUENCE ================================================================================ The following gates must be completed in sequence before launch. No gate may be skipped. Each gate is owned by the function indicated. GATE 1 — SELLER CENTRAL ACCOUNT Owner : PYB Prerequisite : US legal entity established, EIN obtained, US bank account Action : Create Amazon Seller Central account (Professional plan, $39.99/month). Individual plan is not eligible for Brand Registry, A+ Content, Vine, or Sponsored Brands. Confirm : Account active, bank account verified, tax information filed GATE 2 — BRAND REGISTRY ENROLLMENT Owner : PYB / US trade counsel Prerequisite : USPTO trademark application filed (Class 29) — CONFIRMED Seller Central Professional account active Action : Enroll via brandregistry.amazon.com using USPTO serial number. Full process in DAB-AMZ-BR-001. Confirm : Brand Registry status = Enrolled. Access to A+ Content, Sponsored Brands, Brand Analytics, Vine confirmed in account. GATE 3 — PRODUCT LISTING CREATION Owner : PYB / MKTG Prerequisite : Brand Registry enrolled. FNSKU assigned per SKU. Action : Create listings for both SKUs per DAB-AMZ-LISTING-001. Listings must be in DRAFT status until inventory is confirmed in FBA. Do not set to Active before inbound shipment received. Confirm : Both listings created, FNSKU assigned, listing content reviewed and approved by PYB. GATE 4 — A+ CONTENT SUBMISSION Owner : PYB / MKTG Prerequisite : Brand Registry enrolled. Listings created. Action : Build and submit A+ Content modules per DAB-AMZ-LISTING-001. Amazon review typically takes 7 calendar days. Confirm : A+ Content status = Approved for both ASINs. GATE 5 — FNSKU LABELS & INBOUND SHIPMENT Owner : Morocco agent / 3PL Prerequisite : FNSKU assigned per SKU. Inbound shipment plan created in Seller Central. Action : FNSKU labels applied at source in Morocco. LCL shipment to 3PL. 3PL completes FBA prep and creates FBA inbound shipment. Inventory received and confirmed at FBA. Confirm : Stranded inventory = 0. Both ASINs show In Stock status. GATE 6 — VINE ENROLLMENT Owner : PYB Prerequisite : Brand Registry enrolled. Listings Active. Inventory in FBA. Fewer than 30 existing reviews per ASIN (will be zero at launch). Listings must have an image, title, and price. Action : Enroll both ASINs in Vine per DAB-AMZ-VINE-001. Enroll 0.5L first; 1L one week later to stagger review flow. Confirm : Vine enrollment confirmed. Units reserved for reviewers. GATE 7 — PPC CAMPAIGN ACTIVATION Owner : PYB / PPC contractor Prerequisite : Listings Active. Inventory confirmed in FBA. A+ Content approved. Vine enrolled. Action : Launch auto campaigns per DAB-AMZ-PPC-001. Do not launch manual campaigns until auto harvest data is available (minimum 3 weeks). Confirm : Campaigns active. Spend tracking live. ACoS monitoring dashboard confirmed with PPC contractor. GATE 8 — BRAND STORE LAUNCH Owner : PYB / MKTG Prerequisite : Brand Registry enrolled. Both ASINs active. Action : Build Daralbeida Brand Store using Amazon Store Builder. Minimum: Home page, Product page per SKU, Brand Story page. Visual identity per Daralbeida brand guidelines (colors, typography, Moroccan cultural elements). Confirm : Store live and linked to Sponsored Brands campaigns. 5. LAUNCH SEQUENCE: WEEK-BY-WEEK ================================================================================ WEEKS 1–2 (PRE-LAUNCH SETUP) - Seller Central account created and verified - Brand Registry application submitted (DAB-AMZ-BR-001) - Listing content drafted, photography assets prepared - Keyword research completed (DAB-AMZ-KW-001) - Inbound shipment plan created in Seller Central - FNSKU labels dispatched to Morocco agent WEEKS 3–4 (BRAND REGISTRY & LISTING) - Brand Registry enrollment confirmed - Both listings created in Seller Central - A+ Content modules built and submitted - Backend keywords entered per DAB-AMZ-KW-001 - Brand Store draft built WEEKS 5–6 (INBOUND & ACTIVATION) - Inventory received at 3PL - FBA inbound shipment created and shipped - A+ Content approval confirmed - Listings set to Active upon inventory receipt at FBA - Brand Store submitted for review WEEK 7 (VINE & PPC LAUNCH) - 0.5L ASIN enrolled in Vine - Auto PPC campaigns launched for both ASINs - Daily spend and ACoS monitoring begins - PPC contractor reporting cadence begins WEEK 8 - 1L ASIN enrolled in Vine - Sponsored Brands campaign launched (Brand Store live required) - First PPC weekly report reviewed WEEKS 9–10 (HARVEST & OPTIMISATION) - Auto campaign search term reports pulled and analysed - Negative keywords identified and added - First Vine reviews begin appearing (variable timing, 2–8 weeks) - Manual campaigns seeded with high-performing auto terms WEEK 11 ONWARD (STEADY STATE) - Manual campaigns optimised weekly per DAB-AMZ-PPC-001 - ACoS targets shift from launch (<40%) to steady state (<28%) - Organic rank tracking begins for primary keywords - Inventory replenishment planning initiated based on sell-through rate 6. POST-LAUNCH STEADY-STATE OPERATIONS ================================================================================ WEEKLY (EVERY MONDAY) - PPC report reviewed: spend, ACoS, TACoS, CVR, CTR per campaign - Search term report pulled: new negatives added, winners escalated to manual - Inventory level check: days of supply monitored; reorder trigger at 60 days - Listing health check: suppressed listings, stranded inventory, Buy Box status MONTHLY - Full KPI review against Section 2 metrics - Brand Analytics review: market basket, repeat purchase, demographic data - Pricing review: competitive benchmark, Buy Box win rate - Review velocity check: new reviews, rating trend, customer Q&A responses QUARTERLY - PPC strategy review with contractor - Keyword strategy refresh per DAB-AMZ-KW-001 - A+ Content performance review; update if conversion rate declining - Inventory planning for next quarter based on sell-through data 7. RISK REGISTER ================================================================================ Risk Likelihood Impact Mitigation ----------------------------- ----------- -------- --------------------------- Brand Registry delay Medium High File early; IP Accelerator path available if needed Listing suppression Medium High Ensure all required fields complete; image compliance FBA inbound delay Medium High LCL buffer: ship 6 weeks before target launch date Vine reviews delayed/negative Medium Medium Enroll early; product quality and packaging must be launch-grade PPC overspend in launch phase Medium Medium Daily budget caps enforced; weekly contractor review Stockout during launch Low High Minimum 500 units per SKU for proof-of-concept; reorder triggered at 60 days supply Trademark opposition Low High US trade counsel monitoring USPTO application status Amazon policy change Low Medium Monitor Seller Central announcements weekly 8. DOCUMENT DEPENDENCIES ================================================================================ Document ID Title Department ------------------------ -------------------------------------- ----------- DAB-AMZ-BR-001 Brand Registry Registration SOP LEG DAB-AMZ-LISTING-001 Listing Optimisation & A+ Content MKTG DAB-AMZ-PPC-001 PPC Campaign Structure & Management MKTG DAB-AMZ-VINE-001 Vine Enrollment SOP MKTG DAB-AMZ-KW-001 Keyword Strategy & Search Terms BI DAB-BP-6.1 Business Plan Section 6.1 STRAT DAB-SOP-IMPORT-US-001 US Import & FBA Logistics SOP OPS 9. ACRONYMS ================================================================================ ACoS Advertising Cost of Sale (Ad Spend / Ad Revenue × 100) ASIN Amazon Standard Identification Number CVR Conversion Rate CTR Click-Through Rate DTC Direct to Consumer EIN Employer Identification Number (US tax ID) EVOO Extra Virgin Olive Oil FBA Fulfilled by Amazon FNSKU Fulfillment Network Stock Keeping Unit HTS Harmonized Tariff Schedule KPI Key Performance Indicator LCL Less than Container Load MAFTA US-Morocco Free Trade Agreement MKTG Marketing & Brand (department code) OPS Operations & Logistics (department code) PPC Pay-Per-Click (Amazon advertising) SKU Stock Keeping Unit SOP Standard Operating Procedure STRAT Strategy (department code) TACoS Total Advertising Cost of Sale (Ad Spend / Total Revenue × 100) 3PL Third-Party Logistics Provider USPTO United States Patent and Trademark Office ================================================================================ 10. GLOSSARY ================================================================================ ACoS (Advertising Cost of Sale) Ad Spend / Ad Revenue x 100. Launch target: below 40%. Steady- state target: below 28%. Brand Registry (Amazon) Amazon program granting access to A+ Content, Vine, Brand Analytics, Sponsored Brands, and Brand Store. Requires pending or registered USPTO trademark. Gate 2 in the launch sequence. Daralbeida Brand name of the premium Moroccan EVOO venture. Always one word. USPTO trademark application filed, Class 29. EVOO Extra Virgin Olive Oil. Highest IOC grade. FFA 0.8% maximum, cold-extracted without chemical processing. FNSKU Fulfillment Network Stock Keeping Unit. Amazon's internal unit barcode. Applied at source in Morocco. Mandatory — Amazon in-house labeling service is not used. Gate Sequence The structured series of prerequisites that must be completed in order before Daralbeida's Amazon launch can proceed. Defined in Section 4. No gate may be skipped. LCL Less than Container Load. A shipping arrangement where cargo shares a container with other shippers' goods. Used for the proof-of- concept first shipment (100-500 units) before FCL volumes. MAFTA Morocco-America Free Trade Agreement. Grants Moroccan-origin EVOO zero import duty under HTS 1509.10.4000. Certificate of Origin from Moroccan Chamber of Commerce required. TACoS (Total Advertising Cost of Sale) Ad Spend / Total Revenue x 100. Steady-state target: below 18%. -------------------------------------------------------------------------------- DOCUMENT CONTROL (FOOTER) -------------------------------------------------------------------------------- Document ID : DAB-AMZ-LAUNCH-MASTER-001 Version : 1.0 Status : DRAFT Style : BPGP Department : OPS Last Modified : 2026-05-01 Review Cycle : Monthly during Phase 1; upon any gate status change Retention : 3 years from date of creation Owner : PYB / Daralbeida Distribution : Internal only — PPC contractor receives DAB-AMZ-PPC-001 only -------------------------------------------------------------------------------- END OF DOCUMENT --------------------------------------------------------------------------------