Breadwinner — Marketing & Launch Pack
_Everything an agency needs to plan and run the launch and growth campaign across Facebook, Instagram, TikTok and the website blog._
Prepared: 18 September 2026 Product: Breadwinner — grocery receipt intelligence for Botswana Live at: https://app.breadwinner.deals
How to use this pack
| # | Document | For |
|---|---|---|
| 1 | Product & brand brief | Everyone. Product truth, positioning, audiences, messaging, tone |
| 2 | Social playbook | Social lead + creatives. Pillars, hooks, formats, cadence, 30-day calendar |
| 3 | Blog editorial plan | Content lead. Pillars, 12 article briefs, SEO angles, publishing cadence |
| 4 | Growth experiments | Growth lead. The loop, experiment backlog, referral and credit mechanics |
| 5 | Measurement & compliance | Analytics + account lead. UTM conventions, KPIs, claim guardrails |
Ground rule: everything in document 1 is verified against the live product. If a number isn't in this pack, it hasn't been verified — don't publish it. Section 5 lists the claims that need checking before they go out, and the ones we want to earn from our own data instead.
The product in one paragraph
Breadwinner turns a grocery till slip into money. A shopper photographs their receipt, the app reads it, and it tells them what their groceries actually cost, which items they overpaid for compared with what other shoppers paid, and where the same basket is cheaper. It runs on points, weekly streaks and referrals, and it works on any phone because it's a web app — no app store, no card required.
Free forever with 10 receipt uploads a month. Premium is P29/month or P249/year.
The one number that matters
Verified user → first receipt upload. Nothing in the product is useful until a receipt is scanned. Every marketing asset should be judged on whether it moves someone from signed up to scanned their first slip. Signups are vanity; first uploads are the business.
What we still need from you
_Ordered by how much it blocks work. Items marked 🔴 block the campaign start._
Business decisions (only you can make these)
| # | Needed | Why it blocks, and what "good" looks like |
|---|---|---|
| 1 | 🔴 Budget & split by channel and month | Determines whether this is a paid-led or organic-led campaign. Give a monthly figure plus split — organic-only is a valid answer, but it changes the whole plan. |
| 2 | 🔴 Launch objective for 90 days | Pick the primary: (a) X first-time uploads, (b) Y verified signups, (c) Z Premium conversions. One primary goal — secondary ones get optimised against it. |
| 3 | 🔴 Target geography | Gaborone only, or Gaborone + Francistown + Maun? Affects creative (store names shown), ad targeting and, later, which stores we onboard. |
| 4 | 🟡 Offer posture | Free plan only, or lead with Premium? Recommended: lead free, sell Premium at the moment of felt value (monthly limit hit). Confirm. |
| 5 | 🟡 Promo appetite | Do we hand out upload-credit codes (e.g. launch-week bonus 10 uploads) via the admin Credits tool? Decide quantity so we can plan giveaways. |
| 6 | 🟡 Referral reward | In-product is +25 points to the referrer on the referral's first upload. Do we add a campaign-level reward (e.g. Premium month for 5 referrals)? |
Access & accounts
| # | Needed | Notes |
|---|---|---|
| 7 | 🔴 Social handles ownership | Who creates and owns Facebook / Instagram / TikTok accounts, and who holds admin. We recommend business accounts owned by Breadwinner, agency given partner access. |
| 8 | 🔴 Meta Business Manager + TikTok Business Centre setup, Pixel/TikTok pixel access | Needed before any paid spend or conversion tracking |
| 9 | 🟡 Analytics access | Read access to the platform's admin dashboards (funnel: signups, verified, first upload, Premium) so creative can be judged on activation, not clicks |
| 10 | 🟡 Domain/email for press & inbound | e.g. hello@breadwinner.deals for the blog's contact and press queries |
Assets
| # | Needed | Notes |
|---|---|---|
| 11 | 🔴 Logo files | SVG/PNG, light and dark, plus a mark-only version for social avatars |
| 12 | 🔴 Real screenshots or screen recording of the flow | Dashboard, a receipt being scanned, the savings result. This is the most persuasive asset we have — a real Gweta/Gaborone slip beats any stock photo. Blur personal details first. |
| 13 | 🟡 Store partnerships/approvals | If we name retailers in content (Choppies, SPAR, Pick n Pay, Sefalana, Checkers appear in our demo data), confirm we're comfortable naming them publicly. Recommended: yes, factually, never negatively. |
| 14 | 🟡 Real user quotes/permission | Even 2–3 beta users saying "I found PX" is worth more than any copy we write. Needs their permission. |
Content approvals
| # | Needed | Notes |
|---|---|---|
| 15 | 🔴 Approval route & turnaround | Who signs off copy and creative, and how fast? Weekly batch approval is ideal. |
| 16 | 🟡 Brand voice exceptions | We default to Setswana-friendly, plain-English, no jargon. Flag anything you feel strongly about (e.g. whether to use "Dumela" in ads — the product already greets users with it). |
Data (for the good stuff)
| # | Needed | Notes |
|---|---|---|
| 17 | 🟡 Consent-confirmed aggregate data for content | The platform can publish anonymised price insights ("what a grocery basket costs in Gaborone this month"). It only needs users who consented — see document 5. This is our strongest differentiator: content nobody else can write. |
Recommended plan shape
Weeks 1–2 — foundation. Brand kit locked, pixels installed, UTM scheme agreed, first 8 creatives produced, blog live with 3 seed articles, 10 beta users recruited for quote/testimonial rights.
Weeks 3–6 — pilot. Small paid budget across Meta + TikTok, 3 content pillars live, 2 blog articles per week, weekly experiment review against first-upload rate.
Weeks 7–12 — scale. Double down on the two winning hooks, launch the referral push, start publishing data-driven price content monthly, begin Premium messaging to users who have hit the free monthly limit.
_Source of truth for product behaviour: the live app and this pack. When something changes in the product, tell us and we'll update document 1._