Roadmap / execution status / first drop

Next 20 Execution Board

Status checked 2026-06-07 07:05 EDT: HTTP site and product/status pages work on GitHub Pages. IONOS DNS points correctly to GitHub Pages. HTTPS enforcement is still waiting on GitHub's custom-domain certificate. Shopify product links still redirect to the Shopify password page, so checkout is not customer-live yet.

Highest-leverage order

Unlock Shopify → run checkout smoke test → order samples → finish sticker/patch proofing → connect email/analytics → launch ads/social.

Owner/account blocked

Unlock Shopify storefront

Add/verify store address, remove password protection, verify product pages stop redirecting to /password.

store/SHOPIFY_UNLOCK_AND_CHECKOUT_RUNBOOK.md

Owner/payment blocked

Run a real checkout smoke test

Verify payments, taxes, shipping profiles, discount behavior, emails, and order confirmation.

store/SHOPIFY_UNLOCK_AND_CHECKOUT_RUNBOOK.md

Owner/payment blocked

Order first physical samples

Order tee, hoodie, hat, and desk mat samples before paid traffic.

products/SAMPLE_ORDER_QA_CHECKLIST.md

Provider login blocked

Finish sticker pack in Printify

Use sticker-pack-sheet.png to create the Watchtower Sticker Pack after Printify access.

products/STICKER_PATCH_PROVIDER_PLAN.md

Provider/proof pending

Select patch provider

Pick woven/embroidered vendor, size, backing, and proof path.

products/STICKER_PATCH_PROVIDER_PLAN.md

Prepared

Brand Shopify product handles

Rename default handles and create redirects after storefront is stable.

store/SHOPIFY_HANDLE_RENAME_PLAN.md

Done locally

Build product detail pages

Public product detail index and six product pages are now staged.

website/public/product-details.html

Prepared

Connect email capture

Choose Shopify Forms/Beehiiv/Klaviyo/Mailchimp and connect Join the Watch.

store/EMAIL_CAPTURE_AND_ANALYTICS_PLAN.md

Owner/DNS blocked

Verify support/privacy mailboxes

Set up and test support@ and privacy@ before mailto links go public.

store/SUPPORT_MACROS.md

Prepared

Add privacy-safe analytics

Install Plausible or GA4 after privacy copy names the tool.

store/EMAIL_CAPTURE_AND_ANALYTICS_PLAN.md

Prepared

Create launch bundles

Watcher Kit and Oversight Desk Kit bundle specs are ready after samples pass QA.

store/LAUNCH_BUNDLES.md

Prepared

Shoot short-form launch clips

8-12 second video briefs created from launch hooks and mockups.

social/SHORT_FORM_VIDEO_BRIEFS.md

Prepared

Build ad test matrix

3 hooks x 3 creatives x 2 audiences matrix prepared.

ads/AD_TEST_MATRIX.md

Prepared

Add UTM tracking plan

UTM naming and landing variants prepared.

store/UTM_TRACKING_PLAN.md

Done locally

Create founder/oath page

Public oath page created.

website/public/oath.html

Owner/legal blocked

Lock legal/risk review

Trademark/domain/social handle clearance checklist created.

handoff/LEGAL_RISK_REVIEW.md

Done locally

Prepare support macros

Support macros drafted for sizing, shipping, returns, damage, and POD timing.

store/SUPPORT_MACROS.md

Done locally

Build sample-QA checklist

Pass/fail gates per SKU are drafted.

products/SAMPLE_ORDER_QA_CHECKLIST.md

Done locally

Create launch calendar

Public milestone calendar and handoff calendar created.

website/public/launch-calendar.html

Prepared

Plan second drop

Second drop decision framework drafted.

handoff/SECOND_DROP_PLAN.md