Roadmap: Zero to Launch

Already Completed

Progress from Mar 27 and Apr 8 sessions

Item	Date	Notes
DONE Amazon Seller Central account	Apr 8	Configured, fiscal info pending
DONE MercadoLibre Seller account	Apr 8	Active after multi-day approval
DONE Amazon competitive scraping	Apr 8	Data fed into Seller Mastery wiki
DONE Shopify account configured	Apr 8	Deprioritized — P2 channel
DONE GitHub repo + Daniel invited	Apr 8	Daniel created account, accepted invite
DONE Agent orchestration decision	Apr 8	Claude Code over Paperclip — custom cockpit dashboard
DONE Work cadence agreed	Apr 8	3x/week 30min + Friday in-person
DONE Competitive reference identified	Apr 8	BYLT Basics as benchmark

Milestones

Definition of done for each gate

M0

Unblocked

Apr 18

Fiscal decided, bank open, names decided, M&O visited

M1

Ready to List

May 9

SKUs, photos, copy, fiscal submitted, inventory ordered

M2

Live

May 12

First listings on Amazon MX + ML

M3

First Sale

May 12–23

First organic sale on any channel

M4

Agents v1

Jun 7

6 core agents operational

M5

Full Ops

Jun 30

All 12 agents + cockpit dashboard

PARALLEL Seller Mastery Wiki Enrichment (INIT-007)

Runs alongside Phase 0–2 — Agents consult this wiki before every marketplace decision

64

Amazon pages

0

MercadoLibre pages

0

Cross-platform pages

Gap: MercadoLibre is a P0 launch channel but has zero wiki coverage. Agents writing ML listings, setting prices, or handling CS would have no best practices to consult.

Pre-Launch: Core ML Pages (must exist before first ML listing)

Wiki Page	Covers	Priority	Target
ML source identification & ingestion	Seller university, YouTube, ML dev docs, blogs	P0	Apr 14–25
mercadolibre-registro-cuenta.md	Account setup, seller dashboard, reputación system	P0	Apr 21
mercadolibre-crear-listados.md	Categories, attributes, ficha técnica, SEO	P0	Apr 25
mercadolibre-logistica-full.md	Mercado Libre Full (fulfillment), self-ship, Flex	P0	Apr 25
mercadolibre-tarifas-costos.md	Fee structure, comisiones por categoría	P0	Apr 25
mercadolibre-politicas-vendedor.md	Returns, messaging, account health policies	P0	Apr 28
mercadolibre-precios-estrategia.md	Pricing mechanics, Mejor Precio, competitividad	P0	May 2
mercadolibre-publicidad.md	Product Ads, Ofertas Patrocinadas basics	P1	May 2
cross-platform-strategy.md	Dual management, inventory split, pricing parity	P1	May 5

Post-Launch: Ongoing Enrichment (May+)

Track	Scope	Priority
Amazon gaps	Mexico-specific operations, SP-API reference	P1
ML advanced topics	Analytics, brand protection, Mercado Shops, ad optimization	P2
Continuous ingestion	New sources as they become available	ONGOING

PHASE 0 Unblock

Apr 9 – Apr 18 — Remove every dependency that prevents selling

Fiscal, Banking & Company Structure

Updated Apr 10: Three fiscal options now on the table. Societaria 33/33/33 (Miriam / Rafa / Daniel) agreed verbally. Sueldo CEO por tramos: $0–100k ventas = $5k; $100k–300k = $10k + variable. Revisión a 3 meses post-launch.

Task	Owner	Status	Target
Miriam revisa si puede facturar con descuento vía Mora Mora	Miriam	PENDING	Apr 13 (lunes)
Confirmar estructura fiscal final (3 opciones: Rafa factura con descuento / Mora Mora / Rafa compra a Miriam)	All	CRITICAL	Apr 14
Formalizar estructura societaria 33/33/33 (Miriam / Rafa / Daniel)	All	AGREED	Apr 18
Documentar escala de sueldo CEO + variable por tramos	All	AGREED	Apr 18
Validar estrategia IVA/ISR con contable (re-compra mes siguiente para llevar flujo impuestos a ~0 hasta declaración anual)	Raffaello + contable	PENDING	Apr 21
Open Klar bank account (separate from Raffaello's personal)	Raffaello	PENDING	Apr 16
Fund account — $5,000 MXN each partner	All	BLOCKED	Apr 18
Submit fiscal info to Amazon + ML to activate sales	Raffaello	BLOCKED	Apr 18
Revisión a 3 meses post-launch de estructura de compensación	All	SCHEDULED	Aug 12

Brand & Identity

Updated Apr 10 (Branding Deep Dive): MidBrand shortlist consolidated. PremiumBrand explored via 3 territories — no finalist yet. Friday Apr 11 is the decision session.

Task	Owner	Status	Target
MidBrand shortlist (5 active candidates) Back to Basics • Basic Studio • Superior Basics • The Basic Concept • Superior Tees	Daniel + Raffaello	SHORTLIST	Apr 11
PremiumBrand — 3 territories to explore T1 Abstracto mexicano: Terso, Mero, Neto, Crudo, Raso T2 Concepto: Primera Capa, Buena Cepa, Hilo Negro, Algodón Co. T3 Inglés premium: Standard Issue, Daily Standard, Proper Tee Co., Wear & Co., First Cut Top-3 agencia: Terso · Standard Issue · Primera Capa	Daniel + Raffaello	EXPLORE	Apr 11
IMPI Clase 25 search para los 5 candidatos MidBrand	Raffaello / Claude	PENDING	Apr 11
Domain search (.com + .com.mx) para MidBrand shortlist	Claude	PENDING	Apr 11
Ampliar opciones de naming premium en los 3 territorios (min 5 más c/u)	Claude	PENDING	Apr 11
Sesión de decisión final de territorio PremiumBrand	Daniel + Rafa + Miriam	CRITICAL	Apr 11 (viernes)
Diagrama HTML de posicionamiento competitivo (eje X: precio, eje Y: percepción calidad)	Claude	PENDING	Apr 11
Confirm multiple brands work under one seller center account	Raffaello	PENDING	Apr 11

Infrastructure

Task	Owner	Status	Target
Fix Daniel's SSH access (new server IP, old key cached)	Raffaello	IN PROGRESS	Apr 11

Friday Session Priority (Apr 11): Four decisions that unblock everything downstream — (1) Fiscal regime, (2) Brand names, (3) Daniel's SSH, (4) M&O visit date.

PHASE 1 Build

Apr 19 – May 9 — Assemble everything needed to create a listing

Product Selection & Inventory

Updated Apr 10: Catalog candidates identified for both tiers. Confirm in M&O visit.
MidBrand: M&O 4800 Gold (base confirmada) • M&O Heavy (alternativa a evaluar)
PremiumBrand candidates: M&O 3541 (65/35 poly-cotton) • Adulto Vintage Garment Teñido en Prenda (100% algodón)

Task	Owner	Target
Visit M&O Knits store (coordinate with Miriam)	Daniel + Raffaello + Miriam	ASAP — Week of Apr 14
Preguntas clave para Luis en la visita: • ¿Qué modelo compite mejor en packs Amazon? • ¿Disponibilidad inmediata vs lead time por modelo? • ¿Posibilidad de bordar logo o etiqueta en manga (para Premium)? • ¿Cuáles son los modelos más premium del catálogo completo?	Daniel	During M&O visit
Confirmar modelo MidBrand (M&O 4800 Gold vs Heavy)	All	Apr 21
Confirmar modelo PremiumBrand (3541 vs Vintage Garment vs alternativa)	All	Apr 21
Mapear catálogo M&O completo (premium → básico)	Daniel + Raffaello	During M&O visit
Define SKU matrix: 2 brands × 2 colors (white + black) × packs × sizes	All	Apr 23
Order first inventory from M&O (~500 pcs, white + black only)	Daniel	Apr 25
Visit imprenta for labels + packaging	Raffaello	Apr 25
Design labels (neck + sleeve) — mid-tier and premium	Raffaello	Apr 28
Premium packaging: A&F-style box, t-shirts folded in circles	Raffaello	May 2
Mid-tier packaging: basic bag	Raffaello	May 2

Content & Photography

Task	Owner	Target
Set up Pixa account ($10/mo, 600 photos, video capable)	Raffaello	Apr 19
Get base images from moplayeras.com	Raffaello	Apr 19
AI photo experiments — test realism (cut, fabric, texture) Risk of Amazon suspension from non-real imagery documented in `docs/agents/mkt-creative.md`. Include 1–2 real photos in first batch; validate every AI image against physical sample.	Raffaello	Apr 21–25
Generate mid-tier images (white backgrounds, bright, pack shots)	Raffaello	May 2
Generate premium images (editorial, textured, close-ups)	Raffaello	May 2
Generate product videos for Amazon	Raffaello	May 5
Create A/B test variants for main images	Raffaello	May 7

Branding & Product Strategy (PremiumBrand)

From Apr 10 branding deep dive: PremiumBrand playbook borrows from Sunspel (Q82), CDLP (Lyocell), Organic Basics (SilverTech), Asket (data transparency), Buck Mason (gets-better-with-age). Strategy: name the fabric, publish hard specs, physical differentiator in sleeve.

Task	Owner	Target
Propose "fabric name" propio para M&O 4800 Gold (shortlist 5–8 opciones)	Raffaello	Apr 21
Documentar specs duras del producto (GSM 165g, origen fibra, shrinkage, ciclos de lavado probados)	Raffaello	May 2
Decidir logo sutil bordado o etiqueta tejida en manga para PremiumBrand	Raffaello + Daniel	During M&O visit
Decisión: ¿PremiumBrand vive en Shopify además de Amazon?	Daniel + Raffaello	Apr 25
Decisión: ¿MidBrand incluye línea mujer? (gap identificado en Amazon MX — si sí, launch en mes 3–4)	All	Apr 11 (viernes)

Listings & API

⚠ Recordatorio crítico (Apr 10): Los costos de MercadoLibre en el análisis competitivo actual son sospechosos. Re-validar directamente en el panel ML en el primer login. No asumir los estimados actuales son correctos.

Task	Owner	Target
⚠ Re-validar costos ML con números reales desde panel (estimados actuales probablemente incorrectos)	Raffaello + Daniel	Primer login panel ML
Validate real costs on Amazon + ML with seller center access	Raffaello + Daniel	Apr 21
Research Amazon SP-API + ML API endpoints	Raffaello	Apr 25
Write listing copy — Amazon MX (consult Seller Mastery wiki)	Raffaello / Agent	May 2
Write listing copy — MercadoLibre	Raffaello / Agent	May 2
Set up API credentials in .env	Raffaello	May 2
Set pricing per brand rules	Raffaello / Agent	May 5
Daniel: create agent blueprints	Daniel	Apr 25

Legal

Task	Owner	Target
File IMPI trademark registration (clase 25) — both brands	Daniel	Apr 25
Verify NOM-004-SE-2021 label compliance	Raffaello	Apr 28

PHASE 2 Launch

May 10 – May 23 — First listings live. First sales.

Task	Owner	Target
Upload first listings — Amazon MX (white + black, both brands)	Manual / Listings agent	May 12
Upload first listings — MercadoLibre (white + black, both brands)	Manual / Listings agent	May 12
Ship inventory to FBA (Amazon)	Daniel	May 12
Ship inventory to Mercado Libre Full	Daniel	May 12
Set live prices per brand rules	Manual / Pricing agent	May 14
Monitor first days — conversion, impressions, returns	All	May 14–23
Activate Wave 1 agents	Raffaello	May 16

Launch definition: At least one listing live on each platform with inventory in FBA/Full, priced within brand rules, and CEO Copilot sending daily briefings.

PHASE 3 Operationalize

May 24 – Jun 30 — Agents progressively take over daily operations

Wave 1 — Launch (May 16)

Eyes on data from day 1

CEO Copilot — Daily Telegram briefing
Pricing — 3x/day competitor scrape
Listings — Health checks, suppression alerts

Wave 2 — Week 2-3 (May 24)

First sales create operational load

Customer Service — Draft buyer responses
Fulfillment — Order processing
Inventory — Stock monitoring

Wave 3 — Month 2 (Jun 14)

Need sales data to work with

Finance — P&L tracking
Market Intel — Competitive analysis

Wave 4 — Month 3+ (Jul)

Need organic baseline + reviews

Creative — Image pipeline
Content — Social media
Ads — PPC campaigns
Reviews — Sentiment tracking

Agent Org Chart

12 agents • 3 divisions • Activation by waves (Wave 1 → 4)

🧠 CEO Copilot Orchestrator

Daily briefing with sales, margin, stock alerts and ad performance
Detects cross-agent patterns (e.g. high returns + negative reviews = product issue)
Routes escalations to the right founder via Telegram; coordinates multi-agent response to events

🕐 Daily 8 AM • Weekly Friday PM • On-demand escalations

⚙️ Operations

Wave 1

📋 Listings Ops

Generates and optimizes titles, bullets and backend keywords for Amazon, ML and Shopify
Monitors listing health daily — detects suppressed or inactive listings
Runs A/B tests on titles and main images (biweekly rotation)

🕐 Daily 11 AM • Weekly rankings • Monthly refresh

Wave 1

💲 Pricing Ops

Monitors competitor prices 3× daily; alerts if they drop >10%
Calculates real margin per SKU (IVA, platform fees, product cost, fiscal withholdings)
Detects opportunities: competitor out of stock → price can temporarily rise

🕐 3× daily 9 AM, 2 PM, 7 PM

Wave 2

🎧 Customer Service Ops

Auto-responds to FAQs (sizes, shipping, material, pack contents)
Processes return requests following each platform's policies
Detects negative patterns and alerts team; differentiated tone per brand

🕐 2× daily 10 AM and 4 PM

Wave 2

📦 Fulfillment Ops

Monitors new orders across all channels and generates shipping labels
Tracks inbound shipments to FBA and ML Full; alerts on receiving delays
Coordinates M&O → FBA pipeline: production, packaging, shipment

🕐 Daily 10 AM

Wave 2

🏭 Inventory Ops

Calculates sell-through rate (7 and 30 days) and alerts when a SKU drops below 14 days of stock
Generates draft purchase orders for M&O based on 5-7 day lead time
Anticipates seasonal peaks (Buen Fin, Christmas) to avoid stockouts

🕐 Daily 12 PM • Monthly demand forecast

🎨 Marketing

Wave 4

📣 Ads Mkt

Manages Amazon PPC campaigns (auto + exact + broad) per SKU; target ACOS <25% Mid, <20% Premium
Harvests winning keywords from auto campaigns and moves them to exact match
Pauses keywords with ACOS >40% after 14 days of data; rebalances budget

🕐 Weekly Wednesday — campaign optimization

Wave 4

✍️ Content Mkt

Generates weekly social calendar (3-4 posts/week per brand; IG + TikTok)
Drafts email flows: welcome, abandoned cart, post-purchase, restock
Adapts tone per brand: MidBrand casual/relatable, PremiumBrand aspirational/minimalist

🕐 Weekly Monday — planning and content batch

Wave 4

🎨 Creative Mkt

Generates AI product photos; texture and cut must look realistic
Produces Amazon main images (white background), secondary and Premium editorial images
Creates variants for A/B tests of listing main images

🕐 Weekly Tuesday — visual production batch

Wave 4

⭐ Reviews Mkt

Sends review requests post-delivery (within Amazon ToS); monitors new reviews in real time
Classifies sentiment, detects recurring negative patterns (e.g. "runs small" ×3 = size alert)
Drafts public responses in brand tone; alerts if rating drops below 4.0

🕐 Monthly — review health report and trends

📊 Finance & Intel

Wave 3

💰 Finance Fin

Calculates P&L per SKU daily: revenue, platform fees, COGS, packaging, fiscal withholdings
Projects weekly cash flow: Amazon payment cycles (biweekly) vs M&O terms
Alerts if any SKU margin drops below minimum (12% Mid, 18% Premium)

🕐 Weekly Friday — P&L • Monthly fiscal prep

Wave 3

🔭 Market Intelligence Fin

Scans category weekly: new competitors in basic t-shirt packs
Analyzes top 10 competitors monthly: keywords, images, prices, reviews, A+
Identifies underserved niches and platform policy changes

🕐 Weekly Thursday — scan • Monthly competitive report

Operations (5 agents)

Marketing (4 agents)

Finance & Intel (2 agents)

Orchestrator (1 agent)

Wave 1 Active at Go Live (May 16)

Wave 2 Week 2-3 (May 24)

Wave 3 Month 2 (Jun 14)

Wave 4 Month 3+ (Jul)

Channel Strategy

Confirmed Apr 8 — cash flow first, brand building later

P0 — LAUNCH

Amazon MX

Cash flow generator. FBA for fast delivery. 15-17% commission.

P0 — LAUNCH

MercadoLibre

Volume + credibility. ML Full for ranking. 16-20% commission.

P2 — JULY+

Shopify

B2B wholesale first. B2C only with ad budget from profits.

Risks

Ranked by impact on launch timeline

Risk	Impact	Mitigation
Razón social donation takes >30 days	Delays fiscal entity	Raffaello's actividad empresarial as interim path (same-day change)
Objeto social limits t-shirt sales	Can't use that entity	Verify BEFORE starting donation; actividad empresarial as backup
M&O lead time for first order	Delays inventory	Order immediately after model selection; ask about ready stock
Costos reales de ML difieren de los estimados	Podría cambiar la viabilidad de ML como P0	Re-validar en primer login al panel ML (tarea explicita en Phase 1)
Unbranded Co. (Perú) confirma entrada a México antes del launch	Competidor directo de PremiumBrand ya anunció expansión	Monitor vía Market Intel agent; acelerar Phase 2 si se confirma entrada
Estructura fiscal no definida antes de Apr 18	Bloquea submit fiscal a Amazon/ML	Tres opciones en paralelo; escalar si Miriam no puede facturar
Amazon SP-API approval delays	Can't automate agents	Manual listing upload fine for launch; automation is Wave 2
Brand name rejected by IMPI	Restart naming process	Check IMPI database first; have 3 backups per brand
Fiscal regime choice suboptimal	Overpay taxes early	Get accountant opinion; regime can be changed later

Work Cadence

Agreed Apr 8

Session	When	Format	Purpose
Working session	Mon, Wed, Fri	30 min remote	Operational progress, unblock tasks
In-person session	Friday PM (after 3:45 PM)	At Raffaello's	Deep work, server setup, hands-on

Financial Context

$15K

MXN starting capital ($5K each)

$200K

MXN/mo best case revenue

12%+

Net margin mid-tier target

18%+

Net margin premium target

Item	Cost	Frequency
Pixa (product photography)	$10 USD	Monthly
Claude Code (agent orchestration)	$100–200 USD	Monthly
Klar bank account	Free	—
Amazon fees	15–17%	Per sale
MercadoLibre fees	16–20%	Per sale
Shopify (when active)	$39 USD	Monthly
IMPI trademark (per brand)	$2,500 MXN	One-time

PHASE 4 Expand (Jul+)

Only after consistent cash flow from Amazon + ML

Expansion	Trigger
Add gray + other colors	White/black validate demand
Expand to polo, sudaderas	Core t-shirt line stable
Shopify B2C with ads	Cash flow covers ad spend
Shopify B2B wholesale page	Retailer interest materializes
Instagram / TikTok launch	Content budget from profits
Micro-influencer seeding	Brand names + visual identity solid
Dedicated company server	Fiscal entity formalized

Critical Path

Already Completed

Milestones

PARALLEL Seller Mastery Wiki Enrichment (INIT-007)

Runs alongside Phase 0–2 — Agents consult this wiki before every marketplace decision

Pre-Launch: Core ML Pages (must exist before first ML listing)

Post-Launch: Ongoing Enrichment (May+)

PHASE 0 Unblock

Apr 9 – Apr 18 — Remove every dependency that prevents selling

Fiscal, Banking & Company Structure

Brand & Identity

Infrastructure

PHASE 1 Build

Apr 19 – May 9 — Assemble everything needed to create a listing

Product Selection & Inventory

Content & Photography

Branding & Product Strategy (PremiumBrand)

Listings & API

Legal

PHASE 2 Launch

May 10 – May 23 — First listings live. First sales.

PHASE 3 Operationalize

May 24 – Jun 30 — Agents progressively take over daily operations

Agent Org Chart

Channel Strategy

Risks

Work Cadence

Financial Context

PHASE 4 Expand (Jul+)

Only after consistent cash flow from Amazon + ML