Step 2 · The loop
The strategy + 90-day plan
Built from your audit: the pipeline math worked backward from your revenue goal, and two or three plays sized to the hours you actually have — with the calls scheduled before the work starts.
Write your plan ✨Reads your free audit. Part of the Flame tier.
The math
Worked backward from your goal: how many conversations, how many deals, what has to be true. Real numbers, not vibes — and your weekly check-ins keep them honest.
The plays
Two or three channel bets that fit your motion — founder posts, outbound, a launch — each sized to the hours you told the audit you actually have. Not twelve channels. Two or three.
The calls
Every play gets a clock and pre-committed criteria before the work starts. When it’s had a fair shot: cut it, double down, or give it more time — with the reasoning shown and logged.
Questions, answered plainly
What is in Kindling’s 90-day marketing plan?▼
Three things: a strategy built from your audit (positioning, who you’re actually selling to, and where you sit on the go-to-market ladder); the pipeline math worked backward from your revenue goal — how many conversations, how many deals, what has to be true; and two or three plays sized to the hours you actually have, each with a clock and pre-committed criteria for the call — cut it, double down, or give it more time.
What is pipeline math?▼
Working backward from a revenue goal to weekly marketing activity. If you need $400K in pipeline by November and your average deal is $15K, that’s roughly 27 deals in play — which at typical conversion means about thirty real conversations, which means a specific number of outbound touches, posts, or signups per week. The plan does this math explicitly so every play traces to the number, and weekly check-ins keep it honest.
Do I need the audit before the plan?▼
Yes — the plan reads directly from your audit: your positioning read, your go-to-market ladder placement, your channel fits, and your leaks. The audit is free and takes about ten minutes, and it’s what makes the plan specific to your company instead of a template.
What happens when things change mid-quarter?▼
The plan updates. Pipeline check-ins feed real numbers back in, the Monday briefing tracks what moved, and when a play hits its scheduled review, Kindling makes the call with the reasoning shown. On the Bonfire tier the plan re-runs when conditions change, and a quarterly re-audit resets the foundation.
The method, written out with 2026 benchmarks: the 90-day plan framework and pipeline math in the Library.
It starts with the audit.
The plan is only as specific as its foundation. Run the free audit first — ten honest minutes — and the plan builds from what it finds.
Start with the free audit ✨Then every Monday, the briefing keeps it moving.