Decisions and outcomes
Quarter: Jul to Sep 2026 Renewal Nov 30 2 accepted actions still open
The quarter at Larkspur Cycles, assembled for the renewal conversation: what Lantern Row Advisory recommended, what Tessa Lund decided, what is complete, what is still open and how the agreed metrics moved. Prepared by Ruth Adeyemi, fractional CMO, for the Lantern Row practice owner and Tessa Lund, head of marketing. The next-term proposal is kept separate from this record. The renewal date, Nov 30, 2026, is 60 days from October 1.
Every recommendation raised in the quarter, with the decision and what happened next. Open items are reported as open, not as delivered.
| Recommendation | Raised | Decision | Outcome |
|---|---|---|---|
| Move the cart abandonment email to one hour after exit | Aug review | Accepted Aug 10 | Complete, live Aug 17 |
| Add the dealer locator to every e-bike product page | Aug review | Accepted Aug 10 | Complete, live Aug 21 |
| Publish the commuter fit guide | Aug review | Accepted Aug 10 | Complete, live Sep 1 |
| Start a weekly dealer order report | Aug review | Accepted Aug 10 | Complete, first report Aug 28 |
| Tag the spring test landing pages consistently | Sep review | Accepted Sep 7 | Complete, Sep 18 |
| Rebuild the post-purchase email series | Sep review | Accepted Sep 7 | Complete, live Sep 30 |
| Collect dealer stock feedback each month | Sep review | Accepted Sep 7 | Open, in progress |
| Send the dealer email sequence | Sep review | Accepted Sep 7 | Open, not started |
| Launch a customer referral offer | Jul review | Declined Jul 8 | Offers need finance sign-off; not this quarter |
| Test a second paid social audience | Jul review | Declined Jul 8 | Budget held for the dealer co-marketing tests |
| Redesign the web store checkout | Aug review | Deferred Aug 10 | Revisit after the spring launch |
One more recommendation, moving 15 percent of the paid social budget to dealer co-marketing for November and December, was raised in the October review. It is outside this quarter's count and waits for a decision by Oct 9.
Completed versus open
- Accepted actions completed with evidence: 6 of 8
- Accepted actions still open: 2 of 8
Metric movement
Movement against the metric definitions agreed with Tessa Lund, from the first month of the quarter to the last.
| Metric | July | September | Movement | Reading |
|---|---|---|---|---|
| Repeat purchase rate | 18 percent | 21 percent | Up 3 points | Moved over the quarter; the review does not claim which action caused it |
| Web store orders a month | 395 | 449 | Up 14% | Orders are counted at checkout |
| Dealer orders a month | 140 | 138 | Flat | Dealer reports arrive on a five-day lag |
| Email orders within 7 days of a click | 92 | 101 | Up 10% | Small base; read as steady |
| Paid social cost per order | Not comparable | Not comparable | Tracking question | Conversions counted differently since Sep 12; not reported as performance |
Figures are sample values.
Next-term scope
The scope conversation is separate from this review. A written proposal follows on Nov 10 as its own document.
- Quarter record assembled
- Practice owner confirms position, Oct 8
- Quarter shared with Tessa Lund, Oct 13
- November review, Nov 3
- Scope proposal sent, Nov 10
- Scope agreed, Nov 17
- Renewal date, Nov 30
Topics the scope conversation will cover, none of them a proposal yet:
- The spring launch brief and the review of first concepts against it.
- Dealer co-marketing after the January review.
- Metric definitions, including the paid social count once the tracking change is confirmed.
- Reporting dates: the second working day of each month.
Before the renewal conversation
- Quarter record assembled from the three reviewsdone
- Tessa Lund reassigns the product photo request by Oct 5open
- Practice owner confirms the commercial position and scope by Oct 8open
- Ruth Adeyemi confirms the two open actions, owners and dates with Tessa Lund by Oct 13open
- Jamie Park adds October results to the record for the Nov 3 reviewopen
- Agree the next-term scope with Tessa Lund before the Nov 30 renewal dateopen
Prepared by
- Ruth AdeyemiFractional CMO, Lantern Row Advisory, prepared this brief
- Jamie ParkMarketing operations lead, Lantern Row Advisory, assembled the quarter's record
- Tessa LundHead of marketing, Larkspur Cycles, client reader