# CYCLE_CONTEXT.md — PayWise · 06-JUL26

**Cycle:** 06-JUL26 (July 2026)
**Brand:** PayWise
**Status:** Phase 1 of 90-day roadmap — Fix the Leak

---

## Cycle Brief

This is the first monthly cycle following the completion of the Master Strategy Document,
Onboarding Research v2, and Buyer Psychology Profiles. All strategy docs are in place.
The priority for July is: **activation over acquisition** — getting existing signups to
complete their first bill payment within 48 hours.

**Manager input provided:** No. Cycle direction derived from Master Strategy Document,
Onboarding Research v2, and Onboarding Cluster Selection Plan.

---

## Strategic Context (from Master Strategy Document)

- **North Star:** Monthly Active Transactors (MAT)
- **Critical constraint:** Users sign up but don't transact — the activation gap is the
  #1 blocker to growth
- **Strategic thesis:** PayWise wins by being the most trusted local payment platform in
  T&T, not the most feature-rich
- **Phase gate:** Do not scale paid acquisition until activation rate ≥ 40% and CAC < $15 TTD
- **First $5,000 budget allocation:** Bill Payers ($1,600) → Operators ($1,200) → Trust
  Nodes ($700) → Agents ($600) → Merchants ($500) → Diaspora ($400)
- **90-day roadmap:** Phase 1 — Fix the Leak (Days 1-30) → Phase 2 — Build Trust
  Infrastructure (Days 31-60) → Phase 3 — Scale What Works (Days 61-90)

---

## Audience Priority (July — Phase 1)

| Priority | Cluster | Hook | Channel |
|----------|---------|------|---------|
| 1 | Cash-Poor Bill Payers | "You left home to pay a bill." | Meta + WhatsApp |
| 2 | Sale-Losing Operators | "That's money you already earned, leaving." | WhatsApp + Meta CTA |
| 3 (parallel) | Agent Storefront Network | "Your store already has the foot traffic." | Field + printed materials |

**Deferred to Phase 2:** Community Trust Nodes (referral after transaction #3)
**Deferred to Phase 3:** Fee-Fatigued Senders (diaspora — infrastructure-dependent)

---

## Activation Priorities (from Onboarding Research v2)

1. **Progressive disclosure** — new user home screen surfaces one action: "Pay a bill."
   All other features hidden until after first bill payment.
2. **CBTT license on screen one** — trust signal before any feature or action prompt.
3. **First-transaction reward** — $5 TTD wallet credit for completing first bill payment
   within 48 hours of signup. Visible before payment screen.
4. **48-hour activation sequence** — WhatsApp → push → email re-engagement for users
   who sign up without transacting.
5. **Bill-due reminders** — contextual, tied to real bill cycles, not generic re-engagement.
6. **Referral timing fix** — prompt after transaction #3, not at signup.

**Prerequisite dependency:** Push notification and SMS infrastructure must be enabled
before any of the above can scale.

---

## Content Deliverables This Cycle

- 10 carousels (3–6 slides each, spread across Bill Payers + Operators + Agents)
- 4–6 blog posts
- 4–6 newsletters
- Infographic briefs (2)
- Carousel images (per SOPs)
- Blog banners (per SOPs)
- Newsletter banners (per SOPs)
- Instagram stories (per SOPs)

---

## Brand Voice Guardrails

**Always lead with:** CBTT license, local accountability, transparent fees
**Never say:** "solutions," "leverage," "seamless," "cashless revolution," "256-bit encryption,"
"empower," startup-pitch language

**Key tone principle:** Trusted local institution, not a tech startup. Specifics and
numbers over vague claims.

---

## Reference Documents

- `PayWise_MasterStrategyDoc.html` — full strategy
- `PayWise_marketing_brain.html` — marketing context
- `PayWise_brand_guide.md` — agent-readable brand guide (root)
- `02_brand_kit/paywise-brand-guide.html` — visual identity source
- `01_knowledge_base/00.PayWise_Raw_Intelligence_Doc.html` — raw research
- `01_knowledge_base/01.PayWise_Genesis_Report.html` — genesis report
- `01_knowledge_base/02.PayWise_Buyer_Psychology_Report.html` — buyer psychology
- `01_knowledge_base/03.PayWise_Buyer_Psychology_Profiles.html` — buyer profiles
- `01_knowledge_base/04.PayWise_BuyerClusters_PriorityRanking.html` — cluster ranking
- `01_knowledge_base/05.PayWise_MessageBlockLibrary.html` — approved message blocks
- `01_knowledge_base/06.PayWise_ChannelAcquisitionMap.html` — channel rules
- `01_knowledge_base/07.PayWise_ObjectionHandlingFramework.html` — objection handling
- `01_knowledge_base/research-and-notes/PayWise_Onboarding_Research.html` — onboarding recommendations
- `01_knowledge_base/research-and-notes/PayWise_OnboardingCluster_Plan.md` — cluster hooks
- `01_knowledge_base/rules/PayWise_CTA_Selection.md` — CTA library
- `01_knowledge_base/rules/PayWise_Prompt_Improvement_Guide.md` — image prompt rules
- `02_brand_kit/` — visual assets, design sheets, logos, partner logos, product visuals, print collateral