Technicals — Daily & Weekly Goals
Info
The goals here are leading indicators — they predict whether the financial outcomes in 09-Financial Projections (Conservative) are likely to land. If these slip, finance slips 4–8 weeks later.
1. The Operating Rhythm
Daily → execute + log
Weekly → review (Sunday, 90 min)
Monthly → close (1st Sunday of month, 3 hr)
Quarterly → strategy refresh (4 hr)
Calendar this. If it’s not on the calendar, it doesn’t happen.
2. Daily Targets
Pop-up days
| Metric | Min | Target | Stretch |
|---|---|---|---|
| Cups served | 25 | 35 | 50 |
| Average ticket (RM) | 13 | 15 | 17 |
| Bag sales at cart | 1 | 3 | 6 |
| QR scans per cup served | 25 % | 35 % | 50 % |
| Repeat customers recognised | 2 | 5 | 10 |
| New IG followers from the day | 5 | 12 | 25 |
| Customer-asked questions logged | 5 | 10 | 20 |
| Drinks dumped / re-made | 0 | 0 | 0 (always) |
| Founder enjoyment (1–10) | 5 | 7 | 9 |
Roast days
| Metric | Min | Target | Stretch |
|---|---|---|---|
| Batches roasted | 1 | 3 | 5 |
| First-cup-target hit (within profile) | 80 % | 95 % | 100 % |
| DTR within target window | 80 % | 100 % | 100 % |
| Roast log fully filled | 100 % | 100 % | 100 % |
| Cupping scheduled within 72 h | yes | yes | yes |
Content / admin days
| Metric | Min | Target | Stretch |
|---|---|---|---|
| Social posts published | 1 | 2 | 3 |
| DMs answered (within 24h) | 100 % | 100 % | 100 % |
| Online orders shipped (if Wed–Fri) | 100 % | 100 % | 100 % |
| 1 follow-up email to a producer/venue | 0 | 1 | 3 |
3. Daily Log Template
Fill at end of every working day. 5 minutes. The compounding insight is enormous.
═══════════════════════════════════════════════════
KNNO DAILY LOG — DATE: ____________
═══════════════════════════════════════════════════
DAY TYPE: [ ] Pop-up [ ] Roast [ ] Admin [ ] Off
VENUE / LOCATION: ____________________________________
━━━ SALES ━━━
Cups served: _____ Bags sold: _____ Total RM: ______
Cash: RM _____ Card: RM _____ QR/FPX: RM _____
Average ticket: RM _____
━━━ OPERATIONS ━━━
Drinks re-made: _____ Reason: ____________________
Equipment issues: ___________________________________
Stock used: filter ___ g · espresso ___ g · cold brew ___ ml · milk ___ ml
Stock dumped: ______________________________________
━━━ CUSTOMERS ━━━
Repeats recognised: _____
Notable conversations / customer questions:
1. _________________________________________________
2. _________________________________________________
3. _________________________________________________
━━━ CONTENT ━━━
Posts published today: _____
Stories: _____
DMs answered: _____ / outstanding: _____
━━━ FOUNDER NOTES ━━━
What worked: ________________________________________
What didn't: ________________________________________
One thing to fix tomorrow: ___________________________
Energy / enjoyment (1–10): _____
━━━ SIGNED OFF BY ━━━
Founder on duty: ___________ Time: __________
═══════════════════════════════════════════════════
4. Weekly Targets
| Metric | Min | Target | Stretch |
|---|---|---|---|
| Pop-up days | 1 | 2–3 | 4 |
| Total cups served | 50 | 100 | 200 |
| Total revenue (RM) | 700 | 1,800 | 4,000 |
| Bags sold (cart + online) | 4 | 10 | 25 |
| New IG followers | 30 | 75 | 150 |
| New customer faces | 20 | 50 | 120 |
| Repeat-customer rate | 15 % | 25 % | 35 % |
| Roasts completed | 1 session | 1 session | 2 sessions |
| Cupping sessions completed | 1 | 1 | 2 |
| Workshops booked (when launched) | 0 | 1 | 2 |
| Producer outreach sent | 1 | 2 | 4 |
| Hours founders worked | 30 | 50 | 70 |
| Hours founders rested | ≥ 1 full off-day | ≥ 1 full off-day | 2 full off-days |
5. Weekly Review Template (Sunday, 90 min)
Block the calendar. Co-founders sit down together. Phones in another room.
═══════════════════════════════════════════════════
WEEKLY REVIEW — WEEK OF: __________ to __________
═══════════════════════════════════════════════════
PRESENT: ____________________________________________
━━━ NUMBERS ━━━
Pop-up days: _____ Cups: _____ Revenue: RM _______
Bags: _____ (cart) + _____ (online) = _____ total
New IG followers: _____ DMs replied: _____
QR scans: _____ → Bag conversions: _____
Repeat-customer % at cart: _____ %
vs. last week: ___ % change in revenue, ___ % change in cups
━━━ WHAT WORKED ━━━
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
━━━ WHAT DIDN'T WORK ━━━
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
━━━ CUSTOMER INSIGHT ━━━
Most-asked customer question: ____________________
Best feedback received: __________________________
Toughest critique received: ______________________
━━━ ROASTING / QUALITY ━━━
Cupping scores this week: _______________________
Defect or off-target roasts: _____________________
Profile adjustments needed: _____________________
━━━ STOCK ━━━
Green on hand (kg): _____ Days of supply: _____
Roasted on hand (kg): _____ Days of supply: _____
Reorder triggers fired: __________________________
━━━ CONTENT ━━━
Highest-engagement post: _________________________
Lowest-engagement post: __________________________
Pillar shortfall (which pillar got skipped?): _________
━━━ WELLBEING ━━━
Founder energy (1–10): A: ___ B: ___
Burnout warning signs: __________________________
Off-day taken: yes / no
━━━ NEXT WEEK ━━━
Top 3 priorities:
1. _______________________________________________
2. _______________________________________________
3. _______________________________________________
Pop-up days planned: _____ at _________________
Roast scheduled: _____ at _____ (CoRoasting)
Content shoot scheduled: _____
═══════════════════════════════════════════════════
6. Monthly KPIs (rolling targets — see 09-Financial Projections (Conservative) for cash-flow context)
| Month | Cups (target) | Revenue (RM) | New customers | IG followers | Repeat % |
|---|---|---|---|---|---|
| Jul ‘26 | 250 | 4,200 | 200 | 1,000 | 8 % |
| Aug ‘26 | 380 | 6,400 | 280 | 1,400 | 14 % |
| Sep ‘26 | 480 | 8,000 | 320 | 1,800 | 18 % |
| Oct ‘26 | 540 | 9,000 | 340 | 2,400 | 22 % |
| Nov ‘26 | 540 | 9,000 | 320 | 2,900 | 26 % |
| Dec ‘26 | 580 | 9,800 | 320 | 3,400 | 28 % |
| Jan ‘27 | 540 | 9,200 | 280 | 4,000 | 30 % |
| Feb ‘27 | 600 | 10,200 | 300 | 4,600 | 32 % |
| Mar ‘27 | 640 | 10,900 | 300 | 5,200 | 34 % |
Numbers above match the base scenario in 09-Financial Projections (Conservative). Conservative scenario divides by ~1.6×; optimistic multiplies by ~2×.
7. Quarterly Strategy Review (4 hours, every 3 months)
Once per quarter, step back. Don’t do this if you’re tired — reschedule.
Agenda
- Numbers review (45 min) — actuals vs. plan, contribution margin trend, cash runway
- Brand health check (30 min) — pull last quarter’s content; what’s the brand starting to sound like?
- Customer evolution (30 min) — are personas still right? What surprised us?
- Risks revisited (30 min) — re-read 07-Risks & Failure Modes; what’s risen / fallen?
- Strategy decisions (60 min) — anything in Decision Records up for re-litigation?
- Next quarter top 3 bets (30 min) — what 3 things will define the next 90 days?
- Founder check-in (15 min) — energy, friction, longevity
8. Yearly Targets (the long lens)
| Year-end Y1 (Jul 2027) targets | Status (live) |
|---|---|
| Cumulative revenue | RM 100K (base) — RM 250K (optimistic) |
| Repeat-customer rate at cart | ≥ 30 % |
| IG followers | ≥ 5,000 |
| Workshop attendees | ≥ 50 cumulative |
| Confirmed recurring producer relationships | ≥ 2 |
| Confirmed recurring pop-up venues | ≥ 4 |
| Sample roaster purchased (if cash positive) | yes / no |
| Operating cash buffer (months) | ≥ 3 months |
| Founder burnout incidents | 0 |
| Brand recall in target audience (informal poll, n=20) | ≥ 60 % prompted recall |
9. Anti-Goals (what we will deliberately NOT chase)
- Top-line cup count at the expense of contribution margin
- IG follower count from giveaways or follow-trains
- Catering / corporate revenue > 5 % of monthly revenue in year 1
- Press coverage that misrepresents the brand (esp. “trendy fruit-flavoured coffee” framing)
- Adding a second cart / venue route before the first one is consistently profitable
- Hiring before either founder is over 60 hr/week for 4 consecutive weeks AND there’s a clear unit-economics case
10. The Single Number That Matters Most
If we could only track one number weekly, it would be:
Recognised repeat customers per pop-up day.
Because:
- It captures product quality (would they come back?)
- It captures brand recall (do they remember us?)
- It captures venue strategy (do we go where they live?)
- It captures service quality (was the experience worth the return?)
- It is the leading indicator of subscription, workshop, and B2B revenue
If this number is healthy and rising, almost everything else is fine. If it isn’t, no other tactic will save us.
11. The Burnout Watch
KNNO is run by 2 founders on RM 15K capital. Burnout is the most likely failure mode.
Weekly burnout check (in the review)
- Have both founders taken a full off-day this week? Yes / No
- Has either founder slept < 6 hr for 3+ nights? Yes / No
- Is either founder dreading the next pop-up? Yes / No
- Has there been an unresolved disagreement open > 7 days? Yes / No
If 2+ “yes”: pause. Cancel a pop-up. Have an honest conversation. The brand survives a missed week. It does not survive a broken founder partnership.
My Notes & Thoughts
- The Sunday review is the single most important habit. It’s also the easiest one to skip when the week was bad. Don’t skip it on bad weeks — that’s when it matters most.
- The “single number” framing helps avoid metric-overload. Pick a number. Bet on it. Adjust quarterly.
- The burnout watch may feel soft. It isn’t. Ask anyone who’s run a small business for 18 months.
- Track founder enjoyment (1–10) every day. The pattern reveals more than financials.