FidoBiz campaigns must die — 810 LN0 going to a discontinued product (April 2026). Kill and reallocate
Influencer attribution broken — 0 LN0 tracked in May despite active roster. SmartLink tracking is a prerequisite before any spend
May Channel Performance
Channel
May LN0
CAC
KYC→LN0
June Action
Organic / Direct
3,771
$0
—
Base
Google UAC (all)
3,695
~$8.50
36%
Focus — restructure
Meta (FB/IG)
203
~$15
46%
Scale
MTN SMS/MoMo
35
—
—
Scale
SafeBoda
12
—
58%
Revive
Influencers
1
—
—
Rebuild from scratch
Structural problem: KYC→LN0 at 36% vs Ghana's 58%. This is a product/scoring funnel issue, not just marketing. Every paid channel underperforms vs Ghana because of this leak. June marketing can push volume in, but the conversion ceiling limits ROI until the funnel is fixed.
1 Growth Budget Allocation — $55,242
Marketing/offline $6,138 allocated separately (creative, radio, MoMo agents, influencer content production). This plan covers Growth only.
Creative/video production, radio (Kampala FM), MoMo agent network, influencer content production, community activations. Not included in this growth plan — managed by marketing team.
2 Google UAC — $40,000 RESTRUCTURED
Restructure Priorities
Kill all FidoBiz campaigns — 810 LN0 to dead product. Reallocate to tROAS + Retargeting
Fix Retargeting — crashed -87% in May. New audience lists needed
tROAS over tCPA — shift budget toward value-based bidding
UAC Campaign Architecture
Campaign
Budget
LN0 Target
Bid Strategy
May LN0
June Focus
C1: UG UAC Core (tCPA)
$18,000
2,200
tCPA $8
~2,400
Reduce share — let tROAS absorb
C2: UG UAC Core (tROAS)
$12,000
1,600
tROAS 250%
~800
Scale — value-based
C3: UG Retargeting (UACe)
$6,000
800
tCPA $5
~350
Fix + Scale
C4: UG FS&L0 Tiers
$2,500
400
tROAS
—
Maintain
C5: UG In-app Signals
$1,000
170
tCPA
—
Test — if Ghana's 91.8% KYC→L0 replicates
C6: Search Brand
$500
30
IS ≥95%
—
Maintain
C3 Retargeting Rebuild
What Broke in May
LN0 crashed -87% MoM
Audience lists stale or too narrow
FidoBiz users polluting retargeting pools
June Fix
Fresh audience lists: KYC started (not complete), Score eligible (not disbursed), Lapsed 30-90d
Exclude all FidoBiz signups from pools
Frequency cap: 4/user/week
Wk2 gate: if <200 LN0, shift $2K to C2
Campaigns to Kill
Campaign
May LN0
Action
Reason
UAC UG — FidoBiz Docs
~500
Kill
FidoBiz discontinued Apr 2026
UAC UG — FidoBiz FS250
~310
Kill
FidoBiz discontinued
Any FidoBiz variant
—
Kill
Sweep all FidoBiz references
810 LN0/month to a dead product. Kill FidoBiz campaigns Day 1. Reallocate: $3K → C2 tROAS, $2K → C3 Retargeting.
3 Meta Campaigns — $7,000
Why $7K (down from $8K)
Meta showed strong momentum (+61% MoM, 203 LN0) but at $15+ CAC. With growth-only budget, trimming $1K while keeping the restructured campaigns running. Focus on retargeting for better conversion.
Campaign / Adset
Budget
LN0 Target
Notes
UG App Purchase
$3,500
180
—
↳ Salary Workers Kampala
$2,000
100
Top segment
↳ MoMo Users Broad
$1,500
80
Uganda-specific audience
UG Retargeting
$3,500
220
—
↳ KYC Started, Not Complete
$1,500
95
Rescue funnel drops
↳ Score Eligible, Not Disbursed
$1,500
95
Push approved users
↳ Lapsed 30-60d
$500
30
Win-back
Wk2 gate: If any adset <15 conversions by Wk2, consolidate to top 2. Meta needs volume to optimize — better to concentrate.
4 MTN SMS / MoMo — $4,000
Emerging channel — grew +338% MoM in May (35 LN0 from near-zero). Ghana's TSMS analysis showed $2.94 CAC — Uganda should replicate this playbook.
Blast Type
Schedule
Audience
Budget
LN0 Target
Notes
MTN TSMS
4x monthly (Mon)
~200K cold each
$2,400
120
Replicate GH playbook ($2.94 CAC)
ELIGIBLE→LN0
3x monthly
Score eligible, 0 loans
$800
50
Push approved users
MoMo CROSS-SELL
2x monthly
MoMo active, no Fido
$500
20
Test: "MoMo user? Get cash fast with Fido"
REG→KYC
2x monthly
App open, KYC incomplete
$300
10
Funnel push
5 Influencers — $2,000 (Paid Media) REBUILT
v2 Split: $2,000 growth (tracked) + content production in marketing budget
May: 0 LN0 tracked from influencers. The problem wasn't the influencers — it was zero tracking. June: no spend without SmartLink attribution. Growth budget covers paid promotion of influencer content (boosted posts, affiliate fees). Content creation costs sit in the $6,138 marketing budget.
Tracking Prerequisites (Must Complete by Jun 3)
Step
Action
Owner
Deadline
1
Create unique SmartLink per influencer (Kochava/Adjust)
Growth
Jun 2
2
Set up UTM structure: utm_source=influencer&utm_medium={name}&utm_campaign=ug-jun
Growth
Jun 2
3
Test SmartLinks — verify install → signup attribution
Growth
Jun 3
4
Share tracking links with influencers
Marketing
Jun 3
Hard gate: No influencer content goes live until SmartLinks are tested and working. $0 spend until attribution is confirmed.
Influencer Roster — 4 Tiers
Tier
Count
Fee/Post
Budget
LN0 Target
Profile
Micro (5-20K followers)
6
$50-80
$600
40
Boda-boda riders, market sellers, salon owners
Mid-tier (20-80K)
4
$100-200
$700
35
Finance/lifestyle TikTok, YouTube Uganda
Boda-boda specialists
3
$60-100
$400
15
Boda-boda community leaders, mechanics
SafeBoda collab
2
$150
$300
10
SafeBoda driver ambassadors
Content Calendar
Week
Theme
Tier Active
Posts
Wk1 (Jun 2-7)
"June money goals" — intro Fido
Micro + Mid
6 posts
Wk2 (Jun 9-14)
"How I got cash fast" — testimonial
Micro + Boda
5 posts
Wk3 (Jun 16-21)
"Mid-month hustle" — urgency
Mid + SafeBoda
4 posts
Wk4 (Jun 23-28)
"Salary week + EasySave"
All tiers
8 posts
Wk2 kill gate: If SmartLinks show <20 installs by end of Wk2, pause influencer spending and reallocate $1K to UAC C3 Retargeting. Don't throw money at untrackable channels.
6 SafeBoda Partnership — $1,500
Why Revive
Only 12 LN0 in May but 58% KYC→LN0 — highest conversion of any UG channel. The volume was low because the partnership went dormant. Reviving with in-app placement and driver network.
Deploy reserve ($242) + shift influencer budget to UAC
Emergency TSMS blast #5
Consolidate Meta to 2 adsets maximum
Same-day call with team
KYC→LN0 Still <40%
Escalate to Product — scoring model review
Add CT journey for score-eligible nudge
In-app messaging for pending applications
This limits ALL channel ROI until fixed
9 LN0 Target Bridge — How We Get to 10,230
Source
May Actual
June Target
Growth
Confidence
Organic / Direct / CT
3,771
4,120
+9%
High
Google UAC (restructured)
3,695
5,200
+41%
Medium — FidoBiz kill frees budget
Meta (FB/IG)
203
400
+97%
Medium — momentum
MTN SMS / MoMo
35
200
+471%
Low — scaling from tiny base
Influencers
1
100
new
Low — rebuild from zero
SafeBoda
12
50
+317%
Medium — 58% KYC→L0
Other (Search, Web)
~100
60
—
High
TOTAL
~5,313
10,230
+93%
—
High Confidence
9,320
Organic + UAC + Other
Medium Confidence
650
Meta + SafeBoda
Low Confidence
300
MTN + Influencers
Honest assessment: 10,230 requires +93% growth from May's 5,313 run rate. High-confidence sources get us to ~9,320. The remaining 910 depends on MTN scaling, influencer rebuild, and Meta momentum — all medium-to-low confidence. Realistic stretch: 7,500-8,000 LN0 with perfect execution. Closing the gap to 10,230 requires the KYC→LN0 funnel fix (product-side) more than any marketing lever.
10 Key Risks & Mitigations
Risk
Impact
Mitigation
KYC→LN0 stuck at 36%
Caps ALL channel ROI at ~60% of Ghana level
Escalate to Product. CT journey for score-eligible nudge. This is the #1 lever for July
FidoBiz campaigns still running
810 LN0/month to dead product
Kill Day 1. Verify paused by Jun 2
C3 Retargeting doesn't recover
800 LN0 at risk
Wk2 gate: if <200 LN0, shift $2K to C2 tROAS
Influencer tracking fails
$2K wasted with no attribution
Hard gate: no spend until SmartLinks confirmed. Wk2 kill gate
MTN Uganda scale doesn't match Ghana
200 LN0 target may be ambitious
Start with 4 blasts; add #5 only if conversion >2%
Thin reserve ($242)
No buffer
Reallocation between channels is the only lever. TSMS is the safety valve