Goal-Setting Plan & OKRs - Q3 2025 (July-September)
North Star
By the end of 2025, the online store and a growing coffee subscription are a strong second engine for the roastery. The business is no longer at the mercy of one café client, and the team handles customer emails calmly instead of drowning in them.
Goal Map
| Big Goal | Why It Matters | This Quarter's Focus | Later Quarters |
|---|---|---|---|
| Grow online store sales a lot | Online is the part of the business you fully control, and it scales without new wholesale contracts | Lift online sales from ~$8k to $10k/month and measure repeat purchases for the first time | Q4: ride the Nov-Dec peak with gift bundles and subscription gifting |
| Reduce reliance on the big café client | One client at ~60% of revenue is a serious single point of failure | Shrink their share mainly by growing online, while keeping that client happy | Q4 and 2026: target under 50% share and add a few smaller wholesale accounts. Getting there in one quarter isn't realistic without risking the core relationship. |
| Launch a monthly subscription | Predictable recurring revenue, and it must be proven before the busy season | Design it, test it with newsletter subscribers in August, then open it publicly in September | Q4: gift subscriptions and holiday push. October is kept as a buffer to fix problems before November. |
| Get support emails under control | 2-day replies cost sales and burn out the team | Cut reply time to under 24 hours and reduce the number of emails coming in | Q4: hold the standard through peak volume |
| Start a newsletter people read | 1,200 subscribers are an underused asset and the best launch channel for the subscription | Send consistently, grow the list, and tie it to sales | Q4: holiday gift guide and subscription gifting campaigns |
This Quarter's OKRs
Objective 1: Make the online store a real second engine
| KR # | Key Result | Baseline | Target | How Measured | Owner | Due |
|---|---|---|---|---|---|---|
| 1.1 | Monthly online sales | ~$8,000/month | $10,000 in September (+25%) | Store sales report, monthly total | Maya | Sep 30 |
| 1.2 | Wholesale share of total revenue | ~60% | 55% or less in September | Wholesale revenue ÷ total revenue, from monthly books | Maya | Sep 30 |
| 1.3 | Repeat purchase rate (customers who ordered 2+ times in the last 90 days) | TBD - measure in Week 1. Export 90 days of orders and count customers with 2+ orders. | +5 percentage points vs. baseline | Same 90-day order export, rerun in September | Maya | Sep 30 |
| 1.4 | Guardrail: big café client monthly volume | TBD - measure in Week 1 from Q2 invoices | At or above Q2 monthly average | Monthly invoices | Dev | Sep 30 |
Initiatives
- Add a "buy again" follow-up email 3-4 weeks after first purchase (M, drives 1.1 and 1.3)
- Refresh the top 5 product pages with better photos and brew notes (M, drives 1.1)
- Hold a monthly check-in call with the café client's main contact (S, drives 1.4)
- Spend the ad and promotion budget only on offers that can be tracked with a code or link (S, drives 1.1)
Objective 2: Launch a subscription people love before the holidays
| KR # | Key Result | Baseline | Target | How Measured | Owner | Due |
|---|---|---|---|---|---|---|
| 2.1 | Subscription open to the public | Not launched | Live by Sep 1 | Live checkout page with a test order completed | Maya | Sep 1 |
| 2.2 | Active paying subscribers | 0 | 40 (suggested) | Subscription dashboard or order list | Maya | Sep 30 |
| 2.3 | Guardrail: subscription orders shipped on schedule | 0 (new) | 95% or more | Ship-date log vs. promised date | Dev | Sep 30 |
| 2.4 | Guardrail: subscribers who cancel after their first box | 0 (new) | Under 15% (suggested) | Cancellations ÷ first boxes shipped | Priya | Sep 30 |
Initiatives
- Define the offer: 2-3 options covering bag size, grind, and frequency, plus pricing that protects margin (M, drives 2.1)
- Set up a roasting and packing schedule for subscriptions that fits the part-time team's hours (M, drives 2.3)
- Soft-launch to newsletter subscribers in mid-August, collect feedback, and fix issues (M, drives 2.2 and 2.4)
- Review auto-renewal terms, cancellation wording, and sales tax on subscriptions with an accountant or legal advisor before the public launch (S, drives 2.1)
Objective 3: Make customer support calm, fast, and manageable
| KR # | Key Result | Baseline | Target | How Measured | Owner | Due |
|---|---|---|---|---|---|---|
| 3.1 | Average first-reply time | ~2 days | Under 24 hours | Weekly sample of 20 emails, comparing received and first-reply timestamps | Priya | Sep 30 |
| 3.2 | Support emails per week | ~40 | 30 or fewer, even with subscription growth | Weekly inbox count | Priya | Sep 30 |
| 3.3 | Guardrail: weekly hours spent on support | TBD - measure in Week 1. Priya logs her support time for one week. | At or below baseline | Weekly time log | Priya | Sep 30 |
Initiatives
- Sort 2 weeks of emails into categories and find the top 5 repeat questions (S, drives 3.2)
- Publish an FAQ and shipping/order-status page that answers those questions, and link it in order confirmation emails (M, drives 3.2)
- Write 10-15 saved reply templates (S, drives 3.1 and 3.3)
- Set two fixed daily inbox blocks, morning and afternoon (S, drives 3.1)
Objective 4: Build a newsletter people look forward to opening
| KR # | Key Result | Baseline | Target | How Measured | Owner | Due |
|---|---|---|---|---|---|---|
| 4.1 | Newsletter list size | 1,200 | 1,500 | Email platform subscriber count | Maya | Sep 30 |
| 4.2 | Average open rate | TBD - measure in Week 1 from your past 3 sends | +5 percentage points vs. baseline (suggested) | Email platform reports, averaged over Q3 sends | Maya | Sep 30 |
| 4.3 | Revenue from newsletter clicks or codes | $0 tracked | $1,500 across the quarter (suggested) | Newsletter-only discount code or track |