Daycare Photo Download
Daycare Photo Download Beach Street Labs · Internal · Oct 5, 2026

Operating plan · Oct 5 – Nov 1 · rev. 2

iPhone-first launch. Win the parent who never opens a laptop.

Goal: turn on the paused launch kit with the iPhone app leading—every surface, every ad, every CTA. Chrome stays the secondary path for laptop and Chromebook parents. One license unlocks both.

Budget

$150/mo

Google $4/day · Pinterest $1/day

Offer

$19.99/yr

IAP or Stripe · refund unused years

4-wk purchases

15–25

Apple IAP + Stripe (suggested)

CAC rule

≤ $6

Double under $6 · cut over $12

$19.99/yr

One license, every device. Buy in the iPhone app (Yearly license IAP) or on the site—same key unlocks Chrome. NurseryDownloader only runs on a computer; we win on the phone parents already hold.

Why iOS wins

  • NurseryDownloader (the paid alternative parents find) runs in Chrome on a laptop—its own site says it “can’t be installed on a phone.”
  • App Store listing is live (id6808699477): free download, Yearly license $19.99 IAP, iOS 16.4+.
  • Lead message: every daycare photo in the camera roll in minutes. We never see a single one. Chrome gets one secondary line.

Week-1 priorities

  • Fix privacy wording before any paid traffic (§2b #1)—App Store labels matter on iOS.
  • Unpause Google Search with a mobile/desktop split; ship a phone-first Pinterest pin.
  • Retarget Meta only after your trigger (~500 visitors / 30 days or 10 purchases).
  • Optional ⚑: Apple Ads in week 2, funded inside the $150 envelope.

Top 3 bets

  1. iPhone message everywhere. Rewrite Chrome-era heroes, ads, and TikTok scripts so camera roll leads; Chrome is “also on laptop.”
  2. Turn on what’s already built. Google, Pinterest, Reddit, and Meta retargeting are built and paused—this week is launch week 1 (calendar slipped ~4 weeks).
  3. Measure iOS purchases. Stripe-only CAC undercounts the best channel; wire App Store Analytics / IAP into the same Monday review as web CAC.

Key metrics by Nov 1 (suggested targets, not forecasts)

  • 400+ sessions with UTMs · ≥20% mobile App Store click rate · ≥15% desktop CWS click rate
  • 100+ preview runs (majority iOS) · 15–25 purchases · 10+ App Store ratings
  • iOS CAC break-even ~$10 (Apple commission); keep $12 for Stripe; target still $6

Full plan

Builds on Beach-Street-Labs/daycare-photo-download/launch-kit/ and the site repo—not a rewrite. Departures from your docs are marked ⚑ Change vs. your docs.

Browse sections

1. Live checkWhat’s live vs. paused 2. Coverage & gapsChannel map + fixes 3. PositioningiPhone leads, Chrome second 4. Goals & budgetKPIs and $150/mo 5. Paid searchGoogle + Apple Ads 6. ASOStore listing work 7. Organic SEOGuides and landing pages 8–11. SocialMeta, Reddit, Pinterest, TikTok 12. TrackingUTMs, IAP, Monday review 13. Rollout4-week sequence 14. Creative auditWhat leads vs. secondary 15. Week-1 checklistDo-this-week list AppendixSources and extras