Action 07

Budget Allocation

Angus and GP own the budget. Lizzy coordinates the team that spends it. Know these numbers.

Total Monthly Budget
$500k
per month · Live Phase
Top 3 Channels — 74% of Budget
1.
Programmatic Ads$150k
30%
2.
Affiliates$120k
24%
3.
Streamers / KOLs$100k
20%
Full Channel Breakdown
Programmatic Ads
30%
Bert + Angus$150k
Affiliates
24%
Affiliate Mgr (hire)$120k
Streamers / KOLs
20%
Tony$100k
Sports Promos
8%
Theo + Kai$40k
VIP
5%
Carson$25k
CRM / Newsletter
4%
Ali + Lizzy$20k
Social Media
3%
Bert$15k
SEO / Content
2%
Ali$10k
Data / Tracking / Tools
2%
Louis$10k
Community / Forums
1%
Jay$5k
Giveaways
1%
Bert$5k
Total$500k/mo

Budget Governance

Angus reviews monthly

Every spend line gets reviewed against performance. Louis provides the data, Angus makes the call on increases/decreases.

Programmatic + Affiliates

Together they're $270k/mo when live — over half the budget. These need the most rigorous measurement and fastest feedback loops.

Pre-launch = learning

$20k buys you data on what works. Don't optimise for volume yet — optimise for signal.