Overview
Six sources, one screen. Every figure here is empty until the baseline is captured in week 1 and the metrics connector is wired to each API. Nothing below is a measurement yet.
Milestones
The three dates the pilot is judged on, plus the review that reads off this screen.
Rebuild live on the production domain with a booking flow, tracking wired in and coming_soon.php gone.
Phase one: scheduling, instructor assignment, medical questionnaire, waiver and the boat manifest.
All three wait on external approvals, so they land together. This screen goes live with them.
Every KPI with its start figure, end figure and whether the target was met, missed or not measurable. Read off this dashboard.
Baseline
What will appear here, from master plan section 10.
The week 1 baseline document
docs/reporting/baseline.md, with a dated screenshot behind every number. The 34 item checklist, grouped as: website and analytics; Google Business Profile; Instagram and Facebook; YouTube; reputation and listings; business and operations; competitor snapshot.
Every figure records its source and its date. Anything Apurva supplies from memory is recorded as his estimate and is never later reported as a measurement. Anything we could not get is recorded as not available with the reason, never left blank.
- Baseline screenshots, one folder per source, dated
- Lighthouse and page speed numbers, before any change
- Title and meta description inventory of the current site
- Competitor snapshot as verified in September 2026
Growth
The measurement table from master plan section 10. Week 1 figure, current figure and the absolute change — never a percentage alone on a small base.
| Metric | Baseline | Current | Month 3 target | Source |
|---|---|---|---|---|
| Website with booking capability | none today | pending | Live and taking enquiries, end of month 1 | Binary, observed |
| Website sessions | pending | pending | Up from baseline, reported monthly | GA4 via connector |
| Business Profile actions | pending | pending | 10% to 25% above baseline | GBP Performance API |
| Instagram followers | pending | pending | 10% to 20% cumulative growth | Instagram Graph API |
| Instagram reach and saves | pending | pending | Upward trend, reported monthly | Instagram Graph API |
| Local keyword rankings | pending | pending | Movement on 2 to 3 terms | Search Console + manual local pack |
| YouTube | 0 videos | pending | 4 to 5 long form and 9 Shorts | YouTube Analytics API |
| Enquiries in one system | 0 today | pending | Calls, missed calls, forms and WhatsApp in the CRM | CRM database |
| Missed calls followed up | not tracked | pending | Every one becomes a card with an owner | Superfone MISSED_CALL events |
| Blog articles live | 2, from 2025 | pending | 8 total | Site count, manual |
| Structured data coverage | 0 pages | pending | All key pages | Rich Results Test, manual |
| Review volume | pending | pending | Steady monthly increase via a request process | TripAdvisor, Google, Justdial manual |
| Direct versus third party mix | pending | pending | Tracked and reported | GA4 plus CRM source field |
Reconciliation
Dashboard numbers are checked against the manual record for the same period before anyone reads a conclusion off them. Months 1 and 2 come from the manual record and say so; month 3 comes from this dashboard and says so.
Reports
What will appear here, from master plan section 10.
Weekly check in note
One page, sent the same day: what shipped with evidence; what ships next week; what is blocked and on whom; anything proceeding under the three day rule; anything that slipped, named plainly; what we need from Apurva, with a date. No metrics except where something notable moved, because weekly numbers on a small base are noise.
Monthly report
The month in one paragraph with no adjectives. Delivered against committed as a table, with a note wherever they differ. Numbers against baseline as a table. What we learned that changed the plan, what is next month, what we need from him, and the open risks.
Month 3 review deck
The baseline as recorded in week 1; every KPI with start, end and met, missed or not measurable, with missed stated as missed; the three milestones and whether each shipped on its date; a live walk through of this dashboard, the booking flow, the ops app manifest and a CRM lead card; what the month 2 ad test measured; then the decision section for months 4 to 12.
Docs
The document register from master plan section 14. Specifications live under docs/tech/ and are copied into a repository when its build starts, so spec and code do not drift. No build starts without its spec.
| Document | Path | Owner | Due | Status |
|---|---|---|---|---|
| Website spec | docs/tech/website-spec.md | Donarun with Claude | Month 1, weeks 1 to 2 | Not started |
| Metrics connector and dashboard spec | docs/tech/metrics-connector-and-dashboard-spec.md | Donarun with Claude | Month 1, week 3 | Not started |
| Ops app phase one requirements | docs/tech/ops-app-phase-one-requirements.md | Donarun with Claude | Month 1, week 3 | Not started |
| CRM and Superfone integration spec | docs/tech/crm-superfone-integration-spec.md | Donarun with Claude | Month 1, week 4 | Not started |
| WhatsApp automation spec | docs/tech/whatsapp-automation-spec.md | Donarun with Claude | Month 2, week 5 | Not started |
| Architecture and hosting runbook | docs/tech/architecture-and-hosting-runbook.md | Donarun with Claude | Phase 0, extended | Not started |
| SEO audit | docs/seo/seo-audit.md | Donarun with Claude | Month 1, week 1 | Not started |
| Keyword map | docs/seo/keyword-map.md | Donarun with Claude | Month 1, weeks 1 to 2 | Not started |
| Ads and tracking plan | docs/ads/ads-and-tracking-plan.md | Donarun with Claude | Month 1, week 3 | Not started |
| Baseline document | docs/reporting/baseline.md | Donarun | Month 1, week 1 | Not started |
| Master plan | MASTER-PLAN.md | Donarun | 16 Sep 2026 | Done |
| Client proposal | proposal/URBAN-NOMAD-PROPOSAL.md | Donarun | Done | Done |
The register lives in the planning folder, not in this repository. Nothing sensitive is published here, because the pages.dev address is not behind Cloudflare Access.