Larkspur Cycles quarter in review, Jul to Sep

A renewal conversation between a fractional CMO and a client

Quarterly review Larkspur Cycles Lantern Row Advisory

Owner: Ruth Adeyemi. Updated Oct 1, 2026.

Decisions and outcomes

Quarter: Jul to Sep 2026 Renewal Nov 30 2 accepted actions still open

The quarter at Larkspur Cycles, assembled for the renewal conversation: what Lantern Row Advisory recommended, what Tessa Lund decided, what is complete, what is still open and how the agreed metrics moved. Prepared by Ruth Adeyemi, fractional CMO, for the Lantern Row practice owner and Tessa Lund, head of marketing. The next-term proposal is kept separate from this record. The renewal date, Nov 30, 2026, is 60 days from October 1.

Recommendations raised11Jul to Sep
Accepted by Tessa Lund82 declined, 1 deferred
Completed with evidence62 accepted still open
Repeat purchase rate21%Up 3 pts from 18 percent

Every recommendation raised in the quarter, with the decision and what happened next. Open items are reported as open, not as delivered.

RecommendationRaisedDecisionOutcome
Move the cart abandonment email to one hour after exitAug reviewAccepted Aug 10Complete, live Aug 17
Add the dealer locator to every e-bike product pageAug reviewAccepted Aug 10Complete, live Aug 21
Publish the commuter fit guideAug reviewAccepted Aug 10Complete, live Sep 1
Start a weekly dealer order reportAug reviewAccepted Aug 10Complete, first report Aug 28
Tag the spring test landing pages consistentlySep reviewAccepted Sep 7Complete, Sep 18
Rebuild the post-purchase email seriesSep reviewAccepted Sep 7Complete, live Sep 30
Collect dealer stock feedback each monthSep reviewAccepted Sep 7Open, in progress
Send the dealer email sequenceSep reviewAccepted Sep 7Open, not started
Launch a customer referral offerJul reviewDeclined Jul 8Offers need finance sign-off; not this quarter
Test a second paid social audienceJul reviewDeclined Jul 8Budget held for the dealer co-marketing tests
Redesign the web store checkoutAug reviewDeferred Aug 10Revisit after the spring launch

One more recommendation, moving 15 percent of the paid social budget to dealer co-marketing for November and December, was raised in the October review. It is outside this quarter's count and waits for a decision by Oct 9.

Completed versus open

  • Accepted actions completed with evidence: 6 of 8
  • Accepted actions still open: 2 of 8

Two accepted actions cannot be reported as delivered

Dealer email sequence, not started after 24 days. It is waiting on product photos the Larkspur team has not supplied. Tessa Lund reassigns the photo request to the Larkspur product team by Oct 5; Ruth Adeyemi checks again on Oct 8 and escalates that day if the photos are missing. Until then, dealers get no sequence ahead of the spring launch.Dealer stock feedback, in progress. The Larkspur marketing team owns it. The first full monthly round is reported in the November review on Nov 3.

Metric movement

Movement against the metric definitions agreed with Tessa Lund, from the first month of the quarter to the last.

MetricJulySeptemberMovementReading
Repeat purchase rate18 percent21 percentUp 3 pointsMoved over the quarter; the review does not claim which action caused it
Web store orders a month395449Up 14%Orders are counted at checkout
Dealer orders a month140138FlatDealer reports arrive on a five-day lag
Email orders within 7 days of a click92101Up 10%Small base; read as steady
Paid social cost per orderNot comparableNot comparableTracking questionConversions counted differently since Sep 12; not reported as performance

Figures are sample values.

Reading the repeat purchase rate

The rate rose from 18 to 21 percent during the quarter. The post-purchase email series went live on Sep 30, so it cannot explain the movement. The rise is reported as it is, without a cause, until the October and November figures are in.

Next-term scope

The scope conversation is separate from this review. A written proposal follows on Nov 10 as its own document.

✓Quarter record assembled
Practice owner confirms position, Oct 8
Quarter shared with Tessa Lund, Oct 13
November review, Nov 3
Scope proposal sent, Nov 10
Scope agreed, Nov 17
Renewal date, Nov 30

Topics the scope conversation will cover, none of them a proposal yet:

  • The spring launch brief and the review of first concepts against it.
  • Dealer co-marketing after the January review.
  • Metric definitions, including the paid social count once the tracking change is confirmed.
  • Reporting dates: the second working day of each month.
Before the renewal conversation
✓Quarter record assembled from the three reviews
Tessa Lund reassigns the product photo request by Oct 5
Practice owner confirms the commercial position and scope by Oct 8
Ruth Adeyemi confirms the two open actions, owners and dates with Tessa Lund by Oct 13
Jamie Park adds October results to the record for the Nov 3 review
Agree the next-term scope with Tessa Lund before the Nov 30 renewal date

Prepared by

RARuth AdeyemiFractional CMO, Lantern Row Advisory, prepared this brief
JPJamie ParkMarketing operations lead, Lantern Row Advisory, assembled the quarter's record
TLTessa LundHead of marketing, Larkspur Cycles, client reader

Demo client portal. Lantern Row Advisory, Larkspur Cycles, the people and every figure are fictional sample data. Built on FuseBase.