Roadmap: Zero to Launch
T-Shirt Empire — Basic Studio — Marca única, 3 líneas, agent-operated, Amazon MX + MercadoLibre first
Incorporates decisions from Mar 27, Apr 8, Apr 10, and Apr 17 sessions
Abril 2026
Progreso hacia Go Live (M2 — May 12)
41%
24 tareas completadas • 9 en progreso • 25 pendientes (de 58 totales)
Fase 0 → 1 → 2 = Live
📦 Inventario 40%
🏛️ Fiscal 65%
🏷️ Marca 85%
🖼️ Fotos 0%
📝 Listings 0%
🔧 Infra 75%
Updated Apr 20 — Canal enfocado Amazon first · catálogo 4502+3541 confirmados · 4800 vs 5510 pendiente Luis · fondeo Nubank ✓
4
Phases to launch
~5 weeks
To first listing
12
Agents planned
3
Líneas bajo Basic Studio
$15K
MXN starting capital
$200K
MXN/mo best case
Critical Path
One dependency chain determines your launch date. Everything else runs in parallel.
Fiscal Regime Decision
→
Activate Seller Accounts
→
First Listings Live
→
FIRST SALE
Seller accounts exist on Amazon + ML but can't sell without fiscal info. This is the single gate.
Already Completed
Progress from Mar 27, Apr 8, Apr 10, Apr 11, and Apr 17 sessions
| Item | Date | Notes |
|---|---|---|
| DONE Amazon Seller Central account | Apr 8 | Configured, fiscal info pending |
| DONE MercadoLibre Seller account | Apr 8 | Active after multi-day approval |
| DONE Amazon competitive scraping | Apr 8 | Data fed into Seller Mastery wiki |
| DONE Shopify account configured | Apr 8 | Deprioritized — P2 channel |
| DONE GitHub repo + Daniel invited | Apr 8 | Daniel created account, accepted invite |
| DONE Agent orchestration decision | Apr 8 | Claude Code over Paperclip — custom cockpit dashboard |
| DONE Work cadence agreed | Apr 8 | 3x/week 30min + Friday in-person |
| DONE Competitive reference identified | Apr 8 | BYLT Basics as benchmark |
| DONE Seller Mastery wiki — ML pre-launch coverage | Apr 11 | 45 páginas ML ingested, core pages completas |
| DONE Estructura fiscal decidida — Fase 1 | Apr 20 | Arrancar con Raffaello persona física (Actividad Empresarial). Sociedad 33/33/33 se evalúa en fase 2 post-launch (Alta Constitutiva no aplica para ropa) |
| DONE Visita M&O — modelos vistos y sentidos | Apr 17 | 3 modelos seleccionados: 4800 / 4502 / 5510 |
| DONE Estrategia: marca única (no doble marca) | Apr 17 | Una marca, 3 líneas/tiers bajo Basic Studio |
| DONE Nombre de marca: Basic Studio | Apr 17 | Elegido y confirmado disponible en IMPI Clase 25 |
| DONE IMPI Clase 25 — búsqueda formal "Basic Studio" | Apr 17 | Disponible — pendiente registro formal ($2,500 MXN) |
Milestones
Definition of done for each gate
M0
Unblocked
Apr 18
Fiscal decided, bank open, names decided, M&O visited
M1
Ready to List
May 9
SKUs, photos, copy, fiscal submitted, inventory ordered
M2
Live
May 12
First listings on Amazon MX + ML
M3
First Sale
May 12–23
First organic sale on any channel
M4
Agents v1
Jun 7
6 core agents operational
M5
Full Ops
Jun 30
All 12 agents + cockpit dashboard
PARALLEL Seller Mastery Wiki Enrichment (INIT-007)
Runs alongside Phase 0–2 — Agents consult this wiki before every marketplace decision
64
Amazon pages
0
MercadoLibre pages
0
Cross-platform pages
Gap: MercadoLibre is a P0 launch channel but has zero wiki coverage. Agents writing ML listings, setting prices, or handling CS would have no best practices to consult.
Pre-Launch: Core ML Pages (must exist before first ML listing)
| Wiki Page | Covers | Priority | Target |
|---|---|---|---|
| ML source identification & ingestion | Seller university, YouTube, ML dev docs, blogs | P0 | Apr 14–25 |
| mercadolibre-registro-cuenta.md | Account setup, seller dashboard, reputación system | P0 | Apr 21 |
| mercadolibre-crear-listados.md | Categories, attributes, ficha técnica, SEO | P0 | Apr 25 |
| mercadolibre-logistica-full.md | Mercado Libre Full (fulfillment), self-ship, Flex | P0 | Apr 25 |
| mercadolibre-tarifas-costos.md | Fee structure, comisiones por categoría | P0 | Apr 25 |
| mercadolibre-politicas-vendedor.md | Returns, messaging, account health policies | P0 | Apr 28 |
| mercadolibre-precios-estrategia.md | Pricing mechanics, Mejor Precio, competitividad | P0 | May 2 |
| mercadolibre-publicidad.md | Product Ads, Ofertas Patrocinadas basics | P1 | May 2 |
| cross-platform-strategy.md | Dual management, inventory split, pricing parity | P1 | May 5 |
Post-Launch: Ongoing Enrichment (May+)
| Track | Scope | Priority |
|---|---|---|
| Amazon gaps | Mexico-specific operations, SP-API reference | P1 |
| ML advanced topics | Analytics, brand protection, Mercado Shops, ad optimization | P2 |
| Continuous ingestion | New sources as they become available | ONGOING |
PHASE 0 Unblock
Apr 9 – Apr 18 — Remove every dependency that prevents selling
Fiscal, Banking & Company Structure
Updated Apr 10: Three fiscal options now on the table. Societaria 33/33/33 (Miriam / Rafa / Daniel) agreed verbally. Sueldo CEO por tramos: $0–100k ventas = $5k; $100k–300k = $10k + variable. Revisión a 3 meses post-launch.
| Task | Owner | Status | Target |
|---|---|---|---|
| Miriam revisa si puede facturar con descuento vía Mora Mora — confirmar cuánto es el descuento | Miriam | IN PROGRESS | Apr 21 |
| Confirmar estructura fiscal final (vía Mora Mora con descuento confirmado) | All | IN PROGRESS | Apr 21 |
| Formalizar estructura societaria 33/33/33 (Miriam / Rafa / Daniel) | All | AGREED | Apr 25 |
| Documentar escala de sueldo CEO + variable por tramos — pendiente aterrizar tabla | All | IN PROGRESS | Apr 25 |
| Validar estrategia IVA/ISR con contable (re-compra mes siguiente para llevar flujo impuestos a ~0 hasta declaración anual) | Raffaello + contable | PENDING | Apr 21 |
| Cuenta bancaria Nubank (separada de personal) | Raffaello | DONE | Apr 17 |
| Fondear cuenta Nubank — $2,500 MXN cada socio (Rafa + Daniel) para gastos iniciales (suscripciones, etc.) | All | DONE | Apr 20 |
| Submit fiscal info to Amazon + ML to activate sales | Raffaello | BLOCKED | Apr 18 |
| Revisión a 3 meses post-launch de estructura de compensación | All | SCHEDULED | Aug 12 |
Brand & Identity
✓ Apr 17 — Decisiones cerradas: Marca única confirmada. Nombre elegido: Basic Studio. IMPI Clase 25 disponible (búsqueda formal realizada Apr 17). Tres líneas bajo una sola marca.
| Task | Owner | Status | Target |
|---|---|---|---|
| Decisión: marca única vs doble marca | Daniel + Raffaello | DONE | Apr 17 |
|
Nombre de marca: Basic Studio Tres líneas: Basic (4800) • Fit/Mid (4502) • Heavyweight (5510) |
Daniel + Raffaello | DONE | Apr 17 |
| IMPI Clase 25 — búsqueda formal "Basic Studio" | Raffaello | DONE | Apr 17 |
| Registro IMPI Clase 25 "Basic Studio" ($2,500 MXN) | Daniel | CRITICAL | Apr 25 |
| Logo design Basic Studio | Raffaello | DONE | Apr 20 |
| Dominio basicstudio.com.mx (u opción disponible) | Raffaello | PENDING | Apr 21 |
| Decidir etiqueta vs estampado para branding en producto (Rogelio ~$3 MXN) | Raffaello + Daniel | PENDING | Apr 25 |
Infrastructure
| Task | Owner | Status | Target |
|---|---|---|---|
| Daniel's access — git push / git pull workflow | Raffaello | DONE | Apr 20 |
Friday Session Priority (Apr 11): Four decisions that unblock everything downstream —
(1) Fiscal regime, (2) Brand names, (3) ~~Daniel's SSH~~ ✓ git workflow, (4) M&O visit date.
PHASE 1 Build
Apr 19 – May 9 — Assemble everything needed to create a listing
Product Selection & Inventory
✓ Apr 20 — Catálogo parcialmente confirmado (sesión Raffa+Dani):
Confirmados: M&O 3541 Blend ($55.87) + M&O 4502 Fit ($46.60) • Pendiente decidir: 4800 Basic vs 5510 HW — preguntar a Luis qué perfil de cliente compra cada uno • Canal Fase 1: Amazon only — ML se activa cuando tengamos reputación establecida
Confirmados: M&O 3541 Blend ($55.87) + M&O 4502 Fit ($46.60) • Pendiente decidir: 4800 Basic vs 5510 HW — preguntar a Luis qué perfil de cliente compra cada uno • Canal Fase 1: Amazon only — ML se activa cuando tengamos reputación establecida
| Task | Owner | Status | Target |
|---|---|---|---|
| Visit M&O Knits store | Daniel + Raffaello + Miriam | DONE | Apr 17 |
| Selección final de modelos — 4502 + 3541 confirmados; decidir 4800 vs 5510 (preguntarle a Luis: ¿qué cliente compra cada uno?) | Daniel → Luis | IN PROGRESS | Apr 23 |
| Corrida financiera: economics 3-pack en Amazon + MELI con costos reales (4 modelos, 3 tabs) | Raffaello / Claude | DONE | Apr 20 |
| Define SKU matrix: 1 marca × 3 líneas × 2 colors (white + black) × packs × tallas | All | PENDING | Apr 23 |
| Order first inventory from M&O (~500 pcs, white + black only) | Daniel | PENDING | Apr 25 |
| Confirmar días de crédito con M&O — imprenta no da crédito (upfront); explorar 20 días vía M&O directamente | Daniel | PENDING | Apr 23 |
| Confirmar precio / condiciones etiqueta con Rogelio ($2 MXN confirmado) | Raffaello | PENDING | Apr 21 |
| Visit imprenta for labels + packaging | Raffaello | PENDING | Apr 25 |
| Design labels / logo Basic Studio (neck + sleeve) | Raffaello | PENDING | Apr 28 |
| Packaging: 3-pack bag (Basic) • presentación mejorada (Heavyweight) | Raffaello | PENDING | May 2 |
Content & Photography
| Task | Owner | Target |
|---|---|---|
| Set up Pixa account ($10/mo, 600 photos, video capable) | Raffaello | Apr 19 |
| Get base images from moplayeras.com | Raffaello | Apr 19 |
| AI photo experiments — test realism (cut, fabric, texture) — arrancar con AI, evaluar foto profesional ($5–10k) solo si AI no convierte Risk of Amazon suspension from non-real imagery documented in docs/agents/mkt-creative.md. Include 1–2 real photos in first batch; validate every AI image against physical sample. |
Raffaello | Apr 21–25 |
| Generate mid-tier images (white backgrounds, bright, pack shots) | Raffaello | May 2 |
| Generate premium images (editorial, textured, close-ups) | Raffaello | May 2 |
| Generate product videos for Amazon | Raffaello | May 5 |
| Create A/B test variants for main images | Raffaello | May 7 |
Branding & Product Strategy (PremiumBrand)
From Apr 10 branding deep dive: PremiumBrand playbook borrows from Sunspel (Q82), CDLP (Lyocell), Organic Basics (SilverTech), Asket (data transparency), Buck Mason (gets-better-with-age). Strategy: name the fabric, publish hard specs, physical differentiator in sleeve.
| Task | Owner | Target |
|---|---|---|
| Propose "fabric name" propio para M&O 4800 Gold (shortlist 5–8 opciones) | Raffaello | Apr 21 |
| Documentar specs duras del producto (GSM 165g, origen fibra, shrinkage, ciclos de lavado probados) | Raffaello | May 2 |
| Decidir logo sutil bordado o etiqueta tejida en manga para PremiumBrand | Raffaello + Daniel | During M&O visit |
| Decisión: ¿PremiumBrand vive en Shopify además de Amazon? | Daniel + Raffaello | Apr 25 |
| Decisión: ¿MidBrand incluye línea mujer? (gap identificado en Amazon MX — si sí, launch en mes 3–4) | All | Apr 11 (viernes) |
Listings & API
⚠ Recordatorio crítico (Apr 10): Los costos de MercadoLibre en el análisis competitivo actual son sospechosos. Re-validar directamente en el panel ML en el primer login. No asumir los estimados actuales son correctos.
| Task | Owner | Target |
|---|---|---|
| ⚠ Re-validar costos ML con números reales desde panel (estimados actuales probablemente incorrectos) | Raffaello + Daniel | Primer login panel ML |
| Validate real costs on Amazon + ML with seller center access | Raffaello + Daniel | Apr 21 |
| Agendar sesión con Gabriela (asesoría gratuita Amazon MX asignada) — obtener insights de posicionamiento y estrategia inicial | Raffaello | Apr 23 |
| Estrategia de marketing Amazon — research blogs/tutoriales/substacks de sellers exitosos; definir % inicial sobre ventas y umbral de reviews (meta: ~100 reseñas para flywheel orgánico) | Raffaello / Claude | Apr 25 |
| Research Amazon SP-API + ML API endpoints | Raffaello | Apr 25 |
| Write listing copy — Amazon MX (consult Seller Mastery wiki) | Raffaello / Agent | May 2 |
| Write listing copy — MercadoLibre | Raffaello / Agent | May 2 |
| Set up API credentials in .env | Raffaello | May 2 |
| Set pricing per brand rules | Raffaello / Agent | May 5 |
| Daniel: create agent blueprints | Daniel | Apr 25 |
Legal
| Task | Owner | Target |
|---|---|---|
| File IMPI trademark registration (clase 25) — both brands | Daniel | Apr 25 |
| Verify NOM-004-SE-2021 label compliance | Raffaello | Apr 28 |
PHASE 2 Launch
May 10 – May 23 — First listings live. First sales.
| Task | Owner | Target |
|---|---|---|
| Upload first listings — Amazon MX (white + black, both brands) | Manual / Listings agent | May 12 |
| Upload first listings — MercadoLibre (white + black, both brands) | Manual / Listings agent | May 12 |
| Ship inventory to FBA (Amazon) | Daniel | May 12 |
| Ship inventory to Mercado Libre Full | Daniel | May 12 |
| Set live prices per brand rules | Manual / Pricing agent | May 14 |
| Monitor first days — conversion, impressions, returns | All | May 14–23 |
| Activate Wave 1 agents | Raffaello | May 16 |
Launch definition: At least one listing live on each platform with inventory in FBA/Full, priced within brand rules, and CEO Copilot sending daily briefings.
PHASE 3 Operationalize
May 24 – Jun 30 — Agents progressively take over daily operations
Wave 1 — Launch (May 16)
Eyes on data from day 1
- CEO Copilot — Daily Telegram briefing
- Pricing — 3x/day competitor scrape
- Listings — Health checks, suppression alerts
Wave 2 — Week 2-3 (May 24)
First sales create operational load
- Customer Service — Draft buyer responses
- Fulfillment — Order processing
- Inventory — Stock monitoring
Wave 3 — Month 2 (Jun 14)
Need sales data to work with
- Finance — P&L tracking
- Market Intel — Competitive analysis
Wave 4 — Month 3+ (Jul)
Need organic baseline + reviews
- Creative — Image pipeline
- Content — Social media
- Ads — PPC campaigns
- Reviews — Sentiment tracking
Agent Org Chart
12 agents • 3 divisions • Activation by waves (Wave 1 → 4)
CEO Copilot
Orchestrator
- Daily briefing with sales, margin, stock alerts and ad performance
- Detects cross-agent patterns (e.g. high returns + negative reviews = product issue)
- Routes escalations to the right founder via Telegram; coordinates multi-agent response to events
🕐
Daily 8 AM • Weekly Friday PM • On-demand escalations
⚙️ Operations
Wave 1
Listings
Ops
- Generates and optimizes titles, bullets and backend keywords for Amazon, ML and Shopify
- Monitors listing health daily — detects suppressed or inactive listings
- Runs A/B tests on titles and main images (biweekly rotation)
🕐
Daily 11 AM • Weekly rankings • Monthly refresh
Wave 1
Pricing
Ops
- Monitors competitor prices 3× daily; alerts if they drop >10%
- Calculates real margin per SKU (IVA, platform fees, product cost, fiscal withholdings)
- Detects opportunities: competitor out of stock → price can temporarily rise
🕐
3× daily 9 AM, 2 PM, 7 PM
Wave 2
Customer Service
Ops
- Auto-responds to FAQs (sizes, shipping, material, pack contents)
- Processes return requests following each platform's policies
- Detects negative patterns and alerts team; differentiated tone per brand
🕐
2× daily 10 AM and 4 PM
Wave 2
Fulfillment
Ops
- Monitors new orders across all channels and generates shipping labels
- Tracks inbound shipments to FBA and ML Full; alerts on receiving delays
- Coordinates M&O → FBA pipeline: production, packaging, shipment
🕐
Daily 10 AM
Wave 2
Inventory
Ops
- Calculates sell-through rate (7 and 30 days) and alerts when a SKU drops below 14 days of stock
- Generates draft purchase orders for M&O based on 5-7 day lead time
- Anticipates seasonal peaks (Buen Fin, Christmas) to avoid stockouts
🕐
Daily 12 PM • Monthly demand forecast
🎨 Marketing
Wave 4
Ads
Mkt
- Manages Amazon PPC campaigns (auto + exact + broad) per SKU; target ACOS <25% Mid, <20% Premium
- Harvests winning keywords from auto campaigns and moves them to exact match
- Pauses keywords with ACOS >40% after 14 days of data; rebalances budget
🕐
Weekly Wednesday — campaign optimization
Wave 4
Content
Mkt
- Generates weekly social calendar (3-4 posts/week per brand; IG + TikTok)
- Drafts email flows: welcome, abandoned cart, post-purchase, restock
- Adapts tone per brand: MidBrand casual/relatable, PremiumBrand aspirational/minimalist
🕐
Weekly Monday — planning and content batch
Wave 4
Creative
Mkt
- Generates AI product photos; texture and cut must look realistic
- Produces Amazon main images (white background), secondary and Premium editorial images
- Creates variants for A/B tests of listing main images
🕐
Weekly Tuesday — visual production batch
Wave 4
Reviews
Mkt
- Sends review requests post-delivery (within Amazon ToS); monitors new reviews in real time
- Classifies sentiment, detects recurring negative patterns (e.g. "runs small" ×3 = size alert)
- Drafts public responses in brand tone; alerts if rating drops below 4.0
🕐
Monthly — review health report and trends
📊 Finance & Intel
Wave 3
Finance
Fin
- Calculates P&L per SKU daily: revenue, platform fees, COGS, packaging, fiscal withholdings
- Projects weekly cash flow: Amazon payment cycles (biweekly) vs M&O terms
- Alerts if any SKU margin drops below minimum (12% Mid, 18% Premium)
🕐
Weekly Friday — P&L • Monthly fiscal prep
Wave 3
Market Intelligence
Fin
- Scans category weekly: new competitors in basic t-shirt packs
- Analyzes top 10 competitors monthly: keywords, images, prices, reviews, A+
- Identifies underserved niches and platform policy changes
🕐
Weekly Thursday — scan • Monthly competitive report
Operations (5 agents)
Marketing (4 agents)
Finance & Intel (2 agents)
Orchestrator (1 agent)
Wave 1 Active at Go Live (May 16)
Wave 2 Week 2-3 (May 24)
Wave 3 Month 2 (Jun 14)
Wave 4 Month 3+ (Jul)
Channel Strategy
Confirmed Apr 8 — cash flow first, brand building later
P0 — LAUNCH
Amazon MX
Cash flow generator. FBA for fast delivery. 15-17% commission.
P0 — LAUNCH
MercadoLibre
Volume + credibility. ML Full for ranking. 16-20% commission.
P2 — JULY+
Shopify
B2B wholesale first. B2C only with ad budget from profits.
Risks
Ranked by impact on launch timeline
| Risk | Impact | Mitigation |
|---|---|---|
| Razón social donation takes >30 days | Delays fiscal entity | Raffaello's actividad empresarial as interim path (same-day change) |
| Objeto social limits t-shirt sales | Can't use that entity | Verify BEFORE starting donation; actividad empresarial as backup |
| M&O lead time for first order | Delays inventory | Order immediately after model selection; ask about ready stock |
| Costos reales de ML difieren de los estimados | Podría cambiar la viabilidad de ML como P0 | Re-validar en primer login al panel ML (tarea explicita en Phase 1) |
| Unbranded Co. (Perú) confirma entrada a México antes del launch | Competidor directo de PremiumBrand ya anunció expansión | Monitor vía Market Intel agent; acelerar Phase 2 si se confirma entrada |
| Estructura fiscal no definida antes de Apr 18 | Bloquea submit fiscal a Amazon/ML | Tres opciones en paralelo; escalar si Miriam no puede facturar |
| Amazon SP-API approval delays | Can't automate agents | Manual listing upload fine for launch; automation is Wave 2 |
| Brand name rejected by IMPI | Restart naming process | Check IMPI database first; have 3 backups per brand |
| Fiscal regime choice suboptimal | Overpay taxes early | Get accountant opinion; regime can be changed later |
Work Cadence
Agreed Apr 8
| Session | When | Format | Purpose |
|---|---|---|---|
| Working session | Mon, Wed, Fri | 30 min remote | Operational progress, unblock tasks |
| In-person session | Friday PM (after 3:45 PM) | At Raffaello's | Deep work, server setup, hands-on |
Financial Context
$15K
MXN starting capital ($5K each)
$200K
MXN/mo best case revenue
12%+
Net margin mid-tier target
18%+
Net margin premium target
| Item | Cost | Frequency |
|---|---|---|
| Pixa (product photography) | $10 USD | Monthly |
| Claude Code (agent orchestration) | $100–200 USD | Monthly |
| Klar bank account | Free | — |
| Amazon fees | 15–17% | Per sale |
| MercadoLibre fees | 16–20% | Per sale |
| Shopify (when active) | $39 USD | Monthly |
| IMPI trademark (per brand) | $2,500 MXN | One-time |
CRÍTICO Días de Crédito con Proveedores
Sin crédito negociado, cada reorden sale del bolsillo antes de cobrar las ventas — el crecimiento queda atado a inyección de capital.
Por qué define el flujo de caja
| Escenario | Impacto en capital |
|---|---|
| Sin crédito proveedor | Pagas inventario → vendes → esperas pago plataforma → ~30 días sin capital libre |
| Con 30 días crédito | Vendes → cobras → pagas proveedor → ciclo casi cubierto con ventas propias |
Preguntas clave para la visita M&O
| Pregunta | Por qué importa |
|---|---|
| ¿Dan crédito a distribuidores nuevos? | Define si podemos escalar sin capital externo |
| ¿Cuántos días? (15 / 30 / 45 / 60) | Determina el float real del negocio |
| ¿Qué volumen/historial piden para darlo? | Define el hito que debemos alcanzar primero |
| ¿Hay descuento por pronto pago? | Trade-off liquidez vs margen |
Plazos de pago — Plataformas
| Plataforma | Días para liberar fondos |
|---|---|
| Amazon MX | ~7 días después del delivery confirmado |
| MercadoLibre | 3–21 días según reputación (nuevos = más largo) |
Acción: Agregar a la agenda de la visita M&O Knits. Documentar respuesta en
docs/cost-model.md. Si crédito no viable a corto plazo, evaluar factoraje o línea bancaria como puente.
PHASE 4 Expand (Jul+)
Only after consistent cash flow from Amazon + ML
| Expansion | Trigger |
|---|---|
| Add gray + other colors | White/black validate demand |
| Expand to polo, sudaderas | Core t-shirt line stable |
| Shopify B2C with ads | Cash flow covers ad spend |
| Shopify B2B wholesale page | Retailer interest materializes |
| Instagram / TikTok launch | Content budget from profits |
| Micro-influencer seeding | Brand names + visual identity solid |
| Dedicated company server | Fiscal entity formalized |