Samples

What you actually get

Every document below came out of the real engine, not a design file. This is the format a client receives, in the language you pick.

The problem

There is nowhere to check you

Every buyer looks you up before they commit, and finding nothing is worse than finding something modest. This is the floor the rest of the plan stands on.

The strategy

Local reach into a visit

The whole funnel is one decision made a few kilometres away. Radius, opening hours, a current menu and a photograph that matches what arrives at the table do more than a campaign.

What this plan understood

Business: Nile Coffee Roasters
Sector: Restaurant, café or F&B
Market: Egypt
Model: Physical retail, sold in the branch
Conversion point: A visit to the branch
Judge it after: 1 month(s)

Core flow: Local ad or search → profile, menu or offer → direction or call → visit → purchase → return visit

Why this model

Your sector runs on the physical retail, sold in the branch model.

The plan

Two tracks: the one that fixes the bottleneck, and the one that feeds it.

Content and presence

What it buys: existing credibly where people check you

Why it is here: It is what the diagnosis found. The physical retail, sold in the branch model leans on it. It is what works in your sector.

monthly content planningchannel directioncopywritingvisual directionpublishing and community management

Work this implies: Blog Structure Setup · Website SEO Optimization · Landing Page · E-commerce Website (Easy Order)

Paid demand

What it buys: volume you can turn up and down

Why it is here: The goal you chose runs on it. The physical retail, sold in the branch model leans on it. It is what works in your sector.

campaign structure and audiencescreative direction and testingretargetingbudget pacingperformance reporting

Work this implies: Product Photography (AI) · Social Media Moderation · Product Photography (Real) · Social Media Ads Management

What this budget should produce

The pale bar is the optimistic end, the solid bar the cautious one. The drop between steps is where the plan has to do its work.

Media · 53%

The work · 47%

Of 30,000 EGP a month, roughly 13,500–18,000 EGP should be media rather than management in this model.

Enquiries a month90–360

New customers9–36

−90% from the step above

At your own close rate of 10%.

Revenue1,080–4,320

At your average sale of 120 EGP.

Adjusted to what you told us: Close rate about 10%, from the band you chose.

Planning assumptions, not guarantees.

Against the 30 you get now, that is roughly 3×–12× the volume.

Where, and how much

Reach figures for Egypt, from DataReportal's Digital 2026 report.

Facebookstart

43%

10 posts · 4 stories · 10 reels / month

YouTube

41%

4 videos · 10 shorts / month

10 posts · 4 stories · 10 reels / month

The percentage is how much of the population each platform reaches, not how well it converts. Volumes are what KF commits to in writing for a channel at this level.

The first ninety days

Days	Phase	What happens
01–15	Setting up	Preparing an audience analysis Getting multimedia resources and creating the multimedia theme Getting access to the digital marketing channels Planning social media campaigns and setting up the accounts needed Creating the relevant Google accounts (Ads, Search Console) Building the content calendar and repository Preparing content and multimedia samples Preparing ad directions and samples Setting up communication channels
16–45	Testing and optimising	Launching content campaigns Launching ads across all platforms Communicating with the sales team for performance optimisation Creating a sales CRM if needed Monitoring goal success rates Keeping an open channel for analysis and optimisation
46–90	Performing and optimising	Analysing and optimising ads across all platforms Communicating with the sales team for performance optimisation Optimising ads for better sales results Analysing brand image on social media Optimising search engine standing Monthly reporting of results Preparing the next three-month plan

The point at which the engagement either scales on evidence or stops. A plan that does not name that decision is a plan that renews by inertia.

What to judge it on

Headline number: visits and repeat rate

reach in catchmentdirection requestscallsoffer redemptionsrepeat visit rateaverage ticket

Not judged before month 1 — that is how long your sales cycle takes to show a result.

What this plan will not do

A plan that recommends everything is a menu, not advice.

Conversion and follow-up
Not at this budget. Two tracks: the one that fixes the bottleneck, and the one that feeds it.
And specifically
national campaigns for a single branch — paying to be seen by people who will never walk in
In your sector
advertising outside the delivery or driving radius, and photography that oversells the plate

What was ruled out first

The diagnosis checked these in order and they did not apply. Shown so it can be argued with.

The market cannot tell you apart from someone else
Nobody can repeat what you do
Interest arrives and nothing happens to it

What could go wrong

Risk	What we do about it
No physical evidence or multimedia available to work with	Use the brand's own stories to build reputation while the material is produced
Leads generated come in below target	Approach the audience on other channels, rework the current advertising, and build digital alliances
The team is not aligned on the business vision	Realign with all stakeholders, train the team, or reassign team members

What we need from you

Brand identity files
Multimedia from previous work
Access to the marketing channels and ad accounts
An allocated sales team to receive and follow up leads
A decision-maker who can approve within the week

The commonest cause of a slow first month is not the plan. It is access that has not been granted and material that has not arrived.

How we will work together

WhatsApp group — Direct communication with the project team, and feedback from the sales team
Telegram group — High-quality resource transfer where Google Drive is not available
Monthly meeting — Analyse the month's results and goal status, and gather insight for next month's activity
Milestone meeting, every three months — Report goal results and performance, and plan the next milestone's goals
Emergency meeting — Whenever needed, based on direct communication

Direct communication is always available for on-the-spot required actions.

What you will be given

Campaigns plan — Every campaign created and planned, with its platforms and audiences
Content calendar — A monthly calendar showing content types and platforms
Content repository — Everything posted and planned, linked to the multimedia created and labelled by campaign, audience and journey phase

This is a strategy, not a quotation. It contains no prices, deliberately — what a piece of work costs is a conversation, not an output.

🩺

Growth Diagnostic

A diagnosis, a full strategy document, and the arithmetic behind it. No prices.

Read it →

KF Brain

Full strategy — Nile Coffee Roasters

Advertising is not the lever here. The margin per bag will not carry paid acquisition, and three of the four ways to grow revenue are wide open and unused.

Is advertising even the right tool here?

AdvertisingNot yet, and not for retail.

A 250g retail bag carries roughly 78 EGP of margin. At a measured cost per purchase of 190 EGP in this category, the first order loses money and only pays back on the third. Nothing currently makes a third order happen, so paid acquisition would be buying losses at scale. Wholesale is different — an account is worth thousands over a year — but wholesale is not bought through advertising.

Do this instead

Fix repeat purchase first, then acquire. Until then, grow through the three levers that do not need a budget: bigger orders, lifetime value, and referrals.

What only this business can say

The only roaster that tells you when your coffee was roasted and when the next bag arrives.

The audience wants: Coffee that is actually fresh, without having to think about it
This business has: Roast-dating on every bag and enough capacity to schedule deliveries
Competitors lack: Not one competitor publishes a roast date or offers a standing order
The honest check: This is a real overlap, but it is thin — it is a process advantage, and any competitor could copy it within a quarter. The window is now.

The positioning statement

For For people in Cairo who have started caring what their coffee tastes like, Nile Coffee Roasters is the is the speciality roaster that that makes freshness a schedule rather than a gamble

For: For people in Cairo who have started caring what their coffee tastes like
Compared with: is the speciality roaster
The promise: that makes freshness a schedule rather than a gamble
Reasons to believe it: every bag carries its roast date, and subscriptions arrive the week the last one runs out
What they end up with: so the coffee at home is as good as the coffee they paid for in a café

Does the market actually want this?

The callnarrow

Stage reached problem-solution

People buy and say they like it. Nobody has yet demonstrated they will come back on their own — and without cohort figures, that cannot be claimed.

Focus on the subscription cohort and prove repeat purchase there before spending anything on wider acquisition.

The market, and how big it really is

TAM is the whole market, SAM the part this business could serve, SOM the part it could realistically win. Nobody serves a whole market, so only the third number is a target.

Level	How big	Arrived at how	Source
TAM	~4.1m urban coffee-drinking households	Urban population aged 20+ in Greater Cairo and Alexandria	CAPMAS census projections
SAM	~180,000 households	Those buying speciality-priced coffee, estimated from category price sensitivity	Assumption, stated
SOM	900–1,400 households in year one	Roasting capacity of 400kg a month against average household consumption	Client capacity figure

Is anybody actually asking for this?

Signal	What it says	Seen where
Search behaviour	Rising	"قهوة مختصة" up steadily over 24 months on Google Trends
Competitor traction	Real	Kahwa Supply has run the same offer continuously for 7 months — visible in the Meta Ads Library, which means it works
Willingness to pay	Proven	Three roasters sustain 300+ EGP retail prices
Repeat behaviour	Unknown	Could not verify — no public data, and the client has no cohort figures

The competitors

Competitor	Direct or indirect	Price	How they position	Strong at	Weak at	Where they show up	Where this came from
Kahwa Supply Co.	direct	480–560 EGP/kg wholesale, 320 EGP/250g retail	The specialist's specialist	Sourcing and reputation	No subscription, no reorder prompt of any kind	Instagram, one physical shop	Public rate card and site, read 24 Aug
Roastery 15	direct	390–430 EGP/kg	Volume, café-focused	Logistics	Batch consistency	Direct sales, some Facebook	Site and Google reviews
Supermarket private label	indirect	90–140 EGP/250g	Convenience	Being already in the trolley	Freshness — no roast dates anywhere	Shelf	Assumptionno published data on private-label coffee share in Egypt

What this market does to margins

Force	How strong	Why	What it does to margin or price
Rivalry	medium	Several roasters, but each differentiated and none competing on price	Margins hold if you do not start a price war
Buyer power	high	Switching roaster costs a café nothing	Retention has to be engineered, not assumed
Supplier power	high	Importers are few and priced in dollars	Input costs are not controllable; the offer has to absorb that
New entrants	high	A roaster and a room is the whole barrier	Whatever moat exists has to be the relationship
Substitutes	medium	Instant and supermarket coffee at a fifth of the price	Never argue on price; argue on what the price buys

Where this business stands

Strengths

Roast dates printed on every bag; nobody else doesLead retail messaging with freshness, not origin

Weaknesses

No mechanism of any kind for a second orderFix before spending on acquisition — this is the bottleneck

Opportunities

No competitor runs a subscriptionEnter here first; it is the cheapest defensible position available

Threats

Green bean prices are dollar-denominatedPrice in quarterly bands and say so, rather than absorbing swings silently

The four ways to grow revenue

Growing a business means growing revenue, and there are only four ways to do it. A plan that uses one of them is a plan with three quarters missing.

1Get more sales

Move	How	Effort	Impact	First step
Wholesale to cafés	Direct outreach with sample bags; no advertising involved	medium	high	List 30 cafés within delivery range
Weekend markets	A stall where people taste before buying — the fastest way to convert a sceptic	low	medium	Book one market for October
Be findable in search	One page that answers "where to buy fresh coffee beans Cairo"	low	medium	Write it this week

2Grow each sale

Move	How	Effort	Impact	First step
Grinder and filter bundle	Sold beside the first bag, when intent is highest	low	high	Price a two-item bundle at 15% off the pair
Personalised bags for gifting	A name printed on the bag costs under 10 EGP and doubles what people will pay at Christmas and Ramadan	low	medium	Test on one seasonal run

3Grow lifetime value

Move	How	Effort	Impact	First step
The subscription	A bag every two, three or four weeks, skippable, cancel any time	medium	high	This is the single highest-value thing on this page — build it first
The sixth bag free	A card, not an app. Cafés have used this for decades because it works	low	medium	Print 500 cards
A reason to return each month	One small-lot release a month, to subscribers first	low	medium	Schedule the first three

4Build growth loops

Move	How	Effort	Impact	First step
Give a bag, get a bag	Both sides get one; coffee is talked about and this is how it travels	low	high	Add a referral code to every order slip
Customer brew photos	Repost them; people who are reposted buy again	low	medium	Ask on the card inside the bag

Where to show up

Channel	Kind	Why this one	Cost to start	Start when
Direct café outreach	through others	A wholesale account is worth 50 retail customers and costs nothing but time	Sample bags only	Immediately
Weekend markets	physical	Tasting converts; nothing else converts a sceptic as fast	~1,500 EGP per stall	October
Search	online	Intent already exists and nobody in the category has claimed it	Time only	This week
Paid social	online	Only after repeat purchase is proven — see the verdict above	Not yet	Quarter two, if the cohort numbers hold

From the objective to something measurable

Business objective	The goal that serves it	Measured by	Target
Make the retail line profitable without a media budget	A third of retail customers buying twice within 90 days	Repeat rate at 90 days · Subscribers · Revenue per customer	33% repeat, 120 subscribers
Build a revenue base that does not depend on retail	Twelve wholesale accounts on standing orders	Accounts · Weekly kilos · Account retention at 90 days	12 accounts, 96 kg a week

What to do first

Do this	Why now	Impact	Effort
Build the subscription	It fixes the bottleneck the diagnosis named, and no competitor has one	high	medium
Referral on every order slip	One afternoon of work; compounds from the day it ships	high	low
Thirty café sample bags	The wholesale line does not depend on the retail fix	high	medium
The bundle at checkout	Raises order value before any acquisition spend	medium	low

The first ninety days

When	What happens	Who	Cost	Cannot start until
25 Aug – 7 Sep 2026	Subscription built and live; referral codes on order slips	Owner + developer	~8,000 EGP	Nothing
8 – 21 Sep 2026	Thirty sample bags out; two café visits a day	Owner	~4,500 EGP in beans	Nothing
22 Sep – 12 Oct 2026	First market stall; loyalty cards in every bag	Owner + one helper	~3,000 EGP	Cards printed
13 Oct – 23 Nov 2026	First cohort read: did a third come back? Decide on paid acquisition from that number and nothing else	Owner	None	Subscription live since early September

What not to do

A plan that recommends everything is a menu, not advice.

Run paid acquisition for retail this quarterThe margin does not carry it until repeat purchase is fixed. This is the most expensive available mistake.
Compete with Roastery 15 on priceThey buy at volumes this roastery will not reach for years, and the fight is unwinnable.
Hire an influencerNothing in the research suggests this category is bought on recommendation from strangers.

What could not be verified

Where a link would not load or a figure is not published, that is a finding rather than a gap to fill with something plausible.

Repeat purchase rates for speciality coffee in Egypt — no published data found.
Roastery 15's wholesale volumes — not published, and not inferable from the site.

Where this came from

DataReportal — Digital 2026: Egypt
Google Trends, "قهوة مختصة", 24 months to Aug 2026
Meta Ads Library — active ads for the three named competitors
CAPMAS urban population projections
Google Maps reviews for eight Cairo cafés naming their supplier

🧠

KF Brain

A full strategy — market and competitors, position and proof, and a prioritised plan with a dated first ninety days.

Read it →

Ad spending plan

Signature blend, 1kg — Sales

Egypt · Food & beverage · 3 months

🧭 Executive summary

For Signature blend, 1kg in Egypt, hitting Sales calls for 52,910 EGP a month, split 20/30/50 and concentrated on Meta (Facebook + Instagram). Expect roughly 130 purchases a month. Nothing in these inputs pushes cost above the market baseline.

💰 Recommended budget

52,910 EGPMonthly · ≈ $1,080

158,731 EGPTotal · ≈ $3,239

Funnel allocation

20%

30%

50%

Stage	Monthly	What it buys
TOFU	10,582 EGP	Awareness and views — cold audience
MOFU	15,873 EGP	Engagement and interest — warm audience
BOFU	26,455 EGP	Conversion — ready to act

📊 Expected results

Estimates assume average performance with the creative and platforms below. Real results move ±15% with offer strength, creative quality and season.

490,196Monthly reach

1,372,549Monthly impressions

98Leads per month

130Purchases per month

⚖️ Three budgets, side by side

Scenario	Monthly	Sales / mo	Note
Conservative	34,392 EGP	85	Proves the idea at the lowest risk, learns slowly.
Planned ←	52,910 EGP	130	The budget recommended for these inputs.
Aggressive	84,657 EGP	208	Exits the learning phase faster, needs more creative.

📅 Month by month

The first month buys learning rather than results, so it runs lighter and heavier on the top of the funnel. As the retargeting pool fills, the weight shifts toward conversion.

Month	Spend	TOFU / MOFU / BOFU	Sales	Focus
1	39,683 EGP	20 / 30 / 50	98	Testing — creative and audiences
2	50,265 EGP	15 / 30 / 55	136	Consolidate the winners
3	68,784 EGP	10 / 30 / 60	203	Scale what proved out

📱 Platform mix

Platform	Share	Monthly	Creatives	Stage
📘 Meta (Facebook + Instagram)	60%	31,752 EGP	7	All stages
🔍 Google (Search + YouTube)	28%	14,798 EGP	3	MOFU + BOFU
🎬 TikTok / Reels	12%	6,370 EGP	2	TOFU

📘 Meta (Facebook + Instagram) — Best return for direct sales in the region — dynamic catalogue and cart retargeting.

🔍 Google (Search + YouTube) — High intent — captures the searcher at the moment of searching.

🎬 TikTok / Reels — Short-form video is the cheapest discovery available, and creates demand search cannot capture.

🧮 Do the numbers hold up?

2.21×Return on ad spend

117,000 EGPProjected monthly revenue

52,910 EGPMonthly spend

Healthy gross return. Confirm it still clears your margin after costs, then scale the winning angles.

🎨 Creative plan

Format priorities

Short vertical video, 9:16 — Highest click-through, cheapest discovery.
Customer-made content (UGC) — Builds trust — critical for a new brand.
Images and carousels — Support for the middle and bottom.

Ideas by funnel stage

Stage	Ideas
TOFU	A hook that opens on the customer’s problem · Educational: how to choose · An honest comparison with the alternatives · A question that earns the next second
MOFU	Detailed product or service walk-through · The objection you hear most, answered · Social proof — numbers and names · Packages and pricing
BOFU	A real customer testimonial · A time-limited offer · Guarantees that remove the risk · Pricing, stated plainly

⏱ Refresh the winners monthly

📈 What is pushing cost up, and down

Working in your favour

Essential product — broad demand, easier conversion
Website checkout — full pixel, fast optimisation
Broad audience — room to optimise
Some videos — moderate variety
Some history — partial signal

🗂️ Campaign structure

The budget above, translated into what you actually build: 6 campaigns, 7 ad sets, 16 ads.

Campaign	Platform	Objective in-platform	Monthly	Ad sets	Ads
`SIGNATURE-BLEN \| TOF \| AWARENESS-REACH \| NAT \| 2608`	📘 Meta (Facebook + Instagram)	Awareness / Reach	6,350 EGP	1	3
`SIGNATURE-BLEN \| MOF \| ENGAGEMENT-TRAFFIC \| NAT \| 2608`	📘 Meta (Facebook + Instagram)	Engagement / Traffic	9,526 EGP	1	2
`SIGNATURE-BLEN \| BOF \| SALES-PURCHASE \| NAT \| 2608`	📘 Meta (Facebook + Instagram)	Sales — purchase	15,876 EGP	2	4
`SIGNATURE-BLEN \| MOF \| SEARCH-TRAFFIC \| NAT \| 2608`	🔍 Google (Search + YouTube)	Search — traffic	5,549 EGP	1	2
`SIGNATURE-BLEN \| BOF \| PERFORMANCE-MAX-SHOPPING \| NAT \| 2608`	🔍 Google (Search + YouTube)	Performance Max / Shopping	9,249 EGP	1	2
`SIGNATURE-BLEN \| TOF \| AWARENESS-REACH \| NAT \| 2608`	🎬 TikTok / Reels	Awareness / Reach	6,370 EGP	1	3

Naming convention

Campaign	`{brand} \| {stage} \| {objective} \| {geo} \| {yymm}`
Ad set	`{audience} \| {placement}`
Ad	`{format} \| {angle} \| v{n}`

Rules that do not bend

One campaign per platform per stage. Never mix two stages in one campaign — the optimiser only optimises for one thing.
Exclusions are not optional: every stage excludes the audiences of the stage below it, or you pay twice for the same person.
Campaign-level budget (CBO) at three ad sets or more; ad-set level at one or two.
Do not touch an ad set’s budget while it is learning — every edit restarts it.

🎯 Target audiences

TOFU — discovery

Audience	How to build it	Why	Priority
Broad — no interests	Age, gender and location only (the whole country). Leave interests empty.	The cheapest reach available, and the optimiser finds the audience faster than any interest stack — provided the pixel has signal.	High
Interest stack — 3 to 5 adjacent interests	Combine the interests around your category into one ad set rather than one ad set each.	One ad set gathers enough signal to exit the learning phase; five small ones do not.	Medium
Lookalike 1% — from purchasers or leads	Built from the actual customer list, not site visitors. A thousand records minimum.	The best cold audience there is, when the source list is clean.	High

MOFU — consideration

Audience	How to build it	Why	Priority
Video viewers — 25%+, last 30 days	Across all page videos, a 30-day window.	The cheapest warm audience you can build with no website and no pixel.	High
Page and profile engagers — 365 days	Facebook and Instagram together, the longest window available.	Works from day one and needs no website.	Medium
Site visitors — 30 days, converters excluded	All visitors minus anyone who completed the goal.	Demonstrated intent, at a fraction of cold cost.	High
Lookalike 2–3%	Same source as the 1%, widened for scale.	Where you scale once the 1% saturates.	Medium

BOFU — conversion

Audience	How to build it	Why	Priority
Added to cart, did not buy — 7 and 14 days	Two separate windows carrying two different messages.	The highest return in the whole plan, and always the smallest audience.	High
Started checkout, did not finish — 7 days	Checkout-initiated minus purchase.	Usually a shipping or price objection, not a persuasion problem.	High
Past customers — for repeat, or to exclude	Upload the customer list. Exclude it from every acquisition campaign.	Either sell to them again with a different offer, or stop paying to reach them.	Medium

Every stage excludes the ones below it: cold excludes warm and hot, warm excludes hot.

🧪 Testing and scaling plan

One variable per test. Two at once produces a result you cannot attribute.

1. Creative — angle and hook — 15,873 EGP

2 ads on different angles inside one ad set, same audience, same offer. Creative is the biggest lever in the auction by a wide margin. Testing it first means every later test runs on a sound base.

When	Weeks 1–2
Decide after	After 610 EGP per ad, or three results — whichever comes first.
Kill rule	Kill any ad running more than 1.5× the target cost.
Scale rule	Keep exactly two winners and build next month on their angle.

2. Audience — broad vs interests vs lookalike — 10,582 EGP

The winning ad, unchanged, across two or three ad sets with different audiences. Tested after creative because a weak ad makes every audience look the same.

When	Weeks 3–4
Decide after	After 610 EGP per ad set.
Kill rule	Cut the dearest audience once the gap passes 40%.
Scale rule	Move its budget to the winner over three days, not in one step.

3. Offer and destination — 7,937 EGP

The landing page or form: how many fields, and what the offer says above the fold. Third because it moves what happens after the click, and it cannot be measured without traffic.

When	Month 2
Decide after	After at least a hundred visits per version.
Kill rule	Drop the lower-converting version once the gap holds.
Scale rule	Make the winner the default for every campaign.

4. Format and placements — 5,291 EGP

Vertical versus square, and automatic versus manual placements. The last few per cent. Doing it earlier is the default mistake, because flipping a toggle is easier than shooting a video.

When	Month 2 or 3
Decide after	After a full week of data.
Kill rule	Exclude the placement that spends and does not convert.
Scale rule	Re-cut the winner at the right ratio for each placement.

Scaling

Raise a winner’s budget by 20% every three days while cost stays under target. For bigger jumps duplicate the ad set rather than raising its budget — a large increase restarts the learning phase.

Hold 13,228 EGP of the monthly budget unallocated, so a winner can be scaled without waiting for next month.

📈 Targets by funnel stage

The expected results above are a forecast. These are the numbers that have to hold for the forecast to stay believable.

Stage	Metric	Target	If it misses
TOFU — discovery	Cost per thousand impressions (CPM)	Under 16 EGP	Higher than that means a narrow audience or weak creative — widen the audience before touching the budget.
TOFU — discovery	Weekly frequency (convention)	Under 2.5	Above that you have exhausted the audience — widen it or refresh the creative.
TOFU — discovery	Click-through rate (convention)	1% or better	Below 1% is a creative problem, not a targeting problem.
MOFU — consideration	Cost per visit or engagement	Under 12 EGP	If this is fine and conversion is not, the problem is the destination, not the ad.
MOFU — consideration	Landing page views as a share of clicks (convention)	80% or better	Below that, page speed is eating the budget before anybody reads the page.
BOFU — conversion	Cost per purchase	Under 203 EGP	Above that with good creative means price or shipping is the objection.
BOFU — conversion	Return on ad spend (ROAS)	4.43× or better	Below this the campaign is buying revenue at a loss.

Review these weekly, not daily. Daily is noise; monthly is too late to act on. Rows marked as convention are common professional rules of thumb, not benchmark-table values — do not present them to a client as measured.

📌 Benchmarks, and what this plan assumed

81 EGPCost per lead

203 EGPCost per purchase

13.49 EGPCPM · awareness

107.94 EGPCPM · conversion

Assumption	Value
Market	Egypt — from a real ad account
Industry	Food & beverage — estimated — not checked against real spend
Exchange rate used	1 USD = 49 EGP (from the benchmark table)
Cost multiplier from your inputs	0.64×
Benchmarks last reviewed	2026-08-12

A multiplier under 1 means cheaper than the market baseline, over 1 means something raised it. Benchmarks marked inherited or estimated have not been checked against real spend — verify before quoting them to a client.

📊

Ads Planner

An advertising plan — budget, campaign tree, audiences, testing order, break-even ROAS and the month the shop actually has.

Read it →

Content plan

Nile Coffee Roasters — September 2026

15 posts · 1 written

The month

Date	Topic	Platform	Format	Stage	Status
Tue 1 Sep	Why we print a roast date instead of a best-before	Instagram	Static post	Awareness	Planned
Wed 2 Sep	What "single origin" actually changes in the cup	TikTok	Carousel	Consideration	Visual prompt ready
Thu 3 Sep	A morning in the roastery, from green bean to bag	Instagram	Reel / short video	Awareness	Planned
Mon 7 Sep	Wholesale pricing, explained without a phone call	TikTok	Static post	Conversion	Planned
Tue 8 Sep	The four grinds, and which one your machine wants	Instagram	Carousel	Awareness	Planned
Thu 10 Sep	How long coffee really stays good after roasting	TikTok	Reel / short video	Consideration	Planned
Mon 14 Sep	Meet the farm behind this month's Ethiopian lot	Instagram	Static post	Awareness	Planned
Tue 15 Sep	Three ways café owners waste beans without noticing	TikTok	Carousel	Consideration	Planned
Thu 17 Sep	What an 84 cupping score means, in plain language	Instagram	Reel / short video	Awareness	Planned
Mon 21 Sep	The espresso recipe we give every new wholesale client	TikTok	Static post	Conversion	Planned
Tue 22 Sep	Why we will not sell you last month's roast	Instagram	Carousel	Awareness	Planned
Thu 24 Sep	Behind the counter at a café that switched to us	TikTok	Reel / short video	Consideration	Planned
Mon 28 Sep	Water is 98% of your coffee. Are you getting it right?	Instagram	Static post	Awareness	Planned
Tue 29 Sep	Our September lots, and what each one is for International Coffee Day is coming — 1 October	TikTok	Carousel	Consideration	Planned
Wed 30 Sep	Coffee Day is next week — what we are doing about it	Instagram	Reel / short video	Awareness	Planned

The content

Wed 2 Sep — What "single origin" actually changes in the cup

TikTok · Carousel · Consideration

Caption

Two bags. Same country, same week, same roaster.

One says Ethiopia. The other says Guji, Hambela, 1,950m, washed, harvested February.

The second one is why your flat white tastes like a peach today and like a biscuit last month. Single origin is not a quality claim — it is an address. And an address is what lets you order the same thing twice.

Our September Guji is on the site. The roast date is on the bag, where it belongs.

#singleorigin #specialtycoffee #cairocoffee #roastdate #guji

Visual prompt — slide 1

Editorial product photograph, natural window light from the left, plain warm-cream background (#F5EFE6). Two identical kraft coffee bags standing side by side on a matte dark surface (#1C1917), one label blank and one label detailed. Shallow depth of field, soft shadow falling right. Muted palette of roasted brown (#4A2C17) and cream. No people, no steam, no burlap sacks, no cups. Square 1:1. Leave the upper third uncluttered for a headline to be added afterwards.

Visual prompt — slide 2

Overhead flat-lay, same warm-cream background and natural light. A scatter of green unroasted beans on the left half and roasted beans on the right half, divided by a clean straight line. Roasted brown and cream palette, no props, no hands. Square 1:1, generous negative space at the bottom for caption text.

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Campaign Plan

A campaign in the calendar: a stated purpose, an arc, and every post designed against both.

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Content plan

Nile Coffee Roasters — September 2026

1 posts · 1 written

The month

Date	Topic	Platform	Format	Stage	Status
Wed 2 Sep	What "single origin" actually changes in the cup	TikTok	Carousel	Consideration	Visual prompt ready

The content

Wed 2 Sep — What "single origin" actually changes in the cup

TikTok · Carousel · Consideration

Caption

#singleorigin #specialtycoffee #cairocoffee #roastdate #guji

Visual prompt — slide 1

Editorial product photograph, natural window light from the left, plain warm-cream background (#F5EFE6). Two identical kraft coffee bags standing side by side on a matte dark surface (#1C1917), one label blank and one label detailed. Shallow depth of field, soft shadow falling right. Muted palette of roasted brown (#4A2C17) and cream. No people, no steam, no burlap sacks, no cups. Square 1:1. Leave the upper third uncluttered for a headline to be added afterwards.

Visual prompt — slide 2

Overhead flat-lay, same warm-cream background and natural light. A scatter of green unroasted beans on the left half and roasted beans on the right half, divided by a clean straight line. Roasted brown and cream palette, no props, no hands. Square 1:1, generous negative space at the bottom for caption text.

✒️

Content Creation

A written day in the calendar, with prompts ready for the image GPT.

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Content plan

Nile Coffee Roasters — September 2026

1 posts · 1 written

The month

Date	Topic	Platform	Format	Stage	Status
Thu 3 Sep	A morning in the roastery, from green bean to bag	Instagram	Reel / short video	Awareness	Content written

The content

Thu 3 Sep — A morning in the roastery, from green bean to bag

Instagram · Reel / short video · Awareness

Video script

0:00–0:03   "Your coffee is 98% water. You're blaming the beans."
            On screen: WATER. Close-up, water hitting a portafilter.

0:03–0:12   "Cairo tap water runs about 400 parts per million. Espresso wants 150."
            On screen: 400 → 150. A TDS meter in a glass, reading held on camera.

0:12–0:25   "Too hard and it tastes flat and chalky. Too soft and it goes sour and thin."
            Two cups poured side by side, a hand pushing one away.

0:25–0:38   "A twenty-pound filter jug fixes most of it. You do not need a plumber."
            Jug filling, then the same shot as the opener — but clean.

0:38–0:45   "Same beans. Fix the water first."
            On screen: FIX THE WATER FIRST. Bag with the roast date visible.

🎬

Video Script

A three-column script against a day in the calendar.

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Content plan

Nile Coffee Roasters — September 2026

1 posts · 1 written

The month

Date	Topic	Platform	Format	Stage	Status
Wed 2 Sep	What "single origin" actually changes in the cup	TikTok	Carousel	Consideration	Visual prompt ready

The content

Wed 2 Sep — What "single origin" actually changes in the cup

TikTok · Carousel · Consideration

Visual prompt — slide 1

Editorial product photograph, natural window light from the left, plain warm-cream background (#F5EFE6). Two identical kraft coffee bags standing side by side on a matte dark surface (#1C1917), one label blank and one label detailed. Shallow depth of field, soft shadow falling right. Muted palette of roasted brown (#4A2C17) and cream. No people, no steam, no burlap sacks, no cups. Square 1:1. Leave the upper third uncluttered for a headline to be added afterwards.

Visual prompt — slide 2

Overhead flat-lay, same warm-cream background and natural light. A scatter of green unroasted beans on the left half and roasted beans on the right half, divided by a clean straight line. Roasted brown and cream palette, no props, no hands. Square 1:1, generous negative space at the bottom for caption text.

🖼️

Image Creation

The image, made in ChatGPT from the prompt this platform wrote.

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Brand Identity

Nile Coffee Roasters — Brand Identity

Nile Coffee Roasters is the Cairo roastery that roasts to order rather than to stock, for independent cafés that cannot afford to run out.

The brand at a glance

Nile Coffee Roasters is the Cairo roastery that roasts to order rather than to stock, for independent cafés that cannot afford to run out.

Roasted this week. Not this season.

#4A2C17#F5EFE6#1C1917#B79B62

Positioning: For independent cafés who cannot afford to run out, Nile Coffee Roasters is the roastery that roasts to order rather than to stock — so the bag that arrives was roasted this week, not this season.
Voice: A good supplier on the phone: exact, unhurried, and never selling.
specificcalmuseful
urgentreverent about coffeeapologetic about the price
Archetype: The Sage
Explains rather than excites. Earns its place by being right, and can afford to be plain about it.
Typography: Cormorant Garamond · Reem Kufi

Design direction

Editorial Minimal

Built from: 4 of 4 parts
Archetype, scored here: Sage
Direction, scored here: Editorial Minimal
Palette family: Deep and gilded

01What does not add up

A premium price position

Against Naming home grinders as a segment at a third of café volume

Why it matters The two want opposite packaging, opposite pack sizes and opposite channels, and serving both halves the attention each gets.

Resolve it by Keep home grinders as a retail line under the same mark, and let the wholesale promise stay the brand.

02What still has to be decided

These are the questions the work could not settle from the outside. Nothing here was guessed to fill the gap — a named gap is one somebody can close, and a papered-over one becomes a mistake nobody catches. They are in your copy only; the shared link does not show them.

Does the nine-day refund apply to the retail line as well as wholesale?

Raised in Strategic identity

Why it matters It is the entire USP, and a promise that quietly applies to only half the customers is worse than one that applies to neither.

Who can answer it The owner, with the roaster

Who answers WhatsApp after 6pm, and in whose voice?

Raised in Verbal identity

Why it matters The whole positioning is "someone answers", and the tone rules assume a person who knows the roasting calendar.

Who can answer it The owner

Is the 1kg wholesale bag the same artwork as the 250g retail one?

Raised in How it is used

Why it matters It decides whether one plate or two goes to the printer, and whether the retail line is visibly the same brand.

Who can answer it The owner, with the packaging supplier

Part One of three

03What it stands for

For independent cafés who cannot afford to run out, Nile Coffee Roasters is the roastery that roasts to order rather than to stock — so the bag that arrives was roasted this week, not this season.

Purpose — why it exists

So that a café in Cairo can buy coffee from someone who answers the phone on a Friday.

What this rests on

opinion

Vision — what it is working towards

The roaster every serious café in Egypt has on standing order.

What this rests on

assumption five years

Mission — what it does every day

Roast to order every morning and deliver within nine days of the roast.

What this rests on

evidence

Values, and what each one costs

The roast date goes on the bag

In practice Every bag carries the day it was roasted, not a best-before eighteen months out.

What it costs us

Stock older than nine days cannot be sold at full price and is given away.

We say no to volume we cannot roast fresh

In practice An order bigger than the week's capacity is turned down or split.

What it costs us

We turned down a 400kg hotel contract in March.

Who this is for

Independent cafés, 1–3 sites

Who they are Owner-operators in Cairo and Alexandria buying 6–12kg a week

What they want A supplier who never leaves them short on a weekend

What stops them buying

Switching means retraining baristas on a new bean

Home grinders

Who they are People who own a grinder and buy 250g–1kg a month

What they want Coffee fresher than a supermarket bag

What stops them buying

Price, against a supermarket bag at a third of it

What they use instead

The roastery on Road 9

They offer Similar beans, cupping scores published, no delivery promise

We win on They publish no wholesale price and no delivery window

They win on

Eleven years of reputation and a café of their own

A supermarket bag

They offer A third of the price, roasted four months ago

We win on Freshness, provably, with a date printed on it

They win on

Price and availability

The positioning

For whom: Independent cafés running 6–12kg a week
In the category of: speciality coffee roastery
The promise: Roasted within nine days of reaching you, or it is free

How it breaks down

Instead of: a roastery that sells from stock, or a supermarket bag
Reasons to believe it: The roast date is printed on every bag · 1,400kg a month to 60 cafés · Cupping score of 84+ on every lot bought
Price position: premium

The value proposition

Coffee that reaches you within nine days of the roast, or it is free.

What they get: A standing weekly order that arrives before they run out

What is behind it

How it feels: One less thing to chase on a Friday afternoon
The proof: The date on the bag, and a refund policy nobody else offers

What only this business can say

The only roastery in this bracket that publishes a delivery window and refunds against it.

Why nobody else can say it

Competitors cannot say it because: All four named competitors sell from roasted stock, so they cannot promise a roast date.

How confident this is, honestly: Confident on the four competitors actually checked. Not checked: roasteries outside Cairo and Alexandria, and anyone selling only through Instagram DMs — which in this market is a real gap in the evidence.

Personality

A supplier, not a boutique.

We are

exactunhurriedplain-spoken

We are not

romantic about origincompetitive about scoresapologetic about price

The Sage

Why that one, and what it forbids

Why that one: The promise is knowledge made verifiable — a date, a score, a window — rather than a feeling.
What it forbids: Urgency tactics, scarcity language, and any claim that cannot be checked on the bag.

The promise

You will never open a bag older than nine days.

How it is kept, and how it breaks

Kept by: Roasting to order and refusing volume beyond the week's capacity
Broken if: We roast to stock to win a big account

Part Two of three

04How it sounds

A good supplier on the phone: exact, unhurried, and never selling.

The name

Verdict: keep
As it stands: Nile Coffee Roasters

What the name does for you, and to you

What it does well: Says the country and the craft in three words, and survives being said down a phone.
What it makes harder: Generic enough that two other roasteries could be confused with it in a search.

The tagline

Roasted this week. Not this season.

Why this line, and what else was on the table

Why: It states the difference and dares a competitor to copy it, which none of them can.
Alternatives: The date is on the bag · Roasted to order, never to stock
What it must never become: A claim about flavour. Every roastery claims flavour and none can prove it.

How it sounds

We sound

specificcalmuseful

We never sound

urgentreverent about coffeeapologetic about the price

FormalCasual

Two-thirds towards casual

The buyer is an owner-operator, not a procurement desk.

SeriousPlayful

Serious

The promise is a refund policy. Jokes cost it credibility.

The archetype, checked twice

Scored from the twelve questions: Sage
Proposed by the strategy: Sage
Do they agree: yes
Use this one: Sage

What it says

You will never open a bag older than nine days.

In one line: Roasted this week, not this season.
In thirty seconds: We roast every morning and ship the same week. Every bag has the roast date on it. If it reaches you later than nine days from that date, you do not pay for it. That is the whole offer.

You will not run out on a weekend

For whom Cafés

Proof

Standing weekly orders, 60 cafés

Key messages, by audience

A supplier who answers on a Friday

Audience Independent cafés

Channel WhatsApp

Proof

Named references in Zamalek and Sporting

The words

Address the reader as: You, singular, by first name once known. Never حضرتك — it puts a counter between us.

Use these

roast datelot

Never these

artisanalbest in Egypt

artisanal

Say this instead roasted to order

Why

Claims craft without evidence, and every competitor uses it.

best in Egypt

Say this instead the only one that prints the date

Why

Unprovable, and invites a comparison we would have to win.

How it is written

Sentence length: Short. One idea per sentence, rarely past forty words.
Person: First person plural for us, second person singular for them.
Punctuation: Full stops. No exclamation marks anywhere, including replies.

The rest of the rules

Capitalisation: Sentence case in headlines. Never all caps.
Emoji: None in captions. One is acceptable in a DM if the customer used one first.
Hashtags: Three at most, at the end, never mid-sentence.
Numbers and dates: Numerals for weights and days. Dates as "27 Aug", never 27/08.
Mixing scripts: Latin stays Latin: bean names, origins and the brand name are never transliterated.
Formatting: No bold inside captions. Line breaks instead.

How it asks

A reason, then the ask. "The Yirgacheffe lot is roasted Tuesday — say the word before Monday."

Examples: Say the word before Monday · Message us the weight and we will price it
Never: Countdowns, "last chance", or any urgency the roasting calendar does not create.

Where the voice bends

Instagram

How it bends here Shorter, and the date leads the caption.

Example

Roasted this morning. Ethiopia Guji, 84.5. Twelve kilos.

How it bends here First names, no preamble, prices given straight.

Example

Morning Hany — 8kg of the house blend, roasted Tuesday, with you Wednesday. 2,240.

The same thing, in this voice

Discover our premium artisanal coffee, crafted with passion for the true connoisseur!

Ethiopia Guji, roasted Tuesday morning. Twelve kilos, then it is gone until next week.

Three unprovable adjectives out, two checkable facts in, and the exclamation mark with them.

Part Three of three

05How it looks

Editorial Minimal

Why this direction, and what it rules out

Why it follows from the strategy: The promise is a printed fact. A look built on type and white space presents a fact; one built on texture and warmth presents a mood.
What it rules out: Burlap, steam swirls, hand-lettered chalk, and anything that reads as a café rather than a supplier.

The logo

A wordmark with the roast date lockup built into it — the mark and the date share one baseline rule.

What it is built from, and what it must survive

Built from: The typeface at 600 weight, with a 1px rule the width of the wordmark beneath it.
How it survives the hardest use: The hardest use is a single-colour stamp on a kraft bag: the rule and the wordmark are one colour and carry no detail below 1.5mm.
What it must not be: A coffee bean, a cup, a mountain, or a monogram in a circle.

The variations

Primary — wordmark and rule

When to use it Everywhere it fits

Notes

Default

Stacked

When to use it Bag fronts and square formats

Notes

Rule sits under the second line

Mark only

When to use it Favicon, stamp, cup sleeve

Notes

The N and the rule

One colour, reversed

When to use it On near-black or on photography

Notes

Never on mid-tone photography

Using the logo

Clear space: The cap height of the wordmark on all four sides. Nothing enters it.
Placement: Top left on documents, bottom right on posts, centred on packaging.
On photography: Reversed, and only over an area with a contrast ratio of 4.5 or better against white.

Exact specifications

Minimum size on screen: 96px wide for the primary, 24px for the mark alone.
Minimum size in print: 28mm wide for the primary, 8mm for the mark. Below 28mm the rule closes up on uncoated stock.

Never do these to it

Set the wordmark in any other typeface

Why

The rule is drawn to that cap height and stops aligning.

Add a drop shadow to make it readable on a photograph

Why

If it needs a shadow, the photograph is wrong — recrop it.

Print it in the accent gold on white

Why

It fails contrast for body text at every size — see the colour table.

Colour

#4A2C17

RoastThe wordmark, headlines, the ruleNever: Body text below 14px

#F5EFE6

CreamBackgrounds, bag stockNever: Type of any size

#1C1917

Near-blackAll body copyNever: Large flat areas

#B79B62

Cupping goldThe score, and nothing elseNever: Text on white, ever

Values, contrast and print

Name	HEX	RGB	CMYK (approximate)	As text on white	As text on black
Roast	#4A2C17	74, 44, 23	0, 41, 69, 71	12.6:1 · AAA	1.7:1 · body text fails
Cream	#F5EFE6	245, 239, 230	0, 2, 6, 4	1.1:1 · body text fails	18.4:1 · AAA
Near-black	#1C1917	28, 25, 23	0, 11, 18, 89	17.5:1 · AAA	1.2:1 · body text fails
Cupping gold	#B79B62	183, 155, 98	0, 15, 46, 28	2.7:1 · body text fails	7.9:1 · AAA

RGB, CMYK and the contrast readings are computed from the hex values, not written by a model. Two cautions go with them. The CMYK figures are the standard conversion and are a starting point only — real CMYK depends on the press, the stock and the colour profile, so send a printer the hex and approve a proof. And there is no Pantone column on purpose: Pantone is a licensed library of physical inks with no formula from RGB, so any "nearest Pantone" would be invented. Ask your printer to match against a physical guide.

Where this differs from the starting palette

The starting cream

Changed to #F5EFE6

Why The original read pink beside the brown at bag scale.

Typography

Latin: Cormorant Garamond · 400, 600 · Google Fonts
Arabic: Reem Kufi · 400, 600 · Google Fonts

Why these two

Why they sit together: Both are high-contrast and sit at the same optical weight at 600, so a bilingual bag front does not read as two brands.

Display

48px / 32mm · 600 · 1.05 · -0.02emBag fronts and the one line on a post

Heading

24px · 600 · 1.2Section headings

Body

16px · 400 · 1.6Everything else

Caption

12px · 400 · 1.4 · 0.04emThe roast date, origin, lot number

The roast date is always caption size and always uppercase — the one piece of type that never changes size between a bag and a post.

Icons

Style: Line, geometric, no fills
Stroke: 1.5px at 24px

The full rule

Derived from: The logo's baseline rule
Corners: Square, no radius
Grid: 24px with a 2px keyline
Never: Filled icons, or any icon of a cup or a bean

Shapes and graphic elements

Motif: The baseline rule from the logo
Use: To separate the date from everything else

The full rule

Derived from: The wordmark
Corner radius: 0
Never: As a decorative border or a frame

Patterns and textures

The full rule

Never: A pattern would compete with the type, which is the whole look.

Photography

Style: Documentary, natural light only
Subject: Beans, hands, the roaster, the date being printed

The full rule

Light: North-facing window, no fill, no flash
Colour treatment: None. No filters, no warmth push.
Crop: Tight and off-centre, subject never centred
Never: Steam swirls, latte art, burlap sacks, or anyone smiling at the camera
Shots to get: The date stamp hitting a bag · The roaster at 6am · A full pallet leaving

Illustration

The full rule

Never: Illustration would soften a promise that depends on being literal.

Layout and grid

Grid: 12 columns on print, 4 on square
Spacing scale: 4, 8, 16, 32, 64

The full rule

Margins: 8% of the shorter edge
Alignment: Left in Latin, right in Arabic. Never centred except on packaging.

Packaging and stationery

Structure: Flat-bottom kraft bag with a one-way valve, 250g and 1kg
On the front: Wordmark, origin, and the roast date in caption caps

The full rule

Materials: Uncoated kraft, one-colour print
On the back: Lot, score, altitude, process, and the nine-day promise in full
Stationery: Invoices and delivery notes on the same uncoated stock, so the paperwork looks like the bag.

How the posts are built

Grid: 4 columns, 32px gutters, on a 1080 square
What a post is made of: One line of display type, the date in caption caps, the mark bottom right. Nothing else.

The safe areas

Safe areas: 96px clear at the top and bottom for the Instagram chrome

The templates to build

The roast

What goes on it Origin, score, date, weight available

When

Every roasting morning

The proof

What goes on it One photograph, one caption line

When

Weekly

Worked examples

Roast day

Headline Ethiopia Guji. 84.5.

Visual The date stamp mid-strike

Where the logo goes

Bottom right, mark only

On everything, and on nothing

One is checkable, the other is what every competitor already says.

DoLeave the space empty

NotFill it with a texture

The look is type on ground. Texture turns a supplier into a café.

A post to show the client

Paste this into any image model. It is in English on purpose — image models are trained overwhelmingly on English captions, and an Arabic prompt returns a worse picture. Replace anything bracketed with the real offer first.

Editorial minimal advertising photograph for a speciality coffee roastery. Flat-bottom kraft coffee bag, cream label, dark brown wordmark, standing on a plain cream surface, north window light from the left, no fill light, deep natural shadow. Bold serif headline in the upper third reading "ROASTED THIS WEEK. NOT THIS SEASON." Small uppercase caption beneath reading "ETHIOPIA GUJI · 84.5 · ROASTED 27 AUG". Generous empty space. No steam, no latte art, no burlap, no people. Square, 1080x1080, photographic, sharp.

06What was read

Source	What it gave
https://example.com/road9-roastery	Menu, cupping scores, no wholesale price
https://instagram.com/example-competitor	would not load — login required

Design

tinted
cards
accents

🧬

Brand Identity

One brand book — strategy, voice and visual identity, with the logo rules, the colour codes and the do’s and don’ts a designer works from.

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All 8 tools, with nothing held back.

Three of them produce a brief rather than a document — you run it in your own ChatGPT and the reply comes back here. Those samples show the brief, because that is what the platform writes.

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