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Engagement runs as a four-phase framework: Audit → Pilot → Migrate → Compound. Each phase has clear gates, defined deliverables, and a small number of customer touchpoints — meetings and artifacts you’ll actually see. The audit you ran on the website is Step 1. You’re already on the track.

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Audit — Week 1

What it does: quantify fee exposure and recovery cases on your numbers, pressure-test fit, and produce a decision-grade scope for a safe pilot. Two meetings, three deliverables, plus an optional stakeholder session:
WhatWhen
Audit60-second self-serve calculator + emailed PDFNow
Migration Review30-min founder-led callWithin ~1 week
Migration BriefQuick-turn document summarizing the callSame evening as the Migration Review
Migration Walkthrough60-min demo-led call with your team to pressure-test scopeBooked at the Migration Review — your team joins via the Brief
Migration AnalysisDecision document: cohort spec, gating thresholds, pilot scope, implementation windowWalked at the Walkthrough, delivered same evening
Migration AgreementPilot terms, MSA + DPA, reservation mechanicsSigns before pilot kickoff
Stakeholder AlignmentOptional working session with finance + legal + techWhere buying committees need it
Output: signed agreement + reserved pilot slot.

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Pilot — Weeks 2-3

What it does: validate the migration mechanics, the cohort spec, and the holdout-relative churn delta — against measurable data, not hope.
1

Pilot onboarding

Stripe Connect account live in your name; DNS CNAME pointed at branded checkout; entitlement integration wired into RevenueCat, Adapty, or your custom backend; first wave queued. ~2-4 hours of engineering time on your side.
2

Pilot waves run

2-3 waves of 1,000-1,500 subscribers each, stratified across cohorts, against matched store-billing holdouts. Recurr operates the campaign; your team reviews wave copy.
3

Weekly Results & Strategy Review

30-45 min, every wave week. The dashboard data + the next wave’s recommendation. Your team signs off.
4

Pilot debrief — go / no-go

Decision point. If retention, payback, billing health, and support load clear pre-agreed gates → move to Migrate. If not → adjust cohort spec, run additional pilot waves, or close the engagement.
Output: decision-grade data on migration rate, holdout-relative churn, and a recommended scope for full migration.

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Migrate — Weeks 4-12

What it does: roll the migration across your subscriber base, wave-by-wave, gated on the prior wave’s results.
1

Migration kickoff

Wave plan locked from pilot learnings. 10 weekly waves, each moving roughly 10% of the addressable base — every cohort starts in week one, stratified. Compressible to roughly four weeks on strong performance.
2

Wave-by-wave rollout

Waves ship weekly. Per-cohort volume ramps wherever benchmarks clear. Auto-pause if thresholds breach.
3

Weekly Results & Strategy Review

Same cadence as pilot. Your role: review, sign off, exception calls.
4

Migration debrief

Final wave closes. Migrated cohort sized, recovered margin booked, ongoing rail confirmed.
Output: scaled migration across proven cohorts. Recurring margin lift booked for as long as each migrated subscriber stays active.

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Compound — ongoing

What it does: layer new web acquisition onto the migrated base; let the book shift from store-rail dependence to web-rail compound year over year.
1

Compound strategy session

Working session after the migration closes. Where new web acquisition routes, which channels make sense at the recovered LTV, what the next 12 months of platform motions look like.
2

Ongoing platform motions — passive

New web acquisition continues at the lower fee structure. Win-backs, retention rail, branded billing communications — all run on the rails you now own. Retention safeguards continue measuring against the matched holdout.
Output: structural shift from store-rail dependence to web-rail compound. Each year more of the book renews on web fees instead of store fees.

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The three things that keep the framework safe

This is the same machinery on every wave, in every engagement:
  • Wave-based pilots with matched store-billing holdout. Each wave runs alongside a control cohort kept on store billing. Churn impact is measurable, not assumed.
  • Multi-axis cohort selection. Tenure, geo, engagement, renewal window, plan — the pilot samples across all five axes at once, and rollout volume ramps wherever each cohort’s benchmarks clear.
  • Store-policy compliance. Migration runs entirely outside the app: email + owned channels, branded web checkout, no in-app messaging or links. The app binary stays untouched.
For what each function on the buying committee owns through the engagement, see for your role →.