Mk 106

---
name: mk-106
description: "First-purchase offer design for new customers. Use when the task requires purchase reasons and product bundles for new customers. Apply this method to the specified inputs and verify the deliverable"
---

# MK-106 | First-purchase offer design for new customers

For a regular chat, upload `packs/mk-106.md`. It includes the shared rules, this method, and required references

## Purpose

This skill delivers: **Purchase reasons and product bundles for new customers**

Do not fabricate discounts, gift inventory, countdown deadlines, limited quantities, or testimonials

## Required inputs


Available raw records: nonbuyer remarks, purchase history, shopping-flow records, product-use requirements, genuine offers, and costs

## Method Steps

1. Locate first-purchase friction from nonbuyer remarks, actual shopping steps, and product use. Verify first-purchase identity from buying records; existing buyers do not qualify automatically
2. Fear of a large unsuitable quantity supports a trial when the smaller amount delivers the experience. An explicit total-cost objection with real demand supports a genuine price/shipping offer. Bundle only when the task needs complementary products
3. Repair payment failure, stock gaps, missing evidence, or unanswered fit questions first. Few new customers alone does not justify a discount
4. Calculate first-order contribution and acquisition cost for each option against the brand's objective or test loss allowance. Retain the course's 25% contribution-margin figure as a reference, not the brand's mandatory floor; unknown repeat contribution is not positive by default
5. Change eligibility, quantity, or the offer when returning buyers redeem it, trials are insufficient, or revised costs exceed the allowance. Deliver break-even conditions first and request only the missing cost

## Calculation and Interpretation

First-order contribution = discounted net revenue − product, packaging, payment, shipping, and other variable costs − cohort acquisition cost per first buyer. Deliver the barrier evidence, matching offer, economic condition, and information that changes the choice

Check example (hypothetical): fear of wasting a large pack supports an adequate small trial contributing 50 on the first order. An additional 80 shipping cost changes it to −30; without a loss allowance, withdraw that price scenario and recalculate a feasible price

Decision rules authored by ThinkWithBlack, 2026-10-14; original course sources remain below

## Required output fields

| Order | Field | How to complete |
|---:|---|---|
| 1 | Goal | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 2 | Audience | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 3 | Plan/task | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 4 | Evidence and assumptions | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 5 | Prerequisites | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 6 | Resources | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 7 | Deliverables and acceptance | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |
| 8 | Open issues | Use source evidence, an intermediate method result, or an explicit unknown; do not invent information |

## Verification cases

**MK-106-C05 | The budget is unknown, but materials can be organized first**

Expected: Deliver the parts of the plan that do not depend on the budget first; do not require a complete questionnaire

## Method sources

Source file: 行銷策略實戰學程Day4-佈局獲利 × 節奏變現 × 轉單收割

Location: Campaign

Source basis: extracted from course materials

Source URL: https://docs.google.com/presentation/d/1dq3xqYVUnWvUCpzZKI91yDDOzvkyG0uHy3EOsOjtItA/edit

English translation of source excerpt:

> Consider consumers with active needs each month and bring campaign traffic to the campaign page for prompt conversion