SQ1
Square One Coffee
Specialty roaster, Lancaster PA · squareone-coffee.myshopify.com · everything a team (or its AI) needs to run this account.
Lifecycle Stage 8-9 · Build + Operate
Convey runs it. Jess & Josh own it.
CONVEY · INTERNAL
Sales · 30d
$31,615
262 orders · Shopify
AOV
$120.67
blended
Touchpoints
9
channels + integrations
Measurement
Live
4 pixels, 0 custom code
Catalog
185 / 354
active · 169 not-live
Lifecycle
Dale's 10-stage choreography0Prospect
1-2Pitch
3-4Packet
5Diagnostic
6-7Money+Kickoff
8-9Build+Operate
Progress by workstream
click any lane · finished work + what's nextDoneBrand & Positioning›
DoneAudience Research›
Finished
DoneDeck Suite›
Finished · 9 decks
MostlyTikTok Shop Kit›
Finished
Next
Confirm real bags for tea / 2lb SKUs before publish
DoneWebsite + Figma›
Finished
Pre-launchShopify Draft Build›
LiveMeasurement›
Finished · live Jul 21
Meta pixel + CAPIGA4ClarityKlaviyo
LoadingRetention / Email›
To buildAffiliate Program · "The Crew"›
Finished
Join the Crew kit (deck + scripts)
6 recruitment lanes · 15-20% commission · sample-first
Next to build
affiliates.squareonecoffee.com onboarding page
Crew Discord server + roles
Onboarding videos
Recruitment + onboarding scripts
BlockedLaunch›
Next
Founder [CONFIRM] gatesRemove "Shop with AI" widgetAppstle launch-day setupDougie + Dale publish together
Access registry
who gets in · where the secret lives| Service | Login / ID | Owner | Secret location | Status |
|---|---|---|---|---|
| Shopify Admin API (Convey Automation) | client 5ccada…b824b4 | Dale | ~/convey/sq1-automation/.env | Live |
| Shopify staff admin | dale@conveygrowth.com | Dale | vault | 2FA-locked |
| Shopify collaborator (Engin8) | Alana · code 7367 | Alana | vault | Live |
| GitHub (theme repo) | buddybuddyOC/squareone-coffee-theme | Dougie | gh CLI (nexusdigital-commits) | Live |
| Klaviyo | SvDEZ7 | Dale/Jess | vault | Key pending |
| Meta Business + pixel | 2457044064754895 | Dale | vault | Live |
| GA4 | G-X4ZY7Z6CK3 | Dale | Google acct | Live |
| Microsoft Clarity | xq6beg0kh0 | Dale | vault | Live |
Measurement & pixels
each tracker · install location · events| Tracker | ID | Install location | Events | Status |
|---|---|---|---|---|
| Meta pixel + CAPI | 2457044…4895 | Facebook & Instagram channel · sharing = Maximum (CAPI) | PageView · ViewContent · AddToCart · InitiateCheckout · Purchase · Lead | Live |
| GA4 | G-X4ZY7Z6CK3 | Google & YouTube channel · server-side | page_view · view_item · add_to_cart · begin_checkout · purchase · sign_up | Live |
| Microsoft Clarity | xq6beg0kh0 | Official Shopify Clarity app | heatmaps · session recordings | Live |
| Klaviyo | SvDEZ7 | klaviyo.js + app pixel + Reviews block (PDP) | Viewed Product · Added to Cart · Started Checkout · Placed Order · Subscribed | Live |
| Product JSON-LD schema | — | theme | PreOrder rich snippet | Absent (gap) |
All trackers run as official channel/app web pixels · zero custom theme code (avoids double-counting).
Touchpoints & integrations
9 connected systems
storeShopify (Horizon 2.1.6 + sq1-*/ws-*)
paidFacebook & Instagram channel
analyticsGoogle & YouTube channel
uxMicrosoft Clarity
emailKlaviyo (email/SMS/reviews)
subsAppstle + native selling plans
merchSearch & Discovery recs
codeGitHub ↔ Shopify theme sync
opssq1-automation toolkit
Weekly cadence
Dale's 5 rituals · live in Google CalendarMON · Scorecard Dale
Refresh CRO dashboard · read 4 funnel ratios · one-sentence "what we change" · queue kills.
TUE · Kill Day Dale
Kill under-benchmark ads (14d/$150) · reallocate · ICE backlog · aMER vs 2.5.
WED · Ship Day Dale+Dougie
New creatives live · LP tweaks from Clarity · angle-to-page 1:1 · flow emails live.
THU · UGC Day Dougie
Brief creators (cohorts 1,3,6) · harvest review UGC · tag winners → paid.
FRI · Log + Plan Dale
Log shipped/killed/won · cycle position · queue next batch · note to Jess/Josh.
Data room
one-click to every deck, model & deliverableFinancial models
P&Ls · cost model · green prices · TikTok margin
Growth math model
unit economics + path to milestone
Deck suite (9)
foundation · positioning · research · growth · content · TikTok · close · crew
TikTok Shop kit
listings · images · copy · pricing · handoff
Research
ICP (108) · top-25 · values doctrine · competitor intel
Dale's strategy docs
ads engine · retention · measurement · 33 flows
Live dashboards
Agent registry
which agent built what · click its definition| Agent | Built on SQ1 | Definition |
|---|---|---|
| Delphi | Audience/ICP research, 8-cohort map, Demand layer | delphi.md |
| Mr. Buggy | QA sweeps on website + CRM, regression gates | mr-buggy.md |
| Designer | Website composition, mobile overhaul, design system | designer.md |
| Eddie | Organic founder-footage editing (Jul 20 shoot) | eddie.md |
| Roast | Stress-tested positioning + the scale model | roast.md |
| Portia | Privacy/terms/refund/shipping policies, ADA/WCAG 2.1 AA pass, cookie consent, FTC disclosure | portia.md |
Contacts
Jess Steffy
Co-owner, primary + approvals. jess@squareonecoffee.com
Josh Steffy
Co-owner · brand voice + approvals.
Ken
SQ1 · wholesale.
Dale Parducci
Convey · ops/CRO/measurement. dale@conveygrowth.com
Dougie Taylor
Convey · brand/content/creative.
Brian Carcano · Websifu
Built the live theme. websifuco@gmail.com
Gotchas + open items
Gotcha
Grind trigger in the new theme = tag grind-options (not type). Tags are load-bearing, never bulk-strip.
Gotcha
quick_add is ON globally (Add buttons on all cards) · reversible.
Gotcha
Storefront behind Cloudflare bot protection; Shopify preview 429s on rapid fetch (pace 300ms+).
Security
Rotate the exposed Shopify client secret.
Blocker
Remove "Shop with AI" widget (Microsoft Brand Agents inside Clarity) — disable in Clarity, not theme/API.
Gate
Founder [CONFIRM] sign-offs: bulk prices, free-ship $55, Sample Box, 10% rung.
Gate
Appstle launch-day setup (tier ladder, portal, gift automation, Klaviyo connect).
Owner
Dougie + Dale publish the new theme together when 100% + gates cleared.