Three funnel tiers crossed with five stages of awareness. Each cell states the capital it earns and the job it performs.
Highest capital allocation & main growth engine
Proof, validation & targeted expansion mechanisms
Lifetime value drivers, loyalty & replenishment
Not applicable, downstream, or zero efficiency
Top-of-funnel capital is heavily weighted toward Mechanism Proof (25%) and Differentiation (20%). Passive awareness without proof mechanism is capped at under 8%.
Middle-of-funnel allocates 20% to deep comparative proof and 10% to independent validation. Comparative context is never run as an isolated campaign.
Bottom-of-funnel limits direct spend to 10% frictionless trial/guarantees and 8–10% on retention, auto-ship, and high-LTV replenishment mechanisms.