Decisions

The fixed fee is the primary commercial blocker. The other open calls close the offer, customer promise, logistics, payment flow, creator model, and Moonbird promotion plan.

Open decision

Presale date and customer delivery promise

Working direction

Use 5 October as the working presale target and take payment before US inventory arrives, with a conservative delivery window stated at checkout.

Needed to close

Confirm factory completion, ocean arrival range, US fulfillment handoff, cancellation terms, freight-delay language, and the customer-facing ship window by the 21 September review.

Payment before US inventory is approved. The remaining risk is making a delivery promise before the logistics chain is proven.

Open decision

Presale price and release tranches

Working direction

Use $115 as the planning midpoint within the expected $100-$130 range and release inventory in tranches.

Needed to close

Choose the exact price and tranche sizes after Moonbird's fixed fee, shipping presentation, available inventory, and delivery costs are confirmed.

At $100, 200 orders produce $20k. At $115, 175 orders produce $20,125. At $130, 154 orders exceed $20k.

Open decision

Air sample quantity and allocation

Working direction

Air-freight enough units for fit testing and the complete photo and video library before presale.

Needed to close

Confirm cost, arrival date, unit count, colorways, and whether any samples can be reserved for creators without compromising launch content.

The main customer inventory is still expected to travel by ocean.

Open decision

Limited-batch customer experience

Working direction

Use a simple tranche-based first release, then run a separate feedback and sharing loop after customers receive the product.

Needed to close

Choose the customer-facing language, quantity visibility, sold-out behavior, consent flow, and post-delivery incentive.

Releasing in tranches is agreed. The storefront mechanic and exact quantities remain open.

Open decision

US fulfillment setup

Working direction

Use one US fulfillment path with Moonbird accountable for the inventory handoff, shipping operations, returns, and customer support.

Needed to close

Name the partner, confirm per-order costs and integration, and document the handoff from ocean inventory to customer delivery.

This must be resolved before the delivery promise is published.

Open decision

Shopify and payment architecture

Working direction

Use one NSM-managed Breath Buddy Shopify storefront with Shop Pay where available and a clean payout path to the new business bank account.

Needed to close

Confirm storefront owner, legal entity, Shopify Payments or Stripe setup, bank account, taxes, payouts, and Moonbird reconciliation.

Avoid duplicate payment accounts before the entity and money flow are clear.

Open decision

Creator compensation model

Working direction

Use the committed budget for a small paid and seeded cohort, then concentrate spend behind creators who produce strong assets and reach the right adults.

Needed to close

Choose gifting, affiliate commission, paid content, or a hybrid. Define usage rights, deliverables, and outreach ownership.

Creator spend is committed and does not depend on presale performance. Presale strength only changes the upside budget.

Open decision

Moonbird fixed fee and cost ceiling

Working direction

Define one transparent per-unit Moonbird fee before setting the consumer price or agreeing final revenue reconciliation.

Needed to close

Confirm the exact fee, Moonbird margin, included manufacturing and packaging, freight, duties, fulfillment, shipping scope, volume changes, payment timing, and any cap.

This is the primary commercial blocker. The draft agreement's placeholder does not yet define the actual economics.

Open decision

Customer shipping presentation

Working direction

Research two clean options: roughly $119 plus simple flat-rate shipping, or roughly $129 with US shipping included.

Needed to close

Compare competitors, actual fulfillment costs, conversion implications, international treatment, returns, and how each option affects the margin model.

Current preference is separate shipping. Avoid an unpredictable carrier-calculated amount appearing late in checkout.

Open decision

Moonbird promotion and attribution

Working direction

Use Moonbird's committed email promotion as a separately measured acquisition channel, outside the NSM base target.

Needed to close

Confirm send count, dates, audience segments, placements, copy owner, approval flow, dedicated UTMs or codes, and reporting cadence.

Moonbird has about 60,000 people and has committed to promote the presale, mostly through email.

Captured decisions

Stop reopening these.

4 decided

Decided

Compliance accountability

Moonbird owns classification, required testing, warnings, claims review, regulatory compliance, and insurance. Kelly coordinates the outside consultant connection.

Execution still required

Execution proof is still required before launch: named consultant, classification memo, test requirements, approved warnings, approved claims, and current insurance coverage.

Decided

Creator budget commitment

Commit a $10,000 base budget in $3k, $3k, and $4k tranches, with $15k+ total spend available if presale cash supports the strongest direction.

Execution still required

Each tranche needs a short brief, asset-quality bar, creator reliability check, audience-fit check, and named release owner.

Decided

Adult-first launch audience

Lead the launch toward adults. Keep ages 14+ as eligibility and treat parents buying for teenagers as a secondary use case.

Execution still required

Apply this hierarchy consistently across the product page, photography, creator brief, email segmentation, warnings, and FAQ.

Decided

NSM presale scorecard

Judge NSM's 20,000-person list and friends against four levels at the $115 planning price: 100, 175, 300, and 500 orders.

Execution still required

Build channel reporting so NSM, friends, Moonbird, creators, and unattributed orders can be read separately.