Phase 1 of the Turnaround Plan is Stabilize — stop the bleed, recover revenue already in motion. We audited the live storefront before writing this. The good news: most of the tools needed to plug the leaks are already installed. They're just not configured, surfaced, or sequenced. What follows is what we'd ship in the first 30 days, grouped under the four Phase 1 buckets, in the order we'd ship them.
A scan of the live storefront tells the real story. Linus is paying for a serious DTC stack — Klaviyo, Rebuy, Judge.me, Afterpay, Shogun, Shop Pay. The leaks aren't tooling gaps. They're configuration and sequencing gaps.
Three findings that change the work — and that the prior quick-wins doc missed. BNPL is already running via Afterpay, just not surfaced upstream of checkout. Klaviyo is installed but the cart-recovery and post-purchase flows are dark. Rebuy is installed and natively does free-shipping thresholds and post-cart upsell — without a single Liquid edit.
Each bucket maps directly to a Phase 1 workstream in the Turnaround Plan. The cards below are the first concrete actions inside each — what gets shipped in the next thirty days, in the order we'd ship them.
Afterpay is already live, but it only appears at checkout — by then most undecided buyers are gone. Move the "From $67/mo with Afterpay" badge onto every PDP, the homepage hero, and the e-bike landing pages. Add Affirm in parallel for the higher-ticket eDutchi/eRoadster line, where Afterpay's $2K cap declines a meaningful slice of buyers. The lift comes from making the bike feel affordable before the cart, not after.
Klaviyo is installed and running — the cart-recovery flow simply isn't built. We ship a 1hr / 24hr / 72hr sequence inside the existing instance: first touch is a soft reminder, second adds the Afterpay payment cue, third offers a free-shipping nudge. No new tooling, no new line item. A quiet recovery on an asset already paid for.
Rebuy is already on the storefront and natively does both. Set a free-shipping threshold around $50 above bike AOV and surface accessory upsells (lock, lights, fenders) in the cart drawer — the customer self-bundles to clear the threshold. AOV lift, post-cart conversion, and unexpected-cost objection killed in one configuration pass. No engineering required.
Real reviews document bikes arriving with substitute components that don't match the spec page (wrong hubs, wrong tires). This is the trust leak no marketing can outrun. We audit the top SKUs against what's actually shipping, then either update the spec pages to reflect reality or write the supply-side rule that ends the substitution. Either resolution stops the negative review pipeline at the source.
Multiple reviews cite damaged boxes and slow CS first-response. A "what to check when your bike arrives" email triggered at carrier handoff (built in Klaviyo, no new tooling) gets ahead of the inspection. A standard first-response template for damage claims gets the customer an answer the same day instead of a week later. Most of the negative-review pipeline is operational latency, not product failure.
With the Venice store closed, the local-search surface has gone quiet. Rebuild the GBP around the brand itself — service hours, mobile-mechanic catchment, photos that match the homepage aesthetic, weekly post cadence. The cheapest organic-traffic engine in the toolbox, and the foundation for the day-14 review ask below.
Judge.me is already installed, so on-site reviews are wired. The missing piece is the ask: a Klaviyo flow at day 14 (the post-honeymoon sweet spot) routes happy riders to Judge.me and Google, unhappy ones to a private CS lane. Reviews are the fastest-acting SEO and conversion lever available — and Linus's loyal base is the easiest to mobilize.
Linus shows up in "best city commuter" roundups, but PDPs run thin copy and miss schema. Storefront is on Shogun, so changes happen in the page builder, not Liquid — fast turnaround, no engineering bottleneck. Rewrite the top-5 SKUs with 200+ words of benefit copy and product schema. Compounds organic traffic for years on a one-week effort.
44K followers, regular product content, no buy path on a single post. Connect the Shopify catalog to Meta Commerce, tag every product post going forward, then back-tag the top-performing 50 historical posts. Every IG post becomes a storefront the moment it's tagged — the warmest audience Linus has, finally pointed at a checkout.
Klaviyo is installed and the buyer history is already in it — what's missing is the segmentation and attribution to make it usable. We segment by purchase recency, product line (acoustic vs. e-bike), and engagement state, and verify attribution back to GA and Shopify. The Phase 2 win-back, Linus Care launch, and review engine all run off this data layer — without it, Phase 2 is guesswork.
Privy and Klaviyo are both running — two popups, two capture flows, two senders, fragmented data. We migrate Privy's active capture forms into Klaviyo, point everything at one list, kill the Privy subscription. One source of truth for email is the prerequisite for the win-back automation in Phase 2 — and a small monthly line item disappears with it.
Passionate riders are already tagging Linus. A weekly cadence — three reposts with permission, reply to every tag, monthly caption contest — costs nothing and generates social proof that converts better than any brand-produced content. The manual habit this quarter becomes the AI-moderated #RideLinus engine in Phase 2.
None of this is theoretical, and almost none of it requires new tooling. Twelve actions, four buckets, one calendar — running on the stack Linus already pays for. By day 30 the conversion machine is configured, the trust leaks are sealed, the discoverability flywheel is turning, and the data layer Phase 2 needs is in the ground.