First cycling computer apps campaign checklist

A first cycling computer apps campaign at founder scale. Numbered so you can stop lying to yourself about which step you skipped.

Confirm a live listing that works as a computer on a cheap mount, not a hardware preorder actually closes. Creators cannot fix packaging.
Write the avatar in a sentence: US English, 28-44, already bounced off a Wahoo they stopped pairing and Strava segments that made group rides mean, watches ‘I will not buy another head unit’ and punctured-tire-in-the-rain videos in the garage.
Write the problem in their mouth: I can see watts I do not need and I cannot see the next turn in the sun.
Write what they already quit: a Wahoo that sits in a drawer, Strava on the phone they could not see in sun, and a paper cue sheet they dropped.
Write what they watch: head-unit hate, garage mechanicals, ‘Strava segments ruined the group ride’, rain-commute rants.
Write the reject: the WorldTour-kit replica rider whose whole grid is watts and who will not talk to a commuter.
Write adjacent so the phone does not smear: commute rain, garage mechanicals, not Zwift race culture.
Put that sentence into the brief
Scroll as them on a fresh Instagram, TikTok, and YouTube account. Example to look for: someone mounting a phone, squinting at Strava, and missing a turn. Signal: the same garage-mechanical face two rain days in a row.
Keep a 50k average-view floor. Below that, $700 a post for 1k views is a money sink.
Skip #cycling as a roster method.
Email. The contact is usually in a bio next to a TrainingPeaks coaching link; say this is a computer-app post. Name a real video. Ask for the phone number.
If they won’t give a number, move on. Kit riders quote apparel rates for a handlebar shot.
On the call, Minimum View Guarantee. Example: $2000 / 4 posts / 1M views. Talent extra.
Send the contract while the yes is still warm. Scout $1,500 / Outreach $2,500 / Dealmaker $5,000.
A working route they can load before Saturday’s ride.
Tell them what to film: mount the phone, load the route, show a turn in the sun. If they need a $400 unit, you are not ready. Do not ask for a climb PR. Ask them to follow a turn-by-turn in sun glare.
Give each creator their own code. Unique App Store codes, not a sunny group-ride clip with a logo on a bottle.
Do not run a launch day on the same morning if you wanted isolation.
Two follow-ups, then stop. If you do this right, ie at scale, you will have many other creators to choose from.

Doing the scroll by hand is kind of soul-crushing. Like a Zwift race and the phone will leave wet-commute content. No demo. No download guarantee. You approve every creator and every rate.

Garage mechanicals and commute rants already have the audience; a readable phone computer is the thing they want on the next wet morning.

First cycling computer apps campaign checklist

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