STXT funnel v2 · GTM → D2C end-to-end

Updated may 1, 2026 with eric's 9-stage onboarding articulation, GTM team handoff, and Candy playbook adaptation

diagram 1 · ownership
two teams, one funnel · where the handoff lives
GTM owns acquisition through qualified handoff. D2C takes the qualified user and runs activation → conversion. The handoff is the quiz output + EF tx_id surviving into the personalized opener.
GTM team · pre-app · drives qualified traffic mario · ilia · mac · erin · ivan · evan · ruslan CRAK / TJ / PH stxtai.com lander candy-style quiz GTM owns: creative · placement · CTR · CPC · EPC attribution chain · postback config quiz UX · pre-signup commitment ladder data capture · kink/fantasy/preferences linear board: 34e26e77... handoff tx_id · quiz data · creator D2C team · post-app · activates and converts eric · dave · karen · lucky · klemen · iryna · gustavo personalized opener photo escalation paywall + unlock D2C owns: opener prompts (langfuse) · button-driven UX 3-photo pre-gen · in-theme escalation paywall trigger (chat: hard | voice: soft) activation · CVR · habit loop linear board: b9e1e260...
diagram 2 · the new shape of the funnel
9 stages · acquisition to unlock · KPI per stage
Eric's articulated flow from may 1. Each stage owns a single conversion ratio. Walk this end-to-end before scoping tickets.
stage 1 · GTM acquisition affiliate / billboard / direct · CRAK · TJ · PH owner: mario + tony KPI CTR per banner · CPC · EPC visible to affiliates benchmark: 0.1-0.3% TJ adult · current $0.009 EPC target: $0.05+ EPC to attract affiliates stage 2 · GTM landing creator-specific · SFW visual hook · 5 LP variants owner: ruslan (build) + ilia (creative) KPI bounce rate · time-on-page · LP arrival benchmark: bounce <80% · time >8s ⚠ EF cookie not set on subdomains (GTM-1769) stage 3 · GTM · NEW onboarding quiz kink + fantasy capture · multimedia per step owner: karen (UX) + ruslan (build) + ilia (data) KPI quiz completion · step drop-off · fields filled benchmark: candy gets 6 steps committed pre-signup ⚠ doesn't exist today · GTM-1702 gap handoff · GTM → D2C signup + register guest session → exchange code → auto-login quiz data + tx_id passed to user.referral KPI signup CVR · tx_id retention · quiz data persistence ⚠ 43% lose tx_id today (D2C-4489) ⚠ 1 of 11,827 mapped to a partner stage 4 · D2C personalized opener opener uses quiz data via langfuse owner: karen (prompt) + lucky (image) + klemen (voice) KPI opener relevance · creator match feel · time-to-first-read benchmark: feels like she's been waiting for you ⚠ doesn't fully use quiz data today stage 5 · D2C button-driven first reply 3-4 buttons · kills empty text-box paralysis owner: karen + iryna KPI M0 → M1 rate · button click rate · activation today: 49% activate · 31% dead-air drop target: 75%+ activate via buttons stage 6 · D2C · candy copy 3-photo escalation photo 1 SFW tease · 2 suggestive · 3 spicy · in theme owner: lucky (gen) + karen (sequence) KPI · highest-leverage stage photos delivered per session · 0/1/2+ split eric data: 0=<1% paid · 1=30-40% · 2+=80-90% today: 8.3% reach paywall · target: 30%+ stage 7 · D2C · intimacy lever user upload + rate moment "send me yours, i'll rate it" owner: karen + iryna · small UI · big intimacy KPI upload rate · session length · investment benchmark: not measured today target: 20%+ upload at least once stage 8 · D2C · paywall at peak paywall + unlock chat: hard at photo 4 · voice: soft "our time's up" owner: karen + iryna + gustavo KPI · north star paywall view → paid · signup → paid CVR today: 0.76% signup→paid · target 3% ⚠ 39.5% form bounce after click (D2C-4385)
diagram 3 · candy playbook · adapted
how we copy candy without copying candy
Candy uses generic AI characters. We have real licensed creators. The mechanics translate; the inputs swap.
candy plays this we play this build your character ethnicity / age / body personality / kinks relationship / call you what unlimited free chat no phone · no video photo 1 → 2 → 3 on request · escalating paywall at peak desire same mechanics · different inputs pick your creator sophie / lena / etc or quiz match personalize her personality / kinks / relationship / pet name button-driven chat first 3-4 messages prefilled prompts 3-photo pre-gen in-theme escalation SFW → suggestive → spicy paywall photo 4 (chat) hard timer (voice) soft our advantage real creators with millions of followers · sophie ~13M · lena ~3M voice cloning (cartesia) candy doesn't have pornhub partnership preferential placement NSFW payments stack (centrobill in flight) — structural moat
diagram 4 · rally points
what every team works on this sprint
If a ticket isn't on this picture, it's deferred until onboarding ships. Eric's call: ruthless focus.
teamowns this sprintprimary KPItickets
GTM mario EPC dashboards · daily affiliate monitoring · attribution validation EPC visible per offer GTM-1733 family · GTM-1780
GTM ruslan lander cookie fix · quiz LP build · GTM config tx_id retention through signup GTM-1769 (overdue) · quiz LP new
GTM mac (filtered ilia) BQ funnel dashboard · attribution drift monitor · event taxonomy 90%+ attribution coverage GTM-1733 · GTM-1735 · GTM-1738 · GTM-1772
D2C karen quiz UX spec · personalized opener prompts · button copy · paywall design activation 49% → 75% janus J1-J3 (needs P0)
D2C iryna signup event tx_id attach · button-driven first reply · form bounce fix tx_id attached · M0 → M1 D2C-4489 (P0 in DEV) · D2C-4385
D2C lucky 3-photo pre-gen pipeline · in-theme escalation · creator-style consistency photo 2+ delivery rate new ticket needed
D2C klemen voice opener · soft paywall timer · SMS hooks for retention voice session length · M0 → M1 voice existing voice infra
D2C dave sprint scope sign-off · eng coordination · cross-team unblocks ship velocity this sprint scope review
diagram 5 · KPI tree
north star · signup → paid CVR · 0.76% → 3%
north star: signup → paid CVR 0.76% today · target 3% · 4× lift acquisition (per source) CTR per banner per placement CPC / CPA per source EPC per offer (CRAK + TJ) activation LP arrival → CTA click (GTM-1702) CTA click → signup completion signup → first message (49%) conversion first msg → message 15 paywall view rate (8.3%) paywall view → paid drilldown per banner · per LP · per creative per source · per placement no aggregation drilldown M0 → M1 by source · creator · device aha moment: 2 imgs / 1 cr / 1hr = 43% silent rate · button click · text reply drilldown photos delivered: 0/1/2+ split paywall trigger: hard chat / soft voice checkout → payment success retention (currently UNTRACKED) D1 / D7 / D30 retention by source ARPU verified per cohort · NO OWNER defaults to eric until product hires land 3 KPI rules 1. always per-source / per-banner / per-LP — no averages hiding outliers 2. test traffic excluded (affiliate_id ≠ 2 · stxt.ai emails · staging price_ids)
STXT funnel v2 · may 1 2026 · numbers from mac BQ · ruslan attribution deck · eric 9-stage articulation · candy comparison