Alex: by Sunday night, 20 September 2026

Everything here is blocked on Alex and nobody else. Numbers are from the portal as at 18 Sep 2026. Each item says why it matters, because by Sunday night some of this will look optional and it is not.

1. Client list — finish it (about 40 minutes)

The list is cut from 96 to 32 active. What remains is ownership.

• [ ] Assign an AM to the 3 live ad accounts that have none. Design4Space ($58,425 this year, $71,202 of ad spend in 90 days), Ted Recruitment ($15,907), Interior Box ($12,975). Design4Space is the second-biggest client and the largest live ad account in the agency, and nobody owns the relationship. Jonathan runs the ads; an AM has to own the client.
• [ ] Assign the other 8. Aiteaic ($15,000), M2 Decor ($9,000), SHE Real Estate ($8,300), Viv's Schoolhouse ($4,950), Gamma Learning ($2,500), Overwrite ($1,500), Dan&Co, Lune Brillante. Set at /clients/master — the AM column now writes to both places the portal reads.
• [ ] Decide on 4 active clients that have never paid anything: Dan&Co, Lune Brillante, Wellcare, Claire Loh. Claire is onboarding so she is fine. The other three have ClickUp tasks and no money, which means work is being done for free or they should be closed.
• [ ] Confirm Todzterior is the account called "Atlas Den" in the media buying session. Cost per lead and profile match, but it is an inference and it is recorded as one.

2. Keep or drop, four clients (30 minutes, and the hardest thinking here)

Over April to September these cost more in people and software than they paid. Cost is manpower plus the software that work caused; it excludes rent and overhead.

Also flagged by their own AM, on effort rather than money: The Baseline (10/10 attention, all static, Jil unsure why Atlas has them) and Ctrl Alt Career (19/10 attention, hardest client for the media buyer too).

Raising price, cutting scope and dropping are all answers. Leaving it is the one that costs money.

3. The rate card — only Alex can fill this (20 minutes)

• [ ] Fill hours per deliverable. 0 of 7 rows are done. Paid ad video, organic video, long form, shoot, static or carousel, landing page, a month of media buying.

Until this exists the portal reports cost per task, which treats a shoot and a caption change as the same thing. With it, cost per hour, and every client and service number gets sharper. This is the single highest-leverage twenty minutes on the list.

4. Targets (20 minutes)

• [ ] Set a lead target or a ROAS target on the 32 active clients. All 32 have neither. Every judgement about whether an account is doing well is currently somebody's feeling. A number per client turns the daily check from an opinion into a test, which is what lets Jonathan run 40 accounts instead of 10.

5. Money questions only Alex can answer (30 minutes)

• [ ] What is the $21,128 of Supplier Payment and UNCATEGORIZED? Second-largest overhead after rent. Reading the lines: $7,200 renovation works, $1,133 office moving, and two videographer payments ($1,030 "Videog", $550 "Avery video") filed under Supplier rather than Contractor. Recategorise those two and freelance production cost reaches the clients it belongs to. Right now the Todzterior videographer is invisible to every report.
• [ ] Four people are paid under their stated rate. Irsyad $2,130, Greg $1,219, Vanessa $899, Chris $755, about $5,000 in total. Same pattern in all four, so more likely a rate that changed than four separate errors. Confirm the rate or pay the difference.

6. Sales, and the thing that is losing money today (1 hour)

• [ ] Fix the budget option on the lead form. It has read "$,000 - $10,000" since 6 January and still does, eight months of prospects seeing a broken label in your second-highest budget band. 29 leads picked it.
• [ ] Paste the 473 rows into GHL from the GHL import tab. Phones normalised, tags set, legacy leads carry legacy-2023-2025, atlas ads sg, reactivation.
• [ ] Work the Live pipeline tab: 124 people who took an appointment or showed up and have no deal recorded. Deal sizes in this pipeline run 4k to 9k. This is the only item on the list that can bring in money before Monday.
• [ ] 175 leads on your own sheets were never called. Decide who calls them and by when.

7. Team and ClickUp hygiene — delegate all of it (15 minutes to hand over)

None of this needs Alex to do it, only to tell somebody to.

• [ ] 24 open tasks are still assigned to Manpreet and Marchel, who left in July. Nobody is doing them and they look live.
• [ ] 15 tasks are done in Frame.io and still open in ClickUp. The video went out; the ticket did not close.
• [ ] 94 tasks have no client and 66 have no assignee. That is $8,460 of team cost that cannot reach a client.
• [ ] 71 tasks have been open more than 90 days.
• [ ] 74 tasks exist twice, the same job in two lists. Onnie Lens has every reel in both Social Media and Content Cal, M2 Decor has 21 extra copies. Confirm they are duplicates and they can be merged, which lowers those clients' cost.
• [ ] Manpreet had no Workspace account, so his meeting time is missing from every report.

8. Jonathan's transition (already agreed, starts Monday)

• [ ] Create the media buying channel for the daily update.
• [ ] Grant him access to every account he does not have yet.
• [ ] Confirm he starts the daily check and the Monday weekly reports on Monday 22 Sep.

SOPs are written: docs/sop/media-buying-daily-check.md, media-buying-reporting.md, media-buying-escalation.md.

If Sunday night arrives and only three things got done

1. The rate card (item 3). Everything about cost gets better and nobody else can do it.
2. The 124 live leads (item 6). The only item that makes money this weekend.
3. The three unowned ad accounts (item 1). $87,397 of client revenue with nobody accountable.