Capstone Project 3

Build a real-world acquisition system for your chosen brand — from competitor research and AI landing page to Meta Ads, tracking, lead routing, Zoho CRM, automation, optimisation and final presentation.

PGP 14 + PGP 1515–29 September 2026Group ProjectDomain: PGPDN.Online

1. Team & Brand Setup

Complete this once before your technical build begins.

Student Setup

Group Name / Number

Brand Name

Team Members

Sales Owner / Team Member

Subdomain

Live Landing Page URL

Project Goal

Project Timeline

Click a day to filter tasks. The timeline follows the recommended execution order.

Today’s Focus

Blockers

Capture anything stopping execution.

Submission Health

What is still missing before final presentation?

Full Project Briefing

The master brief students should read before touching the build.

Project Mission

Take a pre-selected brand and build a working performance marketing system. Every important decision must have a business reason, evidence, implementation and measurement plan.

Rule: Do not build isolated pieces. The landing page, tracking, Meta campaign, CRM, automation and optimisation plan must work as one connected funnel.

Environment

Shared parent domain: pgpdn.online
Each group gets a brand-named subdomain inside Hostinger.
Jayanth provides Hostinger access.
Install WordPress on the group's subdomain.
Create a new project email, GTM, GA4, Microsoft Clarity and the required Meta assets.

Build

Competitor analysis → CRO audit → AI landing page → persuasion framework → forms/chatbot/popup/WhatsApp → A/B test plan.

Measure

GTM → GA4 → Meta Pixel → buttons → form start → video → scroll → elements → thank-you lead event → Clarity.

Operate

Funnel → media plan → campaign structure → buyer persona → creative → rules → dashboards → Zapier → Zoho CRM → lead scoring → optimisation.

Definition of Done

Task Tracker

Mark tasks complete only after the required evidence is actually available.

Concepts You Need To Use

Open a card before you execute the task so you understand the why, not just the how.

Technical Setup Checklist

Everything required on the fresh brand subdomain.

Funnel & CRO

Make the conversion path obvious before spending ad money.

Funnel Blueprint

CRO Audit

Landing Page Copy Framework

Fogg Behaviour Model

Motivation × Ability × Prompt. Ask: Is the visitor motivated enough? Is the desired action easy? Is the CTA prompt clear and timely?

LIFT Model

Value Proposition, Relevance, Clarity, Urgency, Anxiety and Distraction. Use both frameworks where useful instead of forcing one model.

Meta Ads Execution

Strategy first. Setup second. Launch only after measurement and CRM are test-ready.

Pre-Launch Gate

Creative & Campaign

Experiment Log

Hypothesis

Primary KPI

Why will this test work?

Tracking & Analytics

One event architecture across GTM, GA4, Meta and Clarity.

GA4 Events

GTM Organisation

QA Protocol

Automation & CRM

All lead sources should land in one operating system: Zoho CRM.

Zapier Workflows

Zoho CRM Setup

Lead Qualification Framework

Qualification Rule

Assignment Rule

Automated Welcome Email

Optimization Engine

Do not optimise because “performance is low.” Identify the exact funnel leak first.

Creative

Hook, first 3 seconds, thumb-stop, message match, CTA, offer framing, creator fit.

Ad Set / Audience

Audience quality, overlap, placement distribution, frequency, budget, delivery and fatigue.

Landing Page

Load speed, message match, clarity, form friction, proof, anxiety, distraction, CTA visibility.

Lead Quality

Source quality, qualification rate, sales acceptance, invalid leads, response time.

CRM

Automation failures, duplicate records, owner assignment, follow-up SLAs, pipeline movement.

Business KPI

CPL → Qualified Lead Rate → CPQL → Sales Conversion → Revenue/ROAS where applicable.

When This Goes Wrong, Check This First

Signal	Likely problem	First action
Low CTR	Creative / hook / audience fit	Review first 3 seconds, angle and audience-message fit.
Good CTR, low LP CVR	Landing page mismatch or friction	Check headline, offer, proof, CTA and form friction.
Good CVR, poor lead quality	Targeting / offer / qualification issue	Refine buyer persona, form questions and lead scoring.
Good leads, poor sales follow-up	CRM / owner / workflow issue	Audit Zapier, Zoho assignment and follow-up SLA.
Numbers differ across platforms	Tracking or attribution mismatch	QA event firing, duplicates, date range, UTMs and source logic.

Daily EOD Report

Every group should close every working day with evidence, blockers and next actions.

Date

Day / Sprint

What did the group complete today?

Evidence / URLs

What is blocked?

Tomorrow's action plan

Final Submission

Your presentation is the story of the system: problem → strategy → build → data → optimisation → outcome.

Required Deliverables

Final Presentation Story

Brand + business objective
Competitor findings & CRO gaps
Buyer persona & offer
AI landing page + persuasion framework
Funnel + lead capture stack
Tracking architecture
Media plan + campaign structure
Creative / Reel ad
CRM + automation
Lead scoring & assignment
Live campaign results
Optimisation decisions & learnings
What you would do with more time/budget

Submission Links

Final Presentation

Landing Page

Google Sheet Dashboard

Zoho CRM

Meta Ad Account / Campaign

Evidence Folder

Templates & Resources

Replace these placeholders with the official templates shared by the trainer.