Statement of work for Ashlar Running
Paid media and lifecycle build, SOW-ASH-01. Mortice, Manchester. Monday 21 June 2027.
Scope summary
This SOW sits under the master services agreement signed on 14 June 2027. It covers a ten-week build from 12 July to 17 September 2027, then six months of managed paid media and lifecycle from 1 October 2027 to 31 March 2028.
Client
Ashlar Running Ltd, Manchester
Agency
Mortice Ltd, Ancoats
Reference
SOW-ASH-01, version 1.2
Term
12 July 2027 to 31 March 2028
The problem we are fixing
Ashlar turns over £14.2M, 63 percent of it from paid social and search. Email and SMS bring in 11 percent, with three flows live. Browser tracking loses an estimated 22 percent of conversions, so Meta optimises on partial data. Ashlar Club launches on 5 October.
Target, not guarantee: email and SMS at 24 percent of revenue and blended MER from 2.6 to 3.2 by March 2028.
Baseline and target path
Revenue split from Shopify and GA4, twelve months to 31 May 2027. MER is total revenue over total marketing spend; the target path is ours and reviewed monthly.
Revenue by channel today
Percent of online revenue
Blended MER, target path
From the 2.6 baseline to 3.2 by March 2028
Delivery method
Six stages. Nothing goes live until it has passed the acceptance tests in this SOW.
Audit
GA4, Shopify, Klaviyo and all three ad accounts reviewed against a 64-point checklist. Output: a risk register with every tracking gap sized in revenue.
Instrument
Server-side GTM on a first-party subdomain, Meta Conversions API, Google enhanced conversions and TikTok Events API. Consent Mode v2 throughout.
Build
Nine Klaviyo flows, 38 emails and 12 SMS. Paid accounts restructured to four campaigns per platform with one naming convention.
Test
Every flow tested on 14 email clients and three devices. Event match quality above 8.0 on Meta before go-live.
Accept
You sign off each deliverable against its criteria within five working days. Defects are fixed before the run phase starts.
Run
Six months of managed media and lifecycle, with a weekly test and a monthly report against target.
Acceptance, data and change control
These terms apply to this SOW only. Where they differ from the master services agreement, this SOW wins.
Acceptance criteria for the build
Tracking: server-side events firing for all six purchase-funnel events, Meta event match quality of 8.0 or above, GA4 and Shopify revenue within 3 percent over seven days. Flows: each flow triggers correctly on test profiles, renders on 14 email clients and respects suppression and consent.
Review period and deemed acceptance
You have five working days to accept or list defects against the criteria. If neither arrives, the deliverable is deemed accepted. Defects are fixed within three working days and re-tested once.
Data processing
Mortice acts as processor under UK GDPR and the Data (Use and Access) Act, under the data processing agreement in schedule 2. Customer data stays in Ashlar's Klaviyo, GA4 and BigQuery, hosted in the UK or EU. We never export profiles to our own systems.
Accounts, ownership and exit
Ad accounts, pixels, audiences, Klaviyo flows and templates belong to Ashlar from day one. Mortice works as a partner with named user access. On exit we hand over documentation and remove access within five working days.
Change control
Anything outside this SOW is raised as a change request with a day-rate estimate and the effect on dates. Nothing is started until you approve it in writing.
Notice during the run phase
The run phase is fixed for three months, to 31 December 2027, then cancellable with 30 days' written notice.
Tasks and dates
Build 12 July to 17 September 2027, run 1 October 2027 to 31 March 2028. Assumes admin access to every account by 9 July and a named Ashlar approver for each phase.
Tracking audit and risk register
Server-side GTM and conversion APIs
Meta CAPI, Google enhanced conversions, TikTok Events API.
Paid account restructure, three platforms
Consent and profile data model
Creative testing framework
Nine Klaviyo flows, 38 emails, 12 SMS
Looker Studio dashboard and geo test design
QA, UAT and acceptance
Two test rounds. Five working days for your review.
Go-live and hypercare
Managed run, Ashlar Club launch on 5 October
Comparable builds and who delivers this one
Imran Shah, Technical Director, is accountable for this SOW. Claire Openshaw architects the CRM, Ben Kowalski leads paid media, Nadia Rehman owns tracking and Ellie Marsden runs delivery. Mortice is 19 people in Ancoats, founded in 2015.
Tarn Skincare, server-side rebuild
Conversions API and server-side tagging for a DTC skincare brand. Reported Meta conversions rose 27 percent with no change in spend; CPA fell from £31.40 to £24.90.
Gritstone Climbing, membership lifecycle
Eleven Klaviyo flows for a four-site climbing gym. Email and SMS moved from 9 to 26 percent of revenue in seven months; churn fell 2.1 points.
Cask & Clover, wine club relaunch
Paid social restructure plus a win-back programme for a subscription wine club. Blended MER from 2.4 to 3.3 in two quarters.
Reporting cadence
Fixed for the run phase. Every number comes from the one Looker Studio dashboard, so nobody argues about whose figure is right.
Live dashboard
Spend, revenue, MER, CPA and flow revenue, refreshed hourly from BigQuery. Shared with your whole team.
Tuesday performance call
Thirty minutes, 9:30 every Tuesday. Last week's numbers, this week's tests, decisions needed.
Weekly test log
Every creative, audience and flow test with its hypothesis, result and what we changed.
Monthly report
Issued on the third working day. Results against the MER and email-share targets, with the next month's plan.
Tracking alerts
If event volume drops more than 20 percent in an hour, Nadia is paged and you hear from us within two hours.
Quarterly review
January and March. Incrementality results from the geo test and the budget split for the next quarter.
Fees and payment schedule
In GBP, plus VAT at 20 percent. Day rates: technical director 980, analytics engineer 940, CRM architect 920, paid media 880, delivery 820, design 720, copy 690, QA 610. Media spend, planned at 85,000 a month, is billed to Ashlar by the platforms.
Build, fixed fee
12 July to 17 September 2027. 40 percent on signature, 60 percent on acceptance.
Build
Build
Tracking audit and risk register
5 analytics and 3 paid media days.
Server-side GTM and conversion APIs
9 analytics days.
Consent and profile data model
6 CRM days.
Nine flows, 38 emails, 12 SMS
10 CRM, 12 copy and 9 design days.
Paid account restructure
8 paid media days.
Creative testing framework
3 paid media and 4 design days.
Dashboard and geo test design
7 analytics days.
QA, UAT and acceptance
6 QA days.
Delivery management
10 percent of the build.
Run, monthly
October 2027 to March 2028, invoiced monthly in advance.
Each month
Each month
Paid media management
7 days across Meta, Google and TikTok.
Lifecycle operations
Eight campaigns and flow optimisation. 3 CRM, 4 copy, 3 design days.
Analytics and reporting
2.75 analytics days.
Technical oversight
1.5 technical director days.
Delivery management
2 days, about 9 percent.
From clients who signed a Mortice SOW
Signature and start
Sign by Friday 2 July 2027 to hold the 12 July start. We need admin access to GA4, Shopify, Klaviyo, Meta, Google Ads and TikTok by 9 July; each working day of delay moves go-live by one day.
Prepared by
Imran Shah Technical Director, Mortice Ltd
Unit 4, 21 Blossom Street Ancoats, Manchester M4 6AJ imran@mortice.agency
For approval by
Hannah Birtwistle Head of Ecommerce, Ashlar Running Ltd
Kick-off at your Chorlton office on Monday 12 July at 9:30.
Sign SOW-ASH-01
You agree SOW-ASH-01: a fixed build fee of 74,888 GBP and a run fee of 19,535 GBP a month from October 2027 to March 2028, 192,098 GBP in total plus VAT (230,517.60). We invoice 29,955.20 plus VAT on signature, 40 percent of the build.