Internal Playbook · 2025

How squads
work at kāsper.

Everything a new squad manager needs to understand the structure, the rhythm, and the standards that make us deliver, every single day.

Scroll to explore
The Foundation

What is a squad?

Squads are the core of how kāsper operates. Each squad is a dedicated group of creative people working specifically for a set of clients — not shared across the agency, but fully committed to those relationships.

Every squad is led by a Squad Manager — the person responsible for client communication, team performance, and the volume and quality of creative output. The Squad Manager is the bridge between what clients need and what the team delivers.

The goal is simple: every client receives something every day. No silent days, no gaps. Squads exist to make that guarantee possible, at scale.

How We Measure Work

The points system.

Points give us a shared language for capacity, complexity, and commitment. Every person and every client operates within a defined point structure.

32 pts
Per person · per day
Each team member has 32 points of individual daily capacity. Tasks are weighted by how complex and time-intensive they are — a static ad and a 30-second motion piece are not the same effort.
Daily ✓
Every client · every day
Regardless of plan size, every client must receive daily dedication from at least one team member. The daily delivery commitment is non-negotiable — it's what separates kāsper from a freelance arrangement.
Format weights · reference guide
📹 Video
Export to formats2–4 pts
UGC (existing client)4–8 pts
Video Ad / w Script6–8 pts
Brand Video / w Script6–8 pts
Long YouTube Cuts10–24 pts
Motion Video12–24 pts
3D24–32 pts
Copy Revisions2–4 pts
VO Revisions4–6 pts
General Revisions6–8 pts
🎨 Graphic Design
Export to formats2–4 pts
Social Ads4–6 pts
Single Social Organic4–6 pts
Carousel Social Organic6–8 pts
Copy Revisions2–4 pts
General Revisions4–8 pts
Deck16–32 pts
Branding / Rebranding32–128 pts
Amazon List Products12–24 pts
💻 UX / UI
Email Marketing8–24 pts
Amazon Page16–24 pts
Landing Page24–32 pts
Website Revisions4–32 pts
Website · First Draft32–128 pts
Structure & Predictability

The weekly rhythm.

Consistency is the system. The week has a shape — and knowing that shape is what allows you to plan ahead instead of react to chaos.

Monday
Execution

Week kicks off. The team works the tasks already created and scheduled for this week.

Review

Squad Manager reviews the previous week's closes and confirms no loose ends.

Tuesday
Execution

Sprint continues. Mid-week deliveries go out.

Client Async

Follow up on pending approvals and brief clarifications. Keep clients warm.

Wednesday
Execution

Resolve any blockers. Keep pace, don't let Friday become a crunch.

Prep

Squad Manager starts gathering next week's demands: briefs, client calls, backlog.

★ Key Day
Thursday
Planning

Create all ClickUp tasks for next week — confirmed and placeholder blocks.

Placeholders

Clients we don't have a brief for get placeholder tasks with reserved capacity in the team's schedule.

Client Update

Send next-week schedule preview to relevant clients. Be proactive — they should never have to ask.

Friday
Refine

Adjust next-week tasks based on any briefs received or changes confirmed.

Risk Check

Identify gaps or overloads before the new week begins — not after.

Week Close

Confirm all current-week deliveries are wrapped and clients have what they need.

Capacity Planning

Building the schedule.

Each client has a weekly point intensity — defined with Daniel and Sasha based on their plan. Those points get distributed across the days of the week so that every client receives something every day. Each team member has 32 points of individual daily capacity — and blocks get assigned based on skill and availability.

01
Define intensity
Agree with Daniel & Sasha on how many points per week each client needs — based on their plan and output volume.
02
Distribute per day
Split those points across Mon–Fri so every day has a delivery. No client goes silent for a full day.
03
Assign to a person
Each block goes into a specific team member's schedule. They own that block — they know what client, what format, what day.
Example week · 32 pts/day per team member
Team member Mon Tue Wed Thu Fri Daily cap
Graphic Designer
Client A
Static · 6 pts
Client B
Carousel · 8 pts
Client C
Social Ad · 6 pts
Client D
Static · 12 pts
= 32 pts
Client B
Carousel · 8 pts
Client A
Static · 6 pts
Client C
Revisions · 8 pts
Client D
Revisions · 6 pts
Client B
Revisions · 4 pts
= 32 pts
Client A
Static · 6 pts
Client C
Social Ad · 6 pts
Placeholder
Client D · TBC · 8 pts
Client B
Static · 12 pts
= 32 pts
Client B
Carousel · 8 pts
Client A
Static · 6 pts
Client C
Social Ad · 6 pts
Client D
Static · 6 pts
🧪 Test
Static · 6 pts
= 32 pts
Client A
Static · 6 pts
Client C
Revisions · 8 pts
Client B
Social Ad · 6 pts
Client D
Static · 12 pts
= 32 pts
 32 pts
Client A
Client B
Client C
Client D
Placeholder (no brief yet)
Test (lead)
Day-to-Day Operations

How it works in practice.

Daily
☀️
Morning Daily Standup
Every squad runs a short daily alignment in the morning — time chosen by the team. The Squad Manager brings updates, the team surfaces blockers. This is the heartbeat of operational health. Not optional.
Weekly
📅
Weekly Client Call
Most clients have a weekly call where the Squad Manager presents a compiled recap of the week and aligns on what's coming next. These calls are the formal client relationship moment — come prepared with work, context, and a point of view.
Weekly
✍️
Task Creation in ClickUp
Every Thursday, the Squad Manager creates next week's full task board: confirmed tasks where briefs exist, placeholder blocks for clients who brief last-minute (like PTC), and a buffer block for urgencies. The team should never wake up Monday not knowing what they're working on.
Weekly
💡
Creative Calls with the Team
Beyond execution, squads hold creative calls to mature ideas, review results, and plant creativity in every team member. These sessions are about going beyond the brief — thinking about what would truly impress the client at the next alignment.
Ongoing
💬
Squad ClickUp Group
Each squad has its own group in ClickUp for continuous communication and team spirit. Informal updates, quick questions, mood — keeping the squad cohesive as a unit, not just a set of individuals.
Monthly
🤝
Monthly 1:1s
The Squad Manager holds individual check-ins with each team member once a month. The focus is sharper: work quality, delivery, growth, and what needs to improve. A space for honesty and care.
ClickUp Structure

Three types of tasks.

Every task on the board follows a clear naming convention. But before creating tasks, there's one important distinction: some clients brief us and create the task themselves — most don't. For the majority, we decide what to make and communicate it to them. We're not waiting to be told.

Client-led workflow
Client briefs → we execute
The client creates the task in ClickUp and fills in the brief. Our job is to receive, align, and deliver. The placeholder exists to hold the space until their brief arrives.
Most clients
Kasper-led workflow
We decide → we communicate
We define what will be made based on strategy, performance data, and creative direction. We then communicate the plan to the client — proactively, not reactively.
✅ Confirmed Task
Naming format
[Client Name]
[Campaign Name]
[Static or Video]
Bar and Bar · Evergreen Ads · Static
OwnerGraphic Designer
Points4–6 pts
DeliveryTuesday
StatusReady to start
Brief is defined — either filled by the client or set by us. Either way, the team knows exactly what to make. We communicate the plan to the client before starting.
🔲 Placeholder Task
Naming format
[PLACEHOLDER]
[Client Name]
[Campaign Name]
[Static or Video]
[PLACEHOLDER] Bar and Bar · Evergreen Ads · Video
OwnerTBD
WindowWed – Thu
StatusAwaiting Brief
Two scenarios: Client-led — they send the brief, we hold the space until it arrives, then fill in the details and confirm. Kasper-led — we define what will be made, fill the brief ourselves, and communicate the plan to the client before starting.
🧪 Test Placeholder
Naming format
[PLACEHOLDER]
[TEST]
[Lead Name]
[Static or Video]
[PLACEHOLDER] [TEST] Sozy · Video
OwnerTBD
PurposeLead conversion
StatusTest in progress
For leads we're nurturing toward becoming clients. Tests showcase our quality and demonstrate what a real engagement would look like.
Client Communication

Communication is the key.

Clients should always know what we're doing, what's coming, and that we're on top of it. Proactivity is the standard — waiting to be asked is a failure mode.

📅
Planning Update
A short message to the client covering next steps — what's planned, what was agreed on the weekly call, and what's coming. This doesn't have to happen on Thursday specifically: it can follow right after the weekly call or at any natural alignment moment during the week. The point is that the client always knows what's next without having to ask.
⏰ After weekly call or at any alignment moment
💬
Daily Board Updates · twice a day
Two short Slack messages per day keeping the client in the loop on what's happening on the board: what's in progress, what just moved, what's done. Not a formal report — a live signal that the squad is active and things are moving. This is what makes kāsper feel like a team next door, not an agency you have to chase.
📲 Morning + afternoon · every working day