How to read this
These eight weeks are deliberately weather-proof.
Every post below can be made on a windless day, because in September and October that is most days. Stuart to camera, the shop, the van, the bench, the bay when it is flat, and the reviews that are already written. Nothing here waits on conditions.
The order can move. What matters is that two things go out every week and that the categories stay roughly balanced. If a good day does arrive, film the weather-dependent shots as a bonus and bank them — they are listed separately in the shot list.
Posting days are Tuesday and Thursday. That’s a working default rather than a finding — once there are a couple of months of real numbers on the account we’d look at what actually lands and move them.
The eight weeks
| When | Category & post | What gets filmed | Why this one |
|---|---|---|---|
| Week 1 Tue |
The crew Stu introduces the place |
Stuart to camera at the shop or on the beach. Who Molo is, where it is, what happens here. Two minutes, one take, no script. | Nothing on the accounts right now says who you are. This is the post that gets pinned and does that job for the next year. |
| Week 1 Thu |
The place The summer calendar |
A plain card or short video: the dates you are running this season. Sundowners, downwinders, foil days, the first camp. | Gives people something to plan around while there is nothing to film. It is the whole anticipation play in one post. |
| Week 2 Tue |
Gear A repair, start to finish |
A real fix on the bench — a bladder, a line, a bar. Hands, tools, the thing working again at the end. Sixty seconds, no talking needed. | Four separate reviewers describe being rescued by a same-day repair. Rather than quote them, show the thing they were describing. |
| Week 2 Thu |
Learning What actually happens in a first lesson |
Walk the beach with the kit and talk it through. No wind needed — this is an explanation, not a demonstration. | The most common thing stopping a booking is not knowing what you are signing up for. |
| Week 3 Tue |
Gear The test centre, explained |
Open the van. Show what is in it. Say plainly that people can try before they buy. | Almost nobody knows this exists, and it is one of the few genuinely rare things Molo has. |
| Week 3 Thu |
Learning Kite or wing — which to start with |
Stuart answering the question straight, with both bits of kit on the ground next to him. | A real question people ask, answered by the person they would learn from. |
| Week 4 Tue |
Gear Pre-season kit check |
Servicing on the bench. Bladders, lines, bar. What to check before the season starts. | Useful right now to people who already ride, and it quietly says you look after gear after the sale. |
| Week 4 Thu |
The crew Someone who has been coming for years |
Get one long-standing rider into the shop for ten minutes. How they started, what they ride now, why they still come here. Filmed sitting down, no script. | A person saying it on camera is worth more than the same words as text. One reviewer has been coming for three years and moved from kiting to foiling here — that is the story. |
| Week 5 Tue |
The place Why this spot works |
The bay on any day, calm or not, with the wind explained — how the Cape Doctor wraps around the point. | Positions Molo as the people who know this water. Films fine on a flat day. |
| Week 5 Thu |
Gear What is landing for summer |
New season stock as it arrives. Unboxing is fine. Say what it is for. | Pre-season is when people with money decide what they are buying for the year. |
| Week 6 Tue |
The crew A team rider, off the water |
Short profile. Who they are, what they ride, why Molo. Their own clips can carry the action. | Introduces the crew before the season, so they are familiar faces by the time it starts. |
| Week 6 Thu |
The place What a camp will look like |
Langebaan flat water, plus any footage from previous trips. Describe the plan. | Camps are the biggest thing on the calendar. They need selling in early, not announced late. |
| Week 7 Tue |
The crew The WhatsApp group is open |
One clear post: here is the group, this is what you get — session calls, the wind shout, events before they go public. | This is the post the whole pre-season builds to. Everything before it earned the right to ask. |
| Week 7 Thu |
Gear Why buy here and not online |
Stuart, straight to camera, on what a local shop actually gives you: try it before you buy, get it fixed the same week, get told the truth about what suits you. | The real competitor is a website, not another school. This is the answer to it, and it is the post that protects shop margin all season. |
| Week 8 Tue |
The place First session of the season |
Announce the first Saturday session and braai with a date. In the WhatsApp group first, then publicly. | Turns eight weeks of groundwork into a thing people actually turn up to. |
| Week 8 Thu |
The place Chilling at Mololand |
PLACEHOLDER — confirm closer to the time. An off-season day at the Molo house: the pool, the braai, whoever is around, what people get up to when there is no wind. | Shows Molo is a place to hang out, not only a school, and sets up the monthly Saturday session and braai. |
What happens after week 8
The season starts, and the plan changes shape rather than starting over.
From November there is wind, which means students, events and the footage that only exists when something is actually happening. That is a different plan and it is written separately: Plan B — in-season.
Everything built in these eight weeks — the WhatsApp group, the summer calendar, the introduction to Stuart — is what Plan B gets announced into. Plan A is not a holding pattern. It is the thing that makes the season work.
The things that go out between these
Team-rider reposts
One or two a week, credited. Their footage, your account. Agree up front what they tag so it’s easy to find rather than chased.
Stories, most days
The morning wind call. Who’s down there. A clip of whatever is happening. Thirty seconds of effort, and it’s the thing that keeps Molo in people’s heads between posts.
The review ask
Not a post. After every lesson and every event, in person, once. This runs from day one alongside everything else.
Replies
Every comment and every DM answered, quickly. On an account this size that’s completely doable, and it’s most of what makes a tribe feel like one.