For DTC ecommerce founders

Unit economics first. Creative second. That's the only order that works.

Built for $30k–$500k MRR DTC brands where margin is the gate and Meta is your biggest line item.

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What we grade you on

Contribution margin per channel — paid ROAS minus blended creative + agency cost. Vanity ROAS is fired on sight.

What this fixes

Three problems you actually have — not three a generic playbook assumes.

ROAS dropped 30% and you don't know why

Creative fatigue, audience overlap, or contribution margin too thin to scale. The plan diagnoses which one — and stops you scaling spend into a leak.

Email is 8% of revenue — it should be 25–35%

Welcome flow, browse-abandon, post-purchase, and win-back. We rebuild the 6 flows that move the number, not another newsletter calendar.

You're 'doing TikTok' but it never compounds

Ship 5 organic videos a week with the same hook, post natively, never boost the first round. The winners inform paid creative. The losers cost you 20 minutes.

Your 90 days

The DTC ecommerce shape

Three phases. Each one assumes the previous one worked. No "test five channels in week two" generic scaffolding.

Offer & unit economics

Weeks 1–4

Hero offer, landing pages, gross margin and target ROAS locked before scaling spend.

Creative & acquisition loops

Weeks 5–8

Weekly UGC drops, Meta/TikTok testing rhythm, affiliate + creator seeding.

LTV & retention

Weeks 9–12

Email/SMS lifecycle, subscription/repeat-purchase, post-purchase referral.

Channels we lean on

What actually works here.

Meta + TikTok ads (paid)
Weekly creative drops, 5 hooks per concept, kill at 1.5x ROAS minus margin.
Organic TikTok / Reels
Daily. The 1st 30 are bad. Ship anyway — they feed the For You algorithm and the paid creative library.
Email + SMS (Klaviyo-grade flows)
Welcome, browse-abandon, cart-abandon, post-purchase, replenishment, win-back. The 6 that print money.
Creator seeding (micro, 5k–50k)
50 sends a week, no posting obligation. 2 hits become paid creative assets.
Niche subreddits + Discord servers
Specific subreddits in your category — they convert at 5–10x of cold paid when you participate as a founder.

We won't do

Things we cut on day one.

✕No named-account ABM list
✕No founder LinkedIn cadence as the primary channel
✕No 'SQL pipeline coverage' metric — your funnel is checkout, not committee
✕Influencer agency deals before you've seeded 50 creators yourself
✕SEO blog content as a primary demand channel for new DTC brands
✕Multi-channel attribution platforms before $1M revenue

Week 1, sample

Four priorities, in order.

This is the actual shape of your first week — not a feature tour.

1
Re-cut the offer page around the hero claim
ROAS will not fix a landing page that buries the strongest line below the fold.
2
Ship 5 TikToks this week, same hook, 5 variations
Organic native — never boosted. The winners become paid creative.
3
Rebuild the welcome + browse-abandon flows in Klaviyo
Two flows alone usually unlock 8–12% of revenue. You're leaving it on the floor.
4
Seed 50 micro-creators with no posting obligation
Expect 8 posts, 2 hits. The hits become your next paid creative cycle for free.

Be honest with yourself

Instead of: SDR outbound, named-account ABM, founder-LinkedIn cadences built for B2B SaaS, or 'thought leadership' content that doesn't ship a single product.

If that's actually your motion — pick the right vertical below. Generic plans cost more than wrong ones.

B2B SaaS →Marketplaces →Agencies & services →Creators & personal media →

Build the DTC ecommerce plan in two minutes.

Eight questions. Branched for DTC ecommerce. No credit card.

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