NY Tee Club

NY Tee Club Marketing Proposal

Compensation:

Month One: $3,000

• Setup is by far the most work when launching an ecom product, the web design, campaign build, event tracking set up and funnel optimization take many many man hours and if done unprofessionally, make the further phases impossible and unprofitable.
• If you decide to do this on your own, there’s a massive learning curve. I spent 5k on facebook ads alone before biting the bullet on a course, and then an agency to finally learn best practices after 2 years with mentors and 300k in ad spend later. 
• All said and done 3k is a small price to pay for a website printing a couple hundred dollars a day in free cash flow. 

Month Two: $2,000

• This usually lands us in the learning phase, at this point, you'll most likely be profitable on ad spend and well on your way to full scale

• This is where I'll be spending most of the man hours in the ads manager, using the tips and tricks I've learned in scaling multiple ecom brands to six figures. I’ll skip the growing pains and get us to the green in a time frame few other people can, and very few other people will do for other people's businesses.

Month Three and Every Month After : $1,000

• Once we are at scale or scaling, all the time consuming systems are built, your business is printing money, and you’ll have me a button press away for any new projects, web pages, consulting for friends, and I'll still be watching your account like a hawk making sure nothing goes wrong.

Phase One: Setup + Launch

• Design and implement venue theme, included template I purchased from shopify ($480 value) 
• Design and implement branded, high converting, product pages using page-fly
• Install and embed review app and widgets
• Install Facebook Pixel
• Set-up UTM parameter collection
• Install Google Analytics
• Embed Google Tag, Event Tracking Code
• Verify Domains for Meta Ads
• Optimize Website SEO
• Time to complete: one week
• Software Costs; under 100$
• Build out two Meta Ad campaigns; lookalikes and interests
• Structure: 2 campaigns, 10 adsets (audience) per campaign, min 10 ads per adset, min 200 ad variations total
• $50 a day minimum ad spend in testing phase
• Expected cost per acquisition during phase two 25$

Phase Two: The Testing Phase

• Survival of the fittest: whichever ads gather the most results within their given audiences, live

• Ads operating over a 20$ CPA, will be killed

• Of the 200 ad variations, we will be eliminating 195 variations over the course of 30 days

• Every Ad/Audience variation over the target CPA, Dies

• The result, the strongest survive and resources are allocated to strongest ad populations

• As we kill losing ads, we mutate winning variations to find more winning variations to scale with.

• Return on Ad Spend (ROAS) expectations: breakeven or higher

Phase Three: The Learning Phase

• For an adset to exit the learning phase, it needs 50 purchases in 7 days 
• Once We have 3-10 winning ad variations, they are consolidated into a single adset
• At target CPA ($15) this will cost min $107 per day generating apox. $300 daily rev.
• Launch small google ad campaigns, bidding on you brand name so people who google after seeing an ad don't leak to competitors (having a unique name helps a lot on google)
• Meta Retargeting: Website visitors, instagram followers, abandoned checkouts, and converted customers will all be retargeted and offered discounts based on warmness
• SMS abandoned checkout; now that we’re buying so many visitors, it's important we convert as many as possible once there's money to reinvest into retargeting, and LTV boosts such as email marketing, Post purchase upsells, ect.
• ROAS expectations: Profitable 

Phase Four: Scaling

• Now that we have exited the learning phase and have adsets listed as Active, we can only increase the budget 20% every week without falling back into learning
• Increasing the budget is called vertical scaling and is a very fragile process and often results in higher CPA
• Rule of thumb: If it’s not broken, don’t fix it
• Prefered Scaling Strategy: Horizontal
• Horizontal scaling, means finding other profitable audiences (adsets) by repeating the testing phase in different markets, this time, with a seasoned ad account and better data
• Sometimes this means, new products, or even brands operating out of the same ad account using the thousands of dollars in data to break into adjacent markets at a massive advantage.
• Adspend at scale is capped wherever you see fit, based on production, credit card limits, ect. 

Phase Five: Maintenance

• Most ad accounts suffer from what's called ad fatigue
• Once an ad has gone through most of its audience, performance suffers and CPA increases
• Combat this by having a small testing campaign with fresh creatives, ads, and products ready to rotate into large active adsets suffering from ad fatigue  
• Contrary to common belief, ads require the most attention while they are at scale, when your spending hundreds or thousands of dollars a day, it’s easy to lose money FAST  if you're not checking in every day
• I see this business sitting comfortably at 10k/month rev on  3-5k/month ad spend