Growth plan for LSKD, 2 Oct 2026
Scale spend. Hold CAC.
LSKD sells "NEW ALL DAY ACTIVE" across leggings, bras, tees and socks, priced from 20.00 AUD to 250.00 AUD. My plan: ten creators live by week six, twelve new ads a week at the start, and one number to protect, a target CAC of $38.40.
- Target CAC
- $38.40
- New ads a week at peak
- 20
- Creators live by week six
- 10
- Test spend, six weeks
- $24,000
Contents
10 chapters, then the gates and every number’s source.
01 The number
Protect one number: $38.40 CAC from socks to bomber jackets
The number to protect is target CAC: $38.40. It is 0.6 of a $64.00 ceiling, built as $80 × 40% × (1 + 1) for average order, margin and repeat orders. Every LSKD test, from 20.00 AUD socks to the 250.00 AUD Texas Bomber Jacket, answers to it.
Protect
Target CAC: $38.40 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $80 × 40% × (1 + 1) = $64.00. Guard line = 0.6 × $64.00 = $38.40. Across the ranges: $0.01 to $337.50.
Three moves
- Kill any concept whose CAC drifts above $38.40 once it has spent its $250 test budget.
- Move spend only toward winners, from the Fusion leggings to the Run Club tee, never across the whole store at once.
- Report daily CAC so a bad day shows up the same day, not at the end of the month.
- Price of the Texas Bomber Jacket - Ginger Biscuit-Off White
- 250.00 AUD
- Published
- Price of Flow Performance Quarter Socks - White-Open Air
- 20.00 AUD
- Published
- Top welcome offer, written "25% Welcome Discount"
- 25%
- Published
02 Variety
Variety: leggings, bras, tees and socks each need their own hook
Each ad concept has to carry one product and one reason to buy it. LSKD has plenty to pick from: the fabric line "74% Recycled Polyester, 26% Elastane", the welcome discount, "FREE SHIPPING ON ALL ORDERS", and a flared silhouette.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Pockets for your phone | Side pockets to stash your phone | 4 |
| Free shipping | FREE SHIPPING ON ALL ORDERS | 3 |
| Held-in waistband | Ultra High-rise, fold over waistband for a held-in feel | 3 |
| ZeroCrease fabric | ZeroCrease Designed to hold its shape & resist wrinkles. | 3 |
| Recycled polyester | 74% Recycled Polyester, 26% Elastane | 2 |
| Go-To Tees offer | 2 for $100 Go-To Tees New colours. Just in. | 2 |
| Buttery soft REP Fabric | Made from our compressive and buttery soft REP Fabric | 1 |
| Total | The ad concepts tab | 18 |
Each row is a reason to buy that the brand already has proof for. The count is how many of the ads carry it: a reason with a single ad is a bet, not a pattern, and the next batch of concepts moves toward the reasons that win.
03 Disturbances
Risks: four welcome discount tiers can blur first-order margin
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Four welcome discount tiers blur the offer a creator quotes | Med | High | Your team | One welcome offer written into the claims sheet before the first video goes live |
| Free shipping on all orders cuts margin on low-price orders like 20.00 AUD socks | High | Med | Both | Blended order value checked after week two; any ad above $64.00 CAC is stopped |
| Catalogue prices are in AUD while the plan runs in dollars | High | High | Me | Week one swaps the $64.00 ceiling for LSKD's real order value and margin |
| Event tracking misses orders, so CAC looks better or worse than it is | Med | High | Your team | Tracked orders match store orders before spend goes past $3,000 |
| Creators say something the brand can't back about fabric or offers | Med | Med | Me | Every video checked against the claims sheet before it enters a test |
| Ten creators by week six is slow if onboarding stalls | Med | Med | Me | Two creators live by week two, or I widen outreach and hold the ramp |
| Welcome discounts pull first orders that never repeat | Med | High | Both | Day 60 cohort shows one repeat order per buyer; else the ceiling falls to first-order margin |
Scores are my read from outside the company, re-scored in week one with your data. Each risk has one owner and one gate that can be checked with a number, so nobody has to argue about whether it happened.
04 The ceiling
Ceiling: free shipping on all orders shrinks the margin I can spend
| Line | Value | Status |
|---|---|---|
| Average order | $80 (range $0.01–$250.00) | Assumption Range from the site product prices (Published); the midpoint is a guess |
| Gross margin | 40% (range 35–45%) | Assumption Replace in week one |
| Repeat orders after the first | 1 (range 0.5–2) | Assumption Replace with cohort data in week one |
| Margin per customer, all orders | $64.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $38.40 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $80 × 40% × (1 + 1) = $64.00. Guard line = 0.6 × $64.00 = $38.40. Across the ranges: $0.01 to $337.50.
Range across the assumptions: $0 to $338.
The $64.00 ceiling rests on guesses: $80 order, 40% margin, one repeat order. Your prices are in AUD, so week one swaps all three for real figures.
The ceiling is a range, not one number: the most a new customer can cost before shipping and packaging, which I do not have. Replace the guessed lines with yours and every figure below recalculates.
05 Test ramp
Test ramp: $24,000 of tests before any scale decision
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $38 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $38 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $38 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $38 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $38 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $38 |
Week 1 and week 2 run 12 ads at $250 each, $3,000 a week. Weeks 3 and 4 run 12–20 ads, $4,000 a week. Weeks 5 and 6 run 20 ads, $5,000 a week. Total $24,000 of tests, losers killed early.
The math. Week 1: 12 × $250 = $3,000; Week 2: 12 × $250 = $3,000; Week 3: 16 × $250 = $4,000; Week 4: 16 × $250 = $4,000; Week 5: 20 × $250 = $5,000; Week 6: 20 × $250 = $5,000. Total $24,000 (96 ads × $250). A range such as 12–20 counts as its midpoint.
Weeks one and two test what the brand already has, rewritten per reason to buy. From week three, creator videos enter paid only after they beat their own account median. A range of new ads counts as its midpoint in the spend column.
06 Volume
Volume: a range from socks to bomber jackets needs many concepts
Hit rate and spend per winner are guesses. At 20 concepts the guess is 2 winners and $18,000 added; at 80, 8 winners and $72,000. LSKD's leggings, bras and tees give room for that many concepts.
| Concepts tested / month | Hit rate (assumed) | New winners / month | Spend each winner holds (assumed) | Added spend at target CAC |
|---|---|---|---|---|
| 20 | 10% | 2 | $300 / day | $18,000 / month |
| 40 | 10% | 4 | $300 / day | $36,000 / month |
| 60 | 10% | 6 | $300 / day | $54,000 / month |
| 80 | 10% | 8 | $300 / day | $72,000 / month |
The math. 20 concepts × 10% = 2 winners × $300 × 30 days = $18,000 a month; 40 concepts × 10% = 4 winners × $300 × 30 days = $36,000 a month; 60 concepts × 10% = 6 winners × $300 × 30 days = $54,000 a month; 80 concepts × 10% = 8 winners × $300 × 30 days = $72,000 a month.
The hit rate and the spend each winner holds are placeholders. The first thirty days of tests replace them with real numbers, and the table is recalculated the same day.
07 Allocation
Allocation: $100,000 tests the Fusion range before it scales it
- Creative tests on Meta across the range
- $50,000
- 50%
- Creator pay and product seeding
- $20,000
- 20%
- Scaling winners that hold CAC under $38.40
- $20,000
- 20%
- Landing pages and tracking fixes
- $10,000
- 10%
The $100,000 is where we start; scale money stays locked until a concept holds CAC under $38.40.
The math. 50% × $100,000 = $50,000; 20% × $100,000 = $20,000; 20% × $100,000 = $20,000; 10% × $100,000 = $10,000. Sum 100% = $100,000.
This split is a proposal. It moves toward scaling as winners prove out, and toward testing when fatigue shows.
08 Channels
Channels: Meta first, with the Run Club tee as lead creative
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta (Instagram and Facebook) | Week 1, with 12 ads at $250 each | Creator video suits leggings and bras, and the welcome discount can lead the hook. |
| TikTok | Once a Meta hook holds CAC under $38.40 | The same creator videos cut vertical; the Run Club tee and socks suit short clips. |
| YouTube Shorts | When creator output nears the full roster | Longer fit and fabric clips for the Fusion leggings, built from the same footage. |
| Search | After tracked orders match store orders | The home title already says "Activewear & Gym Clothes", so buyers search that. |
| Email and SMS | When first orders are tracked cleanly | Welcome tiers run up to "25% Welcome Discount"; repeat orders carry the $64.00 ceiling. |
A channel opens when its condition is true, not when the calendar says so. Until then the budget stays where the CAC is earned.
09 Payback
Payback: above a $64.00 ceiling, an LSKD order never pays back
Payback is the real constraint. By the plan's rule: at a $20 CAC the first order pays back with $44.00 left; at $40 only after repeat orders, $24.00 left; at $70 never, −$6.00 left; at $90, −$26.00. At $70 and $90 I stop.
Cumulative margin per customer, order by order, before CAC: $32.00, $64.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $20 | $32.00 | $64.00 | $44.00 | First order |
| $40 | $32.00 | $64.00 | $24.00 | After repeat orders |
| $70 | $32.00 | $64.00 | −$6.00 | Never: stop |
| $90 | $32.00 | $64.00 | −$26.00 | Never: stop |
The math. CAC $20: $64.00 − $20 = $44.00 left; pays back: First order; CAC $40: $64.00 − $40 = $24.00 left; pays back: After repeat orders; CAC $70: $64.00 − $70 = −$6.00 left; pays back: Never: stop; CAC $90: $64.00 − $90 = −$26.00 left; pays back: Never: stop.
Read each row left to right: the margin of the first purchase, the margin over the whole horizon, what is left after CAC, and the purchase on which the CAC is earned back. A scenario that never pays back is a stop, not a test.
10 Scope
Scope: creative, creators and reporting; your store stays yours
Covers
- Creative briefs and ad concepts for the leggings, bras, tees and socks
- Creator sourcing, briefing and the claims sheet
- Landing page specs for each winning concept
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking build: I spec it, your team ships it
- Your product pages, pricing and welcome discount rules
- Fulfilment, shipping and returns
- Category experience: I have none in apparel
What this plan covers is what I can change inside the ad account and the creator program. Everything outside it is named on the right so nobody assumes it is handled.
Gates, written before spend, so stopping isn’t a negotiation.
| Day | Keep going if (proposed) | Stop or change if |
|---|---|---|
| Day 14 | Two creators live, 12 ads tested, tracked orders match store orders | Tracking still off or no creator live: pause spend |
| Day 30 | Creators on plan and one concept holds CAC under $38.40 | No concept under $64.00 CAC: rebuild hooks before more spend |
| Day 60 | Two or more winners and blended CAC at or under $38.40 on tracked orders | Blended CAC above $64.00: stop scaling, return to tests |
| Day 90 | Cohort payback holds: repeat orders keep CAC under the $64.00 ceiling | Cohorts do not repay CAC: stop spend, review the offer |
Each gate is checked on its day with the numbers in the daily and weekly reports. If the stop condition is true, the spend stops and nothing renews until we talk.
What exists, what’s missing, and the order that’s forced.
| Piece | Exists today | Missing | Forced order |
|---|---|---|---|
| creative | Fabric line "74% Recycled Polyester, 26% Elastane" on leggings | Hooks built on it; one variable per test | 1st |
| creators | Run Club tee at 65.00 AUD and run belts at 50.00 AUD | Creators briefed on run, gym and streetwear | 2nd |
| claims sheet | "FREE SHIPPING ON ALL ORDERS" and four welcome tiers | One agreed set of offers and fabric claims | Week 1 |
| landing pages | Home title: "Activewear & Gym Clothes" | Pages per concept, not one store home | 2nd |
| reporting | Prices in AUD across the catalogue | Daily CAC against the $38.40 target | 1st |
The order is forced on purpose: creative and creators come first because they are what moves CAC, and everything else waits for that data.
Every number, and where it came from.
| Figure | Where it came from | Type |
|---|---|---|
| 250.00 AUD Price of the Texas Bomber Jacket - Ginger Biscuit-Off White | https://www.lskd.co/products/texas-bomber-jacket-ginger-biscuit-off-white | Fact |
| 20.00 AUD Price of Flow Performance Quarter Socks - White-Open Air | https://www.lskd.co/products/flow-fast-performance-quarter-socks-white-open-air | Fact |
| 25% Top welcome offer, written "25% Welcome Discount" | https://www.lskd.co/pages/rewards | Fact |
| Product prices $0.01–$250.00 | product prices in the site product data (121 products), read 2026-10-03 | Fact |
| $80 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $38.40 target CAC | 0.6 of the $64.00 margin per customer | Calculated |
| $64.00 margin per customer | Price × (margin − discount), summed over the orders | Calculated |
| $24,000 of tests (96 ads × $250) | Danilo’s plan, matches Month one | Calculated |
| 0→10 creators in 6 weeks · 7 videos per creator a week | Danilo’s plan, matches Month one and the Creator engine | Proposed |
| $100,000 first budget split 50% / 20% / 20% / 10% | Danilo’s plan, re-set with the team in week one | Calculated |
| 10% hit rate · $300 a day per winner | Placeholders, replaced by the first 30 days of tests | Assumed |
| 303 creator videos a month at 10 creators | 10 creators × 7 videos a week × 52 ÷ 12 | Calculated |
| $5.74 per 1,000 views against a $1 target | Creator cost over the views the assumptions give | Calculated |
| $1,000 base pay · $50 bonus past 100,000 views | Danilo’s plan | Proposed |
| 1,500 median views · 4% breakout (10×) · 0.5% viral (750,000) | Placeholders, replaced by the first month of posts | Assumed |
| Pay bands $300–$600, $500–$1,000, $800–$1,500 | Danilo’s plan | Proposed |
Every figure on this page is listed here with where it came from. Fact means read on the site. Assumed and Proposed are Danilo’s own numbers, to be replaced in week one. Calculated is plain arithmetic on those, with the formula shown next to it.
Month one is where it starts.
Week one: I go through your store data with your team, write the claims sheet around "FREE SHIPPING ON ALL ORDERS" and one welcome offer, spec the tracking, and brief the first 12 ads. Creators start in week two.
