Growth plan for Rael, 5 Oct 2026
Scale spend. Hold CAC.
Rael has a wide catalog: Miracle Patch covers from $12.99, pads at $14.99, the Hormone Balance Supplement at $44.98. My plan scales ad spend across it while protecting one number: a target CAC of $8.16 under a $13.60 ceiling.
- Target CAC
- $8.16
- 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
One number to protect: $8.16 CAC against a $13.60 ceiling
The number is target CAC: $8.16. It is the guard line, 0.6 of a $13.60 ceiling built from a $17 average order, 40% margin and one repeat order. Those inputs are my guesses until Rael's own data replaces them in week one.
Protect
Target CAC: $8.16 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $17 × 40% × (1 + 1) = $13.60. Guard line = 0.6 × $13.60 = $8.16. Across the ranges: $3.14 to $97.20.
Three moves
- Test one variable per ad, so a loser is read in days and cut.
- Hold weekly test spend to the ramp, from $3,000 up to $5,000.
- Send each winner to its matching page: patch ads to patch pages.
- Free shipping threshold on Rael orders
- $60
- Published
- Subscribe & Save discount on every order
- 10%
- Published
- Year Rael was founded
- 2017
- Published
02 Variety
Miracle Patch, pads and supplements each need their own ad
Each ad concept has to carry one product, one reason to buy and one hook, then land on the page that matches. A $13.99 Miracle Patch cover and a $44.98 Hormone Balance Supplement need different proof and different creators, so I never reuse one script.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Certified organic cotton | high-grade, sustainably-sourced ingredients like 100% certified organic Texas-grown cotton | 5 |
| Subscribe and save | Save 10% on every subscription order and earn 2x rewards points. | 3 |
| Welcome offer | Use coupon code WELCOME5 for $5 off your first order. | 3 |
| Female-founded | Female-founded, high-performance, clean essentials for skin and cycle. | 3 |
| Free shipping over $60 | Free Shipping over $60 | 2 |
| Gentle, fragrance-free care | Dermatologist-tested, hypoallergenic, and fragrance-free | 2 |
| 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
Claims on Miracle Clear and the Roll-On need a sheet first
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Miracle Clear claims drift past the brand's own wording | Med | High | Both | Claims sheet signed off by your team before the first ad goes live |
| Free shipping at $60 sits far above a $13.99 patch order | High | Med | Me | Share of first orders reaching free shipping reviewed at day 14 |
| Standard shipping takes 4-5 business days and no expedited option exists | Med | Med | Your team | Delivery time on every landing page; delivery complaints tracked weekly |
| Tracking misses subscription orders, so CAC reads wrong | High | High | Your team | Purchase and subscription events verified before spend passes week one |
| Creators miss the weekly video count | Med | Med | Me | 10 creators live by week six; behind pace at week four triggers new recruiting |
| The $5 WELCOME5 code pulls in discount-only buyers | Med | Med | Me | Repeat order share by code tracked monthly; pause the code if repeats fall short |
| Winning ads fatigue before the next batch is ready | Med | Med | Me | At least 12 new ads a week; none stays live after first-order results fall |
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
A $17 order at 40% margin gives a $13.60 ceiling
| Line | Value | Status |
|---|---|---|
| Average order | $17 (range $5.99–$72.00) | 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 | $13.60 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $8.16 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $17 × 40% × (1 + 1) = $13.60. Guard line = 0.6 × $13.60 = $8.16. Across the ranges: $3.14 to $97.20.
Range across the assumptions: $3 to $97.
The $17 order, 40% margin and one repeat order are my inputs, not Rael's data. Week one replaces them with real numbers; the $13.60 ceiling and $8.16 guard line move with them.
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
Six weeks of tests cost $24,000 before we scale
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $8 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $8 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $8 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $8 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $8 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $8 |
Week 1 and week 2 each run 12 ads at $250, so $3,000 a week. Weeks 3 and 4 run 12–20 ads for $4,000. Weeks 5 and 6 run 20 ads for $5,000. Total $24,000 of tests, Proposed; each week's losers are killed before the next release.
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
More concepts, more winners: 20 concepts add $18,000
More concepts means more shots at a winner. Twenty concepts give 2 winners and $18,000 of added spend monthly; 80 give 8 winners and $72,000. Winner share and spend per winner are guesses.
| 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
$100,000 split so tests never starve the winners
- Creative tests across Miracle Patch, pads and supplements
- $40,000
- 40%
- Scaling proven winners on Meta
- $35,000
- 35%
- Creator pay and videos
- $15,000
- 15%
- Landing pages and reporting
- $10,000
- 10%
Out of $100,000 (Proposed), the largest share funds tests, because Rael has to find winners before scaling them; shares move at the day 30 gate.
The math. 40% × $100,000 = $40,000; 35% × $100,000 = $35,000; 15% × $100,000 = $15,000; 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
Meta opens first; Rael's Amazon Store is a later channel
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week 1: creators and static tests start here | Patches, masks and wipes are products people understand by seeing them |
| TikTok | Once two creators have working hooks | Short video suits Miracle Patch application demos |
| Amazon Store | When Meta winners hold the $8.16 guard line | Rael already sends faster-delivery shoppers to its Amazon Store |
| SMS | Once first orders flow steadily | The $5 off SMS offer exists; repeat orders carry the ceiling |
| Search | After Meta ads lift demand for getrael.com | It captures people who already searched for Rael by name |
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
At $15 CAC a $17 order never pays back: stop
Payback decides how fast I can spend. At $5 CAC the first order pays back with $8.60 left. At $10 it needs repeat orders and leaves $3.60. At $15 and $20 it never pays back, so we stop. Subscribe & Save 10% is the lever for repeat orders.
Cumulative margin per customer, order by order, before CAC: $6.80, $13.60.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $5 | $6.80 | $13.60 | $8.60 | First order |
| $10 | $6.80 | $13.60 | $3.60 | After repeat orders |
| $15 | $6.80 | $13.60 | −$1.40 | Never: stop |
| $20 | $6.80 | $13.60 | −$6.40 | Never: stop |
The math. CAC $5: $13.60 − $5 = $8.60 left; pays back: First order; CAC $10: $13.60 − $10 = $3.60 left; pays back: After repeat orders; CAC $15: $13.60 − $15 = −$1.40 left; pays back: Never: stop; CAC $20: $13.60 − $20 = −$6.40 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
I cover ads and creators; tracking stays with your team
Covers
- Meta ads, creative testing and weekly kills
- Creator recruiting, briefs and the claims sheet
- Landing pages for each tested product
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Building event tracking; your team owns it
- Product, pricing and offer changes
- Shipping, returns and customer support
- Category experience: I have none in period care
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 a week shipped, CAC read on every ad | Tracking unverified or claims sheet unsigned |
| Day 30 | Blended CAC at or under $8.16, or trending toward it | CAC above $13.60 for two weeks |
| Day 60 | Winners hold CAC at $8.16 while spend keeps rising | No winner holds CAC under $13.60 |
| Day 90 | Payback lands inside repeat orders at current CAC and spend still rises | CAC at $15 or higher with no fix in sight |
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 | Miracle Patch covers at $12.99 to $13.99 | Hook library and one-variable tests | 1st |
| creators | First Period Kit for Teens at $66.99, New Mom Gift Set | Creator personas briefed per product | Week 1 |
| claims sheet | Clinical wording on Miracle Clear Complete Acne Serum | One signed sheet for all scripts | 1st |
| landing pages | Period Essentials Set at $36.86, pads at $14.99 | Pages matched to each ad concept | 2nd |
| reporting | Free shipping over $60 and Subscribe & Save 10% | CAC tracked by offer and product | Week 1 |
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 |
|---|---|---|
| $60 Free shipping threshold on Rael orders | https://www.getrael.com/products/super-slim-applicator-tampons-made-with-organic-cotton | Fact |
| 10% Subscribe & Save discount on every order | https://www.getrael.com/ | Fact |
| 2017 Year Rael was founded | https://www.getrael.com/ | Fact |
| Product prices $5.99–$72.00 | product prices in the site product data (86 products), read 2026-10-05 | Fact |
| $17 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $8.16 target CAC | 0.6 of the $13.60 margin per customer | Calculated |
| $13.60 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 40% / 35% / 15% / 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.
In week one I build the claims sheet from Rael's own wording, brief the first two creators on Miracle Patch, and ship twelve ads against the $8.16 guard line. Your team and I verify purchase events before spend starts.
