Everything We Sell, Written Down
Four working calculators and four playbooks. No email gate on any of it — if a framework can't survive being given away, it was never worth charging for.
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Know The Number Below Which You Lose Money
Your break-even ROAS isn't a matter of opinion — it falls out of your margins, and it's different for every product you sell. Put your real numbers in and get the floor, your maximum allowable CAC, and the blended ROAS you need to clear your target margin.
Four Tools, Four Playbooks
Written by the people who run the accounts, updated whenever the platforms break something.
The CRO Impact Calculator
What half a percentage point of conversion rate is actually worth to you, per month and per year — and how that compares to buying the same revenue with ads.
The Creative Testing Budget Planner
Testing twelve concepts on a thin budget gives you twelve guesses, not twelve answers. Work out how many you can actually afford to read.
The Shopify CRO Teardown
Thirty checks across homepage, collection, product, checkout and speed — scored live, ranked by how often each one moves revenue per session.
Profit-First Media Buying
Set targets from your margins rather than your platform. Contribution margin, blended MER and payback window, and the operating rhythm that uses them.
The Meta Ads Scaling Framework
Account structure, budget rules and the exact conditions we use to decide whether to scale a winner, duplicate it, or leave it alone.
The Creative Angle Library
Twelve angles that keep working, what each one is actually arguing, and the hook shape that carries it. A briefing checklist, not a script.
Offer & Bundle Design
Raise average order value without discounting your way there: bundle architecture, thresholds, gift-with-purchase and the margin maths behind each.
One Benchmark, One Teardown, One Thing To Steal
Sent every Friday to founders and operators at DTC brands. No pitch, no roundup of other people's news — just what we saw in accounts that week.