BRETT ECOM

new brand launched. getting my hands on the first batch of stock this week. here’s my thought process during the launch phase (and how I’m gonna take it to 50k days soon): 1. Creatives At first I’m launching standard discovery story ads in 2-3 diff formats as its a new mechanism driven product. Also preparing tests to generate data on different language patterns based on my customer research. Key here is to understand what keywords make soft metrics work so I can continue forward. As an example if I can see harsh opening doing better than organic storyline hook I’ll try to gather momentum with VSLs. If I can see an afterthought of what happens once they’re aware of the problem doing better than exposing the actual problem, I’ll find more afterthoughts, I’ll add specifics such as place, time and launch assets on that. 2. Offer Key here is to match intentions with what works. My intention here is to build an MRR business with a ton of free cashflow to scale into below 1x roas, keep it lean, scale through diversity of new customer acquisition and retention channels so I’m testing different combinations of offers with the goal of finding the best CAC to potential LTV ratio. Healthy balance between CR, sub take rate and AOV is key here. Got 3 offers to test. 3. Funnels I need to figure out how scalable advertorial is in comparison to PDP in the 0-1 stage. Launching both to have clarity on what ad to page combination will unlock the first momentum. If advertorials work on some level but PDPs outperform I’ll test new ads on PDP and continue cracking adv/listicle/sales page on the side. Once I’ll know what language patterns work (via creative testing) I’ll also optimize my top performing page to fit the criteria. 4. Mindset A lot of people sleep on this when testing something new. They got no intentions behind tests, they don’t understand the business model they’re getting into and they don’t have a clear “If/then” strategy. I have my intentions in place, my product ticks all the boxes, business model is 60%+ take rate, lean, one SKU, free cashflow driven business and I know it will go to at least 50k days if it makes sense for the portfolio. The only questions I need answers to is in my creative, offer, funnel tests I’m running. Once I get these I’ll take it on volume and see how scalable it is. Just because I got cashflow and leverage business I’ll make my decision (to scale it or not) based on how solid my cohort and new customer acquisition is at scale. Thought process on the product: 1. huge tam, old problem, solution aware audience 2. new mechanism that’s not scaled on meta 3. huge margin on potentially winning offers I’m about to test 4. huge 90 day LTV (transformation driven product), solid 360 day LTV (turns into habit) 5. problem I’m solving is both mental and visual 6. product has fast feedback loop between buying and starting to feel the benefits 7. product is visible at least twice a day (most valued companies create products that are visible 24/7) 8. using the product can turn into habit, effortless long term benefits I’m gonna give an update once I have more answers after the initial launch. questions?