Growth plan for IZIMINI, 6 Oct 2026
Scale spend. Hold CAC.
The River baby chair V2 has 3274 reviews at 4.9. This plan turns that proof into a steady flow of new ads and creator videos while holding target CAC at $21.60. One number to protect, six weeks of tests.
- Target CAC
- $21.60
- 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
Hold CAC at $21.60 while the 3274-review chair scales
The number is target CAC: $21.60. It is 0.6 of the $36.00 ceiling, which leaves room for error inside the line. Every ad, creator video and landing page is judged against it. Spend rises only while it holds; when it breaks, I cut the loser, not the target.
Protect
Target CAC: $21.60 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $45 × 40% × (1 + 1) = $36.00. Guard line = 0.6 × $36.00 = $21.60. Across the ranges: $5.25 to $309.15.
Three moves
- Kill losing ads early: one variable per test, so each loser teaches something before it costs more.
- Brief creators with the proof you already own: 4.9 / 5 from 3274 reviews on the River baby chair V2.
- Build the offer around the AU$99 free shipping line, which the chair plus the baby cotton hat clears.
- reviews across the range, rated 4.9 / 5 overall
- 4149
- Published
- reviews on the River baby chair V2, rated 4.9 / 5
- 3274
- Published
- order value where free standard shipping starts
- AU$99
- Published
02 Variety
Each ad carries one product, one buyer, one reason to act
Each ad concept carries one product, one buyer and one reason to act. The chair sells weight and speed: 1.8kg, folds in seconds. The hat sells fit and breathable cotton. The PlayPop™ sells UPF 50+ and testing. The bundle sells the AU$99 free shipping line.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Sun protection UV50+ | UV50+ sun protection | 4 |
| Ultra-light folding chair | Ultra-light at 1.8kg, folds in seconds and comes with a matching carry bag | 4 |
| Breathable cotton hat | Crown and brim made from 100% breathable, durable cotton (to withstand outdoor adventures) | 3 |
| Chair review count | Overall rating: 4.9 / 5 from 3274 reviews. | 2 |
| Free standard shipping | Free standard shipping for orders AU$99 and over | 2 |
| Rug that fits four | Comfortably fits four people (150cm x 200cm | 38cm x 18cm rolled | 800g) | 2 |
| Artist-designed print | Exclusive print designed by LA-based artist Amber Vittoria | 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
Seven risks, from the AU$99 shipping line to PlayPop™ claims
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| CAC drifts above the $21.60 guard line as spend scales | Med | High | Me | Hold spend when blended CAC stays above $21.60 for three days running |
| The chair-plus-hat bundle doesn't lift orders past the AU$99 free shipping line | Med | Med | Both | Read it in week two: drop the bundle ad if few chair orders include a hat |
| Creator scripts drift from the brand's own wording on UPF 50+ and independent testing | Low | High | Your team | Every script is checked against the claims sheet before posting; none goes live unchecked |
| Tracking misses purchases, so CAC cannot be read | Med | High | Your team | A test purchase matches the order record before week 1 spend starts |
| Creators post late or off-brief, so videos fall behind the ramp | Med | Med | Me | Videos behind plan two weeks running: pause new creators and fix the briefs |
| Many colorways at one price (umbrellas at 45.00 AUD) spread tests thin | Med | Low | Both | Each test names one design; if results split, pick one lead design per product |
| Mini Umbrellas show only 18 reviews against 3274 on the chair, so proof is thinner there | Low | Med | Me | Umbrella ads need their own proof angle; stop them if CAC stays above $36.00 |
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
The ceiling is $36.00; the guard line is $21.60
| Line | Value | Status |
|---|---|---|
| Average order | $45 (range $10.00–$229.00) | 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 | $36.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $21.60 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $45 × 40% × (1 + 1) = $36.00. Guard line = 0.6 × $36.00 = $21.60. Across the ranges: $5.25 to $309.15.
Range across the assumptions: $5 to $309.
The $36.00 ceiling is $45 × 40% × (1 + 1). The formula is arithmetic; the three inputs are guesses. Week one replaces them with your real order value and margin. The guard line is $21.60.
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 in total
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $22 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $22 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $22 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $22 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $22 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $22 |
Week 1 and week 2 each run 12 ads at $250: $3,000 a week, $6,000 cumulative. Weeks 3 and 4 run 12–20 ads, $4,000 each, $14,000 cumulative. Weeks 5 and 6 run 20 ads, $5,000 each. Total $24,000 of tests. Losers die 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
Creative volume is the lever: 80 concepts, 8 winners
More concepts, more winners. At 20 concepts I assume 2 winners and $18,000 added each month; at 80 concepts, 8 winners and $72,000. Hit rate and spend per winner are assumptions, not results.
| 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 four ways, weighted toward what wins
- Meta tests on new creator videos
- $35,000
- 35%
- Scaling winners once CAC holds
- $30,000
- 30%
- Creator pay and product seeding
- $25,000
- 25%
- Landing pages and reporting
- $10,000
- 10%
Budget to allocate is $100,000 (Proposed); share moves from tests to scaled winners as CAC holds at $21.60.
The math. 35% × $100,000 = $35,000; 30% × $100,000 = $30,000; 25% × $100,000 = $25,000; 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 first; other channels open only when Meta earns it
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week 1, with the first creator videos | Feed and Reels show a chair that folds in seconds and a hat that fits, in one clip. |
| TikTok | Once Meta winners hold the $21.60 target CAC | Parents filming the chair, hat and PlayPop™ outdoors; native video from the same creators. |
| Google Search | After Meta CAC holds | Parents who know the River baby chair V2 or the PlayPop™ search by product name; this catches them. |
| When the first orders exist | Spare seat covers at 25.00 AUD and springs at 10.00 AUD give a reason to return, which the ceiling counts. | |
| YouTube Shorts | After TikTok winners exist | The same vertical videos, reused; a folding chair demo reads fast. |
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 decides: at CAC $40 the plan stops
Payback is the real constraint, not reach. At CAC $10 the first order pays back, with $26.00 left. At CAC $20 it takes repeat orders, with $16.00 left. At CAC $40 or $50 it never pays back, so I stop: −$4.00 and −$14.00 left.
Cumulative margin per customer, order by order, before CAC: $18.00, $36.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $10 | $18.00 | $36.00 | $26.00 | First order |
| $20 | $18.00 | $36.00 | $16.00 | After repeat orders |
| $40 | $18.00 | $36.00 | −$4.00 | Never: stop |
| $50 | $18.00 | $36.00 | −$14.00 | Never: stop |
The math. CAC $10: $36.00 − $10 = $26.00 left; pays back: First order; CAC $20: $36.00 − $20 = $16.00 left; pays back: After repeat orders; CAC $40: $36.00 − $40 = −$4.00 left; pays back: Never: stop; CAC $50: $36.00 − $50 = −$14.00 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: ads, creators, claims, reporting; not your site build
Covers
- Meta ad creative and weekly tests across chair, hat, PlayPop™, umbrella and rug
- Creator sourcing, briefs and pay, built around parents of babies
- A claims sheet written from your own product-page wording
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking: I'd spec it with your team, that part isn't me
- Product, pricing or shipping decisions
- Your site build and theme changes
- Anything in your ad account I haven't been given access to
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 | Tracking matches real orders and the first ads and creator videos are live to plan. | Purchases don't match orders: fix before spending more |
| Day 30 | At least one concept at or below $21.60 CAC, and a second concept close behind it. | No concept under $36.00 after $14,000 of tests |
| Day 60 | Winners hold $21.60 CAC while spend rises, and creators reach 10 live. | CAC above $36.00 for two weeks as spend rises |
| Day 90 | CAC near $20 or below, paid back through repeat orders, with cohort payback reported monthly. | CAC at $40 or above: payback never arrives, spend stops |
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 | River baby chair V2: 3274 reviews, 1.8kg, folds in seconds | A hook library built from tests | 1st |
| creators | 4149 reviews from parents already using the products | A creator roster and briefs | 2nd |
| claims sheet | PlayPop™ page: UPF 50+ and independent testing wording | One sheet of allowed claims for every creator | Week 1 |
| landing pages | Free shipping at AU$99 and a 29.00 AUD hat to clear it | Pages per product and per bundle | 2nd |
| reporting | Review counts on product pages: 4.9 / 5 from 4149 | Daily CAC against the $21.60 guard line | 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 |
|---|---|---|
| 4149 reviews across the range, rated 4.9 / 5 overall | https://www.izimini.com/ | Fact |
| 3274 reviews on the River baby chair V2, rated 4.9 / 5 | https://www.izimini.com/products/river-baby-chair-v2 | Fact |
| AU$99 order value where free standard shipping starts | https://www.izimini.com/pages/shipping | Fact |
| Product prices $10.00–$229.00 | product prices in the site product data (121 products), read 2026-10-06 | Fact |
| $45 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $21.60 target CAC | 0.6 of the $36.00 margin per customer | Calculated |
| $36.00 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 35% / 30% / 25% / 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 1: I read your product pages with your team, spec the purchase event, write the claims sheet from your own wording, and brief the first creators on the River baby chair V2 and the baby cotton hat. The first 12 ads go to test at $250 each.