Growth plan for Extracted, 6 Oct 2026
Scale spend. Hold CAC.
The plan has one number to protect: a target CAC of $21.12. Extracted already holds 4.8/5.0 from 20,000+ Happy Customers, so the work is turning that proof into many tested ads and creator videos until spend scales without that number moving.
- Target CAC
- $21.12
- 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: a target CAC of $21.12
The number is a target CAC of $21.12 (Calculated): average order $44 × 40% margin × (1 + 1 repeat order) gives a $35.20 ceiling, and I guard at 0.6 of it. Sleepee, bundles and subscriptions all feed it. Order value and margin are my guesses until your data replaces them.
Protect
Target CAC: $21.12 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $44 × 40% × (1 + 1) = $35.20. Guard line = 0.6 × $35.20 = $21.12. Across the ranges: $1.57 to $118.79.
Three moves
- Kill any ad whose CAC sits above $21.12 after the first read, before it eats the $24,000 of tests.
- Move budget only to winners: Sleepee, Multee and Flowee angles that hold the guard line.
- Read cohort payback monthly so subscription orders count at their repeat value, not only the first order.
- Happy Customers behind the 4.8/5.0 rating on the site
- 20,000+
- Published
- people the brand says Sleepee has helped sleep again
- 23,000
- Published
- day guarantee on every product
- 60
- Published
02 Variety
Sleepee, Multee and Flowee each need their own ad angle
Each ad concept has to carry one product, one reason to buy and one proof. Sleepee can lead with its 11 powerhouse ingredients or its study line; Flowee with Pumpkin Seed Extract at 600mg; Creatine Monohydrate with 200 mesh. One variable per test.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Bundle and save | Bundle and save 40% | 5 |
| Rated by thousands | 4.8/5.0 from 20,000+ Happy Customers | 3 |
| Quick to start | Works in as little as 14 days | 3 |
| 60 day guarantee | Our 60 Day Guarantee | 2 |
| Clean and pure | Clean & Pure - 100% plant-based, with no fishy aftertaste or contaminants. | 2 |
| Years of development | 3 years of development | 2 |
| Free gifts over £60 | Free Multivitamin, Water Bottle & Express Shipping With Orders Over £60 | 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, two from the 60-day guarantee and health wording
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Sleepee health wording drifts past the brand's own claims | Med | High | Both | Every ad line matches the claims sheet; no unapproved line goes live. |
| The 60-day guarantee refunds eat margin once ads scale | Med | High | Your team | Refund rate read weekly by ad; pause an ad whose refunds push CAC past $35.20. |
| Multee Bundle at 75.99 GBP with 79.98 struck through makes the offer look small | Med | Med | Me | Test a clearer offer angle in the third week; keep it only if CAC beats $21.12. |
| Event tracking misses subscription orders, so CAC reads wrong | High | High | Your team | Purchase events match store orders before the first test spend goes live. |
| Creators film off-script health claims | Med | High | Me | Every video is checked against the claims sheet before it posts. |
| Six weeks of tests find no winner | Med | High | Me | Stop adding spend if no concept holds $21.12 after the $24,000 of tests. |
| The 1pm next-day cut-off slows orders placed late in the day | Low | Low | Both | Ad scheduling respects the 1pm cut-off; no next-day promise in copy after it. |
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 $35.20 and I guard at $21.12
| Line | Value | Status |
|---|---|---|
| Average order | $44 (range $2.99–$87.99) | 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 | $35.20 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $21.12 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $44 × 40% × (1 + 1) = $35.20. Guard line = 0.6 × $35.20 = $21.12. Across the ranges: $1.57 to $118.79.
Range across the assumptions: $2 to $119.
Ceiling = $44 average order × 40% margin × (1 + 1 repeat order) = $35.20. Order value, margin and repeats are my guesses. Week one replaces them with your numbers; the guard line is $21.12.
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, from $3,000 in week one
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $21 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $21 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $21 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $21 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $21 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $21 |
Weeks one and two run 12 ads at $250 each: $3,000 a week, $6,000 cumulative. Weeks three and four run 12–20 ads, $4,000 a week. Weeks five and six run 20 ads, $5,000 a week. Total $24,000 of tests, Proposed.
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
20 concepts give two winners; 80 give eight
20 concepts give 2 winners and $18,000 added; 80 concepts give 8 winners and $72,000 added. Hit rate and spend per winner are guesses. More concepts means more shots at holding $21.12.
| 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
Most of the $100,000 backs winners, not new tests
- Scale winners on Sleepee and bundles
- $55,000
- 55%
- Creative tests: the six-week ramp
- $24,000
- 24%
- Creator pay and bonus cap
- $14,000
- 14%
- Reserve for what week one reveals
- $7,000
- 7%
Of the $100,000 to allocate, the tests take the $24,000 ramp; the rest follows whatever holds $21.12. Proposed.
The math. 55% × $100,000 = $55,000; 24% × $100,000 = $24,000; 14% × $100,000 = $14,000; 7% × $100,000 = $7,000. 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: Sleepee and Flowee stories need video
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week 1, with the first twelve ads | Sleepee and bundle stories need video and fast tests. |
| TikTok | When creator videos reach 70 a week | Creator cuts of Sleepee night routines can run as paid and organic. |
| YouTube | After Meta holds $21.12 for two weeks | Longer explainers fit Multee's 40-ingredient story. |
| Google Search | When branded searches rise with ad spend | People search product names like Sleepee; search captures demand Meta creates. |
| After the first subscription orders land | Repeat orders carry the (1 + 1) in the ceiling; email can nudge them. |
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 a $40 CAC, a $44 order never pays back
Payback is the real constraint. At a $10 CAC the first order pays back, $25.20 left. At $20, repeat orders pay it back, $15.20 left. At $40 it never does, −$4.80, so I stop; at $50, −$14.80. A 25% off every order subscription helps only if repeats arrive.
Cumulative margin per customer, order by order, before CAC: $17.60, $35.20.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $10 | $17.60 | $35.20 | $25.20 | First order |
| $20 | $17.60 | $35.20 | $15.20 | After repeat orders |
| $40 | $17.60 | $35.20 | −$4.80 | Never: stop |
| $50 | $17.60 | $35.20 | −$14.80 | Never: stop |
The math. CAC $10: $35.20 − $10 = $25.20 left; pays back: First order; CAC $20: $35.20 − $20 = $15.20 left; pays back: After repeat orders; CAC $40: $35.20 − $40 = −$4.80 left; pays back: Never: stop; CAC $50: $35.20 − $50 = −$14.80 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 run ads and creators; your team owns tracking and claims
Covers
- Meta creative, testing and weekly kills on Sleepee, Multee and Flowee
- Creator briefs, pay structure and the hook library
- Landing page tests tied to each winning ad
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking build: I spec it, your team implements it
- Health claims sign-off: the brand approves its own wording
- Fulfilment, delivery and customer service
- Product, pricing and offer decisions, including the 60-day guarantee
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 | Purchase events match store orders and at least one concept sits near $21.12 | Tracking still off, or no concept near the guard line |
| Day 30 | Two or more creators post weekly and CAC trends toward $21.12 | CAC flat above $35.20 after the first month |
| Day 60 | A winner holds $21.12 at higher spend and payback reads on cohort data | Winners fade as spend rises past the guard line |
| Day 90 | Spend is scaled and cohort payback sits inside the $35.20 ceiling | Payback never reaches the ceiling at current spend |
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 | Sleepee study line: 268 customers, 60% improvement | Ads built from it, one variable per test | 1st |
| creators | 4.8/5.0 from 20,000+ Happy Customers to brief on | A roster of creators and a hook library | 2nd |
| claims sheet | Product wording such as 11 powerhouse ingredients | One sheet of approved lines per product | Week 1 |
| landing pages | Bundles like Multee at 75.99 GBP, 79.98 struck through | Pages matched to each ad's angle | 2nd |
| reporting | Subscription offer: 25% off every order | Daily CAC read and checked purchase events | 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 |
|---|---|---|
| 20,000+ Happy Customers behind the 4.8/5.0 rating on the site | https://extracted.co.uk/pages/sleepee-new-extracted-lander | Fact |
| 23,000 people the brand says Sleepee has helped sleep again | https://extracted.co.uk/pages/sleepee-new-extracted-lander | Fact |
| 60 day guarantee on every product | https://extracted.co.uk/ | Fact |
| Product prices $2.99–$87.99 | product prices in the site product data (50 products), read 2026-10-06 | Fact |
| $44 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $21.12 target CAC | 0.6 of the $35.20 margin per customer | Calculated |
| $35.20 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 55% / 24% / 14% / 7% | 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 audit tracking with your team, write the claims sheet from your own Sleepee wording, and launch the first twelve ads against the $21.12 guard line. Creators start in the second week.
