Growth plan for Tailored Athlete, 1 Oct 2026
Scale spend. Hold $48.
Tailored Athlete sells one idea: athletic fit for muscular guys, with 11716 reviews shown on the site. This plan scales spend behind that fit with creator try-on video and bundle-led tests, and protects one number: a $48 target CAC under an $80.00 ceiling.
- Target CAC
- $48
- 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 a $48 CAC while the Athletic Fit bundles carry first orders
The number I protect is a $48 target CAC. It is 0.6 of an $80.00 ceiling built on a $100 average order, a 40% margin and one repeat order, all guesses until your data replaces them. Holding $48 means the Athletic Fit bundles open the account and the merino and knitwear range brings the second order.
Protect
Target CAC: $48 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $100 × 40% × (1 + 1) = $80.00. Guard line = 0.6 × $80.00 = $48.00. Across the ranges: $18.38 to $310.50.
Three moves
- Lead with the Athletic Fit bundles so first orders land closer to the $175 free-shipping line
- Kill an ad once its $250 test spend shows CAC drifting above $48
- Ship 12 to 20 new creator ads a week so fit hooks are replaced before CAC climbs
- reviews shown on the site
- 11716
- Published
- order value for free shipping
- $175
- Published
- off the first order for joining
- 10%
- Published
02 Variety
Every concept sells the fit on a muscular build
Each concept carries one reason to buy: the fit across shoulders and arms, the stretch of a 93% cotton, 7% elastane tee, a 3 Pack struck from $150.00 to $110.00, or merino polos worn to the office. One reason per ad, one variable per test, so a winner tells us which reason sold.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| True Muscle Fit stretch cotton | Made with our 'True Muscle Fit' and super-soft stretch cotton | 4 |
| Pants: buy one, get one free | Pants Offer (Buy One Get One Free) | 4 |
| Smart pants with 4-way stretch | Fabric: Soft cotton-blend with 4-way stretch | 3 |
| Pure textured cotton knitwear | 100% pure textured cotton: Breathable, soft, moisture-wicking | 3 |
| 10% off the first order | JOIN US AND GET 10% OFF FIRST ORDER | 2 |
| Built for an athletic build | Athletic Fit Menswear for muscular guys with an athletic build or muscular physique. | 1 |
| A deep review count | Based on 11716 reviews | 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 $175 free-shipping line and refunds
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Free shipping starts at $175, so single-tee first orders at $40.00 pay delivery and may convert worse | High | Med | Both | Week 2 report splits CAC under and over $175; shift to bundle-first ads if under-$175 CAC tops $48 |
| Refunds on free-shipping orders deduct delivery; fit-promise ads that pull wrong-size orders cost goodwill | Med | High | Your team | Return share of ad-driven orders reported weekly; pause a concept above the store's average return share |
| Bundle discounts, $105.00 against $200.00 on the 5-Pack, may sit under the 40% margin guess | Med | High | Your team | Your margin by product replaces the 40% guess before Week 2 spend starts |
| Creator scripts claim fit or fabric benefits that the product pages do not state | Med | High | Me | Every script checked against the claims sheet before posting; zero unsupported claims live |
| The athletic-fit try-on hook wears out once the same lifters see it many times | High | Med | Me | A concept is swapped when its CAC stays above $48 for three straight days |
| Purchase and bundle events misfire, so CAC by concept reads wrong | Med | High | Both | Ad-platform purchases match store orders before Week 1 spend of $3,000 is done |
| Fewer than 10 creators with an athletic build live by week six | Med | Med | Me | 2 new creators live each week, with a backup briefed for each persona |
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
An $80.00 ceiling built on a $100 order guess, not your books
| Line | Value | Status |
|---|---|---|
| Average order | $100 (range $35.00–$230.00) | 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 | $80.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $48.00 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $100 × 40% × (1 + 1) = $80.00. Guard line = 0.6 × $80.00 = $48.00. Across the ranges: $18.38 to $310.50.
Range across the assumptions: $18 to $311.
No input to the ceiling is published. The $100 order, 40% margin and one repeat order are guesses; only prices like $75.00 for the Favourites 3-Pack are facts. Week one swaps in your real order value and margin.
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, $24,000 of tests, 12 to 20 Athletic Fit ads a week
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $48 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $48 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $48 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $48 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $48 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $48 |
Week 1 and Week 2 run 12 ads each at $250, $3,000 a week. Weeks three and four widen to 12–20 ads as creator footage lands, $4,000 each. Weeks five and six run 20 ads, $5,000 each. $24,000 of tests in total, each ad one variable on the Athletic Fit line, losers killed 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
80 concepts, 8 winners: volume is how fit stories find buyers
If one concept in ten wins, 20 concepts find 2 winners and $18,000 of added spend a month; 80 find 8 and $72,000. Hit rate and spend per winner are assumptions. More fit stories from more builds is how CAC holds while spend grows.
| 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 across bundles, creators and knitwear
- Creator video on Athletic Fit tees and bundles
- $45,000
- 45%
- Scaling winners on the 3-Pack and 5-Pack offers
- $25,000
- 25%
- Knitwear and outerwear tests: merino polos, overcoats
- $20,000
- 20%
- Landing pages and new-hook testing reserve
- $10,000
- 10%
A proposed split of the $100,000; week-two CAC by product moves money toward whatever holds $48.
The math. 45% × $100,000 = $45,000; 25% × $100,000 = $25,000; 20% × $100,000 = $20,000; 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, where try-on video of the athletic fit sells
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week 1, with 12 ads on the Athletic Fit bundles | Try-on video and struck bundle prices read fast in feed; most test volume runs here |
| TikTok | Once 6 creators are live and posting weekly | Creator try-on clips of the fit on lifters are native to the feed |
| YouTube | When a Meta concept holds $48 for two straight weeks | Longer fit and fabric breakdowns suit the merino polos and overcoats |
| Google Search | When branded search rises with creator volume | Catches men searching athletic fit menswear after seeing a video |
| Once a knitwear or outerwear test finds a winner | Outfit saves suit the Funnel Neck Overcoat and textured knit polos |
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, not clicks: a $90 CAC on a $75.00 bundle never pays
Payback is the real constraint. At a $25 CAC the first order pays back with $55.00 left. At $50 it takes repeat orders, $30.00 left. At $90 or $110 it never pays back: stop. With bundles from $75.00 to $110.00, the second order decides which side of the $80.00 ceiling we sit on.
Cumulative margin per customer, order by order, before CAC: $40.00, $80.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $25 | $40.00 | $80.00 | $55.00 | First order |
| $50 | $40.00 | $80.00 | $30.00 | After repeat orders |
| $90 | $40.00 | $80.00 | −$10.00 | Never: stop |
| $110 | $40.00 | $80.00 | −$30.00 | Never: stop |
The math. CAC $25: $80.00 − $25 = $55.00 left; pays back: First order; CAC $50: $80.00 − $50 = $30.00 left; pays back: After repeat orders; CAC $90: $80.00 − $90 = −$10.00 left; pays back: Never: stop; CAC $110: $80.00 − $110 = −$30.00 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
Ads and creators are mine; tracking, pricing and stock are yours
Covers
- Creative and hook library for the Athletic Fit line, knitwear and outerwear
- Creator sourcing, briefs and weekly posting toward 10 live by week six
- Ad testing on Meta first: $24,000 of tests over six weeks, losers killed early
- Daily CAC, weekly learnings, monthly cohort payback by bundle
Doesn’t
- Event tracking build: I spec it, your team ships it
- Pricing, bundle discounts and the $175 free-shipping line
- Return policy and refund handling
- Stock, sizing, product and the US warehouse
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 | Blended test CAC under $80.00 and at least 2 Athletic Fit concepts under $48 | No concept under $80.00 after the Week 2 tests |
| Day 30 | Scaled winners hold $48 CAC and 8 creators are live | Scaled CAC above $80.00 for a full week |
| Day 60 | 4 winners hold $48 or less, adding spend toward $36,000 a month | Fewer than 2 winners under $48 across 40 concepts |
| Day 90 | Cohorts reach one repeat order and the $100,000 runs at or under $48 CAC | Cohort CAC at $90 or above: it never pays back, stop |
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 |
|---|---|---|---|
| creators | Your line: Designed by Athletes. For Athletes. | Ten creators with athletic builds, briefed | 1st |
| claims sheet | Fabric blends listed on each product page | One sheet every creator script is checked against | 1st |
| creative | Prices across tees, polos, knitwear and overcoats | Hooks tested one variable at a time | Week 1 |
| landing pages | Bundle pages with struck prices, like $110.00 from $150.00 | Pages matched to each winning hook | 2nd |
| reporting | Free shipping at $175 and a 10% first-order offer to measure | Daily CAC and cohort view by bundle | 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.
The experiments, in the order they run.
| Week | Experiment | Hypothesis | What it moves |
|---|---|---|---|
| Week 1 | Fit hook vs fabric hook on the Athletic Fit Favourites 3-Pack | The fit on a muscular build sells before the fabric does | The winner sets the hook for Week 2 ads |
| Week 1 | Struck price shown vs hidden on the Foundation V-Neck 5-Pack | Showing $105.00 against $200.00 lowers CAC | Keep the version under $48 |
| Week 2 | 3 Pack Long Sleeve at $110.00 vs a single Signature at $50.00 | A bundle first order pays back sooner | Route budget to the side nearer $48 |
| Week 3 | Merino polo office look vs gym look | Office-ready knitwear reaches men the tees miss | Open a knitwear line if CAC holds |
| Week 4 | 10% first-order offer named in the ad vs left out | Naming the join offer lifts conversion | Keep it only if CAC drops |
| Week 5 | Creator video on the Funnel Neck Overcoat at $210.00 | One outerwear order clears the $175 free-shipping line | Scale if payback lands on the first order |
What I’d ask for in week one.
Ad account access
Access to Meta Ads Manager and the pixel, so the Week 1 ads launch on clean purchase events.
Real margins
Margin by product, starting with the 3-Pack and 5-Pack bundles, to replace the 40% guess.
Order data
Average order value and repeat orders by first product, to replace the $100 and one-repeat guesses.
Return data
Return share by product, since refunds on free-shipping orders deduct the delivery charge.
Claims sign-off
One person on your team who signs off the claims sheet before creator scripts go out.
Product for creators
Samples in each creator's size from the Athletic Fit tees and bundles, shipped from your US warehouse.
Every number, and where it came from.
| Figure | Where it came from | Type |
|---|---|---|
| 11716 reviews shown on the site | https://tailoredathlete.com/products/athletic-fit-favourites-3-pack | Fact |
| $175 order value for free shipping | https://tailoredathlete.com/products/athletic-fit-favourites-3-pack | Fact |
| 10% off the first order for joining | https://tailoredathlete.com/blogs/news | Fact |
| Product prices $35.00–$230.00 | product prices in the site product data (160 products), read 2026-10-01 | Fact |
| $100 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $48 target CAC | 0.6 of the $80.00 margin per customer | Calculated |
| $80.00 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 45% / 25% / 20% / 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: 12 ads live on Meta at $250 each, built on the Athletic Fit bundles and the fit promise. The claims sheet is drafted from your product pages, the first 2 creators are briefed for week two, and your team and I agree the purchase events. By Friday you see the first daily CAC against $48.