Growth plan for Magic Scoop, 2 Oct 2026
Scale spend. Hold CAC.
Magic Scoop already has 4.76 from over 1,100 verified customers and a 30-Day Money-Back Guarantee. The plan turns that proof into a steady flow of creator videos and tested ads, while holding one number: a target CAC of $12.96.
- Target CAC
- $12.96
- 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 $12.96 and the 75+ ingredient story can scale
The number is target CAC: $12.96. It is 0.6 of a $21.60 ceiling, built from a $27 average order, a 40% margin and one repeat order. Those inputs are my guesses until week one replaces them with your order data.
Protect
Target CAC: $12.96 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $27 × 40% × (1 + 1) = $21.60. Guard line = 0.6 × $21.60 = $12.96. Across the ranges: $5.25 to $147.15.
Three moves
- Kill losing ads early, so spend flows to the few that hold under $12.96.
- Test one variable at a time, starting with the 29.00 CAD Stick Pack trial offer.
- Check payback weekly against repeat orders from the subscription: 30 servings delivered every month.
- Rating from over 1,100 verified customers
- 4.76
- Published
- Stores across Canada
- 190+
- Published
- Ingredients in one simple serving
- 75+
- Published
02 Variety
75+ ingredients give each ad concept a different job to do
Each concept has to carry one reason to buy, shown rather than claimed: the ingredient list on the label, the effort of eating it all yourself, the 30-day guarantee, the Electrolytes + Creatine flavours. One idea per ad, so a loser still teaches us something.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| 850mg electrolytes | Lemon Lime or Peach Mango. Same 850mg electrolytes, 5g creatine, and amino blend in every stick. | 7 |
| 75+ ingredients | Get 75+ Ingredients in One Simple Serving. | 5 |
| 30-day guarantee | 30-Day Money-Back Guarantee. | 2 |
| Smooth greens taste | Smooth, refreshing taste without the typical “greens” aftertaste | 1 |
| Verified customer rating | 4.76 from over 1,100 verified customers | 1 |
| Free starter kit | FREE Starter Kit ($70 value) w/ Shaker Bottle, Canister + Scoop | 1 |
| Calm, clear focus | Feeds the brain chemicals behind focus and drive, especially under stress. | 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 of them built into the 30-day guarantee
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Creatine and electrolyte claims drift beyond the brand's own wording | Med | High | Me | Every script checked against the claims sheet before posting; no unapproved claim live at any time. |
| US shipping is paused, so creators with US audiences send buyers nowhere | High | Med | Both | Creator audiences checked for Canada before briefing; share of non-Canadian views reported weekly. |
| The 30-day guarantee lets customers keep the opened unit, so refunds may eat margin | Med | High | Your team | Refund rate reported weekly; scaling pauses if it rises above what the margin guess allows. |
| The $55 CAD free-shipping line leaves small orders paying $7.95 CAD, hurting first orders | Med | Med | Both | Landing tests compare carts with and without the threshold message; keep the version with the lower CAC. |
| Creators miss the cadence: ten live by week six needs two onboarded each week | Med | Med | Me | Two creators briefed every week; if fewer than two sign by week three, the ramp pauses. |
| Tracking gaps hide subscription and repeat orders, so payback reads wrong | High | High | Your team | Order and subscription events reach daily reports before the third test week begins. |
| Ad fatigue on the same hooks as test spend climbs toward $24,000 | Med | Low | Me | Hook library refreshed weekly; any ad above $12.96 CAC twice in a row is retired. |
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 $21.60 ceiling is a guess that week one replaces
| Line | Value | Status |
|---|---|---|
| Average order | $27 (range $10.00–$109.00) | 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 | $21.60 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $12.96 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $27 × 40% × (1 + 1) = $21.60. Guard line = 0.6 × $21.60 = $12.96. Across the ranges: $5.25 to $147.15.
Range across the assumptions: $5 to $147.
The $21.60 ceiling is $27 × 40% × (1 + 1). All three inputs are my guesses. The guard line, $12.96, is 0.6 of it. Week one swaps each guess for your real order data.
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, $24,000 in total, before anything scales
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $13 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $13 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $13 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $13 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $13 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $13 |
Six weeks of tests. Weeks one and two run 12 ads at $250 each, $3,000 a week. 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, with 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
More concepts, more winners: 20 concepts, 2 winners
More concepts means more winners. The table shows 20 concepts giving 2 winners, and 80 concepts giving 8 winners, with added spend rising from $18,000 to $72,000. Hit rate and spend per winner are guesses, not data.
| 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 four jobs, creative first
- Creator videos and creative production
- $40,000
- 40%
- Paid media on tested ads
- $35,000
- 35%
- Landing pages and offer tests
- $15,000
- 15%
- Tracking and reporting
- $10,000
- 10%
The split covers the $100,000 budget to allocate; it is a proposal and moves to whichever job the data favours.
The math. 40% × $100,000 = $40,000; 35% × $100,000 = $35,000; 15% × $100,000 = $15,000; 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 opens first; 190+ Canadian stores shape what else opens
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one: creator videos and the Stick Pack trial ad go live | Fastest place to test hooks, and the guarantee fits a cold audience |
| TikTok | When two creators have videos that hold attention on Meta | Same footage, new audience; Electrolytes + Creatine suits short routine clips |
| YouTube Shorts | When winning hooks repeat across creators | Cheap reuse of cut-downs from videos already proven |
| Retail lift | Once paid social holds the target CAC | Video reach may lift sales in the 190+ stores across Canada; I can't measure that |
| Brand search | When creator videos start lifting branded queries | Catches people who saw a video and look up Magic Scoop later |
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 everything: a CAC of $25 never pays back
Payback is the real constraint. At a CAC of $5, the first order pays back with $16.60 left. At $15 it takes repeat orders, leaving $6.60. At $25 it never pays back and we stop, −$3.40; at $30, −$8.40. The subscription is what could close the gap.
Cumulative margin per customer, order by order, before CAC: $10.80, $21.60.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $5 | $10.80 | $21.60 | $16.60 | First order |
| $15 | $10.80 | $21.60 | $6.60 | After repeat orders |
| $25 | $10.80 | $21.60 | −$3.40 | Never: stop |
| $30 | $10.80 | $21.60 | −$8.40 | Never: stop |
The math. CAC $5: $21.60 − $5 = $16.60 left; pays back: First order; CAC $15: $21.60 − $15 = $6.60 left; pays back: After repeat orders; CAC $25: $21.60 − $25 = −$3.40 left; pays back: Never: stop; CAC $30: $21.60 − $30 = −$8.40 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: creative, creators, tracking spec and reporting
Covers
- Creative strategy, ad concepts and the hook library
- Creator sourcing, briefs and weekly feedback
- Meta ad buying and the six-week test ramp
- Daily CAC, weekly learnings and monthly cohort payback
Doesn’t
- Building event tracking: I spec it, your team implements it
- Product, formulation and label decisions
- Customer service and refund handling
- Fulfilment and the paused US shipping
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 | Two creators live, 14 videos a week, 12 new ads a week, and tracking events reaching daily reports. | Tracking still not reporting orders, or no creators live. |
| Day 30 | Six creators live, 42 videos a week, and at least one ad at or under $12.96 CAC. | No ad under $21.60 CAC after $14,000 of tests. |
| Day 60 | Ten creators live, and blended CAC at or under $12.96 while spend keeps rising. | CAC stays above $21.60 for two weeks in a row. |
| Day 90 | Payback inside repeat orders at the CAC reached, with spend still rising toward the $100,000 budget. | Payback never reached at current CAC: stop, as the payback rule says. |
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 | 75+ ingredients and 4.76 from over 1,100 verified customers | Ad concepts built around one reason each | 1st |
| creators | Personas in your own writing: perimenopause, vegetarians | No creator briefs or roster yet | 2nd |
| claims sheet | Label wording: 75 ingredients per scoop, each on the label | One approved sheet of wording for creators | Week 1 |
| landing pages | Stick Pack at 29.00 CAD and a 30-Day Money-Back Guarantee | Pages matched to each creator's angle | 2nd |
| reporting | Subscriptions delivering 30 servings every month | Daily CAC and cohort payback report | 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 |
|---|---|---|
| 4.76 Rating from over 1,100 verified customers | https://magicscoop.com/pages/5-reasons-why-your-supplements-arent-cutting-it | Fact |
| 190+ Stores across Canada | https://magicscoop.com/pages/store-locator | Fact |
| 75+ Ingredients in one simple serving | https://magicscoop.com/ | Fact |
| Product prices $10.00–$109.00 | product prices in the site product data (10 products), read 2026-10-02 | Fact |
| $27 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $12.96 target CAC | 0.6 of the $21.60 margin per customer | Calculated |
| $21.60 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 40% / 35% / 15% / 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.
In week one I build the claims sheet from your label wording, brief the first two creators on the Stick Pack trial, launch 12 new ads and set up daily CAC reporting against the $12.96 target. You send order data; I send the first report.
