Growth plan for WMP Eyewear, 2 Oct 2026
Scale spend. Hold CAC.
WMP Eyewear already has 50,000+ 5-Star Reviews and frames at $49.00 with prescription built in. The plan turns that into many creator-led ads, tests them fast, and holds new-customer cost under a $26.40 guard line.
- Target CAC
- $26.40
- 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 $26.40 CAC while the $49.00 frames scale
The one number to protect is a target CAC of $26.40. It is the guard line: 0.6 of the $44.00 ceiling. While new-customer cost stays under it, spend can rise. When it doesn't, the losing ads die early and spend stops climbing.
Protect
Target CAC: $26.40 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $55 × 40% × (1 + 1) = $44.00. Guard line = 0.6 × $44.00 = $26.40. Across the ranges: $0.01 to $270.00.
Three moves
- Launch two tests in week one and build to six experiments by week six, one variable per test.
- Kill losing ads early and keep a hook library of what the winners said about each frame.
- Add spend only to winners while daily CAC stays under $26.40.
- 5-Star Reviews shown on the site
- 50,000+
- Published
- Day Returns offered
- 45
- Published
- Off for an email sign-up
- 20%
- Published
02 Variety
Esme, Caddie and the Fairway Kit each give an ad its own job
Each concept carries one reason to buy, one product and one proof: Esme at $49.00 with prescription built in, the Collector's Fairway Kit at $99.00, or the free case on two pairs. One variable changes per test, so a loser tells us why it lost.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Two pairs, free shipping + case | Buy 2 Pairs, Get Free Shipping + Case | 4 |
| 50,000+ 5-star reviews | 50,000+ 5-Star Reviews | 3 |
| Glare-cutting lenses | Cut glare with anti-reflective coating | 3 |
| Golf kit | Your course essentials, upgraded. | 3 |
| Easy returns | 45 Day Returns | 2 |
| Lens coatings | Anti-scratch, UV blocking and anti reflective coating. | 2 |
| Email sign-up offer | Sign up for our email and get 20% off | 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
Prescription shipping rules are the first risk to name
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Prescription orders are excluded from free shipping, which may blunt the shipping offer in ads | High | Med | Your team | Week one: check checkout drop-off on prescription orders; pause that offer if CAC passes $26.40 |
| Prescription lenses add steps and may lower conversion on RX frames versus polarized ones | Med | High | Both | Compare RX and polarized conversion in week one; stop RX ads if CAC stays above $44.00 |
| The site shows 50,000+ reviews in one place and 30,000+ in another | Med | Med | Your team | Your team confirms one review count before ads use it; until then no count goes in copy |
| Event tracking is not specced, so CAC could be misread | High | High | Your team | Events match real orders before cumulative test spend passes $3,000 |
| Creators miss the posting pace and the ad pipeline starves | Med | Med | Me | Under 14 creator videos in week two: slow the roster and fix briefs before adding creators |
| Winning ads tire and CAC drifts up | Med | Med | Me | Winner CAC above $26.40 two days running: swap the hook, keep the product |
| Ad claims drift beyond the site's own wording on lenses and eye care | Low | High | Both | Every claim matches the claims sheet before an ad goes live |
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
A $44.00 ceiling on $55 orders, a $26.40 guard line
| Line | Value | Status |
|---|---|---|
| Average order | $55 (range $0.01–$200.00) | 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 | $44.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $26.40 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $55 × 40% × (1 + 1) = $44.00. Guard line = 0.6 × $44.00 = $26.40. Across the ranges: $0.01 to $270.00.
Range across the assumptions: $0 to $270.
The $44.00 ceiling is $55 average order × 40% margin × (1 + 1) repeat orders: all my assumptions. The $26.40 guard line is 0.6 of it. Week one replaces both with your real numbers.
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 | $26 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $26 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $26 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $26 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $26 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $26 |
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. That is $24,000 of tests in total. 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
Every new Esme or Caddie concept is another shot at a winner
Winners are rare, so volume pays. If 20 concepts give 2 winners worth $18,000 added a month, 80 concepts give 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
The $100,000 goes first to tests on $55.00 frames
- Creator-led ad tests on Esme, Caddie and the Fairway Kit
- $45,000
- 45%
- Scaling winners once CAC holds at $26.40
- $25,000
- 25%
- Landing pages for prescription and polarized frames
- $20,000
- 20%
- Reserve for retests and tracking fixes
- $10,000
- 10%
The $100,000 is a proposal; most of it funds tests and creators first, and winners scale only under the guard line.
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, with 50,000+ 5-Star Reviews as the proof
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one, with 12 ads live | Paid social is the fastest place to test creator videos on $49.00 frames. |
| TikTok | When Meta winners hold the $26.40 guard line | Same creator videos, new audience for polarized and RX frames. |
| YouTube Shorts | When a hook wins on two channels | Short vertical videos reuse the best Esme and Caddie hooks at low extra cost. |
| Week one: the sign-up offer already exists | Sign-up gets 20% off, so email can win back visitors who didn't buy. | |
| Google Search | After winners prove CAC on Meta | People searching prescription sunglasses online match the site's own title. |
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 $50 CAC the $55 average order never pays back
Payback is the real constraint. At a $15 CAC the first order pays back with $29.00 left; at $25 it needs repeat orders, with $19.00 left. At $50 or $60 we stop: −$6.00 and −$16.00 left. A fast ad is no good if the order can't cover it.
Cumulative margin per customer, order by order, before CAC: $22.00, $44.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $15 | $22.00 | $44.00 | $29.00 | First order |
| $25 | $22.00 | $44.00 | $19.00 | After repeat orders |
| $50 | $22.00 | $44.00 | −$6.00 | Never: stop |
| $60 | $22.00 | $44.00 | −$16.00 | Never: stop |
The math. CAC $15: $44.00 − $15 = $29.00 left; pays back: First order; CAC $25: $44.00 − $25 = $19.00 left; pays back: After repeat orders; CAC $50: $44.00 − $50 = −$6.00 left; pays back: Never: stop; CAC $60: $44.00 − $60 = −$16.00 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
What I cover for WMP Eyewear and what stays with your team
Covers
- Creative briefs and a hook library for WMP Eyewear frames
- Meta test ramp and daily CAC reporting
- Creator sourcing, briefs and pay proposals
- Claims sheet and landing page briefs from your own wording
Doesn’t
- Building the event tracking: I spec it, your team implements it
- Lens, prescription and order fulfillment
- Product, pricing and margin decisions
- Customer service and fixes to the review widget
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 at least one concept is near the $26.40 CAC line | Tracking still off, or no concept near the $44.00 ceiling |
| Day 30 | Winners hold CAC under $26.40 while spend rises toward the proposed budget | Daily CAC above $44.00 for a full week |
| Day 60 | Cohort payback shows repeat orders covering CAC on prescription and polarized frames | Payback reads Never at the current CAC |
| Day 90 | Spend has scaled and CAC held at $26.40 or better, with new winners still arriving | CAC above the guard line and no winner in recent tests |
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 | Esme | RX copy: "cool-girl energy" at $49.00 | Ad concepts built from it | 1st |
| Creators | Frames from $49.00 to $65.00 to wear on camera | Briefs and a pay proposal | 2nd |
| Claims sheet | Free case on two pairs, 45 Day Returns | One sheet that rules every ad claim | Week 1 |
| Landing pages | Sora | RX at $55.00 with 9 variants | One page per concept, one offer each | 2nd |
| Reporting | Free shipping bar over $75 to track | Daily CAC and weekly learnings | 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 |
|---|---|---|
| 50,000+ 5-Star Reviews shown on the site | https://www.wmpeyewear.com/ | Fact |
| 45 Day Returns offered | https://www.wmpeyewear.com/ | Fact |
| 20% Off for an email sign-up | https://www.wmpeyewear.com/ | Fact |
| Product prices $0.01–$200.00 | product prices in the site product data (150 products), read 2026-10-02 | Fact |
| $55 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $26.40 target CAC | 0.6 of the $44.00 margin per customer | Calculated |
| $44.00 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.
In week one I build the claims sheet, brief the first creators and launch 12 ads across two tests, with $3,000 of spend. You confirm the review count and the tracking. By the end of the second week we know which concept earns more.
