Growth plan for Purity Coffee, 6 Oct 2026
Scale spend. Hold CAC.
Purity Coffee already carries 62,000+ reviews and a $50.00 Sampler Bundle built around five roasts. This plan protects one number, a target CAC of $24, while tests find which roast, hook and offer earn a first order. Losers die early.
- Target CAC
- $24
- 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 $24 CAC on a $30.00 bag
The number is a target CAC of $24. It comes from a $50 average order, a 40% margin and one repeat order, which gives a $40.00 ceiling. The guard line sits at 0.6 of that, $24.00. Those inputs are guesses until Purity's real numbers replace them in week one.
Protect
Target CAC: $24 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $50 × 40% × (1 + 1) = $40.00. Guard line = 0.6 × $40.00 = $24.00. Across the ranges: $5.78 to $259.20.
Three moves
- Kill any ad whose CAC runs above $24.00 once its test spend is used.
- Put spend behind the roast and offer that earn a first order, starting with the $50.00 Sampler Bundle.
- Send each creator hook to its own landing page, so every test changes one variable.
- Reviews at a 4.9 rating shown on the page
- 62,000+
- Published
- Free shipping threshold on US orders
- $65
- Published
- Maximum saving on subscription coffee
- 20%
- Published
02 Variety
Five roasts, one sampler: each ad carries one reason to buy
Each ad concept has to carry one reason to buy and one proof, with one variable changed per test. Purity gives plenty to work with: five roasts named Flow, Ease, Protect, Balance and Calm, a sampler built around 4 oz bags, and subscriptions with delivery every 4 weeks.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Tested for antioxidants | Tested for antioxidants (CGA) | 4 |
| USDA Organic | USDA Organic Certified | 3 |
| Single-origin decaf | Single-origin decaf coffee full of flavor, free of chemicals | 3 |
| Free US shipping over $65 | Free shipping on US orders over $65 | 3 |
| Regeneratively farmed | Regeneratively farmed | 2 |
| 4.9 across 62,000+ reviews | 4.9 62,000+ reviews | 2 |
| Subscribe and save | Up to 20% discount on subscription coffee | 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 thin tumbler proof to antioxidant wording
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Antioxidant and health wording drifts past the brand's own claims | Med | High | Both | Every script passes the claims sheet before posting; no unchecked video goes live. |
| Sampler Bundle at $50.00 stalls first orders against $30.00 single bags | Med | Med | Me | Cut the sampler hook if its CAC stays above $40.00 after its test spend. |
| Free shipping only over $65 pushes single-bag buyers to leave the cart | High | Med | Your team | Compare single-bag and sampler carts in week two; drop the weaker landing page. |
| Tracking events are incomplete, so CAC is read wrong | Med | High | Your team | Event spec signed off before cumulative spend passes $3,000. |
| Creators miss the weekly video count | Med | Med | Me | Two creators onboarded each week; escalate when videos fall below the weekly plan. |
| Hit rate is lower than the guess, so winners arrive late | Med | High | Me | If no concept beats $24.00 CAC by the second gate, rework hooks before adding spend. |
| Creative fatigue sets in as spend grows on one winner | Low | Med | Both | Retire any ad whose CAC stays above $24.00 for a full week. |
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 $40.00; the guard line is $24.00
| Line | Value | Status |
|---|---|---|
| Average order | $50 (range $11.00–$192.00) | 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 | $40.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $24.00 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $50 × 40% × (1 + 1) = $40.00. Guard line = 0.6 × $40.00 = $24.00. Across the ranges: $5.78 to $259.20.
Range across the assumptions: $6 to $259.
The $50 average order, 40% margin and one repeat order are guesses. The $40.00 ceiling and $24.00 guard line are arithmetic on them. Week one replaces all three with Purity's 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 total, before any scaling
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $24 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $24 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $24 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $24 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $24 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $24 |
Week 1 and week 2 run 12 ads each at $250, $3,000 a week, $6,000 cumulative. Weeks 3 and 4 widen to 12–20 ads, weeks 5 and 6 hold 20 ads, reaching $24,000 of tests. All Proposed; losers are 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: 80 concepts, $72,000 added
More concepts, more shots at a winner. Hit rate and spend per winner are an Assumption: 20 concepts give 2 winners and $18,000 added a month; 80 concepts give 8 winners and $72,000 added a month.
| 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 follows the roasts that earn a first order
- Creative tests on the $50.00 Sampler and $30.00 bags
- $40,000
- 40%
- Scaling winners that hold the $24.00 CAC
- $30,000
- 30%
- Creator pay and product for videos
- $20,000
- 20%
- Landing pages and tracking fixes
- $10,000
- 10%
Proposed split of the $100,000; scaling grows only as winners hold the $24.00 CAC.
The math. 40% × $100,000 = $40,000; 30% × $100,000 = $30,000; 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, then the channels the 62,000+ reviews can feed
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week 1, with 12 ads live | Paid social is my home ground, and 62,000+ reviews give the ads proof to lean on. |
| TikTok | When the first creator videos are live | Creators pulling espresso and cold brew show the process in motion. |
| Instagram Reels | Once a hook beats the $24.00 guard line | Winning hooks move across without new shoots. |
| When the $5 off first order signup is tracked | A welcome flow can turn a sampler buyer into a subscriber saving up to 20%. | |
| Branded search | When creator ads start lifting brand demand | Viewers who see a creator ad will search Purity Coffee by name. |
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: a CAC of $55 never earns back
Payback is the real constraint because a CAC above the ceiling never returns. In the PLAN, a CAC of $10 pays back on the first order with $30.00 left; $25 pays back after repeat orders with $15.00 left; $45 and $55 never pay back, so we stop, at −$5.00 and −$15.00.
Cumulative margin per customer, order by order, before CAC: $20.00, $40.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $10 | $20.00 | $40.00 | $30.00 | First order |
| $25 | $20.00 | $40.00 | $15.00 | After repeat orders |
| $45 | $20.00 | $40.00 | −$5.00 | Never: stop |
| $55 | $20.00 | $40.00 | −$15.00 | Never: stop |
The math. CAC $10: $40.00 − $10 = $30.00 left; pays back: First order; CAC $25: $40.00 − $25 = $15.00 left; pays back: After repeat orders; CAC $45: $40.00 − $45 = −$5.00 left; pays back: Never: stop; CAC $55: $40.00 − $55 = −$15.00 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: creative, creators and landing pages for a $30.00 bag
Covers
- Ad concepts and tests built around the roasts, sampler and subscription
- Creator briefs, onboarding and weekly video counts
- Landing pages for each winning hook
- Daily CAC, weekly learnings and monthly cohort payback
Doesn’t
- Event tracking build: I spec it, your team builds it
- Roasting, fulfilment and inventory
- Health claims beyond the brand's own wording
- Site checkout and subscription app changes
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 | Tests are live on schedule and tracking reports daily CAC. | Events are missing, so CAC cannot be read. |
| Day 30 | At least one concept holds CAC at or under $24.00 after its full test spend. | No concept under $40.00 after the test spend. |
| Day 60 | Winners scale with CAC still at or under $24.00 and creators hit the weekly video count. | CAC above $40.00 for a full week. |
| Day 90 | Cohort payback shows repeat orders cover CAC within the $40.00 ceiling. | Cohorts never repay CAC. |
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 | Five roasts named Flow, Ease, Protect, Balance and Calm | Hooks and proof built per roast | 1st |
| creators | Sampler Bundle and cold brew to show on camera | A creator roster and briefs | 2nd |
| claims sheet | Own wording: purity tested, antioxidant rich | A checked sheet creators can follow | Week 1 |
| landing pages | $50.00 Sampler Bundle with 4 variants | One page per hook | 2nd |
| reporting | Subscription and $5 first-order offers to track | Daily CAC and cohort payback reports | 1st |
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 |
|---|---|---|
| 62,000+ Reviews at a 4.9 rating shown on the page | https://puritycoffee.com/ | Fact |
| $65 Free shipping threshold on US orders | https://puritycoffee.com/ | Fact |
| 20% Maximum saving on subscription coffee | https://puritycoffee.com/pages/discount-offers | Fact |
| Product prices $11.00–$192.00 | product prices in the site product data (99 products), read 2026-10-05 | Fact |
| $50 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $24 target CAC | 0.6 of the $40.00 margin per customer | Calculated |
| $40.00 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 40% / 30% / 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 read your real average order, margin and repeat rate, write the claims sheet, spec the events with your team, and launch the first 12 ads around the Sampler Bundle and the Founder's Roast.
