Dave — here’s everything we talked about
Brother, congrats on what you’ve built. You’re at $50M and you did it on one engine. My job over the next 90 days is to install the second one next to it — a creator machine you actually own, feeding a funnel that converts harder than the one you’re running today. Then we do it together before Black Friday.
01 — Where you are
$24M in 2024, $50M in 2025, $65M in your sights. Four girls making content full time. $900K a month going out the door, $800K of it into Meta. That’s not a business that needs saving. That’s a business at an inflection point.
Here’s what I see when I look at your numbers: you’re renting all of your growth from one auction, and the CPMs in that auction are only going one direction. I spent $100M of my own cash on Meta for one offer before I figured that out. I’m not doing that again, and I don’t want you doing it either.
02 — What my sniffer picked up
I always believe in filling the holes in the base first. Otherwise we’re just pouring more gasoline into a leaky bucket and calling it growth.
6% of revenue on a brand with 40% repeat purchase is really low, brother. That gap is bigger than anything else on this page, and closing it funds the entire creator program by itself. Snow’s email was in the same place once. Today we do up to 40% of revenue from email outside of promo periods. First thing I want is a deliverability and inboxing report — not more campaigns.
The big brands swallow up the best Tribe creators at the top before you ever get to them. And when the deal’s done, you own nothing — no media rights, no partnership ad rights, no roster. If it’s working we’re not shutting it off. But it is not the engine. We’re installing the engine.
First creator video I ever did this with cost me $200. I checked we had media rights, downloaded it, reposted it on Instagram — almost 20 million views. Free. Same video on YouTube did nothing for a week, then 5, 6 million. That’s when it hit me. When something wins organically it should immediately become a partnership ad, a cross-post on nine surfaces, and a retargeting pool. Right now the algorithm tests your creative for free and you let the result evaporate.
We circumvent that. Dedicated funnels on a subdomain, built fast, headline matched to the brief, bundle builder and upsells behind it. Shopify’s default path can’t run the mechanics that move AOV and conversion rate at the same time. I want to be able to say “change that” on our call and see it live that evening.
I did this myself on an afternoon eight years ago. Sat there looking at all that money sitting in carts and said, I’m doing it. My conversion rate on those calls is 40%. It turned my support department into a profit centre, and the feedback from people who didn’t buy became the highest-converting ads we ever ran. One of them turned into a product that did a billion views. That’s free money you’re walking past.
03 — The model
Meta buys demand. Creators create it. That’s the whole thing. What I care about is cheap attention, because cheap attention attacks conversion rate, AOV and CAC all at once — you don’t have to pick one.
Every turn of this wheel makes the next turn cheaper. And none of it needs TikTok Shop. When Australia opens, it’s an extra cash register on a machine that’s already running.
“The whole point isn’t more UGC. It’s that you never run out of people, and the spy tool never stops popping out briefs. After that it’s just a matter of time. For us it was four days for a million dollars.”
04 — The build
I’ll be honest with you: I have very little patience. My team knows it. We’ve got about 80 days to Black Friday and we need at least 30 to 60 of them to compress CAC and plug the holes, so we walk into holiday ready to step on the gas instead of hoping.
05 — What we work on together
I’m in it with you. You and I are on the numbers monthly, my team’s with your team weekly, and you can text me 24/7 in between. I’m not here to hand you an agency. I want you to understand this machine as well as I do — that’s why you’re on the demos with me. Teach a man to fish.
06 — The stack
I know the founders of most of these personally and I’ll introduce you directly. One demo and you’ll get it. After a few, it starts piecing together and you’ll be the one saying “what if we did this?” on our calls — which is exactly what I want.
| Platform | What it does for you | My note |
|---|---|---|
| Lucra | Core UGC sourcing and partnership rights | Intro to Alex, the founder. Five times better than Tribe at a third of the cost. Keep Tribe if it’s working. |
| Buzzfy | Trial reel testing and automatic variants | About $30/month. Runs on your pages and on my creators’ — they love it because it keeps brand posts off their main feed. |
| Circle | Agentic creator and ambassador outreach | Enterprise seat at my cost, $2,500/mo. Let it hunt all night on your behalf. |
| Lifetimely | LTV and cohorts | Goes straight into our Claude project. This is what drives the weekly cut-and-scale. |
| Aircall | Auto-dials abandoned carts until someone answers | Paired with my script and SOP. This one pays for everything else. |
| ScaleSide / TryNow | Try before you buy | Intros to Anthony and Ben. Micro-test on 1% of traffic, read it at 21 days. In apparel, when this works it’s just fuel. |
| Linkby | Live editorial placements behind partnership ads | Optional. Real article, real masthead, and your CPMs drop while trust goes up. |
| Content Rewards | Clip syndication of your best moments | Optional volume layer once we know the winners. Another billion views for not much. |
| Inveterate | Membership / your own Amazon Prime | True Classic runs $1 a month billed at $12 a year. People don’t subscribe to apparel — they do subscribe to membership. |
07 — The scoreboard
Revenue is going to move — that part is almost hard to avoid once the faucet is on. But the number I actually care about is margin. I’d rather you have a business at 20% net going to $100M that everyone loves than apparel run rate at 10%, because on the way out they beat you up on everything.
08 — What it costs
All three are 90 days. The only real difference is how much my team builds with you versus how much your team executes off our system. Given where you are and how close Black Friday is, I’d take Option 02. That’s the one I’d pick if I were you.
For context: if we implement over 90 days on a $50M business, that’s an extra eight figures a year in more profitable revenue. That’s the math I’m looking at.
Month one at signature — that covers the install and onboarding sprint. Months two and three on the same date after.
$2,500/month, passed straight through at my cost. I don’t make anything on it.
Your budget, your control. We size the first seeding wave together before anything ships.
Billed to you by each platform. I negotiate the rate, I don’t mark it up.
Included in Options 02 and 03. Quoted separately on Option 01 if you want us building rather than advising.
Keep going, drop back to just coaching with me, or stop. Nothing locked past the first term.
09 — Why me on this one
I built this system because I spent $100M on Meta for a single offer and realised at the end of it that I didn’t have the flywheel I actually wanted. We had the brand, the platform, the subscriptions, everything — and I still had to ask myself what I could have done faster or better. This is that answer.
And apparel is the biggest category there is for it. Beauty, supplements, then apparel — no, apparel is number one. Every creator wants to wear it, show it, use it, and you never run out of novelty. That’s the problem I have at Snow: I have to launch a product every three or four months. You don’t.
10 — Let’s go
I told you on the call I get my dopamine from your numbers, and I meant it. I want to look at these three and six months from now and see the margin doubled. Here’s how we start.