Executive Summary
The thesis, the numbers, and what the plan is built to do.
The thesis. 93% of premium sleepwear and intimates buyers have never heard of the Client — but when asked what they want, they describe the Client exactly. The product-market fit exists. The brand was turned off, not rejected.
Peak Monthly Revenue
$701K
Nov 2024 · historical high
Current Monthly Revenue
$51K
Organic + direct only, no paid media
9-Month Revenue Floor
$1.7M
Conservative case · Apr–Dec
9-Month Revenue Target
$2.2–2.5M
Plan case · with Q4 upside
Gross Margin
72%
Confirmed by client finance
Break-Even ROAS
1.65x
72% margin · wide runway to invest
9-Month Media Budget
$489K
Apr–Dec · seasonality-ramped
Existing Buyer Database
51,000
Net Promoter Score +47 · primary retention engine
Consumer Research (442 respondents · 3 surveys)
- Softness is the universal #1. 83% of customers, 77% of non-buyers choose it as the top priority. Every touchpoint leads with how it feels.
- Clean manufacturing converts. 83% rate it 4+/5. 74% prioritize natural/organic fabrics. 71% would pay more. OEKO-TEX and Peru factory are underutilized assets.
- Free returns, not discounts. 41% say free returns would convert them. 34% want a first-time incentive. Only 7% say the brand is overpriced — the barrier is risk, not price.
- Fabric close-ups over lifestyle shots. 67% of customers and 49% of non-buyers prefer texture imagery over editorial. 44% prefer real women over models.
- Eberjey is the primary competitor. 41% customer awareness, 33% non-buyer. Lunya (#2) exited the category — their customers are capturable.
Strategy at a Glance
- Retention first. 51K existing buyers are the primary revenue engine for months 1–3. "We're Back" campaign to the database — not a sale, a story. Klaviyo flows: welcome, abandon, replenishment.
- Google Ads (60% of budget). Branded Search + PMax + Shopping. Historical 4.1x ROAS proven. Non-brand test: "organic pajamas," "Eberjey alternative."
- Meta Ads (40%). Start manual LAL from 51K list, scale to Advantage+ by month 3. GA4 will underreport Meta 40–60% — measure via Shopify backend + branded search lift.
- Seasonality-driven budget. $35K/mo (Apr) → $87K/mo (Nov peak). Mother's Day + Holiday gifting campaigns. Hero gift product = robe at $225. No sitewide sales — bundles + gift-with-purchase.
- New collections = expansion. 17 new styles in July at $60–115 create accessible entry points for the 68% expecting $50–150. Test separately, then upsell to organic cotton core.
Media Plan Summary (Apr–Dec 2026)
| Phase | Months | Monthly Budget | Meta | Email / Other | Revenue Target | ROAS | |
|---|---|---|---|---|---|---|---|
| Launch | Apr–Jun | $35–38K | $18–21K | $9–14K | $5–8K | $105–165K | 3.0–3.1x |
| Scale | Jul–Sep | $43–53K | $24–28K | $14–17K | $5–8K | $145–220K | 3.1–3.5x |
| Peak Q4 | Oct–Dec | $67–87K | $33–42K | $23–33K | $8–12K | $237–345K | 3.6–4.1x |
| Total | $489K | ~$293K | ~$161K | ~$35K | $1.7–2.5M | 3.5x | |
Brand Positioning Pillars
The softest
Customers cite softness as #1 driver83%
Customers cite softness as #1 driver83%
Clean & certified
Rate clean manufacturing 4+/585%
Rate clean manufacturing 4+/585%
Breathable
Customers want "skin can breathe"53%
Customers want "skin can breathe"53%
Lasts for years
Justifies $200+ (non-aware)29%
Justifies $200+ (non-aware)29%
Competitive Landscape
Eberjey Primary threat
Jersey, prints, strong social41%
Jersey, prints, strong social41%
Lunya Weakened
Exited the category. Customers capturable.27%
Exited the category. Customers capturable.27%
Dept stores Intercept
Non-aware default. Trade them up.34%
Non-aware default. Trade them up.34%
Mass apparel Low threat
Different aesthetic and price tier.17%
Different aesthetic and price tier.17%
Consumer Intel
Three surveys, 442 respondents. What women actually want from sleep & loungewear.
Survey 1: Customers
216
Existing buyers · Net Promoter Score (NPS) +47
Survey 2: Non-Buyers
126
Site visitors who didn't purchase
Survey 3: Non-Aware
100
General pop, HHI $75K+
Emotional Drivers — Cross-Segment
What women want from sleep & loungewear (all 3 audiences)
| Driver | Customers | Non-Buyers | Non-Aware |
|---|---|---|---|
| Soft / comfortable | 83% | 77% | — |
| Comforted / cozy | 55% | 63% | 32% |
| Skin can breathe | 53% | 44% | 10% |
| Clean / fresh | 35% | 37% | 20% |
| Calm / decompressed | 33% | 34% | 19% |
| Luxurious | 26% | 21% | 4% |
| Taking care of myself | 20% | 21% | 8% |
Insight. Comfort and softness are universal. But "breathability" and "clean / non-toxic" spike among engaged audiences (44% vs 10%). Lead with softness to attract; lead with breathability + clean manufacturing to convert.
What They Avoid
Non-buyers: top avoidances in sleep & loungewear
Synthetic fabrics67%
Tight / restrictive fits64%
Fast fashion / disposable quality62%
Scratchy lace / embellishments60%
Childish prints55%
Logos or bold branding55%
The Client is the antithesis of everything they reject. Creative strategy: name the enemy, position the brand as the antidote.
What Would Convert Them
The #1 unlock is reducing risk, not reducing price
Free or easy returns41%
First-time incentive34%
Seeing it in store25%
Reviews from people like me24%
Better sizing guidance13%
Clearer fabric explanation10%
Free returns (41%) + first-time incentive (34%) outweigh any discounting. Reduce risk before reducing price.
Purchase Barriers
Price (40%) — frame as cost-per-wear, not discount40%
Unsure about fit (19%) — enhanced size guide, fit videos, UGC19%
Haven't found the right piece (16%) — "start here" product curation16%
Prefer to feel it in person (13%) — retail partnerships, swatch program13%
Shipping / returns uncertainty (13%) — free returns prominent13%
Hard to tell how the brand is different (7%) — differentiation messaging in ads7%
Clean Manufacturing — A Conversion Driver, Not a Nice-to-Have
Rate 4+/5
83%
Prioritize natural / organic
74%
Would pay more for clean
71%
Top proof points: Transparent material lists (56%), OEKO-TEX / GOTS certifications (43%), customer reviews mentioning quality (29%). Peru factory + certifications are underutilized assets.
Media Plan
$489K · 9 months · Apr–Dec 2026 · Seasonality-adjusted, ramping into Q4.
Media Investment
$489K
Revenue Floor
$1.7M
Revenue Target
$2.2–2.5M
Break-even ROAS
1.65x
Blended ROAS
3.5x
Seasonality, Product Launches & CVR Assumptions
| Month | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec |
|---|---|---|---|---|---|---|---|---|---|
| Season index | 0.85x | 1.1x | 0.8x | 0.75x | 0.7x | 0.8x | 1.1x | 1.8x | 1.6x |
| Event | Launch | Mother's Day | Summer | New Collections | Lean | Fall Ramp | Pre-Holiday | BFCM | Holiday Gift |
| Est. Site CVR | 1.2% | 1.5% | 1.4% | 1.6% | 1.4% | 1.5% | 1.7% | 2.0% | 2.2% |
CVR notes. April is intentionally conservative (1.2%) — inventory only arrives 4/25, pixel cold, learning phase. Q4 CVR lift (2.0–2.2%) reflects gift intent + retargeting pools maturing. Channel-level CVR: Paid Search 1.5%, Paid Social 1.3%, Email 2.3%, Organic 2.0%, SMS 4.7%.
Monthly Budget Allocation ($K) — Seasonality-Adjusted
| Channel | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | Total |
|---|---|---|---|---|---|---|---|---|---|---|
| Google — Branded Search | $4K | $5K | $5K | $6K | $5K | $5.5K | $7K | $9K | $8K | $55K |
| Google — PMax | $8K | $10K | $9K | $12K | $10K | $11K | $14K | $18K | $16K | $108K |
| Google — Shopping | $4K | $5K | $4K | $6K | $5K | $5K | $7K | $9K | $8K | $53K |
| Google — Non-Brand | $2K | $3K | $2.5K | $3.5K | $3K | $3.5K | $5K | $6K | $5K | $34K |
| Meta — Prospecting | $6K LAL | $7K LAL | $8K ASC | $12K ASC | $9K | $11K | $14K | $20K | $18K | $105K |
| Meta — Retargeting | $3K | $4K | $4K | $5K | $4K | $4.5K | $6K | $8K | $7K | $46K |
| Meta — Gifting | — | $3K | — | — | — | — | $3K | $5K | $4K | $15K |
| Klaviyo + SMS | $3K | $3K | $3K | $3.5K | $3.5K | $3.5K | $4.5K | $5.5K | $5.5K | $35K |
| Creative Production | $5K | $3K | $2K | $3K | $2K | $2K | $3K | $2K | $1K | $23K |
| — | — | — | $2K | $2K | $2K | $3K | $4K | $3K | $16K | |
| Total spend | $35K | $43K | $38K | $53K | $44K | $48K | $67K | $87K | $76K | $489K |
Revenue Projection ($K) — ROAS Measured on Shopify Backend
| Source | Apr | May | Jun | Jul | Aug | Sep | Oct | Nov | Dec | Total |
|---|---|---|---|---|---|---|---|---|---|---|
| Organic + Direct | $45K | $48K | $42K | $42K | $40K | $45K | $52K | $58K | $60K | $432K |
| Email / SMS | $25K | $40K | $35K | $45K | $45K | $50K | $65K | $90K | $95K | $490K |
| Paid Channels | $35K | $55K | $40K | $75K | $60K | $75K | $120K | $165K | $155K | $780K |
| Total revenue | $105K | $143K | $117K | $162K | $145K | $170K | $237K | $313K | $310K | $1,702K |
| Ad spend | $35K | $43K | $38K | $53K | $44K | $48K | $67K | $87K | $76K | $489K |
| Blended ROAS | 3.0x | 3.3x | 3.1x | 3.1x | 3.3x | 3.5x | 3.6x | 3.6x | 4.1x | 3.5x |
Gifting Strategy
51% of non-buyers gift sleepwear. Hero gift product = robe at $225 (the all-time #1 gift SKU).
Mother's Day
Apr 28 – May 11
Budget$3K
AudienceSons & daughters
HeroRobe
Pre-Holiday
Oct 15 – Oct 31
Budget$3K
AudienceGift-guide browsers
HeroRobe + PJ set
Black Friday
Nov 25 – Dec 2
Budget$8K surge
AudienceAll — peak intent
HeroBundles + GWP
Holiday Gifting
Dec 1 – Dec 20
Budget$7K sustained
AudienceMale + female buyers
HeroRobe + packaging
Gift creative is different from self-purchase creative. Self-purchase: fabric close-ups, "what your skin touches matters." Gift-giving: finished product shots, packaging, emotional moments, "the look on her face." Target the gift giver, not the wearer.
Attribution & Measurement
Why 4.0–4.5x ROAS is the wrong target for a multi-channel relaunch.
The Meta attribution gap — why it matters. GA4 systematically underreports Meta's contribution by 40–60% due to view-through conversions, cross-device paths, and post-impression attribution that GA4 doesn't capture. A customer sees a Meta ad on their phone, then searches the brand on their laptop and buys — GA4 credits Google Branded Search. Meta gets zero credit. Meta's true impact is 2–3x what GA4 shows. We must plan for this from day one and not kill Meta campaigns based on GA4 ROAS alone.
Cross-Channel Orchestration — How Platforms Feed Each Other
Top of funnel
Meta Prospecting (ASC)
Drives awareness → creates branded search demand. Expect +30–40% branded search lift within 30 days of launch.
Feeds: Google Branded, Direct, Email signups
Mid funnel
Google Search + Shopping + Email
Captures demand Meta created. Branded search converts at 6–8x ROAS. PMax/Shopping captures product-intent. Email nurtures browsers.
Feeds: Retargeting pools, cart abandon flows
Bottom of funnel
Retargeting + Abandonment + SMS
Converts consideration to purchase. Meta retargeting + Klaviyo abandon flows + SMS urgency. Highest ROAS (4–6x) but pool-limited.
Feeds: Post-purchase upsell, LTV, repeat buyers
The compounding effect. Meta prospecting → Google branded search → Email nurture → Retargeting → Purchase → Post-purchase email → Repeat. Each channel amplifies the others. Measuring any channel in isolation understates its value.
ROAS Target Recalibration
Why 4.0–4.5x is the wrong target for a multi-channel relaunch
| Channel | Platform ROAS | GA4 ROAS | True Incremental | Why the gap |
|---|---|---|---|---|
| Google Branded | 6–8x | 6–8x | 5–7x | Minimal gap — last-click aligns |
| Google Non-Brand | 2.5–3.5x | 2.5–3.5x | 2.0–3.0x | Small gap — direct search intent |
| Google PMax | 2.8–3.5x | 2.0–3.0x | 2.5–3.2x | PMax claims assisted conversions |
| Meta Prospecting | 2.0–2.5x | 0.8–1.5x | 2.5–4.0x* | GA4 massively undercounts (view-through, cross-device) |
| Meta Retargeting | 5–8x | 3–5x | 4–6x | Some would have converted anyway |
| Klaviyo Email | 20–35x | 15–25x | 8–15x | Many were already going to buy |
*Meta Prospecting true ROAS includes downstream branded-search conversions it created.
Discovery call target
4.0–4.5x
Based on Google-only historical
Months 1–3 (realistic)
2.8–3.2x
Multi-channel learning phase
Months 4–6+ (mature)
3.5–4.0x
Optimized + retargeting pools built
The key question. Would you rather have 4.0x ROAS on $200K/month revenue (Google only), or 3.2x ROAS on $310K/month revenue (Google + Meta)? The blended number is lower, but total revenue and total profit are higher. At 72% margins, even 2.0x ROAS is profitable — everything above break-even is growth.
Measurement Framework — How We Track True Success
Primary: Shopify Revenue
Backend truth. Total Shopify revenue ÷ total ad spend = true blended ROAS. Not platform-reported, not GA4.
Secondary: Platform ROAS by Channel
Google ROAS, Meta ROAS, Klaviyo revenue — directional for optimization, NOT for total assessment.
Leading: Branded Search Volume
If Meta is working, Google branded search volume increases 30–40% within 30 days. Validates upper-funnel contribution.
Incrementality: Geo Hold-Out Test
Month 2: pause Meta in one DMA, keep running in others. Measure lift in Shopify revenue. Settles the attribution debate.
90-Day Roadmap
From foundation through scale — twelve weeks of compounding work.
Week 1–2
Foundation
- Connect Google & Meta
- Reactivate Klaviyo
- Audit product feed
- Keyword research
Week 3–4
Build
- Build all campaigns
- Source 15+ creatives
- Welcome + abandon flows
- Upload 51K customer list
Week 5–6
Launch
- Google Ads live ($500/day)
- Meta manual live ($300/day)
- Klaviyo flows active
- Daily monitoring
Week 7–8
Optimize
- First review (2wk data)
- Shift budget to winners
- Creative wave 2
- Geo hold-out test
Week 9–12
Scale
- Scale winners +20–30%
- Expand Meta to ASC
- SEO content begins
- Prep July new collections
Note on execution. Final timing: site live May 6, Mother's Day promo May 8–11 — a 4-day campaign launching two days after site-live. The plan reshaped for the window: pop-up over sitewide (data capture without training the buyer to wait), Meta Gifting (gift-giver targeting) over Meta Prospecting (awareness curves can't fire in two days), Klaviyo as the primary lever (51K-strong list, fastest channel to activate). Same goals, focused execution — the campaign launched with momentum.