Organic + Authority
Demand Ownership
Before deciding where to spend, we look at what demand you can capture without paying for it. That means the searches and behaviors buyers use before they've picked a brand. If organic is a realistic, high-return channel, we prioritize it. If it isn't, you'll know how dependent your growth is on paid acquisition.
What's Considered
- Non-branded search volume and intent quality — is there enough demand to justify an organic investment?
- Category and comparison page presence — where are buyers making decisions without a brand preference?
- Striking-distance ranking opportunities — which search terms and prompts are within reach, and what's the business impact?
- Topical authority gaps — where does existing content fail to signal expertise in high-value categories?
- Organic channel dependency ratio — what share of revenue currently requires paid spend to sustain?
Margin Discipline
Acquisition Efficiency
The biggest mistake in paid media spending is chasing revenue instead of profit. This section answers a key question: how much of what you're spending actually drives new customers, and does the cost per customer justify the margin? The answer determines where to invest more, where returns are diminishing, and when to scale up or cut back.
What's Considered
- Contribution margin by channel — which platforms are generating revenue at a margin worth defending?
- Incremental vs. cannibalized spend — what portion of branded paid captures demand that would have arrived anyway?
- CAC relative to payback window and LTV — does the acquisition cost justify the customer relationship?
- Budget thresholds and scaling triggers — at what point does a campaign qualify for additional capital?
- Channel saturation signals — where is marginal return declining and capital better redeployed elsewhere?
Conversion + AOV
Yield Expansion
Acquiring traffic is only half the equation. This lever looks at what happens after a buyer arrives — whether the site, the offer, and the purchase path are converting at the rate the economics require. Small improvements in conversion rate or average order value can have a larger impact on contribution margin than equivalent increases in traffic.
What's Considered
- Mobile-to-desktop CVR gap — is there a conversion rate difference eroding the economics of paid acquisition?
- Average order value composition — is the current product mix capturing the margin available per transaction?
- Product page friction points — where are buyers arriving with intent but leaving without purchasing?
- Checkout drop-off by step — which steps are losing the most committed buyers before completion?
- Post-purchase revenue contribution — how much of LTV is being captured after the first transaction?
Engagement Terms
A base retainer covers strategy and execution. A performance fee applies to verified incremental revenue above a contractually defined baseline.
Spend floors and scaling thresholds are agreed before launch. Decisions are governed by predefined criteria, not judgment calls.
Returns are excluded from the revenue baseline. Fees are tied to growth above your starting point — not revenue that was already coming in.
Capital Allocation Blueprint
A standalone, fixed-fee diagnostic that identifies 2–3 high-return opportunities and any revenue leaks, ranks them by expected return, and delivers a clear blueprint — before any execution begins.
How it works
The blueprint is a standalone, structured diagnostic — a 2–3 week sprint with a fixed fee. It maps your competitive demand landscape, models the economics of each channel, and gives you a prioritized roadmap for where to invest. That document becomes the foundation against which the Growth Systems Partnership executes.
One-time diagnostic — no ongoing commitment required
Structured sprint with defined deliverables at each stage
Capital allocation model with validation gates — ready for execution or independent use
What the blueprint covers
- Demand landscape
The search terms and prompts buyers use before picking a brand — and whether organic authority is a viable, high-return channel
- Channel economics
Contribution margin by channel, CAC relative to LTV, and where paid spend is generating incremental revenue vs. capturing existing demand
- Capital allocation model
A ranked view of where the next dollar of marketing capital generates the highest return
- Baseline definition
The contractually defined revenue baseline used to compare against future performance.
- Prioritized roadmap
Sequenced initiatives with predefined validation gates — so execution is governed by criteria, not judgment calls
Phase 2: Growth Systems Partnership
Once the blueprint is built, we execute against it by implementing systems across the three levers that permanently capture the highest-return opportunities. The base retainer covers execution. A performance fee of 5% only applies to verified incremental revenue above the established baseline. Clients who already have a clear picture of their priorities can move directly into this engagement.