Growth plan for BOXRAW, 5 Oct 2026
Scale spend. Hold CAC.
BOXRAW has fighter collabs, from Ring x BOXRAW to Chávez x BOXRAW, and product pages that show 20 reviews. The plan tests creative fast, protects one number, a target CAC of $146.40, and spends only what holds it.
- Target CAC
- $146.40
- 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 $146.40 CAC while the fighter tees scale
The one number is a target CAC of $146.40. It is 0.6 of a $244.00 ceiling built from a $305 average order, 40% margin and one repeat order. Those inputs are my guesses, not BOXRAW data. Week one replaces them with your real numbers.
Protect
Target CAC: $146.40 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $305 × 40% × (1 + 1) = $244.00. Guard line = 0.6 × $244.00 = $146.40. Across the ranges: $45.68 to $754.65.
Three moves
- Kill losing ads early, before they pass the guard line of $146.40.
- Test one variable per ad, so every result tells us what to repeat.
- Report daily CAC and hold spend flat whenever CAC sits above $146.40.
- reviews shown on one BOXRAW product page
- 20
- Published
- price of the Ring x BOXRAW Sugar Ray Leonard Oversized T-Shirt
- 305.00 BRL
- Published
- free shipping threshold shown on the site
- $156
- Published
02 Variety
Fighter, gym and women's lines each need their own ad
Each ad concept has to carry one reason to buy: a fighter, a fabric, a fit or the free shipping offer. A Roy Jones Jr tee, a Tammy bralette and a Nakatani track jacket do not share a buyer, so they cannot share an ad.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Boxing lifestyle | Pioneering The Boxing Lifestyle | 7 |
| Combed cotton fabric | 92% Combed Cotton, 8% Elastane | 4 |
| Made for the trenches | Made for the trenches, where excuses get buried. | 2 |
| Duel panel SMRT-TEC | Duel panel SMRT-TEC technology | 2 |
| Made to be bled in | This garment was made to be bled in. | 1 |
| Reviews you can read | Based on 20 reviews | 1 |
| Free shipping | FREE SHIPPING ON ORDERS OVER $156 | 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
Free shipping over $156 can thin margin on small baskets
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Free shipping over $156 pulls small baskets and thins the margin | Med | Med | Both | Pause a test if average order falls below the $305 input for a full week |
| Fabric claims differ by line, so a wrong claim in an ad is easy to make | Med | High | Your team | No ad ships until your team signs the claims sheet |
| Creators post off-brief on the Ring x BOXRAW collabs | Med | Med | Me | Every video is checked against the brief before posting; two misses and the creator is replaced |
| Some pages show only 11 or 16 reviews, so proof is thin on landing pages | High | Med | Your team | Landing pages with 20 or 18 reviews go live first; the rest wait for stronger proof |
| Tracking misreports purchases across sizes and variants | Med | High | Your team | Tracked purchases match store orders for three days before spend scales |
| No concept lands under the target CAC during the six test weeks | Med | High | Me | No concept under $146.40 by week six: pause spend and rebuild the hooks |
| Drop-based collabs like Chávez x BOXRAW make a winning ad go stale fast | Med | Med | Both | Refresh any ad whose CAC stays above $146.40 for three straight days |
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 $244.00; the guard line is $146.40
| Line | Value | Status |
|---|---|---|
| Average order | $305 (range $87.00–$559.00) | 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 | $244.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $146.40 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $305 × 40% × (1 + 1) = $244.00. Guard line = 0.6 × $244.00 = $146.40. Across the ranges: $45.68 to $754.65.
Range across the assumptions: $46 to $755.
The $244.00 ceiling uses a $305 average order, 40% margin and one repeat order: all guesses. The $146.40 guard line is 0.6 of it. Week one replaces them 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 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 | $146 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $146 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $146 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $146 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $146 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $146 |
Six weeks, all Proposed. 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. Total tests: $24,000, losers 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 find more winners across Carter, Tammy and Chávez
More concepts mean more winners. Assuming 20 concepts give 2 winners, $18,000 is added; 80 concepts give 8 winners and $72,000. Hit rate and spend per winner are guesses, not BOXRAW data.
| 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 budget goes mostly to Meta ad tests
- Meta ad tests across fighter, gym and women's lines
- $50,000
- 50%
- Creator pay and product seeding for 10 creators
- $30,000
- 30%
- Landing pages per product line
- $12,000
- 12%
- Held back until week one numbers are in
- $8,000
- 8%
The $100,000 budget split is Proposed: ad tests take the largest share, and the split moves once real CAC is in.
The math. 50% × $100,000 = $50,000; 30% × $100,000 = $30,000; 12% × $100,000 = $12,000; 8% × $100,000 = $8,000. 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; other channels open only when Meta holds CAC
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Day one: Meta carries every test in weeks one to six. | Fighter and collab visuals suit feed and Reels, and creators post the same videos. |
| TikTok | When a creator video holds CAC under $146.40 on Meta. | Same creator videos, a new audience for the Carter and Tammy lines. |
| Branded search | After Meta shows demand for the Ring x BOXRAW names. | Fighter names like Manny Pacquiao get searched; branded search catches that demand. |
| Once repeat orders are tracked. | The $244.00 ceiling counts one repeat order; email is how that order happens. | |
| Google Shopping | After product tracking matches store orders. | Single items such as the Tammy Racer Crop Top at 178.00 BRL suit price comparison. |
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 when to stop: a $340 CAC never pays back
Payback is the real constraint. At a $75 CAC the first order pays back, with $169.00 left. At $145 it needs repeat orders, with $99.00 left. At $270 and $340 it never does, so we stop (−$26.00 and −$96.00). Cash goes out before it comes back.
Cumulative margin per customer, order by order, before CAC: $122.00, $244.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $75 | $122.00 | $244.00 | $169.00 | First order |
| $145 | $122.00 | $244.00 | $99.00 | After repeat orders |
| $270 | $122.00 | $244.00 | −$26.00 | Never: stop |
| $340 | $122.00 | $244.00 | −$96.00 | Never: stop |
The math. CAC $75: $244.00 − $75 = $169.00 left; pays back: First order; CAC $145: $244.00 − $145 = $99.00 left; pays back: After repeat orders; CAC $270: $244.00 − $270 = −$26.00 left; pays back: Never: stop; CAC $340: $244.00 − $340 = −$96.00 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
I cover creative and creators; your team owns tracking
Covers
- Ad concepts and a hook library for fighter, gym and women's lines
- Creator recruiting, briefs and review of every video
- Landing page briefs for each product line
- Daily, weekly and monthly reporting
Doesn’t
- Event tracking build: I spec it, your team ships it
- Fabric and fit claims: your team signs the claims sheet
- Stock, shipping and returns operations
- Anything in the ad account I have not been given access to
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 | Two creators live, 12 ads out each week, and tracked purchases match store orders | Tracking still off or no creator live |
| Day 30 | At least one concept at or under $146.40 CAC, with tests held to the $14,000 line | No concept under $244.00 CAC after four test weeks |
| Day 60 | Winners hold CAC at or under $146.40 as spend rises, inside the repeat-order payback rule | CAC above $244.00 for two straight weeks |
| Day 90 | Spend is higher than at day 30 and CAC is still at or under $146.40 | CAC over $146.40 after three raises in spend |
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 | Fighter collabs: Ring x BOXRAW, Chávez, Nakatani | A hook library built per line | 1st |
| creators | Lines for gym, women's and streetwear buyers | Creator brief and first two creators | Week 1 |
| claims sheet | Fabric lines on pages, e.g. 92% Combed Cotton | One sheet your team signs | 2nd |
| landing pages | Product pages show reviews, 20 on one page | Pages built per ad concept | 2nd |
| reporting | Free shipping over $156 offer to track | Daily CAC view | 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 |
|---|---|---|
| 20 reviews shown on one BOXRAW product page | https://boxraw.com/products/carter-t-shirt-black | Fact |
| 305.00 BRL price of the Ring x BOXRAW Sugar Ray Leonard Oversized T-Shirt | https://boxraw.com/products/ring-x-boxraw-sugar-ray-leonard-oversized-t-shirt-stone-beige | Fact |
| $156 free shipping threshold shown on the site | https://boxraw.com/ | Fact |
| Product prices $87.00–$559.00 | product prices in the site product data (138 products), read 2026-10-06 | Fact |
| $305 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $146.40 target CAC | 0.6 of the $244.00 margin per customer | Calculated |
| $244.00 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 50% / 30% / 12% / 8% | 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.
Week one: I read your real average order, margin and repeat rate, replace the guesses in the ceiling, write the hook library from the fighter tees and open the first 12 ads. Your team and I spec the tracking together.
