Growth plan for Ayoh Foods, 6 Oct 2026
Scale spend. Hold CAC.
Ayoh already has 52,000+ customers and a first-order offer. The plan turns that into a steady test engine for the mayo lineup: ten creators live by week six, $24,000 of tests, and one number to protect, a target CAC of $15.36.
- Target CAC
- $15.36
- 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 $15.36 CAC on a $30.00 mayo
The one number to protect is target CAC: $15.36. It is 0.6 of the $25.60 ceiling, built from a $32 average order, 40% margin and one repeat order, all my guesses until week one. Every ad, creator and landing page is judged against it.
Protect
Target CAC: $15.36 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $32 × 40% × (1 + 1) = $25.60. Guard line = 0.6 × $25.60 = $15.36. Across the ranges: $13.13 to $108.00.
Three moves
- Kill any ad that runs above the guard line once it has spent its test budget.
- Move spend only to concepts that hold CAC under $15.36.
- Feed each winner new hooks, creators and landing pages, one variable per test.
- Customers Ayoh says love it
- 52,000+
- Published
- 5-Star Reviews Ayoh displays
- 160+
- Published
- Off a first order, up to $150
- 50%
- Published
02 Variety
Five flavors on avocado oil, many hooks per ad concept
Each ad concept has to carry one flavor, one reason to buy and one hook. Dill Pickle Mayo, Miso Mayo, Hot Giardinayo and Tangy Dijonayo do not sell for the same reason, so one variable changes per test and every concept ends on a clear offer.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Made with avocado oil | All 5 flavors. The mayos for every moment, made with 100% avocado oil. | 4 |
| Bold flavor and texture | Loaded with bold flavor and texture. | 4 |
| Loved by 52,000+ customers | Loved by 52,000+ Customers | 2 |
| 160+ five-star reviews | 160+ 5-Star Reviews | 2 |
| 30-day guarantee | 30-Day Satisfaction Guarantee | 2 |
| Four-bottle bundle | 4 bottles | $40 | 2 |
| Mayo with a POV | Ayoh is mayo with a POV or as we like to call it, Sando Sauce. | 2 |
| 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 14-day foreign shipping to thin reviews
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Reviews look uneven across pages, so paid traffic lands on thin proof | High | Med | Your team | No page takes spend until it shows a review count above zero |
| Foreign shipping can take up to 14 business days, which hurts international buyers | Med | Med | Your team | Paid traffic goes to domestic buyers only until delivery times sit above the buy button |
| Free shipping thresholds differ ($50 and $40+), so the offer confuses buyers | Med | Med | Your team | One free shipping threshold is live on every page before the second test week |
| Test CAC lands above the $15.36 guard line | High | High | Me | Pause any concept above $15.36 once it spends its $250 test budget |
| Creators post claims Ayoh has not approved | Med | High | Both | No video goes live without a check against the claims sheet |
| Average order or repeat orders come in lower than my guess | High | High | Me | Replace the $25.60 ceiling with real order data in week one |
| Tracking misses bundle and discount code orders | Med | High | Your team | Event tracking matches store orders within a day before spend scales |
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
A $25.60 ceiling built on guesses week one will replace
| Line | Value | Status |
|---|---|---|
| Average order | $32 (range $25.00–$80.00) | 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 | $25.60 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $15.36 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $32 × 40% × (1 + 1) = $25.60. Guard line = 0.6 × $25.60 = $15.36. Across the ranges: $13.13 to $108.00.
Range across the assumptions: $13 to $108.
The $25.60 ceiling is a guess: $32 order, 40% margin, one repeat order. Your real order data replaces it in week one, and the $15.36 guard line moves with it.
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
$24,000 of tests in six weeks, 12 to 20 new ads a week
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $15 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $15 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $15 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $15 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $15 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $15 |
Six weeks, Proposed. Weeks one and two test 12 ads at $250 each, $3,000 a week. Weeks three and four run 12–20 ads, $4,000. Weeks five and six run 20 ads, $5,000. Total $24,000 of tests, 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
Twenty to eighty concepts across Ayoh's five flavors
More concepts mean more winners. Guess: 20 concepts give 2 winners and $18,000 of added spend; 80 concepts give 8 winners and $72,000. Hit rate and spend per winner are both guesses.
| 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
$100,000 split so tests come first and winners get fed
- Meta tests: new ad concepts every week
- $40,000
- 40%
- Creator pay and paid use of creator videos
- $30,000
- 30%
- Scaling winners that hold the guard line
- $20,000
- 20%
- Landing pages and offer tests
- $10,000
- 10%
Of the $100,000 Proposed budget, tests come first; a winner earns more spend only after it holds $15.36.
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 leads; a $10 each bundle can carry other channels later
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one | Fastest read on which hook and flavor hold the $15.36 guard line. |
| TikTok | Once creator videos clear the guard line on Meta | Creator-led sando and dip videos fit how Ayoh's recipes are used. |
| Email and SMS | After the first repeat orders show up in the data | Repeat orders are part of the $25.60 ceiling math. |
| Google Search | When Meta holds target CAC | Catches buyers who search for Mayo Gone Wild after seeing a video. |
| Retail partners | When direct payback holds | Eligible retailers get 60-day payment terms, so retail is a real second route. |
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 $15 CAC pays back, a $30 CAC never does
Payback is the real constraint. By the PLAN rule, a $10 CAC pays back on the first order with $15.60 left; $15 pays back after repeat orders with $10.60 left; $30 never pays back, −$4.40; $35 is −$9.40. Past that line, I stop.
Cumulative margin per customer, order by order, before CAC: $12.80, $25.60.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $10 | $12.80 | $25.60 | $15.60 | First order |
| $15 | $12.80 | $25.60 | $10.60 | After repeat orders |
| $30 | $12.80 | $25.60 | −$4.40 | Never: stop |
| $35 | $12.80 | $25.60 | −$9.40 | Never: stop |
The math. CAC $10: $25.60 − $10 = $15.60 left; pays back: First order; CAC $15: $25.60 − $15 = $10.60 left; pays back: After repeat orders; CAC $30: $25.60 − $30 = −$4.40 left; pays back: Never: stop; CAC $35: $25.60 − $35 = −$9.40 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
What I cover for Ayoh and what stays with your team
Covers
- Meta ad concepts, briefs and weekly test launches
- Creator recruiting, briefs and video review
- Landing page copy and structure for each winning concept
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking setup; I spec it, your team builds it
- Store operations, shipping and fulfilment
- Product claims approval; that stays with Ayoh
- Retail sales and distributor negotiations
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 and at least one concept reads CAC at or below $15.36 | Every concept sits above $25.60 after its test spend |
| Day 30 | Creators are live on schedule and a winner holds CAC under $15.36 | No concept is below $25.60 after tests |
| Day 60 | Blended CAC holds at $15.36 or better as spend rises toward $100,000 | Blended CAC stays above $25.60 for two weeks |
| Day 90 | Cohorts show payback on repeat orders at a CAC of $15 or less | Cohorts show a CAC of $30 or more with no payback |
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 | Recipes with Dill Pickle Mayo and Hot Giardinayo already published | A hook library and one-variable tests | 1st |
| claims sheet | Own wording: 100% avocado oil, 30-Day Satisfaction Guarantee | One approved list creators can use | Week 1 |
| creators | Fan merch: Mayo Gone Wild Tee, Ayoh! Cap | A roster, briefs and pay terms | 2nd |
| landing pages | Bundle pitch: 4 bottles | $40 and $10 each | Review count and one shipping threshold per page | 2nd |
| reporting | First-order codes and free shipping offers to attribute | Daily CAC view and event tracking | 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 |
|---|---|---|
| 52,000+ Customers Ayoh says love it | https://eatayoh.com/pages/try-now | Fact |
| 160+ 5-Star Reviews Ayoh displays | https://eatayoh.com/pages/try-now | Fact |
| 50% Off a first order, up to $150 | https://eatayoh.com/pages/wholesale | Fact |
| Product prices $25.00–$80.00 | product prices in the site product data (14 products), read 2026-10-06 | Fact |
| $32 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $15.36 target CAC | 0.6 of the $25.60 margin per customer | Calculated |
| $25.60 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 order data, replace the $25.60 ceiling guess, write the claims sheet and launch 12 ads with two experiments on Meta. The first report lands daily, with CAC against $15.36.
