Growth plan for Magna, 3 Oct 2026
Scale spend. Hold CAC.
Magna already has 4.9 (2000+ reviews) and a 60-Day Guarantee. This plan turns that proof into a steady flow of new ads and creator videos, and holds CAC at $26.40 while spend climbs toward the $100,000 budget.
- Target CAC
- $26.40
- 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
One number to protect: $26.40 CAC on a $55.00 Blue Ice pack
The number is target CAC: $26.40. It is 0.6 of a $44.00 ceiling built on a $55 average order, 40% margin and one repeat order. Every test, creator and landing page is judged against it. Those inputs are my guesses until your data replaces them.
Protect
Target CAC: $26.40 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $55 × 40% × (1 + 1) = $44.00. Guard line = 0.6 × $44.00 = $26.40. Across the ranges: $14.44 to $79.65.
Three moves
- Kill losing ads early, so spend only follows ads that land under $26.40.
- Pair each creator video with a landing page that repeats the same offer.
- Report daily CAC, so any drift is caught inside a day.
- rating shown next to 200+ reviews on the site
- 4.9/5
- Published
- sold, in Magna's own words
- Over 5 Million
- Published
- guarantee window for a full refund
- 60 days
- Published
02 Variety
Eleven flavors and a creatine line give every ad a new angle
Each ad concept has to carry one clear reason to buy and one product: Blue Ice, Watermelon Lime, the creatine, or the $4.00 two-pack. One variable changes per test, so a loser tells us exactly what failed and a winner tells us what to repeat.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Zero sugar, no artificial sweeteners | Zero sugar, 2g of carbs, no artificial sweeteners. | 5 |
| Creatine plus electrolytes | Creatine is the Fuel. Magnesium is the Spark. Electrolytes keep you Going. | 5 |
| Flavors worth finishing | Our flavor criteria was simple, getting them right took 20 variations. | 5 |
| 70% less sodium | Magna has 70% less sodium than other electrolyte powders, which means no bloating | 3 |
| Rated 4.9 across 2000+ reviews | 4.9 (2000+ reviews) | 1 |
| Starter Kit, save 50% | Get The Starter Kit. Save 50%. | 1 |
| 60-Day Guarantee | 60-Day Guarantee | 1 |
| Total | The ad concepts tab | 21 |
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 $45 and a 60-Day Guarantee can erode margin
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Trial orders under $45 pay a $5 shipping charge that may stall cold traffic | Med | Med | Your team | Trial order conversion at least matches full-pack conversion by day 14 |
| The 60-Day Guarantee refunds eat into the $44.00 ceiling | Med | High | Your team | Refund rate reported weekly; pause scaling if net CAC passes $26.40 |
| Creators miss the weekly video count the plan needs | Med | High | Me | Videos delivered match the plan: 14 in week two, 28 in week three |
| Magnesium and sleep claims drift past Magna's own wording | Med | High | Both | Every ad line matches the approved claims sheet before launch; no unapproved lines |
| Subscription orders are not tracked, so repeat orders are guessed | High | High | Your team | Subscription and one-time orders separated in reports by day 14 |
| New ads outrun landing pages across the flavor range | Med | Med | Me | Landing pages live match the plan: 3 by week two, 5 by week three |
| Hit rate is lower than guessed, so winners arrive late | High | Med | Both | At least one ad under $26.40 CAC by day 30 |
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 $44.00 ceiling on a $55 order, cut to $26.40 for safety
| Line | Value | Status |
|---|---|---|
| Average order | $55 (range $27.50–$59.00) | 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 | $44.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $26.40 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $55 × 40% × (1 + 1) = $44.00. Guard line = 0.6 × $44.00 = $26.40. Across the ranges: $14.44 to $79.65.
Range across the assumptions: $14 to $80.
The $55.00 pack price is published. The $55 average order, 40% margin and one repeat order are my guesses; they give $44.00 and a $26.40 guard line. Week one swaps in 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, before scaling money moves
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $26 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $26 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $26 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $26 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $26 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $26 |
Six weeks, $24,000 of tests. 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. Losers are killed early; winners move on.
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
Volume lowers CAC because winners carry the spend
More concepts means more winners. At the guessed hit rate, 20 concepts give 2 winners and $18,000 added; 80 concepts give 8 winners and $72,000 added. Hit rate and spend per winner are 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
Most of the $100,000 goes behind ads that already won
- Scaling winning ads on Meta
- $45,000
- 45%
- New creative tests and creator videos
- $30,000
- 30%
- Landing pages for starter kit and subscription
- $15,000
- 15%
- Other channels once Meta holds CAC
- $10,000
- 10%
Percentages split the $100,000 budget; tests come first, since $24,000 of it is test spend over six weeks.
The math. 45% × $100,000 = $45,000; 30% × $100,000 = $30,000; 15% × $100,000 = $15,000; 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 first, because the starter kit offer needs a visual story
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week 1, when the first 12 ads go live | Flavor visuals and the Save 50% starter kit suit a feed that sells by sight |
| TikTok | Week 2, when the first two creators post | Drink-making and training clips feed the hook library fast |
| Instagram Reels | When a creator video beats the guard line on Meta | Same videos, new placement, no extra production |
| Google Search | When brand search lifts after the first creator weeks | 2030 Reviews and a 60-Day Guarantee convert people who already searched |
| After first orders exist and tracking is clean | Up to 33% off a first subscription needs a follow-up to reach repeat orders |
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
With a Save 50% starter kit, payback is the real constraint
Payback is the real constraint. At a CAC of $15 the first order leaves $29.00; at $25 it needs repeat orders and leaves $19.00; at $50 it never pays back and sits at −$6.00; at $60 it is −$16.00 and we stop. Subscriptions help only if repeat orders are tracked.
Cumulative margin per customer, order by order, before CAC: $22.00, $44.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $15 | $22.00 | $44.00 | $29.00 | First order |
| $25 | $22.00 | $44.00 | $19.00 | After repeat orders |
| $50 | $22.00 | $44.00 | −$6.00 | Never: stop |
| $60 | $22.00 | $44.00 | −$16.00 | Never: stop |
The math. CAC $15: $44.00 − $15 = $29.00 left; pays back: First order; CAC $25: $44.00 − $25 = $19.00 left; pays back: After repeat orders; CAC $50: $44.00 − $50 = −$6.00 left; pays back: Never: stop; CAC $60: $44.00 − $60 = −$16.00 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 run ads and creators; your team ships within 24 hours
Covers
- Meta ad testing across the flavor range and the creatine line
- Creator sourcing, briefs and the weekly video flow
- Landing page briefs for starter kit and subscription offers
- Daily CAC, weekly learnings and monthly cohort payback reports
Doesn’t
- Event tracking build: I spec it, your team implements it
- Fulfillment and the 24-hour shipping promise
- Product, formulation and review collection
- Legal sign-off on magnesium wording
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 | Twelve ads a week are live, two creators are posting, and tracking shows first orders and subscriptions | Tracking cannot separate subscription orders from one-time orders |
| Day 30 | At least one ad holds CAC under $26.40 for a full week while spend rises | No ad is under $44.00 CAC after four weeks of tests |
| Day 60 | Blended CAC is at or under $26.40 with spend above test levels | Blended CAC stays above $44.00 for two straight weeks |
| Day 90 | Cohort payback holds: CAC at $25 or below pays back after repeat orders | Cohorts show CAC above $50 with no repeat orders |
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 | Eleven flavors and 4.9 (2000+ reviews) to build ads from | A hook library and one angle per flavor | Week 1 |
| creators | Athlete voices on site, like a 2X World Cup Champion | A creator roster and briefs | 1st |
| claims sheet | 60-Day Guarantee and 210 mg magnesium copy on pages | One approved list of lines | 1st |
| landing pages | Offers like Save 50% and Save 38% on starter kits | One page per hook and creator | 2nd |
| reporting | Free shipping over $45 and subscriptions to track | Daily CAC and cohort payback view | 2nd |
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 |
|---|---|---|
| 4.9/5 rating shown next to 200+ reviews on the site | https://www.drinkmagna.com/pages/5-reasons-christen-press | Fact |
| Over 5 Million sold, in Magna's own words | https://www.drinkmagna.com/ | Fact |
| 60 days guarantee window for a full refund | https://www.drinkmagna.com/pages/refund-policy | Fact |
| Product prices $27.50–$59.00 | product prices in the site product data (3 products), read 2026-10-03 | Fact |
| $55 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $26.40 target CAC | 0.6 of the $44.00 margin per customer | Calculated |
| $44.00 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 45% / 30% / 15% / 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.
Week one: I go through your ad account and real order numbers, build the claims sheet, brief the first creators and launch 12 ads built on Blue Ice, Watermelon Lime and the creatine. The $26.40 guard line goes live in reporting on day one.
