6-Month Plan Overview
Ad Spend Ramp
AI Tools by Task
Midjourney
Monthly tee designs — all graphic work.
Product & lifestyle photos — no photoshoot needed.
Video Reels — use video feature, generate still first then animate.
Ad creative — product-on-model for paid ads.
Canva Pro
All text/quote posts — brand kit pre-loaded.
Pricing graphics — tier explainers.
Ad assembly — import MJ image, add copy overlay.
Story templates — build once, reuse daily with number updates.
Claude
All copy — every caption, ad headline, email.
Design prompts — brief Claude, paste into MJ.
Strategy updates — ask as things evolve.
Email sequences — Klaviyo flows.
Buffer + Meta
Buffer — Sunday batch-load, auto-posts all week.
Meta Business Manager — all paid ad management.
Appstle + Klaviyo — subscription and email management.
Subscription Pricing
| Term | Graphic Tee | Plain Tee | Graphic / Month | Plain / Month | Saving vs Monthly |
|---|---|---|---|---|---|
| 3 Months | $140 | $110 | $46.67/mo | $36.67/mo | ~6% saving |
| 6 Months | $270 | $210 | $45.00/mo | $35.00/mo | ~10% saving |
| 12 Months ⭐ | $500 | $400 | $41.67/mo | $33.33/mo | 15% saving — lead with this |
How to Build This in Shopify / Appstle
Create one subscription product per tier (3-month, 6-month, 12-month). At checkout, add a toggle or radio: "For me" / "As a gift". If gift is selected, show a second shipping address field and an optional gift message. Appstle supports prepaid subscriptions natively — the recipient's address can be set at order time. No separate product or SKU needed. The gift is just a prepaid subscription with a different delivery address.
Financial Model
Year 1 — Monthly P&L
| Month | Subs | Revenue | Gross% | Ad Spend | Fixed | EBITDA | Cumulative |
|---|---|---|---|---|---|---|---|
| M1 — Jul 2026 | 27 | $1,568 | 42.4% | $1,500 | $169 | ($1,004) | ($1,004) |
| M2 — Aug 2026 | 52 | $2,964 | 42.4% | $1,500 | $169 | ($413) | ($1,417) |
| M3 — Sep 2026 | 88 | $5,034 | 42.4% | $2,000 | $169 | ($36) | ($1,453) |
| M4 — Oct 2026 | 133 | $7,626 | 42.4% | $2,500 | $169 | $563 | ($890) |
| M5 — Nov 2026 ✅ | 193 | $11,123 | 42.4% | $3,000 | $169 | $1,545 | $655 |
| M6 — Dec 2026 | 261 | $15,025 | 46.1% | $3,500 | $561 | $2,864 | $3,519 |
| M7 — Jan 2027 | 351 | $20,176 | 46.1% | $4,000 | $695 | $4,604 | $8,123 |
| M8 — Feb 2027 | 448 | $25,775 | 46.1% | $4,500 | $841 | $6,538 | $14,661 |
| M9 — Mar 2027 | 553 | $31,794 | 46.1% | $5,000 | $3,169 | $6,485 | $21,146 |
| M10 — Apr 2027 | 687 | $39,506 | 46.1% | $5,500 | $3,169 | $9,539 | $30,685 |
| M11 — May 2027 | 829 | $47,677 | 46.1% | $6,000 | $3,169 | $12,806 | $43,491 |
| M12 — Jun 2027 | 964 | $55,441 | 46.1% | $6,000 | $3,169 | $16,384 | $59,875 |
5-Year Summary
| Year | Subs EoY | Annual Revenue | Annual Ad Spend | EBITDA | EBITDA % | Val Low 4× | Val High 8× |
|---|---|---|---|---|---|---|---|
| Y1 FY2026-27 | 964 | $264K | $45K | $60K | 22.7% | $2.7M | $5.3M |
| Y2 FY2027-28 | 3,817 | $1.72M | $110K | $770K | 44.7% | $10.5M | $21.1M |
| Y3 FY2028-29 | 8,164 | $4.22M | $136K | $2.24M | 53.1% | $22.5M | $45.1M |
| Y4 FY2029-30 | 14,387 | $7.85M | $165K | $4.29M | 54.6% | $39.7M | $79.4M |
| Y5 FY2030-31 | 20,844 | $12.36M | $180K | $6.86M | 55.5% | $57.5M | $115.1M |
Ad Campaign Reference
Primary: Men 22-35 AU
Secondary: Men 35-45 AU
Interests: Streetwear, AFL/NRL, gym, surfing
Exclude: Existing subscribers
A: No copy — product image only
B: "A new premium tee. Every month. From $39."
C: "Tired of average tees? From $39/month."
D: "Australians are ditching mall shopping for this."
E: "The last tee subscription you'll ever need."
Primary: Women 40-65 AU
Platform: Facebook primary
Peaks: Father's Day Aug, Christmas Nov-Dec
Father's Day: "Dad doesn't need another mug."
Christmas: "The gift for the man who says he doesn't need anything."
Evergreen: "For the son who's impossible to buy for."
Regift: "Give it this year. Give it next year too."
7-day website visitors
30-day website visitors
Product page viewers
Cart abandoners
IG engagers 30 days
A: "Still thinking about it?"
B: "Cancel anytime. No risk."
C: "This month's design ships the 15th."
D: "Free shipping. From $39/month."
Primary: Women 22-40 AU
Relationship status: In relationship
Platform: Instagram + Facebook
Peak: Valentine's Day Feb
A: "He never buys clothes for himself. Fix that."
B: "The subscription he didn't know he needed."
C: "He'll thank you every month."
D: "The most wearable gift." (Valentine's)
Target Audience Segments
Buffer Weekly Schedule
Sunday Evening — Batch Load (45 min)
Optimal Posting Times (AEST)
| Day | Platform | Time | Content Type |
|---|---|---|---|
| Mon | 7:30 AM | Product or design image | |
| Tue | IG Story | 8:00 AM | Engagement story (poll/Q&A) |
| Wed | 12:00 PM | Lifestyle or brand voice | |
| Wed | 1:00 PM | Gift or brand page post | |
| Thu | IG Story | 6:00 PM | Behind scenes or product detail |
| Fri | 6:00 PM | Design or lifestyle | |
| Sat | IG Story | 10:00 AM | Casual or dispatch content |
| Sun | 8:00 PM | Quote or brand statement | |
| Sun | 7:00 PM | Weekly wrap or gift angle |
Monday Morning — Ad Review (30 min)
15th of Month — Dispatch Day Checklist
Strategic Principles
Content Rules
Never say "new" or "launching" — speak as if the brand has always existed. Present tense, always.
The monthly design reveal is an event — tease story the day before, full reveal Monday. Subscribers look forward to it.
Dispatch day is content gold — every 15th, post the packing video. Subscribers feel included. Non-subscribers feel FOMO.
4 strong posts beats 7 mediocre ones — never post if the content isn't good enough.
Never explain too much — if a post needs more than 2 sentences, it's too complicated.
Ad Rules
Kill: CPA above $75 after 7 days — pause immediately. No exceptions.
Scale: CPA below $50 — double daily budget within 48 hours.
One variable at a time — test headline OR image OR audience. Never all three.
Monday 30-minute review — every week without fail. Document everything.
Retargeting never pauses — lowest CPA, highest intent. Always worth the budget.
Seasonal Calendar
Father's Day — Aug 30: 2-week gift push Aug 17-30. Temporary budget shift to gift buyers.
Physical cutoff — Dec 10: After this, push digital gift subscriptions only.
Christmas peak — Dec 1-24: 40% of December ad budget to gift campaigns. Dec 20-24 is highest-conversion window.
New Year pivot — Dec 26: Immediately switch all campaigns to self-subscribe, New Year angle.
Valentine's — Feb 14 (Year 2): Partners/girlfriend campaign peak. Plan creative in January.
Midjourney Video Guide
Generate still image first — then click animate/video button. Always start from a strong still.
Add --video flag for direct video generation. Use --ar 9:16 for Reels/Stories.
Best subjects: Fabric movement, tee reveals, slow unfolds, packing sequences.
Add "seamless loop" to prompt for content that plays continuously.
Add text in Canva: Export MJ video, import to Canva, add copy and brand elements.