Getting Past a Revenue Slowdown
How we lifted revenues by 30% over 4 months for a DTC Meal Subscription Brand
The Problem
The client was experiencing a plateauing revenue
About
The client is a meal subscription service that achieved rapid growth.
Challenge
The company struggled to scale beyond 4 mil ARR no clear path
Goal
30% increase in revenue and reach 500k in monthly revenue
Lack of clarity
Despite monthly traffic of 7,274 visits and 1,573 customers low understanding of what worked
Difficulty in scaling
Struggling to identify effective growth strategies to achieve the next level of growth
Growing competition
After being a market leader for a few years, they FACED STIFF COMPETITION from competitors
The results
90 - day results
FACEBOOK ADS
17
ROAS
$40,000/m
Revenue Generated
GOOGLE ADS
12
ROAS
$139,114.37/m
Revenue Generated
EMAIL MARKETING
16%
Website traffic share
$15,000/m
Revenue Generated
Conversion Rate
Optimization
40%
Lift in conversion rate
MOM (Sep to Oct)
Lift in conversion rate
Approach
Unpacking the thought-process & methodology
We used the Discovery Kitchen Growth recipe to create a systematic, research-backed and transparent system to grow the business
Growth Gaps
Identify revenue leaks and missed opportunities
Growth Levers
Brand strengths & core USPs
Growth Operations
Lean design, development & testing
Growth Accelerator
Optimize for cost-effective scaling
Growth Tracker
Data based decision making
Strategy
How we created a roadmap for short-term growth?
To bring growth in the short term, we conducted an audit to identify the brand’s inherent strengths, which we call Growth levers. These are core USPs of the business that could bring us impactful results and predictable short-term revenue.
For each strength, we identified our core strategy and a single tactic to focus on.
Strengths (Growth levers)
1. Highly customizable offerings
2. High intent traffic
3. Customer base of 3500
Strategy
Highlight USPs - Personalization & flexible ordering
Reduce friction in onboarding and conversions
Re-engage old customers with special offers and meal credits
Tactic
Paid Advertising
CRO experiments
Email marketing
CRO
CRO Experiments
Despite good traffic, their website struggled with linear revenue growth, traced back to a poor purchase journey. Our deep analysis revealed user difficulties in completing purchases. Addressing this, we designed an improved, user-friendly purchase journey with the new website.
Implementation
How we deployed the strategy across different channels
Our growth team then dove into lean deployment and testing - we call this Growth operations. We ran it for 4-6 weeks, without going into any major structural website changes or additional media spending.
+
Paid Advertising
Revamped ad creatives (3x) to spotlight customization, doubling engagement on Facebook and Google Ads
CRO Experiments (VWO)
Executed 5 VWO experiments, reducing onboarding friction by 20% for high-intent traffic.
Email Marketing
(Klaviyo + Brevo)
Launched 3 targeted email flows, re-engaging 3500 customers and boosting repeat business by 10%.
Paid Advertising
Facebook Ads
We launched client's Facebook campaigns targeting the most active audience on the platform. Initially, our focus was on educating the cold audience about the brand, building top-of-funnel awareness, and warming up the pixel through multiple campaign tests.
The strategy then evolved to figure out most successful campaign. Key elements of our experimentation to identify these winning campaigns included:
Testing various conversion
events.
Refining ad copies for better
engagement.
Innovating with creative elements.
Tailoring audiences for optimal
reach.
Getting Past a Revenue Slowdown
How we lifted revenues by 30% over 3 months for a DTC Meal Subscription Brand
The Problem
The client was experiencing plateauing revenue
About
The client is a daily meal subscription service that achieved rapid growth.
Goal
30% increase in revenue and reach $500k in monthly revenue
Challenge
The company struggled to scale beyond 4 mil ARR
Lack of clarity
Despite monthly traffic of 7,274 visits and 1,573 customers low understanding of what worked
Difficulty in scaling
Struggling to identify effective growth strategies to achieve the next level of growth
Growing competition
After being a market leader for a few years, they FACED STIFF COMPETITION from competitors
The Problem
The client was experiencing plateauing revenue
About
The client is a daily meal subscription service that achieved rapid growth.
Goal
30% increase in revenue and reach $500k in monthly revenue
Challenge
The company struggled to scale beyond 4 mil ARR
Lack of clarity
Despite monthly traffic of 7,274 visits and 1,573 customers low understanding of what worked
Difficulty in scaling
Struggling to identify effective growth strategies to achieve the next level of growth
Growing competition
After being a market leader for a few years, they FACED STIFF COMPETITION from competitors
The results
90 - day results
90 - day results
FACEBOOK ADS
17
ROAS
$80,000/m
Incremental Revenue Generated
GOOGLE ADS
12
ROAS
$139,114.37/m
Incremental Revenue Generated
EMAIL MARKETING
16%
Website traffic share
$15,000/m
Revenue Generated
Conversion Rate
Optimization
40%
Lift in conversion rate
MOM (Sep to Oct)
Approach
Unpacking the thought-process & methodology
Unpacking the thought-process & methodology
We used the Discovery Kitchen Growth recipe to create a systematic, research-backed and transparent system to grow the business
We used the Discovery Kitchen Growth recipe to create a systematic, research-backed and transparent system to grow the business
Growth Gaps
Identify revenue leaks and
missed opportunities
Growth Levers
Brand strengths & core USPs
Growth Accelerator
Optimize for cost-effective scaling
Growth Tracker
Data based decision
making
Growth Operations
Lean design, development & testing
Growth Accelerator
Optimize for cost-effective scaling
Growth Tracker
Data based decision
making
Diagnosis
How we identified revenue leaks & gaps
How we identified revenue leaks & gaps
We combed through historical business data to spot gaps we can focus on to improve in the short term We call it Growth Gaps - These are unoptimized areas and missed opportunities.
We combed through historical business data to spot gaps we can focus on to improve in the short term We call it Growth Gaps - These are unoptimized areas and missed opportunities.
Unscalable
acquisition channels
Unscalable acquisition channels
High-reliance on word-of-mouth acquisition and untapped
Ad-hoc
tactics
Ad-hoc tactics
No clear plan or long-term strategy for growth
No clear plan or long-term strategy for growth
Lack of
unified tracking
Lack of unified tracking
Marketing decisions were made without clear analytics and reporting
Confusing User
Experience
Confusing User Experience
Website’s UX was complex, turning potential customers away
Assess your brands growth
Our DTC growth scorecard will help you find your growth gaps and strengths. Get a personalized roadmap to reach your next goal.
Assess your brands growth
Our DTC growth scorecard will help you find your growth gaps and strengths. Get a personalized roadmap to reach your next goal.
Strategy
How we created a roadmap for short-term growth?
How we created a roadmap for short-term growth?
To bring growth in the short term, we conducted an audit to identify the brand’s inherent strengths, which we call Growth levers. These are core USPs of the business that could bring us impactful results and predictable short-term revenue.
To bring growth in the short term, we conducted an audit to identify the brand’s inherent strengths, which we call Growth levers. These are core USPs of the business that could bring us impactful results and predictable short-term revenue.
For each strength, we identified our core strategy and a single tactic to focus on.
For each strength, we identified our core strategy and a single tactic to focus on.
Strengths (Growth levers)
1. Highly customizable
offerings
2. High intent
traffic
3. Customer base
of 3500
Strategy
Highlight USPs - Personalization & flexible ordering
Reduce friction in onboarding and
conversions
Re-engage old customers with special offers and meal credits
Tactic
Paid Advertising
CRO experiments
Email marketing
Implementation
How we deployed the strategy across different channels
How we deployed the strategy across different channels
Our growth team then dove into lean deployment and testing - we call this Growth operations. We ran it for 4-6 weeks, without going into any major structural website changes or additional media spending.
Our growth team then dove into lean deployment and testing - we call this Growth operations. We ran it for 4-6 weeks, without going into any major structural website changes or additional media spending.
+
Paid Advertising
Revamped ad creatives (3x) to spotlight customization, doubling engagement on Facebook and Google Ads
CRO Experiments (VWO)
Executed 5 VWO experiments, reducing onboarding friction by 20% for high-intent traffic.
Executed 5 VWO experiments, reducing onboarding friction by 20% for high-intent traffic.
Email Marketing (Klaviyo + Brevo)
Launched 3 targeted email flows, re-engaging 3500 customers and boosting repeat business by 10%.
Paid Advertising
Facebook Ads
Facebook Ads
We launched client's Facebook campaigns targeting the most active audience on the platform. Initially, our focus was on educating the cold audience about the brand, building top-of-funnel awareness, and warming up the pixel through multiple campaign tests.
We launched client's Facebook campaigns targeting the most active audience on the platform. Initially, our focus was on educating the cold audience about the brand, building top-of-funnel awareness, and warming up the pixel through multiple campaign tests.
The strategy then evolved to figure out most successful campaign. Key elements of our experimentation to identify these winning campaigns included:
Testing various conversion events.
Refining ad copies for better engagement.
Innovating with creative elements.
Tailoring audiences for optimal reach.
CRO
CRO Experiments
CRO Experiments
Despite good traffic, their website struggled with linear revenue growth, traced back to a poor purchase journey. Our deep analysis revealed user difficulties in completing purchases. Addressing this, we designed an improved, user-friendly purchase journey with the new website.
Despite good traffic, their website struggled with linear revenue growth, traced back to a poor purchase journey. Our deep analysis revealed user difficulties in completing purchases. Addressing this, we designed an improved, user-friendly purchase journey with the new website.
Emails
Email Marketing
Email Marketing
Previously underutilized, email marketing became a pivotal tool once we assumed control. We established a strategy centered on multiple automations and campaigns, aiming to engage both new and existing customers with the latest offers and product launches. Our approach was grounded in thorough testing and focusing on effective tactics.
Previously underutilized, email marketing became a pivotal tool once we assumed control. We established a strategy centered on multiple automations and campaigns, aiming to engage both new and existing customers with the latest offers and product launches. Our approach was grounded in thorough testing and focusing on effective tactics.
Enhancing welcome and cart abandonment series.
A/B testing with subject lines for optimal audience engagement.
A/B testing with subject lines for optimal
audience engagement.
Experimenting with email designs.
Refining Calls to Action (CTAs).
Determining the most effective sending time for email campaigns.
Determining the most effective sending
time for email campaigns.
Scaling
How we minimized costs & improved efficiency?
How we minimized costs & improved efficiency?
Next, we moved from optimization to more impactful changes - we call this Growth accelerator. We double down on data collected via ad testing, email marketing and CRO experiments.
Next, we moved from optimization to more impactful changes - we call this Growth accelerator. We double down on data collected via ad testing, email marketing and CRO experiments.
Continuous optimization
Continuous optimization
Ad Creative Enhancement
Ad Creative Enhancement
Iteratively optimized creatives to find
winning ads
Iteratively optimized creatives to find winning ads
Audience Refinement
Fine-tuned targeting for optimal engagement and conversions
Budget Management
Dynamically adjusted bids for peak ROAS, reallocating budgets strategically
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Choose a course based on your appetite
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Management
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Management
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Custom Dashboard
Unlimited creative testing
Conversion
Rate Optimization
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Increase your profits without increased ad spend
$1,500/month + 15% of increased revenue
Any platform
Custom recommendations
Experiment design + development
Boost your CVR, AOV & LTV
100% Done-For-You
Emails
Email Marketing
Previously underutilized, email marketing became a pivotal tool once we assumed control. We established a strategy centered on multiple automations and campaigns, aiming to engage both new and existing customers with the latest offers and product launches. Our approach was grounded in thorough testing and focusing on effective tactics.
Enhancing welcome and
cart abandonment series.
A/B testing with subject lines for optimal audience engagement.
Experimenting with email
designs.
Refining Calls to Action (CTAs).
Determining the most effective sending time for email campaigns.
Scaling
How we minimized costs & improved efficiency?
Next, we moved from optimization to more impactful changes - we call this Growth accelerator. We double down on data collected via ad testing, email marketing and CRO experiments.
Continuous optimization
Ad Creative Enhancement
Iteratively optimized creatives to find winning ads
Audience Refinement
Fine-tuned targeting for optimal engagement and conversions
Budget Management
Dynamically adjusted bids for peak ROAS, reallocating budgets strategically
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Or even better ones, with Discovery Kitchen
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