Growth plan for Jack and Friends Jerky, 5 Oct 2026
Scale spend. Hold CAC.
Jack＆Teri, Jack＆Barb and Jack ＆Tom are listed from $27.99, with free shipping over $50. The plan: ten creators by week six, $24,000 of tests, and one number to protect, a target CAC of $13.43.
- Target CAC
- $13.43
- 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
A $13.43 CAC is the one number on a $27.99 jerky bag
The number to protect is a target CAC of $13.43. It is 0.6 of the $22.39 ceiling, which comes from a $28 average order, a 40% margin and one repeat order. Spend scales only while CAC stays under it. The inputs are my guesses until your data replaces them.
Protect
Target CAC: $13.43 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $28 × 40% × (1 + 1) = $22.39. Guard line = 0.6 × $22.39 = $13.43. Across the ranges: $14.69 to $37.79.
Three moves
- Kill losing ads early so spend never sits on a concept above $13.43.
- Open every test with one variable: the protein claim, the vegan claim, or the free-shipping line over $50.
- Report daily CAC so a drift past $22.39 is stopped the same week.
- Listed price on each of four jerky products
- $27.99
- Published
- Free shipping threshold on U.S. orders
- $50
- Published
- Reviews on the page that shows a review count
- 8
- Published
02 Variety
Four jerky products need ads that each carry one reason
Each ad concept has to carry one reason to buy Jack＆Teri, Jack＆Barb or Jack ＆Tom: protein, fiber, no added sugar, vegan, allergen-free, or jackfruit as a cooking ingredient. One reason per ad, so a loser tells me which reason failed.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Three flavors to try | Jack & Tom (tomato and poblano pepper), Jack & Barb (sweet barbecue), and Jack & Teri (ginger teriyaki) | 8 |
| Free U.S. shipping | FREE shipping on all U.S. orders over $50! | 3 |
| Protein and fiber | packed with up to 15 grams of protein and 9 grams of fiber per bag with no added sugar | 2 |
| Vegan, top 9 allergen-free | vegan, top 9 allergen-free | 2 |
| Texture like real jerky | The texture is amazing and surprisingly mimics real beef jerky, but less chewy which is a huge plus. | 1 |
| Something for everyone | Everyone in my family loves these jackfruit jerkies. Great options for flavors—something for everyone. | 1 |
| Satisfies the jerky craving | It really satisfies the meat craving and the spice profile is on point as well. | 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
Thin reviews and allergen claims are where this breaks first
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Only 8 reviews on the page that shows a count; cold buyers hesitate at $27.99 | High | High | Your team | Pause scaling if landing conversion stays under target two weeks running |
| Health wording drifts past the brand's own protein and fiber lines | Med | High | Both | No ad ships unless its claim matches a line on the claims sheet |
| Free shipping over $50 only helps if buyers reach it; a single bag misses it | Med | Med | Me | Share of orders over $50 tracked weekly; test a multi-pack push if it stays low |
| Tracking is incomplete, so CAC is read wrong | High | High | Your team | Order event matches store orders before any test spend passes $3,000 |
| Creators join slower than two a week, so fresh ads run dry | Med | Med | Me | Two weeks behind the plan triggers a new outreach batch |
| Winners fatigue fast and CAC climbs past $13.43 on scaled spend | Med | High | Me | Pull any ad whose CAC stays above $22.39 for a week; hook library feeds replacements |
| The top 9 allergen-free claim needs exact wording, and I have no food experience | Low | High | Both | Your team signs off the claims sheet before the first ad goes live |
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 $22.39 ceiling sits on top of a $27.99 starting price
| Line | Value | Status |
|---|---|---|
| Average order | $28 (range $27.99–$27.99) | 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 | $22.39 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $13.43 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $28 × 40% × (1 + 1) = $22.39. Guard line = 0.6 × $22.39 = $13.43. Across the ranges: $14.69 to $37.79.
Range across the assumptions: $15 to $38.
The $22.39 ceiling uses $28, 40% and one repeat order: all guesses. Only the $27.99 price and the $50 shipping line come from your site. Week one replaces the guesses with your order data.
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 and $24,000 of tests across four jerky products
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $13 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $13 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $13 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $13 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $13 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $13 |
Six weeks, $250 per ad. Weeks one and two run 12 ads, $3,000 each. Weeks three and four run 12–20 ads, $4,000 each. Weeks five and six run 20 ads, $5,000 each. Total $24,000 of tests, all Proposed, 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
Creative volume is how a $27.99 bag gets a lower CAC
More concepts mean more winners: 20 concepts give 2 winners and $18,000 added a month; 80 give 8 and $72,000. Hit rate and spend per winner are an Assumption, not Jack & Friends 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
$100,000 to allocate, weighted toward what the tests prove
- Meta tests on Jack＆Teri, Jack＆Barb and Jack ＆Tom hooks
- $45,000
- 45%
- Creator pay and creator videos
- $25,000
- 25%
- Scaling proven ads on the Variety Pack
- $20,000
- 20%
- Landing pages and the claims sheet
- $10,000
- 10%
Shares of the $100,000 budget, Proposed. The split moves toward scaling as winners appear; nothing is fixed until week one tests report.
The math. 45% × $100,000 = $45,000; 25% × $100,000 = $25,000; 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 first; free shipping over $50 decides what opens next
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one, with 12 ads live | Best place to test one reason per ad against a $27.99 first order and a $50 shipping line. |
| TikTok | When creator videos prove hooks in the Meta tests | Creator-led food content suits a vegan jackfruit snack. |
| Google Search | When Meta CAC holds under $13.43 | Buyers searching protein-packed vegan jerky already want the product. |
| YouTube | When two creator concepts win on Meta | Jackfruit recipes already exist on your site, so cooking content has a base. |
| Email and SMS | After the first orders land | Repeat orders carry the $22.39 ceiling, so follow-up has to be tracked. |
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 $27.99 first order must earn its way back
Payback is the real constraint because every order must earn back its CAC. At CAC $5, the first order leaves $17.39. At $15, it takes repeat orders and leaves $7.39. At $25 or $30 it never pays back, so I stop. Stop means stop, not another test.
Cumulative margin per customer, order by order, before CAC: $11.20, $22.39.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $5 | $11.20 | $22.39 | $17.39 | First order |
| $15 | $11.20 | $22.39 | $7.39 | After repeat orders |
| $25 | $11.20 | $22.39 | −$2.61 | Never: stop |
| $30 | $11.20 | $22.39 | −$7.61 | Never: stop |
The math. CAC $5: $22.39 − $5 = $17.39 left; pays back: First order; CAC $15: $22.39 − $15 = $7.39 left; pays back: After repeat orders; CAC $25: $22.39 − $25 = −$2.61 left; pays back: Never: stop; CAC $30: $22.39 − $30 = −$7.61 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
Scope: what I cover on Jack & Friends and what I don't
Covers
- Meta ad testing across Jack＆Teri, Jack＆Barb, Jack ＆Tom and the Variety Pack
- Creator briefs, a hook library and weekly experiments
- Landing page briefs built around the claims sheet
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking build: I spec it, your team ships it
- Food and health claim approval
- Fulfillment, shipping and inventory
- Product, pricing and the free-shipping threshold
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 | Order tracking matches store orders and the first two tests have read out | Tracking still off after $6,000 of tests |
| Day 30 | At least one concept trends toward $13.43 CAC, with creators live per plan | No concept under $22.39 after $14,000 of tests |
| Day 60 | Winners hold CAC under $13.43 as spend scales and repeat orders show in cohort payback | CAC above $22.39 for two weeks running |
| Day 90 | Cohort payback sits inside the ceiling at scaled spend, with more of the $100,000 deployed | Payback never reached at CAC $25: stop |
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 | Four products listed at $27.99, with lifestyle photos | A hook library and one reason per ad | 1st |
| claims sheet | Up to 15 grams protein, 9 grams fiber, no added sugar | One sheet that approves each ad line | 1st |
| creators | Vegan jackfruit jerky, top 9 allergen-free | A roster of vegan and protein creators | 2nd |
| landing pages | Flavor pages and a Variety Pack, three variants each | One page per ad concept | 2nd |
| reporting | Free shipping over $50 to track against | Daily CAC view and a tracking spec | 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 |
|---|---|---|
| $27.99 Listed price on each of four jerky products | https://jackandfriendsjerky.com/products/variety-pack-jerky | Fact |
| $50 Free shipping threshold on U.S. orders | https://jackandfriendsjerky.com/products/variety-pack-jerky | Fact |
| 8 Reviews on the page that shows a review count | https://jackandfriendsjerky.com/products/variety-pack-jerky | Fact |
| Product prices $27.99–$27.99 | product prices in the site product data (4 products), read 2026-10-05 | Fact |
| $28 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $13.43 target CAC | 0.6 of the $22.39 margin per customer | Calculated |
| $22.39 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% / 25% / 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.
Week one: I read your order data with your team, spec the order event, write the claims sheet and ship the first 12 ads at $250 each, $3,000 in all. Jack＆Teri, Jack＆Barb, Jack ＆Tom and the Variety Pack each get a test. Proposed.