How I plan to grow our brand to 50M

I started writing this newsletter to share about my journey of scaling our portfolio brand from literally scratch to get to 7 figures in revenue. We are projected to hit mid 7 figures this year, which would be close to a 10x growth YOY.

Now I have seen growth slow down over time for most brands. The growth from 6 figures to 7 figures is sexy “10x, etc” - then the growth from 7 figures to 8 figures depends on the level of scale a brand can handle.

For me, I believe we have the capability of scaling from around 5M by EOY this year to 50M within the next 3-4 years. I do believe that there is a clear path to 20-30M per year if we stayed the course, but I want to give a breakdown of how I am thinking in terms of growth planning.

From 650k to 5M - 2025

• Launch new SKU focused on solution that has a large TAM (will allow us to have a completely new funnel for this brand)

• Generate tons of cash to ensure future growth 

• Find a group of strong creators that produce great content for the brand. 

• By end of 2025 hire a UGC manager/creator that can lead the way on organic with their own content + get strong content for paid 

I want to expand upon this plan, as I shared a bit about this plan a few newsletters ago. We are keeping things simple this year. I think that a lot of brands when they are growing fast early on complicate things, don’t try to build up cash and then either do one of two things that they later on regret:

1. They raise money to try fuel more growth (getting VCs involved is something you can never take back)

2. They try to hire for a lot of things and/or hire agencies they don’t need yet

The first item speaks on a new SKU we will launch. That is important because I want to build out a funnel for this SKU that will act as another way to increase ad spend. If we can go from spending 5k/day in ads to 10k in ads based on an additional strong funnel, that is a win in my book.

I’ve seen this happen for some brands as they roll out a new SKU that is hitting on a different pain point or audience segment, it opens up a completely new funnel that can completely change things for a brand.

Concerning the rest of this list, I think it’s entirely ok to just rough it out for a certain amount of time outside of what I believe are the biggest levers of growth for smaller brands which is having a very strong content engine + generating a lot of cash for future growth.

I think the ability to test a lot of creative through Meta ads + also expanding into organic social to build more trust as you are early on is a valuable asset that I have overlooked in the past.

I have seen brands get their ‘organic social’ going after being reliant on paid ads and it feels cringey. Why? Because they never figured out how to speak to their audience. It took almost a year to crack paid for most brands I’ve worked on, so why do people think it will take a little bit of time and effort to post on social.

I believe the combination of strong paid with strong creators (NOT UGC, but true creators) with whitelisting content along with strong organic social is the way to win after you see consistency in your ad account as you begin your growth process.

From 5M to 20M in 2026

• Invest in wholesale deals and make meaningful progress in that channel 

• Expand affiliate so it is 15-20% of revenue 

• Possible 3rd SKU that completes the category for the brand 

• Plan category expansion — anything that has a high chance of becoming another hero product for scale or can help with higher AOV or upsell value.

• Transition team to in house outside of specialities (specialties include retention, CRO, channel-specific focuses)

• Invest in SEO

• Expand to UK, Canada markets 

• Expand to TikTok, Snap

There is a lot to unpack here. For this brand, wholesale is showing promise without anything in place for it whatsoever right now. This means that this channel will be a major lever in the future, but we would need to have someone in house over see this full time but it would need to be bringing in between 1M-3M per year for it to be worth it for 1 FTE to be overseeing this. Likely have to have this FTE have a few hats at first.

This is likely the second in-house hire this brand makes after the in house organic social team member.

I also plan to create a 3rd SKU that can be part of one more funnel for the brand. I think it’s difficult to create little products around a main hero and I would rather find more heroes to support the growth of the brand, so that’s what I would be planning for.

I think SEO should be invested in ASAP, but this is something we roll out early next year, maybe end of this year. I also believe there is lots of opportunity in expanding to new markets which we should be able to do so next year.

I like sticking to a certain channel and mastering that channel for as long as possible, so I think for me, Meta and Google will be the main focuses for this brand until we are getting close to a 10M run rate then I think the next channels we will expand into for TOF will be Tiktok and Snap (sneaky good channel).

From 20M to 50M in 2027

• Meaningful partnerships with professional sports teams including college and professional level 

• Become partner in high school and collegiate levels and expand wholesale partnerships

• Retail expansion with key partners including Whole Foods and Target

• Possibility to expand to Amazon 

• Paid expansion to In Person Events, YouTube 

I believe that by this time we will need to expand to make it easier for anyone to purchase our products. I really don’t like Amazon, but it may be necessary to expand into Amazon at this point.

I also think that we will work to do partnerships with higher lever sports athletes and organizations, I’m not talking about putting our name on an arena (maybe a D3 college arena 😂 ) but expanding wholesale to these types of organizations while also utilizing these partnerships to build trust with the general public.

This is also the time when we would look to expand to In Person Events and Youtube. I think the mix of these two would be the most logical way to grow, and Youtube is such a powerful channel but it takes a good amount of investment to grow the channel, though it is one of the only channels that brands are able to spend 1M-10M a month and see consistent results.

Conclusion

This is quite the plan and I am sure it will change a handful of times before it comes to fruition. I do think that my goals are pretty aggressive, but I also believe that if each of these bullet points are executed well, and we bring in the right partners and employees, I don’t see a reason why we can’t hit these goals and then some.

One note — because we are already focused on improving our creative and media buying is in house with ACTIV (my agency) I don’t see a need to talk much about that as this is something we will continue to improve in as we scale our own brands.

Ways to work with me or support me:

Agency partnership: We have officially opened our doors for Q1 of 2025 for 2 brands 1 brand in total to join us. We prefer to work with health & wellness brands that are solving a real problem. If you’d like to learn more about our work and how we can support you (through creative strategy/production + media buying) you can do so here.

Consulting Call: If you want advice on scaling your agency or your brand, I am happy to help. I usually keep this to no more than 3 calls a month. You can find a time to meet with me here. I have already had 2 calls this month so I have one more slot, with openings for March. I don’t talk offer this outside of my newsletter readers.