Growth plan for Sola Wood Flowers, 2 Oct 2026
Scale spend. Hold CAC.
Sola Wood Flowers carries 13,687 reviews at a 4.75 rating and a catalog of colorway kits. This plan turns that into many ad tests, with one number to protect: a $21.60 target CAC, set before the first dollar goes out.
- Target CAC
- $21.60
- 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
Hold a $21.60 CAC on kits from $6.99 to $194.99
The number to protect is a $21.60 target CAC. It comes from a $36.00 ceiling: a $45 average order, 40% margin and one repeat order. I hold the guard line at 0.6 of that ceiling. Week one replaces each guess with Sola's real figures.
Protect
Target CAC: $21.60 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $45 × 40% × (1 + 1) = $36.00. Guard line = 0.6 × $36.00 = $21.60. Across the ranges: $0.52 to $1,350.00.
Three moves
- Kill losers early: any ad that stays above the $21.60 guard line after its test budget is cut, not nursed.
- Lead with offers the site already runs: free shipping on orders over $149+ and the $6.99 Dye Pack Combo.
- Feed every winning hook into the creator briefs, so proof from 13,687 reviews shows up inside the videos.
- reviews shown at a 4.75 rating
- 13,687
- Published
- free shipping threshold on orders
- $149+
- Published
- Dye Pack Combo - Luxe Lavender, struck from $16.96
- $6.99
- Published
02 Variety
Lavender, Terracotta and Velvet each need their own ads
Each ad concept has to carry one reason to buy and one product from the catalog: a Luxe Lavender Bridal Bouquet, a $6.99 Dye Pack Combo or a Cake Topper. One variable per test, so a loss tells us which part failed.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Free shipping threshold | FREE SHIPPING on orders over $149+ | 3 |
| Better florals for less | Better florals for less. | 3 |
| DIY craft kit | The DIY selection will come as a craft kit and is not a finished product. | 3 |
| Choose your colors | You can choose colors to match your color scheme! | 3 |
| Rated by thousands | 4.75 rating 13,687 reviews | 2 |
| Try a free sample | Free Flower Sample | 2 |
| Free bridal consultation | Free Bridal Flower Consultation | 2 |
| 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
Seven risks, and the $149+ free shipping line is one
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Most kits sit under the $149+ free shipping line, so average order may land below the $45 I am using | Med | High | Both | Average order stays below $45 after the first test weeks: rework bundles or the offer before more spend |
| Site data lists $0.00 Raw packs and $1000.00 Theme Bundles; ads could land on a wrong price | Med | High | Your team | Every landing product page matches its price before launch; any mismatch pauses that ad set |
| Event tracking is not specced yet, so CAC would be a guess | High | High | Both | Purchase events reconcile with store orders in week one; no scale-up before they do |
| Hit rate falls below the 2 winners per 20 concepts I am assuming | Med | High | Me | Fewer than 2 winners after the first 20 concepts: rework hooks before adding spend |
| Creator roster lags the weekly ramp, so the ten live by week six slips | Med | Med | Me | Creators live fall behind the ramp two weeks running: pause new concepts and fix sourcing |
| Struck-through prices on every kit blur which offer actually drives the sale | Med | Med | Your team | Each test names one offer; any ad mixing two offers is rejected before launch |
| Review claims in ads may outrun what the page can back up | Low | Med | Both | Each ad claim sits on the claims sheet with its source before it runs |
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 $36.00 ceiling on an average order I have to confirm
| Line | Value | Status |
|---|---|---|
| Average order | $45 (range $1.00–$1,000.00) | 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 | $36.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $21.60 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $45 × 40% × (1 + 1) = $36.00. Guard line = 0.6 × $36.00 = $21.60. Across the ranges: $0.52 to $1,350.00.
Range across the assumptions: $1 to $1,350.
The $36.00 ceiling uses a $45 order, 40% margin and one repeat order: all guesses. The $21.60 guard line is 0.6 of it. Week one replaces each guess with Sola's real figures.
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 in total, before any scaling
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $22 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $22 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $22 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $22 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $22 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $22 |
Six weeks, $250 per ad. Weeks one and two run 12 ads each, $3,000 a week. Weeks three and four run 12–20 ads at $4,000. Weeks five and six run 20 ads at $5,000. Total tests: $24,000, all Proposed.
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
Each kit, from a $6.99 dye pack up, is a concept to test
20 concepts give 2 winners and $18,000 added a month; 80 give 8 and $72,000. Hit rate and spend per winner are marked Assumption. More winners let spend rise without stretching any single ad, so CAC holds.
| 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
Where $100,000 goes while kits sell from $6.99 to $194.99
- Tests: new ad concepts across the six-week ramp
- $24,000
- 24%
- Scaling winners that hold the $21.60 target CAC
- $60,000
- 60%
- Creator pay and kits for the first ten creators
- $12,000
- 12%
- Landing page builds and tracking fixes
- $4,000
- 4%
Out of $100,000 (Proposed), the six-week test ramp takes $24,000; the rest moves to winners only after they hold $21.60.
The math. 24% × $100,000 = $24,000; 60% × $100,000 = $60,000; 12% × $100,000 = $12,000; 4% × $100,000 = $4,000. 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, then where wedding crafters already watch
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one, with the first 12 ads | Kits are visual, and a dyed bouquet shows its color in the first second. |
| TikTok | Once creator videos pass the Meta hook tests | Dye reveals and bouquet builds are native short video. |
| After winning hooks hold CAC under $21.60 | Brides collect arch decor and bouquets on boards before they buy. | |
| YouTube Shorts | When a creator video holds on Meta | Reuses the same builds, such as Wedding Arch Decor demos. |
| Google Search and Shopping | When Meta shows which kit sells at $21.60 or less | Catches buyers already searching for wood flower kits. |
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 it: a $45 order, free shipping at $149+
Payback is the real constraint. At a $10 CAC the first order pays back and leaves $26.00. At $20 it pays back after repeat orders, $16.00 left. At $40 or $50 it never does: stop, with −$4.00 and −$14.00 left. Sola's kits start at $6.99, so repeat orders carry the weight.
Cumulative margin per customer, order by order, before CAC: $18.00, $36.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $10 | $18.00 | $36.00 | $26.00 | First order |
| $20 | $18.00 | $36.00 | $16.00 | After repeat orders |
| $40 | $18.00 | $36.00 | −$4.00 | Never: stop |
| $50 | $18.00 | $36.00 | −$14.00 | Never: stop |
The math. CAC $10: $36.00 − $10 = $26.00 left; pays back: First order; CAC $20: $36.00 − $20 = $16.00 left; pays back: After repeat orders; CAC $40: $36.00 − $40 = −$4.00 left; pays back: Never: stop; CAC $50: $36.00 − $50 = −$14.00 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
What I cover on Sola, and what stays with your team
Covers
- Meta ad concepts, briefs and weekly tests for the Luxe kits
- Creator sourcing, briefs and payment terms for ten creators
- Landing page briefs for bouquets, arch decor and dye packs
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking build: I spec it, your team implements it
- Product photography, catalog and price-feed fixes
- Fulfilment, shipping rules and customer service
- Email and SMS flows outside paid and creator work
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 | Tracking matches store orders and blended CAC on the first tests is at or under $36.00 | Tracking still off, or CAC above $36.00 with no winner in sight |
| Day 30 | At least 2 winners, and CAC at or under $21.60 on them | No winner under $36.00 CAC and no repeat pattern in the hook library |
| Day 60 | Winners hold $21.60 CAC as spend rises and payback lands after repeat orders | CAC above $36.00 for two weeks running at higher spend |
| Day 90 | Spend scaled toward $100,000 with CAC at or under $21.60 and payback intact | CAC above $36.00 at scale, or payback never arrives in the scenario table |
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 | Kits from $6.99 to $194.99 and a $149+ free shipping offer | Ad concepts and a hook library for each palette | 1st |
| creators | Craft Kits for brides, plus a 100 Petal Pack at $18.99 | A creator roster and briefs for DIY brides | 2nd |
| claims sheet | 13,687 reviews at 4.75 and an Our Guarantees page | A sheet linking each ad claim to its source | Week 1 |
| landing pages | Bouquets, arch decor and dye packs in Lavender, Terracotta, Velvet | Pages built for one offer and one palette | 2nd |
| reporting | A $149+ free shipping rule to measure order value against | Daily CAC and a weekly learnings note | 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 |
|---|---|---|
| 13,687 reviews shown at a 4.75 rating | https://www.solawoodflowers.com/ | Fact |
| $149+ free shipping threshold on orders | https://www.solawoodflowers.com/collections/design-your-own | Fact |
| $6.99 Dye Pack Combo - Luxe Lavender, struck from $16.96 | https://www.solawoodflowers.com/products/dye-pack-combo-luxe-green-5966 | Fact |
| Product prices $1.00–$1,000.00 | product prices in the site product data (156 products), read 2026-10-02 | Fact |
| $45 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $21.60 target CAC | 0.6 of the $36.00 margin per customer | Calculated |
| $36.00 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 24% / 60% / 12% / 4% | 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 get your real average order, margin and repeat rate, replace my guesses behind the $36.00 ceiling, and build the first 12 ads around the Luxe Lavender Bridal Bouquet and the $6.99 Dye Pack Combo. Then the claims sheet goes to you for sign-off.
