Growth plan for Chomps, 6 Oct 2026
Scale spend. Hold CAC.
Chomps already has a $16.99 Trial Pack, 4.9-star reviews and 10% off Subscribe & Save. My plan spends $24,000 on six weeks of tests and protects one number: a target CAC of $14.40.
- Target CAC
- $14.40
- 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
One number to protect: $14.40 CAC on a $16.99 Trial Pack
The number is a target CAC of $14.40. It is 0.6 of a $24.00 ceiling: $30 average order, 40% margin, one repeat order. Those three inputs are guesses until week one replaces them with Chomps data. Subscribe & Save at 10% off is where repeat orders should show up.
Protect
Target CAC: $14.40 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $30 × 40% × (1 + 1) = $24.00. Guard line = 0.6 × $24.00 = $14.40. Across the ranges: $2.63 to $270.00.
Three moves
- Kill losing ads early: one variable per test, with a hook library for each flavor.
- Send every creator video to a landing page built for that flavor and the Trial Pack.
- Report daily CAC against the $14.40 guard line and stop spend that sits above it.
- reviews on one page, rated 4.9 out of 5
- 2758
- Published
- stores nationwide, as the site says
- 65,000+
- Published
- saved on every Subscribe & Save order
- 10%
- Published
02 Variety
Every ad carries a Chomps flavor, price or proof
Each ad has to carry one thing only Chomps has: a flavor like Chili Lime Beef or Nashville Hot Chicken, the $16.99 Trial Pack, the 4.9-star reviews, or Subscribe & Save at 10%. One variable per test, so a loser tells us which piece failed.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Protein, zero sugar | Chomps meat sticks deliver 10g+ protein and 0g sugar. | 6 |
| Subscribe and save | Subscribe to save 10% on every order and say goodbye to boring snacks. | 3 |
| Can't choose? Trial pack | Can't choose? We know the feeling! Try a great sampling of our six CHOMPS best-selling varieties today! | 3 |
| Grass-fed beef | Made from 100% grass-fed non-GMO New Zealand Angus beef and farm-fresh ingredients | 2 |
| First order discount | Get 10% off your first order when you join our email list | 2 |
| Review count | Rated 4.9 out of 5 stars based on 2758 reviews | 1 |
| In stores nationwide | Find us in 65,000+ stores nationwide | 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
Seven risks, including the $5 shipping line under $30
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Trial Pack at $16.99 sits under the $30 free-shipping line, adding $5 to the first order | High | Med | Your team | Test a shipping-inclusive offer in week two; stop if Trial Pack checkout drop-off rises. |
| Reviews are shown per page; I don't know which product holds the 2758 reviews | Med | Med | Me | Confirm the review source per product before any ad quotes a rating. |
| Ad copy drifts from the wording Chomps uses about grass-fed beef and antibiotic-free chicken | Med | High | Both | Every ad line matches the claims sheet; one unmatched line pauses the ad. |
| Creator videos tire fast when one flavor carries the whole hook | High | Med | Me | Refresh hooks when a creator ad's CAC passes $14.40 for three straight days. |
| Tracking misses subscription starts and repeat orders | Med | High | Your team | Ad platform and store order counts reconcile before spend rises past the first test week. |
| Ten creators live by week six slips | Med | Med | Both | Two creators go live each week; if fewer, the ramp pauses until the roster catches up. |
| Winners fade as spend rises, since hit rate is a guess | Med | High | Me | Scale a winner only while its CAC holds at or below $14.40. |
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
The ceiling is $24.00; $14.40 keeps a buffer under it
| Line | Value | Status |
|---|---|---|
| Average order | $30 (range $5.00–$200.00) | 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 | $24.00 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $14.40 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $30 × 40% × (1 + 1) = $24.00. Guard line = 0.6 × $24.00 = $14.40. Across the ranges: $2.63 to $270.00.
Range across the assumptions: $3 to $270.
The $30 order, 40% margin and one repeat order are guesses, not Chomps data. The $24.00 ceiling and $14.40 guard line follow from them. Week one replaces them with real order and repeat 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 of tests, $24,000 in total, before scaling
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $14 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $14 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $14 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $14 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $14 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $14 |
Weeks one and two run 12 ads each at $250 per ad, $3,000 a week. Weeks three and four run 12–20 ads, $4,000 a week. Weeks five and six run 20 ads, $5,000 a week. Total $24,000 of tests, with $3,000 cumulative after week one and $24,000 by week six.
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
More concepts, more winners: 20 to 80 concepts a month
More concepts means more shots at a winner. If 20 concepts give 2 winners and $18,000 added a month, 80 concepts give 8 winners and $72,000 added. Hit rate and spend per winner are guesses, not Chomps 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 split four ways, led by scaling the winners
- Creative tests across flavors and the Trial Pack
- $25,000
- 25%
- Creator pay and product for ten creators
- $25,000
- 25%
- Scaling winners on Meta
- $40,000
- 40%
- Landing pages and tracking fixes
- $10,000
- 10%
The budget to allocate is $100,000, Proposed; the split leans toward scaling winners only while CAC holds at $14.40.
The math. 25% × $100,000 = $25,000; 25% × $100,000 = $25,000; 40% × $100,000 = $40,000; 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; other channels open only when Meta earns it
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one, with the first twelve ads. | Creator videos and flavor hooks suit feed ads, and paid social is what I run. |
| TikTok | When two Meta creator ads hold under $14.40. | The same vertical videos get reused for a new audience at little extra cost. |
| Google Search | When Meta CAC holds at $14.40 for flavor-led pages. | Flavor pages like Chili Lime Beef already exist on the site and can catch intent. |
| Email and SMS | Once first orders arrive and the first-order offer is live. | The site offers 10% off a first order for sign-ups, which keeps buyers we paid for. |
| In-store lift | Only if store sales data is shared with me. | Chomps is in 65,000+ stores nationwide, so ads may lift shelf sales I can't see. |
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
A $25 CAC never pays back; $15 pays after repeat orders
Payback is the real constraint. At a CAC of $5 the first order pays back with $19.00 left; at $15 it pays after repeat orders, $9.00 left. At $25 it never pays, $1.00 short, and at $35 it is $11.00 short. I stop spend above the ceiling.
Cumulative margin per customer, order by order, before CAC: $12.00, $24.00.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $5 | $12.00 | $24.00 | $19.00 | First order |
| $15 | $12.00 | $24.00 | $9.00 | After repeat orders |
| $25 | $12.00 | $24.00 | −$1.00 | Never: stop |
| $35 | $12.00 | $24.00 | −$11.00 | Never: stop |
The math. CAC $5: $24.00 − $5 = $19.00 left; pays back: First order; CAC $15: $24.00 − $15 = $9.00 left; pays back: After repeat orders; CAC $25: $24.00 − $25 = −$1.00 left; pays back: Never: stop; CAC $35: $24.00 − $35 = −$11.00 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, and what stays with your team
Covers
- Meta ad testing, creative briefs and weekly kill-or-scale calls
- Creator sourcing, briefs and pay terms for ten creators
- Landing page specs built around flavors and the Trial Pack
- Daily CAC, weekly learnings and monthly cohort payback reports
Doesn’t
- Event tracking build; I spec it, your team implements it
- Product, pricing and shipping decisions
- Claims approval; Chomps signs off every health line
- Retail and shelf work in the stores
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 | Two creators live, twelve ads a week shipping, and store orders match ad platform orders. | Ads and store orders can't be reconciled. |
| Day 30 | Blended CAC at or below $24.00 and at least one winner under $14.40. | No ad lands under $24.00 after the tests. |
| Day 60 | Scaled winners hold CAC at $14.40 and repeat orders show in cohort data. | Blended CAC above $24.00 two weeks running. |
| Day 90 | Cohort payback fits the ceiling math and spend scales toward the $100,000 budget. | Payback never reaches first order plus repeat. |
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 |
|---|---|---|---|
| claims sheet | Wording like 10g+ protein and 0g sugar on the home page | One approved list for ad copy | 1st |
| creative | Flavors from Original Beef to Nashville Hot Chicken, 4.9-star proof | Hook library and ads built per flavor | Week 1 |
| creators | Lunchbox, breakfast and paleo uses already on your pages | Creator roster and briefs to build | 2nd |
| landing pages | Trial Pack at $16.99 and Subscribe & Save 10% | Flavor-led pages per creator persona | 2nd |
| reporting | Subscription deliveries every 30 days, plus 15, 45 and 90 | Event tracking spec and a daily CAC view | 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 |
|---|---|---|
| 2758 reviews on one page, rated 4.9 out of 5 | https://chomps.com/blogs/nutrition-sustainability-news/71808581-why-artificial-preservatives-in-foods-are-so-dangerous-to-your-health | Fact |
| 65,000+ stores nationwide, as the site says | https://chomps.com/ | Fact |
| 10% saved on every Subscribe & Save order | https://chomps.com/ | Fact |
| Product prices $5.00–$200.00 | product prices in the site product data (137 products), read 2026-10-06 | Fact |
| $30 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $14.40 target CAC | 0.6 of the $24.00 margin per customer | Calculated |
| $24.00 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 25% / 25% / 40% / 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 spec tracking with your team, write the claims sheet from your own pages, brief the first two creators, and ship twelve ads built around the Trial Pack at $16.99 and flavors like Chili Lime Beef. Daily CAC reporting starts that day.
