Horsemans Helper x Compatible: Phase 1–2 Launch & Growth Plan
Sell-through first. Build the engine. Scale the brand.
A data-driven roadmap to launch, validate, and scale a prestige recovery brand built by equestrians for equestrians—and beyond.
Executive Summary
Our Key Outcomes
15,000 Units Fast
Achieve sales target in Phase 1 (Feb 15 – Mar 1) via DTC + Amazon.
List Growth + Retention
Build first-party data (email/SMS) to reduce CAC and drive repeat purchases.
Performance Ecosystem
Implement tracking, creative, paid media, and lifecycle automation from day one.
Our Approach
Full-funnel, first-party data, and performance creative systems. Every dollar accountable. Simultaneous acquisition and retention automation.
The Phases
Phase 1: Launch Sprint
Pre-launch → 60 days: Infrastructure, tracking, creative testing, campaign scaling, Amazon reviews.
Phase 2: Scale & Expansion
60–180 days: Retail/wholesale, B2B, audience expansion, subscriptions, LTV optimization.
The Problem
Riders Hurt. We're Here to Help.
Living in Pain
Riders and outdoor professionals experience daily pain. This includes repetitive stress, soreness, and sun exposure.
Generic Category Options
Existing pain relief options are generic. They lack the premium feel and heritage this audience desires.
Launch Challenge
New brands need fast traction and proven market fit. This requires efficient spend to build momentum quickly.
The Opportunity
A Wedge Market with Expansion Velocity
Wedge Market: Equestrian
Tightly networked community with high trust, high referral velocity, and strong brand loyalty when you earn it.
Expansion: Ranch/Trades
Natural adjacency to ranchers, tradesmen, construction workers—audiences with similar pain points and work demands.
Scale: Active Adults + Athletes
Broader active lifestyle, outdoor professionals, weekend warriors, and recovery-focused athletes.
The Business Case
Strong repeat purchase potential if we build retention correctly. Strong gross margin. Strong LTV potential. CAC targets are achievable with the right funnel architecture and first-party data strategy.
The Brand Advantage
Why Horsemans Helper Wins
Hero SKU Identity
Premium $29 SKU drives repeat purchases and simplifies messaging.
Premium Brand Feel
Fast-acting, plant-based relief, built for an underserved audience.
Early Validation
Repeat usage, polo community referrals, retail interest.
"Cult Brand Playbook"
Niche entry: win core audience, then expand with community proof.
What Blocks Growth
Fragmented Data
Poor attribution leads to bad scaling decisions.
Remarketing Dependency
Limits new acquisition; growth quickly stalls.
Creative Fatigue
Lack of testing degrades performance.
The Compatible Solution
A "Growth Engine" Built on Five Pillars
Tracking + Data
Comprehensive tracking setup including GTM, GA4, and conversion events. Enhanced data quality with Snowflake and Hightouch for better match rates.
Creative Systems
A performance-driven creative pipeline focusing on UGC, testimonials, and informational content. We ensure rapid iteration and a structured testing cadence.
Paid Media
Strategic management of paid media across Meta, TikTok, and Google platforms. We implement a full-funnel strategy from awareness to conversion.
Lifecycle Marketing
Automated email and SMS campaigns covering welcome, abandoned cart, post-purchase, and winback series. Retention automation is built in from day one.
Analytics & Reporting
Consolidated analytics and reporting in a single dashboard. Track key metrics like CAC, ROAS, LTV, cohort retention, and attribution across all channels.
Every dollar is accountable. We prioritize net-new customer acquisition and build retention automation from day one. Our measurement-first approach ensures confident scaling decisions.
How Owned Channels Lower Blended CAC Over Time
Turning paid media into a compounding growth asset
Email & SMS Impact
- Captures 30–50% of customers, contributing 20–35% of revenue by Day 60.
- Converts 5–10× more efficiently than cold paid traffic.
CAC Efficiency Curve
Weeks 1–2
Higher CAC: Testing & prospecting
Weeks 3–4
Email/SMS & retargeting reduce blended CAC
Days 45–60
Blended CAC reduced by 20–35%
Why This Works:
- Event-based lead gen captures high-intent audiences
- First-party data improves targeting & suppression
- Learnings compound across channels
Investor-Safe Takeaway
Phase 1: Sell-through & signal validation
Phase 2: Margin expansion through owned demand
Owned channels turn paid spend into a compounding growth asset.
Phase 1: Launch Sprint
Pre-launch → 60 Days: 30/60 Framework
1
Days 0–30: Infrastructure + Foundation
- Tracking & Conversion Setup
- Optimized Landing Pages
- Email/SMS Foundations
- Creative Testing & Audience Research
2
Days 31–60: Scale What Works
- Scale Winning Creatives & Audiences
- Expand Prospecting & Retargeting
- Introduce Offer Testing
- Weekly Optimization & Amazon Strategy
Goal: Sell 15,000 units ASAP, building data and creative infrastructure for sustainable growth.
Phase 1 Channel Plan
How We Sell 15,000 Units
Paid Social: Meta + TikTok
Meta: UGC testimonials, before/after, lifestyle, educational content.
TikTok: Authentic rider content, day-in-the-life, product demos, community stories.
Strategy: Test 3-5 creative angles, rapid iteration.
Paid Search: Google
Capture high intent searches like "pain relief topical," "recovery balm," and "equestrian pain relief."
Strategy: Brand defense, category capture, and competitor terms.
Retargeting: Dynamic Windows
Segment by intent: Content viewers (30-day), Add-to-Cart (14-day with urgency), Checkout initiators (7-day with discount), Purchasers (60-day for cross-sell/subscription).
Influencer/Ambassador Whitelisting
Run ads through trusted riders and creators for performance & authenticity. Leverage polo community endorsements.
Strategy: Test 5-10 creators, scale winners with paid amplification.
Phase 1 Media Math — Selling 15,000 Units
Defensible ranges for founder, investor, and CFO conversations
Hero SKU Economics:
- Hero SKU Price: $29
- Phase 1 Revenue Target: ~$435,000 (15,000 units)
Media Investment Scenarios:
Ranges, not promises.
First-Party Data & Lead Gen
How We Build the List Fast
Onsite forms
Capture contact information directly from website visitors.
Exit-intent popups
Engage users before they leave with targeted offers.
Bundle offers
Incentivize sign-ups with attractive product packages.
Abandoned carts
Recover potential lost sales and capture leads from incomplete purchases.
Post-purchase SMS
Build loyalty and encourage future engagement after a sale.
First-Party Data & Lead Gen
Permission-Based Sweepstakes & VIP Giveaways
Equestrian Event Tie-ins
Co-branded giveaways at events to attract relevant audiences.
Lead Gen Landing Pages
Dedicated pages featuring prize packages to capture interest.
Paid Amplification
Utilize ads to drive targeted traffic to our lead generation efforts.
Immediate Welcome Flow
Nurture new leads with tailored SMS and email sequences for conversion.
The Outcome
Build a monetizable list, shorten conversion, and lower CAC via email/SMS.
Data Enrichment Advantage
Why Compatible Performs Better
Enrich Customer/Lead Data
Append additional data points to improve match rates across Meta, Google, and TikTok advertising platforms.
Snowflake + Hightouch Integration
Unify events + audiences in a single data warehouse. Improve CAPI signal quality with Match Booster / Events.
Smarter Targeting + Suppression
Suppress recent buyers to reduce wasted spend. Build more accurate lookalike audiences. Improve conversion tracking.
The Result
Better targeting, better attribution confidence, more efficient CAC. Your ad dollars work harder.
Email & SMS Lifecycle
Retention = Profit
We build core flows that turn one-time buyers into repeat customers and brand advocates, optimizing for conversion and LTV lift.
Welcome Series
Email + SMS (3-5 messages, 7-10 days)
- Brand story & social proof
- First-purchase discount or bundle
- Hero SKU education
Abandoned Browse + Cart
Email + SMS (3 messages, 24-72 hours)
- Browse abandonment reminders
- Cart abandonment: urgency, social proof, incentive
- Final reminder: scarcity offer
Post-Purchase Education + Cross-Sell
Email + SMS (4-6 messages, 30 days)
- Order confirmation & shipping (SMS)
- Usage tips for products
- Cross-sell complementary products/bundles
- Subscription offers
Email & SMS Lifecycle (continued)
Retention = Profit (cont.)
We build core flows that turn one-time buyers into repeat customers and brand advocates, optimizing for conversion and LTV lift.
Review Capture
Email + SMS, 2–3 messages (product usage timing)
- 7–10 days post-delivery check-in
- Direct link to Amazon review page
- Incentive for honest feedback (TOS compliant)
Winback Sequences
Email + SMS, 3–4 messages (30/60/90 days)
- 30-day: restock reminder
- 60-day: re-engagement offer
- 90-day: final discount/bundle
SMS for Urgency
Broadcast campaigns for key moments
- New product launches & drops
- Limited-time promos (flash sales, holidays)
- Hero SKU restock alerts
- Event reminders (sweepstakes, giveaways)
Phase 2: Scale & Expansion
60–180 Days: Building Durability
Retail/Wholesale Seeding
Target 250–500 stores
- Target high-density equestrian markets
- Outreach: email, phone, samples
- Co-marketing support & demo days
- Track sell-through & reorder velocity
B2B Outreach Engine
Systematic lead generation
- Scrape/enrich lists of shops & centers
- Automated, personalized email sequences
- Follow-up: email, phone, samples
- Lead qualification & CRM tracking
Broaden Audiences
Expand beyond core equestrian
- Target active lifestyle lookalikes on Meta/TikTok
- Creator partnerships in adjacent verticals
- Seasonal campaigns (summer, winter)
- Test new creative angles
Subscription/Auto-Ship + Bundles
LTV lift via recurring revenue
- Introduce 15% auto-ship subscription
- Bundle hero SKU + complementary products
- Promote in post-purchase & winback flows
- Track retention & churn rates
Creative Strategy
Performance Creative System
We build a performance creative system with structured testing, rapid iteration, and clear benchmarks. Here are 5 example angles we'll test in Phase 1:
1. Rider Testimonials
UGC-style video (15-30s). Hook: "I ride 6 days a week...". Proof: Before/after, pain points, fast relief claim.
2. Product Demo
Static image or short video (10-15s). Hook: "Plant-based. Fast-acting. Built for riders." CTA: "Try it risk-free."
3. Lifestyle/Day-in-the-Life
TikTok-style montage (20-30s). Hook: "5am barn call... Sore muscles by noon." Story: Show grind, then relief.
4. Educational/Ingredient Story
Carousel or short video (15-20s). Hook: "What's actually in your pain relief cream?" Value: Plant-based efficacy, differentiation.
5. Community Proof/Endorsement
Static image or video (10-15s). Hook: "Trusted by polo players..." Proof: Leverage existing endorsements across use cases.
Testing approach: Launch 3–5 angles per platform weekly. Measure CTR, CPC, CVR, ROAS. Double down on winners, kill losers fast, iterate quickly.
Engagement Options + Next Steps
Make It Easy to Say Yes
Three Ways to Work Together
1
Package A: "Launch Sprint"
Rapid market entry & essentials
What's Included:
- Paid media setup & management
- Performance creative system
- Lifecycle essentials & tracking setup
- Weekly reporting dashboard
Best for: Validating product-market fit and quick sales.
2
Package B: "Growth Engine"
List-building & data advantage
What's Unique:
- Lead generation campaigns
- Data enrichment & match boosting
- Advanced lifecycle automation
- Influencer whitelisting strategy
Best for: Building first-party data and confident scaling.
3
Package C: "Full Stack"
Retail expansion & enterprise infrastructure
What's Unique:
- Unified data warehouse setup
- Advanced data enrichment & identity resolution
- Retail/wholesale outreach engine
- Subscription/auto-ship optimization
Best for: Aggressive growth and multi-channel expansion.
Next Steps Timeline
From Conversation to Launch
Discovery Call
Week 1
Deep dive on goals, current state, unit economics, timeline, and success metrics. Align on package and scope.
Strategy Alignment
Week 1–2
Finalize channel mix, creative strategy, audience segmentation, KPI targets, and reporting cadence. Sign agreement.
Setup & Build
Week 2–4
Implement tracking, build landing pages, set up email/SMS flows, create initial creative assets, configure ad accounts.
Launch
Week 4 (Feb 15 target)
Go live with paid campaigns, activate lifecycle flows, begin daily monitoring and optimization.
Weekly Optimization Loop
Ongoing
Performance reviews, creative refresh, audience expansion, budget reallocation, strategic adjustments based on data.
Ready to move forward? Let's schedule a discovery call to align on goals, timeline, and the right package for Horsemans Helper.
Why Compatible
We Build Cult Brands
Measurement-First Approach
Accountable spend. Single source of truth. Data-driven scaling, not guesswork.
Full-Funnel Expertise
Beyond ads, we build integrated ecosystems: tracking, creative, media, lifecycle, data, reporting.
First-Party Data Obsession
Prioritize list-building & retention. Lower CAC by owning your audience from day one.
Performance Creative Systems
Structured testing, rapid iteration, clear benchmarks. Prevent creative fatigue.
Niche-to-Scale Playbook
Win wedge markets (equestrian), then expand systematically to adjacent audiences (ranch/trades/active lifestyle).
Let's Build This.
Horsemans Helper x Compatible
Sell through 15,000 units. Build the engine. Scale the brand.
This is how we turn a prestige recovery brand into a category leader.
Phase 1
Launch Sprint
Infrastructure, creative, paid media, lifecycle automation, sell-through velocity
Phase 2
Scale & Expansion
Retail seeding, B2B outreach, audience expansion, subscription optimization
Ongoing
Optimization Loop
Weekly performance reviews, creative refresh, strategic adjustments, durable growth
"Riders hurt. We're here to help."
Let's make that promise a reality—together.