CTC Sales Intelligence

PE Kickoff

2h 38m  ·  Gonzalo (Founder), Federico Green (Head of Brand)  ·  Zoom

How They Found CTC Not discussed — PE-7 Kickoff call; client already onboarded

• Full Prophit System onboarding: contribution margin-first framework, new vs. returning customer models, daily plan & event effects modeling
• Two brands, two strategies: Viante = long-term growth / Ruby = 18–24 month exit — distinct spend philosophies for each
• Statlas setup walkthrough: $20K COGs delta found; need to reconnect Facebook Ads, fix Shopify COGs to match sellerboard (FIFO batches), connect Klaviyo
• Creative framework deep dive: angle + offer + audience model; 9:16 & 1:1 formats; locking efficiency not budgets (min ROAS / inflated budgets)
• Marketing calendar will be built from scratch — brand was Amazon-only prior; no historical Meta calendar data
• Attribution settings: 7-day click, unique outbound click; view-through window disabled; 7-day click vs. Triple Whale alignment discussion
• Remarketing strategy: never run retention campaigns before; huge 2,000-customer addressable file for tea kettle buyers
• Creative testing gap: high quantity, zero liquidity testing; no top-of-funnel creative ever launched

• Previously Amazon-only; now pivoting to Shopify + Meta as primary growth channel for both brands
• Only 6 months of Meta spend history; significant data gaps for modeling
• P&L tracked in sellerboard; Shopify COGs not aligned — $20K discrepancy needs resolution before Statlas forecasts are accurate

"I'm convinced that if this works, then the product market fit is a whole different story."

• Weekly call cadence set: Mondays = Viante  |  Tuesdays = Ruby at 10am client time
• Jacob to send full presentation deck from today’s call
• Gonzalo to audit and fix Shopify COGs per-SKU to match sellerboard FIFO batches
• Connect Facebook Ads + Klaviyo to Statlas
• Jacob to complete deep account audit; configure Events Manager & Ecommerce Manager

1h 0m  ·  Kyle E. Darcy (Co-Founder)  ·  Zoom

How They Found CTC Ran a ChatGPT query for eCommerce growth agencies — ChatGPT recommended CTC; they reached out directly

• Full Statlas/Prophit Engineer walkthrough: CM-first framework, new vs. returning customer split, daily planning against forecast
• Incrementality testing: market-pair holdout methodology; Google Brand = 15–30% of platform-reported ROAS; discount factors per channel
• Meta structure: ASC+ for acquisition (no ROAS caps, inflated budgets) + strict customer-file targeting for retention; creative enhancements off by default
• LTV profile: first-order AOV ~$400 (device + bundle); serums are repeat opportunity; Q4 & Mother’s Day = major gifting windows; similar to Loop Earplugs profile (acquisition-focused)
• Revenue mix: live shopping TV (GMA microsites) = ~17% of total; recently launched on Amazon to capture branded search demand
• Kyle managing ad account in-house after freelancer departure; strategy gap identified as biggest lever to close
• CTC Canon Group process explained: weekly best-practice reviews, test + roll out to portfolio; incremental attribution recently rolled to 20 accounts

• ~$10M ARR — about to cross the $10M mark; targeting $11M EOY, $15–16M next year
• Currently running account in-house; looking to transition to full-service agency “sooner rather than later”
• Pricing & investment deck requested — decision conversation scheduled for tomorrow
• Strong buying signals throughout: deep questions on methodology, asked about multi-strategy scenarios, highly engaged

"Higher level strategy guidance based on data is a huge lever."

• Ryan to send Prophit methodology deck + full pricing/investment proposal before tomorrow’s call
• Follow-up call Sept 1 — decision-ready conversation; pricing & scope
• Kyle to review and return with any final questions

Discovery

28m  ·  Kevin Nemandoust (Co-Founder)  ·  Zoom

How They Found CTC Found CTC through articles about the managed TikTok Shop agency model + CTC website; Dave Stewart connected Kevin to Jordan

• TikTok Shop full-service: seller center management, GMV max optimization, creator strategy, Discord community building, SEO
• Chocbox #1 in cookies/wafers on TikTok; GMV max running at 5–6x ROI target (~4x actual); scaling ROI down = spend goes up but revenue doesn’t follow proportionally
• TikTok SEO opportunity: “Dubai Chocolate” should lead product titles; 11K organic searches currently split across 10 listings — consolidation could unlock $5–10K/mo
• CTC TikTok pricing: $7,500/mo flat + 2% GMV (capped at 15%); Shop Fuel add-on: $6K for 200 guaranteed UGC videos usable on Meta + TikTok
• Jordan’s Discord creator community model: tiered VIP system (20 posts/mo to stay), brand-specific prizes, creator whitelisting on Meta as incentive
• Kevin wants supplemental agency support to scale content 10x — not replacing his 3-person in-house team
• Tribe platform discussed as whitelisting vehicle; Kevin confirmed: “Tribe has been great for us”
• CTC positioning: top 5% of TikTok ad spend in US; exclusive TikTok reps; GMV max credits available; platinum TikTok Shop partner within the week

• #1 Dubai chocolate brand on TikTok Shop — strong existing GMV base; TikTok is bulk of business
• Competitors growing: Lenny’s & Larry’s up 240% — category competition increasing
• New products performing: up ~100% vs. hero SKU baseline; product innovation flywheel active
• ~15 active creator retainers; wants to scale to 50+ — key to feeding GMV max with quality content
• Also on Amazon; DTC via Shopify is secondary; TikTok is primary revenue engine

"The decision for us needs to be: do I hire someone and train them, or supplement my existing team with an agency that knows what they’re doing?"

• Jordan to send CTC capabilities deck; Dave to follow up with additional context
• Jordan to connect Kevin with Adrianne (VP Creative) for UGC / creative studio options
• Kevin to evaluate Tribe integration + full-service vs. supplemental model options
• Quick win to execute immediately: TikTok SEO — consolidate listings, lead titles with “Dubai Chocolate” keyword

CTC Sales Intelligence  ·  August 31, 2026  ·  commonthreadco.com/pages/gr-daily