How Restructuring an Offer Dropped CAC by 60% …and Boosted Profit per first time Customer by $300+ (Tripling Profit)

  • A woman in black athletic wear is having her arm treated with a medical device operated by a person in a beige coat against a black background.

    The Brand

    A growing beauty brand selling professional starter kits and training for service providers. They were passionate about helping women launch businesses but their sales process was slow, expensive, and hard to scale.

  • A woman in black swimsuit poses inside a black photo studio tent while a photographer kneels, holding a spray gun, nearby. Shelves with skincare products and equipment are in the background.

    The Problem

    The business was stuck in a high-friction sales model - charging $197 upfront for a course before customers could even access the product. The result? A long sales cycle (30 days to 2 years), a CAC of $97, and heavy reliance on a manual sales team. Growth wasn’t scalable, and profitability was tight. They needed a faster, leaner path to conversion.

What I did (Strategy + Leadership):

I collaborated with the team to flip the entire sales model - leading with a low-cost starter kit (under $500) and including the training for free.

We restructured the product bundle to reduce costs while increasing perceived value, sourced our own equipment, and benchmarked pricing against top competitors.

We also introduced “make your money back in X clients” positioning, added financing options to reduce purchase friction, and built a high-converting post-purchase email flow to drive retention and repeat sales.

The result? A scalable, customer-first offer that reduced CAC, boosted profit per acquisition, and eliminated the need for a manual sales team.

Outcome & Impact

Outcome & Impact

  • CAC dropped by 60% - from $97 to $38

  • Profit per customer increased by $300+ Thanks to a $456 AOV and $114 COGS

  • Sales cycle shortened - no more manual sales calls or lengthy nurturing

  • Post purchase email flow generated consistent 5-figure monthly retention revenue

  • Customer acquisition scaled faster - with less friction and more confidence

  • This wasn’t just a marketing win - it was a business model breakthrough.