CYPHER PICKLEBALL

FROM $0 TO $124k A MONTH

While maintaining a 30%+ profit margin in midst of rapid scaling.
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Owned by PQC Co-Founder Garrett, his brand Cypher Pickleball had a slim marketing budget & faced stiff competition. Leveraging their META ads knowledge, JP and Garrett scaled Cypher Pickleball extremely efficiently with a 10x ROAS and $208k YTD sales as of late May 2024. Now, in Fall of 2024, they're pulling in over $120k+ in monthly revenue while maintaining profit margin goals at $30k a month in ad spend.

$110k - $130k   a month gross revenue
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4x ROAS   average return on ad spend
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30%+ Profit Margin   maintained while scaling ads
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Investment Imminent   meeting with VCs
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Space  fashion & footwear

PHASE 1 - COULD IT BE DONE?

Low Budget, Big Dream

Started by PQC co-founder Garrett, Cypher Pickleball was born in San Diego as a fashion-forward court shoe specifically for pickleball. But...making shoes ain't cheap! When it finally came time to market the final product, there was just a smidge of marketing budget left and it needed to be spent as efficiently as possible. To make matters more challenging, Garrett wanted to start running ads in September of 2023 while communicating to the customer the product wouldn't be available until March of 2024. Could we get Cypher off the ground?!

Cypher's Situation

Relatively new ad account (algorithm untrained), need to find the right audience FAST

Product not available until March 2024 but needed to pay manufacturer 30% upfront. Could enough revenue be generated via pre-orders?

Going up against brands the likes of Nike, New Balance and Skechers, could we create compelling ads to beat them?

Initial Goals and Situation

 Relatively new ad account (algorithm untrained)

Product not available until March 2024 but needed to pay manufacturer 30% upfront. Could enough revenue be generated via pre-orders?

Going up against brands the likes of Nike, New Balance, Asics, and Skechers, could we create compelling ads to beat them?

PHASE 2 - FIND THE WINNER

The Ad of All Ads

The PQC team put their heads together and asked themselves, what type of ad could be compelling enough to get someone to buy a shoe from a no-name brand like Cypher rather than a trusted brand like Nike? Oh, and wait MONTHS for the shoe to ship! Seemed impossible.

 

The PQC team are big believers in authenticity. They decided the one thing Cypher Pickleball had that other legacy shoe brands didn't was a compelling origin story relatable to the consumer. It was suggested to create a "Founder Walkthrough" ad with a strong hook highlighting:

Three unique differentiators of the product

The personal connection of the founder to the sport

An air of exclusivity highlighting A "limited release"

Needless to say, THIS AD WORKED

Data from just ONE ad 9/15/23 - 5/16/24

10x

ROAS

$.74

CPC

$15

CPM

$302k

Gross Sales DTC

GROSS SALES SHOPIFY: $302,323 

ROAS: 10x

CPC: $.74

CPM: $15

PHASE 3 - MEASURE TWICE CUT ONCE

Scale Efficiently

So it's cool and all to have one super ad that can sustain you for a few months, but Cypher Pickleball has goals to reach $1M in revenue by end of year. We have to increase ad spend. But how do we increase ad spend without ballooning the customer acquisition cost to the point where profit margin becomes a problem?! PQC's scaling methods are the solution. It took us years to properly structure the perfect, most cost efficient testing environment, but we're proud to say we know how to test for winning ads without breaking the bank. 

 

Now, Cypher Pickleball is constantly testing new ads, seeing which ones resonate and which ones don't, and scaling the winners just like the initial Founder Walkthrough ad! 

 

BELOW: Cypher Pickleball sales data from September of 2024

You can follow Cypher Pickleball's journey:

Website: Cypher Pickleball

Instagram: @cypherpickleball

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