Fresh Chile Last 365 🌶️
- ROAS: 4.6
- NC-ROAS: 1.89
- MER: 21.6%
- Web CR: 4.4%
YTD
- ROAS: 5.19
- NC-ROAS: 1.9
- MER: 19.2%
- Web CR: 3.2%
Last 30 Days
- ROAS: 6.02
- NC-ROAS: 1.82
- MER: 16.6%
- Web CR: 3.0%
Last 7 Days
- ROAS: 5.84
- NC-ROAS: 2.11
- MER: 17.1%
- Web CR: 3.6%
Google ROAS
- Last 30 days: 6.86
- Last 7 days: 7.07
Meta ROAS
- Last 30 days: 7.57
- Last 7 days: 7.04
Website & Community Growth
- Website SOT: 1,949,110
- Facebook: 194K
- IG: 69.9K
- Facebook Group: 36.9K
- YouTube Subs: 4.06K
- Omnisend Email/SMS: 1M+
- Rivo Memberships: 554
- ReCharge Subscriptions: 2,017
- Shopify Orders: 483,748
This year is about profitability in every quarter of the business.
Every dollar that leaves this company has to answer one question. What does it bring back, and when?
If we spend $1 on ads and it brings back $6, that's a yes.
If we spend $1 on an app that doesn't move conversion, that's a no.
If we spend $1 on a SKU that sells twelve units a month at 20% margin, that's a no. If we spend $1 on a SKU that sells two thousand units at 60% margin, that's a yes.
There is no neutral. Every line item is making money or costing money. Most companies die because they refuse to look at the costs.
Four questions on every decision this year:
Does this make money this quarter?
If not, does it make money next quarter?
If not, what's the exact path to making money, and what's the date?
If we can't answer 1, 2, or 3, why are we doing it?
That's the whole framework.
What this looks like in practice.
Marketing. Meta at 7.57 ROAS gets fed. Google at 6.86 gets fed. Anything below threshold gets cut or fixed. Every campaign has to point to a payback number.
Products. Core Hatch Chile makes money. Peripherals and line extensions either carry their margin or they come off the site. Every SKU pulls its weight or it leaves.
Apps and tools. Every subscription either drives revenue, drives retention, or saves more than it costs. We cut a stack of them already. We keep cutting.
Pricing. Discount stacking that drops realized price below $9.50 is not a sale, it's a giveaway. We restructure it or we stop offering it.
Headcount and contractors. Every person and every retainer points to a line they move. If they can't, that's the conversation.
The discipline isn't complicated. It's uncomfortable.
Every no to a thing that doesn't make money is a yes to a thing that does. And we've been saying yes to a lot of things that don't make money.
This year, every quarter, every part of the business, the answer is the same.
Show me the money.
That's the standard. That's the year.
