TIRTYL CASE STUDY

TIRTYL

CASE STUDY

Two Young Entrepreneurs Making The World A Better Place

In January 2021 we got in touch with May, who, with his friend Lachland, bootstrapped the Australian startup Tirtyl.

Their mission is simple and clear: to make conscious plastic consumption mainstream.

Lachlan and May’s different, yet complementary, passions sparked the inception of Tirtyl. With a successful career in high-growth ventures, May loves nothing more than a clever, disruptive product and building a scalable business.

Having plied his skills as a management consultant and environmental policy scholar, Lachlan is intent on proving that businesses and governments can “do the right thing” and also be successful.

After leaving their careers to start Tirtyl from scratch, a documentary crew has been filming their entire journey with the hope to inspire and educate other people to follow in their footsteps.

The Amazing Value Proposition, And The Need To Scale Up

One thing was clear since the very beginning: May had an awesome product, and a very attractive value proposition, which generated immediately good results from the paid ads side.

The main issue was profit margin: being Tirtyl a completely bootstrapped company, they are very cashflow-sensitive.

Having a Break-Even ROAS of 1.9 means that in order to keep cash in the bank, we should have achieved at least 2.3 ROAS from ads while scaling up the volumes.

The time we got in the account for the first time, we saw that May was already achieving 2.8x ROAS, but every time he tried to scale up the ad spend, this dropped significantly.

We knew the situation was pretty delicate, and we had positive and negative sides of this.

On the positive side we had:

An awesome product with a very clear UVP
A lot of flexibility in terms of content creation/creative direction
Founders who are thinking very long-term, and who are willing to invest time and money in their mission.

The negative sides was that:

We would not have stocks available until late June, and a pre-sale campaign is normally not that great in terms of ROAS and Conversion rate (compared with an actual sale)
We had pretty tight margins for scaling, as we should have not go below 2.3x ROAS.

Our Ad budget was mostly dependant on the results we would have achieved.

As soon as the ball started running, we immediately intervened by removing all the elements in the FB ad accounts we saw not generating any consistent results in the past few weeks, as well as we prepared a campaign structure made to scale up, focusing on the low-hanging fruits first, while at the same time running rapid A/B tests to find the right assets to scale.

Our creative team had several brainstorming sessions with May, in order to find the best approach to promote the brand in a way that would be consistent over time, but also appealing to a broad audience and likely to convert on social media ads.

We ended up developing a long-form video to be used on Top-Funnel audiences on FB/IG, in order to attract new potential users.

The other issue was from the supply side. They finished all stocks in January, and the next round of stocks would have arrived in late June 2021, which meant that for the whole Q1 and Q2 we must have run a Pre-Sale campaign, without having stocks.

$ 0

Facebook Ad Spend

$ 0

Google Ad Spend

$ 0

Total Revenue Generated

0 X

Marketing Efficiency Ratio

Our Results – A Steady Growth

After 11 months of management, we can say that the goal of scaling from zero to 6 figures have been achieved greatly.

The experience with Scaling Davids has been really positive. We started from zero, and now we’re in the 6 figures a month territory, that’s a terrific result!

May B – Tirtly

See more Case Studies

Achieving Significant Growth with Cross-Channel Campaigns

Scaling Davids helps Bonny Snowdon Academy achieve 18X ROAS

Scaling Davids implemented a cross-channel campaign structure and balanced ad budget to generate over £94,950 in sales for Bonny Snowdon Academy’s colored pencil art courses, resulting in an 18X return on ad spend and over 768 new subscribers.

Expanding into a New Market with Reduced CAC

Perfectdraft.com Achieves 70% CAC Reduction and International Expansion

Perfectdraft.com, part of the saveur-biere.com group, successfully expanded into the Belgian market with a reduced customer acquisition cost (CAC) of less than 50 EUR in 6 months, down from 180 EUR. The company’s brand awareness and visibility were also increased, leading to higher organic sales in a crowded market.

Optimizing PPC and Paid Social for Revenue Growth

Gaby’s Bags Increases MRR from $23K to $93K with Meta and Google Ads

Gaby’s Bags, a high-ticket business selling designer bags, increased their monthly recurring revenue (MRR) from $23K to $93K by leveraging PPC and Paid Social advertising. They optimized their Google Ads, scaling the budget and increasing ROAS, while launching and scaling Meta Ads to 4X ROAS in under 69 days. They also increased their email revenue from 7% to 31% of the total.

Reviving a Struggling Skincare Brand with Email Marketing

From Zero to $1M: A Timeless Skincare Success Story

This case study follows the success story of a struggling Shopify brand specializing in natural and organic beauty products for mature women. With the help of targeted email marketing campaigns, optimized opt-in forms, and behavior-based automation, the brand was able to increase revenue from zero to $1M and establish itself as a timeless skincare brand.

Email Marketing Case Study

Increasing Revenue through Email Marketing

Scaling Davids helped a brand increase their email marketing revenue from 5% to 21%, surpassing their goal of 20%. The revenue from Klavyio grew from $108,878 to $405,500, while the $/recipient increased from $0.35 to $1.86.

Do you want to know how to improve your marketing mix?

request now
your free
marketing plan