Growth plan for MIRA, 6 Oct 2026
Scale spend. Hold CAC.
MIRA Glasses & Ring is $649.00 and comes with a 30-day trial return. At that price one number matters: a target CAC of $47.52, set against a ceiling of $79.20. Every test in this plan is built to protect it while spend grows.
- Target CAC
- $47.52
- New ads a week at peak
- 20
- Creators live by week six
- 10
- Test spend, six weeks
- $24,000
Contents
10 chapters, then the gates and every number’s source.
01 The number
Hold CAC at $47.52 on a $649.00 bundle
The number is target CAC: $47.52. It is 0.6 of a $79.20 ceiling built from a $99 average order, a 40% margin and one repeat order. Those inputs are my guesses. MIRA's real figures replace them in week one.
Protect
Target CAC: $47.52 on a first purchase
Ceiling = average order × margin × (1 + repeat orders): $99 × 40% × (1 + 1) = $79.20. Guard line = 0.6 × $79.20 = $47.52. Across the ranges: $13.12 to $876.15.
Three moves
- Kill ads that spend past the guard line of $47.52 without an order, early, before they eat the $3,000 week-one test budget.
- Test one variable at a time on MIRA Glasses & Ring, so a winning hook can be repeated on the Extra MIRA Ring at $99.00.
- Scale only concepts that hold target CAC, and push the budget toward them instead of spreading it across every ad.
- days of trial return on glasses and smart ring
- 30
- Published
- hours on a single charge, per the glasses spec
- 10
- Published
- non-refundable prescription lens production and installation cost
- $100
- Published
02 Variety
No camera, private display, ring underwater: one concept each
Each concept carries one reason to buy and one proof: a private display with no camera, a battery that lasts a full day, a ring that goes underwater, a 30-day trial. One hook per ad, so a loss teaches something.
| Reason to buy | Proof you already have | Ads (proposed) |
|---|---|---|
| Live translation | “We forgot we were speaking different languages.” | 4 |
| Audio privacy | Audio is never recorded, transcripts only | 4 |
| Searchable memory | Search through your memories and past conversations in the app. Nothing from your day gets lost. | 3 |
| Discreet gesture ring | Discreet gesture control | 3 |
| Quick full charge | <2 hours | 2 |
| Voice-controlled agents | Voice-controlled AI agents | 1 |
| Build your own apps | Build your own glasses apps with the MIRA SDK | 1 |
| Total | The ad concepts tab | 18 |
Each row is a reason to buy that the brand already has proof for. The count is how many of the ads carry it: a reason with a single ad is a bet, not a pattern, and the next batch of concepts moves toward the reasons that win.
03 Disturbances
Prescription batches and a $100 lens cost are the risks to watch
| Disturbance | Likelihood | Impact | Owner | Gate (proposed) |
|---|---|---|---|---|
| Prescription batch ships late October to early November; buyers wait | High | Med | Your team | Ship window stated on every prescription ad; waiting complaints tracked weekly |
| The $100 lens cost is non-refundable inside the 30-day trial, so disputes follow | Med | Med | Both | Cost shown before checkout on prescription pages by day 14 |
| Target CAC of $47.52 stays a guess until real order value arrives | High | High | Both | Real average order and margin replace the inputs by the end of week one |
| A price of $649.00 stalls cold traffic before the first purchase | High | High | Me | Add-to-cart rate read per concept; losers killed early at the end of week two |
| Tracking gaps hide the true CAC | Med | High | Your team | Purchase events match store orders in a daily check by day 14 |
| Glasses with no camera are hard to show on video; creators miss the point | Med | Med | Me | Ten creators live by week six; any with no usable video in two weeks is replaced |
| Hit rate is lower than my guess and no winners appear | Med | High | Me | No winner by week four: stop, rebuild the hook library, restart the ramp |
Scores are my read from outside the company, re-scored in week one with your data. Each risk has one owner and one gate that can be checked with a number, so nobody has to argue about whether it happened.
04 The ceiling
The $79.20 ceiling rests on guesses that week one replaces
| Line | Value | Status |
|---|---|---|
| Average order | $99 (range $24.99–$649.00) | Assumption Range from the site product prices (Published); the midpoint is a guess |
| Gross margin | 40% (range 35–45%) | Assumption Replace in week one |
| Repeat orders after the first | 1 (range 0.5–2) | Assumption Replace with cohort data in week one |
| Margin per customer, all orders | $79.20 | Calculated Average order × margin × (1 + repeat orders) |
| Guard line for CAC | $47.52 | Calculated 0.6 × the margin per customer |
The math, with the assumed lines
Ceiling = average order × margin × (1 + repeat orders): $99 × 40% × (1 + 1) = $79.20. Guard line = 0.6 × $79.20 = $47.52. Across the ranges: $13.12 to $876.15.
Range across the assumptions: $13 to $876.
The $99 order, 40% margin and one repeat order are my guesses; the $79.20 ceiling and $47.52 guard line follow from them. Week one swaps in MIRA's real order value and margin.
The ceiling is a range, not one number: the most a new customer can cost before shipping and packaging, which I do not have. Replace the guessed lines with yours and every figure below recalculates.
05 Test ramp
$24,000 of tests over six weeks, $250 per ad
| Week | New ads × budget / ad (proposed) | Weekly test spend | Cumulative | Creators posting | CAC target (proposed) |
|---|---|---|---|---|---|
| 1 | 12 × $250 | $3,000 | $3,000 | 0 | $48 |
| 2 | 12 × $250 | $3,000 | $6,000 | 2 | $48 |
| 3 | 12–20 × $250 | $4,000 | $10,000 | 4 | $48 |
| 4 | 12–20 × $250 | $4,000 | $14,000 | 6 | $48 |
| 5 | 20 × $250 | $5,000 | $19,000 | 8 | $48 |
| 6 | 20 × $250 | $5,000 | $24,000 | 10 | $48 |
Week 1 and week 2 run 12 ads at $250 each, $3,000 a week, $6,000 cumulative. Weeks 3 and 4 run 12–20 ads, $4,000 a week. Weeks 5 and 6 run 20 ads, $5,000 a week. Total $24,000 of tests, all Proposed.
The math. Week 1: 12 × $250 = $3,000; Week 2: 12 × $250 = $3,000; Week 3: 16 × $250 = $4,000; Week 4: 16 × $250 = $4,000; Week 5: 20 × $250 = $5,000; Week 6: 20 × $250 = $5,000. Total $24,000 (96 ads × $250). A range such as 12–20 counts as its midpoint.
Weeks one and two test what the brand already has, rewritten per reason to buy. From week three, creator videos enter paid only after they beat their own account median. A range of new ads counts as its midpoint in the spend column.
06 Volume
More concepts, more winners: from 20 to 80 ads
CAC falls when more concepts reach the market, because each winner absorbs spend. Twenty concepts yield two winners, eighty yield eight. Hit rate and spend per winner are assumptions, not MIRA data.
| Concepts tested / month | Hit rate (assumed) | New winners / month | Spend each winner holds (assumed) | Added spend at target CAC |
|---|---|---|---|---|
| 20 | 10% | 2 | $300 / day | $18,000 / month |
| 40 | 10% | 4 | $300 / day | $36,000 / month |
| 60 | 10% | 6 | $300 / day | $54,000 / month |
| 80 | 10% | 8 | $300 / day | $72,000 / month |
The math. 20 concepts × 10% = 2 winners × $300 × 30 days = $18,000 a month; 40 concepts × 10% = 4 winners × $300 × 30 days = $36,000 a month; 60 concepts × 10% = 6 winners × $300 × 30 days = $54,000 a month; 80 concepts × 10% = 8 winners × $300 × 30 days = $72,000 a month.
The hit rate and the spend each winner holds are placeholders. The first thirty days of tests replace them with real numbers, and the table is recalculated the same day.
07 Allocation
$100,000 goes where MIRA's tests have earned it
- Creative tests on glasses and ring hooks
- $40,000
- 40%
- Scaling winners that hold $47.52
- $30,000
- 30%
- Creator videos and usage rights
- $20,000
- 20%
- Landing pages and tracking fixes
- $10,000
- 10%
The $100,000 is a Proposed budget; the split moves toward winners as each week's CAC reads in.
The math. 40% × $100,000 = $40,000; 30% × $100,000 = $30,000; 20% × $100,000 = $20,000; 10% × $100,000 = $10,000. Sum 100% = $100,000.
This split is a proposal. It moves toward scaling as winners prove out, and toward testing when fatigue shows.
08 Channels
Meta opens first; every other channel waits for evidence
| Channel | Open when (proposed) | Why wait |
|---|---|---|
| Meta | Week one, with the first 12 ads | Private display and underwater ring demos need motion and sound |
| TikTok | When a Meta hook holds CAC two weeks running | Creator videos on the glasses can run native here |
| YouTube Shorts | When creator video volume passes 28 a week | Same vertical cuts reused, with no extra shoots |
| Google search | When branded searches for MIRA glasses show in the data | Captures buyers who saw an ad and then searched |
| Email to buyers | After the first orders, to pitch the Extra MIRA Ring at $99.00 | Repeat orders raise the ceiling that CAC is judged against |
A channel opens when its condition is true, not when the calendar says so. Until then the budget stays where the CAC is earned.
09 Payback
On a $649.00 bundle, payback decides if we keep spending
Payback is the real constraint. At a CAC of $25 the first order pays back, with $54.20 left. At $50 it pays back after repeat orders, $29.20 left. At $85 and $110 it never does: stop, at −$5.80 and −$30.80.
Cumulative margin per customer, order by order, before CAC: $39.60, $79.20.
| CAC (scenario) | First-order margin | Year-one margin | Left after CAC | Payback |
|---|---|---|---|---|
| $25 | $39.60 | $79.20 | $54.20 | First order |
| $50 | $39.60 | $79.20 | $29.20 | After repeat orders |
| $85 | $39.60 | $79.20 | −$5.80 | Never: stop |
| $110 | $39.60 | $79.20 | −$30.80 | Never: stop |
The math. CAC $25: $79.20 − $25 = $54.20 left; pays back: First order; CAC $50: $79.20 − $50 = $29.20 left; pays back: After repeat orders; CAC $85: $79.20 − $85 = −$5.80 left; pays back: Never: stop; CAC $110: $79.20 − $110 = −$30.80 left; pays back: Never: stop.
Read each row left to right: the margin of the first purchase, the margin over the whole horizon, what is left after CAC, and the purchase on which the CAC is earned back. A scenario that never pays back is a stop, not a test.
10 Scope
I cover creative and spend; the purchase events are yours
Covers
- Ad concepts and hooks for MIRA Glasses & Ring
- Creator sourcing and briefs for the first ten creators
- Landing page tests tied to each winning hook
- Daily CAC, weekly learnings, monthly cohort payback
Doesn’t
- Event tracking: I spec it, your team builds it
- Fulfilment and the prescription lens batches
- Product, pricing and return policy decisions
- Your ad account history, which I haven't seen
What this plan covers is what I can change inside the ad account and the creator program. Everything outside it is named on the right so nobody assumes it is handled.
Gates, written before spend, so stopping isn’t a negotiation.
| Day | Keep going if (proposed) | Stop or change if |
|---|---|---|
| Day 14 | Purchase events match store orders and at least one concept sits below the $79.20 ceiling | Events still don't match orders, or no concept is under the ceiling |
| Day 30 | At least one concept holds the $47.52 guard line and ten creators are live or on schedule | No concept under $79.20 after the test ramp's first four weeks |
| Day 60 | Winners scale spend while CAC stays at or under $47.52, with repeat orders appearing | Blended CAC stays above $79.20 for two straight weeks |
| Day 90 | Cohort payback reads first order or after repeat orders at the actual CAC | Payback reads never at the current CAC and hook library |
Each gate is checked on its day with the numbers in the daily and weekly reports. If the stop condition is true, the spend stops and nothing renews until we talk.
What exists, what’s missing, and the order that’s forced.
| Piece | Exists today | Missing | Forced order |
|---|---|---|---|
| creative | Specs: no camera, private display, 10 hours, ring to 50 meters | Hooks built from each spec as its own concept | Week 1 |
| reporting | A $649.00 bundle and a 30-day return window | Real order value and margin to set CAC | 1st |
| claims sheet | Return terms and the $100 lens cost in the policy text | One approved wording for ad copy | 2nd |
| creators | Products that demo well: glasses, ring, charger at $24.99 | Ten creators briefed and onboarded | 2nd |
| landing pages | One product page for MIRA Glasses & Ring | Pages matched to each winning hook | 2nd |
The order is forced on purpose: creative and creators come first because they are what moves CAC, and everything else waits for that data.
Every number, and where it came from.
| Figure | Where it came from | Type |
|---|---|---|
| 30 days of trial return on glasses and smart ring | https://trymira.com/pages/refund-policy | Fact |
| 10 hours on a single charge, per the glasses spec | https://trymira.com/ | Fact |
| $100 non-refundable prescription lens production and installation cost | https://trymira.com/ | Fact |
| Product prices $24.99–$649.00 | product prices in the site product data (3 products), read 2026-10-06 | Fact |
| $99 average order · 40% margin · 1 repeat order | Placeholders, replaced in week one | Assumed |
| $47.52 target CAC | 0.6 of the $79.20 margin per customer | Calculated |
| $79.20 margin per customer | Price × (margin − discount), summed over the orders | Calculated |
| $24,000 of tests (96 ads × $250) | Danilo’s plan, matches Month one | Calculated |
| 0→10 creators in 6 weeks · 7 videos per creator a week | Danilo’s plan, matches Month one and the Creator engine | Proposed |
| $100,000 first budget split 40% / 30% / 20% / 10% | Danilo’s plan, re-set with the team in week one | Calculated |
| 10% hit rate · $300 a day per winner | Placeholders, replaced by the first 30 days of tests | Assumed |
| 303 creator videos a month at 10 creators | 10 creators × 7 videos a week × 52 ÷ 12 | Calculated |
| $5.74 per 1,000 views against a $1 target | Creator cost over the views the assumptions give | Calculated |
| $1,000 base pay · $50 bonus past 100,000 views | Danilo’s plan | Proposed |
| 1,500 median views · 4% breakout (10×) · 0.5% viral (750,000) | Placeholders, replaced by the first month of posts | Assumed |
| Pay bands $300–$600, $500–$1,000, $800–$1,500 | Danilo’s plan | Proposed |
Every figure on this page is listed here with where it came from. Fact means read on the site. Assumed and Proposed are Danilo’s own numbers, to be replaced in week one. Calculated is plain arithmetic on those, with the formula shown next to it.
Month one is where it starts.
Week one: I get MIRA's real average order and margin, replace my guesses in the $79.20 ceiling, agree the purchase events with your team, and launch the first 12 ads at $250 each. Two creators come on.
