Integrated Marketing Growth Partnership
From Challenge Acquisition To A Scalable Subscription Growth Engine
£4,461 Ad Spend
Eight days. 24–31 August. Proven demand — achieved with limited time and without full backend access
85 Purchases · £12,749 Revenue
£53.12 average cost per purchase. £96.87 average margin per purchase. Delivered below the agreed maximum acquisition cost
The Bigger Opportunity
The challenge becomes the acquisition engine. The subscription becomes the long-term commercial model. Alleyoop connects the two.
A predictable, profitable and scalable subscription growth engine. Acquire them. Nurture them. Convert them. Move them into subscription. Then scale.
The Opportunity
The business now has several important pieces in place. The app has improved. The website and offer have developed. The subscription product is live. There is an established customer database. There is a strong founder-led brand. And the Transformation Challenge itself is a proven, highly marketable product.
The Assets Are In Place
- An improved app and developed website offer
- A live subscription product
- An established customer database
- A strong founder-led brand
- The Transformation Challenge — a proven, highly marketable product
One Integrated Strategy
The opportunity now is to connect these assets through one integrated acquisition and conversion strategy.
Rather than multiple people owning individual parts of the customer journey, Alleyoop becomes accountable for the journey from acquisition through to conversion and retention marketing.
Meta Ads · Google Ads · Klaviyo · Nurture · Retargeting · CRM · Tracking · Conversion strategy
The Commercial Model
There are effectively two products that need to work together
The challenge should not be viewed as an isolated eight-week campaign. It becomes the front end of the wider subscription acquisition model. If we can acquire someone profitably through a challenge and successfully migrate them onto subscription, their value to the business changes significantly.
The Challenge
A powerful, urgency-led acquisition product capable of bringing large numbers of new customers into the ecosystem.
The Subscription
The longer-term recurring revenue opportunity capable of transforming the economics and value of every customer acquired.
Our Job
Build the system that connects the two — and makes the entire engine accountable to commercial performance.
What We've Already Proven
The August campaign gives us a useful starting point
August Campaign Results
The agreed maximum acquisition cost was approximately £60. We delivered below that threshold.
What This Tells Us
The campaign only ran for eight days — and we didn't have the level of backend visibility required to properly understand which customers, creatives and campaign journeys were producing the strongest commercial outcomes.
That matters because scaling without attribution means scaling partially blind.
With full access and ownership of the wider funnel, we believe we can build a much stronger acquisition system around what has already been proven.
The Quick Wins
Our immediate priority is to unlock the opportunities already sitting in front of the business
There are three immediate opportunities. The next challenge gives us a deadline and a powerful acquisition event to build around. Current challenge customers are one of our most valuable audiences. And the existing database is a significant commercial asset waiting to be activated.
Launch The Next Transformation Challenge
A scalable paid acquisition campaign across Google and Meta, supported by Klaviyo and retargeting — operating across two parallel routes: Waitlist Acquisition and Direct-To-Sale. The objective is to acquire challenge customers at a commercially viable CPA and build a repeatable model.
Challenge → Subscription
Customers completing the current challenge already know the product, know the brand, and have committed to making a change. Build the CRM and Klaviyo journey that moves those customers towards the subscription product. This is where customer lifetime value becomes significantly more important than the initial challenge purchase.
Re-Engage The Existing Database
The business has built a significant database over previous challenges and campaigns — many of those people are currently dormant. Before paying to reacquire everyone from scratch, we should systematically work the audience already available. This is potentially some of the lowest-hanging commercial fruit available.
Building The Waitlist
The ambition discussed is significant
20,000
People On The Waitlist
This gives us a clear top-of-funnel objective. Paid advertising, founder-led creative, lead magnets, tactical hooks and supporting content can all be used to drive prospective customers into the ecosystem.
But Generating Names Isn't The Win
Converting them is.
The value of the waitlist depends entirely on what happens next. That is where Klaviyo, nurture, remarketing and creative become critical.
We'll build a large audience of interested prospects ahead of launch and nurture them towards purchase — alongside targeting customers who are ready to buy immediately and progressively increasing direct-response activity as the challenge approaches.
Paid Acquisition
Meta Advertising
Meta will be a major acquisition channel for the challenge. Creative will be structured around the audience and objective rather than relying on one type of content. As data develops, we continually move budget towards what converts.
Campaign Architecture
- Cold acquisition
- Waitlist generation
- Direct-to-sale
- Retargeting
- Existing database audiences
- Lookalike audiences
- Creative testing
- Lead magnet campaigns
Creative Approach
Founder-led content will remain valuable — but we'll also test different hooks, customer stories, transformation-led creative, fitness-specific messaging, tactical offers and direct-response concepts.
We don't rely on one type of content. We structure creative around the audience and the objective, and let the data tell us what to scale.
Google Ads
Meta can create demand. Google allows us to capture people already looking for a solution. The two platforms work together.
High-Intent Search Targets
- Transformation programmes
- Online fitness programmes
- Weight-loss challenges
- Fitness challenges
- Workout programmes
- Online coaching
- Relevant app and subscription searches
The Combined Effect
Google also gives us another touchpoint for people who have already encountered the brand elsewhere and subsequently search for the challenge or product.
Meta creates demand. Google captures it. Together, they form a significantly more powerful acquisition system than either platform alone.
Klaviyo & Nurture
This is where we believe a significant amount of additional value can be unlocked
Getting someone into the ecosystem is only the beginning. The more intelligently we segment and nurture these audiences, the more value we can extract from every person entering the ecosystem.
Waitlist → Challenge & Lead Magnet → Challenge
Move interested prospects through a structured nurture sequence that builds anticipation, demonstrates value and drives challenge purchases ahead of launch.
Abandoned Cart → Purchase
Recover high-intent prospects who began the purchase journey but didn't complete — re-engaging them with the right message at the right moment.
Existing Database → New Challenge & Subscription
Activate the audience already built across previous challenges and campaigns — moving dormant customers back into the ecosystem rather than paying to reacquire them from scratch.
Challenge Participant → Subscription & Lapsed Customer → Re-engagement
Different customers need different messages. A cold prospect shouldn't receive the same journey as someone who has already completed a challenge. Someone finishing the current challenge shouldn't be treated like a brand-new lead.
Challenge → Subscription
The most valuable audience available is one that already knows and trusts the product
There are customers completing the current challenge right now. They already know the product. They already know the brand. They've already committed to making a change.
The Old Conversation
"Do another challenge."
Treating every challenge completion as the end of the customer relationship rather than the beginning of something bigger.
The New Conversation
"What's next?"
The subscription gives them a route to continue their progress, develop new goals and remain inside the ecosystem beyond the initial eight weeks.
Why It Matters
This is where customer lifetime value starts to become significantly more important than the initial challenge purchase. Our immediate priority is building the CRM and Klaviyo journey that makes this conversion happen.
Re-Engage The Existing Database
The business has built a significant database over previous challenges and campaigns — many of those people are currently dormant
What We Can Build Around This Audience
Joining the next challenge
Moving directly onto subscription
Returning to the brand
Early-access subscription offers
Beta campaigns and new programme launches
Why This Matters
Before paying to reacquire everyone from scratch, we should systematically work the audience already available.
Paid retargeting can operate alongside Klaviyo to increase the number of touchpoints and bring more of that audience back into the ecosystem.
This is potentially some of the lowest-hanging commercial fruit available to the business.
Subscription Beta Campaign
Alongside the challenge activity, we recommend beginning controlled acquisition testing for the subscription product
The immediate objective isn't to scale it aggressively. It's to answer one critical question:
What Does It Cost To Acquire A Subscription Customer?
Retention Changes Everything
Acquisition cost alone doesn't tell us whether the model works. We also need to understand retention. If a customer subscribes for one month, the economics look very different from someone who remains for:
- 3 months
- 6 months
- 12 months
- 24 months
What The Beta Tells Us
The beta campaign allows us to begin generating the data required to understand the relationship between:
CAC → Retention → Lifetime Value → Profitability
Once we know that, we can make informed decisions about scale. The current subscription price gives us one part of the equation. The beta gives us the rest.
Build The Subscription Acquisition Engine
The medium-term opportunity is significantly bigger than the individual challenge
As subscription data develops, we'll start to understand the average lifetime value of a customer. Once we have reliable lifetime-value data, we can determine how much the business can afford to spend acquiring a new subscriber while remaining profitable.
3-Month Retention
One acquisition model. A baseline understanding of subscription economics that gives us a starting point for confident investment decisions.
6-Month Retention
Another model entirely. Longer retention changes the allowable acquisition cost and opens up more aggressive paid acquisition opportunities.
12 Months or Annual Upfront
The economics change significantly again. At this point, the subscription product becomes properly scalable — and we know exactly how aggressively we can grow.
Challenges Remain The Superpower
Moving towards subscription doesn't mean moving away from challenges — quite the opposite
Why Challenges Are Exceptional Marketing Tools
- A clear start date
- A defined outcome
- Urgency
- Community
- Transformation stories
- A reason to act now
A subscription doesn't naturally have the same urgency. The challenges solve that problem.
The New Model
Instead of constantly needing to replace the entire customer base for every challenge, the journey becomes:
Challenge → Transformation → Subscription → Retention → Next Goal
The challenge feeds the subscription business. Regular, highly marketable acquisition events bring thousands of new people into the ecosystem — and then the system takes over.
Expanding The Subscription Audience
Over time, the app can also move beyond people entering through transformation challenges
Different customers have different fitness objectives. That gives us the opportunity to build separate campaigns and creative around different audiences — while bringing customers into the same wider ecosystem.
Weight Loss & Transformation
People looking to lose weight — the natural home of the challenge model and the core acquisition audience at launch.
Build & Maintain
Existing gym-goers, people looking to build muscle and customers moving into maintenance — a more experienced fitness audience with different messaging needs.
Structured Programming
Customers looking for structured programming — a different creative and funnel approach that brings a distinct audience into the same ecosystem.
These audiences shouldn't necessarily receive the same message. But we don't need to solve all of that on day one. First, we prove the core model.
CRM Management
The CRM becomes the commercial heartbeat of the marketing operation
We want visibility across the entire customer journey — from the first touchpoint through to long-term retention. This information feeds directly back into the advertising and nurture strategy.
The Full Customer Journey
Lead → Waitlist → Challenge Purchase → Challenge Completion → Subscription → Retained Customer
That allows us to understand more than simply how many leads an advert generated.
The Questions We Can Answer
- Which campaigns generate purchasers?
- Which creatives generate the best customers?
- Which audiences convert onto subscription?
- Which challenge customers retain longest?
- Which acquisition sources generate the greatest lifetime value?
- Where are customers dropping out of the funnel?
Tracking & Attribution
For Alleyoop to take responsibility for performance, we need the appropriate access and visibility across the marketing ecosystem
What We Need to Connect
- Meta
- Klaviyo
- Website and checkout
- CRM
- App and customer data where relevant
- Conversion events
- Revenue data
Why It Matters
If one creative generates substantially more paying customers than another, both Alleyoop and the advertising platforms need to know.
That allows us to stop scaling blindly and start scaling based on actual customer behaviour.
Full attribution is the foundation every subsequent recommendation is built upon.
Creative Testing
Creative will be treated as a performance variable — not simply something required to fill an ad placement
When we identify a winning concept, we don't simply leave it running indefinitely. We build around it. One successful piece of creative can become multiple variations, hooks, edits and messages. The performance data tells us what to create next.
Which Hooks Work?
Which messages stop the scroll for cold audiences? Which messages convert warm audiences? Which messages re-engage existing customers?
Which Stories Work?
Which people, which transformations, which narratives drive the strongest commercial outcomes — and how do we build more of them?
What Do We Scale?
The performance data tells us what to create next. We continually identify winning concepts and build entire creative systems around them.
Build The Machine
The immediate priority is getting the infrastructure ready
The objective is to enter October ready to scale rather than trying to build the machine while the launch is already happening.
September Priorities
- Access and account setup
- Tracking
- Klaviyo audit
- Segmentation
- CRM structure
- Existing customer re-engagement
- Challenge-to-subscription flows
- Abandoned cart
Also In September
- Audience development
- Pixel and event data
- Campaign architecture
- Creative requirements
- Initial lower-budget testing
Build the machine first. Then scale it in October when the launch is live and every pound of spend matters.
Scale The Challenge
October becomes the primary acquisition period ahead of the next challenge
We increase investment behind the audiences, campaigns and creative that have demonstrated the strongest signals. And once the challenge begins, the next customer journey starts immediately: Challenge → Subscription.
Audience Building
Waitlist Growth
Nurture
Direct Sale
Launch
Measurement
We want to report on the numbers that actually determine whether the business can scale
Ultimately, everything comes back to commercial performance: How much did we spend? How much did we make? How long did the customer stay? Can we profitably acquire more of them?
Challenge Acquisition
Spend → Waitlist → Purchases → CPA → Revenue → Margin
Subscription Acquisition
Spend → Subscribers → CAC → Retention → LTV
Challenge To Subscription
Challenge Customers → Subscription Conversion → Retention → LTV
An Extension Of Your Team
This relationship works best if Alleyoop operates as the integrated marketing partner rather than an external supplier running isolated ad campaigns
Day-to-Day Communication
A shared WhatsApp group will keep communication fast between the team. Our account team will coordinate internally and ensure feedback, actions and requests are distributed to the relevant specialists.
Weekly / Bi-Weekly Performance Sessions
Regular calls covering current performance, wins, challenges, tests, creative and immediate actions — covering: What happened? What did we learn? What are we changing? What are we scaling?
Working Across The Team
We'll work closely with Scott, Owen, Greg and the wider team around product, offers, creative and customer behaviour. There should be one joined-up strategy from acquisition through to conversion.
The Growth Model
The path forward is straightforward
Phase One: Prove & Convert
- Launch the next challenge
- Re-engage the existing database
- Convert current challenge customers onto subscription
- Test direct subscription acquisition
- Fix tracking and attribution
- Establish reliable acquisition costs
Phase Two: Understand Lifetime Value
- Measure subscription retention
- Understand 3, 6, 12 and longer-term customer value
- Identify the audiences and acquisition routes producing the best customers
- Improve challenge-to-subscription conversion
Phase Three: Scale
- Establish CAC and LTV — then scale aggressively
- Challenges continue feeding the top of the funnel
- Subscription builds recurring revenue
- CRM and Klaviyo increase the value of every customer acquired
- Paid media provides scale
The Bigger Ambition
The stated goal is significant
£1M
Revenue Per Month
The Route Is Clear
We aren't going to put a marketing number in a proposal and pretend paid advertising alone guarantees that outcome. The route to that level of scale needs to be proven through the numbers. But the model is clear:
- Acquire more customers
- Convert more of them
- Retain them for longer
- Increase lifetime value
- Understand the acquisition economics
- Then increase investment
Our responsibility is to build the marketing infrastructure capable of supporting that ambition.
Investment
We recommend separating the partnership into two core workstreams
Klaviyo, CRM & Nurture
£2,000 + VAT per month
Ongoing management and development of the Klaviyo and nurture ecosystem — maximising the commercial value of the audience being generated through all channels
Paid Acquisition: Google & Meta
Tiered fee scaling alongside monthly advertising investment
Management fee scales as spend increases — allowing Alleyoop to support the business as investment grows while maintaining the campaign management required at each stage
Klaviyo, CRM & Nurture
£2,000 + VAT Per Month
What This Covers
- Klaviyo management
- CRM strategy
- Customer segmentation
- Waitlist nurture
- Lead magnet nurture
- Abandoned cart flows
- Challenge conversion campaigns
- Challenge-to-subscription journeys
- Existing database re-engagement
- Lapsed customer campaigns
- Subscription nurture
- Flow optimisation and testing
- Performance analysis
The Objective
Our role is to maximise the commercial value of the audience being generated through paid media, organic activity, previous challenges and the existing database.
The objective is simple:
Increase the percentage of people entering the ecosystem who ultimately become paying and retained customers.
Paid Acquisition: Google & Meta
Our paid media management fee scales alongside the monthly advertising investment
This covers management across Google and Meta, including: campaign strategy, account management, campaign builds, waitlist acquisition, direct-to-sale campaigns, subscription acquisition testing, retargeting, lookalike audiences, creative testing, audience testing, budget allocation, conversion optimisation, tracking oversight, performance reporting and scaling strategy.
How The Paid Media Fee Scales
The model is designed so the management structure can grow with the business
At spend above £50,000 per month, the fee becomes: £4,000 + 15% of the advertising spend above £50,000.
The important point: we only move through these levels as the acquisition model demonstrates that further investment makes commercial sense. We don't scale spend for the sake of scale. We establish the CPA, understand conversion, understand customer value, then increase investment where the economics support it.
The Partnership
The opportunity is to bring the key parts of the customer acquisition journey together under one strategy
Paid Media brings people into the ecosystem
Klaviyo and nurture convert more of them
CRM gives us visibility over the customer journey
Tracking tells us what is actually working
Retention and LTV tell us how aggressively we can scale
Alleyoop's responsibility is to connect those pieces and make the entire system accountable to commercial performance. We want to be judged on delivery. Not activity. Not clicks. Not impressions. Customers. Revenue. Retention. Profitability.
Why Alleyoop?
8WTC's Marketing Partner
Build the acquisition engine.
Launch the next challenge. Scale paid media. Drive 20,000 people onto the waitlist. Acquire at a commercially viable CPA.
Build the nurture.
Build the subscription. Fix tracking and attribution. Re-engage the existing database. Move challenge customers through the funnel.
Prove the numbers. Then scale.
Understand CAC, retention and lifetime value. Then increase investment where the economics support it — all the way to £1,000,000 revenue per month.
Build the acquisition engine. Build the nurture. Build the subscription journey. Prove the numbers. Then scale.
8-Week Transformation Challenge