Business, Meta, Google Ads and Klaviyo, audited ahead of Kova taking over Meta and restarting Google for autumn. All revenue on the DTC basis (web channels, net of refunds) unless labelled. Internal working document.
2026 YTD revenue (Jan–Aug)
£1,052,234
+15.7% YoY, after +66% in 2025
Biggest peak
Feb + Mar
31–32% of the year (Mother’s Day)
Second peak
Q4
31–34% of the year (Christmas)
Paid share of revenue
~60%
Linear attribution, Triple Whale pixel
Repeat rate
13.9%
Median 86 days to 2nd order
Sept target
£84,928
Opening ~66% of target, behind
01 · What this business actually is
A felt-animal gifting brand, not a slipper brand
Share of the last 12 months’ £1.47M line-item revenue. Every demand peak is a gifting occasion, and each occasion has its own hero animal.
Mice (all)
43.6%
Sheep
28.8%
Slippers
3.8%
Nativity sets
3.7%
Christmas decorations
3.5%
02 · Three years of revenue
Monthly DTC revenue, Aug 2023 – Aug 2026
Two occasion peaks and a deep summer trough. Mothering Sunday’s date decides whether Feb or Mar carries the spring peak, so always read Feb+Mar combined: £286k → £452k → £567k (+25% YoY). The Mar-2026 £380k “spike” is verified real: £337k DTC, a paid Mother’s Day blitz, not wholesale.
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Shape of the year
Each month’s share of its calendar year. Jun–Sep runs at 3–4.5% a month; November and December together are ~27%.
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Season → hero product
Each month’s dominant occasion from 12 months of line items.
JAN
Valentine’s build
Sheply Sheep = 24.6% of the month
FEB
Valentine’s → Mother’s Day
Part of the 31% Feb+Mar engine
MAR
MOTHER’S DAY PEAK
Top 3 Mum SKUs = 47% of the month
APR
Weddings begin
Bride & Groom Mice #1 every month to Aug
MAY
Weddings + US Mother’s Day
May-25 spike was US MD, not baseline
JUN
Weddings + graduation
Graduation Mouse month
JUL
THE FLOOR
Lowest month of the year
AUG
Trough
Sports + birthday mice carry it
SEP
No anchor occasion
Flattest product list of the year
OCT
Halloween
Witch Mouse is the biggest product
NOV
CHRISTMAS RAMP
Ramp starts w/c 10 Nov, Nativity #1
DEC
CHRISTMAS PEAK
Highest AOV, dead after ~20 Dec
03 · What drives sales
Channel share of revenue (de-duplicated, linear attribution)
Meta leads in steady state; Google overtakes Meta in Q4 as Christmas shoppers search and Shopping/PMax harvests the demand. Email holds 10–13%. Triple Whale pixel, every order’s revenue split equally across its touchpoints.
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Platform-claimed revenue by month (trend only)
Each platform’s own attribution: the three models overlap and sum to ~111% of sales, so read the shape, never add the lines. Note Klaviyo’s line sagging from July 2026: that is the flow outage, not seasonality.
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04 · Meta ads (taking over)
Meta: spend and ROAS, 24 months
37-month totals: £886,743 spend → £2,389,053 purchase value (2.69x blended). The two structural findings: Feb–Mar absorbs ~5x normal spend profitably (Mar 2026: £100,019 at 2.73x), and Q4 was UNDER-spent both years, with ROAS rising through the ramp (Nov–Dec 2025 at 3.45–3.48x), so budget, not the auction, was the constraint.
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Top ads, last 24 months
Winning angles: occasion gift / keepsake, the free gift box (the de-facto USP), “over 100 to choose from” breadth, unboxing video, topical character drops. Handmade / organic wool is barely used, an open lane.
Catalogue - All Tiny Animals (DPA)
£214k
Sheply Sheep Catalogue Unboxing Video
£104k
Heart & Flowers - Over 100 To Choose From
£86k
V1 Heart & Flowers Sheep (Mother’s Day)
£81k
NEW Mother’s Day Carousel USA
£76k
Ad
Spend
Revenue
ROAS
Catalogue - All Tiny Animals (DPA)
£81k
£214k
2.64x
Sheply Sheep Catalogue Unboxing Video
£43k
£104k
2.43x
Heart & Flowers - Over 100 To Choose From
£26k
£86k
3.27x
V1 Heart & Flowers Sheep (Mother’s Day)
£22k
£81k
3.71x
NEW Mother’s Day Carousel USA
£43k
£76k
1.79x
Current structure (~£415/day)
UK Evergreen: ABO, one ad set at £320/day, broad Advantage+, no exclusions, 31 ads in one pile (some from 2023). 7d 3.19x / 30d 2.50x. Frequency +40% YoY.
UK Testing: “Occasions/Events” £45/day (7d 3.65x) + “Gift Box Behind Product” £50/day, created 2 Sept by the client, so agree a handover freeze.
Summer Sale 2026: paused ~1 Sept while at 6.8–7.8x. Winners get paused by calendar, not performance; a library of ~80 high-ROAS paused seasonal ads is catalogued for relaunch.
Attribution: 7d-click + 1d-view everywhere. New ad sets should use the standard 7d click + 1d engaged view + 1d view (creation-time only).
Tracking: healthy. Aug: 1,517 purchases / £48k claimed vs ~£80k Shopify DTC, a plausible attribution share.
USA: expansion ran ~2.0x blended (worse than UK), currently off.
05 · Google Ads (restarting)
Google: spend and ROAS, 24 months
Ran unmanaged all summer without decay: £5.8–7.1k/mo at 4.3–4.6x. Last 12 months £121,742 → £525,958 (4.32x blended). The blend hides the split below. Dec 2025 out-spent Nov into the shipping cutoff (£29.4k @ 3.36x vs £14.3k @ 4.81x); load November this year.
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Brand harvest vs real acquisition
12-month search terms. Price autumn scale off generic ~3x, never the 4.3x blend. PMax (£73k value) cannot be split but skews generic.
Fix before Q4: 59/381 feed items NOT_ELIGIBLE (kids’ slippers, missing attributes); two £1 YouTube engagement actions set as PRIMARY conversions; US programme paused, needs a keep/kill call.
06 · Klaviyo (confirmed connected)
Email: 23.5% of revenue, and flows died on 10 July
Last 12 months: £442,315 attributed (flows £288,722 / campaigns £153,592). An agency mass edit on 10 July collapsed flow sends 95–99% while signups (~2,700/mo) and campaigns continued: the welcome flow went from 6,754 emails in June to 159 in August. Jul–Aug 2026 are the two worst attribution months in 24. Flows do £29–38k/mo in Q4: fixing this is the highest-leverage action in the audit.
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WELCOME FLOW SENDS
6,754 → 159
Jun → Aug 2026
AUG FLOW REVENUE
£3,267
vs £16,595 in Aug 2025
LEAK, COMPOUNDING INTO Q4
£10–13k/mo
Q4 flows run £29–38k/mo
Architecture is otherwise unusually complete (103 flows incl. seasonal variants; cart/browse/post-purchase/winback/back-in-stock all exist). Genuinely missing: a purchaser cross-sell flow (37k purchaser list unused) and an occasion-anniversary winback, which matters because the cohort curve shows a month-12 anniversary echo: last Q4’s buyers are this Q4’s best reactivation list. Cadence gaps: only 9–10 sends in March (the biggest month) and Dec 2025 halved sends vs 2024 and halved revenue.
07 · Offer history
What he has run (2023–2026)
Evergreen
WELCOME10 (10% first order, since Sept 2024) + free gift box on every order. The account is not discount-led.
Sept
£55-spend Autumn gift-with-purchase (2025)
Oct
Halloween: free black-cat bundle + 10% (2025)
Nov
BLACK FRIDAY PLAYBOOK: 20% sitewide (2024 + 2025; 15% in 2023). Waitlist tease → VIP early access → 3-day close → GWP "decoration finisher" on 1 Dec
Dec
15% pre-Christmas clearance, then 30% Boxing Day / end-of-year (both years)
Feb–Mar
Mother’s Day, the biggest season: essentially FULL PRICE. Character launches (Hamish, Carlos Capybara) also full price and match BF-level sends
Micro-holiday 10–30% single-character discounts are consistently the weakest sends. Never bundles, thresholds or loyalty, all untested.
08 · The Q4 plan
When demand actually arrives: weekly, Oct–Dec 2025
October is NOT part of the ramp: all five weeks sit at the September baseline (~£19–20k). The ramp is an abrupt 2x step in the week of 10 November, 4.5x in BFCM week, a ~3.8x plateau to mid-December, then dead after the ~20 Dec shipping cutoff.
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Spend ramp: 2025 actual vs 2026 recommended
2026 dashboard targets: Sept £84,928 · Oct £131,500 · Nov £252,000 · Dec £255,800. The reshape: move money from December (past-cutoff waste in 2025) into November (where Meta’s ROAS rose with spend). Scale in steps and judge the MARGINAL pound: Feb–Mar 2026’s incremental spend returned only ~1.3x.
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Priority actions
1
Fix the Klaviyo flow outage THIS WEEK
Every live flow was mass-edited 10 July and sends collapsed 95–99% (welcome: 6,754 → 159 emails/mo). Configs look healthy via API, so inspect the 10 July change in the Klaviyo UI. Worth £10–13k/mo now, £29–38k/mo in Q4.
2
Agree the Meta handover freeze with Olly THIS WEEK
He created a new test ad set on 2 Sept. Freeze client-side changes, then take over. New ad sets get the standard attribution setting (7d click + 1d engaged view + 1d view, settable only at creation).
3
Get September spend to plan THIS WEEK
Plan budget £23,921 (£797/day); running ~16% under and the month opened at ~66% of target on LY day-shape. Lift Meta toward ~£550/day.
4
Google restart hygiene SEPT
Fix 59/381 disapproved feed items (kids’ slippers: missing age/colour/gender), demote the two £1 YouTube engagement actions from primary, refresh PMax (AVERAGE strength, decaying 2.45x).
5
Meta account hygiene SEPT
Add exclusion architecture to the £320/day evergreen (frequency +40% YoY), retire 2023-vintage ads from the 31-ad pile, plan relaunch of the ~80 catalogued high-ROAS paused seasonal ads on calendar.
6
Build the Q4 engine OCT
Halloween push (Witch Mouse). Test Q4 creative NOW so learning is done before the ramp. QA Christmas flow variants. Open the BF waitlist. Merchandise Nativity + tree toppers in feeds.
7
The big move: load November NOV
Step spend hard from w/c 9 Nov on both platforms (the 2x demand step). Meta Q4 ROAS ROSE with spend both years: budget was the constraint. Move Google’s December excess into November. Scale in steps and watch MARGINAL return, not blended (Feb–Mar marginal was only ~1.3x).
8
Run the proven playbook, then stop DEC
BF 20% + VIP early access + 3-day close + 1 Dec GWP finisher. Hold spend to ~19 Dec cutoff, then cut to brand + gift cards. 30% end-of-year clearance per playbook.
Top products, last 12 months
Heart and Flowers Sheep
£124k
Sheply Sheep with Heart Balloon
£88.8k
Bride and Groom Wedding Mice
£53.7k
Mum Balloon Sheep
£43.4k
Mum Bunting Mouse
£43.3k
Happy Heart Balloon Mouse
£40k
Mouse with Pansy
£31.3k
Birthday Balloon Mice
£30.3k
The Complete Nativity Set
£26k
Dog Walker Mouse
£25.4k
Notes and caveats
Two revenue bases exist: DTC (dashboard, used here) and “wide” (+10–15%, incl. Faire/Amazon/TikTok). Always label which is quoted.
Never stack platform-claimed revenue across channels: the models overlap (sum to ~111% of sales).