01
Launch architecture
Translate the retail, TikTok, and DTC ambitions into a simple launch sequence: what matters first, what waits, and what has to be true before spend scales.
Advisory build plan / prepared for Tossi
Turn creator heat into an enduring beauty business.
Tossi has the ingredients founders chase: a Gen Z category, social-native distribution, retail ambition, and a product story with room to become a platform. My role would be to help pressure-test the business, sharpen the launch system, and build the digital engine around it.
Why the fit is real
Where I can actually move the needle.
The strongest advisory relationships are not broad “brand advice.” They are targeted systems around the points where a young consumer brand breaks: positioning, funnel quality, launch sequencing, creator conversion, retention, and operating cadence.
02
Positioning and offer
Pressure-test the core promise, bundle strategy, pricing logic, education flow, and why the customer buys now instead of later.
03
Creator commerce
Turn influencer attention into trackable demand, not just impressions. Content angles, landing pages, creator codes, whitelisting, TikTok Shop, and feedback loops.
04
DTC infrastructure
Build or sharpen the website, product detail pages, landing pages, email/SMS flows, analytics stack, and conversion instrumentation so retail demand has an owned home.
05
Retail readiness
Help connect the digital story to retail reality: sell-through support, store-launch content, shopper education, review capture, sampling, and proof points.
Advisory operating system
The work breaks into five lanes.
This is the practical map I would use with Tossi. Each lane has a clear output, not vague strategic commentary.
Growth engine
- Acquisition narrative for paid, creator, TikTok Shop, and organic content.
- Landing page matrix for hero SKUs, creator drops, retail launches, and education.
- Weekly creative readout: winners, losers, next tests, and offer changes.
- Conversion review across PDP, cart, checkout, bundles, reviews, and quiz/diagnostic opportunities.
Retention engine
- Email/SMS architecture from pre-launch through replenishment and retail support.
- Welcome, post-purchase, education, replenishment, review, and winback flows.
- Segmentation for new customers, creator cohorts, retail buyers, and high-intent browsers.
- Simple dashboards around CAC, conversion, repeat rate, margin, AOV, LTV, and sell-through signals.
90-day sprint
A focused build, not endless advisory calls.
Modeled after the SUPR Natural advisory structure: equity-aligned, cadence-driven, and specific about what gets built versus what stays with the internal team.
Days 1–15
Audit and launch map
Positioning teardown, funnel audit, channel map, KPI dashboard, risk list, and first-priority build plan.
Days 16–45
Build the conversion layer
Landing pages, PDP guidance, offer architecture, email/SMS skeleton, analytics QA, and creator-specific tracking.
Days 46–75
Scale content into demand
Creative testing cadence, creator hooks, retail launch content map, paid/social feedback loop, and weekly growth readouts.
Days 76–90
Lock operating cadence
Scorecard, next-quarter roadmap, owner map, agency/freelancer gaps, and decision memo for where Nik should stay involved.
Scope discipline
Clear yes, clear no.
The point is to be useful without becoming a shadow employee. The engagement should create leverage for Laura and the team, not add noise.
In scope
- Weekly or biweekly strategy cadence.
- Website, landing page, PDP, CRM, and analytics guidance.
- Creator commerce, TikTok Shop, and launch-channel strategy.
- Retail launch support from a digital demand perspective.
- Hiring, agency, and tooling recommendations where needed.
Out of scope
- Day-to-day operations or project management.
- Owning media buying, fulfillment, customer service, or retail account management.
- Writing every email, editing every asset, or managing creators directly.
- Replacing the internal team’s decision-making authority.
- Any commitment before the investment/advisory structure is agreed.
Recommended next step.
Use this as the Tossi advisory overview, then turn it into a short agreement: equity economics, first 30-day priorities, cadence, owners, and the exact launch assets Nik will help pressure-test.