Emma makes beautiful handcrafted home goods. Linens, ceramics, small-batch everything. The products were fantastic. The business around them wasn't a business. It was Emma doing everything by herself.
A product brand, not a real operation.
Emma's business was selling $22K/month on Shopify with no email flows, no retargeting, no proper ad strategy. She was running Meta ads herself on instinct. Klaviyo was installed but nothing was built inside it. She was personally answering every customer service email. When she got the flu in month 4 of working with us, sales dropped 60% in two weeks because she'd been the entire operating system.
- No email flowsWelcome series, abandoned cart, post-purchase, win-back — none existed. Leaving at least 25% of revenue on the table.
- Untuned paid adsMeta and Google spend was mostly broad-match and auto-campaign. 1.8 ROAS. Burning money.
- Founder-run customer serviceEvery ticket went to Emma's personal email. She spent 3-4 hours a day on support.
- Too many SKUs, too little margin47 SKUs in the catalog. Bottom 20 generated 8% of revenue and 40% of operational complexity.
Build the machine. Then turn up the volume.
The growth was sitting in three places and we pulled all three simultaneously. Better ad attribution and structure. A proper email flow library doing work 24/7. And a ruthless SKU cut that freed up Emma's time and margin. Then we poured fuel on what was working.
- Killed bottom 20 SKUsStopped restocking the worst-performing 43% of the catalog. Margin went up immediately, as did operational simplicity.
- Built Klaviyo flow library10 flows built and optimized. Welcome, abandoned cart, post-purchase, VIP, win-back, browse abandonment, back-in-stock. Email went from 11% of revenue to 34%.
- Rebuilt Meta + Google structureProper account architecture. Campaign-level budget optimization. Creative testing framework. ROAS climbed from 1.8 to 3.4.
- Added Gorgias with automation70% of customer service tickets now auto-resolved. Part-time CX person handles the rest. Emma spends zero time on support.
- Launched subscription boxCurated monthly box as a recurring revenue product. 190 active subscribers by month 10 at $89/month.
The flows did almost half the work.
People underestimate email flows. They think it's a nice-to-have. For Emma, proper flows were the single biggest revenue unlock. Abandoned cart alone recovered $18K in the first month it went live. Post-purchase upsell flow added $11K of pure profit a month. None of that required more traffic. It just required capturing the traffic she was already paying for.
I had a product, not a business. Pinnacle turned me into a real brand with real systems. When I got sick for two weeks, sales actually went UP because the automations kept running.