Letters & Lucy — Apparel
12x revenue growth in 6 months
How PSM built a full growth system that turned a struggling brand into a $50K+/month machine.
Total sales over time
$48,832.50
Average order value
$64.3
Conversion rate over time
2.1%
Orders
779
Average ROI
4.7X
KICKOFF
The Background
Ironhaven came to PSM doing under $700 a month in sales. The brand had the bones of something real — strong identity, quality product — but zero infrastructure to grow on.
No ambassador program. No paid ads. No email system. A product catalog that wasn’t converting. They needed a full operating system built from scratch.
The Challenge
When we found Ironhaven, a $55 CPA meant they were burning money on every single sale. No ambassador program, no structured campaigns, no retention system. The product catalog itself needed a full overhaul.
They couldn’t scale what they had. They needed something entirely new.
CPA on arrival
$55
Monthly revenue
~$600
Ambassador program
None
Ad infrastructure
None
Want results like this for your brand?
How we did it
The Strategic Transformation
Click each pillar to see exactly how we approached it.
Ambassador Program
⌄The Approach: Built a full ambassador program from scratch — recruiting, onboarding, incentive structure, and tracking. Ambassadors became the primary acquisition engine at a fraction of paid ad cost.
The Game-Changing Shift: Instead of cold traffic alone, we built a network of real customers who wore and promoted the brand daily. Every new ambassador generated compounding revenue that paid for itself repeatedly.
Paid Ads Strategy
⌄The Starting Point: CPA was $55 on arrival. No campaign architecture, no creative testing, no audience segmentation.
The Foundation: Rebuilt the entire ad infrastructure. New campaign structure, creative testing cadence, audience targeting based on real customer data.
The Result: CPA dropped from $55 to $13 — a 76% reduction. Same budget, 4x more customers.
Product Optimization & Mentorship
⌄The Problem: The catalog wasn’t built to convert. Pricing, positioning, and presentation all misaligned.
The Work: Refined the catalog — cut underperformers, improved presentation, repositioned hero products. Ongoing mentorship kept the founder executing at a level the business had never seen.
The Impact: Stronger product-market fit lifted conversion rates across every channel. Ads worked better. Ambassadors sold more. The whole system compounded.
The numbers
The Results
Revenue performance
- $600/month → $50K+/month within 6 months of starting with PSM
- First $30K month hit in month 6
- More revenue in Q1 2026 than all of 2025 combined
- CPA from $55 to $13 — 4x more customers on the same budget
- $50K+ every month consistently since hitting that milestone
Your brand is next.
Ironhaven started at $600 a month. The system we built changed everything. Let’s build yours.