From Nothing
to $2.35M.
Then sold.
PSM built Reaper Apparel from the ground up — brand, website, ads, content — and scaled it to $2.35M over 3 years. Then helped the founder exit.
The Background
Reaper Apparel Co came to PSM with a name, a concept, and nothing else. No website. No ads. No content. No revenue. The founder had a vision for a brand that could carve out real space in the apparel market — but needed a team to build the entire operating system around it.
PSM took on the full scope: brand development, website build, paid media across Google and Meta, and an ongoing content strategy. The goal wasn’t just revenue — it was building something transferable. Three years later, Reaper hit $2.35M and the founder sold the company.
The Challenge
Starting from absolute zero is a different problem than fixing a broken system. There was no ad history to learn from, no pixel data, no audience to retarget, no organic baseline. Every channel had to be built cold — and they all had to work together from day one.
At the same time, the brand needed to stand for something. A generic apparel brand with no identity can’t hold attention, no matter how good the ads are. PSM had to build the brand and the growth machine simultaneously — and make sure the exit case was airtight when the time came.
Ready to build something worth selling?
Yes, I want to hop on a call →The Strategic Transformation
Three pillars. Built in parallel. Click each to see exactly how we approached it.
Brand, Website & Content
▾The Starting PointNothing existed. No brand identity, no site, no product photography direction, no content infrastructure. Everything had to be created before a single dollar of ad spend made sense.
The BuildPSM developed the full brand system — visual identity, tone, positioning — and built the website to convert. Ongoing content kept the brand alive between purchase moments: product showcases, lifestyle content, and campaign creative that fed the paid channels with real material to test.
Why It MatteredA brand without content is a dead end for paid ads. Creative fatigue kills campaigns. By building a content engine alongside the ad infrastructure, Reaper always had fresh assets — and a brand identity that held up under scrutiny when it came time to sell.
Paid Ads — Google & Meta
▾The ApproachBuilt the full paid media infrastructure from scratch on both Google and Meta. No existing pixel data, no lookalike audiences, no historical benchmarks to work from. Campaign architecture, audience strategy, and creative testing cadence all established in year one.
The FoundationYear one was about learning. Every creative test, every audience segment, every campaign structure generated data that year two and three could compound on. By the time Reaper hit its stride, the ad account had years of signal behind it.
The Result3.76× blended ROAS across Google and Meta — sustained over the full three-year engagement. $1.3M in year three on ad spend that made sense at every stage of the growth curve.
Exit Preparation & Scale
▾The GoalRevenue was never the only target. From early in the engagement, the understanding was that a sellable brand needed more than top-line numbers — it needed documented systems, repeatable growth processes, and an ad account that a buyer could step into and run.
The WorkPSM built everything with transferability in mind. Clean campaign structure. Documented playbooks. A content library a new owner could draw from. The brand equity and the operational infrastructure both had to hold up under due diligence.
The OutcomeYear 3 closed at $1.3M. The brand sold. The founder exited — with a business that looked as clean on the inside as it performed on the outside.
The Results
Revenue performance — 3-year arc
- $0 to $300K in year one — brand, website, ads, and content all built simultaneously
- $750K in year two — the system compounds as ad data matures and creative output accelerates
- $1.3M in year three — 4.33× year-one revenue, achieved on a 3.76× blended ROAS
- Google & Meta running in parallel — full-funnel coverage across both platforms from day one
- Brand sold at peak revenue — clean systems, documented playbooks, transferable ad account
Your brand is next.
Reaper started at zero and hit $2.35M. Whether you want to scale, exit, or both — the system is the same. Let’s build yours.
I’m ready to scale →