2026 Marketing Plan · Management Board Review

2026 LANDS
ON BUDGET.

One operational unlock closes the gap.
No new budget ask.
DISPLATE/ JULY 2026/ CONFIDENTIAL
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01 · The Answer

+$2.5M FOR $0.3M.
ONE UNLOCK.

US production ramps up → tariff pricing comes off the site from August. Two effects follow: Q4 revenue resets to 100% of budget (≈ +$1.9M at zero cost) and Aug–Sep media converts at $2.10 per $1 (+$0.6M for a conditional $0.3M). The year closes at $118.3M — 100.6% of budget — with cost efficiency flat.
Tariffs off from Aug Q4 reset +$1.9M · $0 cost Media +$0.6M · $0.3M CIR flat
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Full-year revenue
100.6%
of the $117.6M budget — $118.3M with tariff pricing off the site from August.
The gap closes in two moves.
Revenue bridge — full year 2026 ($M) · budget line dashed
114 115 116 117 118 119 BUDGET $117.6M $115.8M · −1.5% +$0.6M +$1.9M $118.3M · +0.6% CURRENT PLAN AUG–SEP MEDIA Q4 PRICING RESET FULL YEAR same spend, reshaped $2.10 per $1 tariffs off · $0 cost 100.6% of budget
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Fact 1 · The base plan
+7.7%
September revenue vs budget on −5.8% spend — demand built in Jul–Aug converts cheaply (CIR −5.0pp).
Same $38.4M. Better shape.
Monthly revenue Δ vs budget — current plan, before levers
① BUILD ② HARVEST ③ GIFT +10% 0% −10% −20% −22.0% +5.6% +9.4% +7.7% −4.8% −3.9% −2.6% JUN JUL AUG SEP OCT NOV DEC June missed −22% before the reshaped plan kicked in. From July every build month lands above budget — and the Q4 gap shrinks every month: −4.8 → −3.9 → −2.6%.
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Fact 2 · Tariffs off — Q4
+$1.9M
Oct–Dec reset to 100% of budget when tariff pricing comes off — spend and discount plans untouched.
Zero cost to marketing.
Q4 revenue coverage vs budget — tariffs on (gray) vs recovered (blue)
OCT +$0.4M 95% → 100% of budget NOV +$0.9M 96% → 100% — biggest in $: the year's second-largest month ($22.3M budgeted) DEC +$0.6M A tariff-pricing artefact, not a demand problem — the plan's own coverage math. Q4 spend already sits below budget, so October and November get MORE efficient as revenue recovers.
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Fact 3 · Tariffs off — Aug–Sep
$2.10
Estimated revenue per incremental media $1 with tariff pricing off from August — the cheapest growth of the year.
Conditional. Self-cancelling.
The conditional media — $150K in each of August and September
+$300K AUG + SEP MEDIA → × $2.10 PER INCREMENTAL $1 → +$630K REVENUE (TOV) AUGUST TOV +14.4% vs budget · spend +17.8% — a deliberate build-month trade SEPTEMBER TOV +12.6% · spend back to flat · CIR still −4.5pp better than budget THE GATE Spent only if the ramp lands by August — otherwise not deployed at all
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03 · The plan's shape
Same money, moved across H2 — full-year spend flat at $38.4M (−0.1% vs budget)

BUILD. HARVEST. GIFT.

① BUILD · JUN–SEP
—Spend up to grow the demand pool: Jul +19.1%, Aug +11.2%
—Revenue turns: +5.6% → +9.4% → +7.7% vs budget
—September proof: −5.8% spend, +7.7% revenue, CIR −5.0pp
② HARVEST · OCT–NOV
—Spend down −10.3% / −8.2% — demand built in summer converts
—CIR beats budget: −2.5pp Oct, −1.5pp Nov
—Gap shrinks into the gifting window: −4.8% → −3.9%
③ GIFT · DEC
—Discount cut −5.9pp to 22.0% — the year's deepest cut
—Spend +13.4% replaces discount as the conversion driver
—Revenue still holds 97.4% of budget before levers
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The Q4 trade

DISCOUNT
DISCIPLINE

NOVEMBER — ELASTIC. KEEP THE DISCOUNT.
—Black Friday stays at full intensity: 33.5% → 33.0% (−0.5pp)
—Peak crowd demand needs promo to convert — we don't experiment with the year's biggest revenue window
DECEMBER — INELASTIC. CUT IT DEEP.
—Gifting converts without one: 27.9% → 22.0% (−5.9pp, deepest cut of the year)
—Spend +13.4% carries conversion instead — the least discounted month protects the most revenue
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04 · Scenarios

THE OUTCOME SCALES WITH THE RAMP DATE.

ScenarioRevenue (TOV)vs budgetSpendCIR
Budget (reference) $117.6M—$38.4M32.6%
Tariffs stay on all year — current plan $115.8M−1.5%$38.4M33.1% (+0.5pp)
US production ready by Oct — tariffs off Q4 $117.7M+0.1%$38.4M32.6% (flat)
US production ready by Aug — tariffs off + media · TARGET $118.3M+0.6%$38.7M (+0.7%)32.7% (flat)
Every month of earlier readiness captures more of the gap. August-ready captures both effects; October still captures the $1.9M Q4 reset; slipping past Q4 leaves −1.5% standing. Nothing here is a new structural budget ask.
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05 · The dependency

NOT A
BUDGET
DECISION.

M1 · The Unlock
US PRODUCTION RAMPS
Tariff pricing comes off the site as soon as the ramp is ready. Cost to marketing: $0. The earlier, the more of the +$2.5M we capture.
M2 · The Conditional Action
+$150K × 2 MEDIA
Aug–Sep media, pre-committed and self-cancelling. If the ramp slips past August, the money is simply not deployed.
The Gate
MID-JULY
Ramp date confirmed this month unlocks the full upside. Ready by Aug 1: +$2.5M. Ready by Oct 1: +$1.9M.
What We're Asking
VISIBILITY & SUPPORT
On the US production ramp — not a budget approval. Full-year spend stays within +0.7%. Q4 discount strategy unchanged.
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ONE MILESTONE.
ON BUDGET.

Confirm the US production ramp date by mid-July —
the plan does the rest.
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