● Q1 · Jan–Mar

Quarterly Business Review
Everleaf Co.

Q1 performance review and Q2 execution roadmap.

Q1 Revenue
$412K
QoQ Growth
+18%
Email ROAS
14.1×
Repeat Rate
44%
Section 1 · Quarter at a Glance
Q1 Summary
What we set out to do, what we achieved, and where we fell short.
What We Set Out to Do

Reduce blended CAC below $30, grow email revenue to $130K+, hit 42%+ repeat rate, and launch full-funnel Meta rebuild by value cluster. Target: $360K in Q1 revenue with 15%+ QoQ growth.

What We Achieved

Revenue hit $412K — 14% above target. CAC dropped to $29 from $34. Email at $148K, up 22%. Repeat rate reached 44%, ahead of target. All planned channels active and producing above ROAS floors.

Where We Fell Short

Post-purchase upsell flow not yet live. Q4 creative brief not initiated. Affiliate channel underperforming relative to potential. SMS list growth ahead of plan but ROAS tracking only directional.

Q1 Revenue
$412K
↑ 18% QoQ
Gross Margin
46%
↑ 2pts vs prior Q
Blended CAC
$29
↓ vs $34 prior Q
Blended ROAS
4.2×
↑ vs prior Q
Email Revenue
$148K
↑ 22% QoQ
New Customers
1,240
↑ 15% QoQ
Repeat Rate
44%
↑ 3pts QoQ
✓ Q1 CAC improvement driven by creative refresh and audience segmentation by value cluster. Blended CAC now $29 — first time below $30 in 6 quarters.
Section 2 · Channel Performance
Channel Breakdown
Q1 spend, revenue, ROAS, and performance vs. target by channel.
Channel Spend Revenue ROAS vs Target Status
Meta Ads $42K $176K 4.2× ↑ vs 3.8× target On Target
Email — $148K 14.1× ↑ vs 12× target Exceeding
SMS — $28K 6.8× ↑ vs 6× target On Target
Organic / SEO — $34K — ↑ Growing Organic
Affiliate — $26K — ↑ vs last Q Tracking
⚡ Meta efficiency improved QoQ — value cluster audiences showing 28% lower CAC than broad prospecting. Value Signal segmentation is working.
Section 3 · Revenue & Retention
Revenue Trajectory
Rolling 12-month revenue + LTV and cohort retention data.
Monthly Revenue · Rolling 12 Months
$34K
Oct
$41K
Nov
$63K
Dec
$128K
Jan
$136K
Feb
$148K
Mar
—
Apr
—
May
—
Jun
—
Jul
—
Aug
—
Sep
Q1 Months   Prior / Projected

LTV Trends

12-Month LTV$204↑ $17 vs prior Q
24-Month Projected LTV$340Modeled
Top 20% Avg LTV$580High-Value cluster

Cohort Retention

M1 → M244%Best on record
M2 → M338%Strong
M3 → M629%On track
M6 → M1221%Benchmark range
Q1 cohort shows strongest M1→M2 retention on record at 44% — driven by VIP welcome and post-purchase email sequence improvements.
VIP welcome series launched in Feb — already 2.1× LTV vs non-VIP — early data confirms hypothesis that tier-1 onboarding drives compounding repeat behavior.
Win-back flow recovered $14K in Q1 from lapsed segment — 60-day lapsed audience re-engaged with two-email sequence at 18% re-purchase rate.
Section 4 · Creative Performance
What Ran, What Worked
Q1 creative results across paid and owned channels.
Creative Concept Format Channel CTR ROAS Status
Ritual Morning UGC Video Meta 3.8% 5.1× Top Performer
Gift for Her Static Image Meta 2.1% 3.4× On Target
Clean Ingredients Carousel Meta 1.4% 2.8× Scaled Back
Founder Story Video Email + Meta — 4.6× Repurposed
Q1 Promo Batch SMS + Email — 7.2× Evergreen
01

UGC outperforms static 2.3× on Meta CTR — Q2 brief should prioritize 6 new UGC concepts

Ritual Morning UGC hit 3.8% CTR vs 1.6% average for static formats. Format advantage is consistent across test windows. Budget should weight toward UGC in Q2.

02

Ritual/routine framing drives highest LTV customers — expand to email subject lines and landing pages

Customers acquired through routine-positioned creative show 31% higher 90-day LTV. Signal should inform email copy, subject line tests, and landing page messaging hierarchy.

03

Creative refresh cadence now monthly — Q4 prep brief must go out by August 1

Monthly refresh prevents frequency fatigue that drove CAC up to $34 in prior quarters. Q4 creative library needs 8+ new concepts. Brief must ship August 1 to hit September 15 production deadline.

Section 5 · Value Cluster Health
Cluster Performance
Customer distribution and revenue contribution by value tier at end of Q1.
High-Value Cluster
Power Buyers
22% ↑2pts
Customers
22% of base
Revenue Share
61% of Q1 rev
Avg LTV
$580
Avg Orders
6.2
Trend: ↑2pts — Action: Launch VIP program April 15, exclusive early access, tier rewards
Growth Cluster
Developing Loyalists
48% stable
Customers
48% of base
Revenue Share
31% of Q1 rev
Avg LTV
$186
Avg Orders
2.8
Trend: Stable — Action: Post-purchase upsell flow + loyalty nudge at order 2 to accelerate promotion
At-Risk Cluster
Single-Purchase / Lapsed
30% ↓1pt watch
Customers
30% of base
Revenue Share
8% of Q1 rev
Avg LTV
$48
Avg Orders
1.1
Trend: ↓1pt — Watch — Action: Win-back flow active, suppress from paid prospecting lookalikes
✓ High-Value cluster growth is the primary driver of LTV improvement. Q2 VIP program launches April 15 — targeting 2.5× LTV vs non-VIP within 90 days of enrollment.
Section 6 · Q1 Execution Log
What We Built
Infrastructure, flows, and programs shipped in Q1.
Email Flows

Browse Abandon, VIP Welcome & Win-Back Live

3 of 5 planned flows launched in Q1. Browse abandon, VIP welcome series, and win-back sequence are live and producing. Combined run-rate revenue: $38K/mo. Post-purchase upsell and anniversary flows pending — Q2 priority.

3 / 5 flows live
Paid Media

Full Meta Rebuild by Value Cluster Complete

Meta account restructured by customer value cluster. 14 new creatives tested across Q1. Routine/ritual UGC emerged as top-performing format. CAC dropped $5 vs prior Q to $29. Audience expansion to L2–5 lookalikes queued for Q2.

CAC $29 ↓ from $34
SMS Program

6 Campaigns Deployed, List Grew 18% QoQ

SMS channel launched in Q4 prior and scaled in Q1. 6 campaigns deployed with avg 6.8× ROAS. List grew 18% QoQ via checkout opt-in optimization. Welcome flow live. Planning: 4 Q2 campaigns including VIP tier notification.

6.8× avg ROAS
Data & Attribution

GA4 Fixed, UTM Hygiene Resolved, MH2 Dashboard Live

GA4 event tracking repaired and validated. UTM hygiene enforced across all paid channels. MH2 dashboard deployed — real-time CAC, ROAS, and cohort visibility. Attribution now reliable for optimization decisions.

Attribution reliable
Section 7 · Q2 Execution Plan
What We're Building Next
Q2 priorities, targets, and execution roadmap — April through June.
Q2 Goal

Grow repeat rate to 47%, scale Meta to $52K/mo spend while holding CAC under $28, and launch Q4 creative pipeline. Revenue target: $470K+.

Key Priorities

Launch 2 remaining email flows. VIP program live by April 15. Q4 creative brief out by August 1. Scale Meta with lookalike expansion. Attribution holds through scale.

Success Metrics

Repeat rate ≥47%. CAC ≤$28. Email revenue ≥$165K. VIP LTV 2.5× non-VIP within 90 days. Creative library ready September 15. Blended ROAS ≥4.5×.

01

Launch 2 remaining email flows: post-purchase upsell + anniversary

Post-purchase upsell targets order-2 conversion within 30 days. Anniversary flow re-engages 12-month mark customers with exclusive offer.

Target: +$18K/mo run rate
02

Q4 Creative Brief out by August 1 — 8 new UGC concepts in production

Monthly refresh cadence must feed Q4 creative library. Brief ships August 1 with 8 UGC concepts briefed. Production must clear September 15 for Q4 ramp.

Target: Creative library ready Sept 15
03

VIP program launch April 15 — tiered access, early drops, exclusive content

High-Value cluster enrolled first. Tier benefits: early product drops, exclusive bundles, direct founder content. LTV tracking begins at enrollment.

Target: VIP LTV 2.5× non-VIP
04

Scale Meta spend to $52K/mo with audience expansion to lookalike L2–5

Q1 proved value cluster targeting at L1. Q2 expands to L2–5 lookalikes seeded by High-Value cluster. CAC guardrail: $28. Pause trigger: two consecutive weeks above $30.

Target: CAC ≤$28 at $52K/mo
Section 8 · MH-1 Performance Score
How We Did
Internal evaluation against the mandates we set at kickoff.
8.4/10
Overall Q1 Score
Above 8.0 target
4/4
Channels Active
All planned channels live
3/4
Flows Live
Win-back, VIP, browse abandon ✓ · Post-purchase pending
★ Q1 exceeds expectations on CAC, ROAS, and retention. Q2 priorities locked and sequenced. Next QBR: July review — target date July 8, 2026.

Prepared by MH-1 for Everleaf Co. · Q1 2026 · Confidential