Retail Launch Proposal · July 2026
Launching SolWell
to Every Backyard.
A 90-day DTC launch engagement — built to prove the creative, own the category, and turn plug-in backyard solar into a household product.
01 · The Situation
Where SolWell Stands Today
A category-defining product with no category awareness yet. The engineering is done. The story isn't being told.
Problem 1
Nobody Knows It Exists
Two-panel plug-in solar plus ~30 kWh of storage for under $10K is a product that shouldn't exist yet — but does. Homeowners aren't searching for it because they don't know the category is real.
Problem 2
Rooftop-Solar Mental Model
Buyers still think "solar = $30K, roof crew, permits, 8-year payback." SolWell breaks every one of those assumptions — but only if the creative shows it, not explains it.
Opportunity
TikTok Is Wide Open
Backyard solar + storage has no dominant TikTok Shop or DTC brand yet. The first team to nail the demo-video format owns the category — the same window Ride Rich caught in motorcycle apparel.
Market to all these people who have no idea it exists.
— Lukas Bouton, SolWell
02 · Our Approach
TikTok-First. Demo-Led. Category-Owning.
Category-defining DTC brands aren't launched with polish — they're launched with relentless demo content that makes the "wait, that's possible?" moment happen 100 times a day.
01
Demo, Don't Pitch
Every piece of creative shows the product working — plug it in, sun hits, house runs. No explainer voiceovers, no polished B2B decks. TikTok-native cuts, phone-vertical, first-3-second hook.
02
Ride Rich Energy
Personality-forward. Bold. Slightly irreverent. The way Ride Rich built a cult brand in a boring category — SolWell can do the same for backyard energy. Voice, palette, and content style all lean into it.
03
Prove, Then Scale
First 30 days is a creative testing sprint. Once we find the 2–3 hooks that print — CPA under target, watch-through above 40% — we pour spend into them. Not before.
The winning ad won't be the one you'd expect. That's why we test 15 hooks before we scale one.
03 · Scope of Work
What's Included Every Month
A 90-day launch scope built around one goal: find the creative that scales and put money behind it.
🎬
01
Creative Production
15+ ad variants / month — TikTok-native demo cuts, UGC-style clips, founder-forward stories. Filmed with SolWell product, backyards, and real installs. Weekly refresh.
📈
02
Paid Media Management
TikTok Ads + Meta Advantage+ campaigns. Daily budget management, creative testing framework, retargeting funnels, and audience iteration across the 90-day sprint.
🛒
03
TikTok Shop + LP
TikTok Shop setup + optimization. Dedicated landing pages per creative angle so we can measure hook-to-purchase, not just clicks. Conversion tracking wired end-to-end.
📊
04
Weekly Reporting
Weekly performance readout — spend, CPA, ROAS, winning creative, dead creative. Plus a bi-weekly strategy call with Tony, David & Lukas.
Separate from retainer: Ad spend paid directly to TikTok Ads + Meta. Product samples for UGC creators and any influencer seeding budget is separate — flagged as an add-on if we decide to layer it.
04 · Scope Boundaries
What's Not in Scope — and Why
At $3,000/mo the focus stays on paid creative + conversion. Everything below is worth doing eventually — just not on day one.
✕ Not in this retainer
Handled Separately
- Ad Spend — paid directly to TikTok Ads + Meta. Recommended tiers below, separate from the $3,000 retainer.
- Influencer / Creator Seeding — a real accelerant once we know which hook wins, but treated as a Phase 2 add-on.
- PR + Launch Press — Green Tech Media, The Verge, etc. Great once traction is proven; not a launch-week priority.
- Retail / Wholesale Channel — DTC-first proves the category. Big-box or dealer network gets planned after the direct funnel prints.
✓ Included as ideas + workshops
Strategic Support
- Brand Voice Doc — a single-page voice guide (tone, do/don't, taglines) the whole SolWell team can pull from.
- Hook Library — a running Airtable of tested hooks, watch-through data, and CPA — searchable by product angle.
- Creator Brief Templates — plug-and-play briefs for when SolWell is ready to layer in paid creators.
- Bi-Weekly Strategy Call — 45 minutes every other week with the founders to review data + plan the next sprint.
05 · Recommended Ad Spend
Where Your Ad Dollars Should Go
Two clear phases: prove the creative, then pour gas on what works. Ad spend is paid directly to TikTok + Meta, separate from the retainer.
Tier 1 · Prove Creative
$3,000 /mo
Days 1–30 · Testing sprint
TikTok Ads$2,000 · 15+ creative variants tested
Meta$1,000 · Advantage+ retargeting
Expected outcome
Find 2–3 winning hooks with a repeatable CPA
Tier 2 · Scale
$7,500 /mo
Days 31–90 · Growth phase
TikTok Ads$5,000 · scaled winners + variants
Meta$2,500 · lookalikes + retargeting
Expected outcome
Target 2–3x ROAS once winning creative is compounding
Assumptions: DTC hardware in a new category typically needs 30 days of creative testing before CPA settles. TikTok Shop-native creative regularly outperforms Meta on CPA by 30–50% in emerging DTC categories — but Meta retargeting is what closes the browsers. Both matter.
06 · 90-Day Forecast
What "Launch Working" Looks Like
Realistic monthly ramp assuming a Tier 1 → Tier 2 spend curve and a $9K-ish average order value on the plug-in system.
| Month |
Ad Spend |
Focus |
Units Sold |
Target ROAS |
| Month 1 · Aug |
$3,000 |
Creative testing |
1–3 |
Break-even |
| Month 2 · Sep |
$5,000 |
Scale winners |
3–6 |
1.5–2x |
| Month 3 · Oct |
$7,500 |
Compound + retarget |
6–10 |
2–3x |
Reference point: This is a launch. Month 1 is expected to be break-even or a small loss — that's the creative-testing tax. The math works when Month 2 + Month 3 hit the compounding curve of winning creative on scaled spend.
07 · Timeline
Your First 90 Days
From Aug 15 kickoff to a compounding launch by mid-November.
1
Week 1 · Aug 15 – Aug 21
Foundation
- Founder onboarding + brand voice doc
- TikTok Shop + Ads Manager access
- First product filming session
- Landing pages + conversion tracking wired up
2
Week 2–4 · Aug 22 – Sep 11
Launch & Test
- 15+ ad variants live on TikTok
- Meta retargeting funnel online
- Daily budget management + weekly cuts
- First hook winners identified
3
Month 2 · Sep 12 – Oct 11
Scale Winners
- Concentrate spend on the top 2–3 hooks
- New variants built off winning angles
- Second product shoot + UGC-style content
- CPA compounding down as algorithm learns
4
Month 3 · Oct 12 – Nov 15
Category Own
- Full-scale spend on winning creative
- Retargeting + lookalike layers running
- Quarterly review + Phase-2 plan
- Creator / PR layer scoped for Q1
08 · Investment
Your Investment
Everything in scope. One flat monthly retainer. No surprises.
Monthly Retainer
$3,000 /mo
Term: 90-day launch engagement
Start date: August 15, 2026
Month-to-month thereafter.
Note: The retainer does not include TikTok + Meta ad spend — see the recommended tiers above.
What's Included Every Month
- 15+ ad creative variants (TikTok-native + Meta)
- Monthly on-site / product filming
- Daily TikTok + Meta ad management
- TikTok Shop + landing-page optimization
- Conversion tracking + attribution
- Weekly report + bi-weekly strategy call
- Brand voice + hook library
- Direct access to Damaris team for questions
09 · Why Now
Why This. Why Now.
01
The Category Is Empty
No DTC brand owns backyard plug-in solar yet. The first team to nail the creative wins the category — and defines the language every future competitor has to fight against.
02
TikTok Won't Stay Cheap
Emerging-category CPAs on TikTok Shop are at all-time lows. Every quarter you wait, CPMs go up and the winning-creative bar goes higher. Now is the window.
03
Product Is Ready. Story Isn't.
The engineering, pricing, and inventory are in place. The only thing missing is the demand engine. This 90-day launch fixes that — and locks in the story before competitors even notice.
Kickoff: August 15, 2026 · 90-day launch commitment, month-to-month thereafter.
10 · Next Steps
Let's Launch This, Lukas.
Three simple steps to put SolWell on every For You Page.
1
Sign the Contract
Approve this proposal and countersign the 90-day launch engagement at $3,000/mo.
2
Onboarding Call
60-minute kickoff with Tony, David & Lukas — voice, product access, TikTok Shop, and launch-week filming schedule.
3
We Launch
First 15 ad variants live within 14 days of kickoff. Start date: August 15.
READY WHEN YOU ARE · DAMARIS SOLUTIONS