01A small creative set
More opportunities to find the next winner.
Keep fresh creative entering Meta, with static ads and supplied video reaching people at different stages of awareness.
A growth partnership / September 2026
Build Reveal Kits towards £100k+ months.
Strengthen what’s already working. Convert more interest into orders. Give customers more reasons to return.
A stronger business at six figures. And a foundation to grow beyond them.
See the track recordYour starting point£49,252Reported revenue · supplied 30-day period
973Orders
£50.62Average order value
The direction
£100k+
Monthly revenue, built around margins, acquisition costs and repeat orders.
A shared growth objective, without a guaranteed result or fixed timeline.
Prepared exclusively for Reveal KitsPaid media · Email · Ecommerce advice
The track record
Long-term clients.
Growth you can see.
These five client relationships began in 2023 and 2024 and continue today.
| Client / working together since | Starting monthly average | Current monthly figure | Increase |
|---|---|---|---|
| Jam Up ApparelWorking together since late 2023 | $44k | $125k | +184% |
| Brunswick BilliardsWorking together since late 2024 | $128k | $200k | +56% |
| American Heritage BilliardsWorking together since late 2024 | $6k | $27k | +350% |
| Cue & CaseWorking together since late 2024 | $6.4k | $35k | +447% |
| Boston Be a ManWorking together since mid 2024 | $16k | $42k | +163% |
Percentage increases are rounded. Historical client results are not a forecast for Reveal Kits.
The opportunity
You have demand.
There’s more to build around it.
Meta is already generating orders. Email and Google are still opportunities to develop.
02No email programme
Keep the conversation going.
Capture interested visitors, recover unfinished purchases and follow up with customers after the first order.
03Google is untested
Meet buyers already searching.
Introduce focused search activity and measure whether it adds valuable orders at a sensible cost.
Where we start
- 01Strengthen the foundations
Review measurement and Meta. Establish fresh weekly creative and the first email flows.
- 02Add focused growth tests
Introduce Google as the foundations are ready. Keep improving email and creative.
- 03Build on the evidence
Scale what performs, guided by margins, acquisition costs, stock and fulfilment.
CRO advice runs throughout, with practical website recommendations for the Reveal Kits team.
How the plan works
Every channel has a clear job.
Bring customers in. Make buying easier. Give them a reason to return.
Meta AdsBring new buyers in.
KlaviyoRecover interest. Earn the next order.
Google AdsCapture demand already there.
CRO adviceHelp more visits become orders.
Fresh creative. More ways to connect.
Build on the channel already bringing customers to Reveal Kits, with a steady flow of ideas and a clear testing rhythm.
Fresh creatives every week
New static creatives and Reveal Kits-supplied video content help avoid fatigue. Test different hooks, angles and formats, then use the learning to shape what comes next.
Partnership ads
Put authorised creator content to work through partnership ads, opening opportunities to reach new pockets of audiences. Reveal Kits secures the required creator permissions.
Keep new audiences entering
Balance prospecting with relevant follow-up. Watch new-customer acquisition, purchase costs and frequency as investment grows.
Make the relationship last beyond the visit.
Create the email programme Reveal Kits is missing: capture interest, follow up on unfinished purchases and give customers a reason to return.
Signup popups
Give visitors a clear reason to join, with timing and messaging that support the shopping experience.
Automated flows
Prioritise welcome, abandoned checkout and post-purchase flows, then introduce further recovery and win-back journeys as the audience develops.
Segmented campaigns
Speak differently to prospects, first-time buyers, repeat customers and lapsed buyers. Match campaigns to their interests and buying history.
The customer relationship
- 01First visit
A clear reason to sign up
- 02First connection
Welcome and checkout recovery
- 03First order
Useful post-purchase follow-up
- 04Next order
Relevant campaigns and win-back
Relevant messages at useful moments.
Be present when buyers are looking.
Introduce focused tests for relevant search demand, with clear roles for brand and new-customer activity.
High-intent searches
Reach people looking for mystery football shirts and related products. Review search terms and exclusions to keep the traffic relevant.
Brand protection
Cover Reveal Kits searches with measured bids and separate reporting. Keep existing brand demand distinct from new demand.
Controlled expansion
Test selected competitor terms with Reveal Kits-focused copy and retain them only if the economics work. Assess Shopping and product ads for eligibility before launch.
Illustrative search themes
Reveal KitsBrand demand
Mystery football shirtsProduct intent
Selected competitor termsControlled tests
Separate reporting. Clear economics.
Clearer decisions. A better buying experience.
Bring an experienced ecommerce perspective to the offer, product pages and checkout. Prioritise practical recommendations that Reveal Kits can implement.
Review the journey
Assess mobile shopping, the clarity of the offer, product reassurance and checkout friction. Start with the points most likely to affect buying confidence.
Actionable recommendations
Explain what to change, why it matters and how to assess the result. Reveal Kits owns website changes and technical implementation.
Commercial direction
Review performance alongside margin, stock and fulfilment. Connect paid media, email and the website when deciding the next priorities.
A practical place to start
Make the next step obvious.
A useful first review: the choice between “Ship to Me” and “Digital Open”. Assess whether the reveal and delivery differences are clear beside the purchase decision.
01APX reviews
Identify friction and prioritise the opportunity.
02APX advises
Recommend the change and how to measure it.
03Reveal Kits implements
Make the website changes, then review the result together.
The five stages of buyer awareness
A different message for a different moment.
- 01 / Unaware
Spark curiosity
A football fan discovers the reveal.
- 02 / Problem aware
Connect with the need
A gift for the fan who has everything.
- 03 / Solution aware
Show the experience
Why choose a mystery football shirt?
- 04 / Product aware
Build confidence
Real reveals, clear sizing and delivery.
- 05 / Most aware
Help them decide
Answer the final question before ordering.
Your day-to-day partner
Craig Carruthers.
Founder / APX Growth Partners
Experienced ecommerce judgement.
Direct involvement in the work.
You work directly with me on strategy, campaign decisions and weekly priorities. I manage paid media, create static ads and build the email programme, with practical advice on the buying experience.
I get into the numbers, challenge what needs improving and turn the findings into clear next steps.
Stay involved in the decisions.
Hand over the day-to-day delivery.
Keep your attention on products, partnerships and where Reveal Kits goes next. I keep you close to the marketing through clear approvals and concise updates.
Working together
A clear start. A clear rhythm.
One main contact, practical priorities and visibility over the work.
Agree and onboard
Confirm the commercial structure, priorities and access. Nominate one person for approvals.
Kickoff targeted in 3–5 working daysPut the first work live
Review tracking, launch the first approved marketing improvements and share the initial CRO recommendations.
First activity targeted in 7–14 working daysReview and improve
Weekly written updates, one agreed contact channel and a monthly 45-minute review.
Target response within one UK business dayTiming starts after agreement, first payment and required access, subject to availability and content readiness.
Who does what
Clear ownership from day one.
APX manages paid media, email and the growth priorities. Reveal Kits owns its accounts, data and paid-for assets.
- Static creative
- APX creates fresh static ads and manages creative testing.
- Video content
- Reveal Kits supplies video content for advertising.
- Creator permissions
- Reveal Kits arranges the permissions needed for partnership ads.
- Website & CRO
- APX reviews and advises. Reveal Kits implements all website changes.
The investment
Choose your partnership.
The same delivery and commitment.
Two ways to structure the fee.
Fixed partnership
Keep it predictable.
£1,750/ month
A fixed fee as revenue grows.
Retain the upside.
Standard rate £2,500£750 monthly reduction
Lower base + commission
Link the fee to growth.
£1,250/ month
Your base fee stays fixed. Plus 5% of qualifying revenue above the agreed commission threshold.
Initial commission threshold£50,000 / month
How the fees compare.
At unchanged advertising spend and a £50,000 commission threshold.
Both options cost the same at £60,000. Above that level, the fixed fee costs less.
| Qualifying revenue | Fixed | Base + commission |
|---|---|---|
| £50,000 | £1,750 | £1,250 |
| £60,000 | £1,750 | £1,750 |
| £100,000 | £1,750 | £3,750 |
Your £1,250 monthly base fee stays fixed.
Only the commission threshold adjusts with ad spend. A 20% increase in combined paid-media spend raises the commission threshold from £50,000 to £60,000. At £70,000 qualifying revenue, the hybrid fee would then be £1,750. Lower spend does not reduce the threshold.
Qualifying revenue excludes VAT and is after discounts, refunds and credits. Commission applies only to qualifying revenue above the agreed commission threshold. Later refunds adjust the next commission invoice.
The initial commission threshold and matching paid-media reference period must be confirmed before agreement. Base fees are invoiced monthly in advance; commission monthly in arrears. The commission threshold and its spend-adjustment rules continue after the initial three months unless both parties agree a change.
The examples illustrate the fee calculation; they are not revenue forecasts.
Three initial months, then monthly rolling with 30 days’ notice. Media spend, software, creators, filming and website development are separate. Custom integrations are scoped at onboarding. VAT treatment will be confirmed before agreement.