CASE STUDY
SIPSOPA
Building the Unit Economics Behind Profitable, Multi-Channel Growth
SIPSOPA is a freeze-dried Latin soup brand selling direct-to-consumer through Shopify, with an expanding presence in retail.
CLIENT SNAPSHOT
Shopify DTC
Expanding retail
1.35
Minimum viable ROAS
The threshold required to fund growth sustainably.
11% to 48%
Above the minimum threshold
Measured against the 1.35 minimum viable ROAS.
12 months
Pre-launch partnership
Foundational work began roughly one year before commercial launch.
THE CHALLENGE
Launching into a multi-channel market without a proven performance baseline.
Ahead of its November launch, SIPSOPA needed evidence—not assumptions—to guide its market entry and future media investment.
THE OPERATING CHALLENGE
Once live, the brand also needed to coordinate paid and organic efforts while understanding the true economic value each channel delivered.
Channel Mix
TikTok
SEO
Influencer marketing
Social
CORE BUSINESS QUESTION
What economic value was each channel contributing to the business?
THE APPROACH
Building the foundation and a real-world performance benchmark before scaling spend.
The pre-launch work combined digital infrastructure, performance projections, and real-world campaign testing.
Start roughly 12 months before commercial launch
Begin the partnership with foundational work.
Build the brand’s website
Create the website needed
for the direct-to-consumer launch.
Structure go-to-market
performance projections
Define performance
expectations before scaling
investment.
Run early testing-phase
campaigns
Establish an achievable ROAS benchmark before scaling spend.
FOUNDATIONAL OUTCOME
AN EVIDENCE-BASED DECISION FRAMEWORK
Media investment could scale against a real-world ROAS benchmark.
THE TURNING POINT
Defining the minimum viable ROAS required to fund growth.
The pivotal work was determining the exact return paid media needed to generate for growth to remain economically sustainable.
ROAS PERFORMANCE RELATIVE TO THE MINIMUM VIABLE THRESHOLD
Minimum viable ROAS
required to sustainably
fund growth
ROAS consistently achieved
Recent results from
newer paid strategies
Performance has consistently exceeded the 1.35 benchmark.
THE SECOND STRATEGIC LAYER
Once performance cleared the minimum threshold, surplus returns could support more than the first purchase.
Generate surplus above the 1.35 threshold
Fund the first purchase
and subsidize brand-building efforts
Support velocity in
an expanding retail footprint
THE RESULTS
A repeatable growth engine for acquisition, brand building, and retail expansion.
Paid media now consistently performs above the threshold required for sustainable growth.
11% to 48%
Above minimum viable ROAS
Current performance relative to the 1.35 threshold.
Repeatable
Profitable growth engine
Performance + brand
Two objectives funded together
Surplus returns support brand awareness and retail expansion.
Let’s discuss the growth architecture your business needs.
Tell us where your business stands today, where it needs to go next, and the role digital should play in getting there.
