Case Study: A Pet Grooming Store's First 14 Months
Four failed products, one winner, and the creative change that made the difference. A composite case study with real-world numbers.
Months 1–4: the expensive lessons
Four products were tested with supplier-provided videos, about $1,100 in total ad spend, and zero profitable weeks. The cheapest product, a $19 deshedding brush, also had a 9% refund rate.
Month 5: the turnaround
A self-cleaning slicker brush at $39 was filmed at home with the founder's own dog. The same targeting that failed before now produced purchases at a cost of around $15 each against a break-even of $21.
When a product fails, ask whether the product or the creative failed. They are different problems.
Months 6–14: building a brand
The store moved fulfilment to a US warehouse, added bundles to lift average order value to $48, and launched email flows. Net margin settled around 22% on roughly $27k monthly revenue.