2026 Live Performance
Month · Quarter · Year-to-Date
Tracking vs 2025 actuals and 20% growth target · Q1 complete (Jan–Mar)
March 2026
-31% vs targetQ1 2026
-20% vs target2026 YTD
3 of 12 monthsMonthly Trend
Net Sales
$3.11M
Net Profit
$493K
Net Margin
15.9%
Gross Margin
57.2%
Total Orders
39,650
New Customers
23,799
Blended ROAS
2.9×
Blended CAC
$45.04
NC-ROAS Phase
New customer return on ad spend · Scaling decision framework
Current Phase
NO-MAN'S LAND
Current NC-ROAS
1.50×
Target
2.20×
Gap to close
−0.70×
At 1.50× NC-ROAS, ZEA is in the no-man's land zone — not losing money, but not profitable enough to scale confidently. Target 2.2× before increasing ad spend.
Revenue Performance
Monthly · 2025 vs 2026 (3 months YTD)
2026 (current)2025 (prior)· 2026 shows completed months only
Analysis · March 2026
Growth without profitability — the core tension in 2025
ZEA grew revenue 5.6% and new customers 25.5% in 2025, but net profit fell 15.9% and margin compressed from ~20% to 15.9%. The business is acquiring customers faster than it can make them profitable.
- 01Revenue grew to $3.11M (+5.6% YoY), but net profit fell from ~$586K to $493K (-15.9%) — the business got bigger and less profitable simultaneously.
- 02Net margin compressed from ~20% to 15.9%, driven by rising marketing spend as a % of revenue. Gross margin also fell slightly (-4.7%), likely from shipping cost increases and promotional discounting.
- 03New customer volume surged 25.5% to 23,799 — strong top-of-funnel performance, but at a blended CAC of $45.04 (the highest it has been).
- 04NC-ROAS sits at 1.50× — above the breakeven threshold (~1.0×) but well below the 2.2× level where scaling becomes reliably profitable. ZEA is in the 'no-man's land' zone.
- 05November dominated the year ($409K revenue) — the business is seasonally exposed. Smoothing monthly revenue is a strategic priority.
- 06Blended ROAS of 2.9× looks healthy at first glance, but this is blended across all orders including high-margin repeat customers — the new customer ROAS picture is meaningfully worse.
Data Sources & References
Lifetimely
Primary data source — LTV, cohort analysis, repurchase rates, funnel, income statement, benchmarks
Meta Ads Manager
Paid social spend, weekly CPA, A+ campaign attribution — via Lifetimely attribution drilldown
Google Ads
Google Shopping & Search spend, channel mix data
Shopify
Orders, revenue, product mix — connected via Lifetimely (store: australian-kunzea.myshopify.com)
Weekly CPA — Meta / Facebook
2026 cost per acquisition vs 2025 same week
Bars = 2026 · dashed line = 2025 Q1 comparison
Q1 avg (2026)
$36.65
Target
$31
CAC Summary
Channel Mix
Media spend distribution · 2025
CAC Reduction Levers
| Lever | Impact | Effort | Timeline |
|---|---|---|---|
| Landing page CVR +0.7% | −$6 to −$8 | Low | 2–4 weeks |
| Budget shift: Excl.All → A+ | −$2 to −$3 | Low | Immediate |
| Creative refresh (new hooks) | −$3 to −$5 | Medium | 4–8 weeks |
| Combined target | $45 → $31–34 | — | 90 days |
Channel Performance
2025 ad spend efficiency — ROAS & CPA by platform
2.2×
ROAS
$34
CPA
5.4×
ROAS
$17
CPA
1.5×
ROAS
$44
CPA
Efficiency gap: Google delivers 5.4× ROAS vs Meta's 2.2×, yet receives only 12.4% of budget. Google CPA ($16.88) is half of Meta ($33.67). TikTok ROAS below 2.0× indicates underperformance at current spend.
Analysis · March 2026
CAC is $14 too high — three fixable levers, 90-day window
Blended CAC of $45.04 exceeds the first-order margin on the dominant product. The best weeks showed $27 CPA is achievable — the challenge is raising the floor, not the ceiling.
- 01CPA ranged from $27.00 (best week) to $46.80 (worst week) — a $19.80 spread. The variance is driven by creative fatigue, not structural issues, which means it's fixable.
- 0283.4% of media spend is on Meta (A+ campaign). Heavy channel concentration creates fragility — a single policy change or cost increase materially affects the whole business.
- 03The A+ campaign has been running since September 2023 with the same core creative. Creative fatigue is clearly contributing to high-CPA weeks.
- 04Google receives only 12.4% of spend ($133K) despite intent-based search converting at 3–4× the rate of cold social. This is an underleveraged, lower-CAC channel.
- 05Landing page CVR is estimated at ~2.0%. Industry benchmark for equivalent products is 2.5–3.5%. A 0.7pp improvement would reduce CPA by $6–8 without touching ad spend.
- 06The best-performing weeks ($27–31) typically coincide with fresh creative launches — this is the clearest signal available on what drives performance.
Data Sources & References
Lifetimely
Primary data source — LTV, cohort analysis, repurchase rates, funnel, income statement, benchmarks
Meta Ads Manager
Paid social spend, weekly CPA, A+ campaign attribution — via Lifetimely attribution drilldown
Google Ads
Google Shopping & Search spend, channel mix data
Shopify
Orders, revenue, product mix — connected via Lifetimely (store: australian-kunzea.myshopify.com)
Retention Benchmarks
ZEA vs beauty & skincare industry · Median and top quartile
Customer Reorder Funnel
New customer progression · 2025 cohort
Reorder cadence: average 69 days from 1st → 2nd order. Ideal subscription interval: 60 or 90 days.
LTV Payback Curve
Muscle & Joint — cumulative contribution margin per customer
CAC hurdle
$45
Payback point: CAC recovered at Q5–Q6 (15–18 months). Every order beyond that point is pure margin growth.
Email / Klaviyo
Retention channel performance — flows vs campaigns
Email Revenue
$538K
17.3% of store total
Email Orders
5,624
64.5% returning customers
Email AOV
$95.74
vs $84.82 store avg
Returning Split
64.5%
returning vs new
| Flow / Campaign | Revenue | Orders | New cust % | Type |
|---|---|---|---|---|
| Welcome Email #1 (Never Purchased) | $93K | 1,105 | 94% | Flow |
| AU – Purchasers (Retention) | $72K | 732 | 15% | Campaign |
| Automated flows (cart/browse/win-back) | $250K | 2,647 | 55% | Flow |
| BFCM 2025 campaign | $25K | 261 | 10% | Campaign |
| Email #1 (sequence) | $19K | 203 | 56% | Flow |
Email AOV of $95.74 is 13% above store average — Klaviyo audiences spend more per order. Top brands achieve 25–35% of revenue from email vs ZEA's current 17.3%. Key gaps: win-back flow, post-purchase sequence, and cart abandonment recovery require Klaviyo dashboard access to build and activate.
Analysis · March 2026
12.2% second-order conversion is the single most important number to move
Only 1 in 8 new customers places a second order. The industry top quartile achieves ~25%. Closing half that gap would be worth more than doubling the ad budget.
- 0112.2% of new customers place a second order within the tracked period — compared to ~25% at top-quartile brands in the same category. This single metric has more leverage than any acquisition improvement.
- 02The average time from 1st to 2nd order is 69 days. This is both a problem (long gap, high churn risk) and an opportunity (perfect subscription cadence at 60 or 90 days).
- 0390-day repurchase rate (10.3%) and 180-day rate (13.6%) are both just above industry median — ZEA is performing adequately but nowhere near the top of its category.
- 04180-day repeat repurchase rate (38.2%) is just below industry median (40.1%) — existing repeat customers are churning slightly faster than comparable brands.
- 05The LTV curve shows cumulative CM crossing the $45 CAC hurdle at Q5–Q6 (15–18 months). This is a long payback period — every order prevented from happening extends that window.
- 06Funnel compression improves with order count: 1st→2nd is 12.2%, but 4th→5th is 38.6%. The challenge is surviving the early stages, not retaining loyal customers.
Data Sources & References
Lifetimely
Primary data source — LTV, cohort analysis, repurchase rates, funnel, income statement, benchmarks
Meta Ads Manager
Paid social spend, weekly CPA, A+ campaign attribution — via Lifetimely attribution drilldown
Google Ads
Google Shopping & Search spend, channel mix data
Shopify
Orders, revenue, product mix — connected via Lifetimely (store: australian-kunzea.myshopify.com)
Product Performance
2025 Q1 vs 2026 Q1 — by category
Categories updated in Shopify Apr 2026 · Sorted by 2026 Q1 revenue
| Category | Q1 2025 | Q1 2026 | YoY | Orders ʼ26 | GM |
|---|---|---|---|---|---|
Muscle & Joint Support | $587K | $575K | ↓2% | 9,396 | 77% |
Tasmanian Honey | $47K | $42K | ↓10% | 990 | 71% |
Single Origin Ess. Oil | $18K | $18K | ↑3% | 536 | 71% |
Skin & Family Care | $20K | $12K | ↓41% | 348 | 77% |
Kunzea Natural Relief | $9K | $11K | ↑21% | 261 | 78% |
Lifestyle Blend | $6K | $6K | ↓8% | 188 | 82% |
Lupin Heat Packs | $10K | $5K | ↓48% | 94 | 20% |
Aroma Diffuser | $4K | $5K | ↑31% | 94 | 36% |
Women's Health | $4K | $5K | ↑6% | 78 | 88% |
Essential Oil Kit | $6K | $3K | ↓49% | 32 | 81% |
Aromatherapy Mist | — | $3K | New | 73 | 70% |
Shower Steamer | $4K | $2K | ↓58% | 96 | 78% |
Men's Grooming | $2K | $1K | ↓28% | 35 | 78% |
| Total (key categories) | $718K | $689K | ↓4% | 12,221 |
Skin & Family Care −40.5% and Lupin Heat Packs −48.5% — largest declines this quarter
Kunzea Natural Relief +20.6% and Aroma Diffuser +30.6% — growing categories
Sub-Brand Revenue
2025 revenue breakdown by brand — key products & margin
Core brand. Muscle & Joint Support drives 92%+ of sub-brand revenue. Advantage+ Shopping is primary acquisition channel.
Tasmanian Honey flagship. Strong cross-sell potential — natural wellness buyers already trust the Zea brand.
Essential oils & aromatherapy. Women's Health (87.5% margin) and Lifestyle Blend (82.2%) are highest-margin lines.
Men's grooming sub-brand. Currently dormant — good margin profile but minimal marketing investment.
Key Products by Category
| Product Category | Brand | Revenue | Orders | Gross Margin |
|---|---|---|---|---|
| Muscle & Joint Support | Zea Relief | $2470K | 41,864 | 79.1% |
| Tasmanian Honey | Zea Gourmet | $205K | 3,836 | 70.6% |
| Skin & Family Care | Zea Relief | $102K | 3,525 | 74.0% |
| Single Origin Ess. Oil | Zea Essentials | $74K | 1,944 | 72.7% |
| Kunzea Natural Relief | Zea Relief | $42K | 1,221 | 80.3% |
| Lupin Heat Packs | Zea Relief | $37K | 614 | 20.0% |
| Lifestyle Blend | Zea Essentials | $27K | 941 | 82.2% |
| Women's Health | Zea Essentials | $22K | 393 | 87.5% |
| Men's Grooming | Native Man | $11K | 279 | 75.8% |
| Condiments | Zea Gourmet | $7K | 268 | 75.7% |
Lupin Heat Packs (20% GM) and standard Heat Packs (19.9% GM) are below breakeven on a payback basis. Women's Health (87.5% GM) and Lifestyle Blend (82.2% GM) are highest-margin products but significantly under-marketed.
Product Type Breakdown
NC volume · First-order margin · Breakeven ROAS · Status at 1.5× NC-ROAS
| Product | NC Volume | Repurchase | 1st-Order CM | BE ROAS | Status |
|---|---|---|---|---|---|
Muscle & Joint SupportDOMINANT | 21,311 | 12% | 36 | 1.94× | Tight |
Hidden / Bundles | 2,129 | 14% | 78 | 1.25× | Positive |
Tasmanian Honey | 1,518 | 17% | 51 | 1.49× | Positive |
Skin & Family Care | 1,350 | 17% | 50 | 1.50× | Positive |
Kunzea Natural Relief | 708 | 12% | 42 | 1.63× | Tight |
Single Origin Ess. Oil | 458 | 13% | 66 | 1.31× | Positive |
Lupin Heat Packs | 257 | 12% | 22 | 2.48× | Loss at 1.5× |
Lifestyle Blend | 210 | 10% | 64 | 1.33× | Positive |
Women's Health / PMS | 193 | 18% | 49 | 1.14× | Positive |
Heat Packs | 140 | 11% | 19 | 2.68× | Loss at 1.5× |
Condiments | 107 | 21% | 65 | 1.32× | Positive |
Essential Oil Kit | 77 | 16% | 103 | 1.17× | Positive |
Men's Grooming | 163 | 15% | 31 | 1.32× | Positive |
CAC Payback by Category
Months to recover acquisition cost
Analysis · March 2026
Muscle & Joint is the engine — and the liability
89% of new customer volume runs through a product with a $36 first-order margin and a 1.94× breakeven ROAS. The portfolio has better-margined alternatives that are being under-advertised.
- 01Muscle & Joint Support accounts for 21,311 of 23,655 new customers (90%) — extreme concentration in a single product type that generates below-average first-order margin ($36 vs portfolio average ~$55).
- 02Bundles (Hidden/Bundles product type) show $78 first-order CM — more than double Muscle & Joint. They are barely advertised, receiving a fraction of NC volume (2,129 vs 21,311).
- 03Heat Packs (both variants) have breakeven ROAS above 2.4× — they cannot be profitably acquired at current NC-ROAS of 1.50×. These should be removed from new customer advertising immediately.
- 04Essential Oil Kit has a 3-month payback period and $103 first-order CM — the best economics in the portfolio. Volume is only 77 new customers, suggesting a major scaling opportunity.
- 05Condiments (21% repurchase rate) and Tasmanian Honey (17%) show the strongest repeat purchase behaviours in the portfolio — high LTV candidates for subscription targeting.
- 06The dominant Muscle & Joint product has an 18-month CAC payback period at current economics — the longest of any viable product — because the first order margin is thin relative to CAC.
Data Sources & References
Lifetimely
Primary data source — LTV, cohort analysis, repurchase rates, funnel, income statement, benchmarks
Meta Ads Manager
Paid social spend, weekly CPA, A+ campaign attribution — via Lifetimely attribution drilldown
Google Ads
Google Shopping & Search spend, channel mix data
Shopify
Orders, revenue, product mix — connected via Lifetimely (store: australian-kunzea.myshopify.com)
Revenue Bridge
Path to $300K monthly — what each initiative adds
Starting from 2026 Q1 average ($234K/mo). Each bar shows the incremental monthly revenue that initiative could add. The final bar is the $300K target.
Growth Opportunities · Click status to cycle: Not started → In progress → Done
Post-purchase upsell
+$10,000–$18,000/mo
Timeline: 1–2 weeks
Subscribe & Save activation
$200K–$450K/yr recurring
Timeline: 2–4 weeks
Landing page CVR improvement
−$6–8 CAC · NC-ROAS 1.5→1.7×
Timeline: 2–4 weeks
Bundle-focused ad creative
NC-ROAS 1.50→1.75–1.90×
Timeline: 2–4 weeks
Meta creative refresh
−$3–5 CPA
Timeline: 4–8 weeks
NDIS channel activation
+$15,000–40,000/mo
Timeline: 4–8 weeks
Free shipping threshold test
+$8,000–15,000/mo AOV uplift
Timeline: 1 week
Google Shopping & SEO scale
−$4–6 blended CAC
Timeline: 6–12 weeks
Google Ads budget rebalance
−$8–12 blended CAC
Timeline: Immediate
Klaviyo flow expansion
+$15,000–25,000/mo
Timeline: 2–4 weeks
Zea Gourmet cross-sell to Relief buyers
+$8,000–18,000/mo
Timeline: 4–6 weeks
Microsoft/Bing search activation
−$3–5 blended CAC
Timeline: 1–2 weeks
Analysis · March 2026
$57K in monthly upside identified — most of it sitting in existing infrastructure
The eight opportunities represent a combined $57K/mo incremental revenue potential. The top three (post-purchase upsell, Subscribe & Save, landing page CVR) require no new technology — just activation of existing tools.
- 01Post-purchase upsell app is installed and generating zero revenue. Turning it on with a '2nd tube at 20% off' offer requires a single configuration change and could generate ~$12K/mo at near-100% margin.
- 02Subscribe & Save page exists on the site with negligible uptake. If 5% of new customers subscribed, that equates to ~1,150 subscribers generating $449K recurring annual revenue.
- 03The landing page CVR improvement ($6–8 CAC reduction) is the single highest-ROI action available — it costs nothing to A/B test and affects every paid channel simultaneously.
- 04NDIS channel activation is the highest-ceiling opportunity ($15–40K/mo) with zero ongoing CAC — government-funded buyers are price-insensitive and high-frequency reorderers.
- 05The waterfall chart shows the path from $259K (baseline monthly) to $316K with just four levers activated — each one is independently achievable within 4–8 weeks.
- 06All eight opportunities use existing technology, existing traffic, or existing customer relationships — none require new channel development or significant capex.
Data Sources & References
Lifetimely
Primary data source — LTV, cohort analysis, repurchase rates, funnel, income statement, benchmarks
Meta Ads Manager
Paid social spend, weekly CPA, A+ campaign attribution — via Lifetimely attribution drilldown
Google Ads
Google Shopping & Search spend, channel mix data
Shopify
Orders, revenue, product mix — connected via Lifetimely (store: australian-kunzea.myshopify.com)
Promotions must be profitable at first purchase OR accelerate to a 2nd order within 90 days.
Every discount that fails both tests is destroying margin without a strategic return.
New Customer CAC
$45.04
Meta / Google paid average
1st Order Gross Profit
$19.88
38.8% GM · $25.16 underwater vs CAC
Repeat Order Gross Profit
$57.28
55.9% GM · payback achieved
Customer Repeat-Purchase Funnel
2025 full-year cohort — where customers drop off
GP Leverage
12.2% → 15% repeat rate
+655 customers × $57.28 = +$37,518 GP
Promotion Playbook
9 priority promotions — ranked by strategic impact
Click the status button to track progress · Saved in your browser
Second-Purchase Accelerator
1-purchase customers(20,763 customers)
15% off 2nd order
First-Purchase Break-Even Fix
Paid acquisition (Meta/Google)(New customers from paid)
Free shipping on orders $75+
Win-Back: 120-Day Lapsed
Lapsed customers (120+ days, 1 purchase)(Est. 15,000+ eligible)
20% off — welcome back
Bundle & Save
All customers(All channels)
Buy 2 save 15% · Buy 3 save 20%
Loyalty Tier Unlock
Customers with 2+ orders(2,892 repeat customers)
10% off + free shipping on orders $60+
Seasonal Hero Promotion
All customers(Full list)
25% off hero SKU
New Product Launch Offer
Engaged email subscribers(Top 30% by open rate)
20% off new product (first 72 hours)
Refer a Friend
Active customers (purchased in last 90 days)(~3,500 estimated eligible)
$15 credit to referrer · 15% off for referee
Post-Purchase Upsell
All customers (post-checkout)(All buyers)
20% off complementary product (shown immediately post-purchase)
Offer Margin Calculator
Check any promotion before you run it
Revenue received
$90.00
after 10% off
Total variable cost
$41.73
COGS + disc + ship + txn
Gross profit
$58.27
✓ Above floor — safe to run
Effective GM %
64.7%
floor = 40%
Promotions Calendar
Plan and track campaigns across the year
May 2026
Discount Code Audit
Kill list vs. keep list — clean up your discount architecture
Kill — 5 codes
Cannibalises paid acquisition — customers apply after clicking Meta/Google ads, reducing 1st-order GP from $19.88 to ~$9. Undermines break-even economics.
30% off trains customers to wait for discounts. At 30% off and 38.8% first-order GM, net GP turns negative. Not justified by volume lift.
Influencer code with no tracking, no exclusivity, and no expiry. Leaks margin to customers who would have purchased anyway. Replace with trackable referral codes.
25% off with no minimum AOV. High-value customers applying this to single low-margin SKUs destroy per-order profitability. No data on incremental revenue.
Unclear origin — appears in use but no campaign attached. Cannibalising margin with no measurable attribution. Retire and audit usage before deleting.
Keep — 4 codes
Only activates for repeat customers (2+ orders) via email trigger. 10% off at 55.9% repeat GM is profitable and retains high-LTV segment.
Tied to multi-unit purchase. Increases AOV and fulfilment efficiency. Net GP per bundle transaction exceeds single-unit GP — bundle discount is self-funded.
Exclusive to 120+ day lapsed segment via suppressed email. Zero risk of cannibalising active buyers. Reactivation at 20% off is profitable given $0 CAC.
15% off for new referee customers. Total referral cost ($22.65) is half of Meta CAC ($45.04). Trackable, incentive-aligned, and GP-positive at first purchase.