Good Dawg Gravy — Use of Funds and Execution Plan

This raise is designed to fund a controlled customer acquisition push against a model that has already demonstrated retention and repeat purchase, while converting paid inventory and operational readiness into measurable online sales velocity.

Internal / Investor-Facing

What is already proven and in place

  • Marketplace validation: the product has demonstrated repeat behavior over multiple years, including long-tenured subscribers.
  • Targeting clarity: we know the best-converting dog profiles, owner profiles, and purchase motivations, and how to retain them.
  • COGS stability: unit economics are established and managed with disciplined cost controls.
  • Manufacturing redundancy + IP protection: two Midwest production partners; recipe visibility is intentionally segmented to reduce risk and protect formulation.
  • Packaging automation resolved: automated packaging is installed, tested, and operational.
  • Inventory ready: finished inventory is on hand and paid for, sized to support initial growth (estimated capacity: several hundred customers).

What this capital does (and does not do)

This capital is not for R&D, facility build-out, or speculative expansion. It is for measured customer acquisition, final packaging completion, and operating support to execute with discipline and report results transparently.

Investor reporting: the dashboard we will deliver

We will track results using a cohort-based dashboard that reconciles BigCommerce transaction data and Meta ad spend to show acquisition efficiency, retention, and payback signals.

Core metrics investors will see

  • Blended CAC (paid spend ÷ new customers)
  • First-order AOV and gross margin
  • SKU-level performance (hero SKU vs other SKUs)
  • Repeat rate at Day 30 / 60 / 90
  • Subscription attachment and churn (if used)
  • LTV gross profit vs CAC payback at Day 60 / 90
  • Inventory velocity and contribution margin

Data sources

  • BigCommerce: Orders, Order Items, Products (COGS)
  • Meta Ads: spend, purchases, conversion value, creative performance
  • Dashboard: a single Google Sheet schema (raw → cohorts → KPI summary)

This reporting is designed to be auditable and defensible: each KPI can be traced back to the raw exports.

Illustrative outcomes: OK / Good / Excellent

Use the slider to view three illustrative scenarios. These are not projections or promises; they are sensitivity frames.

Scenario: OK
Blended CAC (illustrative)
$55–$70
60-day repeat rate (illustrative)
20%–25%
Subscription attach (illustrative)
10%–18%
Payback signal by Day 90 (illustrative)
Not yet / directional
What the data supports (valuation narrative)
Evidence of model viability; bridge-friendly
Defensible valuation frame (illustrative, not a promise)
$1.5M–$2.5M cap range
The scenario ranges shown above are illustrative sensitivity frames for internal planning and investor discussion. They are not guarantees, projections, or promises of results. Actual performance may differ materially based on creative quality, channel conditions, customer behavior, operational execution, regulatory constraints, and other factors. Any investment decision should be based on full diligence and the complete risk disclosures.
This content is intended for internal, investor-facing discussions. It does not constitute an offer to sell or a solicitation of an offer to buy securities. Any offering would be made only pursuant to definitive offering documents and applicable securities laws.