Fractional CMO
Marketing Strategy & Performance Optimisation
Bondi Bike Shop
Prepared for by Joel Hauerr
A data-driven approach to transforming your e-bike business from guesswork to guaranteed growth
Client Objectives
Our strategic partnership with Bondi Bike Shop is focused on achieving several key objectives designed to drive sustainable growth and enhance operational efficiency.
Paid Media Optimisation
Increase the efficiency and tracking accuracy of all paid media campaigns, ensuring every ad dollar works harder for your business.
Conversion Rate & Integrations
Lift online conversion rates by streamlining user journeys and integrating platforms for a seamless customer experience.
Lifecycle Email/SMS
Introduce targeted lifecycle email and SMS campaigns to nurture customer relationships, provide education, and drive lifetime value (LTV) growth.
Team & Variable Cost Control
Fine-tune team operations and transition to variable cost controls for greater financial flexibility and scalability.
Systems & Automation
Develop robust systems and automations to enhance productivity, reduce manual effort, and significantly increase overall output.
Stop Guessing. Start Stacking.
The only e-bike shops still alive in three years will be the ones that treat ad-spend, inventory, and cashflow as a single flywheel—not three separate spreadsheets.
We’re switching your shop to flywheel mode, starting today.
The Bondi Bike Shop - Flywheel approach
Your Numbers Already Tell the Story
100
Bikes Per Month
Your current sales pace
<4%
Media Spend
Half the industry norm
That gap between what you spend on ads and what you could spend is pure profit left on the table.
Ad Investment Shows in Revenue 4 Months Later
The data—even in its messy state—reveals a clean 120-day echo. Spend rises → four months later revenue follows.
Ad Spend lags Revenue by 4 Months
  • R² leaps from 0.56 → 0.71 when spend is shifted +120 days
  • Cash payback window ≈ 4 months

Ignore that lag and you'll always feel like marketing "isn't working."
Respect it and you can preload demand before the bikes even land.
Growth tied to Marketing Throughput
Historical data is eye-watering—showing a $217–248 in revenue for every dollar of ad spend.
But that’s a gross ratio. The marginal return you’ll feel next time you lift spend is about 5 : 1, and it starts to flatten beyond A$20 k.
So we don't guess a budget—we climb in controlled tiers and stop right before the plateau.
If weekly sell-through rises above 120 units, we punch through to the next tier; if not, we hold. Simple.
Here's What Matters Most
What Jumps Out
Your ad spend is 13x less (as a share of revenue) than top-ranking competitors.
You spend 40% more on marketing salaries than on traffic, reversing the normal growth-shop mix.
Why It Matters
Future Revenue: Competitors are building demand now for future sales, hitting when your delayed elasticity kicks in.
Stalled Creative ROI: Marketing assets age before they earn their value due to throttled distribution, and high proportion of marketing spend compared to ad utilisation.
Fixed Costs: Marketing team expenses remain constant, regardless of sales volume. Media is the only truly scalable lever.
Variability Costs: Ensuring content is a variable costs ensures you manage cashflow throughout any seasonality.
1
Flip the Mix
Budget $2 in media for every $1 in marketing headcount. This means lifting monthly ads from $5k to $10k immediately, still conservative…
2
Tier-Step Growth
Increase ad spend to the industry's 8% mark over two quarters. Track your marketing ROAS and stock depth at each step.
3
Manage Headcount
Keep marketing headcount flat and variable until your ad spend consistently clears the 0.5:1 team-to-ad ratio. Contract in variable expenses. Revisit new hires only after achieving this.
Three No-Cost Wins You Can Grow Now
1
Shift Media Calendar Forward
Align your ad spend calendar 120 days forward to match the revenue echo—immediately fixing cash-spend anxiety.
2
Lift Monthly Cap to A$10k
Still well below the elasticity plateau, this simple adjustment unlocks immediate growth potential.
3
Deploy Ride-for-Content Hires
Give ten people free bike week long rentals in exchange for content creation—costs you a few rentals, can reduce Customer Acquisition Cost by half using content in ads.
I'm handing you those moves for free because they're too obvious to charge for.
Other smaller quick wins: Boost reviews, enhance email lifecycle marketing, improve SEO and AEO, move to Shopify.
ENGAGEMENT PROCESS
PHASE 1: DISCOVERY & ANALYSIS
A thorough examination of your current marketing operations is vital to identify strengths, pinpoint gaps, and uncover immediate opportunities for improvement. This phase sets the foundation for a data-driven strategy.
Channel & Budget Review
We meticulously review every marketing channel, budget line, and audience segment to understand current performance and optimise Return on Investment (ROI).
Market Benchmarking
Your current plans and financial projections are rigorously benchmarked against comprehensive industry market data, revealing competitive advantages and areas for growth.
Team & Strategy Audit
A deep audit of your existing marketing team, tools, and strategic Key Performance Indicators (KPIs) is conducted, complemented by insightful interviews with key staff.

DELIVERABLE
A detailed 12-page Findings Report highlighting core strengths, critical gaps, and immediately actionable quick wins for you.
ENGAGEMENT PROCESS
PHASE 2: Strategy & Plan
This phase involves the development of a comprehensive marketing strategy and a detailed execution plan, all based on the crucial insights gathered during the initial diagnostic sprint.
Channel Prioritisation
We'll identify and focus on high-return channels, mapping out flexible ad spend tiers (Small, Medium, Large) to ensure optimal resource allocation and maximum impact.
Campaign Planning
A campaign calendar will be built, complete with precise budget allocations, projects and priorities, and clearly defined performance targets to guide all marketing activities.
Revenue Forecast Adjustment
Revenue forecasts will be critically adjusted to align with the new, data-driven spend curve, providing a realistic and achievable projection for future growth.

DELIVERABLE
You'll receive a comprehensive, actionable strategy deck outlining your tailored marketing plan, complemented by a detailed Gantt chart timeline for clear execution and tracking.
ENGAGEMENT PROCESS
PHASE 3: Team Alignment
This phase is dedicated to optimising your marketing team structure, ensuring the right skills, clear accountability, and effective performance metrics are in place to successfully execute the refined strategy.
Role & Responsibility Redefinition
We'll clearly delineate roles and responsibilities within your marketing team, confirming Growth Manager hiring specifications and defining the scope for any external editorial partners.
Performance-Driven KPIs
Establish precise, role-specific Key Performance Indicators (KPIs) that are directly linked to your overarching revenue and margin objectives for measurable impact.
Hiring & Onboarding Blueprint
Receive a comprehensive plan for talent acquisition and staff development, specifically designed to address any identified skill gaps and foster continuous growth.

DELIVERABLE
You will be provided with a detailed Team Optimisation Blueprint, including an updated marketing team organisational chart, precise role descriptions, and a clear framework for performance metrics to guide your team's success.
ENGAGEMENT PROCESS
PHASE 4: Launch & Monitoring
This final phase focuses on strategy implementation, establishing robust measurement systems, and ensuring long-term success through proper handover and onboarding.
Campaign Rollout
Support the launch of initial campaigns and team structure with hands-on guidance for seamless execution.
KPI Dashboard Deployment
Deploy a live KPI dashboard using real-time performance monitoring and data-driven insights.
Leadership Training
Train your leadership team on a clear weekly review rhythm and effective performance assessment methods.

DELIVERABLE
Receive a fully operational marketing ecosystem with clear metrics, a trained team, and robust performance tracking systems for sustained growth. Includes a prioritisation list of top-level activities to improve key long term metrics.
KEY DELIVERABLES & TIMELINE
Our engagement is structured into distinct phases, each with clear deliverables and a defined timeline to ensure a transparent and efficient path to your marketing growth.
Weeks 1-2: Discovery Phase
This initial phase focuses on a comprehensive audit. You'll receive a detailed Marketing Assessment Report with a full audit of your current operations and a list of immediate quick-win opportunities.
Weeks 3-5: Strategy Phase
Building on the discovery insights, we'll develop your tailored strategy. This phase culminates in a Refined Strategy & Plan covering channel mix, budget allocations, and a comprehensive timeline, approved by your leadership.
Weeks 6-7: Team Phase
We'll refine your marketing team's structure and capabilities. The output is a Team Optimisation Blueprint, including an updated organisational chart, clear roles, and performance KPIs. Hiring and training processes will commence.
Weeks 8-10: Launch Phase
The final phase focuses on implementation and sustained performance. New campaigns go live, a real-time KPI Dashboard is implemented for monitoring spend, sales, stock, and margin, and a comprehensive Leadership Deck is prepared for next steps.
WHY THIS APPROACH WORKS
Our method is rooted in proven principles, ensuring a strategic partnership that delivers measurable results and sustainable growth for your business.
Evidence First
Every recommendation ties back to hard numbers, not opinion. We base decisions on measurable data, ensuring our strategy is built on solid performance metrics.
Full Transparency
Leadership reviews each phase—no surprises. We maintain transparent communication with all key stakeholders, ensuring alignment and support from decision-makers.
Quick Wins + Long Game
Early lifts in spend efficiency fund larger bets. Our approach balances immediate optimisations with strategic investments that build long-term competitive advantage following long term goals.
Clear Accountability
KPIs sit in a live dashboard; red numbers get fixed fast. We create transparent performance tracking systems that highlight successes and areas needing attention.
Diagnostic Sprint (Optional): Validate Your Opportunity
Understand the opportunity, risks and pathways possible with a full deep dive. A focused Diagnostic Sprint provides a rapid, in-depth analysis of your current marketing landscape, designed to quickly identify key opportunities and validate our strategic approach.

Diagnostic Sprint:
This comprehensive diagnostic is completed within 10 to 15 days, primarily through asynchronous collaboration, data analysis and interviews with your team.
Key Deliverables
Performance Audit
A thorough assessment of your existing marketing activities, highlighting strengths, weaknesses, and immediate improvement areas.
KPI Framework & 90-Day Priorities
A tailored Key Performance Indicator (KPI) tree and an actionable 90-key priorities plan, setting clear objectives and measurable targets.
Channel P&L Analysis
Detailed financial insights into your marketing channels, including profitability per channel and overall return on investment (ROI) calculations.
Team Assessment
An evaluation of your current team's performance and capabilities, alongside a review of any consultants or outsourcing.
These deliverables provide a clear roadmap and the necessary data to make informed decisions about your future marketing investment.
MY TRACK RECORD
A proven history of driving substantial growth and optimizing marketing performance across diverse industries.
Extensive Experience
Over 15 years leading growth for DTC and B2B brands, with deep expertise in eCommerce, paid media, CRO, SEO, subscriptions, and financial operations.
Growth Highlights
  • Built acquisition engines
  • Scaled brands like Liquor Loot to successful funding and exit.
  • Optimized e-commerce P&Ls and developed non-profit fundraising strategies.
Technical & Analytical Prowess
Proficient with Shopify, GA4, Meta/Google Ads, Looker Studio. Skilled in advanced financial tooling (Xero, Fathom) and data automation. Expertise in RFM, LTV:CAC, and forecasting.
Credibility & Recognition
Former agency lead at Clemenger BBDO and The Monkeys. Principal strategist for Uncommon Insights. Recognized with a Cannes Silver Lion and a Good Design Australia Award.

What I'm Known For
  • Operator mindset: clear numbers and tight loops between finance, media, and merchandising.
  • Playbooks: for sampling, gifting, and SKU-level storytelling at scale.
  • Clean financial reporting: tying spend to profit, not vanity metrics.
INVESTMENT & OUTCOMES
Our engagement is a strategic investment designed for measurable results, with transparent fees aligning with key project phases.
No hidden costs: Any travel or additional software expenses (if required) will be pre-approved and billed at cost.
This retainer includes up to 30 hours of strategic and leadership services per month. Time is tracked and reported monthly. Requests outside the agreed deliverables or exceeding the monthly limit will be billed at $250/hour, subject to client approval before commencement. Hours do not roll over to subsequent months.
Flip the Switch?
Here's an Alternative Approach
Outsource Marketing - Fully offload your CRM / SEO / Ads + Creative / Website CRO / Copywriting - in an one Agency package.
Spend smarter, sell faster, sleep easier. Let's get going.
Proving ROI Compared to Baseline
Targeted ROI within 12 Months
Our strategy is designed to deliver significant, measurable returns across key marketing channels within the first year.
SEO Traffic Revenue
A$216,000 additional revenue, driven by our targeted SEO retainer, aiming for a 10x return. (Rebuild SEO strategy to focus on AEO as well)
Conversion Rate Optimisation (CRO)
A$991,440 additional revenue, achieved by boosting conversion rates from 0.066% to 0.20% for 22,800 unique visitors. (Move to Shopify + get D2C Designer & Developer)
META / SEM Strategy
A$324,000 additional revenue, solely from increased traffic volume (7,600 to 22,800 UVs) at baseline conversion. (Improve budget allocation & campaign timing)
Overhead Clearance
Achieve marketing overhead clearance in just 5.8 days of annualised monthly online revenue, reflecting efficient budget allocation.
Monthly Budget Split
  • Ad Spend: A$15,000
  • Marketing Team: A$25,000
  • Total Monthly Marketing: A$40,000
Key Performance Drivers
  • Average Order Value (AOV): A$2,700 (incl. GST)
  • Unique Visitors (UVs): 7,600 to 22,800
  • Conversion Rate (CVR): 0.066% to 0.20%
  • Monthly Online Sales: A$13,500 to A$124,200
Let's chat
Thanks guys!
Looking forward to taking Bondi Bike Shop marketing for a spin!