— Case Study
Haskalife · Health & Wellness · Meta Ads
From no acquisition system to 76% revenue growth in six months
Haskalife came to us three years ago with a great product — a line of pure haskap berry products built around Canada's antioxidant-rich superberry — and no consistent way to acquire customers online. We redesigned the website, introduced subscriptions, built the email engine, and launched Meta acquisition around a model with clear financial guardrails. In the last six months, revenue is up 76%.
+76%
Revenue growth (last 6 months)
+151%
Subscription revenue growth
+32%
Conversion rate increase
— The Short Version
Haskalife had strong products but no acquisition system, no subscriptions, and inconsistent revenue.
- Rebuilt the website and ongoing CRO
- Introduced a subscription model from scratch
- Launched Meta acquisition toward subscription conversion
- Email flows now contributing 29% of revenue
+76%
Revenue growth (last 6 months)
+151%
Subscription revenue growth
+32%
Conversion rate increase
+12%
Average order value increase
— The Challenge
A strong product with no system behind it.
Haskalife had something genuinely worth selling. Haskap berries are a Canadian-grown superfruit — antioxidant-rich, clinically studied, and distinct enough to stand out in a crowded wellness market. The 100% pure haskap berry powder is the hero product, and the broader line around it is built on the same standard of quality.
What the business lacked was the infrastructure to grow. There was no paid acquisition channel, no subscription mechanism to capture repeat purchase value, no email engine, and no clear understanding of what a profitable customer cost. Revenue was inconsistent and the path to scaling wasn't clear.
Kiren — who leads Haskalife's commercial strategy and brings serious credibility through her work with the Alberta Cancer Foundation and Agriculture Financial Services Corporation — needed a partner who would engage with the business at a strategic level, not just run ads.
No acquisition system
No paid channels, no pixel data, no audience history. The business had no reliable way to reach new customers outside of organic traffic and word of mouth.
01
No subscription infrastructure
Haskap powder is a natural repeat purchase — but there was no subscription mechanism to capture that value. Every returning customer had to be re-acquired at full cost.
02
Website not built to convert
The existing site wasn't designed to move a new visitor through to purchase. Without a strong conversion foundation, paid acquisition would be expensive and inefficient.
03
No financial model for scaling
With no clear CAC targets, MER benchmarks, or contribution margin picture, there was no framework for making confident scaling decisions — or knowing when growth was profitable.
04
— What We Did
Built everything from the ground up — in the right order.
We started with the numbers and the website — because launching paid acquisition into a site that doesn't convert and a model without financial guardrails is just buying expensive traffic. Once the foundation was right, we scaled.
01
Financial Clarity
Established CAC targets, MER benchmarks, and a scalable shipping model
Before spending a dollar on ads, we worked with Kiren to build a clear picture of the business economics — contribution margin, maximum viable CAC, MER targets, and a shipping rate structure that could scale profitably. These guardrails became the framework for every acquisition decision we made. Growth stopped being a guessing game and became a set of numbers to hit.
02
Website Redesign
Redesigned the site to convert
We rebuilt the Haskalife website from the ground up — with a clear product hierarchy, a conversion-focused layout, and messaging that communicated the quality and uniqueness of the product to a new visitor quickly. The redesign became the foundation that made every other channel more effective. Ongoing CRO work continues to compound on that foundation.
03
Subscriptions
Introduced a subscription model to capture repeat purchase value
There was no subscription offering before we started. We designed and launched a subscription tier that turned Haskalife's natural repeat-purchase product into a predictable revenue stream — improving LTV, reducing effective CAC, and giving the business a base of recurring revenue to build acquisition around. Subscription revenue has grown 151% in six months.
04
Meta Acquisition
Built and scaled Meta campaigns as the primary acquisition channel
With the website and financial model in place, we launched Meta as the core new customer acquisition engine. Targeting, creative, and campaign structure were all built around the subscription offer as the primary conversion goal — maximising LTV from day one. Ongoing creative testing ensures we're always working toward more efficient acquisition.
05
Email & Retention
Built automated flows that now contribute 29% of revenue
We built a full suite of automated email flows — welcome, post-purchase, browse abandonment, and winback. The welcome flow in particular became a significant revenue driver, converting new subscribers into first-time buyers at a high rate. Email now contributes 29% of total revenue at near-zero incremental cost — the highest-efficiency channel in the business.
— The Outcome
76% revenue growth. Subscriptions up 151%. Email at 29% of revenue.
+76%
Revenue growth (last 6 months)
Three years of building the right foundation — the website, the model, the subscription, the email engine — compounding into a business that now has the infrastructure to scale consistently.
+151%
Subscription revenue growth
Introducing a subscription model where none existed turned Haskalife's best characteristic — a product people come back for — into a compounding revenue stream that makes acquisition economics work at a higher CAC.
+32%
Conversion rate increase
+12%
Average order value
29%
Revenue from email flows
3 yrs
Active partnership
— Key Takeaway —
The acquisition channel is only as good as the business model underneath it.
Running paid traffic to a site that doesn't convert, without a subscription to capture LTV and no clear picture of what a customer is worth, produces expensive and unpredictable results. The work that moved the needle most for Haskalife happened before a single Meta campaign went live — in the website, the subscription architecture, and the financial model that made scaling decisions obvious.