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DTC
Playbooks

01

THE #1 DTC
MEDIA BRAND.

DTC content, plyaybooks, AI skills, and more from the founders of some of the world's fastest growing DTC brands. Stay in the loop and ahead of the competition with Viable.

02

THE BRANDS.

View all analyses →
Graza 10.5/11
Graza
Everyone copied the squeeze bottle. Nobody copied the refill can. One is the marketing. The other is the business.
Read Analysis →
Hears 8/11
Hears
Premium hearing protection. LTV in a once-a-decade category. How a low-frequency purchase becomes a compounding business.
Read Analysis →
Caraway 7.5/11
Caraway
$50–100M revenue. VC-backed. Beautiful product. Still structurally challenged. Why looks alone don't compound.
Read Analysis →
03

THE TOOLS

Every working tool we use to score brands — available to you. Enter your email and start building.

DTC Brand Scorecard
Score any brand concept against 11 validated criteria. The same framework used in every Viable analysis.
Unit Economics Model
Plug in price, COGS, CAC, repeat purchase rate. Returns gross margin, LTV, nCAC:LTV automatically.
Email Flow Audit
Structured audit of the 7 core Klaviyo flows every DTC brand needs. For each: what good looks like, what to fix.
CAC Calculator
Channel-by-channel CAC target calculator. Returns max CAC you can afford on Meta, Google, and organic.
Product Viability Checklist
40 questions across market size, margin structure, repeat purchase potential, and structural moat.
DTC P&L Template
Monthly P&L built for DTC. Pre-populated with the right line items — revenue, COGS, contribution margin, LTV cohorts.

The quality of the template is the pitch. Every founder who uses the scorecard and asks "who built this?" is the only conversion event we need.

04
Claude Built for Claude

AI SKILLS FOR
DTC FOUNDERS.

Purpose-built Claude skills for market research, competitor analysis, product economics, and more. Download, add to Claude, and run on your own data.

skills.marketplace
FREE
// download → upload to Claude → go
market-research.md downloaded
✓ uploaded to Claude
// available skills
skill marketResearch
skill competitorAnalysis
skill productEconomics
skill brandPositioning
skill customerPersonas
skill retentionStrategy
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