Latest: Graza Playbook

Made By Founders, For Founders

Behind the curtain of your
favorite DTC brands

Subscribe Free → Read the analyses ›
01 What Is Viable

THE #1 DTC
MEDIA BRAND.

Analyses. Playbooks. Tools. Always Free. All answering one question: why does (and doesn't) it work?

Everyone else answers
—How did this brand build their funnel?
—What does their ad creative look like?
—How do their retention emails read?
—What made their launch go viral?
Viable answers more...
→Why do the unit economics hold at scale?
→What makes LTV compound over time?
→What structural mechanic creates repeat purchase?
→Is this a business — or just a brand?
02 Brand Analyses

THE BRANDS.

View all analyses →
3 published · more coming soon
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 Free Templates

THE TOOLS.
ALL FREE.

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.
Free View template →
◇
Unit Economics Model
Plug in price, COGS, CAC, repeat purchase rate. Returns gross margin, LTV, nCAC:LTV automatically.
Free View template →
◻
Email Flow Audit
Structured audit of the 7 core Klaviyo flows every DTC brand needs. For each: what good looks like, what to fix.
Free View template →
⬡
CAC Calculator
Channel-by-channel CAC target calculator. Returns max CAC you can afford on Meta, Google, and organic.
Free View template →
◉
Product Viability Checklist
40 questions across market size, margin structure, repeat purchase potential, and structural moat.
Free View template →
▦
DTC P&L Template
Monthly P&L built for DTC. Pre-populated with the right line items — revenue, COGS, contribution margin, LTV cohorts.
Free View template →

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.

Get Analysed →
04 DTC Skills for Claude
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.

Browse Skills → How it works ›
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
05 Paid Analysis Service

WANT US TO
RUN THE NUMBERS?

The free templates tell you what to look for. The paid analysis does the work. Submit your brand and receive a scored report within 5 working days.

Concept Analysis
$199
One-time · 5 working days
Pre-Launch Brand Analysis
For founders at the decision stage. You have a concept — we tell you whether the business model holds before you commit to inventory.
✓11-point validation score
✓Unit economics model
✓Clear verdict: proceed, pivot, or park
Get Started →
★ Most Requested
$299
One-time · 5 working days
Existing Brand Audit
For brands up to $1M revenue. Something isn't working — we diagnose exactly what and give you the three things to change.
✓Full report + structural strengths & weaknesses
✓Category comparison vs. best scored brands
✓Specific fixes with priority order
Get Started →
Full Service
$499
Analysis + 90-min call
Analysis + Strategy Session
The full report plus a 90-minute call to walk through findings, answer questions, and build a specific action plan.
✓Everything in Existing Brand Audit
✓90-minute strategy call
✓Notion document delivered in 5 days
Get Started →
06 Agency

YOUR DTC STRATEGY,
DESIGNED & EXECUTED.

Need more than analysis? Our agency arm turns strategy into creative, media, and growth execution — end to end.

Discover Agency →
Free Weekly Newsletter

CUTTING-EDGE
DTC INSIGHTS.
EVERY WEEK.

Join 2,400+ founders · Issue #05 just dropped

Weekly insights from operators at the world's best DTC brands. Acquisition, retention, brand building, finance, and operations — always cutting edge. Free, forever.

No spam. Unsubscribe any time.