A magnesium cream brand selling to women in late-stage pregnancy, positioned primarily for stretch marks. Revenue sat at $2.7 million annually. Strong product, solid market fit, but they'd hit their ceiling.

The product was $49 for a single tub, enough to last through the third trimester and a week or two beyond, roughly 14 weeks. The upsell was straightforward - more cream, angled around usage through the baby's first year.

They were doing well for what they were selling, but profitability had plateaued.

Why they hired me:

The CMO and I spoke briefly about their ceiling problem. I had an idea within minutes, but I needed to confirm it first.

I started asking questions - not to the team, but to their customers. Specifically, why they bought the quantities they did.

Most cited the discount structure, which is what you'd expect. But there was something else.

Women kept mentioning that their husbands and kids started using the cream as soon as it arrived. The reason? An unexpected benefit they hadn't seen advertised anywhere.

I asked if they included a stick letter in their shipments. They did, but it was the standard "thank you for your purchase, here's a 14-day discount code" insert. Nothing that wouldn't get binned immediately.

What I did:

I wrote a single one-page stick letter that thanked them for the purchase, gave usage instructions for the mother, then explicitly called out the hidden benefit - anxiety reduction - and how it could help their partner and children.

The letter also referenced what dozens of women had already reported: that their husbands had either stolen the cream outright or used so much of it they had to reorder before the third trimester was even done.Then I pushed them to stock up using the code "STOLEN" for an exclusive discount with a six-month expiration that could be reused multiple times.

The result:
AOV went from $60 to $118.

That single change added $2.61 million in annual revenue, nearly doubling their top line while maintaining a larger profit margin. No new ad spend. No product development. No operational complexity.

Just a better understanding of what was already happening in their customers' homes.

Most businesses assume their profit problem is a traffic problem, a conversion problem, or a product problem. It's almost never any of those.

It's a structural problem - something already working that's being left on the table because no one's looked closely enough to see it.

If you're doing $1M+ and your margins feel tighter than they should, book a consultation at adilamarsi.com. It's either 45 minutes or a half-day deep dive, depending on what you need. We'll find what's already there.