D2C brand case study: ₹10 lakhs to ₹1.5 crores in monthly revenue in one month
Case study
What changed
The first and last bars are full months. The middle bar is November so far, as shared on 25 November.
The numbers we shared
| What we shared | Figure |
|---|---|
| October revenue | ₹10 lakhs |
| Aimed for in November | ₹1.5 crores |
| On track for, as of 17 November | ₹1 crore |
| Sales as of 25 November | ₹1.05 Cr |
| November revenue | ₹1.5 crores |
Context
Where the brand stood
This client is a D2C brand. In October 2024 they did ₹10 lakhs in revenue. At the start of November we set out to take them to ₹1.5 crores in a single month, an all-time high for them.
Om shared the month as it happened, in three LinkedIn posts: on 17 November, on 25 November, and on 1 December 2024.
Problem
What was holding it back
Going from ₹10 lakhs to ₹1.5 crores in one month is not a small step. To the client it felt impossible. By 17 November the month was on track for ₹1 crore, short of the number we had set out for.
On 25 November sales stood at ₹1.05 Cr, with the month nearly done and Black Friday and Cyber Monday around the corner. The last stretch had to carry the rest.
What we did
What we changed
Named the number up front
At the start of November we told the client what we were aiming for: ₹1.5 crores in one month, more than they had ever done.
Checked the month in public
We shared where the month stood on 17 November and again on 25 November, so the gap was clear to everyone.
Used Black Friday and Cyber Monday
For the final push we built on the momentum of the Black Friday and Cyber Monday sales.
Tested new creatives
We kept testing creatives right up to the end of the month.
Refined and optimised campaigns
We refined the approach and optimised the campaigns for the final days of November.
The numbers
How to read these numbers
The chart has three points. October is the full month at ₹10 lakhs. The middle bar is November up to 25 November, ₹1.05 Cr. The last bar is the full month of November at ₹1.5 crores.
On 17 November we said the month was on track for ₹1 crore. That was a read of where the month was heading, not a result, so it is in the table and not on the chart.
Result
Where it ended up
November closed at ₹1.5 crores, up from ₹10 lakhs in October. It broke the client's revenue record, in a month they had thought could not get there.
Om shared the result on 1 December 2024.
For founders
What it means for a founder
Say the number out loud at the start of the month. Here it was set at the start of November, and every check in the month was measured against it.
Check in during the month, not after it. On 17 November the month was tracking to ₹1 crore. Knowing that early left time to push harder before it closed.
Use the sales calendar. Black Friday and Cyber Monday came at the end of the month and were part of the final push.
The ceiling is often in the founder's head. This client did not believe ₹1.5 crores in one month was possible until it happened.
Questions
Questions founders ask
Did the brand reach ₹1.5 crores in November?+
Yes. Om shared on 1 December 2024 that the client went from ₹10 lakhs to ₹1.5 crores, a revenue record for them.
Sources
Where we shared this story
- Om Panwala's LinkedIn, 17 Nov 2024Last month, our client hit ₹10 lakhs in revenue.
- Om Panwala's LinkedIn, 25 Nov 2024Sitting at ₹1.05 Cr in sales
- Om Panwala's LinkedIn, 1 Dec 2024From ₹10 lakhs to ₹1.5 crores
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