Prepared for Mudita · September–November 2026
Scale to ₹45 lakh.
Target 0.70 ROAS.
A three-month media and CRM execution plan for SK’s two-day webinar: build capacity in September, expand in October and reach ₹45 lakh in monthly ad spend by November.
See the monthly targets ↓₹99 registration · ₹9,999 L1 programme
July–August baseline₹3.52L ad spend153 registrations10 L1 buyers0.33 blended ROAS
01 / The destination, month by month
More revenue.
A higher return.
Execution targets calculated from the current offer prices. Revenue includes registration and L1 sales.
| Monthly execution targets | September | October | November |
|---|---|---|---|
| Ad spend | ₹6,00,000 | ₹18,00,000 | ₹45,00,000 |
| Cost per registration target | ₹2,300 | ₹2,400 | ₹2,500 |
| Paid registrations | 261 | 750 | 1,800 |
| L1 buyers | 22 | 92 | 298 |
| Registration → purchase | 8.4% | 12.3% | 16.6% |
| Total revenue | ₹2,45,817 | ₹9,94,158 | ₹31,57,902 |
| ROAS | 0.41 | 0.55 | 0.70 |
| Two-day webinars¹ | 4 | 4 | 5 |
Revenue = registrations × ₹99 + L1 buyers × ₹9,999. Registration counts and conversion rates are rounded. Revenue is before ad spend, service fees, production, refunds and other costs; it is not profit. ¹Webinar frequency is a planning assumption, subject to SK’s calendar.
02 / The work behind the numbers
Prepare early.
Execute every cohort.
September · ₹6L spend
Build the operation.
Launch creative and landing-page tests alongside CRM. Connect registration, attendance and purchase reporting. Run reminders, replay recovery and post-webinar follow-up from the first cohort.
Target: 261 registrations → 22 buyers.
October · ₹18L spend
Expand what converts.
Increase spend behind creative and landing-page combinations producing buyers. Segment follow-up by attendance and engagement. Use each cohort’s objections to improve messages and webinar recommendations.
Target: 750 registrations → 92 buyers.
November · ₹45L spend
Deliver at volume.
Maintain creative testing and daily media management at higher budgets. Keep CRM coverage complete across every cohort, and review acquisition and purchase conversion together.
Target: 1,800 registrations → 298 buyers.
November operating requirement: approximately ₹9L ad spend, 360 registrations and 60 L1 buyers per two-day webinar, assuming five webinars.
03 / How we manage the ramp
Fast scaling.
Visible checkpoints.
The monthly budgets define the destination. Cohort results guide the next spend increase.
Daily
Monitor spend, registration costs, tracking and CRM delivery. Address broken journeys and campaign issues as they appear.
Every webinar
Review registrations, day-one and day-two attendance, buyers, revenue and ROAS. Identify where the next conversion improvement must come from.
Before each increase
Check acquisition cost and purchase conversion against the monthly plan. If performance falls short, adjust creative, pages, messaging or the budget release before expanding further.
The core performance requirement is to move registration-to-purchase conversion from 6.5% across July–August to 16.6% in November. The webinar offer, presentation and follow-up all contribute; CRM alone is not assumed to deliver the full improvement.
04 / Delivery and responsibilities
One owner for growth.
Clear cost boundaries.
Insane Labs covers the growth execution scope below. Production and video-editing costs are separate.
Insane Labs scope
Media + CRM execution
- Growth strategy, monthly planning and budget management
- Campaign setup, testing and optimisation
- Creative strategy, copy, scripts and production briefs
- Landing-page build, testing and conversion improvements
- CRM setup, segmentation, WhatsApp and email sequences
- Reminder, replay and post-webinar follow-up journeys
- Tracking, reporting and cohort-level performance reviews
- Webinar and offer improvement recommendations
Separate costs & client inputs
Production and delivery
- Production costs are excluded from the growth service scope.
- Video-editing costs are excluded and budgeted separately.
- Media spend is a separate client budget.
- SK provides webinar delivery, programme fulfilment, account access and timely approvals.
- Webinar dates and capacity must support the planned cohort volume.
Creative briefs and direction remain within Insane Labs’ scope. Production and editing budgets should be agreed before commissioning work.
05 / Commercial structure
Fund the execution.
Reward the performance.
A monthly base for media and CRM delivery, with an additional bonus when collected revenue reaches 0.50 ROAS or above.
Monthly base fee
15% of ad spend
₹1.5L minimum
The higher of ₹1,50,000 or 15% of actual monthly media spend. This rate applies throughout the ₹45L plan.
Performance bonus · added to base
Starts at 0.50 ROAS
2% of actual monthly ad spend when ROAS reaches 0.50, plus 10% of collected revenue above 0.50 × ad spend.
Below 0.50 ROAS, no performance bonus applies. At exactly 0.50, the 2% bonus applies in full.
Fees at the monthly plan targets
| Monthly economics | September | October | November |
|---|---|---|---|
| Ad spend | ₹6,00,000 | ₹18,00,000 | ₹45,00,000 |
| Projected collected revenue¹ | ₹2,45,817 | ₹9,94,158 | ₹31,57,902 |
| Base fee | ₹1,50,000 | ₹2,70,000 | ₹6,75,000 |
| 0.50 ROAS achievement bonus | ₹0 | ₹36,000 | ₹90,000 |
| Bonus on revenue above 0.50 | ₹0 | ₹9,415.80 | ₹90,790.20 |
| Total service fee | ₹1,50,000 | ₹3,15,415.80 | ₹8,55,790.20 |
| Ad spend + service fee | ₹7,50,000 | ₹21,15,415.80 | ₹53,55,790.20 |
¹For this illustration, projected revenue is assumed collected after refunds. Actual fees use actual spend and eligible collected revenue. Calculations use unrounded ROAS, not the two-decimal display. Taxes, production and video editing are separate.
Three-month service fee at these projections: ₹13,21,206 — ₹10,95,000 base fees and ₹2,26,206 performance bonuses.
November: how performance changes the fee
| Actual ROAS | Collected revenue | Base fee | Total bonus | Total service fee |
|---|---|---|---|---|
| 0.40 | ₹18,00,000 | ₹6,75,000 | ₹0 | ₹6,75,000 |
| 0.50 | ₹22,50,000 | ₹6,75,000 | ₹90,000 | ₹7,65,000 |
| 0.60 | ₹27,00,000 | ₹6,75,000 | ₹1,35,000 | ₹8,10,000 |
| 0.70 | ₹31,50,000 | ₹6,75,000 | ₹1,80,000 | ₹8,55,000 |
| 0.80 | ₹36,00,000 | ₹6,75,000 | ₹2,25,000 | ₹9,00,000 |
At exactly ₹45L spend and 0.70 ROAS, the fee is ₹8,55,000. The monthly plan above projects ₹31,57,902 revenue, slightly above 0.70 ROAS, so its fee is ₹8,55,790.20.
Bonus calculation and settlement basis
Monthly ROAS = eligible collected revenue after refunds ÷ actual monthly ad spend. Agency fees are excluded from the ROAS denominator. Below 0.50 ROAS: bonus = ₹0. At or above 0.50: bonus = 2% × spend + 10% × (eligible revenue − 50% × spend).
Revenue attribution, collection cutoff and treatment of later refunds must be agreed before launch. These tables do not include later higher-ticket revenue. Service fees are additional to ad spend; production and video-editing costs remain separately budgeted. The ₹1.5L minimum applies to the base fee, with earned bonuses added on top.
06 / Align and launch
Agree the outcome.
Resource the delivery.
Confirm the monthly targets and webinar calendar, confirm the commercial terms and separate production budget, then start the September execution plan.
Baseline, assumptions and measurement
The supplied sheet shows July spend of ₹1,49,764, 80 registrations, 6 buyers and ₹67,914 revenue; August spend of ₹2,02,216, 73 registrations, 4 buyers and ₹47,223 revenue. Combined ROAS is 0.327, rounded to 0.33. Most attendance fields are blank and are treated as unknown.
The plan retains ₹99 registration and ₹9,999 L1 pricing. Registration costs are targeted at ₹2,300, ₹2,400 and ₹2,500 respectively. Buyer counts are targets, not extrapolated historical outcomes. Revenue assumes all specified registrations and purchases collect at the stated prices. Refunds, discounts and later higher-ticket revenue are not modelled.
The four/four/five webinar calendar is an operating assumption. Revenue attribution and the follow-up collection window should be agreed before launch so each cohort is measured consistently. Targets are not guarantees. At 0.70 ROAS, front-end revenue remains below ad spend; any back-end economics sit outside this model.