LAUNCH & GROWTH · 01 / 21

Elevated REM presents

DEFINE FIT.LAUNCH. LEARN. GROW.

A staged 120-day launch plan to build your founding cohort, find the right message, and grow toward 2,500 activated users.

Define Fit leg and glute strength creative

LAUNCH CREATIVE / DEFINE FIT

A 120-DAY GROWTH PROPOSAL

Prepared for Brian Andrews · Define Fit
Travis Thom · Elevated REM

120 DAYS2,500 ACTIVATED USERS · GOAL$32,500 BASE PLANNING CASE

LAUNCH & GROWTH · 02 / 21

The recommendation

A broad product.A focused first promise.

Lead with three clear strength messages. Prove which users activate and stay before opening up the media budget.

Keep the ad simple

One training problem. One useful idea. One clear next step.

Build the founding cohort

Use direct outreach to create early momentum and learn from real users.

Release spend in stages

Scale when activation quality and acquisition cost support it.

LAUNCH & GROWTH · 03 / 21

The working goal

2,500 users.Activation comes first.

500

Founding cohort

Planning assumption from direct outreach and low-cost acquisition.

2,000

Paid + partner acquisition

Additional activated users modeled from paid and trackable partner channels.

120

Days after launch

A staged learning and growth window, with a day-30 budget review.

Provisional activation: a new account completes onboarding and generates or starts a first workout. Confirm the definition before approving media. The goal is not a guarantee.

LAUNCH & GROWTH · 04 / 21

The message strategy

Three entry points.Not 15 campaigns.

The product can serve many goals. Each launch ad should sell one specific job, while onboarding reveals what users actually need.

Shoulders + strength

3 ways to build bigger, stronger shoulders.

Glutes + legs

5 workouts for rounder glutes and stronger legs.

Core + arms

4 moves for stronger abs and more defined arms.

Initial creative focuses on the supplied 18–34 strength hook set. Avoid unsupported body-composition or deadline-based outcome promises.

LAUNCH & GROWTH · 05 / 21

Audience entry points · 01 / 03

Who we target.Strength-led messages.

People may fit more than one audience. Compare each hook by landing-page sign-up and first-workout activation.

01 · 18–34 | Strength seeker

Muscle definition + strength

Show real lifts and clear movement cues. Make each ad about one muscle group.

Two example hooks

3 ways to build bigger, stronger shoulders
5 workouts for rounder glutes and stronger legs

02 · Women-focused

Glutes, legs, arms + core

Use confident, strength-first visuals with specific lower-body and arms/core movements.

Two example hooks

3 workouts for stronger glutes and more defined legs
5 exercises to build stronger arms and a firmer core

Creative entry points—not six separate launch campaigns. Match the visual, hook, and landing-page message.

LAUNCH & GROWTH · 06 / 21

Audience entry points · 02 / 03

Specific goals.Relevant creative.

03 · Men-focused

Chest, back + shoulders

Use pressing and pulling sequences; identify the muscle group in the opening frame.

Two example hooks

3 ways to build bigger, stronger shoulders
4 workouts to build your chest, back, and arms

04 · Ages 35–54

Strength + body-composition goals

Show a balanced strength session. Keep copy goal-oriented, with no promised pounds or deadlines.

Two example hooks

5 ways to work toward fat loss while keeping strength training in the plan
Build muscle while working toward your weight-loss goal

For fat-loss language, describe the user’s goal without promising a specific result or timeframe.

LAUNCH & GROWTH · 07 / 21

Audience entry points · 03 / 03

Everyday strength.Any available setup.

05 · Ages 55+

Strength for everyday movement

Connect controlled exercises to stairs, reaching, and carrying; show stable support and options.

Two example hooks

3 ways to build stronger legs for stairs, walks, and travel
4 shoulder exercises for lifting, reaching, and carrying

06 · Flexible-setup users

Busy parents, shift workers + travelers

Show a home, station, or hotel setup and demonstrate how the workout fits available space and equipment.

Two example hooks

Scan your space. Get a shoulder workout built for it.
Choose your goal. Get a workout designed for the space and equipment you have.

Confirm every feature shown in an ad is available in the launch build before approving creative.

LAUNCH & GROWTH · 08 / 21

Launch creative · original concepts

Useful first.Product next.

Three hooks selected from the supplied 18–34 strength set. Three-slide carousels. One consistent sign-up destination.

Shoulder strength ad concept — 01SHOULDERS + STRENGTH

Glutes and legs ad concept — 02GLUTES + LEGS

Core and arms ad concept — 03CORE + ARMS

Keep the offer and landing page consistent while comparing hooks. Track sign-up and first-workout activation by creative—not clicks alone.

LAUNCH & GROWTH · 09 / 21

The carousel sequence

Stop the scroll.Give them a next step.

A specific strength hook

Open with shoulders, glutes + legs, or core + arms.

A useful movement idea

Shoulders: overhead press, lateral raise, reverse fly. Legs: goblet squat, hip thrust, Romanian deadlift, split squat, step-up. Core + arms: dead bug, plank shoulder tap, dumbbell curl, overhead triceps extension.

A session around their setup

Invite them to the same landing page to sign up and build a shoulder, lower-body, or core + arm session around their setup.

Keep the offer and landing page consistent so the hook comparison remains readable.

LAUNCH & GROWTH · 10 / 21

Founder video

A human face.At both ends of the funnel.

Introduce the product

Brian opens with a specific training problem, then gives a short, human demonstration. Adapt vertical edits for Meta Reels.

Bring warm prospects back

Answer common questions and show how goal, space, and equipment shape the workout.

Keep every claim approved

Use only founder credentials, app behaviors, personal stories, and details Brian has approved.

LAUNCH & GROWTH · 11 / 21

The acquisition funnel

One sign-up path.Two chances to convert.

Meta and TikTok prospecting finds new people. Founder video supports both prospecting and retargeting, returning warm prospects to the same page.

Prospecting ads

Meta + TikTok
Strength hooks + founder video

Sign-up page

Goal-specific message + demo
One next step: create an account

Account created

Track sign-up; exclude from retargeting
Onboarding → first workout

Warm audience

Video engagers + site visitors
Who have not signed up

Retargeting ads

Meta + TikTok
Founder answers + product demo

↗Back to the same sign-up page

Build audiences only after pixel/event setup, consent review, and platform eligibility thresholds are met. Exclude existing sign-ups; TikTok targeting requires at least 1,000 matched Custom Audience users.

LAUNCH & GROWTH · 12 / 21

The first 30 days

Start with $5,000.Buy learning, not clicks.

$3,500

Meta · 70%

Facebook and Instagram. Test the strength hooks, founder video, and eligible retargeting.

$1,500

TikTok · 30%

Test the same hooks where formats allow. Build warm audiences before retargeting.

Day 30

A decision—not an autopilot

Review cost per activated user and first-workout rate. Reforecast before releasing the next $15,000.

The initial $5,000 is a learning cap. Subsequent spend is conditional on measured acquisition quality.

LAUNCH & GROWTH · 13 / 21

The rollout · prepare and launch

Ready before live.Learn before scale.

3–4 wks

Prepare · before release

Confirm offer and activation definition. Build the message map, landing paths, account structure, pixel/CAPI and app-event plan. Prepare creative. Gate: checkout and key events pass QA.

Days 1–30

Launch + learn

Activate founding-cohort outreach and the capped $5,000 channel test. Measure onboarding and first-workout activation. Gate: review acquisition cost and first-workout rate.

The meeting discussed October 23 through the first week of November as a target launch window. Exact dates remain to be confirmed; all phases move with production release.

LAUNCH & GROWTH · 14 / 21

The rollout · optimize and scale

Follow the signal.Release spend selectively.

Days 31–60

Optimize

Shift budget toward the strongest message and audience signals. Refresh weak creative. Start a small creator pilot only when payout and tracking are ready—estimated 30–45 days after release.

Days 61–120

Scale selectively

Increase proven campaigns in steps. Add eligible retargeting and one or two trackable partnership tests, such as shift-worker or travel placements.

Scale only when user quality and allowable acquisition cost support it. Reforecast weekly; pause if acquisition cost rises or activation falls.

LAUNCH & GROWTH · 15 / 21

Measurement and decisions

From ad spendto first workout.

Acquisition

Weekly spend, new activated users, and cost per activated user.

User quality

Onboarding drop-off, first-workout activation, and first-workout completion.

The next move

A clear budget or creative decision every week, plus a monthly review.

At day 30, replace planning acquisition costs with observed results and confirm whether the 2,500-user goal remains supportable.

LAUNCH & GROWTH · 16 / 21

The investment

A clear scope.A staged commitment.

ONE-TIME SETUP$2,500

Strategy, account structure, launch creative, tracking plan, audience build, and funnel testing.

MONTHLY MANAGEMENT$2,500 /mo

Campaign management, creative testing, weekly optimization, reporting, and monthly review.

BASE-CASE MEDIA · 4 MONTHS$20,000

$5,000 initial learning cap. Release the remaining $15,000 only after the day-30 review.

FOUR-MONTH BASE TOTAL $12,500 agency + $20,000 media$32,500

Management is month-to-month; cancel anytime. Define Fit pays media directly to the platforms. Elevated REM does not take a percentage of ad spend.

LAUNCH & GROWTH · 17 / 21

The planning scenarios

Explicit assumptions.Not performance promises.

Cost / activated user	Media for 2,000	Agency fees	Total
$5 · low-cost case	$10,000	$12,500	$22,500
$10 · base case	$20,000	$12,500	$32,500
$15 · higher-cost case	$30,000	$12,500	$42,500

If all 2,500 users must come from paid acquisition, the $10 case becomes $25,000 media / $37,500 total. If the goal is paid subscribers, rebuild the model using observed conversion, plan mix, refunds, and retention.

All cases assume 500 founding-cohort/outreach users plus 2,000 paid/trackable-partner activated users. These are arithmetic scenarios, not market benchmarks.

LAUNCH & GROWTH · 18 / 21

A clear partnership

We run the campaign.You bring the product.

Elevated REM includes

Strategy and campaign build; three 3-slide carousels; founder/demo direction and scripts; Meta + TikTok web-event setup; weekly optimization, reporting, and monthly review.

Define Fit supplies

Ad-account and product access; verified features and pricing; app-event implementation; checkout and privacy approvals; launch-day QA support; approval of all founder claims.

Outside the base total

Extra media; creator fees and affiliate payouts; incentives; professional video production; major website/app engineering; partnership placements; payment processing and app-store charges.

LAUNCH & GROWTH · 19 / 21

Before kickoff

Align on the details.Then launch with clarity.

Goal + launch

Confirm registrations vs. activated users vs. paid subscribers. Confirm U.S. launch geography and production date.

Offer + checkout

Verify $15.99/$34.99 monthly and $99.99/$199.99 annual offers. Review direct website vs. in-app purchase paths and storefront-specific Apple requirements.

Claims + approvals

Confirm rights for testimonials, celebrity references, and founder stories. Approve privacy, checkout, creative, and measurement.

Keep web checkout and in-app subscriptions distinct. Have U.S. and international purchase flows reviewed before promising or implementing them.

LAUNCH & GROWTH · 20 / 21

Next step

Build the cohort.Prove the path. Grow.

Align on the activation goal, approve the initial $5,000 learning cap, and confirm launch readiness. Then put the first 120 days in motion.

120 DAYS. A MEASURABLE PATH.

Brian Andrews · Define Fit
Travis Thom · Elevated REM

Prepared for Brian Andrews · Define Fit | Travis Thom · Elevated REM

LAUNCH & GROWTH · 21 / 21

Source notes

Grounded in guidance.Built for discussion.

Creative + claims

[1] Meta for Business: Reels ad guidance. [2] FTC: Health Products Compliance Guidance.

Checkout

[3] Apple: App Review Guidelines. Review exact storefront, external-purchase, and subscription-disclosure conditions.

Audience eligibility

[4] Meta: Video Engagement Custom Audiences. [5] TikTok: Custom Audiences. [6] TikTok: Full-funnel tips.

Adapted from the supplied Define Fit Launch & Growth Proposal, dated October 11, 2026. Reference titles are preserved from the source; no additional performance claims have been introduced.