Day 64: $18,766 Profit and the Plan for November.

It’s November 3rd — Day 64 — and two full months into this 12-month journey.

Today’s video is the first major deep dive into the numbers from September and October, looking at sales, profit, ad spend, and what worked (and didn’t) so far.

From here, I’ll be mapping out exactly where to focus in November to keep building momentum.

Daily Numbers

Yesterday finished strong again at $951 in sales, with ad spend across both funnels totaling about £430 ($564) — leaving roughly $387 profit for the day.

Now that I’ve added a second funnel (the “Your First Song” beginner funnel), daily ad spend has increased by about £48.

That’s pulling down short-term profit slightly, but that’s a deliberate step — we’re trading short-term margin for long-term scalability.

Today, by early afternoon, sales are at $291, so it’s tracking below target, but weekends and Mondays often fluctuate.

Two-Month Overview

After 64 days, here’s how the big picture looks:

• Total Sales: $47,000

• Total Profit: $18,766

• % Toward $240K Goal: 20% of sales target achieved

• % Toward $120K Profit Goal: ~16% achieved

That means after just two months, sales are ahead of schedule, while profit is slightly behind — not unexpected given the testing and scaling phase. The foundation is solid, and the growth trajectory looks sustainable.

September vs. October Comparison

October was a steady month overall, though slightly down from September’s highs:

• Profit: ~$8,000 (down about $500 from September)

• Ad Spend: Increased in October (mainly from testing new funnels and campaigns)

• Customer Numbers: Up

• Lifetime Value: Up slightly — by about $1 per customer

• Average Order Value (AOV): Down slightly, as fewer customers took upsells or order bumps

Essentially, October brought more volume but lower per-customer value, which suggests a shift in traffic quality or behaviour.

Split Tests & Key Experiments

Several important tests ran throughout October:

• Carousel Ad Refresh –
  A new creative variant was tested, but the original still outperformed overall. I’ll continue rotating creatives since performance often fluctuates week to week.

• Offer Page Test (Riffs Funnel) –
  A version inspired by a classic 1927 John Caples ad performed almost identically to the control. The variation has now been moved into the cart-abandon sequence to give warm leads a fresh presentation.

• Organic Opt-In Test –
  YouTube and blog opt-ins showed negligible difference (YouTube ~3%, Blog ~15%), so both versions will continue running quietly through November.

• New Beginner Funnel Launch –
  The “Your First Song” funnel went live mid-October, targeting complete beginners. It’s getting sales and proving the offer works, but it’s not yet profitable. November’s goal is optimisation.

Plans for November

Here’s the roadmap for this month:

1. “Your First Song” Funnel

• Add an upsell to increase average order value.

• Introduce a carousel ad since they’ve worked well in the main funnel.

• Increase ad budget to hit enough conversions for Facebook to exit the learning phase.

• Continue improving copy and testing emotional headlines.

2. Main “Classic Riffs” Funnel

• Test a slightly higher price package and adjust positioning to lift AOV.

• Add creative variations to ads and test alternative ad angles.

3. Broader Campaign Strategy

• Experiment with top-of-funnel video ads focused on engagement rather than sales. These will serve to warm up audiences for retargeting later.

• Prepare a simple Black Friday email campaign to existing customers — a few days of targeted promotions to boost back-end sales and lifetime value.

Key Takeaways

After two months, the business is showing healthy growth and solid validation across both funnels. Profit margins are under slight pressure due to expansion, but the overall performance is tracking well.

The next 30 days will focus on scaling carefully — improving conversion efficiency, increasing order values, and using new creative strategies to lower CPMs and unlock Facebook’s full optimisation potential.