# Lean Canvas — Storevine Campaigns

Created: 2026-04-15
Purpose: New feature thesis, pre-PRD leadership review
Overall confidence: Medium
1Problem
H

- Klaviyo / Mailchimp setup cost ($45+/mo) and deliverability anxiety block SMB re-engagement
- Tool-juggling tax: duplicate catalogs, broken segmentation on refunds, sync failures
- Solo merchants treat email-marketing setup as a rolling TODO and never ship a campaign

Existing alternatives

- Klaviyo or Mailchimp as external tools via Storevine API integrations
- Shopify Email for merchants who split catalog management
- Manual Gmail or personal SMS for the smallest merchants
- Non-consumption: accepting cart abandoners as lost customers

4Solution
M

- One-click pre-configured campaign library (abandoned cart, welcome, winback)
- Unified customer + catalog segmentation with real-time order events
- Guided first-send flow with AI-suggested copy and audience

3Unique Value Proposition
M
Bring re-engagement into the store you already run, so you keep more customers without juggling a second tool, a second catalog, or a second invoice.
High-level concept
Klaviyo inside your store, with zero integration work.
9Unfair Advantage
M
We already own the customer list and product catalog in canonical form with real-time order events. No integration, no schema mapping, no sync failures. Structurally difficult for third-party tools to match without Storevine's permission.
2Customer Segments
M
Storevine SMB merchants ($50k to $2M GMV annually) not running automated email or SMS, or unhappy with their current second tool.
Early adopters
Merchants with 100 to 500 monthly orders who installed and churned from Klaviyo or Mailchimp within the last 12 months. Roughly 4% of the base [fictional], pre-qualified on willingness to try an embedded alternative.
8Key Metrics
M

- Activation: 45% first-send within 14 days [fictional]
- Net revenue retention: 115% by Y1 end
- Monthly churn: under 3.5% [fictional]
- SMS cost ratio: under 18% of revenue at scale
- NPS among Campaigns customers: 42+ by Y1 end

5Channels
M
Compounding (free, long-horizon)

- In-app discovery at first-product, first-order, first-abandonment moments
- Storevine merchant community (Slack + forum) case studies
- Content series: "the real cost of a second tool"

Traction-demonstrating (paid, near-term)

- Lifecycle email to "churned from Klaviyo" cohort
- Paid webinars with 3 Storevine-adjacent SMB agencies

7Cost Structure
L

- CAC ~$80 per merchant (embedded acquisition) [fictional]
- Fixed: 4 engineers + 1 designer + 2 founders = ~$1.1M Y1 burn [fictional]
- Variable: SMS carrier fees ($0.03 to $0.04 per SMS), email infra, deliverability monitoring
- Cost driver: SMS volume, not email. If SMS outpaces email by 2x+, margin compresses

6Revenue Streams
M

- Model: per-store subscription add-on + usage-based SMS overage
- Price: $39/mo flat (5k emails, 500 SMS included); $0.01/extra email, $0.05/extra SMS
- Volume (Y1): 2,700 merchants on Campaigns = 18% of base [fictional]
- LTV: ~$1,120 per merchant (22-month average lifetime)
- Math: 2,700 x $51 x 12 = $1.65M ARR end of Y1 (base case)