	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	5	10	10	10	10
Creator videos / week	0	35	70	70	70	70
Landing pages live	1	2	3	4	5	6
New ads / week	5	6	8	8	8	8
Unique experiments	2	3	4	5	6	6

Spec	Series 3+
Battery	Up to 3 months
Water	IP68 + IP66K, fresh and salt water to 50 m
Strength	500+ lbs resistance
Frame	Industrial-strength stainless steel
Puppy Warranty	Swap for free when your puppy is full grown

	Fi	AirTag	Microchip
Live GPS	Yes, over cellular	No, Bluetooth via Find My	No
Actively tracks	Yes	Needs an iPhone nearby	No
Health tracking	Yes	No	No
Battery	Up to 3 months (Series 3+)	More than a year	—

Every ad is shown in the feed with its landing page. Switch the size:

fiFiSponsored · 02 · Normal collar

A normal dog collar just won’t cut it for my dog…

fitracking.comFi Series 3+Shop now

Lands on → /collarRemake of the talking-head ad (3 live IDs). Creator adds one real reason from her dog’s week.

fiFiSponsored · 03 · AirTag vs Fi

Here’s the difference between an AirTag and Fi Mini.

AirTagNeeds a stranger’s iPhone nearby

Fi MiniLive GPS over cellular

fitracking.comFi Mini · $99Shop now

Lands on → /vs/airtagRemake of the AirTag vs Mini ad. Only /vs/airtag facts; concedes battery like Fi’s page does.

fiFiSponsored · 04 · Meme: Drake

Tracking your dog, two ways.

Hoping someone with an iPhone walks past my dog

Live GPS on the collar

fitracking.comFi Mini · $99Shop now

Lands on → /vs/airtagMeme · Drake. Clear template rights before paid.

fiFiSponsored · 06 · Lost Mode

Start Lost Mode.

fitracking.comFi app · Lost ModeShop now

Lands on → /Their own Lost Mode screen; Search Party alerts nearby Fi members.

fiFiSponsored · 07 · Meme: Surprised Pikachu

The gate. Again.

Me: “the gate is definitely closed”
My phone: “Escape alert: Juno left the yard”

fitracking.comFi Series 3+Shop now

Lands on → /Meme · Surprised Pikachu. From the “never gonna lose my dog again” viral format. Clear template rights before paid.

fiFiSponsored · 08 · Ultra

Off leash, off grid.

FI ULTRA · T-SATELLITE WITH STARLINK

fitracking.comFi Ultra · $299Shop now

Lands on → /Ultra is US only: geo-target.

fiFiSponsored · 09 · Small dog

Fits small. Tracks it all.

0.56 OZ

fitracking.comFi Mini · $99Shop now

Lands on → /mini/dogTheir own static line, on their own photo.

fiFiSponsored · 10 · Meme: Starter pack

The off-leash dog parent starter pack.

The off-leash dog parent starter pack

Trail shoes, always

“He’ll come back”

The zoomies

Checking the map anyway

fitracking.comFi UltraShop now

Lands on → /Meme · Starter pack, on Fi’s own photos.

fiFiSponsored · 11 · Reviews

4.7 from 36,000+ reviews.

★★★★★4.7“Fi has BY FAR been the best option for us.” Josh C.

fitracking.comShop FiShop now

Lands on → /On-site widget and quote.

fiFiSponsored · 12 · Meme: Always has been

About that AirTag.

“Wait, an AirTag only works if an iPhone walks past?”“Always has been.”

fitracking.comFi Mini · $99Shop now

Lands on → /vs/airtagMeme · Always Has Been. /vs/airtag facts only. Clear template rights before paid.

fiFiSponsored · 13 · Dog POV

My human put a tracker on me.

Steps today: a lotNap: 8h 54mLicking: noted

fitracking.comFi Series 3+Shop now

Lands on → /Dog-POV narration, from the viral @viralata_dede format. Fits @americanbrabus.

fiFiSponsored · 14 · Rescue

260K+ lost dogs found.

260K+lost dogs found

Fi Rescues · 700+ partners

fitracking.comFi RescuesShop now

Lands on → /rescuesTheir own rescues-page numbers.

Concepts only, not live ads. Photography © Fi (Barking Labs), from fitracking.com. Four of fifteen are memes on third-party templates: clear rights before paid. Competitor lines only from Fi’s /vs pages; no diagnosis claims; no supplements until Fi confirms the recall question.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Promo-wave dependence	High	High	Danilo	Non-promo UGC must hold CAC by day 30
Health claims drift to diagnosis	Med	High	Fi + Danilo	Tracking language only
Competitor claims	Med	Med	Fi	Only /vs page lines
Supplement recall question	Low	High	Fi	No supplement mention until Fi confirms
Negative AirTag posts in comments	Med	Med	Fi	Approved reply
Ultra is US only	Low	Low	Danilo	Geo-target
Q4 auction costs	High	Med	Danilo	CPM +30% vs Sept → scale only winners

Line	Value	Status
First year (Series 3+ or Mini)	$189	Fact: device + one-year membership
Gross margin	50%	ASSUMED
Refund / trial returns	8%	ASSUMED (30-day trial)
Year-two renewal	60%	ASSUMED
CAC ceiling (year one)	$87	= 189 × 50% × 92%

Week	New ads live	Test budget / ad (proposed)	Creators posting	Your CAC target
1	5	$500	0	Set with you, day one
2	6	$500	5	Set with you, day one
3	8	$500	10	Set with you, day one
4	8	$750	10	Set with you, day one
5	8	$750	10	Set with you, day one
6	8	$750	10	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$25,000 / mo
40	5%	2	$50,000 / mo
60	5%	3	$75,000 / mo

Channel	Open when (proposed)	Why wait
TikTok organic	Day 1	Where tracker posts go viral
TikTok Spark Ads	A roster post beats 3× median	Boost organic winners
Verizon	Out of scope	Partner channel
Amazon / retail	Out of scope	Separate team

Day	Keep going if (proposed)	Stop or change if
14	1+ new UGC ad at target CAC	No ad beats the control
30	Non-promo creative holds CAC; organic cost under $5 per 1,000	Over $8 per 1,000
60	Spend up 1.5× at target	CAC over target 14 days
90	Trial-to-paid through creators at target	Keep winners, stop the roster

Piece	Exists today	Missing	Forced order
Claims	/vs pages, product claims	One creator sheet	1st
Creative	3 UGC creatives, promo statics	Volume of UGC	2nd
Creators	Ambassador Program; Bethenny Frankel	A daily roster	2nd

Figure	Source	Type
~33 ads, all started Sep 22–28	Meta Ad Library, 28 Sept 2026	Fact
~$100M ARR, <1M users, 7× since 2021	Yahoo / PitchBook, 26 Aug 2026	Reported
$99 / $129 / $299; $189 first year	shop.fitracking.com; /vs/airtag	Fact
4.7 from 36,000+	shop.fitracking.com	Fact
260K+ dogs found; 700+ partners	fitracking.com/rescues	Fact
Margin, refund, renewal	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators under 5,000 followers; 17 of 20 shortlisted are US
Output	7 short videos a week each
Platforms	TikTok and Instagram (your Ambassador Program asks for both)
Scripts	Written every Monday
Claims	One sheet, 24-hour review
Paid	Winners run as partnership ads
Measure	Cost per 1,000 organic views, then trials

Driver	What we do
Volume	7 a week each
Variety	Product and dog type per creator
Speed	24-hour review
Selection	Scored monthly
Hooks	The escape, the map, the comparison in 2 seconds

#	Ad	Running	Real hook	Our version
1	Normal collar (1114494541019095 +2)	6 days, 3 IDs	“A normal dog collar just won’t cut it for my dog...”	In the car after a walk; one real reason from her dog’s week
2	AirTag vs Mini (4565867673689165 +1)	6 days, 2 IDs	“Here’s the difference between an AirTag and Fi Mini”	Both in one hand: “one of these needs a stranger’s iPhone”
3	Unbox & demo (1401774318824654 +1)	6 days, relaunched	“Location, activity, behavior — all tracked.”	Faceless slot: unbox, clip on, the app screens

#	Post	Plays	Hook	Our version
4	@puplet.pl	311.1K (27.5K followers)	“Never lose your pup😍”	Mini clipped on, cut to Lost Mode
5	@jody_hx	126.7K	“GPS dog tracker so you will always know your dogs next move”	Live map + escape alert
6	@viralata_dede	120.3K	Dog-voice narration of a tracker	“My human put a tracker on me”
7	@littleblackbud	50K	“Ever wondered what your spaniel actually gets up to…”	GPS trail as the reveal
8	@larrygreatdane	44.1K	“This GPS dog collar is amazing. Great for all dogs.”	XS to XL split screen
9	@furryrollerss	20.3K	“Never gonna lose my dog again 😌”	Gate left open, escape alert
10	@ms.pawparent	701.3K	Tracker as a “never goes missing” buy	US mom-creator version

Rule	Why
Tracking language, never diagnosis	Health-behavior data
Competitor lines only from /vs pages	Fi’s own comparisons, including the AirTag battery concession
No supplements	Until Fi clears the recall question
Disclosure	Paid label plus #ad
24-hour review	Before anything posts

Channel	Why
Ambassador Program applicants	Already asked to post on TikTok / IG
Collabstr dog categories	Where the shortlist came from
r/SavedByFi members	Real stories
Rescue partners	700+ partners

Filter	Test
1 · Portfolio	Three delivered assets
2 · Conflict	No Tractive / Halo deal
3 · Claims test	One brief
4 · Trial	Two paid weeks
5 · Retainer	Winners continue

#	Collabstr handle	Followers	Location	Fit
1	@alishaandfir	2.3k	Eugene, OR	RV traveler: Ultra fit
2	@thepeachypup	3.1k	Charlotte, NC	8+ years of dog content
3	@delphinenais	1.0k / 1.1k	Chicago, IL	Pet health creator
4	@dexterdachshund	1.1k	Edwardsville, PA	Small dog for the Mini
5	@americanbrabus	2.1k	Miami, FL	Dog-POV voice
6	@foresterthedrent	561 / 166	Phoenix, AZ	Full-time UGC creator
7	@madisons	405	Bentonville, AR	Ex-agency UGC marketer
8	@zaraandco	3.9k	Brookville, IN	5.0 on Collabstr
9	@freyaodinolaf	2.7k	Frederica, DE	Multi-dog household
10	@willowbean	2.5k	Austin, TX	Big dog-owner metro
11	@melothebully3	993	Leesburg, VA	Strong puller: 500+ lbs line
12	@winniethemini25	1.8k	Fayetteville, NC	“Fits small. Tracks it all.”
13	@maxmom	267 / 1.8k	Derry, NH	Boxer family content
14	@doodlesanddiapers	1.6k	Chicago, IL	Mom of two, dog mama
15	@mariahlynn	1.6k	Portland, ME	High-energy cattle dog
16	@bettercallmisa	3.1k	Orlando, FL	9 lb Shih Tzu
17	@mayarapamela	1.2k / 105	Philadelphia, PA	Honest reviews
18	@dexterthehusky	2.1k	Ottawa, CA	International slot
19	@ollieandneville	2.6k	West Molesey, UK	International slot
20	@billytheredretriever	2.3k	Perth, AU	Faceless / format testing

Band (proposed)	Retainer / month	Videos / week	Who
US premium	$800–1,500	7	US on-camera anchors
US standard	$500–600	7	Steady US creators
International, on camera	$500	7	Canada, UK
International, faceless	$500	10	Dog-and-app only

Input (assumption)	Videos	Views
Median ~3,000	~300	900,000
Breakouts at ~60,000	~20	1,200,000
2–3 hits near 500,000	2–3	1.0–1.5M
Total	~300	~3.1–3.6M

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	US premium	7	4,200	62,000	$3.40	+$50	Keep
Creator 02	US standard	7	2,100	8,900	$6.60	$0	Watch
Creator 03	Intl on camera	7	3,800	41,000	$3.15	+$50	Keep
Creator 04	Intl faceless	10	1,600	5,200	$7.80	$0	Replace
Creator 05	US premium	6	5,900	118,000	$2.30	+$50	Keep

Period	Creators (proposed)	What happens
Week 1	0	Your data, claims sheet, recruiting, blind ranking of past ads
Week 2	5	First five live
Week 3	10	All ten live
Week 4	10	First winners whitelisted

Review: Fi vs gold

{{ r.label }}

Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

More than a collar.

Find the Fi for your pet.

Find your dog faster.

Know what’s normal for your dog.

Up to 3 months on one charge.

Fits small. Tracks it all.

Off leash, off grid.

Why not an AirTag?

4.7 from 36,000+ reviews.

260K+ lost dogs found.

One account, every dog.

Pick by your dog.

Frequently asked questions.

People still don’t know the category exists.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

Only variety absorbs variety.

Seven disturbances, scored, owned, gated by a number.

The ceiling. Five lines, with the assumed ones labelled.

The test ramp. The blanks are yours to fill on day one.

Whatever your CAC is, creative volume is what moves it.

Where the next $100,000 goes.

What has to be true before a channel opens.

Payback is the real constraint, not CAC.

What this covers, and what it deliberately doesn’t.

Gates, written before spend, so stopping isn’t a negotiation.

What exists, what’s missing, and the order that’s forced.

Every number, and where it came from.

Month one is where it starts.

Ten creators. Seven videos a week each. One new script every Monday.

Contents

The whole program on one table

I have built this engine before

What the content actually looked like

What makes a creator program perform

What a roster actually ships

Videos we’d remake

The part that makes this hard, handled first

How we find and test them

Twenty creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

We start with five, then ten

What you get every Monday