Artyz Furniture · v4.0 · 2026-05-14

The 12-Month Marketing Plan

Four tiers. Stress-test the math live. Pick the level of investment that matches Artyz's appetite for the next year.

Prepared by

YKC Media

Rohit · Chief Digital Advisor

Choose a tier

Click to explore

Live controls · stress-test the math

Drag the sliders. Toggle the scenario. Watch every number recalculate in real time.

Scenario audit ranges

Mid-band of verified India 2026 benchmarks. The defensible default.

Showroom close rate 11%

↓ with uplift programme

6% 11% baseline 16%

Average order value ₹5.5L

₹3L ₹5.5L baseline ₹8L

Tier 2 · Standard

₹58L · 12 months

Where the money goes

Channels active

5 of 8

Influencer layers active

2 of 4

Pre-Puja sprint sustained

Yes (8 weeks)

What this returns

12-month outcomes

Attributable revenue (full year)

₹2.9 Cr

Band: ₹2.1Cr → ₹3.8Cr

Walk-ins / month (D90)

+19 over baseline

Sales / month (D90)

3.3

at 11% close

Blended ROAS (steady)

5.5×

Band: 4.5× → 7.0×

Pre-Puja sprint peak

8.5×

Aug 10 – Oct 5 window

Account growth (followers)

38 → 1,400 by D90

12-mo target 4,500 qualified

Monthly cash flow · 12 months

Spend leads, revenue follows (~6 weeks)

The ₹78L (or whichever tier) doesn't go out as a single cheque — it phases monthly. Revenue trails by ~6 weeks. Break-even crossover is the moment cumulative revenue overtakes cumulative spend.

Break-even month

Month 4

Peak monthly revenue

₹28L

in Month 9 (Pre-Puja)

Cumulative 12-mo profit*

₹2.3Cr

*assuming 50% gross margin

What's included at this tier

vs preceding tier

The full picture, side by side

Median scenario · default close · default AOV

Metric	Tier 1 · Lean	Tier 2 · Standard	Tier 3 · Aggressive	Tier 4 · Premium
Annual investment	₹42L	₹58L	₹78L	₹98L
Marginal spend	baseline	+₹16L	+₹20L	+₹20L
Walk-ins per month (D90)	22	30	42	52
Sales per month (D90)	1.8	3.3	5.5	7.3
Monthly revenue (D90)	₹9.9L	₹18L	₹30L	₹40L
12-month attributable revenue	₹1.7Cr	₹2.9Cr	₹5.3Cr	₹7.1Cr
Marginal revenue	baseline	+₹1.2Cr (7.5× marginal)	+₹2.4Cr (12× marginal)	+₹1.8Cr (9× marginal)
Blended ROAS (steady)	4.0×	5.5×	7.5×	8.5×
Pre-Puja sprint peak ROAS	6×	8.5×	11×	13×
IG followers (D90)	~800	~1,400	~3,200	~5,500
Editorial placements (12mo)	0	1	2	3
Tollywood / celebrity Reel drops	0	0	1	2

All numbers assume Phase 0 (MCA + GST + DPDPA + TRAI) is cleared before spend begins. AOV ₹5.5L baseline, walk-in attribution SOP live, sales-team uplift programme funded from Tier 2 onward. Numbers are mid-band defensible projections from verified 2026 India Meta benchmarks (Superads $3B dataset, AdAmigo, Lebesgue, DigitalApplied) — not best-case claims.

The "+₹X → +₹Y" intuition

Every tier upgrade buys a step-change, not a linear bump. The marginal rupee buys more revenue at Tiers 2 → 3 than anywhere else — that's where Tollywood + editorial + uplift programme compound.

Tier 1 → 2

+₹16L spend

+₹1.2Cr revenue

Marginal ROAS · 7.5×

LinkedIn captures one architect; uplift programme adds 3pp close rate

Tier 2 → 3 · best step

+₹20L spend

+₹2.4Cr revenue

Marginal ROAS · 12×

Jisshu/Rituparna Reel + editorial + Tssifira bridal event compound

Tier 3 → 4

+₹20L spend

+₹1.8Cr revenue

Marginal ROAS · 9×

Diminishing returns — Kolkata premium audience saturates; brand-building > pure ROAS

Recommendation: if budget allows, Tier 3 is the sweet spot. Tier 2 → Tier 3 buys the highest marginal return in the plan. Tier 4 is for category-defining ambition, not pure revenue lift.

Before any spend: Phase 0

Critical · operator action this week

Verify Furnest Decor MCA & GST compliance

External adversarial audit (Gemini Deep Research, 2026-05-13) cites Tracxn + IndiaFilings sources claiming Furnest Decor Pvt Ltd has pending MCA filings (AOC-4, MGT-7) with accumulated penalties ~₹5.47L. If true, this may also block GST Input Tax Credit on advertising spend — costing ₹4.68L on the ₹26L Meta commit alone.

If clean

Proceed

All tiers viable as priced

If MCA defaults

~₹5.5L fix

Add to budget; clear filings before spend

If GST ITC blocked

−₹4.68L

18% of ₹26L Meta is unrecoverable

Action: 30-minute call with CA. This is the only thing blocking the plan from starting.

Decisions Chirag needs to make

#	Decision	Required from
D1	Phase 0 compliance verification with CA	Tier 1+
D2	Phone number lock (9903221792 vs 91473 67153)	Tier 1+
D3	Choose tier · sign annual commit	Tier 1+
D4	Sales-team uplift programme ₹75K + ₹40K/mo	Tier 2+
D5	CRM + Meta CAPI integration (Zoho/Salesforce)	Tier 1+
D6	WABA chatbot (WATI / Interakt)	Tier 1+
D7	2-day production shoot (₹40K)	Tier 1+
D8	Designer-in-Residence subsidy (₹50K cost-of-goods × 2)	Tier 1+
D9	Showroom events (1 / 2 / 3 / 4 per tier)	Tier 1+
D10	Layer 2 lifestyle influencer activation	Tier 2+
D11	Editorial PR placement (1 / 2 / 3 outlets per tier)	Tier 2+
D12	Tollywood celebrity Reel (Jisshu Sengupta recommended)	Tier 3+
D13	Tssifira Weddings bridal-registry event at Topsia	Tier 2+
D14	Bengali bilingual relaxation (VO/subtitles in influencer Reels)	Tier 1+
D15	Customer permission policy for in-home BOFU creative	Tier 1+
D16	Brand film production (₹30K, evergreen)	Tier 2+

My recommendation

Tier 3 · Aggressive · ₹78L

Tier 2 → Tier 3 is the highest-marginal-return step in the plan (₹12 of revenue per additional ₹1 of spend). Tier 3 buys you Jisshu Sengupta's Bengali-HNI audience, two editorial placements, the full sales-uplift programme, and the WABA-CRM infrastructure that makes ROAS attribution defensible. At Tier 2 the brand still grows; at Tier 4 you spend ₹20L extra for an additional ₹1.8 Cr because Kolkata's premium audience starts saturating. Tier 3 is where the math is sharpest.

If cash flow constrains the decision, Tier 2 is honest and defensible. v3 of this plan (dated 2026-05-13) projected ROAS at 15-22× — that number was rejected by both Gemini and Perplexity adversarial audits as built on broken assumptions. v4 numbers above are what the audits agreed is defensible. Best-in-class for a 38-follower premium furniture brand in India 2026 is 5-8× steady, 8-12× during a festive sprint. Anything higher than that, in any pitch from anyone, is a lie.

— Rohit, YKC Media · 2026-05-14

Glossary · what every acronym means

Click to collapse

Every marketing term Chirag might pause on, in plain English. No ad-agency speak.

Costs & metrics

CPM: Cost per 1,000 impressions. What Meta charges to put your ad in front of 1,000 people. India 2026 average is ₹130-230 broad; ₹400-500 for HHI Top 25% Kolkata premium geo.
CTR: Click-Through Rate. The % of viewers who tap the ad. India 2026 median is ~1.3% across categories; Art & Home Decor leads at 2.5%.
CPC: Cost per Click. India 2026 broad traffic averages ₹14-16; premium geo-targeted luxury runs ₹35-85.
ROAS: Return on Ad Spend. Revenue divided by ad spend. 5× means every ₹1 returns ₹5 of revenue. Industry D2C average is 3-7×.
AOV: Average Order Value. Artyz's mid-AOV is ₹5.5L (band ₹3-8L).
CPA: Cost per Acquisition. What it costs to acquire one paying customer.

Funnel stages

TOFU: Top of Funnel. Awareness ads aimed at cold audiences who've never heard of Artyz. Reels for reach.
MOFU: Middle of Funnel. Consideration ads — carousels that drive saves + profile visits among warm audiences.
BOFU: Bottom of Funnel. High-intent retargeting — Click-to-WhatsApp ads + Store Visit ads to people already warm.

Meta features & products

Advantage+ Sales: Meta's AI-driven campaign type. Auto-optimizes targeting + creative + budget allocation. 27% higher ROAS / 32% lower CPA vs manual campaigns globally.
Maximise Profile Visits: New Meta 2026 objective under Engagement. Drives users to your Instagram profile. Builds the warm pool without you having to manually retarget.
CAPI: Conversions API. Sends offline events (showroom purchases, store visits) from your CRM back to Meta so its algorithm can optimize for real sales — not just clicks.
CTWA: Click-to-WhatsApp Ads. Ad clicks open a WhatsApp conversation directly. Meta's fastest-growing ad format in India (+60% YoY in Q3 2025).
HHI Top 25%: Household Income targeting. Meta India's 2025-launched feature filtering audience by Top 10% / 25% income brackets. Replaces guessing via iPhone-Pro proxies.
LAL / Lookalike: Lookalike Audience. Meta builds an audience similar to a seed group (e.g., your past buyers). Higher quality than cold interest targeting.
Whitelisting / Partnership Ads: Running ads through a creator's handle instead of yours. Creator's audience sees it as native content. Meta 2026 rule: re-verify consent every 90 days or ads auto-pause.

Compliance & Indian regulation

ASCI Paid Partnership: Advertising Standards Council of India. Mandatory disclosure label on all sponsored creator content — Artyz is now jointly liable for partner non-compliance.
DPDPA: Digital Personal Data Protection Act 2025. India's privacy law. Requires consent banner + data-rights workflows. Consent Manager operationalization deadline: Nov 13, 2026.
TRAI: Telecom Regulatory Authority of India. Requires explicit opt-in before WhatsApp marketing communications.
GST ITC: GST Input Tax Credit. The 18% GST on ad invoices is recoverable if your company's GST filings are current. If MCA filings are delayed → ITC blocked → ₹4.68L unrecoverable on ₹26L Meta.
C2PA: Coalition for Content Provenance and Authenticity. The metadata standard Meta uses to auto-detect & label AI-generated images. Adobe Firefly, Midjourney, DALL-E embed it by default.
MeitY SGI mandate: Ministry of Electronics & IT 2026 rule for Synthetically Generated Information. AI labels in ads must be continuously visible on-screen — not just metadata or opening watermark.
WABA: WhatsApp Business API. The infrastructure for chatbots, broadcast lists, and automated nurture flows. Tools: WATI, Interakt, MSG91.
MCA: Ministry of Corporate Affairs. Where Pvt Ltd companies file annual returns (AOC-4 = financial statements; MGT-7 = annual return). Pending filings accumulate penalties + block GST ITC eligibility.

If you need a definition not on this list, hover any term in the deck that has a dotted underline for an inline tooltip.