Shepherd Boy Farms

1 · The Client in One Page

Shepherd Boy Farms — premium freeze-dried dog food, treats, and toppers manufactured in Greensburg, Indiana. Dual business model: (1) DTC via Shopify (~3–5% of total revenue, the MH1 growth focus), (2) B2B co-manufacturing white-label and private-label production for other pet brands (~40–55%). Total estimated revenue $6M–$15M annually. Founder Ashton Hood left corporate insurance to start a goat farm, built his own freeze-dryer when he couldn't afford commercial ones, and now operates a 75,000 sq ft SQF Level II certified facility with a $50M expansion (100,000 sq ft additional) targeting spring 2026 production start. Zero product recalls in 10 years.

MH1 Account Health (2026-04-30)

Brand Snapshot

Voice archetype: The Honest Farmer. Warm, straightforward, grounded — never corporate or performative. Primary brand color Forest Green #547C58 with Vibrant Green accent #2CB67E. Tagline: "Farm-fresh nutrition, freeze-dried for life." Values: God first, family second, business third. Quality over quantity. Radical transparency.

Revenue Mix (Estimated FY2025)

Product Ladder (DTC)

Single-ingredient treats ($15.70–$20.90) → Classic toppers / goat's milk ($13.99–$24.99) → Standard freeze-dried meals ($37.80–$41.95) → Premium/exotic recipes ($44.99–$119.99) → Subscribe & Save (15% off recurring). Treats drive acquisition volume; meal subscriptions drive LTV ($972–$2,988 per subscriber over 18 months). Key insight: exotic meals generate $42.50 contribution per unit vs. $6.30 for treats — every customer that climbs the ladder multiplies margin dramatically.

2 · Account Team

Channel Coverage Map (per P&L Hub assignments)

3 · Client Contacts (SBF Side)

Note: SBF is a smaller, founder-led company vs. VC-backed clients. Ashton Hood is both the approver and the operator. All creative, spend, and strategy decisions route through him. Keep communications direct, warm, and data-grounded — never corporate or "marketing agency" toned.

4 · Channels Currently Managed

Not currently managed by MH1: Amazon PPC, Chewy marketing, B2B co-manufacturing lead gen, SEO content. Amazon and Chewy are the largest revenue channels (~$2M–$5M est.) but entirely opaque — no performance data connected. Amazon PPC activation ($4.5K/mo) projected at $11K–$19K monthly revenue — strongest near-term channel expansion opportunity not yet acted on.

5 · Active Priorities & Calendar

P0 — Revenue-Generating Builds (Email Flows)

• Welcome series (3-email) — new subscriber → first purchase · $1.5K–$3K/mo potential from 2,600 contacts
• Post-purchase upsell flow — treats → toppers → meals ladder · $2K–$5K/mo at current repeat base
• Cart abandonment recovery (3-touch) — industry 3–5% recovery rate · $500–$1.5K/mo
• Win-back 60-day — 838 one-time buyers are candidates · $1K–$2.5K/mo
• List segmentation — zero segmentation currently; by product type, buyer status, dog size

P1 — Paid Acquisition Pivot

• Meta treats-first campaign — launch and hit 1.0× first-purchase ROAS (from 0.3× food baseline)
• Meta retargeting build — warm site visitors, cart abandoners, email list custom audience · 4–8× ROAS
• Google Ads access elevation — request standard edit or higher from Ashton/team
• Google Search activation — allergy + category keywords · $5K/mo budget → $12.5K–$22.5K revenue projected

P2 — Conversion Rate Improvements (Site)

• Reviews widget on PDPs — no social proof on site currently; +0.3% CVR projected
• Daily cost calculator — "Costs $4.50/day for a medium dog" · addresses the price perception gap · +0.2% CVR
• Subscribe & Save surface area — currently buried; needs prominent placement on every meal/topper PDP · +5% subscription penetration
• Bundle offers — none visible on site; "Starter Bundle" (treats + topper + sample meal) · +$15 AOV

P3 — Creative Production Pipeline

• Ashton Hood facility tour video (30–60 sec for Meta; 15 sec for Stories/Reels)
• UGC dog treat reaction video brief — 3+ creators, TikTok-native format
• Before/after allergy testimonial photo series — 4+ customers sourced
• Cost comparison infographic — $4.50/day vs. premium delivery services

90-Day DTC Revenue Roadmap

Seasonal Calendar Overlaps

6 · Operating Cadence

• Sync Calls — 8 meetings in the last 30 days indicates regular weekly cadence with Ashton Hood. Strong engagement signal; Asana score (20) is the contrast to note.
• Asana Project — GID 1214094196121431. As of 2026-04-30: 8 open tasks, 7 overdue, 5 done in 14 days. Score: 20/100 (formula: 70 + done×4 − overdue×10 − open overflow penalty). A score of 20 indicates the overdue count is suppressing everything else. Target score of 60+ requires closing at least 5 overdue tasks this sprint and keeping new task intake at parity with completions.
• Slack Channels — Primary client-facing channel and internal project channel. Based on account structure, communications with Ashton flow through Slack; risk if feedback arrives outside Asana (same pattern seen with other founder-led clients).
• Asana Score Formula (for reference): max(0, min(100, 70 + done_7d×4 − overdue×10 − max(0, open−15)×0.4)). Current: 70 + (5×4) − (7×10) = 70 + 20 − 70 = 20. To hit 60: need done_7d ≥ 8 with overdue ≤ 3, or close 6 of 7 overdue tasks this week.
• Deliverables cadence — Standard MH1 Mon/Wed/Fri delivery structure should be in place. Given the Asana gap, verify recurring delivery tasks are being completed and not just scheduled.
• B2B context — $50M facility expansion is a live operational event for Ashton. Spring 2026 production start means he is simultaneously running a major capital project and a marketing engagement. Meeting prep should acknowledge this — keep asks focused and decisions fast.

Asana Score Recovery Path

7 · Data & Tooling

Connected Platforms (via MH1 Middleware → BigQuery)

• Live  Shopify — 2,928 customers · 1,122 buyers · 40 products · store created July 8, 2024 · revenue since launch ~$178K
• Live  Meta Ads — campaign data synced; ROAS and CAC tracked (food campaigns 0.3×; treats pivot in progress)
• Configured  Google Ads — Account ID 7427822148 · read-only access · campaigns exist but unoptimized
• Building  Klaviyo — 2,600+ contacts · flows being built by MH1 · no historical performance data yet
• Partial  GA4 — configured but analytics maturity rated 2/10; no conversion event pipeline established; limits CVR measurement and paid channel attribution

Critical Data Gaps

• RED  Amazon performance data — largest revenue channel ($2M–$5M est.) with zero visibility. No BSR, review counts, PPC data, or conversion rates. Can't optimize what can't be measured. Amazon Seller Central access or data sync is the single highest-leverage data unlock.
• RED  Chewy performance data — same gap. Chewy generates $50K–$200K/mo estimated with unknown autoship penetration and review score.
• RED  Subscription penetration — estimated <5% of repeat buyers on Subscribe & Save but exact number unknown. Blocks subscription revenue modeling.
• RED  B2B pipeline visibility — co-manufacturing revenue is 40–55% of total but not tracked. New facility needs co-manufacturing contracts to fill 3× capacity — unfilled capacity = ~$250K/month in unrealized revenue. B2B lead gen is outside MH1 scope but should be flagged to Ashton.
• WATCH  GA4 conversion events — not fully wired. Checkout completion, add-to-cart, and PDP engagement events need implementation to enable proper funnel analysis and paid channel ROAS validation.
• WATCH  Cart abandonment rate — unknown (industry avg 65–75%). Without GA4 event data, cart abandonment flow effectiveness can't be properly measured.

Systems Inventory

8 · Friction Points

1. Asana score of 20 is the primary operational alarm. Seven of eight open tasks are overdue. With 8 meetings in 30 days and a 73 sentiment score, this is clearly not a relationship problem — it is a delivery and task management gap. The team is generating plans and alignment in meetings but not converting them into closed tasks. Root causes likely include: tasks without clear owners, overdue items sitting stale instead of being triaged, or scope creep from a broad engagement (5 channels simultaneously at an early build stage).
2. DTC revenue is at ~$5,500/month against a $30K/month target. That's an 18% run rate against target. The gap is structural — before MH1, there was zero email automation, failed paid acquisition, and limited DTC presence. The path exists (treats-first + email flows + CVR improvements = $30K/month in 6–9 months) but every week of delay on launching flows leaves money on the table from a 2,600-contact list that is currently doing nothing.
3. Meta Ads pivot is not yet producing. Food campaigns were stopped (correct) but the treats-first pivot result is still TBD. The $200+ CAC from food campaigns means there is no reliable paid acquisition channel yet. Until the treats pivot achieves 1.0× ROAS or better, paid spend is effectively on hold as a growth lever.
4. Google Ads is read-only and effectively dormant. The account has campaigns but MH1 can only observe, not optimize. Problem-intent search ("dog food for allergies") is estimated at 3–5× ROAS for SBF's positioning. Access elevation is a quick win blocked by a permissions conversation that hasn't happened yet.
5. Video creative is absent and the competitive set requires it. The top performers in DTC pet food (Sundays for Dogs, The Farmer's Dog, Dr. Marty) are running founder-led video and UGC at high volume. SBF is competing with static-only creative. This is an existential gap for Meta and TikTok performance at scale — static ads will ceiling quickly even after the treats pivot.
6. Amazon and Chewy generate an estimated $2M–$5M annually but are a black box. MH1 has no data access, no optimization lever, and no visibility. If the marketplace algorithms shift or competitor listings gain ground, there is no early warning signal. Connecting Amazon Seller Central data is the highest-leverage data action not yet taken.
7. The $50M facility expansion creates a parallel operational demand on Ashton Hood. He is executing a $50M capital project (workforce doubling to ~100, equipment commissioning, SQF recertification of the new facility) simultaneously with the MH1 DTC engagement. This means approvals and strategic direction may arrive in compressed windows. Asynchronous communication clarity and tight, decision-ready briefs are more important here than with larger client teams.
8. Repeat buyer AOV is $34 against a target of $80+. 284 repeat buyers are purchasing at less than half of target AOV. The product ladder strategy (treats → toppers → meals → subscriptions) is the fix, but requires post-purchase email education and upsell flows that don't yet exist. Every week the post-purchase flow is not live, ~284 repeat buyers receive no upsell messaging.

Caveat on numbers: Business revenue figures (B2B, marketplace, total) are estimates derived from industry benchmarks, facility capacity analysis, and available public data — SBF is bootstrapped and privately held with no disclosed financials. DTC figures (1,122 buyers, $178K since launch, 2,600 email contacts) are from connected Shopify and MRD data. Asana metrics (score: 20, open: 8, overdue: 7, done 14d: 5) are from the Supabase snapshot as of 2026-04-30. Sentiment (73) reflects Fireflies + Slack composite scoring. P&L ($30K retainer, $17K cost, 43.3% margin) is from the PL Hub as of 2026-04-30.