Built on 300 Women, Not a Big Audience.
Modest April needs the right few hundred women to sell out its first drop at full price, then the systems to earn every drop after it. Two parts: a growth engine we run, and a commerce engine we design with you.
Four Principles Behind the Plan
What follows from the Context, and what every decision in this proposal is checked against.
The right 300, not reach
About 25 pieces per colourway. We need women who will love it and talk about it, not followers.
Full price is the brand
No heavy discounting, as the discovery doc says. Scarcity, early access and store credit do the work discounts usually do.
Khenza's eye is the content
Her sketches, her detail, her opinions. Nobody else in the category can show where a print comes from.
Earn the next drop
Every drop is sized from the last one's sell-through. Growth follows demand, not hope.
Two Engines, One Set of Infrastructure
Growth Engine
Everything that creates demand, run by us as your marketing team with Khenza's voice at the centre.
- Content engine12 reels and 8 carousels a month, daily stories in launch weeks, built on four pillars.SketchbookThe DetailThree MoodsCovered By
- CommunityThe Founding Circle, 15–20 Muses, April Sunday trunk shows, DMs and comments every day.Founding CircleMusesTrunk shows
- CRMKlaviyo flows and the WhatsApp channel: welcome, abandoned cart, post-purchase care, restock.KlaviyoWhatsAppWeekly email
- PerformanceRetargeting from mid-November; prospecting from January, only with creatives that earned saves.MetaPinterest
Commerce Engine
The systems that turn demand into full-price sales, and the numbers into decisions. You own them; we build them and keep them honest.
- Prepaid and exchange flowsPolicy pages, Return Prime, store credit, the WhatsApp fit concierge.
- Shoot directionA brief and shot list per drop with Unnees Bees: campaign, product pages and a month of reels from one shoot.
- Drop planningRestock votes and sell-through data set the next drop's styles, sizes and quantities.
- Finance cockpitA live dashboard for Saeed: sales, sell-through, CAC, CM3 and cash, from Shopify, Meta and Razorpay.
On numbers, honestly: the targets in Context are our estimates. The first 30 days calibrate them, and from then on targets are set from real data. Committed from day one: content volume, response time, and the Friday scoreboard.
Eight Plays and One Rule
The Founding Circle
100 numbered invites from Khenza's list. 48-hour early access and a numbered card in the box.
Muses, not influencers
15–20 women with real style and 2,000–30,000 followers keep a piece and shoot it in their own light. About ₹30,000 at cost.
April Sundays
A friend hosts 12–15 women at home with the collection and keeps a piece. At ₹7,000, touching the fabric closes the sale.
Fit concierge
“Send your height and usual size” on WhatsApp. More confident first orders, fewer exchanges.
Made-to-adjust filter
Pieces that work through pregnancy and postpartum get a quiet, searchable tag. Never the headline.
Restock vote
Sold-out colourways say “Vote to bring it back”. Free demand data for Drop 2.
Pinterest from day one
Boards for modest workwear, wedding guest and travel. Few Indian labels show up there.
The Gulf corridor
Families visiting from the Gulf in December and January. Gift cards and WhatsApp orders before international shipping.
No boosted posts
Paid starts only after about 50 organic orders and a working pixel, as retargeting first.
Two Ways to Work With Us
The same pod and the same scope either way: about 120 hours a month across strategy, content, community, performance and design, through one point of contact.
Billed monthly in advance, exclusive of GST. Includes the ₹50,000-a-month website care plan. Excludes ad spend (₹25,000–75,000 a month to start), shoot production, Muse pieces at landed cost, and app subscriptions, all billed to Modest April directly. The website build is quoted separately and already under way. After month three, either side can continue month to month or stop.
At Full Cost, Our Fee Alone Takes the Base Case to Zero.
With ₹1.8 lakh a month plus shoots, base-case EBITDA falls to about ₹3 lakh and cash ends the year ₹10 lakh short. At ₹1.2 lakh, the base case keeps about ₹11 lakh of EBITDA. The difference is a stake we only earn by helping you grow.
| Option B · Proposed equity terms | To agree together |
|---|---|
| Stake | 4% advisory equity in Modest April |
| Time vesting · 2% | Monthly over 24 months, after a 6-month cliff |
| Milestone vesting · 2% | On reaching a ₹1 crore annual GMV run-rate within 18 months |
| If we stop | Unvested equity lapses. Either side can end after month three. |
| What else comes with it | Fundraise readiness when the numbers prove the model, through TFC's founder and investor network |
Four Phases From Waitlist to Drop 2
500 on the waitlist.
Khenza's 100 invited, waitlist live, twelve pre-launch posts, campaign shot on samples, Muses seeded.
150 pieces sold.
48 hours for the Founding Circle, public on 1 November, gift cards for Diwali, the first April Sunday.
60% sold at full price.
Customer content, retargeting, restock votes, weddings, then Gulf visitors.
Sized by what sold.
Pre-orders to the waitlist, live before Ramadan, prospecting with proven creatives.
The Campaign Must Be Shot on Samples, Now.
Production finishes in mid-to-late October and the store opens on the 30th. Shoot the campaign on the finished samples this month, and only product-page shots on production pieces.
Four Milestones, Reviewed Every Month
| 30 Oct 2026 | 500 on the waitlist, 100 in the Founding Circle |
| 31 Dec 2026 | 60% of Drop 1 sold at full price |
| Apr 2027 | 110 orders a month, past break-even |
| Oct 2027 | ₹1 crore GMV run-rate, 20% repeat |
- Full-price sell-through by colourway
- Orders, average order value, share prepaid
- Blended CAC and CM3 per order
- Exchange rate and the reasons behind it
- Saves and shares per post
- Cash and stock on hand
Buy the Commerce. Build the Brand Layer.
- Shopify PrimaryStore, inventory, gift cards. Modest April owns it.
- RazorpayUPI and cards, prepaid only.
- Return PrimeExchanges, store credit, reverse pickups.
- Klaviyo We set upWaitlist, flows, weekly email.
- WhatsApp BusinessChannel, fit concierge, order confirmations.
- Meta pixel, GA4Every step measurable from day one.
- Claude CoreStrategy, copy, research, the finance cockpit.
- FigmaTemplates, carousels, packaging inserts.
- MetricoolScheduling and post analytics.
Projects Relevant to Yours
- AranyaniA design-led South Asian label, built to carry rich textile and print detail.Fashion
- Ateliers LondonAn editorial, product-forward storefront around large-format imagery.Fashion
- Yuri SkinscienceD2C skincare for Indian skin; product-led, ingredient-forward storytelling.D2C India
- CHKA fast, mobile-first footwear storefront.D2C
- UnderlynHandcrafted textile art, built to let artisan pieces carry the page.D2C India
A Few Honest Reasons
We already know the store
We are building modestapril.com, so content, data and commerce sit with one team.
Context before proposal
The numbers came first, unpaid, with the open questions named.
Fashion and D2C, in India
Aranyani, Ateliers London, Yuri, CHK and Underlyn gave us the span.
AI-first, taste-led
AI across research, production and analysis; human judgement on everything with the Modest April name.
Extended team, not vendor
One point of contact, a full pod behind it, surge capacity for each drop.
On your side of the table
With Option B, we only earn the stake if Modest April grows.