PREPARED FOR CINNABAR GREEN

Cinnabar
Green.

Growing online sales.

A proposal by Rooted
29 October 2026

INTRODUCING ROOTED

Why we started Rooted.

A steady, accountable
growth partner.

We started Rooted to help businesses navigate a fast-changing digital landscape.

We bring specialists and the right technology together, so your content, campaigns and website work towards the same outcome.

Mark Heath

Co-founder & CEO

Sebastian Friedrich

Co-founder & COO

INTRODUCING ROOTED

The people behind the work.

Specialists in strategy, creative, paid media and conversion, working as one team.

Mark Heath · CEOSebastian Friedrich · COO

Leo Amador

Paid media, funnels & coordination

Constança Barata

Organic strategy & content

Emily Brinsden

Organic strategy & content

Julian Muhoho

Data, Pulsar & strategy

Alfie Agnew

CRM & AI

Julia de la Guerra

Brand & design

Eva Marti

Web, UX/UI & project management

Maria Cortés

Web development

OUR WORK

Tatler Africa.

A KEY ROOTED CLIENT

100Kfollowers in eight months

35M+total views across the work

Their editorial direction.
Our execution.

Creative production, daily publishing and paid distribution, guided by audience research.

WHY IT MATTERS FOR CINNABAR

You lead the brand. We turn that direction into consistent, measurable delivery.

THE OPPORTUNITY

How we grow Cinnabar Green online.

More first orders.
More repeat orders.
Ready for new markets.

Twenty-plus years of craft, a B Corp certification and loyal customers are a strong starting point.

Fix the foundations

Improve the website, tracking and email before adding more spend.

Connect the channels

Meta, Google and Klaviyo work together to find, convince and bring customers back.

Prove Kenya, then expand

Take a tested model to the UK. Explore South Africa and the GCC through partners.

Your brand. Our execution.

You own creative direction. We run delivery and give your team a monthly brief on what sells and why.

THE SITUATION

What we heard.

Grow online sales

Make more of the website and the customers you already have, alongside stockists and hospitality.

One partner

Organic, paid media, Shopify and Klaviyo managed together.

New markets

A considered route to the UK, South Africa and the GCC.

Your creative direction

A partner who makes your content work harder while you lead the brand.

THE STRATEGY

Where Rooted fits.

Growth above your existing online sales, alongside your stockists and hospitality partners.

THE GROWTH WE ARE HERE TO BUILD

Incremental salesAdditional online revenue generated by our work

Your existing baselineThe online sales the business already generates

Agree a baseline adjusted for seasonality before launch. Measure attributable growth above it.

Build on the trust
you already have.

Find new customers

Reach the right people through Meta and Google.

Turn interest into orders

Improve the shop, creative and path to purchase.

Grow repeat business, together

We manage Klaviyo and nurture. You deliver the product quality, service and fulfilment that earn loyalty.

THE STRATEGY

Audience research.

Better targeting.
A better creative brief.

Through our Pulsar partnership in East and Southern Africa, we map what audiences care about, who influences them and the conversations around natural personal care.

Those insights guide Meta and Google audiences and your team’s creative briefs, from Nairobi customers to UK safari travellers and diaspora.

Included for you

A complimentary audience intelligence report.

Clean beauty
NairobiNew
parentsConscious
giftingUK safari
travellersKenyan diaspora
UK

Illustrative audience clusters. The report identifies the real groups.

HOW IT WORKS

Four workstreams.
One system.

Click a workstream to explore it.

Website conversion

A four-week sprint focused on trust, easier choices and Christmas readiness.

Shopify↗

Paid media

A rebuilt funnel, monthly ad variations and weekly budget optimisation.

Meta · Google↗

Email & retention

Welcome, recovery, review, refill and win-back flows. Two campaigns each month.

Klaviyo↗

Organic execution

Posts designed, captioned, scheduled and managed to your creative direction.

Instagram · Facebook · TikTok↗

HOW IT WORKS

Fixing the website first.

A focused conversion sprint on your existing Shopify website.

01 / AUDIT

Find what stops the sale.

Review Shopify, checkout, mobile usability and the conversion data.

02 / FIX

Make buying easier.

Prioritise product pages, delivery clarity, reviews and the highest-impact friction.

03 / MEASURE

Know what improves.

Verify tracking and the Shopping feed. Record the baseline before scaling spend.

● ● ●cinnabargreen.com↗

HAND & BODY HAIR CARE REFILLS

Cinnabar Green’s current skincare homepage

Get That Natural Glow

Botanically rich skin care without nasties.

Shop Skin Care

Hand & BodyHair CareSets & GiftsRefills

Your existing shop, the starting point ↗

PAID DISTRIBUTION

Meta and Google first.

Focus the budget before spreading it across more channels.

01 / WHERE PAID SPEND STARTS

Google

Capture searches.
Put products in front of buyers.

Klaviyo supports both.Email converts interest and grows repeat orders.

02 / EXPAND WHEN THE CORE WORKS

TikTok

YouTube

Prove the return.
Then widen the mix.

Test additional channels only when Meta and Google deliver against the agreed targets. Each test gets its own brief and budget.

PAID DISTRIBUTION

How Meta will work.

The right creative
for each stage.

Build awareness

Introduce new Nairobi customers to the farm, the distillery and the people behind every bottle.

Build consideration

Show engaged audiences the ingredients, reviews and Discovery Kit.

Convert & retain

Retarget visitors with sets and bestsellers. Show past buyers refills and the Refill Club.

Your team sets the look.

We create the formats, edits and hooks each stage needs.

PAID DISTRIBUTION

How Google will work.

Capture brand, category and product searches with a complete, accurate feed.

⌕ cinnabar green

Cinnabar Green Official
Every size and scent

Natural essentials for skin, hair and home. Handmade in Laikipia.

Refill & Save · Best Sellers
Gift Boxes · Pay with M-Pesa

Protect your brand

⌕ natural deodorant kenya

Natural Deodorant
Handmade in Laikipia

Introduce the right product to someone actively looking for it.

Capture category demand

⌕ natural personal care

ShampooLive KSh price

Body washLive KSh price

Show products with live prices

Illustrative search and Shopping layouts. Live prices and genuine reviews are supplied by the product feed.

EMAIL & RETENTION

Email and repeat customers.

Every bottle creates a reason to stay in touch. Useful messages arrive at the right point in the customer’s routine.

18×Nearly 18× more revenue per recipient
from flows than campaigns in Klaviyo’s 2026 benchmark.

Welcome

Three emails: the farm, the products and the Discovery Kit.

Browse & cart

Timely reminders after a visit or abandoned checkout.

After purchase

Product guidance, followed by a review request.

Refill

Reminders by product and bottle size, with the Club invitation.

Win back

A personal reason to return after a period without ordering.

Two campaigns a month.

Alongside automated flows. Initial refill estimates: 4, 6 or 12 weeks by size; review at 14 days; win-back around 90 days. Adjusted to real order data.

Klaviyo 2026 benchmarks · aggregate results, not a performance promise ↗

ORGANIC EXECUTION

Your direction.
Our delivery.

Cinnabar Green hair and body care collage

A clear monthly plan

You lead creative direction. We brief the themes, products and formats.

Content made and published

We design, edit, caption and schedule across agreed channels.

One joined-up campaign

Community management, paid media and email work to the same plan.

THE ROLLOUT

Grow Kenya.
Then add new markets.

01 / NOV–DEC

Convert
more in Kenya.

Improve conversion and win more new buyers.

More first orders

02 / JAN–MAR

Grow
customer value.

Use Klaviyo and refill messaging to bring customers back.

+ Repeat revenue

03 / FROM APRIL*

Add
the UK.

Take the proven model to a new, prepared market.

+ New-market revenue

Each stage builds on the last.

Move forward when conversion, margins and acquisition costs support it. South Africa and GCC follow through partners once demand is proven.

*UK launch is conditional on pricing, delivery, landed costs and regulatory readiness. Revenue growth is the objective, not a guarantee.

BUDGET & MEASUREMENT

Three months.
The full cost picture.

USDNovemberDecemberJanuary

Meta + Google$2,500$3,000$2,000–2,500

Monthly fee$2,500$2,500$2,500

Sales share7% of eligible incremental online sales

Audit + fix sprintTo be quotedNot recurringNot recurring

SoftwareConfirm plan costsConfirm plan costsConfirm plan costs

Fee + media$5,000$5,500$4,500–5,000

ILLUSTRATIVE REVENUE TARGET4–5×

Revenue against total
marketing cost.

For example, an all-in monthly cost of $6,000 would require $24,000–$30,000 in incremental sales.

An illustration, not a forecast or profit ROI. Totals above exclude the 7% sales share, quoted sprint and software. Product costs, fulfilment and tax still affect profit.

BUDGET & MEASUREMENT

The numbers we report each month.

COMMERCIAL RESULTS FIRST

Incremental sales

Growth above the agreed baseline.

New customer cost

What we spend to win a buyer.

Repeat purchase

Who returns within 60 days.

What explains the results

Average order value · Conversion rate · Refill Club members · Email audience by country.

What happens next

Winning products and creative, where budget moves, and the next tests for your team.

Baseline in week four.

Targets agreed together, with monthly reporting and practical next actions.

THE ROLLOUT

The first six months.

WORKSTREAMNovDecJanFebMarApr

Audit + website fixesFirst four weeks

Sprint

Tracking + core flowsSet up, then optimise

SetupMeasure and refine

Meta + GoogleInitial campaigns in November

LaunchWeekly optimisation

Organic + emailMonthly delivery

Plan · Publish · Nurture · Learn

UK preparationSubject to readiness

PrepareTest*

Weeks 1–2 Audit, tracking and priority fixesWeeks 3–4 Launch, core flows and checks

Early-November start, with initial campaigns targeting Black Friday on 27 November, subject to access and approvals. *UK launch follows a readiness and economics review.

GETTING STARTED

Start with strong foundations.

OUR RECOMMENDATION

Audit first.
Fix what matters.

Before adding more spend, agree a focused sprint to improve conversion and make measurement reliable.

We scope and price the fixes after the audit, including any Klaviyo flows that need building.

Website conversion

Identify the obstacles between a visit and an order, then prioritise the fixes.

Campaigns and measurement

Check Meta, Google, the product feed and tracking. Agree the sales baseline.

Klaviyo foundations

Audit existing flows and data. Scope only the missing or underperforming journeys.

YOUR INVESTMENT

A fee for delivery.
A share of the growth.

01 / MONTHLY FEE

Consistent
execution.

Paid media, organic delivery, Klaviyo, agreed Shopify support and monthly reporting.

$2,500 / month

02 / PERFORMANCE SHARE

Aligned with
additional sales.

7% of incremental online sales attributable to our work, above the agreed baseline.

7% commission

Agree the rules before launch.

Baseline, seasonality, attribution, returns, cancellations and exclusions are defined in the contract. We do not apply the share to all existing online sales.

Audit and fix sprint quoted separately. Media spend, software and optional production remain separate costs. All fees in USD; applicable taxes excluded.

TERMS

How we work together.

Agreement

A three-month probation within a 12-month agreement. Detailed terms are set out in the contract.

Commercial terms

$2,500 per month plus 7% of attributable incremental online sales. Payment schedule and the separate audit/sprint quote are confirmed in the contract.

Additional costs

Media spend goes directly to platforms. Software, production and extra web work are agreed separately.

Working partnership

You lead creative direction, product quality and customer service. We own campaign execution, nurture and reporting.

Measuring growth

Agree the baseline, attribution and exclusions before launch. Review incremental online sales together each month.

Market readiness

Confirm margins, consent and fulfilment before launch. UK activity depends on regulatory and delivery readiness.

A PERSONAL NOTE

A note from Mark.

Cinnabar Green already has what money can’t buy: a farm at the foot of Mount Kenya, more than twenty years of craft and a customer base most brands would envy.

Our job is to build an online business that does that story justice. We’ll prove it in Kenya first, through Christmas and the months that follow, then use what we learn to guide the UK and beyond.

We’ll also include a complimentary audience intelligence report through our Pulsar partnership, giving the work a clearer understanding of who buys and why.

Mark HeathFounder & CEOmark@rootedsocial.co +254 701 665 440

NEXT STEPS

Ready for Christmas.

Agree.

Confirm the scope at $2,500/month plus 7% of attributable incremental online sales.

Audit.

Share access. Agree the baseline and quote the priority fix sprint.

Launch.

Fix the foundations, connect the channels and start measuring incremental sales.

The first milestone

Initial Christmas campaigns ready before Black Friday on 27 November, subject to access and approvals.

CinnabarGreen.

Why we started Rooted.

A steady, accountablegrowth partner.

Mark Heath

Sebastian Friedrich

The people behind the work.

Leo Amador

Constança Barata

Emily Brinsden

Julian Muhoho

Alfie Agnew

Julia de la Guerra

Eva Marti

Maria Cortés

Tatler Africa.

Their editorial direction.Our execution.

How we grow Cinnabar Green online.

More first orders.More repeat orders.Ready for new markets.

Fix the foundations

Connect the channels

Prove Kenya, then expand

What we heard.

Grow online sales

One partner

New markets

Your creative direction

Where Rooted fits.

Build on the trustyou already have.

Find new customers

Turn interest into orders

Grow repeat business, together

Audience research.

Better targeting.A better creative brief.

Four workstreams.One system.

Website conversion

Paid media

Email & retention

Organic execution

Fixing the website first.

Find what stops the sale.

Make buying easier.

Know what improves.

Get That Natural Glow

Meta and Google first.

Meta

Google

Prove the return.Then widen the mix.

How Meta will work.

The right creativefor each stage.

Build awareness

Build consideration

Convert & retain

How Google will work.

Cinnabar Green OfficialEvery size and scent

Natural DeodorantHandmade in Laikipia

Email and repeat customers.

Welcome

Browse & cart

After purchase

Refill

Win back

Your direction.Our delivery.

A clear monthly plan

Content made and published

One joined-up campaign

Grow Kenya.Then add new markets.

Convertmore in Kenya.

Growcustomer value.

Addthe UK.

Three months.The full cost picture.

Revenue against totalmarketing cost.

The numbers we report each month.

Incremental sales

New customer cost

Repeat purchase

What explains the results

What happens next

The first six months.

Start with strong foundations.

Audit first.Fix what matters.

Cinnabar
Green.

A steady, accountable
growth partner.

Their editorial direction.
Our execution.

More first orders.
More repeat orders.
Ready for new markets.

Build on the trust
you already have.

Better targeting.
A better creative brief.

Four workstreams.
One system.

Prove the return.
Then widen the mix.

The right creative
for each stage.

Cinnabar Green Official
Every size and scent

Natural Deodorant
Handmade in Laikipia

Your direction.
Our delivery.

Grow Kenya.
Then add new markets.

Convert
more in Kenya.

Grow
customer value.

Add
the UK.

Three months.
The full cost picture.

Revenue against total
marketing cost.

Audit first.
Fix what matters.

A fee for delivery.
A share of the growth.

Consistent
execution.

Aligned with
additional sales.