WineFi
Designing a full GTM and acquisition strategy for a wine investment platform launching into the UK alternative investment market, with a modelled path to £590k monthly profit at scale and a 3:1 LTV:CAC at month twelve.
Headline Results
The Client
WineFi is a UK alternative investment platform giving investors access to fine wine as an asset class, positioned as a more accessible alternative to incumbents such as Cult Wine and Vinovest. With £3,000 to £10,000 entry minimums, the business targets a broader pool of sophisticated retail investors than the £10k-plus segment dominated by established players, supported by historical fine wine returns of around 8.5% per annum and a non-FCA-regulated structure that allows for more agile marketing execution.
They engaged Digiconomy to design and produce a complete go-to-market strategy for the platform, covering acquisition channel architecture, financial modelling, week-by-week launch milestones, competitive positioning and a 24-month scaling roadmap from initial launch through to a target of £590,000 monthly profit at scale.
We delivered a fully modelled GTM and acquisition strategy combining a seven-channel paid mix, validated CPL and conversion rate assumptions for each channel, week-by-week milestones from launch to optimisation, a competitive moat analysis against existing wine investment platforms, and a content architecture built for visibility in traditional search across alternative investment queries. The strategy laid out a clear, modelled path to a 3:1 LTV:CAC by month twelve and a 2.8x programme ROI on the first year of investment.
The Objectives
Clear strategic goals built around launching a new alternative investment proposition into a competitive UK market with a defined budget, timeline and unit economics target.
Validated Path to Profitable Acquisition
- Build a financially modelled acquisition strategy capable of delivering a 3:1 LTV:CAC within twelve months of launch.
- Define week-by-week milestones from launch through to break-even and optimisation across a 60-day proof of concept.
Defensible Competitive Positioning
- Establish WineFi as the first-mover in the £3-10k accessible wine investment segment, exploiting the agility advantage of non-FCA-regulated marketing.
- Build content and channel infrastructure capable of scaling from 60-day proof of concept through to a 24-month profit roadmap.
The Strategy
A full GTM and acquisition strategy designed to balance proven channels against experimental tests, ground every decision in financial modelling, and build durable visibility in traditional search for alternative investment queries.
Channel Architecture and Budget Allocation
Design a seven-channel paid acquisition mix balancing 70% proven channels against 30% experimental tests, with explicit budget allocation, target CPL and target conversion rate modelled per channel. Meta and curated media buys lead the strategy as primary volume drivers, with LinkedIn and Google handling high-intent investor demand and native, YouTube and Reddit serving as scaling and testing layers.
Financial Modelling and Milestone Design
Build a fully resolved financial model covering 60 days, twelve months and 24 months, with channel-level CPL, conversion rate, CAC and LTV assumptions feeding aggregate ROAS, profit and break-even projections. Week-by-week go and no-go criteria gave the business clear decision points at day 7, 14, 30, 45 and 60, with measurable milestones including 27 investors by day 30, break-even by day 45, and 52 investors by day 60.
Competitive Moat and Content Architecture
Map the competitive landscape against Cult Wine, Vinovest and other wine investment players to define a defensible "accessible premium" position in the £3-10k segment. The supporting content architecture was designed for visibility in traditional search, with 30+ planned SEO articles, schema markup and structured entity content positioning WineFi for rankings on alternative investment, wine investment and ESG investment queries.
The Campaign
A fully modelled GTM strategy covering channel design, financial projections, competitive positioning and content architecture, with everything specified down to weekly execution level.
Seven-Channel Acquisition Mix
A complete channel architecture covering Meta, curated media buys, LinkedIn, Google, native, YouTube and Reddit, with explicit budget allocation, target CPL, expected conversion rates and a defined role for each channel within the wider portfolio. The mix was balanced to avoid concentration risk, with no single channel taking more than 30% of monthly spend during the proof of concept.
Financial Modelling and Go/No-Go Criteria
A fully resolved financial model spanning 60 days through to 24 months, with weekly performance milestones, break-even projections and clear go and no-go criteria at every checkpoint. The model projected a 2.05x ROAS on the 60-day proof of concept, scaling to a 3:1 LTV:CAC by month twelve and a £590k monthly profit run rate by month 24.
Competitive Moat and Positioning
A competitive analysis defined WineFi's defensible position as a first-mover in the £3-10k accessible wine investment segment, exploiting the agility advantage of non-FCA-regulated marketing against incumbents constrained by approval cycles and £10k-plus minimums. The positioning informed creative, audience and channel decisions throughout the strategy.
The Outcome
Target LTV:CAC architecture
Modelled 12-month ROI
Monthly profit at scale
The engagement delivered a complete, financially modelled GTM and acquisition strategy for WineFi, mapping a 60-day proof of concept through to a 24-month scaling roadmap targeting £590,000 monthly profit at scale. The strategy specified a seven-channel acquisition mix with channel-level CPL and conversion rate assumptions, week-by-week milestones from launch to optimisation, defensible competitive positioning against existing wine investment platforms, and a content architecture built for traditional search visibility on alternative investment queries. The deliverable provided WineFi with a fully resolved blueprint to launch, prove and scale the platform, with a clear modelled path to a 3:1 LTV:CAC and a 2.8x programme ROI in year one.
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