× DECAMARX

An approach to long term growth.

A diagnostic methodology for the brands inside Decamarx, built on what we keep seeing across every client we work with.

Two Point Technologies, Methodology v1 · Apr 2026

A small game

What do they all have in common?

Eight artists · four decades · one through line

Sister Sledge

Diana Ross

David Bowie

Madonna

Mick Jagger

Duran Duran

Daft Punk

Beyoncé

The thread

Chic.

Nile Rodgers and Bernard Edwards wrote and produced for every artist above, transforming careers from an early stage. Nile Rodgers then carried the same model forward on his own. The job has never changed: get involved when something is going the wrong way, steer it back, hand the artist back. (Full disclosure: I started my career in music.)

Click to reveal

What we keep seeing

The same gaps form,
across every business.

On the performance marketing and growth side of these brands, the same operational gaps keep forming. Different category, different size, different stage. The patterns line up.

Repeatable to find. Scalable to fix. That is what turns a project into a methodology.

What shows up almost every time

Three gaps,
repeated.

Common across DTC and growth more broadly. Particularly prevalent across the pet brands inside Decamarx. The deeper into any one business we go, the more we see these three issues recur in different parts.

01

New customer acquisition is treated as a tactic, not a strategy.

CAC is measured in aggregate. New vs. returning is rarely separated cleanly. The top of the funnel is under instrumented.
02

Brand health is measured in revenue, not contribution.

Discount drag, returns, true CAC, contribution per order. All rolled up. The shape of the real P&L is invisible.
03

Retention is hoped for, not engineered.

Repeat rate is reported, never interrogated. Acquired customers are treated as transactions, not relationships, so the data we pay to collect tells us little about who they actually are.

A repeatable sequence

Diagnose. Execute. Transfer.

Three phases, run in order. We don't move to the next one until the previous one is done.

PHASE 01

Diagnose

Find the real gaps before we touch the spend. Three layers, run in sequence.

Acquire

Health

Retain

PHASE 02

Execute

Operate against the diagnosis. Recover growth with discipline, not theory.

Paid · Lifecycle · Amazon · Creative

PHASE 03

Transfer

Hand the engine to a leaner internal team. Stay close for the next diagnosis.

Lower cost · Lower risk

01

Acquire

Diagnose / Acquire

Start with
the first sale.

Acquisition is the first place to start because every other number compounds from it. The questions sound simple. The answers are where the work is.

We sit with each one until the picture is clear, before any of the spend gets touched.

Can people buy this product for the first time, at all?
On which platforms, with what creative and messaging?
And what does that new customer actually look like?

02

Health

Diagnose / Health

Revenue lies.
Contribution doesn't.

Once we can bring customers in, the harder question follows. Is each sale actually carrying its weight? AOVs, CPAs, discount drag, the cost of every channel that doesn't show up cleanly on a dashboard. Real numbers, real shape, with everything pulled out.

10.9×

The conversion differential between a value led creative and a $25 off discount creative running against the same audience. Discount dependency is a creative choice, not a customer behaviour. Barker Beds · Meta · Q4 2025

Are AOVs growing as new customers come in, or compressing?
Are CPAs trending toward us, or away from us?
What is discount, affiliate, and influencer spend really costing the P&L?

03

Retain

Diagnose / Retain

Where retention
takes over.

By this point we have the diagnosis. The question shifts from how to bring customers in, to what we already know about them, and how we capitalise on it.

3states

Tennessee, Florida, Arizona. Across Barker Beds, the three highest retention concentrations in the country, with no segmented marketing strand built around the cohort. The lesson: customer knowledge is the work, capitalising on it is the outcome. Barker Beds · 2025

Repeat AOV that climbs above first purchase AOV
Repeat acquisition cost a fraction of new customer CAC
Customer segments and behaviours we can actually market into

Phase 02 / Execute

Now we
fix it.

With the diagnosis in hand, the recovery is operational work. Paid, lifecycle, Amazon, and creative all run off one plan, against one set of profit targets.

The job here is execution, not invention. Every move ties back to something we have already found.

PAID

Spend that earns its place.

Targets set against actual profit on each new customer, not blended ROAS on the account.

LIFE

Lifecycle that earns the next order.

Email and SMS built around what each customer actually does, not a fixed weekly cadence.

AMZ

Amazon as a profit lever, not a leak.

Catalogue, content, ads, and inventory all working against the same plan, as one channel.

CREA

Creative pointed at the right job.

New customer creative and existing customer creative, kept apart on purpose, each measured against what it is meant to do.

What this looks like in practice

The product didn't change.
The operating model did.

Twenty four months of total sales for Barker Beds. The line darkens at June 2025 when 2pt picked up the engagement. Decline reverses, and the brand holds growth above prior trend through Q1 2026.

Barker Beds · Total monthly sales · May 2024 to Apr 2026

Pre engagement 2pt engagement

NEW CUSTOMER VOLUME

+21% YoY

Year on year growth in new customer count, Apr 2026 vs Apr 2025.

AOV

+43% YoY

Average order value lift, Apr 2026 vs Apr 2025. From $219 to $312.

DISCOUNT REDUCTION

−87% YoY

Total discount value cut materially. Less promo dependency, healthier P&L.

Phase 03 / Transfer

We build the engine.
You run it.

The end state is a leaner internal team running the brand at steady state. We hand over what we built, then stay close for the next inflection.

01

Codified governance, not tribal knowledge.

Reporting, decision frameworks, and operating cadences handed over in full.

02

A team sized for steady state.

Smaller and cheaper than the build team. Right sized for the brand it now runs.

03

2pt on retainer for the next inflection.

When the brand hits its next ceiling, we're already inside the data.

Engagement shape

Different brands.
Same shape.

The roadmap holds its shape across every engagement. The length is set in discovery. Six months for some businesses. Two to three years for others. The endpoint does not change.

Diagnose

Execute

Transfer

Phase 01

Diagnose

4 to 12 weeks

Find the gaps. Set the plan and the shape of the timeline.

Phase 02

Execute

3 to 18 months

Fix what we found. The brand absorbs the recovery as it happens.

Phase 03

Transfer

3 to 9 months

Hand the engine back, on documented systems.

End state

The business has been derisked across the engagement.
Capital investments decrease over time.
Run costs fall while margins compound.
The business exists as its own entity, transferable from owner to owner, never sitting on one person's shoulders.

What this delivers

Long term growth.
Balanced risk.

OUTCOME 01

Compounding growth.

Each part of the brand carries its weight without being propped up by another. Growth holds when conditions change, because we know why it is working.

OUTCOME 02

A derisked operating model.

We carry the heaviest part of the build. The brand absorbs the work as the engine starts running. The handoff keeps cost and capability in balance, without long term agency dependency.

OUTCOME 03 · TEAM

A team that owns the engine.

We help hire, train, and transfer the people who run it after we leave: 2pt operators who built it alongside you, or new hires we incubate and hand over ourselves. The team owns the engine before we go.

Between now and end of year

$3M to $4M of
immediate upside.

Across three brands. Four moves we can start now.

Jolly Pets Amazon +$500K

Horseman's Pride Amazon +$500K

Barker Beds Amazon +$1M

Barker Beds Retention & reactivation +$1M to $2M

That's where we see our immediate next opportunities.

Engagement structure

Two ways to work together.

Same methodology either way. The choice is whether the relationship sits on a fixed retainer or shares the upside.

OPTION 01 · STANDARD

Agency / Retainer.

Predictable monthly retainer covering all four execution pillars. Defined scope, capped exposure, no revenue share.

Fixed monthly fee across paid, lifecycle, Amazon, and creative
Scope and deliverables agreed up front
Quarterly review against contribution targets

OPTION 02 · ALIGNED

Partnership model.

Lower retainer plus performance share above an agreed baseline. We earn more when the brand earns more. Same methodology, different incentive structure.

Reduced monthly retainer below standard rate
Performance share on growth above baseline
Transfer phase priced separately, fixed

A note on AI

Meta and Google are still
the most advanced
marketing AI.

Brand new AI helps with efficiency. As often as not, it amplifies incompetence rather than removing it. We lean on AI the way we always have, for exploration and where it speeds the work. The strategy, the bet itself, still belongs to people.

01 Bespoke to the brand.

02 Different from what competitors are doing.

03 Finding the gap, not a formula.

We have been operating within them for ten years.

2pt × Decamarx

One methodology.
Every brand under Decamarx.

Run consistently across the brands we already work with, and the ones we'll grow into.

●Barker Beds ●Horsemen's Pride ●Jolly Pets

An approach to long term growth.

What do they all have in common?

The same gaps form, across every business.

Three gaps, repeated.

Diagnose. Execute. Transfer.

Start with the first sale.

Revenue lies. Contribution doesn't.

Where retention takes over.

Now we fix it.

The product didn't change. The operating model did.

We build the engine. You run it.

Different brands. Same shape.

Long term growth. Balanced risk.

$3M to $4M of immediate upside.

Two ways to work together.

Meta and Google are still the most advanced marketing AI.

One methodology. Every brand under Decamarx.

The same gaps form,
across every business.

Three gaps,
repeated.

Start with
the first sale.

Revenue lies.
Contribution doesn't.

Where retention
takes over.

Now we
fix it.

The product didn't change.
The operating model did.

We build the engine.
You run it.

Different brands.
Same shape.

Long term growth.
Balanced risk.

$3M to $4M of
immediate upside.

Meta and Google are still
the most advanced
marketing AI.

One methodology.
Every brand under Decamarx.