Maddie Secret Fragrance
maddie's secret · fragrance · deal structure
Investor Contribution
Investor
$60,000
One-time contribution. Recoups first at 50 cents per dollar.
Radish Contribution
radish world llc
$60,000
One-time matched contribution. Recoups at 35 cents per dollar.
Perfumist Artist Take
Perfumist Artist
15%
Off gross revenue from dollar one. Not subject to recoup.
The investor earns 50 cents per dollar during the recoup period (units 1–960), then 15 cents per dollar in perpetuity after full recoup. Radish recoups at 35¢ per dollar. The perfumist takes 15¢ off gross from unit one, always.
Unit Calculator
025,00050,000
Units Sold
2,500
Investor Gets Back
$88,875
Net Profit
+$28,875
Return
1.48x
Recoup Progress
Fully recooped at unit 960
Projections based on $125/unit retail, 50¢ investor recoup through unit 960, then 15¢ in perpetuity. Marissa Zappas earns 15¢ off gross from unit one. Figures are illustrative; operational costs not modeled.
Calendar
timeline to theatrical release · first week of june
Discussion Items · Things I Want to Go Over
Magnolia Meeting Strategy [Deb + David + Magnolia]
Perfume Fulfillment and Packaging Design Payment [Marissa + Bart + Gordon + David]
Email List Gifting Strategy [Ruby + Unapologetic]
Email Strategy and How That Works [Deb + ToniAnn + Ruby]
Paid Spend and Grassroots with This Funky Team [Deb + Ruby + John Earley]
Film Release
Maddie's Secret
June 6, 2026
Theatrical release · Magnolia Pictures · synchronized with fragrance launch
The film release drives fragrance discovery. Everything we do between now and June 6 is building the launch infrastructure: production, partnership coordination, distribution strategy, and pre-launch buzz. Below is the roadmap.
March 2026
In Progress
Mar 27
Investor Portal Live
Final portal iteration complete. Investor access enabled. [Deb + UX/UI Designer]
Mar 28
Full Investor Payment
Complete $95,000 wire transfer to Radish World LLC. Full capital deployed. [David]
Mar 28–31
Fragrance Production Kickoff
Initial production run confirmation with Marissa Zappas. 2,500 units ordered. [Marissa + Bart]
Mar 31
Package Design Begins
Fragrance box design. Baby-t packaging specs. Necklace presentation box. Brand cohesion across all products. [Gordon + Deb]
Late Mar
Fulfillment Partner Selection
Fulfillment center evaluation. Pricing negotiation. Integration requirements with e-commerce platform. [David + Peter]
April 2026
Upcoming
Apr 1
PR Outreach List Finalization
Target media contacts compiled. Film critics, culture editors, fragrance press, lifestyle publications. [Ruby + Unapologetic]
Apr 1–15
Fragrance Production
Manufacturing window. Quality control. Bottling and packaging. [Marissa + Bart]
Apr 1–14
Strategy Deep Dive (First 2 Weeks)
Go-to-market strategy refinement. Launch timeline lockdown. Channel prioritization. Risk mapping and contingency planning. [Deb + Ruby + David]
Apr 3–10
Package Design Finalization
All packaging approved. Print files to production. Fulfillment specs locked. [Gordon + Deb]
Apr 7
Baby-T Design Confirmation
Ekaus Lata final design approval. Screen printing specs confirmed. Production partner locked. [Bart + Deb + Gordon]
Apr 10–14
Partner Evaluation: Paid Spend Agency
Agency pitches. Performance media strategy review. Pricing negotiation. Decision: in-house vs. agency. [Deb + David]
Apr 14
Magnolia Distribution Strategy Call
Theatrical rollout plan. Marketing timeline sync. Press coordination. Discuss fragrance cross-promotion opportunities. [Deb + David + Magnolia]
Apr 15
PR Gift Strategy Development
Gift box design for press/influencer sends. Fragrance sample + baby-t + custom note card. Packaging specs. [Ruby + Unapologetic + Gordon]
Apr 15
Fulfillment Partner Confirmed
Contract signed. Platform integration begins. Inventory receiving protocols established. [David + Peter]
Apr 20–30
Baby-T Production Run
400 units. Screen printing. Quality check. Fulfillment prep. [Bart]
Apr 28
Email Campaign Templates Built
Pre-launch announcement email. Launch day email. Post-purchase flows. Abandoned cart sequences. [Deb + ToniAnn + UX/UI Designer]
Apr 28
E-Commerce Website Development Begins
Site architecture. Product pages. Checkout flow. Shopify integration setup. [Deb + Ruby + UX/UI Designer]
May 2026
Upcoming
May 1
Fragrance Inventory Delivered
Units arrive at fulfillment center. E-commerce platform integration live. [Peter + Bart]
May 2–4
PR Gift Boxes Assembled
50 gift boxes prepared: fragrance sample + baby-t + custom letterpress note. Shipping labels printed. [Ruby + Unapologetic]
May 5
Baby-Ts Inventory Delivered
Units arrive. Pre-launch photography and content capture. [Peter + John Earley]
May 6
PR Gifts Ship to Media List
50 boxes sent to film critics, editors, fragrance reviewers. Personalized outreach emails sent same day. [Ruby + Unapologetic]
May 8–10
Press Preview Screenings
Select critics and journalists. Controlled fragrance sampling at events. Post-screening email follow-ups. [Magnolia + Ruby + Peter]
May 12
Necklace Production Begins
40 units. Custom metalwork. Expected 3-week production window. [Bart + Gordon]
May 13
Magnolia Marketing Alignment Meeting
Final theatrical assets review. Trailer release timing. PR coordination for opening week. Fragrance mention in film marketing materials confirmed. [Deb + David + Magnolia]
May 15
E-Commerce Platform Live (Soft Launch)
Internal testing. Friends and family access. Payment processing verification. Email automation live. [Deb + Ruby + UX/UI Designer]
May 16
Pre-Launch Email Campaign Begins
Email list warm-up sequence. Film release announcement. Fragrance reveal teasers. 3-email drip leading to launch. [Deb + ToniAnn]
May 20–25
Influencer Seeding Campaign
Targeted fragrance sends. Content capture coordination. Embargo management. Tracking codes for attribution. [Ruby + Unapologetic]
May 27
Pre-Launch Social Campaign Begins
Teaser content. Film stills. Fragrance aesthetic assets. Daily cadence through release. [Deb + Ruby + John Earley]
May 29
Magnolia Final Sync Call
Opening weekend strategy. Box office projections. Press schedule finalization. Cross-promotional asset deployment plan. [Deb + David + Magnolia]
June 2026
Launch Window
Jun 1
Necklace Inventory Delivered
Final product category ready. Full catalog live. [Peter + Bart]
Jun 2
Launch Week Email Blast
Film premiere announcement + fragrance launch email to full list. Website URL included. Call to action: pre-order before theatrical release. [Deb + ToniAnn]
Jun 3
Full E-Commerce Launch
Public site live. Fragrance, Baby-Ts, Necklace all available. Payment processing at scale. Email confirmation flows enabled. [Deb + Ruby + UX/UI Designer]
Jun 4
Magnolia Press Day Coordination
Final press interviews scheduled. Fragrance mentioned in all press materials. Product placement confirmed. [Deb + David + Magnolia + Ruby]
Jun 6
MADDIE'S SECRET · THEATRICAL RELEASE
Film opens nationwide. Magnolia distribution. Synchronized fragrance campaign at peak visibility. Launch day email deployed. [All Hands]
Jun 6–12
Opening Week Push
Media blitz. Paid social amplification. Press coverage coordination. Real-time sales monitoring. Daily email engagement tracking. [Deb + Ruby + David]
Jun 9
Post-Purchase Email Flow Live
Thank you emails. Shipping notifications. Product education. Cross-sell sequences for catalog expansion. [Deb + ToniAnn]
Jun 13
Week 1 Performance Review
Box office results. E-commerce conversion data. Email open/click rates. Investor update with early metrics. [David + Deb]
Jun 15
Investor Report #1 Delivered
Week 1 sales data. Units sold by product. Gross revenue. Film performance summary. Cash flow update. [David]
Jun 20
Magnolia 2-Week Check-In
Theatrical performance review. Week 2 box office trends. VOD release timing discussion. International distribution planning. [Deb + David + Magnolia]
July 2026 & Beyond
Long Tail
Jul 15
Investor Report #2 Delivered
Month 1 sales performance. Recoup progress tracking. Customer acquisition cost analysis. Replenishment orders if needed. [David]
Ongoing
Backend IP Revenue
VOD release. Streaming licensing. International distribution. Fragrance reorders and catalog expansion as demand dictates. [David + Magnolia]
Monthly
Investor Reporting Cadence
Monthly reports: units sold, revenue, recoup progress, cash flow. Quarterly: strategic updates, product roadmap, IP licensing developments. [David]
Quarterly
Magnolia Distribution Check-Ins
Ongoing theatrical performance. VOD/streaming metrics. International expansion opportunities. Backend revenue share reporting. [Deb + David + Magnolia]
Critical Path
Every milestone above is sequenced to converge on June 6. The film's theatrical release is the forcing function : it creates the cultural moment where the fragrance, the merch, and the story all land simultaneously. Production timelines are locked. Distribution is confirmed. The roadmap is operational.
Visual Calendar · March–June 2026
2026
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Portal Live
28
Full Investor Payment
Fragrance Kickoff
29
Fragrance Production
30
Fragrance Production
31
Fragrance Production
Package Design Begins
Fulfillment Partner Search
Deb
David
Ruby
Gordon
Marissa
Bart
Peter
Magnolia
Unapologetic
ToniAnn
John Earley
UX/UI Designer
Collaborations
All Hands
Master To-Do List · All Categories
Pre-Launch Email Sequence (May 16–Jun 2)
Launch Day Email (Jun 6)
Post-Purchase Flows
Abandoned Cart
Radish Journal
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Baby-Ts
baby-ts · ekaus lata · deal structure
Production Cost
Ekaus Lata
$20,000
400-unit production run at $50/shirt. One-time investment.
Retail Price
Ekaus Platform
$100
$50 gross margin per unit. Sold exclusively through Ekaus platform.
Structure
Waterfall
100% recoup → 45/45/10
Investor recoups $20,000 in full first (200 units at $100). Remaining revenue splits: investor 45% / radish 45% / Ekaus Lata 10%.
Investor contributes $20,000 to fund the full Baby-Ts project. The waterfall has two phases: investor receives 100% of gross revenue until fully recouped (exactly 200 units at $100). After recoup, revenue splits 45% investor / 45% radish / 10% Ekaus Lata off gross.
Unit Economics
Phase 1 · Units 1–200
Retail price$100
Investor receives100% of gross
Per unit to investor$100
Recoups at200 units
Phase 2 · Units 201+
Retail price$100
Ekaus Lata10% ($10)
Investor (45%)$45/unit
radish (45%)$45/unit
Unit Calculator
05001,000
Units Sold
400
Investor Gets Back
$29,000
Net Profit
+$9,000
Return
1.45x
Recoup Progress
Fully recooped at unit 200
Necklace
necklace · mondo · deal structure
Production Cost
Mondo
$5,000
40 custom units at $125/unit. Initial production run.
Retail Price
DTC + Store
$250
$125 gross margin per unit. No platform fee.
Structure
Waterfall
100% → 33/33/33
Investor recoups $5,000 in full first (20 units at $250). Remaining revenue splits equally: Investor · Radish · Mondo.
40 custom necklaces produced with Mondo at $125/unit cost, sold at $250 each. No platform fees. Investor recoups their $5,000 in full first, 100% of revenue until recovered (exactly 20 units). After full recoup, remaining revenue splits 33/33/33 between Investor, Radish, and Mondo. Initial run; reorder terms negotiated separately.
Unit Economics
| Line Item | Per Unit | Full Run (40 units) |
|---|---|---|
| Retail price (DTC) | $250 | $10,000 |
| Cost of goods (Mondo) | -$125 | -$5,000 |
| Phase 1: investor recoups (units 1–20) | $250 | $5,000 recovered |
| Phase 2: 33/33/33 split (units 21–40) | ~$83/party | $1,667 each |
| Investor total (full run) | $6,667 · 1.33x |
Sell-Through Scenarios
Full Run
40
units sold · $10,000 gross
Phase 1 recoup$5,000
Phase 2 (33%)+$1,667
Investor receives$6,667
Net profit+$1,667
Return1.33x
Reorder
80
units (2 runs) · $20,000 gross
Run 1$6,667
Run 2 (33%)+$3,333
Investor receives$10,000
Net profit+$5,000
Return2.0x
radish fee waived
radish world llc · fee structure
Standard Range
radish world llc
$25K–$250K
Waived on this engagement for partnership model.
Examples of What the Fee Covers
Strategy+
Brand positioning, go-to-market planning, partnership strategy, and deal structuring across all products and partners.
Creative Direction+
Visual identity, campaign concepting, art direction, and editorial oversight from development through launch.
Production+
Vendor sourcing and management, timelines, budgets, and on-set or on-location execution.
Distribution+
Retail partner outreach, DTC setup, platform onboarding, and fulfillment coordination across all channels.
Launch and Campaign+
PR strategy, seeding, influencer outreach, launch sequencing, and ongoing brand management post-launch.
The above is an example of what Radish does on a full engagement. On Maddie’s Secret, we’re playing a supporting role to Magnolia’s larger campaign, coming in through merchandising. That said, we’d genuinely love to do more.
Portfolio Overview
radish world llc
Total Deal
$95,000
Fragrance · Baby-Ts · Necklace · Labor
Full Sell-Through Return
$129,542
+$34,542 profit · 1.36x · +36% on $95K
Waterfall
Custom
Per Product
Per Product
Each product has a custom recoup structure. See individual tabs for details.
These numbers are forecasts. Partner retail arrangements (wholesale vs. full price) may affect final figures. All terms will be agreed upon as a team.
| Product | Investment | Units | Cost / Unit | Investor Gets Back | Profit | Return | Status |
|---|---|---|---|---|---|---|---|
| Maddie Secret Fragrance | $60,000 | 2,500 | $54 | $88,875 | +$28,875 | 1.48x | Active |
| Baby-Ts | $20,000 | 400 | $50 | $29,000 | +$9,000 | 1.45x | Pending |
| Necklace | $5,000 | 40 | $125 | $6,667 | +$1,667 | 1.33x | Pending |
| Labor · Designers · Coordination | $10,000 | $5,000 | $5K recoupable | Pending | |||
| Total | $95,000 | $129,542 | +$34,542 | 1.36x · +36% |
Forecasts. Actual figures depend on final partner arrangements.
Maddie Secret Fragrance
+
Investment$60,000
Units2,500
Cost / Unit$54
Investor Gets Back$88,875
Profit+$28,875
Return1.48x
Baby-Ts
+
Investment$20,000
Units400
Cost / Unit$50
Investor Gets Back$29,000
Profit+$9,000
Return1.45x
Necklace
+
Investment$5,000
Units40
Cost / Unit$125
Investor Gets Back$6,667
Profit+$1,667
Return1.33x
Labor · Designers · Coordination
+
Investment$10,000
Investor Gets Back$5,000
Profit$5K recoupable
Total
$95,000 invested
$129,542
+$34,542 · 1.36x · +36%
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Launch Strategy
radish world llc · maddie’s secret
Where Product Is Sold
FragranceDTC + Retail+
Sold DTC via a custom website, in-store at Surrender Dorothy (NYC), and through a partner store in LA. Radish manages all distribution relationships and retail onboarding.
Baby-TsEkaus Platform+
Sold exclusively through the Ekaus Lata platform. Ekaus handles all fulfillment. Launch timing coordinated with the film release.
NecklaceExclusive Retail + DTC+
Sold through exclusive retail via Mondo and select retailers, plus DTC. Limited-run positioning builds cultural demand ahead of any reorder.
The Magnolia Partnership
We’d love Magnolia to participate in supporting the merchandising strategy. We have a few ideas but are open to everything.
Merchandise Pre-BuyMagnolia+
Magnolia commits to a pre-buy at full retail before launch, 80 perfumes at $125 and 50 Baby-Ts at $100, totaling $15,000, and uses that product to seed press, influencers, tastemakers, and editors. This de-risks production, counts toward investor recoup from unit one, and generates organic visibility at the same time.
Shared PR + Niche PlacementMagnolia+
Open their network and collaborate on a shared PR strategy. The ask is to identify where product fits naturally within their existing plan, Substack writers, niche editorial, tastemaker communities, and potentially allocate a small dedicated budget toward culturally credible placements.
Product in Press MaterialsMagnolia+
Place the fragrance, Baby-Ts, or necklace within existing film shoots, press kits, behind-the-scenes content, or social assets. Organic visibility at no extra production cost.
RUBY X DEBMADDIE’S SECRETLAUNCH CHECKLISTRADISH WORLD LLCINTERNAL USE ONLYRUBY X DEBMADDIE’S SECRETLAUNCH CHECKLISTRADISH WORLD LLCINTERNAL USE ONLYRUBY X DEBMADDIE’S SECRETLAUNCH CHECKLISTRADISH WORLD LLCINTERNAL USE ONLY
Radish · Internal
Ruby X Deb
0 / 0
Maddie’s Secret
EMAIL LISTSHOOTSWEBSITEROMANPR + GIFTINGTEAM + BUDGETEMAIL LISTSHOOTSWEBSITEROMANPR + GIFTINGTEAM + BUDGETEMAIL LISTSHOOTSWEBSITEROMANPR + GIFTINGTEAM + BUDGET
0/0
01
EMAIL
LIST
LIST
Grassroots
0/0
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SHOOTS
Photo + Video
0/0
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WEBSITE
DTC + Store
0/0
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ROMAN
Creative
0/0
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PR +
GIFTING
GIFTING
Press
,
06
TEAM +
BUDGET
BUDGET
Staffing
,
Launch Contact List
maddie's secret · grassroots network · radish internal
Total Contacts
0
across all platforms
Pledged
0
committed to action
Reaction Videos
0
film themselves reacting
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Gifting
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contacts
| Name | Handle / Email | Platform | Relationship | Commitment | Gifting | Address | |
|---|---|---|---|---|---|---|---|
| No contacts yet. Add the first one above. | |||||||
This list is internal to Radish and Unapologetic. Not shared externally.
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radish internal
full deal economics · all products · confidential
Fragrance · Three-Party P&L
025,00050,000
Dollar flow per $1 gross
Investor
$88,875
total received
invested$60,000
net profit+$28,875
return1.48x
radish
$176,750
total received
invested$60,000
net profit+$116,750
return2.9x
Marissa Zappas
$46,875
total earned
rate15¢ off gross
from unit1
recoupablenever
$125/unit retail. Investor 50¢ recoup through unit 960, then 15¢. Radish 35¢ during investor recoup, 70¢ after. Marissa 15¢ off gross always.