Background
A founder-led business unlocking the power of seaweed
Founded over 20 years ago, PhycoHealth is unlocking the power of seaweed for people and the planet. Dr. Pia Winberg developed technology to farm a unique Australian species sustainably. The process re-oxygenates seas, captures CO₂, and returns clean water. This seaweed is rich in nutrients that support gut health and reduce inflammation. Today, PhycoHealth makes it easy to enjoy its benefits through everyday foods and snacks.
“StoreHero has been absolutely instrumental in making sure we’re not flying blind in the complex world of e-commerce. It’s not just about looking at a few metrics—it’s about understanding a dynamic system of interacting levers.”
The challenge
Buried in a sea of spreadsheets and increasingly unreliable ad platform data
Prior to engaging with StoreHero, PhycoHealth was buried in a sea of spreadsheets. As a founder-led business, it was challenging to stay on top of everything and consistently make the right decisions. The team knew they needed to scale, they needed to be profitable, but pulling it all together was a constant struggle.
Before using StoreHero, we were growing year-on-year but juggling countless spreadsheets and relying heavily on ad platform data. Over time, that data became increasingly unreliable, often slowing down decision-making. We needed a single source of truth to guide our growth ambitions—while ensuring profitability at every step.
What StoreHero did
One source of truth for profitability, forecasting and CAC payback
StoreHero replaced the manual spreadsheets the business was relying on at the time, giving Pia the single source of truth she had been craving around profitability and far greater visibility into overall performance. With StoreHero, she could access live creative reporting, run cohort analyses, and most importantly, track her CAC payback period to ensure ad spend was scaled responsibly.
Forecasting for profit-first growth
Pia used StoreHero’s forecasting tools to build a profit-first plan that gave her the confidence to scale sustainably. Instead of guessing, she could model growth scenarios with profitability front and center, ensuring every step forward aligned with long-term business health.
Retention overview & cohort analysis
Understanding which products drove the highest repeat purchases was key to deciding where budgets should go. With StoreHero’s retention overview paired with cohort analysis, Pia could pinpoint CAC payback windows and ensure ad spend was scaled responsibly at all times.
The cohort analysis makes it really clear when payback happens, so I know when scaling is safe.
Creative performance at a glance
StoreHero’s creative overview gave Pia a one-stop shop to instantly see which creatives were performing, without the need to dive into Meta’s reporting every day. This saved time and gave her team the confidence to quickly double down on what was working.
Unified dashboard for smarter decisions
By replacing the manual spreadsheets the business had been running on, StoreHero’s unified dashboard saved Pia hours of manual work each week. More importantly, it provided her with a single source of truth on profitability and performance—empowering smarter, faster decisions.
StoreHero saved me time in communicating the e-commerce progress and monthly financial performance with other team members and Directors; without the need for me to “pull together ” data. It’s a source of transparency and confidence in our team
The results
Sales up 538% year to date while customer acquisition costs fell 54%
StoreHero helped Phyco Health achieve transformative growth, delivering a year-to-date sales increase of +538% while scaling ad spend by +261%. At the same time, the business cut customer acquisition costs by -54% and boosted contribution margin by +303%.
By centralizing data into StoreHero’s unified dashboard and leveraging tools like forecasting, cohort analysis, and creative reporting, Phyco Health scaled profitably with clarity and confidence.
- Year-to-date sales up 538%
- Ad spend scaled 261%
- Customer acquisition cost down 54%
- Contribution margin up 303%
