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.
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
IndieWire
“Maddie’s Secret is an extremely accomplished debut & one of the boldest American movies I have seen in years.”
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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stream of consciousness
|
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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.
AlignmentMagnolia+
First and foremost, we’d love to understand Magnolia’s creative vision for the campaign so our work can be part of the larger story. Knowing what they’re building helps us make sure the merchandise feels like it belongs, not bolted on. Any visibility they can share early in the process goes a long way.
Seeding, Gifting + Shared PRMagnolia+
The dream is a joint Radish x Magnolia master list. From there, we identify where product is a natural fit within their existing PR plan: editorial placements they already have access to, people they’re already reaching, moments where merchandise shows up without feeling forced. Pre-buys and gifting count toward investor recoup and seed organic visibility at the same time.
Production + CreativeMagnolia+
When possible, we’d love merchandise to be folded into Magnolia’s existing production pipeline. A bottle in a still, a shirt in a BTS frame, a necklace on set. And if there’s budget for original creative, we’d love to make it. Radish can produce content specifically for the merchandise campaign that lives alongside the film’s assets rather than competing with them.
Fragrance Pre-Buy
80 units at $125
$10,000
Counts toward recoup from unit one.
Baby-Ts Pre-Buy
50 units at $100
$5,000
Via Ekaus platform.
Proposed Minimum
Open to revision
$15,000
All terms open to discussion.
Grassroots Strategy
A coordinated effort that starts with the people closest to the film and expands outward. The most underutilized asset on any film launch is the crew and the film family itself.
01
Build the List
Know who you’re activating before you need them
+
Before any outreach, we map the people we actually want to reach. Cast, crew, writers, editors, creators, push networks. The goal is to know who we’re activating and what we’re asking of them before the campaign needs to move. This is planning, not sending.
Film Family & CrewHighest Leverage+
The most underutilized group on every film launch. Cast, crew, producers, everyone who touched this project has a personal stake and a personal audience. These are the most credible voices. The ask is simple: you made this, help people know it exists. Personal posts from crew carry more weight than any paid placement.
Substack WritersTargeted+
Film, culture, and niche taste newsletters. These writers have loyal, engaged audiences who actually read. One mention in the right Substack can drive more genuine interest than a thousand Instagram impressions. We identify 10–20 relevant writers and seed them with screeners and product ahead of release.
TikTok CreatorsVolume + Velocity+
BookTok, FilmTok, fragrance communities, fashion corners. The goal is not mega-influencers, it’s mid-tier creators with high engagement in the right niches. Reaction videos, fragrance reviews, “what I watched” content. We brief them with assets and timing, not scripts.
Editors & PressCredibility Layer+
Niche editorial, the kind of outlets that covered Maddie’s Secret world before the film: i-D, The Face, Interview, Dazed, Dirt, Blackbird Spyplane. The ask is not a formal press release. It’s a personal outreach, a screener, and a story angle that feels native to their voice.
Push NetworksAmplification+
Anyone with a newsletter, group chat, Discord, or community list who can push a message directly to an inbox or notification. This is about direct delivery, no algorithm between the message and the person. We identify 10–15 of these and give them something worth sharing.
02
Activate
Personal outreach, clear ask, right materials per person
+
A week out, each person on the list gets a direct message. Not a blast. Something written for them, with a specific ask and whatever they need to act on it. Different groups get different things because what we’re asking is different.
Crew & Film Family
Personal post on release day. Story + feed. We send the key art and a short brief. “You made this, tell people.”
Substack Writers
Screener link, press kit, product if relevant. Angle ideas that fit their voice. No press release template.
TikTok Creators
Asset pack: clips, stills, product. Release date and suggested post window.
Editors & Press
Personal note, screener, one story angle. Follow-up if no reply within 3 days.
Push Networks
One punchy paragraph they can forward or post verbatim. Link, date, done.
03
Work the Algorithm
The first 48 hours decide everything
🔒
This is where most campaigns leave points on the board. Posting is not enough. The platforms reward engagement signals, saves, shares, comments, and re-posts all tell the algorithm that a piece of content is worth pushing to people who didn’t ask for it. We brief everyone on exactly what to do and when.
Save
Saves are the highest-weight signal on Instagram. One save is worth more than ten likes. We ask everyone to save every key post on day one.
Repost & Share
TikTok reposts and Instagram story shares push content to new audiences. We time a coordinated share wave for the first morning of release.
Comment
Real comments, not emoji, signal depth of engagement. We brief the inner circle to lead with genuine responses that others can reply to.
Watch Time
For video content, watch-through rate is the key metric. We ask everyone to watch the full trailer or clip before sharing, not to skip past it.
48-Hour Window
The algorithm judges content in the first 48 hours. Everything above needs to happen in that window, not over two weeks. We send one reminder the morning of release with the exact posts to engage and in what order.
RUBY × DEBMADDIE’S SECRETLAUNCH CHECKLISTRADISH WORLD LLCINTERNAL USE ONLYRUBY × DEBMADDIE’S SECRETLAUNCH CHECKLISTRADISH WORLD LLCINTERNAL USE ONLYRUBY × DEBMADDIE’S SECRETLAUNCH CHECKLISTRADISH WORLD LLCINTERNAL USE ONLY
Radish · Internal
Ruby × 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
02
SHOOTS
Photo + Video
0/0
03
WEBSITE
DTC + Store
0/0
04
ROMAN
Creative
0/0
05
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
Add Contact
Gifting
Reaction Video Pledge
This is just one example of a type of content ask. Have people film themselves right after watching Maddie's Secret and submit the video to us. We chop it up from there.
Send Emails
Select a template and audience. Opens a pre-written email in your mail client addressed to the matching contacts.
contacts
| Name | Handle / Email | Platform | Relationship | Commitment | Gifting | Address | |
|---|---|---|---|---|---|---|---|
| No contacts yet. Add the first one above. | |||||||
This list is internal to Radish. Not shared externally.
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.