Building Surfing Cow in public — the real numbers, real mistakes, and real story.
BEHIND THE BRAND
I believe trust is earned, not claimed. So I’m opening the books. If you support Surfing Cow, you deserve to know exactly what you’re supporting.
- Alec Merlino
SUN BALM PRICE BREAKDOWN
Fill - $1.25
Jar - $1.36
Jar Label - $0.55
Lid Label - $0.55
Outside Package - $1.05
Shipping Box - $0.67
Packing Paper - $0.35
Thank you card - $0.32
Stickers - $0.72
Shipping (If free) - $4.39 - $7.00
Total Cost Per Unit - $6.82 without shipping
MOISTURIZER PRICE BREAKDOWN
Fill - $3.50
Jar - $1.60
Jar Label - $0.59
Lid Label - $0.59
Outside Package - $1.21
Shipping Box - $1.24
Packing Paper - $0.35
Thank you card - $0.32
Stickers - $0.72
Shipping (If free) - $4.39 - $9.00
Total Cost Per Unit - $10.12 without shipping
HOW I'M FUNDING SURFING COW
This brand has been entirely self-funded and built from the ground up. For the past six years, I’ve worked in the content space creating ad campaigns for brands—partnerships typically ranging from $1,500 to $5,000, with a few outliers above that. Every dollar Surfing Cow has earned has been reinvested back into the business.
NOTABLE COSTS
LLC FILING - $740
TRADEMARK FILING (2) - $3,960
BRAND DESIGNER - $14,571
WEBSITE - $3,000 (HOSTING + INITIAL BUILD)
AD SPEND + AD AGENCY - $5,000-$6,000/MONTHLY
R&D SUPPLIES - $1,500
HOME MANUFACTURING EQUIPMENT - $1,400
MY MASSIVE ANNUAL SALARY - $0
SALES AND COST OF ACQUISITION
Our cost of acquisition continues to hold steady at approximately $15, while return on ad spend has remained strong in the 2–3.5x range. Encouragingly, our average order value has been increasing over time and now sits at $56, signaling improved purchase behavior and higher-value carts.
THANK YOU and Happy Living!
- Alec Merlino
NOTABLE INSIGHTS ON START-UP COSTS
LLC FILING - There's an $800 annual fee I'll pay each year.
TRADEMARK FILING (2) - Each trademark cost $940 upfront, and after the intent-to-use stage was approved, there was another $500 filing fee to complete the registration.
BRAND DESIGNER -Working with Chad has been worth every penny - I've told him this many times. Having someone who understands the niche and the vision is everything. We continue to collaborate on a per-project basis, typically ranging from $800–$1,500 per project.
WEBSITE - My friend John helped build the original website, and since June, Chad and I have handled all updates ourselves to keep costs down.
AD SPEND + AD AGENCY - I currently spend $50–$100 per day on ads and worked out a deal with the agency I’m partnered with—$400/month retainer while I handle all ad creatives myself. Once things scale, I’ve agreed to move to their standard $2,000/month retainer.
MY MASSIVE ANNUAL SALARY - I don’t take a paycheck from Surfing Cow. Every dollar goes back into growth. That’s the reality of being fully self-funded.
2025 SALES - $73,574.39
2026 SALES YTD - $19,910.32
HONESTY SHOULDN'T BE A STRATEGY - IT SHOULD BE A STANDARD.