Twelve years building
the luggage. Now the road
to the person who buys it.
This proposal is that road, numbers first: what the market actually searches for, what it costs to reach them, and what it takes to get to 20,000 units.
Prepared for D'Camila Smart Luggage
Martin Mercedes and Kevin · MM Agency · Santo Domingo
Martin Mercedes and Kevin · MM Agency · Santo Domingo
More than luggage… It's freedom.
The gap
The product already exists.
The market doesn't know it yet.
That gap is all the work that's left to do, and it doesn't get closed by improving the luggage.
D'Camila · MM Agency02
Real demand · Keyword Planner · United States
Two million searches a month.
Half of them belong to no one.
Tumi
165,000 searches / month
8%
Rimowa
165,000 searches / month
8%
Away
165,000 · founded 2015
8%
Béis
110,000 · founded 2018
6%
Samsonite
110,000 searches / month
6%
16 other brands
Travelpro, Monos, Delsey, Calpak…
15%
No brand typed
988,120 searches / month with no owner
50%
The twenty-one brands split half the market. The other half is
988,120 searches a month where nobody types a brand, and that is the way in:
Béis did it in seven years. Google Keyword Planner, United States, verified 23 September 2026.
D'Camila · MM Agency03
The ones who actually sell
Nobody gets to the top
by accident.
The three brands that dominate this market do exactly the same thing: they buy attention and they buy authority. None of them waited to be discovered.
D'Camila · MM Agency04
Top player · TUMI
TUMI
Buys scale in ads and borrows another brand's authority.
MM Agency research · Google Ads Transparency Center, official site and public editorial appearances · September 2026
D'Camila · MM Agency05
Top player · NOBL
NOBL
Buys credibility in the media its buyer already reads.
MM Agency research · Google Ads Transparency Center, official site and public editorial appearances · September 2026
D'Camila · MM Agency06
Top player · FPM
FPM MILANO
Barely pays for ads. Bought position with press and one alliance.
MM Agency research · Google Ads Transparency Center, official site and public editorial appearances · September 2026
D'Camila · MM Agency07
The pattern
Three different brands.
The same four pieces.
01
They buy attention. Permanent ads on the luxury searches. Tumi with 8,000+, NOBL with 4,000+
02
They buy authority. Press in Vogue, Forbes, GQ. FPM competes on 89 ads because the media already spoke for it
03
They borrow a bigger brand. Tumi with McLaren, FPM with Gucci. Someone else’s credibility transfers to theirs
04
They remove the risk of buying. Lifetime warranty and monogramming, in all three
None of the four depends on having a better product. They are distribution decisions,
not engineering ones. And all four can be bought, in order, starting with the one you can measure.
D'Camila · MM Agency08
The road · from signature to 20,000
Three phases, one year.
Each one opens the next.
None of them starts before the previous one has produced its number. That is how the risk shows up early and cheap, not late and expensive.
Phase 01 · weeks 1 to 6
Shopify and first campaigns
- Full Shopify store: product, cart, payment, shipping and emails
- Sales page: why this luggage and not a Tumi
- Google Ads and Meta live, 50/50
- Measurement from day one: pixels, analytics, CRM
Ad spend / mo$3,000
Phase 02 · months 3 and 4
Google and Meta dialed in
- Bring the cost per sale down using what phase 01 measured
- Remarketing and refined audiences
- Lift page conversion before putting serious money behind it
- Email: abandoned carts and repeat buyers
Ad spend / mo$6,000
Phase 03 · month 5 onward
Scale what already sells
- Raise budget in steps, only on what has proven it returns
- Watch the cost per sale: if it rises, you stop
- YouTube and TikTok once search saturates
- Press and creators, the way Tumi, NOBL and FPM do
Ad spend / moData-set
20,000
Units a year: the goal you set. Reachable, but not in twelve months and not
on one channel. What twelve months does deliver is the first engine running and measured, which is
what holds the other two up. Full math for each phase lives in a separate document.
D'Camila · MM Agency09
What you asked me on the call
I don't guarantee
that I'll sell it for you.
And anyone who tells you otherwise is lying to you. What I do guarantee is that in six weeks you will know the real number, and that if it looks bad I tell you before you spend another dollar. That is worth more than a promise.
"Tell me how long it takes, without talking about budget."
I can't, because budget decides the timeline. At $3,000 a month it's 23 units;
at $15,000 it's 172. You pick how much goes in and I give you the date, with the math
done, in the first week.
"If you can sell 20,000 units in a day, perfect."
Not on one channel, and I'd rather tell you today. The entire U.S. search
market doesn't support that in a year. You do reach 20,000 by stacking channels:
Shopify, Google, Meta, press, UGC, Amazon and eBay. That plan starts by measuring the first one.
D'Camila · MM Agency10
Who is going to run this
This is not a faceless agency.
It's two co-founders.
Martin Mercedes
Co-founder · CEO
Kevin Genao
Co-founder · CMO
We work directly with every client, together. No middlemen and no account executives repeating what someone else told them. Martin owns the traffic and the search side: what brings people in. Kevin owns conversion: what happens once they land, so the traffic actually turns into sales. You see every decision, every adjustment and every report with us, not with a team member you've never met.
5+ years
in digital, USA and LATAM markets
10+ clients
served, with results measured in CRM
Google Ads Certified
Search & Display · official · UNIBE Master's in Digital Marketing
D'Camila · MM Agency11
Real case · MM Agency client
Ocala Fence
Google Ads
Florida, USA
Florida, USA
Google Ads
$51,695
billed on just $1,700 of ad spend
30x return, measured in the CRM
30x return, measured in the CRM
$1,700
invested
$51,695
billed
8
jobs closed
CRM
measured there, not in Google
Physical product, high ticket, a sale that closes off the website —
the closest case to D'Camila. The difference came from measuring in the CRM instead of
trusting Google's report. Verified September 18, 2026.
D'Camila · MM Agency12
Real case · cost per lead
Dra. Anny Frías
Google Ads
Santo Domingo
Santo Domingo
Google Ads
117
contact requests in one month
at $2.40 each, with $280 of ad spend
at $2.40 each, with $280 of ad spend
$280
invested
117
contact requests
13.1%
ctr
1 month
jul 4 – aug 2, 2026
Under three dollars for someone who raises their hand and asks for
information. Every figure comes from the platform and the CRM.
Verified September 18, 2026.
D'Camila · MM Agency13
Real case · sustained volume
Dra. Beatriz Martínez
Google Ads
Dominican Republic
Dominican Republic
Google Ads
107
form submissions
at $5.10 each, three months straight
at $5.10 each, three months straight
$5.10
per submission
107
submissions
16.4%
ctr
3 months
may 1 – jul 30, 2026
Not a one-time spike. Three months straight of consistent volume.
Every figure comes from the platform and the CRM. Verified September 18, 2026.
D'Camila · MM Agency14
Real case · e-commerce with cash on delivery
Immuno Consult
Meta Ads
Dominican Republic
Dominican Republic
Meta Ads
RD$273,951
in closed orders (~$4,566)
tracked from the CRM pipeline, not the ad platform
tracked from the CRM pipeline, not the ad platform
29
orders won
~$4,566
usd equivalent
COD
cash on delivery
Jul–Sep
2026, still running
Pixel, Conversions API, and real sales attribution — the number comes
from the CRM pipeline, not from what the ad platform claims.
Verified September 22, 2026.
D'Camila · MM Agency15
What's included
The five pieces
of the system
01
The store. Full Shopify: product page, cart, card payment, shipping calculation and automated emails
02
The message. The entire sales page: why this luggage and not a Tumi, the technology explained simply, and the copy for every ad
03
Art direction. The specifications for the visual material a brand at this price demands, plus its review and adaptation to every format
04
The campaigns. Google Search for whoever is already looking, Meta to build the category. Keyword research by market
05
The measurement. Analytics, pixels and conversions from day one, with a live report of sales and cost per sale
D'Camila · MM Agency16
The rules of the deal
How we work
with you
01
Everything stays in your name. Store, domain, ad accounts and customer data. If one day you leave, you take it all with its history
02
We count sales, not clicks. The report counts units sold and what each one cost. Vanity metrics don't fill the warehouse
03
You pay for the ads directly. Your budget goes from your card to the platforms. It doesn't pass through us and carries no commission, so nobody has an incentive to make you overspend
04
No lock-in. Month to month as long as sales keep coming in. That's all the guarantee you need
D'Camila · MM Agency17
What's on the table
Three years.
From zero to 20,000.
Each year adds an engine. None of them starts before the previous one has produced its number.
Year 1 · paid search
2,345
$1,524,250
Units sold on the only measured engine. This is the year that can be calculated today.
Year 2 · + created demand
8,000
$5,200,000
Meta and creators come in. It is the ceiling of what search alone can hold.
Year 3 · + authority
20,000
$13,000,000
Press, UGC and marketplaces. The goal you set.
$14.7M
in cumulative gross margin over three years, on $19.7M of revenue.
That is what's on the table. Every month without starting pushes it a month further.
That is what's on the table. Every month without starting pushes it a month further.
D'Camila · MM Agency18
The decision
Two roads.
One produces a number.
Build the system
With MM Agency
$14.7M
cumulative margin over 3 years, scaling within the measured ceiling:
2,345 → 8,000 → 20,000 units/year
- In 6 weeks you know the real cost per sale, not an estimate
- Each phase pays for itself with the margin of the one before
- Everything stays in your name: store, accounts, data
- No lock-in. You stay month to month if it works
Keep waiting
Product on the shelf
$0
twelve years of development without a single sale, while the market
keeps buying $650 luggage every month
- The 74.6% margin per unit stays at zero
- Somebody else captures the 111,630 luxury searches a month
- The technology (GPS, camera, multi-language) ages on the shelf
- You will never know if $650 is the right price
D'Camila · MM Agency19
To get started
Six weeks to know,
with your own numbers,
what it costs to sell.
That number turns your sheet into a plan. Everything else gets built on top of it.
Martin Mercedes & KevinMM Agency · Santo Domingo
D'Camila · MM Agency20