Marketing Strategy
Owner: Mahdi Moradi Status: Draft Version: 1.0.0 Last Updated: 2026-04-20 Applies To: Company
Updated April 20, 2026: This document was written for a 4-stream model. As of April 20, 2026, Bornara AI focuses on 2 active streams: Bornara Tools and Cookie Business. Giftifye and AI Platform marketing strategies are deferred. See 12-Month Roadmap for the current plan.
1. Marketing Overview
All marketing efforts are structured around the four revenue streams, with a shared brand identity under Bornara AI. Total 2026 marketing budget: $1,000–$3,000 (all deductible).
2. Channel Strategy
2.1 TikTok (Primary for Giftifye + Cookies)
| Detail | Plan |
|---|---|
| Content Type | Short unboxing videos, gift reveals, cookie baking videos |
| Frequency | 1-2 posts per day |
| Ad Budget | $5–$20/day testing, scale winners |
| Target Audience | Women 25-45, gift shoppers, "TikTok made me buy it" |
| Strategy | Emotional hooks, trending sounds, aesthetic packaging reveals |
Content Ideas:
- "Watch me pack this gift box" (ASMR-style)
- "Gift ideas under $50"
- "I baked 100 cookies for my Shopify store"
- "How I started a cookie business from home in Canada"
- "POV: You open a Giftifye box"
2.2 Instagram (Brand Building)
| Detail | Plan |
|---|---|
| Content Type | Aesthetic product photos, Reels, Stories |
| Frequency | 1 post + 3-5 stories per day |
| Main Feed | High-quality product photography (wife's work) |
| Reels | Repurpose TikTok content |
| Stories | Behind-the-scenes, polls, Q&A |
2.3 Facebook (Ads + Community)
| Detail | Plan |
|---|---|
| Organic | Share in local buy/sell groups, gift idea groups |
| Paid Ads | Carousel ads for gift bundles, retargeting visitors |
| Lookalike | Build from email list for better targeting |
| Groups | Join and contribute to small business and gifting groups |
2.4 Email Marketing (High ROI)
| Flow | Purpose | Tool |
|---|---|---|
| Welcome Series | Introduce brand + discount | Klaviyo (free) |
| Abandoned Cart | Recover lost sales | Klaviyo |
| Post-Purchase | Thank you + upsell | Klaviyo |
| Holiday Campaigns | Seasonal promotions | Klaviyo |
| Cookie Subscription | Monthly reminder | Klaviyo |
Email List Target: 500+ subscribers by end of 2026
2.5 LinkedIn (Consulting + AI Platform)
| Detail | Plan |
|---|---|
| Content Type | AI insights, automation tips, business lessons |
| Frequency | 2-3 posts per week |
| Profile | Optimized for "AI Consultant" and "Shopify Expert" |
| Outreach | Connect with small business owners, startup founders |
2.6 Product Hunt (AI Platform Launch)
| Detail | Plan |
|---|---|
| Timing | Q3-Q4 2026 (when beta is stable) |
| Preparation | Build early users, collect feedback, create demo video |
| Goal | Top 5 product of the day, 100+ upvotes |
2.7 Reddit
| Subreddit | Purpose |
|---|---|
| r/shopify | Share Giftifye journey (not spammy) |
| r/dropshipping | Participate in discussions |
| r/artificial | Share AI platform development journey |
| r/smallbusiness | General business advice and promotion |
| r/baking | Cookie business content |
| r/SideProject | AI platform launch |
3. Content Calendar Framework
Weekly Content Schedule (10-15 hrs/week total, wife helps)
| Day | TikTok | ||
|---|---|---|---|
| Monday | Product unboxing | Product photo | AI tip post |
| Tuesday | Cookie baking video | Story: BTS | |
| Wednesday | Gift idea video | Reel (repurpose) | Business insight |
| Thursday | Packing order video | Story: Poll | |
| Friday | Trending audio post | Product photo | Weekly reflection |
| Saturday | Batch content | Story: Weekend sale | |
| Sunday | Content planning | — | — |
4. Advertising Strategy
Testing Phase (Month 1-3)
Daily budget: $5–$10
Products tested: 10–20
Ad format: Single image + short video
Target: Women 25-45, Canada + US
Goal: Find 3-5 winning products (ROAS > 2x)
Scaling Phase (Month 4-8)
Daily budget: $10–$15 on winners only
Focus: Top 3-5 products
Ad format: Carousel + video (multiple creatives)
Target: Lookalike audiences from buyers
Goal: Consistent daily sales
Holiday Phase (Month 9-12)
Daily budget: $15–$25
Focus: Holiday bundles + gift cards
Ad format: Full creative suite
Target: Broad + retargeting
Goal: Maximum holiday revenue
5. SEO Strategy
Giftifye.com
| Target Keywords | Content Type |
|---|---|
| "unique gift boxes Canada" | Product pages, blog posts |
| "personalized gifts online" | Product pages |
| "curated gift bundles" | Collections page, blog |
| "corporate gift boxes Canada" | Landing page |
| "cookie gift boxes" | Product pages, blog |
AI Platform
| Target Keywords | Content Type |
|---|---|
| "build your own AI agent" | Landing page, blog |
| "AI assistant for small business" | Blog, YouTube |
| "custom AI chatbot platform" | Landing page |
| "AI workflow automation" | Blog, LinkedIn |
6. Influencer Strategy
Micro-Influencers (1,000–10,000 followers)
| Approach | Details |
|---|---|
| Platform | TikTok + Instagram |
| Niche | Gift unboxing, lifestyle, baking |
| Compensation | Free product + small fee ($50–$200) |
| Goal | 5-10 influencer partnerships in 2026 |
| Tracking | Unique discount codes per influencer |
All influencer payments are 100% deductible as advertising.