Application — Growth
One page carries 214 Reviews while another shows 9. The proof exists, but it isn't evenly spread across pages.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Cage-Free Chicken SuperBlends for Dogs sits at $12.99 while Cage-Free Duck Duck Goose SuperBlends for Dogs sits at $49.99 in the same SuperBlends FD line. Ads must explain that gap fast.
- One product page shows 214 Reviews with 204 five-star ratings, while another shows 9 Reviews. The proof is strong in places, and the creative should start where it already exists.
- A Stella's Shredrs Beef & Chicken Recipe in Broth for Dogs costs $31.08, under the $49 free-shipping line. Welcome Offer: 25% Off Your First Order helps, but basket size still decides.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from $9.99 Bac'n bites to $31.08 Shredrs.
- Week to week: launching a bunch of different experiments, losers killed early. Dog and cat creative each get their own hook library.
- Creators: dog owners who serve freeze-dried or raw, cat owners with picky eaters, and anyone who films mealtime with the Shredrs in broth.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by dog and cat.
- Event tracking I'd spec and work through with your team, including the subscribe-and-save and welcome-offer orders. That part isn't me.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week until 10 are live. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, from 12 to 20 ads a week. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull every review from the product pages and rank them by what buyers actually say, then turn the top lines into the first hook library.
- Build a claims sheet from your own product copy, so every ad line about ingredients or meat content is one your team already approved.
I'd love to chat if this makes sense. Grab a time here.
Danilo