Application — Growth
483 reviews at 4.8 stars sit on the Small Batch Variety 4-Pack; that proof is ready to carry ads, not only a product page.
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
- The Small Batch Variety 4-Pack costs $56.00 and holds a 4.8 rating across 483 reviews. Ads can open with that proof for a first-time buyer.
- The site shows 4.9 stars over 803 reviews, and 98% would recommend these products. Each number can anchor a hook that a new buyer can check.
- The offer reads "All Orders Ship Free!" and Subscribe & Save 10% is offered. A paid ad can lead with free shipping, then point to the repeat offer.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows, from a $10.00 Habanero bottle to the $56.00 Small Batch Variety 4-Pack.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with hooks from your reviews.
- Creators: home cooks who drizzle Yellowbird on dinner, heat-challenge eaters for Ghost Pepper, and cocktail makers using Classic Blue Agave Sriracha.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, with free shipping counted in.
- Event tracking I'd spec and work through with your team. That part isn't me, and I haven't seen your setup.
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, up to 10 live by week six. Each posts seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators: 12 to 20 ads, 1 to 9 pages. 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 review language from your best-rated product pages and sort it into a hook library, one hook per ad.
- Write a claims sheet from your own site wording on organic, farm-fresh and made in Texas.
- Brief the first two creators on a Classic Habanero drizzle video and a recipe video.
I haven't seen your ad account or your numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo