Application — Growth
Your site packs 16 flavors and 2-5g of sugar into one line. Each flavor deserves its own story and 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
- A Classic Soda Variety Pack costs $35.99, and shipping is $3.99 until an order reaches $50. One pack lands under the free-shipping line, so the first order pays for delivery.
- New customers get 15% off with WELCOME15, and subscribers get 15% off every order plus free shipping. Both offers are 15%, so every ad has to pick one and name it.
- Citrus Rush has 60mg of green tea caffeine and Cherry Cola 50mg, both $35.99 in the 6g Fiber line. That is a caffeine story living inside two product descriptions.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the first order is $35.99 or $12.79 MINIs.
- Week to week: launching a bunch of different experiments, losers killed early. Sixteen flavors feed a hook library, one variable per test.
- Creators: soda-swap storytellers for Vintage Cola and Cherry Cola, and afternoon-caffeine people for Citrus Rush, each filming with a hook of their own.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split for subscribers at 15% off.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription and first-order events matter most here.
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, ten live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages scale with them. 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
- Build a claims sheet from your own pages: fiber, sugar and flavor wording copied exactly, so every creator script stays inside your wording.
- Pick the first flavor tests: Vintage Cola, Cherry Cola and Citrus Rush each get their own hook, landing page and offer angle.
I'd love to chat if this makes sense. Grab a time here.
Danilo