Application — Growth
The Sage Jewelry Set (Set of 2) sits at 82.00 CAD against a struck 116.00. That is a bundle hook the catalog already holds.
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
- Sage Jewelry Set (Set of 2) sells at 82.00 CAD against a struck 116.00, and the page says the pieces cost more bought separately. A bundle story, ready for an ad.
- Free shipping to the US starts over $50US and to Canada over $65CA, with orders shipped within 1-3 business days. Two thresholds, two markets, and the offer is a ready ad line.
- Iona Ring at 48.00 CAD comes in 10 variants, and Simone Ring is marked down to 39.00 CAD from 52.00. Rings with many options are a natural ground for creator try-ons.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from Sloane Earrings at 62.00 CAD to the Sage set.
- Week to week: launching a bunch of different experiments, losers killed early. Earrings fill most of the catalog I read, so many tests start there.
- Creators: everyday stylers for Elora Drops and Walker Studs, ring-stack try-on creators for the Iona Ring, gift-givers for the Gift Box.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. Free-shipping thresholds for the US and Canada need clean events.
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 join two a week, ten live by week six. Each posts the same number of videos a week, so output climbs from 14 to 70. New ads and landing pages follow the creators. 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 hook library from the Sage Jewelry Set bundle value and the free-shipping line, then write the first ads against those two.
- Recruit the first creators around Elora Drops, Walker Studs and the Iona Ring, with one variable per test and losers killed early.
I'd love to chat if this makes sense. Grab a time here.
Danilo