Application — Growth
2000+ verified 5 star reviews and a $26.00 Fresh Food Sampler: the proof and the offer belong in one ad.
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 Fresh Food Sampler is $26.00, struck through from $52.00, 50% off. It is the only plan with a public price in the page text; the other plans price inside the purchase flow.
- The brand states that 88% of customers report health improvements after switching, and shows 2000+ verified 5 star reviews. These two proof points can carry an ad without any extra claim.
- Freeze-dried Puffy Bird 14oz is $40.00 and the 8oz is $24.00, made with 95% animal protein. It is a dry-food-style product inside a fresh-first range, and it needs its own angle.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $26.00 Sampler as the first-order offer.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test; the Sampler offer stays fixed while hooks change.
- Creators: picky-cat owners, cat dads and first-time cat parents, filming the first bowl of fresh food and the Puffy Bird bite.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on the Sampler's first order.
- Event tracking I'd spec and work through with your team. That part isn't me, especially the quiz and plan flow where pricing appears.
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, reaching 10 live by week six. Each posts the same number of videos a week, so 14 videos at week two grow 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 claims sheet from the brand's own wording on protein, health improvements and the money-back guarantee, so every creator brief stays inside it.
- Brief the first creators on the Sampler and the first bowl of fresh food, then film hooks before touching the landing page.
I'd love to chat if this makes sense. Grab a time here.
Danilo