Application — Growth
The site shows "4.9/5 from 7987 reviews", yet the Apple Pie bundle page counts 11. The proof exists; it isn't travelling.
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
- Apple Pie Shampoo and Conditioner For Thickness & Volume costs $31.98 and shows 4.73 from 11 reviews, while the site line reads "4.9/5 from 7987 reviews".
- The site carries a "100 day satisfaction guarantee." and a "30-day happiness guarantee". Two windows would make the $15.99 shampoo bar harder to trust.
- Free shipping reads "Free Shipping on orders $45+" in one place and "Free shipping on $55+" in another; a single $15.99 shampoo bar clears neither.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $15.99 shampoo bar.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test on Apple Pie.
- Creators: fine-hair volume seekers, sensitive-skin shoppers, plastic-free shower swappers and frequent travelers for the Jet-Setter Bundle. I have no category experience.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback. Subscription orders tracked separately.
- Event tracking I'd spec and work through with your team. That part isn't me. Bundle events come first.
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 follow the creators, so nothing launches without fresh footage. 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: one guarantee window, one free-shipping line, one review count, used in every ad and brief.
- Brief the first creators on Apple Pie and Dry Shampoo, with one hook per video and one variable per test, so losers die early.
I haven't seen your ad account or your numbers, and I have no experience in personal care; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo