Application — Growth
A 4.8 / 5 rating from 3450 reviews is your strongest asset. I'd put it next to the $48.00 Trick or Treat Halloween Cats button up.
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 Trick or Treat Halloween Cats print comes as a $48.00 Long Sleeve Button Up Shirt and a $44.99 Sleeveless Dress. One design, several buyers, many ad concepts.
- The Ghost US Army You Cant See Me Youth Hawaiian Shirt, $35.00, lists UPF 50+ and 97% recycled polyester. A kid's-shirt ad can open with those.
- The $29.00 Cogumiaus Halloween Cats T-Shirt sits well under the $75+ free shipping line, so a second item decides order value. New subscribers get a 10% discount.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with Geek Tropical's Halloween prints.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, across shirts, dresses and youth Hawaiian.
- Creators: D&D and tabletop players, gamers, Halloween fans, and parents dressing kids in youth Hawaiian shirts.
- 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. Purchase events matter across 91 Cogumiaus tee variants.
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: 2, 4, 6, 8, 10 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. 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 product pages: UPF rating, recycled polyester, Geeknit fabric, review rating, each in exact wording.
- Brief two creators on the Halloween prints: one tabletop gamer, one parent of a youth Hawaiian shirt wearer. Film the print worn.
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