Application — Growth
25,911 reviews sit on the Strawberry Cheesecake Cereal page at $9.75. That proof is the asset I would build the first month around.
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
- Strawberry Cheesecake Cereal sells at $9.75 and its page carries 25,911 reviews scoring 4.6. That is the strongest proof on the site, worth putting in front of every first visit.
- The site shows Subscribe & Save at 26%, 25%, 24% and 20% in different places. Buyers who compare two pages see two deals on the same box.
- Cinnamon Crunch Cereal at $9.75 spells out 4g net carbs, 12g complete protein and 100 calories. Those numbers are ready-made hooks for a creator to read aloud on camera.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the order is a $9.75 box or a $39.00 bundle.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with Cinnamon Crunch.
- Creators: keto-friendly lifestyle voices, post-workout gym lifters, and nostalgic adults who grew up on childhood cereals, each filming the same bowl in their own morning.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on the Subscribe & Save orders.
- Event tracking I'd spec and work through with your team. That part isn't me, and it decides how far subscription numbers can be trusted.
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, to 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads (12 to 20 a week) and landing pages (1 to 9) 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 Cinnamon Crunch and Birthday Cake product pages, using the macro lines the brand already prints, one variable per test.
- Brief the first two creators on the Strawberry Cheesecake and Cookies & Cream flavors, then add two more creators every week.
I'd love to chat if this makes sense. Grab a time here.
Danilo