Application — Growth
The Essentials Variety Pack has 2,412 reviews at 4.6; the gummies are still building proof, at 8 to 11 reviews each.
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
- Essentials Variety Pack (10 Pack, 16 oz) is $29.99 and carries 2,412 reviews at 4.6. That is the site's strongest proof.
- Daily Energy Gummies (Son of a Peach) - 10 Pack is $29.99 with 10 reviews at 3.2; Red Ryder Punch has 8, Bodacious Berry 11.
- The site runs "GET 35% OFF YOUR FIRST ORDER.", "FREE SHIPPING + SAVE 20%" and "FREE SHIPPING + SAVE 25%". A cold visitor should see one.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the pack is Essentials at $29.99 or the gummies.
- Week to week: launching a bunch of different experiments, losers killed early, one variable per test, across Slush, 16 oz flavors and gummies.
- Creators: gym-and-gaming types for the zero sugar cans, students for the gummies, flavor-ranking taste-test creators for Slush and variety packs.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by Essentials Variety Pack and gummy buyers.
- Event tracking I'd spec and work through with your team. That part isn't me. It matters most for the subscribe offer and the first-order discount.
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 videos climb from 14 to 70. New ads and landing pages follow the creators, never the other way round. 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
- Pull the review proof from the Essentials Variety Pack page and build the first hook library around it, one variable per test.
- Audit the three first-order offers across the site and pick one clear deal to test against free shipping alone.
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