Application — Growth
Matching sibling outfits are in your meta description but not in your home title, which says classic childrens clothing.
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
- Boys Pocket Romper - Mallards is $22.00 with $44.00 struck through. That is a half-price hook sitting in a product listing, and it could lead a prospecting ad.
- Free shipping starts at $150, and your FAQ says a family order usually clears it. That makes multi-piece family orders, not single pieces, the natural unit for ads.
- Your Associate Sales Rep page offers 10%–18% cash commission on every purchase through a personal link. That is a built-in creator payout to test before inventing a new one.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $22.00 romper to the $45.00 smocked dress.
- Week to week: launching a bunch of different experiments, losers killed early. First tests: Christmas Tree and Santa Smocked pieces, one variable per test.
- Creators: mothers of matching siblings, Charleston families and Mt. Pleasant locals, and your own Share & Earn reps, filming holiday outfits and dog-print tees.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, tied to your $150 free-shipping line.
- Event tracking I'd spec and work through with your team. That part isn't me, and clean purchase events come before the first dollar of spend.
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, 10 live by week six. Each posts the same number of videos a week, up to 70. New ads follow at 12 to 20 a week, landing pages from 1 to 9. 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
- Rewrite the home title around matching sibling outfits, then build a hook library from the Christmas Tree, Santa Smocked and Golden Dog lines.
- Recruit the first two creators from Share & Earn reps and Charleston families, then brief them on one outfit story each, filmed on a phone.
I'd love to chat if this makes sense. Grab a time here.
Danilo