Application — Growth
The site already shows 8004 Reviews on one page and promises 100% formula transparency. Creators could carry that proof.
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
- Vitality Testosterone Support (Copy) carries 344 reviews at 4.76 and is priced at $59.99, yet its product name still reads "(Copy)", a leftover that makes a well-reviewed product look unfinished.
- The site says "Orders in the US over $99 ship free." A single Grass-Fed Protein Shake at $49.99 sits well below that line, so bundles are the obvious ad angle.
- Lean Pre-Workout + Free Variety Pack costs $49.99 and ships 9 variants, with the free variety pack as a built-in sampling hook that creators can open on camera.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from Lean Pre-Workout at $49.99 to Mag AM + PM at $89.99.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, across Bulk Pre-Workout, Protein Pancakes and Greens.
- Creators: lifters for Growth and Bulk Pre-Workout, runners for Endurance Gels, and busy parents showing Protein Pancakes in 14 flavors, each posting weekly.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including how subscription orders behave.
- Event tracking I'd spec and work through with your team. That part isn't me, and it matters before any spend on Transparent Labs subscriptions.
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, each posting the same number of videos a week, so videos climb from 14 to 70 by week six. New ads and landing pages follow the creators: 12 new ads a week at first, 20 later. 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, so every creator brief quotes label and formula wording exactly and nothing else.
- Brief the first two creators on one product, Protein Pancakes or Bulk Pre-Workout, and cut their first videos into several hooks for testing.
I'd love to chat if this makes sense. Grab a time here.
Danilo