Application — Growth
1898 reviews and a 4.9 star rating are an asset; the bundles at $70.00 are where I'd put them to work first.
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 "Magic Moisture Bundle: FREE Booster + FREE Shipping" is $70.00, struck from $98.00. Smooth and Strength versions carry the same price, so one offer can anchor three ad angles.
- The site shows free shipping at $40, $44 and $45 thresholds in different places. One threshold, stated once, would make the Moisture Booster at $28.00 an easy add to reach it.
- The site offers 30% commission through a unique link, which it calls a beauty industry high, plus 25% off through a shop-my-link offer. That is a creator base to build on.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including how fast the Magic bundles get budget.
- Week to week: launching a bunch of different experiments, losers killed early. Boosters, mists and bundles each get their own hook library.
- Creators: hairstylists, whom the brand says it celebrates, and shower-routine creators who can show Boosters used as the second step after shampoo.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, on bundles like the $70.00 Magic Smooth Bundle.
- Event tracking I'd spec and work through with your team. That part isn't me. Without it, repeat orders on the $28.00 Boosters stay invisible.
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, up to 10 live by week six. Each posts seven videos a week, so 14 videos in week two and 70 by week six. 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
- Write a claims sheet from your own wording, such as the paraben, phthalate and aldehyde line, so every ad stays inside what you already say.
- Pull the strongest review language from your site and test it as hooks for the Magic Treatment Leave-In Hair Repair Mask.
I'd love to chat if this makes sense. Grab a time here.
Danilo