Application — Growth
The $16.99 Trial Pack is the easiest first order, yet the product list puts hats, totes and keychains right beside it.
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 Trial Pack is $16.99 and comes in Beef, Chicken and Protein versions. That is a clean first order for a stranger, but it shares the product list with hats, totes and keychains.
- Shipping is free over $30, with $5 flat shipping below that. The Trial Pack at $16.99 lands under the line, so a first order carries a cost that subscribers never pay.
- One page shows 4.9 out of 5 stars based on 2758 reviews. A cold buyer needs that proof, so I'd put it in the first ad line and on the Trial Pack page.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $16.99 Trial Pack as first order.
- Week to week: launching different experiments, losers killed early. One variable per test; Nashville Hot Chicken and Taco Beef get separate hooks.
- Creators: parents packing lunchboxes with Chomplings, Whole30 and paleo eaters, and breakfast-on-the-go people for Savory Breakfast Chicken. Each gets a brief.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including subscribers on Subscribe & Save.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscribe & Save orders change payback, so tracking has to be right.
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, from 0 to 10 by week six. Each posts seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, from 12 to 20 ads a week. 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 pages, so every ad line about grass-fed, antibiotic-free chicken and turkey, and sugar uses your wording and nothing else.
- Make the Trial Pack the first-order offer, and send each creator persona to a landing page built around one flavor.
I'd love to chat if this makes sense. Grab a time here.
Danilo