Application — Growth
Bone broth with 7,462 reviews on one page and an $8.49 carton: the proof is there, but the offer message changes from page to page.
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
- Free shipping reads as 12+ cartons in one place, yet the 6 Pack: Bone Broth Variety at $49.44 says free shipping on 6 or more units. Two thresholds, one cart question.
- Review counts run from 7,462 down to 2 across pages. The $8.49 Chicken Bone Broth - 16.9 oz is a low-price way in and should carry the loudest proof.
- The site pitches 20% off for life to subscribers and 10% off your first order to everyone else. Two discount stories compete for the first click.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $8.49 single carton.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, such as 12+ cartons shipping versus 20% off.
- Creators: keto meal-preppers for the Keto bundles, home cooks who build soups on broth, and busy professionals who sip daily.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription events matter most for the 20% offer.
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 the same number of videos a week, so volume steps up from 14 to 70. 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
- Build a claims sheet from the brand's own wording on grass-fed sourcing and simmer time, so every creator script stays inside it.
- Brief the first creators on flavors with a story, Thai Coconut Curry Chicken and Maui Nui Venison, each with one hook to test.
I haven't seen your ad account or numbers; everything here comes from your public site, and I have no bone broth experience.
I'd love to chat if this makes sense. Grab a time here.
Danilo