Application — Growth
Mommy & Me bundles sit at $199.00 against a crossed-out $224.00, an offer the home title never mentions.
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 site words its shipping offer three ways: "Free Shipping on orders $99+", "Free Shipping $99+" and "Get 15% off + Free Shipping". One threshold line would keep every offer consistent.
- DEEP ROSE BAMBONI XL BLANKET shows $81.95 against a crossed-out $159.00. A markdown that visible is a ready-made ad hook, and it deserves a landing page built around it.
- The PATTERNED FAUX FUR THROW WEIGHTED BLANKETS throw measures 50” x 60” and its page says "Not recommended for children 5 and under." That limit has to travel into every creator brief and every ad.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it's Bamboni, faux fur or the university line.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with Ribbed Bamboni® against faux fur.
- Creators: new parents showing receiving blankets, gift-givers with Mommy & Me bundles, and university fans with the embroidered blankets, each briefed on one product.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split between bundles and single blankets.
- Event tracking I'd spec and work through with your team. That part isn't me. Bundle and gift-option add-ons need clean events.
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 by week six, each posting the same number of videos a week: 14 with two creators, 70 with ten. 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 one claims sheet from your own product wording on Bamboni and Lush blankets, so every ad and creator brief says the same thing.
- Build the first landing page around the Mommy & Me bundles, since that is where the crossed-out price already tells a story.
I'd love to chat if this makes sense. Grab a time here.
Danilo