Application — Growth
The Men's Quilted Shacket goes from $100.39 to $35.14 on your shop, a strong offer that the home page 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 Men's Raptor Active Cuffed Work Trousers read "From $28.11 Original: $80.31", a steep markdown that gives a tradie a clear reason to buy.
- Returns are accepted within 30 days, not on garments "worn on a job site or washed". That rule shapes how a buyer sizes workwear, so it needs a plain answer up front.
- The Men's 3056 Safety Boots are priced at $51.53 and come with a "6-month manufacturer's warranty". That is a strong trust line for a first-time boot buyer.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it is trousers at $28.11 or boots at $51.53.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, from the Raptor trousers to the Sherpa Jacket.
- Creators I'd brief: a tradie in the work trousers, a builder testing safety boots, a landscaper in the flannel shirt, each filming one honest day.
- 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, from product view to checkout. That part isn't me.
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, ten live by week six. Each posts the same number of videos a week, so videos climb 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 your own wording: warranty line, return rules, fabric specs on the Raptor trousers, so every ad stays inside it.
- Brief the first creators as a tradie, a builder and a landscaper, each filming the Quilted Shacket, work trousers or safety boots on a job.
I'd love to chat if this makes sense. Grab a time here.
Danilo