Application — Growth
The site says over a million units sold; the product pages I read carry reviews in single digits.
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
- Instantized Creatine® sits at 197.02 BRL with 227.33 BRL struck through, yet the catalogue repeats it as Instantized Creatine Offer, Bundle, BOGO and Copy entries. One hero product, many near-duplicates.
- Vitamin D3+K2 shows 8 reviews at 3.8, while another block on the site reads +50,000 REVIEWS. Product pages I read carry far less proof than the headline claim.
- Instantized Creatine BOGO is 197.02 BRL against 394.03 BRL struck, and the site also stacks Subscribe & Save 15% and 10% off a first order. Offers compete for one buyer.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with Instantized Creatine® at 197.02 BRL.
- Week to week: launching a bunch of different experiments, losers killed early, one variable per test, each built around Instantized Creatine® and the quiz offer.
- Creators: lifters on a bulk, gym-goers who mix a shaker bottle daily, and trainers running a 21-day challenge, filming Instantized Creatine® their own way.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including the 15% Subscribe & Save orders.
- Event tracking I'd spec and work through with your team. That part isn't me, and it matters for subscriptions that ship every 30 days.
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: 2, 4, 6, 8, 10. Each posts the same number of videos a week, so videos climb from 14 to 70. New Instantized Creatine® ads and landing pages follow, up 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 Instantized Creatine® wording, so every creator script stays inside what you already say about in-house purity.
- Brief a first batch of creator videos on Instantized Creatine®, testing the quiz offer against the Subscribe & Save offer, one variable per test.
I'd love to chat if this makes sense. Grab a time here.
Danilo