Application — Growth
Shark Tank is in the meta description and in the code SHARKTANK15. The King Ritual at $108.99 ships free: the offer to pair it with.
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 King Ritual at $108.99 is labelled ships free, and the site also runs a Free Shipping Over $80 message. Both are true; one clear line would carry the hero offer.
- Review counts on the site run from 2418 down to 2, product by product. Thin pages are where borrowed proof from the 2418 would work hardest.
- King Body Butter Cologne - Warm and Sensual sells at $36.99 with $44.39 struck through, saving $7.40. Scent descriptors like Warm and Sensual are the hook a creator can say out loud.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the hero is the King Ritual or a $36.99 butter.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with scent names: Smoky Santal, Warm and Sensual.
- Creators: men who talk fragrance and grooming, partners shopping for him, and gym-bag routine creators, each showing one of King, Reign, Monarch, Prince or Empire.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including how subscribers at 20% off change it.
- Event tracking I'd spec and work through with your team. That part isn't me, and it matters for the subscription and bundle orders.
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 videos climb from 14 to 70. New ads and landing pages follow the creators, never lead them. 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
- Pull every product page and rank them by review volume, so the strongest proof gets paired with the King Ritual first.
- Write a claims sheet from your own wording on organic ingredients and fragrance wear, so creators say only what the site already says.
I'd love to chat if this makes sense. Grab a time here.
Danilo