Application — Growth
Your reviews read "5.0 Based on 4 Reviews". Four voices can't carry a $299.00 boot; creators can.
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
- One page reads "5.0 Based on 4 Reviews". A perfect score, yet four reviews is thin proof next to leather boots near three hundred dollars.
- The Narysa Dress Leather Boot shows $129.60 against a struck $299.00. Markdowns that deep can train shoppers to wait, so sale needs its own lane.
- You offer "Free Shipping & Free Returns". For leather boots bought without trying them on, that line lowers the fit risk. It belongs in the hook.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with boots and booties.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: lug sole or kitten heel.
- Creators: workwear stylists for the Zala pump, fall try-on creators for knee high boots, vacation packers for footbed sandals.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback by boots, flats, sandals.
- Event tracking I'd spec and work through with your team. That part isn't me. Returns within 30 days count against CAC.
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 join two a week, 0 to 10 by week six, each posting seven videos a week, so creator videos go from 0 to 70. New ads move from 12 to 20 and landing pages from 1 to 9 as that footage lands. 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
- Line up the Braylee, Sadler and Blaynie lug soles at full price and write the first hook library around them.
- Write a claims sheet from your own lines only: free shipping, free returns, the welcome offer, nothing beyond them.
I haven't seen your ad account or your numbers; everything here comes from your public site. I've never sold footwear.
I'd love to chat if this makes sense. Grab a time here.
Danilo