Application — Growth
Over 500 5* Reviews is real proof, and 148 reviews on one product give it a shoe to stand on.
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
- Women's AXIS - Coffee costs 160.00 GBP while Women's IMPACT 2 - Coffee costs 140.00 GBP, and both come in 13 variants. Two shoes, one job each: a creator must say which.
- Reviews appear as "(148 Reviews)" in one place and "(44 Reviews)" in another, so proof exists on at least two products. Over 500 5* Reviews is the brand-wide line.
- The offer is "FREE SHIPPING & RETURNS", and returns run 30 days for exchange, store credit or refund. For a 140.00 GBP shoe bought untried, that line removes the main fear.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the shoe is the AXIS or the IMPACT 2.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the AXIS and IMPACT 2 hooks.
- Creators: road runners on 5-10km efforts, ultra and track racers, and people who run with others, shown in Men's and Women's shoes.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by AXIS and IMPACT 2.
- Event tracking I'd spec and work through with your team. That part isn't me. I need it before judging CAC on a 160.00 GBP shoe.
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 go live two a week, 10 by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads follow, 12 up to 20, and landing pages from 1 to 9. 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 on HyperBolt+ foam and natural rubber grip, so every creator script stays inside what you already say.
- Write a hook library from the review count and the free returns offer, then test one hook per ad on both running shoes.
I'd love to chat if this makes sense. Grab a time here.
Danilo