Application — Growth
A 14K lab grown diamond line and a wall of stone charm necklaces exist; what I read leans on a "#1" title and discounts instead.
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
- Your home page title reads "#1 Fashion & Fine Jewelry Store Online". That is a big claim, and in the pages I read, nothing beside it tells a new visitor who ranked you.
- The "Tiger Eye Cylinder Beaded Multi Bezel Charm Necklace" costs 662.00 BRL, and so do dozens of stone and shape variants of similar charm necklaces. Choosing between them gets hard.
- The banner offer is "SAVE 40% OFF SITEWIDE!!" while another prompt reads "SIGN UP & SAVE 35% OFF". Two discounts in play make it unclear which one a first-time buyer actually gets.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a 239.00 BRL bracelet to a bangle.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, on stone necklaces first.
- Creators: layering stylists for the stone charm necklaces, ear-stack fans for the 14K ear cuffs, and gift-givers eyeing lab grown diamond.
- 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 so orders reach the ad platform. 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 creator videos go from 14 to 70. New ads and landing pages follow, from 12 ads and 1 page to 20 ads and 9 pages. 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
- Split the stone charm necklaces and the lab grown diamond pieces into two creative lanes, each with its own hooks and its own read.
- Write one claims sheet for the gold plated line from your own wording on how it is made, so every ad stays inside it.
I'd love to chat if this makes sense. Grab a time here.
Danilo