Application — Growth
The Feed's cheapest ways in are a $1.99 electrolyte stick and a $2.99 protein bar. Those are the first-order ads I'd build around.
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
- Instant Hydration Premium Electrolyte Mix is $1.99 a stick in 24 variants. That makes it one of the cheapest ways into the store, and a natural first order for a new customer.
- Free shipping headlines the home title, while the terms limit it to the contiguous USA. An ad that says free shipping should say that too.
- Create Creatine Gummies + Creatine Electrolytes is $120.00 with 6 variants, while SFH Creatine Monohydrate is $25.99, marked down from $26.99. Both sell creatine at very different prices, a ready-made comparison ad.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $1.99 electrolyte stick to a $120.00 creatine bundle.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, hook library built on your bars and electrolytes.
- Creators: runners and triathletes for gels and chews, gym athletes for SFH Creatine and Built Puff bars, HYROX competitors for the HYROX Pack.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including whether free shipping orders pay back.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription and free-shipping orders need to be tagged separately.
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 seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, and experiments grow from 2 to 6. 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 product copy, so every creator script uses the brand's literal wording for the SFH range and nothing else.
- Brief the first two creators on Built Puff Protein Bars and Instant Hydration sticks, then film the first hooks before any landing page is touched.
I'd love to chat if this makes sense. Grab a time here.
Danilo