Application — Growth
The Full System has 71 reviews and a $99.00 first-order price, but the first-order offer reads 20% off in one place and 40% in another.
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 home page description promises 20% off your first order, while the Full System shows $165.00 $99.00 40% off first order. Visitors cannot tell which offer applies.
- The Barrier-Restoring Acne Ritual, $90.00, carries 16 reviews at 5.0, the best score among rated products. That proof can travel into creator videos.
- Every batch is made fresh weekly and formulated to last 60 days, with the make date on each package. A creator can show that in one shot.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from Clean at $35.00 to the Full System.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the made-fresh-weekly angle.
- Creators: people with acne-prone skin, rosacea or reactive skin, and pregnancy or postpartum routines, plus ingredient-label readers.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including subscribers on 30-day delivery.
- Event tracking I'd spec and work through with your team. That part isn't me, and renewals depend on it.
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: none live in week one, 10 by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads (12 to 20) and landing pages (1 to 9) follow the creators. 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
- Audit the first-order offer: pick one version of the first-order discount and make the home page, product pages and ads all say the same thing.
- Build a claims sheet from your own wording on freshness and preservatives, so every creator brief and ad stays inside what you already say.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no experience in skincare.
I'd love to chat if this makes sense. Grab a time here.
Danilo