Application — Growth
A 101 day guarantee and 8,406 Reviews sit on the site, yet the home title leads with "Ready For Everything" alone.
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
- SuperFit Mesh Boxer Briefs (2-Pack) costs $24.99, and the site offers up to 30% off SuperFit Mesh underwear during Prime Big Deal Days. A discount alone teaches waiting; fit should lead.
- The site offers 15% off every order on a subscription, delivered every 30, 60 or 90 days. Repeat orders are what pay for acquisition, so it belongs in the first line of an ad.
- The home description promises free shipping and free returns, while another line reads "Free 3-Day Shipping over $130+". Next to a $19.99 Superiair Boxer Briefs (3-Pack), that threshold looks far away.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including which Pair of Thieves multipacks we push first.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: the 101 day guarantee against 15% off every order.
- Creators: gym regulars for SuperFit Sport, desk-to-night-out guys for Ready For Everything, and weekend lounge types for SuperSoft Lounge Pants, each briefed with one hook.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback. Subscription orders tracked as their own cohort.
- Event tracking I'd spec and work through with your team. That part isn't me, and subscription orders need it first.
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 |
Two creators join each week, ten live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators; experiments go 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 the fabric lines on your product pages, so every creator brief quotes only what you already print.
- Write the first hook library around SuperFit Mesh Boxer Briefs and the Superiair multipacks, changing one variable per test: opening line, creator, or offer.
I'd love to chat if this makes sense. Grab a time here.
Danilo