Application — Growth
Subscribe and Save 15% is already on the site, but it reads as a discount line, not yet as a reason to build a box.
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 Perfectly Imperfect Bundle is $75.00 for 10 lbs, and its description sets the price at $7.50 per lb. That per-pound figure is the clearest value line on the site.
- Family Bundle is $215.00, struck down from $270.00, and its description gives approximately 68 servings. A per-serving price would make that discount concrete in an ad.
- Bachan's Hot & Spicy Japanese Barbecue Sauce is $9.49, but Bachan's items ship on their own for a $5 flat charge. A cheap add-on with its own shipping cost is friction worth testing.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the order is a $75.00 bundle or a Butcher's Choice subscription box.
- Week to week: launching a bunch of different experiments, losers killed early. Family Bundle, Perfectly Imperfect and the 15% subscribe offer each get hooks.
- Creators: backyard grillers on Grilling Heroes Box, weeknight family cooks on Family Bundle, holiday hosts on Whole Spiral Cut Ham. Each films their own cut.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, subscribers split from a la carte.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscribe-and-save and free shipping both need clean order events.
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, 10 live by week six. Each posts the same number of videos a week, so the roster reaches 70. New ads and landing pages 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
- Build a claims sheet from your own site wording, so every ad uses only the lines you already publish about pasture-raised and dry aged beef.
- Recruit the first creators around three products: Grilling Heroes Box, Family Bundle and a Grass Roots Co-op chicken cut, then brief one hook per video.
I'd love to chat if this makes sense. Grab a time here.
Danilo