Application — Growth
Chew Proof Armored™ Vinyl Elevated Dog Bed ($120.00) already maps five sizes to crate size and dog weight. That fit logic is a hook.
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
- Tough Ripstop™ Mini Bolster Pillow Dog Bed is $80.00, struck through from $140.00. That markdown is a concrete hook worth leading an ad with.
- The K9 Pro™ Collar: Maximum Strength and Control costs $50.00 but is marked FINAL SALE, with the 1 Year Chew Proof Warranty™ excluded. A strong promise gets cancelled on the product page.
- The home description promises "Free shipping!" but a shipping policy limits it to the 48 contiguous continental United States. Ads should state that up front.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $20.00 K9 Everyday™ Dog Collar to a $280.00 orthopedic bed.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with beds against collars and harnesses.
- Creators I'd recruit: crate-training puppy owners, camping dog dads, and giant-breed owners, each demonstrating one Chew Proof Armored™ bed.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by beds, collars and harnesses.
- Event tracking I'd spec and work through with your team. That part isn't me. Purchase and first-order discount events come 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 come on each 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, never the other way round. 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
- Pull the claims sheet first: which Chew Proof Armored™ beds the warranty covers, which items are final sale, and what the shipping policy promises.
- Write a hook library from the crate-size logic on the Chew Proof Armored™ Vinyl Elevated Dog Bed, then test one variable per ad.
I haven't seen your ad account or your numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo