Application — Growth
Collagen Sticks hold 437 reviews, while the home hero promotes BGV Collagen Powder. Proof and promise sit on different products.
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
- Collagen Sticks carry 437 reviews, the deepest proof I could read on the store. That page is where a cold click should land, with every other product pointing back to it.
- Free shipping starts at $55. Meno-Chill at $34.99 or Dream Girl Sleep at $24.99 alone falls short of that line, so a second item has to close the gap.
- One page reads "4.9/5 ONE MILLION CUSTOMERS" while another reads "4.9/5.0 | 50,000 Healthier Queens". Two customer-scale claims sit side by side, and a first-time visitor cannot tell which one is current.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the lead product is Collagen Sticks or Meno-Chill.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, Collagen Sticks hooks first.
- Creators: women in the perimenopause stage for Peri Meno-Chill, PCOS voices for PCOS RELIEF, and hair-and-skin creators for Hair, Skin & Nails.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against your thirty-day money-back guarantee.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscriptions and bundles need clean events 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 |
Creators come on two a week, ten live by week six. Each posts the same number of videos a week, so 14 videos at two creators and 70 at ten. 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
- Pull every Collagen Sticks review into a hook library, then cut the first ads around the words buyers actually use.
- Build a claims sheet with your team, using only the wording already on your product pages, so no creator invents a health promise.
I'd love to chat if this makes sense. Grab a time here.
Danilo