Application — Growth
The site holds 1,021 reviews at 4.8 out of 5, yet some product pages still show 0 Reviews.
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
- Ceremonial Grade Matcha Powder is $22.99 and comes in 3 variants: 30g, 80g and 200g. The serving counts are on the page, but the size choice reads as a spec sheet, not a reason.
- Free shipping starts at $39.99; below it a flat $5 expedited charge applies. A Teaspoon Scoop at $4.99 alone triggers that charge, so the threshold belongs in every cart and every ad.
- 878 of 1,021 reviews are five-star and 98% would recommend this product. That is the strongest asset on the site, yet the only review quote I could read was a single customer line.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $22.99 Ceremonial Grade Matcha Powder.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the Starter Kit.
- Creators: morning-routine creators, coffee-to-matcha switchers, and office desk drinkers, each filming the Electric Matcha Whisk and the Matcha Thermos in use.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, starting from the Starter Kit.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription reships every 30 days need it to read repeat orders.
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 ten by week six. Each posts seven videos a week, so weekly videos climb from fourteen to seventy. New ads and landing pages follow the creators: twelve ads in week one, twenty by week five. 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 wording on energy and caffeine, so every creator brief and ad stays inside it.
- Recruit the first creators around the Electric Matcha Whisk and Matcha Thermos, and brief them on the first-order Starter Kit hook.
I'd love to chat if this makes sense. Grab a time here.
Danilo