Application — Growth
Up to 15 grams of protein per bag, vegan, no added sugar: your best claim is written into the home page description. It should carry the page.
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
- Jack＆Barb, Jack＆Teri, Jack ＆Tom and the Variety Pack each list at $27.99, with three variants. A cold visitor has to choose a bag count before tasting anything.
- Free shipping begins at $50 on U.S. orders, and the site promises discounts on multi-packs. Options run 3 bags (6.6 oz), 6 bags (13.2 oz) and 12 bags (26.4 oz).
- The pages I read show "Based on 8 reviews" and "Based on 1 review". For a $27.99 first purchase, that is thin proof next to a claim of up to 15 grams of protein.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the bag is Jack＆Teri at $27.99 or the Variety Pack.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, protein claim against vegan claim.
- Creators: vegan lifters, allergen-conscious parents and plant-based home cooks, each filming Jack＆Barb, Jack ＆Tom or Jack＆Teri in their own routine.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, so repeat orders count on a $27.99 bag.
- Event tracking I'd spec and work through with your team. That part isn't me. Orders over $50 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 |
Creators come on two a week, and each posts the same number of videos a week. New ads and landing pages follow the creators, so by week six there are 10 creators and 70 videos a week. 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
- Rebuild the first screen of the Variety Pack page so the protein, fiber and no-added-sugar line sits above the bag-count choice.
- Brief the first creators on Jack＆Barb and Jack ＆Tom, then log every hook in one library before any ad is built.
I'd love to chat if this makes sense. Grab a time here.
Danilo