Application — Growth
The Unflavored Jar has 15936 reviews at 4.7 stars. That proof is strongest where the $119.99 price meets the first-order offer.
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 ARMRA Colostrum Unflavored Jar holds 4.7 stars across 15936 reviews. That is the strongest proof on the site, and ad landing pages can open with it.
- A first order drops the jar from $119.99 to $83.22 with code WELCOME30. That offer sits on the subscription path, so a single-purchase visitor may never see it.
- The ARMRA Colostrum Soda Huckleberry 12-Pack costs $49.99 and shows 4.2 stars from 69 reviews. Next to the jar's 15936, the soda has little proof behind it.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $14.99 Classic Sample Pack as entry point.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, like the 30% first-order offer against review proof.
- I'd brief creators who fit the jar and the Travel Sticks: gym-bag athletes, bloating-focused wellness routines, and hair-and-skin beauty creators, posting weekly.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including how the 5% subscription discount changes repeat orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription and first-order codes need clean tagging before any spend scales.
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 until ten are live by week six. Each posts seven videos a week, so videos climb from fourteen to seventy. 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 the review proof from the Unflavored Jar page and build the first landing page around it, with the first-order offer visible above the fold.
- Brief the first two creators on the Travel Sticks and the Classic Sample Pack, then film hooks for the first week of tests.
I'd love to chat if this makes sense. Grab a time here.
Danilo