Application — Growth
Shark Tank sits in your meta description and 97% of buyers give four or five stars; I'd put both in front of cold viewers.
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 kit is listed as "GOLFKICKS Golf Traction Kit for Sneakers PREORDER (ships mid OCTOBER)" at $36.99. A cold click reads the preorder label first.
- The 2 Pack is $62.99 and the 3 Pack $84.99, both with free shipping; single kits average $5.00 shipping under $50. Ads should lead with bundles.
- Your pages carry a 365 day return policy and 97% four or five-star ratings. That is the risk reversal a first-time buyer of a $36.99 kit needs.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, on the $36.99 kit and the bundles.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, from sneakers to bundles.
- Creators: sneakerhead golfers swapping soles on Jordans and Vans, and gift buyers. They make the videos; I keep the hook library.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on your kit and bundles.
- Event tracking I'd spec and work through with your team. That part isn't me; I haven't seen how your store tracks preorders.
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, each posting the same number of videos a week, so videos climb from fourteen to seventy by week six. New ads (twelve to twenty a week) and landing pages (one to nine) 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
- Make the preorder shipping date and the free shipping line impossible to miss on the kit page before ad traffic lands.
- Write a claims sheet from your own pages: return policy, star ratings, Shark Tank, kit contents. Every ad draws from it.
I haven't seen your ad account or numbers, and I have no golf accessories experience; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo