Application — Growth
Hello Kitty to Harry Potter licences fill the catalog, but the home title sells only Oversized Wearable Blankets & Accessories.
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 Tamagotchi Oodie™ Original sits at 83.30 AUD against a struck 119.00 AUD, and its copy leans on 30 years of 90s nostalgia. That is a ready-made hook for nostalgia creators.
- The story copy claims 300,000+ five-star reviews and 4+ million customers. I'd put that proof beside the Harry Potter Gryffindor Sherpa Blanket at 95.00 AUD, where shoppers decide, and test it.
- The Beetlejuice Group Oodie™ Original costs 119.00 AUD, one dollar under the $120 free standard shipping line. A one-item cart misses it; UNO Sherpa Socks at 35.00 AUD would clear it.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the 119.00 AUD Oodie™ Original down to socks.
- Week to week: launching a bunch of different experiments, losers killed early. Hello Kitty and Harry Potter licences give me a hook library to rotate.
- Creators: fandom fans for Harry Potter and Tamagotchi, sleepwear nighttime-routine creators for Cooling PJs, and dog owners for the Oodie™ Original Dog.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team, from product page to bag. That part isn't me.
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, from 0 to 10 live. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, from 12 ads to 20. 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 Harry Potter, Hello Kitty and Tamagotchi licensed ranges into a claims sheet, so every creator brief carries the same product facts.
- Brief the first two creators on the Oodie™ Original and Sherpa Blanket, with one landing page per hook rather than the home page.
I'd love to chat if this makes sense. Grab a time here.
Danilo