Application — Growth
Your 2025 IRB-reviewed study of 41 participants is your strongest asset. Right now it sits in the fine print, not in the first ad.
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 ALLERGY ALCHEMY SYSTEM is $70.00 with $77.97 struck through. That visible markdown gives a cold ad a concrete price story to lead with.
- FREE SHIPPING ON ORDERS OVER $60 is an offer the site repeats. Every ad can carry it, and it favors box sets over single sprays.
- The site shows Subscribe & Save 15% in one place and SUBSCRIBE AND SAVE 20% in another. Ads need one agreed discount.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $93.00 ritual box down to the $12.99 stick.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: the 30-day challenge, the 15% subscribe offer.
- Creators: festival-goers, commuters with a carry-on, and allergy-season sufferers, each filming the Inhaler Stick or Nasal Spray in their routine.
- 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. That part isn't me. Subscription purchases need clean events 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, ten live by week six. Each posts seven videos a week, so videos climb from 14 to 70. 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
- Build a claims sheet from your study pages, so every creator and ad uses only your own wording.
- Brief the first creators on the Inhaler Stick and Daily Probiotic Nasal Spray: small, filmable anywhere.
- Spec the purchase events with your team, including subscriptions, so daily CAC is readable before the first ad.
I haven't seen your ad account or numbers, and I have no allergy-care experience; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo