Application — Growth
Lash Growth Serum 1ml carries 53,262 reviews. The Lift & Boost Set carries 2. The proof stays on one product 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
- Lash Growth Serum 1ml has 53,262 reviews at a 4.8 rating, priced £18.00 against a struck-through 20.00. That is the biggest review count I found, and it sits on one product page.
- The Lift & Boost Set, £29.70, shows 4.5 from 2 reviews in the page data. The serum's 53,262 reviews are not counted there, so the bundle looks thin next to its best seller.
- The site runs two first-order deals: 10% off your first order and 20% off your first order with 15% off forever. Free shipping starts over £25. A shopper has to work out which applies.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For UKLASH, the serum leads, sets follow.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the serum.
- Creators: lash-serum routine users, mascara try-on makers, and hair-growth diarists for the hair serum and supplements. Hook library built from their cuts.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, which matters with a subscribe-and-save offer.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription and first-order discount codes need clean tags.
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 join two a week, ten live by week six. Each posts the same number of videos a week, so videos a week climb from 14 to 70. New ads follow, 12 a week rising to 20, and landing pages go from 1 to 9. 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 hook library from the claims already on the product pages, then cut the first ads around lash routines, one variable per test.
- Line up the first creators for the serum and hair supplements, with a claims sheet keeping every results line to your own wording.
I'd love to chat if this makes sense. Grab a time here.
Danilo