Application — Growth
A 135-review, 4.8-star Freeze-Dried Chicken Topper is proof Jinx already owns. It can lead the ads instead of waiting on a 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
- Freeze-Dried Chicken Topper, $10.00, shows 4.8 out of 5 stars across 135 Reviews. That is the strongest proof I found, and it belongs in ads.
- Free shipping reads $65+ in one place and over $49 with a subscription in another, while Beef Crumbles Meal Topper costs $6.00. Small baskets hit that wall fast.
- Picky Dog Essentials Starter Pack costs $36.00 and Puppy Essentials Starter Pack costs $34.00, while a single Chicken Homemades Single-Serve Meal Topper is $1.00. The bundle story is a natural first purchase.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For Jinx, that means one number to protect across every pack.
- Week to week: launching a bunch of different experiments, losers killed early. Each test changes one variable, whether the hook, the product, or the offer.
- Creators: picky-eater owners for Picky Dog Essentials Starter Pack, puppy parents for Puppy Essentials Starter Pack, senior-dog owners for Senior Cage-Free Chicken Dog Food.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against Jinx's subscription repeat orders.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd want subscription signups tracked cleanly before 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, reaching 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, and experiments grow from 2 to 6. 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 own product pages, so every creator brief uses the literal wording and nothing about health goes beyond it.
- Brief the first creators around the Picky Dog Essentials Starter Pack and the Puppy Essentials Starter Pack, since starter packs make a clear first order.
I'd love to chat if this makes sense. Grab a time here.
Danilo