Application — Growth
Raspberry Vanilla holds 147 reviews at 4.7. That proof is the best ad you already own, and it sits 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
- Raspberry Vanilla carries 4.7 stars across 147 reviews, and it is a $33.00 case. Review proof of that size is ready-made material for ads and landing pages.
- The site offers free shipping over $40 and 15% off your first online order for an email. A $33.00 case sits just under the free-shipping line, so the offer shapes every order.
- The Bad Review Tote, $20.00, turns a bad review into merch: "Yes, this is a real 1-star review. So we put it on a very high-quality, reusable tote"
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For Aura Bora, one number to protect.
- Week to week: launching a bunch of different experiments, losers killed early. Hooks start from Raspberry Vanilla's reviews and the 15% first-order offer.
- Creators: home mixers using your cocktail recipes, flavor-review reactors, and Bad Review Tote wearers. Each tests one variable against the hook library.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including cases bought again.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd start with the cart's free-shipping bar.
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: 2, 4, 6, 8, then 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. 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 every review from the Raspberry Vanilla, Hibiscus Passionfruit and Banana Bergamot pages into a hook library, sorted by what customers actually say.
- Write a claims sheet from your own wording: herbs, fruits and flowers, zero calories, zero sugar, zero sodium. Nothing beyond what you already say.
I'd love to chat if this makes sense. Grab a time here.
Danilo