Application — Growth
"Perfect fit from the moment you try it on." sits in your meta description. I'd build every landing page to prove it.
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 Athletic Fit Foundation V-Neck 5-Pack sells at $105.00 against a struck $200.00. It's the natural first order for a man testing the fit.
- Free shipping covers orders of $175 and above. The Athletic Fit Favourites 3-Pack at $75.00 sits well under that line on its own.
- Returns on free-shipping orders deduct the delivery charge, and partial refunds keep free shipping only above $150. That limits how hard ads can push try-it-on.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. Here, CAC on the Athletic Fit bundles.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: fit, fabric, bundle price.
- Creators: lifters whose shoulders outgrow regular shirts, and former athletes wearing merino polos and Smart Chino pants to work.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, bundle buyers tracked apart.
- Event tracking I'd spec and work through with your team. That part isn't me. First check: bundle and free-shipping events.
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 ten by week six, and each posts the same number of videos a week, so try-on footage grows every week. New ads and landing pages for the Athletic Fit bundles follow that footage, never ahead of it. 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
- Read the reviews behind the bundle packs and sort them by fit problem: arms, chest, waist. That is the hook library.
- Brief the first creators on one task: try on the Athletic Fit Signature Long Sleeve T-Shirt on camera, straight from the package.
I haven't seen your ad account or numbers, and I've never worked in menswear. This comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo