Application — Growth
Create already has 4735 Reviews and a clear line, "Creatine for Everybody". The site does not yet turn that proof into one obvious first buy.
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
- Creatine Monohydrate Gummies sit at $72.50 with 15 variants, while the home line is "Creatine for Everybody". A buyer meets a catalog before a single clear first pick.
- Core - 45 Count - Creatine Monohydrate Gummies is $27.99, struck from $34.99. That is a low-cost way into the gummies, set against $72.50 for the main product page.
- The page shows "4.8/5.0 Stars, 100K+ Customers" next to "4735 Reviews". That is strong proof, and the ads can lead with it instead of leaving it on the page.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For Create, that means protecting one number across gummies and mixes.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with flavor and first-order offer.
- Creators: gym-bag lifters, people who hate scoops and shakers, and flavor-review types who can taste Sour Green Apple or Blue Raspberry on camera.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback. Subscriptions make that last number matter for Create.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription needs clean events before I trust any CAC.
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, each posting the same number of videos a week. New ads and landing pages follow them: 12 ads a week at the start, 20 by week five, 10 creators live by week six. 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 wording on the gummy pages, so every creator brief uses only what Create already says about creatine.
- Pick one first-order landing page for the entry-size gummies and the proof line, then point the first ad tests at it before widening.
I'd love to chat if this makes sense. Grab a time here.
Danilo