Application — Growth
17,000+ reviews and a 30 day try-out are strong proof, but the home title leads with jargon: Cordless Infrared Warmables.
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
- Huge Hug³ | Core costs 199.95 EUR and Kokoon³ | Heating Cover costs 59.95 EUR. That gap is a ladder: a low entry price first, the big piece later.
- Free shipping starts above 74.95 €, and the 30 day try-out covers all orders. Battery Standard | 28Wh at 39.95 EUR sits below that line, so an add-on buyer pays shipping.
- The 4.3/5 Trustpilot rating from 17,000+ reviews is real proof. Ads for Ploov³ 45x45 | Original at 99.95 EUR should lead with it, not bury it.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the buyer starts on a Ploov cushion or a Huge Hug.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, with Kokoon and Homey covers as entry offers.
- Creators I'd brief: remote workers at a cold desk, couch-evening homebodies and campers, each filming one Stoov in their own space, no studio.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, net of try-out returns.
- Event tracking I'd spec and work through with your team. That part isn't me. I don't yet know what your checkout currently records.
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, up to ten 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, from 12 ads a week to 20. 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 pages for battery hours and infrared wording, so no creator brief says more than you do.
- Brief the first creators around the Ploov cushion in several fabrics, since one product with many textures gives me one variable per test.
I'd love to chat if this makes sense. Grab a time here.
Danilo