Application — Growth
19,828 reviews sit on Baller Mulberry, yet the home hero says only "Shop Boxy Tee". The proof isn't working up front.
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
- Baller Mulberry shows 4.8 from 19,828 reviews in its product data, while the home hero alt reads "Shop Boxy Tee". The strongest proof is not in the first frame.
- Sleep Baller Merry & Bright sells at $38.00 with $50.00 struck through. That is a clear markdown on a sleep piece, and nothing in the home hero points to it.
- Baller Pad Liner Mulberry costs $26.00 and has a real job: a breathable organic cotton gusset for secure pad attachment. The same description repeats on every colorway page, so no single version leads.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. Baller at $24.00 sets the math.
- Week to week: launching a bunch of different experiments, losers killed early. Baller, Biker and Bikini colorways give plenty of hooks to test.
- Creators: women who want a pad liner boxer, gym and run creators for Baller, and sleepwear fans for the Sleep Baller at $38.00.
- Reporting so you never have to ask on Woxer. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd start by checking what Woxer's checkout fires today.
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, from 0 to 10 live by week six. Each posts seven 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
- Audit the Baller Mulberry page and the pad liner pages, then write a claims sheet using only Woxer's own wording on fabric and fit.
- Pull the review wording from the Baller pages into a hook library, one hook per ad, one variable per test.
I'd love to chat if this makes sense. Grab a time here.
Danilo