Application — Growth
The Resale Drop lists Advance robes at R$ 816.00, marked down from R$ 1428.00. That markdown is an asset waiting for a story.
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, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Resale - Black Camouflage Pink Advance XL sits at R$ 816.00, struck down from R$ 1428.00. The saving is clear, but the product name reads like a stock code, not a robe someone wants.
- The home tagline is "Our biggest Resale Drop has landed!" The drop itself is sizes and colours in product names, like Advance Kids 10-13; the reason to buy is left to the shopper.
- The Limited Edition Ocean Blue Grey RNLI x Dryrobe® Nexus, R$ 1836.00, carries a real story: £50 from every one sold goes directly to the charity. It sits in a description.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the Resale Advance robes to the RNLI Nexus.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: Resale markdown against the original waterproof story.
- Creators: surfers for the Advance robe, parents for Kids 10-13 robes, dog owners for the Dog Coat, all filming the changing moment.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against free delivery and returns.
- Event tracking I'd spec and work through with your team, from Resale drop clicks to checkout. That part isn't me.
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 seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators; experiments grow from 2 to 6. 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 the GRS-certified recycled materials wording on the Parka pages, so every creator and ad uses it.
- Brief the first two creators on one hook: the Resale Advance robe at its marked-down price against the full-price robe, filmed on a beach.
I'd love to chat if this makes sense. Grab a time here.
Danilo