Application — Growth
The GEM Bite holds 1006 reviews at a rating of 5 in its data, yet one page I read shows (0 reviews).
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
- GEM Sleep Bite - 28 Count Pouch costs $38.99; Sleep Bite - 28 Bites costs $49.00. Two prices for one Bite name need explaining.
- Savings differ across the site: "Save 15% on every order", "Save 20% on every order", "Sign up today and receive 30% OFF your first purchase."
- Lead with "Delivered every 28 days, cancel anytime" and the "30-day money back guarantee" beside GEM Daily Bite - 28 Count Pouch at $45.99.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. One number guards every Sleep, Calm, Energy and Daily Bite test.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: hook, flavor or offer.
- Creators: wind-down routine creators for Sleep and Calm Bite, busy-parent and desk-worker creators for Energy and Daily, wellness creators filming morning rituals.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on the subscription's repeat orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Renewals need clean events first.
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, ten live by week six. Each posts the same number of videos a week, so output climbs from 14 to 70. New ads and landing pages follow. 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
- Turn the Sleep, Calm and Energy Bite listings into one claims sheet using only wording already on your site.
- Draft the first hook library around Sleep Bite, Energy Bite and Daily Bite, one variable per test.
I haven't seen your ad account or your numbers; everything here comes from your public site. I have no vitamin-category experience.
I'd love to chat if this makes sense. Grab a time here.
Danilo