Application — Growth
A 94-year No BS Groove Guarantee sits in product descriptions, while the home hero only says "Shop Best Selling Belts".
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
- The hero says "Shop Best Selling Belts", yet rings run from the $34.95 September Aster Thin Ring to the $199.95 Groove Ring® Titanium - Platinum, and the hero gives them no line.
- The "94-year No BS Groove Guarantee" appears in the description of the Groove Wallet® - Midnight Black 250th Flag at $79.95, a line a buyer reads only after landing on that product.
- Review counts such as "23,661 Reviews" and "Rated 4.8 out of 5 stars" are displayed on the site, while the Groove Ring® Tungsten 6mm - Black at $99.95 offers 15 variants to choose from.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $34.95 thin ring to a $64.95 belt.
- Week to week: launching a bunch of different experiments, losers killed early. Ring colors, belt prints and golf belts each get their own hook.
- Creators: golfers for the Groove Golf Belt Pro®, fishing fans for the Guy Harvey rings, and everyday-carry people for the Groove Wallet® and knives.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by rings, belts and wallets.
- Event tracking I'd spec and work through with your team. That part isn't me. Variant-level purchase events matter for rings with 15 variants.
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 |
Two creators join each week, so ten are live by week six. Each posts seven videos a week, which reaches 70 a week. New ads and landing pages follow the creators, so every test changes one variable. 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 hook library from the Groove Golf Belt Pro® and Groove Wallet® pages, one angle per ad, so the first tests are readable.
- Brief golf and fishing creators first, since the Groove Golf Belt Pro® and Guy Harvey rings give them a clear product to show on camera.
I'd love to chat if this makes sense. Grab a time here.
Danilo