Application — Growth
Perelel has 3,455 reviews at 4.9 stars. That proof is an asset worth putting in front of every stage pack ad.
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
- Pumpkin Chai Triple-Support Protein sells at $47.00 with 4.9 stars from 454 reviews. That is the deepest single-product proof in the product data I read, and it sits on a protein, not a vitamin pack.
- The 1st, 2nd and 3rd Trimester Prenatal Packs all sit at $58.77. With one price across stages, the stage story has to do the selling, and the quiz is where that happens.
- First-order offers vary by entry point: 15% off with code PERELELMAMA, 20% off with code FORBES20, 15% off through the quiz. Ads need one clear first-order offer, not three.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including how the $58.77 stage packs are priced against it.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with stage: conception, trimester, postpartum, perimenopause.
- Creators: women in the stage themselves. Trying-to-conceive voices, second-trimester moms, new moms on the Mom Multi Support Pack, and women in perimenopause.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, which matters with the 30-day subscription.
- Event tracking I'd spec and work through with your team. That part isn't me. Quiz and subscription 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, up 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
- Pull the stage quiz and the first-order offers into one clear entry offer, so every test lands on the same page and the same discount.
- Brief the first creators on conception and new-mom stories, using the Conception Support Pack and the Mom Multi Support Pack on screen.
I'd love to chat if this makes sense. Grab a time here.
Danilo