Application — Growth
Lelick has 108 reviews at 4.4 / 5 and ten flavors at $19.99 a bag; the paid job is turning that proof into first orders.
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
- Every flavor sells as "Watermelon - Bag 10ct" at $19.99, while the 30 Count Bulk of the same flavor is $36.00. Two sizes, one flavor list, and the cheaper bag is the entry point.
- The page shows "Overall rating: 4.4 / 5 from 108 reviews." and one review reads "Gone within the first 5 days!" That is a ready-made hook for a first ad.
- Two free-shipping rules sit side by side: "Free shipping over $60" and "Free shipping on 2+ boxes". A $54 Creamy Box alone misses the first, so the buyer has to do the math.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $19.99 bag to the $54 box.
- Week to week: launching a bunch of different experiments, losers killed early. Flavors like Spicy Mango and Pink Lemonade each get their own hook.
- Creators: parents on road trips, friends traveling with a bag in the suitcase, the two scenes Lelick's own pages already describe.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including the 30-day guarantee's effect on first orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription and bundle orders are where I'd check it 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 go live two a week, from 0 to 10 by week six. Each posts the same number of 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
- Read the review text and sort what buyers say about each flavor, then build the first hook list from their own words.
- Pick the three flavors for the first round of tests and match each to one creator, so every video has a single clear job.
I'd love to chat if this makes sense. Grab a time here.
Danilo