Application — Growth
Koia is in over 40,000 stores, but its Elite + Creatine pages show one review each.
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
- Elite + Creatine Fudge Brownie shows "Based on 1 review", and Cinnamon Roll carries the same count. Five stars from one voice is thin proof.
- Over 40,000 retail stores, Whole Foods and Target among them, is a strong line. Elite Chocolate sells online at $49.99; that reach could sit beside it.
- Performance Duo is $84.99 with $99.98 crossed out, and the site offers "BUNDLE & SAVE 15% OFF". It is the offer I'd build ads around.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with Elite Chocolate.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with Performance Duo against single Elite shakes.
- Creators: post-workout lifters for Elite, home bakers for the protein powder recipes, and cold brew coffee drinkers who want protein without the excess sugar.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on every Koia bundle and shake we test.
- Event tracking I'd spec and work through with your team. That part isn't me. Bundle orders must be tracked cleanly.
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, so ten are live by week six. Each posts the same number of videos, so output climbs from 14 to 70 a week. New ads and landing pages follow the creators: 12 to 20 ads a week, up to 9 pages live. 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 words already on your site, like "sweet without all the sugar", so every ad stays inside them.
- Write the first ad batch around the Performance Duo bundle, with Elite Chocolate as the single-bottle control.
I haven't seen your ad account or your numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo