Application — Growth
The home title says 'Outdoor lifestyle accessories for babies'. The chair with 3274 reviews is the proof it could lead with.
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
- River baby chair V2 shows 4.9 / 5 from 3274 reviews. That is the strongest proof on the site, and ads should open with it.
- The Billie PlayPop™ description cites independent testing to Australian safety requirements and a UPF 50+ rating. Ads can state those claims plainly, in the brand's own words.
- Free standard shipping starts at AU$99. A chair at 85.00 AUD falls short; the 29.00 AUD baby cotton hat clears it. Build the offer there.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the River baby chair V2.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test across chair, hat, umbrella and picnic rug.
- Creators: Australian parents of babies from 6 months to 3 years, beach and park families, filming the chair, hat and PlayPop™ outdoors.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, on the 85.00 AUD chair first.
- Event tracking I'd spec and work through with your team. That part isn't me. Free shipping at AU$99 needs a clean order event.
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 join two a week, reaching 10 live 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
- Build a claims sheet from the PlayPop™ page: the independent testing and the sun-protection rating, so every brief quotes your wording.
- Brief the first creators on one bundle: the River baby chair plus the baby cotton hat, which together clear the free shipping line.
I haven't seen your ad account or your numbers, and I have no experience in outdoor baby accessories; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo