Application — Growth
Muddy Bites shows 5,800+ 5-Star Reviews, yet the Cookie Cone Variety Pack sits at 2.3 stars on three reviews.
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 Cookie Cone Variety Pack costs $22.99 and shows a 2.3 rating from three reviews, while the tagline says "Variety Pack is my favorite!" The tagline and the product page pull opposite ways.
- 50% OFF: Game Day Milk sits at $8.99, crossed out from $17.99, with 2 reviews. A heavy discount is carrying a page that has almost no proof behind it.
- Store counts differ across pages: 18,000+, 10,000+, 5,000+ and over 2,700. A shopper reading Milk Chocolate at $14.99 can't tell which number is current.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $14.99 Milk Chocolate bag.
- Week to week: launching a bunch of different experiments, losers killed early. First tests start with Game Day and the Variety Pack.
- Creators I'd recruit: game day party hosts, dessert-recipe bakers using the bags, and holiday gifters, matching the site's own recipe and gifting posts.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription orders need clean tagging 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, ten live by week six. Each posts 7 videos a week, so 70 a week at the top. New ads (12, then up to 20) 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 hook library from the Game Day pair, the Churro and the Dubai Style Chocolate, then brief creators on one angle per video.
- Write a claims sheet from your own wording on calories and reviews, so every ad uses only lines you already publish.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no experience in food and beverage.
I'd love to chat if this makes sense. Grab a time here.
Danilo