Application — Growth
Brush-On Nail Glue has 2109 reviews at 4.6. That proof is worth putting in front of every $19.99 nail set.
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
- Brush-On Nail Glue carries 4.6 from 2109 reviews in its product data. That is a deep pile of proof, and it sits on an accessory rather than on the nail sets.
- Check-Mated sells at $19.99, while Park Avenue Almonds sits at $242.08, struck down from $345.83. A first-time buyer faces a very wide price ladder.
- Free shipping starts at $65 in the US and Canada, while Insider Plus costs $59.99/yr and also includes free shipping. Two routes to free shipping can muddy a first order.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the hero is a $19.99 nail set or a magnetic lash.
- Week to week: launching a bunch of different experiments, losers killed early, one variable per test across press-on sets, magnetic lashes and Brush-On Nail Glue.
- Creators: nail-art hobbyists showing a full press-on set, lash beginners trying magnetics, and Star Wars fans opening the collection on camera.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against your Insider Plus repeat buyers.
- Event tracking I'd spec and work through with your team. That part isn't me, and it comes before spend scales.
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 until ten are 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
- Build a claims sheet from your reviews and ratings, starting with Brush-On Nail Glue and the Star Wars sets, so every ad claim is traceable.
- Brief the first creators on nail-art hobbyists and magnetic lash beginners, then film the first hooks around your Check-Mated and Deep Winter sets.
I'd love to chat if this makes sense. Grab a time here.
Danilo