Application — Growth
Your first 100 flavors idea is the strongest asset on the site, yet it sits as a small tag on $5.99 recipe cups.
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 recipe page carries a flavor count, like Valencian Paella at $5.99 tagged "15 out of 100 Flavors". It is a collectible game for parents, yet it reads as a catalog label.
- The home page offers meals "starting at $3.66/meal", while single cups sit at $5.99/meal and the 24 pack at $5.16/meal. Three prices for one product is a lot to decode.
- The Monthly Freezer Bundle costs $224.99, yet the only review count shown is "3 Reviews". Proof is thin exactly where the basket is largest. A parent deciding on that spend has little to lean on.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $5.99 meal and the $3.66 entry price.
- Week to week: launching a bunch of different experiments, losers killed early. Oatmeal cups, Coconut Curry and the bundles each get their own hooks.
- Creators I'd recruit: first-time parents starting solids at 6 months, baby-led weaning moms, and toddler parents fighting picky eating with the first 100 flavors.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, built around your bundles and single cups.
- Event tracking I'd spec and work through with your team. That part isn't me, and it decides whether bundle purchases are counted correctly.
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, up to 10 live by week six. Each posts the same number of videos a week, 70 at the end of the ramp. 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
- Pull every recipe page into one hook library, starting with Valencian Paella and Coconut Curry, so each flavor becomes a testable ad angle.
- Recruit the first creators among parents who are starting solids, and brief them on the oatmeal cups and the finger foods.
I'd love to chat if this makes sense. Grab a time here.
Danilo