Application — Growth
Splendid Spoon has over 50 meals at $9.99 to $13.49, but the offers around them compete. I'd clear that first.
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 Smoothie Sprint sits at $49.95, struck from $99.90, and is best by October 10. A dated bundle needs its own ad.
- Gochujang Power Bowl costs $13.49, while plan copy says "Meals start at $9.99." Two anchors compete; the ad should sell the bowl first.
- The site carries "GET 20% OFF YOUR FIRST BOX" and "Give $20, get $20." Two first-order incentives compete; one should lead every ad.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $13.49 bowls to the $9.99 smoothies.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the Smoothie Sprint.
- Creators: lunch-break professionals reheating a bowl, smoothie-a-day routine people, and oat-bowl breakfast regulars, all briefed on plant-based, gluten-free wording.
- 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, and first-box results depend on it.
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, 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
- Give the Smoothie Sprint bundle its own landing page built around one a day, then test it against the home page.
- Build one claims sheet from your own wording on plant-based, gluten-free and dairy-free, so every creator brief stays inside it.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no experience in plant-based food.
I'd love to chat if this makes sense. Grab a time here.
Danilo