Application — Growth
The Coffee Club's 10% off every order is repeated across the site; it is the asset to build a $16.99 tin purchase around.
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 Shaw Blend 12oz Tin is $16.99; the 5lb Bag is $82.99. Same blend, two entry points, and the 5lb copy calls it a Bulk Option.
- The Coffee Club promises 10% off every order, plus an extra 5% off on the prepaid monthly option. Two discounts, both clear enough to headline.
- Free shipping reads two ways: orders over $45, and all 2lb and 5lb bags. A 12oz tin at $16.99 needs three tins to qualify.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $16.99 tin.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with Coffee Club 10% off.
- Creators: home cold-brew and Chemex brewers, office coffee stockers, and Washington, D.C. locals making Emblem Espresso at home.
- 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. Coffee Club signups need clean events.
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, 10 live by week six. Each posts the same number of videos a week, so 14 become 70. New ads run 12 a week, then 20; landing pages climb from 1 to 9. 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 own pages first: Coffee Club savings, shipping rules and capsule wording, so every ad line is traceable.
- Brief the first creators on one tin and one angle: Shaw Blend with the three-tin free shipping rule, filmed as a home brewing ritual.
I haven't seen your ad account or your numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo