Application — Growth
Chippin's 4.9/5.0 rating from over 500 reviews is its best asset. I'd put it next to Wild-Caught Jerky with Silver Carp.
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
- Wild-Caught Jerky with Silver Carp lists at $25.99 beside a $13.99 1-Pack. I'd make the saving between the two obvious in the first line a first-time buyer reads.
- Free shipping starts at $50, and a first order gets 10% off. The Multipack Subscription at $52.99 clears that line alone, while a single $13.99 pack does not.
- Over 500 reviews at 4.9/5.0 is the strongest asset on the site. Cricket Recipe Wet Dog Food at $144.99 asks for the most trust, and needs that proof beside it.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including how fast Chippin's treats and daily food get more budget.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with silver carp jerky against the cricket treats.
- Creators who fit Chippin: dog owners with sensitive stomachs, eco-minded pet parents, and trainers who reward with treats all day. Each gets a hook library.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on the Multipack Subscription and first orders.
- Event tracking I'd spec and work through with your team. That part isn't me, so purchases and subscription renewals need your developer.
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 |
Two creators come on each week, ten live by week six. Each posts the same number of videos a week, so 14 videos a week become 70 by week six. 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 the review proof and put it beside the cricket and silver carp jerky on the page where a first-time buyer lands.
- Brief the first two creators on one product each, silver carp jerky and cricket treats, with a hook library built before anything is filmed.
I'd love to chat if this makes sense. Grab a time here.
Danilo