Application — Growth
Partake is in 11,000+ stores; online, the 20% first-order offer has to do the job the shelf does there.
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
- Teeny Tiny Crunchy Chocolate Chip is listed at $105.00, the highest price in the shop. Without a clear reason for that number, a first-time buyer has little to go on.
- A $54.99 listing flags its 6 Boxes and 12 Boxes variants as unavailable. Paid traffic should never land on an option a shopper cannot buy.
- Soft Baked Lemon is $34.99, under the $50 free-shipping line, so that order pays $4.99 shipping. A bundle that crosses the line is worth a test.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from $34.99 Soft Baked cookies to $54.99 minis.
- Week to week: launching a bunch of different experiments, losers killed early. Soft Baked Lemon, Snickerdoodle and Crunchy Ginger Snap each get their own hooks.
- Creators: allergy parents sharing lunchbox and class-party snacks, plus s'mores and baking creators using Classic Grahams and Vanilla Wafers. Each gets one angle.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against the 20% first-order offer.
- Event tracking I'd spec and work through with your team. That part isn't me. The 20% first-order offer needs clean events 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, up to ten 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, and experiments rise from 2 to 6. 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 hook library from the Soft Baked Lemon, Snickerdoodle and Crunchy Ginger Snap pages, one variable per test, before any creator is briefed.
- Write a claims sheet that keeps every creator inside Partake's own wording on gluten-free, vegan, nut-free and allergens, so no video improvises a health claim.
I'd love to chat if this makes sense. Grab a time here.
Danilo