Application — Growth
Your $129.99 Stickerbox is easy to demo, yet the offers around it, 20% off and Give $30, never say which one a new buyer gets.
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 Paper Sampler Set is $19.99. It is a low-priced bundle, a natural cheap entry point for a first-time family.
- The site runs "Get 20% off your first order" and "Give $30 - Get $30". Two offers compete, and the text I read doesn't say which a new visitor gets.
- Thermal printing means no ink or toner, ever; the only consumable is the paper roll, 66 stickers per roll. That makes refills the natural repeat order.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the order is the $129.99 Stickerbox or a $14.99 refill.
- Week to week: launching a bunch of different experiments, losers killed early. First test: the 20% off hook against Give $30.
- Creators: parents of 4–10 year olds, teachers, and screen-free-activity moms who show a child talking a sticker into existence with the voice button.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including Stickerbox refill reorders.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd start with the refill purchase and the referral credit.
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, ten live by week six. Each posts the same number of videos a week, so output climbs from 14 to 70. New ads and landing pages follow the creators, not the other way round. 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 wording on warranty, returns and screen-free play, so every creator script stays inside what Stickerbox already says.
- Brief the first two creators, parents who will film a child pressing the voice button and printing a sticker, before any paid ad goes live.
I'd love to chat if this makes sense. Grab a time here.
Danilo