Application — Growth
Sola Wood Flowers shows 13,687 reviews at 4.75. That is the asset I'd build every ad and landing page 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 Luxe Lavender Bridal Bouquet sits at $114.99 with $274.95 struck through. The same kit repeats in Terracotta and Velvet palettes.
- Dye Pack Combo - Luxe Lavender costs $6.99, struck from $16.96. That price can work as a first order, with kits up to $194.99 behind it.
- Free shipping starts on orders over $149+. Many kits sit under that line, so the offer works as a basket-building lever every ad can state.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $6.99 dye pack to a $194.99 cascade bouquet.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, across palettes like Lavender, Terracotta and Velvet.
- Creators: DIY brides building their own bouquet from a Craft Kit, wedding crafters dyeing flowers, and bridesmaids doing the corsages.
- 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, from dye pack add-to-carts to bouquet purchases. That part isn't me.
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 posting the same videos weekly. New ads and landing pages follow them, from 12 ads to 20 a week. 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 review wording and guarantees page, so every ad line traces back to something you already say.
- Pick the Luxe Lavender Bridal Bouquet and the Dye Pack Combo as first-week hooks, and write the first batch of ads around each.
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