Application — Growth
Frenchie Bulldog already has $4.00 Poo Bag Holders and a $32.99 Duo Reversible Harness. The job is making one lead to the other.
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
- Frenchie Poo Bag Holder - Zebra sells at $4.00, struck down from $9.99, and many other prints sit at the same price. A low-ticket item priced like clearance.
- Frenchie Duo Reversible Harness - Chalk Art is $32.99, yet Frenchie Duo Reversible Harness - Zebra shows $13.20, struck from $32.99. Same harness, two price stories for one ad click.
- Orders ship within 24-48 hours, and US transit runs 3-5 business days. That is a strong line for a $17.99 Frenchie Comfort Leash buyer, and I found no free-shipping rule in the text.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including which Frenchie Bulldog products lead the ads.
- Week to week: launching a bunch of different experiments, losers killed early. Harness, bandana and leash angles run side by side.
- Creators: French Bulldog owners, Boston Terrier and Pug owners, and daily-walk dog people showing a harness, Cooling Bandana or Poo Bag Holder.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback. Every Frenchie Bulldog test gets a written verdict.
- Event tracking I'd spec and work through with your team. That part isn't me. Tracking on the Frenchie Bulldog store comes first.
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, from 0 to 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. 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
- Build a hook library from the Chalk Art, Veggies and Gummies harness prints, since the same Duo Reversible Harness comes in many looks.
- Spec the purchase events with your team, so every test reads against one number to protect before the first dollar goes out.
I'd love to chat if this makes sense. Grab a time here.
Danilo