Application — Growth
Extracted holds 4.8/5.0 from 20,000+ Happy Customers; the work is putting that proof in front of strangers who haven't bought Sleepee yet.
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
- Sleepee is priced at 43.99 GBP, yet a sleep page says "From £29.99 (less than £1 a day!)". Two price anchors for one product blur what the customer expects to pay.
- The brand's own line, "In a study of 268 Sleepee® customers, there was an average improvement of 60% across all four core sleep pillars.", is proof an ad can lead with.
- Multee Bundle shows 75.99 GBP with 79.98 struck through, a small saving, while the site promises "Bundle and save 40%". The headline promise and the shown saving can read as a mismatch.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it is Sleepee or a Multee Bundle.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, with Sleepee hooks built from the brand's sleep wording.
- Creator personas: poor sleepers filming a night routine with Sleepee, gym lifters with Creatine Monohydrate, and people open about bladder health with Flowee.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, on orders that start from Sleepee or a bundle.
- Event tracking I'd spec and work through with your team. That part isn't me, and it decides whether subscription orders are counted correctly.
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 seven videos a week, so 70 videos a week by then. 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 every Sleepee claim into one sheet, keeping only the brand's literal wording, so each creator brief starts from approved language.
- Agree the one number to protect with your team, then check that it holds for subscription orders as well as one-off bundle orders.
I'd love to chat if this makes sense. Grab a time here.
Danilo