Application — Growth
Verb has a full bundle shelf, from the $22.00 Bonding Mask to the Mother of all Bundles, but only eight reviews show on the page.
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 Date Night Bundle sells at $70.00, struck down from $88, with 40 variants. The price drop is the clearest signal to lead with.
- The site says "Free shipping on all orders" in one place and "Free shipping on orders $40+, after discounts and before taxes." in another. Pick one line.
- The page shows "Overall rating: 4.75 / 5 from 8 reviews." A strong rating on a small count: proof not yet working hard.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it's Ghost Oil, the bundles or the kits.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the $70.00 bundles.
- Creators: curl-routine creators for the Curl Bundle, wash-day creators for Ghost Wash Day Bundle, and stylists, since your line says "loved by stylists".
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback. You see every Verb test, win or loss.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd need to know how bundle orders are recorded.
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, each posting seven videos a week, so creator videos climb from 14 to 70 by week six. 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 claims sheet from your own wording: cruelty-free, no parabens, gluten or harmful sulfates, so every creator script stays inside what Verb already says.
- Brief the first creators on the Curl Bundle and the Ghost Wash Day Bundle, one routine each, so only the hook changes.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no experience in beauty.
I'd love to chat if this makes sense. Grab a time here.
Danilo