Application — Growth
The 50,000+ 5-Star Reviews are the asset. Frames with prescription built in should carry them into ads.
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 Esme | RX copy sells "cool-girl energy" with the prescription built in. That is a ready-made persona and hook, and it can anchor creator briefs and ad concepts.
- Free standard shipping starts over $75 and free express over $150, but prescription orders are excluded. Prescription frames are most of the catalog, so ads need to state that rule early.
- The site shows "50,000+ 5-Star Reviews" in one place and "/5 rating - 30,000+ reviews" in another. Pick one count and place it beside the price on every product page.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with prescription frames like Esme | RX.
- Week to week: launching a bunch of different experiments, losers killed early. Caddie, Weston and Harvey each come polarized or RX: ready-made tests.
- Creators who fit: prescription-glasses wearers, golfers for the Collector's Fairway Kit, and readers who need Reading lenses, each posting the same number of videos weekly.
- 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. That part isn't me, and I haven't seen how WMP Eyewear's prescription orders are tracked.
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 join two at a time, up to ten live by week six. Each posts seven videos a week, so weekly videos climb from 14 to 70. New ads and landing pages follow the creators, and experiments rise from two to six. 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 wording: prescription built in, free case, free shipping, returns. Nothing goes into an ad that isn't on it.
- Brief the first creators on the Esme and Collector's Fairway Kit stories, one variable per test, so the first week's results mean something.
I'd love to chat if this makes sense. Grab a time here.
Danilo