Application — Growth
PrettyLitter already has 52,000+ Reviews and a 4.9 score; that proof should lead every ad, not wait 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 Aloe Scented PrettyLitter Monthly Subscription is $24.00 and comes in 14 variants, while the site offers Subscribe & Save 29%. A cold buyer meets a lot of choices before one clear offer.
- The first-order offer reads "Try PrettyLitter and get 25% OFF Your First Order". The catalog prices PrettyLitter Health Monitoring Cat Litter at $27.99, so that offer has a clear anchor price to test against.
- The page shows "Score of 4.9 out of 5 stars" and "Based on 57480 reviews", while the JSON-LD for 1 Bag of PrettyLitter says 52000. Ads need one count to defend.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the 25% OFF first order to the subscription.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, on color-changing litter, odor control and free shipping.
- Creators: first-time kitten owners, multi-cat households and busy people tired of heavy litter lifting, each filming the 6lb bag in their own home.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against subscription renewals.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription starts need clean events before I trust any CAC.
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 the same number of videos, so 10 are live by week six and post 70 videos a week. 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 pages first, so every ad about health monitoring and odor control uses only wording the brand already uses on its site.
- Recruit the first two creators among cat owners, brief them on the color-changing litter, and film the unboxing and first week of use.
I'd love to chat if this makes sense. Grab a time here.
Danilo