Application — Growth
Wellbel's Detox + Restore Duo has 196 reviews at $76.00, yet the home page title stays generic and does none of that work.
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 Wellbel Detox + Restore Duo holds 4.9 stars across 196 reviews at $76.00, the deepest review pile of the three rated products, yet the home title only says "Quality Hair Supplements | Wellbel".
- Wellbel Men sits at $172.80 struck from $216.00, while the shipping line reads "Free U.S. Shipping on Subscriptions & Orders $75+", so a Wellbel Men order already clears that line.
- The site promises "Get healthier, stronger hair in just 3 months" yet also says "We recommend 3-6 months of consistent use to see results." Creators can show that timeline honestly.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $76.00 Duo to Wellbel Men.
- Week to week: launching a bunch of different experiments, losers killed early. First tests: the 3-Month Supply against Subscribe & Save 20%.
- Creators: men tracking a receding hairline, women with curls 1a-4c, and people shedding after stress, each filming their own three-month check-in.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, tied to the Subscribe & Save 20% orders.
- Event tracking I'd spec and work through with your team. That part isn't me, and subscription renewals every 3 months need it done right.
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, up to 10 live by week six. Each posts seven videos a week, so 14 videos in week two and 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 the brand's own wording on the supplements, so every creator brief stays inside what Wellbel already says about itself.
- Brief the first two creators around the three-month check-in, with start photos taken on day one, so each video has an arc.
I'd love to chat if this makes sense. Grab a time here.
Danilo