Application — Growth
Queen of Prints is on the home page; the Pyjama Set - Dahlia Orange at 150.00 GBP is where that print becomes a product to sell.
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 Pyjama Set - Dahlia Orange costs 150.00 GBP and comes in four variants; its copy says 100% cotton, digitally printed. That is a ready-made ad hook.
- Free shipping applies on all orders over £150. That threshold is a basket-size lever: ads can pair pieces to cross it instead of discounting.
- A page on the site displays 45 Reviews. For a catalogue this wide, that is thin proof, so first ads should lean on products and fabrics.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows, from the 30.00 GBP Eye Mask to the 450.00 GBP Pockety.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, Bob Cardigan against Eclipse crossbody.
- Creators I'd recruit: vintage-minded stylists for the Bob Cardigan, bag collectors for Eclipse crossbodies, home-decor makers for cushions.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, first orders split from repeat.
- Event tracking I'd spec and work through with your team. That part isn't me; purchase events on orlakiely.com are your team's build.
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 go live two a week: ten by week six. Each posts the same number of videos a week, so videos reach 70 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 hook library from product copy already on the site: Pyjama Set fabric, Bob Cardigan wool, Eclipse crossbody.
- Brief the first creators on one print story each, the Dahlia Orange pyjamas or the Maeve Cardigan, one variable per video.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no fashion experience.
I'd love to chat if this makes sense. Grab a time here.
Danilo