Application — Growth
Unwilted has a price ladder from $16.00 stems to $425.00 bouquets, but the cheap-stem offer sits quietly in product descriptions.
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
- Zinnia Single Stem | Handcrafted Paper Flower costs $22.00, and the 15% off offer for buying three stems lives in its description text. A hook that strong deserves to be an ad.
- Orders over $75 ship free within the USA via USPS Ground. Mango Lemonade | Mixed Paper Flower Bouquet at $90.00 clears that line alone; a free-shipping line belongs in its ad.
- The site promises same-day shipping on orders placed by 12pm EST, Monday to Friday, while the shipping page says orders typically ship within 2 business days. A buyer reading both will hesitate.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows, from a $22.00 Zinnia stem to a $215.00 Moody Blues bouquet.
- Week to week: launching a bunch of different experiments, losers killed early. First tests: the three-stem 15% offer against the free shipping line.
- Creators: wedding planners, home-decor stylists and gift givers filming unboxings of bouquets like Peony Daydream, plus DIY makers building three-stem mixes.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, so we see if a $90.00 buyer returns.
- Event tracking I'd spec and work through with your team, including what fires when a cart crosses $75. That part isn't me.
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, from 0 live in week one to 10 by week six, each posting seven videos a week. New ads and landing pages follow the creators: 12 new ads a week at first, 20 by week five. 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 product pages so every ad line, from the three-stem offer to the shipping promise, matches what the site says.
- Brief the first creators on bouquets and single stems, then film hooks around the Build Your Own Bouquet mix-and-match idea before any budget goes live.
I'd love to chat if this makes sense. Grab a time here.
Danilo