Application — Growth
The 24/7® Classic T-Shirt Bra is the first bra ever made in half cup sizes, and 62,472 Reviews sit on the site.
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 24/7® Classic T-Shirt Bra appears at $74.00 and again at $59.00 with $74.00 struck through, both with 58 variants. One bra with two price tags splits attention.
- The Zero Edge™ Wireless Push-Up Bra is $35.00 with $68.00 struck through, while the Zero Edge™ Invisible Thong is $10.00 against $20.00. Zero Edge carries the biggest markdowns in what I read.
- Free shipping starts at $75+ for Hooked® members, yet the cart message asks shoppers to add $100. Two thresholds can confuse a first-time buyer.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. One number to protect, bras at $74.00 included.
- Week to week: launching a bunch of different experiments, losers killed early. First tests: 24/7® Classic T-Shirt Bra versus ComfortStretch Back Smoothing T-Shirt Bra.
- Creator personas: runners for the Kinetic Adjustable Sports Bra, fuller-cup wearers for the 24/7® Classic Perfect Coverage Bra, everyday T-shirt bra wearers.
- 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. Hooked® member orders need clean tagging.
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, 10 live by week six. Each posts seven videos a week, 70 by week six. New ads and landing pages follow the creators, 20 ads a week at the top. 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 product pages, so every ad line about the Classic T-Shirt Bra and its half cup sizes is traceable.
- Brief the first creators on the Kinetic Adjustable Sports Bra and the Perfect Coverage Bra, one hook per video, one variable per test.
I haven't seen your ad account or your numbers, and I have no experience in bras or intimates; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo