Application — Growth
Better Booch has a wide flavor range at $43.00 a case, but the review counts I found are one, three and eight.
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
- Best Sellers Variety Pack (12oz Can - 12 Pack) is $43.00, the same price as single-flavor cases. For a first order it is the natural entry, and ads should point there.
- Review counts I found are 1 review, 3 reviews and 8 reviews, next to a claim of 5,000+ retailers. Wide reach, thin proof on the pages I read.
- Free shipping starts over $50, and a 12-pack is $43.00, so one case never qualifies. The cart nudge "So close... get to $50 for free shipping" exposes that gap.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, with a $43.00 case as the order we measure.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with Yuzu Ginger hooks.
- Creators I'd recruit: home bartenders mixing tepache and kombucha, wellness routine creators, and tropical-flavor taste testers on Island Hopper and Mango Delight.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, tied to the $43.00 case.
- Event tracking I'd spec and work through with your team. That part isn't me, and subscriptions, which ship free, need it most.
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 |
Two creators join each week, up to 10 live by week six. Each posts 7 videos a week, so 70 at full roster. New ads and landing pages follow the creators: 12 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 own pages, so every creator brief uses only wording Better Booch already publishes.
- Rank the flavor cases and the Best Sellers Variety Pack as first-order hooks, then brief the first two creators around Yuzu Ginger and Mango Delight.
I'd love to chat if this makes sense. Grab a time here.
Danilo