Application — Growth
Ghost sells creatine, pre-workout and hydration, yet the home page leads with a lifestyle mantra instead of one product.
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
- GHOST® CREATINE sits at $24.99 across flavors like STRAWBANGO™ and UNFLAVORED, and the page notes unflavored carries ten more servings. That is a clear reason to choose, yet it hides in a footnote.
- GHOST® PRE BUNDLE is $98.99, marked down from $109.99, and the GHOST® ESSENTIALS BUNDLE is $111.99. Bundles already carry visible savings, which gives paid traffic a bigger first order than a single tub.
- GHOST® HYDRATION STICK LEMON CRUSH costs $2.99, and the page states a 100% transparent label with zero proprietary blends. A cheap sample plus that claim is a ready-made first purchase.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $24.99 creatine to a $2.99 hydration stick.
- Week to week: launching a bunch of different experiments, losers killed early. Creatine, pre-workout and hydration each get their own hooks, one variable per test.
- Creators: lifters who run creatine and pre-workout, hydration-first daily athletes, and Driving Club car people for the merch line.
- 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. Subscribe & Save 25% orders need their own event.
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 the same number of videos a week, so 70 a week at full pace. New ads and landing pages follow the creators, reaching 20 ads a week. 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 label wording on the hydration and creatine pages, so every creator brief stays inside the brand's own words.
- Pick the creatine and pre-workout pages with the clearest bundle savings and rebuild them as landing pages for the first tests.
I'd love to chat if this makes sense. Grab a time here.
Danilo