Application — Growth
550,000+ customers is Nakie's strongest asset, yet the shipping offer and a crossed-out price on the Chair Couples Combo undercut it.
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
- Your home page description says "Trusted by 550,000+ customers". That is real proof, but in the text I read it lives in search copy, not next to a product or price.
- The "Chair Couples Combo" sells at 395.89 AUD with a crossed-out price of 351.89. A struck price below the real price reads as an error, and shoppers notice.
- Free shipping reads two ways: "We offer free shipping worldwide for any order over $50." and "FREE SHIPPING WORLDWIDE on orders over $60". Two thresholds blur the offer.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with Nakie's chairs, blankets and cooler cups.
- Week to week: launching experiments, losers killed early. One variable per test: a hook, a colour like Olive Green, or the shipping line.
- Creators who fit Nakie: hammock campers, beach-day couples, picnic-in-the-park friends and AFL supporters who already own a club blanket or towel.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by single items and couples combos.
- Event tracking I'd spec and work through with your team. That part isn't me. Free-shipping thresholds and AUD pricing need to flow into it cleanly.
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 to 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, never lead them. 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
- Write one claims sheet covering recycled materials and the shipping offer, so every ad and creator brief says the same thing.
- Pick the chairs, puffy blankets and cooler cups as first test products, then brief the first two creators on one hook each.
I'd love to chat if this makes sense. Grab a time here.
Danilo