Application — Growth
Mosh already holds 1000+ certified reviews and a 30-day money back guarantee; I'd put both in front of cold traffic, not only 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
- Nightly Defense Cream, from 75.00 AUD, sits next to Skin treatments, 3-month supply, from 120.00 AUD. Skincare is where I'd start, because the price is concrete and easy to test.
- Mosh carries a 30-day money back guarantee and a 180-Day Money Back Guarantee. Two windows are strong ad material, but customers need one clear line on which applies.
- Customer counts read 50,000+ in one place and 75,000+ in another, beside 1000+ certified reviews. I'd pick one number for ads and lead with the reviews.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the ad sells Nightly Defense Cream or a three-month treatment plan.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, across skincare, hair loss and the 100% online consult.
- Creators: men filming their hairline over months, guys running a nightly skincare routine, and men explaining a discreet online consult in plain words.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including what the 30-day money back guarantee does to it.
- Event tracking I'd spec and work through with your team. That part isn't me. Consult and refill events need your developers.
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: 14 at first, 70 at full pace. New ads and landing pages follow the creators. 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 Mosh's own wording on results timelines and guarantees, so every creator brief stays inside what the site already says.
- Brief the first creators on the Nightly Defense Cream routine and the hairline story, then test one hook against another in the first week.
I'd love to chat if this makes sense. Grab a time here.
Danilo