Application — Growth
Halfdays already has a Denver flagship store and free US shipping at $95+; both can work harder to turn first visits into first orders.
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 Louise Down Jacket is $395.00 and comes in 6 variants. At that price a cold visitor needs proof before buying, and the page can carry more of it.
- Two offers exist: free shipping on US orders $95+ and 10% off a first order for email + SMS sign-up. The ad and the landing page can pair them with one hero piece.
- Returns on US orders carry a flat $8.95 handling fee deducted from the refund, and exchanges run 15 days. Worth stating that plainly near the $395.00 jackets before checkout.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For Halfdays, one number to protect, from the $45.00 T-Shirt up.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the Pieper Fleece.
- Creators: women who ski resort days, backcountry skiers, and hike-and-hang regulars, filming the Nellie Packable Puffer Jacket and Irene Pant in real use.
- 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 at Halfdays. That part isn't me.
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, each posting seven videos a week, so videos climb from 14 to 70 by week six. New ads and landing pages follow the creators: 12 new ads a week at first, 20 later. 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 product pages, so every ad on the Georgie Puffer Jacket says only what you already state.
- Recruit the first creators from skiers and hikers already near the Denver flagship store, then brief them on one jacket and one hook each.
I'd love to chat if this makes sense. Grab a time here.
Danilo