Application — Growth
Shark Tank Season 17 features The Chair Blanket, yet the home title only sells portable fire pits.
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 Beach Towel Chair Blanket™ sells at $62.99 with a 4.7 rating from 22 reviews, while the home description says The Chair Blanket is featured on Shark Tank Season 17.
- The Halloween Glow in the Dark S'mores Night Pack shows one review at a rating of 1.0 in its page data, while the site overall shows 4.9 from 8930 reviews.
- City Bonfire costs $26.20 and lists 3 to 5 hours of burn time, yet the Pumpkin Spice S'mores Night Pack at $37.75 adds a kit with ingredients for 4 S'mores.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $26.20 City Bonfire.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, one hook library per product line.
- Creators: backyard hosts, campers, baseball parents and tailgaters, filming s'mores nights and Chair Blanket game days, each with a hook to test.
- 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, from add to cart to order. 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 join two a week, reaching 10 live by week six. Each posts the same number of videos a week, so 70 a week by the end. New ads and landing pages follow, from 12 new ads a week to 20. 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 product pages: burn time, ingredients, reusability, so every creator brief says only what City Bonfires says.
- Turn The Chair Blanket reviews and the Shark Tank feature into the first ad concepts, one variable per test, losers killed early.
I haven't seen your ad account or your numbers, and I have no experience in outdoor or fire pits; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo