Application — Growth
Johnnie-O sells the Rally Cap Performance Polo for dozens of teams at $135.00, yet the home title talks only about golf shirts.
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 Original 4-Button Polo - Solid sits at $89, an entry point into WEST COAST PREP®, yet the home title frames the brand as golf shirts.
- Free shipping starts at $150+ on U.S. orders, while the Rally Cap Performance Polo is $135.00, so the cart needs one more item.
- Returns are free through Happy Returns at nearly 8,000 locations in the contiguous U.S. That answer belongs next to the $188.00 Virginia Tech Hoppin Performance Hoodie.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the $89 polo to the $188.00 hoodie.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the $135.00 Rally Cap Performance Polo.
- Creators who fit: weekend golfers for PerryGolf Performance Mesh Polos, college alumni for Rally Cap polos, travelers for the Luxe Dopp Kit.
- 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. Cart and returns events especially.
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, reaching 10 live by week six, each posting the same number of videos a week. Videos climb from 14 to 70. New ads and landing pages follow 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
- Split the Rally Cap Performance Polo and the PerryGolf Performance Mesh Polo into separate test lines, each with its own hook library.
- Agree with your team on the one number to protect, using order value and margin, before any ad goes live.
I haven't seen your ad account or your numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo