Application — Growth
Memberships at $199/year and $99/year bundle 24/7 Virtual Care. The $50 first-visit offer can open the door to them.
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
- All Access Membership, per year (Colorado and California) costs $199/year. The state sits in the product name itself, so every ad should name the state beside the price it quotes.
- Pay-as-you-go exams cost $85 each ($75 in Texas) and don't include 24/7 Virtual Care. That gap is a clear reason to move a first-time visitor toward a membership.
- Pharmacy moves to Chewy Pharmacy on October 15, 2026 for San Francisco members, and Autoship orders with Modern Animal end that day. Members need a reminder.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $50 first visit.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, like $85 exams versus $99/year.
- Creators: new puppy owners, cat parents and senior-pet owners filming a first visit or a 24/7 Virtual Care chat.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, including exam-to-membership moves.
- Event tracking I'd spec and work through with your team. That part isn't me. Booking 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, so 10 are live by week six. Each posts seven videos a week, 70 in all. New ads and landing pages follow the creators, from 12 new ads to 20 a week. 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 published membership and first-visit wording, so every ad uses only language the brand already approved.
- Brief the first two creators on dog and cat owners, filming a first visit and a Virtual Care chat on camera.
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