Application — Growth
Norms already wrote a 10-day flare-up story on its own site. I'd make it the spine of the creator videos.
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
- Norms Hemorrhoid Relief Spray, at $17.99, carries 4.69 from 39 reviews. That is the strongest proof on the site, and the other counts I read are 6, 21 and 9 reviews.
- The Norms Travel Hemorrhoid Relief Kit (Squeezies & Wipe Outs Bundle) lists $47.98 with a struck-through $44.99 beside it, a crossed-out price lower than the selling price. Fix it before paid traffic.
- The site writes YOUR 10-DAY RELIEF PLAN, from early irritation to recovery, around Norms Medicated Wipes, Spray and Cream. That is a ready-made story arc for creator videos.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether we sell the $17.99 spray or the $41.99 bundle.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, hooks drawn from the relief plan.
- Creators: desk workers who sit all day, new parents, and frequent travelers who would carry the Squeezies travel pack.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by spray, wipes and bundle orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Free-shipping thresholds and bundle purchases need clean events.
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, from 0 to 10 live by week six. Each posts seven videos a week, so 70 a week at full roster. New ads (12 to 20 a week) and landing pages (1 to 9) 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 the wording already on the product pages, so every brief uses only what Norms says about its spray.
- Cut the relief plan into short scripts, one per phase, and brief the first creators on them before any paid spend goes live.
I'd love to chat if this makes sense. Grab a time here.
Danilo