Application — Growth
Pinch holds 2,500+ five-star reviews, an asset any ad has to carry before someone books a provider.
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
- "Wrinkle relaxers, per unit" is priced at $12, and members pay $10 per unit. That two-price gap is a ready-made ad hook, stated plainly.
- Provider pages show 5.0 from 96 reviews, while the reviews page claims 2,500+ 5-star reviews and another page says 5,000. Counts disagree.
- New clients get $25 off their first appointment. "Microneedling, per session" at $349 is the higher-ticket service to pair with that offer.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from $12 per unit relaxers to $349 microneedling.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, like $10 member price versus $25 off.
- Creators: nurse practitioners filming a home visit, first-time wrinkle relaxer clients, and members weighing the $10 per unit price.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on first-visit and repeat bookings.
- Event tracking I'd spec and work through with your team. That part isn't me. Booking events are where it starts.
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 |
Two creators join each week and each posts the same number of videos, reaching 10 creators and 70 videos a week by week six. New ads rise from 12 to 20 a week, landing pages from 1 to 9. 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
- Pull the provider review pages into one sheet so every hook rests on wording Pinch already publishes.
- Brief the first two creators on a home-visit wrinkle relaxer story, one hook per video, one variable per test.
I haven't seen your ad account or your numbers, and I have no med spa experience; this comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo