Application — Growth
Ayoh says 52,000+ customers love it, but one page I read shows 0 Reviews, and the mayos sit at $30.00.
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
- Ayoh promises Loved by 52,000+ Customers and 160+ 5-Star Reviews, yet pages I read show 24 reviews, 13 REVIEWS and even 0 Reviews. The proof looks uneven across the catalog.
- Original Mayo, Miso Mayo, Dill Pickle Mayo and Tangy Dijonayo each cost $30.00, while the bundle line reads 4 bottles | $40. The $10 each math is the stronger hook.
- Ayoh shows two first-order offers, 50% off up to $150 and 20% off, plus free shipping thresholds of $50 and $40+. A new buyer cannot tell which deal is real.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether Ayoh sells a $30.00 mayo or a bundle.
- Week to week: launching a bunch of different experiments, losers killed early. Dill Pickle Mayo and Hot Giardinayo get separate hooks.
- Creators: home cooks who film the recipes Ayoh already publishes, sando builders, and fans in the Mayo Gone Wild Tee. Each gets a hook library.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on first orders and repeat orders.
- Event tracking I'd spec and work through with your team. That part isn't me. Your store's discount codes and bundle orders need clean attribution.
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, 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads go from 12 to 20 a week and landing pages from 1 to 9, following 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 your own wording, starting with the avocado oil line, so every creator brief uses language you already approved.
- Recruit the first creators from home cooks already making sandos and dips, and brief each on one flavor, such as Dill Pickle Mayo.
I'd love to chat if this makes sense. Grab a time here.
Danilo