Application — Growth
Latico Leathers has 17,228 reviews and bags made since 1984. That proof can work harder before a shopper meets a $265.00 price.
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
- Latico Leathers shows 17,228 reviews at 5 out of 5 stars. That is a strong asset, and I'd pull it next to the Beacon Stain-Washed Leather Shoulder Bag at $265.00 in every test.
- Product pages say Latico donates 10 meals to Feeding America per bag sold, but the count reads over 110,000 on Beacon and over 200,000 on Fina. One number would read cleaner.
- Prices run from the Paz Milled Leather Wallet at $70.00 to the Mare Milled Leather Crossbody Bag at $335.00, so a wallet can be the first purchase.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $70.00 Paz wallet to a $335.00 Mare bag.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the Beacon shoulder bag.
- Creators: commuters and everyday-carry people who show what fits in a Colin crossbody, plus gift-givers pairing a Paz wallet with a bag.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against free shipping and 30-day returns.
- Event tracking I'd spec and work through with your team. That part isn't me. I haven't seen how your store reports purchases.
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 seven videos a week, so videos climb from 14 to 70 by week six. New ads and landing pages follow the creators, with ten creators live by week six. 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 hook library from customer review language, then cut the first Beacon shoulder bag ads with one hook each.
- Recruit the first creators who already carry crossbodies and wallets, and brief them on the Colin pockets and the Paz wallet.
I'd love to chat if this makes sense. Grab a time here.
Danilo