Application — Growth
BOXRAW already has a fighter roster on its tees, from Sugar Ray Leonard to Manny Pacquiao, and review counts shown on its product pages.
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
- Ring x BOXRAW Sugar Ray Leonard Oversized T-Shirt - Stone Beige costs 305.00 BRL, and the same fighter line runs through Roy Jones Jr, Rocky Marciano, Roberto Duran and Manny Pacquiao.
- Product pages carry review counts, such as 'Based on 20 reviews' and 'Based on 18 reviews'. That proof already exists, so it can lead the creator briefs and landing pages.
- The site offers 'FREE SHIPPING ON ORDERS OVER $156'. That is the one offer I found that a creator can say out loud, so it goes into every Chávez x BOXRAW brief.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it's the Carter line or the Ring x BOXRAW fighter tees.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, from fighter tees to Tammy bralettes.
- Creators: boxing-gym regulars for Carter and Sparring Club lines, women who train for Tammy and Annie, and streetwear fans for Chávez x BOXRAW drops.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback on each BOXRAW collab drop.
- Event tracking I'd spec and work through with your team. That part isn't me. Variant-level purchase events across sizes 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 |
Two creators join each week and each posts the same number of videos, so by week six there are 10 creators and 70 videos a week. New ads (20) and landing pages (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
- Pull every Ring x BOXRAW fighter tee into one hook library: Sugar Ray Leonard, Roy Jones Jr, Rocky Marciano, Roberto Duran and Manny Pacquiao.
- Recruit boxing-gym creators for Carter and Sparring Club first, then women who train for Tammy and Annie, with one brief per product line.
I'd love to chat if this makes sense. Grab a time here.
Danilo