Application — Growth
50,000+ people use the Analog Card System. Its entry card is R$ 13.00; the bundles climb to R$ 449.00.
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, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- The home meta description leads with proof: the best-selling Analog Card System is used by 50,000+ people worldwide. That line belongs on product pages, where buyers decide.
- The Complete Analog Collection (Black Aluminum) is R$ 449.00, struck down from R$ 492.00. It is the highest price I read, and the step up from R$ 13.00 cards is steep.
- One page carries 4.9 Based on 61 Reviews, while others show 2 reviews or 8 reviews. Spread that proof to the Analog Daily Focus Kit (Walnut) at R$ 69.00.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from R$ 13.00 cards to the R$ 449.00 collection.
- Week to week: launching a bunch of different experiments, losers killed early. Each tests one variable, like Today Cards versus the Discbound journal.
- Creators: planners, desk-setup makers and journaling creators, filming the Analog Daily Focus Kit and the Discbound Heirloom Journal in real daily use.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by Analog, Journal and Gather lines.
- Event tracking I'd spec and work through with your team. That part isn't me. Warehouse items need their own tag, since they can't be returned.
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 join two a week, reaching 10 live by week six, and each posts seven videos a week. New ads and landing pages follow them: 12 new ads a week early, 20 by week five, and 9 landing pages, starting with Analog and Journal. 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
- Read every Analog Card System product page and write a claims sheet from Ugmonk's own wording, so every ad line traces to the page.
- Brief the first creators on the Daily Focus Kit and the Discbound Heirloom Journal, with one hook per video and one variable per test.
I'd love to chat if this makes sense. Grab a time here.
Danilo