Application — Growth
The Board console includes seven games for $399, a strong offer that the home page title never mentions.
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 Board is $399 and includes seven games with their piece sets. Each extra game is $34.95. That price ladder belongs above the first scroll.
- The site shows "Rated 4.96 stars from 400+ reviews →" and "Based on 403 reviews". That proof suits a $399 purchase, so ads and landing pages should carry it.
- Games are sold individually with no subscription, and a 30-day return window lets families try the console at home. Mushka at $34.95 is a low-risk first add-on.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including which games sit beside the $399 console.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with seven-game bundle versus single games.
- Creators: parents filming family game night, board-game hosts, and gaming households with teens, each showing Board pieces on a real table.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. Console and add-on orders must be separated first.
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 come on two a week, ten live by week six. Each posts the same number of videos weekly, 14 in the second week to 70 by week six. New ads and landing pages follow. 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 listings: seven games included, no subscription, free expansions. Every ad claim gets checked against it.
- Brief the first creators on one table scene: pieces on a shared screen, real faces around it. One variable per test.
- Spec event tracking with your team so console orders and add-on games report separately from day one.
I haven't seen your ad account or your numbers, and I have no game-console experience; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo