Application — Growth
The Jasper Zionic at $90.00, struck from $150.00, is KEEN's loudest asset. I'd put the free 30-day trial right next to it.
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 Women's Jasper Zionic Sneaker | Java/Black sells at $90.00, struck from $150.00, and the same markdown repeats across many colorways. That is a promotion engine ready for one clear hook.
- Standard shipping is free from $125.00 and costs $10.00 below it. That threshold is a natural lever: bundle messaging for baskets that sit just under it.
- The site promises "Free 30-day trial. Find your perfect fit." That is a risk-reversal line, and work boots with many sizes are exactly where fit doubt blocks a purchase.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether the sale is a Jasper Zionic or a Highframe work boot.
- Week to week: launching a bunch of different experiments, losers killed early. Jasper colorways, work boots and kids' pairs each get their own hook library.
- Creators I'd recruit: trail hikers for Targhee, jobsite workers for Highframe and Gibson boots, parents for kids' Jasper, city streetwear wearers for the Uneek line.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by Jasper, work boots and hiking.
- Event tracking I'd spec and work through with your team. That part isn't me. Free-trial returns and the $125.00 shipping threshold must be tracked.
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, up to 10 live by week six. Each posts seven videos a week, so 70 videos by week six. New ads and landing pages follow: 12 ads in week one, 20 by week five. 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 KEEN's own wording on PFAS Free, waterproof and insulation, so every creator brief and ad stays inside what you say.
- Recruit the first creators from hikers and jobsite workers already wearing Targhee and Highframe, and brief each one on a single hook per video.
I'd love to chat if this makes sense. Grab a time here.
Danilo