A complete growth operating system — market research, experiment repository, AI workflows, dashboards, SOPs, and a 30-day execution plan. Built as a sample of how I think and execute.
Written as if it's Day 1 and the founder just asked me to diagnose and build the next 30 days.
Chase Protein is a 3-year-old Indian D2C protein brand doing ₹8–12 Cr ARR. It has strong product-market fit in the gym-going male segment (ages 22–34, tier-1 cities), a 4.4-star average review, and a repeat purchase rate north of 38%. The problem: CAC is climbing (now ₹620–680 per customer on paid Meta) while LTV growth has stalled. The brand is spending to acquire customers it should already have, and the funnel between first purchase and second purchase is leaking badly.
Three things are true simultaneously: (1) the product is genuinely good, (2) the brand story is underutilised on organic and content, and (3) the subscription and subscription-adjacent mechanics are non-existent. You're buying customers one order at a time and hoping they come back.
The opportunity is not in finding more customers. It's in compressing the time-to-second-purchase from 47 days to under 25, building a subscriber base that decouples revenue from ad spend, and leveraging the existing customer base as a distribution channel (referrals, UGC, community). If we execute those three things, CAC efficiency improves by 25–35% without touching the ad budget.
North Star Metric: Revenue per customer per 90 days (currently ₹1,840; target ₹2,600). This captures repeat rate, subscription attachment, and average order size in one number. Everything we do should move this number.
Three key assumptions: (1) The customer who buys protein once has a high-enough category intent to subscribe — we just haven't made subscription compelling enough. (2) The existing email/WhatsApp list is an underutilised moat — we're sitting on 40K contacts doing 2 sends per month. (3) The top 20% of customers (monthly purchasers) are willing to refer if given a strong enough hook.
TAM/SAM/SOM breakdown, customer personas, and competitive landscape.
| Brand | Positioning | Price/kg | Strength | Weakness |
|---|---|---|---|---|
| MyFitnessPal Nutrition Market leader |
Performance + credibility | ₹2,800–3,400 | Distribution + brand trust | Generic, no community |
| Mfine Health | Clean label, no additives | ₹3,200–4,000 | Content + SEO | Weak repeat mechanics |
| Bigmuscles Nutrition | Value + gym credibility | ₹1,800–2,400 | Tier 2/3 penetration | Trust deficit, ad-heavy |
| Wellbeing Nutrition | Health-forward, women | ₹2,600–3,000 | UGC + creator partnerships | Narrow audience |
| The Whole Truth Most dangerous |
Radical transparency | ₹3,000–3,800 | Brand story, loyalists | Premium positioning limits volume |
Four distinct modes. Each week has one job and one owner.
Every experiment has a hypothesis, success metric, and timeline. Priority order reflects ICE scoring (Impact × Confidence × Ease).
| # | Experiment | Hypothesis | ICE | Timeline | Priority |
|---|---|---|---|---|---|
| 01 | WhatsApp Day-20 replenishment | Customers who receive a personalised WhatsApp 20 days after purchase will reorder at 2x the rate of email | 8.1 | Week 2 | ● High |
| 02 | Subscription prompt: cart vs post-purchase | Showing a subscription upsell at checkout converts better than a post-purchase email | 7.8 | Week 2 | ● High |
| 03 | Referral hook: free month vs. ₹200 credit | A "give a month, get a month" referral performs better than cash credit because of reciprocity framing | 7.5 | Week 2 | ● High |
| 04 | Creator UGC hook: "show your results" | Asking creators to show 30-day transformation reels (vs. taste tests) drives 40% higher CTR on ads | 7.2 | Week 2 | ● High |
| 05 | PDP social proof: "X users in your city chose this" | Hyperlocal social proof on PDP increases add-to-cart rate by 8–12% | 7.0 | Week 3 | ● High |
| 06 | Post-purchase quiz: personalise next order | A 3-question quiz after first purchase increases 2nd order relevance and cuts time-to-repeat | 6.8 | Week 2 | ● Med |
| 07 | Email timing A/B: Tuesday 7am vs. Friday 6pm | Fitness-focused consumers engage more with email before the week vs. end-of-week recovery context | 6.5 | Week 2 | ● Med |
| 08 | Bundle: "Train + Recover" stack | A curated protein + BCAA bundle at 12% discount increases AOV by ₹400–600 | 6.4 | Week 3 | ● Med |
| 09 | WhatsApp broadcast: "Your protein runs out in 5 days" | Urgency-framed replenishment messages 5 days before estimated run-out outperform generic promos by 3x | 6.3 | Week 3 | ● Med |
| 10 | Free sample: add 1 serving to every 2nd order | Seeding new flavours via samples in existing orders drives discovery better than email marketing | 6.1 | Week 3 | ● Med |
| 11–20 | 10 additional experiments across SEO, influencer affiliate, D2C subscription mechanics, loyalty point system, Instagram story ads, Blinkit dark store positioning, gym partnership, B2B bulk orders, pre-workout launch experiment, and protein education content series — available in full GitHub repo. | ||||
AARRR framework mapped to Chase Protein's business model. Everything else is vanity.
| Sessions | 82,400 / mo |
| Conv. rate | 2.1% ↑ |
| New customers | ~1,730 |
| Monthly revenue | ₹1.1 Cr |
| AOV | ₹2,180 ↑ |
| Rev/customer/90d | ₹2,240 |
Not "AI to do the job for me." AI to compress the feedback loop between insight and execution.
Every recurring task documented once, so anyone on the team can execute it at the same quality.
18 experiments run. 11 showed positive signal. 5 graduated to scale. Here's what happened.
15-post thread. The kind of thing you share to show how you think, not just what you did.
Every deliverable is standalone. Share what's relevant, skip what's not.
Open to Founder's Office, Growth, Strategy, and Chief of Staff roles at high-growth startups.