How Creative lowers CAC and raises user quality — building the system and automation for 200 high-quality creatives a week in 90 days, then doubling it by end of year.
Creative is the primary driver of new-user acquisition — and creative quality decides which users we acquire. My job is to make Creative both fast and credible, and to connect it tightly to Growth, Product, GTM, CS, and Design.
The scoreboard isn't "how many did we launch?" — it's lower CAC and higher-quality users. Volume is just the capacity to test our way there.
Before the plan, the honest picture. We can produce — what we can't yet do is reliably produce, measure, or choose which users we acquire.
We can produce. We can't yet reliably produce, measure, or learn — or choose who we acquire. That's exactly what the system below fixes.
One Creative Growth System, three jobs. The Factory moves fast, the Brand Team keeps it true, Growth turns it into results.
Concepts, hooks, briefs, creator network, video + statics, production, testing, and performance learnings.
Brand system, product accuracy, UI quality, templates, the quality bar — a gate between brief, production, and launch.
Media buying, the segment campaign split, CAC/CPP, user quality, and scaling winners.
Fast · credible · measurable — together they make Viktor all three.
The Creative Growth System isn't one box on the chart — it's a horizontal layer threaded through the company.
↑ One system, three teams — plus insight pulled from Leadership, Ops, GTM & CS.
Every creative travels the same path — and the output of each cycle becomes the input for the next.
Creative sits in the middle — it pulls inputs from every team and ships outputs back to them.
The hub between Growth, Product, GTM, CS, and Leadership.
Preston's dashboard is the live source of truth; automation is the glue; the new segment layer is how we acquire the right users.
How we'll know the system is working — judged by lower CAC and higher-quality users, not the number of creatives. Volume is the capacity to test, not the goal.
First 90 days: the system + automation that reliably ships 200 high-quality creatives a week, with CAC falling. Next quarter, to end of year: double it to 400 on the same system + added team.
The spine exists. To build the system + automation for 200/wk high-quality — then double it — we add a lean set of hires and contractors. 200/wk = needed for the 90-day system; ×2 = for the end-of-year double.
The system runs on Creative — but the high-value (Sales-led-Security) split needs a few decisions and owners from the wider team.
| Tier | Buyer | Buying path | Optimize Meta toward |
|---|---|---|---|
| 1 — Founders & SMB | Founders, prosumers, small teams | Self-serve ("add to Slack now") | Trial start → activation |
| 2 — Growing & scale-ups | Scale-ups, security-conscious SMEs | Hybrid (self-serve + security / light sales) | Qualified lead / team signup |
| 3 — Mid-market & enterprise | Enterprise + any size gated by security | Security- & sales-assisted | Booked call → SQL |
TL;DR — what I need from you today
Internal working view · Viktor Creative · first-week update