	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6
Creators live	0	4	7	10	10	10
Creator videos / week	0	28	49	70	70	70
Landing pages live	1	2	3	4	5	6
New ads / week	4	6	8	8	8	8
Unique experiments	2	3	4	5	6	6

Included	With Dutch
Vet calls and messaging	Unlimited
Pets covered	Up to 5
Treatment plans	Custom, with follow-ups
Rx delivery	Free
Flea & tick	20% off
First product order	$25 off

Every ad is shown in the feed with its landing page. Switch the size:

DDutchSponsored · 04 · Meme: Drake

Two weeks, or today.

“Our next opening is in two weeks”

A vet on video todaySame-day in most states

dutch.comOnline vet care · $11 / moLearn more

Lands on → /Meme · Drake. Home-page line: “We’ll see your pets today, not in two weeks.” Clear template rights before paid.

DDutchSponsored · 07 · Meme: Surprised Pikachu

Every. Single. Time.

Me: puts the cat carrier on the floor
The cat, gone for 3 hours:

Or skip the carrier. Vet on video.

dutch.comOnline vet care for catsLearn more

Lands on → /Meme · Surprised Pikachu. Clear template rights before paid.

DDutchSponsored · 10 · Meme: Starter pack

The anxious-dog parent starter pack.

The anxious-dog parent starter pack

Hides from the doorbell

Owns the whole couch

You, googling at 11pm

The vet, on your phone

dutch.comDog anxiety careLearn more

Lands on → /pages/dog-anxietyMeme · Starter pack, on Dutch’s own photos.

DDutchSponsored · 11 · Reviews

4.7 on Trustpilot. 5,456 reviews.

★★★★★4.7Trustpilot · 5,456 reviews · 88% 5-star

dutch.comDutch membershipLearn more

Lands on → /Trustpilot figures, 28 Sept 2026.

DDutchSponsored · 12 · Meme: Always has been

Wait, from the couch?

“Wait, a vet can look at my dog’s itchy paws over video?”“Always has been. Since 2021.”

dutch.comOnline vet care · $11 / moLearn more

Lands on → /Meme · Always Has Been. Clear template rights before paid.

DDutchSponsored · 14 · Rural

The nearest vet is an hour away.

The nearest vet is an hour away. This one’s on your phone.

dutch.comOnline vet care · $11 / moLearn more

Lands on → /Rural pet-parent angle. Rx where state law allows.

Concepts only, not live ads. Photography © Dutch Pet, Inc., from dutch.com. Four of fifteen are memes on third-party templates: clear rights before paid. No prescription drug is named; Rx only where state law allows; never implies emergency care.

Disturbance	Likelihood	Impact	Owner	Gate (proposed)
Fatigue on the “Skip the wait” line	High	High	Danilo	Best ad cost per member +20% over 7 days → rotate
Two member counts live (600K+ vs 900K+)	Certain	Med	Dutch	Pick one before any creator says a number
Rx and state-law limits	Med	High	Dutch medical	Rx only “where state law allows”; no drug named
Emergency misread	Low	High	Dutch + Danilo	Every script carries the “not for emergencies” line
Countdown and flash offers	Med	Med	Dutch	Creator content never uses urgency
Creator overlap with ambassadors and Impact affiliates	Med	Med	Dutch	One owner per creator
Billing and cancellation complaints	Med	Med	Dutch	Monitor comments; route to support within 24h

Line	Value	Status
First-year membership	$132	Annual-only since 2025 (per Dutch)
Gross margin on membership	70%	ASSUMED, replace in week one
Refund rate	5%	ASSUMED, replace in week one
Pharmacy in 90 days	30% of members, $60 at 25% margin	ASSUMED
90-day cost-per-member ceiling	$92.28	= 132 × 70% × 95% + 0.3 × 60 × 25%

Week	New ads live	Test budget / ad (proposed)	Creators posting	Your cost-per-member target
1	4	$400	0	Set with you, day one
2	6	$400	4	Set with you, day one
3	8	$400	7	Set with you, day one
4	8	$500	10	Set with you, day one
5	8	$500	10	Set with you, day one
6	8	$500	10	Set with you, day one

Concepts tested / month	Hit rate (assumed)	Winners / month	Spend each winner can hold (assumed)
20	5%	1	$15,000 / mo
40	5%	2	$30,000 / mo
60	5%	3	$45,000 / mo

Channel	Open when (proposed)	Why wait
TikTok (@dutchvet, 13.9K)	Day 1 organic; Spark Ads when a roster post beats 3× median	The roster posts here anyway
CTV	Already tested in 2025 (12 spots, New Engen)	Feed it creator winners, not new shoots
YouTube	A one-minute format wins on Meta	Long format needs a proven script
Search and SEO	Already the base since 2022	Out of scope

Day	Keep going if (proposed)	Stop or change if
14	1+ new message holding spend at target cost per member	No new ad beats “Skip the wait” at equal spend
30	2+ winners; creator cost per 1,000 views under $5	Over $8 per 1,000
60	Spend up 1.5× at target	Cost per member over target for 14 days
90	Memberships through creator links at target	Neither: keep the winners, stop the roster

Piece	Exists today	Missing	Forced order
Claims	Site claims; two member counts	One sheet signed by medical	1st
Creative	~140 ads on one message	More messages	2nd
Creators	Ambassador + Impact affiliate programs; Tara Lipinski	A managed daily roster	2nd
Landing pages	Home, membership, condition pages	A page per message	3rd

Figure	Source	Type
~140 ads; ~76 one line; 6 versions	Meta Ad Library, 28 Sept 2026	Fact
$11/mo, $132/yr, up to 5 pets	dutch.com/pages/membership-plans	Fact
$160 avg exam vs $132/yr	dutch.com/pages/membership-plans	Fact (Dutch claim)
4.7 from 5,456 on Trustpilot	trustpilot.com	Fact
74% can’t get same-day	dutch.com/pages/report	Fact (Dutch survey)
Inc. 5000 No. 120	BusinessWire, 11 Aug 2026	Fact
Margin 70%, refund 5%, pharmacy attach	Danilo	Assumed
Creators, budgets, gates, ramp	Danilo	Proposed

Piece	What it is (proposed)
Roster	10 creators under 5,000 followers, at least 50% US
Output	7 short videos a week each (faceless slots: 10), on a dedicated account
Platforms	TikTok and Instagram Reels
Scripts	Written by us every Monday, one message per creator per week
Claims	One sheet, signed off once by your medical team; every post checked in 24h
Paid	Winners handed to your team for whitelisting
Measure	Cost per 1,000 organic views, and memberships through creator links

Driver	What we do
Volume	7 a week each, so there are enough shots at a breakout
Variety	A different pet problem and message per creator per week
Speed	Drafts reviewed within 24 hours, against the claims sheet
Selection	Creators scored monthly; the weakest slot is replaced
Hooks	The pet in the first 2 seconds, not the app

#	Ad / post	Running / views	Real hook (verbatim)	Our version
1	“Skip the wait” (1777879263656099)	90 days · 6 versions	“Vet appointments shouldn’t mean stress for you or your pet.”	Anxious dog on her lap: “this time the vet came to the couch”
2	“Skip the wait” (1384823790161214)	83 days · 2	“Skip the wait—get Dutch today!”	“Earliest appointment was two weeks out. Video vet the same day.”
3	“Skip the wait” (1702295937758744)	80 days · 2	“…meet with a licensed vet from the comfort of home.”	POV from the dog bed: “vet visit, but make it the couch”
4	“Skip the wait” (2135409203704662)	24 days · 6	“🐶 Expert care & same-day appointments”	“Sunday night, dog won’t stop shaking his head.” Ends on the emergency caveat
5	“Skip the wait” (1409605811328872)	24 days · 6	“🐱 Licensed vets who can treat 150+ conditions virtually”	“Things I didn’t know a vet could look at over video”
6	“Skip the wait” (1595947598540083)	24 days · 6	“🐶 Customized treatment plans & follow-ups”	Green-screen over the message thread: “Day 3 check-in”
7	A2 (1867317651307053)	38 days · 2	“🐱 600,000+ members & tons of 5-star reviews”	“I read the reviews before I paid $132. Here’s mine after 3 months.”
8	A3 (1045997601378855)	40 days · 1	“🐱 900,000+ members…”	Same as #7; member count only once confirmed
9	Flea & tick (3188953674606881)	90 days · 2	“Get 20% Off Your Flea & Tick Medication, Plus Free Shipping”	“Flea season routine for 3 dogs”; no drug named
10	Flea & tick (1374954311225377)	80 days · 2	Same line	“Things I stopped driving to the vet for”
11	Flea & tick (1553303743246988)	90 days · 1	Same line	“One membership, five pets” roll call
12	@bradylockerby, TikTok (organic)	42.2K plays	“NOT sponsored, but i just think everyone needs to know about Dutch Pet!!…”	Reactive-dog owner to camera, dog behind a baby gate
13	@15outof10, TikTok (organic)	130.4K plays	“Presenting our September 15/10s ❤️‍🩹”	Rescue roundup with a “first vet call from the couch” beat

Risk	How it’s handled
Naming a drug	Never on camera or in captions
Rx availability	Always “where state law allows”
Emergencies	Every script carries “emergencies go in person”
Outcome claims	Only Dutch’s published lines (e.g. “treats 90% of health conditions”)
Member count	Neither 600K nor 900K until Dutch confirms one
Disclosure	Every post labelled paid partnership, plus #ad

Channel	Why
Dutch’s ambassador program	Paid collaborations, no audience minimum: warm applicants
Impact affiliates	Already promoting Dutch
Collabstr pet categories	Where the shortlist came from
TikTok in-app search	For vet-tech and anxious-dog creators not found logged-out

Filter	Test
1 · Portfolio	Three delivered assets
2 · Claims test	One brief from the sheet, scored on staying inside it
3 · Trial month	Full deliverables, real review
4 · Score	Reliability, craft and compliance
5 · Retainer	Winners continue; the rest are cut by name

#	Collabstr handle	Followers	Location	Why they fit
1	@delphinenais	1.0k / 1.1k	Chicago, IL	“Pet Health Content Creator”, pug mom
2	@thepeachypup	3.1k	Charlotte, NC	7-year-old Golden: senior-dog questions
3	@dexterdachshund	1.1k	Edwardsville, PA	Puppy owner; English and Spanish
4	@americanbrabus	2.1k	Miami, FL	Dog-POV comedy
5	@foresterthedrent	561 / 166	Phoenix, AZ	Collabstr Top Creator, 23 reviews
6	@alishaandfir	2.3k	Eugene, OR	Full-time RV traveler: vet on the road
7	@madisons	405	Bentonville, AR	Dog mom, ad-style testimonials
8	@tumi	78	San Francisco, CA	Orange-cat account, Top Creator
9	@koaandkei	2.9k	Oakland, CA	Grad-student cat mom of two
10	@lailas	1.8k / 1.5k / 0–1k	New York, NY	Cat influencer; worked with Cat Person
11	@formersacstreetcats	2.8k	Sacramento, CA	Rescue and street cats
12	@nicoleeastman	0–1k / 0–1k	Fryeburg, ME	Rural Maine, two dogs and two cats
13	@kevinganci	3.5k / 48 / 218	St. Petersburg, FL	Pet-dad voice, Top Creator
14	@sirfrederick	4.2k	Vancouver, BC	Canada: reference only
15	@puddlesboots	1.4k	Ottawa, ON	Canada: reference only
16	@freyaodinolaf	2.7k / 2.2k (3rd unseen)	Frederica, DE	IG + TikTok pets
17	@melothebully3	993 / 1.1k (3rd unseen)	Leesburg, VA	Bully breed: skin and allergy angle
18	@theweeniesisterss	1.1k / 276 (3rd unseen)	Brandon, FL	Dachshunds: back-worry questions

Band (proposed)	Retainer / month	Videos / week	Who
US premium	$800–1,500	7	US on-camera anchors
US standard	$500–600	7	Steady US creators
International, on camera	$500	7	Non-US, on camera
International, faceless	$500	10	Pet-only footage, no face

Input (assumption, not Dutch data)	Videos	Views
Median ~3,000	~300	900,000
Breakout tail at ~60,000	~20	1,200,000
2–3 hits near 500,000	2–3	1.0–1.5M
Total	~300	~3.1–3.6M → ~$2.80–3.20 per 1,000

Period	Creators (proposed)	What happens	Creator cap
Week 1	0	Claims sheet sign-off, shortlist, paid test briefs	—
Weeks 2–4	4 → 10	Accounts warmed up and posting; same video on 10 accounts	$10,000 / mo rate
Month 2	10	Score creators, hand winners to paid	$12,500
Month 3	10	Replace weak slots	$15,000
Day 90	—	Keep, change or stop	—

Creator	Band	Posts	Median views	Best video	Cost / 1,000	Bonus	Status
Creator 01	US premium	7	4,200	62,000	$3.40	+$50	Keep
Creator 02	US standard	7	2,100	8,900	$6.60	$0	Watch
Creator 03	Intl on camera	7	3,800	41,000	$3.15	+$50	Keep
Creator 04	Intl faceless	10	1,600	5,200	$7.80	$0	Replace
Creator 05	US premium	6	5,900	118,000	$2.30	+$50	Keep

Review: Dutch vs gold

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Rebuild request

Application — Growth

Who I am

What I built

What I’d do here

Month one

The vet, from the couch.

Three steps. No car ride.

$11 a month. Up to five pets.

Treats 90% of health conditions.

100% US-licensed vets. No techs or nurses.

Your vet, in your messages.

20% off flea & tick, plus free shipping.

Five pets. One membership.

4.7 stars, 5,456 reviews.

Built by a Hims co-founder.

Tara Lipinski, longtime Dutch member.

Where Dutch fits.

Frequently asked questions.

More members. Same cost.

Growth plan · ten parts

One number to protect. Seven ways it breaks. Three moves.

Seven disturbances, scored, owned, gated by a number.

The ceiling. Five lines, with the assumed ones labelled.

The test ramp. The blanks are yours to fill on day one.

Whatever your cost is, creative volume is what moves it.

Where the next $100,000 goes.

What has to be true before a channel opens.

Payback is the real constraint, not cost per member.

What this covers, and what it deliberately doesn’t.

Gates, written before spend, so stopping isn’t a negotiation.

What exists, what’s missing, and the order that’s forced.

Every number, and where it came from.

Month one is where it starts.

Ten creators. Seven videos a week each. One new script every Monday.

Contents

The whole program on one table

I have built this engine before

What the content actually looked like

What makes a creator program perform

What a roster actually ships

Thirteen videos we’d remake

The part that makes this hard, handled first

How we find and test them

Eighteen creators we’d recruit first

The model in one screen

Upside only where it earns it

Will it pay back?

Ten accounts by week four

What you get every Monday