Earlybird
The experiment · 2 weeks
What happened
135email sign-ups
$100spent on Meta ads
~$0.74per sign-up
SWM lab · 2026

Marketing ExperimentsSmall paid tests with real, measured results

Small bets, real numbers

The brief

I test ideas on my own dime first

Not every idea deserves a year. These are the ones I built fast, put real money or real outreach behind, and measured.

The goal is simple: find out what a market actually wants before betting big, and report the results either way. Whatever works here becomes part of the playbook I use with clients. Whatever doesn't saves them the cost of finding out.

2experiments
$0.74cost per sign-up on Earlybird
30slead-to-alert time on Waves Air
What I built

The toolkit behind every test.

Let's build something together →

One question per test

Every experiment starts with a single question it has to answer, like “will athletes sign up for this?” or “will contractors take a free audit?”, and a budget that caps the downside.

Built in days, not months

Static sites on Cloudflare, Workers for forms, Airtable as the CRM and authenticated email. Fast to ship, nearly free to run, and easy to kill.

Measured, then decided

Small paid budgets or hand-picked outreach, tracked by variant. If the numbers are there, it scales. If not, it closes and the lesson goes in the playbook.

The experiments

What I tested, and what happened.

Earlybird
The experiment · 2 weeks
What happened
135email sign-ups
$100spent on Meta ads
~$0.74per sign-up
Closed after 2 weeks

Earlybird

earlybird.day · Paid acquisition test

A two-week experiment: could one simple page connect HYROX athletes with local official training clubs before race tickets went on sale? Athletes picked a city and division, and the idea was to match them with a nearby club whose members get presale access.

Run clean from start to finish: independent and unaffiliated with HYROX, no money taken, no codes sold, no data shared. Nobody on the list heard from me beyond the confirmation email. The question was whether athletes wanted this, and $100 answered it.

HVAC technician at work
Site live

Waves Air

wavesair.co · Revenue operations for HVAC

A test of whether my growth playbook would carry into a completely different trade. HVAC shops sit on hundreds of past customers and a website that quietly leaks jobs, and they get pitched “more leads” by marketers who never ask what kind of jobs they want. I built the brand, positioning and site from scratch, then wired up the full revenue engine behind it.

30sfrom form to tagged CRM record + alert
≈$0monthly cost to run the pipeline
1free revenue audit as the way in

The stack: a fast, custom-coded static site on Cloudflare; a Cloudflare Worker that validates every submission and filters spam; an Airtable CRM that tags each lead by source and stage with instant notifications; and email authenticated with SPF, DKIM and DMARC.

The strategy: talking to contractors before pitching them reframed the offer. Established shops don't want more calls, they want steadier calendars and better jobs, and the fastest path to both is the customer database they already have. So it leads with hand-picked outreach, a free revenue audit and founding-client pricing, with every send tracked by pitch variant.

Visit wavesair.co ↗
→ How it came together

The process.

See how we can work together →

Strategy and planning

Pick one question, one audience and a hard cap on spend. If a test can't answer its question in a few weeks, it's too big.

Brand and foundation

A name and message built for exactly one audience: HYROX athletes chasing presale tickets, or HVAC owners who hate marketing speak.

Ecosystem and tooling

Cloudflare, Workers, Airtable and authenticated email: the same lean, near-zero-cost stack I set up for clients.

Launch and growth

Small paid budgets or hand-picked outreach, tracked by variant, then a clear call: scale it, change it or close it.

→ Work with me

Pick your plumbing.

Choose how fast you want your time back. Done for you, done with you, or learn to build it yourself.

New
Do it yourself

Creator Community

  • Learn the exact architecture behind a 1,000+ member community paying $50/month
  • We build together, not just in theory
  • For creators ready to commit to building their own system
Flexible
Done with you

Retainer

  • Pricing scales with the scope we agree on, starting at $500/month
  • I set up whatever your system needs, end to end
  • Full documentation and how-to guides included
  • You stay in control and understand how it all works
Limited
Done for you

Rev Share Partnership

  • I handle the full build: website, automations, onboarding, app development
  • My fee comes from new revenue only, never your existing income
  • I'm selective. This is a partnership, not a service
→ Start here

Make your business work for you.

Tell me what you're building and what's slowing it down. Every message comes to me directly, not a sales team, and I'll tell you honestly whether I'm the right fit.