Andrew Capland

Camp Solo

Camp Solo is a private community for solopreneurs to exchange ideas, share experiences and resources, and find real support through the highs and lows of running your own business - campsolo.co

Co-Founder

Delivering Value

I help heads of growth accelerate their careers with 1:1 coaching, and I help early-stage SaaS teams scale as a product-led growth advisor.

Services include:
* 1:1 coaching for heads of growth
* PLG advising for SaaS teams

I specialize in helping clients who work at small to mid-sized SaaS companies (usually starting around $6-$10 million in ARR). If that sounds like you, send me a message!

I've supported clients from amazing companies like:
copy.ai
Notion
Sprout Social
Pendo
Lusha
Whimsical
Motion

Founder

Delivering Value Podcast

Candid conversations with growth leaders about the setbacks, feedback, and self-doubt that almost derailed their careers - and instead shaped their path to success.

No growth tactics, playbooks, or guides. Just raw stories from the trenches and lessons to help others encountering the same challenges.

Subscribe 👇

Podcast Host

Proof-of-Skill

Product-led Growth Advisor

Protocols

Navattic

Advisor

Happeo

Product-led growth advisor

Contingent

Advisor: product-led growth

Expel

Avrios

Product-led growth Advisor

Coach for heads of growth | PLG advisor | former growth @ Postscript, Wistia, HubSpot

After coaching more than 50 clients, it's become clear... Most Growth Teams face the same struggles:

You’re not always sure which lever to pull to drive meaningful impact.

You don’t have a repeatable operating system, so there's no structured process for prioritizing experiments, aligning across teams, or scaling execution

You're spending too much time convincing instead of executing. You're constantly selling ideas internally, securing resources, and fighting for buy-in.

Your role feels misunderstood because your boss has never done your job, and leadership sees the numbers but doesn’t always recognize the full impact of growth.

You’re ready for the next level but don’t have a clear roadmap to get there.

I'm Andrew

I’m the former growth lead at two high-volume PLG businesses: Director of Growth at Wistia, and Head of Growth at Postscript.

I’ve been where you are.

I’ve built and scaled growth teams from scratch, run hundreds of experiments, and made every mistake in the book. I know what "good" looks like, and I know how overwhelming it can feel without mentorship from someone who's done your job.

Now, I take everything I've learned to help other growth leaders increase their impact and influence.

☎️ Book a call to work with me ☎️
https://deliveringvalue.co/get-started

Delivering Value offers coaching & advising for product-led growth teams.

Because scaling a product-led business is hard. It's a really effective go-to market model, when done right. But, it’s still relatively new and most companies don’t have someone with extensive PLG experience. 

That means you spend a lot of time and money making mistakes trying to figure it out. Or, you feel overwhelmed by all the content out there, trying to teach yourself.

That’s were the idea of Delivering Value was born. To help early-stage tech companies save time by avoiding common mistakes, learn proven frameworks & methods instead of trying to figure it out themselves, & ultimately grow faster.

Services include:
* 1:1 coaching for heads of growth
* PLG advising for SaaS teams
* Digital products for the growth community

I specialize in helping clients who work at small to mid-sized SaaS companies (usually starting around $8-$10 million in ARR), not tech unicorns. If that sounds like you, send me a message!

I'm helping a bunch of people update their resumes. And I'm seeing a new format that’s working right now - it's different from the advice we've been told for years.

The old way was all about results:

- took [thing] from A --> B 
- increased conversion rate of [thing] Z%
- scaled to $XX,XXX MRR

Good stuff for sure.

But without the context of the business (size, stage, gtm model) the reader can't tell if those results are a single, triple, or a home run.

And the same title in growth can mean five different things depending the stuff above too. 

That is why strong candidates keep getting overlooked.

After working with several growth leaders on their job searches in 2025, I started testing a different way to structure their resumes.

What emerged from that experimentation became the CATER framework.

(ironic because everyone says to “cater” your resume to the role. But this actually helps you cater it to what you actually did.)

Here's the gist:

Use one bullet for each
- context: what kind of company you were at (size, stage, GTM)

- accountability / ownership: the KPIs you were responsible for + the surface area you owned

- team: who you managed, how the team changed, who you worked with

- execution + results: what you did and how it went (most resumes start here… which is why they fall flat)

Then you can go deeper with 3-4 bullets for the E/R part of the acronym.

Once you stack your resume in this order, it reads like a cohesive story - and it allows your future interviewers to ask much better questions. 

Curious if anyone else has tried this. It’s been working really well for the folks I’m helping.

ps - I just did a deep dive about this on substack + youtube: https://lnkd.in/edC7NWWB

Coach for heads of growth | PLG advisor | Former 2x growth lead (Wistia, Postscript) | Co-Founder Camp Solo | Host Delivering Value Pod 🎙️

I’m 39. Have 2 kiddos. And run two businesses from Massachusetts 👋

Before this, I spent 12 years growing B2B SaaS companies like Wistia, Postscript, and HubSpot.

Now, I'm growing my own stuff.

Delivering Value (my core business):
- 1:1 coaching for people who lead growth teams
- advising product-led companies on scaling systems
- podcast where growth leaders share their toughest career moments

Camp Solo (my second business):
- private community for ambitious solopreneurs
- members share wins, losses, and build together

Here’s what that looks like day to day 👇

5:45am - wake-up to screaming 17mo old
6-8 am - get everyone fed, dressed, and out the door
9-10 am - workout and shower
10–2 pm - coaching & advisory calls
2–5 pm - creative work and business ops
5:30 - 8 - dinner and family time

Organic content is my growth engine. I:

- share lessons from my 13 yrs in the tenches
- give insights from 85+ coaching clients
- build in public, even though my college friends think its cringy

Running solo looks polished from the outside, but I ride a roller coaster of emotions depending on the moment.

Still, I wouldn’t trade it.

That's a small tax to pay for the freedom of being an entrepreneur.

ps - if you're thinking of going solo, drop your questions below. Happy to share what I’ve learned so far.

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If you like to…

explain your job to everyone you work with (again and again)
constantly beg for resources (and get told “not this quarter”)
feel like you’re the only one prioritizing the business over personal agendas

…might I recommend a career in growth?

The great paradox of career growth: 
People who get promoted fastest tend to do less, not more.

- they're not volunteering for every new opportunity
- they're not working the most hours
- they're not the most responsive

They’re choosing the right opportunities. And making sure everyone knows WHY those choices matter.

I’ve seen this pattern again and again.

First as someone who climbed from IC to Head of Growth.
Now as a coach to dozens of growth leaders doing the same.

Promotions don’t go to the hardest workers doing the most units of work.
(at least not once you reach Director or VP level)

They go to the people who create the most impact. 

I recorded an 11-minute video breaking down the four habits that separate high performers from everyone else, including how to:

align perfectly with your boss
protect your focus
manage up like a pro
make your work visible (without playing politics)

watch it here: 
https://lnkd.in/evABPJ8T

Signup page: your trial expires in 14 days
In-app banner: your trial expires in 14 days
Welcome email: your trial expires in 14 days
The SDR: “you have 14 days to enjoy your trial”

Someone, writing into support:

“Hey, how long is the trial?”

I’ve made all of these mistakes as a former 2x head of growth:

- I created sweet dashboards nobody used.
- I kept weak experiments alive way too long.
- I over-engineered work that could’ve been quick/scrappy.
- I wasted time on projects when I should have pushed back instead.
- I scoped work to the resources I had (instead of advocating for the resources I really needed)

Each seemed small at the time. 

But over months and years, these little mistakes add up. Learning to spot (and fix) them was a turning point. 

Sometimes the most important lessons aren’t the latest tactics, channels, or frameworks.

What’s the small mistake you wish you had caught earlier?

Mike Rome

- Cut my teeth in management consulting
- Left for tech & startups in 2012
- Been scaling growth-stage cos. since

ACCOMPLISHMENTS:

- Helped many scale to 8-figs, incl. $50M+
- Acquired millions of paying customers
- Led growth for Top 100 Inc 5000 brand
- Built & led growth teams of 15+
- Managed 8-fig budgets with clear ROI
- Advised startups raising combined $250M+
- C-Suite for two 100+ person cos. (CMO, CGO)
- Taught at top MBAs (Kellogg) & accelerators (Techstars)

HOW I CAN HELP:

- Growth & Marketing Audits
- Ads Management
- Creative & Conversion Advisory

EMAIL:

- mike@moonwater.co

Fractional CMO & CGO, Startup Advisor

moonwater is a growth studio to help top tech companies scale. Companies hire me as a Fractional CMO or CGO, or Growth Advisor.

About to go where most don’t go on LinkedIn. But it’s important -
 
After two great years, Robbie and I have decided to transition to separate shops in 2026.
 
We’ve both been doing growth-stage work for 15+ years. We’ve seen how most founder splits hurt everyone - the founders, the company, and the customer. So in true Lightbulb fashion, we did the opposite.
 
We called it early, as soon as it was clear we wanted different things. We told clients within an hour of deciding. And we’ve done everything possible to make the transition smooth.
 
**Still, parts of it have been hard for clients. And for that, I’m genuinely sorry.**
 
We encouraged them to explore other agencies - even offered intros to ones we respect. Our goal was transparency, not retention. 

We’ve also been clear about how we’ll each approach the work differently, so clients can choose what’s best for them.
 
Lightbulb grew fast - 7 figures in 7 months, no employees. We’re proud of that and grateful to every brand that trusted us.
 
Most importantly - we don’t hate each other. We remain friends. We’ll still help each other. It’s been a wonderful ride.
 
To follow Robbie → growthmarketer[dot]com
 
You can find me → moonwater[dot]co
 
Life’s short. You’ve got to do you. And be good to others too.
 
Rooting for everyone in 2026 🙏

Photo 3 - Robbie & Mike (Utah snowboarding).

Most “Fractional CMOs” aren’t real CMOs at all.
 
They’ve never carried the title.
Never sat in the seat.
Never owned the number in the pressure cooker.
 
But it looks good on LinkedIn.
And no one calls them out.
 
Before I went fractional, I’d been:
CMO of a $50M+ brand.
CGO of another 8-figure brand.
 
No, I wasn’t the best.
Made tons of mistakes.
But here’s the thing –
 
I did the job. For years.
Earning the scars…
Living the role.
 
That’s what “Fractional” should mean.
Not some bogus headline on a profile.

How to tell if your Meta Ads is profitable in 30 seconds:
 
Meta’s default attribution is 7DC1DV.
 
It credits anyone who clicked in 7 days or viewed in 1.
 
This usually inflates results.
But most buyers use it.
So, most buyers overspend.
 
How to get the truth:
- Campaigns Columns > Attribution
- Add 7DC and Incremental
- Compare them to 7DC1DV
 
Look at CAC. Here’s an example from a campaign:
 
7DC1DV CAC: $114
7DC CAC: $142
Incremental CAC: $137
 
We go off Incremental.
B/c 7DC1DV is largely fiction.
 
Pull this today. Huge opp. for many.

Table shows the attribution analysis described.

Your brand doesn’t need more ad creative.
It needs a backbone.
 
Many DTC brands have lost the plot.
 
We all talk ads -
- Tracking
- Media Buying
- Creative
- Landing Pages
 
It’s not that it’s wrong. But we lose sight of the sequence – the most important thing.
 
Yes, nailing the above are prerequisites for winning – but they’re not why you win.
 
You win because you make something better and different than 90%.
 
You win because you stand for something that matters.
 
You win because you make something the world actually needs.
 
Something that may not exist without you.
 
Everything else is secondary.
 
--
 
Shout out to the Ben, Boone, and the Highland crew. One of my favorite brands we’re fortunate to help grow.

A close up of the Highland haircare packaging & products - on my kitchen counter.

Beware of free audits from agencies.
They’re a red flag.
 
Why?
Because you get what you pay for.
 
No stakeholder interviews.
No deep account analysis.
Just surface-level AI fluff.
 
It’s buying a lemon because the salesman topped off the gas.
 
We charge for audits.
We pour ourselves into them.
They bleed quality.
 
15+ years in the trenches.
Hours studying your brand, your history, your market, your future.
 
Our audits stand alone.
No assumptions.
No retainer baked in.
 
Audits should ooze value – no matter what you do next.
 
Execute findings in-house?
Great.
 
Have your current agency run with it?
NP.
 
Want us to take it on?
Also good.
 
The point is:
It’s your call.
And it always should be.

Southwest isn’t what it used to be.
But I keep flying them.

Boarding sucks.
Seats are tighter than most.
They’re no longer more affordable.

But their early culture isn’t totally lost.

Who else is letting kids make art on overhead bins?

The best marketing is different.
It’s turning left when most go right.
Takes courage. But that's anything good.

The best way for Founders, CEOs, & Marketing Leaders to vet an agency:
 
Stop asking about their plans.
Start asking about their process.
 
- Was the decision proactive or reactive?
 
- Was it driven by real algorithm and AI changes?
 
- Was it grounded in your customers - what they do, say, and ignore?
 
- Was it vetted by experts actually doing the work every day?
 
We buy ads.
We advise on growth.
We’ve done it for 15+ years.
 
We don’t know everything.
But we know a lot about ads.
 
That’s what you want in an agency.
 
Intentional, narrow execution.
From constant lived experience.

BFCM TLDR for DTC.
Do this, and you’re golden:
 
**Offer**
 
- Make it your best offer of the year.
- Keep it dead simple.
- % off, BOGO, free gift.
* No tiers. No conditions.
 
**Ads**
 
- New creative – loud, clear offer + product visuals.
- Update evergreen ads with offer in headline + body.
- Update all catalogs with discounted pricing.
- Google: Don’t sleep on Demand Gen.
- Meta: Partner Ads = cheap scale.
 
**Email & SMS**
 
- Pre-launch announcement.
- Launch announcement.
- Hit openers + clickers again.
- “Ends soon” at 24–48 hours.
- “Last call” at 1–4 hours.
*Add dynamic offer banners to flows.
 
**Site**
 
- Add a sticky sitewide offer bar (top or bottom).
- Update popups with the offer.
- Auto-apply the code.
- Optimize speed.
*Code freeze for offer duration.
 
Good luck. 👊

The most important ad’s role no one’s talking about (it’s not Creative Strategist):
 
A Systems Lead.
 
They own the ads system. Not the tasks inside it.
 
B/c great creative and smart media buying still fall apart without process. And process is what compounds. Compounding is how you get predictable, repeatable, sustainable growth.
 
1️⃣ Campaigns & Details
 
They build the system, not just launch ads:
• Set budget share by campaign
• Assign products to the right places
• Keep ad sets clean and exclusions correct
• Maintain the right # of ads/ad set
• Run rotation on schedule
• Document rationale
 
They make sure the account teaches the algorithm--not confuses it.
 
2️⃣ Aligned with Meta’s AI Updates
 
Everything mirrors how Meta learns now:
• Broad ASC structure → Andromeda
• Fast creative rotation → GEM
• Tight testing loop → Lattice
• Clear warm/reactivation paths → Sequence Learning
 
Structure + creative in rhythm.
That’s the new edge.
 
3️⃣ Naming Conventions
 
Most skip this.
Systems Leads don’t.
 
Cream_YoungMale_BeforeAfter_Reel_Partner3_20251106
 
Clean names → clean data → faster learning.
Meta indexes everything.
Naming is optimization now.
 
4️⃣ Weekly Motion
 
Simple rhythm:
 
Mon: Review top/bottom ads. Pause losers.
Tue: Add 10 new winners to ASC. Pause 10 weakest.
Wed: Launch 5–10 new test ads in Sandbox.
Fri: Refresh Warm + DPA. Replace fatigue, fix overlap.
 
Review. Refresh. Replace. Repeat.
 
5️⃣ Core Principles
 
Do less, better.
Tag everything.
Follow the rhythm.
Protect signal.
Never miss a week.
 
The Systems Lead doesn’t chase trends.
They compound what works.
They make Meta’s AI work for you.
 
Every scaled brand that wins long-term has one.
Someone who owns the system--not just the ads.

Table illustrates an example weekly motion the Systems Lead owns.

Great agencies only care about one thing.
And it’s not client outcomes.
 
“What does the agency look like when no one’s watching?”
 
When I wake up.
When I work out.
When I’m working.
The same thought repeats…
 
Growth isn’t about “exciting.”
It’s about “repetition.”
It’s about “stamina.”
It’s about “doing the hard thing.”
 
The right motion repeated is everything.
 
The brands we want to serve get this.
 
They know how you do anything is how you do everything.
 
No shortcuts. This is how real performance builds.

“Boring” is how top ad marketers win. But most can’t do boring. So most don’t win.
 
The most underrated skill in ads isn’t what you think.
- It’s not creative.
- It’s not media buying.
- It’s not tracking.
- It’s not conversion optimization.
 
*It’s consistency & discipline.*
 
Monday:
Scaling & Testing Campaigns
Identify top/bottom creatives. Pause losers. Track winners.
 
Tuesday:
Scaling Campaign
Add 10 new ads (mostly from Testing). Pause 10 weakest.
 
Wednesday:
Testing Campaign
Add 5–10 new (truly distinct) ads (across ad sets). Kill or graduate based on CAC.
 
Friday:
Warm + DPA Campaign
Replace fatigued ads. Check overlap and frequency.
 
Monthly:
All Campaigns
Audit EMQ, CAPI, naming, creative taxonomy.
 
Do it for 52 weeks/year. Never miss a week.
 
All the sudden you’re top 1% at ads.

How to Move Fast in Your Career
One mantra to live by:
 
“Consistency looks like nothing is happening. Until everything changes.”
 
I spent 12 years inside ambitious, growth-stage brands.
 
For the first 10, I had to beg my way in.
Once I was in, I kept my head down.
Did the same few right things every day.
 
For a decade, it felt like nothing was happening.
 
Then year 10 hit.
 
Suddenly I was in demand.
CMO and CGO offers.
Advisor requests.
My own companies.
My best years in business.
 
I’m 5+ years past that inflection point now.
Not totally sure what’s next.
 
But I know what to bet on.
 
Consistency.
Stamina over speed.
Constant, boring improvement.
 
Do the right work.
Keep showing up.
Let time carry the weight.
 
Good luck.

Consistency quote noted in the post sits on a large wall outside. With a Nike sign. A young man looks up at it.

If you’re scaling off ads, here’s some low hanging fruit:
 
- Impressions
- Unique clicks
- Add to cart
- Checkouts initiated
- Purchase (*New only)
 
Each step is a micro-conversion rate (CVR):
 
- Impressions > Clicks
- Clicks > Add to Cart
- Add to cart > Checkout
- Checkout > Purchase
 
3 steps then:
 
1. Compare each to proven benchmarks.
2. Find the CVRs with the biggest holes.
3. Go all in on fixing.
 
Everyone’s talking creative.
How to make it better, different, etc.
But what if the funnel is wrecked?
 
Stop playing basketball with one hand behind your back.

Example funnel - in table form - to illustrate the point.

Landing page testing is the most misunderstood lever in paid ads. Here’s why.
 
Most teams say the same thing:
“We should test landing pages.”
 
Maybe.
But it’s not as simple as it sounds.
 
We don’t build LPs.
But we’ve tested a ton of them.
Here’s the honest take -
 
The Pros -
 
- LPs sit right next to ads + creative.
- They’re the most neglected growth lever.
- On paper, they look like a win–win.
 
The Cons -
 
- Clean data is hard. Really hard.
- Meta A/B, Intelligems, third-party tools — all have statistical flaws.
- Even when you “win,” swapping that LP into other ads often tanks performance. The algorithm gets confused.
 
After dozens of tests, we stopped A/B testing LPs entirely.
 
Better approach: treat LPs like creative.
Launch it. If it spends, scale. If it doesn’t, kill.
 
Expectation Setting -
 
- LPs are neglected because they’re also hard to move.
- You’ll book faster wins in structure, audience, and creative.
- Even with a strong LP process, hit rates stay low.
- “Just test LPs” sounds simple. It’s not.
- You may need 5–10 swings to find a real winner.
- And for every hero LP, another brand converts higher on homepage or PDP.
 
I’m not anti-LP.
It’s a lever.
Just not the magic lever people make it sound like.

The 30 Second Ecom Checklist to Maximize BFCM:
 
**Offer**
 
- Best offer of the year
- Keep it dead simple
- % off, BOGO, free gift
* No tiers or conditions
 
**Ads**
 
- New ads: big offer + product
- Evergreen ads: update w offer
- Catalog ads: add discounts
* Don’t sleep on Demand Gen
* Don’t sleep on Partner Ads
 
**Email & SMS**
 
- Pre-launch announcement
- Launch announcement
- Hit openers + clickers again
- Ends soon - 24–48 hours
- Last call - 1–4 hours
* Add offer banners to flows
 
**Site**
 
- Sticky sitewide offer bar
- Update popups w offer
- Auto-apply the code
- Optimize speed
*CODE FREEZE PLEASE
 
Do this, and you’re golden.

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Mike Rome

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The Battle

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