Dear brands,
If you want to win, a playbook can help.
A checklist of things it took for us to scale to a 9-figure acquisition:
If you want to win, a playbook can help.
A checklist of things it took for us to scale to a 9-figure acquisition:
🌀 Product, Pt. 1: The Star of your Business
☑ Nail a pricing strategy
☑ Root product development in customer intel + shopper data
☑ Substantiate claims with studies and trials
☑ Consistently test + iterate; development is never done
☑ Nail a pricing strategy
☑ Root product development in customer intel + shopper data
☑ Substantiate claims with studies and trials
☑ Consistently test + iterate; development is never done
🌀 Product, Pt. 2
☑ Research + incorporate third party data; monitor + explore trends
☑ Quality check vendors and logistics partners like your brand depends on it
☑ Expand into categories that are not just opportunistic, but construct a larger brand narrative
☑ Research + incorporate third party data; monitor + explore trends
☑ Quality check vendors and logistics partners like your brand depends on it
☑ Expand into categories that are not just opportunistic, but construct a larger brand narrative
🏗 Distribution, Pt. 1: The Key to Volume and Accessibility
☑ Prove product channel fit before expanding distribution
☑ Rigorously test & cut new wholesale accounts
☑ Maintain an expansion mentality
☑ Analyze & target growth on a regional level
☑ Prove product channel fit before expanding distribution
☑ Rigorously test & cut new wholesale accounts
☑ Maintain an expansion mentality
☑ Analyze & target growth on a regional level
🏗 Distribution, Pt. 2
☑ Gather + leverage sales data to ladder up to bigger accounts
☑ Monitor + pursue international opportunity
☑ Support wholesale partners with promo dollars + trade spend
☑ Gather + leverage sales data to ladder up to bigger accounts
☑ Monitor + pursue international opportunity
☑ Support wholesale partners with promo dollars + trade spend
🧠 Data, Pt. 1: Leveraging Customer Insights
☑ Take pride in challenging prior assumptions
☑ Conduct regular surveys and clinical trials
☑ Identify the brands customers are switching from and the value of trading them up
☑ Monitor seasonality
☑ Take pride in challenging prior assumptions
☑ Conduct regular surveys and clinical trials
☑ Identify the brands customers are switching from and the value of trading them up
☑ Monitor seasonality
🧠 Data, Pt. 2
☑ Segment + layer customer data sets; don’t over-aggregate
☑ Separate core customers from horizon targets
☑ Collect shopper data everywhere that customers buy
☑ Center decision making in the customer journey
☑ Segment + layer customer data sets; don’t over-aggregate
☑ Separate core customers from horizon targets
☑ Collect shopper data everywhere that customers buy
☑ Center decision making in the customer journey
🗣 Sales and Marketing, Pt. 1: Improving Your Value Proposition
☑ Protect market share like nobody’s business
☑ Lobby for increase SKU footholds in retailers you disrupt
☑ Merchandise the hell out of retail
☑ Protect market share like nobody’s business
☑ Lobby for increase SKU footholds in retailers you disrupt
☑ Merchandise the hell out of retail
🗣 Sales and Marketing, Pt. 2
☑ Generate customer leads every day
☑ Increase ad spend & test new platforms/venues as sales grow
☑ Optimize landing & product pages for conversions; A/B test everything
☑ Generate customer leads every day
☑ Increase ad spend & test new platforms/venues as sales grow
☑ Optimize landing & product pages for conversions; A/B test everything
🛰 Omnichannel, Pt. 1: Meeting Customers Wherever They Shop
☑ Use online ads to boost offline sales
☑ Prioritize DTC loyalty with exclusive channel incentives & products
☑ Ensure channel differentiation with SKUs optimized for size, price, customer profile
☑ Use online ads to boost offline sales
☑ Prioritize DTC loyalty with exclusive channel incentives & products
☑ Ensure channel differentiation with SKUs optimized for size, price, customer profile
🛰 Omnichannel, Pt. 2
☑ Leverage DTC data in retail pitch decks
☑ Gather customer requests for retail placements and send to category managers
☑ Enforce MAP (minimum advertised price) policies
☑ Leverage DTC data in retail pitch decks
☑ Gather customer requests for retail placements and send to category managers
☑ Enforce MAP (minimum advertised price) policies
📣 Media, Pt. 1: Developing Trust, Community, and Virality
☑ Create a content arm that reduces barrier to category entry
☑ Build community by identifying what your customers are already talking about, then incentivizing them to do so on your platform
☑ Create a content arm that reduces barrier to category entry
☑ Build community by identifying what your customers are already talking about, then incentivizing them to do so on your platform
📣 Media, Pt. 2
☑ Lean into UGC—everywhere
☑ Design content that educates and engenders trust
☑ Bolster SEO with organic, referral, & longtail content strategies
☑ Lean into UGC—everywhere
☑ Design content that educates and engenders trust
☑ Bolster SEO with organic, referral, & longtail content strategies
🙋 Brand, Pt. 1: Elevating and Protecting Your Voice/Image
☑ Develop brand equity that is resilient to discounting/promotion
☑ Tell your story in consumer & trade publications
☑ Refine brand rigorously & don’t be afraid to renovate
☑ Develop brand equity that is resilient to discounting/promotion
☑ Tell your story in consumer & trade publications
☑ Refine brand rigorously & don’t be afraid to renovate
🙋 Brand, Pt. 2
☑ Show customers contextual use cases; not just flashy product shots
☑ Execute brand & design with 100% consistency across channels
☑ Never abandon your “right to win” audience to prospect new cohorts
☑ Show customers contextual use cases; not just flashy product shots
☑ Execute brand & design with 100% consistency across channels
☑ Never abandon your “right to win” audience to prospect new cohorts
💸 Finance, Pt. 1: Managing and Improving Cash Flows
☑ Aggressively manage inventory & cash flow
☑ Negotiate vendor contracts, pricing, & payment terms on the regular
☑ Become increasingly profitable (!!!)
☑ Consistently improve your COGS (cost of goods sold)
☑ Aggressively manage inventory & cash flow
☑ Negotiate vendor contracts, pricing, & payment terms on the regular
☑ Become increasingly profitable (!!!)
☑ Consistently improve your COGS (cost of goods sold)
💸 Finance, Pt. 2
☑ Evaluate VC/PE when speed and optionality is paramount; stick to debt funding or profitability when consistency is paramount
☑ Invest profits back into the business
☑ Evaluate VC/PE when speed and optionality is paramount; stick to debt funding or profitability when consistency is paramount
☑ Invest profits back into the business
🤝 CX, Pt. 1: Helping Customers Help You
☑ Develop a loyalty program ASAP
☑ Never give up on “lost” customers
☑ Consistently rewrite CX “scripts” and improve customer support metrics, particularly time to respond and close tickets
☑ Develop a loyalty program ASAP
☑ Never give up on “lost” customers
☑ Consistently rewrite CX “scripts” and improve customer support metrics, particularly time to respond and close tickets
🤝 CX, Pt. 2
☑ Retention at delivery is crucial—go overboard with support
☑ Get on the phone with customers regularly
☑ Identify and reward top customers/ambassadors
☑ Show off your CX on social
☑ Retention at delivery is crucial—go overboard with support
☑ Get on the phone with customers regularly
☑ Identify and reward top customers/ambassadors
☑ Show off your CX on social
⚔️ Competition, Pt. 1: Don’t Ignore It; Rise Above It
☑ Break down competitive products, ads, & distribution strategies
☑ Don’t attack competition
☑ Identify their potential partners—and beat them to it
☑ Break down competitive products, ads, & distribution strategies
☑ Don’t attack competition
☑ Identify their potential partners—and beat them to it
⚔️ Competition, Pt. 2
☑ Sell everywhere they won’t
☑ Strategize opportunities to take market share
☑ Don’t compete on the same value proposition
☑ Sell everywhere they won’t
☑ Strategize opportunities to take market share
☑ Don’t compete on the same value proposition
🧑💼 Hiring & Partnerships, Pt. 1: Building Teams and Networks
☑ Wine & dine whenever you can
☑ Gradually increase competitive hiring practices; no C-suite on day one
☑ Form ambitious, harmonious cultures that challenge hierarchy
☑ Rally around mission every day
☑ Wine & dine whenever you can
☑ Gradually increase competitive hiring practices; no C-suite on day one
☑ Form ambitious, harmonious cultures that challenge hierarchy
☑ Rally around mission every day
🧑💼 Hiring & Partnerships, Pt. 2
☑ Pay people what they’re worth (or more)
☑ Give early partners opportunities to scale alongside
☑ Lock in rock-solid legal counsel & insurance
☑ Pay people what they’re worth (or more)
☑ Give early partners opportunities to scale alongside
☑ Lock in rock-solid legal counsel & insurance
And lastly,
☑☑ Get lucky constantly
☑☑☑ Do all this for years to suddenly be seen as an “overnight success”
☑☑ Get lucky constantly
☑☑☑ Do all this for years to suddenly be seen as an “overnight success”
If you liked this thread, check out the book Supermaker for a deeper dive! It tells the story of how @jaimeschmidt and I pulled it off in informative, entertaining detail—you won’t be able to put it down. 🤩 supermaker.com/book
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