Read on Twitter
F**k it, here’s a thread on the history of my first brand @circulrco.
I left an agency I built from 0 to £4m t/o and 105 staff called Webtise after 8 years after a fall out with the board.
I sold my shares and decided I’d enter the brand world.
I did a Kickstarter and put...
I left an agency I built from 0 to £4m t/o and 105 staff called Webtise after 8 years after a fall out with the board.
I sold my shares and decided I’d enter the brand world.
I did a Kickstarter and put...
..all of my personal funds into stock. The Kickstarter got backed (£25k!).
It was a watch brand and wanted to create a disruptive business that sold a usually high AOV product for <£50.
I needed my LTV to work.
In short, it didn’t.
People buy watches as a one off.
It was a watch brand and wanted to create a disruptive business that sold a usually high AOV product for <£50.
I needed my LTV to work.
In short, it didn’t.
People buy watches as a one off.
I poured about £300k into CIRC in my first year. What’s worse, the deal I did with my agency, was killed off when they put it into administration.
I was left with a brand that didn’t make a profit and no personal income.
So I fell back on consultancy.
...
I was left with a brand that didn’t make a profit and no personal income.
So I fell back on consultancy.
...
At this stage of my life, I was a marketing guy. Not a retail guy. I was making products that people wanted but not making enough profit. You need repeat sales to make a business work.
Moving forward, I continued for another year trying to boost AOV.
...
Moving forward, I continued for another year trying to boost AOV.
...
I listened to everything @jakekassan said. In 2019, I decided that enough was enough.
I had a massive complex about admitting defeat but I thought, fuck it. Authenticity doesn’t exist enough on here.
So I got into my thinking tank and thought what good we have with the brand...
I had a massive complex about admitting defeat but I thought, fuck it. Authenticity doesn’t exist enough on here.
So I got into my thinking tank and thought what good we have with the brand...
We’d created a name and an ethos that people bought into. We just got the product wrong.
I also realised that I’m pretty poor at product.
Luckily, @Leon3Scott had become a friend and we discussed the scenario.
...
I also realised that I’m pretty poor at product.
Luckily, @Leon3Scott had become a friend and we discussed the scenario.
...
We worked a plan to bring CIRC back as a sunglasses brand. Focusing on the ethos we built from the start, “no bullshit”.
We put all the cost into the best quality we can do and don’t spend on BS packaging, advertising, etc.
Guess what...
We put all the cost into the best quality we can do and don’t spend on BS packaging, advertising, etc.
Guess what...
Today we’ll surpass our best ever month on @circulrco.
I’m proud to say, CIRC is back.
It’s a 7 figure brand and it’s profitable.
I’m also proud of everything that’s happened along the way.
Learning is winning. Never be afraid to admit defeat but never give up.
I’m proud to say, CIRC is back.
It’s a 7 figure brand and it’s profitable.
I’m also proud of everything that’s happened along the way.
Learning is winning. Never be afraid to admit defeat but never give up.
Also, look how cool we now look. Buzzin!!
