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1/ Over the weekend, @shesbirdie hit $1M in sales all time and year to date.
We still have a long way to go, but I want to celebrate by sharing some high level things that I've learned along this crazy (and unexpected) journey. https://twitter.com/zachmstuck/status/1293570074054397952
We still have a long way to go, but I want to celebrate by sharing some high level things that I've learned along this crazy (and unexpected) journey. https://twitter.com/zachmstuck/status/1293570074054397952
2/ For context, basically all of our growth has happened over the past 3.5 months.
We launched in Nov. 2019 and did about $30k in 2019.
In April we did $1200 in revenue
May we did $63k
June we did $170k
July we did $315k
August, we’re pacing to do $850k like @zachmstuck said
We launched in Nov. 2019 and did about $30k in 2019.
In April we did $1200 in revenue
May we did $63k
June we did $170k
July we did $315k
August, we’re pacing to do $850k like @zachmstuck said
3/ Lesson 1: Product market fit solves a lot of growth problems.
I firmly believe that we've seen this growth was because the product is relatively unique to our audience. There are other safety alarms on the market, but none really "made" for women.
I firmly believe that we've seen this growth was because the product is relatively unique to our audience. There are other safety alarms on the market, but none really "made" for women.
4/ I think there are 2 main ways to get PMF.
You can sell a product that is really unique. JUDY and @drinkhaus are good examples of this.
You can sell a product to a new audience. I think Birdie falls more in this category.
Like Peter Thiel says: "Competition is for losers"
You can sell a product that is really unique. JUDY and @drinkhaus are good examples of this.
You can sell a product to a new audience. I think Birdie falls more in this category.
Like Peter Thiel says: "Competition is for losers"
5/ Lesson 2: Great unit economics also solve a lot of growth problems.
Facebook is an incredible customer acquisition tool even though costs are rising. If you need a 3-5x ROAS on FB to win, it's probably not a marketing problem, but a business problem. Cut cogs, opex, etc.
Facebook is an incredible customer acquisition tool even though costs are rising. If you need a 3-5x ROAS on FB to win, it's probably not a marketing problem, but a business problem. Cut cogs, opex, etc.
6/ Our COGs have decreased as we place larger orders.
We negotiated a great rate with our 3PL.
Our core team of 3 hasn't taken cash out of the business yet.
We've negotiated with our payment processors. Saving even 1% in transaction fees adds up over time.
We negotiated a great rate with our 3PL.
Our core team of 3 hasn't taken cash out of the business yet.
We've negotiated with our payment processors. Saving even 1% in transaction fees adds up over time.
8/ To close on the last few tweets-it's still super possible to "win" in ecommerce. But it's a matter of understanding the rules of the game and how to win within these confines.
As CAC keeps rising, product market fit and unit economics are two things that can help you win.
As CAC keeps rising, product market fit and unit economics are two things that can help you win.
9/ Lesson 3: Constantly project and demand plan and get out in front of inventory.
In May, we were pumped to get paid FB and IG work, but knew we needed to make sure we had enough inventory to keep up with growth. We started the year w/ ~10k units and needed more.
In May, we were pumped to get paid FB and IG work, but knew we needed to make sure we had enough inventory to keep up with growth. We started the year w/ ~10k units and needed more.
10/ We built out a demand planning sheet based on some rough formulas, and we check/tweak this weekly. We communicate as much as possible w/ our partners so that we're all on the same page. I think that forecasting is a really underrated skill that doesn't get talked about enough
11/ Lesson 4: A small # of SKUs reduces complexity and allows us to focus.
I firmly believe that one of the reasons why we're able to scale as quickly as we are is because we have one product (in 5 colors). This eliminates so much complexity in marketing AND operations.
I firmly believe that one of the reasons why we're able to scale as quickly as we are is because we have one product (in 5 colors). This eliminates so much complexity in marketing AND operations.
12/ Our strategy here is simple: acquire as many customers you can hero product, and then expand the product line to increase LTV.
Over time, it's definitely possible to sell products based off of brand, but at the beginning selling a functional product is much easier.
Over time, it's definitely possible to sell products based off of brand, but at the beginning selling a functional product is much easier.
13/ Lesson 5: Plan for infrastructure (ops, growth, etc.) ahead of time.
Our core team is still 3 (two founders and me), so we've had to rely on amazing partners to continue scaling. The things that were taking up most of our time were: ads/email/CRO, fulfillment and CS.
Our core team is still 3 (two founders and me), so we've had to rely on amazing partners to continue scaling. The things that were taking up most of our time were: ads/email/CRO, fulfillment and CS.
14/ Luckily, our founders had a relationship with an awesome 3PL who also happens to offer amazing outsourced CS.
I was lucky that my buddy @CROL44 works at http://homesteadstudio.co and I knew of their capabilities.
We engaged both partners in June, and were onboarded by July.
I was lucky that my buddy @CROL44 works at http://homesteadstudio.co and I knew of their capabilities.
We engaged both partners in June, and were onboarded by July.
15/ I can't say enough about @zachmstuck @CROL44 and the rest of the crew. We're going to do a pod soon, I'm going to put out a thread on how to maximize your relationship with your agency partner.
Also shoutout @mattladydigital. You know how much you helped in all of this.
Also shoutout @mattladydigital. You know how much you helped in all of this.
16/ One note here: I think it's easy to outsource media buying too early. It's best to learn yourself first, and then bring in the experts to take you to the next level.
We got to $171K month in June on our own, and everything we knew we learned through https://www.youradmission.co/
We got to $171K month in June on our own, and everything we knew we learned through https://www.youradmission.co/
17/ We spent $38k in June at 4.5x blended ROAS, just from still images, DCTs, and following the simplified ad account structure that ADmission teaches.
@CommnThreadCo puts out the best ecom content out, and this video of their's explains that strategy:
@CommnThreadCo puts out the best ecom content out, and this video of their's explains that strategy:
18/ This is one of our best performing creatives, still to this day. As a complete beginner to ad creative, I basically just did what @andrewjfaris outlined in this thread. Still one of the best pieces of content about ad creative today: https://twitter.com/andrewjfaris/status/1210722181140738053?s=20
19/ Bonus Lesson: DTC Twitter is freaking amazing.
Literally I've learned so much and met some amazing people who I can call friends. Really, there are so many who have helped Birdie, whether they know it or not. So please go follow them if you haven't already:
Literally I've learned so much and met some amazing people who I can call friends. Really, there are so many who have helped Birdie, whether they know it or not. So please go follow them if you haven't already:
20/ It would be so awesome if checked out https://www.shesbirdie.com/ and let me know your thoughts or even buy one for you and/or someone you know!
