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Ep 318: Product, Pricing and Pumping Iron with Caleb Ulffers of Haven Athletic
12 ideas de marketing sacadas de «Ep 318: Product, Pricing and Pumping Iron with Caleb Ulffers of Haven Athletic», de DTC Podcast. Sobre todo de canales…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 51 min
- Publicada en 2023
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Crear una categoría nueva es más poderoso que competir en una existente
Investigación de mercado y clienteHaven Athletic no compitió con otras bolsas de gimnasio: creó la categoría de 'bolsa de gimnasio organizada'. Eso les permite ser el resultado orgánico número uno en Google para su categoría, cargar precios premium y tener un espacio de marca sin competencia directa.
yeah it's uh two factors is like yeah we consider it creating a category it's an organized gym bag if you Google organize gym bag where the top organic result you'll also see an ad for us of course but top organic result um because there's nothing else out there like it and like we have a patent on the design because there's nothing else out there like it we worked with this uh Really Great Law Firm um that they've been in patent law for 40 years and they're just like yeah we'll help you and they're like yeah turns out there's nothing else out there like this I'm like great let's [ __ ]…
Escúchalo en el minuto 18:29
Eventos flash de alto impacto generan revenue desproporcionado vs. baseline
Canales de adquisiciónLa Sale of the Century generó $100K en un fin de semana partiendo de un baseline de ~$4K/día (~$28K/semana). Eso es 3.5x la semana normal en 3 días. Caleb había hypeado la venta durante semanas como 'un solo evento, nunca más'.
at the time 4 000 bucks a day or so in Revenue um and we did 100K over the weekend from Friday to Sunday so it was like drastically increased like wild it was basically like kind of our low level goal was like 50 and I was like hey if we get to 100 that would be cool the most we could sell would be like 200 so exceeded our expectations we brought 100K in the door over a weekend that was insane like I remember last August when we hit 100K in a month and I'm like now we're here like that's wild it's like there's a great moment to like take a step back breathe and be like holy [ __ ] like…
Escúchalo en el minuto 36:16
Escoge un solo creative que escale antes de multiplicar variaciones
Canales de adquisiciónHaven escaló Facebook casi exclusivamente con un solo creative: foto dividida, bolsa desorganizada vs. bolsa organizada. Lo corrieron durante meses y solo comenzaron a iterar cuando empezó a agotarse. Caleb recomienda no multiplicar creatives antes de que el primero confirme que funciona.
yeah we scaled on on basically one photo uh and it was very simple it was split down the middle it was a messy bag and then it was our organized bag and it was your bag our bag really straightforward and then I think June May and June was the time where I was like okay like I went through uh like a Facebook ads training course and Shout out uh CTC in your admission which I've actually referred to another friend who's now running ads because I was like I don't know that's how I did it a couple years ago and it worked for me so like pretty simple straightforward course to like understand how to…
Escúchalo en el minuto 14:18
Productos nuevos que necesitan educación requieren landing pages dedicadas
ConversiónHaven empezó a usar landing pages '5 razones por las que' para educar sobre el problema (desorganización, предметы dañados, tiempo perdido). Caleb: 'si no estás usando landing pages, empieza ya. No seas como nosotros'. Las landing pages permiten controlar el mensaje completo sin depender de la homepage.
yes they are something we're currently using we haven't been using them for very long we should have started using them much earlier so this is a signal if you're not using landing pages go start [ __ ] using them don't be like us um and we're using a very simple like five reasons why right now and we've done a ton of iterations on it and we're kind of finding one that's working pretty well but um we have a bunch more that we're planning and I think exactly what you said there like education like I'm a big fan of what Matt at loamy is doing and I think they do a great job across um they're…
Escúchalo en el minuto 40:27
Un descuento agresivo sobre margen alto reduce el CAC sin erosionar la contribución
Canales de adquisiciónEn la Sale of the Century gaveonaron $100 de descuento sobre un producto a $300. EI CAC cayó de ~$60 a ~$20. La contribución marginal quedó prácticamente igual porque el margen del producto es alto. El inventario obsoleto se movió y entraron clientes nuevos que no habrían comprado a precio lleno.
with the Steep discount I bet you still because you have so much margin to play with you still probably had a pretty healthy bottom line margin yeah great question I should have just like uh I contribution margin don't have to think about giving twenty dollars off um and so I was like okay my assumption is that if we give um a hundred dollars off our CAC will just drop like a rock and we will make about the same contribution margin and that is exactly what happened on day one and day two hundred dollars off cack dropped Like a Rock to like twenty dollars I think and so contribution margin was…
Escúchalo en el minuto 37:48
Enviar producto gratis a atletas a cambio de contenido orgánico genera UGC de alta calidad
Canales de adquisiciónHaven envía bolsas gratis a atletas que les escriben por DM diciendo que les gusta el producto. A cambio solo piden un reel o story. Caleb: 'siempre dicen que sí, no es gran cosa para ellos porque el producto es increíble'. El contenido se mezcla con el CGC del founder.
organically they see the bag they send us a DM they're like yo this bag is dope could I snag one like and I'm like as long as you're like a pretty decent like athlete you have some following it's like hell yeah I would love to send you one like if you don't mind like posting a reel or a story and they're always like yeah for sure not a big deal like this product is dope and then we usually hear on the back end like no like this bag is actually like killer like we love your bag like I have athletes who still like message me like they'll they'll continually post about it like greatest bag ever…
Escúchalo en el minuto 24:22
Escalaron Facebook Ads de $200 a $15K/día manteniendo rentabilidad
Canales de adquisiciónEmpezaron invirtiendo $200 en Facebook y foramon: probaron $500, $1K, $2.500, $5K, hasta $15K/día en junio 2021. En cada paso mantenían ROAS >5x. Caleb: 'esto es una locura, estamos comprando publicidad a $15K al día y es rentable'.
start very cautiously let's spend a couple hundred bucks and see if it works again and it did and we were getting like a 5x return we're like that's crazy okay let's let's spend like 500 bucks and then let's spend a thousand and then 2500 then 5 000 and then by June of 2020 one I think I was spending like fifteen thousand dollars on Facebook ads and I was like this is wild like we went from like we're not sure if we should spend 200 that sounds like a lot so like we're spending fifteen thousand dollars profitably like this is cool people are
Escúchalo en el minuto 13:31
El benchmark de scaling: $100K invertidos en un canal rentable antes de probar otro
Medición y experimentosHaven hizo $910K en 2022 casi todo en Meta. Caleb: 'si tuviera $100K para growth marketing, los metería todos en Facebook y escalaría'. Su principio es confirmar que un canal funciona completamente antes de diversificar.
um yeah we would 100K we would probably still just funnel that into Facebook marketing nice and just test more or just scale more mostly just scale more yeah give us a little more room like I mean we're kind of still playing with budgets and finances regularly even as we grow and so having a little extra room to be like hey if we drop like below our Gomer like that's okay like we've got a little extra room you know for a week or two to like really test sales especially when you rarely run them we'll talk ugc cgc GNC this podcast will pump you up hope you enjoy we haven't run like a really big…
Escúchalo en el minuto 0:33
Marca y posicionamientoCaleb publica ingresos, márgenes, fracasos y decisiones en Twitter. Eso le trajo conexiones con inversores, socios, partners de distribución, sponsors de Black Friday y talento. Caleb: 'Twitter es un scratch the surface de lo que puedes conseguir con mentores de pago. Pero es gratis y la comunidad DTC te apoya'.
yeah conscious decision um haven't had any issues yet I think some people make make some good points about like building in public and and it can invite some negative things but so far like on Twitter like I'm not the biggest influencer I'm not trying to be an influencer but like when I share People Help like people message me and they offer help for free and we've been connected to investors um we've been connected to Partners we've done um that Black Friday partnership that we did that was half of it was because of Twitter um understanding how to do what we're doing like when I ask a…
Escúchalo en el minuto 47:41
Los precios altos de producto justifican descuentos agresivos sin destruir el márgen
Canales de adquisiciónCaleb: 'Estoy vendiendo una bolsa a $300 con contribución marginal muy sana. No tengo que pensar demasiado en regalar $20 de descuento'. La lógica es que en productos de ticket alto el descuento absoluto es menor en proporción al precio, y si el margen es bueno, el impacto en contribución marginal es marginal.
look I get it if you're selling like a 20 toe spacer product and your contribution margin is two dollars you do have to think about it but I'm selling a 300 bag I have a very healthy contribution margin don't have to think about giving twenty dollars off
Escúchalo en el minuto 38:12
Haven Athletic pasó de $178K a $910K de facturación en dos años sin cambiar de canal
Oferta y precio2021: $178K top line. 2022: $910K. Crecieron 5x.year over year, casi todo en Meta, sin variar la propuesta ni el producto. El crecimiento vino de escalar spend y mejorar creatividad, no de diversificar.
actually we went from like 178 Top Line in 2021 to about 910 uh thousand Top Line in 2022.
Escúchalo en el minuto 15:41
Precio medio de pedido ~$300 con 10-15% de clientes recurrentes
Oferta y precioEl AOV es casi $300. La tasa de возврата клиентов es 10-15%: muchos compran para su pareja, hermano o amigo tras experimentar el producto. Caleb: 'el 15% de mis clientes compra más de una bolsa'.
obviously or your average order value at like almost 300 bucks which which makes sense for the for the bag that's that's amazing but you're returning custom rate at a 10 returning customer rate how many people are buying more than one of these 300 bags yeah yeah that's absolutely wild and it's gone up since I think I checked it recently and it was at 15 um and I think part of it just like speaks to products like we created an our big Vision right is you know we can now we've got 7 000 some odd customers 15 10 to 15 returning customer rate off just four skus which have a lot of
Escúchalo en el minuto 28:28
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