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Ep 380: Streamlining Success – Outway's Taylor Fraser on Simplifying to Scale Ecommerce
23 ideas de marketing sacadas de «Ep 380: Streamlining Success – Outway's Taylor Fraser on Simplifying to Scale Ecommerce», de DTC Podcast. Sobre todo de…
- 23 ideas despiezadas
- Fuente DTC Podcast
- Dura 44 min
- Publicada en 2024
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Si un canal no tiene bandwidth dedicado, córtalo: 4 canales que probaron y abandonaron
Canales de adquisiciónOutway intentó simultanear Reddit ads, TikTok, mobile app y affiliate program — sin tener el equipo para sostenerlos. Reddit era 'why are we doing this' cuando no había data; TikTok no tenía el bandwidth para producir contenido; el mobile app no tenía recursos para mantenerlo; el affiliate program era 'fantástico' pero no movía la aguja de ventas totales. La decisión: quedarse con email + SMS + Meta (heavy) + Google…
with Reddit ads and it was like why are we doing this you know we were doing Tik Tok and we didn't have the bandwidth for it we had a mobile app an affiliate program that although it was fantastic it just wasn't lifting the overall sales of the store and so we just like cut down to we're going to run email we're going to run SMS to complement the email we're going to run heavy into meta and then we're going to use Google to sort of complement Facebook we just really simplified so getting rid of SKS and products that just weren't really driving good enough Revenue every product that's on a…
Escúchalo en el minuto 1:23
Si un canal no tiene bandwidth dedicado, córtalo: 4 canales que probaron y abandonaron
Canales de adquisiciónOutway intentó simultanear Reddit ads, TikTok, mobile app y affiliate program — sin tener el equipo para sostenerlos. Reddit era 'why are we doing this' cuando no había data; TikTok no tenía el bandwidth para producir contenido; el mobile app no tenía recursos para mantenerlo; el affiliate program era 'fantástico' pero no movía la aguja de ventas totales. La decisión: quedarse con email + SMS + Meta (heavy) + Google…
with Reddit ads and it was like why are we doing this you know we were doing Tik Tok and we didn't have the bandwidth for it we had a mobile app an affiliate program that although it was fantastic it just wasn't lifting the overall sales of the store and so we just like cut down to we're going to run email we're going to run SMS to complement the email we're going to run heavy into meta and then we're going to use Google to sort of complement Facebook we just really simplified so getting rid of SKS and products that just weren't really driving good enough Revenue every product that's on a…
Escúchalo en el minuto 1:23
Channel expansion es un byproduct de hitting ceilings, no un goal — si Meta+Google te dan, no agregues canales
Canales de adquisiciónEric Dick desafía la noción de que Meta es mid-funnel (la idea de un sponsor de que 'true top of funnel' es TV/podcast/awareness). Outway responde: para un producto de impulse buy como calcetines ($85 AOV, baja educación requerida, gente sabe qué son los calcetines), Meta SÍ es top of funnel — comprime el funnel en 'ver → comprar' sin awareness intermedia. Channel expansion solo se justifica cuando (a) hits el…
conversation with a with a sponsor who's coming on the Pod yesterday and they were they made the pitch that Facebook and Meta ads aren't really top of funnel that they're actually more middle or bottom of funnel and that true top of funnel exercises are things like you know television or podcast or these other things where you're really becoming a more just aware of the Brand Story Facebook is meta like for a company like yours there's no doubt about it is top of funnel as well but it also like compresses the funnel it basically compresses it into like buy now I'm curious have you ever have…
Escúchalo en el minuto 34:27
Channel expansion es un byproduct de hitting ceilings, no un goal — si Meta+Google te dan, no agregues canales
Canales de adquisiciónEric Dick desafía la noción de que Meta es mid-funnel (la idea de un sponsor de que 'true top of funnel' es TV/podcast/awareness). Outway responde: para un producto de impulse buy como calcetines ($85 AOV, baja educación requerida, gente sabe qué son los calcetines), Meta SÍ es top of funnel — comprime el funnel en 'ver → comprar' sin awareness intermedia. Channel expansion solo se justifica cuando (a) hits el…
conversation with a with a sponsor who's coming on the Pod yesterday and they were they made the pitch that Facebook and Meta ads aren't really top of funnel that they're actually more middle or bottom of funnel and that true top of funnel exercises are things like you know television or podcast or these other things where you're really becoming a more just aware of the Brand Story Facebook is meta like for a company like yours there's no doubt about it is top of funnel as well but it also like compresses the funnel it basically compresses it into like buy now I'm curious have you ever have…
Escúchalo en el minuto 34:27
El producto en tu anaquel cuesta dinero: racionaliza SKUs mirando qué compran new vs return customers
Mensaje y copywritingOutway descubrió que muchos de sus productos no generaban suficiente revenue para justificar el cash atado en inventario, el shelf space, la complejidad de la página y el tiempo del equipo. El ejercicio: cruzar data de 'qué están comprando new customers' vs 'qué están comprando return customers' y quedarse con lo que realmente mueve la aguja. Todo lo demás se va. La frase clave: 'every product that's on a shelf is…
simplified so getting rid of SKS and products that just weren't really driving good enough Revenue every product that's on a shelf it's effectively costing us money you know there's cash tied up in this product what are new customers buying buying what are return customers buying what is actually driving the needle as well as just like um getting rid of SKS and products that that were meaningless to us not meaningless but they just weren't really driving good enough Revenue because you know every product that's on a shelf it's effectively costing us money you know there's there's cash tied up…
Escúchalo en el minuto 1:48
El producto en tu anaquel cuesta dinero: racionaliza SKUs mirando qué compran new vs return customers
Mensaje y copywritingOutway descubrió que muchos de sus productos no generaban suficiente revenue para justificar el cash atado en inventario, el shelf space, la complejidad de la página y el tiempo del equipo. El ejercicio: cruzar data de 'qué están comprando new customers' vs 'qué están comprando return customers' y quedarse con lo que realmente mueve la aguja. Todo lo demás se va. La frase clave: 'every product that's on a shelf is…
simplified so getting rid of SKS and products that just weren't really driving good enough Revenue every product that's on a shelf it's effectively costing us money you know there's cash tied up in this product what are new customers buying buying what are return customers buying what is actually driving the needle as well as just like um getting rid of SKS and products that that were meaningless to us not meaningless but they just weren't really driving good enough Revenue because you know every product that's on a shelf it's effectively costing us money you know there's there's cash tied up…
Escúchalo en el minuto 1:48
Estrategia y decisiones de negocioOutway contrató a un head of growth 'expensive high level' para resolver el ahogo de Taylor (que estaba haciendo todo: marketing, creative, ejecución, análisis). En menos de 2 meses, el hire se posicionó por encima de Taylor, se volvió su boss, y desorganizó el equipo en Q2. La causa raíz que Taylor identifica: 'being here for a long period of time and having a lot of context and understanding the brand was a…
business made a big hire to bring in a an expensive high level person who I guess would be your boss because you're very much like a homegrown talent in this Biz so talk can you talk a little because I understand from talking with Robin talking with you that there was a bit of a misstep with that hire can you talk a little bit about that process of having someone come in who is ostensibly supposed to be someone who knows a lot more than you but then realizing as you go forward that you know like as you grew up into replace him eventually you realizing that you actually do know what you're…
Escúchalo en el minuto 10:01
Cambiar de incumbente caro a challenger accesible: el caso Klaviyo → Sendlane (corta $2K/mes + gana partnership)
Canales de adquisiciónOutway usaba Klaviyo para email. En su ejercicio de simplificación/corte, se dieron cuenta de que pagaban mucho más de lo necesario para funcionalidades que no explotaban. Migraron a Sendlane en Q3 2023 (cerca de Black Friday — riesgo alto). Tres razones: (1) precio: ahorraron ~$2K/mes, suficiente para financiar un part-time hire; (2) partnership: Sendlane les dio un Slack channel directo con Jimmy, soporte a…
we were on clavio for a while and we switched to send Lane that was one of our things when we were simplifying we were paying a lot of money to be on clavio uh I don't feel like we were using it to its like full extent we kind of after discussions of like how we're going to run email we were like this is you know this doesn't need to be so over complicated um s lane Not only was like a better price point for us but it also felt like they actually wanted like a partnership where they wanted to work with us work Cavo you kind of sign up and you know if you if you message their support chat like…
Escúchalo en el minuto 16:30
Estrategia y decisiones de negocioOutway contrató a un head of growth 'expensive high level' para resolver el ahogo de Taylor (que estaba haciendo todo: marketing, creative, ejecución, análisis). En menos de 2 meses, el hire se posicionó por encima de Taylor, se volvió su boss, y desorganizó el equipo en Q2. La causa raíz que Taylor identifica: 'being here for a long period of time and having a lot of context and understanding the brand was a…
business made a big hire to bring in a an expensive high level person who I guess would be your boss because you're very much like a homegrown talent in this Biz so talk can you talk a little because I understand from talking with Robin talking with you that there was a bit of a misstep with that hire can you talk a little bit about that process of having someone come in who is ostensibly supposed to be someone who knows a lot more than you but then realizing as you go forward that you know like as you grew up into replace him eventually you realizing that you actually do know what you're…
Escúchalo en el minuto 10:01
Cambiar de incumbente caro a challenger accesible: el caso Klaviyo → Sendlane (corta $2K/mes + gana partnership)
Canales de adquisiciónOutway usaba Klaviyo para email. En su ejercicio de simplificación/corte, se dieron cuenta de que pagaban mucho más de lo necesario para funcionalidades que no explotaban. Migraron a Sendlane en Q3 2023 (cerca de Black Friday — riesgo alto). Tres razones: (1) precio: ahorraron ~$2K/mes, suficiente para financiar un part-time hire; (2) partnership: Sendlane les dio un Slack channel directo con Jimmy, soporte a…
we were on clavio for a while and we switched to send Lane that was one of our things when we were simplifying we were paying a lot of money to be on clavio uh I don't feel like we were using it to its like full extent we kind of after discussions of like how we're going to run email we were like this is you know this doesn't need to be so over complicated um s lane Not only was like a better price point for us but it also felt like they actually wanted like a partnership where they wanted to work with us work Cavo you kind of sign up and you know if you if you message their support chat like…
Escúchalo en el minuto 16:30
La master spreadsheet diaria: si no la puedes construir en 2 horas, no la estás mirando
Medición y experimentosRob Frasier (co-founder) construyó un master spreadsheet donde Outway trackea cada métrica del negocio diariamente — todas en un solo lugar, con columnas prioritarias marcadas (new customer row, AOV). La lógica: 'we obsess over these data points and that's all that drives the ship'. La regla implícita: las métricas que no puedes medir diariamente no son operativas; las que sí, te dan el timón del barco. La…
this a lot of credit goes to Rob on this one is just really figuring out what metrics we need to be measuring every single day to actually see how the business is doing and getting real with it he basically built this like Master spreadsheet where we track every single metric of the business on a daily basis like every single thing and then we have certain columns in that in that tracker that are the most important to us like you know like me and new customer row as and you know aov is probably important on more of like a weekly basis but we we obsess over these data points and that's all…
Escúchalo en el minuto 8:56
La master spreadsheet diaria: si no la puedes construir en 2 horas, no la estás mirando
Medición y experimentosRob Frasier (co-founder) construyó un master spreadsheet donde Outway trackea cada métrica del negocio diariamente — todas en un solo lugar, con columnas prioritarias marcadas (new customer row, AOV). La lógica: 'we obsess over these data points and that's all that drives the ship'. La regla implícita: las métricas que no puedes medir diariamente no son operativas; las que sí, te dan el timón del barco. La…
this a lot of credit goes to Rob on this one is just really figuring out what metrics we need to be measuring every single day to actually see how the business is doing and getting real with it he basically built this like Master spreadsheet where we track every single metric of the business on a daily basis like every single thing and then we have certain columns in that in that tracker that are the most important to us like you know like me and new customer row as and you know aov is probably important on more of like a weekly basis but we we obsess over these data points and that's all…
Escúchalo en el minuto 8:56
Mensaje y copywritingOutway (sock brand) atribuye su wakeup call de 2023 a que el boom pandémico les permitió acumular capas — hires redundantes, productos sin tracción, canales sin bandwidth, procesos inflados — todo parecía funcionar porque los números subían. Cuando el crecimiento se estancó en Q2 2023, Taylor se dio cuenta de que habían perdido su propia identidad post-rebrand. La cura fue un ejercicio de cuestionamiento sistémico…
don't over complicate things and simplify get back to fundamentals I sort of off the back of the pandemic where as much as I don't like to talk accelerated so much growth for so many Brands and I think through that acceleration all these Brands they they added so many layers to their business they hired more people which ended up being more complex for their brand and I think one once things started to Teeter off and Plateau I think the reality sort of set in that oh this isn't going to be happening every year these crazy crazy numbers and so I think it sort of had a lot of Brands looking in…
Escúchalo en el minuto 3:57
Mensaje y copywritingOutway (sock brand) atribuye su wakeup call de 2023 a que el boom pandémico les permitió acumular capas — hires redundantes, productos sin tracción, canales sin bandwidth, procesos inflados — todo parecía funcionar porque los números subían. Cuando el crecimiento se estancó en Q2 2023, Taylor se dio cuenta de que habían perdido su propia identidad post-rebrand. La cura fue un ejercicio de cuestionamiento sistémico…
don't over complicate things and simplify get back to fundamentals I sort of off the back of the pandemic where as much as I don't like to talk accelerated so much growth for so many Brands and I think through that acceleration all these Brands they they added so many layers to their business they hired more people which ended up being more complex for their brand and I think one once things started to Teeter off and Plateau I think the reality sort of set in that oh this isn't going to be happening every year these crazy crazy numbers and so I think it sort of had a lot of Brands looking in…
Escúchalo en el minuto 3:57
Q4 2024 se planifica en agosto: forecasting con 3 escenarios (worst, expected, exceptional)
Medición y experimentosPara Q4 2023, Outway empezó a discutir Black Friday en agosto — un design system, planificación detallada, escenarios de forecast. Taylor construyó 3 escenarios: (1) todo sale mal, (2) todo sale como se espera, (3) todo sale excepcionalmente bien. La disciplina de mapear cada uno con su revenue potencial les permitió tomar decisiones pre-mortem en lugar de improvisar en noviembre. Adicionalmente, 'having the right…
raided the ship yeah I think the wins in Q4 was really just planning ahead of time you know more than we ever have you know usually Black Friday it's such a big deal for us all of Q4 from Hall moving forward into you know holiday season gifting all that stuff it's always driven so much of our business but we've never really approached it in the way that we did last year which was with a lot more thought a lot more planning we were having discussions as a marketing team in like August about you know Black Friday we had a design system built like we had been through enough of them and it was…
Escúchalo en el minuto 13:16
Oferta y precioOutway descubrió que sus white ankle socks son por mucho su mayor vendedor — pero nunca los pone en ads porque 'plain socks' no son scroll-stopping. La estrategia: ads muestran los diseños llamativos (giraffe, happy faces, etc.) para detener el scroll y atraer la atención; cuando el usuario llega al sitio, la navegación lo lleva a los flagship blancos que son los bestsellers. Insight clave: la gente que compra socks…
growth on meta I'm curious like with with your white socks being these Heavy Hitters are they also the Heavy Hitters in ads like do you feature white socks in the ads or do you feature the flashy socks and then people they get their eyes get caught by the flashy socks and then they come in for the Staples yeah that's basically how it goes um um most of the time like I very rarely have advertisements with plain socks because they're they're not really scroll stopping they're you you're doing a lot of like yeah it's just such an unsexy product like when you're trying to you know promote it on…
Escúchalo en el minuto 27:56
La web es tu 'friction-free zone': el objetivo es claridad + velocidad de checkout, no wow factor
Marca y posicionamientoTaylor (CTO/CMO hybrid de Outway) tiene background de web development. Su filosofía para el sitio: 'when a new customer comes to the site, is it very clear what we do, what we offer, and can they get to the checkout very quickly'. Friction-free es el objetivo. Para returning customers, navegación rápida a new releases. La implementación técnica: un solo product template en Shopify que se popula dinámicamente con…
yeah the web the website is something that's super important for us at least it's just we keep it as simple as we can because we again we don't have a ton of time to like add tons of things to the website we just our goal for the website is that like when a new customer comes to the site um is it very clear what we do what we offer and can they get to the check out like very quickly and understand the purchase like it's just friction free is the goal for us and then when returning customers come to the website can they navigate through the new releases and just get like get on their way so…
Escúchalo en el minuto 30:14
Q4 2024 se planifica en agosto: forecasting con 3 escenarios (worst, expected, exceptional)
Medición y experimentosPara Q4 2023, Outway empezó a discutir Black Friday en agosto — un design system, planificación detallada, escenarios de forecast. Taylor construyó 3 escenarios: (1) todo sale mal, (2) todo sale como se espera, (3) todo sale excepcionalmente bien. La disciplina de mapear cada uno con su revenue potencial les permitió tomar decisiones pre-mortem en lugar de improvisar en noviembre. Adicionalmente, 'having the right…
raided the ship yeah I think the wins in Q4 was really just planning ahead of time you know more than we ever have you know usually Black Friday it's such a big deal for us all of Q4 from Hall moving forward into you know holiday season gifting all that stuff it's always driven so much of our business but we've never really approached it in the way that we did last year which was with a lot more thought a lot more planning we were having discussions as a marketing team in like August about you know Black Friday we had a design system built like we had been through enough of them and it was…
Escúchalo en el minuto 13:16
Oferta y precioOutway descubrió que sus white ankle socks son por mucho su mayor vendedor — pero nunca los pone en ads porque 'plain socks' no son scroll-stopping. La estrategia: ads muestran los diseños llamativos (giraffe, happy faces, etc.) para detener el scroll y atraer la atención; cuando el usuario llega al sitio, la navegación lo lleva a los flagship blancos que son los bestsellers. Insight clave: la gente que compra socks…
growth on meta I'm curious like with with your white socks being these Heavy Hitters are they also the Heavy Hitters in ads like do you feature white socks in the ads or do you feature the flashy socks and then people they get their eyes get caught by the flashy socks and then they come in for the Staples yeah that's basically how it goes um um most of the time like I very rarely have advertisements with plain socks because they're they're not really scroll stopping they're you you're doing a lot of like yeah it's just such an unsexy product like when you're trying to you know promote it on…
Escúchalo en el minuto 27:56
Anti-inflation: baja COGS en vez de subir precios para no perder al cliente sensible
Oferta y precioEn 2023 con inflación generalizada, Outway tomó la decisión consciente de NO subir precios. La estrategia del ops team liderado por Rob fue la opuesta: bajar el COGS negociando con proveedores para poder 'pasar la no-inflación' al cliente. Cuando hicieron un aumento de precio previamente, no fue por inflación sino porque (a) los costos del negocio habían subido estructuralmente, y (b) estaban tan por debajo de la…
have you raised your prices at all no we haven't um we went the other way so like I'm in my opinion it's not really like up to me this is a Rob decision for sure of like deciding the pricing on things although you know we talk about it and I can influence that I'm very much like I want the prices to stay the same like you know who wouldn't right because it's it it sucks when you have to increase your prices and then it's like now you're charging $25 for a pair of socks and it's like no one wants that like you want to try to get the best price so uh Rob worked with the Ops team and they…
Escúchalo en el minuto 23:59
Anti-inflation: baja COGS en vez de subir precios para no perder al cliente sensible
Oferta y precioEn 2023 con inflación generalizada, Outway tomó la decisión consciente de NO subir precios. La estrategia del ops team liderado por Rob fue la opuesta: bajar el COGS negociando con proveedores para poder 'pasar la no-inflación' al cliente. Cuando hicieron un aumento de precio previamente, no fue por inflación sino porque (a) los costos del negocio habían subido estructuralmente, y (b) estaban tan por debajo de la…
have you raised your prices at all no we haven't um we went the other way so like I'm in my opinion it's not really like up to me this is a Rob decision for sure of like deciding the pricing on things although you know we talk about it and I can influence that I'm very much like I want the prices to stay the same like you know who wouldn't right because it's it it sucks when you have to increase your prices and then it's like now you're charging $25 for a pair of socks and it's like no one wants that like you want to try to get the best price so uh Rob worked with the Ops team and they…
Escúchalo en el minuto 23:59
TikTok viral no es TikTok rentable: el intern tuvo videos virales que no movieron ventas
Canales de adquisiciónOutway probó TikTok con un intern que logró varios videos virales. Pero esos virales 'never really translated to sales' — la viralidad era por humor o controversy, no por el producto. 'Those viral videos have nothing to do with your brand or your product and everything to do with just oh in the moment oh that was funny or like that caused a controversy in the comments'. Decisión: cortar TikTok y reasignar el…
yeah we I mean Tik Tok was one of those things that we cut um it's I agree with you I'm like a bit of a sucker for Tik Tok I I learn a lot of stuff off Tik Tok I think other brands I love to see what other brands are doing on there there's a couple brands that I've known that have you know exclusively grown on Tik Tok like organically and oh that's it's sometimes a bit scary because then you know if you're one like ban away from losing your entire business but I do think that there's more that we could be doing on Tik Tok I think that's again just a matter of resources and finding someone we…
Escúchalo en el minuto 39:55
TikTok viral no es TikTok rentable: el intern tuvo videos virales que no movieron ventas
Canales de adquisiciónOutway probó TikTok con un intern que logró varios videos virales. Pero esos virales 'never really translated to sales' — la viralidad era por humor o controversy, no por el producto. 'Those viral videos have nothing to do with your brand or your product and everything to do with just oh in the moment oh that was funny or like that caused a controversy in the comments'. Decisión: cortar TikTok y reasignar el…
yeah we I mean Tik Tok was one of those things that we cut um it's I agree with you I'm like a bit of a sucker for Tik Tok I I learn a lot of stuff off Tik Tok I think other brands I love to see what other brands are doing on there there's a couple brands that I've known that have you know exclusively grown on Tik Tok like organically and oh that's it's sometimes a bit scary because then you know if you're one like ban away from losing your entire business but I do think that there's more that we could be doing on Tik Tok I think that's again just a matter of resources and finding someone we…
Escúchalo en el minuto 39:55
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