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Ep 44: DTC Principles To Live by With Jason Akatiff
25 ideas de marketing sacadas de «Ep 44: DTC Principles To Live by With Jason Akatiff», de DTC Podcast. Sobre todo de estrategia y decisiones de negocio…
- 25 ideas despiezadas
- Fuente DTC Podcast
- Dura 1 h 06 min
- Publicada en 2020
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La curiosidad como habilidad central del founder de DTC
Estrategia y decisiones de negocioLa curiosidad como habilidad central del founder de DTC. La curiosidad genuina por todos los aspectos del negocio (logística, operaciones, finanzas, marketing) es lo que separa a los founders que construyen empresas sostenibles de los que repiten fórmulas. La formación autodidacta en rabbit holes (podcasts, libros, cursos, Six Sigma) es inversión estratégica.
curiosity you know i i don't know how somebody becomes curious about everything but i i think you know curiosity as a skill is so important um and i i can talk about some steps and and stuff like that but i think you know i've got to where i am uh jim rohn not the sports announcer but the the motivational speaker that was the trainer of tony robbins you know he talks about working harder on yourself than you do in the business and and i really take this this to heart and um you know for me uh happiness is uh growth and learning that is uh taking on very difficult things that i have no idea…
Escúchalo en el minuto 24:46
Separa al resolutor de problemas del gestor de equipo
Estrategia y decisiones de negocioSepara al resolutor de problemas del gestor de equipo. No mezcles roles: quien ama resolver problemas no quiere gestionar personas ni KPIs. Necesitas dos personas diferentes: una que construya y opere, y otra que alimente al primero con los problemas correctos.
hiring people about how you're in you want to find like a hybrid you want to find someone who understands enough to be curious about every aspect of an offer and every aspect of a campaign so that they can uh put it together and get creative and really find those performance gains but at the same time you need them to mindset of growth and being able to build things assemble teams that don't always come easy to affiliates who are kind of really thinking in the moment eric these aren't these are these are often not the same people right so rarely a lot of time i i build yeah i build it like a…
Escúchalo en el minuto 33:17
Nunca construyas solo por cash flow: siempre construye para valor y exit
Estrategia y decisiones de negocioNunca construyas solo por cash flow: siempre construye para valor y exit. Disena tu negocio desde el dia uno para ser vendible. El capital gains tributa mucho menos que el income ordinario, y la diferencia puede representar millones. Construir solo por cash flow es dejar dinero sobre la mesa en la exit.
these into vision and planning process uh hr and culture and tech and tech development and then miscellaneous so the number one on my list uh for business right under vision and planning is never build for cash flow alone always build for cash flow and value creation you'll make a lot more with a lot less taxes selling what you've built if executed right so at least in california we pay 53 taxes between state and federal uh capital gains i believe is 30 35 uh there so you know you'll pay less taxes on the on the capital gains side of things in addition to that you know a lot of businesses and…
Escúchalo en el minuto 48:28
Las grandes marcas tradicionales estan entrando masivamente al DTC
Canales de adquisiciónLas grandes marcas tradicionales estan entrando masivamente al DTC. Fabricantes y retailers grandes estan creando sus propias marcas DTC y desplazando presupuesto hacia campañas de conversion en Facebook. Esto incrementa la competencia y presiona los CPMs al alza.
interesting that we you know we've seen is you're seeing a lot of uh manufacturers and large retailers starting to spend you know where they might have spent on ppe or pay-per-view uh type stuff before uh for brand awareness um they're they're getting much more active in the conversion targeting uh that is direct to consumer uh we've seen some brands come out lately from major companies i think there was a two-space one i don't remember whether it was colgate or what other with building their own d2c brands there was a laundry detergent one building their own d2c brands like from scratch you…
Escúchalo en el minuto 8:57
Estrategia y decisiones de negocioCurva de desarrollo de habilidad: el hockey stick del aprendizaje. Toda habilidad sigue una curva de hockey stick: Struggle Struggle Struggle hasta que llegas al punto de inflexion y la maitrise se vuelve innata. El desarrollo requiere repeticion, reflexion y pivote diario.
anything you know i think a skill is developed by repetition reflection and pivoting and then doing it again and as an example of this you know somebody says they want to learn sales i'm like okay cool go work on a call floor and it's like well i don't want to be a call floor rep you know that that's uh those people are whatever right and they there's a you know perception of who those humans are but guess what you're gonna take a hundred phone calls a day and after each of those phone calls you reflect and you work a strategy and you go home and you read your sales book every night somewhere…
Escúchalo en el minuto 31:30
Estrategia y decisiones de negocioContrata líderes que ya hayan escalado desde donde estás tú. Al montar una nueva división o empresa, hire someone that's already taken it from where you are to kind of what you can see. No contrates a alguien de P&G con 500 personas a cargo si tu división tiene 0-1 persona. El skill set de escalar de 0 a 1 es radicalmente distinto al de escalar de 100 a 500.
there's not like one or two things but there there is a macro thing right so typically if you're going to build uh a new division inside of an organization or a new company right you want to go get somebody that has already uh done that from the size that you're at and this is a mistake i i am an advisor in a number of uh you know fairly successful direct consumer brands um and and i just advise people for fun because i really actually enjoy the strategy side of all this stuff and i i love sharing you know what i've learned through the process um but the thing is a lot of time you need to at…
Escúchalo en el minuto 16:47
Estrategia y decisiones de negocioContrata líderes que ya hayan escalado desde donde estás tú. Al montar una nueva división o empresa, hire someone that's already taken it from where you are to kind of what you can see. No contrates a alguien de P&G con 500 personas a cargo si tu división tiene 0-1 persona. El skill set de escalar de 0 a 1 es radicalmente distinto al de escalar de 100 a 500.
there's not like one or two things but there there is a macro thing right so typically if you're going to build uh a new division inside of an organization or a new company right you want to go get somebody that has already uh done that from the size that you're at and this is a mistake i i am an advisor in a number of uh you know fairly successful direct consumer brands um and and i just advise people for fun because i really actually enjoy the strategy side of all this stuff and i i love sharing you know what i've learned through the process um but the thing is a lot of time you need to at…
Escúchalo en el minuto 16:47
Estrategia y decisiones de negocioEl cierre hipotetico invertido: preguntar que tendria que pasar. Usa la tecnica del cierre por hipotesis para resolver problemas operativos: si solo pudieras conseguir X (mejores terminos, otra estructura), que tendria que pasar. Esto desbloquea la creatividad y elimina el pensamiento de status quo.
to do 20 deposit and then we want 80 to be on 60-day terms what would have to happen and this activates somebody's brain in somebody's mind and it's asking the question from an assumptive close so in sales you have something called an assumptive close which basically you know which package would you like you know you're just assuming that they want a package and you're that's actually called the alternative close but there's an assumption being made in there well this is magical stuff that we can use on our own brains and get us to think well you know i hate the cliche outside the box but you…
Escúchalo en el minuto 22:00
Estrategia y decisiones de negocioEl dinero es subproducto de ser extraordinario. El crecimiento y aprendizaje personal son lo más importante; el dinero es consecuencia de mejorar constantemente como persona, no un objetivo en sí mismo.
know improving who i am as a person money is a byproduct of being great and fulfillment business on its head with a simple concept world-class fulfillment
Escúchalo en el minuto 0:21
Las marcas Fortune 500 están entrando masivamente a DTC
Investigación de mercado y clienteLas marcas Fortune 500 están entrando masivamente a DTC. Grandes retailers y fabricantes están pasando presupuesto de brand awareness a campañas de conversión en Facebook específicamente orientadas a DTC. Se ven marcas de Colgate y detergent brands construyendo sus propios canales DTC desde cero.
interesting that we you know we've seen is you're seeing a lot of uh manufacturers and large retailers starting to spend you know where they might have spent on ppe or pay-per-view uh type stuff before uh for brand awareness um they're they're getting much more active in the conversion targeting uh that is direct to consumer uh we've seen some brands come out lately from major companies i think there was a two-space one i don't remember whether it was colgate or what other with building their own d2c brands there was a laundry detergent one building their own d2c brands like from scratch you…
Escúchalo en el minuto 8:57
Medición y experimentosCore values anclados en datos permiten autonomia real. Los valores corporativos como 'tomar decisiones basadas en datos' permiten que los empleados actuen con autonomia. Si decidieron con datos y fallaron, se reconoce el intento; si no deciden con datos, se corrige.
uh so you know then what we did in our company we didn't have any core values inside of a4d and then we went away and we spent a bunch of time and we built uh 10 core values inside of a4d you know uh make data driven decisions be humble you know these are just a few of our core values there and then we tie everything we do inside the organization back to the core values and what this allows to happen is people can make decisions without you and it's you know nobody ever gets reprimanded if they're like hey i made a data driven decision and it didn't work out it's like great as long as you you…
Escúchalo en el minuto 43:09
La cadena de suministro es un riesgo estratégico operativo
Oferta y precioLa cadena de suministro es un riesgo estratégico operativo. Cortar la cadena de suministro global (China + 3PL en USA) durante COVID dejó a la marca sin inventario durante casi dos meses. Los sellers DTC deben tener inventario on-shore o redundancia logística como requisito mínimo.
anything hit america right because what happened is it hit china supply chains so all of our into the us to serve most of our us as well as our manufacturers shut down for almost two months to uh get some you know we started to get italy stuff happened i think there was a lot of fear people were like it's coming for us uh sales uh uptick in conversion rates and then once it actually hit our shores to buy anything now at the same time typically with large businesses they have budgets and forecasts and all you've got this um you've got all the stores closed so we saw conversions that rates tick…
Escúchalo en el minuto 3:22
Canales de adquisiciónAntes de construir marca, aísla y domina la compra de medios. Antes de invertir en marca, aisla la compra de medios, hazla rentable y dominala. Entender performance primero te da el fundamento para escalar sin quemar capital.
50 000 a day in media and if as long as i had a calculated return i'm profitable so you know and what was even better is you know i started in the affiliate world in the affiliate world it's like here's a page and here's a dollar amount that we're going to pay you to generate a sale now most other people would look at this out of any other side of business world and go so they fire the pixel and tell you when they're going to pay you and you don't own the customer and the list goes on of a million really bad things about being an affiliate but at the same time i believe it's the most true…
Escúchalo en el minuto 30:04
El framework de las vacaciones: la prueba definitiva de autonomia operativa
Estrategia y decisiones de negocioEl framework de las vacaciones: la prueba definitiva de autonomia operativa. El fundador debe poder irse de vacaciones y que la empresa crezca en su ausencia. Las vacaciones son el test de si los sistemas y lideres estan funcionando sin microcorreccion.
beliefs is if you are in the business all the time you're constantly microcorrecting your leaders and what i mean by that is you're like okay let's do this thing and then you know if you're there you know kind of overseeing stuff uh they don't have true autonomy to make mistakes and you know i i want them to make mistakes and learn from them granted i want to give them guidance from time to time but i really want them to own the outcome of what they're creating that is building their team building the systems and and so forth we've got great people strategically inside of the company to help…
Escúchalo en el minuto 54:14
El marketing de afiliados como escuela de marketing directo
Canales de adquisiciónEl marketing de afiliados es la forma mas pura de marketing directo online: aisla la habilidad de comprar medios y construir ads sin la carga operativa de un Shopify store.
50 000 a day in media and if as long as i had a calculated return i'm profitable so you know and what was even better is you know i started in the affiliate world in the affiliate world it's like here's a page and here's a dollar amount that we're going to pay you to generate a sale now most other people would look at this out of any other side of business world and go so they fire the pixel and tell you when they're going to pay you and you don't own the customer and the list goes on of a million really bad things about being an affiliate but at the same time i believe it's the most true…
Escúchalo en el minuto 30:04
La compra de medios en plataformas digitales permite escalar de forma predecible
Canales de adquisiciónLa compra de medios en plataformas digitales permite escalar de forma predecible. El speaker evolucionó de SEO black hat a SEO white hat, luego a social y finalmente a compra de medios en plataformas digitales (Google Display, Facebook Ads) porque permite los resultados más predecibles y escalables de forma consistente.
uh you know i started in black cat seo and then kind of did some white hat seo then i did started doing some social stuff and then ultimately i i wound up uh you know buying media buying ads because i could get the most predictable scalable results consistently buying ads so i really honed my craft starting in about 2006 buying ads on um google on their display network when that rolled out and then facebook which was called facebook flyers before it was facebook ads which was just ads on the right-hand side of the news feed and the list goes on of of all the other platforms that that rolled…
Escúchalo en el minuto 29:22
Encuentra el vacio silencioso del mercado antes de crear el producto
Investigación de mercado y clienteEncuentra el vacio silencioso del mercado antes de crear el producto. Antes de construir un producto, encuentra donde hay un segmento silencioso sin representacion. El producto se construye para llenar ese vacio, no al reves.
i didn't know anything um there's there's two main parts that i think are are really important and of course the the two main parts have a massive amount of of subparts it's not really understanding shopify you can you can go get somebody out of india that really understands shopify well um you know and and puts that together but it's rather uh understanding where there's a gap in the market number one right so uh if you look at the market and you say okay i want to start a i don't know i want to start a shoe brand well where is there a silent majority uh you know as far as starting a shoe…
Escúchalo en el minuto 26:31
Empieza con el mercado: encuentra el silent majority no servido antes de crear el producto
Investigación de mercado y clienteEmpieza con el mercado: encuentra el silent majority no servido antes de crear el producto. Para DTC, primero entender dónde hay un vacío en el mercado, identificar el grupo demográfico no atendido y sus necesidades no satisfechas, y solo después diseñar el producto que lo atienda. No al revés. El análisis competitivo viene después de definir el segmento, no antes.
um now if i were to start a d2c brand i didn't know anything um there's there's two main parts that i think are are really important and of course the the two main parts have a massive amount of of subparts it's not really understanding shopify you can you can go get somebody out of india that really understands shopify well um you know and and puts that together but it's rather uh understanding where there's a gap in the market number one right so uh if you look at the market and you say okay i want to start a i don't know i want to start a shoe brand well where is there a silent majority uh…
Escúchalo en el minuto 26:27
Estrategia y decisiones de negocioEl dinero es subproducto de ser extraordinario. El crecimiento y aprendizaje personal son lo más importante; el dinero es consecuencia de mejorar constantemente como persona, no un objetivo en sí mismo.
know improving who i am as a person money is a byproduct of being great and fulfillment business on its head with a simple concept world-class fulfillment
Escúchalo en el minuto 0:21
Estrategia y decisiones de negocioPrincipio fundacional: solo trabaja en lo que sea vendible y cree valor real. Despues de perder el 95 por ciento de sus ingresos por dejar un modelo cuestionable, Jason prometio no volver a trabajar en nada que no sea vendible y que no cree buena experiencia de cliente.
me i was like you know what uh you know i had a hard thought about well you know maybe i should just sell a4d and go do something different and i looked at a4d as a as a company you know 95 of our revenue went away um because i made the decision to to stop playing in that space altogether and uh basically from then i was like well afridi is relatively worth nothing you know maybe it's worth a few hundred thousand bucks as a as a brand in the in the affiliate world and from that day forward i i had told myself never again i will never work on something that is not sellable it does not create…
Escúchalo en el minuto 50:20
Zero to one: el valor viene de construir lo que nadie mas puede
Estrategia y decisiones de negocioZero to one: el valor viene de construir lo que nadie mas puede. El dinero es un subproducto de ser excelente. Prefiere los proyectos de cero a uno donde nadie mas puede mover la piedra, no los negocios de replicar lo que ya existe.
you remind me of something that hitchcock said to me one time right when i was i was getting into this job with pilot house and i had this great opportunity and he was sort of saying like oh even if because he was like even if hits the fan he's like we'll just figure out something else we'll just and i feel like you've done that so many times as as someone who leads from the rear as well in that you you hit a wall but you're able because you're in the trenches and you're you're gonna just find something else you're gonna be i feel like you've reinvented the business like multiple times now…
Escúchalo en el minuto 52:19
La curiosidad como musculo: buscate los puntos ciegos activamente
Estrategia y decisiones de negocioLa curiosidad como musculo: buscate los puntos ciegos activamente. Dedica tiempo deliberado a aprender sobre las areas del negocio que dominas menos. Los puntos ciegos son lo que destruye empresas; la curiosidad sistematica los cierra.
skill is so important um and i i can talk about some steps and and stuff like that but i think you know i've got to where i am uh jim rohn not the sports announcer but the the motivational speaker that was the trainer of tony robbins you know he talks about working harder on yourself than you do in the business and and i really take this this to heart and um you know for me uh happiness is uh growth and learning that is uh taking on very difficult things that i have no idea about and you know struggling with them for a period of time and then overcoming and then i i kind of see the world as a…
Escúchalo en el minuto 24:55
Estrategia y decisiones de negocioEl cierre asuntivo aplicado internamente: pregúntale al equipo qué harían si el problema ya estuviera resuelto. En lugar de aceptar limitaciones de vendors o partners (términos de pago, depósitos), pregunta desde el cierre asuntivo: si ya tuviéramos los términos que queremos, ¿qué tendríamos que hacer? Esto activa soluciones creativas que el otro no ofrece. Todo es cuestionable y todo es negociable.
question all right well if you only had the option um to do 20 deposit and then we want 80 to be on 60-day terms what would have to happen and this activates somebody's brain in somebody's mind and it's asking the question from an assumptive close so in sales you have something called an assumptive close which basically you know which package would you like you know you're just assuming that they want a package and you're that's actually called the alternative close but there's an assumption being made in there well this is magical stuff that we can use on our own brains and get us to think…
Escúchalo en el minuto 21:55
Estrategia y decisiones de negocioContratar al nivel exacto de donde estas, no al que quieres llegar. No contrates a alguien que venga de escalar una organizacion 50 veces mas grande que la tuya. Busca alguien que haya ido del punto A al punto B donde B es el siguiente salto razonable, no el destino final.
uh i mean there's there's more of there's not like one or two things but there there is a macro thing right so typically if you're going to build uh a new division inside of an organization or a new company right you want to go get somebody that has already uh done that from the size that you're at and this is a mistake i i am an advisor in a number of uh you know fairly successful direct consumer brands um and and i just advise people for fun because i really actually enjoy the strategy side of all this stuff and i i love sharing you know what i've learned through the process um but the…
Escúchalo en el minuto 16:44
Canales de adquisiciónLos CPMs de Facebook caen a la mitad en crisis y suben con elecciones. Durante COVID los CPMs de Facebook cayeron literalmente a la mitad por menor competencia publicitaria, y luego subieron drásticamente durante el período electoral cuando grandes anunciantes competían por el mismo público de 55+ años.
times are predicted so so what ultimately happened there was we saw cpm's or cost per thousand impressions dropped literally in half and then at the same time you've got this um you've got all the stores closed so we saw conversions that rates tick up 30 or 40 percent and that's great right about that time the election started and we've seen a a creep up and so slowly as you know that had a hard dip in cpms and then slowly as as you know people understood hey this isn't going to be as bad it's not the end of the world so then we saw the cpm start to creep up and then right about september…
Escúchalo en el minuto 5:02
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