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EP 483: How Curtis Matsko Scaled Portland Leather Goods to 9 Figures by Moving Fast
12 ideas de marketing sacadas de «EP 483: How Curtis Matsko Scaled Portland Leather Goods to 9 Figures by Moving Fast», de DTC Podcast. Sobre todo de…
- 12 ideas despiezadas
- Fuente DTC Podcast
- Dura 50 min
- Publicada en 2025
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Contenido auténtico sin guiones graba mejor que producción profesional
Estrategia de contenidosCurtis graba su contenido con un MacBook en su casa, sin equipos. Mariana improvisa frente a la cámara sin saber qué va a decir. Esa naturalidad — las expresiones genuinas de sorpresa — genera más conexión que producción costly. Si quieres contenido auténtico, prescinde del script.
drinking while we were doing went to go to the bathroom and Mariana just sat down in the chair next to me and we just like she's like pretended like we're talking and at the end when they sent all the footage of the three hours the only three minutes that were any good was me and her talking so I literally took my MacBook which I do everything on we have no equipment I set it down on my table at my house she sits in the window and I I here and here's the truth about our content Eric you'll notice it next time I don't know what I'm going to talk about and I hit the button and it goes three two…
Escúchalo en el minuto 44:17
Rubrica 3-6-9 para clasificar y desarrollar al equipo
Estrategia y decisiones de negocioCurtis clasifica a cada persona de su equipo en tres niveles: 9 = alguien cuya pérdida te haría llorar (clave para el negocio), 6 = persona con potencial que necesita un plan de acción semanal para llegar a 9, y 3 = persona que debe salir del negocio. Los 6 que se dejan solos se convierten en 3.
have someone who stands out bad you just have some mediocre folks right so 369 fixes that you take everyone in the division you say who's a three who's a six and who's a nine because they always want to say people are a seven or an eight right so they're like okay here's your nines nine means you never want to lose that person if they came to you and they wanted to quit you would cry right like you keep that person you treat them well threes you got to be looking at making sure that they go somewhere else in the world because they're not meant to be for your company right if they're a six you…
Escúchalo en el minuto 28:24
Estrategia y decisiones de negocioCurtis asume como filosofía personal no tener miedo a equivocarse y actuar rápido: 'business is jumping off the cliff and constructing the plan on the way down'. Si vas a fallar, falla rápido para poder pasar al siguiente paso.
mistake and say that was me business is jumping off the cliff and constructing the plan on the way down we spend 92% of one of the best quotes I it is jumping off the cliff and constructing the plan on the way down I absolutely believe unabashedly unafraid to make a mistake and say that was me like yeah I I'm that one up
Escúchalo en el minuto 0:16
Estrategia y decisiones de negocioCurtis opera como 'fire jumper': va al problema más débil del negocio y lo corrige hoy mismo, no mañana. Si siempre estás corrigiendo tu punto más débil con velocidad absoluta, el negocio se fortalece naturalmente.
your weakest spot and you're correcting that then all of a sudden you just naturally get stronger and when you do that very very quickly because we work off of velocity which is just absolute speed app wins in this world right because you're going no matter how much you think it through you're still going to mess up so why not mess up real fast and say uhoh that's me right like I made that mistake we can't do that and we have to go on to the next step I am
Escúchalo en el minuto 20:52
Comprar clientes a ganancia desde la primera compra es el modelo DTC viable
Oferta y precioCurtis afirma que su premisa central es comprar clientes a profit — aunque sea un céntimo — porque la segunda compra tiene márgenes enormes. Si no puedes comprar tu cliente a profit, el modelo no funciona.
someone's D Toc and you're smaller and you're figuring this out here's the real key we can buy customers at a profit right we buy customers at a profit I don't care if it's a penny but we get more than that but the second time they buy gr margins are huge yeah all right and then once we owned our own maker you
Escúchalo en el minuto 36:31
El crecimiento empresarial es atravesar un techo de cristal cada año
Estrategia y decisiones de negocioCurtis describe su trayectoria como una serie de 'techos de cristal' que tuvo que romper para pasar al siguiente nivel: taller en garaje → Etsy → manufactura en Portland → México durante COVID. Cada transición es un momento donde el fundador tuvo que cambiar quién era para sostener lo que la empresa requería. Sin esa ruptura interna no hay crecimiento externo.
journey I have followed the Journey of having to change who I am to get better those is breaking through a glass ceiling and that is really what it's about I have to break through three or four ceilings a year to get to the next level of the company that we have and
Escúchalo en el minuto 10:05
Gasto diario en Meta y Google: $112.000, 92% del presupuesto publicitario
Canales de adquisiciónPortland Leather Goods gasta $112.000 diarios en marketing online, de los cuales el 92-94% va a Meta y Google. Curtis mantiene un 8% para diversificación de marca por precaución ante cambios algorítmicos — el riesgo de depender de una sola plataforma.
I want Clips hot takes we spend 92% of our marketing Budget on meta and Google okay and we are very efficient it works really really well if anyone else had a business like ours that was working as well as ours and they had our numbers they would spend 92 to 94% of their money in meta and Google because it works and my people are like spending to build brand to find other areas and all of these things that are $112,000 in marketing online okay
Escúchalo en el minuto 30:25
La integración vertical permite ganar céntimos que la competencia no puede copiar
Oferta y precioCuando Portland Leather Goods собственная производство (manufactura propia), Curtis gana márgenes en cada pieza que otros competidores no tienen porque tercearizan. Esos márgenes se reinvierten en mejor valor para el cliente, mejor servicio, y crecimiento sin préstamos.
and then once we owned our own maker you know ability then I can gain a few cents here and a few cents here and a few cents that other people can't so then we get those margins so then we can give better value then we can give better customer service then we can scale then we don't have to take out loans then we can do all of these things come together you know when you
Escúchalo en el minuto 36:52
Word of mouth es el canal número uno de descubrimiento, por encima de Meta y Google
Canales de adquisiciónA pesar de gastar $112K diarios en ads, Curtis afirma que la principal forma en que los clientes descubren Portland Leather Goods es mediante amigos o familiares: 'word of mouth, someone saying look at this'. Los ads compran clientes, pero la recomendación orgánica es lo que escala de verdad.
as much money as we spend on met and Google the number one way people hear about us is friends or family it's word of mouth it's someone saying look at this here's the bank and that's the growth model that you want now I would
Escúchalo en el minuto 38:32
El cuero real genera experiencia sensorial que el plástico no puede replicar
Oferta y precioCuando los clientes tocaban las bolsas de Portland Leather Goods y descubrían que olían a cuero real — algo que nunca habían experimentado — eso creaba un momento de 'product-market fit' visceral. Esa autenticidad física justifica un precio premium y genera convicción instantánea en el cliente.
actually picked it up and said wow it looks like leather it feels like leather holy [ __ ] it smells like leather like we have photos of people like like just putting their heads inside of the bag saying I haven't I have leather but I've never been able to smell it before why because they got something this is actually oh I'm sorry I don't want to I will turn what company this is it says it's a very fancy brand from New York and said this is leather dude that is not leather that has uh leather hide underneath and then they covered it with plastic and they stamped it to look like leather this…
Escúchalo en el minuto 7:36
COVID como catalizador: 50.000 artesanos sin trabajo en León, México
Medición y experimentosCuando COVID cerró Portland, Curtis voló a León, México — corazón de tenerías de Norteamérica — y contrató a 50.000 artesanos del cuero que estaban sin trabajo. Tratar bien a esos artesanos (con buena paga y dignidad) produjo una calidad de manufactura que superó lo que hacían en Portland. La crisis se convirtió en ventaja competitiva.
but then something called covid Hit and we were in Oregon and Oregon was very tight so basically they said congratulations you're out of business you have no products because you can't make the products right and I said well that really sucks because we really were starting to do something you know gosh we really had something and I will remember this and it's one of the biggest one of those five moments you look back in a company say this was it 50,000 leather Artisans who were out of work so we started with five sewing machines shoved up against a wall and said hey does anybody who knows…
Escúchalo en el minuto 17:29
Pinterest: techo eficiente de $800-900 diarios
Canales de adquisiciónPinterest funciona de forma eficiente para Portland Leather Goods entre $800 y $900 diarios, pero no escala por encima de $1.000. Curtis lo usa como parte del 8% de presupuesto diversificado, no como canal principal.
Pinterest Pinterest will work between $800 and $900 a day it will not work for a cent over you cannot scale that thing over a thousand but it's efficient at 800 so that's not going to scale a company so we're always kind of testing
Escúchalo en el minuto 31:59
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