Curt Nichols 🎿
@curtnicholsjr
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Founder, Glade Optics
Breckenridge, CO
Joined September 2016
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@DonMiami3
@MacroEdgeRes
Almost like they figured out that season passes are predictable recurring revenue and a hedge against the weather. They make day passes intentionally out of reach to force people into season passes. Has nothing to do with inflation.
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I am hiring a COO. As a founder-led company to date, Glade has grown 302% in the past 12 months and we are seeking an experienced leader and operator to sustain high-growth for years to come.
This position will put a W on your resume very quickly.
JD:
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I'm hiring a Head of Ecommerce Marketing. We are growing 3x YoY and looking for someone to bring sophistication and professionalization to our marketing activities (which I currently own). This role will develop a long-term marketing strategy and build a team, but must be willing
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On this day in 2014 I shot a video officially announcing the ‘launch’ of Glade. 24 years old 🤯.
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@jmmohr
In the words of Morgan Housel, your personal experience makes up maybe 0.00000001% of what’s happened in the world, but 80%+ of how you think the world works. Turns out you’ve likely missed a few things.
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Our partners
@weareshiphero
have shipped over 3,000 packages since Monday. Heroic work. And further reminder why in house fulfillment is virtually impossible to do well.
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Very excited about the launch of our new 23/24 Winter line.... it's our best yet - by far.
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Think working in the ski industry is glamorous? One of our competitors employs 5 people, and their total payroll is $230,000.
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@jessebtyler
“Our unit economics are horrible. What ships light, is consumable, and high margin?”
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@itsOddit
We’ve found that enabling preorders (with “ships by X date” info) is a higher ROI action then enabling email collection for out of stock products.
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“Me and my squad are planning a sick trip to revvy this year, we’d love to rep your gear… can we get a sponsorship in exchange for advertising your goggles?”
Why do people think this will work?
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I'm hiring an Ecommerce Manager
@GladeOptics
. If you like ecommerce and the outdoors, this is a 1 of 1 opportunity to get a seat on the rocket ship!
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Currently shopping for a surfboard, if you were wondering how the ski season is going so far.
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@DaveRekuc
That over indexing on one channel is dangerous. I am now convinced finding one channel, becoming world class at it, and hammering it as hard as possible is the key to growth.
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8 years later and the stuff that gets me most fired up is things like spending a weeknight rolling through Reddit threads about our goggles and DMing discount codes to people talking about our gear.
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We expected to double this year. Right now we're on pace to quadruple. An amazing problem to have, but still a problem. A highly compressed selling season + 50 day lead time = agony.
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@DaveRekuc
@weareshiphero
On the bright side, the plain text email with this image and “our fulfillment partner sucks, so our best product is now on sale” will crush.
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First lunch laps all season.
A character building session.
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Cigarettes are really the best DTC product imaginable. Consumable, habit forming, lightweight, highly visible, huge TAM, high margin, non-seasonal, etc...
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Nothing strikes the fear of god in me quite like a 48 hour dip in conversion rate.
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We are launching our winter product line a full two months earlier than last year... cannot wait to see what we can do in these next two months!
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This is probably the
#1
thing preventing most people from starting a business… unwillingness to look stupid for long periods of time. From
@anuatluru
:
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We just had our best hour of the year at 11pm ET? Cyber Monday is cracked.
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Glade is looking for freelance email design help. This person will design ~15 email campaigns for us monthly using our library of photo assets and brand guidelines. if you or someone you know wants to design campaigns that generate 7 figures of revenue annually please connect me!
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It's amazing how a small tweak to any one variable (pricing, ad hook, lander copy, upsell, offer, etc) can determine success or failure for a product.
The line is so razor thin, and so very binary. You are either succeeding and scaling it to the moon, or dead in the water.
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@TaylorHoliday
Massive headcount (~350 FTE). So many of these VC backed consumer brands have this bloated headcount issue.
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The recent surge of the CRO industry is a really interesting second order effect of rising CPMs.
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LOVE this move by
@MomentSkis
- when you add touring skis to your cart the following pop up appears:
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@drewfallon12
The brands folding should never have existed in the first place. You can’t outrun bad unit economics in dtc. I know plenty of dtc businesses that are absolutely crushing it, but they didn’t raise VC so they don’t get the headlines. High profile raises beget high profile folds.
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Few things in life are as vindicating as a chargeback resolved in your favor against a rude, unreasonable customer.
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@theisaacmed
Place an order, wait 1 week, place another order. Subtract the order number of the first order from the order number of the second order. Multiply by your estimation of their AOV = revenue per week! Not perfect, but you'll be within 20%.
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@anuatluru
I strongly believe that the ability to tell the “underdog story” in an effective manner is the essence of why challenger brands are able to take market share from incumbents.
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Saving accounting tasks for Friday afternoons: not advisable.
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I’m hiring a CX rep. If it goes well this spring/summer, there is an opportunity to own, manage, and grow our CX arm as we scale again next winter.
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This is the best podcast in commerce right now.
Listen to E004: Organisational Structure, Taking Vacations, Panzerism, Negotiation, TV Advertising.
Just Released. Tip 😎 - Stay tuned until the end.
YouTube:
Spotify:
Powered by
@northbeam
🔋
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@jappleby
Just simply pointing out problems all the time is really low value activity. Seeing an opportunity to do something better is not unique… what’s unique is actually having the ability to DO it.
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I am hiring a Senior Digital Marketing Manager
@GladeOptics
. Come join the best marketing team in skiing!
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Extreme seasonality + significant growth = next to impossible inventory forecasting. It is a constant struggle to capture as much demand as possible while still protecting downside risk.
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Shred Optics not moderating their social ads and the top comment is “my whole family has glade goggles and loves them” 🤌
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@dwr
Totally misleading. It’s mostly due to an accounting rule change, not money creation. The rule change was to allow people to more easily access their savings during covid.
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@FishWisdom22
@nntaleb
“Having tattoos implies that you are under the illusion that your preferences remain static over time”
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@ToriTidwell
Oh man... bacon packaging is a crazy, crazy rabbit hole. There is a ton of federal regulation here. I thought I first heard about it on planet money, but I cant seem to find it. Bloomberg did a good write up a few years ago:
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If you like to ski, don’t start a business in the ski industry.
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PMF is when customers try to do unhinged things like this.
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Desperately want to start a brand called "Dishwasher Safe" that sells a full suite of kitchen items that are all 100% dishwasher safe.
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I still spend 90+ minutes per day talking to customers. This is either a key part of our success or a poor allocation of a big chunk of my work week.
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People who buy ski goggles, in June, with expedited shipping: who are you?
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Just booked four containers from Shenzen to SLC for <$20k. A whole new world.
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@RosenZone
@MattMullenax
@flexiblefoodie
@MarcusMilione
@humrashid
@brookeleblanc
Run first, gear later.
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Thinking about moving my retirement savings to a fund that shorts consumer goods companies that send promotional emails on Fridays after 6pm.
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@ozskier
A $38M cap on an unprofitable, highly seasonal business with $3M in revenue is an absolute joke and they should be ashamed of themselves. They are completely ripping off anyone who “invests” in this. There’s a reason they went this route. I also straight up don’t believe their
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The peak of our logistical efficiency was when I was packing boxes in my shoebox apartment and walking them down to the Beacon Hill post office. Everything since then has been a step down. Lesson? Go back to Beacon Hill?
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@digitallynativ
If there isn’t money being made on a 2.5x ROAS that’s on the brand, not the agency.
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Can’t wait to watch the ‘experts’ pivot from AI to room temperature semiconductors.
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I guess I should take
@SHREDoptics
and
@tedligety
blatantly ripping off one of our ads as a compliment?
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@andrewchen
This is the answer. One of the most eye opening books I’ve ever read: The Great War for Civilisation: The Conquest of the Middle East
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@mbertulli
Starting a business has been totally abstracted out. Entrepreneurs who win right now are people who are good at pressing the right keys in the right order, like a video game. You can source a product on alibaba, get it to the US with flexport, market it with Facebook, and ship it
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The amount of customers that think we have control over the USD:CAD exchange rate is astounding.
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