Richie Mashiko
@richiemashiko
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fCFO for ecom brands, ex: head of growth + FP&A @shesbirdie @ucberkeley dropout
Joined November 2014
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1/ A year or so ago, I was working with someone who made his living in the infomercial space.
I had no interest in DRTV, but then he gave me their playbook.
I want to share, b/c there are some valuable lessons for DTC brands, esp. with all the talk about marketplaces.
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DTC x Olive Garden what a night! Thank you to everyone who went and thank you
@nextdoor
Ads for sponsoring! You all made it such an incredible event.
And thank you
@herrmanndigital
for letting me be a small part of it. You had the vision and you brought so many folks together in
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Having spent time talking and working with many ecom brand founders over the past year, I'm even more convinced that founders should try to take more money out of their brands.
Here are some ways that brand founders can pay themselves without relying on an exit:
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Curious to see anyone else’s experience with podcast sponsorships.
We sponsored 3 spots for this podcast in June for $110, and since then $9300 in revenue has been attributed.
What are some of the pitfalls to look out for when scaling this channel?
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Not the senior year I had in plan, but thank you so much to all you Saxons for making North feel like home again
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Affiliate is becoming a really exciting channel for us. We launched it a couple months ago and it’s around 5% of our rev.
Working with TikTok influencers and getting existing customers to become ambassadors have worked well. Also great to get content + build brand equity!
A common mistake I see amongst brands is they often neglect the investment into building a consistent affiliate revenue channel for their stores.
Affiliate marketing costs (on avg) only 10% of what you gather in revenue, so if you make $100k, you'll likely pay out $10k.
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Hitting rev records and watching Shopify live view during BFCM is super fun.
Know what's even more fun? Actually making a profit during our Super Bowl!
Here's a spreadsheet that allows you to track your progress throughout the month, hour by hour & step by step how to use it:
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We've been using
@irisfinanceco
at She's Birdie for the past 6 months now and it's been a game changer.
Getting real time, accurate data is critical when it comes to operating an ecom brand profitably and efficiently.
Not only is the tool great, but
@drewfallon12
@ADHeckmann
Announcement day!🗣
Excited to come out of stealth and announce Iris to the world (
@irisfinanceco
) a next-gen FP&A tool for CPG
We raised $2M of funding led by
@revolution
, with Rosecliff, and angels to give CPG brands better insights & forecasts to run better brands
👇👇
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The TikTok algorithm is magic haha.
Took
@TaylorSicard
’s advice and posted a few new videos to TikTok. One has over 130k+ views and 11k+ likes. This is gonna be a fun channel, considering how much I love watching TikToks already lol
cc:
@zachmstuck
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I spent a lot of time today answering Facebook and IG comments and DMs since our community manager was out. A few quick takeaways:
-This needs to be something I do more often. There are so many insights I got from customers today that I wouldn't have gotten otherwise. /1
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who are the best people to follow/talk to for insights on brand marketing?
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This is true.
Private equity in startups sounds cool to have (which it can be), but usually it doesn't end up being worth what you thought.
Many things factor into equity value & liquidity that you don't control, esp if you're not a founder.
More cash & bonuses aren't bad!
Every employee who took a low salary in the hopes that their private equity will be worth something one day needs to take a hard look at what’s happening
@OpenAI
today.
That employee stock compensation will be worth $0 today. Choose wisely.
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She's Birdie has been working w/
@MatthewGattozzi
and his team for almost a year now. They've made us awesome creative, but even more importantly, they are great people.
Couldn't be more grateful for our partnership ❤️
If your team is looking for a creative partner, hit him up!
It's 7:35 AM in Times Square, and I am crying seeing our ad on a billboard.
This is by far one of the biggest moments in my life and for Goodo Studios.
Thank you to
@shesbirdie
for trusting us with this project.
Thanks to
@brexHQ
for sponsoring this billboard.
Shoutout to my
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100% agree with this. If you need to rely on 90th percentile marketing outcomes for your business to be successful, it probably isn’t going to work in the long run.
Plan for the median result.
Stop chasing outliers.
If the median result is profitable you will have lots of success on Meta.
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12/ DTC brands need to figure out how to build real brands.
The mistake that the infomercial products make is that they're more one hit wonders than sustainable brands.
DTC brands need to figure out how to better build brand on top of performance marketing spend.
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When I joined ADmission I wanted to learn about how to run paid media. But I've gotten so much more than I expected-holistic ecom growth, finance, an incredible community, etc.
Literally this is worth 10x more than the price. Thank you
@A_at_admission
and excited for the future!
Today we hosted a live training with
@evrydaysprhero
, who is our acting CFO in ADmission: he moderates a slack channel within our members-only workspace titled "ecomm_finance" where our members can ask him ANY question and get his dedicated support.
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drew is him
Hims & Hers just reported Q2 earnings - and this company is on fire
Quick look (YoY):
Revenue: +52%
Free Cash Flow: + 377%
HIMS continues to be the perfect application of the DTC business model, expanding margins at a bonkers rate - let’s dive into the report👇👇
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The mayor of DTC twitter
@kdlafrance
stopped by for this week's episode of OFFICE HOURS to give a retention crash course!
We talk:
🎓Retention 101
📈Retention trends of 2020
✅Best practices on specific channels
⚠️Retention during COVID
Listen here:
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19/ Bonus Lesson: DTC Twitter is freaking amazing.
Literally I've learned so much and met some amazing people who I can call friends. Really, there are so many who have helped Birdie, whether they know it or not. So please go follow them if you haven't already:
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15/ At the end of the day, the fundamental idea of growing a brand is simple: get in front of as many eyeballs as you can, sell where customers are buying, and get customers to keep buying from you (s/o
@kdlafrance
).
Go where the attention is and sell where your customers are.
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dtc founders: please understand how you will monetize your brand.
There's a lot that goes into this (salary, distributions/dividends, business expenses, retirement, an exit), but the clearer you are on this the more clear you will be on day to day decisions
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16/ For more:
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Big news!
🚨TikTok Shop is here!🚨
Iris is the first finance platform to integrate with TTS so If you sell on TTS, this is huge.
Iris now gives you:
- Cohort / repeat purchase analytics
- TTS P&Ls
- SKU velocity analytics
- Unit economics of new customers (below)
- TTS Forecasts
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it's amazing how much work you can get done when you have no meetings 😂
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Just listened to
@andrewjfaris
latest pod with
@supplychainwomn
about supply chain and inventory. Lots of 🔥 nuggets. If you are an ecom operator, give it a listen!
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11/ DTC brands shouldn't be afraid to diversify distribution.
Physical retail is a part, but brands need to figure out what an Amazon strategy (and other marketplaces) looks like.
If we see ecommerce growing to 20-25% of retail as
@web
says, a lot is going to be Amazon.
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shoutout to
@ShopCivitas
and the boy
@mattladydigital
for those comfy good luck shirts. Been wearing one every day BFCM weekend 😂
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-It's really cool to see people be excited about our product and mission. I feel like it's really easy to forget about this when I'm living in spreadsheets, Shopify and ads manager all day.
-Customers want to help us. They are really our best advocates and content creators. /2
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@ecom_con
Yeah.
2020: $250k bf, $350k cm (😝)
2021: $218k bf, $236k cm
2022: $330k bf, $450k cm
I think it’s cuz we’re so acquisition reliant tho. Able to spend more on Monday than Friday since spend is inflated during the weekend so that’s probably why we might be an outlier
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I’m excited to announce:
The Sharma Bodega is officially live: 🥳
Last year, the
@SharmaBrands
Gift Guide had 100,000+ visitors who shopped.
This year, The Bodega lets you browse & shop brands with a single checkout.
You’ll also get 10% off this week!
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Can confirm this is one of the best pieces of ecom content I’ve listened to in a while 🔥
@ecom_con
is an animal
For some reason the most valuable content on YouTube usually has the least views
This interview with
@ecom_con
is an absolute goldmine and only has 417 🤯
h/t
@richiemashiko
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20/ It would be so awesome if checked out and let me know your thoughts or even buy one for you and/or someone you know!
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New episode of OFFICE HOURS is up w/
@sir_gee_ohhhhh
!
It was a 🔥 chat where we talked about:
🐮 Elliot
🌎 Global commerce
📽️ DTC Live
💯 Culture and commerce
Listen to the full episode here:
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-Customers are helping us expand our product line. They want new colors and are suggesting features of our product that are going to make it better. This will take a lot of guess work on making something people want.
-Like the
@ShopCivitas
shirt says "Customers > Clicks"! /3
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These slides are worth their weight in gold. If you are an ecom operator, taking some time to read through + apply the learnings to your brand can be absolutely game changing.
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12.5/ DTC brands also need to figure out how to do brand marketing to increase brand recognition. This will help sell-through on their site, retail and Amazon.
To begin with, that's probably some sort of organic social media. Eventually, you want to consider outdoor as well.
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“It’s fine if we spend more than you projected right?” Is music to my ears 😂
Appreciate you brotha
@CROL44
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1) Salary: Even though you will be subject to personal income taxes and your brand will have to pay employment taxes, having a salary is important for one big reason: the amount of contribution to some retirement plans is dependent on your salary.
In addition, it will be easier
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A big inspiration for this thread was
@TaylorHoliday
's latest pod on "Why Entrepreneurs Avoid Paying Themselves".
Having seen under the hood of a decent amount of brands, I couldn't agree more that more founders need to optimize for their personal balance sheets vs. continuing
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Grateful for this team!!!
👻 Hello Snapchat Success Story
💸 We've scaled this brand to spend north of 6-figures per month on Snapchat Ads and north of 7-figures per month on Facebook Ads.
🎥 Our team also created all assets you see in their ad library and in this case study.
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OK so I just co-hosted a webinar about logistics at 1am for over 100 freight executives all over Southeast Asia. Here’s my big takeaway:
If you’re not community building, you’re losing. Community >>> selling. Period.
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Now accepting applications to speak at my funeral. School is about to kill me next week.
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order has been restored. And david stern can go suck it.
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6/ I should also mention that there's a formula for infomercials, just as there is for Facebook creative.
If the product performs well, a couple things can happen. One is that third parties can finance the ad spend for TV and FB so they can maximize growth on those channels.
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another one!
Allbirds stock trades below $1 per share, or ~$100m market cap
Most people just say 'DTC is hard' when telling the story of allbirds - but there's a deeper lesson in this story, and one that I think every DTC operator should hear
let's break down where Allbirds went wrong 👇👇
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7/ If the product hits a certain ROAS, then the retailers like CVS and Walgreens will begin rolling out the product.
Remember when I mentioned that they want data from the testing phase?
Now, the retailers can be strategic to which of their stores they rollout in.
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3/ These houses have a bunch product development, manufacturing and supply chain and marketing capabilities.
They also have a network of retailers (CVS, Walgreens, department stores etc.). This is one of the keys.
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4) Distributions: When your business is profitable and you have free cash flows, I'd highly encourage you to distribute some of these cash flows. If you are a founder of an eight figure brand, it's highly conceivable that you can take out over mid 6 to 7 figures a year in
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still won't pay all his strippers and the irs
Mayweather Promotions CEO says Floyd will now join MJ and Tiger as the only athletes with over $1B in career earnings.
550
59K
88K
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Another new episode of OFFICE HOURS is up w/
@MarkJohnson303
is up! We chatted about:
👔🥤Knotty Tie & Hydrant
⚙️Operating
🧠Technical talent and DTC brands
💻How a technical background can help in other areas of brands
Check out the full episode here:
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13/ DTC brands that have interesting products are going to win.
You don't have to have a revolutionary product (Snuggie was a blanket with sleeves), but you can't sell the mattresses, deodorants, athleisure wear, etc. that everyone else is selling.
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DANNY AINGE YOU DIDNT WIN TONIGHT AND KYRIE IS GONNA WALK AWAY FROM YOUR BUM ASS FRANCHISE AND AD GONNA COME TO LA
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@TaylorHoliday
@davidhoos
@A_at_admission
❤️ thank you man. I’m not exaggerating when I say this but it literally changed my life 😂. Let me know if I can ever help with anything!
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I had a couple of conversations with our top brand ambassadors and have learned so much (when and where to post, how we can engage them more and make their jobs easier, etc).
Talking to users gets you info you might not get anywhere else!
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No marketing can solve growth problems if you don't have two things:
(1) A product with demand
(2) Profitable and scalable unit economics
You have to be able to "win" under the rules of the game that you're currently playing, not in a game that was played in the past.
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Can confirm the cookie was 🔥🤯
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i cant remember the last time i was this excited about basketball
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2/ The first thing I learned was that there are a couple of full-service "houses" that distribute a large share of infomercial products.
One of these is called Allstar, and they are responsible for brands like Snuggie, Debbie Meyer and the Simply Fit Board.
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5/ After saying yes to a product, the house will continue product dev. and line up manufacturing.
Then, they begin testing on television (different channels, times, locations, etc.) and Facebook. The point of this is to collect data for the retailers and to prove the idea.
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4/ These houses have a network of inventors who create prototypes of new products.
The inventors then pitch the houses their products. If the house likes it, they'll structure a royalty deal with the inventor because the house does all the work from here.
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Never ask someone to do something you aren’t willing to do yourself
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@ShopCivitas
@mattladydigital
something arrived in the mail 👀
Seriously these are some dope shirts and I know how much you paid attention to every little detail bro. First of many orders!
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MAMMA MIA! 40+ sign ups already 👀
If you want to have the best gourmet Italian dining experience of your life and enjoy great ecom company, sign up here:
Alright it's official! DTC meets Olive Garden is a GO!
Nov 14th or 15th - Manhattan Beach Olive Garden (it's at the mall). We will go with the day most people can attend! Please share so more see this in the LA/SD/SB/OC/IE see it!
We have room for 40 people. I'm mainly wanting
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True.
It’s easier/cheaper to convince people to buy your product if they already know what it is and if they have dollars allocated to purchasing the product.
The most underrated leverage point in ecom businesses:
TAM.
You know about gross margin, LTV, lean OpEx, etc. Or at least I hope you do.
People don't talk enough about TAM. It's not accident that there are a bunch of very large men's basics brands or athleisure brands.
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Question for the DTC crew: how often are you readjusting your forecasts?
Every week, every other week, every month?
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