Modelabel ohne Gesicht: von 4,5 auf 100 Millionen skalieren

0:00Unternehmer/Gast I have a designer clothing line for women. It's resort wear, so swimsuits, cover-ups, beach dresses. We sell B2B, which is wholesale, and we also do B2C, which is e-com. Okay. >> Um we do 4.5 million a year. I would like to be at 100, maybe. >> What percentage uh what percent is is B2B versus B2C? About 50/50 right now. Hm, okay. And who's the face of the brand? Are you the face of the brand or how are you how are you doing D2C?

0:28Alex Brand doesn't have a face. I'm the designer, but I'm really shy, so I don't really put myself out there in ads and stuff like that. >> doing who's who's in the ads? Um models. Yeah, we have models and customers that do Just UGC stuff? >> Yeah. Okay. Yeah, so um my question is do I keep the current line, which is um more luxury, more expensive, and kind of scale it that way? I would like to be at 100 in the next 10 years, maybe, so I'm not super aggressive. Yeah.

0:57>> I always like hearing I'm like all right, how long she's going to get, you know, and I sweat. All right. The next 10 minutes, yeah. Or um lower the price and have a more broad avatar. I mean, if you have a premium brand, that's what everybody wants. And so if you're selling do you have good margins? Yeah, 20% net? Yeah. Okay. Yeah, I I don't think you should lower your price. Mhm. >> Um it's a I think there's there's demand. I mean, the thing is is like a lot of women are willing to pay How much is the bathing suit?

1:29Right now 200 up to 400. Okay, so yeah, it's premium. Yeah. And how are the is is the is the main cost cost of acquiring customers? Is that the main cost in the business? I'm sorry? Is the main cost cost of acquisition for your business? Um well Cuz I mean, if you're selling $200 bikinis, I'm like it's I mean it can't cost you more I mean, how much does it cost you for a bikini? Maybe 40, 30 to 40 for the $400 bikini.

1:55>> Yeah, so you're running 9% gross margins. Yeah, okay. So is the majority of the cost in marketing? Yeah, for the e-com, yeah. Yeah, so the the big thing that we have to solve for in the business long-term, like if you want to get to 100 million, you have to build a brand. And the way to build the brand is going to be on customers coming back. So do you have any idea how many bikinis or other pieces that people buy once they make their first purchase?

2:19Alex Um so we have about 30% of people that come back and um yeah, the average spend per order is about $350. Yeah, so all if I were to buy the company today, I would put all my effort in taking that 30 and making it 65. Mhm. It's how do I get people to like how do I get two out of three people to buy to come back? Cuz there's a number of things that that happen there. So it's not just that those customers are worth more, it's that if you go from 30 to 65, also the amount of customers that are going to be bringing other people and referring other customers, which is going to be harder to attribute, but you'll feel it in all the free sales that you'll get because the product's getting better.

2:56Fundamentally, that's what begins the brand lift. And so that's honestly that's where like all of my obsession would go is cuz that's what that's going to be the unlock. Like the reason that big like big companies like the the Gymshark's of the world, you know, like the the big, you know, apparel brands that you know of can continue to scale is because as you get into colder and colder market, you have to have an equally strong force that is fighting to keep your business alive. And that's where the brand comes in and repurchases from the base is kind of what allows that to continue to happen. And if it costs you more to get customers, but then those customers refer other customers that it lowers your overall blended CAC and allows you to mass like expand to a much larger degree. And so that's why it's like it sounds like a very small metric, but is it is the thing to solve for um within the business that you're currently in. And so I mean, you are in I mean, assuming you don't have supply chain issues, you're pretty much in this is a direct marketing business. Obviously, if your B2B side that'll scale up. The thing is is as you continue to reinvest in the brand and and demand continues to rise for it, you'll be able to sell into each of these B2B side even easier because you'll have more leverage cuz you're like I'm going to drive foot traffic cuz people are going to come for my bikinis or my, you know, my my resort wear. Yeah.

4:05So you're like, okay, well, how do I build a brand? >> [laughter] >> Does that mean that I have to put myself out there more? >> No, you don't No, no, no. No, no, you don't have to No, it's it's really like >> brand? Yeah. >> Sorry? How do you make a stronger brand? >> It's going to be the people you choose to associate with. So it doesn't have to be you, but like if you have five, 10 faces that are influencers that that And then here's where it gets a little bit more nuanced is you don't want just generic hot chick number six to be the person who's who's representing the brand.

4:30>> Mhm. Ideally, you want people who have And you've probably seen this, true followings. And the reason people have true followings is because they have provided I mean, that they're they truly have influence, not just like she has a fat butt. You know what I mean? And then they post pictures of it. And so you want somebody who has a personality behind the the behind the body uh because they'll actually have a much more more loyal fan base, but also because it'll it'll say so much about the brands that they're choosing to associate with because the customer's going to know them, not you.

4:57And so by them knowing that person, they associate all the values they describe with that person to the brand. So it's like if you have the opportunity between, you know, uh a girl that's, you know, probably more higher end, more Aspen resort, if you will, uh uh and somebody who's more, you know, Carnival cruise, if you want the the the the luxury buyer, then you want to associate with the luxury girls. Yeah. Does that make sense? Cuz they all follow those girls.

5:24Alex For sure. And that way you won't have all the complaints that are going to come in because if you go on Carnival cruise and you put a $200 bikini, they're going to say that you should put in get put in jail, right? But if you do it at Aspen, they'll be like, "Oh my god, it's half off." Uh and so that's that's really like that's fundamentally where the associations come from is you need to be really careful about who you curate your your associations with and then you just double down on that. You get as many of them as you can that fit your criteria and then you white list them, have them do ads and then also have them run testimonial contests through their base of the people who buy through their link and then they can do a little giveaway for themselves, uh some sort of experience or whatever.

5:58And then you get all the UGC ads that happen as a distribution of their base. So you basically have two levels of leverage in terms of creative content uh to use to advertise. I said that fast, does that make sense? Totally. Yeah. Okay, cool. That's how that's how I'd approach it. Thank you. Yeah, you bet. If you are a business owner and you are not growing as fast as you'd like, I'd like to give you a free gift. So my team and I put together the $100 million scaling road map, which is basically 200 hours of us looking over all the portfolio companies we've had and what stages of growth they went through and more importantly, where they got stuck and how they got past it. And so we broke it into these 10 stages and we made this little kind of quiz thing where if you put in your business information, it'll tell you where you're at and the most important part for you, what to do for each of functions of the business across product, marketing, sales, customer success, recruiting, IT, human resources, and finance. And so no matter what you're struggling with, someone else has already struggled with it and solved it. And so I'd like to give you this thing absolutely free. You can go to acquisition.com/roadmap, plug in your business information, and if you want us to actually help you deconstruct the business and you're trying to scale, we'd love to help you out. On the thank you page, you can book a call with my team and we will look at the business, see if we can help, and if we can, we'll invite you out to Vegas and we'll do this in person live.