A thread about White Claw 🐾
And entrepreneurship...
🍷
Nate Poulin
11.2K posts
Nate Poulin
@digitallynativ
VP Category Management, $HIMS | Frmly @monicaandandy_🐘 @theblacktux 🕴 @outdoorvoices 🧢 @bonobos 👖 @michaelkors 👜 | Views Are Mine
Austin, TX
Joined July 2018
- The power of creators in the digital economy: An Etsy Seller, TobyTimeCrochet, created a doll based on the Bernie Meme. A download of the pattern costs $5 It goes viral on IG and Twitter Nearly 20k ($100k) patterns have sold in just 19hrs Current run rate: ~$30/min
- These are the Zappos operating principles that the late great Tony Hsieh installed and later evangelized through Delivering Happiness Legend
- Not to be a downer, but owning a Brand that does $3M in annual revenue at 10% Net Income is the same as working just about any corporate job over a 30-year period, without the healthcare and matched 401K
- If you're thinking about starting a Brand that sells sizes Don't
- Gross Margin % for the 12 DTC IPOs to-date (at time of filing) Allbirds - 54% Brilliant Earth - 47% Casper - 50% Figs - 72% Lululemon - 51% Olaplex - 64% Peloton - 42% Purple - 47% Stitch Fix - 44% Yeti - 46% The Honest Co - 36% Warby Parker - 59%
- Brand A: Brand B has it figured out. We should be more like Brand B. Brand B: This is kind of a shit show
- In eCommerce, packaging remains the only aspect of marketing that has a 100% open rate Act accordingly
- 95% of DTC Twitter is a first time marathon runner tweeting how good things feel at mile 6
- Allbirds reported Q322 Earnings Revs: $72.7M (+16%) EBITDA: -$25.4M (+83%) Gross Margin: 44.8% (54.1% LY) Store Sales: +51% YoY A few thoughts…
- One of my core beliefs is that the ‘right’ staffing level for a successful and profitable DTC Brand is between $800k and $1M in Net Rev / Employee Warby: $178k Allbirds: $286k Yeti: $1.6M Apple: $2.4M
- Younger generations will never understand the pain Geriatric Millenials endured for the betterment of their future
