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We sold $200,000,000+ worth of earbuds in 3.5 years.
All bootstrapped with zero funding.
Here’s how we did it. 🧵
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Roman Khan
6.1K posts
Roman Khan
@RomanEcom
I buy & operate DTC brands (@rayconglobal, @linjerco etc). I bootstrapped myself to 9 figures of revenue profitably.
Hong Kong Katılım Temmuz 2014
1.3K Takip Edilen16.5K Takipçiler
Such an iconic company.
It’s insane how they keep releasing bangers
Wall St Engine@wallstengine
SHARKNINJA NINJA $SN JUST BUILT A MICROWAVE THAT AIR FRIES YOUR FOOD AFTER HEATING IT The new Ninja Crispi Microwave heats food with microwave energy, then automatically finishes it with 450°F cyclonic air to crisp the outside. It can: → Take food from frozen to crispy in 10 minutes → Cook full meals up to 60% faster than a conventional oven → Fit a 5.5-quart PFAS and PTFE-free glass basket → Provide 40% more usable surface than a comparable turntable microwave → Prepare meals for eight to 10 people It is available now for $449.
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DTC Founders: The biggest arbitrage is buying international traffic on @AppLovin. AOV's may be 50% lower, but the CPMs can be up to 90% cheaper than the US.
I'm already seeing savvy international founders take advantage of this opportunity. There's so much blue ocean out there.
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@RomanEcom @ecommercefuel I understand. My question on YouTube was related to advertising allocation of your mentees. How much are they allocating of revenue towards advertising?
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We sold $200,000,000+ worth of earbuds in 3.5 years.
All bootstrapped with zero funding.
Here’s how we did it. 🧵
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I've listened to every @RomanEcom podcast that's available and learned more than any ecom course i have ever bought.
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@dhosei @ecommercefuel OPEX does not include marketing. Its salaries, offices and admin/legal
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@RomanEcom @ecommercefuel Thank you @RomanEcom. This conflicted with your comment on YouTube of 10%. Is the current state of E-Commerce operators mirroring your allocation as this ear bud brand?
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Curious to see how far it goes.
$50B was obviously too little.
Roman Khan@RomanEcom
If the deal closes at $60, then Stripe is getting a deal of a lifetime. Maybe Stripe will finally launch a consumer facing wallet / credit card / form of payment. Maybe we merchants will finally receive a proper customer experience. Hopefully this is a triple win for consumers, merchants and shareholders
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@RomanEcom @ecommercefuel How much of the revenue as % was allocated to paid advertising on Google and Meta?
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@aiagentswork @LinjerCo Yeah. We should explore that. I think the thing is that we have zero hero SKUs. Sales are really distributed.
So I think hard to pivot that way. But I love the ideas keep them coming
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@RomanEcom @LinjerCo I meant something more like leather/velvet/high perceived value material (ECO?) with metals to start a new trend. Like a bracelet braid that’s half gold half material. Would drastically lower cost and still appear premium. Just a thought.
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Post mortem ±9 months later for @linjerco post gold price surge:
- Revenue is up ±20% YoY. Q1 was flat due to OOS.
- Q2 was up 40%
- Order volume is down 10%.
- All revenue growth is driven by price increases
- CR is down 25%
- EBIT % down ±20% but up in $ terms marginally
Mid-term:
- TAM is somewhat shrinking
- Post purchase survey shows that people are downgrading from luxury to our brand (instead of Cartier, Linjer)
Long-term:
- We will need to open new non competitive geos
- US is <40% of our sales now
- We’re debating stainless steel
- We will try to open a retail store, but might not do it next year after all just to stay focused on the above
Interesting times. Not as devastating as I thought it would be but still very bad.
Roman Khan@RomanEcom
We’re feeling the margin squeeze at @LinjerCo 😭😞😱
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@aiagentswork @LinjerCo 50%+ of our customers are working women who make $100K+ a year. The opposite of Pura Vida I feel.
But its a great idea for another biz
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@RomanEcom @LinjerCo I would test some sort of “hybrid” jewelry that’s part metal part fabric/string used in an attractive way. Pura Vida Bracelets who I think exited for ~$100M built a huge biz with a mostly string style. A hybrid (better) version might be a new lower priced (not cheap) trend.
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@RomanEcom Sunil is one of the absolute best in our industry. Class, experience, warmth.
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Sunil is really underrated.
I had him come to my semi-annual event and speak.
Biggest takeaways for me with Sunil:
- Incredible to see someone who is driven by giving (charitable)
- He’s in a room with a bunch of 20 year olds but you don’t feel the age difference at all. He’s the definition of age is a number
- If you’re patient and consistent you can get a lot done over many decades (biggest inspiration for me personally to keep going in eCom)
If you dont know who Sunil is then you should watch this episode
Operators@9operators
Sunil Agrawal wants to grow his business 20% this year … At ~$450M, that’s +$90M NEW OPERATORS TITANS with @mbertulli @KatyMimari 6 DTC brands globally Live TV (24/7/365) 3.5k employees Vertically integrated Publicly traded co. 90k SKUs; +100/day “There’s no reason to quit unless I get hit by a truck.”
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@RomanEcom I’ve gotten to share the stage with him a couple times now. Inspiring leader!
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Localisation through translation, pricing and product offering.
Probably also use Gen AI to localise models in these markets.
E.g China show a Chinese woman instead of a Caucasian woman in the PDPs etc.
It will be an interesting case study.
We’re in 30+ markets now.
But deep in maybe 8 or 9 markets.
We want that to be 15 markets by EOY.
Biggest change is in Meta where we’ll split out these markets as separate campaigns to force scaling at higher CACs in Q3 ahead of Q4
We’ll also need to localise fulfilment further in these geos
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qls(dot)quince(dot)com
Aaron Orendorff@AaronOrendorff
Valued at +$10B, Quince advisor and (fmr.) brand acquisition goat @RomanEcom reveals how he’s creating the future of commerce. “Unreal” retention curves Manufacturer-to-consumer 1/5 usual logistics costs Frees up working capital Uses it for his own brands @Seanfrank @mbertulli left stunned by the best smile in consumer.
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Just finished the episode - great insights.
The takeaway at the end (take distributions aggressively at EOM and find way to double) is something i’ve been actively doing (implementing profit first now).
Been tough pulling money out of a cash hungry primarily FBA business but just forcing it to happen now - it also helps with peace of mind
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“If you’re sub-100M, your brand has zero exit value.”
That’s @RomanEcom, who spent the last four years acquiring brands under 50M.
@mbertulli + @Seanfrank get the scoop on why he stopped …
20-yr olds with 8-fig brands
Clearing 25M+ per year
Launch 100 products/mo via AI
Erasing 10-year moats overnight
But hit >100M + buyers show up
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@RomanEcom Just binged all your podcasts, honestly so sick brother
Have to do them more often
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I went back on the Operators Pod to talk about:
- Why I paused buying companies
- Where I think eCom is headed
- What I learned from my semi-annual event
- How to scale $APP to $100K+++ a day
- Where Quince Logistics is going (9 figure year 1)
- Why I started a packaging business called Petra Spark (8 figure run rate pipeline)
- Where AI is taking eCommerce
A lot of topics that I have not talked about on other Pods.
I’ll answer any questions in the YouTube comment section - just leave them there
Operators@9operators
“If you’re sub-100M, your brand has zero exit value.” That’s @RomanEcom, who spent the last four years acquiring brands under 50M. @mbertulli + @Seanfrank get the scoop on why he stopped … 20-yr olds with 8-fig brands Clearing 25M+ per year Launch 100 products/mo via AI Erasing 10-year moats overnight But hit >100M + buyers show up
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