Optimized Ecommerce EP 064 – Proven Ways to Successfully Grow Your Subscription-Based Business
Today on The Optimized Ecommerce Podcast, Chuckie Gregory joins Tanner Larsson to talk about how he has successfully grown his subscription business and how he was able to receive a seven-figure Ecom Insider award within a year. Join us on today’s episode as Chuckie shares his journey of building an eight-figure subscription-based business and
Welcome to Episode 064 of Optimized Ecommerce – Proven Ways to Successfully Grow Your Subscription-Based Business. I’m your host, Tanner Larsson, CEO of BGS.
BGS means Build Grow Scale! It is a community that we founded where eCommerce entrepreneurs and physical product sellers come to learn how to take their businesses to the next level.
Chuckie Gregory is the CEO and founder of Club Earlybird—a subscription-based service that offers a morning cocktail for Go-Getters to Get Sh*t Done.
Chuckie is a member of the Ecom Insider family. He is a seven-figure award winner and soon to be an eight-figure award winner. In a year, Chuckie has over 20,000 customers that are generating revenue and have also built a successful subscription-based business.
Here’s just a taste of what we talked about today:
Chuckie shared a little bit of his background and how he got into Ecom.
Chuckie’s background in business started 10 years ago as a convenience store snack distributor. He grew that business pretty fast. But soon realized that it wasn’t the type of business he wanted. What he really wanted was freedom of time, freedom of location, and freedom of money.
While virtually solving how much it sucks to wake up in the morning. Chuckie came across the concept of a Morning Cocktail — a book by Aubrey Marcus. He knew that this is something he wanted to do. So, they tested some ingredients for two years until they officially launched and sold the products in a month.
He persistently pursues the business by learning everything that he can about e-commerce until he came across Ecommerce Evolved, a book that led him to BGS.
Then, Chuckie discussed how the subscription-based model works in their business.
Chuckie’s subscription-based business is categorized into three parts. The first part is the customer acquisition, this is where they sell one-time initial free shipping purchases, which is a 45-serving tub with a free cocktail shaker cup, and an ebook called The Perfect Morning Routine.
The second part is the subscription. So when customers are ready for their next shipment, they have to get a subscription for a discounted price.
The third part is the launch. Every two to three months, they come out with a new flavor that is launched to their existing buyers and sell it out in a week.
This subscription-based process creates a nice influx for a huge lifetime value driver that costs no advertising or marketing spend. The subscription and the launch are the profit center. And customer acquisition is used to get more customers.
We also discussed a few other fun topics, including:
- How do Chuckie and his team implement scarcity into their subscription model?
- The impact of revenue optimization on Chuckie’s business and brand approach.
- Evolution of hiring employees for Club Earlybird.
But you’ll have to watch or listen to the episode to hear about those!
How To Stay Connected With Chuckie Gregory
Want to stay connected with Chuckie? Please check out their social profiles below.
- Website: ClubEarlyBird.com
- Facebook Profile: Facebook.com/chuckieg4
- Instagram Handle: Instagram.com/earlybird_founder
Also, Chuckie mentioned the following items on the show. You can find that on:
Tanner Larsson 0:07
What’s up everybody, Tanner Larsson here and welcome back to the Optimized Ecommerce podcast. Very excited for today’s episode, we have one of the EI family here with us and a seven-figure award winner, and if I can have anything to do with it, soon to be eight-figure award winner. I’m very excited for his brand to keep growing. But this is Chuckie Gregory, Chuckie has been a part of the EI family for a while now, just not too long ago earned his seven-figure award, but I’m gonna have him tell his story in a second. But I got to brag about him a little bit, when I met him, he was just kind of getting things figured out on what they were doing. They were making some money, but it wasn’t anything crazy. And then now here we are there are 20,000 plus customers that are generating seven figures in revenue and have built a subscription business. That makes me jealous, I love what they’re doing and they just built such a solid platform and the way they take care of their customers and everything else. And anyway, we’re gonna get into this talk about Chuckie’s experience, kind of how he’s grown his business, some of the things he’s learned, and some takeaways, and it’ll just be a fun conversation. I’ve been looking forward to having this one for a while with him. He was one of the first people I reached out to when we started bringing on additional guests in seven-figure award winners and took us a while to get connected. But happy to have you here, buddy. Thanks for being here.
Chuckie Gregory 1:25
Yeah, thank you for having me. This is awesome.
Tanner Larsson 1:27
So Chuckie, why don’t you start by just introduce yourself a little bit. Tell people a little bit about you, your background, how you got into Ecom, and that?
Chuckie Gregory 1:38
Yeah, so my background in business started probably about 10 years ago, I got into the route business distributing snacks to convenience stores. And so that was my first attempt at business, past 20 years old. And I grew that business pretty fast. I had a few people working for me and quickly realized that it wasn’t exactly the type of business I wanted after that. What I really wanted was freedom of time, but freedom of location as well, and freedom of money. So I always had in the back of my mind that I wanted to start kind of an online business, I had no idea what it would be. But I kind of had that running in the back of my mind, which I think eventually led to the e-commerce side of things. But to get on to an online business, we virtually just wanted to solve a problem, which was, how much it sucks to wake up in the morning. You know how much it sucks to wake up early. And we knew a lot of go-getters struggled with it. It’s something that we always struggled with in the distribution business, because we always had to wake up at like, four or 5 am to start the routes because certain stores have to be delivered at certain times. So we knew we’re gonna solve this problem. We didn’t know what it was going to be. We didn’t know if it’s gonna be an e-commerce product, an information product, but we knew we’re gonna create a solution to that. So yeah, me and my guys, we started testing all kinds of different things, all kinds of different habits, like put the alarm clock across the room and all these different tips and tricks that we read about online. And one day, I came across the concept of a Morning Cocktail, which was in a book by I don’t know if you’ve ever heard of Aubrey Marcus.
Tanner Larsson 3:18
I knew Aubrey, yeah,
Chuckie Gregory 3:20
He’s the founder of Onnit. And he had the concept of a morning cocktail to help kickstart your morning, which was just water on your nightstand with sea salt and lemon. So I started doing that. And it was the first habit that actually started helping a little bit. And then, after a few mornings to try and that I kind of just had the epiphany of what if this morning cocktail, I’m drinking had everything that we needed to wake up early, clean energy, mood-enhancing nootropics. The beginning was mood enhancement, and we figured out that nootropics could solve that. And electrolytes, because you’re super dehydrated when you wake up. That’s one of the reasons it’s really difficult. So then we knew that we wanted to do something like that. I didn’t know anything about e-commerce at all. I didn’t even know what ecom stood for at the beginning when I read your book. But yeah, so we just started testing all these ingredients for about 18 months, two years, we just had dozens of bags of ingredients and just mixed and matched all the different stuff, worked with some supplement formulators to give me ideas and whatnot. And then November 2019, we finally got the product in with the formula. And with the minimum order of 300 tubs and we said, let’s launch this. And if we could sell 300 tubs without knowing anything about e-commerce, then we’ll figure out how to do it after that. And we basically sold to family and friends at first and then launched some very generic Facebook ads, not knowing at all what we were doing and we ended up being able to sell that all in about a month. And we’re like, okay, let’s figure this out. And that’s when we just started studying everything online, I’ve probably read almost everything that there is to read about e-commerce businesses, which is what led me to your book, which was huge. In the beginning, it’s crazy how many different things can happen in one year, one year ago I’m reading your book. And in one year’s time, I’m sitting here talking to you.
Tanner Larsson 5:27
No, you’ve had some pretty crazy growth. And it’s been awesome. And, yes, you guys have created a great product. That’s awesome and everything, but the product doesn’t do it by itself. There are lots of good products out there that don’t sell. So what you guys have done is you became a student, but you actually didn’t just stay a student, you started applying and testing and tweaking. Chuckie is one of our Ecom Insider, so I get to see him a lot and interact with them a lot, I get to critique his store and his brand a lot. And it’s great, but the thing is he’s voracious, like, if I suggest something, he’s cool on it. And then he goes and plays with it. And if it works, great, if it doesn’t work, it doesn’t work. But he is always out there testing. And it doesn’t matter what the resources within EI, whether it’s a copywriting call or a critique call, or he’s looking at one of the GSD reports or comment in the Facebook group. Wherever you look, his eyeballs are there. And he’s taking out what he can do. And he’s applying it to his brand and constantly iterating. And like you said, in about a year, you’ve built a seven-figure business.
Chuckie Gregory 6:38
Yeah, and I think what’s important about that is, prior to 2020, it was all just about creating products. And I kind of consider that the entrepreneurial era of the business, where we are just trying to figure out the product, we are trying to create an actual great product, because we knew if we did that, then we’d be able to figure out the rest of it. Then once we had the product, we shifted from entrepreneur into a marketer, and we’re really trying to figure out, okay, we have this product, but how are we going to sell it? And that shift, I think is what really helped us explode. Just really shifting into that marketer mindset of figuring out, we have this product, how are we going to sell it, and just figuring out all the different strategies and testing, testing and taking what works and going really deep on that.
Tanner Larsson 7:28
Yep, absolutely. Now for those of you who are curious, the brand is called Club Earlybird. And the product is phenomenal. If you guys have struggled with it, you should totally subscribe and start taking it. But what’s cool is it’s a supplement, which can make it more challenging to market but they started selling, and then very quickly, I don’t know how much I was pushing you, but you rolled into a subscription model. And that’s really where things started to really start clicking for you guys. Right?
Chuckie Gregory 7:59
Yeah, the subscription side of things is huge, we kind of consider our business in three parts. The first part is the customer acquisition, where we sell one-time purchases, which is our package, our initial offer, which is the tub, a 45 serving tub, the free cocktail shaker cup, an ebook called the perfect morning routine, and free shipping. So that’s our initial offer. And that’s the first part of our business. The second part is the subscription side of the business. So when they’re ready for their next shipment, they have to get a subscription. And we play it a little differently and that our copy is more. Hey, now that you’ve bought a tub package, you have unlocked the ability to get a subscription for a discounted price. So they could get the tub at a discount. And the third part of the business launches. So one of our advantages in having a consumable product like that, that is flavored is that we can easily just have the same formula, put a new flavor, and boom, we got a new product. So every two to three months, we come out with a new flavor, we launch it to our existing buyers sell it out in like a week is the goal. And that just creates a nice big influx that is just a huge lifetime value driver that costs no advertising or marketing spend. So the subscription side and the launch is the profit center. And then customer acquisition we could use just a breakeven just to get customers.
Tanner Larsson 9:30
And one of my favorite things about what you guys started doing was I remember before flavor drops became a thing and as you were starting to come up with that idea the first time you mentioned it, I was like oh my god, that’s brilliant. And it’s just so cool because like you said it’s not a new product, but it is a new product. And what I like about it is that you’re not rolling out. Because I’m not a fan of skews, I hate lots of skews. I want a brand that has a very limited amount of skews so my inventory is down. It’s easier to sell less cognitive load, less Paradox of Choice, all those things. But what you’ve done is you’ve basically introduced a periodic skew that you can launch that can add massive profit, as you said, but it’s not something that actually becomes something that you have to inventory or add to the store or create a whole separate marketing channel for. It’s not becoming, and now I have six variants that they have to select from, and I gotta track all that stuff. You’ve got your one leader. And it’s also market testing, right? Like, you can test these flavors, whichever flavors do the best. Maybe at some point that does become a full-time offering or something like that. But you don’t have to, right?
Chuckie Gregory 10:40
Yeah, it’s great. We set out a survey about three weeks after the initial launch to everybody that bought, and we’re trying to figure out, which flavor ranks the best among all of them. So one day, maybe bring out a second flavor that’s permanent. And it’s great too because we don’t ever have to worry about ordering too much, either. Because if we order too much, we just stick that tub as our post-purchase offer on our normal. And that thing converts like crazy, people have a 25% take rate. So we sell the blood orange Mimosa flavor on the front end. And then hey, you want to try the limited edition flavor. Once it’s gone, it’s gone. We’ll sell it like that if we don’t always sell it.
Tanner Larsson 11:20
Yeah, you could always sell it out. And the other angle that I like about what you’re doing there. And guys, if you’re listening to this, and you’re thinking, how can I use it? The big thing that makes this special is what he said Limited Edition. So it’s basically creating immediate scarcity. And cool factor, number one, people don’t want to miss out, they want to feel special like they got something that nobody else has, or that very few people have. And they’re already a fan of the product. And he rolls out a special edition flavor that’s like makes me feel like man, oh, I’m part of this Limited Edition droplist I’m gonna get this I’m gonna have something special. And the psychology that’s built up in that and just the way they position the offer before the copy is super cool. And of course, it’s consumable. So once it’s gone, they need the next flavor drop to try something new. So this is one of my favorite things you guys have implemented.
Chuckie Gregory 12:16
Yeah, we just focus 100% on how much scarcity and urgency can we implement into this and the fact that it’s limited edition is scarcity in itself, we also do a first 1000 or X amount of orders gets a free gift. So the last one is a free pair of shades. So they got these blue shades, as they get done on it, the logo on the side. And that went over well because we had tons of emails right after the purchase. Did I get my order in and time to get the free shades? It went good. And then will build-up, first dibs list. So all our pre-launch emails are to build the first dibs list, which is an SMS list. And then when we go live, we text them a day early before the regular launch that hey, you asked for first dibs, here it is go buy. And that’s about the last launch that was 20 to 25% of the sales was from that one text that went out the day before.
Tanner Larsson 13:15
That’s crazy. And that’s all almost immediate sales too because it’s obviously coming from the text.
Chuckie Gregory 13:21
Yeah, it’s within like 30 minutes. It was crazy
Tanner Larsson 13:23
Now, are you letting them order multiple tubs of the flavor? Or is it like a one tub per person kind of thing? Or what’s your plan on that?
Chuckie Gregory 13:31
We do. So on the limited edition, we give them the option of one, two, or four tubs. And then post-purchase, we offer one more tub on the last launch, we split tested offering one or two tubs on the post-purchase and one tub actually taken more than twice as much as the two tubs. So it actually ended up being more profitable to just offer one more post-purchase.
Tanner Larsson 13:58
And that’s another thing, what he’s talking about here, guys, he’s actually testing the offers testing the variance testing all of that. A lot of people just set that stuff up and let it run. But he’s you know, letting them buy one tub or two tubs via variant versus one tub and one tub do post-purchase. Same concept. But if the take rates are completely different, then one’s gonna make you a lot more money than the other.
Chuckie Gregory 14:22
Yeah, and since we do these launches, we’re gonna routinely do them. Pretty much everything we’re sending out, we’re trying to test as much as we can, so that when the next launch comes, okay, now we know we don’t have to split test that again, we could just offer the one post-purchase maybe split test a headline there. Like the live emails, we’ll split test the subject lines, so that the next launch we know okay, that one won so we can just use that subject line in the live email. So yeah, do as much split testing as you can do a lot of these software’s make it super easy. So it’s definitely worth your while.
Tanner Larsson 14:56
For sure. To touch on it, we’ve been very talking a lot about different optimizations, different things you’ve been doing. But obviously, you know, and because that’s what we do. At Build Grow Scale it’s all about revenue optimization. It’s not about the traffic, it’s about what happens after the click right? And how has that impacted the way you guys have built your business and how you guys approach what you do with your brand now?
Chuckie Gregory 15:23
Yeah, from the beginning, kind of seeing that focus on the revenue optimization side of it really was eye-opening. So we send all our cold traffic to the long-form sales letter. So having that mindset built-in that we need to always be focused on the revenue optimization side of things, we’re always running a split test on that page, there’s never a split test running, if I turn one off, the other ones ready to plug right in, and start testing that. So we always have that mindset of what can we do to optimize the conversion rate, but really, we’re focusing on the revenue per user on each page. So just going through and optimizing everything from, the homepage, product page, to the cart page to the checkout has been awesome. Everything that we saw on the revenue optimization Handbook, everything in the course we’re going through and constantly just implementing, then watching the results. And continuously split testing.
Tanner Larsson 16:33
Yeah. And that’s what it takes. And obviously, your results are speaking for it, because you guys have, I mean, I don’t even know you’re probably over it now. But you were at 20,000 customers not too long ago. And you just keep on growing and even 18 months, or whatever the actual timeline is. That’s nuts, many brands don’t ever achieve that kind of velocity. And you’ve done it profitable without taking on investor money or anything crazy like that. You guys really have bootstrapped a very successful high margin subscription business, which is literally everything I just said is everybody’s dream, right?
Chuckie Gregory 17:14
Yeah, definitely. It’s been it’s been awesome. ld never have dreamed that we’d be in the position we’re at right now, a year ago. But now that we’re here, we’re just like, Alright, what’s the next level? Where can we go from here? What’s the next I go from here?
Tanner Larsson 17:28
What’s the next step?
Chuckie Gregory 17:28
Yeah, it never ends.
Tanner Larsson 17:28
The crazy thing was, we shipped out Chuckie his seven-figure award. And normally, we present the seven-figure Awards on stage, at the event and everything. But obviously, we couldn’t have events because of COVID, and all that stuff. So when Chuckie is ready, we just mailed it to him. And he gave us a really cool video where we got to see him unwrapping it and talking about it, which was awesome. But we were super bummed in the office, because we’re like, man, we don’t get to hand it to him on stage. Although we’re doing BGS live again in January, Chuckie will have to be there, of course, and we will still bring him on stage and have him hold another award and get some pictures. And everybody will cheer for him and everything. So we’ll still get it. It just won’t be quite as awesome as if it was the very first time you saw the award and got to see it. But we were pretty excited to send that one out. And guys, the other thing I want to talk about with Chuckie is there’s no ego. And I mean, he doesn’t have an ego, we all have egos. But when it comes to the way he approaches his business, he’s open to learning, I guess the number one he does is, he checks his ego at the door, whether it’s with me or any of the other people that he learns from because like, he said, he’s a voracious reader. He’s always paying attention to everything he can learn from every different source. But we were talking about it before the call, he doesn’t go like, this is why this can’t work. He’s like, okay, that’s interesting, that’s a cool idea, let me try it. And then if it doesn’t work, well, then he has data on it, but he just doesn’t worry about all the reasons it can’t work. And he’s like, I guess the the summation of that would be something along the lines of this is my perspective of you. But you very much agree with the whole philosophy of jumping to the front of the line instead of trying to reinvent the wheel yourself.
Chuckie Gregory 19:22
Yeah, I mean, following what’s worked for other people, and then testing it in your own business. I think one of the huge advantages we have in the e-commerce landscape is the ability to pretty easily test different things where a lot of businesses don’t have that ability to test things on that kind of level. So since we have that ability, we should just continuously test it without letting our opinion get in the way. Just throw it out there. I was, this is probably taken a little too far. But I was talking to my cousin who we brought on to just constantly put together different UGC videos and all this stuff. And he’s putting together something he’s like, this might work, but I just don’t like how it looks. I was like, dude, I do not care. I’ll advertise a dick pic If it’ll convert.
Tanner Larsson 20:13
Absolutely, that’s something you get married to like, your product becomes your baby. Like if it doesn’t look a certain way, or doesn’t do certain things. I mean, you have brand guidelines, of course, but you are not the end-user, right? Like when you started, l, hey, I suck at mornings, I want something to help me get a better morning, I created a product that actually helps me. But the second you decided to sell that product, you were no longer your end user. You don’t think about it the same way. So it’s very hard for you to know what they want and what you want would appeal to them, what would appeal to you, or not the same thing anymore.
Chuckie Gregory 20:51
Yeah, and your customer base is going to evolve as you go. When we set it up, I was like, our dream customer is in their 20s, go-getter. I thought I was the customer avatar, but the more we sold and seeing what kind of person we’re attracting our customers really are 40, 50, 60 year old female that wants to stay up with their kids wants to stay active wants to wake up before their kids or with their kids without being grumpy.
Tanner Larsson 21:24
That’s a massive shift, from what you thought into what you got, right?
Chuckie Gregory 21:28
Yep, so we consistently do surveys and stuff and learn about our customers. And if we were to just stuck with the initial mindset, we would have kept just going after people that aren’t really our end users.
Tanner Larsson 21:42
Yeah, and you’re building advertising, creatives, and everything that don’t speak to the people who are actually buying, so a smaller percentage of them wind up buying.
Chuckie Gregory 21:50
Tanner Larsson 21:52
It makes total sense. So we’ve talked about a bunch. You’ve shared a lot of gold already. But what’s something right now that’s working for you guys really well, or that you were surprised like something new that you guys are doing that is actually making an impact?
Chuckie Gregory 22:07
I think something that we’re doing that I really love is we’re using SMS as a newsletter style. So we do a weekly text called Get Shit Done Tuesday, and we don’t automatically opt-in anybody for it. So they’ll see it on the thank you page, they’ll see it on emails and whatnot, that they can opt-in for a weekly text every Tuesday morning. That’s kind of motivational, just personally from me. And that list has just grown a lot. And our customers really, really love those texts. And it just gives us the ability to once a week from them asking for it to constantly have the attention, just to get their attention just for a little bit. Just to stay top of mind. And then constantly see our brand, our name. This is all our buyers. So we include a link to our subscription product. So you never know when somebody is going to run out, they may forget what your website is, or, forget to even just get on the computer, but they get that weekly text, you’re Top of Mind, they click the link, and they can buy. And then that list is just a goldmine when we do launches, if whether it’s a product launch or a new flavor. So that list is just huge because that customer base just loves us. So you build the list there. And it’s expensive because sending a weekly text to a list of 10,000 people can get pricey, but it’s so worth it when you can stay top of mind with your best customers.
Tanner Larsson 23:47
Absolutely. And with that list, is it primarily image-based texts? Or text or combination? What do you send to them?
Chuckie Gregory 23:56
It’s a combination, it’s always either a picture or a gift, because we need that to be a multimedia message, because that gives us up to 1600 characters. And then it’ll be either something that’s on my mind if I read something in a book that really resonated with me, or I saw something that kind of motivated me, I’ll use that or it could be a quote and then we’ll sign off and then have the link there. So there between I would say probably 200 to 500 characters in that range. We try to keep it somewhat shorter, but it’s okay if it’s a little longer because they’re expecting it, but then we’ll have always a gift or an image that kind of goes with the quote or whatever that message is.
Tanner Larsson 24:40
Yeah, and I wanted you to point that out because a lot of people get in this head of like, SMS is the new email so they have to treat it the same way an email goes out and emails are obviously longer form and everything else. Plus with SMS guys, obviously, he’s telling you how profitable it is what’s true. In our Amplified Partner Stores, SMS is the number one revenue generator for abandoned carts, for direct promotion type money. Email does great, you can get up to 40% of your daily revenue from email. But SMS will outperform that every single time. The problem is you’re just never going to have as big of an SMS list as you have an email list. But when we track it, if you look at like abandonment, for example, we send out email abandoned we used to do messenger abandons we don’t do as many of those anymore because of the whole Terms of Service thing has changed. But when we were doing email abandons SMS abandoned and Facebook Messenger abandons. At first, it started out that Facebook Messenger was the instant winner it would crush everything else. And then right after that would be SMS and then after that was email, you’re going to pick up even more from SMS now because the messenger is not as big of a thing, but the SMS abandons if just outperforms by like a three to one ratio, our email abandons the cool thing is though, is what doesn’t get picked up by the SMS abandon does get picked up and mostly by the email. So you’re using them in conjunction. So like Chuckie’s guys that he has on his SMS list. You’re still emailing them, right?
Chuckie Gregory 26:17
Yeah, definitely. I think it’s all about impressions and the combination is what sometimes does it. It’s not the text that does it or the email, it’s the combination of the messaging and both of them.
Tanner Larsson 26:29
Now with your existing customer base, are you guys doing any kind of dedicated advertising campaigns for them. Like retargeting or anything else? Do you run ads just for them?
Chuckie Gregory 26:40
Yeah, so if they’ve bought our front-end offer, but are not a subscriber, they’ll get ads to become a subscriber. So we have various ads, like, don’t wait to the last scoop, you don’t want to miss out kind of thing. So push them to that subscription offer, because that’s kind of the end goal is to get them on that subscription.
Tanner Larsson 26:58
Chuckie Gregory 27:00
And then, when we have the new flavor drops, we’ll run some ads that specifically target our existing buyers list, but not a huge budget. It’s very little marketing spend.
Tanner Larsson 27:12
You were selling most of it out via SMS and email beforehand, right?
Chuckie Gregory 27:17
Yeah, exactly. But not a ton of retargeting ads to our existing buyers list. Just because we’re a one product store and in about a month we’ll have our second product. So once we have that we can kind of do some more segmentation, like they bought product x but haven’t bought product y. So let’s advertise that. So once we have our second product, we can do a lot more elaborate stuff there, which would be really cool.
Tanner Larsson 27:49
Yeah, I’m excited to see that come out. And how you guys roll it out. There’s a lot of potential there.
Chuckie Gregory 27:55
Yeah, definitely. Yeah, we’re excited.
Tanner Larsson 27:57
Yeah, I wouldn’t be too. And then you still got one more quarter for one more flavor to drop this year, right?
Chuckie Gregory 28:03
Yeah, so we’re doing a flavor drop. Probably end of this month or early next month, then we’ll do the second product launch, which is nightcap August, September ish. And then we’ll actually have another new flavor in the fall. It’s like a fall flavor. So it’s like Carmel Apple Martini. So all our flavors are cocktail themed yellow, orange Mimosa, strawberry daiquiri, stuff like that. It’s fun.
Tanner Larsson 28:29
Just an idea, obviously we’re talking about a podcast right now. But an idea that I had for you guys, was for your Black Friday, Cyber Monday promotion, or your 12 Days of Christmas or something like that, obviously, you’re going to use the Black Friday GST report, we have to do that, something that you could really do as a cool thing would be to maybe take some of your flavor drops and create a holiday bundle, where you get three flavors or some kind of bundle pack. It would just be a really cool way to do a crazy Black Friday. And it could be even a preorder Black Friday, Cyber Monday deal where you don’t actually commit to the inventory. But it’s like, Hey, we’re gonna do this blowout special deal, or a bundle of four, four exclusive flavors or two of our past ones, two of our previous one, our new ones, or whatever. And try to take your average order value. Way up for Black Friday, Cyber Monday and you got exclusivity, you got scarcity. And you’re also not on the hook for inventory if you did a pre-order.
Chuckie Gregory 29:32
Yeah, that’s really cool. I like that idea, bringing back the old flavors. That’s what you are saying.
Tanner Larsson 29:37
Yeah, it’s a once a year promo like once a year you bring back some of the old flavors, and maybe you introduce one surprise flavor or some surprise like you always do a free gift or something extra cool you can do or a limited edition shaker. Something like that. And if it’s all pre-order based, you can stack the coolness there and then you’re only on the hook for what you produce. And then if it doesn’t meet the minimums or just enough to create the minimum, and then you’ve got plenty of upsell product, following that.
Chuckie Gregory 29:40
Yeah, that’s really cool. Yeah, we’re gonna talk about something like that. We’ve also thought of, some kind of like, face-off, like two flavors, and it’s they’re facing off.
Tanner Larsson 30:19
And they would vote by buying.
Chuckie Gregory 30:19
Yep. There’s a brand called Indestructible Shoes that does that really well, every time they got two shoes to come out, and then say, click on your favorite and you click on it, and oh, damn, I gotta buy it now.
Tanner Larsson 30:30
I gotta buy it to vote. Yep.
Chuckie Gregory 30:36
Yeah, something like that might be cool, too.
Tanner Larsson 30:37
I was gonna say with your customer base with them already getting into that whole, like, limited edition type thing. You create that loyalty and that brand. Like, this is my brand. I’m part of this culture. I’m part of this community.
Chuckie Gregory 30:53
Yeah, definitely. The limited-edition flavors are so fun. They keep things really fun, fresh, and new. We’re don’t ever get kind of stale with our existing buyers. But yeah, last Black Friday we just had a discount on the subscription. Because we didn’t have anything else. Yeah, that did really well, too. We offered like 30% off. But just the first delivery. And so we like doubled our subscription count. And then they stuck on.
Tanner Larsson 31:21
So next month you build in the full?
Chuckie Gregory 31:24
Yeah. So what’s cool about that you reap the benefits of Black Friday, every month kind of thing for a while. So yeah, that worked out well, too.
Tanner Larsson 31:36
Yeah. There’s a whole lot of ways you can play that. I was driving to the gym a couple of weeks ago. And I was like, you know what that would work. I knew we were going to talk so I was like, oh, I’ll just check it, file it away until we talk.
Chuckie Gregory 31:51
Tanner Larsson 31:52
But yeah, there are some pretty cool things you could do there. As the upsell, the Black Friday offer, your discount on your dual continuity at that point where they can get a pm on the same subscription for a better deal.
Chuckie Gregory 32:08
Yeah, that’s gonna be huge too is we’re gonna really be able to elevate our subscription side of the business just by having a second product that they can actually subscribe to.
Tanner Larsson 32:18
And yeah, add on, you can double your recurring or one and a half times your recurring at the very least by just getting your existing subscribers to add it on. I mean, that’s phenomenal. So guys, if you’re listening to this, and you’re like, man, I don’t have a subscription business, you should get one, right? Recurring revenue is one of my favorite topics. It’s one of my favorite programs to have and to offer. And I think any business can build it in some way. Obviously, consumer ones like Chuckie’s lend themselves to it a little bit easier. But there’s always a way to add some kind of continuity level to your business no matter what. And the other thing is, there’s ways like you’re seeing here, Chuckie can add multiple levels of continuity within the same business, and some of the same products. So he’s going to add another pm product, which also from a marketing standpoint, makes sense, right? He’s got, hey, we’re helping you get crushed your morning. What’s the next thing people struggle with? A lot of people either struggle with staying asleep or falling asleep, or just winding down in the evenings. I’m a perfect example of that, like, my brain never shuts down. So I struggle in the evenings. I don’t struggle as much in the mornings, but I for sure struggle in the evenings. And so you’ve got people like that. So like, maybe me, maybe the morning one didn’t excite me, although it does, but let’s say it didn’t. But now he comes out with a new product here, he appeals to an entirely different product demographic, who after trying the nighttime can now be like, oh, you know what, maybe I will try the morning because I love the results of what’s happening with the night stuff and then vice versa. But he’s staying within his category and not going crazy and he’s not launching like a probiotic or a hey, now we’re gonna sell Garcinia or some random vitamin or something. He’s staying within the wheelhouse of that very niched down business.
Chuckie Gregory 34:04
Exactly. So yeah, that was kind of the whole idea is to really focus on the routine. So we teach our customers at night you make the morning cocktail, and you place it on your nightstand, so it’s ready in the morning. So we’re going to really promote the routine of at night, make your nightcap. start drinking it, make your morning cocktail, put it on your nightstand, and you’ll really have that one two punch of great sleep, high RAM, high quality sleep, and you’ll be able to wake up early, get shit done. It’s the kind of tomato.
Tanner Larsson 34:34
I happen to like that model just slightly. So what’s funny guys about that, if you don’t know is, you can see back here, it says GSD right? GSD started out as this, this is the Ecom Insider GSD report. You can see that we mail out so Chuckie gets one of these every month. It’s a turnkey marketing campaign. But when I came up with the name, it was just like, what am I going to call this report like, Cool report? No Get Shit Done, like, get the report every month, get it done. If you do just that, you’re gonna make a ton of money and you’re gonna be super stoked. So it started out that way. And then we started saying it and the Ecom Insiders took it up as their war cry. And now it’s like, every Facebook post every comment, everything, they’re all saying GSD get shit done, whatever. And then Chuckie has his brand. And they do a product drop and all of a sudden, I see the GSD sunglasses. But it fits, when I eat, sleep and breathe those getting shit done. It’s clear that Chuckie does the same thing. And it’s also not just Chuckie. I don’t want you to think like he’s phenomenal. But he’s got a team. He has a partner his wife helps him with it. And honestly, I’m sure she’s the true boss just like most of us in our wifey husband relationships.
Chuckie Gregory 35:55
Her opinion is much better than mine. I’ll get this stuff done. But yeah, I turned her opinion for everything.
Tanner Larsson 36:01
Yeah. It’s always fun on the jam session calls and stuff because like, I’ll see you, and then I see like half her shoulder. She’ll pop in and say, Oh, hey, what’s up? I mean, what do you have to say about that, like going from solopreneur, the two of you doing it by yourself, now you’ve hired your cousin, you probably hired a few other people to talk a little bit about that evolution and kind of how that’s helped you?
Chuckie Gregory 36:27
Yeah, I mean, at first, we didn’t want employees, and we’re always gonna have that kind of the mindset that we don’t want a big employee business, because it just adds so much stress. And I’ve already been there with the other business. So we do work with a lot of agencies and a lot of freelancers and people like that. But as we grow, we need to bring more people in house. So we got my cousin who just is constantly kind of his job, which is kind of a unique position, I think is he’s just watching over all the 50 different brands, and just watching their ad accounts, and seeing what they’re doing. And then when they see something that they’re doing unique, we take our assets, and we create something similar to that. And he does the video editing and all that stuff. But yeah, then you got the customer service side of things, which if you don’t have a customer service person, you’re going to drain a lot of time and a lot of stress.
Tanner Larsson 37:25
Yeah, you should not be in there.
Chuckie Gregory 37:28
Yeah, no. And you definitely need to separate yourself from that. Because always going to be a lot of negativity in there, too. So you want to kind of separate yourself from that just read the good stuff.
Tanner Larsson 37:41
Yep. We always say that, if I had to do customer service, there would not be a BGS. Because I would destroy it if I had to do Customer Service. And especially if you’re in passion, or you care about what you have, like you got to deal with the negative stuff. And it’s harder to be objective, whereas a customer service representative can be objective and actually look at it from the customer perspective first without the emotion jumping in there. And that’s super important because you want to treat your customers like gold, but not every customer is always right, unfortunately, even though we say that’s the rule, but it’s not the case. So you got to have someone who can handle that and take care of it, mitigate it, but also leave the brand in a good place and the customer in a good place.
Chuckie Gregory 38:31
Yeah, totally. So that’s, that’s kind of our team, we have basically the five of us that handle everything. But yeah, it’ll continue to grow as we grow. We’ll kind of continue to figure out what positions need to be filled. But that’ll be an always revolving kind of evolution of the business, which is fun.
Tanner Larsson 38:53
Awesome. Well, thank you, Chuckie. I mean, this was great. It was everything I wanted it to be we covered a lot of stuff you shared and I knew you would. So guys, if you enjoyed this podcast, please leave us a review. Let us know what you think about Chuckie and his brand and what he shared here. If you got some good takeaways from him, please leave a review do that. Also, make sure you’re subscribed. Okay, this is a video podcast and an audio podcast. So Stitcher, iTunes, whatever, Spotify. Also, subscribe on YouTube. And then to get the show notes and all the other details you want to go to BuildGrowScale.com forward slash podcast. You can also get links to the other platforms in case you’re not subscribed or you want to switch platforms, you don’t have to search for it, we’ll just click right over. And if you do struggle with mornings or you are an entrepreneur who wants to perform higher, go to ClubEarlybird.com check it out. That’s Chuckie’s brand. You’ll see him on the sales page with his wife, they’re holding their shaker cups and jumping on that it’s a phenomenal product. You’ve seen read the reviews, the customers are there. So if that’s something you struggle with, hit them up to support a fellow ecom person right?
Chuckie Gregory 40:01
I think if there was ever a podcast that kind of emulated what it is like to be an EI, this is probably it just bouncing ideas off each other, just having a conversation with people that understand what it’s like. Because you talk to your regular friends and your family. They’re not going to get it. And it’s kind of cool to have that community with people in that same battle as you are.
Tanner Larsson 40:26
Oh, for sure. I mean, I’ve got ideas just from talking right here too. Every time I have one of these conversations, I always pick up something or an idea or thought or Oh, yeah, you know what, I need to go revisit that I forgot that I already knew that. Or I haven’t done that yet. So, dude, this was great. I appreciate it. I thank you for your time. And I can’t wait to get this episode out for everybody to listen to.
Chuckie Gregory 40:50
Yeah, for sure. Thanks for having me.
Tanner Larsson 40:52
You’re welcome. Alright, guys, we will wrap this up. It will be up for you guys within a week, and I’ll see you in the next episode. See ya.
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