Are you a morning person? Plenty of people aren’t, but one of today’s guests aims to make everyone a morning person. Tom Mucklow, founder of Aurora Mornings and Superco, needed a healthier way for himself to jumpstart the mornings, and that’s what led to Aurora. Tom is joined by Matt Houlemard from ReCharge, one of the leading e-commerce subscription technologies. Listen in to learn more about Aurora, pivoting from B-to-B to direct-to-consumer, and the subscription model.

Topics Discussed in Today’s Episode:

The origin story of Aurora

Where Aurora is manufacturing

Eye-opening things in pivoting to the direct-to-consumer space

How Aurora handles customer questions and support

Interesting learnings with SuperCo

Why custom packaging was important for Aurora

Who Aurora uses for packing and how they factor the price in

Subscriptions from a macro-level perspective

What percentage of Aurora customers use subscriptions

What ReCharge sees in terms of who has subscriptions

Impact that ReCharge is seeing in terms of expanding lifetime value

How to handle people canceling or wanting to extend the time between subscription

Which part of e-commerce costs the most

The process of choosing ShipBob

How often customers get custom boxes

Considering price points

How to keep track of new and recurring subscribers

What platforms ReCharge integrates with

The theme of an Aurora community

Advice for entrepreneurs

Resources:

Shipping Solutions for Health, Beauty, and Wellness Brands

Start your mornings off right with Aurora

On-Demand Shopify Design, Development & Administration with SuperCo