April 02, 2024

Opening The Books: PrettyBoy

1 hour 46 minutes

IMPORTANT NOTE

Get every resource mentioned in this episode emailed to you for free by visiting www.ajfgrowth.com/prettyboy

EPISODE SUMMARY

Ben and Kevin are best friends, partners, and the founders of PrettyBoy—a men's personal care brand whose first product is a moisturizer that helped Kevin clear up serious skin issues on his face that started when he was in college, playing football at Ohio State.

They launched with big dreams, but also with ads that were losing them money and an untenable supply chain due to the huge lead time they needed on every order. Classic startup problems.

But in 2023, things started to turn around in the ad account, and they made the leap to profitability.

In this Opening The Books episode, Andrew walks with the guys through the 2023 journey to profitability (with plentiful ad account screensharing so you can see how they did it), then talks them through the next steps as they cross seven figures in 2024 and PrettyBoy goes from side gig to the recipient of their full focus.

Watch this episode if you want to see the effects of great creative, switching to manual bidding, understanding your LTV, and solving your supply chain.

EPISODE HIGHLIGHTS

[00:04:56] Skincare for active males.

[00:06:19] Men's skincare brand growth.

[00:12:38] Viral single product launch.

[00:15:19] Hero Product Strategy.

[00:19:41] Business Growth Journey.

[00:22:46] UGC Video Success.

[00:26:27] Agency financial dynamics.

[00:28:41] Marketing and finance intersection.

[00:31:54] Creative messaging flexibility.

[00:34:53] Cost Controls in Advertising

[00:35:25] Advertising Platform Efficacy

[00:40:20] UGC Ad Success Story.

[00:42:16] Content testing strategy.

[00:45:31] Scaling Up Spend Strategy

[00:49:24] Cash flow and profitability.

[00:55:16] Testing cost caps.

[00:57:38] Probabilistic Forecasting Discussion.

[01:01:48] The delayed purchase multiplier & attribution

[01:15:06] Bid optimization strategy.

[01:19:42] LTV and customer growth.

[01:30:15] Product improvement feedback.

[01:33:10] The importance of better payment terms

[01:36:47] Manufacturing Lead Time Reduction

[01:38:02] Organic revenue growth.

[01:41:14] Product strategy

EPISODE SPONSOR

Virtual assistants can be helpful. Virtual professionals can transform your business. Get connected to incredible ecommerce talent from the Philippines with More Staffing by visiting ⁠⁠⁠⁠⁠⁠www.morenow.co/af⁠⁠⁠⁠⁠⁠.

THE BEST MEDIA BUYING/DTC LEARNING COMMUNITY ON THE INTERNET:

• Get a free call ($150/hr value) when you sign up for three months of ADmission From Common Thread Collective: www.youradmission.co/andrew-faris-podcast

WATCH MY PREVIOUS OPENING THE BOOKS EPISODES

"Opening The Books: Mixed By Nasrin": ⁠www.ajfgrowth.com/mixed

"Opening The Books: Beardbrand": www.ajfgrowth.com/beardbrand

FOLLOW UP WITH ANDREW

Follow Andrew on Twitter: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠@andrewjfaris⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

Email Andrew: [email protected]

Work with Andrew: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

EPISODE MUSIC

Music Intro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Tell Me Mama⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means

Music Outro: "⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Rusty Little Scissors⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠" by The Devious Means

...more

View all episodes

By Andrew Faris

2323 ratings