Subscription Radio

Meet Matthew Barnes.

He's a mechanical engineer who knows DTC subscriptions inside-out. Brands like Jot, Earth Breeze, and Fat Snax hire him to scale & optimize their business.

His key insight? Focus on lifetime revenue, not just new subscribers.

Why? Think of a bathtub. New customers are water flowing in. Churn is the drain. To fill the tub, you need more flow in vs out.

Eventually, churn caps growth. So get new customers while minimizing churn.

In this episode, Matthew reveals marketing strategies that thrive. And why others flop.

Join host Ben Fisher to explore customer behavior, optimizing revenue, and subscription fatigue risks.

Matthew's insights will shake up your thinking. And show how to spark growth.

Mikko Rekola is the Chief Evangelist of Woolman, a Shopify Plus design and development agency in Europe. Woolman has established itself as one of the biggest agencies in its field, catering to renowned brands such as Mars Pet Food, Daniel Wellington, and H&M.

In this episode, Ben and Mikko dug deep into the current trends in eCommerce, including the use of AI to improve product discoverability and customer conversion. They discuss the potential of chatbots and semantic websites to change the way customers search for products, the importance of content marketing and gamification in engaging customers and building brand loyalty, and the challenges faced by mid-market enterprises in implementing DTC strategies.

Topics

• How AI is Changing DTC Brand Conversions and Discoverability
• The Future of DTC Brands and eCommerce Market Trends
• The Future of eCommerce and AI-powered Personalization
• Exploring AI Uses in eCommerce and Content Creation
• Incorporating AI in Subscription Strategies for eCommerce
• Leveraging AI for Workflow Optimization and Text Analysis
• Discussing Microsoft Clarity and Its Benefits for eCommerce
• The Evolution of DTC Brands and Paid Memberships in a Post-COVID World
• Mikko's "Big Ask"
• The Use of Customer Data in eCommerce

Links & Mentions

• Shopify Shop App
• Lucky Orange
• Hotjar
• Microsoft Clarity
• Pod Squeeze
• Word Tune
• Ellis

Connect with Mikko

• Connect with Mikko Rekola on LinkedIn or Twitter
• Check out Woolman

Connect with Ben

• Connect with Ben Fisher on LinkedIn or Twitter
• Check out Rodeo

Charles Tichenor, founder of Disrupter School and a partner at Underoutfit Inc, a DTC brand specializing in undergarments, is a strong advocate for embracing change and evolving strategies in response to ever-changing technology and marketplace dynamics. With a deep understanding of the intricacies of Facebook advertising, he has achieved remarkable success in helping businesses navigate the ever-evolving digital landscape.

In this episode, Charles uncovers valuable insights, debunks misconceptions, and provides you with actionable strategies for success in Facebook advertising.

Topics

• Debunking common mistakes in digital marketing, specifically in Facebook advertising
• Shifting focus from short-term gains to long-term cashflow sustainability
• Embracing change and evolving strategies in response to technology and marketplace dynamics
• Recognizing the limitations of advertising strategies and evaluating campaign effectiveness
• Rethinking ad testing and metrics for a more thoughtful and data-driven approach
• Insights on effective Facebook advertising strategies, including budget consolidation and user-centric approach

Links & Mentions

• Dylan Ander at SplitTesting.com
• Sarah Levinger
• Raoul van Heerden at eCom Ads
• Dara Denney on YouTube

Connect with Charles

• Connect with Charles Tichenor on LinkedIn, Twitter, Instagram, TikTok, or Facebook Group
• Subscribe: YouTube, iTunes, Spotify
• Check out Disrupter School

Connect with Ben

• Connect with Ben Fisher on LinkedIn or Twitter
• Check out Rodeo

Eric Gower, founder of Breakaway Matcha, is an unconventional entrepreneur & CEO.

In a world that celebrates moving fast & breaking things, Eric's mantra is to slow down and enjoy life. And with 20% YoY growth for more than a decade, it seems to work. Breakaway Matcha isn't (just) about building a tea empire; it's about fostering genuine connections and enriching daily life.

Tune in to the latest episode of Subscription Radio to uncover the secret behind their thriving business: the power of word-of-mouth and tailored customer experiences.

Topics

02:17 - Creating Breakaway Matcha

05:20 - Pause Your Life

07:55 - Do Things That Don’t Scale

10:30 - Don’t Advertise

13:02 - How to Deal With Varying Levels of Subscriptions

15:38 - Adjust According to Customer’s Needs

23:53 - Be Content with Good Enough

27:18 - Learn From Other Subscriptions

30:39 - Toe the Line of Communication

33:22 - Give Customers Better Value

39:51 - Automation in Today’s World

42:31 - Blend Ambition with Contentedness

Links & Mentions

• Connect with Eric Gower on LinkedIn or Twitter
• Check out Breakaway Matcha
• Connect with Ben Fisher on LinkedIn or Twitter
• Check out Rodeo

Ben has struggled with anxiety for his entire life. He's tried everything from therapy to, prescription medication, to mindfulness, none of which totally relieved his anxiety.

Recently, Ben explored alternative options and decided to try ketamine therapy. This consists of a series of sessions where the patient is injected with ketamine, goes on a psychedelic "trip" and then talks through it with a therapist. Ketamine therapy isn't for everyone, but Ben found healing and emotional release.

In this episode, Ben shares his experience, what he learned, and how he's implementing those insights in everyday life.

Obligatory disclaimer: The following is a personal experience and not medical advice. For ketamine therapy or other treatments, consult a licensed medical professional.

Topics

• Ben's background and reasons for trying Ketamine therapy
• What is Ketamine therapy
• Ben's experiences during the therapy sessions
• Insights and takeaways from the therapy
• Ben's struggles with writing
• The importance of emotional state and exercise
• Combining Ketamine Therapy with good habits
• A feedback loop is critical to growth

Links & Mentions

• Podcast: The Story of a Brand podcast by Ramon Vela
• Field Trip (Ketamine clinic)
• Mind Bloom (DTC ketamine subscription service)
• "Ketamine: unlocking the shackles of judgment" by Paul DeJoe (co-founder of Mud\Wtr)
• Playlist from Ketamine sessions: (Playlist #1, Playlist #2)
• Power Writing course by Shaan
• CopyThat writing course by Sam
• Connect with Ben Fisher on LinkedIn or Twitter
• Check out Rodeo

Testing structures that are not tailored to the specific needs of an account can lead to inefficiencies by wasting valuable time and resources. To create an effective testing framework, it's essential to consider the unique characteristics of the account to create a customized testing structure.

Landon Shaw, the co-founder of SweatPants Agency, lays out his roadmap for developing effective Facebook ad testing frameworks and how AI can streamline the process.

Key points covered:

• Getting the most statistical significance for individual variables
• Determining testing structure based on the spending preference
• Leveraging AI for efficiency and added value

Show Links

• Check out SweatPants Agency
• Follow Landon Shaw on LinkedIn
• Check out Rodeo
• Connect with Ben Fisher on LinkedIn or Twitter

The average US household spends $200 on subscription services. Ecommerce businesses compete for their share of this figure.

Eric Carlson, co-founder of SweatPants Agency, reveals his strategies to gain and keep customers, as well as layout techniques to stand out in the current populated market.

Tune in to this episode to learn:

• The challenges of the ecommerce industry in 2023.
• How to improve the customer experience for subscription businesses.
• How to predict customers' needs.
• Strategies to combat churn rate.

Show Links

• Check out SweatPants Agency
• Follow Eric Carlson on LinkedIn
• Check out Rodeo
• Connect with Ben Fisher on LinkedIn or Twitter

As a Shopify business scales and generates millions in revenue, it's easy to feel like things are running smoothly and that there's no need for change. But complacency can be a dangerous trap in the fast-moving world of ecommerce. To keep growing and thriving, Shopify brands need to evaluate their strategies. This is where a skilled ecommerce agency can help.

Nathan Lomax of Quickfire Digital explores ways ecommerce agencies can help even the most successful Shopify brands continue to scale and meet their business goals.

Key points covered:

• Why it's essential to focus on targeted metrics to help maximize CRO
• Refining website and app management to meet the needs of the users
• How to build stronger relationships with customers and partners for growth and profitability

Meet Nathan Lomax

Nathan Lomax is the director and co-founder of Quickfire Digital, an ecommerce web development agency. His journey starts at 18 years old, when he decided to start his first agency instead of pursuing higher education. He deferred his university admission for two years and dedicated his time to growing the business.

Despite early success, Nathan recognized that his agency had room for growth. He understood the need to revamp his branding and assemble a competent team to support him in taking his business to the next level. In 2017, Nathan rebranded his agency to Quickfire Digital and partnered with two other co-founders to boost their ecommerce strategy, systems process, and finance.

About Quickfire Digital

Quickfire Digital is a top Shopify Plus ecommerce agency based in the UK that partners with Shopify and Shopify Plus brands to build strategies for growth. The agency was founded with the goal of helping clients maximize their potential, and prides itself on delivering tailored solutions that cater to each brand’s unique needs.

Show Links

• Check out Quickfire Digital
• Follow Nathan Lomax on LinkedIn
• Check out Rodeo
• Connect with Ben Fisher on LinkedIn or Twitter

When DTC brands zig, Daniel Toft zags. He’s built companies from both inside and outside of them. Now, he helps them grow in a more scalable way through advising. In this conversation, he shares lessons he’s learned from all of those experiences.

Topics

• Many ways to do many things
• Find the real retention signal
• Growing AOVs for subscriptions
• It’s not about the numbers
• Different problems at different moments
• Lean into experimentation
• Enable insights from data

Show Links

• Check out DTCo
• Follow Daniel Toft on LinkedIn
• Check out Rodeo
• Connect with Ben Fisher on LinkedIn or Twitter

Not all heroes wear capes. Sometimes, they work in Operations. Without folks keeping the trains on track, the customer experience would crumble. In her time at Stryx, Elizabeth Ng Clock has seen this firsthand. In this conversation, we unpack timeless frameworks that anyone can integrate into their work.

Topics

• Build the plane as you go
• Be intentional with spend
• One-way and two-way doors
• Start documenting processes yesterday
• Anyone can do a job well
• Who makes a good Operations Manager?

Show Links

• Check out Stryx
• Follow Elizabeth Ng Glock on LinkedIn
• Check out Rodeo
• Connect with Ben Fisher on LinkedIn or Twitter