Alessandro Di Trapani is the co-founder and CEO of Grub Club, an insect-based dog food brand. Alessandro reflects on his journey in building the startup and the importance of customer retention and community building. 

He highlights the company's focus on brand messaging, effective communication, and finding the optimal mix between customer need and shipping frequency in a subscription business. 

Alessandro also emphasises the use of cohort analysis in understanding customer behaviour and improving marketing and acquisition strategies. 

In this episode we discuss:

• Why you need to be investing in brand and messaging tone
• How do you communicate effectively and resonate with people?
• Analysing cohorts to evaluate marketing strategies
• How real-world interactions, such as consumer shows, helped the business grow
• … and the unique benefits of using insect protein in dog food! 

Dive In

[04:32] How the pandemic sparked a boom in the pet industry

[09:21] The brand strives to be the obvious choice for customers by educating about the benefits of products and ingredients.

[14:21] Persistence and understanding are key for success.

[18:02] Tracking customer retention and lifetime value

[21:46] Maximise team performance through freedom, experimentation, and positive mindset.

[26:13] Optimise packaging, frequency, and customer needs.

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