The Metorik Podcast

Mike Halligan, co-founder of Australian dog food brand Scratch, joins Eric Berkhinfand to discuss the subscription strategy behind a business that has fed more than 100,000 dogs, passed $30 million in annual recurring revenue and been profitable since year two.

Mike shares practical lessons from each stage of the subscription lifecycle, with a focus on staying close to customers and using their feedback to improve the experience.

In this episode:

• How discounts and introductory offers can change the customers you attract.
• Using Meta ads to test messages and understand what customers want.
• Keeping onboarding simple, with useful guidance, product samples and support from real people.
• Making delivery dates easy to change and spotting when a subscription schedule no longer fits.
• Using post-purchase feedback and cohort analysis to understand who stays, who leaves and why.
• Learning from cancellations, respecting customers’ decisions and why Scratch doesn’t run automated win-back emails.

🐶 Explore Scratch: https://www.scratchpetfood.com.au

👉 Try Metorik free for 30 days: https://metorik.com

Chris Caley co-founded No Pong (nopong.com.au) with his wife Melanie in 2015 after a surf trip in Indonesia. Eleven years and eleven million tins later, they're one of the biggest names in Australian deodorant, sitting on shelves in Australian supermarkets next to brands owned by multinational companies.

We get into the one day hackathon that started it, why they've never written a business plan, how they run a fully remote team, and the $100k they spent trying to leave WooCommerce before coming full circle back to it.