The Foundr Podcast with Nathan Chan 514: He Made $2.8M Getting People High | Nick Shackelford
May 31, 2024
Nick Shackelford, entrepreneur and ad expert who co-founded THC/CBD beverage brand BRĒZ. He explains launching a hard-to-ad product, hitting $2.8M in 10 months, and why they priced premium. Short takes on targeting soccer moms, navigating ad platform limits, scaling to $25K/day in ads, and prioritizing subscriptions and retention.
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Rapid Early Revenue Growth
- Nick Shackelford launched BRĒZ on 4/20 and saw rapid monthly revenue growth from tens of thousands to $420K by December.
- The product accelerated to $640K in January and $858K the following month as demand and ads scaled.
Validate Organic Before Spending On Ads
- Test product messaging and angles with owned and organic channels before scaling paid ads.
- Use early social posts and email lists to validate demand and only ramp ad spend once customers love the product.
Let Organic Winners Guide Paid Creative
- Use organic winning angles to inform paid creative and audiences.
- Nick tested 'soccer mom wanting a buzz without ruining mornings' and psychedelic/experiment vibes before scaling.