#368 - The Bootstrapper's 9-Figure CPG Playbook: How Azuna Went From DTC to Amazon to Retail With 300% YoY Growth & 2x LTV

Scott Dancy is the founder and CEO of Azuna, a fast-growing brand in the natural air freshener space. With a background in staffing, technology, and several entrepreneurial ventures, Scott started Azuna in Buffalo in 2019, scaling the business from hand-packaging orders to becoming the world’s largest purchaser of tea tree oil and achieving significant success in both DTC and Amazon channels.

In this episode of DTC Pod, Scott shares his journey of launching Azuna, from navigating supply chain challenges and product R&D to unlocking consistent growth and managing cash flow as order volumes soared. He covers the pivotal product decisions, strategies for boosting AOV, lessons from high-profile partnerships, and Azuna’s approach to retail expansion. Scott also offers practical advice for founders on knowing their numbers, avoiding expensive mistakes, and building a team that’s invested in the brand’s success.

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On this episode of DTC Pod, we cover:
1. Scott Dancy’s entrepreneurial background and Azuna’s origin story
2. Early-stage bootstrapping: packaging, fulfillment, and ad writing
3. Scaling operations: manufacturing, 3PLs, and hiring expert talent
4. Product and packaging strategy: sustainable materials, bundling, and raising AOV
5. Building a brand moat with proprietary tea tree oil sourcing
6. Subscription economics and customer retention strategies
7. Navigating cash flow, funding growth, and working with MCAs
8. Knowing key metrics: revenue, gross profit, AOV, and cash allocation
9. D2C vs Amazon vs retail channel strategy
10. In-house vs agency operations and pitfalls
11. Brand marketing and influencer partnerships
12. Lessons learned from sports and celebrity partnerships
13. Timing retail entry and optimizing product mix for channels
14. Importance of customer service and product quality
15. Entrepreneurial learnings: failures, details, and staying data-driven

Timestamps
00:00 Scott Dancy’s background and founding Azuna
03:05 The “aha moment”—tea tree oil product discovery
04:10 Early days of hand-packaging, first sales, COVID impact
05:36 Scaling up: building the team, manufacturing, growth in Buffalo
07:14 Transition to 3PL and challenges of scaling past $10M
08:10 Product development, bundling, and packaging strategy
10:05 Target audience and tea tree oil sourcing
13:41 Growth channels: Meta, Google, and influencer seeding
15:53 Subscription model economics and retention
19:03 Funding growth: inventory buys, cash flow, using Clearco
22:24 Data-driven decisions and knowing your numbers
26:25 Channel mix: Amazon, DTC, retail launch, pricing strategy
32:00 Learning from agency mistakes and shiny object syndrome
35:06 Retail timing, product mix, and learnings from entering stores
42:02 Brand partnerships: AKC, NFL, influencer marketing
46:44 Final lessons and what Scott would have done differently
47:50 Where to find Azuna and connect with Scott

Show notes powered by Castmagic

Past guests & brands on DTC Pod include Gilt, PopSugar, Glossier, MadeIN, Prose, Bala, P.volve, Ritual, Bite, Oura, Levels, General Mills, Mid Day Squares, Prose, Arrae, Olipop, Ghia, Rosaluna, Form, Uncle Studios & many more.  

Additional episodes you might like:

• #175 Ariel Vaisbort - How OLIPOP Runs Influencer, Community, & Affiliate Growth

• #184 Jake Karls, Midday Squares - Turning Your Brand Into The Influencer With Content

• #205 Kasey Stewart: Suckerz- - Powering Your Launch With 300 Million Organic Views

• #219 JT Barnett: The TikTok Masterclass For Brands

• #223 Lauren Kleinman: The PR & Affiliate Marketing Playbook

• ​​​​#243 Kian Golzari - Source & Develop Products Like The World's Best Brands

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Scott Dancy - CEO & Founder of Azuna
Blaine Bolus - Co-Founder of Castmagic
Ramon Berrios - Co-Founder of Castmagic