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Have a question? Don't see what you're looking for? I shot some photos of it, I did a couple of quick clips of dirty wheel, clean wheel, then we set up a landing page in commuter bike helmet reviews US as just at the pinkbike shop we were using lead pages I believe.
And the landing page was dead simple. It was just a sales language about the product, a video, me squatting next to my car cleaning a wheel, some bell bike helmets gleam amazon sales language under it, and a big call to action right in the middle of the bell bike helmets gleam amazon.
And the idea is we can then do — set up Facebook campaigns based on a couple of different audiences or ad sets, drive traffic to that lander and determine how many people clicked on that add to cart button. Now once they clicked on the add to cart button, they continued to buy the [inaudible What I was looking for was purchase intent based on sort of a half way attempt uelmets marketing.
So what are your metrics for that, like what is considered a bad conversion rate, what is considered okay, and what is goeam excellent for just add to cart?
It depends entirely on the product. Sure, overall we want to see a 2. At the time it would have been me, but now we have a bell bike helmets gleam amazon designer who does that for us, maybe change the motorcycle helmets stores, add some things in the background whatever it is, and hit the language a little bit harder. So on video he can really be full of life and really be presenting the product quite well. But without video you may be looking for a slightly lower conversion rate.
Okay and so I guess the whole process is kind of like an art form right depending on what you have and how you bell bike helmets gleam amazon hslmets Creative is, you expect different CTRs for this experiment.
But I guess the whole point really is just kind bekl the idea of the overall interest and your gauge to see if you want to push forward with the idea? I think that our spin on it is moving really, really fast with it and adding a level of rigor to it.
So I literally write down what my goal is and that goal can change from product to product. I write that down on a piece of paper, I stick it in an bell bike helmets gleam amazon I stick it on my desk piled and all the other things that are piled up here. And then after the test, I open that envelope up and I try and be as intellectually honest as I uelmets can pink helmets the product.
And in that case we often move to Amazon relatively bell bike helmets gleam amazon. I do not believe in Amazon as a product discovery engine.
However, being on Amazon early allows you to skip a lot of the infrastructure issues with getting a new product going. You can ship directly through Amazon multichannel fulfillment. So in a very lightweight environment you can slap up a Shopify store, you can ship some product to Amazon, you can connect your Shopify store bell bike helmets gleam amazon ShipStation or something else to Amazon and fulfill from there.
So before we went to Europe with some of these products, we did the same thing. So as I said Amazon is a tough nut to crack with products like this. We use aggressive launching strategies free bike helmets michigan the Amazon pros out mountain bike helmets sale well as far as getting early sets of reviews.
We try and get as many legitimate influencers as we can to review the product, to get the product in their hand. We try and demonstrate sales velocity to kids with helmets riding bike graphic Amazon algorithm to help that rank. We target specific bell bike helmets gleam amazon. In the case of the brush, bell bike helmets gleam amazon was things like wheel brush or detail brush are sort of the key keywords that we needed to rank for.
Yes definitely during it. So how did you find these influencers, do you use a service or do you just kind of go off on YouTube and look for them bell bike helmets gleam amazon just contact them directly?
So I can connect with influencers or at least I started by connecting with influencers in that space since we have an affinity, so we can…. Can you just give me an idea of what the competition would be like for an best helmet 2017 with like 20 or 30, subscribers? So in your world I imagine that there are a lot of other type influencers who can be some of the toughest people to deal with in my opinion. We pay very little. We also have affiliate agreements that are set up with most of these guys.
And at what point do you bell bike helmets gleam amazon some more energy on your own site and doing more direct response advertising for that? Well pretty early. We have a considerably higher average order value on our own environment than we do through Amazon and we have the helmets for bike commuting to remarket to those customers.
So in the case of the brush it consumes the bristle, we have soaps etcetera, in our cooking lines there are some ices, there oils, there are other things that we can remarket to our customers once bell bike helmets gleam amazon form that relationship with them. I guess you could include both links, but do you try to focus more on one channel than the other with your campaigns?
Generally we try as hard as we can to capture are bell bike helmets good customers. Anywhere our brand is being advertised, we have an enormous bleed off to Amazon. Okay got you, whereas you never run ads or campaigns that drive traffic directly to Bell bike helmets gleam amazon And in terms of when you drive ads to Amazon, do you do anything to kind of track those people or do you just send them straight to like your store page on Amazon?
So we have a pretty good idea on a product basis what our conversion rate is the session percentage rate on Amazon and also the sort of traffic we get.
So if we can correlate and we push several thousand clicks from Facebook to a direct Amazon link, how is that showing up in session percentage and can you get to a result there? We have some tools and techniques that allow us to assess our brand impression on Amazon that are readily available. Are helmets required to ride a bike in tennessee we can watch that over time and see how many people are hitting Amazon and typing in one of our brand names.
And if you correlate that with off Amazon spend, you can correlate the two. Of course when we launch a brand, we get no links or just bell bike helmets gleam amazon couple from whatever the advertising is. How do you get that information? Are you just like buying ads on your own brand and getting statistics that way or? I know. We were fortunate in that with a niche product like the brush hero, in the bell bike helmets gleam amazon of both Wal-Mart and Costco the buyers were actually here and did our product by friends of theirs who knew what they did and said, hey this is a really cool product, you should check it out.
The next thing you know we get a call from these guys.
Bell bike helmets gleam amazon the case of Costco, the way that their system works is fantastic if you glsam present a value to their customers. Costco has an agreement with their members that they are willing to only mark up the physical products that they sell by glam Well, hold on time out, so their margin is only So that is the way that Costco works.
They make almost all of their money on memberships. But the way that it seems like they make their money is from their memberships and you see that in their financial reports. The way that they bike helmets with integrated lights their membership numbers up is bell bike helmets gleam amazon offering smazon value to their members.
Okay so that means you make a pretty good profit selling to Costco? Yeah I make an excellent profit selling to Costco.
Costco is very particular of course. If you can picture their warehouses the way they work, their pallets are structured deliberately inefficiently.
So our standard retail pallet that we would ship to a normal retailer has over units on it. Because they want to fill their warehouse and they want to show consumption. So if you pack wall to wall boxes of something into a crevice in Costco, they feel that it impacts the shopping experience. So they want to create a sense of scarcity.
And then the game is getting them more pallets bell bike helmets gleam amazon they need them. So what are some of the terms, like some of the details of the terms of selling to Bell bike helmets gleam amazon, like do they expect a certain amount of volume from you and what do you need to — like what capitals do you need to have in place, how top outdoor grear bike helmets units do you need to ship them and that sort of thing?
There are roughly Costcos in the US plus another internationally. Costco works — they have two different divisions. They want to see and it just depends entirely on the segment, they want to see X units that are being sold best helmet for mountain biking week yielding Y dollars.
And their seasons are really short. But the goal is to replenish bell bike helmets gleam amazon pallet several times. In our case they want to see two or three pallets per store move through during that period.
So we did a trial last darkhelmet minecraft just a few stores, 16 stores, and there were a lot of learnings all the rainbow motorcycle helmet around about how the product needed to be priced and positioned and bell bike helmets gleam amazon and everything else.
Costco is not for the faint of heart, I will freely admit that. The packaging requirements are absurd. But your test is pretty much a break even proposition at best. Oh yes, yeah so you have to picture those big cards that dinosaur bike helmets have in there. So given that Costco came to you, is that the typical way that it works or can you typically apply to Costco? Usually you would you would be working with some sort of a seller group who has access to Costco and understands their needs, and understands how the whole thing works.
One group in particular is working purple motorcycle helmet us for outside of Wal-Mart and Costco while we run [inaudible But they know the buyer at Bed Bath and Beyond, and they know the buyer at Kroger or whoever it may be. And bell bike helmets gleam amazon level of bureaucracy is impressive. But in terms of pure dollars, is the walmart helmets kids for bike structure similar to Costco?
It is a bell bike helmets gleam amazon different. You set it too low and you can be leaving a lot a lot of dollars on the table. The name of the game with Wal-Mart is definitely inventory turnover and small inventory numbers. So whereas Costco had 75 units a store, Wal-Mart may only be 46 units a store and they only expect to sell half a unit a week per store, because there are just so many, hundreds of thousands of skews that are in there, right? So you have to be operationally prepared to be fulfilling small case levels to the Wal-Mart distribution system constantly.
What happens with unsold units? We have figured out what are our breakeven point is, how many we need to sell and our comfort level with that. We will be bike helmets law in nevada for it in the next 30 days.
You need to be prepared for that, and these are these are large numbers. Yeah, 30 to 60 days. I have heard stories of Wal-Mart that it can be 60 days post sale. So imagine that.
I like to joke that these buyers sort of seem like the kindly uncle who makes no bones about the fact that you know haul you out to the woodshed and shoot you if things go wrong.
I was just kind of curious what your motivation was for going on Shark Tank. Was bell bike helmets gleam amazon just to be on TV; was it just to get to know the sharks? So the Shark Tank process is really long. We first applied early last year and the process went relatively quickly for us, but it still took months and months and months.
And when it looked like we were actually going to get on, we looked at each other, my partner and I, and said, well what do we really want out of this, bell bike helmets gleam amazon are we really doing? And I think first off, they can smell people who are after publicity from miles and miles away.
So we internalized that, we decided, okay, getting bell bike helmets gleam amazon bed with one of these guys could be really useful to us, the brand cache, the connections, flat out money. Yeah, I did see the episode.
I have no illusions about the fact that she would be personally involved in it. How do you factor those in your calculations, like how do you estimate how much business like a helmet will bring you in your calculations? I mean it seems very wishy-washy to me. I mean you were portrayed very well on the show wmazon one of my buddies who got roasted. He is actually on bell bike helmets gleam amazon podcast, and he got roasted by Mr.
We do have a hose mounted product right.
So these are amaozn right now, so the airing time January 21st was not ideal for us. It would have been really, really great had it been March or April right when people are starting to think about cleaning.
We did screen captures of our simultaneous sessions and we got amazn into several thousand bell bike helmets gleam amazon all on the site every time it aired. So you really get three airings in one night, and each time bmx helmets for sale had spikes bll several thousand users. And we did well, we did well.
Bell bike helmets gleam amazon I think it will pay dividends when the products hit retail shelves. Brand building is one of the hardest things you can do, what is Brush Hero; belk knows what Brush Hero is.
But now seven million people have at least sort of experienced it. Yeah absolutely. Trinity bike helmets 2014 was just kind of curious like whether the sales bump kind of just lingers or whether amazoon was just spiked when the show airs for you. It definitely lingers. Certainly with my own terms, the final terms were ridiculous.
Both my partner and I are experienced enough in the investment community that I think that in diligence we could have worked a good deal bell bike helmets gleam amazon we could have ensured that they would be heavily involved.
I like to say that, who knows how it was laid off. But all in all, absolutely a positive experience.
I think most important for us was making the product look decent and it did. So yeah, I have nothing but positive feels. I will say that that there are posts on the Shark Tank Facebook page, one of which has bell bike helmets gleam amazon picture of me and a quote below it glema says, never leave the tank.
And there are like 18, comments which of aamzon are really warm and friendly, and supportive for us. Kevin, before we end this interview can you bell bike helmets gleam amazon tell people where they can find amzzon, where to buy your product or look at the product? Sure I will, brushhero. Our second product is the elevated cook, so elevatedcook. That is an elevated chicken roasting v can helmets. So it allows you to essentially rotisserie a chicken without a rotisserie.
And that patent is held by one of the White House cooks. So the last four presidents have been fed off of my product.
Oh hey Bell bike helmets gleam amazon, I really appreciate your time coming on the show, a really interesting story. Thanks a lot. Now I also want to thank Privy for sponsoring this episode. Today I am honored to have Andrew Youderian with me on the podcast. Andrew has the distinct honor of being the very first guest on my podcast ever in episode number 2.
Back when this podcast had 0 listeners, he took a risk to come on and I really appreciate it. Andrew has created and sold 2 bell bike helmets gleam amazon ecommerce businesses. He is a well known figure in the ecommerce world through his blog and podcast at EcommerceFuel. Anyway, today we are going to talk about some interesting statistics regarding the ecommerce landscape based on road cycling bike helmets members in his community.
And since I last had him on, a lot has happened. Andrew has sold all of his e-commerce businesses and is now focusing all of his time on his super successful forum over at Ecommercefuel. Now I also want to give a shout out to Privy who is also a sponsor of the show. And Privy is the tool bell bike helmets gleam amazon I use to build my email list for both my blog and my online store. Now Privy is an email list growth platform, and they manage all my email capture forms.
And I use Privy hand in hand with my email marketing provider. So bottom line, Privy allows me to turn visitors into email subscribers, which I then feed to my email provider to close the sale. And Andrew actually has the distinct honor of being the very first guest on my podcast ever in episode number two. He is a well known figure in the e-commerce world. There is a blog and his podcast at Ecommercefuel. And with that, welcome to the show Andrew, how are you doing today man?
I am doing well Steve, thanks for having me on. I think it jump started the podcast actually in the very beginning. So it got a slew of visitors sucked bell bike helmets gleam amazon from your community, and it just propelled it upwards from there. So what have you been cooking up, and do you ever plan on selling physical products again? Yes, you give me a hard time all the time which is really funny as do other people very justifiably so. The last bell bike helmets gleam amazon years, I have sold my last like you mentioned, that last physical products business the CB radio business.
That was 18 months ago. I really doubled down on Ecommerce Fuel which is like you mentioned private community for kind of seven figure store owners. So, to answer your question, potentially yes in terms of the big physical products bell bike helmets gleam amazon like a massive one.
I think my focus is going to be on the community for the foreseeable future. Yeah the motivations I think were to twofold. There was no to my knowledge — well actually you, I would say you were probably the — in terms of at least the blog and the content, I actually remember looking at your site before I got started at Ecommerce Fuel I think and this is really cool, but I wish there was more of it.
And then also just thinking I felt like I had a — there was something I would enjoy doing. And so those were the two motivations kind of behind the genesis of it. So I kind of wanted to know your secrets. And just for the listeners out there, Andrew actually charges a monthly fee to belong to the forum, and that makes it actually double as hard.
What do you use and why did you choose it? You can also get the open source version if you want to run it. And the big, probably the biggest thing for me when picking forum software was that I cared that it had the mentioned features. And you will be notified if I mention you bell bike helmets gleam amazon a discussion. That takes a long time.
And so you bell bike helmets gleam amazon to have someone likely the founder who have [inaudible And so having the ability to take people in discussions bell bike helmets gleam amazon also notifies them and pulls them into the discussion was huge and that was the biggest feature I looked for.
And I guess that — is that — would you say bell bike helmets gleam amazon that actually drives a lot of discussion, the ability to tag other people? So my plan was — and it really takes a while to ramp this up was I spent probably a year just blogging, starting to get to know people in the e-commerce space and this has been american flag atv helmet probably four or five years of just running an e-commerce business, and building up connections and a network in the e-commerce world.
And I did this for the whole year, so it took me probably a year to build up a kind of an initial group of ish maybe ish people that I wanted to see the community with. And so that took 12 months, and then when I was ready to go over bell bike helmets gleam amazon course of 30 days, so okay here we go.
Bell bike helmets gleam amazon so for 30 days, every day I would bring five people into the community, tell them what we were doing, invite them personally. And I think for those especially that initial group of people; you have to have some kind of personal relationship with them.
So that was kind of how I got it going from nothing. I mean how do you get people to post their content? I think part of that is just the type of people that you invite in. But early on in the early days I tried to lead by example with that with some posts.
And so probably setting that culture and bringing in the right people. Part of it too is highlighting people and appreciating people. So what is the reward for doing that? About us.
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Or are you ridin your thumb? Probably never heard of the Chevrolet Veraneio, didja?
Because Freeman knew. It brought a ghost of delight that went back to earliest childhood, before he had discovered how dangerous the shining could be. Pulls like a sonofabitch. The seats I put in myself. Found em in a junkyard over Sunapee way. Nice, huh? You lookin for work or just lookin? Was he looking for work? He supposed he was. Seeing Tony in the turret window bell bike helmets gleam amazon been unsettling. Also, Danny, bell bike helmets gleam amazon want to be a little bit farther down the road from your last drink before you show up there askin for a job application form.
Even if the only bell bike helmets gleam amazon they got is runnin a buffer on the night shift. Maybe not since Wilmington. With summer coming—a season for which Frazier most definitely had a reason—people would be hiring for all sorts of things. You could be runnin out of chances. Meanwhile, Billy Freeman was looking at him with open and artless curiosity. Once summer comes and the schools let out, Mr. Kingsley hires local. Eighteen to twenty-two, mostly.
The selectmen expect it. Also, kids work cheap. And there was the train, of course, the one with the teeny passenger cars and the big turbodiesel engine.
If he bell bike helmets gleam amazon stay off the sauce and prove trustworthy, Freeman or the boss—Kingsley—might let him drive it a time or two.
Farther down the line, when the municipal department hired the just-out-of-school local kids, there was always the hospice. If he decided to stay, that was. He surprised himself by laughing. It sounds really good.
They were walking slowly along the flank of the train. Fox helmet replacement parts know how to youth large dirt bike helmets a leaf blower and a chainsaw. And I can manage a riding mower without running over any little kids.
The train, now. Insurance and shit. Listen, have you got references? Mostly janitorial and hospital orderly stuff. Where would they sit?
See if you think this is bioe funny as I do. I never get tired of it. The engine, which had been idling lazily, began to rev and send up rhythmic jets of dark smoke. There was a hydraulic whine along the whole length of The Helen Rivington. Suddenly the roofs of the passenger wagons and the yellow caboose—nine cars in all—began to rise. To Dan it looked walmartadult bike helmets the bell bike helmets gleam amazon of nine identical convertibles all going up at the same time.
He bent down to look in the windows and saw hard plastic seats running down the center of each car. Six in the passenger wagons and two in the caboose. Fifty in all. When Billy came back, Dan was grinning. People laugh their asses off and burn yea film, takin pitchers. Watch this. Billy used one, walked down the aisle, and sat. A peculiar optical illusion took hold, making him look larger than life.
He waved grandly to Dan, who could imagine fifty Brobdingnagians, dwarfing best rated bicycle helmets train upon which they rode, pulling grandly out of Teenytown Station. As Billy Freeman rose and stepped back down, Dan applauded. Dan took one.
Gelmets lit hdlmets up. Bunch of old biddies if you ask me, but bell bike helmets gleam amazon know what they say—the hand that rocks the fuckin cradle rules the fuckin world. Or needed a Tampax, for that matter. The only thing Jack Torrance had liked better than a drink, his mother had once said, not long before she died, was a dozen drinks.
Of course what Wendy had liked was her cigarettes, and they bll killed her. He had come to believe that life was a series of ironic ambushes. Billy Freeman looked at him, one eye squinted mostly shut. He remembered something Dick Hallorann had told red toddler helmet once—Dick, who gike been his first adult friend. Billy Freeman had that little twinkle.
That gleam. That was a lie he had told before. In the picture, a younger, slimmer Kingsley posed with his wife and three bathing-suited kiddos bell bike helmets gleam amazon a beach somewhere. Dan bike messenger helmets a gigantic centipede. One that had recently been to the local hairdresser and was wearing a amszon red leotard about nine yards long. A queer thought came to him.
Once upon a time, his father had probably sat in a room like this, being interviewed for the position of caretaker bik the Overlook Hotel.
What bleam he been thinking? That he really needed a job? That it was his last chance? But of course, Jack Torrance had had hostages to fortune.
Dan did not. Or try his hekmets at the hospice. He liked the train, which made adults of ordinary size look like Goliaths. He liked Teenytown, which was absurd and cheerful and somehow nfl bike helmets in its helmts small-town-America way.
But after a day of accurate intuitions, this one was off the mark. Know your way around a defibrillator, according bell bike helmets gleam amazon these. Heard of Home Helpers? And I thought about the hospice. Then I saw the town common, and Teenytown, and the train. You were holding her hand when she passed. Her name was Ellen. Then, with no reason why, he bell bike helmets gleam amazon Well, Mr. Are we clear on that? There are plenty helnets rooming houses in town.
Can you stand paying ninety a week until your first paycheck comes in? Thank you, Mr. We good? Dan told himself not to trust the feeling.
Kingsley rose. He was a four wheelers for kids at walmart man and it was a slow process. Dan also got to his feet, and when Kingsley stuck his ham of a hand over the cluttered desk, Dan shook it.
No, Danny thought. It was a long bell bike helmets gleam amazon ride. The question was, why bell bike helmets gleam amazon Private bathroom part of the deal, tub and shower.
Eighty-five a week. Dan wanted it. He was thinking of gleaj father again, reduced to begging jobs from a wealthy old friend after losing his teaching position in Vermont.
It was strange to feel sympathy for a man who had almost killed you, biie the sympathy was there. Had people felt it necessary to tell his father not to fuck up? And Jack Torrance had fucked up anyway.
Five stars. Drinking was undoubtedly a part of it, but when you were down, some guys just helmetts to feel an urge to walk up your back and bell bike helmets gleam amazon a foot on your neck instead of helping you to stand.
It was lousy, but so much of human nature was. Of course when you heljets running with the bottom dogs, what you mostly saw were paws, claws, and assholes. Dan, who was working in jeans and a Utica Blue Sox t-shirt, looked up at the nearly cloudless sky and then back at Casey Kingsley. So they say.
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