Episodes
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Meet Matthew Barnes.
He's a mechanical engineer who knows DTC subscriptions inside-out. Brands like Jot, Earth Breeze, and Fat Snax hire him to scale & optimize their business.
His key insight? Focus on lifetime revenue, not just new subscribers.
Why? Think of a bathtub. New customers are water flowing in. Churn is the drain. To fill the tub, you need more flow in vs out.
Eventually, churn caps growth. So get new customers while minimizing churn.
In this episode, Matthew reveals marketing strategies that thrive. And why others flop.
Join host Ben Fisher to explore customer behavior, optimizing revenue, and subscription fatigue risks.
Matthew's insights will shake up your thinking. And show how to spark growth.
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Mikko Rekola is the Chief Evangelist of Woolman, a Shopify Plus design and development agency in Europe. Woolman has established itself as one of the biggest agencies in its field, catering to renowned brands such as Mars Pet Food, Daniel Wellington, and H&M.
In this episode, Ben and Mikko dug deep into the current trends in eCommerce, including the use of AI to improve product discoverability and customer conversion. They discuss the potential of chatbots and semantic websites to change the way customers search for products, the importance of content marketing and gamification in engaging customers and building brand loyalty, and the challenges faced by mid-market enterprises in implementing DTC strategies.
Topics
How AI is Changing DTC Brand Conversions and DiscoverabilityThe Future of DTC Brands and eCommerce Market TrendsThe Future of eCommerce and AI-powered PersonalizationExploring AI Uses in eCommerce and Content CreationIncorporating AI in Subscription Strategies for eCommerceLeveraging AI for Workflow Optimization and Text AnalysisDiscussing Microsoft Clarity and Its Benefits for eCommerceThe Evolution of DTC Brands and Paid Memberships in a Post-COVID WorldMikko's "Big Ask"The Use of Customer Data in eCommerceLinks & Mentions
Shopify Shop AppLucky OrangeHotjarMicrosoft ClarityPod SqueezeWord TuneEllisConnect with Mikko
Connect with Mikko Rekola on LinkedIn or TwitterCheck out WoolmanConnect with Ben
Connect with Ben Fisher on LinkedIn or TwitterCheck out Rodeo -
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Charles Tichenor, founder of Disrupter School and a partner at Underoutfit Inc, a DTC brand specializing in undergarments, is a strong advocate for embracing change and evolving strategies in response to ever-changing technology and marketplace dynamics. With a deep understanding of the intricacies of Facebook advertising, he has achieved remarkable success in helping businesses navigate the ever-evolving digital landscape.
In this episode, Charles uncovers valuable insights, debunks misconceptions, and provides you with actionable strategies for success in Facebook advertising.
Topics
Debunking common mistakes in digital marketing, specifically in Facebook advertisingShifting focus from short-term gains to long-term cashflow sustainabilityEmbracing change and evolving strategies in response to technology and marketplace dynamicsRecognizing the limitations of advertising strategies and evaluating campaign effectivenessRethinking ad testing and metrics for a more thoughtful and data-driven approachInsights on effective Facebook advertising strategies, including budget consolidation and user-centric approachLinks & Mentions
Dylan Ander at SplitTesting.comSarah LevingerRaoul van Heerden at eCom AdsDara Denney on YouTubeConnect with Charles
Connect with Charles Tichenor on LinkedIn, Twitter, Instagram, TikTok, or Facebook GroupSubscribe: YouTube, iTunes, SpotifyCheck out Disrupter SchoolConnect with Ben
Connect with Ben Fisher on LinkedIn or TwitterCheck out Rodeo -
Eric Gower, founder of Breakaway Matcha, is an unconventional entrepreneur & CEO.
In a world that celebrates moving fast & breaking things, Eric's mantra is to slow down and enjoy life. And with 20% YoY growth for more than a decade, it seems to work. Breakaway Matcha isn't (just) about building a tea empire; it's about fostering genuine connections and enriching daily life.
Tune in to the latest episode of Subscription Radio to uncover the secret behind their thriving business: the power of word-of-mouth and tailored customer experiences.
Topics
02:17 - Creating Breakaway Matcha
05:20 - Pause Your Life
07:55 - Do Things That Don’t Scale
10:30 - Don’t Advertise
13:02 - How to Deal With Varying Levels of Subscriptions
15:38 - Adjust According to Customer’s Needs
23:53 - Be Content with Good Enough
27:18 - Learn From Other Subscriptions
30:39 - Toe the Line of Communication
33:22 - Give Customers Better Value
39:51 - Automation in Today’s World
42:31 - Blend Ambition with Contentedness
Links & Mentions
Connect with Eric Gower on LinkedIn or TwitterCheck out Breakaway MatchaConnect with Ben Fisher on LinkedIn or TwitterCheck out Rodeo -
Ben has struggled with anxiety for his entire life. He's tried everything from therapy to, prescription medication, to mindfulness, none of which totally relieved his anxiety.
Recently, Ben explored alternative options and decided to try ketamine therapy. This consists of a series of sessions where the patient is injected with ketamine, goes on a psychedelic "trip" and then talks through it with a therapist. Ketamine therapy isn't for everyone, but Ben found healing and emotional release.
In this episode, Ben shares his experience, what he learned, and how he's implementing those insights in everyday life.
Obligatory disclaimer: The following is a personal experience and not medical advice. For ketamine therapy or other treatments, consult a licensed medical professional.
Topics
Ben's background and reasons for trying Ketamine therapyWhat is Ketamine therapyBen's experiences during the therapy sessionsInsights and takeaways from the therapyBen's struggles with writingThe importance of emotional state and exerciseCombining Ketamine Therapy with good habitsA feedback loop is critical to growthLinks & Mentions
Podcast: The Story of a Brand podcast by Ramon VelaField Trip (Ketamine clinic)Mind Bloom (DTC ketamine subscription service)"Ketamine: unlocking the shackles of judgment" by Paul DeJoe (co-founder of Mud\Wtr)Playlist from Ketamine sessions: (Playlist #1, Playlist #2)Power Writing course by ShaanCopyThat writing course by SamConnect with Ben Fisher on LinkedIn or TwitterCheck out Rodeo -
Testing structures that are not tailored to the specific needs of an account can lead to inefficiencies by wasting valuable time and resources. To create an effective testing framework, it's essential to consider the unique characteristics of the account to create a customized testing structure.
Landon Shaw, the co-founder of SweatPants Agency, lays out his roadmap for developing effective Facebook ad testing frameworks and how AI can streamline the process.
Key points covered:
Getting the most statistical significance for individual variablesDetermining testing structure based on the spending preferenceLeveraging AI for efficiency and added valueShow Links
Check out SweatPants AgencyFollow Landon Shaw on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
The average US household spends $200 on subscription services. Ecommerce businesses compete for their share of this figure.
Eric Carlson, co-founder of SweatPants Agency, reveals his strategies to gain and keep customers, as well as layout techniques to stand out in the current populated market.
Tune in to this episode to learn:
The challenges of the ecommerce industry in 2023.How to improve the customer experience for subscription businesses.How to predict customers' needs.Strategies to combat churn rate.Show Links
Check out SweatPants AgencyFollow Eric Carlson on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
As a Shopify business scales and generates millions in revenue, it's easy to feel like things are running smoothly and that there's no need for change. But complacency can be a dangerous trap in the fast-moving world of ecommerce. To keep growing and thriving, Shopify brands need to evaluate their strategies. This is where a skilled ecommerce agency can help.
Nathan Lomax of Quickfire Digital explores ways ecommerce agencies can help even the most successful Shopify brands continue to scale and meet their business goals.
Key points covered:
Why it's essential to focus on targeted metrics to help maximize CRORefining website and app management to meet the needs of the usersHow to build stronger relationships with customers and partners for growth and profitabilityMeet Nathan Lomax
Nathan Lomax is the director and co-founder of Quickfire Digital, an ecommerce web development agency. His journey starts at 18 years old, when he decided to start his first agency instead of pursuing higher education. He deferred his university admission for two years and dedicated his time to growing the business.
Despite early success, Nathan recognized that his agency had room for growth. He understood the need to revamp his branding and assemble a competent team to support him in taking his business to the next level. In 2017, Nathan rebranded his agency to Quickfire Digital and partnered with two other co-founders to boost their ecommerce strategy, systems process, and finance.
About Quickfire Digital
Quickfire Digital is a top Shopify Plus ecommerce agency based in the UK that partners with Shopify and Shopify Plus brands to build strategies for growth. The agency was founded with the goal of helping clients maximize their potential, and prides itself on delivering tailored solutions that cater to each brand’s unique needs.
Show Links
Check out Quickfire DigitalFollow Nathan Lomax on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
When DTC brands zig, Daniel Toft zags. He’s built companies from both inside and outside of them. Now, he helps them grow in a more scalable way through advising. In this conversation, he shares lessons he’s learned from all of those experiences.
Topics
Many ways to do many thingsFind the real retention signalGrowing AOVs for subscriptionsIt’s not about the numbersDifferent problems at different momentsLean into experimentationEnable insights from dataShow Links
Check out DTCoFollow Daniel Toft on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Not all heroes wear capes. Sometimes, they work in Operations. Without folks keeping the trains on track, the customer experience would crumble. In her time at Stryx, Elizabeth Ng Clock has seen this firsthand. In this conversation, we unpack timeless frameworks that anyone can integrate into their work.
Topics
Build the plane as you goBe intentional with spendOne-way and two-way doorsStart documenting processes yesterdayAnyone can do a job wellWho makes a good Operations Manager?Show Links
Check out StryxFollow Elizabeth Ng Glock on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Andriy Rudnyk, founder of Good Subscription Agency, has established himself as a top agency for Shopify brands. He’s learned that subscriptions are powerful—but only if they create value for the customer. In this conversation, Andriy and Ben unpack where brands go wrong with the customer experience as it relates to subscriptions and what to do instead.
Topics
Understanding your business before decidingWhat are your jobs to be done?See yourself as a software companyWhat "The Membership Economy" teaches usWhy consumers love subscriptionsCreate a better CX without cancelingExperiment with prepaymentThree pillars of The Membership EconomySubscriptions: tried-and-trueShow Links
Check out Good Subscription AgencyFollow Andriy Rudnyk on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Jack Rubin, Co-CEO at Purdy & Figg, knows how important strategy is to reducing churn. The top priority for every subscription-based company is keeping its customers. The lower your churn rate is, the higher your long-term gains will be. So, how do you convince subscribers to stick around? Jack turned his company’s churn rates upside down by changing his strategy around frequency and price. On this episode of Subscription Radio, Ben and Jack chat about his tips for reducing churn rate, which companies should (and shouldn’t) move to a subscription model, and what incentivizes customers to stick around.
Show Topics
Hold on to your customersCreate a subscription that makes senseOffer customers the right experienceDon’t annoy your customersAnalyze CAC to LTVGive customers communityPay attention to social mediaShow Links
Check out Purdy & FiggConnect with Jack Rubin on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Rick Watson, ecommerce influencer and strategy consultant at RMW Commerce Consulting, has helped many growing DTC brands navigate subscription strategies. It’s a challenging market because not all subscriptions are created equal. So, how do you create a subscription worth sticking around for? Give your customers access to something they can’t get anywhere else. The best subscriptions rely on variety to maintain their audience’s interest. On this episode of Subscription Radio, Ben and Rick discuss what products work best in a subscription model, why most brands can’t be subscription-only, and what questions to ask before moving your business toward a subscription model.
Show Topics
When are subscriptions more hassle than they're worth?Should your brand be subscription-only?Don’t trick people into commitmentsNot all subscriptions are created equalDo you need a subscription model?Find out what people excel atWhat does it take to fulfill a product?Value consistency and focusShow Links
Check out RMW Commerce ConsultingConnect with Rick Watson on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Matt Bahr, founder and CEO of Fairing, understands the importance of attribution. This is why he chose to focus his company Fairing, formerly EnquireLabs, on collecting data to help companies understand the attribution of their customers. The goal at Fairing is to bring speed and scale to survey data in an effort to help solve the issue of attribution. The company helps its clients design surveys that help them determine who their customers are, where they came from, and what will keep them coming back. On this episode of Subscription Radio, Ben and Matt discuss the importance of customer surveys, what questions to ask, and how to use those answers to your competitive advantage.
Show Topics
How Fairing helps solve attributionGet a competitive advantageIncrease completion rateLet people classify themselvesFind out where customers are coming fromCreate surveys with easeLet people come back to the questionsBuild a profile over timeUnderstand your customers’ motivationsAsk more than one questionShow Links
Check out FairingConnect with Matt Bahr on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Subscriptions are your best source for recurring revenue. So, how do you keep customers from churning? The key is flexibility. Some people want their subscription to be as regular as clockwork, while others want to pause and pick up at their leisure. A flexible subscription model will help you keep both sides of your audience coming back for more. In this episode, Ben Fisher shares his experience as a serial entrepreneur, the importance of flexibility in subscriptions, and how convenience keeps customers happy.
Show Topics
Spend money to save timeFocus on returning customersLet people pauseOffer flexibilityCreate a unique experienceGive perks to direct buyersBuild a middle groundCreate convenience for customersMaximize LTVGive customers a happy mediumShow Links
Check out PipeCandyConnect with Ashwin Ramasamy on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Mike Duboe, general partner at Greylock, is an expert on DTC trends. As a growth leader in user acquisition at multiple ecommerce companies, Mike has seen the evolution of DTC firsthand. Today, DTC is less of a category and more of a channel. Whether it’s a new subscription model or NFTs, if you want to grow your DTC brand, you need to diversify your channels. On this episode of Subscription Radio, Ben and Mike discuss what growth looks like in a DTC brand, the rise of NFTs in commerce, and how to build the best subscription experience for your customers.
Show Topics
Growth differs depending on contextOptimize for profit over growthDiversify your channelsUnderstand the commerce NFTs enableUse NFTs for subscription loyaltyDon’t force-feed subscriptionsIncrease your keep rateBuild a subscription experienceShow Links
Check out GreylockConnect with Mike Duboe on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Shawn O’Neill, founder of SpeedSense Web Performance, is a web performance guru who works with ecommerce brands at the enterprise level. If you’re wondering whether to optimize your website, Shawn is the person to ask. Because the faster your website is, the easier it becomes to hold the attention of your customers. On this episode of Subscription Radio, Ben and Shawn chat about how to speed up the loading time for a webpage, whether or not to go headless, and when to build a custom landing page.
Show Topics
Make pages as static as possibleShow the customer the page is workingLoad the most relevant content firstRun analytics as early as you canCreate a façade for videosMake up your mind on headlessKnow when to build a custom landing pageDon’t make a monolithBe mindful of carbon emissionsOwn your siteShow Links
Check out SpeedSenseConnect with Shawn O’Neill on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Matt Mullenax, Co-Founder & CEO at Huron, understands how important it is to be there for your customers. Since Huron carries personal care and skin care merchandise as a subscription, it’s crucial for customers to have enough—but not too much—product on hand. One of the challenges of a subscription model is knowing when your customers will need to order more product. But if you know how to manage shipment timing well, they’ll always have the right amount. On this episode of Subscription Radio, Ben and Matt discuss ways to manage subscription timing, the importance of an authentic brand voice, and the pros and cons of using Amazon.
Show Topics
Manage subscription timingUse survey dataFoster long-term relationshipsFocus on your core valuesLet your brand evolveTake advantage of opportunitiesMake the most of your channelsHumanize your brandKeep moving forwardShow Links
Check out HuronConnect with Matt Mullenax on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Tim Masek, founder of 1-800-D2C, wants to make life easier for ecommerce founders. Through his experience as a growth operator, Tim discovered the difficulty of making decisions about stacks for ecommerce brands. Many founders don’t have the specialized knowledge to be able to pick the optimal tools for their team. So Tim created a service to help ecommerce founders identify the best tools for their stacks. On this episode of Subscription Radio, Ben and Tim discuss how to pick the right tools for your stack, the benefits of a subscription-only business model, and how different brands are making the most of ecommerce.
Show Topics
Fill in the gapsHelp people find the right toolsTrust founder interviewsBe thoughtful about your choicesConsider the subscription-only modelFocus on one thingInnovate on ecommerceTake advantage of TikTokUnlock non-dilutive fundingShow Links
Check out 1-800-D2CConnect with Tim Masek on LinkedIn or TwitterCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter -
Matthew Barnes, founder of Proteus Digital Lab, knows how to help DTC brands optimize their conversion rates for subscriptions. A conversion isn’t just an event; it’s part of a larger customer experience. If you want to get a customer to commit to a subscription, you can’t just focus on the conversion point. You have to consider the entire life cycle of the customer. On this episode of Subscription Radio, Ben and Matthew talk through ways to sweeten your subscription services for customers, how to get past that initial growth plateau, and why going headless isn’t necessarily your best option.
Show Topics
Use data to accelerate growthSweeten the subscription offerGrow your website alongside your businessFollow customers over timeThink about lifetime valueUse subscriptions where they make senseHave a clear interfaceDon’t disincentivize customersDon’t reinvent the wheelKnow your customer’s needsShow Links
Check out Proteus Digital LabConnect with Matthew Barnes on LinkedInCheck out RodeoConnect with Ben Fisher on LinkedIn or Twitter - Show more
