Co-Founder @ ATTN Labs | Scaling E-Commerce Growth

As the co-founder of ATTN Labs, I help growth stage eCommerce brands (10-100m arr) scale their new customer acquisition.

We do this through relentless problem solving,

focused on driving new customer acquisition.

This means relentlessly testing campaings and tracking results.

Looks like this:
↳clear reporting & communication
↳incrementality focused marketing
↳real-time reporting with your team
↳solving your problems (not the ones we've decided are important)

We've worked with some of the fastest growing brands of 2022-2023 in these categories:
↳ retail
↳food & Bev
↳snacks
↳supplements

We like to work closely with a select group of clients.

This allows us to work with them on:
↳ CRO
↳ creative development
↳ influencer recruiting and whitelisting
↳ thoughtful channel expansion
↳ retention, upsell/crosss-sell programs
↳ product bundling and offer creation

Basically we like to take on the whole DTC growth piece,

but, 

we are open to starting small.

If you are interested in learning more click the link at the top of my profile,

or, click through on my featured section to book a call.,

Ian Lenny

Are you a DTC brand that wants to go $0->$5M in the next 18 months?

Here are 32 actionable pieces of advice, delivered in 1 line.

(#19 is the most underrated)

Foundations:

1. Find your problem 
2. Have evidence you can solve it better cheaper or different
3. Select 3-5 distribution partners before you launch.
4. Get whitelisting contracts in place
5. Book 2-3 podcasts per quarter at least 6 months out
6. Refine customer understanding through initial customer interviews
7. When you have too many customers transition to surveys

Media Buying I:

 8. Meta is THE demand gen channel for DTC brands
 9. If you don't agree see Triple Whale BFCM spend roundup by channel
10. Experiment aggressively with creative
11. Experiment carefully with campaign types
12. Understand how Meta ad auctions work (actually read documentation)
13. Retargeting is an adjunct to retention marketing 

Media Buying II

14. Google is a crucial part of DTC paid media 
15. Understand which channels can work for your brand 
16. Have a plan for rolling out the different Google channels 
17. Make sure your attribution can de-duplicate 
18. With 2 channels you need a way to understand cohorts by attributed channel 

Lowering CPAs

19. Create a testing backlog with ad styles
20. Prioritize your tests
21. Create a system for creative feedback (Motion to start)
22. Find or recruit UCG creators (Bilo to start)
23. You need at least 1 batch per week (Konstant while hiring)
24. Make sure your whole team can see which tests have worked and why
25. Create channel and offer specific landing pages
26. For inspiration click through on ad library creatives to non-PDPs

Not Losing Money

27. Setup basic cohort analysis using something like Lifetimely by AMP 
28. Check product specific cohorts focusing on 120-day LTVs
29. Are your lower CPA offers creating high LTV customers
30. Don't forget about coupon codes and influencer commissions 
31. So we're analyzing cohorts by "gross margin" not revenue
32. Regularly check your actual P&L

What am I missing?

Tell me in the comments.

Facebook: https://www.facebook.com/john.roulac
Website: http://johnroulac.com/
Substack: https://johnroulac.substack.com/
Instagram: https://www.instagram.com/johnroulac/


Founder of Nutiva & Executive Producer of Kiss the Ground 

John is a hemp innovator, serial entrepreneur, investor, philanthropist, writer, and champion of regenerative agriculture. 

As the founder of the organic superfoods brand Nutiva, he has sourced and formulated $1B in retail sales of organic superfoods in the past 20 years.  John is also an executive producer of the Netflix blockbuster regenerative agriculture film Kiss the Ground, which is narrated by Woody Harrelson. Today, he is an investor, supporter, and advisor to various companies and organizations in the “better for you and planet” sector.

Over his career, John has founded six non-profit organizations, including Great Plains Regeneration and Agroforestry Regeneration Communities (ARC). His passionate hemp advocacy brought him to sue the U.S. Drug Enforcement Agency. This long legal battle culminated in a historic 2004 federal court victory to keep hemp foods legal. He is a pioneer of the modern home-composting movement and has authored four books on hemp and composting.

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