1 00:00:00,060 --> 00:00:03,420 My superpowers. I make really, really fast decisions when I make them. 2 00:00:04,410 --> 00:00:08,520 I give the person that I'm going into business with or making a decision with my 3 00:00:08,520 --> 00:00:11,490 all and I don't keep one foot on each side of the fence. 4 00:00:24,750 --> 00:00:28,620 Well, hello and welcome to another edition of the E-Commerce Evolution podcast. 5 00:00:28,620 --> 00:00:32,280 I'm your host, Brett Curry, CEO of OMG Commerce, 6 00:00:32,610 --> 00:00:36,390 and today I am delighted to welcome to the show Leah 7 00:00:36,840 --> 00:00:40,410 Garcia. We met in Denver, Colorado. 8 00:00:40,410 --> 00:00:45,390 We both spoke at Ezra Firestones last ever, the final, the grand finale, 9 00:00:46,170 --> 00:00:48,900 glue and Mastermind. Lee and I both spoke there. 10 00:00:48,900 --> 00:00:53,340 I think you spoke right after me, and so I was up close to the stage. 11 00:00:53,370 --> 00:00:56,610 I heard you talk and thought, man, got to get you on the podcast. 12 00:00:56,610 --> 00:00:58,860 And so here we are today. 13 00:00:58,860 --> 00:01:02,010 But Leah is an award-winning entrepreneur. 14 00:01:02,010 --> 00:01:06,210 She won the EY winning Entrepreneur, 15 00:01:06,210 --> 00:01:09,450 female entrepreneur class of 2024. So that's Ernst and Young. 16 00:01:09,450 --> 00:01:13,800 We'll hear more about that as we go. She's built a company called New Lastin, 17 00:01:13,800 --> 00:01:18,600 which is really has some shocking retention numbers that we're going to unpack 18 00:01:18,900 --> 00:01:22,260 and that you're going to learn from. She's been involved with the rodeo, 19 00:01:22,260 --> 00:01:26,160 she's been on tv, she's sold on QVC. She's done a little bit of everything. 20 00:01:26,460 --> 00:01:29,520 It turns out as we got to talking, we know about a bunch of the same people, 21 00:01:29,880 --> 00:01:34,290 and so she's just an impressive human and brings amazing energy. 22 00:01:34,290 --> 00:01:37,920 Although she did confess to me this energy is going to be raw. 23 00:01:37,920 --> 00:01:42,150 It's going to be all Leah because she's got no coffee right now, no caffeine. 24 00:01:42,450 --> 00:01:46,350 And so I love that you're willing to do this podcast without caffeine. 25 00:01:46,350 --> 00:01:50,250 You're traveling, didn't have access to coffee. So with that, Leah, 26 00:01:50,250 --> 00:01:51,660 welcome to the show and how you doing? 27 00:01:52,020 --> 00:01:52,853 Thank you. 28 00:01:53,580 --> 00:01:58,110 I tried to make my screen smaller to see your face not so ginormous. 29 00:01:58,410 --> 00:02:01,410 And right now all I've got is an exclamation point that says, 30 00:02:01,410 --> 00:02:04,080 thanks for joining, but if you can still see me, 31 00:02:04,260 --> 00:02:07,110 I'm literally looking at a blank screen right now, which is fine. 32 00:02:07,120 --> 00:02:10,610 Yeah, yeah, you look great. You look great. So yeah, perfect. 33 00:02:10,980 --> 00:02:14,220 Perfect. This is more like a Braille podcast, 34 00:02:14,220 --> 00:02:18,270 and I'm actually down with that because oftentimes I sit around staring at 35 00:02:18,270 --> 00:02:22,020 myself in the mirror way too long. So we're done with that. No coffee, 36 00:02:22,650 --> 00:02:24,840 no reflection, complete, 37 00:02:25,050 --> 00:02:28,200 just full on transparency. 38 00:02:28,760 --> 00:02:33,630 I love it. I love it. So amazing. So let's start here, 39 00:02:33,630 --> 00:02:34,200 Lee, 40 00:02:34,200 --> 00:02:37,680 I want to get into some of your story as we go because it's really fascinating. 41 00:02:37,680 --> 00:02:42,300 You've done a lot of amazing things, but what is Elastin? Why did you start it? 42 00:02:42,300 --> 00:02:45,120 And then we're going to talk about some shocking numbers you've been able to 43 00:02:45,870 --> 00:02:49,920 create in terms of subscriber percentages and return customer percentages and 44 00:02:49,920 --> 00:02:53,490 LTV and some stuff that's really, really valuable right now. 45 00:02:54,030 --> 00:02:55,620 But what is new lesson and why did you start it? 46 00:02:57,900 --> 00:03:01,960 The journey really was personal problem, resourceful resource, 47 00:03:02,260 --> 00:03:03,640 meaningful monetization. 48 00:03:03,640 --> 00:03:07,570 I had an issue that was going on as I was aging and losing elastin 49 00:03:08,020 --> 00:03:12,880 and it manifest itself in ways I was in television, 50 00:03:12,880 --> 00:03:17,740 but the wrinkles, the lack of vitality, hair was thinning eyebrows. 51 00:03:17,890 --> 00:03:19,570 I over plucked, that was all on me. 52 00:03:19,960 --> 00:03:23,800 Things were happening in my body as I started aging in this world of being front 53 00:03:23,800 --> 00:03:24,880 facing camera. 54 00:03:25,360 --> 00:03:29,950 And I was introduced to this very powerful protein called elastin, 55 00:03:30,430 --> 00:03:35,410 and I met a microbiologist and I had my aha moment where I realized 56 00:03:35,410 --> 00:03:37,210 that this was truly 57 00:03:38,750 --> 00:03:42,250 the miracle youth protein that nobody else was really addressing. 58 00:03:42,520 --> 00:03:45,910 People were talking about collagen but not about elastin. 59 00:03:46,300 --> 00:03:50,080 So elastin was for me that aha moment. 60 00:03:50,080 --> 00:03:54,250 And the company was founded on science. 61 00:03:54,250 --> 00:03:58,510 So bio designed an elastin replenishment product for 62 00:03:58,690 --> 00:04:01,870 scalp hair, beautiful skin. 63 00:04:02,260 --> 00:04:06,670 And the thing that makes it so novel is that it's 64 00:04:06,910 --> 00:04:11,800 one of the first bio designed proteins that's identical to the human body, 65 00:04:12,010 --> 00:04:15,280 meaning that when you put this product on topically, 66 00:04:15,550 --> 00:04:20,500 your body recognizes it as native so it doesn't fight with it. And now they 67 00:04:20,500 --> 00:04:24,550 use fancy words like biomimetic bioidentical, 68 00:04:25,390 --> 00:04:30,250 but your body loves these types of proteins. It says, oh yeah, I make this, 69 00:04:30,250 --> 00:04:34,660 I produce this. I know what to do with this so that I'm going to work for you. 70 00:04:35,020 --> 00:04:39,790 And it's probably one of the most natural ways to continue 71 00:04:39,790 --> 00:04:44,200 getting the results that you're looking for. So I fell in love with the science, 72 00:04:44,380 --> 00:04:45,580 even though I'm not a scientist, 73 00:04:45,580 --> 00:04:49,180 but that's how the whole business started was I had a personal problem. 74 00:04:49,360 --> 00:04:51,670 I found this solution which was elastin. 75 00:04:51,940 --> 00:04:55,570 It wasn't being addressed in the marketplace, and I thought, 76 00:04:55,570 --> 00:04:57,100 I can really change lives here. 77 00:04:58,840 --> 00:05:01,330 I can do something for women, especially. 78 00:05:01,330 --> 00:05:06,250 I started with women that wouldn't just give them results, 79 00:05:06,370 --> 00:05:10,540 but that would give them so much something bigger like their confidence, 80 00:05:10,750 --> 00:05:14,710 their identity, their sense of self, and that's what we're doing at Elastin. 81 00:05:15,670 --> 00:05:20,470 That's fantastic. And so your core products are hair lash, brow, 82 00:05:20,470 --> 00:05:20,890 correct. 83 00:05:20,890 --> 00:05:24,520 So talk a little bit about your hero products and then we're going to talk about 84 00:05:24,850 --> 00:05:26,920 your incredible results and what we can learn from 'em. 85 00:05:27,250 --> 00:05:31,030 I started the company with two hero products, 86 00:05:31,030 --> 00:05:34,390 which is lash and brow, and boy, 87 00:05:34,660 --> 00:05:38,470 timing is everything. So we did have some skincare. 88 00:05:38,470 --> 00:05:40,630 I've been using the skincare for about a decade, 89 00:05:41,260 --> 00:05:45,760 but it was a prototype formula and wasn't really commercialized, but I used it. 90 00:05:45,760 --> 00:05:50,020 I've always been using science-based skincare, wound healing, 91 00:05:50,050 --> 00:05:53,590 tissue regeneration. I've never been an Avon girl. 92 00:05:53,590 --> 00:05:58,520 I've never used anything that was sort of what you would at a department store. 93 00:05:58,760 --> 00:06:03,350 So I don't know if that's just because of my professional athletic background. 94 00:06:03,590 --> 00:06:08,420 You're always playing around with what's the newest nutritional supplement or 95 00:06:08,420 --> 00:06:12,410 what's the newest thing that you can concoct so that you can go faster or climb 96 00:06:12,650 --> 00:06:14,930 higher and do all the things that you want to do to win. 97 00:06:15,260 --> 00:06:19,880 So the lash in the brow serum had demonstrable results 98 00:06:19,880 --> 00:06:24,200 within some people a couple of weeks, six weeks, 99 00:06:24,230 --> 00:06:28,550 eight weeks by 12 weeks. It was just mind boggling, the changes. 100 00:06:28,880 --> 00:06:32,870 And so we had these gorgeous before and afters and 101 00:06:33,740 --> 00:06:35,960 that was a really fun product to bring to market. 102 00:06:36,200 --> 00:06:41,090 But my dream was always to be able to tackle the hair, 103 00:06:41,750 --> 00:06:46,040 but I just knew that that was to try to get the same amount of active 104 00:06:46,040 --> 00:06:50,930 ingredients in a 50 mil container that would give the same demonstrable results 105 00:06:51,590 --> 00:06:54,530 in an amount of time that wasn't going to cost somebody their arm and a leg. 106 00:06:54,800 --> 00:06:59,000 That was the journey that took a wee bit longer to get that really 107 00:06:59,270 --> 00:07:04,160 pinpointed so that we just didn't have a $400 bottle that we were trying. 108 00:07:04,160 --> 00:07:07,040 To sell. Yeah, little bit difficult. 109 00:07:07,280 --> 00:07:10,550 Even if the results are great and we all want to look youthful enough, 110 00:07:10,580 --> 00:07:13,640 vibrant hair and skin and brows and lashes, 111 00:07:14,780 --> 00:07:18,830 hard to justify 400 bucks for a bottle of shampoo. That's for short. 112 00:07:18,830 --> 00:07:21,650 So let's unpack something Leah, 113 00:07:21,650 --> 00:07:24,050 because there's a lot that's impressive about you, by the way. 114 00:07:24,050 --> 00:07:26,780 You're an amazing presenter on stage, you look great, 115 00:07:26,780 --> 00:07:30,680 you take fitness seriously. You're aging gracefully. 116 00:07:30,830 --> 00:07:34,220 You got so many cool things going on, but you shared this with me. 117 00:07:34,850 --> 00:07:38,300 You have 80% blended returning revenue, 118 00:07:38,300 --> 00:07:40,700 so 80% of your revenue is blended returning customers, 119 00:07:41,270 --> 00:07:45,470 65% subscription based for customers. 120 00:07:46,070 --> 00:07:50,540 Your A OV is 90 in the 94th percentile of your vertical, 121 00:07:50,540 --> 00:07:52,730 and then your LTV is off the charts. We'll talk about that in a minute. 122 00:07:54,290 --> 00:07:58,490 But how have you done this? Because I know this is by design. 123 00:07:58,490 --> 00:08:02,270 You said this was the goal from the beginning. I know it's a great product, 124 00:08:03,020 --> 00:08:07,430 but how do you get to that 65% of your revenues from subscriptions? 125 00:08:07,430 --> 00:08:09,740 80% is blend to returning customers. How do you do it? 126 00:08:09,980 --> 00:08:13,460 Well, first of all, you better have a product that works, right? 127 00:08:14,720 --> 00:08:17,510 And so now there's all sorts of fancy words for it, 128 00:08:17,510 --> 00:08:22,460 but back in the day it was word of mouth and the trajectory to 129 00:08:22,460 --> 00:08:26,810 getting a really nice return customer isn't just putting in cancellation 130 00:08:26,810 --> 00:08:30,500 prevention, finding the right tech stack, which is key. 131 00:08:32,180 --> 00:08:36,350 I think that if you break it down into four categories, 132 00:08:36,590 --> 00:08:39,020 you're looking at discover, 133 00:08:40,370 --> 00:08:42,320 discover your customer pain points, 134 00:08:43,790 --> 00:08:47,030 that's going to be the first thing that you need to do. Put skin in the game, 135 00:08:47,030 --> 00:08:50,810 literally something that is a personal problem that you've lived through that 136 00:08:50,810 --> 00:08:54,950 you can then identify and that immediately is going to give you a product that 137 00:08:54,960 --> 00:08:59,940 people are going to want and to understand and can be the 138 00:08:59,940 --> 00:09:01,410 heartbeat of the formula. 139 00:09:01,890 --> 00:09:06,510 And then you want to make sure that you're 140 00:09:06,510 --> 00:09:09,600 identifying the things in your business model that are the defeat, 141 00:09:09,600 --> 00:09:13,920 repeat moments, what's defeating them? Is it a bad value proposition? Is 142 00:09:16,220 --> 00:09:19,920 it a shitty product which we don't have? 143 00:09:20,190 --> 00:09:22,260 And then the final one, which I think is really, 144 00:09:22,260 --> 00:09:26,880 really key is do you have a 145 00:09:26,880 --> 00:09:27,390 gap? 146 00:09:27,390 --> 00:09:31,920 Is there a frustrating technical experience for the customer? 147 00:09:32,340 --> 00:09:36,930 Because let's face it, nobody wants to get to the finish line to buy something, 148 00:09:37,080 --> 00:09:41,700 to have tech breakdown or their website not work or gosh dang it, 149 00:09:41,700 --> 00:09:43,680 I've already given you my credit card five times. 150 00:09:43,680 --> 00:09:46,020 Why do I have to go find that number again? 151 00:09:46,620 --> 00:09:51,600 There's these points that happen in a customer journey that will just throw them 152 00:09:51,600 --> 00:09:55,830 off. They'll just, I'm done. I'm done with you. That was frustrating. 153 00:09:55,830 --> 00:09:57,450 It wasn't fun, it wasn't pleasant. 154 00:09:57,630 --> 00:10:01,200 So these frustrating experience will break down that repeat customer. 155 00:10:01,590 --> 00:10:04,500 And then the biggest one for us, honestly, 156 00:10:05,310 --> 00:10:08,880 we did really well up to, geez, 157 00:10:08,970 --> 00:10:12,120 last year because we had such a great product, 158 00:10:12,360 --> 00:10:16,710 we cared so deeply about our customers, we did nice things for our customers, 159 00:10:16,890 --> 00:10:18,960 but I still didn't have the right tech partners, 160 00:10:19,200 --> 00:10:23,670 and that was really the missing link for me getting up to this 80% and 161 00:10:23,670 --> 00:10:28,290 65% was finally plugging in the right tech 162 00:10:28,290 --> 00:10:30,780 partners. And my tech stack isn't anything novel, 163 00:10:31,290 --> 00:10:35,400 but it just started working once I had left hand and right hand talking to one 164 00:10:35,400 --> 00:10:36,233 another. 165 00:10:36,430 --> 00:10:39,450 Yeah, so it all starts with product, right? 166 00:10:39,450 --> 00:10:43,560 We got to have a product that is amazing that we want to keep ordering again and 167 00:10:43,560 --> 00:10:46,380 again. That's so good that we're telling our friends about it, things like that. 168 00:10:46,560 --> 00:10:50,400 That's solving a real problem. We got to then make the process easy. 169 00:10:50,400 --> 00:10:52,800 We've got to have good tech solutions. There's a lot that goes into that. 170 00:10:53,280 --> 00:10:56,250 But what's interesting, and you talked about solving a real problem, 171 00:10:56,250 --> 00:11:00,600 I want to give a quick shout out to Dean Brennan. He was a guest on the podcast, 172 00:11:00,600 --> 00:11:01,920 CEO of Heart and Soil. 173 00:11:01,920 --> 00:11:05,700 These are meat based supplements as a weird concept. 174 00:11:06,060 --> 00:11:09,600 I do plant-based supplements in these supplements, 175 00:11:09,600 --> 00:11:14,430 but he tipped me off on this joint care because as I've been aging, I work out, 176 00:11:14,430 --> 00:11:16,770 I run, I do things, joints hurt, 177 00:11:17,040 --> 00:11:21,630 and he tipped me off to this joint care supplement. It's fantastic. 178 00:11:21,660 --> 00:11:24,540 I've never taken anything like I don't ache at all. 179 00:11:25,230 --> 00:11:28,200 We went on a trip to Vegas just before actually the Denver event where I spoke 180 00:11:28,200 --> 00:11:30,120 with you and a couple of guys were with me. 181 00:11:30,120 --> 00:11:33,330 We were running on the pavement and they were all complaining about being sore. 182 00:11:33,330 --> 00:11:36,630 And I'm like, I feel great. My joints don't ache at all. Anyway, 183 00:11:36,870 --> 00:11:39,690 so that's a product where I started taking that. 184 00:11:39,720 --> 00:11:41,490 I am not going to unsubscribe from that. 185 00:11:41,670 --> 00:11:44,700 That is going to become part of my routine because I feel awesome. 186 00:11:44,700 --> 00:11:47,880 And so same is true for you though, man, the skin is looking good, 187 00:11:47,880 --> 00:11:49,380 the brows looking good, the hair's looking good. 188 00:11:49,380 --> 00:11:52,410 We're just going to keep buying. So that makes a ton of sense. 189 00:11:53,480 --> 00:11:56,560 Talk this out. Lemme on to what you just said because 190 00:11:59,020 --> 00:12:03,490 that is so key, right? So you have a product, he tells you about it, 191 00:12:03,490 --> 00:12:06,580 you use it, it works, and then what do you just do? You told me about it. 192 00:12:06,580 --> 00:12:09,460 Now I'm curious. And that's what we're talking about. 193 00:12:09,460 --> 00:12:13,030 That's how you get that sticky customer. It's no one. 194 00:12:13,300 --> 00:12:16,330 If I can get on that soapbox again, and you've heard me get on my soapbox. 195 00:12:16,630 --> 00:12:20,440 If you've got a product because you just want to make money because you want to 196 00:12:20,440 --> 00:12:25,420 sell, because you just want to cut corners, do people, 197 00:12:25,420 --> 00:12:29,410 if you will, they might buy maybe once or twice, 198 00:12:29,650 --> 00:12:33,910 but ultimately it's not going to be the longevity. 199 00:12:34,210 --> 00:12:38,020 It's not going to be what's going to serve them well in the long run because 200 00:12:38,020 --> 00:12:41,230 ultimately people don't want crap. They want something that works. 201 00:12:41,740 --> 00:12:42,700 It's going to be grind. 202 00:12:42,700 --> 00:12:45,640 You're always going to have to be hustling for that next sale where, 203 00:12:46,060 --> 00:12:50,440 whereas with you with your product now 65% of your revenue 204 00:12:50,890 --> 00:12:52,750 comes in automatically through subscriptions, 205 00:12:52,750 --> 00:12:56,590 and then another 15% comes in through repeat customers anyway, 206 00:12:56,590 --> 00:12:58,090 so it's really awesome. 207 00:12:58,750 --> 00:13:03,550 Talk about some of the things you did to remove friction from the 208 00:13:03,550 --> 00:13:07,480 shopping process to make subscriptions easier. 209 00:13:08,080 --> 00:13:08,950 And you have any insights on, 210 00:13:09,550 --> 00:13:14,140 do you get first purchase take rate on subscriptions or is it more like they try 211 00:13:14,140 --> 00:13:18,400 it once and then you're getting them on subscriptions through email and SMS and 212 00:13:18,760 --> 00:13:21,970 remarketing campaigns? Talk through some of the tactics there. 213 00:13:21,970 --> 00:13:26,530 First. Yeah. Okay. So when I first started, 214 00:13:26,530 --> 00:13:31,210 I bootstrapped the company and my claim to fame was that I went from zero to 215 00:13:31,210 --> 00:13:34,930 17 and a half million before I hired my first employee. 216 00:13:35,320 --> 00:13:36,190 No way. 217 00:13:36,250 --> 00:13:40,690 Yes, that's the claim to fame. That being said, I did have, 218 00:13:40,810 --> 00:13:41,260 excuse me, 219 00:13:41,260 --> 00:13:46,180 I did have an agency that I had hired that really helped me 220 00:13:46,180 --> 00:13:51,010 with my digital marketing and they helped me with my 221 00:13:51,070 --> 00:13:52,510 paid media marketing. 222 00:13:52,810 --> 00:13:56,380 So I wasn't able to really control. 223 00:13:56,590 --> 00:13:58,810 They had their things they were working on. 224 00:13:59,050 --> 00:14:04,030 So I started with bold subscriptions and Bold just did not work for me. 225 00:14:04,600 --> 00:14:08,620 We didn't have the right website and the right theme and the right 226 00:14:08,950 --> 00:14:12,340 anything to manage that subscription platform. 227 00:14:12,610 --> 00:14:14,410 And then we transferred. 228 00:14:14,500 --> 00:14:18,610 Once I started professionalizing and bringing in employees and we're looking at 229 00:14:18,610 --> 00:14:20,410 like 20, 21 at this point, 230 00:14:20,740 --> 00:14:25,600 then I transferred over to another subscription platform and that one didn't 231 00:14:25,600 --> 00:14:27,040 work out at all. 232 00:14:27,490 --> 00:14:31,840 They were very tech heavy and I still didn't have the internal tech because I 233 00:14:31,840 --> 00:14:36,490 was bringing everything in house. So it was just a mismatched relationship, 234 00:14:36,490 --> 00:14:40,990 just literally oil and vinegar. And so then 235 00:14:41,020 --> 00:14:45,520 ultimately I got a cold call from a recharge rep that said, Hey, 236 00:14:46,300 --> 00:14:50,830 Leah, so-and-so from Recharge and I don't like cold calls, but I said, 237 00:14:50,830 --> 00:14:54,800 you've got five minutes to convince me why I should switch to your platform. 238 00:14:55,370 --> 00:14:59,960 And then ultimately we arm wrestled and negotiated a good contract, 239 00:14:59,960 --> 00:15:03,350 which is something that was very important to me. And then I signed on and when 240 00:15:05,060 --> 00:15:10,010 I go, I go deep. I don't wish my superpowers, 241 00:15:10,010 --> 00:15:12,620 I make really, really fast decisions when I make them. 242 00:15:13,580 --> 00:15:17,690 I give the person that I'm going into business with or making a decision with my 243 00:15:17,690 --> 00:15:20,810 all, and I don't keep one foot on each side of the fence. It's amazing, 244 00:15:20,810 --> 00:15:21,260 a good Partner. 245 00:15:21,260 --> 00:15:25,850 So they then introduced me to a web development team 246 00:15:26,270 --> 00:15:29,330 that at first I didn't hire, but I really liked them. 247 00:15:29,630 --> 00:15:33,710 And then eventually I realized that I still didn't have left hand and right hand 248 00:15:33,710 --> 00:15:38,480 talking and that these teams needed to all be working in Shopify 249 00:15:38,480 --> 00:15:39,260 Plus. 250 00:15:39,260 --> 00:15:44,180 So my basis for my tech stack is literally absolute 251 00:15:44,240 --> 00:15:47,840 web recharge and Shopify Plus. 252 00:15:48,440 --> 00:15:52,550 And then from there you can build out with the Klaviyo's and the postscripts and 253 00:15:52,550 --> 00:15:54,860 all the new things that come around. 254 00:15:55,070 --> 00:15:59,390 But because they all work together collectively and kind of 255 00:15:59,390 --> 00:16:00,380 synergistically, 256 00:16:00,680 --> 00:16:05,630 that made my job easier so that we could use the 257 00:16:05,630 --> 00:16:10,610 insights. And I'll tell you with Recharge, constantly innovating, 258 00:16:11,420 --> 00:16:14,540 they came out with their cancellation prevention, 259 00:16:14,930 --> 00:16:18,770 which was telling me I knew my customers were overstocked, 260 00:16:18,830 --> 00:16:20,960 but I didn't know to what degree. 261 00:16:20,960 --> 00:16:25,520 So then when I find out that I'm 30% plus overstocked with customers, 262 00:16:25,520 --> 00:16:28,910 which is why they're churning, then I can really do something about it. 263 00:16:28,910 --> 00:16:33,710 So then my web tech team got together and we created a really bespoke, 264 00:16:35,600 --> 00:16:36,800 a really bespoke 265 00:16:38,570 --> 00:16:43,370 journey whereby now we changed our subscription so that we 266 00:16:43,370 --> 00:16:47,510 open with a 10 week supply because Elastin is a product that you need to use 267 00:16:47,600 --> 00:16:49,520 over time to see the results. 268 00:16:49,940 --> 00:16:50,030 Got. 269 00:16:50,030 --> 00:16:54,440 It. So instead of maybe them picking haphazardly six weeks, 270 00:16:54,440 --> 00:16:57,860 despite the fact that we tell them otherwise, then they get overstocked. 271 00:16:58,070 --> 00:17:02,240 Then we transfer from that 10 week supply to a five week supply, 272 00:17:02,300 --> 00:17:03,230 for example, 273 00:17:03,470 --> 00:17:08,240 so that they now have a manageable cadence coming in with their 274 00:17:08,240 --> 00:17:12,140 subscription. And that immediately turned things around. 275 00:17:12,140 --> 00:17:14,090 I mean that alone, 276 00:17:14,090 --> 00:17:17,990 we saw an uptick in our subscription 277 00:17:18,680 --> 00:17:21,890 take, and then we saw a decrease in churn. 278 00:17:22,190 --> 00:17:26,930 So churn can hover between eight to 10 ish 279 00:17:26,930 --> 00:17:31,460 percent, which me I'd love churn to be about 2%. 280 00:17:32,000 --> 00:17:32,240 No doubt. 281 00:17:32,240 --> 00:17:33,080 I'm a dreamer. 282 00:17:34,460 --> 00:17:39,380 But the customers that were sticking around then became stickier, 283 00:17:39,380 --> 00:17:40,130 if you will. 284 00:17:40,130 --> 00:17:44,840 And that's when that lifetime value for our subscription customers could also 285 00:17:44,840 --> 00:17:49,800 be identified as a ridiculous number 286 00:17:49,800 --> 00:17:51,210 compared to non-subscribers. 287 00:17:51,210 --> 00:17:56,130 I think it's $146 for our, 288 00:17:56,190 --> 00:17:56,970 no, excuse me, 289 00:17:56,970 --> 00:18:01,560 $436 for our subscriber lifetime value 290 00:18:01,560 --> 00:18:06,030 compared to 186 for non-subscribers. 291 00:18:07,980 --> 00:18:08,290 Way. 292 00:18:08,290 --> 00:18:09,123 More than double. 293 00:18:10,740 --> 00:18:11,910 That's huge, right? 294 00:18:12,150 --> 00:18:12,390 It's huge. 295 00:18:12,390 --> 00:18:15,510 And then we do that smart cancellation prevention, 296 00:18:15,960 --> 00:18:20,490 which then saves us an additional 7% of would be cancellations. 297 00:18:20,610 --> 00:18:24,270 And that's all done through automation and thoughtful touch points. 298 00:18:24,480 --> 00:18:26,850 So something that we just didn't have before, 299 00:18:28,320 --> 00:18:30,210 but I'll tell you the biggest thing for me, 300 00:18:30,480 --> 00:18:34,890 the thing that really turned my business is that our customer service team, 301 00:18:34,890 --> 00:18:39,000 which we have an in-house team of work from home moms that are just amazing. 302 00:18:39,040 --> 00:18:39,690 It's amazing. 303 00:18:39,690 --> 00:18:44,310 We have always been one of the top performing brands on gorgeous, 304 00:18:44,310 --> 00:18:49,200 the platform that we use for cx, our tickets went down 50%, 305 00:18:51,810 --> 00:18:52,740 I'm pausing there. 306 00:18:53,100 --> 00:18:57,360 Tickets went down 50% by having all of these 307 00:18:57,360 --> 00:19:02,070 optimizations, all of this website flow, 308 00:19:02,070 --> 00:19:05,520 this smarter website, this smoother website, 309 00:19:05,520 --> 00:19:10,230 all of those friction points, once they were removed, I'm saving money, 310 00:19:10,230 --> 00:19:12,600 I'm making more money, and my customer service team, 311 00:19:14,040 --> 00:19:17,220 it has 50% fewer tickets, happier customers, 312 00:19:17,490 --> 00:19:20,370 and we're not even paying that higher platform anymore. On Gorg. 313 00:19:20,520 --> 00:19:25,470 We'd had to keep up in our fee for our agreement 314 00:19:25,470 --> 00:19:29,670 because we were just so much customer service, 315 00:19:29,970 --> 00:19:32,880 so much customer service. And now that's being eliminated. 316 00:19:33,420 --> 00:19:35,700 It's amazing. So now you're cutting down, 317 00:19:35,700 --> 00:19:40,500 you're able to staff less or you're saving on costs for answering tickets. 318 00:19:40,500 --> 00:19:42,600 But think about it from the customer's perspective. 319 00:19:42,600 --> 00:19:45,720 Nobody wants to submit a ticket, nobody wants to interact. 320 00:19:45,750 --> 00:19:49,230 Even if customer support is delightful, it's a stay-at-home mom, 321 00:19:49,230 --> 00:19:51,750 and they're just a joy to talk to. I still don't want to do it. 322 00:19:52,260 --> 00:19:56,250 And so if you can eliminate that, it's even better. So part of that, 323 00:19:56,250 --> 00:19:58,620 so let's talk about why. And I want to look at, 324 00:19:58,890 --> 00:20:01,380 you said something a minute ago was really important. You said, Hey, 325 00:20:01,770 --> 00:20:04,560 people need to take this for 10 weeks to see the results. 326 00:20:04,740 --> 00:20:07,020 So that's what you started selling, right? 327 00:20:07,020 --> 00:20:11,280 So is that like a 10 week bundle or just sign up and you get it for 10 weeks or. 328 00:20:11,520 --> 00:20:14,910 Two pack for example, just a two pack of lash, 329 00:20:14,910 --> 00:20:18,630 two pack of brow or a two pack of the hair treatment. 330 00:20:18,990 --> 00:20:22,920 And that's the vibrant scalp treatment. So use it consistently, 331 00:20:22,920 --> 00:20:25,290 use it every day. You need to 332 00:20:27,240 --> 00:20:28,800 premix that fuel, if you will. 333 00:20:28,800 --> 00:20:32,880 You want to get those hyper results in the beginning because if not, 334 00:20:32,880 --> 00:20:34,200 people will lose interest. 335 00:20:34,530 --> 00:20:38,940 It's already hard enough that I am not a mascara where you put it on and you get 336 00:20:38,940 --> 00:20:41,040 longer lashes immediately. 337 00:20:41,400 --> 00:20:45,030 This is something that depending on where you are naturally with your hair 338 00:20:45,030 --> 00:20:49,360 growth cycle, it takes a while. Get those real results. 339 00:20:49,630 --> 00:20:52,720 So some people, depending on where they're at with that growth journey, 340 00:20:52,900 --> 00:20:57,250 they may have results right away. But for the most part, aging women, 341 00:20:57,250 --> 00:21:00,730 who is our demographic, me, I am the demographic, 342 00:21:01,510 --> 00:21:04,900 we don't exactly respond. Those young bucks do. 343 00:21:05,230 --> 00:21:09,640 So it takes us a little while to get that diesel engine revved up 344 00:21:10,000 --> 00:21:14,860 and we just need to make sure that people are using it and then they start 345 00:21:14,860 --> 00:21:17,770 seeing results. And that's when the excitement sets in. And then when. 346 00:21:17,770 --> 00:21:19,930 You at that point, and then you. 347 00:21:20,020 --> 00:21:24,580 Go for Vegas with your buddies and your knees don't ache, you're like, hello? 348 00:21:24,940 --> 00:21:28,770 Yeah, exactly. Tell me what you're taking. Tell me what you're taking. 349 00:21:28,770 --> 00:21:30,690 Yeah, I wrote a lot statement. 350 00:21:34,550 --> 00:21:37,900 So it's a two pack so they can use it for 10 weeks, get the best results. 351 00:21:37,900 --> 00:21:40,180 So that's the first start. The first piece says, 352 00:21:40,660 --> 00:21:43,360 what do they need to take to get the best results, 353 00:21:43,360 --> 00:21:44,590 whether it's a physical product, 354 00:21:45,670 --> 00:21:48,250 something you're using or something you're putting on ingestible, whatever. 355 00:21:48,790 --> 00:21:52,540 So what do they need to take to get the best results? Let's sell them that. 356 00:21:53,440 --> 00:21:58,300 And then what did you do in terms of messaging or just making 357 00:21:58,300 --> 00:22:01,090 it easier to understand and to say yes to? 358 00:22:01,480 --> 00:22:03,310 Talk to me about some specific tactics there. 359 00:22:03,610 --> 00:22:05,620 The tactic, I think that's the most important, 360 00:22:05,620 --> 00:22:10,480 just if we're talking D two C and just brand building is I 361 00:22:10,480 --> 00:22:13,450 had a lot of fractional copywriters for a while, 362 00:22:13,630 --> 00:22:15,490 so we didn't have a single voice, 363 00:22:15,610 --> 00:22:20,440 and then we hired a gal who is leading our brand and our brand 364 00:22:20,440 --> 00:22:25,180 copy and her copy then hit that whole 365 00:22:25,180 --> 00:22:26,410 customer journey. 366 00:22:26,680 --> 00:22:31,630 So what we see on our macros from customer service is what we see 367 00:22:31,690 --> 00:22:35,650 on the post-consumer flow for our email marketing, 368 00:22:35,830 --> 00:22:37,720 it's what they're getting when they're seeing 369 00:22:39,310 --> 00:22:44,170 the ad perhaps on meta or wherever they first found out that top of the 370 00:22:44,170 --> 00:22:46,630 funnel perspective. So they're seeing, 371 00:22:46,870 --> 00:22:48,820 here's what they're seeing in the top of the funnel, 372 00:22:48,820 --> 00:22:50,890 here's the middle of the funnel, here's the bottom of the funnel, 373 00:22:50,950 --> 00:22:54,850 here's the email marketing campaign, here's how it's flowing with the SMS, 374 00:22:54,940 --> 00:22:59,650 here's the information they're getting from all angles. And it all 375 00:22:59,890 --> 00:23:03,820 sounds the same and it all makes sense. 376 00:23:04,000 --> 00:23:08,020 So you're not sending mixed messages anymore. And before, 377 00:23:08,290 --> 00:23:13,210 I'm probably guilty of having sent more mixed messages or just not 378 00:23:13,210 --> 00:23:14,500 having that through line, 379 00:23:14,500 --> 00:23:19,330 that continuity so that we're all just really making sure that people 380 00:23:19,330 --> 00:23:24,040 understand what we're delivering to the customers. And it's a serum. 381 00:23:25,750 --> 00:23:29,620 I'm at my temporary desk here, but for example, here's, 382 00:23:30,280 --> 00:23:34,390 here's a sample of the vibrate scalp treatment, 383 00:23:34,510 --> 00:23:37,180 the lash and the brow that's in just a single box. 384 00:23:37,360 --> 00:23:41,500 This was one of our promo boxes that we put together. So they're all serums. 385 00:23:41,680 --> 00:23:44,650 You use 'em twice daily, once in the morning, once at night, 386 00:23:45,830 --> 00:23:49,160 and people will inadvertently say, oh, 387 00:23:49,610 --> 00:23:54,050 so I need to keep using that product, and if I stop using it, it stops working. 388 00:23:54,740 --> 00:23:58,160 And the answer is yes. If you stop drinking water, you get dehydrated. Of. 389 00:23:58,160 --> 00:23:58,993 Course, yeah. 390 00:23:59,150 --> 00:24:01,940 If you stop eating food, you get hungry. If you stop, 391 00:24:01,940 --> 00:24:02,810 I want to vitamin I can take. 392 00:24:03,740 --> 00:24:03,950 That's. 393 00:24:03,950 --> 00:24:08,090 It. Things change. But it's still that age old question. 394 00:24:08,090 --> 00:24:10,430 And that comes from, I kid you not, 395 00:24:10,430 --> 00:24:15,290 that comes from old school mentality before people really got a 396 00:24:15,290 --> 00:24:20,180 little bit smarter to realize that consistency is what delivers results in 397 00:24:20,180 --> 00:24:23,120 everything. If you want to stay fit, stay fit. 398 00:24:23,510 --> 00:24:26,690 You, I've got to keep working out. I've got to keep sleeping well every night. 399 00:24:26,690 --> 00:24:30,020 Come on, that's want to do it once, it's so good. 400 00:24:30,320 --> 00:24:34,940 But it's not necessarily even a nice to have once you start 401 00:24:35,630 --> 00:24:37,730 fighting back mother nature, it's a must have. 402 00:24:37,730 --> 00:24:42,500 And this is where that longevity game comes in there because what we're doing to 403 00:24:42,530 --> 00:24:46,880 biohack our bodies and our health and our wellbeing 404 00:24:47,150 --> 00:24:51,890 is really the rage right now. And I've been biohacking since day one. 405 00:24:53,570 --> 00:24:55,610 I think the biggest thing I did to biohack was not have. 406 00:24:55,640 --> 00:25:00,170 Children. I'm sure I've never. 407 00:25:00,170 --> 00:25:01,890 Said that out loud before. 408 00:25:04,470 --> 00:25:06,920 New biohack don't have kids. 409 00:25:07,730 --> 00:25:11,120 Turns out that's also a great savings plan. Yeah, yeah, yeah. 410 00:25:11,990 --> 00:25:15,080 I know a lot of parents that get pretty dang stressed right now in this world. 411 00:25:15,230 --> 00:25:16,970 There's enough stress going on. 412 00:25:17,780 --> 00:25:21,980 So I always laugh that my husband and I are able to just pick up and go whenever 413 00:25:21,980 --> 00:25:26,300 we want. We've got all this freedom. And I could also focus on the business. 414 00:25:26,300 --> 00:25:27,440 So truthfully, 415 00:25:27,620 --> 00:25:32,210 my business is those are my children, my. 416 00:25:32,930 --> 00:25:33,450 Members. 417 00:25:33,450 --> 00:25:34,910 That's who I care about right. 418 00:25:34,910 --> 00:25:36,860 Now. I love that. I love that. My wife and I, 419 00:25:36,860 --> 00:25:38,720 we can get up and travel anytime we want to as well. 420 00:25:38,720 --> 00:25:41,660 We just have eight kids that we have to tow around with us. 421 00:25:43,280 --> 00:25:45,170 Actually they don't all live at home. So it's not eight, 422 00:25:45,170 --> 00:25:48,770 it's only like five or six. It's no big deal. But. 423 00:25:49,960 --> 00:25:50,720 That to me, 424 00:25:50,720 --> 00:25:55,160 I think that single voice to the question going back to What are the 425 00:25:55,160 --> 00:25:57,380 mechanics, what can you do right now? 426 00:25:57,380 --> 00:26:01,970 What are the actionable items that some of the individuals listening to 427 00:26:02,300 --> 00:26:04,400 can take and take from this? 428 00:26:04,400 --> 00:26:09,290 And you talked about that ability for us to get on the 429 00:26:09,290 --> 00:26:09,680 phone. 430 00:26:09,680 --> 00:26:13,640 And something that I always say flies in the face of what we've been taught is 431 00:26:13,850 --> 00:26:15,170 to really know your customer. 432 00:26:15,170 --> 00:26:19,940 So we do have a lot of older women who have felt 433 00:26:20,000 --> 00:26:24,320 unseen and unheard and undervalued in their lives. 434 00:26:24,320 --> 00:26:29,300 And so our customer service team is empowered to spend however extra time they 435 00:26:29,300 --> 00:26:34,070 need on the phone with those individuals until that individual 436 00:26:34,070 --> 00:26:36,140 feels like they've gotten what they need. 437 00:26:36,350 --> 00:26:38,690 And sometimes they can be on the phone for a long time, 438 00:26:38,900 --> 00:26:43,410 which is why our gorgeous score has probably gone from a 4.8 439 00:26:43,740 --> 00:26:45,660 and not to a five. I mean, 440 00:26:45,660 --> 00:26:49,500 we're still at 94.8% of all gorgeous platforms. 441 00:26:49,500 --> 00:26:51,750 That's that 5% stat. 442 00:26:52,140 --> 00:26:56,670 But we stay where we're at because one of the 443 00:26:56,670 --> 00:27:01,140 metrics that's timed on gorg is how quickly do you answer those 444 00:27:01,140 --> 00:27:05,250 questions for people? And sometimes we just don't answer them that quickly. 445 00:27:05,850 --> 00:27:08,460 We'll respond quickly, but then we take our time. 446 00:27:08,880 --> 00:27:09,780 Take your time. But yeah, 447 00:27:10,080 --> 00:27:13,920 and it's more about optimizing for satisfaction than it is to hitting some 448 00:27:14,100 --> 00:27:17,430 metrics that may indicate satisfaction, but not always. 449 00:27:17,430 --> 00:27:22,230 And so I love the way you guys do that. This idea of consistent communication, 450 00:27:22,230 --> 00:27:25,080 I've heard it's called the golden thread or consistency. 451 00:27:25,080 --> 00:27:29,610 So every message we share, whether it's a video with static image, it's on med, 452 00:27:29,610 --> 00:27:32,640 it's on YouTube, it's on Google, it's an email, it's an SMS, 453 00:27:32,640 --> 00:27:35,550 it's all saying the same thing. It's reinforcing, 454 00:27:35,850 --> 00:27:37,890 maybe we're hitting the same message from a couple of different angles, 455 00:27:37,890 --> 00:27:40,710 but ultimately it's the same thing when you get on the lander. 456 00:27:40,740 --> 00:27:41,940 Also the same message. 457 00:27:42,990 --> 00:27:45,780 Simplification and clarity are super important. 458 00:27:45,780 --> 00:27:50,760 Sometimes we overcomplicate things and a confused customer does not 459 00:27:50,760 --> 00:27:54,600 buy. So what are some of the messages, 460 00:27:54,810 --> 00:27:58,500 the go-to messages or what are you trying to communicate when you're creating 461 00:27:58,500 --> 00:28:00,390 this consistency across all. 462 00:28:00,390 --> 00:28:01,223 Channels? 463 00:28:02,130 --> 00:28:06,510 We fall back always on our pillars at elastin. So real science, 464 00:28:06,750 --> 00:28:09,660 real results, real people and real responsibility. 465 00:28:12,120 --> 00:28:14,730 But that's the pillar. 466 00:28:14,820 --> 00:28:19,050 And then from the pillar then you identify what is the pain point for the 467 00:28:19,050 --> 00:28:23,910 customer. And it really always boils down to their sense of self, 468 00:28:23,910 --> 00:28:26,700 their confidence, their sense of identity, 469 00:28:26,910 --> 00:28:31,500 their desire to be the best version of 470 00:28:31,500 --> 00:28:35,640 themselves. So I'm going to go back to what you said. You said, 471 00:28:35,820 --> 00:28:39,660 I started taking this supplement, I feel so much better. 472 00:28:39,900 --> 00:28:43,680 I'm not hurting anymore. I wake up, maybe you don't need coffee. 473 00:28:44,820 --> 00:28:49,440 And all of a sudden now you didn't say, oh, 474 00:28:49,440 --> 00:28:51,540 I like where they source their product. 475 00:28:51,750 --> 00:28:55,950 They did a really good job of where they sourced and they're environmentally 476 00:28:55,950 --> 00:28:58,290 friendly and they've done all these things. Well, that's a given. 477 00:28:58,290 --> 00:28:59,520 Now you need to have all of that. 478 00:29:00,000 --> 00:29:04,920 You can't come into a beauty brand right now if you're not sustainable, 479 00:29:05,100 --> 00:29:09,780 if you are not taking care of vegan and cruelty-free and no 480 00:29:09,780 --> 00:29:14,460 preservatives and all of the lists. So we call those our safe science standards, 481 00:29:14,640 --> 00:29:17,880 but you can't lead with that because nobody buys a product. 482 00:29:18,120 --> 00:29:23,100 Nobody buys a product because it's got the best biodesign proteins and the most 483 00:29:23,100 --> 00:29:23,933 peptides. 484 00:29:23,970 --> 00:29:24,330 For sure. 485 00:29:24,330 --> 00:29:28,230 That doesn't sell. What sells is, does it do what they want it to do. 486 00:29:28,230 --> 00:29:33,180 So the message has to always be about what the customer needs and what 487 00:29:33,180 --> 00:29:37,080 that pain point is that we're solving or what that aspiration is that they're 488 00:29:37,080 --> 00:29:39,150 looking to gain. And then ultimately, 489 00:29:39,150 --> 00:29:42,700 if we don't deliver the product that really works, 490 00:29:42,790 --> 00:29:44,530 they're never going to come back again. 491 00:29:45,520 --> 00:29:49,150 But the other flip side is because of where people are, 492 00:29:49,150 --> 00:29:51,490 whether they've got thyroid 493 00:29:54,040 --> 00:29:58,510 post-treatment, post stress, aging, loss of elastin, 494 00:29:58,510 --> 00:30:02,620 naturally too much sun, exposure, exposure, environmental, 495 00:30:03,100 --> 00:30:06,580 stressing out about what's happening in our political and our culture right now, 496 00:30:06,580 --> 00:30:10,720 all of these things are causing people to lose their hair. 497 00:30:10,720 --> 00:30:13,210 And we saw this during Covid as well. 498 00:30:13,360 --> 00:30:17,770 So what we also have to do at Neulasta is we have to look at how we 499 00:30:17,770 --> 00:30:22,510 can kind of bundle that and make sure that we're still giving the 500 00:30:22,510 --> 00:30:25,300 customer the time they need to get the results. 501 00:30:25,510 --> 00:30:28,240 So if 12 weeks isn't enough, 502 00:30:28,330 --> 00:30:32,230 I'm going to take care of them and give them more product so that they get the 503 00:30:32,230 --> 00:30:36,100 results they're asking for. And whether I do that sometimes with free product, 504 00:30:36,250 --> 00:30:41,110 sometimes with a deeper discount, but if they call me, I will literally say, 505 00:30:41,620 --> 00:30:44,800 you didn't start this journey because you were just trying something. 506 00:30:44,800 --> 00:30:45,670 You want something. 507 00:30:45,670 --> 00:30:48,730 So I'm going to give that to you for as long as it takes till you get that 508 00:30:48,730 --> 00:30:49,563 result. 509 00:30:49,960 --> 00:30:51,460 That's so good. That's so good. 510 00:30:51,730 --> 00:30:56,470 Talk to me about the process of reducing churn. 511 00:30:56,470 --> 00:30:59,560 You talked about some of the programs you run. 512 00:30:59,740 --> 00:31:04,120 If someone's about to cancel their subscription, how do you mitigate that? 513 00:31:04,120 --> 00:31:06,130 What are some of the strategies that you've used? 514 00:31:07,000 --> 00:31:09,640 Most recently, it's going to go back to just 515 00:31:12,280 --> 00:31:13,210 that very, 516 00:31:13,210 --> 00:31:17,680 very powerful buy box that people are seeing so that the web 517 00:31:17,680 --> 00:31:22,270 functionality, I believe I mentioned this, smoother, faster, smarter, 518 00:31:22,450 --> 00:31:26,320 but that buy box, which is the small powerful decision point, right? 519 00:31:26,560 --> 00:31:31,450 That's transformed so that it now has above 520 00:31:31,450 --> 00:31:34,150 the fold because before it wasn't above the fold, 521 00:31:34,150 --> 00:31:38,770 but it's a smarter way of customers to get the right 522 00:31:38,770 --> 00:31:41,950 cadence with the right subscription that they needed. 523 00:31:44,110 --> 00:31:47,140 And then as they go through the checkout process, 524 00:31:47,410 --> 00:31:50,320 not too many more decisions to make, 525 00:31:50,560 --> 00:31:53,770 but then there are some upsells and there are some cross sells, 526 00:31:53,980 --> 00:31:58,750 but mainly trying to serve the customer with a very smart flow 527 00:31:58,930 --> 00:32:02,830 so that they don't have to get confused or question it. 528 00:32:03,280 --> 00:32:07,780 So the result of that alone with that buy box and the web 529 00:32:07,780 --> 00:32:12,340 functionality was a 13.4% increase in conversion rate. 530 00:32:13,030 --> 00:32:15,610 So we immediately started getting that. 531 00:32:15,610 --> 00:32:20,230 And then the next part of it is just continuing to 532 00:32:20,230 --> 00:32:24,490 innovate when we see something that's not working. 533 00:32:24,490 --> 00:32:29,380 We work with the web partner now and we try to innovate and solve 534 00:32:29,380 --> 00:32:34,300 around the entire customer journey and anticipate their needs so that we can 535 00:32:34,300 --> 00:32:36,130 exceed those expectations. 536 00:32:37,750 --> 00:32:40,040 Yeah, it's so good. I'm looking at your detail page now, 537 00:32:40,040 --> 00:32:42,650 and we'll put this in the video version. If someone's on YouTube, 538 00:32:42,830 --> 00:32:46,100 they can see it. But I love the way this is laid out. 539 00:32:46,100 --> 00:32:50,780 So the top section you automatically selected subscribe and save 25%. 540 00:32:51,050 --> 00:32:53,570 You got three different options, deliver every eight weeks. 541 00:32:53,840 --> 00:32:55,220 In the middle it says deliver 10 weeks, 542 00:32:55,220 --> 00:32:58,580 it's got a check mark and it's bolded and it says recommended right under it. 543 00:32:58,970 --> 00:33:03,020 And then or deliver every 12 weeks. And it says free shipping, cancel any time, 544 00:33:03,020 --> 00:33:05,960 full flexibility, try really compelling, 545 00:33:05,960 --> 00:33:08,600 and then it's got the strikethrough price and the price that you'll pay saving 546 00:33:08,600 --> 00:33:12,050 25%. And then below that you could choose a one-time purchase. 547 00:33:12,050 --> 00:33:15,690 You save 12% that way. What is, 548 00:33:16,040 --> 00:33:19,550 so you talked about 65% of your revenue is subscriptions. 549 00:33:20,240 --> 00:33:23,630 What's the take rate on subscriptions when someone's checking out with these 550 00:33:23,630 --> 00:33:24,463 products? 551 00:33:26,570 --> 00:33:28,340 I don't have that answer off the top of my head. 552 00:33:30,380 --> 00:33:31,550 It's got to be a pretty high, 553 00:33:31,550 --> 00:33:34,210 it's got to be a high take rate since everything else is off the charts as well. 554 00:33:34,460 --> 00:33:36,620 Being the owner of the company and the founder, 555 00:33:37,190 --> 00:33:42,140 I always get just a little bit puckered up there because you still 556 00:33:42,140 --> 00:33:45,110 have people who want that big deep discount and they're playing the game. 557 00:33:45,530 --> 00:33:48,590 So you're always going to get the people who are like, oh, 558 00:33:48,590 --> 00:33:51,710 I can get free shipping. Oh, I can get this really deep discount, 559 00:33:51,710 --> 00:33:54,830 possibly almost 30% on my first order. 560 00:33:54,950 --> 00:33:58,670 And they have absolutely no intention. They're playing the field. 561 00:33:58,910 --> 00:34:02,000 They might be doing the stance with a lot of other companies, 562 00:34:02,330 --> 00:34:06,320 but ideally if they've purchased two products from us or the Tupac, 563 00:34:06,590 --> 00:34:08,090 then they are going to see results. 564 00:34:08,090 --> 00:34:11,780 And they might have a aha moment themselves where they stick around for a little 565 00:34:11,780 --> 00:34:14,170 bit longer. But 566 00:34:16,910 --> 00:34:17,690 it is high, 567 00:34:17,690 --> 00:34:22,640 and we're working on it because we actually didn't have as robust of 568 00:34:22,640 --> 00:34:25,700 a landing page funnel as we do now. 569 00:34:25,700 --> 00:34:29,000 It's still not the Ezra Firestone funnel, 570 00:34:29,180 --> 00:34:34,160 but that is something that we're working on so that we have the capacity now 571 00:34:34,160 --> 00:34:38,780 to build out more landing pages so that it makes it easy for that 572 00:34:38,780 --> 00:34:42,980 first take rate. I want to say 80%, but I might be wrong, 573 00:34:42,980 --> 00:34:46,130 so don't quote me and hold me to that particular number. 574 00:34:46,700 --> 00:34:49,520 With every other number being off the charts, the take rate's got to be really, 575 00:34:49,520 --> 00:34:50,390 really healthy as well. 576 00:34:50,390 --> 00:34:53,960 And so can you talk about the landing page work that you guys are doing? 577 00:34:53,960 --> 00:34:58,280 Is that tying specific offer to specific ad 578 00:34:58,610 --> 00:35:03,350 and what are you doing and any interesting learnings with that journey? 579 00:35:03,380 --> 00:35:05,480 Yes, better. It's still not set up. 580 00:35:05,840 --> 00:35:09,380 I've seen so many great landing pages that I start falling in love with, 581 00:35:10,220 --> 00:35:12,500 but if they're seeing an ad for, 582 00:35:13,730 --> 00:35:18,560 with a particular human being being featured in an age category and an 583 00:35:18,560 --> 00:35:20,540 offer for lash, 584 00:35:20,780 --> 00:35:25,610 and then they come over to a PDP page as a checkout page versus going 585 00:35:25,610 --> 00:35:30,320 to a landing page where then we continue selling them on that journey where then 586 00:35:30,320 --> 00:35:33,830 we get that buy box that really speaks to what they're after, 587 00:35:33,830 --> 00:35:36,680 because at that point, they don't want to mess around. 588 00:35:36,680 --> 00:35:38,880 They just want to get in there. I'm like, yeah, that's what I want. 589 00:35:39,000 --> 00:35:40,080 That's what I want to buy. 590 00:35:40,230 --> 00:35:43,140 So you want to make sure that you're not confusing them. 591 00:35:43,140 --> 00:35:47,040 And that's what we've been trying to do is follow that journey from what ad they 592 00:35:47,040 --> 00:35:49,470 saw on meta, for example, 593 00:35:49,680 --> 00:35:52,710 to where they land and get that checkout. 594 00:35:52,710 --> 00:35:57,630 And it's the landing page strategy is by far the best performer, 595 00:35:57,930 --> 00:36:02,700 but we also find that our PDP pages are equally as good. And back in the day, 596 00:36:02,700 --> 00:36:07,680 we were sort of, and we would just go to the homepage and that was a disaster. 597 00:36:07,860 --> 00:36:12,240 I mean, it works a little bit, but it's just, it's too much. It's like too much. 598 00:36:12,240 --> 00:36:12,810 Nobody wants to. 599 00:36:12,810 --> 00:36:16,920 Yeah, you're introducing too many options in most cases. 600 00:36:17,910 --> 00:36:20,400 But I will say, yeah, your PDP, which is what I just showed a second ago, 601 00:36:20,400 --> 00:36:21,510 it's fantastic. And. 602 00:36:22,010 --> 00:36:22,843 That's only the landing page. 603 00:36:23,100 --> 00:36:25,650 So I can send you links to get to the landing pages, 604 00:36:26,340 --> 00:36:30,240 which are those mysterious pages that unless you're following a particular link, 605 00:36:30,240 --> 00:36:33,030 you'll never find again. I was laughing about that the other day. I'm like, 606 00:36:33,030 --> 00:36:37,080 geez, even I own the company and sometimes if I can't find my landing page, 607 00:36:37,080 --> 00:36:39,030 I'm like, what's that foreign slash, 608 00:36:39,150 --> 00:36:43,650 where did we go and how do you get back to it again? So funny, once I lose it, 609 00:36:43,650 --> 00:36:45,060 man, I can't find it again. 610 00:36:45,480 --> 00:36:50,100 And that's an old anchor trick that I learned from back in the day of direct 611 00:36:50,100 --> 00:36:54,810 response infomercial is they were just classic landing 612 00:36:54,810 --> 00:36:55,440 page. 613 00:36:55,440 --> 00:36:56,273 Marketers. 614 00:36:56,790 --> 00:36:57,720 It was just. 615 00:36:57,720 --> 00:37:00,300 Guthy Riner legends, legends in the game. 616 00:37:00,300 --> 00:37:03,180 And so what did you do with them again? 617 00:37:03,180 --> 00:37:05,430 Was that one of your products or you worked with Guthy Riner? 618 00:37:06,270 --> 00:37:08,040 No, but I was in the infomercial world, 619 00:37:08,040 --> 00:37:12,540 so that's kind of where I cut my teeth with direct response marketing is I 620 00:37:12,540 --> 00:37:15,690 started in the direct response. 621 00:37:15,720 --> 00:37:19,170 I was selling on HSNA particular AB belt, 622 00:37:19,440 --> 00:37:23,430 and then I helped launch the contour core sculpting system, 623 00:37:23,520 --> 00:37:27,870 and that's a product that was in 2008, 624 00:37:27,870 --> 00:37:31,200 one of the most successful shows of its time. 625 00:37:31,500 --> 00:37:35,040 And we went from zero to 220 million 626 00:37:36,360 --> 00:37:38,310 in about three years, 627 00:37:39,120 --> 00:37:43,920 and we had a seven to one media 628 00:37:44,190 --> 00:37:46,140 marketing efficiency ratio. 629 00:37:47,550 --> 00:37:47,730 So. 630 00:37:47,730 --> 00:37:48,563 Seven to one. 631 00:37:49,110 --> 00:37:51,540 A seven mer. Everyone listing is like. 632 00:37:51,540 --> 00:37:54,360 Come, we're back in the day, 633 00:37:54,360 --> 00:37:58,470 the Anthony Sullivans and the Cindy Crawfords, 634 00:37:59,340 --> 00:38:03,210 but we were watching them, they were watching us. We were all competing. 635 00:38:03,210 --> 00:38:04,110 But it was back, 636 00:38:04,770 --> 00:38:09,390 it was in the good old days where crepe erase was rocking. 637 00:38:09,390 --> 00:38:11,310 And I mean, I am old, 638 00:38:11,310 --> 00:38:14,700 so I remember the Suzanne Summer's in. 639 00:38:15,990 --> 00:38:17,210 I remember watching the ThighMaster. 640 00:38:18,450 --> 00:38:19,030 X. 641 00:38:19,030 --> 00:38:22,020 90 XI bought because of P 90 X. Yeah, 642 00:38:22,020 --> 00:38:25,110 actually friends that ran the erase campaigns and. 643 00:38:25,110 --> 00:38:27,000 Stuff. But I always ask, do we reflect, 644 00:38:27,000 --> 00:38:31,050 and this is something I said in one of my presentations recently is do we ever 645 00:38:31,050 --> 00:38:35,920 reflect on that is really where we learned the formula for our direct response 646 00:38:35,920 --> 00:38:38,350 marketing. And they had three segments, 647 00:38:38,350 --> 00:38:41,800 28 minute show compelling problem solution, 648 00:38:41,830 --> 00:38:46,510 and H one had a call to action. So if you're jumping in somewhere in between, 649 00:38:46,510 --> 00:38:49,990 it's here's how we're going to save you time, money, energy, 650 00:38:49,990 --> 00:38:53,230 get you what you're looking for. Here's your call to action. If you order now, 651 00:38:53,230 --> 00:38:56,470 you're going to get this, this, this, and this. But wait, there's more. 652 00:38:56,470 --> 00:39:00,010 And all that stuff worked. And you know what? It still kind of. 653 00:39:00,010 --> 00:39:04,300 Works. It still works. Maybe you're executing it a little bit differently. 654 00:39:04,870 --> 00:39:08,260 But the psychology there, the problem solution, 655 00:39:08,260 --> 00:39:12,490 the presenting it in a compelling way and an engaging way with high energy, 656 00:39:12,490 --> 00:39:14,860 it still works. And that's something you and I were talking about. 657 00:39:14,920 --> 00:39:16,270 I'm a huge YouTube guy. 658 00:39:17,530 --> 00:39:20,230 We are seeing a lot of people that have been historical TV advertisers now 659 00:39:20,230 --> 00:39:22,030 trying YouTubes. We're leaning into that. 660 00:39:22,450 --> 00:39:22,540 Love. 661 00:39:22,540 --> 00:39:24,670 It. But I'm also seeing some D two C brands, 662 00:39:24,670 --> 00:39:28,630 brands that are born online that are now leaning into connected tv, 663 00:39:28,660 --> 00:39:30,520 whether that's through YouTube or other platform, 664 00:39:30,520 --> 00:39:33,610 and they're dabbling in TV advertising, but it's direct response style, 665 00:39:33,610 --> 00:39:34,480 TV advertising, 666 00:39:34,720 --> 00:39:39,280 getting someone to take an action to visit a site to get a free download or to 667 00:39:39,460 --> 00:39:40,420 free trial, whatever. 668 00:39:40,590 --> 00:39:43,480 Just works. I think we need to be more clever and I need to meet more of a brand 669 00:39:43,480 --> 00:39:44,980 recognition. I tried some, 670 00:39:44,980 --> 00:39:49,570 our mutual colleague Stacy helped me try to buy some linear 671 00:39:49,570 --> 00:39:52,120 TV spots. It just didn't work for us, 672 00:39:52,270 --> 00:39:56,410 but we didn't do enough. It wasn't long enough, deep enough. 673 00:39:56,650 --> 00:39:59,770 But elastin as big of a brand as I think we are, 674 00:39:59,950 --> 00:40:01,900 we're still not a name brand. 675 00:40:01,900 --> 00:40:06,130 So you can walk down the street and people aren't going to really recognize us. 676 00:40:06,250 --> 00:40:10,780 So we're staying somewhat niche in that. We have, I believe, 677 00:40:10,780 --> 00:40:12,700 the best science in the industry, 678 00:40:12,970 --> 00:40:17,950 and I would challenge anyone to match our 38 US and international patents all in 679 00:40:17,950 --> 00:40:19,150 the elastin space. 680 00:40:19,330 --> 00:40:19,420 It's. 681 00:40:19,420 --> 00:40:19,600 Amazing. 682 00:40:19,600 --> 00:40:24,430 We've got a category that no one else is really focusing on to our depth 683 00:40:24,430 --> 00:40:28,870 and breadth. But at the end of the day, again, science isn't selling. 684 00:40:28,870 --> 00:40:33,250 So now I've got to be able to just communicate to people that we have a 685 00:40:33,250 --> 00:40:37,810 beautiful product with a founder and an entire team that cares 686 00:40:37,810 --> 00:40:41,290 deeply for that customer journey and that we're going to do everything in our 687 00:40:41,290 --> 00:40:45,670 power to get them the results that they want. And they can also trust. 688 00:40:45,970 --> 00:40:47,080 I think small brands, 689 00:40:47,080 --> 00:40:51,430 one of the beauties is that they can trust the integrity that goes behind it 690 00:40:51,820 --> 00:40:54,490 and that what we say is what we do. 691 00:40:55,330 --> 00:40:59,530 Sometimes when you get that thought of a big brand, 692 00:40:59,620 --> 00:41:02,410 you kind of wonder did they lose it? 693 00:41:02,680 --> 00:41:07,240 So if JJ buys a business and all of a sudden you see it on the shelf at a 694 00:41:07,240 --> 00:41:10,810 target, then old school people would think, oh, 695 00:41:10,810 --> 00:41:12,400 they must have done something different. 696 00:41:12,400 --> 00:41:16,870 Now it's lost its allure or it doesn't have the same formula. 697 00:41:16,870 --> 00:41:18,190 And maybe they're right. 698 00:41:18,370 --> 00:41:21,880 Maybe people take a formula, 699 00:41:21,880 --> 00:41:26,710 they buy a company and then they fairy dust the active ingredients and it might 700 00:41:26,710 --> 00:41:29,020 not have the same punch that happens. 701 00:41:29,420 --> 00:41:34,370 Right? Right. Yeah. I think your passion rings true. 702 00:41:34,400 --> 00:41:37,940 Listening to you talk and if someone can see you or hear you talk in an ad, 703 00:41:38,180 --> 00:41:40,400 it's clear you're going to do whatever is necessary for someone to get the 704 00:41:40,400 --> 00:41:43,400 results that they want, which is great. I want to kind of end on this. 705 00:41:43,400 --> 00:41:44,600 We only have a few minutes left, 706 00:41:44,990 --> 00:41:49,970 but times are uncertain right now at the time we're recording, 707 00:41:49,970 --> 00:41:53,150 we're dealing with some tariff, chaos and madness. 708 00:41:53,150 --> 00:41:57,260 Consumer confidence is at a low. Business owners are worried. 709 00:41:58,040 --> 00:42:01,490 We work almost exclusively with D two c e-commerce brands. 710 00:42:02,240 --> 00:42:04,100 Many of our clients don't import from China, 711 00:42:04,100 --> 00:42:06,530 and so they're feeling a little bit better than those that do, 712 00:42:06,860 --> 00:42:08,630 but there's still just uncertainty everywhere. 713 00:42:08,630 --> 00:42:13,340 So what advice do you have and what are you leaning into now when 714 00:42:13,340 --> 00:42:16,370 times are uncertain? How are you operating? 715 00:42:18,950 --> 00:42:23,720 I have been guilty of falling into a trap of feeling 716 00:42:24,650 --> 00:42:28,490 the scarcity mentality and the panic, 717 00:42:28,850 --> 00:42:33,470 but I am doing everything that I can to try to come from a point of abundance, 718 00:42:33,890 --> 00:42:37,670 and that might be a little too metaphysical for this podcast, 719 00:42:38,000 --> 00:42:42,740 but I literally need to stay true to 720 00:42:42,740 --> 00:42:47,720 what we do over here. We need to make money to stay in business, 721 00:42:47,930 --> 00:42:52,790 but do I need to make a 94% contribution 722 00:42:52,790 --> 00:42:56,300 margin every day, all day? Probably not. 723 00:42:57,680 --> 00:43:00,560 I need to take a hit with everybody going in, 724 00:43:00,560 --> 00:43:05,090 and I'm willing to do that so that I don't have to put it on my customers. 725 00:43:05,450 --> 00:43:09,650 During covid, when people were upping their prices, I stayed the same. 726 00:43:09,800 --> 00:43:11,960 As a matter of fact, just earlier this year, 727 00:43:12,080 --> 00:43:15,380 first time I increased my prices since 2017, 728 00:43:16,730 --> 00:43:21,320 I am going to do everything I can to get clever to 729 00:43:21,350 --> 00:43:23,060 figure out how to, 730 00:43:24,200 --> 00:43:28,850 I only get packaging from China, only my primary packaging. So that's 731 00:43:30,470 --> 00:43:31,970 the stuff that you see, like this. 732 00:43:31,970 --> 00:43:32,803 Packaging. 733 00:43:33,680 --> 00:43:35,750 And I get a few, and it's not pretty. 734 00:43:35,750 --> 00:43:40,730 You don't want to pay something that might cost you 60 cents and all of a sudden 735 00:43:40,730 --> 00:43:44,210 have to pay $2 for it depending on where you're at. 736 00:43:44,480 --> 00:43:48,470 I've got a product right now on the water that was a little scalp scrubber that 737 00:43:48,470 --> 00:43:51,980 I got from China, and it was a 50 cent product. 738 00:43:51,980 --> 00:43:54,950 And right now we don't know because when it went on, 739 00:43:54,950 --> 00:43:57,650 it was before the tax went up to 148%. 740 00:43:59,060 --> 00:44:01,970 And at the end of the day, if I have to pay the tax, what going to do? Say, no, 741 00:44:01,970 --> 00:44:06,230 I'm going to send it back. That's one option. It is an option. 742 00:44:06,230 --> 00:44:07,580 My CFO said, 743 00:44:07,760 --> 00:44:12,350 you need to deny shipments coming over right now so that you don't have to pay 744 00:44:12,650 --> 00:44:17,000 $26,000 in taxes that you don't know where it's going. And I agree. 745 00:44:17,000 --> 00:44:20,330 And then tomorrow they could change it and I could end up paying 746 00:44:21,290 --> 00:44:26,150 $12,000 in taxes versus a 46 versus a hundred thousand dollars in 747 00:44:26,150 --> 00:44:30,890 taxes. So it's huge. I mean, it's going to cut into profit margins, 748 00:44:31,980 --> 00:44:35,430 but my hope is that smarter brains will prevail. 749 00:44:35,820 --> 00:44:40,110 That somebody will at some point talk to the government and talk to somebody. 750 00:44:40,410 --> 00:44:41,700 And there's got to be, 751 00:44:41,700 --> 00:44:46,620 if enough of us come together without being hysterical and 752 00:44:46,620 --> 00:44:48,750 we have those smart conversations, 753 00:44:48,960 --> 00:44:51,510 we have to reach a point where there's stability. 754 00:44:51,840 --> 00:44:54,930 And I will do everything I can to join that 755 00:44:56,190 --> 00:44:57,930 movement if it happens. 756 00:44:59,160 --> 00:45:04,110 But otherwise I am just not going to bring stuff over. That's a nice to have. 757 00:45:04,110 --> 00:45:05,160 It's got to be a must have. 758 00:45:06,210 --> 00:45:07,230 Totally. Yeah. 759 00:45:07,230 --> 00:45:10,890 And I think it's a really good take where a couple things to keep in mind, 760 00:45:10,890 --> 00:45:15,750 and you talked about mindset. I think that is underrated in some ways where yes, 761 00:45:15,750 --> 00:45:17,280 we get tactical on this podcast. 762 00:45:17,280 --> 00:45:20,010 We want to look at how can we increase our subscription take rate and how can we 763 00:45:20,280 --> 00:45:23,700 reduce churn and things like that. But your mindset matters, 764 00:45:23,700 --> 00:45:27,480 and if you are overly stressed or panicking, you're going to make bad decisions. 765 00:45:27,840 --> 00:45:30,870 You're going to craft bad marketing, it's just not going to work well for you. 766 00:45:30,870 --> 00:45:34,770 So work on the mindset. It will only make everything else better. 767 00:45:35,340 --> 00:45:37,830 But I always believe there's always a move to make. 768 00:45:37,830 --> 00:45:42,330 There's always something you can do and every other one of your competitors is 769 00:45:42,330 --> 00:45:44,640 dealing with the same stuff you are dealing with. 770 00:45:45,120 --> 00:45:49,680 So if you can be more scrappy, more resourceful, more crafty, 771 00:45:50,220 --> 00:45:51,390 you can find edges. 772 00:45:51,390 --> 00:45:54,330 And it's like there are always opportunities in crazy times like this. 773 00:45:54,690 --> 00:45:57,780 I do believe there'll be adjustments made with tariffs and stuff. 774 00:45:57,780 --> 00:46:01,020 Who knows what that will be or when or what direction it'll be. 775 00:46:02,160 --> 00:46:05,520 But I think you're smart. How can we limit what we're bringing over right now? 776 00:46:05,520 --> 00:46:06,960 I'm hearing that from a lot of different customers. 777 00:46:06,960 --> 00:46:09,180 How can we just bring over the essentials. 778 00:46:09,930 --> 00:46:11,010 Or how do we work together? 779 00:46:11,010 --> 00:46:14,610 So let's say there's five of us in the beauty industry that have a similar 780 00:46:14,610 --> 00:46:15,750 product that might be coming. 781 00:46:17,280 --> 00:46:21,060 Why not set up another manufacturing or another warehouse, for example, 782 00:46:21,150 --> 00:46:25,320 somewhere without taxes? Share the cost on that, bring product over. I mean, 783 00:46:25,320 --> 00:46:29,970 this is a time where we need to kumbaya and lean in with one another. 784 00:46:30,240 --> 00:46:35,010 There's ways around this. Even if it doesn't change, I'm hoping it changes, 785 00:46:35,190 --> 00:46:38,820 but if it doesn't change, let's not panic. Let's collaborate. 786 00:46:38,820 --> 00:46:40,680 Let's work together. Let's figure it out. 787 00:46:41,250 --> 00:46:43,710 Yeah. Yeah. I love that. I love that so much. And yeah, 788 00:46:44,430 --> 00:46:47,190 there will be winners during this season. No doubt. 789 00:46:47,910 --> 00:46:51,690 It's just not easy and not overly fun, but it's where we are. 790 00:46:51,690 --> 00:46:54,390 And so got to focus on solutions. Leah, 791 00:46:54,390 --> 00:46:57,720 this has been absolutely fantastic. I love your brand. 792 00:46:57,720 --> 00:46:59,700 I love the energy you bring. I love what you're building, 793 00:47:00,240 --> 00:47:03,900 and we need to catch up again soon sometime. So thanks for coming on. 794 00:47:04,110 --> 00:47:06,660 Thank you very much. We didn't even talk about bull riding, 795 00:47:06,660 --> 00:47:07,680 but we'll get to that later. 796 00:47:08,070 --> 00:47:10,950 Bull riding next time. So I will end with this though. 797 00:47:10,950 --> 00:47:14,040 People have to follow you on social. So you're a great follow on LinkedIn, 798 00:47:14,370 --> 00:47:16,980 but you're also active on Instagram and other channels. 799 00:47:17,070 --> 00:47:21,060 Yes, yes. I'm still old school, Leah Garcia TV Act. 800 00:47:21,210 --> 00:47:24,990 Elastin is where the brand is found, but 801 00:47:26,890 --> 00:47:29,100 I am more on the speaking circuit these days. 802 00:47:29,110 --> 00:47:32,710 So LinkedIn is probably one of the best places to find my whereabouts. 803 00:47:33,190 --> 00:47:36,220 And you got some great content recently about those speaking engagements, 804 00:47:36,220 --> 00:47:41,110 so check it out. Leah Garcia on LinkedIn and Instagram. Leah, 805 00:47:41,110 --> 00:47:45,340 thank you so much. This has been an absolute pleasure and we'll chat soon. 806 00:47:46,000 --> 00:47:48,130 I'm stoked. Thank you so much. Cheers. 807 00:47:48,790 --> 00:47:51,520 Awesome. As always, thank you for tuning in. 808 00:47:52,210 --> 00:47:54,610 Would love to hear feedback from you. If you've not left us, 809 00:47:54,610 --> 00:47:59,260 that review on iTunes means the world to us. And with that, 810 00:47:59,260 --> 00:48:01,090 until next time, thank you for listening.