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

Azuna CEO and founder Scott Dancy discusses building a CPG brand in the air freshener space. Dancy recounts starting the company in 2019 after discovering a tea tree oil-based air freshener and scaling the business through DTC channels, emphasizing the importance of a high average order value to support online advertising costs. Azuna differentiated itself with natural ingredients and sustainable packaging, targeting women aged 30-55. Dancy also shares insights into managing rapid growth, balancing reinvestment with profitability, and the strategic decision to delay retail expansion until the brand had established a strong online presence and proven its marketability. He highlights the value of customer retention and the pitfalls of chasing marketing trends without a solid understanding of business numbers.

Outlines

Part 1: Origin, Scaling, and Buffalo Roots

Part 2: Product Strategy and Unit Economics

Part 3: Multi-Channel Expansion and Operations

Part 4: Marketing Partnerships and Key Takeaways

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

DTC POD: How The Best Brands Are Built

Part 1: Origin, Scaling, and Buffalo Roots

Azuna's Origin Story: From Laundry Odor Eliminator to Brand Building

Scaling Azuna: From DIY Packaging to a Thriving CPG Business in Buffalo

Part 2: Product Strategy and Unit Economics

Product Strategy: Bundling, Packaging, and the Power of a Great Product

Growth Strategies: Meta Ads, Returning Customers, and Subscription Economics

Funding Growth: Balancing Reinvestment, Profitability, and Financial Acumen

Part 3: Multi-Channel Expansion and Operations

The Devil is in the Details: AOV, Channel Mix, and Retail Expansion

DTC vs. Amazon: Product Mix, Channel Strategy, and Avoiding Shiny Object Syndrome

Retail Strategy: Proving the Concept and Building Brand Awareness

Part 4: Marketing Partnerships and Key Takeaways

Marketing Splashes: NFL Partnerships, Influencer Marketing, and the American Kennel Club

Key Learnings and Connecting with Azuna

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

DTC POD: How The Best Brands Are Built

Part 1: Origin, Scaling, and Buffalo Roots

00:05Azuna's Origin Story: From Laundry Odor Eliminator to Brand Building

Azuna's Origin Story: From Laundry Odor Eliminator to Brand Building

02:11Scaling Azuna: From DIY Packaging to a Thriving CPG Business in Buffalo

Scaling Azuna: From DIY Packaging to a Thriving CPG Business in Buffalo

Part 2: Product Strategy and Unit Economics

06:48Product Strategy: Bundling, Packaging, and the Power of a Great Product

Product Strategy: Bundling, Packaging, and the Power of a Great Product

13:13Growth Strategies: Meta Ads, Returning Customers, and Subscription Economics

Growth Strategies: Meta Ads, Returning Customers, and Subscription Economics

17:27Funding Growth: Balancing Reinvestment, Profitability, and Financial Acumen

Funding Growth: Balancing Reinvestment, Profitability, and Financial Acumen

Part 3: Multi-Channel Expansion and Operations

22:45The Devil is in the Details: AOV, Channel Mix, and Retail Expansion

The Devil is in the Details: AOV, Channel Mix, and Retail Expansion

28:23DTC vs. Amazon: Product Mix, Channel Strategy, and Avoiding Shiny Object Syndrome

DTC vs. Amazon: Product Mix, Channel Strategy, and Avoiding Shiny Object Syndrome

35:06Retail Strategy: Proving the Concept and Building Brand Awareness

Retail Strategy: Proving the Concept and Building Brand Awareness

Part 4: Marketing Partnerships and Key Takeaways

42:22Marketing Splashes: NFL Partnerships, Influencer Marketing, and the American Kennel Club

Marketing Splashes: NFL Partnerships, Influencer Marketing, and the American Kennel Club

46:23Key Learnings and Connecting with Azuna

Key Learnings and Connecting with Azuna