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

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.