Ben Williamson

and isolating every single new group of people into a seven-day window and seeing what behavior changes and then what we can instrument, what we can change about the app experience to move that and have a meaningful impact.

And I think that if you want to do this well,

You're actually looking to build something that's going to be a viable entity instead of just kind of a lifestyle brand.

If you really want to have an impact on the marketplace and the way that an industry functions, you need to really focus on that data and understand what it is about your business.

I think a lot of times, you know, you hear stories from advisors or investors that dive into a business and they find out, wow, you know, like

this company was actually losing $4 per Facebook install and they thought they were profitable.

No wonder they blew through $5 million in seed funding in a couple months.

Frequently we'll actually say, hey, we don't think we really have a deep understanding of this problem and it's not enough to say, hey, we throw money at something and sales happen.

We'll turn off channels abruptly and say, okay, we're going to turn off the channel for seven days or for 28 days, and we're just going to monitor and see how much of a trail, how many new activations do we see that came from that, and does it make a meaningful impact in sales?

What are we not measuring that we should be?

What is it really going to take for us to understand the inner workings on a granular level?

So we have 60% gross margin.

across the product, so we can produce a shirt.

If it's 40 bucks to your door, then let's say it's around 12 to 15 bucks for us to produce.

And we have a completely unique process.

When you design a shirt in the app, what we do is we actually take that image and we map it to a 2D space.

And we print that on a single piece of fabric.

What you designed in the shirt was actually printed on a single piece of fabric, and it was cut out according to your dimensions and your size with the image you actually took on your phone on that hike.

And from there, we cut and sew each individual garment.

We cut out the pattern, sew it together in a machine, you know, put a hang tag on it, put it through quality control, make sure that it's representative of a garment that we, you know, we would like to receive in the mail if we had created it in the app.