Luke Peters

And so we just kind of grinded D to C, earning our customer, but we're like a one sale and you're done because you don't need, you maybe need a fridge and an ice maker or whatever, but you're not like coming back six months later, right? So it was, you had to be profitable on sale number one. And then what happened was

And so we just kind of grinded D to C, earning our customer, but we're like a one sale and you're done because you don't need, you maybe need a fridge and an ice maker or whatever, but you're not like coming back six months later, right? So it was, you had to be profitable on sale number one. And then what happened was

And so we just kind of grinded D to C, earning our customer, but we're like a one sale and you're done because you don't need, you maybe need a fridge and an ice maker or whatever, but you're not like coming back six months later, right? So it was, you had to be profitable on sale number one. And then what happened was

you know, and this is kind of a big pivot was then all of a sudden, you know, I'm ranking top three for all the big terms. And all of a sudden I see Home Depot showing up, Walmart showing up, all of these guys woke up around 2012. Okay. And they got big freaking marketing departments. I don't, you know, and I, and I'm thinking, okay. And then of course,

you know, and this is kind of a big pivot was then all of a sudden, you know, I'm ranking top three for all the big terms. And all of a sudden I see Home Depot showing up, Walmart showing up, all of these guys woke up around 2012. Okay. And they got big freaking marketing departments. I don't, you know, and I, and I'm thinking, okay. And then of course,

you know, and this is kind of a big pivot was then all of a sudden, you know, I'm ranking top three for all the big terms. And all of a sudden I see Home Depot showing up, Walmart showing up, all of these guys woke up around 2012. Okay. And they got big freaking marketing departments. I don't, you know, and I, and I'm thinking, okay. And then of course,

you know, your paid ads starts to get more expensive and more competitive. And I'm like, whoa, this is going to be a problem going forward. You know, as it is today, D2C is challenging, right? And if you're selling a product and you don't have recurring revenue. So, what we did is we just totally changed the whole business and focused, put everything into brand, okay?

you know, your paid ads starts to get more expensive and more competitive. And I'm like, whoa, this is going to be a problem going forward. You know, as it is today, D2C is challenging, right? And if you're selling a product and you don't have recurring revenue. So, what we did is we just totally changed the whole business and focused, put everything into brand, okay?

you know, your paid ads starts to get more expensive and more competitive. And I'm like, whoa, this is going to be a problem going forward. You know, as it is today, D2C is challenging, right? And if you're selling a product and you don't have recurring revenue. So, what we did is we just totally changed the whole business and focused, put everything into brand, okay?

Just everything was focused around newer brand, creating the best brand, the coolest brand, the most trusted. Our motto was the most trusted brand in compact appliance. So we're all after trust, customer service, all of those things. And we sold to those guys, right? So we're still direct to consumer roots, hustle, understand copy, understand messaging.

Just everything was focused around newer brand, creating the best brand, the coolest brand, the most trusted. Our motto was the most trusted brand in compact appliance. So we're all after trust, customer service, all of those things. And we sold to those guys, right? So we're still direct to consumer roots, hustle, understand copy, understand messaging.

Just everything was focused around newer brand, creating the best brand, the coolest brand, the most trusted. Our motto was the most trusted brand in compact appliance. So we're all after trust, customer service, all of those things. And we sold to those guys, right? So we're still direct to consumer roots, hustle, understand copy, understand messaging.

And we're going against guys who are real slow because they're just, they have no idea how to reach customers. the masses, they just know how to like talk to a buyer. So we were a nice, you know, kind of blend of that. We were actually back, you know, back around 2012 to 2018, we were very unique in that respect.

And we're going against guys who are real slow because they're just, they have no idea how to reach customers. the masses, they just know how to like talk to a buyer. So we were a nice, you know, kind of blend of that. We were actually back, you know, back around 2012 to 2018, we were very unique in that respect.

And we're going against guys who are real slow because they're just, they have no idea how to reach customers. the masses, they just know how to like talk to a buyer. So we were a nice, you know, kind of blend of that. We were actually back, you know, back around 2012 to 2018, we were very unique in that respect.

And, um, you know, that's kind of what kickstarted the growth is selling into these large retailers.

And, um, you know, that's kind of what kickstarted the growth is selling into these large retailers.

And, um, you know, that's kind of what kickstarted the growth is selling into these large retailers.

And, and the big guys don't care. They'll spend whether they're profitable or not. You know what I mean? So yeah, it's, it's a metric game.

And, and the big guys don't care. They'll spend whether they're profitable or not. You know what I mean? So yeah, it's, it's a metric game.