How Martyn Cook Scaled a Brand That Fortified 250M Meals

D2C Diaries is proudly sponsored by WayflyerRunning an ecom brand and struggling with cash flow? Whether you're scaling ad spend or restocking bestsellers ahead of peak season, Wayflyer provides fast, non-dilutive funding tailored to e-commerce businesses. No equity. No months of waiting. Just the capital and insights you need to grow, on your terms.Check them out: https://tinyurl.com/4jfc8yejThis mission-first ecom brand has fortified 250 million meals without compromising scale.In this episode, Olly and Loukas sit down with Martyn Cook, founder of Noobru, the mission-first ecom brand that’s already fortified 250 million meals for malnourished children and is on track for 1 billion.But this isn’t charity for charity’s sake. It’s mission-led growth done right.They break down:- Mission-first growth (with real impact)- The unit of good concept and how to apply it- How mission affects AOV, retention, and partnerships- The downside of “fake” charity positioning- Tactical stuff: upsells, advertorials, and affiliate scaleIf you're a founder who wants to scale with purpose (and still keep control) this one's unmissable.0:00 Meet Martyn Cook: Founder of Noobru03:15 The brand background05:20 The whiteboard method06:50 Identifying malnutrition as the problem to solve09:10 What can you build that keeps your interest?10:45 Addressing the hot take14:10 The 'unit of good' framework20:05 Optimising everything by 1%26:40 Advertorials as a method for acquisition38:50 Dipping into founder style creatives40:05 Upsells and cross-sells unlocking 30–50% more AOV47:50 How super affiliates help you scale57:40 What's next for Noobru & the future of ecom in the AI eraFollow Martyn on socials:LinkedIn: https://www.linkedin.com/in/martyn-cook/Podcast: https://smarterdestiny.com/series/podcast/https://noobru.com/Follow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

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