If you haven’t heard of She’s Birdie, please pay attention: it is a hugely important mission that impacts you and your loved ones. She’s Birdie envisions a world where women are safe. this is in light of a terrifying and sad statistic: 1 in 5 women in the US will be raped at some point in her life. - Center for Disease Control. Birdie is committed to creating a world where women’s safety is a given. and they accomplish this with a sleek personal safety alarm that fits in your pocket, hand, or bag and helps deter an attack with a loud siren. It is a small team, the two co-founders, Amy and Ali, and my guest today, Richie Mashiko. Richie heads growth, and has done a spectacular job growing the business. and in this conversation, we trace back the trajectory of the company’s growth, and how they achieved it. even just earlier this year, the business was at a very different place. In April of 2020, revenue was at $1200. initiali sales came from personal networks and friends and family. and that’s when Richie built a strategy to scale the business with paid ads. and the results are self-evident: starting with small budgets, he scaled it up: June - $171k July - $300 Sept - almost 7 figures in this conversation, Richie dives into: - how the marketing strategy (and balance between paid and organic) tie into the product strategy—as Birdie releases more products alongside their flagship Personal Alarm. - why Richie is building media distribution channels and audiences for from Day 1 - how Richie learned to systematize his marketing from the infomercial industry
HIGHLIGHTS:
13:21 - Birdie’s approach to channel diversification and advertising spend
16:18 - how Birdie uses video marketing to drive awareness
18:39 - on importance of building out media distribution before the content actually exists
26:47 - how Richie learned to systematize his marketing strategy from infomercial industry
33:26 - Richie goes deep on Facebook ad metrics and unit economics.
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