arthur @arthuredson

Joined August 2010

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arthur @arthuredson

7 months ago

@larasupplychain Hey Lara - would love to check it out. We’re building a lot of tools to help our supply chain and NPD flows at Wild. Would love a chat if you have time. Cheers

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arthur @arthuredson

7 months ago

@mikefutia STITCH

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arthur @arthuredson

8 months ago

@RossMackay111 Dropped a dm - I’ve run this at Wild for last few years. More than happy to share how we do it and what we’ve learnt along the way

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I just read about a biz doing $40M a year: • Startup costs: $120k • Product: reusable deodorant packaging • Market opp: reducing packaging & waste They've absolutely taken over the UK. Here’s the breakdown of Wild: The company was built by childhood friends Freddy Ward and Charlie Bowes-Lyon. They were marketing directors at big brands when they'd spotted a trend: Changing consumer sentiment towards packaging/waste. And they set out to build a relevant biz. They settled on natural deodorant for 2 reasons: • Consumers' only option is typically single-use plastic or metal containers • The bathroom is a notoriously difficult place for sustainability From there, they envisioned their product... • Deodorant. • In a refillable aluminum case. • with highly-compostable bamboo pulp packaging. • Free from the parabens/harsh chemicals sprays typically include How did they get started? Take notes - this is how you minimize risk when starting a biz: • Launched MVP (on a basic Shopify site) • Built a Facebook community to validate demand (despite not having a product) • Iterated initial product A LOT with customer feedback What they learned? Building natural products is HARD. Most feedback they received was: “If your product actually worked, it'd be great. But you need to spend more time on it.” So they knew there was a market. They product just needed to not suck... So, they iterated 30+ times over 12 months to create a natural deodorant that actually provided 24-hour protection. Oh, remember that Facebook community they made? Because they'd already collected a roster of interested customers, they sold $250k in the first MONTH after launch. Knowing they had a product with significant demand & that could scale fast, they raised ~$3m throughout 2020. So in 2020, they had: • 4000% growth from the prior year • ~$7million sales & 150,000 customers Which channels promoted such rapid growth? A lot of Wild's customer acquisition was through typical social media channels: FB ads, TikTok, Google search... etc. But, crucially, they focused on differentiating their brand image. For example: sustainable products are always shown in dark greens & boring branding. Wild's creative aims to position them as a product for everyone – not just eco-warriors. They're known for creating scents you wouldn't expect: • Toffee apple • Mint & aloe vera • Cotton & sea salt Giving their brand a moat of quirkiness. Today: • Wild employs 50 people • They've raised more than $9M • 750k customers to date have tried Wild And their growth is showing no signs of slowing down. I like how this story starts: Uncovering changing consumer behavior is always a great place to find ideas... Some quick ways you can unearth consumer trends & find biz ideas: • Industry reports • Keyword search volumes on Google • Emerging subreddits by user growth This is where million-dollar ideas are born.