Everything was going great for Bobbie Baby Co: the venture-backed startup disrupted a duopoly in the super-highly regulated category of baby formula and exploded to over $100m in revenue in two years, due in part to the leadership of this episode's super talented guest, Bobbie's VP of Growth (and former Director of Strategy at Common Thread Collective), Cherene Aubert.
But then the baby formula shortage happened, and as she likes to joke, Cherene's job pivoted to being the VP of "Slowth." Customer acquisition had to cease. Existing subscribers were taken care of first. And everyone waited for the supply chain to recover.
On today episode, Andrew and Cherene talk about what makes Bobbie such a great business, how to think about LTV and intelligent cohort forecasting, and why Bobbie should consider influencer deals with Elon Musk and Nick Cannon.
EPISODE HIGHLIGHTS
- [00:02:35] Infant formula industry pivot.
- [00:03:37] Supply chain challenges.
- [00:08:03] Prioritizing existing customers.
- [00:11:29] Marketing to communities with more babies.
- [00:14:23] DTC growth strategies.
- [00:19:02] European vs US formula regulations.
- [00:21:26] Authenticity and differentiation in branding.
- [00:24:36] Retention and product quality.
- [00:29:25] LTV to CAC metric.
- [00:30:39] Forecasting on a three-year timeline.
- [00:34:49] Growth tactics for success.
- [00:39:01] Customer journey and marketing.
- [00:41:00] SEO beyond article writing.
- [00:44:40] Testing pricing and shipping.
- [00:47:58] Four P's of growth.
EPISODE SPONSOR
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