19 min listen
Bobbie Baby Co Passed $100m In 2 Years. It Could Have Been 2x That. (With Cherene Aubert)
Bobbie Baby Co Passed $100m In 2 Years. It Could Have Been 2x That. (With Cherene Aubert)
ratings:
Length:
52 minutes
Released:
Jun 6, 2023
Format:
Podcast episode
Description
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
Visit Settle at www.settle.com/andrewfaris for a complete platform to manage Bill Pay/AP with fast access to extended payment terms at competitive rates and no personal guarantee.
PREVIOUS EPISODE MENTIONED IN THIS SHOW
BFCM 5: Cherene Aubert From Bobbie Baby (Apple, Spotify)
FOLLOW UP WITH CHERENE
Book Cherene on MentorPass
Follow Cherene On Twitter: @ChereneAubert
FOLLOW UP WITH ANDREW
Follow Andrew on Twitter: @andrewjfaris
Email Andrew: podcast@ajfgrowth.com
Work with Andrew: www.ajfgrowth.com
EPISODE MUSIC
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means
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
Visit Settle at www.settle.com/andrewfaris for a complete platform to manage Bill Pay/AP with fast access to extended payment terms at competitive rates and no personal guarantee.
PREVIOUS EPISODE MENTIONED IN THIS SHOW
BFCM 5: Cherene Aubert From Bobbie Baby (Apple, Spotify)
FOLLOW UP WITH CHERENE
Book Cherene on MentorPass
Follow Cherene On Twitter: @ChereneAubert
FOLLOW UP WITH ANDREW
Follow Andrew on Twitter: @andrewjfaris
Email Andrew: podcast@ajfgrowth.com
Work with Andrew: www.ajfgrowth.com
EPISODE MUSIC
Music Intro: "Tell Me Mama" by The Devious Means
Music Outro: "Rusty Little Scissors" by The Devious Means
Released:
Jun 6, 2023
Format:
Podcast episode
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