The Ledger
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Rob Schutz: Early startups should max working channels before diversifying
“It's actually one piece of advice I give to early stage founders, which is like, don't worry about diversifying. Like, this is maybe controversial in this day and age. If Facebook is working for you, and your LTV to CAC is good, and your payback is good, crank…”
Rob Schutz: Early-stage startups should not diversify channels prematurely
“Don't worry about diversifying. This is maybe controversial this day and age, but like, if Facebook is working for you, and your LTV to CAC is good, and your payback is good, crank it. Do it as much as you can, because That might not be available to you next w…”
Schutz: Consumers won't pay to quit habits they enjoy
“We learned people don't like paying to stop something that, while they know it is bad, they enjoy it, and they've been doing it for a long time.”
Schutz: BarkBox Hacked Instagram's Popular Page With 5:15 PM Posts
“At Bark, we found a way to hack Instagram's popular page back when that was a thing. Like, if you posted a funny dog picture at five 15 during the week, We would get every time on the popular page, and we just have explosive growth”
Schutz: Effective CAC Requires Blending Aggressive Paid Channels With Free Ones
“How do you supplement aggressive paid channel work with free and cheap channels, so your blended CAC Is really effective, right?”
Rob Schutz: Startups must build core retention tools before diversifying
“Everyone should build card abandon out as probably one of the first things they do. Everyone should build an email list. You should, how'd you hear about us surveys that can help with attribution. You should figure these foundational things out so regardless o…”
Schutz: New acquisition channels rarely fix core product or business problems
“Very rarely will entering a new channel or new types of creative fix underlying issues with the overall business or the value proposition.”
Schutz: Paid search failed at BarkBox but succeeded at healthcare startup Ro
“For example, at Bark, paid search was not a thing. It did not work for us. People were not searching for, like, monthly box of treats and toys for dogs. But at Rope, people are looking for all sorts of vacation or treatments for different conditions that they'…”
Ro splits growth and marketing into separate functions under its CGO
“I think for us, you know, we have kind of two separate but equal functions. We have growth, which is more of the performance marketing. They spend the media dollars. And then we have marketing, which owns creative, which owns messaging and insights, kind of th…”
Schutz: Spending $50K Monthly on TV Ads Yielded No Definitive Results
“You know, I think that I look back to when I launched TV many years ago as my first channel. I tried to do it just like dipping my toe in the water. Let's spend 50 K a month, right? How do we test? Because it's a lot of money. It's a high ante to get into TV. …”
Schutz: Give New Growth Hires Three Weeks Before Expecting Changes
“I try to encourage folks to give these new hires as much space as possible to truly onboard. You never get that time back. After week three, you'll have plenty on your plate. You don't need to rush into week two immediately trying to jump into things. So letti…”
Schutz: Calm generated immense value sponsoring CNN's 2020 election coverage
“They were the sponsor of CNN's coverage for election night. Results. So it was like, election, 2020, brought to you by Calm. And it was like, hilarious, because people are like, of course, I'm freaking out mentally. It blew up on social, and I know they got li…”