Epic Gardening founder Kevin Espiritu discusses 5-year revenue targets and acquisition-driven growth with Sam Parr.
Insight
Espiritu: Media is only top-of-funnel; the real business is commerce
“What I've been building this whole time is the top of a business and not the bottom of it. Like, I thought media was the whole thing. I was like, oh, actually, media is right here, and it monetizes, but the bottom is actually where, where the business lies.”
Insight
Espiritu: Every piece of content validates demand for featured products
“Every piece of content I put out is basically a search for validating demand for whatever's in that content.”
Insight
Espiritu: Epic Gardening achieved negative CAC through profitable media channels
“Well, cause, cause the thing about it is you, if you run it like that, and it was with zero dollars of paid spend, right? And so I have no acquisition cost. My acquisition cost is equal to my media. Cause that's the only way I was getting the word out, but my …”
Assertion Supported
Kevin Espiritu: San Diego farmers markets suffer from Mexican produce fraud
“Now there's, like, farmer's market fraud, because down here in San Diego, people will drive up from Mexico with, like, mono-cropped food and just pretend, like, it's a farmer's market.”
Disclosure
Espiritu Took Secondary and Kept Warehouse Real Estate in $17M Round
“I was able to take some off, which was great... I was like, you know what, I'm paying these guys, like, 30, 40 K a month in fulfillment fees. Why don't I just, like, start a separate company, buy a warehouse, and then become my own tenant, and, like, build equ…”
Insight
Espiritu: Spot farmers market fraud by asking for specific pesticide names
“You could ask, like, you know, do you spray pesticide, herbicide, fungicide? If so, like, which ones? You don't even have to know what their answers mean, but if they can't fire the answers off quickly, that's your signal that they kind of don't know what they…”