Growth x Leading, Surviving, Testing


Growth in every way, shape, and form …

📊 Taylor Holiday

Growth x Ecommerce YoY Data

🤑 Connor MacDonald

Growth x Net-New Creative Testing

💪 Sean Frank

Growth x Survival & Winning 2024

🏆 Jason Panzer

Growth x Hiring & Leading People


Don’t miss that last one on growth x people — it’s been our most-requested topic by a landside.

THE SPOTLIGHT

Connor MacDonald

How Many Creatives Should You Launch Each Month Based on Your Budget?

Even more to the point …

How many creative tests should your brand ship for every $1,000 in spend?

For example, if you’re spending $500k per month, how many net-new creative assets do you need to sustain that volume efficiently?

The team at Motion created a calculator to help you plan your creative roadmap.

Here’s the monthly TL;DR by spend and net-new creative …

  • $50k → 30 tests
  • $100k → 60 tests
  • $500k → 200 tests

Pro Tip: You can use Launch Analysis in Motion to easily track the creative you recently shipped with a dashboard like this ↓

If you’re looking to ramp up creative testing, book a demo with the Motion team.

They’ll show you how Motion makes it easy to analyze creative, prioritize iterations, and make better decisions.

THE ADDENDUM

Taylor Holiday

From E0677: Taylor Holiday (Part 1); in anticipation of E0676 (Part 2) releasing this Thursday


Were you up more than 10% year-over-year in the first half of 2024?

Then stop and celebrate because you have outperformed the market.

According to June’s DTC Index — examining a same-store sample set of more than 600 ecommerce brands — the median growth rate was a moderate 10%.

But this visual helps you to understand why aggregate data can so often not match public sentiment …

Another factual statement about this data is that 70% of the stores are +/- 10% growth YOY.

Given that it is highly unlikely any store set a 10% growth target, you can see why there is a pervasive feeling of struggle.

As we reset our collective expectation of channel growth coming out of COVID’s demand hysteria, brands are finding the next levels increasingly challenging.

However, we cannot ignore that there are also winners.

And big ones at that.

Absent a historic tailwind, outlier brands continue to find ways to drive substantial growth.
  • Unique leverage points
  • Access to organic audiences
  • Despite the lack of available capital

If you want to dive deeper into the first-half results, which include growth breakdowns for …

  • 8 vs 7-figure stores
  • Ad-channel performance
  • Changes in the share of wallet

Then tune into this week’s Operators Podcasts for part two + sign up for the monthly DTC Index Report.

↑ Use OPERATORS50 to get $50 off your first month.

NOTE: Not a paid promotion; just “beautiful data” (at least according to Sean Frank).

THE FEED

Taylor Holiday (Part 1): Cap Tables + The YoY State of Ecommerce Preview

Optimizing Your Ad Creative Strategy: Creative Fatigue, Diversity & Meta Insights

THE RESOURCE

Sean Frank

Hard times create good brands. Good brands create good products. Good products create good times.

Good times have to end …

2022–now has been wacky. Moments of mind-blowing success. Moments of head-splitting failure.

But it looks like the hard-times cycle has ended.

Congrats. If you survived, you are a good brand.

Great brands and great operators, as we discuss what it takes to stay winning in 2024.

I’ll be there.

THE OPERATION

Jason Panzer

People Management in a Fast-Growing Organization

Stellar growth may be a “high-class problem.” But it’s a problem nonetheless.

At a certain point, some of the biggest challenges come from the scaling of your organization to match growth.

(1) Hiring the right people and (2) delegating responsibility once you find them are two big ones.

Once you cross around 20 employees, founders and C-level execs simply can’t keep tabs on all the personalities involved.

And trust me when I say that this matters.

People are much less rational and much more emotional than we give them credit for.

People have natural instincts toward things like territoriality and self-consciousness. Being super mindful of this is a cheat code to getting the most out of your team.

(1) Hiring is the easy part.

Early on at Hexclad, the only real challenge in hiring was finding the time to recruit. We were so busy that we simply couldn’t focus on hiring.

It was an unvirtuous circle.

When we finally made the time for recruiting — and as our business’ reputation grew — hiring became very easy.

(2) Managing, on the other hand, is never easy.

At scale, it can be very time-consuming.

Acknowledge this and allocate the time to keep your team on the right course.

While it may sound cliché, leading by example is cheat code number two. The best managers are those who have previously done the work themselves.

When I say do the work yourself, I mean …

Do the dirty work.

As a first-year lawyer at Skadden in 1997, they basically paid me to make copies, send faxes, and write cover memos.

After a few months of doing that well, I started getting real lawyer work and got paralegals to help with the busy work.

Some other young associates did the crap work for way longer.

It was a running joke with my associate class that I had an army of people doing my work for me.

In reality, the joke was on them.

I worked directly for senior partners, ran M&A deals on my own, and managed lots of people.

I see so many senior leaders deep in the weeds with the tactical aspects of their business.

It’s important to have the ability to dive into the details.

It’s equally important to allow your team to make decisions.

Work hard to strike the balance, and your business will benefit greatly.

THE TRENDS

This week’s top-five trending news stories, curated by the editor of CPG Wire


1. P. Louise Sales Exceed $2M During TikTok Shop LIVE Session: The Industry

British beauty brand P. Louise broke UK records by selling more than $2M worth of merchandise during a 12-hour period on TikTok Shop LIVE. The previous record was held by another beauty brand, Made by Mitchell, which sold more than $1M worth of product during a 24-hour period. It’s worth noting that some products were priced as low as £1.

2. Oats Overnight Secures $35M in Series B Funding: FinSMEs

Oats Overnight, a fast-growing producer of high-protein oatmeal products, secured $35M in fresh funding. The round was led by Enlightened Hospitality Investments (EHI), Danny Meyer’s private equity vehicle, with additional funding from Sonoma Brands and Singh Capital Partners.

3. Uncrustables Reveals Sleek Brand Refresh: The Dieline

Uncrustables, the beloved snack brand that does more than $800M in annual revenue, partnered with Soulsight to refresh its branding. Soulsight retained some classic elements like the picnic cloth pattern but refreshed the logotype and put more emphasis on (a) flavor and (b) callouts. 10/10 effort.

4. Siddhi Capital Raises $135M for Fund II: TechCrunch

Consumer-focused growth equity firm Siddhi Capital scored $135M for its second fund. The firm was co-founded by Melissa Facchina and Steven Finn in 2020. Their investments include Aura Bora, Mid-Day Squares, Immi, Little Spoon, and many others.

5. Mass Beauty Stays Hot: Business Wire

CORE Industrial Partners acquired a majority stake in Winky Lux, a mass beauty brand that launched in 2015. The mass beauty category has been on a heater lately. L Catterton acquired a majority stake in KIKO Milano in April, and e.l.f. Cosmetics announced that it surpassed $1B in annual revenue in May.


ICYMI, last week …

We’ve lined up some outstanding guest contributors, starting with two past guests of the Operators Podcast:

  • Sarah Carusona: Fractional Head of Growth at Alpha Lion; previously Dir. of Ecommerce at OluKai
  • Cherene Aubert: VP of Digital & Ecommerce at ILIA Beauty; previously VP of Growth at Bobbi
Want to contribute?

Hit reply to let us know (1) your topic + (2) your expertise. Our executive editor, Aaron Orendorff, will reach out if it’s a fit.

As always, operators only.

Until next time,
The Operators

PS: Special thanks to Motion for backing us as a sponsor even before day one.


Operators Newsletter

Get weekly guidance from the world’s greatest nine-figure executives, ecommerce marketers, and DTC-content creators. The minds behind Ridge, HexClad, Simple Modern, Lomi, Pela Case, Jones Road Beauty & more — curated by Aaron Orendorff.

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