Tell us a little about yourself. What’s your background? How did you start the business?
I’ve spent the past 20 years running brick & mortar businesses in the data centre and real estate spaces. In 2019 I decided to give e-commerce a shot, and this site was the very first attempt at learning about e-commerce & internet marketing (specifically Facebook ads). I have since launched multiple other sites. My main focus right now is a natural soap brand called SUDS – suds.com.
As an e-Commerce business, where are your products made?
I’ve worked with the same manufacturer for the past 2 years. They’ve been very reliable and great to work with. They’re located in Shenzhen, China.
As a SaaS business, what can you tell us about your Customer Lifetime Value (CLV) and Customer Acquisition Cost (CAC)
This is an e-commerce business, but the returning customer rate is currently 8.2%. Customer acquisition cost via Facebook ads averages around $13. Due to the unique design of the product, customers will continue coming back to buy replacement blades for years.
How have you marketed the product and where are your customers originating from?
I exclusively run Facebook/Instagram ads. People who see the ads either buy directly through the ads or search for the brand on Google later on and place their order. There is a lot of room to both expand on Facebook (adding other geographic markets) as well as other marketing channels such as Google, Youtube, Tiktok, Snapchat, or even Amazon FBA.
Is the asset on your listing owner-operated, how much time does it take to run the business, who else is needed on the team, and what is automated?
fulfil all orders myself in less than 30 minutes per day. Shipping labels are batch printed straight from Shopify. Orders are placed in bubble mailers and labels are applied. Each order averages less than 1 minute from print to ship. I respond to 1-2 emails per week from customers asking about ordering additional blades, or checking delivery status. I spend about 10 minutes per day making sure Facebook ads are running smoothly and seeing if there are any comments on the ads that need to be replied to.
What does someone need to do to continue operating the business in its current form?
The Facebook ad account with 2 years of pixel data ($180k in ad spend), and approximately 15 different ad creatives that target buyers at every part of the buyer journey, some with thousands of likes/comments, will be transferred to the buyer. They will need to continue running the ads as they’re already configured. Publishing new creatives will keep the ad account running strong. I also have a batch of new inventory being produced now which will be available to the buyer to take over.
Can you list a few opportunities for a potential new owner to continue growing the business?
This brand has a lot of opportunities for growth and adding value. Some of the things could be implemented immediately with almost no effort for quick results:
1. Purchase 2-3 months worth of inventory and use ocean or air freight to import it instead of express. This would cut product costs by 25% and add 5% or more to the bottom line, just from shipping. Additionally, placing a larger order above the MOQ would allow the buyer to negotiate lower material costs as well, which would equate to even bigger savings.
2. Expand targeting to other countries. Using the existing ads, Facebook already knows who the target audience is, so adding other countries into the mix will allow the buyer to scale right away.
3. Add subscriptions & post-purchase upsells.
4. Add other complementary products. I already have packaging designs, product descriptions, and USA supplier contact info for 9 other consumable men’s personal care products such as beard oil, beard balm, soap, etc which I will provide to the buyer.
What has been the evolution of this asset since its launch?
This is the very first site I launched to learn about internet marketing & e-commerce. I originally started out dropshipping the product straight from China, but when COVID first hit (only a few months after I started), there were logistics issues that caused delays and upset customers. I then started importing unbranded products in bulk from the manufacturer and continued improving the Facebook ads and doing CRO on the website. Eventually, I was able to upgrade to fully branded packaging, and the response from customers has been fantastic.
How does this business make money? What are the current revenue streams?
The store is hosted on Shopify, so all sales come through Shopify and are verifiable. We only advertise on Facebook/Instagram.
What marketing channels are most profitable for the business?
How does the business currently acquire customers and what is your breakdown for marketing costs?
Facebook ads exclusively. We spend about $13 to acquire a customer. It fluctuates daily, but that is the average based on ad spend divided by sales.
How big is your current team? How many people does it take to run this business?
What’s the reason for selling your business on Flippa?
I have multiple other brands I’m running which are taking 100% of my time & money, which is preventing Fresh Yeti from growing how it should. I keep running out of inventory and have to pause or slow down ads, which means revenue dips. Then, I am rushing to re-order and overpaying for express shipping which eats into profits. Someone with time & money to invest will see an immediate improvement in performance over the existing stats.