On this episode of PWTA, RT eats some soap and we talk subscription soap services. We break down our favorite subscription soap companies (yeah, thats a thing) and analyze why we think each is winning or losing the soap game. For this episode we chose Duke Cannon, Art of Sport and Dr. Squatch as the three brands we discuss. Here’s a few things we cover:

  • The history of the three companies
  • We unbox all three brands and discuss what we like about each companies branding and products
  • We break down all three companies social media strategy
  • Using our favorite spy tools, we try to calculate company revenue and other critical numbers
  • And of course, we complete the beer score card and tell you the founder we want to have a beer with.

 

FULL TRANSCRIPT

RT: So why are we talking about so.

Tyler: well, it’s exciting. I know it sounds boring, but it’s exciting because it’s a, it’s a boring segment that these companies have created something really cool with, right? Absolutely. Crush the description base. They’re doing direct to consumer model with soap. I mean, something that 10 years ago was unheard of. Right? You did subscribe to soup, [inaudible] know soap prescriptions didn’t have this and they’ve done it really well. Their packaging’s on par. They’ve done a lot of really cool things.

RT: Yeah. And just in the last five years, the total Google searches for men’s bar soap has doubled actually. And I think that just looking at those numbers, you can see trends around father’s day and Christmas. And when you look at these products and as we dive in, you’ll see all of these make phenomenal gifts. And actually that’s how I found some of these is by looking for gifts for, you know, my dad or for myself as to say, I’ve never actually used a, a traditional bar soap before, but I don’t want one from the big brands. I want to support something fun. And, um, you know, I found Dr squatch initially.

Tyler: Yeah. So let’s dig into it. So let’s talk about these three brands. We have three brands here. One’s called Duke Cannon. One is called, uh, artists sport, which we’re gonna talk a lot about that company. I think they’ve got some cool stuff going. And then we have Dr squatch as well.

RT: Yeah. And they all are a little bit different in, in several ways and we’re gonna really try to unpack them, unboxed them literally. But you know, starting with Duke Cannon, Duke Cannon’s thing, as you’ll probably be able to see as we, you know, zoom in on some of this packaging is the big ass brick of soap. That’s kinda their thing. It’s just a massive bar. I mean, it’s heavy, it’s the size of your face. And, um, obviously they smell good. It’s a great product and we will get into that. But, um, it’s, the packaging also is just crushing it. The, the marketing is hilarious. Um, you know, if you read one of these package, um, kind of headlines, it’s just, I mean, it literally says not for clowns on my case. It makes me laugh every single time you pick one of these up and the not from, I mean, that’s funny tot from [inaudible] very American, you know, like they donate to a military causes like, you know, smells like accomplishment, smells like productivity, smells like naval supremacy. You know, I mean that, it’s hilarious. And so, especially when you think about gifts, this, I, I literally, I gave my dad last father’s day a few bricks of, of, so it’s the perfect gift and it’s just, and they’re inexpensive. It’s 10 bucks a bar. Um, which, yeah, I mean if you compare the price against all of these, it’s very similar pricing. If you compare it to dial, it’s, yeah, it’s 10 bucks a bar, but you can’t compare it. Yeah. How long is it gonna last? Like, yeah, I’m still going through mine. It’s been probably three months. I think I finished the first bar from, yeah, months ago. We had this idea. So, um, phenomenal. I love everything about them.

Tyler: Yeah. Cool company, really cool company. Um, so it’s uh, for price wise it’s 10, 29, I guess you mentioned that on Amazon. Um, so our sports, so this is a really cool company. So more modern packaging. Um, you know, something that was still pop off the shelf really well. Yeah. Obviously the size is not there per se. Um, but you get two bars of so it doesn’t matter. Size doesn’t always matter, right?

RT: Sometimes with these, these smell really fresh. I like this.

Tyler: It seems like a little bit cleaner. You haven’t attended a little, little bit more feminine, especially when you compare them to the huge, you know, Duke Canon. Right. But I think this is more traditional. I like to smell butter. A Duke cannon smells great. It’s a little strong, but a really great, I mean great branding. I like modern packaging though. I like what they stand for. It’s clean. Um, they do have a couple of call outs on here for like how clean their products are, you know, what’s inside, what’s not that like that. Um, so yeah, man, it’s art or sport. It’s a little different price points. So they do the two pack. Uh, it’s eight 95 on Amazon. Yup. Yup. And that’s, you’d get one box with two of those smaller bars in it versus the one bar per box. So these other guys.

RT: So cool. Well, and finally we have Dr squatch. Um, the, the thing that originally attracted me to, to this brand was, you know, I’m a big fan of kind of the craft packaging style. Like just really simple. Um, just black and brown. They all the packaging is, is the same. And then they just put this, um, sticker strip around the bottom to just, you know, distinguish between their different smells initially. You know, I thought all of that was cool, but what’s really kept me involved in this brand and, and keeping up with them is that I actually use this product every day. I’ve used Dr squatch for probably three years. Um, I am a subscriber, you know, and, um, it’s, it’s very, they’re very authentic about what’s in signed. Very simple ingredients. They smell great. But most importantly we, like when you think about bar soap, it’s how does it make you feel after you use it? Does it leave your skin, you know, itchy, dry, any of that. Doctor squatch to me, makes my skin feel the best. It doesn’t leave any residue. Um, and I think it’s cause it’s simple ingredients. Yeah. Six ingredients.

Tyler: So I mean, not to talk down about these other two brands, but like, you know, this is still fairly clean and this is a little cleaner. This is like a true clean product. I mean, these are essential oils. They’re very basic, basic ingredients. They’re even non-gmo with ingredients, which is kind of bizarre. So, um, very clean. So this would be the cleaner of the three options that we have here.

RT: I agree. And a very similar price point. So nine 95 per bar on Amazon. Um, they have, I think maybe 10 different, um, flavors. Yes. Smells, flavors, flash. Sure they could eat this though. I mean there was nothing seriously. She’s going to eat one try [inaudible] okay, cool. Do I get money for this? No. Yeah, he did it. Somebody that runs doctors squatters like Oh God, but they clean product. Yeah. Yeah. It tastes [inaudible] dude. It’s guts. I needed some gum. So pretty close. It’s of the three, you know, usability. Um, definitely, uh, one of the best. Yeah. We need to take a break cause I should not have had,.

RT: uh, I didn’t think you’re going to do it. That’s awesome. Yeah, no, they say rinse your mouth out with soap. That’s what just happened. Basically. I just shouldn’t have taken such a big bite. I’d say just 20, 20. Um, cool. So when we, uh, when we delve into the background of the companies, that was what got me really excited cause there’s huge differences between them and like how they’re scaling, how fast they’re moving, you know, kind of who founded them, the background of the founders, et cetera. Everything I found about Duke cannon was, was fascinating to me. So, um, founded in 2011, guy named Anthony started the company and a right now 13 employees, uh, on Linkedin, at least, um, located in Minneapolis. It, um, I think we, we saw them, they might’ve raised some, some money on crunchbase. We can find the specifics, but, um, you know, I imagine there, you know, to, to create the packaging to scale of brand. I mean there must be some financing there somewhere. Um, the, the fun fact that I found about Duke Cannon, specifically Anthony who founded the company was previously the director of marketing for Gatorade. And, um, that me is a great, like it just, it makes sense, you know, cause he’s obviously a marketing guy. Um, and, and Anthony, you did a fantastic job. Huge Fan. So that’s kind of everything I found about, uh, Duke cannon. And like I said, I’m, I’m just a really big fan of, of that brand in itself.

Tyler: Yeah. So, um, the flip side, there are Art of Sport. So once again, going back to a little more modern, uh, they were, they were started in 2018 so a very new company, October of 2018 super new. Yeah. That’s what it listed anyway. Yeah. Um, the founders, it’s a group of people, so you know, you have listed as Matthias Menorneck and we know that there’s a lot of other people involved in this brand. So the one that’s super exciting is Brian Lee. So Brian Lee started legal zoom shoedazzle honest company. His game is finding influencers and building brands around them yet, which is incredible. You know, everybody right now is they’re building brands, finding influencers to promote the brand. He does the opposite and he’s done it since like 2005, you know, go back to like legal zoom and done it very successfully.

RT: Yeah. I mean it’s, it’s crazy to see the success of, of all the things that he’s built and when we figured out that he was connected to this, it’s like, wow. Yeah, that’s a lot of stuff. Makes Sense.

Tyler: And Kobe Bryant, big investor, he was actually the face of the spray still is. And he’s bringing on other athletes. So really interested in the cool thing about, you know, what they’ve done is they’ve started kind of kind of mild, you know, they’re not going guns, guns a blazing, I mean they’re really starting kinda chill and you’re starting to see the marketing ramped up. We’ve actually tested some of their marketing strategies through Amazon, so on and so forth. And it’s really interesting, the rollout process units, when you start with that much money, that much human capital, that much brand potential, I mean you could just go and they’ve, uh, they’ve been doing it in a way that I think is really intelligent. Yeah, very smart. So, um, blast Dr squatch founded in 2013. That’s my found in year, you know, what, six years strong now.

RT: It’s awesome. Um, founded by a Jack and a j I think Jack had the idea originally, um, brought it to a j. They were like, man, that’s cool. And uh, right now six employees on Linkedin at least, uh, you know, what, we could see, um, located potentially in Indianapolis, couldn’t really find a as much information on that. Um, I think there was some funding, uh, through there. Um, I think they did a couple of different things. Um, I hadn’t found some articles on that and had the great opportunity to, to meet a j at one point, uh, here in Fort Collins. Um, super, super nice guy. And, um, like I said, I actually personally use this product, especially after meeting the founder, you know, and having a connection. I personally use this product every single day. So I’m just a phenomenal brand, great company, run by some really good people. So, uh, I was just excited to, to include them in the, the lineup today.

Tyler: Cool. All now the good stuff. So, um, here’s my, here’s Kinda how I evaluate products, companies, uh, potential maybe competitors. Um, so a couple of things I’ll do is I’ll look at this social media to start. So I run through Instagram, look at Facebook, so on and so forth. Uh, pull some nuggets out of there, go to Google trends. And that’s more for the market overview. You know, take a look at Google trends, type in, so blah, blah, blah. Take a look at that jungle scout. So I use jungle scout, that’s going to be a software program that breaks down Amazon. So you can go to, let’s say the soap category, you can click a button, it’s a chrome extension and it’s going to break down potential sales. I mean, it’s an estimate, but they do a very good job with their algorithm getting that right.

Tyler: That’s true. So yeah, it gives you a really good idea of what they’re selling on Amazon. Uh, the next thing I do is I use spy Fu. So spy food’s great for, uh, looking at keywords, analyzing the website, figure out what they’re ranking for. Um, and then after that, if they pass all those tests, then I’m going to look at Nacho analytics. Nacho analytics gives you actually Google analytics from these companies. It’s a really great software. So that’s my protocol. And then if it passes that, I go more deep with some other things, but that’s what I do. Yeah. So based on that, we’ve created some scorecards. Okay. First scorecard, the social media scorecard.

RT: Yeah. And this is the one that, you know, for me, I base a lot of decisions on, you know, whether I’m going to buy a product or invest in a company or you know, it’s Cetera on literally their Instagram.

RT: And I think a lot of people do. And absolutely. That’s why I personally spend a lot of time on Vortic Instagram because I just, I think it’s really important and it’s, it’s like a resume. It’s like your first impression. So, um, you know, we took a look at the Instagram of all of these and all, you know, all scroll through so you can kind of see what I’m, what I’m looking at. And of course go check it out for yourself. But, um, you know, starting with Duke Cannon, you got, uh, over 30,000 people that follow Duke Cannon on Instagram we found 3,700 monthly users, um, start following them. So they’re a, they’re averaging growth 3,700 and then we’re, we’re trying to figure out kind of how we might be able to compare all these to each other so you can see our engagement rate. So you got a 1.26% for Duke Cannon 1.5% for Dr squatch and 1.15% for Aos. And that’s, that’s kind of the um, what does that the, the likes to follows, um, percentage. Yup. Um, and then we also look at the average comments per post and so you can kind of see all of those and when, when you compare all of them, some of the things that, that I’d like to highlight is just, you know, what, what are they focusing on? So what does it seem like they’re spending their time on as it pertains to Instagram and for Duke Cannon, it’s pretty clear what they’re doing to grow their following is giveaways. So they’re doing a bunch of product giveaways. This is such a great soap in general. Such a great product for a giveaway. Yeah. You can partner with other kinds of men’s products, give away a little men’s package and a and say, just like us follow us comment, you know, et Cetera to enter, to win. it’s perfect.

Tyler: Yeah. Give away a great on social media, give ways work great. Across the board, you don’t have to collect emails, so on and so forth. Um, if you partner, like they have got such a great brand, they can partner with other people, like you said. Um, sometimes giveaways, you’re going to get some people that maybe are just looking for free products. Yeah. But you’re still going to collect a lot of data. A lot of users will.

RT: And at this price point, you know, even the person that’s just looking for a free product can afford a $10 bar soap and just try it out and test it out. Yep. So, um, what was your favorite advertisement that you saw on Duke Cannon?

Tyler: I mean, they’ve got quite a few, so both Duke Canada and Dr Squatch, they both use comedy and their videos. Right. And they do a really nice job. I would give the nod to Dr Squatch, you know, they do probably a little bit better with their videos. I think they do a really incredible job and they use those on social media really well. Um, Duke Cannon was actually using some influencers, which is interesting. Yeah. And the soap category to reach out somebody and be like, hey, you know, you want to promote our products, so on and so forth. And they’re using those ads in their either ads or posts.

RT: Yeah. And then compared Dr squatch is just, they’re going for funny viral videos, great content. I mean just like literally guys just like lathering soap on each other, talking about how manly it is to have this soap talking about, you know, just all kinds of things that you don’t normally see when you’re scrolling through, you know, Instagram and Facebook. And I think that’s probably why some of those videos are going viral. And it’s so hard to be funny, like to try to be funny and then do it well enough that it goes viral consistently. And see they’ve had video for video, several viral videos. So just crushing it and you could see, you know, the good growth on them. Almost a thousand monthly average users.

Tyler: And if you hit one of those videos, it is massively successful. I mean, we saw, you know, uh, there’s been several companies who’ve had monumental success based on one video. You know, look at some of the razor companies, right? Yeah, exactly. Yeah. The super shape. You got those guys that the whole company was based on one video. Now it’s a little bit harder, you know, in 2019 but um, if you consistently do it, one of those videos is going to hit.

RT: Yeah. And then you compare, you know, those two companies to art of sport on Instagram, you know, Art of Sport. It seems like they went from nothing to 46,000 followers almost instantly, which is, I got some questions about that and, and you know what, maybe you could write it off to maybe some of them were purchased or maybe frigging just the people that they have Kobe Bryant posts about them once and boom, 50,000 people follow them. It could just be that.

Tyler: I think it could be either except for their engagement is a little bit less [inaudible] less. They’re really not getting a whole lot of growth now. So it looks like it dropped off, but you’re right. Like he could have posted. Once you get those 46,000 and it’s over, that’s the power of influence. Here’s the deal. Even if you buy those, those followers, like it’s a strategy, right? And our job is to look at different strategies. So that’s their strategy. It’s not necessarily a bad one because what’s gonna happen is likely they’re going to pull those fake followers alley eventually. Right. And kind of reset it.

RT: It can be done if people have affected that. And obviously, you know, Instagram to kick, you know, cracking down on all that stuff. And like I said, I don’t wanna accuse him of doing that because maybe it’s totally real. But regardless, having that many followers gives them credibility. You know, when I went to their Instagram and I see how well it’s managed and I see the beauty of the posts and all the influencers there, and they have, you know, 50,000 followers. It’s credibility. Yeah. So that’s, uh, that’s the scoreboard, you know, that’s, that’s what we’re looking at.

Tyler: Yeah. So that’s social scorecard. Um, so from there we move onto more of the, even more meat potatoes. So then we go down to the s what we call a sales scorecard. So that’s when we look at the back end of their data in terms of their website. We can estimate some sales. We look at some of the other stuff that using software that we’ve talked about. Um, so on this scorecard we, we pulled their monthly traffic and got that data from um, your spy web or similar web, um, and it gives us an estimated traffic. And then from there we can figure out conversion rate or not your analytics. And then we can look at some other data and actually kind of figure out their sales. So we think,.

RT: so we’ve went through, I mean, just one example. Um, from those two sources, we were able to find that due cannon gets roughly 170,000 monthly uniques to their website. Um, and the estimated conversion rate on that is 4.68%. Now if we say their average cart is $15, you know, a bar and a half per soap, um, a bar and a half of soap per, uh, per order, then that just equates to $119,000 a month in sales. Um, now caveat to all of this stuff, they all have soap descriptions. So if you want to manage your subscription, you have to go to the website, log in and do all that stuff. And so not everyone that’s on the website would buy. So these conversion rates might be, you know, off because I’m just going to update my subscription also, it could be off the other way in the sense of like for me, I’m a subscriber to Dr squatch and I’ve been on their website like once in the last two years. But on my cards getting run, you know, it’s very true. These could be low, you know, in.

Tyler: those conversion rates for any commerce company are actually fairly high. So you know, if, if people were just coming to the site to major subscription, you know, that conversion rate was low. Right? So that’s a good point.

RT: But doing that math for Duke cannon, we got, I mean, just throwing a bar, you know, they, they’re in a bar soap at it. Um, I think, um, we, we figured out that there may be their sales are a, it’s uh, it’s gotta be in the six figures, you know, so her mom 19,000 per month is what we found. Um, and then what’d you use to get the, uh, Amazon sales?

Tyler: So then jungle Scout, jungle scouts, what we use for that one. Um, that one’s pretty accurate. I mean, I think a lot of people use that software. They’re pretty confident that it’s going to be pretty darn good and pretty accurate. So it’s going to tack on another between probably 37 and 50,000 per month through Amazon sales.

RT: Right? Yeah. And so you compare that, you know, for Dr Squatch has 228,000 monthly uniques. And I think a lot of that difference is probably from those viral videos. Yeah. Now, you know, when you look at that, you’d think, or maybe they’d have a lower conversion rate because you’re getting all these viral video users that might not buy anything. They’re just coming to look at, you know, what does this funny company do? Um, but we actually saw just through these statistics that their conversion rate might be a little bit higher. And so when you do all that math, they’re at $178,000 a month, um, in our estimated, you know, monthly revenue and then 18,000 from Amazon. So regardless, you know, looking at these two companies do cannon and Dr Squatch, these are great businesses. I mean, we’re talking, um, over a million, probably a couple million dollars a year in revenue, which is a, which is a fantastic business and we have no idea what the retail side looks like.

Tyler: Absolutely. So you guys situation with Duke Cannon and where we know they’re moving a lot through retail a lot, so you could probably easily triple that number. It’s to give you a, an idea of there, you get sales.

RT: I mean, they’re in some target stores. So you get into target, that’s $1 million order. Yeah. Just like Walmart. So once again, a reason why we went to look at this segment, because these are high margin items. Yeah. That people are using their consumable and there’s a ton of different ways you can sell. Yeah. You know, so it’s a great business model. So this is a little preview of like what I would do if I’m like, Hey, I’m going to create a soap company. I’m going to go through this process.

RT: You’ve got to look at these numbers because you know, if we did all this math, if we looked at these numbers, we’re like, yeah, you know what, that’s not exciting. You know, that makes you think twice about like, should I really get into the soap industry? But if you’re thinking about getting into the soap industry, I mean, they might welcome the competition. There’s a lot of money to be had. Apparently I’m in the soap business, which is, um, exciting, you know, for me. And there’s a, there’s a lot of potential there. Yeah. Now Art of sport, we really couldn’t find a whole lot. It’s just such a new company. Um, the thing that we did see and the things the that seems like they’re focused on is Amazon. Yeah. You know, and they have a higher Amazon. So what we did is we actually ordered Art of Sport through Amazon and then we watched the funnel. So they definitely have a funnel working on the back end of that company or it’s been fun because I’m still getting, you know, this has been a couple months now, I’m still getting mailers and things like that. So there’s trying to convert Coby is they chose to use a free, more of a free channel with Amazon in terms of like the marketing aspect. Obviously guy give Amazon percentage of sales, but they’re using that channel to drive to get peoples the products in people’s hands and then trying to convert them on the back end with mailers, emails, all kinds of stuff.

New Speaker: Yeah. It’s just, and once you get this mailer, you type this in and then you give them your email address and then they send you an offer for another like special offer and then you can sign up for the subscription. And then they have all of these companies worth note. I don’t think any of them just make soap, you know, so they all have Cologne and you know, shampoo. And, um, I think Duke cannon came out with a dry shampoo for men, which is cool. You know, there’s like the soap is just the tip of the iceberg, so we’re not throwing out like these companies could be 10 times larger than we even think. Yeah. We’re just talking about, so,.

Tyler: and I’ll tell you what, this right here, their funnel is great on their website even because they do like the intro pack where it’s like a $9 out to pull it up and it’s like a $9 intro packs that gets people hooked. So I thought that was a really cool way to get people on their products. Yeah. And it’s like mini from here. It’s like all over, you know, it’s just a great top of the funnel for them. Well done, you know, um, and,.

RT: and, and you know, as you scroll through some of their websites, you can really tell their focus, um, is growing that email list. So I’m getting all kinds of popups on these and, and you know, once you sign up for their email, I recommend actually signing up for Duke cannon’s emails cause they’re hilarious. Um, but you know, obviously that’s a great rate of return. We’re on the business. So what’s up next beer? The beer.

Tyler: So based on this, I mean, basically we subjectively put together a scorecard based on all our criteria we we’re talking about. So we looked at, you know, each brand what our favorite brand was in different parts of that brand. And then we put together a scorecard for that. Yeah. And so, you know, when you just go down the list, I mean, really we’re trying to rate these companies against each other in as many ways as we can. Um, and just kicking it off with, with trust factor. Um, you gotta when you try to rate something on a scale of one to 10, you’d say, how much does it matter? And, um, I trust Duke cannon as a company because this is just amazing marketing and packaging. And it’s funny. And again, the only thing I have to trust them with for, for this product, in my opinion, is to give it as a gift. You know, I, I’m not even worried about what’s inside the box, cause when my dad gets his bar soap that smells like productivity, you know, it’s, he’s gonna Laugh and that’s gonna be a great father’s Day gift for 10 bucks. So that’s where I got my, my trust factor rating and.

Tyler: I gave a, you know, artist bro them, it was, I stand up for that because obviously the celebrities, you know, you know that Brian Lee and Koby Bryant, they’re not gonna scam you. You know what I’m saying? Yo, now we’re going to get scammed on like, you know, send all their soap. But yeah, it’s true. It’s the, the influence, uh, gives them credibility. Yeah. Which is huge. Yeah.

RT: And then, you know, as far as the, the websites, they all have great websites. I mean, you know, it takes a lot of money and time to build a great website, um, for, for the two smaller companies or I guess the companies that have the less, you know, massive backing of, of our sport, you know, for Duke Cannon and, and Dr Squatch, the websites are fairly simple. Um, seems like Shopify most likely that would make sense to me. And um, just click it, buy it, sign up for the subscription. Like really, really, really clean art of sport is like totally different dark. It’s branded, it’s videos of, of these influencers. Yeah. It’s just a totally different website. I thought that was interesting.

Tyler: Yeah, they, I, I did notice with a squats, they were really good with conversion tactics. You know, they have some stuff on there where I may not be as pretty as our sport. And this is where a lot of big brands, he’s big funded. You know, brands get into a little bit of trouble as they relied too much on like the imagery and things like that. And it distracts from the fact that they’re not converting very well. Right. You know, where you have a company like this who’s Kinda been in the grind for awhile, they measure those conversion rates, they test different things and then they come up with a website that maybe isn’t as pretty but converts better, which I saw that a 5% over, which is great. It’s double the average free commerce.

RT: Yeah. And I love, you know, and just looking at Dr squatch website right now, um, the verified reviews, the, the customers, um, feedback, you know, right here. And, and just again, adding that, that credibility from the actual customer is how they’re, I think, very clear call to Action Su, you know, where our sport was Kinda like all over the place a little bit.

RT: Yeah, absolutely. So next up we have, um, the marketing and advertising overall. And, and for me, again, I mean, dude cannon just, just absolutely crushing it on that. Um, having a lot of fun, clearly. Yeah. So squatch I gave the nod to, but I think primarily because their videos, like it is hard to produce these good videos. Right. But aren’t a sport, the funnels that they’re building out and we’re watching them build out. It’s fascinating. Yeah. Like it is super cool to watch. So, you know, even though I gave squash higher score, I think our sport is probably eventually going to be the winner in that category. Yeah. There’s just, it’s almost too soon to tell. Yeah. So next up is a user experience and just, I’ve used all of these, um, and I’ve used Dr squatch for years now. Um, and it’s just, it’s a really, really good, so it’s just a great product. Like I said before, it’s simple and clean and it works.

Tyler: Also, I gave it to the squats because it’s so clean. Yeah. I mean it matters. And like if you look up, my background is actually in, in nutrition and health and you know, it matters what you put on your body dealer and things like that. And I’ve got to give it to them for that.

RT: Yeah. And so as far as social ‘goes, uh, for me it was Dr Squatch, you know, I really think, um, those viral videos, um, like you said, I think that’s just a phenomenal strategy and I think all the time, how can I apply that to my brand without trying to be funny because I’m not good at that. So, um, what can we do to stand out? And they’re just crushing it also.

Tyler: Squatch yeah, there’s still a good job. Once again, good use of videos. They knew who they are. They’re not trying different things, crazy things. They just know who they are. Yup.

RT: A product design. I mean, I, I think it goes back to to packaging as well. I mean, when you unbox all of these, um, you can actually look at the product itself. Um, but the packaging and, and product design, I’m just gonna roll them into the same cause. For me it was Duquesne and all the way. I mean, the packaging clearly is a standout, but then it’s a pig ass brick is soap. Like, it’s funny, but it’s actually like as a guy, like we don’t want to have to think about running out of soap. So this legitimately lasts a long time and they just stamped the big D and in there. So it’s, it’s cool. Right. Um, so I just a huge standout for me or a sport.

Tyler: So I thought for me, I didn’t like the big aspect and I like how big it was. So I went with a smaller option and I liked the smell of this actually second to squash. But overall like I get two bars in there. Um, it smells good. I like the packaging. I’m more of a modern packaging guy. Yep. They do a good job of the call outs on here. So I think overall as a package, I actually liked this better. Yeah. So I mean finally we have the a the disruptive level. Right. And, and, and how disruptive are these companies? And, um, I, I keep, I’m just talking about Duke cannon all the time. I don’t know, but it’s uh, they, they disrupted my experience in the retail store cause I’m walking down the aisles and I see a big ass brick as soap and like that’s amazing. And I pick it up and I’m like, that’s heavy and I associate weight with quality and it’s just, I was like, this is going to be the perfect gift. And then I got one for myself and used it and it was, you know, I, like you said, all of these brands are selling online but they’re also crushing it in retail, which is really hard.

Tyler: They’re definitely more of an more of an acquisition target I think versus the other two right now. You know, artists bore, I mean he typically doesn’t sell his companies, so that’s going to sit in there and make money off that longterm budget. Duke is prime for acquisition and we don’t, I don’t, they’ve not been acquired. Right. Like we know that for a fact. I mean, from what I’ve seen and what we’ve researched where they have not been acquired yet, but because they have that retail component, e-commerce component, they’ve got a lot of things going on and they’re great for somebody to pick them up. So I actually chose artist sport though because of what they’re gonna do. Right. You know, so like think what they’re going to do and what I’ve seen them do build out these funnels and like testing different things. They’re building something big, you know you can’t build legal zoom shoedazzle and these other companies on the honest company is $1 billion brand too. You can’t build these things and think that this isn’t going to be huge.

RT: So what was your takeaway from like, doing all this research, putting together the score cards, like you know, what, what’s the one thing that, that you are going to learn from all of this and take back to rebel Jane?

Tyler: Yeah. Well I think um, the, the funnels are huge. I mean, and I know the power everybody gets wrapped up in social media. I’m huge on influencers. I mean, don’t get me wrong, I think its approached wrong a lot of ways. Yeah. Um, I’m huge with that, but I’m also even bigger on email and how you can create that value in that funnel all the way through or that value all the way through the funnel. So, I mean, my takeaway is just investing in those emails, making sure your funnels are built out. Um, subscription-based is huge. I mean there’s nothing that’s really consumable meets a subscription as, as that’s your perfect thing right there. Right. So like you’ve got to build a great product, get people to subscribe to it, give them a ton of value and you’re, you’re great. You’re golden. Yeah. You know, so that is huge. That’s why I want to do this episode because I’m so high on subscription right now.

RT: Absolutely. For me it’s a, it’s that the thing you mentioned earlier is the exit strategy, you know, and it’s looking at like the y of like, all right, why are we starting to soap company? Um, and all of these companies could be purchased. Um, you know, you look at Procter and gamble, Kimberly Clark, these massive conglomerates in that, you know, hygiene industry, um, they could buy all of these companies in a second and all of them are viable. They’re the far as we can tell multimillion dollar companies. Especially like you said, Duke Cannon, I mean their distribution everywhere if they haven’t been acquired yet. And like I said, I couldn’t find it. I’m ripe for acquisitions.

Tyler: and acquisitions are hot right now because you know, it’s very hard for these large companies to create these hyper like intense categories where like these guys can go in and they create these great social media accounts. They have a huge customer base subscription base, right. So they can go to these companies and be like, we’ve got 100,000 subscribers. Yeah. So it’s huge. And like these companies will pay big decimals for this, um, because they can’t replicate it. They may have massive budgets, but like it’s so hard for a proctor and gamble to come up with a new brand and just put it out on the shells. Like people are going to buy it this much easier for them to just buy it and then flood their resources into it and make it grow even faster. Yeah, we’ve seen, and that’s a really exciting time right now it’d be an entrepreneur, especially in this kind of space because acquisition is hot. Yeah, it’s crazy.

Tyler: All right, so that is episode number two of soap. Um, and basically what we’re going to do is we’re gonna take all this data, we’re gonna put it on our website products worth talking about.com. We’re going to have the scorecards there. We’re gonna have links to the products you could check out if you want to try one out, try both of them out, whatever. And we’re going to try to get ahold of a Duke cannon’s founder. It seems you be over here with them. So that’s the case. We’re going to have a beer. We’re going to ask them the hard questions and figure out if we were right, if we were wrong. And if you know this dude, let’s, uh, let’s connect. Yeah. Also let us know if you guys want any changes. If you know how we did, I was obviously episode number two.

RT: So this was a learned man product episode. Um, I think it went really well, but yeah, if we should ask another question, go down another rabbit hole. Let us know. Cause, uh, you know, we’re, we’re still learning. Absolutely right,

RT: Later next time. [inaudible].

 

FULL TRANSCRIPT

RT: So why are we talking about so.

Tyler: well, it’s exciting. I know it sounds boring, but it’s exciting because it’s a, it’s a boring segment that these companies have created something really cool with, right? Absolutely. Crush the description base. They’re doing direct to consumer model with soap. I mean, something that 10 years ago was unheard of. Right? You did subscribe to soup, [inaudible] know soap prescriptions didn’t have this and they’ve done it really well. Their packaging’s on par. They’ve done a lot of really cool things.

RT: Yeah. And just in the last five years, the total Google searches for men’s bar soap has doubled actually. And I think that just looking at those numbers, you can see trends around father’s day and Christmas. And when you look at these products and as we dive in, you’ll see all of these make phenomenal gifts. And actually that’s how I found some of these is by looking for gifts for, you know, my dad or for myself as to say, I’ve never actually used a, a traditional bar soap before, but I don’t want one from the big brands. I want to support something fun. And, um, you know, I found Dr squatch initially.

Tyler: Yeah. So let’s dig into it. So let’s talk about these three brands. We have three brands here. One’s called Duke Cannon. One is called, uh, artists sport, which we’re gonna talk a lot about that company. I think they’ve got some cool stuff going. And then we have Dr squatch as well.

RT: Yeah. And they all are a little bit different in, in several ways and we’re gonna really try to unpack them, unboxed them literally. But you know, starting with Duke Cannon, Duke Cannon’s thing, as you’ll probably be able to see as we, you know, zoom in on some of this packaging is the big ass brick of soap. That’s kinda their thing. It’s just a massive bar. I mean, it’s heavy, it’s the size of your face. And, um, obviously they smell good. It’s a great product and we will get into that. But, um, it’s, the packaging also is just crushing it. The, the marketing is hilarious. Um, you know, if you read one of these package, um, kind of headlines, it’s just, I mean, it literally says not for clowns on my case. It makes me laugh every single time you pick one of these up and the not from, I mean, that’s funny tot from [inaudible] very American, you know, like they donate to a military causes like, you know, smells like accomplishment, smells like productivity, smells like naval supremacy. You know, I mean that, it’s hilarious. And so, especially when you think about gifts, this, I, I literally, I gave my dad last father’s day a few bricks of, of, so it’s the perfect gift and it’s just, and they’re inexpensive. It’s 10 bucks a bar. Um, which, yeah, I mean if you compare the price against all of these, it’s very similar pricing. If you compare it to dial, it’s, yeah, it’s 10 bucks a bar, but you can’t compare it. Yeah. How long is it gonna last? Like, yeah, I’m still going through mine. It’s been probably three months. I think I finished the first bar from, yeah, months ago. We had this idea. So, um, phenomenal. I love everything about them.

Tyler: Yeah. Cool company, really cool company. Um, so it’s uh, for price wise it’s 10, 29, I guess you mentioned that on Amazon. Um, so our sports, so this is a really cool company. So more modern packaging. Um, you know, something that was still pop off the shelf really well. Yeah. Obviously the size is not there per se. Um, but you get two bars of so it doesn’t matter. Size doesn’t always matter, right?

RT: Sometimes with these, these smell really fresh. I like this.

Tyler: It seems like a little bit cleaner. You haven’t attended a little, little bit more feminine, especially when you compare them to the huge, you know, Duke Canon. Right. But I think this is more traditional. I like to smell butter. A Duke cannon smells great. It’s a little strong, but a really great, I mean great branding. I like modern packaging though. I like what they stand for. It’s clean. Um, they do have a couple of call outs on here for like how clean their products are, you know, what’s inside, what’s not that like that. Um, so yeah, man, it’s art or sport. It’s a little different price points. So they do the two pack. Uh, it’s eight 95 on Amazon. Yup. Yup. And that’s, you’d get one box with two of those smaller bars in it versus the one bar per box. So these other guys.

RT: So cool. Well, and finally we have Dr squatch. Um, the, the thing that originally attracted me to, to this brand was, you know, I’m a big fan of kind of the craft packaging style. Like just really simple. Um, just black and brown. They all the packaging is, is the same. And then they just put this, um, sticker strip around the bottom to just, you know, distinguish between their different smells initially. You know, I thought all of that was cool, but what’s really kept me involved in this brand and, and keeping up with them is that I actually use this product every day. I’ve used Dr squatch for probably three years. Um, I am a subscriber, you know, and, um, it’s, it’s very, they’re very authentic about what’s in signed. Very simple ingredients. They smell great. But most importantly we, like when you think about bar soap, it’s how does it make you feel after you use it? Does it leave your skin, you know, itchy, dry, any of that. Doctor squatch to me, makes my skin feel the best. It doesn’t leave any residue. Um, and I think it’s cause it’s simple ingredients. Yeah. Six ingredients.

Tyler: So I mean, not to talk down about these other two brands, but like, you know, this is still fairly clean and this is a little cleaner. This is like a true clean product. I mean, these are essential oils. They’re very basic, basic ingredients. They’re even non-gmo with ingredients, which is kind of bizarre. So, um, very clean. So this would be the cleaner of the three options that we have here.

RT: I agree. And a very similar price point. So nine 95 per bar on Amazon. Um, they have, I think maybe 10 different, um, flavors. Yes. Smells, flavors, flash. Sure they could eat this though. I mean there was nothing seriously. She’s going to eat one try [inaudible] okay, cool. Do I get money for this? No. Yeah, he did it. Somebody that runs doctors squatters like Oh God, but they clean product. Yeah. Yeah. It tastes [inaudible] dude. It’s guts. I needed some gum. So pretty close. It’s of the three, you know, usability. Um, definitely, uh, one of the best. Yeah. We need to take a break cause I should not have had,.

RT: uh, I didn’t think you’re going to do it. That’s awesome. Yeah, no, they say rinse your mouth out with soap. That’s what just happened. Basically. I just shouldn’t have taken such a big bite. I’d say just 20, 20. Um, cool. So when we, uh, when we delve into the background of the companies, that was what got me really excited cause there’s huge differences between them and like how they’re scaling, how fast they’re moving, you know, kind of who founded them, the background of the founders, et cetera. Everything I found about Duke cannon was, was fascinating to me. So, um, founded in 2011, guy named Anthony started the company and a right now 13 employees, uh, on Linkedin, at least, um, located in Minneapolis. It, um, I think we, we saw them, they might’ve raised some, some money on crunchbase. We can find the specifics, but, um, you know, I imagine there, you know, to, to create the packaging to scale of brand. I mean there must be some financing there somewhere. Um, the, the fun fact that I found about Duke Cannon, specifically Anthony who founded the company was previously the director of marketing for Gatorade. And, um, that me is a great, like it just, it makes sense, you know, cause he’s obviously a marketing guy. Um, and, and Anthony, you did a fantastic job. Huge Fan. So that’s kind of everything I found about, uh, Duke cannon. And like I said, I’m, I’m just a really big fan of, of that brand in itself.

Tyler: Yeah. So, um, the flip side, there are Art of Sport. So once again, going back to a little more modern, uh, they were, they were started in 2018 so a very new company, October of 2018 super new. Yeah. That’s what it listed anyway. Yeah. Um, the founders, it’s a group of people, so you know, you have listed as Matthias Menorneck and we know that there’s a lot of other people involved in this brand. So the one that’s super exciting is Brian Lee. So Brian Lee started legal zoom shoedazzle honest company. His game is finding influencers and building brands around them yet, which is incredible. You know, everybody right now is they’re building brands, finding influencers to promote the brand. He does the opposite and he’s done it since like 2005, you know, go back to like legal zoom and done it very successfully.

RT: Yeah. I mean it’s, it’s crazy to see the success of, of all the things that he’s built and when we figured out that he was connected to this, it’s like, wow. Yeah, that’s a lot of stuff. Makes Sense.

Tyler: And Kobe Bryant, big investor, he was actually the face of the spray still is. And he’s bringing on other athletes. So really interested in the cool thing about, you know, what they’ve done is they’ve started kind of kind of mild, you know, they’re not going guns, guns a blazing, I mean they’re really starting kinda chill and you’re starting to see the marketing ramped up. We’ve actually tested some of their marketing strategies through Amazon, so on and so forth. And it’s really interesting, the rollout process units, when you start with that much money, that much human capital, that much brand potential, I mean you could just go and they’ve, uh, they’ve been doing it in a way that I think is really intelligent. Yeah, very smart. So, um, blast Dr squatch founded in 2013. That’s my found in year, you know, what, six years strong now.

RT: It’s awesome. Um, founded by a Jack and a j I think Jack had the idea originally, um, brought it to a j. They were like, man, that’s cool. And uh, right now six employees on Linkedin at least, uh, you know, what, we could see, um, located potentially in Indianapolis, couldn’t really find a as much information on that. Um, I think there was some funding, uh, through there. Um, I think they did a couple of different things. Um, I hadn’t found some articles on that and had the great opportunity to, to meet a j at one point, uh, here in Fort Collins. Um, super, super nice guy. And, um, like I said, I actually personally use this product, especially after meeting the founder, you know, and having a connection. I personally use this product every single day. So I’m just a phenomenal brand, great company, run by some really good people. So, uh, I was just excited to, to include them in the, the lineup today.

Tyler: Cool. All now the good stuff. So, um, here’s my, here’s Kinda how I evaluate products, companies, uh, potential maybe competitors. Um, so a couple of things I’ll do is I’ll look at this social media to start. So I run through Instagram, look at Facebook, so on and so forth. Uh, pull some nuggets out of there, go to Google trends. And that’s more for the market overview. You know, take a look at Google trends, type in, so blah, blah, blah. Take a look at that jungle scout. So I use jungle scout, that’s going to be a software program that breaks down Amazon. So you can go to, let’s say the soap category, you can click a button, it’s a chrome extension and it’s going to break down potential sales. I mean, it’s an estimate, but they do a very good job with their algorithm getting that right.

Tyler: That’s true. So yeah, it gives you a really good idea of what they’re selling on Amazon. Uh, the next thing I do is I use spy Fu. So spy food’s great for, uh, looking at keywords, analyzing the website, figure out what they’re ranking for. Um, and then after that, if they pass all those tests, then I’m going to look at Nacho analytics. Nacho analytics gives you actually Google analytics from these companies. It’s a really great software. So that’s my protocol. And then if it passes that, I go more deep with some other things, but that’s what I do. Yeah. So based on that, we’ve created some scorecards. Okay. First scorecard, the social media scorecard.

RT: Yeah. And this is the one that, you know, for me, I base a lot of decisions on, you know, whether I’m going to buy a product or invest in a company or you know, it’s Cetera on literally their Instagram.

RT: And I think a lot of people do. And absolutely. That’s why I personally spend a lot of time on Vortic Instagram because I just, I think it’s really important and it’s, it’s like a resume. It’s like your first impression. So, um, you know, we took a look at the Instagram of all of these and all, you know, all scroll through so you can kind of see what I’m, what I’m looking at. And of course go check it out for yourself. But, um, you know, starting with Duke Cannon, you got, uh, over 30,000 people that follow Duke Cannon on Instagram we found 3,700 monthly users, um, start following them. So they’re a, they’re averaging growth 3,700 and then we’re, we’re trying to figure out kind of how we might be able to compare all these to each other so you can see our engagement rate. So you got a 1.26% for Duke Cannon 1.5% for Dr squatch and 1.15% for Aos. And that’s, that’s kind of the um, what does that the, the likes to follows, um, percentage. Yup. Um, and then we also look at the average comments per post and so you can kind of see all of those and when, when you compare all of them, some of the things that, that I’d like to highlight is just, you know, what, what are they focusing on? So what does it seem like they’re spending their time on as it pertains to Instagram and for Duke Cannon, it’s pretty clear what they’re doing to grow their following is giveaways. So they’re doing a bunch of product giveaways. This is such a great soap in general. Such a great product for a giveaway. Yeah. You can partner with other kinds of men’s products, give away a little men’s package and a and say, just like us follow us comment, you know, et Cetera to enter, to win. it’s perfect.

Tyler: Yeah. Give away a great on social media, give ways work great. Across the board, you don’t have to collect emails, so on and so forth. Um, if you partner, like they have got such a great brand, they can partner with other people, like you said. Um, sometimes giveaways, you’re going to get some people that maybe are just looking for free products. Yeah. But you’re still going to collect a lot of data. A lot of users will.

RT: And at this price point, you know, even the person that’s just looking for a free product can afford a $10 bar soap and just try it out and test it out. Yep. So, um, what was your favorite advertisement that you saw on Duke Cannon?

Tyler: I mean, they’ve got quite a few, so both Duke Canada and Dr Squatch, they both use comedy and their videos. Right. And they do a really nice job. I would give the nod to Dr Squatch, you know, they do probably a little bit better with their videos. I think they do a really incredible job and they use those on social media really well. Um, Duke Cannon was actually using some influencers, which is interesting. Yeah. And the soap category to reach out somebody and be like, hey, you know, you want to promote our products, so on and so forth. And they’re using those ads in their either ads or posts.

RT: Yeah. And then compared Dr squatch is just, they’re going for funny viral videos, great content. I mean just like literally guys just like lathering soap on each other, talking about how manly it is to have this soap talking about, you know, just all kinds of things that you don’t normally see when you’re scrolling through, you know, Instagram and Facebook. And I think that’s probably why some of those videos are going viral. And it’s so hard to be funny, like to try to be funny and then do it well enough that it goes viral consistently. And see they’ve had video for video, several viral videos. So just crushing it and you could see, you know, the good growth on them. Almost a thousand monthly average users.

Tyler: And if you hit one of those videos, it is massively successful. I mean, we saw, you know, uh, there’s been several companies who’ve had monumental success based on one video. You know, look at some of the razor companies, right? Yeah, exactly. Yeah. The super shape. You got those guys that the whole company was based on one video. Now it’s a little bit harder, you know, in 2019 but um, if you consistently do it, one of those videos is going to hit.

RT: Yeah. And then you compare, you know, those two companies to art of sport on Instagram, you know, Art of Sport. It seems like they went from nothing to 46,000 followers almost instantly, which is, I got some questions about that and, and you know what, maybe you could write it off to maybe some of them were purchased or maybe frigging just the people that they have Kobe Bryant posts about them once and boom, 50,000 people follow them. It could just be that.

Tyler: I think it could be either except for their engagement is a little bit less [inaudible] less. They’re really not getting a whole lot of growth now. So it looks like it dropped off, but you’re right. Like he could have posted. Once you get those 46,000 and it’s over, that’s the power of influence. Here’s the deal. Even if you buy those, those followers, like it’s a strategy, right? And our job is to look at different strategies. So that’s their strategy. It’s not necessarily a bad one because what’s gonna happen is likely they’re going to pull those fake followers alley eventually. Right. And kind of reset it.

RT: It can be done if people have affected that. And obviously, you know, Instagram to kick, you know, cracking down on all that stuff. And like I said, I don’t wanna accuse him of doing that because maybe it’s totally real. But regardless, having that many followers gives them credibility. You know, when I went to their Instagram and I see how well it’s managed and I see the beauty of the posts and all the influencers there, and they have, you know, 50,000 followers. It’s credibility. Yeah. So that’s, uh, that’s the scoreboard, you know, that’s, that’s what we’re looking at.

Tyler: Yeah. So that’s social scorecard. Um, so from there we move onto more of the, even more meat potatoes. So then we go down to the s what we call a sales scorecard. So that’s when we look at the back end of their data in terms of their website. We can estimate some sales. We look at some of the other stuff that using software that we’ve talked about. Um, so on this scorecard we, we pulled their monthly traffic and got that data from um, your spy web or similar web, um, and it gives us an estimated traffic. And then from there we can figure out conversion rate or not your analytics. And then we can look at some other data and actually kind of figure out their sales. So we think,.

RT: so we’ve went through, I mean, just one example. Um, from those two sources, we were able to find that due cannon gets roughly 170,000 monthly uniques to their website. Um, and the estimated conversion rate on that is 4.68%. Now if we say their average cart is $15, you know, a bar and a half per soap, um, a bar and a half of soap per, uh, per order, then that just equates to $119,000 a month in sales. Um, now caveat to all of this stuff, they all have soap descriptions. So if you want to manage your subscription, you have to go to the website, log in and do all that stuff. And so not everyone that’s on the website would buy. So these conversion rates might be, you know, off because I’m just going to update my subscription also, it could be off the other way in the sense of like for me, I’m a subscriber to Dr squatch and I’ve been on their website like once in the last two years. But on my cards getting run, you know, it’s very true. These could be low, you know, in.

Tyler: those conversion rates for any commerce company are actually fairly high. So you know, if, if people were just coming to the site to major subscription, you know, that conversion rate was low. Right? So that’s a good point.

RT: But doing that math for Duke cannon, we got, I mean, just throwing a bar, you know, they, they’re in a bar soap at it. Um, I think, um, we, we figured out that there may be their sales are a, it’s uh, it’s gotta be in the six figures, you know, so her mom 19,000 per month is what we found. Um, and then what’d you use to get the, uh, Amazon sales?

Tyler: So then jungle Scout, jungle scouts, what we use for that one. Um, that one’s pretty accurate. I mean, I think a lot of people use that software. They’re pretty confident that it’s going to be pretty darn good and pretty accurate. So it’s going to tack on another between probably 37 and 50,000 per month through Amazon sales.

RT: Right? Yeah. And so you compare that, you know, for Dr Squatch has 228,000 monthly uniques. And I think a lot of that difference is probably from those viral videos. Yeah. Now, you know, when you look at that, you’d think, or maybe they’d have a lower conversion rate because you’re getting all these viral video users that might not buy anything. They’re just coming to look at, you know, what does this funny company do? Um, but we actually saw just through these statistics that their conversion rate might be a little bit higher. And so when you do all that math, they’re at $178,000 a month, um, in our estimated, you know, monthly revenue and then 18,000 from Amazon. So regardless, you know, looking at these two companies do cannon and Dr Squatch, these are great businesses. I mean, we’re talking, um, over a million, probably a couple million dollars a year in revenue, which is a, which is a fantastic business and we have no idea what the retail side looks like.

Tyler: Absolutely. So you guys situation with Duke Cannon and where we know they’re moving a lot through retail a lot, so you could probably easily triple that number. It’s to give you a, an idea of there, you get sales.

RT: I mean, they’re in some target stores. So you get into target, that’s $1 million order. Yeah. Just like Walmart. So once again, a reason why we went to look at this segment, because these are high margin items. Yeah. That people are using their consumable and there’s a ton of different ways you can sell. Yeah. You know, so it’s a great business model. So this is a little preview of like what I would do if I’m like, Hey, I’m going to create a soap company. I’m going to go through this process.

RT: You’ve got to look at these numbers because you know, if we did all this math, if we looked at these numbers, we’re like, yeah, you know what, that’s not exciting. You know, that makes you think twice about like, should I really get into the soap industry? But if you’re thinking about getting into the soap industry, I mean, they might welcome the competition. There’s a lot of money to be had. Apparently I’m in the soap business, which is, um, exciting, you know, for me. And there’s a, there’s a lot of potential there. Yeah. Now Art of sport, we really couldn’t find a whole lot. It’s just such a new company. Um, the thing that we did see and the things the that seems like they’re focused on is Amazon. Yeah. You know, and they have a higher Amazon. So what we did is we actually ordered Art of Sport through Amazon and then we watched the funnel. So they definitely have a funnel working on the back end of that company or it’s been fun because I’m still getting, you know, this has been a couple months now, I’m still getting mailers and things like that. So there’s trying to convert Coby is they chose to use a free, more of a free channel with Amazon in terms of like the marketing aspect. Obviously guy give Amazon percentage of sales, but they’re using that channel to drive to get peoples the products in people’s hands and then trying to convert them on the back end with mailers, emails, all kinds of stuff.

New Speaker: Yeah. It’s just, and once you get this mailer, you type this in and then you give them your email address and then they send you an offer for another like special offer and then you can sign up for the subscription. And then they have all of these companies worth note. I don’t think any of them just make soap, you know, so they all have Cologne and you know, shampoo. And, um, I think Duke cannon came out with a dry shampoo for men, which is cool. You know, there’s like the soap is just the tip of the iceberg, so we’re not throwing out like these companies could be 10 times larger than we even think. Yeah. We’re just talking about, so,.

Tyler: and I’ll tell you what, this right here, their funnel is great on their website even because they do like the intro pack where it’s like a $9 out to pull it up and it’s like a $9 intro packs that gets people hooked. So I thought that was a really cool way to get people on their products. Yeah. And it’s like mini from here. It’s like all over, you know, it’s just a great top of the funnel for them. Well done, you know, um, and,.

RT: and, and you know, as you scroll through some of their websites, you can really tell their focus, um, is growing that email list. So I’m getting all kinds of popups on these and, and you know, once you sign up for their email, I recommend actually signing up for Duke cannon’s emails cause they’re hilarious. Um, but you know, obviously that’s a great rate of return. We’re on the business. So what’s up next beer? The beer.

Tyler: So based on this, I mean, basically we subjectively put together a scorecard based on all our criteria we we’re talking about. So we looked at, you know, each brand what our favorite brand was in different parts of that brand. And then we put together a scorecard for that. Yeah. And so, you know, when you just go down the list, I mean, really we’re trying to rate these companies against each other in as many ways as we can. Um, and just kicking it off with, with trust factor. Um, you gotta when you try to rate something on a scale of one to 10, you’d say, how much does it matter? And, um, I trust Duke cannon as a company because this is just amazing marketing and packaging. And it’s funny. And again, the only thing I have to trust them with for, for this product, in my opinion, is to give it as a gift. You know, I, I’m not even worried about what’s inside the box, cause when my dad gets his bar soap that smells like productivity, you know, it’s, he’s gonna Laugh and that’s gonna be a great father’s Day gift for 10 bucks. So that’s where I got my, my trust factor rating and.

Tyler: I gave a, you know, artist bro them, it was, I stand up for that because obviously the celebrities, you know, you know that Brian Lee and Koby Bryant, they’re not gonna scam you. You know what I’m saying? Yo, now we’re going to get scammed on like, you know, send all their soap. But yeah, it’s true. It’s the, the influence, uh, gives them credibility. Yeah. Which is huge. Yeah.

RT: And then, you know, as far as the, the websites, they all have great websites. I mean, you know, it takes a lot of money and time to build a great website, um, for, for the two smaller companies or I guess the companies that have the less, you know, massive backing of, of our sport, you know, for Duke Cannon and, and Dr Squatch, the websites are fairly simple. Um, seems like Shopify most likely that would make sense to me. And um, just click it, buy it, sign up for the subscription. Like really, really, really clean art of sport is like totally different dark. It’s branded, it’s videos of, of these influencers. Yeah. It’s just a totally different website. I thought that was interesting.

Tyler: Yeah, they, I, I did notice with a squats, they were really good with conversion tactics. You know, they have some stuff on there where I may not be as pretty as our sport. And this is where a lot of big brands, he’s big funded. You know, brands get into a little bit of trouble as they relied too much on like the imagery and things like that. And it distracts from the fact that they’re not converting very well. Right. You know, where you have a company like this who’s Kinda been in the grind for awhile, they measure those conversion rates, they test different things and then they come up with a website that maybe isn’t as pretty but converts better, which I saw that a 5% over, which is great. It’s double the average free commerce.

RT: Yeah. And I love, you know, and just looking at Dr squatch website right now, um, the verified reviews, the, the customers, um, feedback, you know, right here. And, and just again, adding that, that credibility from the actual customer is how they’re, I think, very clear call to Action Su, you know, where our sport was Kinda like all over the place a little bit.

RT: Yeah, absolutely. So next up we have, um, the marketing and advertising overall. And, and for me, again, I mean, dude cannon just, just absolutely crushing it on that. Um, having a lot of fun, clearly. Yeah. So squatch I gave the nod to, but I think primarily because their videos, like it is hard to produce these good videos. Right. But aren’t a sport, the funnels that they’re building out and we’re watching them build out. It’s fascinating. Yeah. Like it is super cool to watch. So, you know, even though I gave squash higher score, I think our sport is probably eventually going to be the winner in that category. Yeah. There’s just, it’s almost too soon to tell. Yeah. So next up is a user experience and just, I’ve used all of these, um, and I’ve used Dr squatch for years now. Um, and it’s just, it’s a really, really good, so it’s just a great product. Like I said before, it’s simple and clean and it works.

Tyler: Also, I gave it to the squats because it’s so clean. Yeah. I mean it matters. And like if you look up, my background is actually in, in nutrition and health and you know, it matters what you put on your body dealer and things like that. And I’ve got to give it to them for that.

RT: Yeah. And so as far as social ‘goes, uh, for me it was Dr Squatch, you know, I really think, um, those viral videos, um, like you said, I think that’s just a phenomenal strategy and I think all the time, how can I apply that to my brand without trying to be funny because I’m not good at that. So, um, what can we do to stand out? And they’re just crushing it also.

Tyler: Squatch yeah, there’s still a good job. Once again, good use of videos. They knew who they are. They’re not trying different things, crazy things. They just know who they are. Yup.

RT: A product design. I mean, I, I think it goes back to to packaging as well. I mean, when you unbox all of these, um, you can actually look at the product itself. Um, but the packaging and, and product design, I’m just gonna roll them into the same cause. For me it was Duquesne and all the way. I mean, the packaging clearly is a standout, but then it’s a pig ass brick is soap. Like, it’s funny, but it’s actually like as a guy, like we don’t want to have to think about running out of soap. So this legitimately lasts a long time and they just stamped the big D and in there. So it’s, it’s cool. Right. Um, so I just a huge standout for me or a sport.

Tyler: So I thought for me, I didn’t like the big aspect and I like how big it was. So I went with a smaller option and I liked the smell of this actually second to squash. But overall like I get two bars in there. Um, it smells good. I like the packaging. I’m more of a modern packaging guy. Yep. They do a good job of the call outs on here. So I think overall as a package, I actually liked this better. Yeah. So I mean finally we have the a the disruptive level. Right. And, and, and how disruptive are these companies? And, um, I, I keep, I’m just talking about Duke cannon all the time. I don’t know, but it’s uh, they, they disrupted my experience in the retail store cause I’m walking down the aisles and I see a big ass brick as soap and like that’s amazing. And I pick it up and I’m like, that’s heavy and I associate weight with quality and it’s just, I was like, this is going to be the perfect gift. And then I got one for myself and used it and it was, you know, I, like you said, all of these brands are selling online but they’re also crushing it in retail, which is really hard.

Tyler: They’re definitely more of an more of an acquisition target I think versus the other two right now. You know, artists bore, I mean he typically doesn’t sell his companies, so that’s going to sit in there and make money off that longterm budget. Duke is prime for acquisition and we don’t, I don’t, they’ve not been acquired. Right. Like we know that for a fact. I mean, from what I’ve seen and what we’ve researched where they have not been acquired yet, but because they have that retail component, e-commerce component, they’ve got a lot of things going on and they’re great for somebody to pick them up. So I actually chose artist sport though because of what they’re gonna do. Right. You know, so like think what they’re going to do and what I’ve seen them do build out these funnels and like testing different things. They’re building something big, you know you can’t build legal zoom shoedazzle and these other companies on the honest company is $1 billion brand too. You can’t build these things and think that this isn’t going to be huge.

RT: So what was your takeaway from like, doing all this research, putting together the score cards, like you know, what, what’s the one thing that, that you are going to learn from all of this and take back to rebel Jane?

Tyler: Yeah. Well I think um, the, the funnels are huge. I mean, and I know the power everybody gets wrapped up in social media. I’m huge on influencers. I mean, don’t get me wrong, I think its approached wrong a lot of ways. Yeah. Um, I’m huge with that, but I’m also even bigger on email and how you can create that value in that funnel all the way through or that value all the way through the funnel. So, I mean, my takeaway is just investing in those emails, making sure your funnels are built out. Um, subscription-based is huge. I mean there’s nothing that’s really consumable meets a subscription as, as that’s your perfect thing right there. Right. So like you’ve got to build a great product, get people to subscribe to it, give them a ton of value and you’re, you’re great. You’re golden. Yeah. You know, so that is huge. That’s why I want to do this episode because I’m so high on subscription right now.

RT: Absolutely. For me it’s a, it’s that the thing you mentioned earlier is the exit strategy, you know, and it’s looking at like the y of like, all right, why are we starting to soap company? Um, and all of these companies could be purchased. Um, you know, you look at Procter and gamble, Kimberly Clark, these massive conglomerates in that, you know, hygiene industry, um, they could buy all of these companies in a second and all of them are viable. They’re the far as we can tell multimillion dollar companies. Especially like you said, Duke Cannon, I mean their distribution everywhere if they haven’t been acquired yet. And like I said, I couldn’t find it. I’m ripe for acquisitions.

Tyler: and acquisitions are hot right now because you know, it’s very hard for these large companies to create these hyper like intense categories where like these guys can go in and they create these great social media accounts. They have a huge customer base subscription base, right. So they can go to these companies and be like, we’ve got 100,000 subscribers. Yeah. So it’s huge. And like these companies will pay big decimals for this, um, because they can’t replicate it. They may have massive budgets, but like it’s so hard for a proctor and gamble to come up with a new brand and just put it out on the shells. Like people are going to buy it this much easier for them to just buy it and then flood their resources into it and make it grow even faster. Yeah, we’ve seen, and that’s a really exciting time right now it’d be an entrepreneur, especially in this kind of space because acquisition is hot. Yeah, it’s crazy.

Tyler: All right, so that is episode number two of soap. Um, and basically what we’re going to do is we’re gonna take all this data, we’re gonna put it on our website products worth talking about.com. We’re going to have the scorecards there. We’re gonna have links to the products you could check out if you want to try one out, try both of them out, whatever. And we’re going to try to get ahold of a Duke cannon’s founder. It seems you be over here with them. So that’s the case. We’re going to have a beer. We’re going to ask them the hard questions and figure out if we were right, if we were wrong. And if you know this dude, let’s, uh, let’s connect. Yeah. Also let us know if you guys want any changes. If you know how we did, I was obviously episode number two.

RT: So this was a learned man product episode. Um, I think it went really well, but yeah, if we should ask another question, go down another rabbit hole. Let us know. Cause, uh, you know, we’re, we’re still learning. Absolutely right,

RT: Later next time. [inaudible].

 

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