This episode features Jack Rubin, co-CEO of Purdy & Fig, a rapidly growing eco-friendly cleaning brand. He shares their journey from £20k to £500k monthly revenue by focusing on micro-influencers over traditional agencies. Ecommerce operators will learn critical lessons on effective influencer marketing, scaling subscription businesses, and strategically outsourcing.
Key takeaways
Micro-influencers drive higher engagement and conversion for DTC brands compared to macro-influencers, offering a better ROI for scaling influencer marketing efforts.
In-house management of early-stage functions like paid ads and fulfillment provides invaluable learning, cost savings, and a deeper understanding that improves future vendor management.
Prioritize building a strong product people genuinely re-purchase; this organic demand validates market fit and fuels sustainable growth.
For subscription businesses, focus on acquiring customers with strong lifetime value potential. Purdy & Fig's success hinges on their 40,000 active subscribers and £3M booked revenue for the next year.
Challenge the conventional wisdom of immediate outsourcing. Only outsource when a partner demonstrates exceptional specialization and can deliver significantly better results than internal efforts.
Founder relationships can be effectively structured with co-CEO models, provided there's clear division of responsibilities and mutual respect for expertise.
In this episode, we’ll be talking to Jack Rubin the co-CEO of Purdy & Figg, and with the help
of micro-influencers, how he tripled its growth.
[01:12] Introduction to Purdy & Figg.
[02:08] Sibling dynamic in running a business.
[04:47] Purdy & Figg’s origin story.
[07:30] Stumbling across Kynship.
[09:38] Jack’s approach to outsourcing.
[13:18] Previous outsourcing experience.
[16:16] Influencer stats to Purdy & Figg campaign.
[18:28] The element of surprise.
[20:46] Advise to brands.
[23:07] Continual handholding with influencers.
[25:14] Building a long-term community gem.
[26:18] Influence of marketing goals.
[28:10] The influencer pyramid theory.
[30:17] Taylor’s remark.
Cody Wittick: Twitter
Taylor Lagace: Twitter
Frequently asked about this episode
What does this episode say about dtc strategy?
Micro-influencers drive higher engagement and conversion for DTC brands compared to macro-influencers, offering a better ROI for scaling influencer marketing efforts.
What does this episode say about founder & leadership?
In-house management of early-stage functions like paid ads and fulfillment provides invaluable learning, cost savings, and a deeper understanding that improves future vendor management.
What does this episode say about influencer & creator?
Prioritize building a strong product people genuinely re-purchase; this organic demand validates market fit and fuels sustainable growth.
What does this episode say about paid acquisition?
For subscription businesses, focus on acquiring customers with strong lifetime value potential. Purdy & Fig's success hinges on their 40,000 active subscribers and £3M booked revenue for the next year.
What does this episode say about dtc strategy?
Challenge the conventional wisdom of immediate outsourcing. Only outsource when a partner demonstrates exceptional specialization and can deliver significantly better results than internal efforts.
