评论
打印
You got those pre-orders from the Kickstarter, then you have to start doing a business.
你在Kickstarter上拿到了订单，你就必须开始做生意了。
How could you grow without financing? I guess this is the simple question?
没有融资你怎么发展? 我想这是个简单的问题吧?
Yeah, so the Kickstarter, we raised $215,000 in pre-sales, so it was about $40,000 of profit that we made from the Kickstarter campaign.
是的，我们在Kickstarter的预售中筹集了21.5万美元，我们从Kickstarter上的活动中获得了大约4万美元的利润。
So we had sent a box to call it a thousand different households, and we called them all up and said, “Hey, did you the product, would you like to sign up for a subscription?”
我们为寄出一盒牛肉，向一千个不同的家庭打电话，我们打电话问他们，“嘿，你喜欢这个产品吗，你想注册订购吗?”
And we rolled 40% of them or something like that. So out of the gate we had 400 monthly subscribers.
我们获得了40%的订购用户。一开始，我们每月就获得了400个订购者。
I was halfway to the goal that I had set out for the entire company, you know, and it had been a month and a half of us working on it.
我已经完成了我为整个公司设定的目标的一半，我们花了一个半月的时间完成了这个目标。
We then launched a website and one thing that we saw during the Kickstarter campaign – so we reached out to anyone who had written about grass fed beef.
我们后来建立了一个网站，我们在Kickstarter活动中看到了一件事，我们联系了所有写过关于草饲牛肉的博主。
If people had written about grass fed beef on Twitter or on blog posts we reached out to them, we told them about our company, and we asked them if they would promote us as part of the Kickstarter campaign.
如果有人在推特或博客上写过关于草饲牛肉的文章，我们就会联系他们，告诉他们我们公司的情况，并询问他们是否愿意将我们的牛肉作为Kickstarter活动的一部分进行推广。
And this one paleo doctor named Chris Kresser, during the Kickstarter campaign, he tweeted about us.
在Kickstarter活动期间，有一个名叫克里斯·克雷瑟的奉行原始饮食的医生在推特上提到了我们。
And he was like, “I’m a big fan of grass-fed beef and here’s a great resource for it.”
他说，“我是草饲牛肉的忠实粉丝，这里有一个很好的资源。”
And we saw a flurry of activity of people signing up on the Kickstarter campaign as a result of Twitter. That’s interesting.
我们看到，由于推特的影响，人们在Kickstarter上注册了大量活动。这很有趣。
Yeah. We were like, “Ooh, what’s that?”
是的。我们会说，“哦，那是什么?”
And so what we ended up doing was working with him and working with anyone who looked like him in the paleo, keto, Whole30 elimination diet, all of that realm, and got them to promote us.
我们最终和这位医生一起工作，和任何与他相似的博主一起工作，与这些奉行原始饮食、生酮饮食、30天饮食法的所有博主一起工作，让这些人为我们做推广。
And since we couldn’t pay them upfront for the promotion.
因为我们无法预付给博主推广费用。
So it was like, “We’ll give you $10 or $15 a month for every month that your customer that you give us gets a box, and we’ll do that in perpetuity.”
这就像是，“我们每个月会给博主10美元或15美元，博主给我们拉来的客户每个月会获得一盒牛肉，这样永久继续下去。”
And so our first marketing outlet was these influencers who didn’t want money up front or probably did, but we weren’t able to afford that.
我们的第一个营销渠道是这些不想要预付款的网红，而我们也付不起预付款。
Yeah, just to put a point on it, you’re pushing out when you had to pay them.
我想说的是，当你不得不付钱的时候，你却在推广。
Right. Right. And we used to call it being “box one profitable,” which meant the first box that we ship out, we need to make money on it, because we didn’t raise any money.
对，对。我们以前称之为“首盒盈利”，意思是，我们发出的第一盒牛肉，我们需要靠它赚钱，因为我们没有筹集到任何资金。
So the only way you can not raise money is if you make a profit on the first thing, right? And so-
你无法筹集资金，所以唯一方法就是你在首盒牛肉上盈利，对吧? 所以--
Is that possible?
这可能吗?
Yeah. We were selling for $129 box, and I think we were making $20, $25 a box, so there was enough floating there for then to give $10 to the person who referred and keep 15.
有可能。我们的售价是129美元一盒，我想我们每盒能赚20、25美元，所以，我们有足够的流动资金给推荐的博主10美元，最后公司留下15美元。
And not everyone came through that way. So it worked.
并不是每个人都是这样过来的。所以这个方法凑效了。
