Welcome to the dtc deep dive. In this episode, we welcome Jack Rubin Co-CEO of Purdy & Figg, a  sustainable cleaning brand that Jack runs with his brother Charlie. We discuss what makes a good cleaning brand, running their own fulfilment centre and aggressively testing content to find a winner.

• On the launch of Purdy & Figg’s new website and experiencing a slight drop in conversion because of this.
• Jack describes his journey as typical of most entrepreneurs. He and his brother started Purdy & Figg as a way of working together.
• On being a family business. Jack attributes the brand’s success to the close-knit partnership with his brother, and how keeping work and family matters separate is important.
• Why eco-brands are doing well right now: People are realizing that common petro-chemical brands are causing health and environmental decline. Change is needed and customers know it.
• What makes a good eco cleaner? Having a good smell, being efficient and being environmentally friendly.
• On 10X’ing their monthly profits. Jack experimented until they found the product-market fit and used that data to scale the business.
• On Purdy & Figg’s factory and fulfilment centre, which they made in order to increase cash flow and control. However, this has made scaling more difficult.
• On the subscription model, and how it is a long-term method to scale your acquisition, and makes everything more predictable.
• In producing a huge amount of content, Jack’s strategy is mass influencer-seeding. Reach out to hundreds of influencers with free products in exchange for reels and content. They then create iterations of this content to expand the backlog.

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