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Podcast | Episode 426
Taking a $30M Store from Bleeding Cash to Profitable in 90 Days
You know him as the founder of SmartMarketer.com and the co-founder and CEO of BOOM!, but Ezra Firestone recently added another brand to his portfolio: oVertone Haircare. In this episode, we talk about how he took an established but struggling brand and turned it around in only 90 days.
Listen in as we discuss the details of Ezra’s oVertone takeover and optimization, which included massive cost-cutting, team re-structuring, and overhauling the marketing strategy to really focus on upsells and great content. You’ll hear about the good, the bad, and the ugly when it comes to subscriptions, as well as how Ezra sets boundaries in his business and schedules his days to make life enjoyment a priority.
You’ll learn:
- How to compartmentalize between business and work. (6:50)
- Taking over and optimizing oVertone. (10:20)
- How Ezra rolled out an upsell plan for oVertone. (19:45)
- How to overcome consumer subscription fatigue. (22:05)
- What is working well for Ezra when it comes to cold prospecting. (27:15)
- Why he doesn’t play in the organic marketing playground. (32:00)
- His philosophy on recurring promotions. (36:10)
- Why he would choose eCommerce over software any day of the week. (39:35)
(With your host Andrew Youderian of eCommerceFuel.com and Ezra Firestone of oVertone.co)
What Was Mentioned
- Ezra Firestone: LinkedIn | Twitter
- oVertone
- BOOM!
- Northbeam
- Triple Whale
- Wicked Reports
- eCommerceFuel Forum
- One Click Upsell – Increase Sales 15%+ with Pre-and Post-purchase Upsells. (On average, Shopify users increase sales 15% immediately after installing the app!)
- A2X – Simplify your bookkeeping, eliminate the guesswork, and automate.
Image credit to Angeles Balaguer from Pixabay.
Ideas Worth Sharing:
“The juice of life is in intimacy and connection and friends and family and community.” - @ezrafirestone Tweet this “Work will fill the time that you give it.” - @ezrafirestone Tweet this “Facebook is hard right now for all brands, so diversity is really important.” - @ezrafirestone Tweet this
Post by Andrew Youderian
Founder and Chief Instigator, eComFuel
Andrew quit an early finance job to sell CB radios online — an admittedly unorthodox career path. It set him on a course to found and sell multiple businesses, host a decade-running podcast, lecture at Harvard Business School and create eComFuel, the leading community for 7- and 8-figure online business owners. Andrew is fascinated with branding, AI, building community, investing and growing meaningful businesses that don't require sacrificing what truly matters.
