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)

Subscribe: iTunes | Stitcher

(With your host Andrew Youderian of eCommerceFuel.com and Ezra Firestone of oVertone.co)


What Was Mentioned

Image credit to Angeles Balaguer from Pixabay.

Andrew Youderian
Post by Andrew Youderian
Andrew is the founder of eCommerceFuel and has been building eCommerce businesses ever since gleefully leaving the corporate world in 2008.  Join him and 1,000+ vetted 7- and 8-figure store owners inside the eCommerceFuel Community.

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