Turning Mud into Money, Screening for Humility and More

I had the opportunity to sit down with Paul DeJoe, Co-Founder and COO of MUD:WTR, a coffee alternative that came to be in an almost unintentional way. He’s a really interesting, fun, and smart guy and we talked about a lot, including podcasting, content creation, and how MUD:WTR is trying to convince people to give up their morning coffee—which is certainly no small feat.

Tune in to hear the incredible story behind MUD:WTR, from how they got started to where they are now—and how they made it all happen. We also dive into the nitty-gritty of their marketing (such as why they are building an in-house content studio), how podcasting has helped them build great brand awareness, how they are building a community centred around the idea of health and self-improvement, and so much more!

You’ll learn:

  • How Paul is convincing people to give up their morning coffee. (3:00)
  • Where MUD:WTR is now and how they raised money for growth. (6:00)
  • The best returns they’ve had in terms of marketing. (9:15)
  • How Paul tracks podcasting leads. (15:30)
  • Why they include a high-quality booklet in their packaging. (18:00)
  • How MUD:WTR is building a community. (24:50)
  • How they stay on brand with messaging and tone. (27:30)
  • How Paul succeeds in his role as COO. (30:55)
  • The amazing employee benefits that MUD:WTR offers. (37:30)

Subscribe: iTunes | Stitcher

(With your host Andrew Youderian of eCommerceFuel.com and Paul DeJoe of MUD:WTR.com)


What Was Mentioned

  • Paul DeJoe: Website
  • Farnam Street
  • 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 mudwtr.com featuring their Morning Ritual Starter Kit.

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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