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<!DOCTYPE html><html lang="en-ZA"><head><title>The Science Behind Building a Profitable Business - Shopify South Africa</title><meta charSet="utf-8"/><meta name="viewport" content="width=device-width,initial-scale=1"/><meta name="description" content="In this episode of Shopify Masters, John Cascarano, lawyer turned serial entrepreneur shares his methodical process of building businesses and how offering customization and gifting helps to scale businesses."/><meta property="fb:pages" content="20409006880"/><meta property="fb:app_id" content="847460188612391"/><meta property="og:type" content="website"/><meta property="og:site_name" content="Shopify"/><meta property="og:title" content="The Science Behind Building a Profitable Business - Shopify South Africa"/><meta property="og:description" content="In this episode of Shopify Masters, John Cascarano, lawyer turned serial entrepreneur shares his methodical process of building businesses and how offering customization and gifting helps to 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text-shade-70 group-hover:text-black">Business-to-business (B2B)</div></a></li></ul></div><div class="col-span-3 col-start-7 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="m12.75 19.25 5.5-5.5m1 2.5v-3.5h-3.5m-2 14.5h.5a1 1 0 0 0 1-1v-2.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v2.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-5.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v5.5a1 1 0 0 0 1 1Zm6 0h.5a1 1 0 0 0 1-1v-12.5a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1v12.5a1 1 0 0 0 1 1ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#market_svg__a)" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Market" class="font-bold text-t7 inline-block">Market</span></div><ul class="pb-2" aria-labelledby="subNavItem-Market"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Reach & retain customers</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/facebook-instagram"><div class="text-base font-medium"><span class="inline-block arrow-animation">Market across social<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Social media integrations</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/inbox"><div class="text-base font-medium"><span class="inline-block arrow-animation">Chat with customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Inbox</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/email-marketing"><div class="text-base font-medium"><span class="inline-block arrow-animation">Nurture customers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Email</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/segmentation"><div class="text-base font-medium"><span class="inline-block arrow-animation">Know your audience<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Gain customer insights</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)"><path d="M12.75 15.75c0 1.243.75 2.5 2.25 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.5-1.257 2.5-2.5c0 1.243 1 2.5 2.5 2.5s2.25-1.257 2.25-2.5m-12.5 11.5h10.5a2 2 0 0 0 2-2v-9.067a2 2 0 0 0-.179-.827l-.538-1.184A2 2 0 0 0 24.713 13h-9.425a2 2 0 0 0-1.82 1.172l-.538 1.184a2 2 0 0 0-.18.827v9.067a2 2 0 0 0 2 2Zm3-3.5a2 2 0 0 1 2-2h.5a2 2 0 0 1 2 2v3.5h-4.5v-3.5ZM39.25 20c0 10.631-8.619 19.25-19.25 19.25S.75 30.631.75 20 9.369.75 20 .75 39.25 9.369 39.25 20Z" stroke="url(#manage_svg__a)" stroke-width="1.5" stroke-linecap="round"></path></g></svg></span><span id="subNavItem-Manage" class="font-bold text-t7 inline-block">Manage</span></div><ul class="pb-2" aria-labelledby="subNavItem-Manage"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/manage"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Track sales, orders & analytics</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/analytics"><div class="text-base font-medium"><span class="inline-block arrow-animation">Measure your performance<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Analytics and Reporting</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/orders"><div class="text-base font-medium"><span class="inline-block arrow-animation">Manage your stock & orders<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Inventory & order management</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/flow"><div class="text-base font-medium"><span class="inline-block arrow-animation">Automate your business<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Shopify Flow</div></a></li></ul></div></div></div><div class="absolute bottom-0 inset-x-0 overflow-hidden z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white -ml-[var(--margin)] -mt-8 md:mt-0 pl-[var(--margin)] pt-6 before:content-[''] before:absolute before:right-full before:top-[-1px] before:w-[100vw] before:h-[calc(100%+1px)] scheme-white:before:bg-shade-10 scheme-transparent-light:before:bg-shade-10 scheme-black:before:bg-shade-90 scheme-transparent-dark:before:bg-shade-90 border-t scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 before:border-t scheme-white:before:border-shade-20 scheme-transparent-light:before:border-shade-20 scheme-black:before:border-shade-70 scheme-transparent-dark:before:border-shade-70 after:border-t scheme-white:after:border-shade-20 scheme-transparent-light:after:border-shade-20 scheme-black:after:border-shade-70 scheme-transparent-dark:after:border-shade-70 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="https://shopify.dev" aria-label="External source: Shopify Developers . Build with Shopify's powerful APIs"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify Developers<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build with Shopify's powerful APIs</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/za/plus"><div class="text-base font-medium"><span class="inline-block arrow-animation">Plus<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">A commerce solution for growing digital brands</div></a></li><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><a class="group inline-block w-full text-black hover:text-black" href="/za/products"><div class="text-base font-medium"><span class="inline-block arrow-animation">All Products<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Explore all Shopify products & features</div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/za/pricing">Pricing</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="Resources-toggle-open" aria-controls="ResourcesDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">Resources</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="ResourcesDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-3 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#help-and-support_svg__a)"><circle cx="20" cy="20" r="19.25" stroke="currentColor" stroke-width="1.5"></circle><path d="M20 20v6" stroke="currentColor" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"></path><path d="M20 16.5a1.5 1.5 0 1 0 0-3 1.5 1.5 0 0 0 0 3Z" fill="currentColor"></path></g></svg></span><span id="subNavItem-Help and support" class="font-bold text-t7 inline-block">Help and support</span></div><ul class="pb-2" aria-labelledby="subNavItem-Help and support"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://help.shopify.com/en/" aria-label="External source: Help and support . Get 24/7 support"><div class="text-base font-medium"><span class="inline-block arrow-animation">Help and support<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Get 24/7 support</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/topics/guides"><div class="text-base font-medium"><span class="inline-block arrow-animation">How-to guides<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Read in-depth business guides</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://academy.shopify.com" aria-label="External source: Business courses . Learn from proven experts"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business courses<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from proven experts</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog"><div class="text-base font-medium"><span class="inline-block arrow-animation">Shopify blog<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Business strategy tips</div></a></li></ul></div><div class="col-span-6 col-start-4 pt-8 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="m22.023 15.04 3 3M12.75 27.25l4.25-1 9.95-9.95a1 1 0 0 0 0-1.413l-1.837-1.836a1 1 0 0 0-1.414 0L13.75 23l-1 4.25Z" stroke-linecap="round" stroke-linejoin="round"></path></g></svg></span><span id="subNavItem-Popular topics" class="font-bold text-t7 inline-block">Popular topics</span></div><ul class="pb-2 columns-2" aria-labelledby="subNavItem-Popular topics"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/what-is-shopify"><div class="text-base font-medium"><span class="inline-block arrow-animation">What is Shopify?<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">How our commerce platform works</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/topics/founder-stories"><div class="text-base font-medium"><span class="inline-block arrow-animation">Founder stories<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Learn from successful merchants</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/how-to-build-a-brand"><div class="text-base font-medium"><span class="inline-block arrow-animation">Branding<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build your brand from scratch</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/marketing-plan"><div class="text-base font-medium"><span class="inline-block arrow-animation">Marketing<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Build a marketing plan</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/ecommerce-seo-beginners-guide"><div class="text-base font-medium"><span class="inline-block arrow-animation">Ecommerce SEO<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Improve your search ranking</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/blog/social-media-marketing-strategy"><div class="text-base font-medium"><span class="inline-block arrow-animation">Social media strategy<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Turn social into sales</div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/how-to-scale-small-business"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business growth<span class="sr-only">.</span></span></div><div class="text-sm text-shade-70 group-hover:text-black">Scale your business</div></a></li></ul></div><div class="col-span-3 col-start-10 pt-8 scheme-white:bg-shade-10 scheme-transparent-light:bg-shade-10 scheme-black:bg-shade-90 scheme-transparent-dark:bg-shade-90 pl-10 relative after:absolute after:left-full after:top-[-1px] after:w-[100vw] after:h-[calc(100%+1px)] scheme-white:after:bg-shade-10 scheme-transparent-light:after:bg-shade-10 scheme-black:after:bg-shade-90 scheme-transparent-dark:after:bg-shade-90 scheme-black:text-white scheme-transparent-dark:text-white border-l scheme-white:border-shade-20 scheme-transparent-light:border-shade-20 scheme-black:border-shade-70 scheme-transparent-dark:border-shade-70 -translate-y-[30px]" data-background="white"><div class="flex items-center border-shade-30 mb-6 border-b pb-4 text-lg font-bold"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="40" height="40" fill="none"><g clip-path="url(#white_circle_svg__a)" stroke="currentColor" stroke-width="1.5"><circle cx="20" cy="20" r="19.25"></circle><path d="M16.75 16.75v-2a2 2 0 0 1 2-2h2.5a2 2 0 0 1 2 2v2m-2 4v1.5a1 1 0 0 1-1 1h-.5a1 1 0 0 1-1-1v-1.5m2.5 0a1 1 0 0 0-1-1h-.5a1 1 0 0 0-1 1m2.5 0h6m-8.5 0h-6m2 6.5h10.5a2 2 0 0 0 2-2v-6.5a2 2 0 0 0-2-2h-10.5a2 2 0 0 0-2 2v6.5a2 2 0 0 0 2 2Z"></path></g></svg></span><span id="subNavItem-Essential tools" class="font-bold text-t7 inline-block">Essential tools</span></div><ul class="pb-2" aria-labelledby="subNavItem-Essential tools"><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/logo-maker"><div class="text-base font-medium"><span class="inline-block arrow-animation">Logo maker<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.shopify.com/stock-photos" aria-label="External source: Stock photography ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Stock photography<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/za/blog/business-plan-template"><div class="text-base font-medium"><span class="inline-block arrow-animation">Business plan template<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="https://www.linkpop.com/" aria-label="External source: Link in bio tool ."><div class="text-base font-medium"><span class="inline-block arrow-animation">Link in bio tool<span class="sr-only">.</span></span></div></a></li><li class="flex mb-6 pr-4"><a class="group inline-block w-full text-black hover:text-black" href="/tools/qr-code-generator"><div class="text-base font-medium"><span class="inline-block arrow-animation">QR code generator<span class="sr-only">.</span></span></div></a></li></ul></div></div></div></div></li><li class="mr-8 text-base"><div class="flex h-full"><a class="flex items-center hover:underline text-black hover:text-black" href="/za/enterprise">Enterprise</a></div></li><li class="mr-8 text-base"><div class="relative flex h-full after:content[""] after:block after:h-[3px] after:w-full after:absolute after:bottom-0 after:scale-0 after:origin-left after:transition-transform after:duration-[350ms] after:ease-[bezier(0.66, 0.66, 0.34, 1.00)] after:motion-reduce:transition-none hover:underline after:bg-black text-black"><button type="button" class="bg-transparent whitespace-nowrap" data-component-name="What’s new-toggle-open" aria-controls="What’s newDesktopMenu" aria-expanded="false" aria-haspopup="true"><span class="mr-3">What’s new</span><div aria-hidden="true" class="relative inline-block h-[7px] w-3 cursor-pointer"><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -translate-x-[3px] rotate-[135deg]"></div><div class="inline-block rounded border-b-8 h-2 w-[2px] origin-center transition-all ease-[bezier(0.66, 0.66, 0.34, 1.00)] duration-[350ms] motion-reduce:transition-none border-black bg-black -rotate-[135deg]"></div></div></button></div><div id="What’s newDesktopMenu" class="absolute inset-x-0 top-global-header z-[21] transition-transform duration-[452ms] ease-[cubic-bezier(0.26,1.00,0.48,1.00)] motion-reduce:transition-none before:absolute before:inset-x-0 before:top-0 before:w-full before:h-full before:left-0 before:shadow-xl before:pointer-events-none before:z-10 bg-white text-black bg-white text-black opacity-0 pointer-events-none -translate-y-[10px]"><div class="relative no-scrollbar overflow-y-auto overflow-x-clip max-h-[calc(100vh-72px)] z-20"><div class="container grid grid-cols-4 sm:grid-cols-8 md:grid-cols-12 gap-x-gutter gap-y-0"><div class="col-span-12 col-start-1 pt-8 -translate-y-[30px]" data-background="white"><ul class="grid grid-cols-12 gap-x-gutter gap-y-0 pb-0"><li class="flex mb-6 pr-4 border-r border-shade-30 last:border-0 col-span-3"><span aria-hidden="true" class="-ml-2 lg:ml-0 mr-3 md:mr-3 inline-block h-10 w-10"><svg width="41" height="42" viewBox="0 0 41 42" fill="none" xmlns="http://www.w3.org/2000/svg"><g clip-path="url(#clip0_213_1921)"><path d="M39.5 21C39.5 31.6315 30.8815 40.25 20.25 40.25C9.61852 40.25 1 31.6315 1 21C1 10.3685 9.61852 1.75 20.25 1.75C30.8815 1.75 39.5 10.3685 39.5 21Z" stroke="currentColor" stroke-width="1.5" stroke-linecap="round" stroke-linejoin="round"></path><rect x="13" y="14" width="15" height="14" rx="2" stroke="currentColor" stroke-width="1.5"></rect><path d="M25 24L19 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 21L19 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M25 18L19 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 18L16 18" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 21L16 21" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path><path d="M17 24L16 24" stroke="currentColor" stroke-width="1.5" stroke-linecap="round"></path></g><defs><clipPath id="clip0_213_1921"><rect width="40.5" height="40.5" fill="white" transform="translate(0 0.75)"></rect></clipPath></defs></svg></span><a class="group inline-block w-full text-black hover:text-black" href="https://changelog.shopify.com" aria-label="External source: Changelog . 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mb-2 text-2xl tablet:text-3xl max-w-[680px]">Start selling with Shopify today</p><p class="richtext max-w-[680px] text-sm mb-4">Start your free trial with Shopify today—then use these resources to guide you through every step of the process.</p><div data-component-name="button-group" class="text-base relative z-20" data-mode="light"><div class="flex gap-y-sm flex-wrap gap-x-sm justify-center"><a href="https://accounts.shopify.com/store-create?language=en&locale=en-ZA&signup_page=https%3A%2F%2Fwww.shopify.com%2Fza%2Fblog%2Fbeast-inventory-management&signup_types[]=paid_trial_experience" class="inline-block self-center overflow-hidden max-w-full px-button-px py-button-py ring-inset rounded-button text-button-size font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline border-2 text-button-light-primary-text bg-button-light-primary-bg border-button-light-primary-border ring-button-light-primary-border hover:text-button-light-primary-text-hover hover:bg-button-light-primary-bg-hover hover:border-button-light-primary-border-hover hover:ring-button-light-primary-border-hover focus:text-button-light-primary-text-focus focus:bg-button-light-primary-bg-focus focus:border-button-light-primary-border-focus focus:ring-button-light-primary-border-focus active:text-button-light-primary-text-active active:bg-button-light-primary-bg-active active:border-button-light-primary-border-active active:ring disabled:text-button-light-primary-text-disabled disabled:bg-button-light-primary-bg-disabled disabled:border-button-light-primary-border-disabled disabled:ring-button-light-primary-border-disabled" data-component-name="button" data-mode="light" target="">Start free trial</a><a href="/za/" class="inline-block self-center overflow-hidden max-w-full px-button-px py-button-py ring-inset rounded-button text-button-size font-button-font font-button-weight tracking-button-tracking transition-all duration-150 focus-visible:outline-2 focus-visible:outline-offset-2 focus-visible:outline-state-focus focus-visible:outline hover:ring-1 disabled:hover-ring-0 border-2 text-button-light-secondary-text bg-button-light-secondary-bg border-button-light-secondary-border ring-button-light-secondary-border hover:text-button-light-secondary-text-hover hover:bg-button-light-secondary-bg-hover hover:border-button-light-secondary-border-hover hover:ring-button-light-secondary-border-hover focus:text-button-light-secondary-text-focus focus:bg-button-light-secondary-bg-focus focus:border-button-light-secondary-border-focus focus:ring-button-light-secondary-border-focus active:text-button-light-secondary-text-active active:bg-button-light-secondary-bg-active active:border-button-light-secondary-border-active active:ring-button-light-secondary-border-active disabled:text-button-light-secondary-text-disabled disabled:bg-button-light-secondary-bg-disabled disabled:border-button-light-secondary-border-disabled disabled:ring-button-light-secondary-border-disabled" data-component-name="button" data-mode="light" target="">Learn more</a></div></div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] left-[-26px] tablet-xl:left-0 bottom-[-20px] tablet-xl:bottom-[-60px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500&originalHeight=641&width=400 400w"/><div class="absolute rounded-[15px] overflow-hidden z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] h-[85px] tablet-xl:h-[140px] desktop:h-[180px] right-0 tablet-xl:right-[-20px] desktop:right-[20px] top-[-25px] tablet-xl:top-[-30px] desktop:top-[-40px]"><img src="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div><img class="absolute rounded-[15px] z-10 w-[90px] tablet-xl:w-[136px] desktop:w-[175px] bottom-[20px] tablet-xl:bottom-[-50px] desktop:bottom-[-70px] right-[-50px] tablet-xl:right-[-70px] desktop:right-[-100px]" src="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641" alt="" loading="lazy" decoding="async" width="500" height="641" srcSet="https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=200 200w, https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500&originalHeight=641&width=400 400w"/></div><div class="sm:inset-[auto_0_var(--space-2xl)_auto] sm:bg-transparent sm:pt-9 sm:[&>div>button]:-top-9"></div></div></div><article id="article" itemscope="" itemType="https://schema.org/Article" class="featured-blogs__section"><meta itemProp="mainEntityOfPage" content="/za/blog/beast-inventory-management"/><meta itemProp="dateModified" content="2021-07-20T03:30:00.000Z"/><div class="relative"><div class="py-10 tablet:text-center desktop:pt-16 desktop:pb-16" data-mode="light"><div class="container desktop:w-9/12 desktop:mx-auto"><div class="uppercase text-shade-100 font-aktivgroteskextended text-[12px] leading-[14px] tracking-[0.01em] font-semibold tablet-xl:font-shopifysans tablet-xl:text-[11px] tablet-xl:leading-[13px] tablet:tracking-[0.5px] tablet:font-bold pb-2"><a href="/za/blog" class="no-underline hover:text-link-light-hover topic-link">blog</a><span class="richtext px-2.5 text-xs">|</span><a href="/za/blog/topics/podcasts" class="no-underline hover:text-link-light-hover topic-link">Podcasts</a></div><h1 class="richtext font-medium tracking-[-0.02em] text-[28px] leading-9 tablet-xl:text-[40px] tablet-xl:leading-[48px]" itemProp="headline">The Science Behind Building a Profitable Business</h1><p class="richtext font-normal tracking-[-0.02em] text-[18px] leading-[26px] tablet-xl:text-[20px] tablet-xl:leading-7 desktop:text-[22px] desktop:leading-8 mt-4 desktop:mt-4">In this episode of Shopify Masters, John Cascarano, lawyer turned serial entrepreneur shares his methodical process of building businesses and how offering customization and gifting helps to scale businesses.</p><div class="lg:hidden mt-4 tablet-xl:mt-12"><div class="gap-x-1 flex flex-wrap font-bold sm:justify-center !text-lg text-legacy-gray-90 last:[&_>div]:justify-start sm:last:[&_>div]:justify-center"> by <span itemProp="author" itemscope="" itemType="https://schema.org/Person"><a href="/za/blog/authors/felix-thea" class="no-underline" itemProp="url"><span itemProp="name">Felix Thea</span></a></span></div><div class="text-body-sm text-shade-50">Last updated <time>20 Jul 2021</time></div></div></div></div><div class="tablet:container desktop:w-9/12 desktop:mx-auto overflow-hidden flex justify-center"><img class="" src="https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782" alt="Shopify Masters: Beast fouder John Cascarano " loading="eager" decoding="async" width="1848" height="782" srcSet="https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=200 200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=400 400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=600 600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=800 800w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=1000 1000w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=1200 1200w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=1400 1400w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=1600 1600w, https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144&originalWidth=1848&originalHeight=782&width=1800 1800w"/></div></div><div class="container grid-cols-4 sm:grid-cols-8 md:grid-cols-12 block tablet-xl:grid gap-y-0 gap-x-12"><div class="col-span-4 xs:col-span-12 md:col-span-4 lg:col-span-3 col-start-1 nav-drawer md:pb-20 pt-10 desktop:pt-16" data-component-name="blog-left-sidebar"><nav 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[&_.truncated-text::before]:bottom-0 [&_.truncated-text::before]:w-full [&_.truncated-text::before]:h-[150px] [&_.truncated-text::before]:bg-gradient-to-t [&_.truncated-text::before]:from-white [&_.truncated-text::before]:from-50% [&_.truncated-text::before]:to-transparent [&_.truncated-text\_\_toggle]:absolute [&_.truncated-text\_\_toggle]:bottom-0 [&_.truncated-text\_\_toggle]:w-full [&_.truncated-text\_\_toggle]:text-center [&_.marketing-code]:bg-[#f0f1f2] [&_.marketing-code]:font-bold [&_.marketing-code]:p-1 [&_.marketing-code.marketing-code--block]:p-4 [&_.marketing-code--block]:block [&_.marketing-code--block]:max-w-full [&_.marketing-code--block]:overflow-x-scroll [&_.marketing-code--block]:mb-5 [&_.partners-signup]:mt-6 [&_.partners-signup]:mb-12 [&_.partners-signup]:bg-gray-200 [&_.partners-signup]:p-3 [&_.partners-signup]:md:p-6 [&_.table]:block [&_.table]:overflow-x-scroll [&_.table]:max-w-full" itemProp="articleBody"><div class="hidden leadpage-container leadpage__image leadpage__content marketing-button hide--mobile block--bordered"></div><div><p>John Cascarano is a lawyer-turned-serial entrepreneur who has launched and scaled multiple successful businesses. His current brand, Beast, is a personal care company that focuses on vegan and cruelty-free products with sustainable ingredients and reusable packaging. In this episode of Shopify Masters, John shares his methodical process behind building and scaling a business, and some hidden benefits to offering customization and gifting options.</p> <p style="text-align: center;"><a href="https://cdn.shopify.com/s/files/1/0070/7032/files/Beast_Transcript.txt?v=1626673286" target="_blank" rel="nofollow noopener noreferrer"><strong>For the full transcript of this episode, click here.</strong></a></p> <iframe src="https://player.simplecast.com/7b487cd2-c1d4-44ad-9207-235c9c620267?dark=true" width="100%" height="200px" seamless="" scrolling="no" frameborder="no"></iframe> <h3>Show Notes</h3> <ul> <li> <strong>Store:</strong> <a rel="nofollow noopener noreferrer" href="https://www.getbeast.com/" target="_blank">Beast</a> </li> <li dir="auto"> <strong>Social Profiles:</strong> <a rel="nofollow noopener noreferrer" href="https://www.facebook.com/TametheBeastBrand" target="_blank">Facebook</a>, <a rel="nofollow noopener noreferrer" href="https://twitter.com/tamethebeast" target="_blank">Twitter</a>, <a rel="nofollow noopener noreferrer" href="https://www.instagram.com/tamethebeast" target="_blank">Instagram</a> </li> <li dir="auto"> <strong>Recommendations: </strong><a href="https://apps.shopify.com/helpdesk?itcat=podcast&itterm=getbeast" target="_blank">Gorgias (Shopify app)</a>, <a href="https://apps.shopify.com/yotpo-social-reviews?itcat=podcast&itterm=getbeast" target="_blank">Yotpo Loyalty (Shopify app)</a>, <a href="https://apps.shopify.com/datafeedwatch?itcat=podcast&itterm=getbeast" target="_blank">Data Feed Watch (Shopify app)</a>, <a href="https://apps.shopify.com/octane-ai-messenger-marketing?itcat=podcast&itterm=getbeast" target="_blank">Octane (Shopify app)</a>, <a href="https://apps.shopify.com/klaviyo-email-marketing?itcat=podcast&itterm=getbeast" target="_blank">Klaviyo (Shopify app)</a> </li> </ul> <h2>Diverging from the traditional path: Lawyer to Entrepreneur</h2> <p><strong>Felix:</strong> The idea behind the business all started from a passion of yours to create a specific type of brand. Tell us more about where the idea came from.</p><div id="text-cta" class="hidden lg:block"></div> <p><strong>John:</strong> Sometimes I say it came from early middle age, but it came from a combination of things. I was working in my prior business–over a decade ago–in personal care products for women. At the time, I saw guys starting to become more interested in grooming and personal care. The beard trend was starting. Beyond that, guys just started “upping their grooming game” as we say at Beast. I was getting into my late 30s. Life was giving me a lot of responsibility. I was looking for a combination of things I wasn't really finding out there in the marketplace. It started in the shower, but something that would just wake me up: turn it up. It was really a hobby. Like, all right, we got all these women's products. Let's take some of the best stuff that's happening there–and some really good stuff was happening there–and let me just crank it up. Let me turn up the eucalyptus, turn up the peppermint. Wake me up in the shower. That's where it started.</p> <figure><img alt="Founder of Beast, John Cascarano" src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-founder-in-jersey.jpg?v=1626670984"> <figcaption>Ever since childhood, John Cascarano had entrepreneurial hobbies. <em>Beast</em></figcaption> </figure> <p><strong>Felix:</strong> It sounds like you have an entrepreneurial past. Tell us a little bit about your past endeavours. </p> <p><strong>John:</strong> When I was a little kid something happened and I always had this anxiousness to do something different. Going back to elementary school. My friend and I made bracelets and would sell them to other kids. We set up a little booth at a fair and sold them to parents. That was the first venture: little yarn bracelets. Flash forward to college, some friends and I started a magazine on campus. This is 1999. Other people were doing tech startups and we did a magazine on campus. It was called Mental Floss and we worked on that for a while. I ended up going to law school, of all things. My two friends kept working on it and ended up turning it into a good media property while I went to law school. As I say, I paid 150,000 dollars to meet my wonderful wife. Practiced law for five years. Then the financial crisis happened. I remember being in a big building in Philly in a big firm watching the stock market drop and being like, "Well, things are changing."</p> <p>Out of that, I started a new business. That was that prior business that was products for women, with my father-in-law who was a dermatology professor at NYU and had a private practice up in New York. Initially it started just to meet a need for his patients, a lot of whom were women. Then eventually out of that grew Beast.</p> <p><strong>Felix:</strong> You mentioned that you practiced law for five years before jumping back into the startup life. Tell us about the transition from starting off with an entrepreneurial background, then going more traditional and back again to unconventional. </p> <p><strong>John:</strong> There's no easy way to do that. They're very different. Especially going from a law firm where there's a very distinct career path that a lot of people thrive in. Where some people really grow, I felt really stifled, but it was consistent. Moving to a startup life, all of a sudden there was no structure. The structure was whatever I made of it. From the first day it was like, "Wow, I can do anything I want." At the same time it's scary. You can do anything you want, but if you don't make the right moves, it's on you. It's all on you now. Heavy lies the crown. You start a business. Congratulations and best of luck. You have to know yourself. It's more of a science now. Over time starting a business has become more of a study and pursuit and science. You think about and establish good habits, because in the end a lot of what the books say you should do, you should do.</p> <p>I stumbled a lot at first getting back into it. I played golf. I had some savings from being a lawyer. I quickly went through those savings and had to learn how to <a href="/za/blog/how-to-start-a-business">start a business</a> that could make money. I also had a newborn baby at the time. It went from being a fun time, an exciting time, to a really real time really fast.</p> <h2>More of a science than an art: Methodically building a business </h2> <p><strong>Felix:</strong> You mentioned that starting a company is becoming more of a science. That's an interesting take on it. Can you speak more about this? </p> <p><strong>John:</strong> At the time, especially in consumer brands–and I'm assuming a lot of listeners are going to have some kind of product like I do. I backed into it out of fun, really. I wanted to create something that woke me up in the shower: something that wakes me up and makes me feel something. That's a good start. Ultimately, you're trying to get to product market fit. There are now books and books and classes on product market fit. It took me five years to get there. The original brand was called Sasquatch with the tagline tame the beast, and we got a cease and desist over Sasquatch. Then we started rolling with Tame the Beast, and all along the way the formulas were changing. I'm making little improvements listening to customers. This is playing out over years. We also had a trademark on Beast, and ultimately started looking at, "What do customers really like? What motivates them the most? What gets them excited about the brand?" We did surveys. You hear a lot through customer support. Just give it enough time and the customers will tell you what you should do.</p> <p>Ultimately the brand became Beast. We still put Tame the Beast on some products, but there's something about just that word Beast that's really awesome. I'm lucky to have gotten a trademark on that in personal care products, but number two, what could that name be at its highest and best use? It took years and years to really hone in on that. In our case we could've expedited it by doing more surveying and potentially focus groups. There's different tools you can use to try to expedite that process. But in the end for me it was years and years of listening to customers, taking feedback, and making incremental improvements.</p> <p><strong>Felix:</strong> If you were to start a business again today, what are some of the most important details or processes that you would focus on nailing in order to be successful?</p> <figure><img alt="An array of Beast products in less waste packaging." src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-product-refill-bags.jpg?v=1626671051" loading="lazy"> <figcaption>Consistency in branding and socials is vital for customers to find and recognize your brand. <em>Beast</em></figcaption> </figure> <p><strong>John:</strong> Beyond some of the branding things–which are super important–you need all the social handles, the URL. Consistency is super important. People need to find you. They need to be able to find you on social and your website and have it all be clear and consistent. I've read that in order for a brand to resonate in our minds we need ease and we want it to be fast. If people can find you easily, regardless of what your name is, you’ll be okay. That consistency is super important. If you're in tangible goods, you need the systems of delivering the product to them. Obviously a website, a host provider. You need good fulfillment. Fulfillment is probably one of those things that gets overlooked a lot but that is one of the most important. It’s your customers' experience with your brand after they've had the digital experience. Then customer service, and marketing. Every one of these things becomes a department in and of itself.</p> <blockquote class="border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [&_p]:mb-4 [&_cite]:font-aktivgroteskextended [&_cite]:text-sm [&_cite]:not-italic [&_cite]:font-medium [&_cite]:tracking-[-0.0175rem] [&_footer]:mt-4 [&_cite::before]:content-["–"] [&_cite::before]:mr-1 border-blog-highlight">"What do you want people's first experience with the brand to be versus their next experience? For each one, you're going to develop systems, email, text etc."</blockquote> <p>Within marketing there's new customer marketing versus existing customer marketing. Some people call it remarketing, but they're different experiences. What do you want people's first experience with the brand to be versus their next experience? For each one, you're going to develop systems, email, text etc. There's all these customer communication channels that we have and are changing. These days people are using a lot more text than email, but email is still critical. There's your paid ads, and around each there's choices. Apps, providers etc. Same with fulfillment. There's a million fulfillment providers and many of them don't do a great job. It's an ongoing process to get that right for us.</p> <h2>Maintaining brand identity at scale</h2> <p><strong>Felix:</strong> How do you make sure the brand guidelines and customer experience remain consistent as the business scales and moves beyond what you’re able to control on the day to day? </p> <p><strong>John:</strong> Having good people and good systems is the answer. When I started out, I did customer service, I did marketing, I <em>was</em> all the departments. You have a direct link to your customer. The canary in the coal mine is a lot of times customer service telling you and being able to respond fast. If you're doing it yourself early on, it's great. Then all of a sudden you have people and systems that need to be able to scale and I think it's about having good tools. You have to start looking at metrics more and more. "What is our response time on customer service?" There's plenty of apps. We use an app to help with customer service. There's a whole ecosystem of apps. You pick one and roll with it and look at the analytics and the reviews and have systems of seeing those reviews in volume, product reviews and site reviews. Everything public-facing about your brand and then potentially surveys. We've started to do that more. Just simple surveys. Sometimes just a text or an email to customers. "How was your experience? Is there anything we can help with?" With no real purpose around it other than to be helpful. You learn a lot.</p> <p><strong>Felix:</strong> How do you identify what system to build or to focus on first as you're building out your business?</p> <p><strong>John:</strong> Probably the biggest decision is the <a href="/za/blog/best-ecommerce-platforms">ecommerce platform</a>. This is Shopify. We use Shopify. There was a time where there were a lot more options in building an ecommerce platform. Some companies would even build their own from scratch. That's the biggest decision. We've always chosen Shopify, so let's say you roll with that. Maybe that's the iPhone of platforms. Then you have your apps. Just like with the iPhone, there's a robust app store. I've consulted with some friends too and you reach this moment where you have your brand and what apps do you need. You need a developer and you need someone to build your website and there's going to be choices. Do you pay someone to start it from scratch? Do you make a choice?</p> <p>With customer service, we use Gorgeous. It's one of a number of customer service apps. Really, you have to go through it and sometimes you learn out of necessity and find a solution out of volume. The volume tells you what to do. You start having Facebook comments, text responses, and emails. All of a sudden it's not manageable for a small team so you need something to suck it all in. There's a problem and then there's a solution for it. But among other things, fulfillment is a really important early decision for a lot of people. </p> <figure><img alt="The reusable bottle by Beast made from recycled products." src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-bottly-with-plant.jpg?v=1626671094" loading="lazy"> <figcaption>Investment into apps and services is a tradeoff between financials and performance. <em>Beast</em></figcaption> </figure> <p><strong>Felix:</strong> How do you decide which–and how many–tools to invest in? I think as a new entrepreneur you can be easily overwhelmed by the variety of options and costs of tools out there.</p> <p><strong>John:</strong> Yes. Each app may or may not have a charge. I have three daughters. We try to manage their screen time, and it's similar with the business. Sometimes you get the in-app purchase and before you know it you're like, "Man, this was free, but now there’s so many add-ons." Then you’re sitting there and trying to install this thing and get it set up. "I've spent all this time on this." It's a challenge. At our company, there's a number of us now. Our CFO, for example, he's really conservative. Doesn't want to spend an unnecessary dime. He doesn't want to introduce more complexity. It's a trade-off. I'm inclined to try the latest and greatest shiny model. I definitely think there’s a balance. Through experience I've learned to be cautious. Make sure there's a true need for this. There's always a decision. Do you outsource? Do you not outsource? Do you get an app? Do you not get an app? Sometimes we ask our developer, too, "Is there a simple solution rather than installing a new app?" There's always challenges when installing a new app: installation process, integration etc. Before you know it, you're banging your head against the wall with this or that aspect that you didn't anticipate.</p> "There's always challenges when installing a new app: installation process, integration etc. Before you know it, you're banging your head against the wall with this or that aspect that you didn't anticipate." <p>You just have to be cautious and not overly stressed. It's more of a fear of missing out than anything else. We all assume that there's some magical app that'll do this or that. Look, if you got a good product and you can get it in front of people, that’s the main objective, making people aware of your thing. You can have every shiny app in the world but if no one knows you exist then no one wants to buy what you got. It doesn't matter.</p> <h2>Finding purpose in every failure</h2> <p><strong>Felix:</strong> You mentioned that you now view the business as more of a science that you learned the hard way. What kept you going and persevering in the beginning, as you were learning more about how to start and run a business? </p> <p><strong>John:</strong> I think that goes deep. I think it’s mostly the fear of failure. I've thought about that. "Why do I do what I do?" It comes down to wanting to achieve something. It's personal things that push me on when some people might've advised me not to keep going in a really competitive sector. You go to any store and there's no lack of shampoos on the shelf. It's not easy. It's not like we invented something that didn't exist. It’s a very competitive sector. It's really just believing in the brand, that there was something about the Beast brand and the name and the feeling. Positive customer feedback and reviews help: that you have customers that get it, what you're trying to do, and you're making them feel better. You're improving their life just a little. They go in the shower and they have a more elevated shower experience. That feels good.</p> <p>Having some purpose, and then over time the brand evolved some to incorporate an eco-friendly side too. I grew up in south Florida and I spent a lot of time at the beach snorkeling. I was a beach rat. There were coral reefs there that aren't there now. It's not that they bleached. They're gone. They're sand. Trying to incorporate that made something sad into something positive. Having a purpose to what you're doing beyond just the making of money. Now we're starting to reduce plastic in our product line and looking for ways to deliver a product that people want and need but minimize the climate impact. The combination of all those things is what drives me.</p> <figure><img alt="A pair of hands holding a bottle of Beast beard oil." src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-beard-oil.jpg?v=1626671128" loading="lazy"> <figcaption>At the heart of it all, building a business is about creating something that people want. <em>Beast</em></figcaption> </figure> <p><strong>Felix:</strong> You mentioned wanting to create something. There’s often this dichotomy that tends to occur in founders between the creator versus the CEO: the creating versus the scaling and maintenance of the business as the brand matures. How have you handled that transition? </p> <p><strong>John:</strong> Yeah, I have. Early on, trying to create something people want. [Y Combinator's] motto is, “make something people want.” The process of how to make it more efficient, how to grow it, how to increase brand awareness is very different from making people want something. Those are more execution things whereas the first stage is more of a creative enterprise. Now I have a board of advisors, a board of directors, and we’re learning to report to other people. All of a sudden it introduces a certain hierarchy. It's having a boss, having bosses. You started this thing as a rebellion against being in an established company or organization and then you're creating it. I mean, I aspire to have something that is established. Bit by bit it becomes bigger and more regimented and structured and you need systems. </p> <p>It has been hard. It is a hard transition and I think I've had to talk to a lot of other people, who have made that transition. It's good. All I can say is talk to other people who have been there and done that.</p> <h2>Embrace people who tell you what you <em>don’t</em> want to hear</h2> <p><strong>Felix:</strong> Is it clear, when you come to that crossroads, that it’s time to start focusing more on the systems and procedures, and less on establishing the brand or perfecting the product? </p> <p><strong>John:</strong> I'll speak from my experience. I over-created. I created too many products. You get into a certain mindset of creating–and we created some pretty cool stuff. One of our most recent products is a great product: Beast Gold wash. We have the Olympics coming up. We've got an Olympian on team Beast. She owns shares in the company. She's going to be in the Olympics. Kelly O'Hara on the US women's soccer team. There's also a real argument that maybe we shouldn't have created Beast Gold because from an efficiency standpoint and the products scalability. I had people telling me, "You need to stop creating. Look at the business. Look at the dollars and cents. Don't run out of money. You run out of money, game over." Profit does matter.</p> <p>I think I over-created. I knew it was time to stop because I had people tell me, "You have to stop." Smart people–finance guys–said, "Listen, you have to stop. You have to shift." Having people around you who are smart who will tell you, "You need to start cooling down. It's time. You need to stop." On my own, I didn't get there.</p> <p><strong>Felix:</strong> What was happening in the early days that totally prevented you from over-creating?</p> <p><strong>John:</strong> This brand originated on Amazon. It's interesting. You look at a lot of brands that launch “more cleanly” on their own website with only three sku’s, maybe five. Amazon ironically it fed my urge to create and fill holes. "There's nobody doing something quite like this. Let me launch that. Let me launch that." You're right. It nearly ended the journey. I did have a marketplace for the things but not everything sold. "So let's create... If we do this, it'll sell." I definitely nearly ran out of money a number of times. Hopefully people listening will avoid that and find a way to do it. </p> <figure><img alt="A hand in the shower using a refillable shampoo dispenser from Beast." src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-shower-product.jpg?v=1626671212" loading="lazy"> <figcaption>Creation process for Beast is always accompanied by customer feedback to ensure the team is making products that customers want. <em>Beast</em></figcaption> </figure> <p>The methodical approach that we're taking now is we have customers telling us what they really want. We listen and we know what to make next. We plan more in advance, have a budget, be responsible, and then focus the creativity around a specific project. That's a much smarter approach. Yet I see so many friends with businesses and they just create, create, create. You need to be self-aware of that and have good people around you that will reign that in.</p> <p>I heard a great quote when we went to do a commercial, he said, "Give me the freedom of a well-defined creative brief." I thought that was a great phrase. It's like there is something liberating in knowing we are creating around this. Here's the box we're playing in. Let's do that.</p> <h2>The most important step in the product development process</h2> <p><strong>Felix:</strong> You mentioned that product development now starts with the customers and what they’re telling you they want. Tell us more about that. </p> <p><strong>John:</strong> It's a combination of listening to the customers and looking at the marketplace. When you reach a certain size and people start replying to your emails. We'll almost give people free stuff just for feedback. It's so invaluable. I will say this: not all feedback is created equal. The customers that clearly know the product line, they've tried a lot of stuff, and then they write something thoughtful, those are valuable. You hear that from multiple customers and you're like, "Okay, there's something there." Then you go back out and look at the marketplace and say, "There is a need for this product next. This makes a lot of sense." You have to look at the R and D side too. How hard is it going to be to make it? How long will it take? What will it cost? It's a give and take in that way.</p> <p><strong>Felix:</strong> Tell us more about how you use the marketplace and customer feedback in conjunction to inform product feedback. </p> <p><strong>John:</strong> Now there are a lot of beard oils on the market. That's one example. There was a time where there weren't many at all. The oils were out there like argan oil or jojoba oil. Those are great oils for hair: head hair or beard hair. They're very smoothing. Women knew this before guys and then the beard trend happened. Now there's a ton of beard oils out there. We've definitely had people ask for different varieties of beard oils, but is it worth investing much more into? Is it core to our product line? Where's the trend going? It's the business side, really. You have to balance the customer request with the business you're in. That's one example. There's one or two other examples that I'm going to save for me, because we've definitely had products that we know are the next great product to make. There's stuff happening in other sectors.</p> <p>We've actually moved towards being more of a unisex brand and we have some unisex offerings. We started as a men's brand but we've moved to unisex. There are some products that are in the women's area that women want cheaper. There's sometimes what's called a “pink tax.” There's articles on it out there where women will actually buy a product from a unisex or men's brand just because it's cheaper. They know it's the same damn ingredients and there's this premium being charged. It's incredible. There's an overlap of what the customer's telling us. Like skin care for guys that women want cheaper too, where there's a market opportunity and the customer base. A lot of our customers are saying, "Make something like this."</p> <p><strong>Felix:</strong> Regarding the transition to a unisex brand, how to you approach a market where you’re not necessarilly the end user? When you’re not the end customer, how do you make sure that you’re optimizing your strategies? </p> <p><strong>John:</strong> With dumb optimism. Being bold, wanting to learn. Searching for opportunities, sometimes that's all it takes. You're looking for an opportunity. You're listening and you’re diving into something. I definitely dive into the pool first whereas other people might check how deep the water is, I'll just go in. That's what happened. I just jumped, for better or worse. With Lock and Main, we carried other people's products to start, so we were a pure retailer of specific things that women in New York City wanted and were having a hard time finding. We were still serving a need. That's an opportunity. You hear the need that's there and you have people telling you, "There's a market here." Over time you learn the industry and it takes you in a different direction. I started learning. I got to know some celebrity stylists. I was like, "How'd you make it? You launched this brand, you're not a chemist. How'd you do it?"</p> <p>Eventually cultivating relationships led to me having a relationship with a cosmetics lab. We all want to see each other succeed. I'm really competitive but I also really want everyone else to succeed. The third or fourth lab picked up on that and they started working with me even though I wasn't paying them anything or didn't have a lot of money. It was simply because in part their business is that they need the next latest and greatest brand but they also just wanted to see someone succeed. Same with the formulation. We're bringing in a dermatologist to help advise me and it went bit by bit like that out of my prior company until I was like, "I have a unique brand here that people might want to buy."</p> <h2>How this founder elevated a brand's organic reach</h2> <p><strong>Felix: </strong>You were also an ecommerce director at Able, a womens apparel and accessory retailer. Tell us about your experience there. </p> <p><strong>John:</strong> At that point in time I had sold Lock and Main. Beast existed but was still getting off the ground. I wasn't 100% sure how big it was going to be and that I had really cracked it with that brand. A friend introduced me to the CEO of Able, their <a href="http://livefashionable.com/collections/jewelry-starter-pack?gclid=CjwKCAjwoZWHBhBgEiwAiMN66XuMXh5Y2jhSJgEcpK1PnChMuf5EHvX07g5Av2JCi9nN4cIKZImmuhoCd4wQAvD_BwE">livefashionable.com</a>. I just fell in for their mission. They are, I believe, the first Tennessee B corporation. At the time they were doing nearly a million dollars in revenue organically off word of mouth. They're a national company–from people talking about them and sharing them. Their website was at 20 second load times. They had a woocommerce site. I just was like, "If you guys sped up the site, improved it and launched a little marketing around this mission, this could grow really fast." This is Facebook ads pre-iOS changes this year. It was a different world, but I saw simple things they could do. They had a beautiful message too. Their statement was beautiful products by women who have overcome. With a product image on a faster website with some digital ads, they grew quickly. Their mission is to create jobs for women. It's a combined mission like many B corps. It's to make a profit like any company but also fulfill this social purpose.</p> <p>The other thing, too, is I walked in the office the first day and this woman gave me a hug. She had a whole history. She had recovered from addiction and she was just so amazing. I remember walking in that day and thinking, "This feels good."</p> <p><strong>Felix:</strong> What else have you done that you feel like has had the biggest impact in terms of growing the brand and brand awareness?</p> <p><strong>John:</strong> The Beast brand is similar to Able. There's no magic. There was a small period where it felt like Facebook ads were these magical things–and they kind of were for a period–but then a lot of people saw there was a limit. The secret got out and, like any marketplace, prices went up and things changed. I've heard this 360 degree approach to marketing, but we've spent a lot of time creating content ourselves. If you go to our YouTube channel or Instagram account, we have a lot of images and videos going on. Video content is something I point to. It comes back to that whole conversation about not over-creating, making sure you're not just spewing stuff out there. The right video with the right selling points regarding what's different about your product or service and brand can go a long way. Sharing it organically and of course testing it in ads–in paid ads–then measuring conversions.</p> <p>We've created a lot of videos ourselves and we've dialed in on that process. A lot of times I'll write the first script. Maybe in the shower the idea comes. Get out of the shower, write it down. I don't send it to the team right away. I sleep on the idea. Make sure it's good. A lot of times, a lot of ideas we have in the light of day you're like, "It's not a good idea." For us I would say good, concise video content on brand is key. We don’t over push our YouTube channel, but we spend a lot of time there. YouTube.com/tamethebeast. You can see some of our hits, and some of our misses. That's been a good area to focus for us.</p> <h2>Thought the trademark “jingle” was in the past? Think again</h2> <p><strong>Felix:</strong> How do you angle the videos? Is the product typically the centre of attention, or do you have a storyline as well? </p> <p><strong>John:</strong> You launch and create a new product, you're going to need all the assets to go with it. Once you make that product decision to create, there's a lot of work that naturally follows. New product, new collection. Why did we launch that product? What are the selling points? People have low attention spans: three seconds, six seconds, eight seconds. It differs a little by generation but it's short. We're hyper smart at reviewing media, so you have to make it quick and really showcase what's different about this product. What do people really want? Look at other people's commercials in the area. We look at Old Spice. I hate plugging another brand, but they revived a legacy grandfather brand, and how'd they do it? What are they touching on in the commercials? What can we learn from them?</p> <figure><img alt="Beast’s lineup of products in low waste packaging along with reusable bottles." src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-product-line-bottles-and-refill-bags.jpg?v=1626671266" loading="lazy"> <figcaption>Having a distinct jingle adds to Beast’s branding experience. <em>Beast</em></figcaption> </figure> <p>A lot goes into an effective commercial. For instance, one of our products is the Extreme Yawp. It was actually the first product where I thought we had something. It was the Extreme Yawp Beard, Hair, and Body Wash. We were like, "What's unique about this?" It's the feel. If you put Beast in a bottle, what are people's expectations? Over time I learned you expect something. You want to feel something. You want to smell something. Beast is an experience. We came up with some great copy for it. That's one of the top videos on our YouTube channel. There's this husky voice and it's, "Extreme Yawp Beard, Hair, and Body Wash. With an exhilarating eucalyptus tingle that's a nice reward for being an adult." Then there's a roar.</p> <p>The other thing I would say is think about a jingle, too. Someone from Procter and Gamble early on told me, "Come up with a jingle." For us right now it's our roar. We throw a beast roar, which is actually a combination of like three animals that our sound person had meshed together. He was playing with animal sounds and meshing them together. He was like, "I think this is it. This is the roar." I was like, "That's it. That's the roar."</p> <h2>Enabling customization to drive new sales </h2> <p><strong>Felix:</strong> You have this “build-a-set” feature on the website. Tell us about that idea. The reason behind it, where it came from, and how it’s affected the site. </p> <p><strong>John:</strong> Back at Able, I saw that people want customization. There's something sticky about that. People who customize spend more time on the site. There is even data from different cohorts that found people who get to customize their product are more loyal customers. The more they dig in with a brand. Part of the mission that drives us now is reducing plastic. How do we do that? More reusable bottles, or bottle refills. You have to get people to change their habits incrementally and we want to capitalize on some of the other data around customers and loyalty. That's where it came from, but also it's about trying to make it easy and to reduce friction for the customer. People come to the product line and it's a full line: shampoo, conditioners, soap, lotions, shaving products. "Well darn, where do I get started?" It's like, "Here. Let's make it easy on you. Start here. Pick a bottle. All right, great. Pick a pouch." You just pick one and then boom. It's a three step process of getting people into a product line easily and incrementally changing their habits.</p> <figure><img alt="A model refills a bottle of Beast shampoo." src="https://cdn.shopify.com/s/files/1/0070/7032/files/beast-refill-product.jpg?v=1626671303" loading="lazy"> <figcaption>Allowing customers to customize their order through a quiz allows for more engagement and a better sales funnel experience. <em>Beast</em></figcaption> </figure> <p><strong>Felix:</strong> That’s a great insight about how the more time you spend on the site customizing it,the more memorable it is. Are there any other parts of the website that surprised you by having a big impact on conversions? </p> <p><strong>John:</strong> What's funny is I've seen this on a couple sites: the shop all. That's often one of the highest converting pages. People just want to see and scroll. It sounds silly, right? Shop all. They can see the whole thing and scroll down. We definitely see people later in their life cycle approach and start visiting sustainability pages or “about the brand” pages. Having the quiz page. We have a quiz now where we try to pair you with one of our scents. That's another great example that I got from Able, too. Both at Able and Beast we did something where it was a little fun for the customer to do but also instructive. We're taking people down the path just answering a simple question and then we recommend some products and it helps them understand our different scents. I would encourage people to try a quiz with their customers.</p> <h2>Free gifting as an <a href="/za/retail/inventory-management" target="_blank">inventory management</a> strategy</h2> <p><strong>Felix:</strong> I can also see on the website a call to action saying, “Want a free gift from us?” But it doesn’t disclose what the gift is. Was that intentional? </p> <p><strong>John:</strong> Yeah. We wanted flexibility to change it up. Sometimes it's an <a href="/za/retail/inventory-management" target="_blank">inventory management</a> thing, too, where we're like, "Darn. We're out of those."</p> <p><strong>Felix:</strong> Are there any other apps that you use that you can recommend to use to run the business?</p> <p><strong>John:</strong> Going back to our app discussion earlier, product reviews are essential. Early on you may not want to invest a lot of money in product reviews but at some point you start realizing, "We need to feed these reviews into Google. We need to syndicate them to other places. We want functionality so customers can easily share their reviews. Yotpo Reviews was a good one. We're all in on Yotpo. We have Yotpo Loyalty, Yotpo Reviews, and we've tested some Yotpo SMS. Then there's Data Feed Watch, which is a feed generator. That one's more affordable. It allows you to generate a feed that you can spit into Google or Facebook or other marketing channels. Bing, where you might need to generate a product feed early one, that's a useful one too. Octane is a good one too for marketing. Klaviyo for email. Klaviyo has emerged as one of the top email ones. Octane's like email and text but for Facebook Messenger. That's the problem that Octane solves. That's a good one for people to look at.</p> <p><strong>Felix:</strong> I'll leave you this last question. What do you think is the area that you want to focus the most over the next year?</p> <p><strong>John:</strong> It's going to sound silly but fulfillment. If you're listening to the podcast and you place an order on our site use code beastboss, because you're the boss of me, the Beast, or your own self as the Beast. That'll give you 20% off. If you then get the items and email me and tell me about your fulfillment experience, I'll send you another free thing. I'll look at what you ordered and pick something else from our product line and send it to you. Just email me at john@getbeast.com. Buy something. Use code beastboss. Save 20%. Get the products and then email me. Give me feedback–simple feedback–on fulfillment and the unboxing, and I'll send you something extra for free.</p><div id=":R0:" data-component-name="blog-read-more" class="marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [&_h2]:text-t5 border-blog-highlight"><h2 class="!mt-0 mb-6 font-aktivgroteskextended">Read more</h2><ul class="!mt-0 !mb-0"><li class="mt-2"><a href="/za/blog/tumbleweed-texstyles-side-hustle">How Two Teachers Grew a Side Hustle Into a 7-Figure Lifestyle Brand</a></li><li class="mt-2"><a href="/za/blog/active-truth-inclusive-community">Threading Together Inclusivity and Functionality to Build a 7 Figure Activewear Brand</a></li><li class="mt-2"><a href="/za/blog/71356229-how-zerouv-com-made-9-million-last-year-selling-on-these-marketplaces">How zeroUV Made $9 Million Last Year Selling on These Marketplaces</a></li><li class="mt-2"><a 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releases","columnSpan":3,"icon":"newsroom"}]}]}]},"pages/shopify.com/($locale)/blog/$article":{"article":{"__typename":"Article","authorV2":{"__typename":"ArticleAuthor","name":"Felix Thea","avatarUrl":"https://www.gravatar.com/avatar/d41d8cd98f00b204e9800998ecf8427e?s=200\u0026d=404","isDisabledAuthor":false},"id":"gid://shopify/Article/555960434722","handle":"beast-inventory-management","title":"The Science Behind Building a Profitable Business","publishedAt":"2021-07-20T03:30:00Z","image":{"__typename":"Image","url":"https://cdn.shopify.com/s/files/1/0070/7032/articles/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1727452144","altText":"Shopify Masters: Beast fouder John Cascarano ","width":1800,"height":948},"tags":["Podcasts"],"contentHtml":"\u003cp\u003eJohn Cascarano is a lawyer-turned-serial entrepreneur who has launched and scaled multiple successful businesses. His current brand, Beast, is a personal care company that focuses on vegan and cruelty-free products with sustainable ingredients and reusable packaging. In this episode of Shopify Masters, John shares his methodical process behind building and scaling a business, and some hidden benefits to offering customization and gifting options.\u003c/p\u003e\n\u003cp style=\"text-align: center;\"\u003e\u003ca href=\"https://cdn.shopify.com/s/files/1/0070/7032/files/Beast_Transcript.txt?v=1626673286\" target=\"_blank\"\u003e\u003cstrong\u003eFor the full transcript of this episode, click here.\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ciframe src=\"https://player.simplecast.com/7b487cd2-c1d4-44ad-9207-235c9c620267?dark=true\" width=\"100%\" height=\"200px\" seamless=\"\" scrolling=\"no\" frameborder=\"no\"\u003e\u003c/iframe\u003e\n\u003ch3\u003eShow Notes\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eStore:\u003c/strong\u003e \u003ca rel=\"nofollow\" href=\"https://www.getbeast.com/\" target=\"_blank\"\u003eBeast\u003c/a\u003e\n\u003c/li\u003e\n\u003cli dir=\"auto\"\u003e\n\u003cstrong\u003eSocial Profiles:\u003c/strong\u003e \u003ca rel=\"nofollow\" href=\"https://www.facebook.com/TametheBeastBrand\" target=\"_blank\"\u003eFacebook\u003c/a\u003e, \u003ca rel=\"nofollow\" href=\"https://twitter.com/tamethebeast\" target=\"_blank\"\u003eTwitter\u003c/a\u003e, \u003ca rel=\"nofollow\" href=\"https://www.instagram.com/tamethebeast\" target=\"_blank\"\u003eInstagram\u003c/a\u003e\n\u003c/li\u003e\n\u003cli dir=\"auto\"\u003e\n\u003cstrong\u003eRecommendations: \u003c/strong\u003e\u003ca rel=\"nofollow\" href=\"https://apps.shopify.com/helpdesk?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eGorgias (Shopify app)\u003c/a\u003e, \u003ca rel=\"nofollow\" href=\"https://apps.shopify.com/yotpo-social-reviews?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eYotpo Loyalty (Shopify app)\u003c/a\u003e, \u003ca rel=\"nofollow\" href=\"https://apps.shopify.com/datafeedwatch?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eData Feed Watch (Shopify app)\u003c/a\u003e, \u003ca rel=\"nofollow\" href=\"https://apps.shopify.com/octane-ai-messenger-marketing?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eOctane (Shopify app)\u003c/a\u003e, \u003ca rel=\"nofollow\" href=\"https://apps.shopify.com/klaviyo-email-marketing?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eKlaviyo (Shopify app)\u003c/a\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eDiverging from the traditional path: Lawyer to Entrepreneur\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e The idea behind the business all started from a passion of yours to create a specific type of brand. Tell us more about where the idea came from.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Sometimes I say it came from early middle age, but it came from a combination of things. I was working in my prior business–over a decade ago–in personal care products for women. At the time, I saw guys starting to become more interested in grooming and personal care. The beard trend was starting. Beyond that, guys just started “upping their grooming game” as we say at Beast. I was getting into my late 30s. Life was giving me a lot of responsibility. I was looking for a combination of things I wasn't really finding out there in the marketplace. It started in the shower, but something that would just wake me up: turn it up. It was really a hobby. Like, all right, we got all these women's products. Let's take some of the best stuff that's happening there–and some really good stuff was happening there–and let me just crank it up. Let me turn up the eucalyptus, turn up the peppermint. Wake me up in the shower. That's where it started.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Founder of Beast, John Cascarano\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-founder-in-jersey.jpg?v=1626670984\"\u003e\n\u003cfigcaption\u003eEver since childhood, John Cascarano had entrepreneurial hobbies. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e It sounds like you have an entrepreneurial past. Tell us a little bit about your past endeavours. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e When I was a little kid something happened and I always had this anxiousness to do something different. Going back to elementary school. My friend and I made bracelets and would sell them to other kids. We set up a little booth at a fair and sold them to parents. That was the first venture: little yarn bracelets. Flash forward to college, some friends and I started a magazine on campus. This is 1999. Other people were doing tech startups and we did a magazine on campus. It was called Mental Floss and we worked on that for a while. I ended up going to law school, of all things. My two friends kept working on it and ended up turning it into a good media property while I went to law school. As I say, I paid 150,000 dollars to meet my wonderful wife. Practiced law for five years. Then the financial crisis happened. I remember being in a big building in Philly in a big firm watching the stock market drop and being like, \"Well, things are changing.\"\u003c/p\u003e\n\u003cp\u003eOut of that, I started a new business. That was that prior business that was products for women, with my father-in-law who was a dermatology professor at NYU and had a private practice up in New York. Initially it started just to meet a need for his patients, a lot of whom were women. Then eventually out of that grew Beast.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that you practiced law for five years before jumping back into the startup life. Tell us about the transition from starting off with an entrepreneurial background, then going more traditional and back again to unconventional. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e There's no easy way to do that. They're very different. Especially going from a law firm where there's a very distinct career path that a lot of people thrive in. Where some people really grow, I felt really stifled, but it was consistent. Moving to a startup life, all of a sudden there was no structure. The structure was whatever I made of it. From the first day it was like, \"Wow, I can do anything I want.\" At the same time it's scary. You can do anything you want, but if you don't make the right moves, it's on you. It's all on you now. Heavy lies the crown. You start a business. Congratulations and best of luck. You have to know yourself. It's more of a science now. Over time starting a business has become more of a study and pursuit and science. You think about and establish good habits, because in the end a lot of what the books say you should do, you should do.\u003c/p\u003e\n\u003cp\u003eI stumbled a lot at first getting back into it. I played golf. I had some savings from being a lawyer. I quickly went through those savings and had to learn how to \u003ca href=\"https://www.shopify.com/blog/how-to-start-a-business\"\u003estart a business\u003c/a\u003e that could make money. I also had a newborn baby at the time. It went from being a fun time, an exciting time, to a really real time really fast.\u003c/p\u003e\n\u003ch2\u003eMore of a science than an art: Methodically building a business \u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that starting a company is becoming more of a science. That's an interesting take on it. Can you speak more about this? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e At the time, especially in consumer brands–and I'm assuming a lot of listeners are going to have some kind of product like I do. I backed into it out of fun, really. I wanted to create something that woke me up in the shower: something that wakes me up and makes me feel something. That's a good start. Ultimately, you're trying to get to product market fit. There are now books and books and classes on product market fit. It took me five years to get there. The original brand was called Sasquatch with the tagline tame the beast, and we got a cease and desist over Sasquatch. Then we started rolling with Tame the Beast, and all along the way the formulas were changing. I'm making little improvements listening to customers. This is playing out over years. We also had a trademark on Beast, and ultimately started looking at, \"What do customers really like? What motivates them the most? What gets them excited about the brand?\" We did surveys. You hear a lot through customer support. Just give it enough time and the customers will tell you what you should do.\u003c/p\u003e\n\u003cp\u003eUltimately the brand became Beast. We still put Tame the Beast on some products, but there's something about just that word Beast that's really awesome. I'm lucky to have gotten a trademark on that in personal care products, but number two, what could that name be at its highest and best use? It took years and years to really hone in on that. In our case we could've expedited it by doing more surveying and potentially focus groups. There's different tools you can use to try to expedite that process. But in the end for me it was years and years of listening to customers, taking feedback, and making incremental improvements.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e If you were to start a business again today, what are some of the most important details or processes that you would focus on nailing in order to be successful?\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"An array of Beast products in less waste packaging.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-product-refill-bags.jpg?v=1626671051\"\u003e\n\u003cfigcaption\u003eConsistency in branding and socials is vital for customers to find and recognize your brand. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Beyond some of the branding things–which are super important–you need all the social handles, the URL. Consistency is super important. People need to find you. They need to be able to find you on social and your website and have it all be clear and consistent. I've read that in order for a brand to resonate in our minds we need ease and we want it to be fast. If people can find you easily, regardless of what your name is, you’ll be okay. That consistency is super important. If you're in tangible goods, you need the systems of delivering the product to them. Obviously a website, a host provider. You need good fulfillment. Fulfillment is probably one of those things that gets overlooked a lot but that is one of the most important. It’s your customers' experience with your brand after they've had the digital experience. Then customer service, and marketing. Every one of these things becomes a department in and of itself.\u003c/p\u003e\n\u003cblockquote\u003e\"What do you want people's first experience with the brand to be versus their next experience? For each one, you're going to develop systems, email, text etc.\"\u003c/blockquote\u003e\n\u003cp\u003eWithin marketing there's new customer marketing versus existing customer marketing. Some people call it remarketing, but they're different experiences. What do you want people's first experience with the brand to be versus their next experience? For each one, you're going to develop systems, email, text etc. There's all these customer communication channels that we have and are changing. These days people are using a lot more text than email, but email is still critical. There's your paid ads, and around each there's choices. Apps, providers etc. Same with fulfillment. There's a million fulfillment providers and many of them don't do a great job. It's an ongoing process to get that right for us.\u003c/p\u003e\n\u003ch2\u003eMaintaining brand identity at scale\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you make sure the brand guidelines and customer experience remain consistent as the business scales and moves beyond what you’re able to control on the day to day? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Having good people and good systems is the answer. When I started out, I did customer service, I did marketing, I \u003cem\u003ewas\u003c/em\u003e all the departments. You have a direct link to your customer. The canary in the coal mine is a lot of times customer service telling you and being able to respond fast. If you're doing it yourself early on, it's great. Then all of a sudden you have people and systems that need to be able to scale and I think it's about having good tools. You have to start looking at metrics more and more. \"What is our response time on customer service?\" There's plenty of apps. We use an app to help with customer service. There's a whole ecosystem of apps. You pick one and roll with it and look at the analytics and the reviews and have systems of seeing those reviews in volume, product reviews and site reviews. Everything public-facing about your brand and then potentially surveys. We've started to do that more. Just simple surveys. Sometimes just a text or an email to customers. \"How was your experience? Is there anything we can help with?\" With no real purpose around it other than to be helpful. You learn a lot.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you identify what system to build or to focus on first as you're building out your business?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Probably the biggest decision is the \u003ca href=\"https://www.shopify.com/blog/best-ecommerce-platforms\"\u003eecommerce platform\u003c/a\u003e. This is Shopify. We use Shopify. There was a time where there were a lot more options in building an ecommerce platform. Some companies would even build their own from scratch. That's the biggest decision. We've always chosen Shopify, so let's say you roll with that. Maybe that's the iPhone of platforms. Then you have your apps. Just like with the iPhone, there's a robust app store. I've consulted with some friends too and you reach this moment where you have your brand and what apps do you need. You need a developer and you need someone to build your website and there's going to be choices. Do you pay someone to start it from scratch? Do you make a choice?\u003c/p\u003e\n\u003cp\u003eWith customer service, we use Gorgeous. It's one of a number of customer service apps. Really, you have to go through it and sometimes you learn out of necessity and find a solution out of volume. The volume tells you what to do. You start having Facebook comments, text responses, and emails. All of a sudden it's not manageable for a small team so you need something to suck it all in. There's a problem and then there's a solution for it. But among other things, fulfillment is a really important early decision for a lot of people. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"The reusable bottle by Beast made from recycled products.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-bottly-with-plant.jpg?v=1626671094\"\u003e\n\u003cfigcaption\u003eInvestment into apps and services is a tradeoff between financials and performance. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you decide which–and how many–tools to invest in? I think as a new entrepreneur you can be easily overwhelmed by the variety of options and costs of tools out there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Yes. Each app may or may not have a charge. I have three daughters. We try to manage their screen time, and it's similar with the business. Sometimes you get the in-app purchase and before you know it you're like, \"Man, this was free, but now there’s so many add-ons.\" Then you’re sitting there and trying to install this thing and get it set up. \"I've spent all this time on this.\" It's a challenge. At our company, there's a number of us now. Our CFO, for example, he's really conservative. Doesn't want to spend an unnecessary dime. He doesn't want to introduce more complexity. It's a trade-off. I'm inclined to try the latest and greatest shiny model. I definitely think there’s a balance. Through experience I've learned to be cautious. Make sure there's a true need for this. There's always a decision. Do you outsource? Do you not outsource? Do you get an app? Do you not get an app? Sometimes we ask our developer, too, \"Is there a simple solution rather than installing a new app?\" There's always challenges when installing a new app: installation process, integration etc. Before you know it, you're banging your head against the wall with this or that aspect that you didn't anticipate.\u003c/p\u003e\n\"There's always challenges when installing a new app: installation process, integration etc. Before you know it, you're banging your head against the wall with this or that aspect that you didn't anticipate.\"\n\u003cp\u003eYou just have to be cautious and not overly stressed. It's more of a fear of missing out than anything else. We all assume that there's some magical app that'll do this or that. Look, if you got a good product and you can get it in front of people, that’s the main objective, making people aware of your thing. You can have every shiny app in the world but if no one knows you exist then no one wants to buy what you got. It doesn't matter.\u003c/p\u003e\n\u003ch2\u003eFinding purpose in every failure\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that you now view the business as more of a science that you learned the hard way. What kept you going and persevering in the beginning, as you were learning more about how to start and run a business? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e I think that goes deep. I think it’s mostly the fear of failure. I've thought about that. \"Why do I do what I do?\" It comes down to wanting to achieve something. It's personal things that push me on when some people might've advised me not to keep going in a really competitive sector. You go to any store and there's no lack of shampoos on the shelf. It's not easy. It's not like we invented something that didn't exist. It’s a very competitive sector. It's really just believing in the brand, that there was something about the Beast brand and the name and the feeling. Positive customer feedback and reviews help: that you have customers that get it, what you're trying to do, and you're making them feel better. You're improving their life just a little. They go in the shower and they have a more elevated shower experience. That feels good.\u003c/p\u003e\n\u003cp\u003eHaving some purpose, and then over time the brand evolved some to incorporate an eco-friendly side too. I grew up in south Florida and I spent a lot of time at the beach snorkeling. I was a beach rat. There were coral reefs there that aren't there now. It's not that they bleached. They're gone. They're sand. Trying to incorporate that made something sad into something positive. Having a purpose to what you're doing beyond just the making of money. Now we're starting to reduce plastic in our product line and looking for ways to deliver a product that people want and need but minimize the climate impact. The combination of all those things is what drives me.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"A pair of hands holding a bottle of Beast beard oil.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-beard-oil.jpg?v=1626671128\"\u003e\n\u003cfigcaption\u003eAt the heart of it all, building a business is about creating something that people want. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned wanting to create something. There’s often this dichotomy that tends to occur in founders between the creator versus the CEO: the creating versus the scaling and maintenance of the business as the brand matures. How have you handled that transition? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Yeah, I have. Early on, trying to create something people want. [Y Combinator's] motto is, “make something people want.” The process of how to make it more efficient, how to grow it, how to increase brand awareness is very different from making people want something. Those are more execution things whereas the first stage is more of a creative enterprise. Now I have a board of advisors, a board of directors, and we’re learning to report to other people. All of a sudden it introduces a certain hierarchy. It's having a boss, having bosses. You started this thing as a rebellion against being in an established company or organization and then you're creating it. I mean, I aspire to have something that is established. Bit by bit it becomes bigger and more regimented and structured and you need systems. \u003c/p\u003e\n\u003cp\u003eIt has been hard. It is a hard transition and I think I've had to talk to a lot of other people, who have made that transition. It's good. All I can say is talk to other people who have been there and done that.\u003c/p\u003e\n\u003ch2\u003eEmbrace people who tell you what you \u003cem\u003edon’t\u003c/em\u003e want to hear\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Is it clear, when you come to that crossroads, that it’s time to start focusing more on the systems and procedures, and less on establishing the brand or perfecting the product? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e I'll speak from my experience. I over-created. I created too many products. You get into a certain mindset of creating–and we created some pretty cool stuff. One of our most recent products is a great product: Beast Gold wash. We have the Olympics coming up. We've got an Olympian on team Beast. She owns shares in the company. She's going to be in the Olympics. Kelly O'Hara on the US women's soccer team. There's also a real argument that maybe we shouldn't have created Beast Gold because from an efficiency standpoint and the products scalability. I had people telling me, \"You need to stop creating. Look at the business. Look at the dollars and cents. Don't run out of money. You run out of money, game over.\" Profit does matter.\u003c/p\u003e\n\u003cp\u003eI think I over-created. I knew it was time to stop because I had people tell me, \"You have to stop.\" Smart people–finance guys–said, \"Listen, you have to stop. You have to shift.\" Having people around you who are smart who will tell you, \"You need to start cooling down. It's time. You need to stop.\" On my own, I didn't get there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e What was happening in the early days that totally prevented you from over-creating?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e This brand originated on Amazon. It's interesting. You look at a lot of brands that launch “more cleanly” on their own website with only three sku’s, maybe five. Amazon ironically it fed my urge to create and fill holes. \"There's nobody doing something quite like this. Let me launch that. Let me launch that.\" You're right. It nearly ended the journey. I did have a marketplace for the things but not everything sold. \"So let's create... If we do this, it'll sell.\" I definitely nearly ran out of money a number of times. Hopefully people listening will avoid that and find a way to do it. \u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"A hand in the shower using a refillable shampoo dispenser from Beast.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-shower-product.jpg?v=1626671212\"\u003e\n\u003cfigcaption\u003eCreation process for Beast is always accompanied by customer feedback to ensure the team is making products that customers want. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThe methodical approach that we're taking now is we have customers telling us what they really want. We listen and we know what to make next. We plan more in advance, have a budget, be responsible, and then focus the creativity around a specific project. That's a much smarter approach. Yet I see so many friends with businesses and they just create, create, create. You need to be self-aware of that and have good people around you that will reign that in.\u003c/p\u003e\n\u003cp\u003eI heard a great quote when we went to do a commercial, he said, \"Give me the freedom of a well-defined creative brief.\" I thought that was a great phrase. It's like there is something liberating in knowing we are creating around this. Here's the box we're playing in. Let's do that.\u003c/p\u003e\n\u003ch2\u003eThe most important step in the product development process\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that product development now starts with the customers and what they’re telling you they want. Tell us more about that. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e It's a combination of listening to the customers and looking at the marketplace. When you reach a certain size and people start replying to your emails. We'll almost give people free stuff just for feedback. It's so invaluable. I will say this: not all feedback is created equal. The customers that clearly know the product line, they've tried a lot of stuff, and then they write something thoughtful, those are valuable. You hear that from multiple customers and you're like, \"Okay, there's something there.\" Then you go back out and look at the marketplace and say, \"There is a need for this product next. This makes a lot of sense.\" You have to look at the R and D side too. How hard is it going to be to make it? How long will it take? What will it cost? It's a give and take in that way.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Tell us more about how you use the marketplace and customer feedback in conjunction to inform product feedback. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Now there are a lot of beard oils on the market. That's one example. There was a time where there weren't many at all. The oils were out there like argan oil or jojoba oil. Those are great oils for hair: head hair or beard hair. They're very smoothing. Women knew this before guys and then the beard trend happened. Now there's a ton of beard oils out there. We've definitely had people ask for different varieties of beard oils, but is it worth investing much more into? Is it core to our product line? Where's the trend going? It's the business side, really. You have to balance the customer request with the business you're in. That's one example. There's one or two other examples that I'm going to save for me, because we've definitely had products that we know are the next great product to make. There's stuff happening in other sectors.\u003c/p\u003e\n\u003cp\u003eWe've actually moved towards being more of a unisex brand and we have some unisex offerings. We started as a men's brand but we've moved to unisex. There are some products that are in the women's area that women want cheaper. There's sometimes what's called a “pink tax.” There's articles on it out there where women will actually buy a product from a unisex or men's brand just because it's cheaper. They know it's the same damn ingredients and there's this premium being charged. It's incredible. There's an overlap of what the customer's telling us. Like skin care for guys that women want cheaper too, where there's a market opportunity and the customer base. A lot of our customers are saying, \"Make something like this.\"\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Regarding the transition to a unisex brand, how to you approach a market where you’re not necessarilly the end user? When you’re not the end customer, how do you make sure that you’re optimizing your strategies? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e With dumb optimism. Being bold, wanting to learn. Searching for opportunities, sometimes that's all it takes. You're looking for an opportunity. You're listening and you’re diving into something. I definitely dive into the pool first whereas other people might check how deep the water is, I'll just go in. That's what happened. I just jumped, for better or worse. With Lock and Main, we carried other people's products to start, so we were a pure retailer of specific things that women in New York City wanted and were having a hard time finding. We were still serving a need. That's an opportunity. You hear the need that's there and you have people telling you, \"There's a market here.\" Over time you learn the industry and it takes you in a different direction. I started learning. I got to know some celebrity stylists. I was like, \"How'd you make it? You launched this brand, you're not a chemist. How'd you do it?\"\u003c/p\u003e\n\u003cp\u003eEventually cultivating relationships led to me having a relationship with a cosmetics lab. We all want to see each other succeed. I'm really competitive but I also really want everyone else to succeed. The third or fourth lab picked up on that and they started working with me even though I wasn't paying them anything or didn't have a lot of money. It was simply because in part their business is that they need the next latest and greatest brand but they also just wanted to see someone succeed. Same with the formulation. We're bringing in a dermatologist to help advise me and it went bit by bit like that out of my prior company until I was like, \"I have a unique brand here that people might want to buy.\"\u003c/p\u003e\n\u003ch2\u003eHow this founder elevated a brand's organic reach\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix: \u003c/strong\u003eYou were also an ecommerce director at Able, a womens apparel and accessory retailer. Tell us about your experience there. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e At that point in time I had sold Lock and Main. Beast existed but was still getting off the ground. I wasn't 100% sure how big it was going to be and that I had really cracked it with that brand. A friend introduced me to the CEO of Able, their \u003ca href=\"http://livefashionable.com/collections/jewelry-starter-pack?gclid=CjwKCAjwoZWHBhBgEiwAiMN66XuMXh5Y2jhSJgEcpK1PnChMuf5EHvX07g5Av2JCi9nN4cIKZImmuhoCd4wQAvD_BwE\"\u003elivefashionable.com\u003c/a\u003e. I just fell in for their mission. They are, I believe, the first Tennessee B corporation. At the time they were doing nearly a million dollars in revenue organically off word of mouth. They're a national company–from people talking about them and sharing them. Their website was at 20 second load times. They had a woocommerce site. I just was like, \"If you guys sped up the site, improved it and launched a little marketing around this mission, this could grow really fast.\" This is Facebook ads pre-iOS changes this year. It was a different world, but I saw simple things they could do. They had a beautiful message too. Their statement was beautiful products by women who have overcome. With a product image on a faster website with some digital ads, they grew quickly. Their mission is to create jobs for women. It's a combined mission like many B corps. It's to make a profit like any company but also fulfill this social purpose.\u003c/p\u003e\n\u003cp\u003eThe other thing, too, is I walked in the office the first day and this woman gave me a hug. She had a whole history. She had recovered from addiction and she was just so amazing. I remember walking in that day and thinking, \"This feels good.\"\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e What else have you done that you feel like has had the biggest impact in terms of growing the brand and brand awareness?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e The Beast brand is similar to Able. There's no magic. There was a small period where it felt like Facebook ads were these magical things–and they kind of were for a period–but then a lot of people saw there was a limit. The secret got out and, like any marketplace, prices went up and things changed. I've heard this 360 degree approach to marketing, but we've spent a lot of time creating content ourselves. If you go to our YouTube channel or Instagram account, we have a lot of images and videos going on. Video content is something I point to. It comes back to that whole conversation about not over-creating, making sure you're not just spewing stuff out there. The right video with the right selling points regarding what's different about your product or service and brand can go a long way. Sharing it organically and of course testing it in ads–in paid ads–then measuring conversions.\u003c/p\u003e\n\u003cp\u003eWe've created a lot of videos ourselves and we've dialed in on that process. A lot of times I'll write the first script. Maybe in the shower the idea comes. Get out of the shower, write it down. I don't send it to the team right away. I sleep on the idea. Make sure it's good. A lot of times, a lot of ideas we have in the light of day you're like, \"It's not a good idea.\" For us I would say good, concise video content on brand is key. We don’t over push our YouTube channel, but we spend a lot of time there. YouTube.com/tamethebeast. You can see some of our hits, and some of our misses. That's been a good area to focus for us.\u003c/p\u003e\n\u003ch2\u003eThought the trademark “jingle” was in the past? Think again\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you angle the videos? Is the product typically the centre of attention, or do you have a storyline as well? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e You launch and create a new product, you're going to need all the assets to go with it. Once you make that product decision to create, there's a lot of work that naturally follows. New product, new collection. Why did we launch that product? What are the selling points? People have low attention spans: three seconds, six seconds, eight seconds. It differs a little by generation but it's short. We're hyper smart at reviewing media, so you have to make it quick and really showcase what's different about this product. What do people really want? Look at other people's commercials in the area. We look at Old Spice. I hate plugging another brand, but they revived a legacy grandfather brand, and how'd they do it? What are they touching on in the commercials? What can we learn from them?\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Beast’s lineup of products in low waste packaging along with reusable bottles.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-product-line-bottles-and-refill-bags.jpg?v=1626671266\"\u003e\n\u003cfigcaption\u003eHaving a distinct jingle adds to Beast’s branding experience. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eA lot goes into an effective commercial. For instance, one of our products is the Extreme Yawp. It was actually the first product where I thought we had something. It was the Extreme Yawp Beard, Hair, and Body Wash. We were like, \"What's unique about this?\" It's the feel. If you put Beast in a bottle, what are people's expectations? Over time I learned you expect something. You want to feel something. You want to smell something. Beast is an experience. We came up with some great copy for it. That's one of the top videos on our YouTube channel. There's this husky voice and it's, \"Extreme Yawp Beard, Hair, and Body Wash. With an exhilarating eucalyptus tingle that's a nice reward for being an adult.\" Then there's a roar.\u003c/p\u003e\n\u003cp\u003eThe other thing I would say is think about a jingle, too. Someone from Procter and Gamble early on told me, \"Come up with a jingle.\" For us right now it's our roar. We throw a beast roar, which is actually a combination of like three animals that our sound person had meshed together. He was playing with animal sounds and meshing them together. He was like, \"I think this is it. This is the roar.\" I was like, \"That's it. That's the roar.\"\u003c/p\u003e\n\u003ch2\u003eEnabling customization to drive new sales \u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You have this “build-a-set” feature on the website. Tell us about that idea. The reason behind it, where it came from, and how it’s affected the site. \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Back at Able, I saw that people want customization. There's something sticky about that. People who customize spend more time on the site. There is even data from different cohorts that found people who get to customize their product are more loyal customers. The more they dig in with a brand. Part of the mission that drives us now is reducing plastic. How do we do that? More reusable bottles, or bottle refills. You have to get people to change their habits incrementally and we want to capitalize on some of the other data around customers and loyalty. That's where it came from, but also it's about trying to make it easy and to reduce friction for the customer. People come to the product line and it's a full line: shampoo, conditioners, soap, lotions, shaving products. \"Well darn, where do I get started?\" It's like, \"Here. Let's make it easy on you. Start here. Pick a bottle. All right, great. Pick a pouch.\" You just pick one and then boom. It's a three step process of getting people into a product line easily and incrementally changing their habits.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"A model refills a bottle of Beast shampoo.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-refill-product.jpg?v=1626671303\"\u003e\n\u003cfigcaption\u003eAllowing customers to customize their order through a quiz allows for more engagement and a better sales funnel experience. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e That’s a great insight about how the more time you spend on the site customizing it,the more memorable it is. Are there any other parts of the website that surprised you by having a big impact on conversions? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e What's funny is I've seen this on a couple sites: the shop all. That's often one of the highest converting pages. People just want to see and scroll. It sounds silly, right? Shop all. They can see the whole thing and scroll down. We definitely see people later in their life cycle approach and start visiting sustainability pages or “about the brand” pages. Having the quiz page. We have a quiz now where we try to pair you with one of our scents. That's another great example that I got from Able, too. Both at Able and Beast we did something where it was a little fun for the customer to do but also instructive. We're taking people down the path just answering a simple question and then we recommend some products and it helps them understand our different scents. I would encourage people to try a quiz with their customers.\u003c/p\u003e\n\u003ch2\u003eFree gifting as an \u003ca href=\"/retail/inventory-management\" target=\"_blank\"\u003einventory management\u003c/a\u003e strategy\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e I can also see on the website a call to action saying, “Want a free gift from us?” But it doesn’t disclose what the gift is. Was that intentional? \u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Yeah. We wanted flexibility to change it up. Sometimes it's an \u003ca href=\"/retail/inventory-management\" target=\"_blank\"\u003einventory management\u003c/a\u003e thing, too, where we're like, \"Darn. We're out of those.\"\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Are there any other apps that you use that you can recommend to use to run the business?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Going back to our app discussion earlier, product reviews are essential. Early on you may not want to invest a lot of money in product reviews but at some point you start realizing, \"We need to feed these reviews into Google. We need to syndicate them to other places. We want functionality so customers can easily share their reviews. Yotpo Reviews was a good one. We're all in on Yotpo. We have Yotpo Loyalty, Yotpo Reviews, and we've tested some Yotpo SMS. Then there's Data Feed Watch, which is a feed generator. That one's more affordable. It allows you to generate a feed that you can spit into Google or Facebook or other marketing channels. Bing, where you might need to generate a product feed early one, that's a useful one too. Octane is a good one too for marketing. Klaviyo for email. Klaviyo has emerged as one of the top email ones. Octane's like email and text but for Facebook Messenger. That's the problem that Octane solves. That's a good one for people to look at.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e I'll leave you this last question. What do you think is the area that you want to focus the most over the next year?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e It's going to sound silly but fulfillment. If you're listening to the podcast and you place an order on our site use code beastboss, because you're the boss of me, the Beast, or your own self as the Beast. That'll give you 20% off. If you then get the items and email me and tell me about your fulfillment experience, I'll send you another free thing. I'll look at what you ordered and pick something else from our product line and send it to you. Just email me at john@getbeast.com. Buy something. Use code beastboss. Save 20%. Get the products and then email me. Give me feedback–simple feedback–on fulfillment and the unboxing, and I'll send you something extra for free.\u003c/p\u003e","excerpt":"In this episode of Shopify Masters, John Cascarano, lawyer turned serial entrepreneur shares his methodical process of building businesses and how offering customization and gifting helps to scale businesses.","excerptHtml":"\u003ca href=\"https://www.shopify.com/blog/beast-inventory-management\" target=\"_blank\" rel=\"noopener noreferrer\"\u003e\u003cimg src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-founder_7c43c85a-b46b-4d48-8f0c-ebec4d6071c3.jpg?v=1626670941\" alt=\"Founder of Beast, John Cascarano \"\u003e\u003c/a\u003e\n\u003cp\u003eIn this episode of Shopify Masters, John Cascarano, lawyer turned serial entrepreneur shares his methodical process of building businesses and how offering customization and gifting helps to scale businesses.\u003c/p\u003e","seo":{"__typename":"SEO","title":null,"description":"In this episode of Shopify Masters, John Cascarano, lawyer turned serial entrepreneur shares his methodical process of building businesses and how offering customization and gifting helps to scale businesses."},"metafields":[null,null,null,{"__typename":"Metafield","value":"{\"en-CA\":\"https://www.shopify.com/ca/blog/beast-inventory-management\",\"en-GB\":\"https://www.shopify.com/uk/blog/beast-inventory-management\",\"en-AU\":\"https://www.shopify.com/au/blog/beast-inventory-management\",\"en-ID\":\"https://www.shopify.com/id/blog/beast-inventory-management\",\"en-NZ\":\"https://www.shopify.com/nz/blog/beast-inventory-management\",\"en-ZA\":\"https://www.shopify.com/za/blog/beast-inventory-management\",\"en-NG\":\"https://www.shopify.com/ng/blog/beast-inventory-management\",\"en-PH\":\"https://www.shopify.com/ph/blog/beast-inventory-management\",\"en-SG\":\"https://www.shopify.com/sg/blog/beast-inventory-management\",\"en-HK\":\"https://www.shopify.com/hk/blog/beast-inventory-management\",\"en-IE\":\"https://www.shopify.com/ie/blog/beast-inventory-management\",\"en-MY\":\"https://www.shopify.com/my/blog/beast-inventory-management\",\"zh-Hans\":\"https://www.shopify.com/zh/blog/beast-inventory-management\"}","key":"hreflang_json"},{"__typename":"Metafield","value":"[{\"title\":\"How Two Teachers Grew a Side Hustle Into a 7-Figure Lifestyle Brand\",\"url\":\"blog/tumbleweed-texstyles-side-hustle\"},{\"title\":\"Threading Together Inclusivity and Functionality to Build a 7 Figure Activewear Brand\",\"url\":\"blog/active-truth-inclusive-community\"},{\"title\":\"How zeroUV Made $9 Million Last Year Selling on These Marketplaces\",\"url\":\"blog/71356229-how-zerouv-com-made-9-million-last-year-selling-on-these-marketplaces\"},{\"title\":\"The Facebook Live Strategy That Helps This Inventor Market to New Moms\",\"url\":\"blog/tranquilo-mat-facebook-live-marketing\"},{\"title\":\"How Barbell Apparel Raised 49 Times More Than Their Kickstarter Goal\",\"url\":\"blog/barbell-apparel-bootstrapping\"},{\"title\":\"Getting the Perfect YouTube Review- A Step-By-Step Approach\",\"url\":\"blog/antlion-audio-youtube-reviews\"},{\"title\":\"Brought Back to Life- How Pantee Uses Deadstock to Upcycle the Fashion Industry\",\"url\":\"blog/pantee-upcycling-fashion\"},{\"title\":\"A YouTuber's Journey of Launching Products Based on Community Feedback\",\"url\":\"blog/blumaan-community\"},{\"title\":\"The Preordering Model that Scaled a Hobby Into a Business\",\"url\":\"blog/gist-yarn-preorder\"},{\"title\":\"How to Market a Product Your Customers Won't Show Off in Public\",\"url\":\"blog/selling-underwear-as-a-gift\"}]","key":"interlinkings_json"},null,{"__typename":"Metafield","value":"[{\"title\":\"How To Make Money on Instagram in 2024 (9 Actionable Ideas)\",\"tags\":[\"Social Media Optimization\"],\"handle\":\"make-money-on-instagram\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/how-to-make-money-on-instagram.png?format=webp\u0026v=1693586866\u0026\",\"imageAltText\":\"Graphic of a mobile phone with heart shapes bubbles floating around it\",\"modifiedAt\":\"2023-11-08\"},{\"title\":\"How To Start an Ecommerce Business: Guide for 2024\",\"tags\":[\"Starting Up\"],\"handle\":\"ecommerce-business-blueprint\",\"imageUrl\":\"https://cdn.shopify.com/s/files/1/0070/7032/files/Header_43a6fbaa-305a-4bda-8ef7-5e7f4e1278da.png?format=webp\u0026v=1694450194\",\"imageAltText\":\"3D models of a shopping cart and a smartphone on a turquoise background.\",\"modifiedAt\":\"2023-09-01\"},{\"title\":\"What Is Dropshipping and How Does It Work? 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His current brand, Beast, is a personal care company that focuses on vegan and cruelty-free products with sustainable ingredients and reusable packaging. In this episode of Shopify Masters, John shares his methodical process behind building and scaling a business, and some hidden benefits to offering customization and gifting options.\u003c/p\u003e\n\u003cp style=\"text-align: center;\"\u003e\u003ca href=\"https://cdn.shopify.com/s/files/1/0070/7032/files/Beast_Transcript.txt?v=1626673286\" target=\"_blank\" rel=\"nofollow noopener noreferrer\"\u003e\u003cstrong\u003eFor the full transcript of this episode, click here.\u003c/strong\u003e\u003c/a\u003e\u003c/p\u003e\n\u003ciframe src=\"https://player.simplecast.com/7b487cd2-c1d4-44ad-9207-235c9c620267?dark=true\" width=\"100%\" height=\"200px\" seamless=\"\" scrolling=\"no\" frameborder=\"no\"\u003e\u003c/iframe\u003e\n\u003ch3\u003eShow Notes\u003c/h3\u003e\n\u003cul\u003e\n\u003cli\u003e\n\u003cstrong\u003eStore:\u003c/strong\u003e\u0026nbsp;\u003ca rel=\"nofollow noopener noreferrer\" href=\"https://www.getbeast.com/\" target=\"_blank\"\u003eBeast\u003c/a\u003e\n\u003c/li\u003e\n\u003cli dir=\"auto\"\u003e\n\u003cstrong\u003eSocial Profiles:\u003c/strong\u003e\u0026nbsp;\u003ca rel=\"nofollow noopener noreferrer\" href=\"https://www.facebook.com/TametheBeastBrand\" target=\"_blank\"\u003eFacebook\u003c/a\u003e,\u0026nbsp;\u003ca rel=\"nofollow noopener noreferrer\" href=\"https://twitter.com/tamethebeast\" target=\"_blank\"\u003eTwitter\u003c/a\u003e,\u0026nbsp;\u003ca rel=\"nofollow noopener noreferrer\" href=\"https://www.instagram.com/tamethebeast\" target=\"_blank\"\u003eInstagram\u003c/a\u003e\n\u003c/li\u003e\n\u003cli dir=\"auto\"\u003e\n\u003cstrong\u003eRecommendations:\u0026nbsp;\u003c/strong\u003e\u003ca href=\"https://apps.shopify.com/helpdesk?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eGorgias (Shopify app)\u003c/a\u003e,\u0026nbsp;\u003ca href=\"https://apps.shopify.com/yotpo-social-reviews?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eYotpo Loyalty (Shopify app)\u003c/a\u003e,\u0026nbsp;\u003ca href=\"https://apps.shopify.com/datafeedwatch?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eData Feed Watch (Shopify app)\u003c/a\u003e,\u0026nbsp;\u003ca href=\"https://apps.shopify.com/octane-ai-messenger-marketing?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eOctane (Shopify app)\u003c/a\u003e,\u0026nbsp;\u003ca href=\"https://apps.shopify.com/klaviyo-email-marketing?itcat=podcast\u0026amp;itterm=getbeast\" target=\"_blank\"\u003eKlaviyo (Shopify app)\u003c/a\u003e\n\u003c/li\u003e\n\u003c/ul\u003e\n\u003ch2\u003eDiverging from the traditional path: Lawyer to Entrepreneur\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e The idea behind the business all started from a passion of yours to create a specific type of brand. Tell us more about where the idea came from.\u003c/p\u003e\u003cdiv id=\"text-cta\" class=\"hidden lg:block\"\u003e\u003c/div\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Sometimes I say it came from early middle age, but it came from a combination of things. I was working in my prior business–over a decade ago–in personal care products for women. At the time, I saw guys starting to become more interested in grooming and personal care. The beard trend was starting. Beyond that, guys just started “upping their grooming game” as we say at Beast. I was getting into my late 30s. Life was giving me a lot of responsibility. I was looking for a combination of things I wasn't really finding out there in the marketplace. It started in the shower, but something that would just wake me up: turn it up. It was really a hobby. Like, all right, we got all these women's products. Let's take some of the best stuff that's happening there–and some really good stuff was happening there–and let me just crank it up. Let me turn up the eucalyptus, turn up the peppermint. Wake me up in the shower. That's where it started.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Founder of Beast, John Cascarano\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-founder-in-jersey.jpg?v=1626670984\"\u003e\n\u003cfigcaption\u003eEver since childhood, John Cascarano had entrepreneurial hobbies. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e It sounds like you have an entrepreneurial past. Tell us a little bit about your past endeavours.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e When I was a little kid something happened and I always had this anxiousness to do something different. Going back to elementary school. My friend and I made bracelets and would sell them to other kids. We set up a little booth at a fair and sold them to parents. That was the first venture: little yarn bracelets. Flash forward to college, some friends and I started a magazine on campus. This is 1999. Other people were doing tech startups and we did a magazine on campus. It was called Mental Floss and we worked on that for a while. I ended up going to law school, of all things. My two friends kept working on it and ended up turning it into a good media property while I went to law school. As I say, I paid 150,000 dollars to meet my wonderful wife. Practiced law for five years. Then the financial crisis happened. I remember being in a big building in Philly in a big firm watching the stock market drop and being like, \"Well, things are changing.\"\u003c/p\u003e\n\u003cp\u003eOut of that, I started a new business. That was that prior business that was products for women, with my father-in-law who was a dermatology professor at NYU and had a private practice up in New York. Initially it started just to meet a need for his patients, a lot of whom were women. Then eventually out of that grew Beast.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that you practiced law for five years before jumping back into the startup life. Tell us about the transition from starting off with an entrepreneurial background, then going more traditional and back again to unconventional.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e There's no easy way to do that. They're very different. Especially going from a law firm where there's a very distinct career path that a lot of people thrive in. Where some people really grow, I felt really stifled, but it was consistent. Moving to a startup life, all of a sudden there was no structure. The structure was whatever I made of it. From the first day it was like, \"Wow, I can do anything I want.\" At the same time it's scary. You can do anything you want, but if you don't make the right moves, it's on you. It's all on you now. Heavy lies the crown. You start a business. Congratulations and best of luck. You have to know yourself. It's more of a science now. Over time starting a business has become more of a study and pursuit and science. You think about and establish good habits, because in the end a lot of what the books say you should do, you should do.\u003c/p\u003e\n\u003cp\u003eI stumbled a lot at first getting back into it. I played golf. I had some savings from being a lawyer. I quickly went through those savings and had to learn how to\u0026nbsp;\u003ca href=\"/za/blog/how-to-start-a-business\"\u003estart a business\u003c/a\u003e that could make money. I also had a newborn baby at the time. It went from being a fun time, an exciting time, to a really real time really fast.\u003c/p\u003e\n\u003ch2\u003eMore of a science than an art: Methodically building a business\u0026nbsp;\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that starting a company is becoming more of a science. That's an interesting take on it. Can you speak more about this?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e At the time, especially in consumer brands–and I'm assuming a lot of listeners are going to have some kind of product like I do. I backed into it out of fun, really. I wanted to create something that woke me up in the shower: something that wakes me up and makes me feel something. That's a good start. Ultimately, you're trying to get to product market fit. There are now books and books and classes on product market fit. It took me five years to get there. The original brand was called Sasquatch with the tagline tame the beast, and we got a cease and desist over Sasquatch. Then we started rolling with Tame the Beast, and all along the way the formulas were changing. I'm making little improvements listening to customers. This is playing out over years. We also had a trademark on Beast, and ultimately started looking at, \"What do customers really like? What motivates them the most? What gets them excited about the brand?\" We did surveys. You hear a lot through customer support. Just give it enough time and the customers will tell you what you should do.\u003c/p\u003e\n\u003cp\u003eUltimately the brand became Beast. We still put Tame the Beast on some products, but there's something about just that word Beast that's really awesome. I'm lucky to have gotten a trademark on that in personal care products, but number two, what could that name be at its highest and best use? It took years and years to really hone in on that. In our case we could've expedited it by doing more surveying and potentially focus groups. There's different tools you can use to try to expedite that process. But in the end for me it was years and years of listening to customers, taking feedback, and making incremental improvements.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e If you were to start a business again today, what are some of the most important details or processes that you would focus on nailing in order to be successful?\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"An array of Beast products in less waste packaging.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-product-refill-bags.jpg?v=1626671051\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eConsistency in branding and socials is vital for customers to find and recognize your brand. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Beyond some of the branding things–which are super important–you need all the social handles, the URL. Consistency is super important. People need to find you. They need to be able to find you on social and your website and have it all be clear and consistent. I've read that in order for a brand to resonate in our minds we need ease and we want it to be fast. If people can find you easily, regardless of what your name is, you’ll be okay. That consistency is super important. If you're in tangible goods, you need the systems of delivering the product to them. Obviously a website, a host provider. You need good fulfillment. Fulfillment is probably one of those things that gets overlooked a lot but that is one of the most important. It’s your customers' experience with your brand after they've had the digital experience. Then customer service, and marketing. Every one of these things becomes a department in and of itself.\u003c/p\u003e\n\u003cblockquote class=\"border-l-2 pl-4 font-aktivgroteskextended text-xl font-medium tracking-tight my-12 [\u0026amp;_p]:mb-4 [\u0026amp;_cite]:font-aktivgroteskextended [\u0026amp;_cite]:text-sm [\u0026amp;_cite]:not-italic [\u0026amp;_cite]:font-medium [\u0026amp;_cite]:tracking-[-0.0175rem] [\u0026amp;_footer]:mt-4 [\u0026amp;_cite::before]:content-[\u0026quot;–\u0026quot;] [\u0026amp;_cite::before]:mr-1 border-blog-highlight\"\u003e\"What do you want people's first experience with the brand to be versus their next experience? For each one, you're going to develop systems, email, text etc.\"\u003c/blockquote\u003e\n\u003cp\u003eWithin marketing there's new customer marketing versus existing customer marketing. Some people call it remarketing, but they're different experiences. What do you want people's first experience with the brand to be versus their next experience? For each one, you're going to develop systems, email, text etc. There's all these customer communication channels that we have and are changing. These days people are using a lot more text than email, but email is still critical. There's your paid ads, and around each there's choices. Apps, providers etc. Same with fulfillment. There's a million fulfillment providers and many of them don't do a great job. It's an ongoing process to get that right for us.\u003c/p\u003e\n\u003ch2\u003eMaintaining brand identity at scale\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you make sure the brand guidelines and customer experience remain consistent as the business scales and moves beyond what you’re able to control on the day to day?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Having good people and good systems is the answer. When I started out, I did customer service, I did marketing, I \u003cem\u003ewas\u003c/em\u003e all the departments. You have a direct link to your customer. The canary in the coal mine is a lot of times customer service telling you and being able to respond fast. If you're doing it yourself early on, it's great. Then all of a sudden you have people and systems that need to be able to scale and I think it's about having good tools. You have to start looking at metrics more and more. \"What is our response time on customer service?\" There's plenty of apps. We use an app to help with customer service. There's a whole ecosystem of apps. You pick one and roll with it and look at the analytics and the reviews and have systems of seeing those reviews in volume, product reviews and site reviews. Everything public-facing about your brand and then potentially surveys. We've started to do that more. Just simple surveys. Sometimes just a text or an email to customers. \"How was your experience? Is there anything we can help with?\" With no real purpose around it other than to be helpful. You learn a lot.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you identify what system to build or to focus on first as you're building out your business?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Probably the biggest decision is the \u003ca href=\"/za/blog/best-ecommerce-platforms\"\u003eecommerce platform\u003c/a\u003e. This is Shopify. We use Shopify. There was a time where there were a lot more options in building an ecommerce platform. Some companies would even build their own from scratch. That's the biggest decision. We've always chosen Shopify, so let's say you roll with that. Maybe that's the iPhone of platforms. Then you have your apps. Just like with the iPhone, there's a robust app store. I've consulted with some friends too and you reach this moment where you have your brand and what apps do you need. You need a developer and you need someone to build your website and there's going to be choices. Do you pay someone to start it from scratch? Do you make a choice?\u003c/p\u003e\n\u003cp\u003eWith customer service, we use Gorgeous. It's one of a number of customer service apps. Really, you have to go through it and sometimes you learn out of necessity and find a solution out of volume. The volume tells you what to do. You start having Facebook comments, text responses, and emails. All of a sudden it's not manageable for a small team so you need something to suck it all in. There's a problem and then there's a solution for it. But among other things, fulfillment is a really important early decision for a lot of people.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"The reusable bottle by Beast made from recycled products.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-bottly-with-plant.jpg?v=1626671094\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eInvestment into apps and services is a tradeoff between financials and performance. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you decide which–and how many–tools to invest in? I think as a new entrepreneur you can be easily overwhelmed by the variety of options and costs of tools out there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Yes. Each app may or may not have a charge. I have three daughters. We try to manage their screen time, and it's similar with the business. Sometimes you get the in-app purchase and before you know it you're like, \"Man, this was free, but now there’s so many add-ons.\" Then you’re sitting there and trying to install this thing and get it set up. \"I've spent all this time on this.\" It's a challenge. At our company, there's a number of us now. Our CFO, for example, he's really conservative. Doesn't want to spend an unnecessary dime. He doesn't want to introduce more complexity. It's a trade-off. I'm inclined to try the latest and greatest shiny model. I definitely think there’s a balance. Through experience I've learned to be cautious. Make sure there's a true need for this. There's always a decision. Do you outsource? Do you not outsource? Do you get an app? Do you not get an app? Sometimes we ask our developer, too, \"Is there a simple solution rather than installing a new app?\" There's always challenges when installing a new app: installation process, integration etc. Before you know it, you're banging your head against the wall with this or that aspect that you didn't anticipate.\u003c/p\u003e\n\"There's always challenges when installing a new app: installation process, integration etc. Before you know it, you're banging your head against the wall with this or that aspect that you didn't anticipate.\"\n\u003cp\u003eYou just have to be cautious and not overly stressed. It's more of a fear of missing out than anything else. We all assume that there's some magical app that'll do this or that. Look, if you got a good product and you can get it in front of people, that’s the main objective, making people aware of your thing. You can have every shiny app in the world but if no one knows you exist then no one wants to buy what you got. It doesn't matter.\u003c/p\u003e\n\u003ch2\u003eFinding purpose in every failure\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that you now view the business as more of a science that you learned the hard way. What kept you going and persevering in the beginning, as you were learning more about how to start and run a business?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e I think that goes deep. I think it’s mostly the fear of failure. I've thought about that. \"Why do I do what I do?\" It comes down to wanting to achieve something. It's personal things that push me on when some people might've advised me not to keep going in a really competitive sector. You go to any store and there's no lack of shampoos on the shelf. It's not easy. It's not like we invented something that didn't exist. It’s a very competitive sector. It's really just believing in the brand, that there was something about the Beast brand and the name and the feeling. Positive customer feedback and reviews help: that you have customers that get it, what you're trying to do, and you're making them feel better. You're improving their life just a little. They go in the shower and they have a more elevated shower experience. That feels good.\u003c/p\u003e\n\u003cp\u003eHaving some purpose, and then over time the brand evolved some to incorporate an eco-friendly side too. I grew up in south Florida and I spent a lot of time at the beach snorkeling. I was a beach rat. There were coral reefs there that aren't there now. It's not that they bleached. They're gone. They're sand. Trying to incorporate that made something sad into something positive. Having a purpose to what you're doing beyond just the making of money. Now we're starting to reduce plastic in our product line and looking for ways to deliver a product that people want and need but minimize the climate impact. The combination of all those things is what drives me.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"A pair of hands holding a bottle of Beast beard oil.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-beard-oil.jpg?v=1626671128\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eAt the heart of it all, building a business is about creating something that people want. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned wanting to create something. There’s often this dichotomy that tends to occur in founders between the creator versus the CEO: the creating versus the scaling and maintenance of the business as the brand matures. How have you handled that transition?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Yeah, I have. Early on, trying to create something people want. [Y Combinator's] motto is, “make something people want.” The process of how to make it more efficient, how to grow it, how to increase brand awareness is very different from making people want something. Those are more execution things whereas the first stage is more of a creative enterprise. Now I have a board of advisors, a board of directors, and we’re learning to report to other people. All of a sudden it introduces a certain hierarchy. It's having a boss, having bosses. You started this thing as a rebellion against being in an established company or organization and then you're creating it. I mean, I aspire to have something that is established. Bit by bit it becomes bigger and more regimented and structured and you need systems.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003eIt has been hard. It is a hard transition and I think I've had to talk to a lot of other people, who have made that transition. It's good. All I can say is talk to other people who have been there and done that.\u003c/p\u003e\n\u003ch2\u003eEmbrace people who tell you what you \u003cem\u003edon’t\u003c/em\u003e want to hear\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Is it clear, when you come to that crossroads, that it’s time to start focusing more on the systems and procedures, and less on establishing the brand or perfecting the product?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e I'll speak from my experience. I over-created. I created too many products. You get into a certain mindset of creating–and we created some pretty cool stuff. One of our most recent products is a great product: Beast Gold wash. We have the Olympics coming up. We've got an Olympian on team Beast. She owns shares in the company. She's going to be in the Olympics. Kelly O'Hara on the US women's soccer team. There's also a real argument that maybe we shouldn't have created Beast Gold because from an efficiency standpoint and the products scalability. I had people telling me, \"You need to stop creating. Look at the business. Look at the dollars and cents. Don't run out of money. You run out of money, game over.\" Profit does matter.\u003c/p\u003e\n\u003cp\u003eI think I over-created. I knew it was time to stop because I had people tell me, \"You have to stop.\" Smart people–finance guys–said, \"Listen, you have to stop. You have to shift.\" Having people around you who are smart who will tell you, \"You need to start cooling down. It's time. You need to stop.\" On my own, I didn't get there.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e What was happening in the early days that totally prevented you from over-creating?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e This brand originated on Amazon. It's interesting. You look at a lot of brands that launch “more cleanly” on their own website with only three sku’s, maybe five. Amazon ironically it fed my urge to create and fill holes. \"There's nobody doing something quite like this. Let me launch that. Let me launch that.\" You're right. It nearly ended the journey. I did have a marketplace for the things but not everything sold. \"So let's create... If we do this, it'll sell.\" I definitely nearly ran out of money a number of times. Hopefully people listening will avoid that and find a way to do it.\u0026nbsp;\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"A hand in the shower using a refillable shampoo dispenser from Beast.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-shower-product.jpg?v=1626671212\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eCreation process for Beast is always accompanied by customer feedback to ensure the team is making products that customers want. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eThe methodical approach that we're taking now is we have customers telling us what they really want. We listen and we know what to make next. We plan more in advance, have a budget, be responsible, and then focus the creativity around a specific project. That's a much smarter approach. Yet I see so many friends with businesses and they just create, create, create. You need to be self-aware of that and have good people around you that will reign that in.\u003c/p\u003e\n\u003cp\u003eI heard a great quote when we went to do a commercial, he said, \"Give me the freedom of a well-defined creative brief.\" I thought that was a great phrase. It's like there is something liberating in knowing we are creating around this. Here's the box we're playing in. Let's do that.\u003c/p\u003e\n\u003ch2\u003eThe most important step in the product development process\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You mentioned that product development now starts with the customers and what they’re telling you they want. Tell us more about that.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e It's a combination of listening to the customers and looking at the marketplace. When you reach a certain size and people start replying to your emails. We'll almost give people free stuff just for feedback. It's so invaluable. I will say this: not all feedback is created equal. The customers that clearly know the product line, they've tried a lot of stuff, and then they write something thoughtful, those are valuable. You hear that from multiple customers and you're like, \"Okay, there's something there.\" Then you go back out and look at the marketplace and say, \"There is a need for this product next. This makes a lot of sense.\" You have to look at the R and D side too. How hard is it going to be to make it? How long will it take? What will it cost? It's a give and take in that way.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Tell us more about how you use the marketplace and customer feedback in conjunction to inform product feedback.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Now there are a lot of beard oils on the market. That's one example. There was a time where there weren't many at all. The oils were out there like argan oil or jojoba oil. Those are great oils for hair: head hair or beard hair. They're very smoothing. Women knew this before guys and then the beard trend happened. Now there's a ton of beard oils out there. We've definitely had people ask for different varieties of beard oils, but is it worth investing much more into? Is it core to our product line? Where's the trend going? It's the business side, really. You have to balance the customer request with the business you're in. That's one example. There's one or two other examples that I'm going to save for me, because we've definitely had products that we know are the next great product to make. There's stuff happening in other sectors.\u003c/p\u003e\n\u003cp\u003eWe've actually moved towards being more of a unisex brand and we have some unisex offerings. We started as a men's brand but we've moved to unisex. There are some products that are in the women's area that women want cheaper. There's sometimes what's called a “pink tax.” There's articles on it out there where women will actually buy a product from a unisex or men's brand just because it's cheaper. They know it's the same damn ingredients and there's this premium being charged. It's incredible. There's an overlap of what the customer's telling us. Like skin care for guys that women want cheaper too, where there's a market opportunity and the customer base. A lot of our customers are saying, \"Make something like this.\"\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Regarding the transition to a unisex brand, how to you approach a market where you’re not necessarilly the end user? When you’re not the end customer, how do you make sure that you’re optimizing your strategies?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e With dumb optimism. Being bold, wanting to learn. Searching for opportunities, sometimes that's all it takes. You're looking for an opportunity. You're listening and you’re diving into something. I definitely dive into the pool first whereas other people might check how deep the water is, I'll just go in. That's what happened. I just jumped, for better or worse. With Lock and Main, we carried other people's products to start, so we were a pure retailer of specific things that women in New York City wanted and were having a hard time finding. We were still serving a need. That's an opportunity. You hear the need that's there and you have people telling you, \"There's a market here.\" Over time you learn the industry and it takes you in a different direction. I started learning. I got to know some celebrity stylists. I was like, \"How'd you make it? You launched this brand, you're not a chemist. How'd you do it?\"\u003c/p\u003e\n\u003cp\u003eEventually cultivating relationships led to me having a relationship with a cosmetics lab. We all want to see each other succeed. I'm really competitive but I also really want everyone else to succeed. The third or fourth lab picked up on that and they started working with me even though I wasn't paying them anything or didn't have a lot of money. It was simply because in part their business is that they need the next latest and greatest brand but they also just wanted to see someone succeed. Same with the formulation. We're bringing in a dermatologist to help advise me and it went bit by bit like that out of my prior company until I was like, \"I have a unique brand here that people might want to buy.\"\u003c/p\u003e\n\u003ch2\u003eHow this founder elevated a brand's organic reach\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix: \u003c/strong\u003eYou were also an ecommerce director at Able, a womens apparel and accessory retailer. Tell us about your experience there.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e At that point in time I had sold Lock and Main. Beast existed but was still getting off the ground. I wasn't 100% sure how big it was going to be and that I had really cracked it with that brand. A friend introduced me to the CEO of Able, their \u003ca href=\"http://livefashionable.com/collections/jewelry-starter-pack?gclid=CjwKCAjwoZWHBhBgEiwAiMN66XuMXh5Y2jhSJgEcpK1PnChMuf5EHvX07g5Av2JCi9nN4cIKZImmuhoCd4wQAvD_BwE\"\u003elivefashionable.com\u003c/a\u003e. I just fell in for their mission. They are, I believe, the first Tennessee B corporation. At the time they were doing nearly a million dollars in revenue organically off word of mouth. They're a national company–from people talking about them and sharing them. Their website was at 20 second load times. They had a woocommerce site. I just was like, \"If you guys sped up the site, improved it and launched a little marketing around this mission, this could grow really fast.\" This is Facebook ads pre-iOS changes this year. It was a different world, but I saw simple things they could do. They had a beautiful message too. Their statement was beautiful products by women who have overcome. With a product image on a faster website with some digital ads, they grew quickly. Their mission is to create jobs for women. It's a combined mission like many B corps. It's to make a profit like any company but also fulfill this social purpose.\u003c/p\u003e\n\u003cp\u003eThe other thing, too, is I walked in the office the first day and this woman gave me a hug. She had a whole history. She had recovered from addiction and she was just so amazing. I remember walking in that day and thinking, \"This feels good.\"\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e What else have you done that you feel like has had the biggest impact in terms of growing the brand and brand awareness?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e The Beast brand is similar to Able. There's no magic. There was a small period where it felt like Facebook ads were these magical things–and they kind of were for a period–but then a lot of people saw there was a limit. The secret got out and, like any marketplace, prices went up and things changed. I've heard this 360 degree approach to marketing, but we've spent a lot of time creating content ourselves. If you go to our YouTube channel or Instagram account, we have a lot of images and videos going on. Video content is something I point to. It comes back to that whole conversation about not over-creating, making sure you're not just spewing stuff out there. The right video with the right selling points regarding what's different about your product or service and brand can go a long way. Sharing it organically and of course testing it in ads–in paid ads–then measuring conversions.\u003c/p\u003e\n\u003cp\u003eWe've created a lot of videos ourselves and we've dialed in on that process. A lot of times I'll write the first script. Maybe in the shower the idea comes. Get out of the shower, write it down. I don't send it to the team right away. I sleep on the idea. Make sure it's good. A lot of times, a lot of ideas we have in the light of day you're like, \"It's not a good idea.\" For us I would say good, concise video content on brand is key. We don’t over push our YouTube channel, but we spend a lot of time there. YouTube.com/tamethebeast. You can see some of our hits, and some of our misses. That's been a good area to focus for us.\u003c/p\u003e\n\u003ch2\u003eThought the trademark “jingle” was in the past? Think again\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e How do you angle the videos? Is the product typically the centre of attention, or do you have a storyline as well?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e You launch and create a new product, you're going to need all the assets to go with it. Once you make that product decision to create, there's a lot of work that naturally follows. New product, new collection. Why did we launch that product? What are the selling points? People have low attention spans: three seconds, six seconds, eight seconds. It differs a little by generation but it's short. We're hyper smart at reviewing media, so you have to make it quick and really showcase what's different about this product. What do people really want? Look at other people's commercials in the area. We look at Old Spice. I hate plugging another brand, but they revived a legacy grandfather brand, and how'd they do it? What are they touching on in the commercials? What can we learn from them?\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"Beast’s lineup of products in low waste packaging along with reusable bottles.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-product-line-bottles-and-refill-bags.jpg?v=1626671266\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eHaving a distinct jingle adds to Beast’s branding experience. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003eA lot goes into an effective commercial. For instance, one of our products is the Extreme Yawp. It was actually the first product where I thought we had something. It was the Extreme Yawp Beard, Hair, and Body Wash. We were like, \"What's unique about this?\" It's the feel. If you put Beast in a bottle, what are people's expectations? Over time I learned you expect something. You want to feel something. You want to smell something. Beast is an experience. We came up with some great copy for it. That's one of the top videos on our YouTube channel. There's this husky voice and it's, \"Extreme Yawp Beard, Hair, and Body Wash. With an exhilarating eucalyptus tingle that's a nice reward for being an adult.\" Then there's a roar.\u003c/p\u003e\n\u003cp\u003eThe other thing I would say is think about a jingle, too. Someone from Procter and Gamble early on told me, \"Come up with a jingle.\" For us right now it's our roar. We throw a beast roar, which is actually a combination of like three animals that our sound person had meshed together. He was playing with animal sounds and meshing them together. He was like, \"I think this is it. This is the roar.\" I was like, \"That's it. That's the roar.\"\u003c/p\u003e\n\u003ch2\u003eEnabling customization to drive new sales\u0026nbsp;\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e You have this “build-a-set” feature on the website. Tell us about that idea. The reason behind it, where it came from, and how it’s affected the site.\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Back at Able, I saw that people want customization. There's something sticky about that. People who customize spend more time on the site. There is even data from different cohorts that found people who get to customize their product are more loyal customers. The more they dig in with a brand. Part of the mission that drives us now is reducing plastic. How do we do that? More reusable bottles, or bottle refills. You have to get people to change their habits incrementally and we want to capitalize on some of the other data around customers and loyalty. That's where it came from, but also it's about trying to make it easy and to reduce friction for the customer. People come to the product line and it's a full line: shampoo, conditioners, soap, lotions, shaving products. \"Well darn, where do I get started?\" It's like, \"Here. Let's make it easy on you. Start here. Pick a bottle. All right, great. Pick a pouch.\" You just pick one and then boom. It's a three step process of getting people into a product line easily and incrementally changing their habits.\u003c/p\u003e\n\u003cfigure\u003e\u003cimg alt=\"A model refills a bottle of Beast shampoo.\" src=\"https://cdn.shopify.com/s/files/1/0070/7032/files/beast-refill-product.jpg?v=1626671303\" loading=\"lazy\"\u003e\n\u003cfigcaption\u003eAllowing customers to customize their order through a quiz allows for more engagement and a better sales funnel experience. \u003cem\u003eBeast\u003c/em\u003e\u003c/figcaption\u003e\n\u003c/figure\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e That’s a great insight about how the more time you spend on the site customizing it,the more memorable it is. Are there any other parts of the website that surprised you by having a big impact on conversions?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e What's funny is I've seen this on a couple sites: the shop all. That's often one of the highest converting pages. People just want to see and scroll. It sounds silly, right? Shop all. They can see the whole thing and scroll down. We definitely see people later in their life cycle approach and start visiting sustainability pages or “about the brand” pages. Having the quiz page. We have a quiz now where we try to pair you with one of our scents. That's another great example that I got from Able, too. Both at Able and Beast we did something where it was a little fun for the customer to do but also instructive. We're taking people down the path just answering a simple question and then we recommend some products and it helps them understand our different scents. I would encourage people to try a quiz with their customers.\u003c/p\u003e\n\u003ch2\u003eFree gifting as an \u003ca href=\"/za/retail/inventory-management\" target=\"_blank\"\u003einventory management\u003c/a\u003e strategy\u003c/h2\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e I can also see on the website a call to action saying, “Want a free gift from us?” But it doesn’t disclose what the gift is. Was that intentional?\u0026nbsp;\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Yeah. We wanted flexibility to change it up. Sometimes it's an \u003ca href=\"/za/retail/inventory-management\" target=\"_blank\"\u003einventory management\u003c/a\u003e thing, too, where we're like, \"Darn. We're out of those.\"\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e Are there any other apps that you use that you can recommend to use to run the business?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e Going back to our app discussion earlier, product reviews are essential. Early on you may not want to invest a lot of money in product reviews but at some point you start realizing, \"We need to feed these reviews into Google. We need to syndicate them to other places. We want functionality so customers can easily share their reviews. Yotpo Reviews was a good one. We're all in on Yotpo. We have Yotpo Loyalty, Yotpo Reviews, and we've tested some Yotpo SMS. Then there's Data Feed Watch, which is a feed generator. That one's more affordable. It allows you to generate a feed that you can spit into Google or Facebook or other marketing channels. Bing, where you might need to generate a product feed early one, that's a useful one too. Octane is a good one too for marketing. Klaviyo for email. Klaviyo has emerged as one of the top email ones. Octane's like email and text but for Facebook Messenger. That's the problem that Octane solves. That's a good one for people to look at.\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eFelix:\u003c/strong\u003e I'll leave you this last question. What do you think is the area that you want to focus the most over the next year?\u003c/p\u003e\n\u003cp\u003e\u003cstrong\u003eJohn:\u003c/strong\u003e It's going to sound silly but fulfillment. If you're listening to the podcast and you place an order on our site use code beastboss, because you're the boss of me, the Beast, or your own self as the Beast. That'll give you 20% off. If you then get the items and email me and tell me about your fulfillment experience, I'll send you another free thing. I'll look at what you ordered and pick something else from our product line and send it to you. Just email me at john@getbeast.com. Buy something. Use code beastboss. Save 20%. Get the products and then email me. Give me feedback–simple feedback–on fulfillment and the unboxing, and I'll send you something extra for free.\u003c/p\u003e\u003cdiv id=\":R0:\" data-component-name=\"blog-read-more\" class=\"marketing-block marketing-block--light marketing-block--padded text-body-sm text-left my-8 tablet:my-16 p-8 bg-marketingBg border-t-2 [\u0026amp;_h2]:text-t5 border-blog-highlight\"\u003e\u003ch2 class=\"!mt-0 mb-6 font-aktivgroteskextended\"\u003eRead more\u003c/h2\u003e\u003cul class=\"!mt-0 !mb-0\"\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/tumbleweed-texstyles-side-hustle\"\u003eHow Two Teachers Grew a Side Hustle Into a 7-Figure Lifestyle Brand\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/active-truth-inclusive-community\"\u003eThreading Together Inclusivity and Functionality to Build a 7 Figure Activewear Brand\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/71356229-how-zerouv-com-made-9-million-last-year-selling-on-these-marketplaces\"\u003eHow zeroUV Made $9 Million Last Year Selling on These Marketplaces\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/tranquilo-mat-facebook-live-marketing\"\u003eThe Facebook Live Strategy That Helps This Inventor Market to New Moms\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/barbell-apparel-bootstrapping\"\u003eHow Barbell Apparel Raised 49 Times More Than Their Kickstarter Goal\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/antlion-audio-youtube-reviews\"\u003eGetting the Perfect YouTube Review- A Step-By-Step Approach\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/pantee-upcycling-fashion\"\u003eBrought Back to Life- How Pantee Uses Deadstock to Upcycle the Fashion Industry\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/blumaan-community\"\u003eA YouTuber's Journey of Launching Products Based on Community Feedback\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/gist-yarn-preorder\"\u003eThe Preordering Model that Scaled a Hobby Into a Business\u003c/a\u003e\u003c/li\u003e\u003cli class=\"mt-2\"\u003e\u003ca href=\"/za/blog/selling-underwear-as-a-gift\"\u003eHow to Market a Product Your Customers Won't Show Off in Public\u003c/a\u003e\u003c/li\u003e\u003c/ul\u003e\u003c/div\u003e","latestArticles":[],"contentNavigationLinks":[],"blogHandle":"blog","settings":{"topSectionImages":[{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/b57973373cb5af3ba8e59f0b966065e7.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/05383e2e9b6568812f1ccc7bbc28ac3d.webp?originalWidth=500\u0026originalHeight=641"},{"src":"https://cdn.shopify.com/b/shopify-brochure2-assets/2baeeeb3c9bab2dfbfac6428fad929e1.webp?originalWidth=500\u0026originalHeight=641"}],"images":{"guides-modal-default":"https://cdn.shopify.com/shopifycloud/brochure/assets/content-marketing/blog/guides/default-popup-small-507879111d55acdd759b202ab869ea0b8bd0f4af9f9aaa7c540efe59b8e046db.jpg","guides-modal-photography":"https://cdn.shopify.com/b/shopify-brochure2-assets/1bd4b072dc187a774c9af650d0f16d0b.jpg","guides-modal-seo":"https://cdn.shopify.com/b/shopify-brochure2-assets/63781344c2932de6e553a54b02291692.jpg","subscription":{"image":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/c46f986d892538f4b0a15f25692330f7.png?originalWidth=1420\u0026originalHeight=1040"}},"rightColSideBannerImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/c8790c0f3c1fa91ccc845e45ce067bbe.png","rightColSideBannerGetInTouchImg":"https://cdn.shopify.com/b/shopify-brochure2-assets/e2a124c9e2e7ae76119a66cfc515535b.png","articleNavigation":{"banner":{"en":"https://cdn.shopify.com/b/shopify-brochure2-assets/e570727d45209fec56c410f802faa0fe.png"}}},"subscription":{"settings":{"subscriptionId":"DE84EF61-2A02-4778-8807-F01B108DE974"}},"citation":{"high-ticket-affiliate-programs":[{"text":"Zip Recruiter - 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[Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/node/topic/G9SMD8TQHFJ7728F"},{"text":"Themenhero - [Men’s Guide For Brands \u0026 Fashion]","url":"https://themenhero.com/"},{"text":"Zip Recruiter - [Amazon Affiliate Salary]","url":"https://www.ziprecruiter.com/Salaries/Amazon-Affiliate-Salary"},{"text":"Amazon Associates - [Associates Program Participation Requirements]","url":"https://affiliate-program.amazon.com/help/operating/policies#Associates%20Program%20Participation%20Requirements"},{"text":"Amazon - [Application Review Process]","url":"https://affiliate-program.amazon.com/help/node/topic/G8TW5AE9XL2VX9VM"},{"text":"Coffee Brewing Pro - [Coffee Brewing Pro]","url":"https://coffeebrewingpro.com/"},{"text":"Sprocker Lovers - [Sprocker Lovers]","url":"https://sprockerlovers.com/"},{"text":"McKinsey \u0026 Company - [What is omnichannel marketing?]","url":"https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-omnichannel-marketing"},{"text":"Package Free Shop - 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users]","url":"https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users"},{"text":"Hootsuite - [Here’s What You Can Do About Organic Reach Decline in 2024]","url":"https://blog.hootsuite.com/organic-reach-declining"},{"text":"Meta - [How to monetize your content on Facebook and Instagram]","url":"https://www.facebook.com/business/learn/lessons/understand-monetization-eligibility-status?course_id=467400747420312\u0026curriculum_id=2374726509274694"},{"text":"Meta - [Facebook Success Stories]","url":"https://www.facebook.com/business/success?rdr=expss"},{"text":"Meta - [Eligibility requirements for Facebook Subscriptions]","url":"https://www.facebook.com/business/help/271606753455489?id=558489708108283"},{"text":"Meta - [How to stay eligible for monetization]","url":"https://www.facebook.com/business/help/903272529876480?id=648321075955172"}],"how-to-patent-an-idea":[{"text":"Bitten Design - [Moustache Pacifier]","url":"https://bitten-design.com/products/moustache-pacifier?variant=839047215"},{"text":"USPTO - [United States Patent and Trademark Office]","url":"https://www.uspto.gov/"},{"text":"Cornel Law School - [35 U.S. Code § 101 - Inventions patentable]","url":"https://www.law.cornell.edu/uscode/text/35/101"},{"text":"Nolo - [Patent Searching Online]","url":"https://www.nolo.com/legal-encyclopedia/patent-searching-online-29551.html"},{"text":"USPTO - [Fee schedule]","url":"https://www.uspto.gov/learning-and-resources/fees-and-payment/uspto-fee-schedule"},{"text":"USPTO - [First Office Action Estimator]","url":"https://www.uspto.gov/learning-and-resources/statistics/first-office-action-estimator"},{"text":"USPTO - [MPEP]","url":"http://mpep.uspto.gov/RDMS/detail/manual/MPEP/e8r9/d0e18.xml#/result/RDMS/detail/manual/MPEP/e8r9/d0e133402.xml?q=issue%20fee\u0026start=1\u0026ccb=on\u0026ncb=off\u0026icb=off\u0026fcb=off\u0026ver=e8r9\u0026sort=relevance\u0026syn=adj\u0026cnt=10\u0026results=compact\u0026index=4#highlight"},{"text":"USPTO - [EFS-Web Guidance and 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In the meantime, start building your store with a free trial of Shopify."},"opening_closing_checklist":{"heading":"Free Checklist for Opening and Closing Your Store","content":"Ensure all protocols and procedures are completed each time you open and close your store with this handy, easy-to-follow checklist.","cta":"Get the free checklist","modal_headline":"Get our Opening and Closing Checklist delivered right to your inbox.","modal_success_heading":"Thanks for downloading. You'll receive your free download soon. In the meantime, start building your store with a free trial of Shopify."},"optimization":{"heading":"Free Reading List: Conversion Optimization for Beginners","content":"Turn more website visitors into customers by getting a crash course in conversion optimization. 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