Mike Salguero: How I Grew ButcherBox to $600M/year in Revenue; Tips for Influencer Marketing | E998
52Mike Salguero is the Founder and CEO @ ButcherBox, the meat delivery subscription service that he has scaled to $600M in revenue, 215 employees and the national leader in the space. All of this achieved while raising $0 of venture capital. Prior to ButcherBox, Mike was the Founder & CEO @ CustomMade, an online marketplace that, unlike ButcherBox, raised millions in venture funding from prominent VCs.
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Timestamps:
0:00 Mike Salguero’s road to ButcherBox
3:18 Lessons & Mistakes on Hiring
8:11 How to Choose Your Business Idea
13:37 The ButcherBox Business Model
20:53 Marketing Budget Planning
25:34 ButcherBox’s Marketing Strategy
32:57 What margins are needed in Direct To Consumer businesses?
35:38 How to Calculate LTV and Churn
43:50 Average Order Value
48:36 Importance of Referrals
49:24 Venture-backed DTC Companies
54:57 Brand Marketing
57:28 What are competitors doing wrong?
59:42 Biggest waste of money
1:07:38 Did Mike sell any secondaries?
1:14:18 Veganism and Climate Change
1:20:00 Quick-Fire Round
1:23:18 Will Trump win?
1:30:02 ButcherBox in 5 Years
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In Today’s Episode with Mike Salguero We Discuss:
1.) The Makings of a Great Entrepreneur:
How did Mike’s father not being present in his childhood impact the type of leader he is today?How does Mike’s fear of abandonment show itself in his leadership style?What does Mike know now that he wishes he had known when he started?
2. Consumer Subscription is Not a VC Backabale Business Model:
Why does Mike believe consumer subscription D2C businesses are not VC backable?What are the biggest challenges of running a consumer subscription business?Why did all the D2C food prep and delivery companies fail? What did they do wrong?What happens to all the heavily funded D2C subscription companies of the last 5 years?Why does Mike believe now is the hardest time ever to do D2C consumer subscription?
3. The Secret to Efficient Marketing:
How did ButcherBox scale to $50M in revenue with just one marketing channel working?When should founders think about the second channel? How should they choose which one?Why does Mike not like “brand marketing”? How did ButcherBox burn $8.5M on brand marketing? What are Mike’s biggest lessons from doing this?What emerging channel does Mike see as having the biggest potential over the coming years?Why does customer acquisition increase with time? Why do elections cause it to increase?
4. The Economics of a $600M Revenue ButcherBox:
How much does it cost ButcherBox to acquire a customer?What is their payback period on that customer? How has this change with time?What is the single metric that drives the profitability of ButcherBox?What are the single biggest points of margin in the business?What is the lifetime value of a ButcherBox subscriber?What are the single biggest points of churn in the customer lifecycle?
5. Venture Capital: To Raise or Not to Raise:
Why did Mike never raise venture capital for ButcherBox?Has Mike ever sold secondary? Why not?What would Mike most like to change about the world of venture capital?What are his biggest lessons from raising VC with CustomMade? How did that impact how he approached building ButcherBox?What does Mike believe all founders need to know about raising VC?
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