Years
Million Dollars
Big Mistakes
@petekeller
icaruspete@gmail
Revenue (000)
3500

3000

2500

2000

Revenue (000)
1500

1000

500

0
2011

2012

2013
• Platform and following
• Table selection
• (Not) Planning for success
Platform and Following
Do it on your own
• Forums
• Twitter/instagram/blogs/fb
• “Build Authority”
• If nothing else, see what drives engagement
...
Revenue (000)
3500

3000

2500

2000

Revenue (000)
1500

1000

500

0
2011

2012

2013
16000

14000

12000

10000

8000

Revenue Proj (000)
Revenue (000)

6000

4000

2000

0
2011

2012

2013

2014

2015

2016
• Cash conversion cycle
• Marketing focus (CLV vs. one-shot)
• Profitability
Plan for success
• Think beyond “prove the business model”
• Understand and anticipate your growth
• “There’s always money...
Table selection
• “Table selection is the
most important decision
you can make
• It’s okay to switch tables if
you discove...
VS
You get to pick your table!
Takeaways
• Platform and following
– Learn the social platforms
– Learn to drive engagement
– Brand from day 1

• Planning...
@petekeller
icaruspete@gmail
FringeSport
ProductSimple.net
The Mistake Podcast
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes
Upcoming SlideShare
Loading in …5
×

FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes

735 views

Published on

Peter Keller, founder / CEO of FringeSport talks about the 3 biggest mistakes the FringeSport team made on the road to $3M in sales just 3 years after he founded Fringe in his garage.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
735
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
7
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Wine refringerator story$60k of celsius wine coolersMistakes on someone else’s dime
  • LivingDirect100k members in 7 months- an overnight success that was years in the making
  • Personal PassionEcommerce channelGrowth curvePassionate usersAbility to build a brandDefensible against Amazon
  • 2005One large competitor- Rogue FitnessHeavy, nichey-gear, but not too hard to developPassionate customer base that is very web savvy incl social media1.2M CrossFitters in the US3M next 3 years5000 CrossFit gyms in the US
  • FringeSport.comShopify platform
  • 100k$1M$3MAustin, Texas, USAMainly ship to the USSell locally as well- Austin, Dallas, San Antonio
  • FringeSport - 3 Years, 3 Million Dollars, 3 Big Mistakes

    1. 1. Years Million Dollars Big Mistakes
    2. 2. @petekeller icaruspete@gmail
    3. 3. Revenue (000) 3500 3000 2500 2000 Revenue (000) 1500 1000 500 0 2011 2012 2013
    4. 4. • Platform and following • Table selection • (Not) Planning for success
    5. 5. Platform and Following
    6. 6. Do it on your own • Forums • Twitter/instagram/blogs/fb • “Build Authority” • If nothing else, see what drives engagement when you post on fb!
    7. 7. Revenue (000) 3500 3000 2500 2000 Revenue (000) 1500 1000 500 0 2011 2012 2013
    8. 8. 16000 14000 12000 10000 8000 Revenue Proj (000) Revenue (000) 6000 4000 2000 0 2011 2012 2013 2014 2015 2016
    9. 9. • Cash conversion cycle • Marketing focus (CLV vs. one-shot) • Profitability
    10. 10. Plan for success • Think beyond “prove the business model” • Understand and anticipate your growth • “There’s always money out there”… but where?
    11. 11. Table selection • “Table selection is the most important decision you can make • It’s okay to switch tables if you discover it’s too hard to win at your table “ Tony Hsieh
    12. 12. VS
    13. 13. You get to pick your table!
    14. 14. Takeaways • Platform and following – Learn the social platforms – Learn to drive engagement – Brand from day 1 • Planning for success – Plan for success – Think about the ramifications of your business model • Table selection – Pick a table where you want to sit! – Look at winners and learn from them
    15. 15. @petekeller icaruspete@gmail FringeSport ProductSimple.net The Mistake Podcast

    ×